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Current Issue 5
December 2007

Mail & Door Drops
'Give A Few Bob' Communications Agency An integrated campaign to raise awareness of prostate cancer and the Prostate Cancer Research Foundation (PCRF). Bob Monkhouse was brought back from the dead to talk about losing his battle with the disease, create impact, achieve cut-through and generate word of mouth. The campaign centred around a 40" film made using archive footage, supported by mail, email, press and retail initiatives. 3D Mailing 'Euro-pallet' B&F - Bruggemann & Freunde A three-dimensional mailing in the shape of a wooden box standing on a real miniature euro-pallet to demonstrate the skills of the printing house. The box contains several sample packages and a hardback book, which demonstrate the innovative packaging solutions offered by Rehms Druck GmbH. Balls All Over The Place Clemenger Proximity Melbourne A door drop activity for a local tennis coaching service which involved scattering used tennis balls in front of people's homes, accompanied by the question 'Balls all over the place?' and the number to call for lessons. Centurion Innovation Singleton OgilvyOne An invitation to migrate loyal Centurion Cardmembers to the enhanced Centurion Card, made from titanium. The creative carried the idea of the first genuine metal Card through in its execution - the card was embedded in an anodised metal letter that contained details of the new benefits. Eviction Notices Draftfcb Johannesburg A mail campaign sent out to potential customers' houses, encouraging them to use Raid insecticide to fight insects in their homes. The miniature mailer was actually addressed to the pests of the home and took the form of an eviction notice, informing them that their presence would no longer be tolerated. Expand Your Playground MRM Worldgroup / McCann Direkte Norway An expanding floor plan to show how a FlexMortgage can be used to fulfil your dreams. Flying Toilet EHS Brann Cirencester An envelope with the headline 'Flying Toilet Enclosed' and inside a plastic bag containing information about Practical Action's sanitation projects in Kenya and a letter signed by ex-Monty Python member Terry Jones. Foodscapes Tullo Marshall Warren A campaign using the creative idea of landscapes made entirely out of organic fruit, vegetables, cheese and bread to persuade Sainsbury's shoppers to try something new from Sainsbury's extended organic range. Garter Arc Worldwide Manila A two-phase strategy devised to get top level male executives to sample the multivitamin Max by Revicon. The first step was to get the secretary on side by offering her an irresistible incentive. The second, to grab and sustain her boss's attention with the help of a special messenger. GetAngry.com Singleton OgilvyOne A two-phased campaign encompassing mail and digital to increase Lenovo share of competitive business accounts. The strategy was built around an independent study, which claimed that Lenovo's computers are the most reliable PCs in the world, along with a simple human truth - the anger and frustration that an unreliable PC can cause. The campaign simply delivered the tools to let individuals release that frustration. Height Chart Proximity London A mailing in the form of a height chart to show that one in five children in Liberia dies before their fifth birthday and to raise cash donations from warm Save the Children supporters. Historic Rubble OgilvyOne worldwide Chicago A weighty direct mail package covered with a picture of one of Chicago's historic landmarks and containing a piece of rubble from the actual demolished building pictured. Historic Rubble OgilvyOne worldwide Chicago A weighty direct mail package covered with a picture of one of Chicago's historic landmarks and containing a piece of rubble from the actual demolished building pictured. Listerine Embossed Letter RMG Connect A DM piece to prospect dental professionals to encourage them to try and then recommend Listerine Advanced Tartar Control to their patients. The piece appears as if it's blank - a pure white sheet. On closer inspection the letter is revealed in an embossed font. Microsoft 'Multiply' Wunderman A 'Russian Doll' series of tubes expressing the proposition 'Do more with what you've got'. Microsoft 'Multiply' Wunderman A 'Russian Doll' series of tubes expressing the proposition 'Do more with what you've got'. Pimp Our Ads (pimpourads.com) Lavender* An integrated campaign driving people to create their own road safety ads via an interactive website pimpourads.com for the chance of winning a Toyota Yaris. Scam Letter' M&C Saatchi / Mark A 'scam letter' in the form of familiar email spam contained within a warning plastic envelope, appearing as if having been intercepted by Optus Security Suite and alerting the recipient to the fact that the letter may be spam. Science 'Jelly Baby' DM and Email Draftfcb London A mail and email campaign inspired by the 'Death