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Current Issue 18
March 2011

Mail & Door Drops
BMF’s amazing wow sit down thing BMF Anyone can just sit on a seat in an office and take up space but BMF wanted people who would really do something with their jobs, creating opportunities both for themselves and for the company. CCTV Service Plans DDB UK Research showed that VW dealers really enjoy VW’s advertising themselves. So, the insight was to talk to them in the same entertaining way that VW talks to its core consumers. To cut through all the usual stuff that comes through from Head Office, the Managing Director of the dealership was sent a pack that looked like an authentic CCTV security disc. Gumball CUBED Communications The idea was interactive and engaging, allowing marketers to trial the new service before committing to it. Because the creative strategy was to position Send Me as ‘the simpler sampling solution’, the challenge was to actually prove it by getting the target to sample it for themselves. Hole Y&R Brands, Milan, Italy The refugees in Dadaab need almost anything you can think of. Food, medicine, shelter, water, sanitation, education. The most basic of necessities of life are missing from their lives. Plastic Flowerz M&C Saatchi/Mark Sydney Music lovers are avid followers of music blogs. They have an enormous influence over what‘s considered cool and, ultimately, what people actually buy. The agency wanted to get these key influencers excited about the new album and, more importantly, to share their passion with their audiences. Test Soldier/Sailor DDB Stockholm AB Continuing the campaign thought of ‘Do you have what it takes?’, the Swedish Armed Forces wanted to focus on the abilities of potential recruits to be both mentally agile and physically co-ordinated. Direct mail was central to the execution in driving traffic to the website, where visitors could try a series of tests designed to challenge them. The Recently Robbed Tourist’s Guide DDB Group Melbourne Travelling overseas is all about enjoying exotic destinations. Seeing the sights. But were your credit cards, passport, luggage and phone to be stolen, it’d be a very different trip. To highlight the dire straits travellers could find themselves in without Secure Sentinel, credit card owners were sent a travel map with a difference: ‘The Recently Robbed Tourist’s Guide’. The Secrets of Coffee Calendar Mailing JWT Germany To turn a simple calendar into an experience, what was mailed out appeared to be a calendar alright, but it was completely blank. . It arrived in a white box and left the recipient wondering: what is this all about? A little brochure explainede: Peel back the foil on each page, then sprinkle coffee powder on it. Your Mini Guide to Mostnificence Draftfcb NZ The challenge for the agency was, how do you sell someone a new MINI that’s no different to the one they already own? You certainly don’t bore them with all the usual waffle about cupholders, wheel options – or colours.
Online & Digital
12 Second Strip Publicis London The ‘12 Second Strip’ concept used digital outdoor media to direct participants to 12secondstrip.co.uk, where they could upload a video of their own strip to YouTube, the best entry winning a Wind Roadster. People were invited to remove (most of their) clothing within the 12 seconds it takes the roof of the Wind Roadster to retract. 12 Second Strip Publicis London The ‘12 Second Strip’ concept used digital outdoor media to direct participants to 12secondstrip.co.uk, where they could upload a video of their own strip to YouTube, the best entry winning a Wind Roadster. People were invited to remove (most of their) clothing within the 12 seconds it takes the roof of the Wind Roadster to retract. Crazy Pet Owners - Mars Petcare USA Catapult Action-Biased Marketing, USA A hilarious microsite was created which showed tongue-in-cheek behind-the-scenes documentaries about the crazy pets shown in the commercial, Rusty the rhino, Bruno the ostrich and Max the bison. Each concluded with the tagline: Maybe you should get a dog. Fill the Sky Chinese New Year App Ogilvy Beijing Opening the app launched the camera function, so users could add a variety of fireworks to any scene at which they aimed their phone's camera. Point your iPhone at Tianamen Square, for example, and add even a bunny-shaped firework display to the scene, because, of course, this is the Year of the Rabbit. Give Your Online Home To The Homeless 10 Advertising Belgium To create awareness of the problem as well as to raise funds, people were invited to hand over their Facebook profile page to a homeless person for 24 hours. The homeless person was added to the profile picture of the user and, for a day and a night, he or she would virtually live on the user’s Facebook page. They could post a few messages and create links. For example, a link to ERA’s online shop, where donations could be made. Home Made is Best Forsman & Bodenfors To concentrate on what IKEA cookers can make rather than the cookers themselves, the agency created a recipe book. Containing 30 classic Swedish recipes for cakes and cookies, the book was designed to look like no other recipe book. Invisible Pop-up Store Y&R New York Y&R’s Branded Content division came up with the notion of the Invisible Pop-Up Store’, which made use of a free augmented reality application called GoldRun designed for the iPhone. M&M’s Find Red Proximity Canada The back story was told in