Rogue Gypsies
ProvoCraft, one of the world’s largest manufacturers of paper cutting tools, has developed a breakthrough in the paper cutting world. Their newly invented gadget, called the Gypsy, lets you design your scrapbook crafts anywhere you go (finally!).
To spread the word on Social Media platforms of this magical invention, ProvoCraft has hired the Salt Lake City based agency Struck Creative. Online – through the website, Twitter, Facebook, YouTube and Flicker – we get to follow the macho bounty hunter Donny K, who loves T-bone steaks and Energy Drinks, in his pursuit of ten scrapbookers who has stolen the ProvoCraft Gypsy. Each episode is about the pursuit of a new scrapbooker and how Donny K goes about catching these felons. However, Donny K isn’t the most professional bounty hunter, so even the task of catching a 50 year-old lady usually ends in failure.
The campaign is very creative, with an execution filled with a lot of wit. Struck has made sure that the audience has the ability to follow the pursuit of the rogue gypsies through a broad range of channels, with the possibility to create a very large reach. However, what bugs me with this quite clever execution is the target audience: Are there enough scrapbookers out there to actually respond to this campaign? And are they in this media space? People creating physical photo albums must be a niche market, as most photos are taken digitally. And if this campaign is supposed to target businesses, isn’t this a completely wrong way to go about it?
Or am I completely wrong? Is creating scrapbooks a hobby that the general public is still engaging in? I know that my mother is, but she would never respond to this campaign…
