3D LIVE THEATRE by DraftFCB Buenos Aires for Jvc

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3D LIVE THEATRE

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Industry Photo & Video Cameras, Accessories
Media Print, Magazine & Newspaper
Market Argentina
Agency DraftFCB Buenos Aires
Director Mariano Manzur
Executive Creative Director Javier Campopiano
Creative Director Tony Waissmann
Art Director Facundo Ardila
Copywriter Verónica Perera
Producer Marina Arslanian, Sonia Caputo
Editor Maxilmiliano Ibarra
Released November 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: NEW SAN
Product/Service: JVC 3D CAMCORDER
Agency: DRAFTFCB BUENOS AIRES
Executive Creative Director: Javier Campopiano (Draftfcb)
Creative Director: Tony Waissmann (Draftfcb)
Art Director: Facundo Ardila (Draftfcb)
Copywriter: Verónica Perera (Draftfcb)
Director: Mariano Manzur (Sake)
Director Assistant: Tomás Cutler (Sake)
Producer: Sonia Caputo/Marina Arslanian (Sake)
Editor: Maxilmiliano Ibarra (Draftfcb)
Art: Andre Del Prete/Natalia García
Sound Designer: Twins Music (Twins Music)
Audio Engineer: Pablo Mabuto Gomez/Diego Mabuto Gomez
General Brand Director: Dolores Caballero (Draftfcb)
Brand Director: Inés Bai (Draftfcb)
Responsible For Client: Fernanda Romero (New San)
Media placement: Live Advertising - Theatres - 15 November 2011

Describe the objective of the promotion.
Being the first brand to launch a 3D camcorder in Argentina. A big opportunity to set the brand among the high tech players.The problem? The technology market is full of 3D products, as well as the advertising spotline.

Describe how the promotion developed from concept to implementation.
The action took place in the 5 main blockbuster live theatre plays of Buenos Aires during 2 weeks, using the previous moment before the real play started as an advertising spotline.

Explain why the method of promotion was most relevant to the product or service.
We used the oldest 3D technology ever available in entertainment: Live Theatre. We created a new advertising spotline: the moment before a real theatre play starts. We built a mobile stage, capable of telling many different stories in a few minutes. Then, we turned the typical home-made video shots into small drama plays. The concept: now your memories have 3 Dimensions.

Describe the success of the promotion with both client and consumer including some quantifiable results.
A brand new spotline was created, 'airing' in the top 5 blockbuster theatre plays in Buenos Aires
- More than 5,000 people directly reached
- 34% increase in sales the month the activation took place
- 20 cameras sold among the people that visited the plays
- The activation got atypical press attention for a tech brand: the event was spontaneously released in the spectacle sections of the main newspapers