ACDelco is a subsidiary of American car firm, General Motors. Despite carrying parts for all makes of vehicle, there was widespread misconception in the UAE market that the firm only serviced American cars.
Traffic statistics suggested that drivers spent an average of 4 hours on the road in Dubai. Memac, Ogilvy and Mather use the trucks themselves as mobile advertisements. Using the free advertising space on the side of ACDelco trucks, they were branded with a fun, simple slogan, “Yes! We also have parts for this car!” with arrows pointing at passing vehicles.
The trucks drove through key areas, and parked in strategically visible sites, and allowed the passing traffic to complete the artwork. Achieving an estimate 3.2 million impressions per month, the campaign increased store traffic, and helped to change public perceptions of the firm’s products. The branded trucks were part of a larger campaign that saw a 28% rise in end of year sales figures.
It’s often said that sex sells and online retailer Love Honey has set about proving this with its own Google Maps concoction.
The online sex shop was looking to boost its profile in the £315m-a-year industry and decided to build on the long love affair between consumers and novelty online applications.
Love Honey set about making an interactiveheat map, showing the most amorous and the most prudish areas of the UK. An anonymous sample of more than 500,000 orders placed at the e-commerce site was aggregated into regions that match the population statistics from the UK Census. It then divided the amount of money spent in each region by the number of people who live there to reveal the average spend per head on all sex products. This was then plotted on the map, with a heat scale from ranging from bright red (“scorchio”), marking the areas with the highest concentration of sex product purchases, through to a prudish blue (“Frosty”). Thus the UK Sex Map was born.
Every town with a population of over 10,000 was included and separated by annual spend per-capita. The site is updated with monthly data, and users can search for their own home towns to see how “sexy” they are. They have been careful to ensure that you can’t zoom in too far to see any actual delivery address – your neighbours aren’t going to be happy if you can work out how many sex toys they have had delivered in the past year. For each location, you can also see a top 10 list of most popular sex toy purchases and how your town fares against others in the locality.
Links offering quick purchases were included, while the site provided banner ads and other materials featuring messages like “How sexy is your town?” for use on local sites with the aim of generating a sense of competition.
The project was a product of the website’s ongoing strategy to increase consumer involvement and was made possible thanks to the increasingly cheap online mapping tools.
Every brand must have an application these days, or so it seems. To launch its own incarnation of the iPhone app, Toyota turned to UGC and encouraged passers-by to doodle on the prominent Reuters billboard overlooking Times Square in New York.
Billboards have become a secondary medium in recent years. Most brands see them as an add-on, rather than an integral part of a campaign, as they used to be. The type of digital interaction being utilised by Toyota, however, could see billboards regain a place in marketer’s hearts.
Toyota took over the Reuters billboard for a limited 3 day run. Members of the public sketched simple designs on a handily available Prius app, these sketches were then sent directly to the digital billboard and layered over the original display ad for Toyota’s iPhone application. A web cam on the Reuters site allows users to see what is currently being sketched and footage of passers-by interacting with the billboard was seeded onto YouTube. Available to download from the iPhone store, the app allows users to take a virtual tour of the new Prius, compare colours and watch videos – as well as interact with Toyota billboards, of course.
By creating a hybrid advert from the public’s doodles and the original billboard design, Toyota advertised its new app in a way that also promoted the core value of its Prius model.
Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out characters exploding out from the poster, the interlinked billboards are the longest advertising face in the UK. This is the first time in more than a decade that the opportunity to dominate one of London’s most famous outdoor locations has arisen. Located between Heathrow and the West End, this campaign will deliver almost 6 million impacts, according to data from the Department of Transport .
Advertiser name: Twentieth Century Fox Product: Avatar Campaign dates: December - four week campaign Format and weight: Clear Channel Create special build Creative Agency: TEA Media Agency: Vizeum and outdoor specialist Posterscope
The perfect infography must synthetize complex information in a simple visual representation, which is not easy. The following examples take information architecture to another level by making it beautiful.
