Reed Exhibitions Messe Vienna Case study THE STRATOS JUMP 1:350 [video] by Ogilvy & Mather Vienna

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THE STRATOS JUMP 1:350 [video]

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Industry Shows, Events & Festivals
Media Case study
Market Austria
Agency Ogilvy & Mather Vienna
Executive Creative Director Gerd Schulte-Doeinghaus
Art Director Gregor Ahman, Michael Kaiser
Producer Thomas Brunner
Editor Manuel Lindinger
Released May 2013

Awards

Cannes Lions 2013
Branded content & entertaiment lions Branded Entertainment; Best use or integration of digital or social media Silver

Credits & Description

Type of entry: Branded Entertainment
Category: Best use or integration of digital or social media
Advertiser: REED EXHIBITIONS
Product/Service: MODEL MAKER FAIR
Agency: OGILVY & MATHER VIENNA, AUSTRIA
Copy Writer: Helge Haberzettl (Ogilvy Vienna)
Art Director: Gregor Ahman (Ogilvy Vienna)
Executive Creative Director: Gerd Schulte-Doeinghaus (Ogilvy Vienna)
Art Director: Michael Kaiser (Ogilvy Vienna)
Copy Writer: Karin Schalko (Ogilvy Vienna)
Set Design: Andreas Braunboeck (Balloonart)
Cameraman: Wolfgang Bohusch (Sabotage Films)
Editor: Manuel Lindinger (Sabotage Films)
Producer: Thomas Brunner (Sabotage Films)
Sound Design: Clemens Marx (Marx Tonkombinat)
Describe the campaign/entry
The Austrian media landscape in general is dominated by a few major players in the field of TV and Print/Online Media.
Print/Online is dominated by two major publishing groups who are running the largest newspapers and 2 of the top 5 online portals.
In TV ORF, the national state-owned broadcasting station, is still holding almost 40% of TV market share and is also running Austrias strongest online portal with more than 44m visits/year.
Regulations for Product Placements/branded content placements in TV (ORF) are very restricted. Branded Entertainment is only allowed if there is no link to any editorial content, if the program is only for entertainment purpose (no news etc.) and does not address kids. It has to be labelled as product placement/advertising and should not include any call to purchase.
However, the online penetration in Austria is very high - more than 90% of the population are using the internet on a regular basis, more than 75% of all Austrian households have access to the www.
This makes online an attractive channel for branded entertainment in Austria.
Results
The international Model-Makers Fair, one of the largest Fairs for toys and miniature models, takes place in Vienna every October. In order to increase awareness about the Fair, we decided to hijack the official Red Bull Stratos project and recreate this record-breaking jump for ourselves. 8 hours before the official jump started, our fearless astronaut jumped out into the unknown.
The film documenting our incredible stunt was launched hours before the full-size Mr Felix Baumgartner stepped out into space.
The Red Bull Strator Project will probably be a perfect example for Branded Content for many years to come. The story about the jump was built up for years.
But in the very crucial moment we were first and took over the whole project in perfect guerilla marketing ways.
We announced via Facebook, Twitter, the official Red Bull website and all the important news forums that the jump had been moved forward and launched our Viral. And as the world was impatiently waiting for the images from the Red Bull team, our documentation had already broken all the records.
Within the first week alone, we had more than 8 million views on YouTube. Additionally, the world press snapped up the story, generating free media coverage worth millions.
The Red Bull Project Team in America congratulated us and even Felix Baumgartner himself discribed our viral film as being "Mind-blowing" on his Facebook page.
Two weeks later, the Model-Makers Fair achieved a new visitor numbers record, topping the previous year's record by a further 6%.