John St Agency Promo, Case study CATVERTISING by John St

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Industry Corporate Communication
Media Promo & PR, Case study
Market Canada
Agency John St
Art Director Kyle Lamb
Copywriter Kurt Mills
Editor Chris Murphy
Released November 2011

Credits & Description

Category: Corporate Communication
Advertiser: JOHN ST.
Agency: JOHN ST
Creative Director/Partner: Angus Tucker (john st.)
Creative Director/Partner: Stephen Jurisic (john st.)
Copywriter: Kurt Mills (john st.)
Art Director: Kyle Lamb (john st.)
Agency Producer: Dale Giffen (john st.)
Account Service: Madison Papple (john st.)
Production Company: (Aircastle Productions)
Production Producers: Jamie Cussen/Will Beauchamp (Aircastle Productions)
Directors: Jamie Cussen/Will Beauchamp
Cinematographers: Maya Bankovic/Mikhail Petrenko
Editor: Chris Murphy (Relish Editorial)
Assistant Editor: Laura Dunn (Relish Editorial)
Colour Facility: (Alter Ego)
Colourist: Conor Fisher (Alter Ego)
Audio House: (Vapor Music)
: (john st.)
Media placement: Self-Promotion - YouTube - Nov.11, 2011

Summary of the Campaign
The Challenge: Create a self-promotional video for john st. to showcase our creativity for prospective clients and employees.

The Results: 'Catvertising' – a mock video announcing john st.’s creation of the world’s first ad agency devoted entirely to cat video production.

Within 10 days, the video had over 1m views, was #3 on YouTube’s Top Ten Videos (Canada) and #1 on the Mashable Global Ads Chart. It was named one of Time Magazine’s top 10 viral videos of 2011.

The Situation
Every year, 10 Canadian agencies are nominated for Strategy Magazine’s Agency of the Year. And every year they’re asked to submit a 2-minute video summarising their agency and its work. While most agencies make a ‘year-in-review’ video, john st. saw this as an opportunity to create a self-promotion piece that would live beyond the competition, and show off our creative muscle.

The Goal
Our objective was to make a video that showed off our creativity, and would attract new business. In other words: get people watching it, and wanting to work with us.

The Strategy
The problem with most marketing videos, is that only marketing people watch them. So we decided to make a video that not just advertising people but the mainstream public would look at. After all, what better way to show that we know how to talk to our consumers, than by giving them something to talk about?

The video was launched with a single tweet from john st. on November 11th, 2011. We wanted to show the power of a good idea, so we used the most basic PR tactics. A very serious press release was then sent to news outlets later that day, announcing our new agency model.

Within hours, the word 'Catvertising' was posted in hundreds of tweets and several news and gossip sites.

Documented Results
'Catvertising' spread beyond the marketing world, and into pop-culture itself.
The video made Time Magazine's 'Top 10 Everything of 2011' list, and prompted a call from FOX Television about doing a reality show. (They didn’t realise it was a joke.) The video was recognised by Conan O’Brien, Roger Ebert, Guy Kawasaki, People Magazine, The Chicago Tribune, CBS, CTV, Fox News, New York Magazine, The Hollywood Gossip, ET Canada, Wired, The Huffington Post, Mashable, The Next Web, AdWeek and Teddy Hilton (Perez’s Dog). Currently, it’s been viewed almost 1.7m times on YouTube.

John st. received several cold-calls from potential new clients (including, amazingly, the USO – the organisation that supports US troops serving overseas), and emails from our own clients asking for their own Catvertisements – which we happily did and posted on YouTube.