Showing posts with label Experiential Marketing 3.0. Show all posts
Showing posts with label Experiential Marketing 3.0. Show all posts

Adobe Stock Apparel SS16 Lookbook

If you're a marketer, you've experienced the pain of sorting through seemingly endless pages of bad stock photos in search of one that just isn't too awful. To promote their new stock photo service Adobe Stock, Adobe partnered with Swedish agency Abby Priest to develop a tongue-in-cheek fashion line that features outdated, overused stock photos.

You can see the full Adobe Stock Apparel lookbook here.

Customer Experience, listen, indulge and embrace

Or as we call it in branding “ Brand offering “ … the unique selling proposition 

Brand Promise

Because we know how important it is to get your food on time…
If we are more than 30 minutes late on your confirmed order  time , your order is FREE….
"we delay, we pay”. 


It's the tangible benefit that makes a product or service desirable. And assures  brand stand out position in online food delivery spectrum in KSA


A practice embedded in each policy and procedure of brand daily operations.


Manifested in operations , monitored and controlled by customer service  after the set procedure is confident in its abilities and has developed a controllable and consistent customer experience


  • First 30 days,  internal and external communications + penalties funded by marketing budget
  • Next 30 days customer care will fund
  • Final 30 days and forward each team member fail the promises will pay for the order value.

Worldwide practice

  • FedEx —when it absolutely, positively has to get there overnight.
  • Careem — if we are late on your airport trip, its free
  • Apple — Own the coolest, easiest-to-use cutting-edge phones, computers and other consumer electronics
  • McKinsey & Company — Hire the best minds in management consulting
  • — High-quality training that’s affordable and convenient
  • IDEO — Industrial design for companies that want to innovate

Industry: Food & Beverage, QSR, Online food order application
Brand: Local, 9 months since launch.
County: Saudi Arabia
Date: September 2016 

Airbnb| #treehousetuesdays

A great way to get people excited about your brand is to offer them the chance to experience something unique. With #treehousetuesday, Airbnb features photos of actual listings in their service that allow you to spend the night in a real-life tree house. Judging from the engagement on this photo, I'd say it's working well for them. 

Pepsi | #LiveForNow

This might be difficult for most companies to pull off unless you have a large enough budget to make room for these special effects. As part of Pepsi's #livefornow campaign, they created this incredible bus shelter in London that's designed to get funny reaction from people. This is one you really have to watch. 

Redd's Apple Ale | Redd's Apple Launcher


In a crowded marketplace filled with “up-and-coming” alcoholic beverages, from craft beer to hard ciders, MillerCoors needed to set its new Redd’s Apple Ale apart. While an apple-flavoured beer was something different than other beers on the market, it still presented a tall task, especially in targeting a consumer group moving away from all beers except craft.
The war for market share in the beer category is brutal. With millions of Millennials venturing off into spirits and wines—compounded by increasing competition from the growing cider category—Initiative had its work cut out. Redd’s is the first (and only) hybrid beer-cider in the field, but having a unique product isn’t enough in today’s landscape. It needed to position the drink in a way that not only appealed to a notoriously fickle audience, but gave legitimacy as a real beer option, instead of merely a passing fad.


When the agency delved into the consumer (males 21-34), one thing struck: More than any other demographic, these consumers needed to be the first to try new food and drinks—almost as a badge of honour. Initiative had the beginnings of a strategy, as it now knew that positioning Redd’s as a “must try” beverage was the way in. 
But do this, it needed to create a buzz loud enough to influence the target in a fun, new way. So the agency set about developing a fully interactive campaign that felt fresh, new, and most of all, buzzworthy.  Initiative needed to engage the consumer in their everyday life by selling the idea of “embracing the unexpected” and branching out from the drab and normal. After brainstorming and testing dozens of ideas, it settled on a two-prong strategy to bring the insight to life.
The first goal was to visualize how different Redd’s is, and in the process mark its stake as a brand trying to do something different. To accomplish this, Initiative set out to highlight the apple’s iconography in American culture and show the fruit in out-of-the-ordinary ways using various out-of-home executions, 60-second spots, in cinema, and on pages in Rolling Stone and Entertainment Weekly. 
The second part of the strategy was to put the power in the consumer’s hands and execute a completely new way to show the product “in action.”


