- new viral campaign marks the return of feminine hygiene product on the market after an interruption of production. To apologize, more than 65 000 women received an email that led them to their own personal music video, and an apology they’ll never forget. This viral had more than 1 million hits only in one weekend, 1 million Facebook shares, 1.8 million Twitter impressions and 1 million coupons only after 3 weeks. The OB viral has been the reel talk talk on the web and the marketing press. After 3 months the viral had 27 millions unique video views and one year after more over 47 million of views. A Little sorry got big.
The film director and The creative agency Lowe Roche created a satire of a power ballad music video. Immersed in a tacky atmosphere a sticky pop singer makes apologies to the consumer, imploring her to follow him again and pick up where they left. Syrupy, charming, excessive, dripping, It's surprising. The tricks only possible in communication pushing this message in a rarely seen level of customization and personalization.
Agency: Toronto, Canada
Creative Director : Mark Biernacki
Art Director: JP Gravina
Writer: Simon Craig
Production Co.: The Garden
Film Director: - Les enfants (Montreal) The Garden (Toronto) Satelitte My love (Paris)
DP: Alex Bussieres
Exec. Producer: - The Garden
Talent: Sean Ban Beaton
Vocals: Chad Doucette
Audio Production: Keen Music, Thomas Neuspiel, Kai Koschmider
Agency Producer: Liz Walker
Technical Director: Nery Orellana
Flash Developers: Scott Morgan, William Chung
Typographer: Richard Thompson, JP Gravina
Digital Strategists: Kevin Qwan, Leshanne
Case study: The power of the viral advertising
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