Prime Tv Digital, Case study CALL GIRL by DraftFCB Auckland

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Industry TV Channels/Radio Stations and Programmes
Media Digital, Interactive & Mobile, Case study
Market New Zealand
Agency DraftFCB Auckland
Executive Creative Director Regan Grafton, Tony Clewett
Producer Kelly Gillard, Peter Mayo Anna Stuart
Released May 2013


Cannes Lions 2013
Promo and Activation Lions Use of Promo & Activation; Best Use of Guerilla Marketing in a Promotional Campaign Silver
Outdoor Lions Ambient; Stunts & Live Advertising Bronze

Credits & Description

Type of entry: Use of Promo & Activation
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Asia Pacific Executive Creative Director: James Mok (Draftfcb New Zealand)
Executive Creative Director: Regan Grafton (Draftfcb New Zealand)
Executive Creative Director: Tony Clewett (Draftfcb New Zealand)
Senior Creative: Kelly Lovelock (Draftfcb New Zealand)
Senior Creative: Hywel James (Draftfcb New Zealand)
Producer: Kelly Gillard (Draftfcb New Zealand)
Producer: Peter Mayo (Draftfcb New Zealand)
Group Account Director: Toby Seller (Draftfcb New Zealand)
Account Director: Sally Willis (Draftfcb New Zealand)
Account Manager: Jess Sheffield (Draftfcb New Zealand)
General Manager Media: Simon Teagle (Draftfcb New Zealand)
Media Planner/Buyer: Nicole Earnshaw (Draftfcb New Zealand)
Describe the brief from the client
Prime Television, a national free to air network wanted to promote the season premiere of hit show Secret Diary of a Call Girl, a series that follows the daily trials of a seemingly normal woman living a double life as a high class call girl. The problem was, we only had budget for one radio ad, on one station, with no national coverage. We thought we could do better than that.
Promotion Development
DJ’s love to talk. So to promote the season premiere of Secret Diary of a Call Girl we gave them something well worth talking about. A high class, S&M savvy call girl working from a bedroom directly opposite their studio window.
Of course the DJ’s couldn’t help but broadcast their saucy observations to the world and as predicted other stations immediately picked up on the story.
Then on premiere night with public interest at its peak our ‘actress’ slowly closed the blinds on her eager audience and revealed this message:
Secret Diary of a Call Girl
9:35 Tonight on Prime
The end results were impressive. Not only did DJs nationwide pick up on the story and unwittingly create us an amazing 72-hour radio campaign, but it generated a huge level of engagement with our 308,000 strong target audience of 25-54 year olds. Engagement that sparked their furtive imaginations and led them to generate thousands of Tweets and Facebook posts, helping make the premiere of Secret Diary of a Call Girl the single most talked about television premiere of the year.
Relevancy to Product/Service
Due to the unashamedly voyeuristic nature of ‘Secret Diary of a Call Girl’ we crafted an epic stunt that we knew would appeal to the shows target market in a big way. We also made sure our call girl and clients appeared at the bedroom window during peak afternoon drive time, a time we knew our audience would most likely be planning their TV viewing for the night.