Kraft mines for comedy cred with tassimo webisodes

Hoping to generate awareness and involvement in its Tassimo hot drink system, Kraft has partnered with Ogilvy Entertainment to create a series of humorous, interactive "Webisodes" featuring histrion from NewYork's "The vertical Citizens Brigade" comedy company.

The videos focus on the goofy joke of an eccentric named "Bob," who is supposed to be a java addict and the type of guy who finds a one thousand things to do at work in any case doing work. The first two Webisodes in the "Who Hired Bob?" series are already on the site. Interactivity comes in the form of gift viewers the chance to pick different endings to the zany episodes. They're also being asked to think about any "Bob-like" people at their own topographic point of work and submit stories. The best narrative will become new "Bobisodes."

Joseph Frydl, manager of the Ogilvy Branded Content and amusement Group, said the political campaign "really began as part of an invention effort at Kraft." He said the company wanted to try forms of ad that differed from those it customarily uses.

"They set aside a fund which had the intent of experimenting with new and different forms of selling," said Frydl. "It was in that linguistic context that we began workings with them on this. Our idea, fundamentally, was to try to prove that master, entertaining content can truly change the selling equation to the benefit of both the brand and the audience."

He said entertaining people tends to be a great way to get their "permission" to send some selling their way. Each segment's plot someway involves the Tassimo system. In the first episode, Bob is seen ripping out his office's old java maker in a misguided quest to replace it with a Tassimo.

When people are entertained, "the amusement enhances the brand imagination and at the same time engages the audience in a way that beating them over the head [with advertising] cannot," said Frydl.

Given that Tassimo beverage systems have somewhat of an upscale, refined image, the Who Hired Bob campaign needed to avoid being mere slapstick, said Frydl. "It needed to be smart," he said. "There's a real wit to the writing, which I feel is very much in keeping with the brand."

He gave kudos to comedy writer-producer Jim Biederman, an Upright Citizens Brigade veteran who created "Kids in the Hall" and "Whitest Kids U Know." Biederman partnered with Ogilvy for the campaign. "Jim has years and years of great comedy experience," said Frydl. "He's aces in the business."

To publicize the campaign, Ogilvy created a :30 trailer for the Google AdSense network. A video player ad "that doesn't look like an ad," is also being placed on targeted sites including the Wall Street Journal. Additionally, emails touting the Who Hired Bob? Site are being sent to people on Kraft's mailing list, with requests to share the information with friends. The trailer is being posted on various free video sharing sites including Heavy.com, Funny or Die, YouTube and Revvers, said Frydl.He said there are no plans to launch a coordinated print campaign.