Archive for category 05. 1984 Viral Marketing Campaign

1984 Viral Campaign “More For Less”

We wanted to create a progressive, intriguing and purpose driven self promotion campaign and to position 1984 Productions in accordance to the type of work it sought to do and in relation to the strengths and abilities that it offered a prospective client: creativity, knowledge, ambition and courage. We wanted to plot a course that would fall in line with the original and founding strategy developed at the company’s inception: follow the road less traveled!
And so, we set about developing a series of viral spots for distribution over the internet and to be sent to a very specific target audience: advertising agencies and foreign production companies. The concept was simple: corporate video with “hard sell” undertones. Further to this we decided to implement the most basic characteristic of any form of hard sell: DISCOUNT. And thus, “More for Less” came into existence. The viral spots and materials were intended to present discounts on a host of products and services typical to a production such as: archiving, security, trained animals, portable toilets etc.

- “Off Transport“, “Off Portable Toilets“, “Off Security“, “Off Momo & Other Trained Animals“, “Off Catering“.

Every corporate video has a front man pitching a product or service. The “More for Less” campaign would be no different. We decided to invent a fictitious character named Nigel Hammer to stand as spokesman for our company. In order to give the character credibility and substance, we developed an entire fictitious history with the intention of pitching him as an actual real – life character. We sought to achieve this by creating a website for the character which detailed his career and life story.

While developing Nigel Hammer, a series of other characters came into existence: Every Actor needs and agent and so we created Johnny, Agent to the Famous. Every corporate video needs a director and thus, Goksi.com, corporate video wunderkind was born. Everybody has a best friend, and so Obradinho, the tortured, yet brilliant poet and sketch artist was developed – incidentally, he’s the only person that truly understands Nigel. And of course anybody who’s anybody has a bodyguard – enter Tankman, Belgrade’s most famous celebrity bodyguard.

We then produced a series of promo videos.

Websites, histories, branding and stories were developed for each of the characters. Our goal was to make each of the individuals as believable as possible and to also keep the content quite silly, almost idiotic to an extent. We wanted; in certain situations; to deliberately “dumb down” the content and appearance of the websites; especially with Nigel’s site, where we implemented design that ran along the lines of bad taste, poor design, endless amounts of text and kitsch imagery.

The other characters had sites and branding that we thought fell in line with the type of personalities that we were portraying. Johnny is the typical self – obsessed agent, with the typical list of quotes based on arbitrary affirmations. Goksi.com is the misunderstood, yet supposedly “brilliant” corporate video director. Obrad is the stereotypical self – infatuated talent less “artist” who styles himself along the lines of Voltaire and Rimbaud and whose works quite obviously lack any form of purpose or any real substance. Tankman is a meathead, but has a sensitive and sweet side to him.

We opened accounts on Facebook for each of the characters.

We started communicating through some of our characters…for example Obradinho sent out job applications to various agencies throughout Europe and North America:

Dear Prospective Employer, Please do not forget to take a look at my movies and to read my work – this will help to give you some insight into my character and my profound creative abilities.

My name is Obrad Shusa. I am a poet, electric essayist and sketch artist.

I am very very talented at many things. And I know that advertising is probably one of those things. I am tired of leading the life of a suffering artist and would like a job that pays a lot of money. I know that people in advertising make a lot of money. That is why I would like a job in advertising. Also, I would like to work in advertising because I have many good ideas. Many! And, I would like to spread these ideas so that I can make the world a better place for everybody and if not for everybody then at least for myself.

If there is a position open for a copywriter in your agency I would like to have it. If there is no opening for a copywriter then I am equally good as an art director – I sketch very well. In fact I can draw with my hands and with my feet. This is a fact and it is probably why I am very famous in certain circles.

You can see my work and portfolio on my website http://www.obradinho.com

I look forward to working with you.

Obradinho.

After sending that document out; Johnny, Obradinho’s agent; then sent a response in regards to Obrad’s mail:

To Whom It May Concern:www.tankmansecurity.com)
2. Nigel Hammer – Very Famous Actor (www.nigelhammer.com)
3. Goksi.com – Corporate video, training video and catalogue video Director (www.goksi.com)

Sir/ Madam,

Allow me to introduce myself; my name is Johnny, proprietor of celebrity agency Johnny, Agent to the Famous.

It has come to my attention that one of my clients, Obrad Shusa, has been sending out job applications to various agencies seeking work as either a copywriter or an art director.

Firstly, let’s be honest, I think we both know that he is not qualified for either of those positions. Obrad is a mad poet and artist and has absolutely no understanding of advertising and how it works in any shape or form what so ever.

Should you decide to offer him a position I must kindly ask that you inform me of this as I will need to handle the negotiating on his behalf. Obrad is quite silly with these things and will probably present you with totally unreasonable terms. Let’s just say that he sees the world in a radically different way to what you and I do.

I apologise for any inconvenience that Obrad may have caused you.

However, I would like to take this opportunity to offer my services to you should you ever require them. I have some individuals on my books that may be of interest to you:

1. Tankman – Celebrity Bodyguard (

Kindest Regards,

Johnny
Making People Famous for Seven Years

We produced a various pieces of printed material. Further to this, we decided to base all of our company’s PR material, packaging, branding and communication on the visual principles developed in the “More for Less” campaign.