Advertising Agency: BBDO, Düsseldorf, Germany
Chief Creative Officer: Toygar Bazarkaya
Executive Creative Director: Carsten Bolk
Copywriter: Marc Steinberg
Account Manager: Julius Möbius/Ulrike Heinecke
Account Supervisor: Dirk Bittermann
Art Buyer: Eva Á Wengen
Art Director: Bernd Faust
Photographer: Jost Hiller
Advertising Agency: DDB, São Paulo, Brazil
Chief Creative Officer: Sergio Valente
Executive Creative Director: Sergio Valente
Creative Director: Renata Florio/Rodrigo Almeida/Moacyr Netto
Copywriter: Edson Oda
Advertiser’s Supervisor: Paulo Donizete
Account Supervisor: Daniel Malavazzi/Kim Moraes
Producer: Carla Oliveira/Edson Harada
Art Buyer: Clariana Da Costa
Art Director: Rodrigo Bombana
Photographer: Sergio Prado
Typographer: Teca Marttins
To celebrate the back to school period, Tipp-Ex®, BIC Europe Group’s brand, leader on the European market of correcting products, goes on Youtube with an interactive campaign as funny as surprising. In this viral video, french agency Buzzman puts face to face a bear and a hunter, offering the viewers to choose what ending they want to see by changing the title of the vidéo directly on Youtube thanks to the Tipp-ex corrector! More than 50 different hilarious endings can thus be discovered. The campaign is logically signed: Tipp-Ex®, white and rewrite.
Describe the brief from the client:
To coincide with the back-to-school period, Tipp-ex, an European correction fluid company, wants to promote online its whiteout Pocket Mouse. The target is pupils, students and customers of Tipp-ex.
The strategy was to turn an ordinary product into a unique and ground-breaking interactive experience on YouTube. Our strategy was to create a specific relation between this target and the brand, and thus virally spread the Tippexperience.
Describe how the promotion developed from concept to implementation:
An interactive YouTube rich media campaign. It starts with a video on YouTube featuring a hunter out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should shoot the bear or not. Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and invites viewers to choose the end of the story by writing their own verbs directly in the title of the video. For each action, there’s a video response.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Tipp-ex sell-in 2011 versus 2010 : +35%.
In 100 days:
The Tipp-ex YouTube channel : +35.5 million views.
Average brand exposure: 5 minutes.
The tippexperience hit 217 countries around the world.
Shared 380,000 times on social media with a virality rate of 500%.
Results:
46 million views.
Shares, likes and comments on Facebook: +1 million.
Tweets: 220,000.
60,000 online articles.
International TV coverage.
Tipp-ex sales: +30% vs 2009 between 2nd September and 15th October 2010 (Europe / volumes)
On the European market, the purchasing intention has doubled during the campaign, according to the Ipsos test.
Explain why the method of promotion was most relevant to the product or service:
The interactive campaign drew viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of YouTube for the first time, utilising the whole screen to exemplify the use of its whiteout product. 42 alternative scenes were shot so anything you write gets a video response. The possibilities are infinite. With the signature « White and Rewrite », the video on YouTube and the interaction, the campaign is very appropriate to the brand and to the target.
Advertising Agency: Buzzman, France
Creative Director: Georges Mohammed-Chérif
General Manager: Thomas Granger
Copywriter: Tristan Daltroff
Art Director: Louis Audard
Project Mnagers: Bastien Chanot, Antoine Ferrari
TV Producer: Elodie Jonquille
Digital Production Manager : Mélanie Rohat-Meheust
Community Managers: Xavier Le Boullenger, Nicolas Mirguet
Film Production: Eleganz
Producteur: Willy Morence
Réalisateur: Olivier Bennoun
Web Production: Grouek
Advertising Agency: JWT, Mexico
Chief Creative Officer: Manuel Techera
Executive Creative Director: Esteban Sacco/Enrique Codesido
Creative Director: Gabriel Bello/Miguel Brito
Copywriter: Rodrigo Rothschild
Producer: Damiana Marin
Art Director: Victor Rojas/Esteban Sacco
Photographer: David Franco
Advertising Agency: Creativeland Asia, Mumbai, India
Chief Creative Officer: Sajan Raj Kurup
Executive Creative Director: Vikram Gaikwad
Creative Director: Anu Joseph
Copywriter: Anu Joseph/Sajan Raj Kurup
Advertiser’s Supervisor: Pradeep V S/Nivas Salian
Account Supervisor: Hiral Vasani/Parineeta Gopal
Art Director: Shirin Johari
Photographer: Prateeksh Mehra
Typographer: Mahadeo Sawant
Other Credits: Prakash Mohite
Advertising Agency: BBDO, Düsseldorf, Germany
Chief Creative Officer: Sebastian Hardieck/Toygar Bazarkaya
Art Director: Peter Engelbrecht/Karolina Bukowiecka/Gustavo Vieira Dias
Photographer: Robert Eikelpoth
Description of Ambient execution: Channel One’s new show ‘The Pacific’ is all about the battles fought between America, Japan and pacific nations during WWII. To coincide with the premiere of the show we recreated an impressive aerial dogfight using pyrotechnics, two Japanese planes and a New Zealand Kittyhawk. The stunt was a major hit. Thousands of people flocked to the beach to watch it, stopping traffic in the process, and it appeared in the national news several times.
