Orcon Together Incredible

Brief

Orcon asked Pead PR to develop a ground-breaking PR campaign to support the launch of its ground-breaking brand campaign, Together Incredible. The ad proposition was for Iggy Pop – with Orcon’s help – to find nine Kiwi musicians to re-record his legendary song The Passenger. The twist: musicians had to audition via online video and all the selected artists would play their parts in their own living rooms, transmitting their recording to Iggy in Miami via Orcon broadband. We needed to create widespread media coverage and word of mouth about Orcon and its services and the campaign itself.

Solution

Media relations with an unforgettable difference! To launch the campaign, we asked Iggy Pop to record a personalised message for 15 Kiwi journalists. This provided instant cut-through on blogs, Twitter and other social media, and widespread media coverage (and a lifelong keepsake for the 15 lucky journalists).

To ensure the campaign stayed top of mind during the audition phase, and encourage Kiwi musicians to keep sending in audition videos, we kept media up-to-date and uncovered new story angles to maintain the momentum. Once the nine winning musicians were chosen, we made them ‘world-famous in New Zealand’ through profiling in their local media. Then we sent Kate Rodger from Campbell Live to Miami to see Iggy in action while he recorded the song – with a little help from his new friends.

Result

The campaign saw more than 200 Kiwis send in audition videos and gained extensive coverage on One News, 3 News, Campbell live, major metropolitan dailies such as the New Zealand Herald, in the National Business Review, and extensive national and regional radio and print.

At the 2010 Effie Awards, Orcon Together Incredible won the Silver Award for the Best Use of PR / Experiential in a Marketing Campaign, as well as a Silver Award for Most Integrated Campaign and a Bronze in the Consumer Services category.