a YouTube video of how the red M&M’s character (called Red) got sucked by accident into Google Street View. All players had to do was to find Red somewhere in Toronto somewhere in Google Street View. MINI Soho – What’s your number? - BMW New Zealand DraftFCB Conventional wisdom says you can only sell a car online iof the price is discounted substantially. The challenge for the agency, then, was to sell 15 MINIs from the new online store at full price. Mini World Record Profero The agency wanted to create a digital first, a pioneering idea that would be true to the spirit of MINI. To allow people to appreciate the Countryman’s generous size, an installation was created which encouraged and allowed people to take part in a world-record attempt to cram in as many people into the car as possible. But digitally. Mr Knowitall M&C Saatchi Mark Sydney The strategy was to create an entertaining piece of content starring a fictional character called Mr Knowitall. Please ReTweet Me Renegade Media “Please ReTweet Me” is an ironic reworking of Engelbert Humperdinck’s 43-year old hit “Release Me”.A video of the choir singing the anthem was uploaded onto YouTube and onto www.meningitis-trust.or and a PR, blogger outreach, Facebook and Twitter campaign was supported by pay per click search marketing. The Great Boomerang Throw DDB UK The aim was to harness a channel which the target audience used every day to chat and share aspects of their lives with each other: Facebook. To get them talking about Australian working holidays and excited about the destination, 18-30 year-olds were invited to take part in a competition to win a working holiday. All they had to do was involve as many of their friends as possible. The Journal - Ministry of Health DraftFCB Applying best-of-breed relationship marketing techniques to the process, DRTV featuring rugby star John Kirwin drove people to a website where, through web, txt and email, they could treat thmselves or be directed straight through to a doctor. Who Killed Deon? AMV BBDO London To educate kids about this complex issue of Joint Enterprise, an interactive murder mystery was created for Facebook, about the murder of a boy called Deon. The story Was about Rochelle, who started a nasty rumour abut Deon flirting with someone else’s girlfriend. Your Mum hates Dead Space 2 Draftfcb San Francisco, Wieden + Kennedy Media What could accurately convey the nature of the game yet still communicate its coolness to a broad audience? The answer was simple: your mom.
Outdoor & Events
adiZero Gram Challenge iris Singapore adiZero™ Gram Challenge was an innovative way to showcase adidas’ latest lightweight running shoe, the adiZero™ Aegis. Anything Goes BBH, London ‘Anything Goes’ is la Redoute’s philosophy about fashion. It was also the theme of its 2010 campaign, which had two distinct parts to it. Part One was a ‘teaser’ campaign, in which la Redoute created the National Style Police. In official-looking uniforms, the National Style Police paytrolled shopping centres across France, arresting and reporting anyone they came across displaying hideous taste or horrible fashion sense. Boots & Dreams M&C Saatchi Mark Sydney Here’s a fact. Indigenous Australians make up just 2.5% of the population but an amazing 11% of AFL professionals. So leading Indigenous players were asked to donate a pair of their playing boots to be painted by prominent Indigenous artists. Fashion Award Forsman & Bodenfors Storage is dull. Wardrobes, shelves and wire baskets live in a remote corner of people's hearts. But the stuff they put inside wardrobes, like their clothes, shoes, hats, jewellery, now that is all highly emotional. But IKEA is not really a fashion brand, is it? Well, why not? Fretex Surprise Catwalk Kitchen Reklamebyra AS A real-size catwalk was installed outside the exit of one of Oslo’s main subway stations and the unsuspecting passengers were used as models. As they emerged from the station, they were wearing the clothes today which will turn up at Fretex tomorrow. Grant’s Corner to Corner - Lion Nathan New Zealand bcg2 The solution was to invent a new kind of Lawn Bowls game as a perfect way to experience the global brand positioning of ‘Try a different angle’. The Pacific - TVNZ Colenso BBDO To create relevance and excitement, Colenso BBDO brought the reality of the Pacific war to life in a most authentic and emotionally powerful way, by sourcing genuine letters written by soldiers themselves at the time. These were used in direct mail, outdoor and adshels. The Pacific - TVNZ Colenso BBDO To create relevance and excitement, Colenso BBDO brought the reality of the Pacific war to life in a most authentic and emotionally powerful way, by sourcing genuine letters written by soldiers themselves at the time. These were used in direct mail, outdoor and adshels. Ugly Side of Fashion McCann Erickson Singapore To show a fashion-crazy audience the ugly side of glamour, posters were created showing fictitious high-fashion products being sold at ‘amazing prices’ because if there’s one thing that trendy Asians love more than the latest styles, it’s a bargain. V Pocket Rocket - Frucor Beverages Colenso BBDO To launch the new energy shot from V called Pocket Rocket, the agency started placing traffic cones on various landmarks and hard-to-reach places round Auckland, culminating in the placement of a cone on the top of the 328-metre tall Sky Tower by a man with a hydrogen-powered rocket-pack on his back.
