We combined the power of comedy together with a complex viral seeding programme delivering over 130,000 viewers online with articles in the red tops and broadsheet newspapers. This viral comedy campaign was designed to showcase a new training programme for a well known London estate agent.
The Brief: Video Marketing
A leading London estate agent required a marketing video that would include an emphasis on the additional training given to their staff which made them unique. After an initial meeting it was agreed humour was the best to tackle such a dry subject. Five detailed comedy video options were presented and the ‘mockumentary’ or spoof on estate agents was chosen by our client. Under Offer the viral comedy was born. Filmed over 5 days in various locations including one of the client’s offices in Hammersmith and the active participation of members of their staff as additional extras. The final video content was edited in a series of small seeding viral videos and main trailers. We even gave one of the actors a proper email address and a place on the Estate Agents website, just to add a convincing note to the viral spoof.
It was essential that the press and the public should initially be unsure if it was ‘real’ or a spoof video and we utilised the expertise of a viral video seeder to place the video in the public and media areas where it would be picked up and viraled. In fact certain papers did think it was real and other papers made much of this giving us even more exposure.
We finally produced an exposure marketing video explaining why Under Offer was conceived.
Summary: Viral Marketing Video Success
The viral video was featured in The Times, The Daily Mail, The Metro, and The Sun in the main body of the papers with special content featuring in the property section of the The Times. Between YouTube and the Under Offer video marketing website over 130,000 views were accumulated within 3 months. Ultimately The Times carried an interview with Managing Director Ivor Dickinson where one of the topics covered was training!