Advertising Agency: Colenso BBDO, Auckland, New Zealand
Executive Creative Director: Nick Worthington
Copywriter: Kimberley Ragan/Rebecca Johnson-Pond
Advertiser’s Supervisor: Tim Aitken/Charlotte Findlay
Planner: James Hurman
Account Manager: Account Executive:hannah Watson/Sarah Devonport
Account Supervisor: Group Account Director:lou Kuegler/Account Director:celeste Pulman
Producer: Gabrielle Buckle
Art Buyer: Plane Banner: Sam Champion
Art Director: Rebecca Johnson-Pond/Kimberley Ragan
Photographer: Stephen Langdon
Typographer: Dop/Cinematographer: Rajiv Raj
Other Credits: Plane Co-Ordinator:peter Houghton @ Nz Warbirds/Pyrotechnics:martin Van Tiel
Advertising Agency: TBWA\Vancouver, Canada
Creative Director: Paul Little
Copywriter: Mia Thomsett
Account Manager: Julie Mitchell
Account Supervisor: James Pelletier
Producer: Julian Davis
Art Director: John Williamson
Advertising Agency: Ogilvy, Paris, France
Executive Creative Director: Chris Garbutt
Copywriter: Edouard Perarnaud
Advertiser’s Supervisor: Jacques-Olivier Barthes
Account Supervisor: Benoît De Fleurian/Elie Sicsic/Nathalie Avedissian/Laurent Janneau
Art Buyer: Laurence Nahmias
Art Director: Emmanuel Bougnères
Illustrator: Mathieu Javelle/Stephane Balesi
Photographer: Raphael Van Butsele
Typographer: Sid Tomkins
Advertising Agency: JWT, Madrid, Spain
Chief Creative Officer: Miguel Bemfica
Creative Director: Juan Garicia-Escudero/Jaime Chavarri
Copywriter: Jaime Chavarri
Advertiser’s Supervisor: Martin Orbea
Account Supervisor: Marina Saroka
Producer: Antonio Ortega
Art Director: Juan Garcia-Escudero
Photographer: Getty Images
Advertising Agency: DDB&CO., Istanbul, Turkey
Creative Director: Karpat Polat
Account Supervisor: Asli Haymana
Art Director: Andres Vergara/Polat Gulkas
Photographer: Volkan Hicyilmaz
Advertising Agency: JWT, Barcelona, Spain
Executive Creative Director: Alex Martínez
Creative Director: Carles Puig
Copywriter: Oscar Galán
Advertiser’s Supervisor: Concha Martínez
Account Supervisor: Jordi Iglesias
Art Director: Ferrán Mendizábal
Advertising Agency: M&C Saatchi, London, United Kingdom
Executive Creative Director: Simon Dicketts/Graham Fink
Copywriter: Simon Dicketts
Planner: Neil Godber
Account Supervisor: Estelle Lee
Art Director: Graham Fink
Typographer: Gareth Davies
Advertising Agency: ALMAPBBDO, São Paulo, Brazil
Chief Creative Officer: Marcello Serpa
Executive Creative Director: Marcello Serpa
Creative Director: Luiz Sanches/Dulcidio Caldeira
Copywriter: Tales Bahu
Advertiser’s Supervisor: Renata M. Simões
Planner: Cintia Gonçalves
Account Supervisor: Cristina Chacon
Art Director: Marcos Kotlhar/Danilo Boer
Illustrator: Marcos Kotlhar/Danilo Boer/Murilo Salazar/Cheda Name/Vinicius Sousa.
Typographer: José Roberto Bezerra
Description of Ambient execution: “Go beyond borders”: the new slogan from CNN International was launched at the end of 2009 as part of an ambient concept to mark the anniversary of the fall of the Berlin Wall. The event was highly befitting for CNN’s new slogan.
The core medium: 40 kilometers of adhesive tape marking the former border between East and West Berlin. The tape was used as a carrier for CNN’s message and was highly visible to the scores of international visitors who came to the city for this special event. The concept encompassed well-known locations along the Wall as well as long-forgotten sites and places that have now been replaced with newer buildings. Along the red line, the tape artist EL BOCHO depicted places and images that people would remember: the Potsdamer Platz subway station where trains once ran under the wall, a pub in West Berlin where a badly-injured refugee from the GDR sought shelter, tanks at Checkpoint Charlie along with legendary escapes by plane, through tunnels and on foot.
Advertising Agency: Heimat, Berlin, Germany
Chief Creative Officer: Guido Heffels
Creative Director: Myles Lord
Copywriter: Nikolai Diepenbrock
Advertiser’s Supervisor: Jörg Buddenberg
Planner: Andreas Mengele
Account Manager: Till Hopf
Account Supervisor: Holger Hennschen/Andreas Mengele
Producer: Jessica Valin
Art Buyer: Jessica Valin
Art Director: Carsten Schubert
Illustrator: El Bocho/Team
Typographer: Erik Prautsch