Enter Redd’s Apple Launcher: a first of its kind interactive experience that allowed online and app users to launch real apples at a real target, in real time. Users that logged on the website were greeted with several options at the “Redd’s Bar” where they could select what and who they wanted to shoot with the apple launcher.
But the fun didn’t stop there. Because only one user could shoot the launcher at a time, Initiative created a way to let those waiting in the queue engage with the brand, whether that was choosing the song that would play next or what should happen in the funhouse. Users also received points for their performance and were entered to win daily prizes, including Living Social Deal Bucks, sunglasses, and glassware.
It also developed a TV partnership with Big Bang Theory and Myth Busters to promote the event, and partnered with uStream to launch a “uStream Takeover” that got cross-channel pollination from media outlets including CNN, Yahoo!, Washington Post and Monocle.


The Redd’s Apple Launcher campaign “literally” catapulted the beer into consumer’s consciousness and allowed it to overtake its main competitor to become the fifth-fastest growing beer brand in only four months, according to Nielsen.  Volume goals were exceeded six months prior to the first year of sales and it became the #1 selling FMB six-pack at 7-Eleven and Harris Teeter within four months. Awareness from the target for Redd’s reached 57% seven months into launch (Millward Brown, ACT tracker) as well.
The Redd’s Apple Launcher website received over 175,000 visits across just five days with a 92% new visitor average (Google Analytics) and over 27,000 sweepstakes entries were submitted (Ignition) via the app.
Brand integrations also showed considerable success with media platforms including BuzzFeed, Discovery, and Yahoo, delivering over 52 million impressions (Media Mind). Social integration through 13 launcher-related posts reached over 1.5 million people with 6,000+ likes, 439 comments and 320 shares (Facebook Analytics). Integrations into Maxim magazine resulted in over 12K scans and over 2K video sweepstakes entries, while digital promotions through Maxim beat interaction benchmarks by 17 times the average (Data provided from Maxim, benchmark via Media Mind). Now, only a short time after launch, Redd’s has become a household name.
Redd's Apple Ale
Drinks (alcoholic)
United States
June - July 2013

    MegaFon | Megafaces - Sochi Olympic Pavilion


    MegaFon, the general partner of the 2014 Winter Olympics in Sochi, with its Olympic activation needed to reinforce its customers’ loyalty and mobile internet usage as well as to stimulate mobile internet trial by other network customers in the time of Mobile Number Portability (MNP).
    In early 2013 the Olympics seemed “very official and unapproachable” for most Russians. MegaFon found a phenomenal business opportunity to encourage everyone to leave their personal mark in the Games history and put its high-speed mobile internet at the core, inviting fans to write a new digital chapter of the Olympics.


    Megafaces – MegaFon’s Olympic Pavilion – became a pinnacle of the five month Olympic campaign ‘Create Your Own Olympic History’ and gave everyone the opportunity for an epic “I was there” Olympic moment – for THE best selfie ever!


    The 2,000 square metre Pavilion featured the world’s first large scale LEC kinetic façade, becoming a digital Mount Rushmore. Customers from across Russia and visitors to the Olympic Park had their faces photographed and transferred to the Pavilion façade. It was designed to function like a huge pin screen that could extend out to a depth of up to two metres. The façade of the Pavilion was made up of over 11,000 actuators and was capable of rendering 3D images eight metres tall by six metres wide. It morphed every 50 seconds, with three faces featured at any one time, enlarged by 3,500%.

    A 3D processing engine ran automatically to algorithmically position, scale and re-light the raw scan data from a virtual photo booth. The effect this created was akin to a digital tromp l'oeil – the first of its kind.


    MegaFaces was a runaway success. More than 400 news articles featured in the Russian media and over 600 internationally established the pavilion as one of the iconic symbols of Sochi 2014. More than 140,000 participants’ faces were shown throughout the Games and more than 100,000 posts and tweets.
    This impressive campaign was awarded the Innovation Lions Grand Prix at the Cannes Lions International Festival of Creativity 2014.

