Advertiser: ORCON
Agency: M&C SAATCHI
Category: Mobile Marketing
Advertising campaign: SPIDER ART
Creative Technologist/Producer: Matt Ravenhall (M&C Saatchi New Zealand)
Senior Copywriter: Nicci Doak (M&C Saatchi New Zealand)
Executive Creative Director: Dave King (M&C Saatchi New Zealand)
Chief Digital Officer: Tony Burt (M&C Saatchi New Zealand)
Senior Art Director: James Bowman (M&C Saatchi New Zealand)
Client Services Director: James Johnston (M&C Saatchi New Zealand)
Account Director: Jo Simpson (M&C Saatchi New Zealand)
Account Executive: Lucy Orr (M&C Saatchi New Zealand)
Outcome
Large crowds gathered at the installation each day of the conference. All 1,000 tweets needed to complete the artworks were received and thousands more tweets shared the story of Orcon and its Spider Art, further enhanced by news coverage online and on national news shows. Most importantly, Orcon was seen as a smart, savvy broadband provider in the New Zealand market.
Execution
The quality of work on show at Semi-Permanent is world class. So for us to stand out with this savvy audience, we needed to have something really engaging and cool, yet simple to participate in. We correctly figured most attendees would have a smartphone and a Twitter account, so using this as the entry mechanism made it simple and easy for most to get involved. And by offering the opportunity to win a completed artworks from one of the artists attendees were paying to see, added to the likelihood of involvement.
Client Brief Or Objective
The brightest, coolest, hippest people attend the Semi-Permanent creative conference held in Auckland each year. So the brief from our client was pretty straight forward. Make us look cool in a way that is relevant to a broadband provider.
Implementation
Spray painting robots controlled by Twitter that spray paint giant bespoke artworks created by internationally acclaimed artists presenting at Semi Permanent.Attendees tweeted the coordinates of the area they wanted painted, and the colour and watched as the square was painted. After all the artworks were painted, the stencils were removed and the artworks were revealed.