Mattel Promo PHOTOBOOTH by Ogilvy & Mather Bogota

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PHOTOBOOTH

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Industry Games
Media Promo & PR
Market Colombia
Agency Ogilvy & Mather Bogota
Creative Director Diego Cardenas, Mauricio Guerrero
Art Director Camilo Ruano - Andres Hernandez, Carlos Andres Lopez
Copywriter Jenifer Rodriguez, Leonardo Moreno, Juan Cardenas - Julian Gutierrez - Daniel Rincon
Released March 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Advertiser: MATTEL
Product/Service: BOARD GAME
Agency: OGILVY & MATHER COLOMBIA
Date of First Appearance: Mar 25 2011
Entrant Company: OGILVY & MATHER COLOMBIA, Bogotá, COLOMBIA
VP Creative: John Raul Forero (Ogilvy & Mather Colombia)
General Creative Director: Juan Jose Posada (Ogilvy & Mather Colombia)
Creative Director: Mauricio Guerrero (Ogilvy & Mather Colombia)
Creative Director: DIego Cardenas (Ogilvy & Mather Colombia)
Copywriter: Julian Gutierrez (Ogilvy & Mather Colombia)
Copywriter: Jenifer Rodriguez (Ogilvy & Mather Colombia)
Art Director: Camilo Ruano (Ogilvy & Mather Colombia)
Art Director: Andres Lopez (Ogilvy & Mather Colombia)
Director Film: José Rugeles (Rhayuela Films)
Account Director: Fabio Quiroga (Ogilvy & Mather Colombia)
Production: Freddy Rivero (Ogilvy & Mather Colombia)
Production: Leonardo Miranda (Ogilvy & Mather Colombia)
Executive Producer: Oscar Garcia (Ogilvy & Mather Colombia)
Studio Director: Alejandro Samper (David Studio)
Copywriter: Leonardo Moreno (Ogilvy & Mather Colombia)
Media placement: Stand - Mall Av. Chile - March 25 /11

Describe the objective of the promotion.
Once people played Pictionary they loved the game, but there was a fear to play it for the first time, they thought they had to be "Rembrandt" to do it.

To get this we needed to develop an activation to demonstrate in a very personalized and fresh way, how easy and fast an image can be drawn, besides, having lots of fun. Our objective was to target new customers attracting them with a prize discount.

Describe how the promotion developed from concept to implementation.
Our solution was to take Pictionary out of the board of the game and installed a Photo booth in one of Bogotá’s most known mall and when people got in expecting to get a photograph, a hidden cartoonist inside would make a cartoon of them in 10 seconds or less.

People would receive their cartoon as a proof of how easy, fast and fun, playing Pictionary can be, and besides, they got a prize discount to buy the board game presenting their cartoons in toy stores.

Explain why the method of promotion was most relevant to the product or service.
For the client a very low cost activation (under USD$ 10.000), people not only got our message and a prize discount in the most personalized possible way, but even the people that were not in the mall knew about our activation, because people started uploading cartoons as their profile picture in social media applications.

Describe the success of the promotion with both client and consumer including some quantifiable results.
People loved becoming a cartoon and felt connected with the brand.

With a budget of under USD$ 10.000:
-The 15.000 people per day that visit the mall saw our activation.
- As many as 800 people per day entered Pictionary Photo booth.
- An immediate social network reaction: Hundreds of people used their cartoons as profile picture in Facebook and Twitter and they shared them and commented them with friends.
- And best of all, a change of attitude towards the brand: fear of drawing fast: lost.