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students love to be entertained, and nothing entertains quite like a stunt. every stunt is a blow against the norm. a buck to the trend. it dots the Ts and crosses the Is. tt blazes a new iratl.
unpleasant times of night to put funny objects on top of spires, is a common student pastime. However, masters of the art in recent years set a new standard for night-climbers everywhere. A duo from Cornell University USA placed a pumpkin on top of the central campus tower on Halloween. University authorities decided not to spend money removing it, thinking it’d quickly rot. It took over three months. Next year, they repeated the stunt but this time with a disco ball. It was removed, perhaps for fear of dazzling passing birds. Meanwhile, last year, in Cambridge, a still unknown team scaled the four highest points in the University, including King’s Chapel to place Christmas hats on them. A great Christmas gift to everybody except the four blokes with cold heads.
limbing to some pretty awkward places at various
“behind every a great stunt is great brain “
Engineering students love to show off how clever they are. They hung a Mini Cooper from Elevet Bridge Durham in 1975. That made people smile.
(It’s good for you)
let us surprise
Behind every stunt is the warm feeling, the “wow”, the thrill, the desire for more. This desire will drive relationships with the Adcademy, both on and offline, both through the content we post and the content we encourage students to provide. Incentivised by the chance to win an iPad and as the first
stage to any application, we’ll encourage people to submit ideas that will make us smile. If it’s great, if we laugh out loud, we’ll reward them- an Ipad will be delivered to them in person. And the delivery will be filmed and shared, getting press attention and building on a TMobile-style sharing strategy. We’d use the
winners’ idea to present the next iPad. To open the campaign, we’d launch several thousand rubber smiley faces along student rivers. The finished video would close with some brief info about the IPA and the competition- we’ve made you smile- now return the favour. Smile guys, just relax and go with the flow.
How long does it take one person to find another in a whole university? All we start with is his name. Find him by any means
To give away our first iPad, we’d find the winning student
and follow them with a marching band, before eventually telling them that they’ve won an iPad.
on the fun
Facebook & YouTube groups ‘IPAdcademy’, video content including ‘Smile’, other Ads and ‘River smile’ (allowing tags) all introducing Make us smile competition Week 1- 2
1- Launch and Follower Encouragement
Team tour unis distributing freebies in association with Haribo and Red Bull, Pavement ads, tango man and stunts- ‘river smile’ & iPad trick video Video featuring highlights from stage 1 & continuing film from experiential stuff First few ideas submitted featured as videos
Student Newspaper and Radio announcements of proceedings Exclusive content to editors & selected influential bloggers/tweeters
2- Competition Launch
Video, Team continue to tour country, pavement ads stay in place Video content on site featuring best entries to date plus winner stunt films Heads up to followers about where going to strike next 3- Congratulations Week 4-8 Video content of congratulatory stunts, and a chance to suggest what other ones are implemented4- Coverage Week 5-8
Team continue to week 6. Winners of competition are visited with ‘stunts’ some suggested by fb fans
Offer exclusive videos to student newspaper editors and want student TV where to film
Final visits to student winners, running out of time stunt Competition closes
Potential for paid advertising in response to campaign metrics
F -X C h a n ge
F -X C h a
c u -tr a c k
Price per execution
Number of executions
Freebies (x300 Red Bull; x1000
Haribo; x1300 stickers)
£300 £100* £200 (plus
£1000 flat) Travel- £1,000
x20 x30 x20
£6,000 £3,000 £5,000 £4,000
Pavement Ad River Smile Stunt IPA Touring Team (x3) 2 3 4 Filming costs iPad Competition Stunts Filming costs
£50 £400 £200 £50
x20 x20 x20 x20 Total
£1,000 £8,000 £4,000 £1,000 £32,000
c u -tr
Of course the summer school isn’t just a single year event. We want to continue to bring in the best. And to do this, we’ll continue to make stunents smile. Judging their suitability by this years’ metrics, we’d be keen to test more risqué executions and routes. Pranks could be tested, perhaps filming in association with student TV societies. Similarly, the campaign provides enormous opportunities for data capture and it will give us an instant advantage if we can contact people who were interested but ineligible in 2012. Havig saved a significant proportion of the budget, we suggest it would be best used to boost awareness, funding better representation at careers fairs & other events. turn the world on it’s head
Having learned to scuba dive at the BBC and as edited The Cambridge Student, he realised he wanted to do something different. So he moved to advertising, got on the IPA Summer School with OgilvyOne and will never look back.
@philipabrook 07772946179 www.linkedin.com/in/philipbrook
After dozing off at the UN, and quarrying in Laos, she jumped aboard the good ship IPA with Rapier. She also had fun mucking about at Durham University and drinking Guinness with AMV BBDO.
@victoriabinns 07772155933 http://linkd.in/pHBSTX