Buzzman Promo, Case study THE LAST GREETING CARD EVER by Buzzman Paris

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Industry Advertising agencies, Stationery, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market France
Agency Buzzman Paris
Creative Director Georges Mohammed Cherif, Georges Mohammed Cherif
Art Director Louis Audard
Copywriter Tristan Daltroff
Released January 2012

Credits & Description

Category: Best Use of Digital PR
Advertiser: BUZZMAN
Product/Service: GREETING CARD
Creative Director: Georges Mohammed-Cherif (Buzzman)
Managing Director: Thomas Granger (Buzzman)
Art Director: Louis Audard (Buzzman)
Copywriter: Tristan Daltroff (Buzzman)
TV Production: Edouard Bonnet (Buzzman)
Media placement: Digital PR - Online - 30 January 2012
Media placement: Video - youtube - 31 January 2012

Summary of the Campaign
Every January, advertising agencies across the globe present their greeting cards.

Yet, this year is a very special year according to the Mayan prophecy, which predicts the end of the world on December 21st, 2012.

But are all those rumours true? Will this be the last greeting card ever?

Buzzman has decided to reveal the truth behind the prophecy and wish you a happy last year!

In 48 hours, the video totalled 50,000 views and was featured on YouTube’s homepage.

The Situation
All advertising agencies present rather similar greeting cards every year.

We wanted to stand out and propose something in line with the agency's DNA and create a viral content that would spread across social media and the press.

The Goal
The goals and objectives were simple: to strengthen our position as an innovative and creative digital ad agency.

The Strategy
Our goal was to launch the greeting card at the very end of January in order to be the very last greeting card of this last year according to the Mayan prophecy. So we waited until January 30th to send our card and maximise the impact.

The content was sent to bloggers as well as 4,000 influencers throughout the night, thus giving us top visibility in the morning, and giving us the opportunity to be the first content shared across social media, therefore we could rapidly get views on YouTube.

In the afternoon, we sent the content to our US contacts, so that they could also watch it first thing in the morning.

Documented Results
65,000 views in 1 week; more than 50 online articles