Collaborating with Catfish was a great experience for all involved. The result was a high quality, informative documentary that exceeded our expectations.
Branded Content
Have You Got What It Takes?
The above video is one in a series of six videos made by Catfish as an online campaign for Victoria Walks, designed to encourage people to walk around their neighbourhoods more often.
Used as part of this online campaign, 'Carmel' is the first episode in the series and tells the story of the woman who wants to help make her neighbourhood safer and more 'walkable'.
Powerade PEAK 08
Powerade commissioned a documentary about the Kookaburras to leverage their sponsorship of the Beijing Olympics.
The branded content was an effective way to showcase the product benefits of Powerade and also capitalise on the excitement of the Olympics. Catfish also created six vignettes for use on the Powerade website and promote the screening of the documentary on Channel 7 in the lead-up to the Games.
Super Love
CPA Australia’s “Super Love” is a four-and-a-half-minute insight into Super, a lovable but persistent character desperate to persuade Kim, his life long love to consider her future with him, her superannuation fund.
Targeting Gen. Yers, this online communication aims to entertain and provide a subtle message, with CPA Australia’s website featuring at the conclusion of the piece.
Already written up in B&T’s article “Is production cashing in on digital” (25th January 2008), Super Love is quickly and confidently impressing those who see it and leaving in its wake a simple reminder for viewers to consider their superannuation with the tagline “Learn to love your super. It loves you”.
Super Love is gaining online momentum with views in the thousands and many remarking on the likable and at times funny quality of the protagonist.
Teenage Affluenza
World Vision's "Teenage Affluenza is Spreading Fast" is a 5-minute video created by Catfish for YouTube. It began as a satire to attract teenagers to partake in the 40-hour famine, but took on a life of its own as word-of-mouth praise and viral distribution gained it considerable attention online and consequently in print and on television.
The story focused on two siblings, devastatingly afflicted with Teenage Affluenza; struggling to live with merely a 1 gigabyte ipod for entertainment and less than $40 pocket money a week. The piece continues along this line until the story of our affluent teenagers is juxtaposed with the tragic circumstances of people living in legitimate poverty, struggling to find enough food to live, as opposed to complaining about dry cereal.
In its first two months online it received over 600,000 views and 6,000 comments. It was picked up by the guys at YouTube and featured on their front page, where its momentum reached fever pitch, attracting 90,000 hits a day.
The story of the clips considerable YouTube success was quickly picked up The Age, and celebrated by Channel 9 News. It was heralded as a "quick and cost effective way of... getting a message across" and it has become a case study exposing the inherent benefits of using the Internet as a distribution medium for businesses as opposed to television or radio alone. Its success online not only exposed the clip to YouTube's audience, but the subsequent newspaper article and news segments resulted in burgeoning audience exposure for a fraction of the usual media cost.
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