ORCON + IGGY POP by Special Group NZ for ORCON

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Industry Consumer & Public services, Internet Service Providers
Media Direct marketing
Market New Zealand
Agency Special Group NZ
Creative Director Tony Bradbourne, Rob Jack, Heath Lowe
Producer Andy Mauger
Strategic Planner Claire Beatson
Editor Luke Haigh
Released October 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Product/Service: BROADBAND
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: SPECIAL GROUP, Auckland, NEW ZEALAND
Creative Director: Tony Bradbourne (Special Group)
Creative Director: Rob Jack (Special Group)
Creative Director: Heath Lowe (Special Group)
Managing Director: Michael Redwood (Special Group)
Agency Producer: Sascha Mortimer (Special Group)
Interactive Producer: Hamish Wanhill (Special Group)
Project Manager: Jules Pakenham (Special Group)
Strategic Planner: Claire Beatson (Special Group)
Media Strategist: Sean McCready (Special Group)
Director / Director of Photography: Darryl Ward (Curious Film)
Executive Producer: Matt Noonan (Curious Film)
Editor: Luke Haigh (Curious Film)
Producer: Andy Mauger (Curious Film)
Flame: Nigel Mortimer (Curious Film)
Audio Engineer (USA): Alfred Figueroa (Crescent Moon. Miami.)
Audio Engineer (NZ): John Cooper (Liquid Studio)
Audio Engineer (NZ): Jordan Stone (Roundhead Studio)
Head of Brand & Communication: Duncan Blair (Orcon)
Head of Sales & Marketing: David Joyce (Orcon)
Chief Executive Officer: Scott Bartlett (Orcon)
Media placement: Facebook - Facebook message - 7th Oct 09
Media placement: Internet Banners - Various - Music, Lifestyle And News Portals - 8th Oct 09
Media placement: Street Posters - Metropolitan Centres - 8th Oct 09
Media placement: TV - 15 seconds - TV - across channels - 8th Oct 09
Media placement: TV - Be Watching - TV - Across Channels - 14th Nov 09
Media placement: TV - Reveal - TV - Across Channels - 17th Nov 09

Describe the brief/objective of the direct campaign.
Orcon is a New Zealand telecommunications company. Despite offering faster broadband and superior customer service, it was relatively unknown in a market dominated by the huge corporates (Vodafone and Telecom). The agency’s overall brief was therefore to raise awareness of this superior broadband offering. Our strategy was to communicate this by staging a major online event – in effect a mass product demonstration - and build awareness of Orcon by engaging the nation with it. While we had to attract new customers to the brand, every stage of the campaign began by communicating firstly with existing Orcon customers.

Explain why the creative execution was relevant to the product or service.
Orcon is an internet company and in every aspect of this campaign, from the call for auditions, through the facebook activity to the Play live with Iggy event itself, the internet was central. While every telco talks up its product and services, the strength and originality of this campaign was that Orcon actually used its broadband to enable a world-first technical feat – connecting nine Kiwis from their homes across New Zealand to Iggy’s studio in Miami, and re-recording the classic track 'The Passenger'.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We created a world-first event, a chance to re-record 'The Passenger', live online, with Iggy Pop. Our direct response objective was two-fold: Attract a large enough pool of talented auditions to ensure we could select our virtual band. Maximise the country’s engagement with the auditioning process. The call for auditions went out first to Orcon’s customer base, to its facebook friends, and via online advertising. This was then extended by 15” TVCs and street posters calling for people to Play live with Iggy Pop. Entrants then uploaded auditions directly to a specially built facebook application, where they could be browsed.

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.
- We received 200 video auditions in 10 days, a superb talent pool to select our nine band-members from. - Auditions viewed more than 100,000 times on facebook, part of an explosion of interest in the campaign. National press, prime-time current affairs TV shows, websites and blogs all over the world picked it up. - 3,500 new Orcon facebook friends in just 2 weeks. - The campaign generated over NZ$650,000 of unpaid media coverage before the TV ad had even run. - And Orcon’s sales increased 30% on previous year.