Green russians in tights THE IDEA Our goal was to create a viral campaign for the Nokia N91. What would make people want to tell their friends about a site? The solution in this case: Make it wierd. We wanted to create a site that would make you think "Is this for real"? In the early stages the theme for the whole official N91-campaign was ”You are your music”. We decided to take that literally and to explore what it would be like if you actually WERE your music. Enter: Pjotro - a russian engineer with a passion for music so great he actually wants to become music. Why do you have to dance to music when instead the dancing can make the music? THE CONCEPT Marketing today is very different from what is was back in the days. People can smell marketing from a mile a way. The old way of promoting a product was through pure exposure. You bought an ad or a TV spot. The old way of building a brand is losing it's relevance. People want to be in command of their own time, to participate and to be entertained. The Pjotro website is a entertaining place on the internet. If you like what you see then you are likely to pass it on to your friends. The majority of the web site visitors have explored all the sections of the web site. On section is the ”My Mobile”. In the ”My Mobile” section Pjotro explains some key features on the N91 and he also declares that he loves the N91 so much that he gave his old MP3-player to the monkeys at the zoo... Can you be any clearer that the 4 Gb N91 replaces your MP3-player? send send a Our mission was to create a viral campaign for the Nokia N91. The branding should be subtle but we still had to convey that if you really like music then you should get the Nokia N91. In the early stages the theme for the whole official campaign was ”You are your music”. We decided to take that literally and to explore what it would be like if you actually /were/ your music. So we invented a person who could say ”I am my music”. Later the whole campaign theme for the Nokia N91 was changed to ”I am my music” and that strengthened the integration between the viral and the official part of the campaign. So, Pjotro is somebody who is so much into music that he became music. When you create a campaign that will get lots of visitors without buying ANY media requires you need some special skills... One thing we did to make sure that the campaign would become a big viral hit was to take everything about Pjotro to the extreme. THE REALIZATION THE RESULT The obvious ways of measuring the success is how many visitors we have had on the web site and the cost per visitor. Then we can compare the results with a normal campaign. By far the figures for this viral campaign outnumbers a traditional online campaign that relies on bought media. Of course we don't have the depth in product information on the Pjotro site. But we also measure the amount of people that have continued to the product pages on Nokia and again the figures are very positive. To measure the success we even invented the name Pjotro. It is not a real name. So if you did a google search on ”pjotro” before the campaign was launched you got 464 hits. Today you get about 65.000 hits. By comparing the results on a google search before the campaign launch with the results today we can clearly say that it has been both liked and that thousands of people have written about it. Most of the written content is very positive. the obsticles - How did you get the idea to create the virtual character Pjotro for your* *client nokia?* Our mission was to create a viral campaign for the Nokia N91. The branding should be subtle but we still had to convey that if you really like music then you should get the Nokia N91. In the early stages the theme for the whole official campaign was ”You are your music”. We decided to take that literally and to explore what it would be like if you actually /were/ your music. So we invented a person who could say ”I am my music”. Later the whole campaign theme for the Nokia N91 was changed to ”I am my music” and that strengthened the integration between the viral and the official part of the campaign. So, Pjotro is somebody who is so much into music that he became music. When you create a campaign that will get lots of visitors without buying ANY media requires you need some special skills... One thing we did to make sure that the campaign would become a big viral hit was to take everything about Pjotro to the extreme. *- How does a character help to promote a new product? Why does Pjotro fit to* *Nokia and their products?* Marketing today is very different from what is was back in the days. People can smell marketing from a mile a way. The old way of promoting a product was through pure exposure. You bought an ad or a TV spot. The old way of building a brand is losing it's relevance. People want to be in command of their own time, to participate and to be entertained. The Pjotro website is a entertaining place on the internet. If you like what you see then you are likely to pass it on to your friends. The majority of the web site visitors have explored all the sections of the web site. On section is the ”My Mobile”. In the ”My Mobile” section Pjotro explains some key features on the N91 and he also declares that he loves the N91 so much that he gave his old MP3-player to the monkeys at the zoo... Can you be any clearer that the 4 Gb N91 replaces your MP3-player? *- The website pjotro.com is only a part of an interactive campaign. Which* *media channels did you use to promote your virtual character?