Visa Promo PATRON OF LAUGHS by Whybin\TBWA Auckland

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PATRON OF LAUGHS

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Industry Shows, Events & Festivals, Business equipment & services, Corporate Image
Media Promo & PR
Market New Zealand
Agency Whybin\TBWA Auckland
Executive Creative Director Andy Blood
Creative Director Craig Farndale, Connan James
Copywriter Tom Darlow, Beth O'brian
Producer Marg Slater
Released April 2010

Credits & Description

Category: Entertainment & Leisure
Advertiser: VISA
Product/Service: NZ COMEDY FESTIVAL SPONSORSHIP
Agency: TBWA\TEQUILA
Date of First Appearance: Apr 27 2010
Entrant Company: TBWA\TEQUILA, Auckland, NEW ZEALAND
Entry URL: http://www.somesites.co.nz/patronoflaughs
Executive Creative Director: Andy Blood (TBWA\Tequila Auckland)
Copywriter: Connan James (TBWA\Tequila Auckland)
Copywriter: Beth O'Brian (TBWA\Tequila Auckland)
Copywriter: Tom Darlow (TBWA\Tequila Auckland)
Account Director: Mark Wilson (TBWA\Tequila Auckland)
Producer: Marg Slater (TBWA\Tequila Auckland)
Sound: Adam Iles (Digital Poster)
Creative Director: Connan James (TBWA\Tequila Auckland)
Creative Director: Craig Farndale (TBWA\Tequila Auckland)
Media placement: Radio - Various Radio Stations: Radio Hauraki, 'The rock', The Edge, Zm - 28th April 2011

Describe the objective of the promotion.
Visa is a formal client. So, our objective was to prove their commitment to the New Zealand International Comedy Festival by demonstrating exactly how far they’ll go to make the festival as entertaining as possible.

Describe how the promotion developed from concept to implementation.
Using laughing gas was a risky choice: it wasn’t strictly legal, we didn’t know if it actually makes people laugh, or if it even lets them function properly.
So, we threw caution to the wind and headed for the studio with a comedian and a tankful of gas to see what would happen. We drafted up a basic script and started ‘experimenting’, starting initially with no laughing gas, then a little bit, and then a lot more. After filtering out the incoherent parts, we presented the ads to a nervous client, who bravely agreed to let them go to air.

Explain why the method of promotion was most relevant to the product or service.
Stand up comedy is more of a verbal art than a visual one. So, radio seemed like the most appropriate way to inject the type of humour you’d hear at the Comedy Festival into the advertising.

Describe the success of the promotion with both client and consumer including some quantifiable results.
At the time of entry, the festival has not begun and ticket-sales figures are unavailable.