Worldwide Chief Creative Officer
at
Ogilvy & Mather New York
New York, Vereinigte Staaten von Amerika
| Titel | Stratos Jump |
| Agentur | Ogilvy & Mather |
| Kampagne | Stratos Jump |
| Werbende | Reed Messe Wien |
| Marke | Model Maker Fair Vienna |
| Posted | JunI 2013 |
| Geschäftsbereich | Festivals & Messen |
| Story | SUMMARY: Every year, the Vienna fair competes with 33 model making fairs, the biggest one being in Leipzig with approximately 100.000 visitors and a media budget of € 86.000. The Vienna fair is “David” compared to Leipzig’s “Goliath” with 25.000 visitors and a media budget of only € 1.200. Vienna needed to create buzz in a creative way to boost the relevance and popularity of the Vienna show and steal Leipzig’s thunder. The marketing objective was to increase the number of visitors by 20%, from 25.000 to 30.000. The target market for this campaign was internet users and fans of Austrian skydiver, Felix Baumgartner, who may not have been aware or interested in attending the Vienna Model Makers Fair. They were reachable via YouTube and social networks. Having only a small budget, selecting the right moment in time turned a disadvantage into an advantage. The “pirate strategy” seized the very media covered jump of Felix Baumgartner at the perfect moment, and in doing so, assisted the Vienna Fair in its goal of maximising media presence to benefit the event. A mini movie reconstructed the jump by using Lego blocks in the scale 1:350. Eight hours before the real jump was featured in social media, Vienna Fair provided the first “pictures” of this event online. The ideal media channel for launching the guerrilla idea “Stratos Jump - Vienna Fair” was YouTube, due to social media following the countdown to the original Stratos Jump. The campaign attracted more than 50.000 visitors to the Vienna Fair, 9.000.000 YouTube views within a few hours and an estimated €10 million of worldwide free media coverage. |
| Medientyp | Case Study |
| Länge | |
| Creative Director | Gerd Schulte Doeinghaus |
| Texter | Helge Haberzettl |
| Texter | Karin Schalko |
| Art Director | Gregor Ahman |
| Art Director | Michael Kaiser |
| Produktionsfirma | SABOTAGE FILMPRODUKTION GMBH |
| Worldwide Chief Creative Officer | Tham Khai Meng |
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