case studies | zzizzl media

Diesel
L'Oréal
Fallen Heroes

Challenge

Diesel were holding their second Block Party, a massive 6 hour open air concert in the streets of Paris. Over 10,000 people were attending. Diesel wanted to increase their brand awareness using the Block Party event and wanted to do more than just film the concert, but were not sure how to approach this.

Strategize

Content needed to be created that was viewed online, targeting the specified demographic. It had to have both local and international appeal and really engage users and audiences. Episodic content, would drive visitors to return to the site and connect with the brand. Designing a campaign specifically around their Brand Ambassador for the ‘Only the Brave’ Fragrance, world renowned rap artist Common, who was headlining the Block Party, immediately gave the campaign international appeal. The ‘Only the Brave’ Fragrance would be in the spotlight, without resorting to traditional advertising, as well as giving fans a completely engaging user experience offline and online.

Create

We came up with the idea of creating a 10 part documentary, following Common during his 3 days in Paris. We filmed his interviews, press conference, the build up to the Block Party, exclusive behind-the-scenes footage and a personal interview. This was combined with the live concert, interviews with his band and the after-concert buzz. Each episode was around 3 minutes long and themed, giving their target audience a deeper insight into Common, their Brand Ambassador, whilst at the same time spotlighting the ‘Only the Brave’ Fragrance.

Distribute

The 10 part documentary videos were made available exclusively on their website and gave a new life to a one-off live event, by combining exclusive content with the live show. This enabled those who did not attend to experience the Block Party as well as giving those who attended another powerful reason to connect with the brand.

Elements from the filmed event were also used in online competitions by Diesel, giving those who attended the Block Party special offers and free giveaways.

Due to the overwhelming response from the documentary, Diesel had a one-off cinema screening of the complete documentary in Paris. The documentary was also picked up by French TV, with 3 broadcasts in December 2010.

Measure

Diesel increased worldwide brand awareness by offering original video content, to their customers, target audience and brand followers. They also created a deeper connection with new potential customers, by being associated with Common.

The videos increased awareness of their brand and the ‘Only The Brave’ Fragrance, through association rather than through traditional advertising or overt product placement. Brand awareness was especially significant in the USA and the campaign helped Diesel’s ‘Only the Brave’ and ‘Fuel For Life’ Fragrances be top sellers in the UK.

Diesel achieved its aim of brand recognition, positioning and being seen as a cutting edge brand leader, continually pushing the boundaries. This specific video strategy, tightly integrated with their marketing strategies, ultimately led to increased sales.

Challenge

A team of scientists, researchers, fragrance creators and developers at L’Oréal, the world’s largest cosmetics company were doing an internal presentation to all heads of it’s global offices, of a new fragrance that had been in secret development. They wanted to create a slick presentation that had a powerful visual and creative impact. The deadline was 4 days and they needed someone who could deliver a first class product with such limited time constraints

Strategize

We collaborated with L’Oréal’s Head of Marketing for this new fragrance. We decided that a very short high quality promotional video advert, that highlighted the new bottle design, showing the glamour, yet remaining mysterious was the desired approach. This was combined with powerful still photographic imagery. The aim was to get the concept and fragrance given the green light for production for the consumer market.

Create

We created a promotional advert combined with special effects. We also did a photo shoot of the new product, showing the only prototype bottle in a way that captured the quality and mood of the new fragrance. We completed everything from concept to completion in 5 days.

Distribute

We delivered the finished video a photographs on time, for their global internal presentation to head offices around the world, including France, USA, UK and South America. This was to be the first time that anyone, outside the development team, had seen this new fragrance and bottle.

Measure

L’Oréal were extremely pleased with the finished advert and photo shoot, especially with such a high quality product, on a par with a traditional TV advert, that was delivered in such a short timespan. The advert encapsulated the essence, aspirations and inspirations of the research team, development team, marketing team and the fragrance itself, leading to a successful international presentation. This led to the project being green-lit for production.

L’Oréal launched this new fragrance, Loverdose (‘an overdose of love’), from Diesel in 2011. It is designed to be the 2011 version of the love potion and is described as a “feminine elixir to get men definitely addicted”.

Challenge

The creator and author of the Science Fiction and Fantasy novel Fallen Heroes, Barry Nugent, was launching #1 of the Comic Adaptation at the Cardiff International Comic Expo in February 2011. He also runs a successful weekly podcast and blog since 2006. Targeted at comic, film and sci-fi fans, they have a large loyal international following. He wanted a powerful marketing and promotional tool for pre-launch and launch.

Strategize

To encapsulate the power of his written words and the powerful imagery of the new comic, we decided an Animated Graphic / Motion Comic would be the ideal vehicle to promote the new comic and author, not only to his loyal global podcast listeners, but also those new to his work. The video nature also had easy share-ability through blogs and social media. The video could also be used offline at events.

Create

We created an Animated Graphic / Motion Comic trailer, using the original comic artwork. We combined motion, special effects and a powerful soundtrack to create excitement and buzz, with the same energy and intensity of a feature film trailer.

Distribute

The product we created became a talking point amongst comic book aficionados around the world. It was promoted online and on their podcast, being available on their blog, on video platforms and shared through social networks. The video trailer played a major part in the comic book launch, alongside exclusive limited edition artwork from DC, Marvel and 2000AD artists.

Measure

The trailer played a major role in promoting the new comic to thousands of listeners in the UK and USA on his weekly podcast, as well as building much needed pre-release hype and excitement. It was used as one of the main promotional pieces of #1 of the comic book at the Cardiff International Comic Expo in February 2011. This lead to the comic book selling out within 30 minutes of the doors opening. The trailer helped get the digital version into the Apple iTunes store.

Spin-off projects have also opened up since the launch. Fallen Heroes has spawned into the transmedia universe ‘Unseen Shadows’, with spin-off comics for individual characters and audio dramas.

Jonathan Ross, a self-proclaimed comic fan, has recently written A Special Introduction to the new ‘Tales of the Fallen’, a 128 page Graphic Novel.

The written novel #2 of the trilogy, Forgotten Warriors’ is due to launch in 2012.

zzizzl media are currently developing a live action version of Fallen Heroes, with the first episodes due for production in 2012.

Fallen Heroes promotional trailer has exceeded the client’s expectations, created and opened-up new business opportunities, that have led to the beginnings of a franchise property.