Current Issue 10
March 2009

BizThinkTank M&C Saatchi/Mark To help Optus cut through in the small-to-medium business (SMB) market, the agency developed a truly integrated relationship building and lead generation campaign. The core of the campaign was a content-rich small business website, containing a reality TV show called 'Yes Coach'. They drove traffic to the site using press, radio, banners, eDMs and advertorials. BMW Seeks Opinionated Porsche Drivers DraftFCB New Zealand Subverting the traditional car launch process, a mysteroius package containing an mp3 player was sent to the main competitor's most loyal clients. The mp3 message invited the recipient to a top secret preview test drive. Cake BMF A mailing of a real cake to get the attention of financial controllers in a highly competitive marketplace and celebrate CBA's high interest rates. Compass Partners Andrews Aldridge An orienteering compass to encourage walking enthusiasts to visit Wales in autumn. The recipients were directed to one of three web pages, each detailing a particular walk and compass bearings, based on the recipient's proximity to the start. Dear Mr Sarkozy, Give Domaine Lous Grezès to Belgium Famous A pack asking Belgians to send a letter to M. Sarkozy asking him to designate as Belgian the Domaine Lous Grezès vineyard in France. Dear Mr Sarkozy, Give Domaine Lous Grezès to Belgium Famous A pack asking Belgians to send a letter to M. Sarkozy asking him to designate as Belgian the Domaine Lous Grezès vineyard in France. Like New Arc Worldwide To communicate that they were selling virtually new cars at second-hand prices, Chevrolet sent out a unique direct mailer containing a life sized plastic seat wrapper identical to the ones found in brand new Chevrolets. Lima Bakkana (Bakkana File) Wunderman Portugal To encourage repair shops to use original Ford parts, Ford sent them a file with instructions on how to use it to get the best out of non-Ford parts. Because only Ford parts are guaranteed. Lima Bakkana (Bakkana File) Wunderman Portugal To encourage repair shops to use original Ford parts, Ford sent them a file with instructions on how to use it to get the best out of non-Ford parts. Because only Ford parts are guaranteed. Log Fire Tullo Marshall Warren Part of the innovative Matterbox mailing, a box was sent to subscribers with ten ‘objects’ from ten different brands. To reflect the season, DIAGEO wanted to include something autumnal to encourage people to drink spirits at home. Lonely No More Wunderman Dubai IT people are traditionally very busy. Microsoft offered two new solutions that would reduce the amount of time that IT people spend on daily maintenance. To make them feel less lonely in their newly-found spare time, Microsoft sent them a special gift of goldfish to keep them company. Lonely No More Wunderman Dubai IT people are traditionally very busy. Microsoft offered two new solutions that would reduce the amount of time that IT people spend on daily maintenance. To make them feel less lonely in their newly-found spare time, Microsoft sent them a special gift of goldfish to keep them company. Mailbox DVD Player RAPP New Zealand To create brand awareness about their DVD rental service, Fatso demonstrated the idea of the DVD being delivered straight to the mail box by transforming letterboxes into DVD players. Mailbox DVD Player RAPP New Zealand To create brand awareness about their DVD rental service, Fatso demonstrated the idea of the DVD being delivered straight to the mail box by transforming letterboxes into DVD players. My Greatest Feat RAPP New Zealand ‘My Greatest Feat’ was a two-week school activity programme to advertise McDonald's commitment to combating obesity. No Hunger Shackleton Action Against Hunger launched its international campaign 'No Hunger' in order to ask Al Gore to use his powerful media profile to present a documentary aimed at raising awareness and engaging public opinion around childhood malnutrition, just as he did with climate change. No One Will Know You Are Gone RAPP New Zealand To promote its new mobile broadband for Macs to the New Zealand creative community, top creatives were sent a life-size inflatable 'creative body double' to help them escape from the office without anyone realising they were gone. No One Will Know You Are Gone RAPP New Zealand To promote its new mobile broadband for Macs to the New Zealand creative community, top creatives were sent a life-size inflatable 'creative body double' to help them escape from the office without anyone realising they were gone. Price Cuts Arc Worldwide A pragmatic mailing that draws attention to Chevy's price cuts by enclosing sticking plasters with offers printed on them. Ref's Pack BMF To celebrate its first birthday, Sports channel Setanta sent a referee's kit (including whistle, pencil and notebook) to Australia's top 80 sports journalists to make sure they didn't miss any big game. Ref's Pack BMF To celebrate its first birthday, Sports channel Setanta sent a referee's kit (including whistle, pencil and notebook) to Australia's top 80 sports journalists to make sure they didn't miss any big game. Scrap Book Tullo Marshall Warren Persil wanted to create a campaign to increase activity and awareness of the importance of unstructured play in a child’s development. TNW did this by inspiring and equipping mums with the tools to embrace the cause and to encourage children to get out there, have fun and play. Swear Jar MercerBell To persuade clients to switch to a more expensive product, Fuji Xerox sent them a swear jar that could be used everytime an annoying paper jam occurred and to save the extra pennies to afford a more reliable office equipment. The Tree House Restaurant Aim Proximity/Colenso BBDO In New Zealand, Yellow Pages is seen as an old fashioned book. The agency wanted to show the opposite by building a restaurant. In a tree. The Weekend Starts Now EHS Brann Cirencester A series of emails to get people out of work on time and to the pub for 'Foster's Night'. Time Management Launch Campaign Partners Andrews Aldridge A campaign to dramatise how much time is wasted as a result of small interruptions in the work environment. This was supported by a bespoke landing page hosting an online preview video of the new programme. Trolley Coin Tullo Marshall Warren A DM pack containing a trolley coin key ring to convince prospects of the qualities and clever features of the NOTE – based around the theme ‘Uncomplicate your day’. Trolley Coin Tullo Marshall Warren A DM pack containing a trolley coin key ring to convince prospects of the qualities and clever features of the NOTE – based around the theme ‘Uncomplicate your day’. Wildpinkler Jahns and Friends AG Simple and humorous piece that plays on the idea and imagery of 'peeing in the wild' to persuade the target audience to invest in portaloos. Wildpinkler Jahns and Friends AG Simple and humorous piece that plays on the idea and imagery of 'peeing in the wild' to persuade the target audience to invest in portaloos.

