FRANK: Giuliani 9/11 by Frank for FRANK

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FRANK: Giuliani 9/11

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Industry Advertising agencies, Business equipment & services, Advertising & Communication
Media Film, Digital, Interactive & Mobile
Market Norway
Agency Frank
Creative Director Lee Cartmell, Erik Heisholt
Released September 2011

Credits & Description

Category: Socila Media & Viral Marketing
Advertiser: FRANK
Product/Service: FRANK
Agency: FRANK.
Creative Director: Erik Heisholt (FRANK)
Creative Director: Lee Cartmell (FRANK)
Senior Creative: Jason Kinsella (FRANK)
Junior Creative: Kasper Tuvnes (FRANK)
Web Producer: Benjamin Aker (FRANK)
Media placement: Social Media - Twitter - 11. September 2011

Describe the brief/objective of the direct campaign.
In April 2011, FRANK changed from a pure design agency to become a multi-disciplined communication agency. The main objective of this work was create attention from potential clients and make 'new' FRANK attractive and exciting for them. Another objective was to make the creative business talk about FRANK and build overall reputation.

Describe the creative solution to the brief/objective with reference to the projected response rates and desired outcome.
FRANK believes in the power of storytelling. Using relevant mediums, a story well told can move people and shape cultures. To commemorate 9/11 - a decade later, we've decided to recreate and share this incredibly powerful story in a way that's never been experienced before.

On Sept 11, 2011 FRANK's Twitter feed recreated the events of that fateful day 10 years ago, in real time from New York mayor, Rudy Giuliani's point of view. The content of the Twitter feed was accurately shaped using content collected through various reputable media sources in the public domain.

Explain why the creative execution was relevant to the product or service.
As a 'fresh' communication agency you must embrace the new way of telling stories. If FRANK managed to create an engaging and powerful Twitter campaign, it would prove that FRANK was an interesting player in a market where FRANK was only known for being great designers.

Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.
Norway´s most important marketing publications, Forbes Magazine, Advertising Age, Yahoo news, and countless blogs worldwide mentioned the work. After 2 days, Twitter following increased by 25%.
4 months before the action, 'new' FRANK was not invited to a single pitch.
6 weeks after the release, FRANK was invited to 6 major national pitches, and won 3 of them. Agency profits up 49% compared to the year before in Q4 2011. Up 64% compared to the year before in Q1 2012. Won 'Best use of Twitter in a Campaign' at the Shorty Awards. The work has built both reputation and business.