Client: Character Options

Project: Robosapien v2

Channel: Online Viral

Challenge

With the campaigns main activity targeting children, the challenge was to develop a focused communication to target young men for Robosapien V2 (a £200 rrp item), with a limited budget

Strategy

Target young men, those who are likely to treat themselves to the latest hi-tech gadgets.

They are technology aware and regularly communicate with their friends via e-mail and text.

They are very media literate, so to involve them the communication needed to be funny and engaging without being a blatant "sell".

Solution

Create a humourous viral which demonstrates Robosapien V2's characteristics and abilities entitled "A Day in the Life of Robosapien".

Given the target market, laddish and risqué humour were the perfect execution.

The viral film was hosted on websites Kontraband, BoreMe and Eat Mail, to be downloaded and circulated to friends.

Performance

The Robosapien viral proved very popular, achieving top 20 downloaded film status on each of the websites it was hosted on.

The success of the viral helped Robosapien achieve cult status among the target market, and become Character Options best selling range for the year.

Campaign Creative

(click thumbnail for creative example)