Ogilvy Singapore did an incredibly successful campaign recently. Entitled "Meet Alex Etgar", this was a viral campaign aimed at increasing talkability about a fictional character "Alex Etgar".
I remember one fine day, opening my mail box and finding out that we have someone called "Alex Etgar", joining the network. Alex was introduced as a 20 something - head of the "Red" division of Ogilvy; a newly formed business unit. His accomplishments were praised and within a week, Alex had won a major million dollar business for the Asia-Pac region. Boy ! were we in awe ?? I told myself ," This guy is really a super-hero".
A few weeks after this high-profile introduction, there was a party; where "Alex Etgar" was formally introduced - or rather the myth of Alex was de-mystified.
Turns out that he actually did not exist at all. Alex was a character introducted to showcase the qualities that Alexander the Great embodied; and values that are needed in today's competitive world. He was someone full of strength, ideas,resourcefulness, initiative, daring and vision.
I must admit that the campaign definitely was full of these values ! Kudos to the team that came up with this campaign...
No comments:
Post a Comment