48 Mobile - Play While You Can
During my time at Brando and in the early stage of my career. 48 mobile wanted to create an online and outdoor campaign to target 18-22 yr olds.
48’s mantra is “… we believe that 18 to 22 are the best 48 months of your life.” They felt that on becoming 22 your freedom is over as you begin taking on responsibility - scary stuff for any 18 yr old.
‘Play While You Can’ was a solution that exaggerated this with a movie trailer to a non-existing horror movie - When you turn 22, it’s all over!
Phase One - The Ruse
We created a movie trailer that was shown online and in cinemas. These were supported with cinema posters, HPTOs and we even convinced TV3 that it was a real movie and they interviewed our ‘Star’ and ‘Director’.
We kept the lie going for one week. Picking up over 300k views on YouTube.
Phase Two - The Reveal
The following week all was revealed.
The movie trailer was replaced with the updated video with the 48 end frame and messaging. The OOH was replaced and the digital display assets utilised the brands tear device, to reveal the ruse.
Art Director: Peter Mc Neive
Copywriter: Eoin Conlon
Creative Director: Bren O’Flaherty
Digital Designer: Bernard Busch
Case Study Video
800k+ YouTube views
Highest unique website visits ever
Achieved KPI of 26% annual revenue within a traditionally slow Q1