3D LIVE THEATRE by DraftFCB Buenos Aires for Jvc

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Industry Photo & Video Cameras, Accessories
Media Promo & PR, Case study
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 Maximiliano Ibarra
Released November 2011

Credits & Description

Category: Technology and Manufacturing
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 And Marina Arslanian (Sake)
Editor: Maximiliano Ibarra (Draftfcb)
Art: Andre Del Prete And 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)
Responsable For Client: Fernanda Romero (New San)
Media placement: Event - Theatres - 15 November 2011

Summary of the Campaign
For the launch of the first 3D camcorder to be sold in Argentina, we thought in a completely and innovative way to promote a technological device: live theatre, a media that has never been used before in Argentina to advertise.

The product and the moment were both ideal: Buenos Aires is experiencing a live theatre boom, with more than 2,000 plays taking place every weekend. We created a small play that took place before the real plays, 5 short stories depicting typical homemade video shots; at the end in the same theatrical mood, a 'super' carried by actors appeared promoting the camera, “Now your memories have 3 dimensions. New JVC Everio 3D Camcorder.”

Our small play toured the 5 main blockbusters theatres of the season, reaching more than 5,000 people, who enjoyed and applauded it as if were part of the main play. We created a new advertising spotline, and the message was more than well received.

The Situation
JVC is perceived in Argentina as an old-fashioned brand, mostly related to the old VHS technology than to the new hi-tech innovations.

The Goal
Being the first brand in launch a 3D camcorder in Argentina, it was a big opportunity to set the brand among the high-tech players.

The problems? Both the technology market being full of 3D products, and the advertising spotline.

The Strategy
We decided that the best way to talk about 3D in the context crowded of 3D messages, was to do it in a completely new media for the categorie. At the same time, stories is what is important for people more than the technology used to tell. Live Theatre was the perfect mix to bring that strategy to life.

Execution
We used the oldest 3D technology ever available in entertainment: live theatre. We created a new advertising spotline: the previous 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 homemade video shots into small drama plays.

The concept: Now your memories have 3 dimensions

Documented Results
Being the first brand in launch a 3D camcorder in Argentina, it was a big opportunity to set the brand among the high-tech players.

The problems? Both the technology market being full of 3D products, and the advertising spotline.

The Promo / PR Ad titled 3D LIVE THEATRE was done by DraftFCB Buenos Aires advertising agency for product: JVC - 3D CAMCORDER (brand: Jvc) in Argentina. It was released in Nov 2011.