April 2, 2009 at 17:32Interactive Communications: Spectab
At the recent Golden Drum festival, Change Integrated from Poland won . They created a project for SpecTab anti-hangover tablets manufactured by the pharmaceutical company Jelfa .
This is another clear victory for integrated interactive advertising campaigns over conventional prints and TV commercials. In order to create a project, the Change Agency did not stop at the microsite only (http://www.spectab.pl/).
Viral videos for YouTube were made:
Allegedly, a Russian scientist conducted experiments on soldiers soldering them with vodka and forcing to throw grenades. They naturally did not hit the target. After taking a dose of his medicine, everything was completely removed and the target was hit.
one more clip and one more.
In addition, articles on the prominent Russian chemist Onovalov, who created the secret means for a hangover on the instructions of the KGB, SpecTab, appeared on very Wikipedia, Chemists of the World sites.
Then, the Change Integrated agency ordered a 9-meter monument to Onovalov and put it on the central square of Warsaw. Journalists who learned about the incident rushed to look for information about the Russian chemist on the Internet. And they found it on Wikipedia, YouTube and other sites. After that, a scandal broke out in the country involving newspapers, television and Polish politicians. The statue was demanded to be removed. The agency removed the statue and explained the meaning of the campaign to the country.
Jury Chairman Sergei Fenenko says the following about trends in the advertising world:
“Judging by the results of the Golden Drum festival, which I have judged, the main trend is to blur the lines between interactive and traditional advertising.
In Europe, the Internet has ceased to be a revolutionary and experimental form of advertising. Advertisers set large budgets for online advertising and expect results from us. The best results are achieved by integrating all types of advertising, online and offline. ”
via via
This is another clear victory for integrated interactive advertising campaigns over conventional prints and TV commercials. In order to create a project, the Change Agency did not stop at the microsite only (http://www.spectab.pl/).
Viral videos for YouTube were made:
Allegedly, a Russian scientist conducted experiments on soldiers soldering them with vodka and forcing to throw grenades. They naturally did not hit the target. After taking a dose of his medicine, everything was completely removed and the target was hit.
one more clip and one more.
In addition, articles on the prominent Russian chemist Onovalov, who created the secret means for a hangover on the instructions of the KGB, SpecTab, appeared on very Wikipedia, Chemists of the World sites.
Then, the Change Integrated agency ordered a 9-meter monument to Onovalov and put it on the central square of Warsaw. Journalists who learned about the incident rushed to look for information about the Russian chemist on the Internet. And they found it on Wikipedia, YouTube and other sites. After that, a scandal broke out in the country involving newspapers, television and Polish politicians. The statue was demanded to be removed. The agency removed the statue and explained the meaning of the campaign to the country.
Jury Chairman Sergei Fenenko says the following about trends in the advertising world:
“Judging by the results of the Golden Drum festival, which I have judged, the main trend is to blur the lines between interactive and traditional advertising.
In Europe, the Internet has ceased to be a revolutionary and experimental form of advertising. Advertisers set large budgets for online advertising and expect results from us. The best results are achieved by integrating all types of advertising, online and offline. ”
via via