The aim was to find an idea that was provocative in order to elicit a response and maximise the video's potential for spreading virally whilst maintaining a balance of responsible advertising
London, UK, (PRWEB) August 23, 2009
Patent and Trade Mark Attorney recruitment firm, Fellows and Associates launches its brand with a YouTube video entitled 'Goose Attack At Wedding'. The video, which features a photographer in an entanglement with a goose, was released on YouTube, Dailymotion, and other leading sites last week. The photographer's unconventional approach to problem solving could be seen as controversial.
The video was filmed guerrilla style in Leeds, West Yorkshire, with a combination of professional actors, film crew and extras (including the part of the photographer) recruited via Facebook and Gumtree. Alan Jones who plays the photographer said, "I was really excited to see myself on YouTube but hope my debut is not too controversial. It's been a real demonstration of what can be achieved and shows businesses that perhaps would not have traditionally advertised on Television that they can produce a fantastic result and be able to distribute their work in an audiovisual format." There has so far been no comment from the goose.
The film took three months to develop with the majority of that time spent brainstorming ideas with the production team. Concepts that were dismissed included running across cows, beat boxing, large inflatables, kids driving trucks, 1950s style educational films and building a time machine. "The aim was to find an idea that was provocative in order to elicit a response and maximise the video's potential for spreading virally whilst maintaining a balance of responsible advertising" says Fellows and Associates Managing Director, Pete Fellows.
Fellows and Associates are the first UK recruitment firm in the Intellectual Property sector to experiment with viral video advertising.
"Our competitors in Intellectual Property sector recruitment do not make the best use of the online resources available," says Pete "we believe a social networking strategy including sites such as Twitter, Linkedin, Facebook and YouTube is now crucial to brand awareness and building on our network of contacts throughout the world".
"Patent and Trade Mark Attorneys are highly networked and usually have a great deal of international contacts. Using social networking is a great way of bringing these contacts closer together".
The company has had a social networking strategy from the outset; with Twitter integration, embedded videos and a comprehensive news section. Its launch campaign which has included the mysterious website: yesiamcurious.com, associated Linkedin and Facebook strategies and upcoming teaser print adverts in leading IP publications such as the CIPA Journal and the ITMA Review culminated in the release of the 'Goose Attack At Wedding' video. "We like to be daring in our advertising and hope that we are achieving that goal," says Pete. "Hopefully this will not be the last video we produce and we will welcome volunteers with great ideas for our next one!"
Whilst some sectors of the recruitment industry have embraced new technology Pete sees a gap in the market when it comes to the Intellectual Property sector. "We are just beginning to think around the possibilities of using this technology - for firms of Patent Attorneys that are recruiting and may wish to raise their profile we could post a job on our website, in print and as a video; have an article about working for that firm written by a Partner that could be published on our website then distributed via Twitter, Linkedin, Facebook and other social networking sites for immediate results. The effectiveness of this strategy will increase with every advert as we build our viewers and readership. This gives Fellows and Associates a genuine advantage in a market where we can do the same as everyone else extremely well but in addition offer so much more."
Fellows and Associates do plan to return to more viral advertising in 2010 and are more than happy to consider ideas suggested by visitors to their website. They'll also likely need some extras so could potentially offer another staring role to a YouTube hopeful like Alan. However, Alan has not ruled out a return himself, "this was a great experience and I would look forward to the opportunity to feature in other videos in the future."
About Fellows and Associates
Fellows and Associates recruit Patent Attorneys, Trade Mark Attorneys, IP Lawyers and other Intellectual Property professionals worldwide. The firm offers a diverse range of recruitment services including search, advertised selection and managed campaigns. Fellows and Associates' management consultancy division offers targeted strategic advice to firms within the Intellectual Property sector worldwide. See fellowsandassociates.com for more or phone +44 207 903 5019.
Fellows and Associates' Managing Director, Pete Fellows has over a decade's experience in the recruitment industry and has recruited positions in locations such as Russia, Australia, the UK, Hong Kong, Singapore and the United States. More recently he has been responsible for moving Partners of major firms of Patent Attorneys to positions worldwide.
Contact: Pete Fellows, Managing Director
Fellows and Associates Ltd.
+44 207 903 50149