BROADCAST • SOCIAL • DIGITAL
AGENCY: GoPro Studio
GoPro Studio cut
"At Ace Metrix, we've tested nearly 60 such GoPro ads since 2010 and viewer response followed a common pattern. Ad Personalities mostly showed high Likeability and strong Desire. In terms of overall ad effectiveness, "Capture Different" is the highest scoring of all GoPro ads, and also falls within the top 3% of all camera ads we've ever tested. All demos were impressed, though it resonated strongest among 21- to 35-year-olds." – Campaign US
'Advertising' wasn't on the GoPro org chart. But we were able to pick up the scripting, casting, location scouting, as well as the production of the main video with the help of Tool and Beast Editorial.
When I started, the strategy and concept was already in place—courtesy of the best agency in town. After the agency relationship faltered, there was an opportunity for the in-house team to step in.
To maximize the remaining budget, the script constructed in sections to fill the media plan. Footage and photos from the shoot were then combined with user-generated content to complete the campaign.