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.

Tipp-ex sell-in 2011 versus 2010 : +35%In 100 daysThe Tippex YouTube channel received more than 35.5 million views.Average brand exposure was 5 minutes.The tippexperience hit 217 countries around the world.The ad was shared 380 000 times on social media with a virality rate of 500%.RESULTS TO DATE46 million views.Shares, likes and comments on Facebook: +1 million.Tweets: 220,000.60,000 online articles.International TV coverage.

Earned media: 3.2 million euros (2 Super Bowl spots).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.

We convinced YouTube that our ground-breaking use of the online media would be great for both them, the campaign and the client.One we had them convinced, we searched for all the verbs that people would think of if asked online. We made lists and lists of verbs and shot 42 video responses.The tippexperience was born. In the YouTube video, the hunter grabs the Tipp-Ex Pocket Mouse from the banner, whites out the word « shoots » and for the 1st time viewers write their own verbs in the title of the video.For each action, there's a response.

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.