63336 Launches its First TV Advertising Campaign in the UK

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“I am one of the 63336” advert created in two months through an innovative intra-industry competition

63336 (formerly known as AQA 63336), the UK’s first and most accurate text question and answer service, will launch a Christmas marketing campaign on 30 November with its first television advert as it seeks to acquire new customers and increase question volume.

The advert, “I am one of the 63336” has been developed and produced using an innovative creative process started in September 2009. Eschewing the traditional advertising pitch approach, 63336 ran a competition that saw 17 respected teams of creative directors presenting ideas based on a simple brief – to get customers to text questions to 63336. From start to finish the whole process took two months.

“Our challenge has always been how to effectively market a number, 63336, to an audience which compels them to text a question. For the last two years we’ve followed the traditional method of developing ideas by going through pitch processes, and putting on retainer a number of the most ‘creative’ agencies in the UK,” said Colly Myers, CEO, 63336. “Not only has this been very expensive and time consuming, but we’ve never achieved a satisfactory result.”

Rather than focusing on user generated content, the 63336 creative competition only focused on experienced UK creative talent. Similar to processes used by venture capital companies, the concept was to get as many teams as possible to submit ideas, from a very tight brief, from which a winning concept could be selected.

The competition was developed with Goodstuff communications, who are also responsible for managing the media buying. The Gallery Network was employed to run the competition, and then manage, develop, and produce the final television advert. The 63336 advert competition took three weeks, the eventual winners being “Tim & Michael” with their advert idea “I am one of the 63336”.

“The Gallery Network were pivotal in the creation of our TV advert. They were able to bring teams of senior advertising executives to work on creative ideas for us, and once we’d picked a winner the Gallery managed the whole process of getting directors and producers to deliver a TV advert on a tight budget and timescale,” commented Colly Myers. “The team has created an exceptional advert and we’re confident that this will attract large numbers of new customers.”

For more information visit http://63336.com.

Editors notes
The 63336 advert competition, run by James Ballantyne from The Gallery Network, was launched on 11th September 2009 with 17 teams submitting ideas 10 day later. On 28th September three short listed teams presented final submissions with the winner being picked on the 29th September.

“Tim & Michael” (Michael Kaplan and Tim Charlesworth) wrote and directed the winning advert. Tally Parr was the producer. Filming for the advert began on 3rd November, and production finished 17th November. Clearcast approval was gained on 19th November.

The 30 second and 20 second “I am one of the 63336” adverts will first air on 30 November 2009. The Christmas campaign lasts 3 weeks.

The media purchasing was managed by goodstuff communications and bought through MG OMD. The planned media spend for 63336 based on “I am one of the 63336” adverts is £650,000. The TV adverts will be supported by PR and online marketing activities.

About us
63336, formerly known as AQA 63336, was the world’s first premium text based question and answer service when it launched in April 2004. It has now answered over 20 million questions from 2.2 million customers. Based in London, UK, 63336 uses 900 researchers to answer the questions. 63336 recently launched the 63336 app, which provides customers with free questions. To try out the app, text APP to 63336 (cost 98p) and you’ll get 3 free questions. Journalists can get test accounts – please apply by contacting Paul Cockerton. http://63336.com

goodstuff is a leading communications planning agency and the only planning agency in the UK to be backed by a major marketing network. Omnicom has a minority share in goodstuff which allows us to offer clients objectivity, creativity and access to resources and delivery. Their clients include Virgin Media, Xbox, Dr Martens, Pepsi America, Ann Summers, Living and Pizza Express. The agency is staffed with 16 strategists who come from a range of backgrounds including full-service ad agencies, media, communications planning, digital and branding. http://www.goodstuff.co.uk

Gallery Network is a creative out-sourcing and project management company that provides precisely the correct creative resource to match clients' requirements, personalities and budgets.

It works a strict "project by project" policy and delivers the ultimate in cost efficiency across all creative disciplines. It has a 60 strong roster of only experienced, grown-up, talented creative people all of whom are independent businesses in their own right. Gallery Network provides clients with the reassurance of agency style infrastructure, production services and creativity without the sluggish turnaround or bloated costs. http://www.gallerynetwork.co.uk

Tim and Michael have been creating successful brand properties and advertising for over 20 years. "Our ideas are so simple, they work in any medium." they say. http://www.timandmichael.co.uk/


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