Knog ‘No Ordinary Night’ Film Contest

 Marketing Strategy, Design & Web Development

A video contest campaign that invited amateur filmmakers across the globe to create a short video using the Qudos Action Light

 

The Brief

Knog – a global lighting & cycling accessories brand, based in Australia – briefed us to create a social media campaign to showcase their lighting product Qudos, which is a perfect accessory for shooting video in the dark. Knog wanted to build brand awareness in social media, as well as incentivising their community of fans to create content using their products. All content would live in social, and also play a big part in a global film event to showcase the entries and campaign.

Our Approach

The campaign #NoOrdinaryNight was to have three phases – 1) Recruitment of entries 2) Voting 3) Film Event. We created a socially-optimised campaign website that was the focus of all marketing, that explained to fans how to get involved with the video contest. There was a host of prizes on offer including a $15,000 top prize for the best video entry. The website also facilitated video submissions using the Youtube API, and hosted all entries on gallery, where viewers could watch and vote on their favourite submissions.

A number of awards were on offer including ‘Viral Video’, ‘WTF Award’ and ‘Qudos To You’. During the campaign, spot prizes were also offered to entries each week and heroed on Knog’s website and social media. Once all the entries had been collated, an esteemed panel of judges including representatives from M&C Saatchi, Rolling Stone and Knog, cast their votes ready for the global film event. Then on June 6 2015 Knog celebrated the No Ordinary Night Film Festival worldwide, in locations Melbourne, Manilla, Paris, Munich, London and San Francisco, showcasing the best video entries from the campaign.

Highlights

Over 70 amazing film entries and submissions from 20 different countries around the globe

Winning entry below…

I enjoyed working with Harkable. Will and Chris are good listeners. Sounds like a small thing but if you’ve ever worked with agencies then you’ll know it’s not. Our no1 priority for this campaign was quality content capture to promote our new product, the qudos action light for GoPro. We received over 70 entries in 3 months, with the top 30% of that being good enough to put in front of consumers – see for yourself. This exceeded expectations. Harkable also lent their not inconsiderable knowledge to myself and my team who had not run a competition like this before.

Sam Moore, Head of Brand & Marketing – Knog

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