Branding. In event marketing it’s more than plastering your logo on a pen, sponsoring a lunch or hanging the largest banner allowed by show management over your booth. To truly build a brand that leaves an indelible imprint on the hearts and minds of audiences, event marketers must adopt a more strategic, holistic approach. Think of it this way. People build perceptions through five lenses: emotion, reason, knowledge, personality and experience. It is exceedingly difficult to effectively address these through logos, signage and the like. To truly build a positive brand impression requires the building of trust and relationships. Here are 13 ideas to help you build your brand through broader and deeper audience engagement at your events. Everything Matters: Every touch point with your audience has the opportunity to make or break their perception of your brand as well as your relationship with them. Take nothing for granted. Booth Layout: The look and feel of your booth is a good starting point. Remember, what’s not in your booth is just as important as what is. Keep it open, inviting and comfortable. Signage: Use messaging as a strategic weapon. Adopt a messaging hierarchy for your presence. Consider what your messaging strategy is, and what high level and detailed messaging you will include to draw people into your booth and entice conversation with your staffers. Hint: you don’t have to tell the whole story from across the convention center. Also, the amount of messaging, fontography, and integration with pictures and video is critical. All elements need to work together simply and seamlessly, to tell your story. You have 3-5 seconds. Go! Experiences: Given that one of the key foundations of building perception is experience, you should really focus on this one. Make your events authentic, engaging, interactive and immerse your audience and you’ll go a long way to bolstering brand perception. Storytelling: Use case studies and stories to build positive brand impressions from an audience perspective. Using guest speakers on panels or use video both at the event and online to draw your audiences in and show how your brand addresses their needs and makes them a hero in their own story. Trained Demonstrators: It is true that no one in your company knows your products better than the folks who created them. It is also true that delivering demonstrations based on audience needs (not product features and benefits) presenting ideas effectively in a public forum and engaging audiences in meaningful conversations, is a skill in it’s own right. If your staff is trainable (meaning they could pass as a professional speaker or demonstrator) by all means train them. If not, use them as company and product experts after the pros energize, excite and engage the crowd. Educational Sessions: Whether you are participating in a third-party tradeshow, conference or planning a proprietary event, it’s important to add value to your audiences. In many cases this means offering some sort of education. The tracks you participate in, the type of knowledge you impart, the number of sessions, the quality of the speakers and the breadth and depth of content you provide all say something about your brand. Also, keep in mind that any educational session should be designed so it is entertaining, easily digestible and shareable beyond the session itself. Think about how audiences will use this content in social media. Speaking Opportunities: Like educational sessions, speaking session should be treated as critical for appealing to the emotion, reason and knowledge lenses of your audiences. Work with show producers to secure the most prominent speaking session(s) possible whether through purchasing sponsorships, or building such a reputation in the marketplace for excellence, the mere presence of your rockstar executive will draw crowds to the event. Private Meetings: The most important audiences are those who align themselves with your organization. This is true for prospects, customers, and loyal advocates. Holding special off-floor activities just for them will make them feel special and validate their affinity with your brand. Make sure these activities are of the highest quality, valuable, entertaining and allow for networking with peers. Audience Generation: Aside from “just do it,” remember the type and frequency of touches you have with your potential attendees before the event creates an important brand perception. Here you have an opportunity to show you care about these audiences, which activates emotional triggers. Promotion: Although niche themes for your event can be fun and all, try to resist the temptation of going way off brand. Whatever promotions, gameshows, sweepstakes, giveaways, contests, booth themes, etc. you choose, they should be first and foremost designed to add real value to your audiences. Secondly, they should be aligned with your core brand values and messaging. The promotion should never outweigh the prominence of your brand. here’s a simple trick. Try saying the promotion name with your competitors brand and message as part of the slogan. If it works, it’s not for you. Follow-Through: The speed and authenticity of your follow-up activities with your audiences after the event also have a tremendous impact on brand perception. make sure you have a plan for how to manage hot, warm and cold leads after the event. Ensure any information captured on site about the audience is shared with the sales or field staff responsible for post-event contact strategies. Audiences should be contacted as close to immediately after the event as possible, or they will shop your competition, and you have lost an opportunity to build deep, meaningful relationships, not to mention negatively impacted your return on investment. Social Media Integration: Think beyond the event in terms of audience, content and relationships. Social media activities and audience engagement should be planned for and executed before, during and after the event. An event is a point in time, a relationship lasts far longer. Make sure you participate where your audiences are already congregating. Do your research. It may not be where you think. An event is the best place for audiences to look a company in the eye and become immersed in a ‘brand experience’. Second to this is the pervasiveness of the digital channel in providing interactive ‘brand experiences’ for many audiences. Outside of events, digital marketing provides an experience which engages audiences in a two way conversation with a brand. This often leads to a transaction that is immediately measurable. However, this transaction is far less indelible than a face-to-face conversation which helps build a long term relationship based on shared experiences, a mutual exchange of value, and the building of trust.
