FLIP YOUR PROFILE

TitleFLIP YOUR PROFILE
BrandCISCO CONSUMER PRODUCTS
Product / ServiceFLIP VIDEO
CategoryA04. Direct Response Digital Media
EntrantDDB GROUP SINGAPORE, SINGAPORE
Entrant Company:DDB GROUP SINGAPORE, SINGAPORE
DM/Advertising Agency:DDB GROUP SINGAPORE, SINGAPORE

Credits

Name Company Position
NEIL JOHNSON DDB SINGAPORE CHIEF CREATIVE OFFICER
JOJI JACOB DDB SINGAPORE CREATIVE EXECUTIVE DIRECTOR
THOMAS YANG DDB SINGAPORE CREATIVE DIRECTOR
TERRENCE TAN DDB SINGAPORE CREATIVE DIRECTOR
VINOD SAVIO DDB SINGAPORE SENIOR COPYWRITER
NARESH KUMAR DDB SINGAPORE COPYWRITER
SHAM NASSAR DDB SINGAPORE SENIOR ART DIRECTOR
SUHAIMI SAADAN DDB SINGAPORE ART DIRECTOR
JEFF CHEONG TRIBAL DDB HEAD OF TRIBAL DDB
JACKIE THEY DDB SINGAPORE HEAD OF BROADCAST
AUGUSTINE LOW TRIBAL DDB LEAD TECHNOLOGISTS
GERALD YEO TRIBAL DDB DIGITAL ARCHITECT
ROSSLYN CHAY TRIBAL DDB DEVELOPER
VIKNESK KUMARR TRIBAL DDB DEVELOPER
NG CHEE SHENG TRIBAL DDB DEVELOPER
BOBY ERTANTO TRIBAL DDB DEVELOPER
SHAUN QUEK CISCO CONSUMER PRODUCTS MARKETING MANAGER
LIT YANG QUEK CISCO CONSUMER PRODUCTS SENIOR MARKETING MANAGER
CIARAN LYONS TRIBAL DDB ASS. DIRECTOR OF TECHNOLOGY
WEE LEE YEO TRIBAL DDB HEAD OF TECHNOLOGY

The Brief

The campaign was targeted at new customers who had not heard of or bought Flip Video Cameras. The strategy was not to tell but to show the merits of Flip Video cameras. We wanted people to experience for themselves the benefits of the camera and evangelize the brand on our behalf.

Creative Execution

This campaign is a world-first. It hijacks the world’s most valuable real estate and uses it to promote Flip Video cameras. ‘Flip Your Profile’ enables FaceBook users to replace their profiles pictures with videos. The user-generated profile videos end with a brand message for Flip Video cameras. In effect, every profile video is a personalized ad for the brand. Better still, users could buy Flip Video cameras directly on Facebook. Flip Video prides itself on making sharing content easy. And this idea was on brand.

Describe the creative solution to the brief/objective.

Instead of merely creating an advertising campaign, we created a new medium. We enabled Facebook users to replace their static profile pictures with moving, speaking profile videos. And each of these videos, sitting on the most valuable real estate on the Web and being viewed by each Facebook user’s fans and friends, ended with a brand message for Flip Video cameras. In other words, each profile video is a brand ad for Flip Video.The campaign began by recruiting high-profile Facebook users and bloggers. These users were allowed to sample the app first. On the day of launch, they broke the news in various markets and directed users to download the app on the brand’s Facebook page. And as users started using the app, they in turn recruited their friends and the word spread across the web.

Results

Flip Video cameras gave the world a new way to shoot and share and in exchange received millions of free media impressions. • Profile videos viewed over 5 million times per day • An average of 50 profile videos being uploaded every minute • Featured in over 500,000 blogs • Estimated media coverage is valued over $20 million • 700,000 users flipped their profile • Thousands of brands, artistes, filmmakers and businesses flipped their page