E-marketing Despite risks due to its
ruthlessness, the latest guerrilla weapon is becoming increasingly popular: the
Viral spot. With a competition, Snap-Film and Demeulemeester want to
The situation couldn't be funnier:
a visibly distressed, petite businesswoman in a fine
Two-parter on the emergency lane of a busy road
freeway overpass. She tries in vain to fix a flat rear tire
from their jacked-up SUV. For the umpteenth time
she pulls on the tire, loses her grip and balance and
plunges backwards over the highway parapet into the depths, into the
Loading recess of a passing truck. With laconic sarcasm
the spot for Good Year's run-flat tires will be resolved:
"Changing tires can be dangerous."
No less funny was the young couple who decided to have a
She goes to the beau's luxurious apartment for a little pastime. But in bed
it's a dead end for him. All the tools in his well-stocked
Sex toy assortments fail to have an effect on his virility.
Finally, you see him confidently armed with a vacuum cleaner
step towards the bored blonde. Cut: "No artificial
Additives, only pure, natural products. Nothing else." Sender:
Urtekram, a Danish manufacturer of eco-ethical cosmetics.
Subversive community
Two different stories, one thing in common. Both spots
were made neither for cinema nor for TV, but for viral distribution.
designed and filmed for use on the Internet. "Creativity at its best",
as Thomas Weikop, CEO of GoViral, explained at a seminar at the Cannes Festival
said. According to Weikop, viral commercials now reach over 140
million people. The constantly growing reach is currently ensured by
around 1500 so-called connectors from its distribution and tracking company.
Hard to beat in terms of efficiency, they bring the spot avalanche
across countries for clients such as Coca-Cola, Playstation and MTV
within a few days.
The interesting thing is that the electronic advertising mailing has its
recipients is not only very targeted down to the smallest niche
and at low distribution costs. Rather, it differs from
of traditional, marketer-driven interruptive advertising because they
is consumer-driven, i.e. driven by friends and colleagues, and is therefore a
much higher involvement.
The new challenge for advertising creatives is now,
to create spots that are as entertaining and unusual as possible and
so that the recipients can realize them for their community
forward and unconsciously take on the role of a credible
advertisers are increasing. More and more internauts are exchanging personal
Brand recommendations that only have to overcome low thresholds
and at the same time attract a high level of attention from the recipient. And there
the interest agendas, the sensitivities in matters of black
humor and political correctness among friends can almost coincide, can
the makers of the advertising films assume that the commercial, mostly
image-confirming content of the message is positively received and
is forwarded. Just like the Swiss
Mary Woodbridge campaign for the mountain sports outfitter Mammut with a large
success in both the new and the "old" media. However
their hook was the record-breaking story of the fictional
85-year-old British lady who wanted to conquer Mount Everest.
The majority sympathizer is an exceptional phenomenon.
among the viral campaigns, because their virally distributed
Preparations on the banister with the necessary media budget definitely
could have been expected of the masses.
This is precisely not the case with "real" viral commercials. They move
in the underground, where responsibilities become blurred and the
clients lose all control over the messages. Because
Viral spots are often characterized by schadenfreude and political incorrectness as
stylistic devices, they are also officially recognized by advertising clients.
frowned upon. But in order to reach the rather advertising-weary, consumer-critical young segments
with highly selective media consumption requires the emotional
The new advertising language was previously only spoken by adbusters.
It is therefore not uncommon for brands whose advertising style in
and poked fun at in these social milieus.
gain sympathy. If such material can be scattered cleanly on the net
millions of clicks and active viewers.
A modern version of the word-of-mouth phenomenon, which originated from the ancient
human need to belong.
Trendy topic of conversation
Thanks to more and more broadband connections, more powerful
storage media, search engines specializing in videos and
databases, the viral fan base is growing ever faster. Also in the
Switzerland, where websites such as Sauhuufe.ch, Boreme.com or Atomfilms.com
an ever-growing user community with new quirky commercials every day
ready to download and "send to colleagues". And
if controversial films from brand managers are officially
are branded, then often also because of the expected
media coverage, which in turn further increases brand awareness.
Viral shipping runs out every day, but only a few succeed
wide distribution. Even skillful virals can only then stand out,
when the first "seed" is sown in the content areas of the seeding portals with
high visitor frequency, explains Thomas Weikop. So as not to
to come to a standstill after just a few levels, he recommends a
combined placement in commercial and non-commercial sites.
GoViral, for example, distributes its commercials in 27 countries around the world.
Earthball in local sites with local distributors in the local language.
"You build a global campaign with this kind of local endorsement."
says Weikop. A minimum number of guaranteed views allows the
advertisers require a certain amount of planning, a budget and an intermedia
Comparison.
The viral Good Year campaign was launched in March with three spots from the
London-based Leagas Delaney launched in five markets. During one week
they were sown on 600 websites - in broad entertainment as well as
more focused in car forums. The result was astounding: In the first
week and over 5.5 million in the first three months.
million views tracked. And there is still no wear-out effect
according to GoViral. The spot is currently appearing on over 2000
websites and blogs.
The unscrupulous and blatant advertising ideas that used to be
as shot advertising campaigns for exhibitions and book bands
have found a new public platform.
More and more companies are learning to deal with this type of grassroots democracy
and in some cases even make a profit from it. To give this trend a boost
and attention, Michael Kindermann, founder of the
production company Snap-Film, and the independent creative director
Jean-Marc Demeulemeester and, together with various partners, raised
Switzerland's first viral spot competition.
The contest
The film production company Snap-Film in Zurich has launched a competition for
Viral Spots competition. Until August 24, 2006, ideas for the
topic "Deo" to the address [email protected].
Treatments, storyboards and a short synopsis are accepted.
The spot should not be longer than 60 seconds. From the
ideas submitted, the jury will select the winner. This will be announced at the end of
September and announced (among other things in the advertising week)
given. In collaboration with the freelance director Luzius
Rüedi will realize the idea, with the winner acting as the author.
Snap-Film takes care of the organizational and financial side. You
provides its expertise, contacts and technical resources. The
The finished viral spot will be made available to the winner and
Snap-Film and its partners on the Internet and other media
published.
The jury
Daniel Comte, Executive Creative Director at Advico Young &
Rubicam; Ron Eichhorn, director; Matthias Schlatter, brand manager at
Carlsberg; Jean-Marc Demeulemeester, CD at Demeulemeester; Michi
Rüegg, copywriter; Michael Kindermann, producer at Snap-Film, and
Sebahat Derdiyok, Agency Producer at SFLB.
Luca Aloisi