    February - February 2014

      Vogue Sunglasses | Vogue Style Mirror


      Statistical evidence proved for Vogue Sunglasses that stylish experiences and lifestyle engagement increased not only brand measures but delivered immediate pay back in sales. At the same time OMD knew that the abundance of competitions increasingly alienated young audiences, especially when they are connected to cool brands. Vogue reacted to the first insight and created Vogue Style Miles – an engaging competition to collect miles/points with the main prize being a trip to Brazil.
      OMD’s challenge was the second part. How could it create the respect, attention and participation this project deserves and generate sustainable growth of demand for this season and the years to come?


      Oh my God… another competition? The young, fashionable, smart consumer Vogue is talking to is literally assailed by numbers of events weekly. However, this had the outstanding main prize and wanted to maximise the pull of the potential trip to Brazil.
      Research through social network and search data showed that Brazil is the destination that is most connected to mystical but fun experiences: Dancing Samba in a vividly coloured street or playing football at the Copacabana beach? Everybody has had a dream about Brazil.
      How can OMD transfer the Brazilian collective imagination into a physical experience space in Italy? The answer was:  let people travel without leaving.


      The agency built an interactive space with digital ultra-high resolution screens where consumers could try Vogue Sunglasses and project themselves in many different social contexts of this exotic destination: a pool party, a beach sunset, an elegant dinner and many others.

      The Style Mirror was the place where the brand story met consumer imagination, while wearing sunglasses was the access gate. When the interactive screen was completed, it immediately understood the amazing power of that device: Placed in hand-selected environments of highest affinity such as aperitif parties in upmarket locations it suggested to experience Vogue Glasses in a dream Brazilian virtual environment.
      Supported by a targeted strand of bought media, Display, Radio, Print and Social platforms, Vogue moved consumers in to the owned environment, where consumers could transfer themselves into the Brazil setting.
      The Style Mirror, heart of consumer experience, was surrounded by sunglasses to try on: consumers could wear their favourite eyewear imagining being a star in Rio or dancing with friends in amazing locations. Connected via Facebook, consumers shared this fun, while in parallel posts generated also suggested the best retailers in the area. The idea of watching themselves from a new perspective in an exclusive environment made people feel like a star in a dream: this was the aspirational purpose of this campaign.


      Style Mirror smashed expectations: 5,771 people dreamed to be in Brazil for a few minutes and entered the contest, which is six times more than the competition of last year and 16 times more than the average of comparable competitions (350 - average provided by Vogue).
      Consumers also shared this experience with friends on social media multiplying the exposure with the result that Italy is the number one country among 34 providing the most registered contacts to the Style Miles rewarding platform (11.290 Italians out of 20.383 global).
      And most importantly it delivered significant purchase uplift: +20% vs previous year in the areas where events took place. 
      Vogue Sunglasses
      Luxury Goods
      June - July 2013

      The Beetle Shark Cage |Volkswagen Beetle | USA

      The Volkswagen Beetle is an iconic beacon for the VW brand, but over the years, it has increasingly been perceived as feminine. The cute, rounded design – not to mention the flower holder installed in the car – made it a “girl’s car”, and all the purchase data and conversation around it agreed. This was a problem for Volkswagen. Why? Because you might be able to sell a guy’s car to girls, but you can’t sell a girl’s car to guys. On its quest for unprecedented brand growth, Volkswagen needed men to love the Beetle.

      All guys love to talk about their friends who do cool stuff. These are the guys who always have great stories and experiences. So Mediacom USA decided to make the Beetle “your cool friend” – the guy who does cool stuff you can only dream about. The agency used media to put Beetle in a place every guy wishes they could be (maybe once): swimming with sharks.

      The Volkswagen Beetle is an iconic beacon for the VW brand, but over the years, it has increasingly been perceived as feminine. The cute, rounded design – not to mention the flower holder installed in the car – made it a “girl’s car”, and all the purchase data and conversation around it agreed. This was a problem for Volkswagen. Why? Because you might be able to sell a guy’s car to girls, but you can’t sell a girl’s car to guys.

