UNDERGROUND PUZZLE by Johannes Leonardo for Daffy's

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UNDERGROUND PUZZLE

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Industry Apparel, Clothing & Footwear, Apparel & Accessories Stores
Media Promo & PR, Case study
Market United States
Agency Johannes Leonardo
Photographer Tom Hines
Account Supervisor Matt Ahumada
Released March 2010

Credits & Description

Category: Best Use of Outdoor
Advertiser: DAFFY'S
Product/Service: CLOTHING RETAILER
Agency: JOHANNES LEONARDO
Date of First Appearance: Mar 29 2010 12:00AM
Entrant Company: JOHANNES LEONARDO, New York, USA
Founder & Co-Chief Executive Officer: Johannes Leonardo (Johannes Leonardo)
Agency Producer: Matthew Mattingly (Johannes Leonardo)
Account Supervisor: Matt Ahumada (Johannes Leonardo)
Account Manager: Frederique Nahmani (Johannes Leonardo)
Art Director/Designer: Emmie Nostitz (Johannes Leonardo)
Art Director/Designer: Ferdinando Verderi (Johannes Leonardo)
Photographer: Tom Hines (Tom Hines Photography)
Media placement: Outdoor - Transit/Subway Platform Posters - 29 March 2010

Results and Effectiveness
At the time of submission, we were able to earn over 1.3MM impressions with a media spend that would normally guarantee 350M. All 40 images were found and uploaded to Twitter, reaching over 117,457 people via 409 tweets and accumulating over 3,500 image views.

Creative Execution
By pushing ‘More Bang. Less Buck.’ to the nth degree we needed to devise a way of making the unpublishable, publishable. So the explicit image was chopped into pieces, printed on one of 40 unique posters, and placed in subway stations along our target’s daily commute throughout downtown Manhattan and Brooklyn. The unbranded posters included a photographic instruction icon and the hash tag: #UNDERGROUNDPUZZLE, where instructions, clues and updates were posted to a Twitter stream throughout the duration of the campaign. The campaign quickly built momentum among Subway commuters, Twitter followers and blogs. Underground Puzzle exploited a new potential for our brand, which can be unleashed by a technologically armed and engaged consumer.

Insights, Strategy & the Idea
We needed an idea that would get the Daffy’s brand top of mind for a younger, more mobile, and tech-savvy demographic. They were aware of the brand but it was not part of their routine – it was not relevant. Problem was the best expression of our new strategy ‘More Bang. Less Buck’ would not be allowed by media regulations.