Sony Music:::Pair Movie

"Mobile is often considered a remote form of contact, but this campaign shows how the medium can be used to physically bring people together."

BRAND OWNER: Sony Music Associated Record 

CATEGORY: EntertainmentREGION: JapanDATE: Dec 2008 - Feb 2008MEDIA AGENCY:DentsuMEDIA CHANNEL : 

For the release of Japanese singer-songwriter JuJu’s song “Sunao Ni Naretara” (wish I could be true to myself), record label Sony wanted to target women in their teens and twenties. Recognising that most people in Japan download music and music videos via mobile, Sony wanted to use the medium in as creative a way as possible.

Sony created a brand new type of mobile movie, a “Pair Movie”.  This is a mobile movie that can be enjoyed with friends by placing two mobile phones next to each other. Half of the movie is shown on one screen and half on the other screen. Two people visit a mobile site and download one half of the movie (either the left of the right), then must sit together to watch the movie. JuJu’s music video for the song was divided up into 5 episodes and was made available for free from www.sonymusic.co.jp/drama/juju. Visitors to the site could either take a picture of a QR code to get the series on their mobile or download directly from the mobile site.

As a result the Pair Movie was played 320,000 times in the first month. The total number of downloads is now 2,200,000 and still growing. More than 150,000 copies of the song were sold and the song Sunao Ni Naretara became JuJu’s biggest hit.For the release of Japanese singer-songwriter JuJu’s song “Sunao Ni Naretara” (wish I could be true to myself), record label Sony wanted to target women in their teens and twenties. Recognising that most people in Japan download music and music videos via mobile, Sony wanted to use the medium in as creative a way as possible.

Sony created a brand new type of mobile movie, a “Pair Movie”.  This is a mobile movie that can be enjoyed with friends by placing two mobile phones next to each other. Half of the movie is shown on one screen and half on the other screen. Two people visit a mobile site and download one half of the movie (either the left of the right), then must sit together to watch the movie. JuJu’s music video for the song was divided up into 5 episodes and was made available for free from www.sonymusic.co.jp/drama/juju. Visitors to the site could either take a picture of a QR code to get the series on their mobile or download directly from the mobile site.

As a result the Pair Movie was played 320,000 times in the first month. The total number of downloads is now 2,200,000 and still growing. More than 150,000 copies of the song were sold and the song Sunao Ni Naretara became JuJu’s biggest hit.

Discovery Channel – Planet Earth

Category: Media Companies

Client: Discovery Communications

Primary Agency: PHD

Contributing Agency: Creative Crew

STRATEGIC CHALLENGE

Attract a Broad Audience to Blue-Chip Programming on Discovery Channel

Discovery Channel needed to create the widest net possible to capture new viewers and reinvigorate lapsed ones. Discovery Channel wanted to introduce this broader audience to the network's core promise: the joy of discovery.

Until fairly recently, the general consumer relied mainly on those deemed “in the know” - college professors, evening news anchors or media reporters - for credible information about almost everything. The knowledge sphere was small, yet the Discovery Channel, the most widely distributed cable network in the US, has long been in the mix of this lofty circle. Still, the Discovery Channel wanted to solidify its leadership position on the knowledge map. Enter PLANET EARTH. The 11-part series, with its remarkable, never-before-seen footage, gave viewers unique insight into the vast subject of natural science. PLANET EARTH needed to confirm for viewers that Discovery Channel, the cable network and the brand, remains the most credible authority for knowledge-based, quality programming.

