Babyboomers are often portrayed as greedy, BMW-driving, house-hogging, tax avoiding luddites. But they also use the internet, have Facebook pages and watch YouTube. So why should they miss out on all the viral marketing fun? As no one was really catering to them specifically in this area, Publicis Mojo Auckland, Goodman Fielder’s Lawson’s bread and The Down Low Concept have tried to fill the gap with a light-hearted look at that particular life-stage, with self-help tips delivered by one of the statesmen of Australian comedy Trevor Marmalade.
There are six webisodes, and the message is: ‘It’s time to be generous to yourself, for a change.” And while it’s pushing it to claim it’s the world’s first viral campaign targeting babyboomers featuring babyboomers, it’s definitely the first viral campaign targeting babyboomers featuring babyboomers and a hooker.
http://www.youtube.com/watch?v=p77bwPTo3Es
http://www.youtube.com/watch?v=xOJEW1KQl34
http://www.youtube.com/watch?v=SN1Ftq1qCkU
http://www.youtube.com/watch?v=aRbOyS0A2wE
http://www.youtube.com/watch?v=woylZNnNPi0
http://www.youtube.com/watch?v=0YPi0hxF1lY
Credits:
CLIENT:
Trish Nichitean – Senior Brand Manager, Premium Brands Goodman Fielder Aust
AGENCY:
Kay Boyle – Managing Partner
Lachlan McPherson – Executive Creative Director
Guy Denniston – Creative
Liz Garneau - TV Producer
Kylie Penman - Head of Production Services
PRODUCTION COMPANY:
Film co: The Down Low Concept
Directors: Jarrod Holt, Nigel McCulloch, Ryan Hutchings
Producer: Daniel Thorn
DOP: Simon Riera
Stylist: Nicola Vuleta
Art Director: Sam Evans
Offline Editor: Glynis Bartlam
Online Editor: Lakshman Amandanayagam
Grade: David McClaren
Post Production: Digital Sparks, Auckland