Золотые призеры в номинации Titanium & Integrated Lions

TRILLION DOLLAR CAMPAIGN

Type of Entry:	Titanium and Integrated
Title:	TRILLION DOLLAR CAMPAIGN
Advertiser/Client:	THE ZIMBABWEAN
Product/Service:	NEWSPAPER
Entrant Company:	TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA
Advertising Agency:	TBWA\HUNT\LASCARIS JOHANNESBURG, SOUTH AFRICA

Describe the campaign/entry:
Our client, The Zimbabwean newspaper, has been driven into exile for reporting on how the Mugabe regime has rigged elections, crushed the opposition, caused poverty, disease and the total collapse of the economy. And now, having been exiled, the regime has slapped a 55% luxury import duty on the paper (as if freedom of speech is a luxury) that makes it unaffordable for the average Zimbabwean. To get the paper into Zimbabwean hands, it needs to be subsidised, and our client can only do that by raising awareness and driving sales outside Zimbabwe.
Give some idea of how successful this campaign/entry was with both client and consumer:
Overnight, trillions of dollars of Zimbabwean banknotes achieved what they’d never been able to buy – real and meaningful advertising coverage. Within hours, we were in the national press. And a couple of days later, the campaign was on national television and radio. And then the internet discovered it and it spread across the world. Soon we were on the New York Times site, Yahoo news, the Huffington Post and hundreds and hundreds of websites and blogs. As the campaign continues, sales of The Zimbabwean continue to soar. In the week of the roll-out alone, the website logged over 2 million hits. More copies of The Zimbabwean than ever are crossing the border into Zimbabwe. We used Mugabe’s own creation against him.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
We developed a unique solution. One of the most eloquent symbols of Zimbabwe’s collapse is the Z$ trillion dollar note, a symptom of their world record inflation. This money cannot buy anything, not a loaf of bread and certainly not any advertising. But it can become the advertising. So, we turned the money into its own medium by printing our messages straight onto it .In rush-hour traffic, malls and universities millions and billions were given out one note at a time. We sent bundles of cash to captains of industry, politicians and media personalities. Wherever the Zimbabwean was sold, we put up posters made of real money. At every public place we could, we had a poster-with notes that people could detach to keep the email address. We made trillion dollar wallpaper murals and even made the world’s first billboards out of real money.

THE NOW NETWORK

Type of Entry:	Titanium and Integrated
Title:	THE NOW NETWORK
Advertiser/Client:	SPRINT
Product/Service:	SPRINT
Entrant Company:	GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
Advertising Agency:	GOODBY SILVERSTEIN & PARTNERS San Francisco, USA
Creative Credits

Name	Company	Position
Rich Silverstein	Goodby/Silverstein And Partners	Creative Director
Christian Haas	Goodby/Silverstein And Partners	Group Creative Director/Art Director
Franklin Tipton	Goodby/Silverstein And Partners	Group Creative Director/Copywriter
Paul Stechschulte	Goodby/Silverstein And Partners	Group Creative Director/Art Director
Mandy Dietz	Goodby/Silverstein And Partners	Copywriter
Aaron Dietz	Goodby/Silverstein And Partners	Art Director
Will Elliott	Goodby/Silverstein And Partners	Copywriter
Roger Hoard	Goodby/Silverstein And Partners	Copywriter
Jose Luis Martinez	Goodby/Silverstein And Partners	Art Director
Kristin Schlotterbeck	Goodby/Silverstein And Partners	Art Director
Brian Thompson	Goodby/Silverstein And Partners	Copywriter
Margaret Mclaughlin	Goodby/Silverstein And Partners	Interactive Producer
Rob Sondik	Goodby/Silverstein And Partners	Broadcast Producer
Kim Miles	Goodby/Silverstein And Partners	Print Producer
Jeffery Plansker	Supply/Demand	Director
Christophe Lanzenberg	Superfad	Design/Animation/Visual Effects/Editing Company
	Human	Sound Design
Rob Calabro	Goodby/Silverstein And Partners	Copywriter

Describe the campaign/entry:
“Right now” is a concept people get. And when it comes to their phone and Internet, it’s what everyone wants. Rather than talk about prices or calls dropped, we cut to the chase and renamed Sprint’s network “the Now Network.” And set to work linking Sprint with all things Now. We designed the world’s largest widget – a one-page snapshot of right this second. Live feeds and real-time facts flood the site, from babies being born to a live cam of Niagra Falls. Streaming data also filled ads across the Web, including an interactive Yahoo! takeover. Four television spots took visual cues from the site. The anthem pulses with data, inundating viewers with all things people are doing thanks to the Now Network, from Twittering to leaving phones in cabs. Print ads featured data relating to the exact days the ads ran, like the day of the NY marathon.
Give some idea of how successful this campaign/entry was with both client and consumer:
Since the launch, the campaign has been written up favourably in over 100 publications and blogs, including The Wall Street Journal, the Los Angeles Times, engadget, and The New York Times. Beyond PR press, thousands of people have tweeted and blogged about the campaign. The first spot was viewed over 120,000 times on YouTube in the first three weeks. In the first three weeks, the Now Network site has raked up nearly 700,000 visits with an average of 15 interactions. Average time spent is 4 minutes – all on a one-page Web site. Sprint has seen solid returns from the online work. Between April 6 and April 28, the company said the Now Network online messaging delivered almost 340 million impressions, adding that brand exposure time was about 45 seconds per impression, close to double the wireless benchmark of about 25 seconds per impression for a rich media ad.
Describe how the campaign/entry was launched and executed across each channel in the order of implementation.
The site, sprint.com/nownetwork, launched simultaneously with a :60 Now Network spot on major networks. This was followed up with three more :30 television spots. Online advertising broke with a Yahoo! takeover ad, along with several live-feed widget banners on sites including YouTube, MySpace, ESPN, WSJ.com. Print ads ran on key dates – tax day and the day of the NY marathon.

28.06.2009