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Nike created a revolutionary Facebook application that let runners draw a graffiti running route over the map of Amsterdam. The online running club was visited 183,275 times 220 graffiti's were created on top of the Amsterdam grid within 6 weeks time. Volkswagen is inviting its fans in the Netherlands to vote for their all-time favorite VW model - and win the vehicle as part of a social media campaign.
Nike created a revolutionary Facebook application that let runners draw a graffiti running route over the map of Amsterdam. The online running club was visited 183,275 times 220 graffiti's were created on top of the Amsterdam grid within 6 weeks time. Volkswagen is inviting its fans in the Netherlands to vote for their all-time favorite VW model - and win the vehicle as part of a social media campaign.
Nike created a revolutionary Facebook application that let runners draw a graffiti running route over the map of Amsterdam. The online running club was visited 183,275 times 220 graffiti's were created on top of the Amsterdam grid within 6 weeks time. Volkswagen is inviting its fans in the Netherlands to vote for their all-time favorite VW model - and win the vehicle as part of a social media campaign.
What's the story Nike was determined to reset runners minds in the Netherlands. Youngster think that running is boring, so Nike devised a plan to have people Run Unleashed, making running light hearted, playful and enjoyable and, thus, attracting a whole new target group of young urban runners A new way to run Nike created a revolutionary Facebook application that let runners draw a graffiti running route over the map of Amsterdam. They could color the graffiti by going out running, registering the run with Nike+ and filling the graffiti with their actual KMs run. The graffiti made them run in completely new way. It shifted from being focused on schedules and minutes to expressing creativity while running. And it attracted the young, urban runners who started designing creative graffitis turning the map of Amsterdam into a virtual canvas A Nike Runhouse pop-up store was opened close to Amsterdams most famous urban park where Nike further engaged youngsters in the Run Unleashed experience with events, runs and free product trials Success They converted over 9,000 new running members The online running club was visited 183,275 times 220 graffitis were created on top of the Amsterdam grid within 6 weeks time (colored with 1,268 Nike+ kilometers) Why we liked it It was a creative way to attract the youth population to a sport that is all about routine, lacks heroes and is actually pretty boring Go watch the video: http://bit.ly/kBObGt Boondoggle June 2011 AGENCY Image Credit Geomarketing Image Credit Amsterdam Ad Blog Image Credit Expression that Inspires What's the story Volkswagen is inviting its fans in the Netherlands to vote for their all-time favorite VW model - and win the vehicle as a reward in a social media campaign Volkswagen Facebook Fans create the Fanwagen Not only were consumers invited via Facebook to create unique historical models, SoMe features will be integrated in the product itself These social media features will make the so-called Fanwagen the most social car ever. Clearly designed for the social network-obsessed, the car includes a license plate that shows your relationship status, and the ability to print your newsfeed on the dashboard This unique model will find a new owner on Facebook as part of a lottery Success More than 20,000 Facebook users registered for the Fanwagen lottery (the VW page in the Netherlands jumped from approximately 10,000 fans to 42,000 fans within 3 weeks) 50,000+ Youtube views Huge online press coverage THE FANWAGEN by VOLKSWAGEN or how to communicate tradition via Facebook Why we liked it VW successfully connects the old and traditional with the new and trendy by focusing on their iconic models and combining them with Facebook features and Facbook online actions Go watch the video: http://tinyurl.com/67dl88x AGENCY Achtung! November 2011 Image Credit Harrisburg VW Image Credit AdZag Image Credit SpicyTec LONDON FASHION WEEK #TWEETWALK by BURBERRY or how to give a masterclass in digital marketing to boost both image and sales What's the story For their Spring Summer 2012 show on September 19th, Burberry partnered with Twitter to provide their half a million-strong community of followers exclusive behind-the-scene looks before even people sitting on the front row could get a glimpse at the collection : it was the first ever Tweetwalk Theres a Twitter-savvy brand for you! Creating the #Tweetwalk hashtag on Twitter to gather all their exclusive tweets, they added to their now usual HD live stream experience through Facebook and Burberry.com They also gave the control of the brands Instagram account to the most-followed user on the app : photographer Mike Kus, who publicized the event to his 126,000+ followers Success According to BBC London Radio, Burberry had over 80 million sign-ups from all over the world Burberry achieved trending hashtags on the worldwide twitter stream with #Burberry, Christopher Bailey, and a record-breaking mentions per minute. Why we liked it Burberry has been known to stage Holographic 3D shows, provide shoppable livestreams and broadcast their catwalk show straight onto a 32-metre high billboard in Picadilly Circus during previous fashion weeks They are established as a pioneer brand in the new media communications space Go watch video : http://youtu.be/C5oFZ53I2N8 In-House October 2011 AGENCY Image Credit Telegraph.co.uk Image Credit Nubry Image Credit Burberry.com THE LIVING SOCIAL TAXI by LIVING SOCIAL or how to surprise... What's the story Unsuspecting passengers who took the taxi found themselves in a show-like game environment offering various real experiences Driving you to surprising and delightful experiences In the hope of creating some buzz and showcasing many great discounted things you can get from LivingSocial, they decided to deck out a cab with