TWENTYTHREE + BOGUSKY by TWENTYTHREE for TWENTYTHREE

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TWENTYTHREE + BOGUSKY

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Industry Advertising agencies, Business equipment & services
Media Direct marketing
Market Israel
Agency TWENTYTHREE
Designer Eli Azarzar
Released March 2010

Credits & Description

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: TWENTYTHREE
Product/Service: ADVERTISING AGENCY
Agency: TWENTYTHREE
Date of First Appearance: Mar 16 2010 12:00AM
Entrant Company: TWENTYTHREE, Tel-Aviv, ISRAEL
Entry URL: http://www.twentythree.co.il/awards/bogusky/
Chief Creative Officer: Erez Rubinstein (twentythree)
Director of Innovation: Yossi Tzarfati (twentythree)
Chief Executive Officer: Keren Nir (twentythree)
Designer: Eli Azarzar (Freelance)
Media placement: Fan Page - Facebook - 13 September 2009
Media placement: Viral Video - YouTube, Twitter, Facebook - 15 March 2010
Media placement: Response Video From Alex Bogusky - Justin TV, YouTube - 1 April 2010

Describe the brief/objective of the direct campaign.
As a new advertising agency, our goal was to get new business by drawing attention to our creative capabilities To achieve our goal, we decided to add high-profile partner to our agency: Alex Bogusky, one of the most awarded creative individuals in the business. As a penetrating strategy, we decided to focus on our biggest strength: Digital and social media.

Explain why the creative execution was relevant to the product or service.
We knew Mr. Bogusky is extremely busy, and receives tons of emails, tweets, letters and various request from creatives wanting to work for him, on a daily basis. This is in addition to his already time consuming job in MDC. We also knew that he updated his Twitter account, so we thought a social-media solution would be most appropriate to get his attention. Our way to contact Bogusky had to be different. So we posted the video on the Facebook page, and on Twitter, mentioning @Bogusky, knowing the buzz would surely get his attention.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
We started a Facebook fan page for Mr. Bogusky, keeping it updated by drawing his twitter and blog posts as well as new campaigns from CP+B. 6 months later, after the page had over 1,000 fans, we changed Alex's profile picture with Miss Piggy's, and submitted a ransom video on the page and on Twitter, demanding Alex Bogusky buy a share of our company in return for his hijacked fan page.

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 were overwhelming: less then 24 hours after later, Alex Bogusky announced he is willing to meet our demands, and sent us a personal email, as requested on our video. 2 weeks later, on his weekly live online show, he dedicated considerable time to praise our move, sign our share deed and urged clients in Israel to check our agency! Results up to this day: over 200 tweets, 7,000 views on YouTube and more than 600 mentions on Google. And most important: 9 new clients joined our agency since then (less than 2 months ago).