Category: Titanium and Integrated
Advertiser: CISCO CONSUMER PRODUCTS
Product/Service: FLIP VIDEO
Agency: DDB SINGAPORE
Date of First Appearance: Feb 14 2011
Entry URL: http://www.ourawardsubmissions.com/flipyourprofile/cisco/cannes/v1.html
Chief Creative Officer: Neil Johnson (DDB)
Executive Creative Director: Joji Jacob (DDB)
Creative Director: Thomas Yang (DDB)
Creative Director: Terrence Tan (DDB)
Senior Copywriter: Vinod Savio (DDB)
Copywriter: Naresh Kumar (DDB)
Senior Art Director: Sham Nassar (DDB)
Art Director: Suhaimi Saadam (DDB)
Head of Tribal DDB: Jeff Cheong (Tribal DDB)
Associate Director of Technologies: Ciaran Lyons (Tribal DDB)
Head of Technology: Yeo Wee Lee (Tribal DDB)
Digital Architect: Gerald Yeo (Tribal DDB)
Lead Technologists: Augustine Low (Tribal DDB)
Developers: Boby Ertanto (Tribal DDB)
Developers: Rosslyn Chay (Tribal DDB)
Developers: Viknesk Kumarr (Tribal DDB)
Developers: Chee Sheng Ng (Tribal DDB)
Head of Broadcast and Content Production: Jackie They (DDB)
Marketing Manager, New Media, Asia-Pacific: Shaun Quek (Cisco Consumer Products Ptd Ltd)
Senior Marketing Manager, Asia-Pacific: Lit Yang Quek (Cisco Consumer Products Ptd Ltd)
Media placement: Online - Facebook - 15-02-2011
Describe the campaign/entry
The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras.
The strategy was not to tell but show the merits of Flip Video cameras. We
wanted people to experience for themselves the benefits of the camera and evangelize the brand on our behalf.
Describe how the campaign/entry was launched across each channel in the order of implementation
Instead of merely creating an advertising campaign, we created a new medium.
We enabled Facebook users to replace their static profile pictures with
moving, speaking profile videos. And each of these videos, sitting on the
most valuable real estate on the Web and being viewed by each Facebook
user’s fans and friends, ended with a brand message for Flip Video cameras.
In other words, each profile video is a brand ad for Flip Video.
Flip Video prides itself on making sharing content easy. And this idea was on brand.
Give some idea of how successful this campaign/entry was with both client and consumer
Flip Video cameras gave the world a new way to shoot and share and in exchange received millions of free media impressions.
• Profile videos viewed over 5 million times per day.
• An average of 50 profile videos being uploaded every minute.
• Featured in over 500,000 blogs.
• Estimated media coverage is valued over $20 million.
• 700,000 users flipped their profile.
• Thousands of brands, artistes, filmmakers and businesses flipped their page.