Ogilvy & Mather (Alexander Zelmanovics Executive Creative Director) has created a multichannel campaign for Raiffeisen Bank targeting young users in Austria. The initiative includes TV and print ads, billboards and internet advertising. The key in the campaign is an absurd Tv teaser (something between Baywatch, Jaws and Scream) which invites watchers to go online and visit www.machsbesser.com where the viral idea goes live. On the site users find the whole story behind one of the worst tv spot in advertising history (as it’s defined by the Raiffeisen boss himself) and they are asked to come up with their own ideas to promote the Raiffeisen brand among young adults. The best creative idea will be awarded with a stage in an advertising agency in Vienna.
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