Karaoke, Baby, Lingerie

Background

People are still unaware of the added benefits of using video calling - they don’t appreciate the particular circumstances in which it can be far superior to a standard phone call. The 18 to 35-year-old target group had not yet found the motivation or relevant enough reasons to make them engage with, and use, this new medium.

Idea

Technically, the creative solution had to be simple enough to work within the limited file-size of the new medium (90k). It also had to reflect the simplicity of actually using the medium. Therefore, a typographical execution was used as the trigger for many different potential scenarios. Creatively, the challenge was to show how good a video call could be - without actually using pictures. This begged the question: ‘Blimey, how good would this be with pictures?’

Scenarios varied depending on the target audience. One revolved around a birth; another a woman buying new lingerie; and a third a boss making a fool of himself at a Karaoke club. Other executions involved an engagement ring, a woman shopping with her knickers tucked into her skirt and a man waking up on a Saturday morning to find that he’s got company. Research has shown that video calling can be seen as intrusive, so scenarios were devised with an understanding of this in mind, and a microsite and PDF instruction sheet went a step further to explain video calling etiquette.

Results

Not yet available.

Our Thoughts

This campaign has a great idea behind it. Wouldn’t it be great if you could actually show your boyfriend your new underwear or show the rest of the office your boss’s latest indiscretion or show your mates your friend’s new baby? At Directory we were more interested in the underwear approach. But then we’re shallow.