THE SEARCH FOR THE WORLD'S GREATEST SALESPERSON by OgilvyOne New York for Ogilvyone Worldwide

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THE SEARCH FOR THE WORLD'S GREATEST SALESPERSON

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Direct marketing
Market United States
Agency OgilvyOne New York
Executive Creative Director Mat Zucker
Creative Director Keith Ross
Art Director Ernie Parada, Jill Murray, Kodiak Starr, Katie Steward
Copywriter Rit Bottorf, Daniel Callahan, Josh Grossberg
Released March 2010

Credits & Description

Category: Corporate Image & Information
Advertiser: OGILVYONE WORLDWIDE
Product/Service: SELF PROMOTION
Agency: OGILVYONE NEW YORK
Date of First Appearance: Mar 28 2010
Entrant Company: OGILVYONE NEW YORK, USA
Entry URL: http://www.wwpl.net/awards2010/WGSP/
Executive Creative Director: Mat Zucker (OgilvyOne)
Creative Director: Keith Ross (OgilvyOne)
Copywriter: Rit Bottorf (Ogilvy)
Copywriter: Daniel Callahan (Ogilvy)
Copywriter: Josh Grossberg (Ogilvy)
Copywriter / Art Director: Josh Horn (Ogilvy)
Art Director: Ernie Parada (Ogilvy)
Art Director: Jill Murray (Ogilvy)
Art Director: Kodiak Starr (Ogilvy)
Art Director: Katie Steward (Ogilvy)
Design / Typography: Graham Clifford (Ogilvy)
Interaction Design: Brent Brooks (Ogilvy)
Worldwide Marketing Director: Mish Fletcher (Ogilvy)
Social Media: Nichole Brown/Jose Alvarado (Ogilvy)
Media Supervisor: Catherine Conrad-Saydah (Ogilvy)
Director / Executive Producer: David Zellerford
Producer / Art Director: Barbie Painter
Associate Producers: Corwin Carroll/Moitri Ghosh
Editors: Todd Bevan/Bradley J. Ross
Project and Program Management: David Urbano and Julie DeAngelis (Ogilvy)
Media placement: Paid Interactive Media - Facebook, LinkedIn, Yahoo!, YouTube, Search, GoogleTV - 30 March 2010
Media placement: Donated Interactive Media - 24/7 Network, Federated Media, Specific Media, Technorati, Vibrant - 30 March 2010
Media placement: Guerrilla - Local media, street events, career classifieds, Craigslist.com postings - 30 March 2010
Media placement: 10 Online Videos - YouTube - March 28, 2010

Describe the brief/objective of the direct campaign.
The Search for the World's Greatest Salesperson contest sought to reassert OgilvyOne’s commitment to selling and demonstrate its digital marketing expertise. It aimed to generate excitement and interest among: agency clients (existing and prospective), agency staff, and the marketing community, including Cannes attendees.

The contest was conducted via online video in 14 key agency markets using YouTube as the hub. It harnessed video, social media, public relations, search marketing, internal communications, guerrilla and events to raise awareness complemented by targeted media, influencer, staff and client outreach.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
Global contests in 14 countries with an enticing reward (a trip, a job, immortality), professional and amateur persuaders were challenged to convincingly sell a simple red brick at our YouTube channel and later, write an essay. A series of video shorts highlighting sales techniques (“The Moves”) were created and distributed across video sharing sites such as YouTube, Vimeo and DailyMotion, driving up search results and passed along social networks. How to Sell: Tips from Ogilvy, other content and a LinkedIn group about salesmanship were also created to boost involvement. A response rate of 100 videos was expected, based on industry benchmarks.

Explain why the creative execution was relevant to the product or service.
Salesmanship is personal, even in the digital age. YouTube was the hub for the contest, enabling judges to see not only entrants’ creativity but to get to know them as people. Eventually we would hire one person.

To contemporize and improve the tarnished image of sales, ‘The Moves’ series tapped humour and the appeal of short form video and the logo was created by an award-winning designer. Putting its agency name behind the mission of salesmanship also enhanced credibility and thanks from professionals and clients, seeking to re-connect marketing to sales.

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.
234 videos selling a red brick were submitted from 12 countries, leading to more than 5,000 votes from the public, exceeding benchmarks for user-generated videos especially without a cash prize.

The agency’s Facebook group grew 75% in fans and 700+ joined the Twitter feed. Within 24 hours, How to Sell from David Ogilvy was the most popular presentation on SlideShare.

Over 700 attended the Cannes seminar and it received five times more exposure than our nearest competitor.

And finally, connecting direct response to our own sales, there was a 14% increase in agency revenue in the markets where the contest ran.