Publicis Mojo Schweppes ad goes viral – after a year’s wait
A short film by Publicis Mojo that was created more than a year ago for Schweppes has raced into the world’s viral video top 20 after online users belatedly fell in love with it.
“Signs” was originally created to promote an online Schweppes short film festival. It was one of the last pieces of work by Nick Worthington before he left the agency to move to Colenso BBDO as executive creative director.
But in the last month, the 12 minute movie, which does not feature the brand and has only one subtle reference to a character putting her finger to her lips, has surged in popularity.
Awwwwww….very, very cute.
I’m sure I spotted a couple of product placements in there. Sccccchhhhweeeet though!
Nice and subtle. A Schweppes’ bottle is conveniently positioned on the girl’s desk and she has a drink right at the start.
Love it. Publicis Mojo produce some very heart warming pieces.
Best ad I have seen for a while… oh to have more clients willing to be this open!
it just goes to show that ‘trapping’ content within a micro-site doesn’t work…
Make the content portable and let it fly!! Just imagine if Schweppes had had the foresight to own the end frame.. they could have driven traffic back and forth to the film site so audiences could enjoy more.
The sites that have syndicated the clip have driven some 81,000+ views. Be interesting to know how the original site performed…
Lovely. Entertaining and not overtly commercial.
Hopefully all the people who call themselves ‘digital marketers’ will learn something from this.
This is a great result
According to our proprietary GYLAM (Goat yelling like a man) Youtube success measure these viewing numbers see “signs’ hit an index of 146.9.
GYLAM link https://www.youtube.com/results?search_type=&search_query=goat+yelling&aq=f
Good idea to send the Signs link out at lunchtime ! Just in time for a break. Thanks!
You can see a graph of the Viral Content Index here that @Reevesy mentioned – http://flickr.com/photos/samgranleese/3326521695/
The index of 146.9 is unusually high for a piece of creative made in Australia – can you imagine many of Singos shouty ads going viral?
what a great short film 🙂
We’ve been using the GYLAM index for our free channel video campaigns for some time. The issue seems to be moving goal posts – When we started GYLAM was at 120,000. Question – is GYLAM still relevant, or do we need a more dynamic system of viral video success metrics?
@Ross – do you mean that the shifting goalposts come about from the GYLAM growing on you? It is definitely growing on me, and probably others.
Perhaps we have to establish an average that is anchored in time?
Tim – what are your thoughts on GYLAM?
Ross.
Right, yep, i hear you, ‘your videos just aren’t rating’ on the GYLAM charts. So let’s all just go ahead ahead and question the GYLAM methodology. Perhaps you should stop short of questioning the measurement philosophy and have a good hard look at your content.
Don’t hate the game – player.
I don’t doubt that GYLAM is the best viral video measurement device currently available to marketers, but I do feel that the underlying methodology may be flawed. I guess until a better solution comes along, we’ve no choice but to go with GYLAM. After all, it’s one of the few digital metrics that our clients understand.
I think what GYLAM demonstrates clearly is the fact that Signs is actually really boring. GYLAM’s passontomatesability rating is over 36.7 times higher than Signs…with no industry seeding I might add.
GYLAM can’t tell if stacey is deaf though…sequel anyone?
Fingers crossed!
Perhaps for 2nd tier viral campaigns – potentially those from brands that are less than household names, we could use the more modest SSDBHB Index: https://www.youtube.com/watch?v=wgQNx_aRZgk
Interesting comparison of ‘Signs’ versus ‘GYLAM’ here: http://flickr.com/photos/samgranleese/3327075921
Definitely supports the idea of a high passontomatesability rate.
Fascinating as the debate on the GYLAM Index is, I can’t help but notice that all of the postings on the issue seem to be coming from the same IP address…
As Reevesy mentioned, it’s a proprietary tool.
Sorry guys did i miss something i fell asleep