      On its quest for unprecedented brand growth, Volkswagen needed men to love the Beetle. The brand had ‘manned up’ the car with a redesign that made the new Beetle faster, stronger, and sleeker. But while the new model may have had the right style for male buyers, the perception about the brand hadn’t changed. For the launch of the new sporty Beetle, Mediacom USA needed to develop a communications platform that would lure men back and convince them that this Beetle was for them.

      All guys love to talk about their friends who do cool stuff. These are the guys who always have great stories and experiences. So the agency decided to make the Beetle “your cool friend” – the guy who does cool stuff you can only dream about. Mediacom USA used media to put Beetle in a place every guy wishes they could be (maybe once): swimming with sharks.

      The Discovery Channel hosts “Shark Week” – an annual week-long series of television programming devoted entirely to sharks. Shark Week has become a cultural phenomenon and delivers guys to the network in big numbers. With the 25th anniversary of the event falling in 2012, this was expected to be the most compelling Shark Week ever.

      Working with Discovery, Volkswagen engineers, and a shark photographer and his team, Mediacom USA created a fully operational underwater Beetle – a “Shark Observation Cage”. This wasn’t just a cage, but a perfect replica of the iconic car. The submersible vehicle had a structure made of tubular aluminium, a set of 19-inch Tornado alloy wheels and the Beetle’s iconic headlights. And it was equipped with a full air system and turbo packs that allowed it to drive underwater.

      To drive home the impressive feat, the agency produced a compelling series of mini-episodes that chronicled the process – from design to construction to finally dropping into shark-infested waters. So in other words, the Beetle literally swam with sharks! And seeing the Beetle actually drive on the ocean floor as sharks swirled above was a spectacular sight – your ‘cool friend’ indeed.

      The on-air series was created not only to showcase the spectacular footage of the Beetle underwater, but also to fully highlight this incredible engineering accomplishment. The frame and design was unmistakably Beetle, down to the last detail. The cage was only a quarter-inch off in spots from the original Beetle design, and the side-view mirrors even contained the warning that “Sharks in mirror are closer than they appear”. 

      The three mini-episodes aired during Shark Week programming on both TV and online, and Mediacom created teaser content for VW’s social properties to extend outside of the one week on-air event. But they didn’t stop there: VW had 100% share-of-voice on the Shark Week landing page, with high impact placements throughout Discovery’s online properties. VW also blanketed the Shark Week digital experience with brand messaging around all touch-points. 

      As engaged viewers watched the Beetle’s journey to the bottom of the ocean unfold, they could check out exclusive bonus Beetle Shark Cage content on a tablet co-viewing app. And to drive viewership and strengthen the connection between VW and Shark Week, Mediacom collaborated on promotional assets that included VW tagged tune-ins, out-of-home executions and print ads.

      To build buzz before the programme aired, the Beetle Shark Cage was showcased at a dealer event and the Shark Week premiere party. The PR push was successful; the Beetle Shark Cage became a hotly anticipated pop culture event, with significant coverage ranging fromThe New York TimesandAdvertising Ageto prominent design, entertainment and automobile publications.

      In only one world can a beetle take on a shark…and win! Brand recall, likeability and brand opinion scores all SHOT past competitive benchmarks.

      Average digital engagement on the Shark Week site was 28.5 minutes, with five million views overall. The VW playlist had 350,000 views with a 65% completion rate, and over 1.8 million Facebook posts were generated about the Beetle Shark Cage!

      Most importantly, Volkswagen saw an immediate and significant impact on sales: Beetle sales topped 3,000 units in August – the highest monthly total of the year!

      Who was driving this jump? It was all about the guys – the percentage of sales from male buyers DOUBLED, jumping from 20% to an astonishing 40% almost overnight!

