DOUBLE LIFE by TBWA\ Helsinki for CFP-E/SHOTS

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DOUBLE LIFE

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Industry Shows, Events & Festivals
Media Direct marketing
Market Finland
Agency TBWA\ Helsinki
Director Ben Brand
Art Director Minna Lavola
Copywriter Mira Olsson
Producer Jacques Vereecken, Karen Bruinsma
Released March 2011

Credits & Description

Category: Direct Response Broadcast: TV, Radio & Infomercials
Advertiser: CFP-E/SHOTS
Product/Service: YOUNG DIRECTOR AWARDS
Agency: TBWA\PHS
Date of First Appearance: Mar 29 2011
Entrant Company: TBWA\PHS, Helsinki, FINLAND
President: Francois Chilot (CFP-E)
Copywriter: Mira Olsson (TBWA PHS)
Art Director: Minna Lavola (TBWA PHS)
Producer: Jacques Vereecken (LADA / Caviar)
Producer: Karen Bruinsma (LADA / Caviar)
Director: Ben Brand (LADA / Caviar)
Director of Photography: Steve Walker (LADA / Caviar)
Editor / Sound, post production: (The Ambassadors)
Production Art Director: Margit Mardisalu (TBWA PHS)
Project Manager: Hannes Morten (CFP-E)
Media placement: TV - SUBTV - 29 March 2011
Media placement: Internet - YouTube - 29 March 2011

Describe the brief/objective of the direct campaign.
To establish Young Director Award by CFP-E/SHOTS as THE competition for aspiring commercial film directors and as a direct response get as many high quality entries as possible to the 2011 competition (to be eligible, entries must be one of the first four commercials a director has directed). The strategy was to quickly reach as many aspiring directors as possible with an empowering commercial informing about the upcoming entry deadline of Young Director Award by CFP-E/Shots.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

We felt the best way to get entries to a young director award show was to lead by example and give an inexperienced director an opportunity to shoot a script with strong viral-potential, and seed it out to aspiring commercial directors.
Our main target was production companies and film schools, but wanted to address a wider young audience as aspiring film directors can be anywhere.
It was broadcast on TV, seeded as a viral, posted on facebook-sites and on youtube, where it was quickly picked up also by a significantly larger audience than our specific target.

Explain why the creative execution was relevant to the product or service.

The entry deadline was getting closer and it was the quickest way to make a strong impact and get a response from our target group.
It was crucial to be a fast success on youtube, which is the place where young directors seek references and inspiration on a daily basis.
Writing a script with strong viral potential and shooting it with an inexperienced young director (Ben Brand) inspires other young and up-coming directors to fulfil their own potential. Supporting and inspiring talent is the sole purpose of Young Director Award by CFP-E/Shots.

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 link was sent to 1500 email-addresses including production companies and film schools. This led to over 600 000 views on youtube in a few weeks. It was immediately picked up by over 40 online sites publishing the newest and the freshest of the industry and beyond. Within a month, the commercial led to hundreds of new entries from young commercial directors around the world.