HUNTER AND BEAR'S 2012 BIRTHDAY PARTY by Buzzman Paris for Tipp-Ex

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HUNTER AND BEAR'S 2012 BIRTHDAY PARTY

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Industry Stationery
Media Direct marketing
Market France
Agency Buzzman Paris
Director Adrien Armanet
Creative Director Georges Mohammed Cherif, Georges Mohammed Cherif
Art Director Louis Audard
Copywriter Tristan Daltroff
Released April 2012

Credits & Description

Category: Socila Media & Viral Marketing
Advertiser: BIC GROUP
Product/Service: CORRECTOR FLUID
Agency: BUZZMAN
Creative Director: Georges Mohammed-Cherif (Buzzman)
Managing Director: Thomas Granger (Buzzman)
Marketing Director Europe: Alexis Vaganay (Tipp-Ex (Bic Group))
Marketing Manager Europe: Nathalie Hoffherr (Tipp-Ex (Bic Group))
Senior Product Manager Europe: Evita Panteleon (Tipp-Ex (Bic Group))
Copywriter: Tristan Daltroff (Buzzman)
Art Director: Louis Audard (Buzzman)
Project Manager: Olivier Lopez (Buzzman)
Project Manager: Marion Quesada (Buzzman)
TV Producer: Vanessa Barbel (Buzzman)
TV Producer: Elodie Poupeau (Buzzman)
Digital Production Manager: Laurent Marcus (Buzzman)
Digital Production Manager: Julie Bourges (Buzzman)
Community Manager: Huber Munyazikwiye (Buzzman)
Community Manager: Julien Scaglione (Buzzman)
Film Production: (Les Télécréateurs)
Director: Adrien Armanet (Les Télécréateurs)
Web Production: (Les 84)
Media placement: Viral Films (46) - YouTube - 12 April 2012

Describe the brief/objective of the direct campaign.
Capitalise on the brand promise: white and rewrite
Capitalise on the 2 main characters: the Hunter and the Bear
Continue to strengthen the 'coolness' of the brand
Continue to differentiate the brand from its competitors thanks to engaging content

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We decided to extend the concept of white and rewriting based on the fact that the Tipp-Ex tape actually allows you to go back through time, erase your mistake and write again.
So, in 2010, we offered you the opportunity to write the story: now you can rewrite history. By changing the title of the video on YouTube, thanks to the TippEx roller tape, anyone of you can discover how the Hunter and the Bear celebrated their anniversary.
In total, 46 videos were made for this second episode of the Tipp-Ex campaign, among which 8 are fully interactive.

Explain why the creative execution was relevant to the product or service.
In 2010, we offered you the opportunity to write the story, now you can rewrite history. By changing the title of the video on YouTube, thanks to the TippEx roller tape, anyone of you can discover how the Hunter and the Bear celebrated their anniversary across the different periods of mankind, which is the central piece of our creative idea.
For this edition, we are going even further by proposing even more interactivity in each video, immersing the users in a playful experience, thus strengthening the coolness of the brand.

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.
5.5m views in a week
12,000 tweets in 2 days