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