OBJECTIVES

• Make PLANET EARTH the most watched cable event ever (excluding news and sports specials)

• Achieve aggressive rating of 2.63 HH on premiere airing

  • 298% higher than the cable 2007 season prime HH average of a 0.66

  • 174% higher than the Discovery Channel prior 2007 season prime HH average of a 0.96

• Achieve aggressive A25–54 rating of 2.08 on the premiere airing

  • 617% higher than the cable 2007 season prime demo average of a 0.29

  • 241% higher than the Discovery Channel prior 2007 season prime demo average of a 0.61 (Source: Nielsen)

• Achieve new heights in Awareness

THE BIG IDEA

“Earthling, meet Earth - experience the planet like you've never before”

In September 2005, PLANET EARTH positioning focus group research was conducted and found that participants reacted most strongly to the position statement: “never-before-seen animal behavior and amazing scenery ... unparalleled access to areas of the earth never captured on film”. The research also showed that interest in the program and intent to watch it was largely fueled by PLANET EARTH's unique viewing experience - our planet presented in a way never before seen. Therefore a strategy was developed focusing on showing the astounding program in as many places as possible (Source: Discovery Channel focus group resource).

Viewers had never been exposed to such an expansive natural-history project. The new effects created by the specially developed lens and aerial cameras allowed for an unprecedented look at animal behavior and captured terrestrial landscapes. With PLANET EARTH, and its groundbreaking high-definition production techniques, Discovery Channel was giving viewers a definitive look at the planet.

BRINGING THE IDEA TO LIFE

Focusing on immersive communications environments, we presented viewers with a realm of full surround-sound/sight/motion, transporting them to a “new” planet earth - one they had never truly seen before. We provided, in every consumer touch point, the sampling experience that would build interest behind PLANET EARTH and drive viewers to tune in and watch the series.

TV

We use this powerful medium to bring the message in two ways:

We set the ambitious goal to make a Natural History-themed series the “water cooler” appointment TV event of the year. We used TV as a high reach vehicle to spread the extraordinary news that Discovery was about to launch the most dynamic natural history program on television. The sight/sound/motion capabilities of this media were exploited with a heavy TV schedule, surrounding the consumer with the most engrossing experience possible.

We used TV to reach out to and connect with viewers at key moments in television viewing: when they were watching the Oscars, celebrating cinematic excellence and the film industry. We included the Academy Awards in our top markets, as well as via the TiVo buy, so viewers watching the Oscars were targeted with - and treated to - a long form commercial for PLANET EARTH.

Cinema

This media was blown out to get the message across to consumers that this was not your average natural history show. An extensive plan was negotiated to include a comprehensive teaser program consisting of :10, :15 and :30 on-screen spots. The full cinema program was rolled out with a nationwide :60 commercial and an immersive 2:30 content piece in both general market theatres and highly targeted art-house theaters. Additional sampling was also encouraged by way of DVD Table Top Displays and handouts at select movie theatres.

Magazines

Visually exotic P4CBs ran in targeted publications such as National Geographic and WIRED. Magazines were also used in a non-traditional way to promote PLANET EARTH. Print media, usually reserved for two-dimensional communication, was instead used as a sight/sound/motion sampling platform for a selection of highly targeted potential viewers. Using Time Inc.'s extensive database of psychographic qualifiers, readers with particular interests in PLANET EARTH's content, and the program's visually superior high definition technology, received “sneak-peak” DVD inserts in their regular magazine subscriptions. And so those who would potentially be passionate about this kind of innovative programming were able to experience PLANET EARTH in an immersive way, triggering meaningful word-of-mouth from consumer evangelists as well as driving appointment viewing.

OOH

Spectacular OOH Boards in New York and Los Angeles brought to life the enormity of PLANET EARTH. In addition, a first-of-its-kind bus shelter program was created in New York that launched the static message of a traditional shelter into the digital age with HDTVs and Bluetooth capabilities. This unique OOH experience gave consumers the opportunity to sample Discovery's content, seeing for themselves the power and drama of PLANET EARTH. The Bluetooth capabilities (in 40 Shelters, including the 10 units with HDTV's) provided additional sight/sound/motion sampling via free downloads of PLANET EARTH clips and optional tune-in reminders.