* Online is the main channel. An MP3 file with his performance is posted on P2P networks, the viral film was put on some video portals and at an early stage we posted the URL in some forums. A part from using online we printed tour posters saying that the ”Pjotro Live act this week is cancelled”. The poster was pasted in many big cities. Of course the Pjotro URL was prominent on the poster. The last channel we used was mobile devices such as mobile phones and Video iPods. In fact it is very funny that we have tons of downloads to Video iPods. Because when you what the material on your iPod you are in fact watching a commercial for a competitor... *- What is the advantage if you use several channels for a campaign? Why is* *it stronger than using just one type of medium?* In traditional campaigns integration is very important. Most agencies don't understand that. Only a few agencies creates pure integrated campaigns. I wouldn't way that the Pjotro campaign is using that many channels. Online is the main channel. Outdoor and mobile are very small in comparison. But today online has grown into many sub categories, such as blogs, video portals and so on. *- You also used a viral film and user generated content to promote your* *campaign. What is the power of viral and user generated content?* The majority of the promotion was done online, by the audience online. We didn't do much, we just provided the tools. One thing we did was to create a fake TV show with Pjotro performing. We know that one genre of successful films online is odd TV shows. If you go to ifilm.com for instance you will see that the film clip with Pjotro has been viewed about 90.000 times. That's a lot more than most clips on ifilm. You can't use ”Viral” as a magic word. Today many agencies believe that if I have a /send to a friend button/ on a site then it's viral. Viral is a lot more than that. Viral, when done right is super strong. The reach, the cost per contact, no matter on how you measure it it out performs traditional campaigns. When the user takes part and creates something unique then the user is more likely to pass it on. Everybody talks about this but not many are doing it. *- What did you produce first: The Website and then all the other elements?* It was all created and launched at the same time. *- How was the website produced (Shooting of the footage etc)? Which* *technologies did you use?* Most of it is filmed in HD. Then we had to make all the film clips into loops. The first and the last frame in any clip ties in smoothly with any other film clip. To accomplish that we did some morphing on every clip. The music was created after the film clips and then every motion was translated into different sounds. This was hard work. *- How did you create the content for mobile phones, ipod, screensavers etc.* *(i.e. Which tools did you use, what is important when you compress movies* *for mobile use etc.)* ! ! ! ! ! ! ! ! ! NOTE ! ! ! ! ! ! ! ! THE PERSON WHO DID ALL THIS IS ON VACATION. WE ARE TRYING TO GET HOLD OF HIM *- How was the success and feedback to your campaign?* The obvious ways of measuring the success is how many visitors we have had on the web site and the cost per visitor. Then we can compare the results with a normal campaign. By far the figures for this viral campaign outnumbers a traditional online campaign that relies on bought media. Of course we don't have the depth in product information on the Pjotro site. But we also measure the amount of people that have continued to the product pages on Nokia and again the figures are very positive. To measure the success we even invented the name Pjotro. It is not a real name. So if you did a google search on ”pjotro” before the campaign was launched you got 464 hits. Today you get about 65.000 hits. By comparing the results on a google search before the campaign launch with the results today we can clearly say that it has been both liked and that thousands of people have written about it. Most of the written content is very positive. *- Will you use interactive campaigns also for other clients or projects in* *the future? Do you think interactive campaigns will become more and more* *popular in the near future?* The answer is a big YES! People spend more and more time online. Interactive communication is a lot stronger than non interactive. Today the biggest problem is that clients are still moving slowly. They still do the majority of their brand building and advertising the old way. But today some companies are spending more than 30% of their marketing online. We will see a lot more of this in the near future. Just think of the fact that in some countries some target groups are spending more time online than watching TV. Also, the media spend for online has passed the media spend for outdoor advertising in many countries. But the budgets for producing online is still not in line with the offline campaigns. So we will see more people spending more time online and the online campaigns will get bigger budgets. A bright future! *More links and info:* http://www.farfar.se/lia2006/pjotro_campaign/ 19 dec 2006 kl. 10.25 skrev Per: > Jag fixar! > Däremot skulle jag ha skrivit en artikel om Pjotro till FWA för flera månader sedan. > Har du kvar det där mailet du skickade för jättelänge sen där du hade svarat > på lite frågor om projektet? Så kan jag skriva den över jul.