PITCH DAVID IPHONE APP

TitlePITCH DAVID IPHONE APP
BrandOGILVY
Product / ServiceIPHONE APP
CategoryA06. Best Use of Digital Media in a Promotional Campaign
EntrantOGILVY BEIJING, CHINA
Entrant Company:OGILVY BEIJING, CHINA
Sales Promotion/Advertising Agency:OGILVY BEIJING, CHINA

Credits

Name Company Position
Doug Schiff Ogilvy Beijing Executive Creative Director
Sascha Engel Ogilvy Beijing Creative Director
Sascha Engel, Doug Schiff Ogilvy Beijing Copywriters
Wang Fei, Teonghoe Teng Ogilvy Beijing Art Directors
Rita Yang Ogilvy Beijing Agency Producer

The Brief

As it was to be the 100th anniversary of David Ogilvy's birth, the agency wanted to celebrate the occasion by creating something that could highlight his passion for ideas in a fun, contemporary way.

Describe how the promotion developed from concept to implementation

As so many Ogilvy tributes, documentaries and profiles were getting airplay, the challenge was to produce something a bit different that would stand out, while staying true to all that Ogilvy stood for. An iPhone app was created as it could be something that people could carry wherever they went. And as it was interactive, it could be different from all the other activities and forums celebrating his birth date and his life.

Describe the success of the promotion with both client and consumer including some quantifiable results

The app got huge amounts of media attention—over 150 mentions and articles. And it became a fun way for people in the industry to settle disagreements as to whether an idea had merit, all the while supporting the agency's belief in big ideas.

Explain why the method of promotion was most relevant to the product or service

Based on the idea of pitching ideas as at the core of David Ogilvy's passion for "Big Ideas", but also one of the keys of the industry of which Ogilvy is in. Users could see how their idea measures up through a virtual teleconference with the father of modern advertising himself. Pitch David, and you’ll get his honest feedback immediately. Few agencies have such a powerful historic figure to leverage, and his relevance to the business is still very strong.