Online

There was a two-pronged approach to using the Internet for this campaign. First, large video units on popular web site homepages such as Yahoo!, IMDb and TV.com provided broad reach. Online was also used to fine target entertainment and nature/science enthusiasts. Rich media technologies were employed to deliver sight/sound/motion sampling within the ad unit across the entire campaign. It was an easier sell to the enthusiast audience, so extensive negotiations were made to provide low-cost video options to several passion sites including wired.com, grist.org and space.com. The outcome was a video button that worked either within a smaller space or unused white space that provided additional revenue for the sites. Our online initiatives were able to complement all other media in transporting viewers to a realm of full surround-sound/sight/motion.

Viewers were able to extend their PLANET EARTH experience by visiting the web site for the series, further immersing themselves into their remarkable planet. A partnership was developed with WildTangent and Skyworks to create and promote and a tycoon style game in which the gamer managed a Discovery Channel video crew taking never before seen footage of the planet earth. The game immersed and exposed users first hand to the expansive nature and resources required for this project while integrating sight/sound/motion into the game concept.

NMS

To supplement the vast media promotion and further encourage discussion, we reached out to online communities. We listened and responded to the audience regarding PLANET EARTH, and promoted their useful feedback about the landmark program.

Public Relations

This is a selection of coverage of the coverage, which was garnered for the campaign. Overall the Communications plan reached reached 678,212,153 people in the US alone. The program was featured three times on Oprah, with a full one hour dedicated to the program. It was covered in every major national broadcast outlet (across all day-parts), print outlets, and thousands of websites.

• Four segments of Planet Earth Oprah Winfrey Show – including one full hour dedicated to the show.

• Good Morning America

• Wired Magazine feature story on the technology behind Planet Earth (March),

• Vanity Fair tune-in paragraph in Fanfair (p. 200, March)

• Vogue – paragraph with photo in “People Are Talking About” section (March)

• Discover Magazine – Q&A with Huw Cordey (April)

• Outside Magazine – Tune-in with photo (April)

• Child Magazine – tune-in (April)

• O Magazine – tune-in in their green section (April)

• Redbook – tune-in on Entertainment page (April)

• Woman's World – tune-in w/photo (March 27 issue)

• Tribune monthly magazine – interview with TCA panelists (March)

• USA Today – interview with Sigourney Weaver (week of premiere)

• Tribune Media services (syndicated article w/interview with Sigourney Weaver, Huw Cordey, Alastair Fothergill) (week of premiere) Washington Post TV Week – interview with Sigourney Weaver, Huw Cordey, Alastair Fothergill

• Washington Post Style section feature – interview with Sigourney Weaver

• NY Times – review/feature on show (week of premiere)

• LA Times – review/feature on show (week of premiere)

• TV Guide – nice tune-in paragraph with photo (January 11 winter preview issue)/planning large feature closer to premiere,

• Newsweek feature

• People feature

• Tampa Tribune – full page in Science section

• Orlando Sentinel – Science Section

• TV Technology magazine – HD technology feature with interviews of Huw Cordey, Maureen Lemire

• Gannett – feature story with Doug Allan interview

• Houston Chronicle – major review/feature

Bank of America partnership

• Environmental Vignettes on-air and in BoA in-branch monitors

• Eco-friendly home improvement tip cards in Discovery Channel Stores

• Planet Earth tune-in within BoA ATM Receipts and BoA ATM monitors

The Nature Conservancy partnership

• Adopt-A-Habitat on-air PSA during Planet Earth

• Planet Earth tune-in within TNC Magazine, newsletters and website

• Screenings of Planet Earth at select TNC Chapter events

Discovery Channel Store sweepstakes

• In-Store/On-Air Sweepstakes for HD audio/video equipment

Other

• Planet Earth Celebrity Launch Party at the Natural History Museum in New York

Communications Touch Points

Reach: National & local

Total Media Expenditure: $40 Million & over

RESULTS

The campaign, which launched in the end of January surpassed all objectives and excelled in results across multiple touch points:

Objective: Make PLANET EARTH the most watched cable event ever (excluding news and sports specials

Results: “The number one network in high quality original programming delivers the most watched cable event of the century (excluding sports and news events).”

