RANDOLPH ZAINI Promo INTERACTIVE CARDS by Ogilvy & Mather Singapore



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Industry Business equipment & services, Corporate Image
Media Promo & PR
Market Singapore
Agency Ogilvy & Mather Singapore
Executive Creative Director Robert Gaxiola
Creative Director Eric Yeo
Art Director David Stevanov
Copywriter Greg Rawson
Released May 2009

Credits & Description

Category: Ambient Promotion: Small Scale
Product/Service: SCREENWRITER
Date of First Appearance: May 13 2009 12:00AM
Executive Creative Director: Robert Gaxiola (Ogilvy & Mather Singapore Pte Ltd)
Creative Director: Eric Yeo (Ogilvy & Mather Singapore Pte Ltd)
Art Director: David Stevanov (Ogilvy & Mather Singapore Pte Ltd)
Copywriter: Greg Rawson (Ogilvy & Mather Singapore Pte Ltd)
Media placement: Promotional Stunt - Cannes Film Festival Venues - May 13 2009

Describe the objective of the promotion.
Randolph Zaini is a screenwriter looking for work. We knew that one of the best places to find directors in high concentrations is the Cannes Film Festival. So we suggested he make some business cards and get over there. We came up with the idea of business cards with scripts on them. Scripts that were interactive, describing every action of Randolph’s encounters with potential employers at the film festival. That way, when Randolph handed over a card, the recipient would read it and see that it was a script of their meeting, as it unfolded, then and there.

Describe how the promotion developed from concept to implementation
We wanted to create script scenarios that were funny and feasible. They needed to be ways in which Randolph could approach people, get their attention and give them his business card. We started by looking at where people at the film festival usually gathered – The Palais des Festivals, Gutter Bar, La Croisette and so on. Then we wrote scenarios based around those locations. Once we finalised the scripts, Randolph rehearsed them again and again in front of a mirror and video camera until his performance exactly matched the details in the scripts. Then he was off to Cannes.

Describe the success of the promotion with both client and consumer including some quantifiable results
About two weeks after the festival, Randolph received an offer from one of the directors he had met at Cannes, to write for a New York studio specialising in film, commercial and performance art production. Around 20 of the other recipients of his cards wrote to him via email to congratulate him on his stunts.

Explain why the method of promotion was most relevant to the product or service
We knew where the directors were gathered in large numbers. We also knew they were in a festive environment and for one week, living, breathing and sleeping films. So it made perfect sense for Randolph to approach them at the film festival. And of course, being a screenwriter, giving out business cards with scripts on them also made sense. Making the scripts outrageous, relevant to the environment and interactive was the ideal way for Randolph to show his talent, give the directors a laugh and be remembered.