of the Jelly Baby' experiment to capture the sense of awe and discovery possible in Science teaching. SickKids 2006 September Loyalty DM Rapp Collins, a division of DDB Canada A September loyalty mailing to SickKids donors, leveraging a 'back to school' theme and incorporating a brown paper lunch bag as the 'bounceback'. Terra Fighters 2007 OgilvyOne worldwide Madrid An incentive plan for the Terra sales team, based on the theme of Mexican wrestling and pitting the sales reps' skills against each other for the chance of winning quarterly prizes and a holiday. The Dangers of Backyard Cricket Rapp Collins Melbourne A mailing demonstrating that the most innocent activities can potentially put you out of action to highlight the need for income protection. A humorous brochure and straight-talking letter point out the hazards of playing backyard cricket to an audience of young family men who might otherwise think they were low risk. The Dangers of Backyard Cricket Rapp Collins Melbourne A mailing demonstrating that the most innocent activities can potentially put you out of action to highlight the need for income protection. A humorous brochure and straight-talking letter point out the hazards of playing backyard cricket to an audience of young family men who might otherwise think they were low risk. The Road To Enlightenment Claydon Heeley, a division of Zulu Network The Road to Enlightenment is a whole new philosophy on city driving, hosted by Dr Tridion and brought to you by the new smart fortwo. The central hub of the campaign is Dr Tridion's site - www.smartenlightenment.co.uk - where you can learn more about your driving demeanour and explore the new fortwo. Customers were driven to the site via a series of interactive banner ads, demonstrating key product points in self-help language. A DM pack - The Glovebox Guru - contained self-help cards designed to calm distressed drivers. Supporting press, posters and radio elements were developed with AMV BBDO. Unfold The Extras OgilvyOne worldwide Frankfurt An unusually folded letter to communicate all the added benefits of the HVB Giro Account compared to the competition. Yellow Stickies Mailing Proximity Amsterdam A mail campaign to draw attention to the new commercially licensed Jeep Commander and the amendments to the law governing tax payable on commercial vehicles. The pack contained the brochure for the 'regular' Jeep Commander, with the addition of yellow post-it notes to show that the only real difference with the commercial Commander is that you have fewer seats and pay less money.
Online & Digital
Create With 17 Hubbub Communications A MySpace community for 17 where consumers can submit their own original fashion looks for the chance to create new make-up ranges hand in hand with the Boots design team. These new collections will not only be named after the winners but will also go on sale within Boots stores nationwide. Get The Message glue London A personalised video based messenger service where users can create their own message and choose a method of delivery from a variety of Royal Navy arms (from nuclear submarines to jet fighters) and send it to friends via their handsets. The idea was to communicate the breadth of careers available to a target audience of 16 to 24-year-olds. ICT Email Campiagn Draftfcb London An email campaign designed by school children to encourage prospects to make an application for an ICT teaching course. The email included a link to a film of the children working on the task so that recipients could see how exciting it is to teach ICT today. IM Pool OgilvyOne worldwide Malaysia Marking the first time in Asia that Instant Messaging was fully integrated in an online ad campaign, the 'Guinness Pool Challenge' campaign comprised of banners, a dedicated microsite and email all leading to a peer-to-peer interactive pool game developed for Windows Live Messenger. Loading Tiempo BBDO A simple email that seems to take ages to load in order to demonstrate the frustration of having to wait and point out how much more painful it is for children in Anantapur to wait for food and water. Mosquitoes Tiempo BBDO An email campaign enacting how difficult it is to eliminate mosquitoes in order to build awareness of EMSI's Burkina Faso malaria project. O2 Stare Out archibald ingall stretton… An interactive game promoting O2's support of the England Rugby Team. The game, the first of its type to use a webcam, challenges the public to a stare-out competition with three of England's top stars. The game was hosted on the blueroom, a website for O2 customers - www.o2stareout.com. The Analogue Spam Shredder OgilvyOne worldwide Frankfurt An installation website with real-time video streaming of a paper shredder, enabling people to forward their spam email and then watch it being shredded live online. That is one way that Cisco can solve the problem of their spam emails. Another would be to use Cisco's newly released anti-spam application.
