ORCON + IGGY POP by Special Group NZ for ORCON

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ORCON + IGGY POP

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Industry Internet Service Providers, Health & Pharmaceuticals
Media Promo & PR
Market New Zealand
Agency Special Group NZ
Creative Director Tony Bradbourne, Rob Jack, Heath Lowe
Producer Andy Mauger
Strategic Planner Claire Beatson
Editor Luke Haigh
Released October 2009

Credits & Description

Category: Commercial Public Services, incl. Healthcare & Medical
Advertiser: ORCON BROADBAND
Product/Service: BROADBAND
Agency: SPECIAL GROUP
Date of First Appearance: Oct 1 2009 12:00AM
Entrant Company: SPECIAL GROUP, Auckland, NEW ZEALAND
Creative Director: Tony Bradbourne (Special Group)
Creative Director: Rob Jack (Special Group)
Creative Director: Heath Lowe (Special Group)
Managing Director: Michael Redwood (Special Group)
Agency Producer: Sascha Mortimer (Special Group)
Interactive Producer: Hamish Wanhill (Special Group)
Project Manager: Jules Pakenham (Special Group)
Strategic Planner: Claire Beatson (Special Group)
Media Strategist: Sean McCready (Special Group)
Director / Director Of Photography: Darryl Ward (Curious Film)
Executive Producer: Matt Noonan (Curious Film)
Editor: Luke Haigh (Curious Film)
Producer: Andy Mauger (Curious Film)
Flame: Nigel Mortimer (Curious Film)
Audio Engineer (USA): Alfred Figueroa (Crescent Moon. Miami.)
Audio Engineer (NZ): John Cooper (Liquid Studio)
Audio Engineer (NZ): Jordan Stone (Roundhead Studio)
Head of Brand & Communication: Duncan Blair (Orcon)
Head of Sales & Marketing: David Joyce (Orcon)
Chief Executive Officer: Scott Bartlett (Orcon)
Media placement: TV - 15 Seconds - TV - Across Channels - 7th Oct 09
Media placement: Internet Banners - Various - Music, Lifestyle And News Portals - 7th Oct 09
Media placement: Street Posters - Metropolitan Centres - 8th Oct 09
Media placement: Facebook - Facebook Message - 8th Oct 09
Media placement: TV - Be Watching - TV - Across Channels - 14th Nov 09
Media placement: TV - Reveal - TV - Across Channels - 17th Nov 09

Describe the objective of the promotion.
The objective was to dramatically raise awareness of Orcon, a New Zealand internet provider, and their super-fast broadband offering. We did this by product demonstration with a twist. In a world first event we invited New Zealanders to come forward and audition to play live with Iggy Pop online, via Skype, and re-record his iconic track The Passenger. We then simultaneously linked 9 New Zealand musicians from their NZ homes to Iggy in his studio in Miami to create a totally unique arrangement of The Passenger. The content was then used to create a truly original campaign of TV commercials.

Describe how the promotion developed from concept to implementation
Iggy was keen on the collaborative and technological nature of the project right away. For the live event, a production team from NZ went to Iggy at Crescent Moon Studios, Miami. They set up 9 laptops running a live connection through Skype. Another production team was set up at the production company offices in Auckland NZ. One person production teams went out to the homes of each of the 9 band members around NZ, to oversee the audio/visual technicalities. The captured audio content was re-mixed at Roundhead Studios in Auckland.

Describe the success of the promotion with both client and consumer including some quantifiable results
The campaign caused an explosion of interest when it launched. It was picked up by national press, prime time current affairs TV shows, websites and blogs all over the world. Orcon’s gained thousands of facebook friends in just 2 weeks. We received 200 auditions in 10 days, which were viewed over 100,000 times. The campaign generated over $650,000 of unpaid media coverage before the TV ad had even run. Sales after the campaign now exceed daily sales targets by 3 to 4 times.

Explain why the method of promotion was most relevant to the product or service
This was a product demonstration aimed at broadband users who are leading 'digital' lives. The campaign's central Facebook app tapped into the digital lifestyle of our target market perfectly, allowing them to spread the word through their social networks.