Bright spark Sean is great gais
SUSPENSE is all and good, but most companies launching a campaign at least tell their guests what brand the campaign is for.
Not so with Bord Gais, who used a cryptic online alias to invite Ireland's most influential bloggers to a media launch. The bloggers were all contacted by a Twitter persona known only as "Young Kubrick", a name avid web trawlers may recognise from teasers that have been popping up on mainstream websites over the last fortnight.
All was finally revealed last night when "Young Kubrick", aka Sean Og Last, was unveiled as a character in the latest series of Bord Gais online ads. The ads feature camera phone footage Sean Og shoots his family's inventive attempts to convince the Dad to finally make the Big Switch to Bord Gais electricity.
Bloggers got to watch one of the ads being filmed last night as the online campaign was finally laid bare "We respect these guys (bloggers) and take them seriously," said Bord Gais' Stiofain MacDhaibhead, pointing out that bringing bloggers on board early on "worked" for last year's Big Switch Campaign.
The ads are part of a €1m spend on the second phase of the Big Switch campaign which will also see a new series of TV ads by Lucy Kennedy.