NOT SUPPLIED

Being that our Modern TV viewer spends a lot of time online AND online is a mecca for anything and everything cute or animal related - our creative solution needed to also live online. And knowing that there was a not-so-secret consumer desire for the “Opulence” giraffe to be real and obtainable, we created a breeder’s site for petite lap giraffes and made it incredibly believable. Key to believability was our Giraffe Cam that streamed a 24 hour live feed from the Sokoblovksy Farms in Russia. This allowed viewers to see with their own eyes the real time activities of a giraffe on the farm. Customers submitted pictures, videos sent from our Russian Oligarch and the ability to sign up for your own petite lap giraffe all worked very hard to keep the believability alive and keep consumers coming back for more.

In just over a week, and with zero media dollars, the site had over 10 million views from over 185 countries and the waitlist for a petite lap giraffe had swelled to over 700,000. Wanting to believe, over 3 million visitors spent an average of 2.5 minutes per visit looking at every page on the site. And within less than 24 hours after launching the site, CNBC picked up the story stating that the site was “taking over the web” and relayed DIRECTV’s very real growth: 4.1 million gross subscribers and a 9% increase in revenue over the previous year.