Miele Film, Digital, Case study Tunnel by Mayer/McCann Erickson Bratislava

Adsarchive » Film , Digital , Case study » Miele » Tunnel

Tunnel

Pin to Collection
Add a note
Industry Vacuum Cleaners
Media Film, Digital, Interactive & Mobile, Case study
Market Slovakia
Agency Mayer/McCann Erickson Bratislava
Creative Director Boris Prexta, Vladimir Slivka
Art Director Peter Brusko
Copywriter Juraj Stehlik
Released June 2012

Awards

Clio Awards, 2013
Innovative Media - Bronze

Credits & Description

Alternative title: The nonexistent billboard
Media: Online
Category: House, Garden & Pets
Agency: McCann Erickson
Brand: Miele
Geo: Europe, Slovakia
Advertiser: MIELE
Agency: MAYER/McCANN ERICKSON
Category: Best Use of Outdoor
Advertising campaign: THE NONEXISTENT BILLBOARD
Copywriter: Juraj Stehlik (Mayer/McCann Erickson)
Art Director: Peter Brusko (Mayer/McCann Erickson)
Creative Director: Vladimir Slivka (Mayer/McCann Erickson)
Creative Director: Boris Prexta (Mayer/McCann Erickson)
Effectiveness
The video was shared online and generated discussion about whether it was real.It attracted the attention of media and thousands of people on social networks. A Nonexistent billboard created a buzz and also communicated the benefit of our product: Miele S8 Uniq - Vacuums everything.
Execution
We created a billboard that didn't exist and turned a well-known tunnel in Slovakia into a pipe of the Miele S8. Then we put the video on the internet and showed how the machine can vacuum absolutely everything - even cars and trucks.
Strategy
Our task was to promote the 'monster suction' of the extra powerful Miele S8 vacuum cleaner.We had to attract people who are active online without any media budget. We turned a well-known tunnel in Slovakia into a pipe of the Miele S8. The pipe indeed vacuumed everything – even cars and trucks.