Cisco: FLIP YOUR PROFILE

Credits & Description:

Category: Direct Response Digital: E-commerce, Online Advertising, Brand Awareness & Social Media

Advertiser: CISCO CONSUMER PRODUCTS

Product/Service: FLIP VIDEO

Agency: DDB SINGAPORE

Date of First Appearance: Feb 14 2011

Entrant Company: DDB SINGAPORE, SINGAPORE

Entry URL: http://www.ourawardsubmissions.com/flipyourprofile/cisco/cannes/v3.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)

Head of Broadcast & Content Production: Jackie They (DDB)

Lead Technologist: Augustine Low (Tribal DDB)

Digital Architect: Gerald Yeo (Tribal DDB)

Developer: Rosslyn Chay (Tribal DDB)

Developer: Viknesk Kumarr (Tribal DDB)

Developer: Chee Sheng Ng (Tribal DDB)

Developer: Boby Ertanto (Tribal DDB)

Marketing Manager: Shaun Quek (Cisco Consumer Products)

Senior Marketing Manager: Lit Yang Quek (Cisco Consumer Products)

Media placement: Online - Facebook - 15-02-2011



Describe the brief/objective of the direct campaign.

The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras.



The strategy was not to tell but to 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 the creative solution to the brief/objective with reference to the projected response rates and desired outcome.

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.



Explain why the creative execution was relevant to the product or service.

This campaign is a world-first. It hijacks the world’s most valuable real estate and uses it to promote Flip Video cameras. ‘Flip Your Profile’ enables FaceBook users to replace their profiles pictures with videos. The user-generated profile videos end with a brand message for Flip Video cameras. In effect, every profile video is a personalized ad for the brand.

Better still, users could buy Flip Video cameras directly on Facebook.

Flip Video prides itself on making sharing content easy. And this idea was on brand.



Describe the results in as much detail as possible with particular reference to the RESPONSE of the target audience including deliverability statistics, response rates, click throughs, sales cost per response, relationships built and overall return on investment.

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.