a mystery take-it-or-leave-it challenge Passengers could continue to their destination, or "roll the dice" and embrace an unexpected, exciting new experience. The outings included chess boxing, pole-dancing fitness classes, chef master classes, a speedboat ride up the Thames, and the chance to feed a tiger up close and personal Success 45,000 viewed on the official YouTube video Hundreds of blogs in the UK and all over the world have covered the operation and created awareness Go Watch the video : http://bit.ly/qxWEOJ Why we liked it?: The hidden-camera taxicab format is not a new one, but here it works well in showing rather than telling the simple, straightforward brand promise AGENCY Minds Eyes Media September 2011 Image Credit Adweek Image Credit My Virtual Scrapbook Image Credit Randy Matheson What's the story The Argentinian enthousiasm for football is known by the whole world. Coca Cola has come up with a campaign that encourages supporters to make more and more noise throughout the televised viewing of the match ... If there isnt noise, no match No sound, no match Several giant screens dispersed in Buenos Aires aired the Argentina selections Copa America 2011 matchs The aim of this operation was to test the south american fervour for football. If viewers werent playing an active part in supporting their team, the match was no longer displayed on the screens Thanks to sound level measurement instruments, during all the match, the match was seen or not Success Over 15,000 video views on Youtube Many ad specialized blogs relayed the operation. Go watch the video: http://bit.ly/pFwW5A Why we liked it A brand gave consumers the ultimatum, give something otherwise youll get nothing resulting in an advertising operation that was innovative and interactive MAKE SOME NOISE by Coca Cola or how to test national football team supporters fervour OgilvyAction July 2011 AGENCY Image Credit Lavart Collective Image Credit Shotmcns blog Image Credit Trends2you What's the story Guronsan, the perfect remedy for hangover identified the party-goers as their primary target, faced the problem of not reaching them, as they dont often go to pharmacies Guronsan had to find a way to bring pharmaceutical products to themby making it cool Kill the monster, have a guronsan ! Guronsan created the hangover monster, a big green creature that shows up in the morning when people have drunk too much. Equip with a sledge hammer, the monster wreaks havoc The monster hangs out where people are likely to party: summer music festivals, college parties, and night clubs The monster is on Facebook too and has daily interaction with fans that could invite him to their own parties Online presence on youtube guaranteed to document the Hangover Monster high jinks Success The Facebook page was the number 1 health page in Portugal and number 10 among all businesses with more than 3 million pages viewed on the social network Generated tons of user content More than 22,000 likes on Facebook Go watch the video: http://bit.ly/k691Gu Why we liked it Guronsan managed to make its product fun and reached its goal of being recognized as the 1 st remedy for hangover by all the party-goers The ultimate aim was to kill the hangover monster but as it was cool, some would prefer to have him hung around! Lowe Ativism April 2011 AGENCY Image Credit Coisa Semanal Image Credit Facebook Image Credit AdBeat THE HANGOVER MONSTER by Guronsan or how to make a boring product awesome What's the story Europcar wanted to prove a point that purchasing a car is very risky, and if something ever happens (like your car is crushed into a 4x4 box) that you are up the creek without a paddleinstead of explaining the risk Europcar made it come to life! Youve already lost your car, now get ready to loose your cool Helpless consumers who left their car in a parking lot came back from shopping to find that their car had been selected randomly for the car elimination program and that their car was a now a pile of scrap metal Luckily a phone number was available to call and find out what happened, irate consumers called in unbeknownst to them that they were actually being broadcast live on radio Success The campaign received over 2.5 million views on YouTube (5th most viewed channel of the month) along with thousands of tweets and views on Facebook The campaign was covered on news outlets and through a partnership with NRJ radio In total the campaign received more than 1M of free media and a 300% increase in traffic on their website (resulting in an 83% increase in subscriptions) Why we liked it The campaign was an incredible success and had real results on the companies business Great mix of traditional outlets such as TV and radio with social media Go watch the video: http://bit.ly/hOQFmC Ogilvy January 2011 AGENCY Image Credit Advert Lover Image Credit Today is Your Happy Image Credit Decision Marketing CRUSH HOUR by Europcar or how to use a hidden camera to make an impact Go watch the video: http://hpar.is/4da6 Image Credit Nerd Bastards Image Credit Creative Review Image Credit D2D - They brought to life the charaters in the game with a real life opportunity to be tailored like your superhero. How could is it to go into a tailor shop and walk out with your bespoke superhero costume! - Too often the gaming expereince is consumed solely in a players bedroom or living room. This campaign enabled the whole family to experience and be informed about the world of DC universe online [and offline] THE TAILOR SHOP OF MR.LEE by Playstation What's the story To announce its brands new video game (DC UNIVERSE ONLINE), in which you can design your own super hero, Playstation created a real-life tailor shop. Gamers could go in and have their personal super hero suits made Mr. Lee is all about confidentiality An original truly integrated campaign where you can make your suit a reality and live the same experience as the game in the off line world The shop opened in the heart of Madrid, near the majority of comic shops. Undoubtely, it received lots of success and soon there