Nick Saint Distribution
4GEE
Issue 30 | March 2014
Agency
Publicis Chemistry
Creative Team
Executive Creative Director David Prideaux Art Director Paul Westmoreland Copywriter Neame Ingram
Production Team
Production Company Salt Director Danny Fagerson Producer Matt Mager
Other Credits
Account Manager Ryan Griffiths EE Clients Sharon Mintah Noel Cottle Spencer McHugh
Date
December 2013
Background
'4GEE At Work' was an on-going campaign of online documentary films, each of which showed the difference 4GEE had made to an individual customer's business.
This film was a seasonal execution, showing how 4GEE had revolutionised the most logistically complicated business in the world – Father Christmas.
Idea
Though the '4GEE At Work' films were intended primarily for a SME audience, the Christmas execution was able to broaden the reach out to corporates as well.
Though a spoof of 4GEE's own format, the film was still a demonstration of the speed and efficiency of 4GEE.
The script gently drew the viewer in with a series of visual jokes and subtle gags that gradually revealed who Nick Saint really was.
The film went live on YouTube ten days before Christmas.
RESULTS
By Christmas Day the film had had over 700,000 hits on You Tube, contributing to a 39% increase in brand awareness.
Our Thoughts
This completely took me in and then left me with a smile on my face. A Santa spoof is a challenge, but when beautifully scripted and executed like this, it’s to be applauded. As they said in the write-up “It’s a simple idea, but the joy is in the telling”.
For a B to B communication, getting 700,000 people to choose to click on your content is no mean feat. Being able to engage your target audience, that’s what 2014 and beyond will be about...oh, and activating. If you want to check out Nick Saint Distribution on You Tube, go to http://www.youtube.com/watch?v=wWbiTE6pNU8