Pictionary Promo, Case study PHOTOBOOTH by Ogilvy & Mather Bogota

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Industry Games
Media Promo & PR, Case study
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Diego Cardenas, Mauricio Guerrero
Art Director Camilo Ruano - Andres Hernandez, Carlos Andres Lopez
Copywriter Jenifer Rodriguez, Leonardo Moreno, Juan Cardenas - Julian Gutierrez - Daniel Rincon
Illustrator Betto Ramirez
Released March 2011

Credits & Description

Category: Other Consumer Products (including Durable Goods)
Advertiser: MATTEL
Product/Service: PICTIONARY
Date of First Appearance: Mar 25 2011
VP Creative: John Raul Forero (Ogilvy & Mather Colombia)
General Creative Director: Juan Jose Posada (Ogilvy & Mather Colombia)
Creative Director: Mauricio Guerrero (Ogilvy & Mather Colombia)
Creative Director: DIego Cardenas (Ogilvy & Mather Colombia)
Copywriter: Julian Gutierrez (Ogilvy & Mather Colombia)
Copywriter: Jenifer Rodriguez (Ogilvy & Mather Colombia)
Art Director: Camilo Ruano (Ogilvy & Mather Colombia)
Art Director: Andres Lopez (Ogilvy & Mather Colombia)
Director Film: José Rugeles (Rhayuela Films)
Account Director: Fabio Quiroga (Ogilvy & Mather Colombia)
Production: Freddy Rivero (Ogilvy & Mather Colombia)
Production: Leonardo Miranda (Ogilvy & Mather Colombia)
Executive Producer: Oscar Garcia (Ogilvy & Mather Colombia)
Director Boys Center-southamerican: Eduardo Baez (Mattel)
Copywriter: Leonardo Moreno (Ogilvy & Mather Colombia)
Illustrator: Betto Ramirez (Betto)
Media placement: Stand - Mall Av. Chile - March 25 /11

Insights, Strategy & the Idea
Once people play Pictionary, they love it, But people feared to play it at first, because they thought you got to be a "Rembrandt" to play it. We needed to make people overcome that fear.
Strategy was simple; to demonstrate in a very fresh way how easy and fast a picture can be drawn, besides, having lots of fun.
The idea, a booth that gave you a cartoon of yourself in the same time it takes a picture. For the client a very low cost activation, people not only got the message, but started loading cartoons as their profile pictures in social media applications.

Creative Execution
Pictionary was taken out of the board of the game. To get it, we transformed a classic Photo Booth, installed it in one of Bogotá’s most known mall and when People got in expecting to get a free picture, a hidden cartoonist inside would make a cartoon of them in 10 seconds or less. People would get their cartoon as a proof of how easy, fast and fun playing Pictionary can be.

Results and Effectiveness
People loved becoming a cartoon. Fear of drawing fast: lost.
Thousands of people got in our Photo Booth. Besides an immediate social network reaction was generated, because a lot of people used their cartoons as profile picture in Facebook and Twitter and they shared it with comments with their friends