Titanium > Titanium and Integrated

ADVERTISING ON THE OTHER SIDE

PROPAGANDA, Bucharest / IQADS / 2008

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Overview

Credits

OVERVIEW

CampaignDescription

ADfel: the first and only non-traditional advertising show in Romania.

(ADfel, translated into English, is ADifferent.)Its mission is to make people aware that there is advertising beyond TV, radio, print and street billboards. The concept of the show was new, so people didn’t know much about the event.

Challenge: creating awareness for the event in order to get response from at least 700 people at the show for each of its 7 days. With 3,000 euros only.Solution: Showing people what non-traditional advertising can be like.

We’ve created Maximilian, the psychic who sells advertising to the dead.

Implementation

To gain credibility, channels were chosen as if Maximilian had promoted himself as a real person in an amateurish way: An ad offer in a local tabloid (later ridiculed, as we actually intended, by the country’s NO. 1 satirical weekly; then the ad went viral);Black&white leaflets & posters (given on the city streets); An amateurish website (presenting his beliefs & offer);After Maximilian became known through buzz, ADfel announced his first public appearance at the show itself.

ADfel’s opening evening revealed Maximilian was actually an example of how non-traditional advertising can be.

Relevancy

Over 50,000 website hits in the first two weeks.Hundreds of comments on forums and blogs.

Newspaper articles and an exclusive interview to Maxim magazine.His story made it onto the evening news on two of the country’s leading TV channels. And got him a 15-minute special on a weekly entertainment show.Big buzz: People mocked Maximilian. Praised him. Told him he was insane. Cursed him. Admired his inventiveness. Some actually wanted to work with him.An average of 3,000 people attended the show each evening.

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