LOS ANGELES/STOCKHOLM, February 22, 2010 - In the two short months since its debut, "The Hero - A movie about you or someone you know" - a collaboration among agency Draft FCB Stockholm, director Max Vitali of Callboy, and interactive production company Stopp - has become one of the fastest growing virals ever. It has been viewed in over 200 countries and reached over 20,000,000 unique visitors and more than 70,000,000 page views. Already honored by the Dope Awards and FWA, the campaign is also eligible for Cannes, CLIO, Webby, D&AD, and other consideration.
In some European countries, viewers pay a license fee for broadcasting. The Hero campaign was targeted towards a younger demographic and intended to generate brand positivity. The idea is simple: The client, Radiotjänst, wants you to be the Hero in this campaign, something you achieve by paying the broadcast fee.
As directed by
Vitali, the film plays almost as an anti-viral, with traditional filmic
suspense, old school actors, and a length that people with short
attention spans cannot handle. The unique strategy has paid off: the
campaign's "Thank you for paying your TV license" viral released in
November garnered over 5 million unique visits in its first few weeks,
reports Resumé.
To put this in perspective, the entire population of Sweden is only
slightly over 9 million (Source: CIA
Factbook).
The largest post production company in Scandinavia, now with an office in Los Angeles, Stopp Inc. pairs its strong creative with the latest digital technology and techniques. On "The Hero," Stopp brought its powerful VFX and Web teams together, overcoming a number of challenges.
For example, the imagery needed to appear as it would in an actual TV commercial; Stopp created seamless, photoreal effects with the picture added by the user blending perfectly into the background film.
Matte paintings were used to enhance the material already filmed by director Vitali. The finished film was matched against the original sequences and was subsequently superimposed over that imagery.
Tracking was an issue, because accurate frame tracking is difficult on the Web. Before commencing production, Stopp tested the info needed to get the tracking engine to work for each individual clip. Stopp's team built a web-based application to convert tracking data from the camera movement into Flash. Market research showed that over 90% of the intended audience was using the latest Flash software; this gave Stopp the ability to use the most advanced digital production techniques. The tracking engine was built to get feedback in real time from the image that the user has uploaded.
Additionally, Stopp's Web and VFX teams collaborated on the creation of reflections and shadows that would interact with the picture. The layers for this effect had to be kept to the minimum weight for streaming and loading performance.
The project was shot on the Canon 5D mk2 and Sony F35. To give it a distinctive cinematic look, Stopp tranfered the material back to film negative, even making a film print. The Web team created a Color Grading Application, allowing them full control of the uploaded image frame by frame to make sure it matched the background footage in the online process.
"I think the
interest is due to a combination of the film's beauty and simplicity,
and the sense of inclusion for the audience," said Per Leander,
Marketing Manager at Radiotjänst.
The success of "The Hero" need not be measured in terms of its audience engagement alone. The campaign also has proven highly profitable, with Radiotjanst racking up new billings equal to 10 million USD in customer lifetime value.
For Stopp, the remarkable success of the Hero campaign has had the desired effect, leading to new collaborations with US agencies. "As a full-service interactive shop dedicated to building strong relationships with advertising agencies across the US, we are thrilled with the global reaction to this campaign," said CEO Jesper Palsson.
"We added our Interactive Production services about three years ago, as a natural evolution of the company's post expertise," said Stopp Inc. Founder Pasi Johansson. "As we have proven these last years, we now are fully capable of serving clients outside Sweden, and we could not be more proud of the work we've done in the US." Since opening its West Coast office in January 2009, Stopp Inc. has produced successful Film and Interactive work for distinguished agencies such as Hal Riney Publicis, Goodby Silverstein & Partners, Sterling Rice Group, BBH, and Creative Artists Agency. The firm is represented in the US by Deirdre Rymer of BlushLA, and expects its Los Angeles staff to double by year's end.
Click to view the Hero Campaign.
Click on this Case Study to go behind the scenes on the project.
For more information, please contact:
http://www.stopp-la.com
Jesper
Pålsson, CEO, Stopp Inc, jesper@stopp-la.com
Deirdre Rymer, BlushLA
Creative Representation dee@blushla.tv
Related Content:
http://en.tackfilm.se/?id=1265057660733RA94
adland.tv
radiotjanst has already clocked 5 million unique views
britbohlinger.wordpress.com/2009
http://www.rockyfu.com/blog/viral-marketing-campaign-case-study-tackfilm/
http://britbohlinger.wordpress.com/2009/11/26/tackfilm-sweden-features-you-the-hero/
http://weloveviral.blogspot.com/2009/11/hero-tackfilm-now-in-english.html
http://www.sitelogr.com/s/en.tackfilm.se
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