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Tigris Events Inc. - Viral Marketing Campaign

 

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Women in Business

Company: Tigris Events Inc., Pickering, ON, Canada
Company Description: Founded in 2004, Tigris is an award winning brand experience agency specializing in dynamic event staffing and experiential marketing. We have a dedicated team of event planning professionals supported by over 2,000 polished and professional events staff nationwide across Canada. We bring brands to life with the power of presence and have over 10,000 brand building activations under our belt.
Nomination Category: Communications & Marketing Awards Categories
Nomination Sub Category: Viral Marketing Campaign of the Year

Nomination Title: Canada Wake Up

Tell the story of this nominated marketing campaign for the judges (up to 525 words). Describe the genesis, planning, execution, and results to date of your campaign. If applicable, remember to describe what's unique or innovative about your campaign:

The task from TransferWise

Manage all of the production and logistics for a viral video shoot. The final video was produced and showcased online to capture the attention of Canadians to raise awareness about the TransferWise services and cost savings to consumers sending international money transfers.

The strategy

Tigris was tasked with sourcing a supplier to build a 10ft tall, 500lb clock that could be pushed around Toronto. We were also required to purchase/assemble 10 beds, buy and brand 80 pillow cases and 120 feather pillows, and purchase bed linens and sleep apparel. We booked a cast of 80 events staff for the 2-day shoot, as well as hotel rooms for the client and talent.

The experience & results

B-roll for the video was shot on Apr. 5, including the clock being pushed around the city with a small cast of 10 people. Talent were taped “sleeping” all over the city to act as a metaphor to consumers who are oblivious to hidden bank fees. The video culminated with an 80 person pillow fight, shot guerilla style, in Brookfield Place to reflect them “waking up” to a new option – TransferWise. The infamous pillow fight was broadcast live on Breakfast Television, in addition to the video shot for the commercial.

The video was edited and put up within 24hrs. As of May. 1, there has been over 625,000 views on their Facebook fan page. The video can be viewed at http://www.tigriseventsinc.com/media

Provide a brief biography of the leader of the team that planned and executed this marketing campaign (up to 125 words):

Our team lead for this event was our account director, Helene Scime. Helene joined Tigris in July 2015 and has a diverse range of experience in creative development, sales, event planning, project management and digital media marketing. Helene is responsible for planning and managing large-scale logistical activations and national programs. A few of her primary accounts include TransferWise, St. Joseph’s Health Centre, City of Toronto and Facebook.