1:32PM September 1 2011
Now that the phenomenally successful Dynamo: Magician Impossible has come to an end on Watch, we’ve had some time to reflect on the journey we went through planning the campaign to support it.
When we first learned about Dynamo as a person, a performer, and a brand, it didn’t take long to arrive at an idea about how we should approach this campaign.
Our point of view was this: When promoting someone like Dynamo, the content speaks for itself. The most compelling advert we could show this audience would be a short snippet of Dynamo in action. We didn’t need to overcomplicate things, or wrap his content in layers of interactivity to ensure engagement. We needed to keep it simple.
What’s more, we know that humans are the most curious animals on earth (perhaps second to cats) and not knowing what something means, especially when we see it with our own eyes, drives us crazy. We start talking, searching, analysing, and speculating, never more so than when watching a magician in action.
So our strategy was simple. Deliver Dynamo content in innovative, unexpected and provocative ways to spark curiosity and fuel speculation. As such, we set ourselves a challenge to ensure that everything we did was disruptive to media spaces but in magical ways, of course.
Once we had established this direction our PONBE media plan fell into place. We knew that every minute and every penny needed to be spent on one of three things:
- Creating genuinely audience pleasing content
- Generating an audience for that content
- Managing and maximising the inevitable conversation
This is how it took shape:
We’re still analysing the results, but on first glance they look outstanding. More details to come.