A. Рекламный ролик
B. Реклама в прессе
C. Наружная реклама
D. Радио реклама
E. Видео мастерство
F. Дизайн
G. Интерактивная реклама
H. Креатив в Медиа проектах
I. PR проекты
J. Проекты маркетинговых сервисов
K. Рекламные кампании
LM-C-17-1. "Двойной писсуар. Скрытая камера."
| Агенство | ООО "Огилви энд Мейзер" |
| Творческий руководитель | Carl Le Blond, Robin Weeks |
| Автор идеи | Carl Le Blond, Robin Weeks |
| Продукт | "Левитра" |
| Описание | 'Levitra' is a drug produced by Bayer designed to alleviate erectile dysfunction. However, it cannot be named and cannot be advertised in ATL. Thus a non-conventional approach was necessary. Our task was to publicise 'Levitra' to a wider and younger audience and encourage them to become ambassadors for the brand. The target were 25 to 35 year-old internet-savvy men most of whom have no awareness of Levitra. However, they find the subject of erectile dysfunction embarrassing and are reluctant to consider themselves as recipients of this type of drug. Men in this segment believe that this type of drug is just a remedy for erectile disfunction, a problem for the over-fifties. We wanted them to reevaluate 'Levitra' as a drug that would actually enhance their sexual performance and virilty. Humour was also important in de-stigmatising the subject. The communication addressed men in an exclusively male environment in a light-heartedly humourous way and at the very moment that they had their sexual equipment in their hands. Creative Execution We built our very own men’s urinal with a double bowl and placed it in a busy men's public toilet then recorded the reactions on two CCTV cameras. A 90 second introductory viral film was supported by a live activation in a men's public toilet which has since gone viral and was then followed up by a second viral film. All traffic was directed to the Levitra website : prodisex.ru Results and Effectiveness The promotion was picked up by a number of press publications resulting in even more online traffic to the website. The film of the activation has gone viral and awareness of the Levitra brand has grown exponentially. As the campaign was designed to change perceptions of the drug as a benefit rather than a remedy, the initial results are very promising. |
| Состав творческой группы | Creative Directors: Robin Weeks, Carl Le Blond Production Company: Mad Cow Films Executive Producer: Pete Chambers Producer: Jonas Blanchard Director: Sam Huntley Cinematographer: David Procter Art Director: Mark Connell Editor: Chris McKay Editing Company: Cut and Run Sound Design/Arrangement: Phil Bolland @ 750 MPH Telecine: Ben Rogers @ Glassworks |
