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Festival of Creativity
27 - 29 September 2017
Singapore

Category

Award

2013 Promo & Activation

CALL GIRL

Silver Spike

Case Film

Presentation Board

ClientPRIME TELEVISION
CategoryA04. Best Use of TV or Radio in a Promotional Campaign
TitleCALL GIRL
Product/ServiceTELEVISION PROGRAMME
Entrant Company DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND
Advertising Agency DRAFTFCB NEW ZEALAND Auckland, NEW ZEALAND
Credits
Name Company Position
Nicole Earnshaw Draftfcb New Zealand Media Planner/Buyer
Simon Teagle Draftfcb New Zealand General Manager - Media
Stephanie Hueber Draftfcb New Zealand Account Manager
Jess Sheffield Draftfcb New Zealand Account Manager
Sally Willis Draftfcb New Zealand Account Director
Toby Sellers Draftfcb New Zealand Group Account Director
Kelly Gillard Draftfcb New Zealand Lead Producer
Hywel James Draftfcb New Zealand Senior Creative
Kelly Lovelock Draftfcb New Zealand Senior Creative
Regan Grafton Draftfcb New Zealand Executive Creative Director
Tony Clewett Draftfcb New Zealand Executive Creative Director
James Mok Draftfcb New Zealand Asia Pacific Executive Creative Director

Describe the brief from the client:

Prime Television wanted a national radio campaign to promote the new season premiere of hit show Secret Diary of a Call Girl. The only problem was they had a very limited budget.

Describe how the promotion developed from concept to implementation:

For three successive nights we had an ‘actress’ engage in call girl like behaviour in a house window opposite a top radio station. The stations DJ wasted no time in broadcasting his observations to the world. On the final night with public interest at its peak our ‘actress’ closed the blinds. Printed on the blinds was the message: Secret Diary of a Call Girl 9:35 Tonight on Prime

Describe the success of the promotion with both client and consumer including some quantifiable results:

Not only did DJ’s nationwide pick up on the story and unwittingly create us a free 72hr radio ad. But we captured the furtive imaginations of countless listeners and generated thousands of Tweets and facebook posts, helping make the premiere of Secret Diary of a Call Girl the most talked about premiere of the year.

Explain why the method of promotion was most relevant to the product or service:

DJ’s love to talk. So to promote the season premiere of hit show ‘Secret Diary of a Call Girl’ we decided to give them something well worth talking about. First we found a leading radio station with a commanding view of a neighbouring homes bedroom window. Then for three successive nights during peak drive-time radio we had an ‘actress’ engage in risqué call girl like behaviour with clients in full view of the DJ and crew. Who as predicted wasted no time in broadcasting their observations to the world.