Media > Use of Media
SOCIAL EXPERIMENT
EURO RSCG PARTNERSHIP SINGAPORE / DR INKBEER / 2003
Awards:
Overview
Credits
Overview
Audience
To succesfully launch the character of Dr Inkbeer as a spokesperson to youth.To build hype within the 18-25 age group without being see as a brand.To drive traffic to the website.
Execution
The media team planned, negotiated and implemented the media strategy. This almost always involved inventing new media or the reinvention of how traditional media was used or implemented.
Idea
More than 20 media were used to reach the target audience at every point of contact. On a very modest budget it was able to surround them without overwhelming them. People were constantly confronted by new media, and unique approaches to traditional media. This was done in unsual ways, including the use of several strains of anti-marketing. A feeling of 'non-brand' had to be maintained, and thus mainstream media accounted for less than a quarter of all comminucation.
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