LAST ADVERTISING AGENCY ON EARTH by Saatchi & Saatchi Toronto for FITC

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LAST ADVERTISING AGENCY ON EARTH

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Industry Business equipment & services
Media Direct marketing
Market Canada
Agency Saatchi & Saatchi Toronto
Director Jason Zada
Executive Creative Director Brett Channer
Editor Richard Unruh
Released March 2010

Credits & Description

Category: Business Products & Services
Advertiser: FITC
Product/Service: DIGITAL CONFERENCE
Agency: SAATCHI & SAATCHI
Date of First Appearance: Mar 19 2010 12:00AM
Entrant Company: SAATCHI & SAATCHI, Toronto, CANADA
Entry URL: http://13599595.com/fitc/
Executive Creative Director: Brett Channer (Saatchi & Saatchi Canada)
Creative Director/Art Director: Helen Pak (Saatchi & Saatchi Canada)
Associate Creative Director/Writer: Brian Sheppard (Saatchi & Saatchi Canada)
Head of Integrated Production: Jen Mete (Saatchi & Saatchi Canada)
Production Company: (Tool of North America)
Director: Jason Zada
Director of Photography: Ketil Dietrichson
Executive Producer: Brian Latt (Tool of North America)
Line Producer: Kelly Christianson (Tool of North America)
Production Designer: Gary Matteson (Tool of North America)
Edit House: (Rooster)
Editor: Richard Unruh (Rooster)
Colourist: Eric Whipp (Alter Ego)
Flame Artist: Mike Bishop (Track & Field)
Music Company: (Pirate Radio and Television)
Music Executive Producer: Tom Eymundson (Pirate Radio and Television)
Music Composer: Brendan Quinn (Pirate Radio and Television)
Principal Performer: Clive Ash
Media placement: Viral Video - Vimeo And Youtube - 19 March 2010

Describe the brief/objective of the direct campaign.
FITC host cutting edge digital design and technology conferences, featuring the world’s foremost digital creators. But last year, less than 5% of those attending its events were from traditional advertising agencies. The goal of this project was to get FITC on the radar of people from advertising agencies, and interest them in going the conferences.

Explain why the creative execution was relevant to the product or service.
The advertising industry is in the midst of a great change. Clients continue to move their budgets from traditional media to online. And many ad people are rightly wondering what the future holds for their industry. The creative plays to these fears in humorous yet direct way, showing what the worst-case scenario might be and then offering a solution so ad people can change in time to remain relevant. The execution was consistent with the FITC brand, because it is a forward-looking idea, delivered in a digital way.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
FITC host conferences worldwide, and they had a very limited budget to reach ad people around the globe. The solution was to create a darkly humorous viral video, ‘The Last Advertising Agency on Earth’, about a future where there are no advertising agencies left because they failed to truly embrace digital when they had the chance. FITC wanted to start a conversation about the state of digital within the advertising industry, sparking interest in its conferences. Because the target was limited to people in the advertising and communication industries, the goal was to receive 25,000 views of the 2 minute film.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
In three weeks, the film received over 100,000 views on Vimeo and YouTube – quadruple our target. It written up by industry media around the world, and it was featured on over 13,000 industry-related blogs. The film had over 250,000 google impressions and was tweeted over 1200 times, with much positive commentary. Earned media value is estimated at $300,000, without spending a single penny on media placement. The film prompted an immediate 113% increase in traffic to the FITC website, a key driver for ticket sales.