Diesel: QUIQUE THE HEAD

Credits & Description:

Type of entry: Use of Direct Marketing
Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media
Advertiser: DIESEL
Product/Service: MOWIE MOTORCYCLE HELMETS
Agency: SHACKLETON Madrid, SPAIN
Copywriter & Creative Director: Pipo Virgós (Shackleton)
Art Director & Creative Director: Francesc Badia (Shackleton)
Art Director: Jaume Leis (Shackleton)
Executive Creative Director: Enric Nel-lo (Shackleton)
Account Manager: Oriol Boira (Shackleton)
Interactive Director: Marc Sallent (Shackleton)
Digital Production Manager: Joaquin Garcia Morato (Shackleton)
Audiovisual Production Manager: Manuela Zamora (Shackleton)
Producer: Cristina Cortizas (Shackleton)
Describe the brief from the client:
Diesel wanted the launch of its new Mowie motorcycle helmet to be completely different from previous launches, dramatically boosting awareness amongst potential purchasers, but with a very small budget. The proposal should have strong viral potential to maximise audience reach, actively engaging them in spreading the campaign’s core message to others.
Creative Execution:
Creating a character like Quique the Head, a young man born with just a head, provided the perfect proof of the product´s ability to deliver on its promise: unbeatable head protection, for the only thing Quique has; a head. Consumers were given a delightfully frank insight into the qualities of Diesel´s Mowie helmets, transforming themselves into Quique´s saviour as well as an indispensable, and fashionable, item of clothing for him, thus providing an effective vehicle that successfully conveyed the product´s core values to the target audience in a highly appealing and original way, generating both curiosity and strong viral potential.
Describe the creative solution to the brief/objective.
We used Enrique Carboni Jr., a.k.a Quique the head, as a prescriber. A man born being just a head with no body, who lives perpetually sheathed ina Diesel helmet with the double objective of protecting his fragile existence and wearing fashionable clothing. In order to spread his peculiar life, we used a fake documentary as a viral.
The online campaign included: the Australian video-documentary of Quique's life and a website in a pseudo 'blog' format. Users could browse the autobiographical gallery, upload a photo for body donation, download the iPhone 'Tongue Trainer Software' application and visit Quique's Facebook profile.
Describe the results in as much detail as possible.
The results achieved by the campaign reveal a resounding success for this project:
825,000 viewings of the viral video worldwide
More than 1,000 friends and 1,100 followers on Facebook
Over 450 “donations” for the body transplant
Presence on web pages and blogs all over the world