Tipp-Ex: A Hunter Shoots A Bear by Buzzman Paris for Tipp-Ex

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Industry Business equipment & services
Media Direct marketing
Market France
Agency Buzzman Paris
Art Director Louis Audard
Copywriter Tristan Daltroff
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Consumer Engagement Silver
Direct Lions Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media Bronze
Promo & Activation Lions Fast Moving Consumer Goods (not including food) Bronze

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best use of Social Media Marketing in a Promotional Campaign
Advertiser/Client: BIC / TIPP-EX
Product/Service: POCKET MOUSE
Entrant Company: BUZZMAN Paris, FRANCE
Sales Promotion/Advertising Agency: BUZZMAN Paris, FRANCE
Chief Executive Officer/Creative Director: Georges Mohammed-Cherif
Managing Director: Thomas Granger
Copywriter: Tristan Daltroff
Art Director: Louis Audard
Account Executive: Antoine Ferrari
Digital Production Manager: Mélanie Rohat Meheust
Digital Production Manager: Laurent Marcus
Film Production/TV Producer: Elodie Jonquille
Digital Production Assistant: Bastien Chanot
Community Manager: Xavier Le Boullenger
Interactive Producer: Emmanuel Saccoccini
Lead Flash Producer: Yoann Gueny
Film Producer: Willy Morence
Film Director: Olivier Bennoun
Describe the brief from the client:
To coincide with the back-to-school period, Tipp-ex, an European correction fluid company, wants to promote online its whiteout Pocket Mouse.
The target is pupils, students and customers of Tipp-ex.
The strategy was to turn an ordinary product into a unique and ground-breaking interactive experience on YouTube.
Our strategy was to create a specific relation between this target and the brand, and thus virally spread the Tippexperience.
Describe how the promotion developed from concept to implementation:
An interactive YouTube rich media campaign.
It starts with a video on YouTube featuring a hunter out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should shoot the bear or not.
Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and invites viewers to choose the end of the story by writing their own verbs directly in the title of the video.
For each action, there's a video response.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Tipp-ex sell-in 2011 versus 2010 : +35%.
In 100 days:
The Tipp-ex YouTube channel : +35.5 million views.
Average brand exposure: 5 minutes.
The tippexperience hit 217 countries around the world.
Shared 380,000 times on social media with a virality rate of 500%.
RESULTS TO DATE:
46 million views.
Shares, likes and comments on Facebook: +1 million.
Tweets: 220,000.
60,000 online articles.
International TV coverage.
Tipp-ex sales: +30% vs 2009 between 2nd September and 15th October 2010 (Europe / volumes)
On the European market, the purchasing intention has doubled during the campaign, according to the Ipsos test.
Explain why the method of promotion was most relevant to the product or service:
The interactive campaign drew viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of YouTube for the first time, utilising the whole screen to exemplify the use of its whiteout product.
42 alternative scenes were shot so anything you write gets a video response. The possibilities are infinite.
With the signature « White and Rewrite », the video on YouTube and the interaction, the campaign is very appropriate to the brand and to the target.

The Direct marketing titled Tipp-Ex: A Hunter Shoots A Bear was done by Buzzman Paris advertising agency for product: Pocket Mouse (brand: Tipp-Ex) in France. It was released in Jun 2011.