You're walking down the street and you see a giant 3-D mouth singing
opera. Maybe you see an enormous, realistic rugby player taking a
shower. Perhaps a gigantic Marilyn Monroe dress blowing in the breeze
grabs your attention on your way to a bus stop that plays disco music if
you touch the weird medallion-adorned hairy chest of a swarthy dude.
Well, if you're in France and you encounter any of these scenarios,
you've probably come across the latest outdoor campaign from SNCF French Railways and agency TBWA\Paris. These crazy larger-than-life ads aim to inspire people to travel to places they are passionate about.
If you are not in France and you see these things, you may want to seek therapy.
It's not just Coca Cola that can create amazing live events and stunts. Looks like Pepsi is joining them and can continue their rivalry on the same level.
Pepsi Max kicked off its 'Unbelievable' campaign by pranking commuters sitting inside a typical London bus stop.
A
stop on New Oxford Street was rigged with hidden digital technology
that tricks unsuspecting passengers into thinking they are steps away
from hovering alien ships, a loose tiger, and a giant robot with laser beam eyes.
The ANAR Foundation, a Spanish child-advocacy organization, used lenticular printing in this powerful outdoor ad
to send different messages to children and adults. Anyone under about
4-foot-3 sees bruising on the child's face in the poster, along with
ANAR's hotline number and copy that reads, "If somebody hurts you, phone
us and we'll help you." People taller than that—i.e., most
parents—simply see the child without the bruise and the line, "Sometimes
child abuse is only visible to the child suffering it." The metaphor
embodied in the display is apt—the figurative differences in perception
between abuser and abused here become literal.
The Department for Transport is using scare tactics to grab the
attention of young men in a new anti-drink-driving ad. The campaign is
the final one that Leo Burnett London will create for the DfT.
Devised for the International Day of
Persons with Disabilities by Pro Infirmis, an organisation for the
disabled. Entitled "Because who is perfect? Get closer.", it is designed
to provoke reflection on the acceptance of people with disabilities.
To promote exercise and the 2014 Olympics, Olympic Changes installed a very special ticket machine at the Moscow subway stations.
Instead of accepting money as payment, the high-tech ticket machine only accepts exercises. Riders could receive a free ticket by standing in front of the machine's camera, and performing 30 squats or lunges.
In cooperation with BBDO Shanghai,
TimeOut made a city tour iPhone app. There is nothing really creative
about that; However, in order to raise tourism opportunities and
awareness, folks at TimeOut decided to leave a phone on the street for
the locals to pick up and then guide them through the city.
The best way to feel a particular city’s
culture, cuisine, nightlife and style is to know or befriend locals that
know the truly best places; After visitors pick up the phone, they get
to experience just that – it takes them all over the city, including
cool places to eat and drink, and places representing a mix of old and
new in Shanghai. Check it out, below:
Long live spontaneity! You could say that this is one of the basic guiding principle of the Heineken brand which has introduced yet another innovative campaign called the “Departure Roulette”,
a game-show-style board that provides the ability to passengers of New
York’s JFK airport to change their primary destination to a random one.
By simply pushing a button on a display in the airport’s lobby, the
participants are engaged in a unique challenge-a journey into the
unknown.
The first lucky participant was Greg Vosits, a
doctoral student in educational psychology at the University of
Connecticut, who instead of traveling to Vienna ended up flying out to
Cyprus for two nights with paid accommodation and $2,000 to cover the
expenses. Sounds tempting, doesn’t it?
Belen Pamukoff, Brand Director emphasized that campaign underscores Heineken’s brand promise of delivering great adventures: “This
summer, in a variety of exciting ways, Heineken is proving the theory
that every man has a legendary traveler inside of him by dropping men
from all over the world into an environment unlike anything they’ve ever
seen.”
The game is a part of a new campaign called “Dropped” which was executed in collaboration with the agency Wieden+Kennedy New York.
The campaign focuses on four young men who were sent to remote
destinations to film their daily adventures. These episodes will
premiere on Heineken.com and YouTube on July 22nd. Heineken has recently also debuted a new TV commercial called “The Voyage”, a part of the brand’s campaign debut.
To promote Adobe Creative Day, the graphic-design software company (and
Swedish agency Abby Norm) organized a clever-creepy stunt. It secretly
photographed people at a bus stop, and then live-Photoshopped them into
ads on the shelter's digital display.
