Media > Specialist Category
MEDIAEDGE:CIA, Copenhagen / U-DAYS / 2006
Awards:
Overview
Credits
Audience
We integrated several tipping points intelligently and flirtatiously.To mobilize the core innovators, site awareness was driven by inadvertent street art stencils in pinpointed streets.
We tapped into the flourishing trend Independent-Designer-Art-Toy to spread awareness and hype U-DAYS in an almost accidental, incidental way.We designed unbranded mascots, U-GUYS. All U-GUYS had a web address www.boardthetrain.com printed on them. Overnight, 70,000 U-GUYS floated into the greater cities of Denmark in a massive guerrilla attack.
CommunicationGoal
The challenge was to revamp U-DAYS – a Danish education fair – as a contemporary, upbeat fair among 18-25 year olds with extremely limited funds (even cut by half this year). Working with a conservative education client traditionally focused on print ad strategies, investment in new media was unprecedented.
Effectiveness
U-DAYS saw a 33% increase in visitors despite a marketing budget reduced by almost 60%. Improvements of approximately 215% on the invested marketing spend. Total PR value generated was almost 50% of the media investment – for every Euro invested, U-DAYS received 50 cent in free PR coverage!
Implementation
Youngsters created custom-made 24-second films, which were distributed through the viral networks, capitalizing on the relentless hunt for peer-driven information.
To win the game, we engaged the streets with un-conventional outdoor advertising. Firstly, the winning poster was displayed at school yards and unofficial urban sites. Secondly, youngsters created 50 custom-made street-banners at a live performance. The street-banners were exhibited at prime, never-before-released advertising locations in central Aarhus.
MediaStrategy
With youngsters’ capacity as compulsive ad-avoiders yet the most voracious brand advocates, we encouraged them to become creators. We promoted U-DAYS to youngsters to make them create, produce and sweat.
Our partnership centered on the www.boardthetrain.com site. Youngsters were invited to create the entire U-DAYS campaign: think hard, work fast, upload your content and vote for the best.
We committed to their streetwise expressions – not simply a message couched in the traditional form of advertising – with the best ones used in a guerrilla campaign.
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