Objective: Achieve aggressive rating of 2.63 HH on premiere night airing

Results: Achieved Household rating of 3.56 versus goal of 2.63 (135%)

Objective: Achieve aggressive A25–54 rating of 2.10 on the premiere night airing

Results: Achieved A25–54 rating of 2.64 versus goal of 2.08 (127%)

Objective: Achieve new heights in Awareness

Results: Achieved A25–54 Awareness of 30% which more than doubled Discovery Channel's premiere week average (14%) as well as the average across all cable networks tracked by OTX (12%) (Source OTX & Nielsen).

Anything Else going on that might have Helped Drive Results?

The scheduling of the PLANET EARTH launch was particularly beneficial. The program was well timed, premiering just weeks after Al Gore's An Inconvenient Truth won the Academy Award for best documentary feature, and our collective consciousness was focused on the celebrating and protecting the earth. PLANET EARTH also coincided with Earth Day, as earth-related content pervaded the media, which included programming on both cable and broadcast networks.

Terminator Salvation :::Twitter as movie marketing platform

BRAND: Terminator Salvation 

BRAND OWNER: Sony Pictures 

CATEGORY: Entertainment 

REGION :Global 

DATE :Apr 2009 - May 2009

To promote Sony Pictures latest release, Terminator Salvation, the brand is taking over Twitter with an international game that can be played 24 hours a day, 7 days a week. The premise is that Twitter users can help in the fight against Skynet and the Terminators.
Twitter members must follow Terminator Salvation on Twitter @resistance2018 and also log in on 2018blog.com. They then have to watch for tweets from @resistance2018 and respond to ‘Resistance Assignments’ quickly via @replies with hash tags to @resistance 2018 or through the blog.

Assignments include word mixes – a jumble of letters that need to be unscrambled; trivia – simple questions about the movie; and partial transmission – where some letters are missing from a word and you must fill it out.

Answers must be submitted to @resistance2018 using hash tags representing each of the types of task, so #RA:WM for word mix, #RA:PT for partial transmission and #RA:TR for trivia. Responses to assignments must be sent within 2 hours. Any response received after this are not counted.
Each correct answer gives the player points to advance on the leader-board and achieve higher ranks in the Resistance Army.

Yellow Pages Testimonial TVC::: the right way to do Testimonial ads

Yellow Pages has launched Testimonial - a new campaign created by Clemenger BBDO Melbourne featuring real business owners who have benefited from advertising in the directory.

The TVC builds on the brand’s strategy of justifying to its advertisers that their investment in being in the directory is money well spent.

The ad features 23 real business owners from all over Australia, who advertise with Yellow Pages. No paid talent was used . They describe in their own words how they have benefited from it. They paint numbers on a large yellow canvass which relate to the results they have achieved.

Al Jazeerah:::Every Angle Every Side

Al Jazeera English channel worked with Singapore interactive agency Interuptive in 2008 to promote the launch of their service on on SingTel mio TV, a Singapore-based pay television channel. An online campaign of thought provoking ad banners was created to promote the inquisitive and sometimes controversial channel. Each banner execution was based on the idea that sometimes things are not as they seem. Al Jazeera will look at every angle and every side to uncover the reality for the viewers, including newsworthy issues such as war, landmines and pollution.

Every Angle Every Side campaign was developed at Interuptive Communications,

Banners were placed on AsiaOne.com, 28 Apr 2008 – 25 May 2008, Straits Times Interactive, 28 Apr 2008 – 11 May 2008, and ChannelNewsAsia.com, 26 May 2008 – 5 Jun 2008. The Every Angle Every Side campaign won a bronze Lotus awards at the Adfest festival in March 2009, and can be viewed online here.