You're washing up in the bathroom at a bar, minding your own business,
when all of a sudden a bloody head comes smashing through the mirror. If
you don't have a heart attack, you might absorb Leo Burnett's
road-safety message: Don't drink and drive.
It’s almost a Murphy’s law I would say: you never have a condom when you
really need one… Well, this is the insight that inspired Durex and
Buzzman Middle East to come up with a pretty useful condoms delivery
service that promises to deliver the product, every day from 4 pm to 4
am, within an hour from the moment the “order” is placed.
The campaign, or maybe I should say the branded service, has launched
last month in Dubai and it has proved quite successful, to the point
that Durex has now launched a Facebook competition to decide in which
other city they will activate the service next. To cast your vote, check
out the Facebook page here, and make sure to watch the video that promotes the project. It’s quite amusing and nicely filmed.
Occupy to get attention, occupy to claim your rights. Sometimes, not
always, this is a strategy that pays back… At least it did in this case
in Portugal, where TBWA staged an occupation of the IKEA’s store in
Lisbon to spread the news of its newly launched online store also
serving the island of Madeira.
The case study is pretty fun to watch, and it works pretty nicely both
to tell the story of what happened as well as to get cool buzz around
the Swedish brand that, once again, proved to be really good in both
ambient and digital marketing.
More and more brands are integrating digital with offline events. Have a look what's Marmite doing :)
Iconic British spread Marmite has launched a
pre-Christmas campaign for its Gold version in London encompassing both
social media and DOOH channels to give its fans a munite of fame.
As a first stage, Marmite invited all its fans (and even foes) to
have some fun with its new app allowing to submit users’ photos which
then appear on a large digital screen of the famous Christmas lights on
Oxford Street.
In a second phase of Marmite’s photo fun, curious shoppers starting
November 26 can pop in at the roadside photo booth equipped at the
Selfridges’ bus stop, take pictures of themselves expressing love or
hate to the brand, and again, become famous for a moment, having their
photo appeared on the digital screen (of course, at night only).
The photo booth will be interactive for 12 days of the 4-week long ad
campaign, and when not active will display a humorous gallery of images
of all the fans or foes of Marmite that have been submitted via
Facebook.
To have your face on Oxford St decorations go here : https://www.facebook.com/Marmite/app_478792335486805
The closer to the end of the 2012 year, the more creative Heineken’s brand communications become. Or in other words, another awesome idea from Heineken.
The brand in collaboration with Tribal DDB Amsterdam has launched a new social media campaign via Facebook app. This new 2-week challenge called “Meet the World in One City” is a part of an on-going global campaign “Open Your World” started back in 2010.
The point of this challenge is to let two Heineken guys Barnaby Slater
(32) and Mick Johan (32) (pictured above) from the UK and the
Netherlands, respectively, meet non-Netherlands nationals though an app www.heineken.com/meettheworld. The brand describes it as a “real-life social experiment to see if one can indeed meet the whole world in one city”
(as if meeting a person of some particular nationality might have
substituted the experience of visiting the country). Starting December
05, 2012 Barnaby and Mick have been racing through the streets of
Amsterdam to meet all 194 nationalities.
Or for more information you can go on Facebook. It's only 22 hours left! :)
Some of the most amazing videos/ marketing activities I've seen during the last month or so. Enjoy!
Heineken: The real Master of intuition
"We’ve staged a special broadcast of the UEFA Champions League final
match in a pub in Milan. Two legends of Italian football, Billy
Costacurta and José Altafini, are in the pub giving live commentary.
They don’t know we’ve hidden cameras everywhere to give them the
surprise of their lives."
During the opening weekend of James Bond movie Skyfall, Sony Mobile
carried out a stunt in true undercover manner to promote the waterproof
smartphone Xperia acro S.
It really really reminds of Heineken cinema stunts!
Queen's Diamond Jubilee is a huge opportunity for brands, first of all, to show some appreciation. It is an event that will become a part of the royal history. However, it should not be over commercialised. Brands need to relevant to the event and 'authentic'.
So let's have a look at this particular topic. I actually prepared a draft of one post, but after reading yesterday's news it has been slightly changed - therefore, I start with explaining the reasons why some brands may have forgotten about the Jubilee and then show examples of those, that haven't forgotten.
15 brands will be involved with the event – these are the
right brands, which have a good fit with the event and the Queen with the biggest being Sainsbury's - it is organising the Hyde Park Festival.
