Mercedes-Benz

According to its brand identity, Mercedes-Benz’ stands for business people with success and leadership. The problem is that this demographic, usually hardworking with little free time, are often difficult to reach by traditional means.

The perception that these executives never use digital media, however, Mercedes-Benz found to be incorrect. Its research showed that business leaders are voracious consumers of digital media. 30% read blogs on a regular basis and 72% said they were tech-connected by necessity, knowing that keeping up with the latest technology is vital to the success of their businesses.

Partnering with social networking site, A Small World – which offers membership on an invitation only basis – the car manufacturer provided users with exclusive information, content and competitions, at the same time being careful not to interrupt the user’s online experience or bombard them with too many advertisements. Offers were mainly related to activities already sponsored by Mercedes-Benz; its Fashion Week, for example, or opportunities to join its Formula One race team for a day out.

67% of those surveyed after the campaign said the advertising had impacted on their perception of the Mercedes-Benz brand positively. Nearly 40% of respondents said the campaign had made them want to find out more information about Mercedes-Benz in general. In addition, 30% said that the advertising would cause them to recommend the brand to someone else.

BRAND: Mercedes-Benz

BRAND OWNER :Daimler AG

CATEGORY :Automotive

REGION: Global

DATE: 2008

AGENCY: Davinci Selectwork

MEDIA OWNER: A small world

MEDIA CHANNEL

Mazda:::Mazda opens its layer

It is imperative for car companies to be associated with cutting-edge technology, but at the same time avoid anything potentially seen as superfluous. So, Mazda’s announcement that it was using augmented reality in its latest campaign came as something of a surprise.

Augmented reality has, until now, been rather gimmicky – 3D lapdancing girls appearing out of 2-D paper, and the like. However, JWT’s new augmented reality application – Layer – is something different, something potentially very useful. By integrating Google maps into its service it allows users to see what is happeningaround them by displaying real-time digital information on top of reality.

Mazda has built the first ‘layer’ on the new network. Through a combination of QR codes and barcode technology consumers can scan special Mazda ads in the traditional press with a smartphone and find all available Mazda dealers within the vicinity. The tagline on the video demonstrating the new service is: ‘From magazine to Mazda in 80 seconds’.

And where Mazda lead, it looks like others will follow. 10,000 applications were downloaded in the first two days and JWT says it has clients wanting to build ‘layers’ in Amsterdam and Russia.

BRAND: Mazda

BRAND OWNER: Mazda

CATEGORY; Automotive

REGION: UK

DATE: Aug 2009

AGENCY: JWT

MEDIA CHANNEL

Kimberly-Clark:::Door-to-door healthcare

Healthcare is big business, particularly in the US. Kimberly-Clark wanted to reposition itself as the leading global provider in Healthcare Associated Infections (HAI) solutions and information. To do this, it needed to prove its knowledge to the people who would gain most from it.

Each year, over one million people worldwide acquire an infection in a hospital facility. Many of these infections could easily be prevented if the right training and equipment was provided to hospital staff, but hospital staff are notoriously busy and can’t afford time off for training and conferences. Kimberly-Clark’s solution - bring the training to the clients.

It took to the road in its HAI Education Mobile Classroom - a 45-foot customised coach – designed to bring the classroom setting to the door of healthcare partners. Equipped with 12 laptops, a server that ran multiple programs at multiple stations simultaneously, a speaker platform with large TV screen and a specially designed Kimberley Clark toolkit, the mobile classroom had all the elements necessary for healthcare facilities to implement their own internal HAI campaign. Two websites supported the healthcare tour, giving testimonials from those that had participated, tour locations and dates and media resources.

The tour was covered by 20 major medical publications giving Kimberly-Clark exposure to its target market. 6,500 Continuing Education Certificates were issued at over 70 locations. Overall perception of the tour was very positive: 99% of clinicians who participated strongly agreed/somewhat agreed that they felt more empowered to do their part to prevent HAIs; 79% of clinicians viewed Kimberly-Clark as a provider of Education and Information and 81% of clinicians agreed that Kimberly-Clark products and services help them do their job better.

BRAND: Kimberly-Clark

BRAND OWNER: Kimberly-Clark

CATEGORY: Pharmaceuticals/ Healthcare

REGION: USA

DATEFeb 2008 - Dec 2009

AGENCY: Vivid Marketing

AMEDIA CHANNEL