Advertising Agency: Mccann Erickson, Tel Aviv, Israel
VP Creative: Tal Raviv
Creative Directors: Sigal Abudi, Nir Levi
Art Director: Guy Laufer
Producers: Guy Laufer, Maya Kushnir
Graphic Designer: Eli Azarzar
Photography: Photo Azi
Published: December 2009
Joy is the scent of a new BMW. To make your dream BMW a reality, visit your BMW retailer orwww.bmwfinance.ca and explore all of your leasing and financing options today. BMW Financial Services
This print ad from The German Road Safety Organization (DVW) aims to show the importance of wearing seat belts while driving. The message has been conveyed clearly through the meticulous way of art-direction. DVW is an organization which has been working towards greater safety and fewer accidents on Germany’s roads for over 85 years. This print ad aims to bring this message home to German car drivers. The copy reads-Buckling up can save lives.
CREDITS Advertising Agency: Scholz & Friends NRW, Duesseldorf, Germany Managing Director: Niels Alzen Creative Director: Alexander Hansen Art Director: Pia Niehues Copywriter: Leander Schmalfuß Graphics: Stephanie Blaschk, Sebastian Jahrmarkt Photographer: Bsmart Stockholm, Johannes Pöttgens Managing Director: Raphael Brinkert Management Supervisor: Bastian Kühl Junior Account Manager: Holger Hansen Consultant: Jens Lange
One in Nine is a non profit organization in Israel dedicated to make awareness of breast cancer. The name compels further reading of the startling statistics that one in every nine women in Israel will be forced to cope with breast cancer during her lifetime. This campaign for One in Nine, developed by McCann Erickson, Tel Aviv, aims to tell women that they should be more cautious about the attack of breast cancer disease and gives a message that early detection can prevent the disease. As part of this initiative, they launched the campaign in association with several daily newspapers. They took the horoscope page and moved the reading for the Cancer sign several pages back, so that the reader would discover the cancer horoscope earlier than usual. The campaign was signed with “Early detection of cancer can save lives. Get yourself tested”. The campaign is sure to grab the necessary attention. But, there is a slight problem of misleading the readers from what they actually intend to read. Considering the magnitude of the subject, we can leave it. Right?
CREDITS Agency:McCann Erickson, Tel Aviv, Israel VP Creative: Eldad Weinberger Creative Director: Ido Ben Dor, Sigal Abudy, Meiran Pachman Art Director: Guy Laufer Copywriter: Ido Mymon VP Accounts: Hagar Barzelai Account Supervisor: Alona Dekel
It was a great idea when Aviva Canada did it last year www.avivacommunityfund.org. This will be the first time in 23 years that Pepsi will not air an advertisement during the Super Bowl. That’s a big deal, both culturally and financially. Instead of advertising during the Super Bowl, Pepsi is focusing its energy and money on its online presence where the brand believes a younger and accessible demographic is spending its time.