      BRAND:  Volkswagen Beetle

      BRAND OWNER:  Volkswagen Group

      CATEGORY:  Automotive

      REGION:  United States

      DATE:  May - August 2012

      AGENCY:  MediaCom

      MEDIA CHANNEL:  Experiential,Events,Online,TV

      Ecco: World's longest catwalk


      Shoe brand Ecco had gone from strength to strength in its homeland of Scandinavia. In Australia however, Ecco had just 3.7% unaided brand awareness. Those that were aware of the brand thought the shoes were comfortable but only 9% saw Ecco footwear as stylish. And that was a challenge area as style always came first for Australian women.  They were choosing to sacrifice comfort for that pair of heels they simply-couldn’t-live-without and resorting to a range of tactics to help take the edge off the pain.  88% of women admitted to lining their shoes with bandages or tape to protect their toes and heels. A small number even admitted to shoving toilet paper in their shoes during a night out. Ecco set out to prove to women that Ecco footwear could solve their shoe-related problems.
      The key objectives were to make women see Ecco shoes as both comfortable and stylish – increasing the style perception from 9% to 15%, turn Australian women into Ecco advocates – increasing the volume of online conversations by 50% and positivity by 5%, and finally, drive a 10% YOY increase in sales.


      Australian women had been conditioned by fashion brands to believe that comfort and style cannot coexist. To make it even tougher, experts were inundating women regularly with fashion and beauty claims that did not translate in the real world. This led to the consumer insight: Australian women wanted to believe that style and comfort was possible in a shoe but needed to hear it from ‘women like them’ before they could trust the claim.
      The strategy was to use real women to change the conversation by giving undeniable proof that style doesn’t have to be sacrificed for comfort.


      The idea was to host a chic catwalk in one of Sydney’s most iconic locations, a catwalk so long that no one would be able to fake comfort. Ecco’s catwalk event had two notable differences from a regular fashion show. The first was that the end of the catwalk couldn’t be seen and the second, that there was not a model pout in sight. Ecco’s real models smiled for the entire 2.812 kilometres as they experienced first-hand the comfort and style of Ecco shoes. Ecco then amplified their smiles to the masses through magazine and online executions plus its audience’s Facebook, Instagram and Twitter feeds.  
      In the weeks leading up to the catwalk Ecco built excitement by publicly recruiting for an unusual type of model: one with absolutely no experience. Ecco’s model for the day competition allowed real Australian women to vie for a spot on the record-breaking catwalk through their social media assets. The competition winners were accompanied by other, better-known, everyday women - bloggers, stylists and fashion writers. These women were invited to walk and then talk. Each brought attention to Ecco and the world’s longest catwalk editorially.
      They let their readers, clients and friends know that comfort and style can coexist - in the form of Ecco shoes.  
      Exclusive coverage of the record-setting event was sold into one of Australia’s top-rating morning TV programs. In a 4-minute segment The Morning Show brought the catwalk to a broader group of Australian women, further validating Ecco’s promise of comfort and style. 


      Ecco’s 2.812 km catwalk smashed the world record and grabbed media attention.  Ecco secured a 263% return on investment through the coverage alone. 35% women thought Ecco shoes were stylish. The catwalk sparked a 117% increase of online Eco conversations. The most common talking points were the record-breaking catwalk and Ecco’s latest range of shoes. Positivity of the conversations increased by 8% as women shared the good news of a shoe that is both comfortable and stylish. Ecco saw a 16% YOY increase in sales during the campaign period.

      July - November 2012

        Samsung| The Golden Egg


        Samsung was about to launch the Galaxy SII and was looking for a partner that could help it reach out to its primary target group: mobile phone enthusiasts. This group was the earliest adapter of new technology. But that was the whole challenge: finding the correct content partner for generating the hype and sales for the Samsung SII.


        The brand realised that game developer Rovia’s popular game Angry Birds would be the perfect fit to reach the TG. For Samsung, it was the perfect partnership, because Angry Birds enthusiasts were exactly the kind of mobile pioneers for whom it had tailored the new Galaxy SII.


