Creative Showcase
I am Ugly but I got the Hotty / Pfizer
Submitted By Ada Wong
Description
Our submission is a viral online campaign designed to build interest in a Viagra press conference and, by extension, the virtues of the product itself following the release of the “Ideal Sex” survey which revealed that women got more sexual satisfaction from a hard erection than any other factors.
The campaign was rolled out in two phases
Phase 1
Photos and videos of an ugly guy and a hot girl were ‘leaked’ onto the Internet. This triggered discussion, anger, jealousy and hard feelings on local forums about how such an ugly guy could get such a great-looking girlfriend. Lots of spoof photos and new topics were created by internet users.
Phase 2
We created a Facebook fanpage inviting the Ugly Guy to reveal his secret. Finally the truth was revealed on 3 viral videos explaining that his ‘success’ was due to hard erections from taking Viagra.
Objective
To provoke interest in an upcoming Viagra press conference and greater interest in and understanding of the efficacy of the product.
Technical Challenge
The main challenge was ensuring that a genuinely viral effect would result from the original idea and that the effect would have a positive effect on achieving the intended goal. As it turned out, the campaign was a hit on the Hong Kong social networks and was even reported in magazines.
The campaign aroused the interest of active users and also hackers. So a major challenge was keeping the real identities of the ‘ugly’ guy and the ‘hot’ girl secret Fortunately the viral contagion spread rapidly in line with the goals of the campaign and even spilled over into the social networks in Mainland China.
I am Ugly but I got the Hotty
http://www.ideaexcellence.c...
Client
Pfizer
Agency
Grey Group Hong Kong
Media
Interactive
Market
Health and Pharmaceutical Products
Credits
Account Executive
Dorothy Yung / Pearl Siu
Agency Producer
Joho Lo / Ying Ying Wong / Erica Cheng
Art Director
Keith Ho / Kym Ma / Henry Kwok
Creative Director
Keith Ho / Kym Ma / Henry Yim
Director
Keith Ho / Kym Ma
Editor
Joho Lo / Ying Ying Wong / Erica Cheng
Photographer
Kym Ma
Producer
Joho Lo / Ying Ying Wong / Erica Cheng
Writer
Henry Yim / Jeff Tsang
Views
1581
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