Innovative new ‘Get Dirty with Hoover’ campaign uses viral marketing content to push the boundaries of white goods advertising
Bright Giant, the agency for digital advertising and marketing, has combined its talents in video production and digital marketing to produce Hoover’s first ever UK digital marketing campaign. The campaign, ‘Get Dirty with Hoover’, pushes the boundaries of white goods advertising through innovative viral marketing content, which Bright Giant planned and produced using a myriad of responsive online media, product video and supporting banners.
Bright Giant’s brief was to create a campaign to produce leads and awareness for the launch of Hoover’s new Dynamic 10kg washing machine. The agency designed a campaign using product video, viral video, website with interactive photo upload, banners, Adwords and advertorial. The proposed video viral enabled the Bright Giant creative team to script, storyboard and film the core of the campaign, which will run alongside a viral website – www.getdirtywithhoover.co.uk – to host the video and supporting materials. The viral and website have been designed with data capture, enabling Hoover to track and measure downloads from the site.
A follow on campaign, entitled, ‘How Dirty Can You Get’ will run off the back of the initial campaign, encouraging the public to upload photos of themselves getting dirty in order to win one of the Hoover 10kg washing machines (with an obvious 24 hour delay for vetting purposes!)
“We hope this will get the public involved in what could well become more viral than the viral video itself,” said Lee Walker, Director, Bright Giant. “It’s a fun opportunity for people to enjoy getting their clothes as dirty as they can – whether it’s a child cooking in the kitchen with mum or adults mud wrestling at Glastonbury.”
The campaign will go live at the end of July and will run until the end of the year. It is the latest in a number of high profile campaigns for Bright Giant, designed to provide clients with a powerful digital online strategy, from creative conception through to production of broadcast quality advertising specifically for websites, mobile internet access and IPTV broadcasters. Bright Giant has also just completed its first global TV production for the United Nations on Forced Labour.
Bright Giant was established to specifically address the growing demand for harnessing online market penetration through viral marketing, social networking, TV style advertising, broadcast and animation techniques, delivered against an in-depth understanding of the changing and fractured advertising marketplace. The agency’s mission is to provide timely, compelling creative solutions to meet clients’ online advertising and digital marketing requirements. The agency combines specialist experience in online, web-based marketing and broadcast production, and brings both insight and understanding into the changing marketing place. Unlike many traditional agencies, Bright Giant is able to deliver creative, digital online advertising campaigns at a fraction of the cost using the company’s in-house creative and production teams.
For further information, please contact:
Client Services Director
Bright Giant Ltd
Tel: +44 (0) 20 7803 1004
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