        In one of the deepest partnerships ever signed by Rovia, Samsung created a secret Golden Egg level which could only be unlocked by coming to Samsung’s co-branded site to find clues.
        This was the first time that the wildly popular game had ever allowed a partner to reveal a secret new level to the game. It was also the broadest partnership ever agreed by the developer Rovio which helped Samsung to market directly to millions of Angry Birds’ biggest fans. 
        It was just the sort of treasure hunt that die-hard fans loved to follow - and then to boast about when they had unlocked the level. The co-branded site was central to reaching players with detailed messages about the Galaxy SII.
        Samsung excluded the Samsung logo from the secret Golden Egg level itself for fear of alienating players, but it gently reinforced the brand by using Galaxy SII colours and graphics throughout. 
        And in a masterstroke that greatly extended the length of time users spent on the new level, this level came equipped with a special ‘low gravity’ environment as the Angry Birds were going into space. That meant it was challenging and frustratingly addictive even for veteran players, all of whom had to learn new tricks and techniques to progress.
        Banner ads inside Angry Birds directed people to the Samsung site where they could find the clues to unlock the secret Golden Egg level. Samsung bought video pre-rolls and interstitial ads in which Angry Birds characters themselves told players where to go looking. Samsung promoted posts to the game’s Facebook and Twitter followers as well.
        On the co-branded site, additional offerings were made to users such as competitions to win Angry Birds toys and merchandise.


        The discovery of the secret level generated so much internet chatter that it wasn’t just fans who shared tips on social networks, but also technology journalists who reported on the phenomenon. 
        Nearly half a million users came to the co-branded site to pick up the clues that would unlock the secret Golden Egg level and almost 15,000 clicked through to the Galaxy SII product page to learn more. 
        The game level itself was played 1.6 million times by the time the promotional activity ended. 69% of players said the level made them think of the Galaxy SII. Brand awareness jumped 10% after the campaign period and purchase intent jumped 4%.

        Samsung Mobile
        BRAND OWNER:
        United Kingdom
        July - August 2011
        Branded Content,Experiential,Digital,Mobile,Online,PR,Print,Retail/POS,Sponsorship,TV

          Philips Wake-up Light| 'Make me a morning person'

          Marketers like dealing with universal human truths. You can normally rely on the insight section of a case study to feature phrases such like “people like to upload and share content”, “visitors want to engage with their favourite brands” and the awards-season favourite: “Young people love music”.

          Another universal truth, and one that has been recognised by Philips, is that people generally dislike getting up in the morning. Philips has attempted to offer an alternative to early morning alarm clock in the shape of its Wake-up Light, a kind of bedside lamp that supposedly mimics the effect of a natural sunrise.

          Philips recognised that people generally dislike getting up in the morning. Philips has attempted to offer an alternative to early morning alarm clock in the shape of its Wake-up Light, a kind of bedside lamp that supposedly mimics the effect of a natural sunrise.

          The light was tested last year in the Norwegian town of Longyearbyen, where there is no sunshine for three months of the year, and its effect on the community was recorded in an excellent short film by Doug Pray. But while the lamp had demonstrated its effectiveness in the Arctic, a more relevant angle was required for the European consumer.

          The 'make me a morning person' campaign kicks off late-September with a recruitment drive to search for the world's worst grumps, snoozers and zombies. Consumers can nominate themselves, their friends and family, or even a colleague, on Facebook to take part in the challenge. They can also take a quiz on Facebook to find out which of the seven morning types they are - The Grump, The Grunter, The Snoozer, The Zombie, The Corpse, The Early Bird or The Chirpy. Hundreds of entrants will then be selected to receive a Philips Wake-up Light and take part in the 21 day challenge.

          The social experiment
          From mid-October 2011, participants of the challenge will chart their progress via the dedicated iPhone 'Wake-app' that has mini-games to test them on alertness, mood and ease of getting out of bed, and will determine whether a 'non morning person' has truly become a 'morning person' by waking up naturally with the Philips Wake-up Light. The mini-games were designed with the help of Philips light therapy experts and the Wake-app is the first consumer-facing app to feature tests undertaken in sleep laboratories and clinical studies. Non-participants can also download the free iPhone app and take the challenge themselves.
          The Longyearbyen experiment


          Full results to follow. Campaign launches across October 2011.
          External links:
          Facebook Wake-up Light app: not live yet)
          BRAND: Philips
          BRAND OWNER: Philips
          CATEGORY: Electronic Goods
          REGION: The Netherlands
          DATE: September - October 2011
          AGENCY: Tribal DDB
          MEDIA CHANNEL: Experiential,Online,PR