Category: Titanium and Integrated
Advertiser: WALMART
Product/Service: WALMART
Agency: THE MARTIN AGENCY
Chief Creative Officer: John Norman (The Martin Agency)
Executive Creative Director: Joe Alexander (The Martin Agency)
Creative Director: Vanessa Fortier (The Martin Agency)
Art Director: Pat Wittich (The Martin Agency)
Writer: Bob Meagher (The Martin Agency)
Designer: Jeremy Lind (The Martin Agency)
Producer: Lalita Koehler (The Martin Agency)
Producer: Pamela Mahan (The Martin Agency)
Producer: Christina Cairo (The Martin Agency)
Media placement: TV campaign - 1 spot - -
Media placement: Online viral video - 1 spot - YouTube, Facebook -
Describe the campaign/entry
To highlight the different internet enabled devices for sale during Walmart’s holiday season, a viral video was needed to show how each device could share content over the internet. After observing the most successful and shareable viral videos were stupid videos of cats and oranges with human mouths, we simply did the best of both. We created our own stupid video of a yodelling cat with a human mouth.
Describe how the campaign/entry was launched across each channel in the order of implementation
First the video was created and launched on YouTube. The video was then used on the screen of a tablet, smart phone and a smart TV within the TV commercial. The commercial had a call to action to drive traffic to YouTube where the video could be viewed. A ringtone of the yodelling cat was then created for downloads to mobile devices.
Give some idea of how successful this campaign/entry was with both client and consumer
Simple and contagious, the campaign did indeed go viral as planned and got over 2 million views in a matter of days. With only a few weeks left in the calendar year, it was one of the top emailed works of the year in Creativity magazine. It had more views and was one of the most shared pieces of content in Wamart’s history.