Small Budget Marketing Campaign

Gold
CAMPAIGN
Fuji Xerox - Haus of Versant
AGENCY
Republik New Zealand
CLIENT
Fuji Xerox New Zealand
BRAND
Versant 2100 Color Press
DETAILS
To launch the Fuji Xerox Versant 2100 digital printer in a ground-breaking way, we produced an immersive marketing experience that culminated in a runway event showcasing garments printed solely on the new device. At the end of the 3-month launch phase, we have delivered an ROI above our client’s objective.
 
In August 2014, Fuji Xerox was ready to launch its all-new mid-range digital printing press, the Versant 2100. This new machine was a complete redesign both inside and out, and featured an impressive range of new features and stock handling capabilities.
 
To launch this new product, we created an immersive direct marketing experience that could demonstrate its cutting edge technology like never before. It took the print category out of the drab, functional office product environment and transformed it into the glamorous world of high fashion.
 
The Haus of Versant campaign was so engaging that sales of the 2100 in New Zealand out-performed every other product launch in the Asia Pacific Region.
 
This innovative fashion-themed campaign was so impactful Fuji Xerox’s Head Office in New York took notice and arranged for elements to be shipped and displayed in their foyer. Both Fuji Xerox Hong Kong and Singapore were also so impressed that they tailored the creative elements for their local audience.
CAMPAIGN
Not A Bug Splat
AGENCY
BBDO Pakistan
CLIENT
Reprieve / Foundation for Fundamental Rights
BRAND
Reprieve / Foundation for Fundamental Rights
DETAILS
Since 2004, drone strikes in Pakistan have killed an estimated 3500+ people, a disturbing percentage of whom have been described as innocent civilians. Including more than 200 children1. Reprieve/FFR has been working to raise awareness of this crisis, but protests in Pakistan go unnoticed globally. Our objective was not only to raise awareness, but to do it in an impactful way that would affect the very people behind it enough to bring about a change - a change that would reduce the number of collateral damage victims.
 
We began with an insight: drone operators routinely describe their casualties as 'Bug Splats' since viewing a human from far above gives the sense of an insect being crushed2. Our strategy was to address pilots directly. A large-scale portrait of an affected child was laid on the ground facing up in the heavily bombed area of NorthWestern Pakistan, so a drone camera could capture and transmit it to an operator's screen, thereby engaging them in a direct visual dialogue.
 
To raise awareness, the campaign - part of French artist JR's Inside Out movement - was put online with the hashtag #NotABugSplat and a website3 with information about drone strikes.
 
After a seeded leak in the local press, we went viral overnight, globally. Massive coverage in the world press spread awareness rapidly. 104 million impressions in the news and 11 million impressions on Facebook, Twitter and Instagram helped us gain $2,000,000+ in earned media in the first month alone4.
 
The news was tweeted by members of National Assembly of Pakistan5, who raised the concern of drone strikes with the International Court of Justice. Two months later, the High Court in Islamabad registered a criminal case against the operators6. Rights activists in USA have replicated the idea there, while the photograph has become the poster image for anti-drone protests, from Internet memes to the Tate UK to grass roots activists in Yemen.
 
Strikingly, the latest US Government Accountability report indicates that all the negative publicity is affecting pilot morale7 - we even got an interview confirming this from an ex-drone sensor operator. The UK Guardian described our work best: "It has the power to startle...and perhaps even render (the pilot) incapable of using his weapon afterwards."8
 
While strikes have lessened, the total number of civilians and children killed by drones since this work was put up last year - according to the Bureau of Investigative Journalism - has been brought down to almost zero.9
 
1 www.thebureauinvestigates.com/category/projects/drones/drones-graphs/
2 www.rollingstone.com/politics/news/the-rise-of-the-killer-drones-how-america-goes-to-war-in-secret-20120416
3 notabugsplat.com/
4 Agency Research (Keyhole.co, social monitor, tweet reach, hashtracking; media amount is based on a $20 per impression calculation)
5 twitter.com/ImranKhanPTI/status/453068933994917888
6 www.business-standard.com/article/news-ians/pakistani-court-orders-criminal-cases-against-two-ex-cia-station-chiefs-114060501312_1.html
7 www.huffingtonpost.com/2014/04/18/drone-pilots_n_5173569.html
8 www.theguardian.com/world/shortcuts/2014/apr/07/artists-give-human-face-drones-bug-splat-pakistan
9 www.thebureauinvestigates.com/2014/06/11/obama-2014-pakistan-drone-strikes/
10 www.syracuse.com/news/index.ssf/2014/04/protest_over_drones_draws_big_crowd_after_civil_rights_activist_cornel_west_ener.html
11 www.vox.com/2014/5/29/5761634/has-america-stopped-killing-pakistanis-with-drones
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