Diesel DM QUIQUE THE HEAD by Shackleton Spain

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Industry Business equipment & services, Corporate Image
Media Direct marketing
Market Spain
Agency Shackleton Spain
Executive Creative Director Enric Nel-Lo
Art Director Jaume Leis
Producer Cristina Cortizas
Released September 2009

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DIESEL
Date of First Appearance: Sep 21 2009 12:00AM
Entrant Company: SHACKLETON, Madrid, SPAIN
Entry URL: http://www.judgingishard.com/campana/cannes/quiquethehead
Copywriter & Creative Director: Pipo Virgós (Shackleton)
Art Director & Creative Director: Francesc Badia (Shackleton)
Art Director: Jaume Leis (Shackleton)
Executive Creative Director: Enric Nel-lo (Shackleton)
Account Manager: Oriol Boira (Shackleton)
Interactive Director: Marc Sallent (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Producer: Cristina Cortizas (Shackleton)
Media placement: Viral video - Quique the head's website and youtube - 21/09/2009 and ongoing
Media placement: website - internet directing to Diesel's corporate website - 21/09/2009 and ongoing
Media placement: iPhone Software application - Quique the head's website - 21/09/2009 and ongoing
Media placement: Facebook profile - Facebook - 21/09/2009 and ongoing
Media placement: Banner campaign - 4 shots - Clients and fashion & clothing media - 21/09/2009
Media placement: Emailing 1 shot - internet - 21/09/2009

Describe the brief/objective of the direct campaign.

Diesel wanted the launch of its new Mowie motorcycle helmet to be completely different from previous launches, dramatically boosting awareness amongst potential purchasers, but with a very small budget. The proposal should have strong viral potential to maximise audience reach, actively engaging them in spreading the campaign’s core message to others.

Explain why the creative execution was relevant to the product or service.

Creating a character like Quique the Head, a young man born with just a head, provided the perfect proof of the product´s ability to deliver on its promise: unbeatable head protection, for the only thing Quique has; a head. Consumers were given a delightfully frank insight into the qualities of Diesel´s Mowie helmets, transforming themselves into Quique´s saviour as well as an indispensable, and fashionable, item of clothing for him, thus providing an effective vehicle that successfully conveyed the product´s core values to the target audience in a highly appealing and original way, generating both curiosity and strong viral potential.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We used Enrique Carboni Jr., a.k.a Quique the head, as a prescriber. A man born being just a head with no body, who lives perpetually sheathed ina Diesel helmet with the double objective of protecting his fragile existence and wearing fashionable clothing. In order to spread his peculiar life, we used a fake documentary as a viral. The online campaign included: the Australian video-documentary of Quique's life and a website in a pseudo 'blog' format. Users could browse the autobiographical gallery, upload a photo for body donation, download the iPhone 'Tongue Trainer Software' application and visit Quique's Facebook profile.

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.
The results achieved by the campaign reveal a resounding success for this project: 825,000 viewings of the viral video worldwide More than 1,000 friends and 1,100 followers on Facebook Over 450 “donations” for the body transplant Presence on web pages and blogs all over the world