#Call me obsessed communication campaign by OZ Racing evolves by taking the narrative to the next level: from top-down to bottom-up.
Index
- A video campaign born out of an in-depth analysis of the OZ tribe, "Callmeobsessed" tells the sense of belonging and visceral passion of 6 specific targets:
- Intercepting the authenticity of the language was challenging, but the result came from a strong synergy between OZ and our team:
- After the first year of content strategy and art direction OZ renews the trust in our vision, which aims to evolve the campaign by engaging directly with the community.
A video campaign born out of an in-depth analysis of the OZ tribe, "Callmeobsessed" tells the sense of belonging and visceral passion of 6 specific targets:
motorsport lover, off-roader, track day enthusiast, gamer, tech addicted. Each of them is an expression of practices, preferences, languages, beliefs: being part of one of these groups is something to be proud of.
Intercepting the authenticity of the language was challenging, but the result came from a strong synergy between OZ and our team:
a deep understanding of its buyers on the one hand, a focused analysis made up of interviews, surveys and research on the other; through an hands-on approach in platforms such as Discord and Twitch.
The result is a video campaign of 6 stories, built on the inner monologue of each character (one per target), who, immersed in everyday life, explores his obsession: an intimate sharing with himself and thus with the entire OZ community. Visually speaking, tight editing, flash-forwards, grunge texture on film, and bold typography contribute to the powerful imagery of each niche.
After the first year of content strategy and art direction OZ renews the trust in our vision, which aims to evolve the campaign by engaging directly with the community.
A creative strategy that involves a wide and diverse group of figures: influencers, travel bloggers, enthusiasts, paddocks and documentary filmmakers. It is now officially opened the next phase of OZ targets who enthusiastically respond by sharing their positive obsession through road-trips, ASMR content and UGC: effectively bringing the campaign to a bottom-up approach.
