Ogilvy developed "Teddy's Masterclass" for Prime Video – a social media campaign that's more than just funny
Berlin, August 2, 2022 – With "Teddy's Masterclass," Ogilvy implemented a social media campaign last month around the launch of the new Amazon Original comedy show "One Mic Stand" with Teddy Teclebrhan on Prime Video. In "One Mic Stand," available on Prime Video since July 15, 2022, Teddy and other top comedians take on people with no comedy experience and coach them to become stand-up comedians for one night. At the end of each episode, they perform on a big show stage.
To create buzz around the new format, Ogilvy's approach to Prime Video is less about traditional campaign work and more about creative excellence designed to generate attention in line with the motto "Big Ideas with Talk-of-Town Potential". "Non-linear entertainment requires non-linear thinking and non-linear ideas. The social media campaign created in a successful collaboration shows that a campaign can not only attract attention, but also provide real added value," says Helge Hoffmann, Creative Director Copy at Ogilvy.
Social media campaign turns show format into emotional experience
The "Teddy's Masterclass" format, developed especially for the campaign, took teacher Hüso Ilikoez from his own small stage – the classroom – to Teddy's big show stage. Through TikTok, Instagram and YouTube, users were able to follow the teacher's journey to becoming a comedian. Teddy had previously used Instagram to ask people to nominate their favorite teacher for the campaign – someone who deserved to be heard by more people.
Leaks, teasers and a long format on YouTube showed the teacher's surprise in the classroom when he received the invitation to perform on Teddy's big stage, the first preparations, a dress rehearsal in front of his students and a 1:1 coaching session with Teddy. The grand finale was Hüso Ilikoez's One Mic Stand – a ten-minute performance during Teddy's stage show in Zurich in front of 9,000 guests. In addition to humor, the teacher delivered an important message to the young audience: "Take control of your life and chase your dreams.
"We actively introduced viewers to the new comedy show format with 'Teddy's Masterclass'. It allowed us to bring the principle of 'One Mic Stand' to life in an emotional way – and also prove that stand-up comedy can do much more than just be funny," says Heike Meyburgh, Account Director at Ogilvy.
The Ogilvy team in Berlin has been supporting Prime Video in Germany since May 2022. Prime Video is Amazon's video streaming service, offering customers an extensive selection of movies, series and sports that can be watched on virtually any device, including Amazon Originals such as The Boys, LOL: Last One Laughing and the upcoming The Lord of the Rings: The Rings of Power, Tuesday's UEFA Champions League highlight match, as well as numerous licensed formats, add-on Prime Video channels, and hundreds of thousands of titles available to buy and rent.
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