Pjotro is back!
by Fred Roed on 01/02/07 at 10:21 am
1 comment
Last year I posted about Nokia’s Pjotro campaign (the freaked out dude in the music suit) and how we would see more viral campaigns. Eddie Yu, from Nokia’s online PR agency, contacted Ideate to inform us that there’s a sequel to Pjotr. After the success of the first campaign, Nokia has just launched a new online vid called ‘Pjotro vs DJ eFFeX’. The original Pjotro campaign last year has received some very positive feedback and won a number of viral awards. Eddie reckons it garnered over 10,000,000 hits. Now Nokia has extended the campaign and got the human beatbox ‘DJ eFFeX’ involved. The idea is to launch Nokia’s N-series range of handheld devices.
Consider this:
- An campaign for print and radio, including strategy and creative, would probably cost R100k – R200k before media placement. (Zappa, can you confirm?) A small to medium size business could probably get away with around R25, 000 for some decent design work for print ads.
- Placement in the media over 3 months then starts to kick in. My costing may be a bit off but here are some ball-park figures: An ad in YOU costs around R60k; full-page in the Fair Lady is around R50k; full page in the Sunday Times will set you back around R100k. Don’t even start with television. Radio is not so bad, but over time, it starts to kill you. How can a small business consider advertising as a viable option without falling on its sword? I have a client who is advertising very successfully; but they are paying R100k a month for newspaper placement –even that’s out of reach for many small businesses.
So how about this for an idea…?
If you have R20-40k to burn, instead of throwing it away on a one-off advertisement – go the viral route and see what happens. There is no ongoing cost – except for the time it takes to email people about your spot.
Contact one of SA’s multitude of small creative houses. Spend a day of brainstorming with them and then create a small video campaign. I contacted a small multimedia studio, and they reckon they could create something for around R20k – including creative, filming and editing.
Obviously, the sweating then starts. Eddie, the guy who works for Nokia, spends his time contacting people like me to point us to their latest campaigns. That, however, is not rocket science – just good old fashioned hard work. And, it’s it not like hard work ever put us small business owners off before, now has it?
Here are some of the Pjotro URLs:
Don’t bother if you’re on dial up…
- The trailer video on YouTube
- Main site – interactive stuff…
- If you wanted a simple MOV file, you can download here
- The agency created the viral is FarFar in Sweden.
Fred Roed is the marketing guy in the Ideate crew. Fred is the CEO of web marketing company World Wide Creative and the co-founder of online learning portal Heavy Chef. Fred loves writing about people out there doing marketing right. Follow Fred on Twitter here. View more articles by Fred Roed.
PjotroDjEffex
Feb 26th, 2007
Thank you for posting this! I wanted to inform you that Nokia has prepared new surprises for those interested in this battle and in nseries generally. To find out more, got to Nokai Nseries webpage, which could be traced through a websearch… Thanks… Pjotro!