Current Issue 7
June 2008
Mail & Door Drops
AAMI Whistle Blowers Rapp Collins Melbourne A tongue-in-cheek campaign leveraging AAMI’s sponsorship of the National Rugby League referees to build relationships with existing CTP (Compulsory Third Party Motor Insurance) customers and cross sell other motor vehicle insurance products.
Coaster M&C Saatchi/Mark A mailing of a beer mat, on which a scribbled number has been smudged by the ring marks of the glass, to demonstrate the benefits of Optus’s SIM Backup service.
Coin On The Floor Proximity Portugal In order to encourage clients to use their loyalty cards, Intermarché sent out a mailer from which a cent falls to the floor – the moral being that if you bother to pick up a single cent why waste the discounts you’ve accumulated on your card.
FOCUS Typewriter OgilvyInteractive / OgilvyOne Frankfurt An online typewriter and offline posting mechanism to draw attention to FOCUS magazine’s traditional, fact based journalism.
Letter with 10% Less Proximity Portugal A mailing that remained partly stuck in the envelope to communicate the idea that with the BES 100% Current Account, recipients wouldn't have to worry about 10% of their bills.
Perpetual Card Rapp Collins and Tribal DDB, New Zealand The last thing a 'junk mail' agency wanted to do was create more junk at Christmas, a time when the world’s rubbish output spikes massively. (1bn Christmas cards - 17 for every man, woman and child - in the UK alone). So Rapp Collins New Zealand created a world-first: a trackable greeting card designed for re-use. Featuring a detachable cover design and replacement graphics for any occasion – and an erasable whiteboard space inside – you can send it on and track its global adventures via www.perpetualcard.com.
Road Kill Clemenger Proximity Melbourne A campaign using the idea of roadkill to encourage tourists to get off the beaten track to see the best of Australian wildlife.
Short Straw Mailer G2 – New Zealand A mailing using the simple act of drawing straws to demonstrate to oncologists that the diagnosis of the 'at risk' breast cancer patient is but a guessing game.
Stop Finning Y&R Germany In order to reactivate former supporters and encourage donations, Y&R Germany sent a provocative mailing for Sharkproject e.V. that involved the recipients in the act of finning itself.
Stop Finning Y&R Germany In order to reactivate former supporters and encourage donations, Y&R Germany sent a provocative mailing for Sharkproject e.V. that involved the recipients in the act of finning itself.
Subaglue Elvis and MCBD Elvis and MCBD were tasked with communicating the Symmetrical All Wheel Drive feature of the new Subaru Impreza. An overall campaign theme of Subaglue was developed and communicated via print, direct mail, online and POS initiatives.
The Garbage Bag OgilvyOne Worldwide GmbH A mailing of an 80 litre garbage bag to demonstrate how much less CO2 is emitted into the atmosphere by ecological electricity supplier ENTEGA's customers.
Tongue Clemenger Proximity Melbourne Clemenger Proximity set out to demonstrate Advance’s nutritional value in an engaging, innovative way, by mimicking the familiar image of a pet’s drooling tongue in the recipient's mailbox.
We Know Who You Are Bates PanGulf To get new customers to sign up for Dubai First Credit Card, the agency showcased how easy it is to steal someone’s identity though a simple couriered letter.
Well Done Bruketa&Zinic OM An Annual Report for a food company that you have to bake before use.
Online & Digital
COMPUTER BILD - SPAM Jung von Matt AG In order to advertise technology magazine COMPUTER BILD, Jung von Matt focused on the spam prevention tips it gives. By sending a series of emails simultaneously, the image of a skull and crossbones appeared in the recipient’s inbox. Upon opening the emails, one of 33 anti-spam tips was shown.
Face Up To Poverty M&C Saatchi/Mark A campaign to encourage the use of MMS by leveraging Optus’s sponsorship of Make Poverty History (MPH) and inviting people to submit their faces by MMS to the world’s largest-ever visual petition.
Fed Up With A Disappointing Valentine's Day? Chemistry Communications Group Everyone’s had at least one Valentine's Day that has been less than perfect. The Baileys Lounge sent a digital team of expert coaches to help The Baileys Lounge members get the inspired Valentine's Day they deserved. Consumers answered a series of questions on the website and from these answers the coaches provided a recommendation directly to their loved one or friend, giving them ideas including flowers, restaurant, city breaks and of course the perfect Baileys drink for Valentine's Day!
Half Lives OgilvyOne Worldwide Sdn Bhd An interactive online game wherein users had to find their other half in order to celebrate coupledom and generate awareness of Levi’s Tee For Two couple t-shirts. Upon visiting the microsite, targets were allowed a trial game to tease them. However, product purchase was required to win the prizes, which included a Valentine’s dinner for two and a set of His and Hers fragrances.
Jump In, Jump Out Profero In order to combat the rapidly increasing problem of cyberbullying, Profero created a campaign of five online executions targeting those who passively accept it.
Mercedes Pro Safe Proximity BBDO Paris A website to promote Mercedes S-Class Integral Safety Concept features.
Pledge Engine RMG Connect New York In 2007, the Marine Corps wanted to take recruitment beyond the borders of their own sites, leveraging the reach of social networks. With this in mind, the Marines Pledge Engine was developed: an application that invites friends, family, and future Marines to make a meaningful statement about their values. In doing so, each person creates a personalised video declaration connecting their ideals to those of the Marine Corps.
