FLIP YOUR PROFILE by DDB GROUP SINGAPORE, DDB Singapore for Cisco

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FLIP YOUR PROFILE

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Industry Business equipment & services
Media Digital, Interactive & Mobile, Case study
Market Singapore
Agency DDB GROUP SINGAPORE
Chief Creative Officer Neil Johnson
Executive Creative Director Joji Jacob
Creative Director Terrence Tan, Thomas Yang
Art Director Suhaimi Saadan
Senior Art Director Sham Nassar
Copywriter Naresh Kumar
Head of Broadcast Jackie They
Agency DDB Singapore
Released September 2010

Awards

Spikes Asia 2011
Promo & Activation Use of Media Bronze

Credits & Description

Type of entry: Use of Media
Category: Best Use of Digital Media in a Promotional Campaign
Advertiser: CISCO CONSUMER PRODUCT
Product/Service: FLIP VIDEO
Agency: DDB GROUP SINGAPORE, SINGAPORE

CHIEF CREATIVE OFFICER: NEIL JOHNSON (DDB SINGAPORE)
EXECUTIVE CREATIVE DIRECTOR: JOJI JACOB (DDB SINGAPORE)
CREATIVE DIRECTOR: THOMAS YANG (DDB SINGAPORE)
CREATIVE DIRECTOR: TERRENCE TAN (DDB SINGAPORE)
SENIOR COPYWRITER: VINOD SAVIO (DDB SINGAPORE)
COPYWRITER: NARESH KUMAR (DDB SINGAPORE)
SENIOR ART DIRECTOR: SHAM NASSAR (DDB SINGAPORE)
ART DIRECTOR: SUHAIMI SAADAN (DDB SINGAPORE)
HEAD OF TRIBAL DDB: JEFF CHEONG (TRIBAL DDB)
HEAD OF BROADCAST: JACKIE THEY (DDB SINGAPORE)
LEAD TECHNOLOGISTS: AUGUSTINE LOW (TRIBAL DDB)
DIGITAL ARCHITECT: GERALD YEO (TRIBAL DDB)
DEVELOPER: ROSSLYN CHAY (TRIBAL DDB)
DEVELOPER: VIKNESK KUMAR (TRIBAL DDB)
DEVELOPER: NG CHEE SHENG (TRIBAL DDB)
DEVELOPER: BOBY ERTANTO (TRIBAL DDB)
MARKETING MANAGER: SHAUN QUEK (CISCO CONSUMER PRODUCTS)
SENIOR MARKETING MANAGER: LIT YANG QUEK (CISCO CONSUMER PRODUCTS)
ASS. DIRECTOR OF TECHNOLOGY: CIARAN LYONS (TRIBAL DDB)
HEAD OF TECHNOLOGY: WEE LEE YEO (TRIBAL DDB)

Describe the brief from the client:
The objective of the campaign was to increase brand awareness in markets outside the US. The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras. The common factor across all the markets Flip Video was trying to penetrate was the high penetration of Facebook in those markets. So instead of creating a traditional campaign, the idea was to create a social campaign. The strategy was to let people experience for themselves the benefits of the camera and evangelize the brand on our behalf.
Describe how the promotion developed from concept to implementation:
Instead of merely creating an advertising campaign, we created a new medium. We enabled Facebook users to replace their static profile pictures with moving, speaking profile videos. And each of these videos, sitting on the most valuable real estate on the Web and being viewed by each Facebook user’s fans and friends, ended with a brand message for Flip Video cameras. In other words, each profile video is a brand ad for Flip Video. Better still, users could buy Flip Video cameras via their Facebook page.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Flip Video cameras gave the world a new way to shoot and share and in exchange received millions of free media impressions.

• 700,000 users flipped their profile.
• Profile videos viewed over 5 million times per day
• An average of 50 profile videos being uploaded every minute
• Thousands of brands, bands, artistes, filmmakers and businesses flipped their page.
• Total reach across users and pages exceeds 21 million
• Featured in over 500,000 blogs
• Estimated media coverage is valued over $20 million
Explain why the method of promotion was most relevant to the product or service:
For a brand that prides itself for making shooting and sharing videos easy, the idea was apt for the channel and it was on brand.

People for the first time came alive on Facebook. And only Flip Video cameras allowed people to shoot and share videos directly on Facebook from their device. The product filled a void and created a USP for the brand. In a market awash with choices, this USP stood out.