Hachette Promo, Case study BITE MARKS by Us Sydney

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Industry Books
Media Promo & PR, Case study
Market Australia
Agency Us Sydney
Executive Creative Director Josh Moore
Creative Director Chad Mackenzie
Art Director Adrian Ely
Released July 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: HACHETTE
Product/Service: TWILIGHT BOOKS
Agency: US
Date of First Appearance: Jul 1 2010
Entrant Company: US, Sydney, AUSTRALIA
Executive Creative Director: Josh Moore (US Sydney)
Creative Director: Chad Mackenzie (US Sydney)
Writer: Nigel Clark (US Sydney)
Art Director: Adrian Ely (US Sydney)
Account Director: Alex Tracy (US Sydney)
Media placement: Outdoor - Front Of Panel - 1st July 2010

Insights, Strategy & the Idea
The objective was to leverage the hype of the Twilight movies to promote the Twilight Book Saga by Stephanie Myer.
With the minimal budget, we wanted to create something that raised awareness of the books and encouraged fan engagement.

The target audience was females aged 12-22 who are already fans of the Twilight movies but may not be aware of or haven’t read the books.

The insight that shaped the idea was the fact that those who do read the books find them addictive and once you read one, you’ll want to read the rest of the series.

Of course, the Twilight series is about vampires, so we wanted the idea to instantly convey this message too.
Combining these two insights about the book made it relevant to both client and target audience.

Creative Execution
The solution was a guerrilla idea to coincide with the launch of the latest Twilight movie, Eclipse.
The concept was to turn outdoor advertising models into vampire victims by simply sticking red dots onto their necks.

On closer inspection, you could see that the dots were actually advertising the Twilight book saga with the campaign line - Get Bitten - to allude to the addictive nature of the series and the vampire theme.

The main channel we used was to stick the dots on bus shelter ads and metrolites around the city where the new Twilight movie was playing as well as around girls’ colleges.
We then seeded the idea through social media, mostly on Twilight fan sites, encouraging the target to create their own vampire victims.

These channels worked well together, and with the idea taking off on relevant sites, there wasn’t an advertising model in Sydney safe from getting bitten.

Results and Effectiveness
The trend took off in social media, with fans of Twilight sticking their own red dots on outdoor advertising to create vampire victims everywhere. The audience engaged with the activity which helped increase awareness and talkability around the book series.