(4 votes, average: 4.00 out of 5)
This is a very clever industry viral campaign by Sweedish newpaper “Dagens Industri”. With the entire advertising industry caught up in where social media is heading, it’s probably pretty tough going for newspapers to continue getting the ad revenue they’ve always had, so they enlisted Storakers McCann to create a viral campaign designed to poke fun at the social media hype and get the industry to have a laugh while reminding them that they still sell newspaper ads!
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May 1st, 2010 at 9:23 am
Haha this is great. Half way through I couldn’t remember what the product was at all.
May 1st, 2010 at 1:29 pm
Loved the ending! That was excellent.
Truth be told, I thought they were going to finish the zoo after all that, and put “Zebra” cars in the Zebra exhibit. Come on! Didn’t you?
Michelle Quillin for New England Multimedia & Q Web Consulting
http://twitter.com/NEMultimedia
May 1st, 2010 at 1:36 pm
I must admit I was hoping they would, it would have been the perfect stunt!
May 1st, 2010 at 7:21 pm
Well, they did a great campaign for the “new Zoo”.
But was all the popularity ever linked to the car?
May 2nd, 2010 at 1:22 pm
@MF – I think you might have missed the point?
May 4th, 2010 at 6:36 am
Funny but I am not sure it will make more people interested in newspaper ads.
May 5th, 2010 at 10:08 am
Very clever! I was completely outraged they were going to create an entire zoo just for PR purposes! It definitely highlights how many campaigns try so hard to be too quirky or flashy but can also become overblown and completely dissassociated with the product. In saying that, if you asked me in a week what the zoo campaign was about I might not remember its association with newspaper advertising either so… They might have just proved their own point.
May 5th, 2010 at 10:57 am
Definitely had me going there… very funny.
What’s funniest about it is the survival-mode attempt to fight the obvious paradigm shift in advertising by suggesting a mass-media approach INSTEAD of a niche approach. And “target audience”? Really?
Unless those in mass media can stop making these all-or-nothing claims as if social branding is somehow a fad that won’t last and accept the fact that their product is mass-media, they’re still doomed.
May 5th, 2010 at 11:12 am
Brilliant. Old school media ain’t dead yet and social/digital has a role to play.
May 6th, 2010 at 8:43 am
Dick Laurie? I worked with one named that years ago, played clarinet.
I think viral campaigns are niche and targeted. I agree with Greg though, it is here to stay but really only seems to capture the younger market, 20-40, after that it seems to hold very little interest. Would the car in question be bought by that age group, I think so.
The ending was definitely old school, it could have been done much more ‘in the now’.
July 27th, 2010 at 12:13 am
Initial reaction: this video was pretty awesome, I thought that they should have made more noise about using print at the end…..then I had this weird feeling in my stomach….so I watched it again and noticed some weird things…
Mistakes: having a voice over while you’re big pitch “Still the most effective way to reach your target audience” is being displayed. Most people aren’t able to read + listen simultaneously, but if you are going to ignore the fact that this is probably not true for anyone who’s target is < 40 (which makes up roughly 45% of the total population)…well, then it probably makes sense to bury this in plain site.
Irony: using social media to prove that print works better…really?