Mercedes enters the land of Narnia

BRAND OWNER:Mercedes-Benz
CATEGORY:Automotive
REGION:EMEA
DATE:Jul 2008 - May 2008

To celebrate a partnership between Mercedes and Disney’s movie series The Chronicles of Narnia, the auto brand sought a magical online experience that bridged the two brands and harnessed the pester power of children which can greatly influence parent car purchasing decisions. A limited edition of the Mercedes Viano designed to coincide with the release of the Narnia film featured independent screens, infrared headphones with game console connection, an iPod and multimedia reader.
Together they came up with an online communication platform at www.mercedes-benz.com/narnia.
The website was a 3D world willed with adventure and inspired by the second film in the series based on the CS Lewis novels, Prince Caspian.
The interactive website is a complex 3-D globe on which the user experiences their online adventure while travelling with the Mercedes Viano model of car. The car was positioned as a modern steed; the very best place for heroes. After an archery game, the user meets their new travelling companion in the deep, dark forest: the Viano. Users can also share the site with friends by entering their email, challenge the Narnians to an ear waving contest, upload a picture of themselves to be morphed into a mythical creature or watch a trailer of the film.
This was supported by an online banner campaign to support the launch of the website and drive traffic to it, featuring the headline ‘Beware! Enter at your own peril!’.
The site received over 100,000 visits, with an average dwell time of more than 5 minutes. The game also allowed for data capture of thousands of addresses.

Avid::: new logo

website: http://www.avid.com/

At the center of Avid’s brand identity is a new logo composed of simple geometric shapes derived from the buttons, icons and markers that consumers and professionals recognize as fundamental to the digital audio and video solutions they use every day to enable their creativity.

The new logo forms a visual connection to iconic shapes that represent “volume up, volume down, play, pause, record and forward,” signaling a unification of the company’s core audio and video offerings. The distinctive mark also spells out the company’s name in abstract letterforms.

"Avid is coming together as one company with new offerings, a new strategy, and a new operating model. We are stronger as one company than we are as separate parts, and we have a unique opportunity to help our customers achieve greater success in a digital world," said Gary Greenfield, Chairman and CEO of Avid. "Our new identity is one of the powerful ways we are communicating the evolution of our business as well as our commitment to partner with customers by understanding exactly what they want to do. Whether it's the flawless execution of a global television broadcast, a chart-topping hit song, a lean-forward moment on the big screen or in a sold out concert venue, or a home movie that family members will cherish for a lifetime, our customers want integrated, interoperable, and open audio and video offerings. By pulling together all of our category-creating technologies under one roof, we are beginning to serve our customers with digital media solutions unlike any other company in the world."

The old logo was memorable with its italic quirkiness but the new one is both memorable and relevant. At first glance it might feel like a cliche to use the play buttons as a logo, but as truly universal icons for a range of products that are accepted industry-wide, it’s the perfect use. The result is simple and bold. I could definitely do without the shading, specially being so subtle it feels unnecessary. But this will surely look great on screen and some glossy packaging. I also like the idea of filling in the shapes with images and, while it’s one of the oldest tricks in the book, Avid pulls it off nicely.

Twilight:The dawn of Twilight

BRAND OWNER:Hoyts
CATEGORY:Entertainment
REGION:Australia
DATE:Oct 2009 - Dec 2009


Stephanie Meyer’s teen vampire saga is a smash in the US but that didn’t help promote the movie of the book Twilight in Australia.
Launching at the same time as The Quantum of Solace and Australia, distributors Hoyts had a tough challenge to attract the girls and young women it wanted to watch the movie.
Research showed that Meyer’s Aussie 14-19-year-old fans could act as cheer leaders to their peers.

The campaign made Twilight part of the conversation with communities on MySpace and Facebook, bespoke MSN Messenger packs and viral trailer distribution.




