mini – #idle
Integrated/ social/ viral/ DOOH campaign to replenish the brand’s irreverence level, while still making a core product point.
Began with a social brief from the client, but didn't run.
Agency: KKLD NYC/ Berlin.
Words and pics by me. (openart.ai assisted with the first pic.)
POSTERS IN CENTRAL BUSINESS DISTRICTS – TO INTRODUCE THE #IDLE HANDLE
(In English "idle" means "lazy”. And also a vehicle that’s switched on without its electric motors engaged.)
#IDLE COMPETITION
Users score points for idling around on social and gaming channels during working hours.*
Point-scoring times are from 10.00 to 12.00 and 14.00 to 17.00 Monday to Friday.
DOOH Idle League Tables tell us which UK companies are collecting most points.
* Not just logged in but interacting, as detected by the #idle app powered by ActivityMonitor.
Only those with a LinkedIn “Currently employed” status are eligible.
#IDLE COMPETITION PRIZES
Those who do best win spa breaks, wine tasting sessions and guitar tuition. All during working hours.
OOH
TV
A female boss, female exec and shy female intern in a lift.
The boss is congratulating the exec on her work performance.
As the intern exits, the exec makes extra-crude thrusting gestures and says: IMAGINE DOING THAT.
Boss: “THAT” HAPPENS TO BE MY DAUGHTER.
Exec: YEAH, I KNOW.
Exec exits lift.
Cut to her getting into her Mini Cooper E in the car park.
TV
An estate agent showing a couple round a property.
They appear increasingly keen.
He appears increasingly worried.
When they reach the bathroom, he starts presenting it while using the lavatory.
DOOH
Messaging timed for people coming into, and leaving work.
(The English expression is normally, “Haven’t you made enough mistakes for one day?”)