Tipp-Ex – A Hunter Shoots a BearPosted: July 1, 2011 | |
To celebrate the back to school period, Tipp-Ex®, BIC Europe Group’s brand, leader on the European market of correcting products, goes on Youtube with an interactive campaign as funny as surprising. In this viral video, french agency Buzzman puts face to face a bear and a hunter, offering the viewers to choose what ending they want to see by changing the title of the vidéo directly on Youtube thanks to the Tipp-ex corrector! More than 50 different hilarious endings can thus be discovered. The campaign is logically signed: Tipp-Ex®, white and rewrite.
Describe the brief from the client: to coincide with the back-to-school period, Tipp-ex, an European correction fluid company, wants to promote online its whiteout Pocket Mouse. The target is pupils, students and customers of Tipp-ex.
The strategy was to turn an ordinary product into a unique and ground-breaking interactive experience on YouTube. Our strategy was to create a specific relation between this target and the brand, and thus virally spread the Tippexperience.
Describe how the promotion developed from concept to implementation: an interactive YouTube rich media campaign. It starts with a video on YouTube featuring a hunter out in the woods and suddenly facing a bear. At the end of the video the viewer decides whether the hunter should shoot the bear or not. Whatever the choice is, the hunter grabs the Tipp-Ex Pocket Mouse from the banner next to the video, whites out the word « shoots » and invites viewers to choose the end of the story by writing their own verbs directly in the title of the video. For each action, there’s a video response.
Explain why the method of promotion was most relevant to the product or service: the interactive campaign drew viewers into a choose-your-own-story-style video journey. The effort broke down the boundaries of YouTube for the first time, utilising the whole screen to exemplify the use of its whiteout product. 42 alternative scenes were shot so anything you write gets a video response. The possibilities are infinite. With the signature « White and Rewrite », the video on YouTube and the interaction, the campaign is very appropriate to the brand and to the target.
Results: Tipp-ex sell-in 2011 versus 2010 : +35%.
In 100 days:
The Tipp-ex YouTube channel : +35.5 million views.
Average brand exposure: 5 minutes.
The tippexperience hit 217 countries around the world.
Shared 380,000 times on social media with a virality rate of 500%.
46 million views.
Shares, likes and comments on Facebook: +1 million.
60,000 online articles.
International TV coverage.
Tipp-ex sales: +30% vs 2009 between 2nd September and 15th October 2010 (Europe / volumes)
On the European market, the purchasing intention has doubled during the campaign, according to the Ipsos test.
Advertising Agency: Buzzman
Creative Director: Georges Mohammed-Chérif
General Manager: Thomas Granger
Copywriter: Tristan Daltroff
Art Director: Louis Audard
Digital Production Manager: Mélanie Rohat-Meheust
Community Managers: Xavier Le Boullenger, Nicolas Mirguet
Film Production: Eleganz
Producteur: Willy Morence
Réalisateur: Olivier Bennoun
Web Production: Grouek