Cesviamo: Wanna Bet We’ll Succeed? RAPP - Tribal DDB Cesviamo is about creating a new and engaging way to raise funds. By making solidarity a fun and responsible game, in which young people can play an active part and spread the word. Gorilla RAPP London A one off-viral based on the famous Cadbury's gorilla spot to help raise awareness of IFAW and their work to protect endangered species. Honda Snake Sunset Comunicação An email inviting farmers to test-drive the Honda TRX350. The email appeared to be the popular game Snake, but turned into a demo of the quadricycle. Monkey RAPP London A series of shocking banners designed to grab the attention of web users to the terrible reality of cruelty to children and to show them how a simple action, just a click, can be the first step to stopping it. The Rosen Project CP Proximity Spain In challenging times for automotive advertising, CP Proximity created a campaign microsite in which the contents were revealed little by little, as if it was a top secret project in development. Whodunnit? WCRS This second viral, a follow-up to last year's successful 'Moonwalking Bear', was designed to shock viewers into realising how easy it is not to notice things – like cyclists. Widget in a Banner OgilvyOne Worldwide Malaysia Live Unbuttoned with Levi’s 501 jeans. See how at 5.01pm every day.

Choose Life Saatchi & Saatchi X Long-ish copy ads on Adbins public ashtrays which use hope to inspire smokers to quit rather than fear to scare them into quitting. Compass Partners Andrews Aldridge An orienteering compass to encourage walking enthusiasts to visit Wales in autumn. The recipients were directed to one of three web pages, each detailing a particular walk and compass bearings, based on the recipient's proximity to the start. Escape CP Proximity Spain A simple but fun communication strategy to jumpstart Bongo's sales in the run up to Christmas. A 10% discount was given to all companies who agreed to run the campaign, which involved sticking a Bongo sticker on the Escape button of all employees' keyboards. When pressed, the Bongo website opened, showing a highlighted banner which offered the 10% discount. Freshen Up and Brush Up Wunderman Dubai Specially branded ‘Microfresh’ chewing gum placed on every employee desk and meeting room in order to ensure all employees adhere to basic courtesies and behaviours with each other and clients. Human Sale Saatchi & Saatchi X To bring the grim issue of human trafficking to Londoners’ attention, SaatchiX used a London icon - the classic 'GOLF SALE' placard - to advertise a ‘HUMAN SALE’ on a packed Oxford Street. To maximise PR coverage, they staged the event just before a ban on this kind of advertising came into place. Start Saving Early Wunderman Dubai To draw attention to their new Children's Savings Account, Citibank replaced the pens available in the bank's branches with kids’ crayons.