Reverse Intrusion Proximity BBDO Paris An online banner campaign that turns the user into the intruder. Pop-up ads, triggered by certain keywords, play short videos that tell the viewer not to disturb, and to click on the link instead to find out about the new Chrysler Sebring.
Terminate a Mate 20:20 London A mobile campaign using the phone’s GPS technology to pinpoint the actual location of the recipient to promote the launch of Virgin 1’s new TV series Terminator: The Sarah Connor Chronicles.
The Great Conspiracy Aim Proximity New Zealand A Valentine’s Day plane fly-by for which all NZ guys could take credit, by turning up with their girls at the right time and place on the day.
Outdoor & Events
Black Prints Singleton OgilvyOne To encourage individuals to take part in this year’s Earth Hour, Kodak inserted black prints into each of their customer's picture wallet.
Dead End Job Aim Proximity New Zealand As a provider of educational software, parents are Academic Excellence’s key market. As a parent, your child’s education is of the utmost importance. Aim Proximity chose to bring the parents’ fear to life in a dramatic manner by showing the kind of job no parent would want their child ending up in - the sandwich board guy who hands out flyers.
Deep Thoughts YR Brands/Wunderman, Irvine A real-world demonstration / event that instantly communicates the impressive wading depth of Land Rover vehicles.
Ginger Sheep Aim Proximity New Zealand Complimenting the ‘refreshingly ginger’ Frank Ginger Beer line, Aim Proximity dyed a herd of sheep the fetching tone.
Make Sure Nothing Stops You Farm A series of beer mats and washroom posters as part of a wider integrated campaign to encourage people, especially students and young people, to register to vote in the local elections.
Onsala Sandwich Sausage – Now Ready-Sliced GOSS A series of sliced advertising executions to launch the new ‘ready-sliced’ Onsala sandwich sausage.
Shark Week Rapp Collins Sydney SHARK WEEK is an annual documentary series shown exclusively on AUSTAR’s Discovery Channel in Australia. Now in its 10th anniversary year, AUSTAR wanted to put this must-see programming front of mind among beach-goers, while reminding them of the great documentaries available on AUSTAR. To achieve this, they placed a number of 'Shark-bitten' surfboards at beaches located inside AUSTAR’s key target area.
Speech Proximity Istanbul A POS campaign to encourage existing Forester owners to upgrade to the new model.
Splash GOSS A POS activity showing Specsavers customers that the optician was offering hundreds of complete glasses at 50% discount.
Trash Novel Y&R Germany An info flyer disguised as a trash novel placed alongside other dime novels in book dispensers and kiosks.
Integrated
Considerate Behaviour M&C Saatchi London An integrated campaign using a set of characters called ‘The Londoners’ to encourage considerate behaviour and get Londoners to think about fellow passengers in order to make everyone’s journey – and ultimately life in London – better.
Considerate Behaviour M&C Saatchi London An integrated campaign using a set of characters called ‘The Londoners’ to encourage considerate behaviour and get Londoners to think about fellow passengers in order to make everyone’s journey – and ultimately life in London – better.
Dodge Daredays Proximity BBDO Belgium Dodge wanted to introduce the brand name and three new car models to the Belgian market without placing a single ad, without broadcasting a single television commercial and without sending out a single direct mail piece. Since showrooms have lost their attraction, the agency chose to bring the showroom to the street, in a way that had never been seen before - The Dodge Dare Days.
FOCUS Typewriter OgilvyInteractive / OgilvyOne Frankfurt An online typewriter and offline posting mechanism to draw attention to FOCUS magazine’s traditional, fact based journalism.
Know Your Enemy Rapier To mark MessageLabs out from a market of bland faceless IT companies, Rapier created a campaign in which various computer viruses and trojans were converted by an artist into images.
Oyster iTunes Chemistry Communications Group An integrated campaign designed to get Londoners with Oyster cards to go online and set up the auto top up service by offering them free iTunes downloads. The marketing campaign adds musical names to famous London stations, such as Eric Clapham, Lionel Richmond and Lily Balham. Online advertising for the campaign also allows consumers to come up with their own creations.
Perpetual Card Rapp Collins and Tribal DDB, New Zealand The last thing a 'junk mail' agency wanted to do was create more junk at Christmas, a time when the world’s rubbish output spikes massively. (1bn Christmas cards - 17 for every man, woman and child - in the UK alone). So Rapp Collins New Zealand created a world-first: a trackable greeting card designed for re-use. Featuring a detachable cover design and replacement graphics for any occasion – and an erasable whiteboard space inside – you can send it on and track its global adventures via www.perpetualcard.com.
Road Kill Clemenger Proximity Melbourne A campaign using the idea of roadkill to encourage tourists to get off the beaten track to see the best of Australian wildlife.
Subaglue Elvis and MCBD Elvis and MCBD were tasked with communicating the Symmetrical All Wheel Drive feature of the new Subaru Impreza. An overall campaign theme of Subaglue was developed and communicated via print, direct mail, online and POS initiatives.
Broadcast, Press & Inserts
Hard To Reach Kitcatt Nohr Alexander Shaw A national TV campaign designed to promote reading to children.