Video's Back
Cannes and Caples short list, Winner of the Wunderman Presidents Award for creative excellence (Global award from Lester Wunderman)
A direct campaign to promote Online Video Advertising to Canada’s media buying community.
Desired end-result was 30 face-to-face meetings with Sympatico / MSN Sales reps.
Using a retro 80’s theme that recalled the rise of the video phenomenon, neon colours and the Rubik’s cube we proclaimed:
• Video’s Back! And It’s Better Than Ever.
• A unique and playful direct mail format was used to engage our target: a mock-VHS cassette package opened to reveal a crushable Video’s Back T-shirt, personalized letter, brochure and a neon USB bracelet loaded with the campaign microsite.
• The supporting microsite included a 3D animated Rubik’s cube with embedded video clips, in addition to demonstrations of online video advertising and case studies on its effectiveness.
Results:
Campaign achieved over double the original objective, with some 70 meetings scheduled by the end of the measurement period.
The unique creative style of the campaign was picked up for localized MSN Online Video Advertising campaigns in other Global markets, including the UK.
Overview, sales kit with T-shirt folded into VHS tape, 80's bracelet contains USB as well as online components including banners email and landing page.
Logo was created as a visual anchor to make light of how video has changed for MSN.
Landing Page
Fun T-shirt resonated with a young hip media buying target and was crushed into shape of a video format they were all to familiar with growing up.
B2B Integrated Campaign, part of global launch
Global creative was leveraged and used to great effect. a concierge card made for a premium offer that the target responded to.
Part of Adcenter Keyword Campain
AdCenter B2B aquisition
Microsoft advertising B2B, includes demensional mailing and drive to custom web portal
Part of a series of print driving to Live Earth Concert series
Live earth Print, executed on a timeline shorter than the actual concert.
B2B - Dimensional sales tool, included embeded magnifying glass in cover and series of playful tabs illustrating ability to target
Sales tool, the book cover, had an embedded magnifying glass in cover demonstrating ease of target search. inside the playful ness was further amplified with a colourful character mish-mash demonstrating the ability to target any random mix of potential people with the new MSN product.
B2B - Simple folding direct mail highlighting ability to target
Second execution where format is also used to highlight benefit
