Category: Corporate Image & Information
Advertiser: CAMERA CLARA PHOTOGRAPHY STUDIO
Product/Service: PHOTOGRAPHY STUDIO
Agency: FILADELFIA COMUNICAÇÃO
Copywriter: Manuel Rolim (Filadelfia)
Art Director: Ricardo Matos (Filadelfia)
Creative Director: Dan Zecchinelli (Filadelfia)
Director: Joao Paz (Filadelfia)
1st Assistant Director: Cecilia Torquato (Qvarteret)
Digital Project Manager: Hely Lopes (Filadelfia)
Programming: Gabriel Morais (Filadelfia)
Approval: Fernando Martins (Camera Clara)
Media placement: Internet - Youtube, Own Site - 11 April 2012
Describe the objective of the promotion.
As a local photography studio, Camera Clara had 2 big problems. Stock images had been stripping their work, and the studio was virtually unknown by major ad agencies. Our challenge was to convince existing clients to choose Camera Clara, and also to make the studio known in major markets.
Describe how the promotion developed from concept to implementation.
What if we used our greatest rival to endorse Câmera Clara’s work? We went after The World’s Most Downloaded Man, a Danish model. We made a short film of it and posted it on a website. We documented the event and created a 5-minute mini-documentary, which we spread around virally.
Explain why the method of promotion was most relevant to the product or service.
It's extremely hard for a local studio to compete with fares from image banks and get the attention of bigger markets. Our strategy was to defend a common cause to advertising and creative professionals all around the world: the reckless usage of stock photos. Our message generated instant identification with our target audience. They then spread our video virally in international media worldwide. With this strategy we managed to promote the studio with creatives and advertising professionals.
Describe the success of the promotion with both client and consumer including some quantifiable results.
We sent the video to some national advertising websites and blogs. Then it went international virally, and started to spread worldwide. In just 8 days, we reached over 100,000 views just on YouTube. The number of daily unique visitors at cameraclara.com increased from 33 to 662: a 2,000% growth. This meant a whole lot of new professionals, both national and worldwide, knowing Camera Clara's work. And the video was in the top advertising and communications websites worldwide.