Iconic moth invades NYC office building to highlight game for insomniacs
January 26, 2012 – 12:52 pm by ChrisThat headline grab your attention?
I received a Tweet this morning from an account director from a digital advertising agency:
@ChristianeTrue I had to share this with you….talk about pharma out of the box. youtube.com/watch?v=1PblYO…
The video linked to is this one:
As a crowd gathers on a Manhattan street, they (and we) get to view an office building become the home of two frolicking Lunesta brand icons – giant green moth/butterflies that pop in and out of various windows, spreading their somnolent pixie dust or maybe attaching themselves to insomniacs. We just know the rooms they’re in because the windows flash green. The building also transforms into a glowing fairyland straight from a 1970s black light poster before the giant moth/butterly flies over the world and swoops down to Manhattan again.
Far out, man!
The light show/insectile invasion is to promote a free game, also called Follow the Wings, in which you can make the pretty moth/butterfly gather coins and flowers, while avoiding crows and hawks. It’s all for a good cause: “LUNESTA will contribute $1 to CARE the first time you play every day, plus every time you share with a friend (one share per friend). Our goal is to raise $100,000 for CARE,” the Website says.
There’s genius in this. Insomniacs spend many hours on the Internet (I should know, I am married to one). A game like this one, with very undemanding play, can help fill the late-night/early morning hours. Meanwhile, there’s all that Lunesta brand imagery and ad copy prominently displayed next to the game. This is a totally perfect match. Added bonus: a charity benefits.
The whole purpose of the light show, which was done at the end of October, was to drive awareness around the charity element of the campaign, I am told. “The client was open to it, which was great,” says an unnamed account executive at the agency that came up with the video idea. They wanted something innovative.”
The agency was pleased that Sunovion wanted to do something so much out of the typical pharma comfort zone. “The moth has a really high brand recognition value, and to do something a little bit different was great,” another executive says.
Now excuse me, I have more coins and flowers to gather.
