Tipp-Ex Promo, Case study A HUNTER SHOOTS A BEAR by Buzzman

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A HUNTER SHOOTS A BEAR

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Industry Stationery
Media Promo & PR, Case study
Agency Buzzman
Art Director Louis Audard
Copywriter Tristan Daltroff
Released September 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: BIC TIPP-EX
Product/Service: POCKET MOUSE
CEO and Creative Director: Georges MOHAMMED-CHERIF (BUZZMAN)
Managing Director: Thomas GRANGER (BUZZMAN)
Copywriter: Tristan DALTROFF (BUZZMAN)
Art Director: Louis AUDARD (BUZZMAN)
Account executive: Antoine FERRARI (BUZZMAN)
Digital Production Manager: Mélanie ROHAT MEHEUST (BUZZMAN)
Digital Production Manager: Laurent MARCUS (BUZZMAN)
Film production / Tv Producer: Elodie JONQUILLE (BUZZMAN)
Digital Production Assistant: Bastien CHANOT (BUZZMAN)
Community Manager: Xavier LE BOULLENGER (BUZZMAN)
Interactive Producer: Emmanuel SACCOCCINI (GROUEK)
Lead Flash Producer: Yoann GUENY (GROUEK)
Film Producer: Willy MORENCE (ELEGANGZ)
Film Director: Olivier BENNOUN (ELEGANGZ)
Media placement: Internet - YOUTUBE - 2nd September 2010

Summary of the Campaign
Tippex, European leader in correction products, wanted to promote its whiteout pocket mouse during the back to school period, online.

Buzzman created an interactive campaign drawing viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of Youtube for the first time, utilizing the whole screen to exemplify the use of its white-out product.

It started with a video called "a hunter shoots a bear" on Youtube featuring a hunter camped out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should or shouldn't shoot the bear.

Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word 'shoots' and for the first time ever on Youtube, invites viewers to choose the end of the story by writing their own verbs directly in the title of the video.

42 alternative scenes were shot; anything you write gets a video response. The possibilities are infinite.

The results to date:
- 46 million views
- Shares, likes and comments on Facebook = +1M
- Tweets = 220,000
- 60 ,00 online articles
- International TV coverage

The Situation
How to promote the whiteout Pocket Mouse online, during the start of the school year for the European market?

The Goal
Promote the new BIC pocket mouse during the back to shool period.

The target: pupils, students, at school and university and customers of Tipp-ex.

The campaign was developed for the English and Italian markets.

We studied the topics of the most viral videos on Youtube (animals) and the titles that had a positive effect on the virality of the content (NSFW).

The Strategy
Tipp-Ex set the bar high with its interactive campaign drawing viewers into a 'choose your own story' style video journey. The effort broke down the boundaries of the video player, utilizing the whole screen to exemplify the use of its white-out product.

The campaign was launched on Youtube in the UK and in Italy. Within the first hours, worldwide blog posts, facebook shares and tweets multiplied: the campaign rapidly became a viral phenomenon.

Execution
The videos were launched on YouTube UK on September 2nd and would be launched on YouTube Italy on September 10th, on a dedicated channel: "Tippexperience".

The results were much higher than our original expections, the video reached the 1 million views in 36 hours.
Then, the viral effect kept growing and 217 countries were hit by this campaign in a few days.

Documented Results
In 100 days:
- The Tippex Youtube channel received more than 35,5 million views.
- Average brand exposure was 5 minutes.
- The hunter and the bear went global and hit 217 countries around the world.
- The ad was share 380,000 times on social media with a virality rate of 500%

The results to date:
- 46 million views
- Shares, likes and comments on Facebook : +1M
- Tweets : 220,000
- 60,000 online articles
- International TV coverage

Earned media:
- 3.2 million euros (2 superbowl spots)
- Tipp-ex sales : +30% vs 2009 between
- 1st September and 15th October 2010 (Europe/volumes)
- On the European market, the purchasing intention has doubled between before and during the campaign.