Apr 07 2008
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Memac Ogilvy unveils new Power Horse campaign
"The core idea is based on a strong strategic insight. Today's young Arab man is on the look out for more challenges, actively seeking drama and thrill and the chance to prove himself. The new strategy aims at making Power Horse the first brand, that taps into this insight and creates it into an attractive positioning," said an official communiqué.
In addition to producing two commercials for TV and cinema, Memac Ogilvy is also to implement the new concept with components covering events, in-store communication packages, direct mails, web banners and a high-end interactive micro-site.
The brand communication brief asked for conveying two truths that were key to the development of the Power Horse online campaign. One, people do not go on the internet looking for boring stuff, and two, ideas are not viral by themselves, only the audience can turn them into something viral.
With this in mind, the creative team at Memac Ogilvy and OgilvyOne developed an online communication concept that is suppose to deliver the fun, engaging and cool content that young people search for.
It involves a video message sent from a friend with the Power Horse girl, that challenges the receiver into doing something really funny. This micro-site boasts of a combination of a 3D club-environment, interactive video sequences, a challenge game, a video archive, additional downloads and news from roadshow events. It links all activities and gives the brand an interactive campaign platform.
The Power Horse girl, a filmed real-life model, greets each new visitor to the site and explains the functions. The primarily male audience is lured by the girl and the challenges that she brings forward.
Once registered, the user can go on to forwarding the challenges to friends.
In order to "programme" the video message, the user is asked to choose funny insights about his friend from a series of interactive menus. The answers lead to an individual video of the Power Horse girl being put together digitally. More than 1.5 million different video messages can be created in this way. The user can also choose the challenge for his friend - options include: "shake a strangers hand for as long as possible" or "show how strong you really are".
The recipient of the message will be in for a real surprise: an attractive girl, that seems to know a lot about him, asks him to prove that he can take it on.
However, the idea of audience participation does not stop there. All videos entered will be open to the public for voting to select a winner every month.
"We believe the visual style, the technical execution with interactive videos and of course, the fun content will make this site very popular. It has all the attributes to enable the audience to turn this into a viral success." said Till Hohmann, Executive Creative Director at Memac Ogilvy Dubai.
In order to drive additional traffic to the site, a series of banners and web specials will go live shortly, featuring the Power Horse girl and witty new messages.
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