was a long waiting list to get tailored. Book yours and try your chances to make your crime fighting alter-ego a reality Success It was the most successful campaign launch for Playstation yet and Mr Lee Taylor Shop is more sought after than the Batcave! Leo Burnett April 2011 AGENCY What's the story 25 years ago, Keep Cooler was one the most hippest drink in Brazil. As time passed, both market shares & popularity decreased due to competition. The brand is now starting over and is fighting to regain the awareness it deserves Draw a meme! The main challenge was to overcome its link with the aging population of its original core target (former young adults that are now in their fifties) in order to gain credit among young Brazilians Jumping on one of the most popular bandwagon online, the brand ingeniously created Meme Maker, a very easy-to-use virtual tool which creates personal & virtual Meme, while the campaign was promoted with a competition by influential Brazilian blogger, Cauemoura Success Very quickly, Meme covered bottles started to fill all department stores. As a result, the Rap song by Cauemoura encountered massive success with a stunning 2 million views and 170.000 cartoons created on the website. In addition, the brand was mentioned 130.000 times on social networks and did 40 entries in national & international on & off line medias! AGENCY Digital ZOO Go Watch the video : http://vimeo.com/28669056 Image Credit Vimeo Image Credit Salon Image Credit Pimp My Space - Keep Cooler managed to catch up with the new generation and revamp the brand with a single but clever campaign - Digital played a crucial role and proved, once again, that good content and is a powerful communication tool when it involves the audince and motivates participation - By leveraging lifestyle interest and passion through music and informal art it made the brand resonate with the hip and relevant audience KEEP COOLER by Vinicola Aurora December 2011 MAGIC DINO MORNING by DANONE or how to create a unique kids program on TV What's the story Danone product Rastishka is a well-established kids brand with a strong awareness among the target audience. The brand has unique and well-known brand mascot Dino. Yet, it has become less appealing to mums and kids than in the past. Danone challenged us to find a non stadrard solution to increase Rastishka brand attractiveness & the awareness of the brand mascot Dino, making it more popular, up-to-date and interesting to kids, while not alienate mums Creation completely new own brand content for TV called Magic DinoMorning where Dino plays a central role We have created the 15 minute TV program for children broadcasted on one of the TOP 5 Russian channels on the time slot most popular among kids (Sunday, 08:15) We used one minute at the beginning of the program and one minute at the end, where Dino appeared and had a breakfast with Rastishka. In the middle of the program Dinos voice have been telling some interesting stories to the team. Mascots name was integrated to the title of the program, which called Magic DinoMorning Success About 3 000 000 unique contacts (66% of the audience) between the kids audience with brand mascot Dino and the branded content during the project Magic DinoMorning TV program was very popular among kids and became - #1 program with a 29% share in 8:15-8:30 time-slot on Sundays - 94.5% of kids who viewed the TV program liked the show and the characters ** - 78% of respondents (unprompted)** memorized that dinosaur Dino was the main character of the program Why we liked it Because we created successful branded content and broadcasted it on one of the TOP 5 Russian TV in the conditions of legislative restrictions for communication with kids Go watch the video: http://rastishka.ru/children/dino_tv/ Image Credit Videomore Image Credit Videomore Image Credit Videomore MPG Russia/ HS&E Russia Sept. Nov. 2011 AGENCIES SHIKHAN FAN ORIENTED or how to boost image through fan movements What's the story Shikhan is the regional Heineken beer brand. The Shikhan brewery is the main enterprise in Bashkiria region of Russia. Bashkiria is the motherland of the champion of Russian Ice hockey champion HC Salavat Ulaev and all Bashkiria people are very proud of it. There are strong legislative restrictions in alcohol advertising which makes sport sponsorship ineffective Shikhan challenged us to raise positive attitude towards the brand Creation of a strategy which engaged ice-hockey fans through a series of events, and demonstrated the brands and fans shared feelings towards the Bashkiria pride - HC Salavat Ulaev and, therefore, built a closer relationship with fans. I We offered the brand TA not a common sponsorship project, but a series of events especially organized for the fans and which were positively appreciated by the brand TA. During the events, exclusively organized for the fan-club members, all types of branding was possible, including the branded prizes, souvenirs and free beer. In order to enlarge the audience, the PR materials were published in the regional Press, TV and Internet resources Success The sponsorship of the fan-clubs events was highly appreciated by the fans, which was confirmed by letters of gratitude from both fan clubs and positive comments in blogs Over 360 000 unique contacts in the regional audience have been reached. Almost 3000 people have attended Shikhan events and 4000 people took part in the contests. The fan count in the branded group in the Vkontakte social networking site increased up to 97 000 Taking into account that Shikhan has had a high brand awareness though since August 2011 the brand awareness has shown a 5% increase. In total, since January 2010 the index has risen by 3% Sponsorship awareness has risen by 4% since August 2011 without acquisition of sponsorship rights. Why we liked it The strategy helped the brand to develop positive attitude towards the alcohol brand despite the legislative restrictions. Beauty contest Ice hockey tournament Fan club meeting MPG Russia/ HS&E Russia March. Dec. 2011 AGENCIES