"They also specifically asked not to have a TV script. Come the pitch, the agency brought in their chief strategist who acted out the viral script. Dean's reaction? "Scared shitless. We've got to do it." The campaign went on to create huge amounts of attention with the delight of people sharing it being one thing and the outrage of some adding to the high profile of the video."
"Virgin's Ron Faris observed that there is a big difference between what's funny and what's shareable. A marketing joke only works if it travels. In his view the main reasons people share are 'rubbernecking (look what I just saw)', 'I'm thinking for you' and 'this thing expresses me'. Faris, along with Mother New York, was behind the creation of Virgin Mobile's fake celebrity couple Sparah."
Ron Faris, Josh Dean and Jim Bacharach emphasize that brands require daring, memorable, and shareable ideas from agencies. Axe tasked BBH to create an idea that was unique, memorable and educational and asked to be scared; the agency acted out a viral script leading to the 'clean your balls' campaign, which generated massive attention through sharing and outrage. Virgin manufactured fame for an unknown couple called Sparah by staging celebrity trappings. Marketers view shareability as driven by rubbernecking, thinking for others, and self-expression. Agencies are expected to manage risk, hide unsuccessful campaigns, and balance humour with shareability.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]