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Cabelas and Ogilvy launch a campaign that invites people to disconnect for a day
Manuela Walfenzao| 22 de abril de 2015
Imagen del comercial que propone una nueva interpretación de términos tecnológicos
Ogilvy & Mather Nueva York came up with a campaign for Cabelas, outdoor activities articles retailers, promoting the Disconnect Day. “It is a national campaign that invites North Americans to detach from their devices for a day to enjoy nature; while they reconnect with themselves, their relatives and friends”, said Scott Williams, Marketing director at Cabela’s. The concept has been explored previously in other companies, such as Zambezi, who closed their e-mails for a day or Jason Elm’s experiment in Cannes, going unplugged for a day. People know how dependent they are on their smartphones. To develop the insight for the campaign, Ogilvy did some research and discovered that “most children nowadays just spend between four and seven minutes playing outdoors”.In an alliance with the country music singer, Justin Moore, the brand and Ogilvy did two commercials. The first is a cover of the song What a Wonderful World, which wanders through beautiful natural landscapes and has an unexpected ending.The second is a hymn that proposes a new interpretation of terms such as selfie and log in related with outdoor activities. They also devised a website where people can program their disconnected day and receive advice on camping and equipment. “When our children grow up, they are not going to remember how many likes they had on their status update, they will remember family camping trips and the first fish they caught”, said Williams.
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