The Pepsi Refresh Project is a multi-million dollar marketing platform that invites people to submit and vote for ideas that help make the world a better place. Pepsi is a brand that has always embodied the spirit of youth. Whether through social initiatives, or its place in pop culture, Pepsi has always fuelled and created culture. In 2009, Pepsi launched the Refresh campaign, celebrating optimism and its role in our changing world. This year, Pepsi is putting that optimism into action, with the launch of the Pepsi Refresh Project. Over the course of the year Pepsi will be awarding millions of dollars in Pepsi Refresh Grants. Rather than simply donating the money to charity, the Refresh Project promises to connect to consumers on a personal level, increasing their involvement with the brand by letting them decide which projects to fund. Submissions are welcome from all walks of life: consumers, for-profits, non-profits. Anyone with an idea is eligible. As for how the money is distributed, that’s up to the public too. Voting is open to everyone, and only the most popular ideas will be awarded Refresh Grants. This isn’t a cause marketing initiative. It’s not an advertising campaign. It’s not a social media campaign. It’s a refreshing new way of doing business, based on a firm belief at Pepsi that doing well means doing good.
The Pepsi Refresh Project will feature social-networking campaigns that leverage the participate/contribute-and-vote-online model that many brands have used in the past to encourage consumers to engage with their products via the Internet.
Pepsi is looking to appeal to the consumer’s more compassionate side by offering grants "to those presenting the best ideas to improve the communities we call home and, perhaps, transform the society we call America.” The $20 million digital-based project will highlight a new website and Facebook presence – because isn't that where all the kids are these days? And their parents for that matter? Ralph Santana, VP of marketing for PepsiCo North America, felt strongly about the new strategy: “We’re living in a new age with consumers. They are looking for more of a two-way dialogue, storytelling and word of mouth. Mediums like the digital space are much more conducive towards that.”
Pepsi is giving away millions each month to fund refreshing ideas that change the world. The ideas with the most votes will receive grants. We're looking for people, businesses, and non-profits with ideas that will have a positive impact. Look around your community and think about how you want to change it.
Join the Pepsi Refresh project today; anyone can submit their ideas and vote for their favorites. Your idea could help change the future. Your vote will help great ideas become reality. For grant ideas, or to submit your own, visit www.refresheverything.com.
The big winner is this development, however, is Facebook. Major brands such as Budweiser and Coca-Cola are increasingly investing advertising dollars and building their marketing strategies around the popular social platform. Facebook allows corporations to contact consumers directly with the creation of brand-centric pages and themed applications.
And now, Pepsi will skip commercials during the Super Bowl in favor of a more contemporary and personal form of advertising.
If it is successful, look for big changes in how brands invest in Super Bowl commercials in the future and Channel selection guided by reach of your target market should always apply. Advertising Agency: TBWA\Chiat\Day, Los Angeles, USA
Global Director of Media Arts: Lee Clow
Chief Creative Officer: Rob Schwartz
Group Creative Director: Brett Craig
Interactive Creative Director: Michael Tabtabai
Associate Creative Director: Xanthe Hohalek
Art Director: Dustin Artz
Copywriter: Chris Jones
Managing Director: Erica Hoholick
Account Director: David Dreyer
Management Supervisor: Kristen Latto
Executive Producer/Agency Producer: Anh-Thu Le
Assistant Producer: Doris Chen
Production Company: Paranoid US
Director: Francois Vogel
Director of Photography: Michael Cleary
Executive Producers: Cathleen OConor/Claude Lettessier
Line Producer: Janice Biggs
Editorial: Union Editorial
Editor: Einar Thorsteinsson
Assistant Editor: Daniel Moreno-Luna
Executive Producers: Michael Raimondi, Megan Dahlman
Producer: Joe Ross
Visual effects: Resolution
Sr. Visual Effects Supervisor: Todd Iorio
VFX Artists: Amir Qureshi, Seth Silberfein
Compositors: Evan Guidera, Jason Jenson, John Nierras, Mannix Richenbacher
Music: The Black Eyed Peas One Tribe
Mixing Facility: Resolution LA
Mixer: Josh Eichenbaum
