Create.
GO APE - From concept to script and production.
Objective: Who did Go Ape want to talk to?
One of the UK’s leading owner driven brands, Go Ape has a unique position in the marketplace. But, as the in-house marketing department told us, people may know the brand, but are unsure what a “Go Ape experience” actually feels like. So they wanted to start an emotive conversation to generate awareness and sales.
The Brief: What were the creative and script assets ?
A concept / campaign idea
3 potential creative directions
Final script
Storyboard
Action: Process.
Working as both CD and writer a number of potential creative solutions were developed and pitched to Go Ape. Each very different to the next: one purely visual, one fantastical / outlandish and one combining the feeling of Go Ape with a strong call to action - #takethefirststep. A call to action with the potential for video / photographic content and any brand’s dream ingredient: social longevity. #takethefirststep was a campaign with on-going possibilities, a #hashtag with interactive length.
From the final script we developed storyboards showing the client exactly what the film would look like and how it would capture the heart of the #hashtag. This helped to focus on the key visual features Go Ape wanted to show: family as well as groups; different stages of the experience; and the thrill of the amazing final zip-wire. This meant the client could visualise the film before it was shot.
The campaign was broadcast as a TVC and followed up by a social video campaign encouraging people to #takethefirststep.
Result: What did people hear?
A call to action developed directly from the digital campaign which people heard and acted on.
It’s a great example of how a strong campaign idea can be developed into scripts which not only tell a story but open up the opportunity for social as well as online content. Digitally connected content.