Integrated
AMAN KI ASHA – A Hope for Peace Taproot India Appealing to its readership and beyond them to all Indians, Times of India established Aman ki Asha (The Hope for Peace), a cross-border, people-to-people initiative that draws upon a common heritage of music, literature, food and culture shared by one great civilization before it was carved into two hostile nations on August 14th 1947. Boots & Dreams M&C Saatchi Mark Sydney Here’s a fact. Indigenous Australians make up just 2.5% of the population but an amazing 11% of AFL professionals. So leading Indigenous players were asked to donate a pair of their playing boots to be painted by prominent Indigenous artists. Christmas Bargains Lowe Brindfors Stockholm Sweden’s priciest online retail site was established, selling classic Christmas gifts at sky-high prices because, of course, every box of biscuits, every Italian salami, every CD a company bought there from Save The Children could be offset against tax. The store was advertised with what looked like classic retail advertising – except for the prices. Get Tested Project Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv Aids is no longer a terminal disease. It can be cured. But early discovery can mean the difference between life and death. It is also important for people to know their status in order not to pass it on to others. Red Flag - Cadbury Canada Ogilvy Shanghai The RED FLAG Movement is an innovative, integrated campaign to build North Face’s positioning as the pioneering outdoor brand, by bringing the outdoor lifestyle closer to a wider Chinese audience. The target audience were invited to become explorers right where they lived. The Bicycle Factory - Cadbury Canada The Hive, Canada The Agency wanted to connect with consumers by sharing their passion for wanting to have a little more joy in the world. The Bicycle Factory concept was created to involve all of Cadbury Canada’s products, from gum to chocolate to candy into one compelling program that would capture Canadians’ imagination, demonstrating the Company’s commitment to making positive change in the world. The Big Picture Project Abbott Mead Vickers BBDO Aviva tracked down customers who had stories to tell about how they had been helped and reunited them with the staff who dealt with their claims. The resulting portraits, by iconic photographer Patric Shaw, were turned into ‘big pictures’ on skyscrapers, on supersize billboards, in lightbox installations and giant banners, effectively creating the world’s biggest portrait gallery. Ticket to Ride Story UK 10 years ago, Ardbeg was a distillery on its uppers but is now the fastest-growing malt whisky in its sector. The intention behind Rollercoaster was not just to celebrate the survival and success of Ardbeg but to develop the Committee and strengthen the brand for more ambitious programmes to come. Tree Detective - SCA Triple Velvet Chemistry Communications, London To support the message about replanting three trees for every one used, the agency created an ‘edu-taining’ learning experience called the ‘Triple Velvet Tree Detective’. A national roadshow and a website featured Baby MD, the spokesperson for Triple Velvet in all the TV ads.
Broadcast, Press & Inserts
7Up, The Lemon Army - PepsiCo India Mudramax, India There were teams in 7 cities battling out in 7Up Style to be the 7Up Lemon Pattalam (army) who would win a trip to South Africa to play a game against the Chennai Super Kings in the India Premier League. Fuji Xerox, Fujikistan - Fuji Xerox (NZ) Republik Using Fujikistanian imagery, the brochure showcased the printer’s capabilities. Each page used unique paper stock to highlight the press’s capabilities. To receive the code for their combination locks and RSVP to the event, recipients logged into a personal URL. Get Tested Project Shalmor Avnon Amichay/ Y&R Interactive Tel Aviv Aids is no longer a terminal disease. It can be cured. But early discovery can mean the difference between life and death. It is also important for people to know their status in order not to pass it on to others. Hand-Picked OgilvyOne London To reach the core target audience, the plan was to use 48-sheet-sized Transvision screens in parts of London where business commuters walk each day. Because they would be passing the screens in rush-hour, minds on other things, with low dwell-time, the concept had to be succinct and visually arresting to gain attention and recognition. How Don Are You? - Sky Television DraftFCB Most people, if they were honest, would love to be at least a little like Don. So DraftFCB challenged Kiwi guys to see how they measured up to Don. The copy does more than set up a comparison between audience and Don Draper. I’m MORE TH>N Freeman. Thank you for listening SFW London Hence this series of cinematic-style TV ads starring US impressionist Josh Robert-Thompson as "MORETHAN Freeman". The thinking here was that the recognisable delivery of the message, the voice slow and thoughtful, would create a sense of trustworthiness. Knocking On Heaven’s Door - NOMOS-BANK R&I Group, Russia To make sure all 526 oligarchs on the mailing list actually got to see and understand the message from NOMOS-BANK, the agency created customised magazines for each and every one of them. Kustom Konnections - Genesis Energy DraftFCB Hand-made hammers, saws, wrenches and pliers were covered in papier-mâché dollar bills and then photographed. Live In Harmony BBH, London The strategy was simple: tackle perceptions head-on by reversing expectations of how an organic brand should behave. Rather than being worthy and preachy, the agency created Yeo Valley’s first-ever TV commercial using rap music to make the brand fun and approachable. The Journal - Ministry of Health DraftFCB Applying best-of-breed relationship marketing techniques to the process, DRTV featuring rugby star John Kirwin drove people to a website where, through web, txt and email, they could treat thmselves or be directed straight through to a doctor.