Young women were targeted via celebrity gossip magazines, incorporating the Twilight characters into the target’s every day reality and backing this up with bespoke and high frequency placements on popular websites.
Twilight generated more than $20m dollars at the box office, 1,110% above Hoyts average revenues for a movie and $7m ahead of target.

ZDF : Bus becomes Batmobile

BRAND OWNER:ZDF
CATEGORY:Entertainment
REGION:Germany
DATE:Dec 2008 - Jan 2008


Public TV channel Zweites Deutsches Fernehen (ZDF) wanted to communicate its strong movie programming, specifically with the airing of Batman Returns.

ZDF decided to target Hamburg commuters on their way to or from work. It signed a deal with bus companies to place a sticky overlay on the windows with details about when Batman Returns would be shown on the channel.

Then small Batman figurines hanging on flexible wires were attached to the outside of the buses with small suction pads. When the bus was stationary, the figurines hung down, out of sight of passengers inside the bus. As the buses built up speed, the airstream would cause Batman to rise up into the air as if flying.

Many passengers documented the campaign with their cameras, which caused the campaign to spread virally online.

X-Men::: The Wolverine Buddy Poke

BRAND OWNER:Fox Films
CATEGORY:Entertainment
REGION:Brazil
DATE:Mar 2009 - Apr 2009

To promote the premiere of Fox Film’s new film X Men Origins, the film studio wanted to take advantage of the popularity of social networking site Orkut.

One of the most popular applications on Orkut is The Buddy Poke. The Buddy Poke is essentially a greeting delivered by an avatar from one friend to another. Users can express themselves via the character.
For the purpose of the movie promotion, an avatar of Wolverine was created – the first time the application has been used by an advertiser. Users of the Wolverine Buddy Poke can be select two options – either “claws out” or “ask to respond” – to send to friends.

Having selected the greeting, their own avatar gets personalized to look more like wolverine – complete with huge claws and side burns.

Then a small animation of the newly wolfish avatar can be sent to a friend. The Buddy Poke is not branded with the name of the film at all – the idea is simply to make a subtle association with the film, which launches at the end of April.
The movie charts the violent and romantic past of Wolverine, from his complex relationship with

Swedish Magazine is Published as a Tattoo

Taking the notion of limited edition to the extreme, Swedish magazine Tare Lugnt have released their third issue as a tattoo. You can see the magazine being “published” below.

AWM Hot List '09: Top 10 Magazines

AWM Hot List '09: Top 10 Magazines
March 22, 2009
-By AdweekMedia Staff

Methodology

The Hot List and 10 Under 60 Hot list annually recognize consumer magazines with a recent track record of standout advertising revenue and page performance. To be considered, a title’s ad results must be tracked by the authoritative Publishers Information Bureau.

For the Hot List, we look at the last three calendar years, and for 10 under 60, the last two years. Thus, for the Hot List, a title must have been published for at least three years and must have taken in $60 million or more in annual ad revenue, while for 10 under 60, a magazine must have been published for at least two years and reported annual revenue of less than $60 million. You’ll notice that this year, we raised the eligibility cap for the small list to $60 million from $50 million. We did so to reflect the industry’s 23 percent revenue growth since 2003, when the threshold increased to $50 million from $40 million. In examining magazines’ ad performance over time, we give the greatest weight to the most recent year. W

e consider the performance of each title against its category peers, as well as the vitality of the category overall. We also evaluate circulation quality and performance, paying particular attention to the closely watched barometer of newsstand sales for the second half of 2008, as reported by the Audit Bureau of Circulations.

Finally, we consult a number of influential media buyers, who provide insight on which magazines they and their clients favor at the moment. So, please turn the page for this year’s AdweekMedia Magazine Hot List.

1. The Economist 2. Elle 3. People 4. Women's Health 5. Every Day With Rachael Ray 6. Real Simple7. Men's Health8. Family Circle 9. Vogue10. New York