It's a tricky creative brief.
Talking about free sims doesn't seem to be the biggest creative opportunity on the surface. But then again people said that about the car insurance comparison market and that turned out ok for us...
We talk about three key planning questions at VCCP:
- Why would I talk about this idea?
- How can I get involved in this idea?
- What keeps the conversation going?
This is how the "pass on the free sim" brief was brought to life: Sim Rugby
The boys here had a lot of fun making the website for SimRugby looks as Web 1.0 as possible. There are a lot of terrible touches that only a true geek would appreciate - the ComicSans typeface, the shading. I think that it became an odd kind of labour of love.
You have to try different approaches to categories which seem low interest or low involvement. Otherwise there's nothing for people to talk about, nothing for them to participate in and nothing that keeps the conversation going.
More than happy if you can help and pass this on (just like your free sim - sorry couldn't resist it!!)
I think the execution is awesome, especially the website, and without trying it you don't know what the response will be. If anyone can do it, it will be you guys, but wondering how the non-rugby audience will respond to this?
Posted by: Carl Martin | Wednesday, 30 September 2009 at 02:01 PM
Wow. Love it. And making use of the O2 rugby sponsorship too. V smart.
Posted by: Rish | Wednesday, 30 September 2009 at 02:05 PM
I love how (if you watch closely), you can see the rugby guys trying desperately not to laugh :-)
Posted by: gemma | Wednesday, 30 September 2009 at 02:31 PM
I know. Hilarious!
Posted by: Sol Wei | Wednesday, 30 September 2009 at 03:26 PM
What I really like is how you take the trouble to explain why you did what you did and how you arrived at this solution. Its interesting to see how a well thought out campaign can make insurance and sim cards seem humourous/interesting. I'm not a Rugby fan at all but still love it. And don't even get me started on Aleksandr Orlov!
regards
Rob
Posted by: twitter.com/RobMurrayUK | Wednesday, 30 September 2009 at 04:22 PM
Ha ha this is hilarious! And I can just bet Chris designed it right? I bet that was painful for him!
Nic x
Posted by: Nicola | Wednesday, 30 September 2009 at 04:30 PM