Kraft Foods, which introduced the Tassimo hot beverage machine to the U.S. in 2005, is promoting it with a series of humorous webisodes from Ogilvy & Mather/New York and Jimco/bicoastal that focus on an inept employee who has a thing for Tassimo.
“I’m trying to improve the quality of our office life,” Bob says, after yanking the company’s coffee machine from the wall, in an attempt to replace it with the Tassimo.
Bob’s Big Break, which debuted Feb. 15, is the first of two six-minute webisodes playing at Whohiredbob.com that present “an annoying but lovable character who’s focused on everything but work,” said Joseph Frydl, director of Ogilvy’s branded content and entertainment group and the executive producer of the webisodes. “The comedy unfolds as he displays his weird idiosyncrasies and love for the machine within a normal office environment.”
Jim Biederman, a successful television producer who owns Jimco, an independent production company, co-wrote, produced and directed the webisodes, which were shot in Ogilvy’s offices in New York. “The challenge was to promote the product, without it being a straight on commercial,” he said.
He said he worked closely with Kraft to get the scripts approved. The shooting took place in December, with Doug Moe, a New York actor with comedy and theater credits, playing Bob.
The webisodes were shot with a Panasonic HVX100 digital camera, “because we wanted the best possible look and resolution,” Biederman said. “In addition, we weren’t sure what kind of limitations we would have delivering for online over numerous websites and we felt the camera would deliver us a quality that would work.”
Viewers select one of two alternate endings to play for the webisodes, which is an important marketing strategy. “We had to make it more than a passive viewing experience, so we added another layer of engagement,” Frydl said.
Viewers are also asked to provide their e-mail addresses when they submit their own story which may be used in a future episode. “Asking for e-mail addresses is not an easy thing to do, so we wanted to provide original, entertaining content, which can be a valuable form of exchange. If I entertain you, it gives me permission to market to you,” he said.
The webisodes are the sole advertising being used for Tassimo now, although at one point in the webisode Bob recites some typical ad copy. “When it’s treated in that ham fisted way, it’s funny,” Frydl said. “Apart from that, there’s no current plans for traditional advertising.”
The webisodes “work well for the brand, because it has an upscale, educated target audience,” Frydl said. “The smart humor is not overly slapsticky, so it goes to the upper income target.”
The webisodes are playing exclusively at Whohiredbob.com. Short teasers that drive viewers to the site are playing at YouTube and other sites bought on a media buy at the Google AdSense network, Frydl said.
“Sentimental Value” Tops The European Film Awards With 6 Wins, Including Best Picture and Director
Sentimental Value was the big winner at the 38th European Film Awards on Saturday evening (1/17) in Berlin. The feature took home six awards from the European Film Academy--best European film, best director for Joachim Trier, best screenwriter for Trier and Eskil Vogt, best actress for Renate Reinsve, best actor for Stellan Skarsgard, and best original score for composer Hania Rani. Also enjoying a highlight evening was director and co-writer Oliver Laxe’s Sirat which dominated the crafts categories with five awards--for best cinematographer (Mauro Herce), editor (Cristobal Fernandez), production designer (Laia Ateca), sound designer (Laia Casanovas), and casting director (Nadia Acimi, Luis Bertolo, Maria Rodrigo). Here’s a full rundown of the winners: European Film: SENTIMENTAL VALUE (titled AFFEKSJONSVERDI in Norwegian) (Norway, France, Denmark, Germany, Sweden) – directed by Joachim Trier, produced by Maria Ekerhovd, Andrea Berentsen Ottmar, Juliette Schrameck, Nathanaël Karmitz, Elisha Karmitz, Fionnuala Jamison, Sisse Graum Jørgensen, Lizette Jonjic, Janine Jackowski, Jonas Dornbach, Maren Ade, Atilla Salih Yücer & Lars Thomas Skare European Documentary: FIUME O MORTE! (Croatia, Slovenia, Italy), directed by Igor Bezinović European Animated Feature Film: This award is presented in co-operation with CARTOON, the European Association of Animation Film. ARCO (France), directed by Ugo Bienvenu European Director: Joachim Trier for SENTIMENTAL VALUE (AFFEKSJONSVERDI) European Actress: WINNER: Renate Reinsve in SENTIMENTAL VALUE (AFFEKSJONSVERDI) European Actor: Stellan Skarsgård in SENTIMENTAL VALUE... Read More