New office building of Telenor - Ian Cox
References
Viral campaign
Telenor (formerly Pannon) moved to a new office building in June 2009. The building displays the important elements of corporate strategy: awareness of the environment, modernity and the new way of working. In this spirit, it puts creative thinking, staff interaction and communication into focus.
The aim of the project communication was to position Telenor as an innovative company and employer, through the demonstration of the office building.
We chose viral-driven assets, suitable for the goals fixed in the communications strategy. The main element of the campaign was a video in which a fictional rock star, Ian Cox, like in the MTV Cribs show, presents his home to the viewers (the House of Telenor).
We created a complete online identity to Ian Cox. Cox was not intended to appear as an existent character, so we used unrealistic elements (eg, „Ian Cox was selected the ’Best Naked Performer’ at the Malaysian Pop Festival in 1985”, and Stephan’s, his mentor’s parents' were torn apart by runaway wolverines, etc.)
Ian Cox, video clip, Karmarobot
MySpace page, with friends like Ennio Morricone, Tila Tequila and Coldplay (http://www.myspace.com/iankarmarobotcox)
Wikipedia page with fictitious CV - the editors first assessed the profile real ("Nice one, so far the best wikihack, congrats:)" - Vince, Wikipedia editor)
Results
A good example of exploiting web2.0 potential is a fresh online campaign running on YouTube, supported by media presence on Facebook, MySpace and Wikipedia. It’s a humorous viral video about the new green Pannon office building, made by LWp Communication, packaged in a story of a faux musician-icon, with very covert advertising value.”– Budapest Business Journal
"(… ) Pannon came out with an amazingly clever, entertaining and professionally developed short film" - Szívlapát
"Professionally-created fake pop star is promoting the new office building designed by Zoboki. I want more of these office adverts!"- Urbanista
"For a classic buzzmarketing campaign, it is perfect. People are talking about it (Pannon), covers the social networking sites and there is already a lot of comment here as well. Clever idea. "- OMFG.buzz.hu
Awards:
Kreatív PRizma Award 2009: PR film, viral film category winner
Art Directors Club Hungary – Mérleg 2009: First prize in ‘Other interactive tools’category
Hipnózis Kreatív Ad Contest 2010: First prize in ‘online film’category
Arany Penge (Golden Blade) Award 2010: First prize in ‘online solutions’ category
Kreatív Webvideo contest 2010: First prize in ‘branded short film’ category
