Jwt: CASE-O-MATIC

Credits & Description:

Category: Best Use of Digital PR

Advertiser: JWT SPAIN

Product/Service: INSTANT VIDEO CASE GENERATOR

MANAGING CREATIVE DIRECTOR: MIGUEL BEMFICA (JWT)

CREATIVE DIRECTOR: MIGUEL BEMFICA (JWT)

CREATIVE DIERCTOR: EDUARDO BATTISTON (JWT)

COPYWRITER: ALBERTO ESPEJA (JWT)

ART DIRECTOR: FELIX AJENJO (JWT)

ART DIRECTOR: CARLOS SANCHEZ (JWT)

COPYWRITER: Gastón Guetmonovitch (JWT)

INTERACTIVE TECHNICAL DIRECTOR: JOSE VIVAR (JWT)

INTERACTIVE DEVELOPER: DAVID BAUTISTA (JWT)

EDITOR: MIGUEL DONAIRE (JWT)

FILM DIRECTOR: REBECA FERNANDEZ (JWT)

Media placement: WEB - Caseomatic.org - APRIL 19, 2011



Summary of the Campaign

According to our studies, 80% of the videos for case studies are pretty much the same. They all have the same structure, with the problem, the solution and all those international journalists saying things about the idea. Some facebook stuff, a lot of logos, people´s reactions and finally the results, obviously including the ROI and other data that is almost impossible to calculate.

In this context, and very close to Cannes’ deadline (when everybody is stressed editing their videos), we decided to launch this online application to promote the agency and have a little fun during this chaos. As all cases seem to be made by the same machine, we created that machine: The Case-O-Matic.

You could build up you case in a few minutes. Without stress. Being able to choose the budget for the campaign, the countries the idea reached, the reactions, and also if there were celebrities involved. Everything, filmed using the agency employees as actors. The final video even included the famous ROI, calculated automatically.

At the end, you got your case study ready to be shown to the world. And also, to show our agency´s profile to the advertising world.



The Situation

Cannes’ deadline is a moment of chaos in every agency. We decided to make it a little less stressful. And at the same time, promote our agency.

What everybody is up to these days?: Case studies.



The Goal

We just wanted to be seen as an agency that has fun and love this job. An agency where everybody wants to work at. An agency that not only does traditional stuff. But also, one that knows that what is important is the idea and not how many languages are spoken in the case study video.

And of course, try to make the advertising market to talk about us.



The Strategy

There is no better time to launch this application than doing it very close to Cannes’ deadline. And that´s what we did. We know what happens until the last day. So we waited until that time; that pressurised time. We put it on the specialized media. And then, as many case study videos would say; "people did the rest."



Execution

We studied many many cases, to get every stereotype.

We designed the machine in order to make it really simple to build a case. But also to give many options for people to choose from.

We made videos recreating the ones shown in case study videos. The journalists from every country, the typical people reactions, the celebreties, some spontaneus acts, etc. All of them, using people of the agency as actors.

We put everything together and then told all our friends in advertising about it.



Documented Results

- More than 10,000 videos created in the first 10 days, from around 50 different countries.

- More than 50,000 page views.

- Appeared in 45 advertising blogs.

- Agencies' parties increased in a 30%.

- More than 100,000 girlfriends, wives and lovers satisfied.

- 3,000 dogs now are walked at night.