B-Reel Promo THE OUT OF OFFICE AD by Saatchi & Saatchi Stockholm

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Industry Advertising agencies, Business equipment & services
Media Promo & PR
Market Sweden
Agency Saatchi & Saatchi Stockholm
Copywriter Petter Dixelius
Released April 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: B-REEL
Date of First Appearance: Apr 15 2011
Entrant Company: SAATCHI & SAATCHI, Stockholm, SWEDEN
Art director: Gustav Egerstedt (Saatchi & Saatchi Stockholm)
Copywriter: Petter Dixelius (Saatchi & Saatchi Stockholm)
Web outofofficead.com: Erik Hiort af Ornäs (Saatchi & Saatchi Stockholm)
Assistant art director: Maria Wester (Saatchi & Saatchi Stockholm)
Intern / casefilm: Felicia Carr (Saatchi & Saatchi Stockholm)
Media placement: Out Of Office Autoreply Ad - Ge@saatchi.se - 15 April 2011

Describe the objective of the promotion.
Our insight was that e-mails won’t stop rolling in just because you’re out of the office. The Out of Office Autoreply is a previously unexplored media channel that reaches a super targeted audience in the business you’re in. We wanted to explore the effect of using it in a new creative way.

Describe how the promotion developed from concept to implementation.
When art director Gustav Egerstedt went on paternity leave, Saatchi & Saatchi Stockholm sold his Out of Office Autoreply to digital production company in the world, B-Reel. Those who e-mail Gustav are primarily people who work in advertising and students seeking jobs. This makes Gustav’s Out of Office Autoreply a great advertising channel for production companies such as B-Reel.

Explain why the method of promotion was most relevant to the product or service.
Using an existing but never before used media-channel, the world's first Out of Office Ad helped B-Reel reach key creatives within the Swedish and international ad industry as well as new talent. Since B-Reel are profiled as a super innovative production company, being the first advertiser to utilize the Out of Office Autoreply ad fitted their brand perfectly.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The idea spread rapidly on advertising and digital communication blogs, key ad industry websites, web innovation and business forums as well as in social media. Generating worldwide PR for both Saatchi & Saatchi Stockholm and B-Reel. Not bad for an out of office autoreply. We are now developing a beta service at www.outofofficead.com, where anyone will be able to sell their out of office reply to the highest bidder, or donate a few lines to charity.