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Industry Advertising & Communication
Media Promo & PR
Market New Zealand
Agency Cirkus
Producer Marko Klijn
Released February 2010

Credits & Description

Category: Best Use of Internet/Online Advertising in a Promotional Campaign
Advertiser: CIRKUS
Agency: CIRKUS
Date of First Appearance: Feb 17 2010 12:00AM
Entrant Company: CIRKUS, Auckland, NEW ZEALAND
Entry URL:
Animation Director: Christian Greet (Cirkus)
Animation Director: Daniel Wu (Cirkus)
Illustration/Design: Toni Chase (Cirkus)
Copywriting: Phil James (Cirkus)
Animation: Timo Lenton (Cirkus)
Producer: Marko Klijn (Cirkus)
Animation: Joe Helmore (Cirkus)
Media placement: URL - Cirkus Website - 17th Feb 2010
Media placement: YouTube - Cirkus Youtube Channel - 17th Feb 2010
Media placement: Website - Motionographer - 1st Mar 2010
Media placement: Website - Http:// - 26th March 2010
Media placement: DVD Hard Copy - Not Applicable - 1 March 2010

Describe the objective of the promotion.
To create an informative and entertaining promo that takes away "the angst and confusion" surrounding high end 3D animation production. Cirkus' Animation ABC's "how IT works" demonstrates this production format is not exclusive nor nerdy but very fun and beautiful. Targetting prospective clients this promo tries to showcase Cirkus as a talented, professional company with a sense of humour.

Describe how the promotion developed from concept to implementation
The very subject matter pointed Cirkus to an enjoyable and uncomplicated step by step explanation style. Choosing a retro inspired art direction, humorous script and voice over, the Animation ABC's "how it works" has now taken centre stage in Cirkus' 2010 marketing strategy.

Describe the success of the promotion with both client and consumer including some quantifiable results
Since activating this self promotion @ and spreading it virally by means of newsletter and several video sharing sites on 17/2/10 it has caused quite a stir. There are many comments on various blogs and animation sites. For example, on YouTube it has generated 50,205 views and 309 ratings resulting in a five star status so far on 26 March 2010.

Explain why the method of promotion was most relevant to the product or service
By showing off one of their own high end 3D animation projects as a case study, Cirkus uses the explanation of the production process as a marketing tool by highlighting their approach and attitude. It invites prospective clients into the world of animation: helping agencies, helping clients, helping Cirkus. Once 'enlightened' by this promo, one surely would like to use Cirkus for it's next animation project!