Cherryduck Advertising company Virus marketing: Projecting ads on the moon

According to foreign media reports, a British advertising company, claiming to have successfully projected the customer's logo onto the moon, was warned by NASA that this could threaten the safety of the International Space Station. After investigation, it turned out to be a prank made by Cherryduck, who invented the "Mooncheeze" brand and made a video of the whole process from the beginning to the final implementation.

(edited from "Sohu It" December 12, 2012 report "NASA called the Urgent!" British companies want to print cheese ads on the Moon ", the original link here, thanks to the" Network Advertiser Community "video support)

"Marketing interpretation" to enhance brand awareness is the customer's marketing needs, and it is not the advertising company itself is facing the problem? Have a higher brand awareness and reputation of the company, not only to attract more advertisers, improve advertising quotes, more can gather more talents to join, good. So how can a nameless advertising agency blockbuster?

The case of Cherryduck, a British advertising agency, may give you some insight. Cherryduck, a British-made video-focused advertising company, has been plagued by too little fame. Recently, they have planned a prank, not only attracted major media reports, but also caused the attention of NASA (NASA), access to a very high exposure rate, is called "One Night famous world known." How did they do that?

It turns out that Cherryduck has succeeded in projecting a logo onto the moon for a customer called "Mooncheeze (Moon Cheese)", and posted a video on the web, describing how to find this idea from the very beginning, to make laser projection equipment, To calculate which day the moon is closest to the Earth, at which observation point projection the most appropriate, and then the success of the night after the whole process of rejoicing.

This matter soon aroused the high attention of NASA. NASA is concerned that projecting a huge logo onto the moon will affect the normal operation of the International Space Station, which is 220 miles from the ground, posing a threat to astronauts. They warned Cherryduck that such advertising campaigns were illegal and had to be reported to local aviation regulators, saying: "If there is such a possibility, we need to understand the performance of such lasers." ”

NASA's focus has rapidly increased the visibility of the event, attracting major media coverage. Finally, Cherryduck had to come out to clarify: this thing is only their fictitious, the screen is also post-processing, in fact, there is no such high-tech projection equipment, the film's giant logo on the moon only by a value of 15 pounds of props made.

In fact, the whole thing is just the idea that the company's creative director came up with six months ago to create an ad for a kid's cheese company. It is said that, in order to be realistic, they even sent an e-mail to a U.S. junior aviation official asking how to project the logo onto the moon.

When the story is finished, readers must marvel at the novelty and uniqueness of their ideas. Where is the mystery of its success? And what is it that we can learn from? And treat me one by one ways:

First, adhesion. Life how insipid also, all rely on some news lace to do the adjustment. Therefore, regardless of the movie drama, or other literary creation, always need to seek novelty. Claiming to project the customer logo on the lunar surface, but interesting enough to be curious! The Cherryduck's strength is especially in place: unheard of, but dare not easily deny, is you doubt between your eyes firmly attracted. If you use Gladwell words, that is to have a strong "adhesion" (stickness).

Second, contagious. This is the first floor. Another layer is its "contagious". "Alone Lele as the public Lele", listen to an anecdote, nature to be happy to share with friends, and then become a hot topic that everyone relish. "Have you heard?" It is said that there is an advertising company can be projected to the customer logo on the moon, it is really a big advertisement! "Especially in today's internet age, spread, wildfire, will soon be able to get viral outbreaks of growth, to achieve the" four-dial-heavy "magic effect.

Third, the tipping point. If so, it would probably be a qualified viral marketing case. However, Cherryduck did not stop there, which is the most commendable of the case. They deliberately "leaked" to NASA (although it was later denied), leading to their solemn warning that a viral news has suddenly turned into a sensational event, and attracted major media reports. Gladwell calls it the "tipping point", which is "the dramatic moment when everything suddenly changes in the attack". Tipping

Its four, another round. Finally, the homeopathic and for, by the presence of clarification, the introduction of the circumstances of the opportunity to get another round of transmission. "It is clear that we did not think that our actions would cause such a big panic, and we did not expect NASA to act like this." We're just joking in the office, and obviously we're just having fun, "said James Vellacott, the company's manager, James Veracotte.

To sum up, that is: an attractive and contagious novel story, through the detonation of key figures, finally achieved an excellent viral marketing case!

Good marketing should be like this!

Source: http://www.marketing-life.cn/?p=4607