TAG THE CHAIR by Tribal Amsterdam for Ziggo

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TAG THE CHAIR

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Industry TV & Video Rentals, Сable/Satellite television
Media Promo & PR, Case study
Market Netherlands
Agency Tribal Amsterdam
Designer Vanessa Carpanezi
Released May 2010

Credits & Description

Category: Best Use of Other Digital Media
Advertiser: ZIGGO
Product/Service: VIDEO ON DEMAND
Agency: TRIBAL DDB AMSTERDAM
Date of First Appearance: May 19 2010
Entrant Company: TRIBAL DDB AMSTERDAM, THE NETHERLANDS
Creative Director (copy): Björn Diemer (Tribal DDB Amsterdam)
Creative Director (art): Olaf van der Geld (Tribal DDB Amsterdam)
Art Director/Concept: Bart Mol (Tribal DDB Amsterdam)
Copywriter/Concept: Pol Hoenderboom (Tribal DDB Amsterdam)
Strategy Director: Ted Doomen (Tribal DDB Amsterdam)
Head of Art: Mike Hambleton (Tribal DDB Amsterdam)
Technical Lead: Jan Willem Penterman (Tribal DDB Amsterdam)
Account: Ralf van Lieshout (Tribal DDB Amsterdam)
Project Manager: Steven Beukers (Tribal DDB Amsterdam)
Designer: Vanessa Carpanezi (Media Monks)
Production company: Media Monks (Media Monks)
Media placement: Hyves (Social Network) - Hyves (Social Network) - 19-05-2010

Insights, Strategy & the Idea
Ziggo, the biggest cable company in the Netherlands has been using two talking chairs in all its advertising. They represent the average husband and wife at home, watching TV. The goal was to announce Ziggo’s new video On Demand service and get people to become online friends with Ted and Barbara.
Tag the Chair: Find the chairs (faces of the Ziggo campaign) on famous film sets around the world.

Creative Execution
Tag the Chair: An online game that takes you from the film trailer, to the film set in Street View, to the real film location.
While watching the ‘The Hangover’ trailer from the Ziggo Video on Demand-service, a Las Vegas scene transfers into the exact same location in Street View. We hacked Street View (world’s first!) and put a papervision 3d-chair in the film set. You have to find them to win a trip to the real film location in Las Vegas.
The game could be played on Hyves, the biggest social network of the Netherlands. Through status updates and gadgets on a players profile page, friends were challenged beat each other’s high score. To create extra buzz around the game, ‘Wanted’ posters were placed on the real film locations and ‘Wanted’ ads were placed on the Dutch E-bay.

Results and Effectiveness
Without any media budget, more that 24,000 people became online friends with Ted and Barbara, interacted with them and discovered Ziggo’s Video on Demand-service.
Hacking Google Street View and placing the 3d-chairs in the film locations turned out to be a world premiere and was picked up by bloggers, film enthusiasts and the press.