Podge and Rodge on Vista
Issue 11 | June 2009
Agency
Dialogue, Ireland
Creative Team
Creative Director: Des Columb, Creative Director: Ger Nolan, Copywriters: Gerry Ryan, Des Columb, Interactive Director: Jazz Williams
Production Team
Production Company: Double Z
Other Credits
Client: Clare Dillon
Date
Throughout 2008
Background
When Microsoft launched their operating system, Vista, there was plenty of worldwide hype and a number of huge above-the-line campaigns.
The launch of Vista in Ireland still used these tried and trusted methods but there was an appetite within Microsoft Ireland to explore the potential of new marketing opportunities, especially given that the target audience comprised predominately male tecchies in their twenties.
Idea
What would have more chance of grabbing the attention of Irish twenty-somethings - a video of Bill Gates or a pair of depraved puppets from Ballydung?
No contest.
Podge and Rodge (or Pádraig Judas O’Leprosy and Rodraig Spartacus O’Leprosy, to give them their full names) were the stars of an adult comedy puppet show created by Ciaran Morrison and Mick O’Hara.
In this video made for YouTube, the scabrous pair explored the more dubious delights of the internet.
Key product features were stitched into the script in a way that was relevant to the storyline.
Results
To date, 72,000 people and counting have viewed the video. Comments (with original spelling) include:
‘THIS IS HILARUOS’
‘I'd like 2 put this clip on my MySpace page,(pleez) as P&R are 1 of‡ me favourite TV shows here in Ireland!!! PLUS I gave it a rating of *AWESOME*’
‘Vista’ is one of the most-viewed Podge and Rodge videos on YouTube but not one person has detected that this was an official Microsoft marketing message.
Our Thoughts
The agency has acknowledged that it’s impossible to measure the ROI of a viral idea like this. But among its intended target group, spiky, hostile-to-marketing IT dudes, it must have helped lessen some of the latent resentment they have towards Microsoft.
There would have been no real business case for it though the long-term results will certainly be gratifying. So it’s pleasing to see the agency have put their client’s name in the credits. Congratulations to Clare Dillon for wanting to do something different