THE WORLD'S MOST DOWNLOADED MAN by Filadelfia Belo Horizonte for Camera Clara

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THE WORLD'S MOST DOWNLOADED MAN

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Industry Photo Development
Media Promo & PR, Case study
Market Brazil
Agency Filadelfia Belo Horizonte
Director Joao Paz
Creative Director Dan Zecchinelli
Art Director Ricardo Matos
Copywriter Manuel Rolim
Released April 2012

Credits & Description

Category: Corporate Communication
Advertiser: CAMERA CLARA PHOTOGRAPHY STUDIO
Product/Service: PHOTOGRAPHY STUDIO
Agency: FILADELFIA COMUNICAÇÃO
Copywriter: Manuel Rolim (Filadelfia)
Art Director: Ricardo Matos (Filadelfia)
Creative Director: Dan Zecchinelli (Filadelfia)
Director: Joao Paz (Filadelfia)
1st Assistant Director: Cecilia Torquato (Qvarteret)
Digital Project Manager: Hely Lopes (Filadelfia)
Programming: Gabriel Morais (Filadelfia)
Media placement: Digital PR - Youtube, Own Site - 11 April 2012

Summary of the Campaign
Recently, the market for professional photographic services started facing a challenge: the growth in the usage of stock photos significantly reduced the demand for original images in advertising campaigns. Therefore, Camera Clara, a local photography studio, was facing 2 big problems: stock images had been taking their work and the studio was virtually unknown to major ad agencies.

Within this scenario, Camera Clara needed to engage the advertising market and get their message through the clutter of information faced by professionals. Being a small studio, Camera Clara faced the additional challenge of getting commercial appointments with creative professionals in big agencies. An alternative path was needed.

With this in mind we set our main objective: get noticed by blogs, magazines and other media that would reach our target.

We went after The world's most downloaded man, a Danish model that featured in thousands of pictures in image banks. We then produced a low-budget film that told his story and documented the visit of Camera Clara’s photographer to his house. It was a short and simple movie, but it appealed to our target.

The video was posted on YouTube, and 8 days after launch, the video had reached over 100,000 views. The campaign was quickly reposted by leading advertising websites such as creativity-online.com, adage.com, brainstorm9.com.br, updateordie.com and prdaily.com. It also featured in international mainstream media such as Time, Exame and mashable.com. Cameraclara.com's daily unique visitors increased by over 2.000%, making the studio known among professionals that would probably never have known them otherwise.

The Situation
In the last few years, the market for professional photographic services started facing a challenge: the growth in usage of stock photos significantly reduced the demand for original images in advertising campaigns. Therefore, Camera Clara, a local photography studio, was facing 2 big problems:

The first one was the fact that stock images had been stripping their work because it was a cheaper and faster way to get work done, even if it meant using generic images in campaigns.

The second problem was that the studio was virtually unknown to major ad agencies, the main players in the communications market.

The Goal
Our goal was to reach advertising and marketing professionals and raise awareness of the value of an original image in creative services. Our objectives consisted of reaching our defined target audience through their media of choice. We understood that advertising and communications websites and blogs were highly appealing to our target, and decided to reach them with content that would be appealing to their interests.

The Strategy
We then created content about a common problem that would appeal to communications professionals: the reckless usage of stock photos in campaigns in order to reduce costs and save time in production.

With this in mind, we decided to go after The world's most downloaded man, a Danish model that figured in thousands of pictures in image banks and advertising campaigns. We then produced a low-budget film that told his story and documented the visit of Camera Clara’s photographer to his house. It was a short and simple movie, but it appealed to our target.

Execution
Spending only 2 plane tickets from Brazil to Denmark and back, the model's fees, and the hotel costs we produced a mini-documentary about the world's most downloaded man - a character that had featured in thousands of campaigns around the world and was known by most creative professionals. We then posted the video on YouTube and sent it to a few Brazilian advertising websites and blogs. It quickly spread virally and featured in trade and mainstream media worldwide.

Documented Results
Targeting advertising and communication professionals, 8 days after launch, the video had over 100,000 views on YouTube. Cameraclara.com's daily unique visitors number increased from 33 to 662 - +2,000%. This meant that more people than ever before were aware of Camera Clara, including professionals that probably wouldn't have any opportunity to see their work. The video was also in the top communications and advertising websites in Brazil and worldwide. We were even mentioned by major news websites, such as Time, Exame and Mashable.