Artefakty

Campaign of the CMS system named Artcore summarized in video.

1st step: Making BUZZ before anything happened

We sent an e-mail to a few journalists to inform that within 3 days Artegence will launch an advertising campaign for its Artcore online publishing system. The advertising is targeted at press publishers.

Prior to the official publicationof an ad, the information is published by all major Polish media! It all starts with Gazeta Wyborcza and Gazeta.pl.

E-mails are really heating up the atmosphere, as planned …

2nd step: Actual publishing of the ad

Trade magazines (Press, Marketing and more, Marketing w Praktyce and the IAB report enclosed with Media&Marketing Polska) feature an advertisement which presents the tomb of the Printed Press bearing the dates of its life, i.e. since the invention of print in 1452 until 2012.

The press ad redirects readers to the portal by the graceful name zyciepozyciu.info i.e. lifeafterlife.info. Internet users may find there the information about the CMS system i.e. the subject of the controversial ad.

3rd step: Charges of violating 4 provisions of the Code of Ethics come

Complaint filed with Rada Etyki Mediów (Media Ethics Council) and charges of violating four provisions of the Code of Ethics in Advertising.
All was discussed online at the agency’s blog.

4rd step: Ironic answer to the complaint

Public self-criticism. Ironic. A second advertisement was Artegence’s reply to the charges against the first ad. Now it is the Internet that will die in 2012!

The second ad redirected the readers to the site Bergamuty.info, where half-unconscious whale greeted the visitors. „Bergamuty” is a piece of poetry by Jan Brzechwa and as such is difficult to translate. In short: the poem is about the islands which do not exist. Miracles happen everyday there. Such islands are so improbable as the death of internet in 2012 or reinforcement of the printed press market… The agency wanted to emphasis that changes cannot be stopped or reversed. If one believes that this can be done – he believes in such miracles like Bergamuty islands…

Final step: Charges are dismissed, buzz is even greater!

At high noon on July 14, 2008 an ultimate confrontation took place.

(Captured and then published in form of video relation.)

Having interrogated Artegence representatives, the Media Ethics Council deemed the complaint, which was filed by the Chamber of Press Publishers, groundless. All charges were dismissed.

Results: 24 free publications of the ad, industry-wide discussion in most prestigious press titles (such as Polityka, Gazeta Wyborcza, Przekrój, Wprost and across main online media) …and last but not least:  a general awareness of life after life.

Cost: 1 e-mail and 4 ads in the press.