Julian Gratton

GFI Software Viral Video

Creating an effective web viral video that went from script to upload in under a week.

We love a challenge at Red C. So when GFI software came to us to create a viral video to help them raise awareness and boost sales of the Vipre Antivirus product… we jumped at the chance. The only snag was that we had a week to do it!

We went to great lengths to both understand the product and the target market. In addition we scoured forums and review sites to get some independent views on the software, which led us to one conclusion: ‘Vipre Antivirus does not slow down your PC like other antivirus products do’.

We presented a number of script ideas to the client, making sure that each route had that ‘viral effect’ at the heart. Once approved, we set about the tricky task of making our script a reality.

The filming

So what do you get when you take one large studio, several Red C staff members, the fantastic team at the Mob Films, Director Jason Fisher-Jones, some noodles, coffee, crisps, paper and a gigantic, hugely powerful air cannon? Well, what you get is a slice of comedy gold… and one messy studio!

Once the viral piece was edited and uploaded to YouTube, we began seeding it around messageboards, blogs and on Twitter as well as targeting other influencers on Facebook and in the press.

We also turned the viral into video adverts on the Google display network, which together with our other online marketing activity ensured the client exceeded their sales target and increased awareness of the Vipre brand.