Saturday, 24 October 2009

Caution: L&P's promo is awesome

Caught up with me old mate Brendan Boughen (not pictured here!) the other day.

Brendan's working for Ogilvy PR, and he told me about L&P's latest web promotion, Paeroa Tourism, which he described as a cross between Flight of the Chonchords and Borat.

He was right. This is hilarious.

The media kit was... awesome too. A typewritten cover letter from Maurice Morrison, badly photocopied fliers touting the seven wonders of Paeroa (that's two more than Thames, in your face Thames!), a bright yellow t-shirt like Colin's wearing in the pic above, and a six pack of L&P. Thanks Brendan! Good humour and bribery will get you everywhere. Check out the Facebook page.

On a slightly more serious note, it brings up two thoughts for me:
  • Yes it's the age of authenticity, but you can still carry off fictional characters in an online campaign if you do it very well, and if it's very funny. (Easy as that, eh!)
  • New Zealand's small towns have a great opportunity to use social media to differentiate themselves. We have some really neat, quirky towns around the place like Bulls, Taihape (where iJump clients Gravity Canyon are based) and Tirau. (By the way, those photos are from another iJump client, Could they (should they) do a Coos Bay? And what on earth is it with Ngaruawahia? Looks deserted every time we go through (which admittedly isn't that often).


Matt @ Kurb said...

This is what I'm grappling with at the moment - whether traditional or social media, good creative is still good creative. SM, Dev, design, seo, yeah sure, all that's great, but you want me to sit down and come up with ripping, engaging *funny* creative? I need more than a few hundy and a pat on the back for that.

Simon said...

I hate to say it, but I guess that's where old-fashioned ad agencies come to the fore. They're used to creating entertaining, fun stuff, it's just that many of them have struggled to get the two-way nature of the conversation. But when they get the two working together... wow.