Battle in a Bag Proximity Canada To engage a young target market as well as underscore the product innovation of two flavours in one bag, the agency drew consumers into a battle between the two using interactive, digital out-of-home projections that allowed passers-by to call the shots using their mobile phones. BizThinkTank M&C Saatchi/Mark To help Optus cut through in the small-to-medium business (SMB) market, the agency developed a truly integrated relationship building and lead generation campaign. The core of the campaign was a content-rich small business website, containing a reality TV show called 'Yes Coach'. They drove traffic to the site using press, radio, banners, eDMs and advertorials. Compass Partners Andrews Aldridge An orienteering compass to encourage walking enthusiasts to visit Wales in autumn. The recipients were directed to one of three web pages, each detailing a particular walk and compass bearings, based on the recipient's proximity to the start. Cost-Benefit Campaign Africa Africa developed the concept “Itaú, made for you”, by inserting personalized ads in 1.2 million issues of the widest-circulated magazine in the country – Veja. In addition Africa positioned the bank’s ‘best cost-benefit’ concept by developing a two-pointed pencil, where one point represented Itaú, and the other its clients, thus showing the perfect balance between the two points. Dance Saatchi & Saatchi As part of the wider ‘Life’s for Sharing’ campaign, T-Mobile planted hundreds of dancers and 10 hidden cameras at Liverpool Street Station in London. The event, choreographed by one of Britain’s leading choreographers, Ashley Wallen, left commuters stunned and surprised. Log Fire Tullo Marshall Warren Part of the innovative Matterbox mailing, a box was sent to subscribers with ten ‘objects’ from ten different brands. To reflect the season, DIAGEO wanted to include something autumnal to encourage people to drink spirits at home. My Greatest Feat RAPP New Zealand ‘My Greatest Feat’ was a two-week school activity programme to advertise McDonald's commitment to combating obesity. No Hunger Shackleton Action Against Hunger launched its international campaign 'No Hunger' in order to ask Al Gore to use his powerful media profile to present a documentary aimed at raising awareness and engaging public opinion around childhood malnutrition, just as he did with climate change. Priority New Year's Eve archibald ingall stretton… Priority and the O2 blueroom are all about giving extra privileges to O2 customers. Using image-recognition technology, the agency virtually hid NYE tickets in the real world. They then encouraged customers to find one of the existing Priority ads, snap a photo of it on their mobile and send it to O2 via MMS. O2 then sent back the same image to show whether they’d won a prize hidden behind the Priority door. Scrap Book Tullo Marshall Warren Persil wanted to create a campaign to increase activity and awareness of the importance of unstructured play in a child’s development. TNW did this by inspiring and equipping mums with the tools to embrace the cause and to encourage children to get out there, have fun and play. The Tree House Restaurant Aim Proximity/Colenso BBDO In New Zealand, Yellow Pages is seen as an old fashioned book. The agency wanted to show the opposite by building a restaurant. In a tree. Time Management Launch Campaign Partners Andrews Aldridge A campaign to dramatise how much time is wasted as a result of small interruptions in the work environment. This was supported by a bespoke landing page hosting an online preview video of the new programme.

Guilt-Free Dining RAPP London The charitable status of the Hoxton Apprentice is what really makes it stand-out from the rest – so the agency looked for a creative solution that would highlight this. They created the concept of the Guilt Free Lunch, because all the money you paid for your food would be going straight to the Charity Training For Life. Heavy Page BBDO New York The ALS Association of Greater New York holds a benefit dinner each year in aid of 'Lou Gehrig's disease'. ALS concealed a weighted page within the programmes placed on each chair at the dinner, to draw people's attention to the ad as well as the debilitating effects of the disease.