Integrated
'Give A Few Bob' Communications Agency An integrated campaign to raise awareness of prostate cancer and the Prostate Cancer Research Foundation (PCRF). Bob Monkhouse was brought back from the dead to talk about losing his battle with the disease, create impact, achieve cut-through and generate word of mouth. The campaign centred around a 40" film made using archive footage, supported by mail, email, press and retail initiatives. Accident With Your Name On It Rapp Collins Melbourne An integrated campaign applying names to waiting accidents and then revealing the cost of an ambulance trip with membership or without to attract new members to Ambulance Victoria. Don't Blow Your Life Away Miles Calcraft Briginshaw Duffy, Elvis An integrated campaign challenging young people to think about all the things they will leave behind if they end up in prison in a bid to dissuade them from becoming the gunmen of the future. The campaign features radio and TV ads produced from real prisoners' views to bring the message home: 'Don't blow your life away'. Online flash banners bring to life the boredom of living in a prison cell. Carefully targeted ambient took the message literally to the streets, whilst press also supported the campaign in youth publications. Foodscapes Tullo Marshall Warren A campaign using the creative idea of landscapes made entirely out of organic fruit, vegetables, cheese and bread to persuade Sainsbury's shoppers to try something new from Sainsbury's extended organic range. GetAngry.com Singleton OgilvyOne A two-phased campaign encompassing mail and digital to increase Lenovo share of competitive business accounts. The strategy was built around an independent study, which claimed that Lenovo's computers are the most reliable PCs in the world, along with a simple human truth - the anger and frustration that an unreliable PC can cause. The campaign simply delivered the tools to let individuals release that frustration. Hands' (TV and banner); 'Dad' (press); 'Mood Swings' (press and banner) Wunderman The TimeToTalk.org campaign is a year-round awareness campaign designed to encourage parents to begin talking to their kids about the risks of drugs. Simple TV, print and banner executions focus on the fact that parents face a simple choice if they want to help keep their children drug-free: either stay silent, or talk. Nokia Rock Up & Play Haygarth An interactive on and offline brand experience where people could showcase, share and connect in their passion for music. This included the creation of a festival tent where individuals, bands and artists could share their creativity and celebrate musical talent by playing live on stage, joining artist Q&A sessions or rocking out in Air Guitar Championships. Participants could also upload performances online, ask artist Q&A questions pre-festival, win tickets to perform or just view other talent. The experience was taken to credible music venues, music retail and the summer's top music festivals: Download and The Carling Weekend Reading and Leeds Festivals. Not For Everyone M&C Saatchi / Mark An intriguing two-part campaign, designed to engage a discerning audience of young men. The first part consists of an unbranded mailer asking recipients, 'Do you have it in you?' and using heat sensitive ink to reveal that they have been chosen to visit a personalised website. There, respondents complete a visual profiling exercise revealing their compatibility with the S3. Users can then see the full vehicle specifications, order a brochure and send the test on to a friend. Pimp Our Ads (pimpourads.com) Lavender* An integrated campaign driving people to create their own road safety ads via an interactive website pimpourads.com for the chance of winning a Toyota Yaris. Re-energise M&C Saatchi / Mark A multi-channel campaign with separate, but inter-related, pieces aimed at getting the right information about hosting events in Australia to the right recipient in the decision-making process. Science 'Jelly Baby' DM and Email Draftfcb London A mail and email campaign inspired by the 'Death of the Jelly Baby' experiment to capture the sense of awe and discovery possible in Science teaching. The Road To Enlightenment Claydon Heeley, a division of Zulu Network The Road to Enlightenment is a whole new philosophy on city driving, hosted by Dr Tridion and brought to you by the new smart fortwo. The central hub of the campaign is Dr Tridion's site - www.smartenlightenment.co.uk - where you can learn more about your driving demeanour and explore the new fortwo. Customers were driven to the site via a series of interactive banner ads, demonstrating key product points in self-help language. A DM pack - The Glovebox Guru - contained self-help cards designed to calm distressed drivers. Supporting press, posters and radio elements were developed with AMV BBDO. World of Difference Aim Proximity An integrated campaign based around the question, 'can you see the potential in New Zealand Youth?' and juxtaposing images of youths engaged in seemingly anti-social behaviour with simple headlines suggesting what these people could become with the support of someone who saw their potential.