Sony Ericsson attempts online flash mob with space hoppers

LONDON - Sony Ericsson has kicked off its space hoppers marketing campaign, asking consumers to create their own hopper to take part in an online flash mob.

The Sony Ericsson campaign, which uses the theme ‘spark something', comprises an online film and space-hopper character creator athopperinvasion.com. The digital campaign will also feature hopper-themed activity on Twitter.

The global campaign, by Saatchi & Saatchi and Dare, is to promote the Yari, Aino and Satio trio of handsets.

The TV campaign asks ‘What if dreams could become reality?' and features people bouncing down the street on coloured space hoppers. The ad ends with the words ‘We're here to make it happen. Make.believe.'

============

Hopper Invasion by Sony Ericsson

Sony Ericsson has been recruiting a new generation of followers with the Hopper Invasion, an interactive campaign launched with a flash mob of hoppers in Barcelona. The YouTube video points viewers to the Hopper Invasion site where they are encouraged to create their own customized hopper and sign up for updates from Sony Ericsson. It’s all part of the Entertainment Unlimited and Make.Believe branding behind three new phones, the Yari, Aino and Satio, and part of the lead up to the November 3 launch of Rachel, Sony’s first Android phone, the Xperia X10.

Mayhem. Madness. Hundreds of people. Hundreds of hoppers. Get ready for a sneak preview of what happened when Sony let a load of hoppers loose on the streets of Barcelona.

Visitors are invited to create their own hopper -- specifying eyes, nose, gaping mouth, even tattoos -- before giving it a name and entering their email address. As with all flash mobs, the time and place are being kept top secret at present; however, all participants will be informed of the exact time and place of the online invasion in which they can spot their own bouncing character.

Ericsson Globe

A video shot with Satio showing the chief hopper projection on the Ericsson Globe in Stockholm on the night of 20th of October 2009. 

Credits

The Hopper Invasion campaign was developed at Saatchi & Saatchi, London, by executive creative director Richard Copping and art director Eddie Wong.

Media was handled by MEC.

Filming was shot by Rockhard Films director Tony Petrossian via Play Films. Post production was done atBlackmagic Design, Singapore. Sound and music were produced at Song Zu, Singapore

Talk Talk:::Put-Pocketing

Londoners tend to expect the worst when they see somebody loitering near their bag, and usually they would be right to. But telecoms operator, Talk Talk, has launched a campaign employing ex-pickpockets to distribute cash to people in London without them even realising.

Certain factions, including those that have previously been pick-pocketed, have taken issue with the idea. But the campaign has been given the blessing of the Metropolitan police and each ‘put-pocket’ – as they are being called – carries ID, in case he is caught in the act, and is watched by a minder.

20 put-pockets roamed around the traditional pick-pocketing heartlands including Leicester Square, Oxford Circus and Covent Garden as well as on the tube network. Once they had found a ‘mark’, they would approach and slip a crisp £20 note onto their person, along with a branded Talk Talk card. The telecoms company plans to distribute over £100,000 in this way. Strategically placed signs, reading ‘Rejoice! Put-pockets operating in this area’, warn the public of the put-pockets presence.

A YouTube video showing the operation in action has turned into a very successful viral. The scheme has been in operation since July and so far none of the put-pockets have been rumbled.

http://www.youtube.com/user/talktalkvids

BRAND: Talk Talk

BRAND OWNER: Carphone Warehouse

CATEGORY: Telecoms/ Mobile

REGION: UK

DATE: Jul 2009 - Oct 2009

AGENCY: In House

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

CBS:::Interactive insert

TV companies are increasingly finding themselves in competition with a raft of digital and ‘on demand’ options.

To ensure its top programmes get the viewing figures it wants this Autumn, CBS is pulling out all the stops and putting a paper-thin interactive video player into the pages of Time Inc.’s popular magazine Entertainment Weekly.

Gone are the days when TV companies could place print ads in TV Guides and expect an audience to drop everything and tune in - viewers are increasingly in control of when and where they watch their favourite programmes. In recent years, CBS has resorted to increasingly bizarre methods of generating publicity for the launch of its new shows, including advertising on the shells of supermarket eggs.

Its latest idea is certainly more hi-tech. The interactive video-player insert, designed by Americhip, triggers automatically when readers turn to the ad page. The player is rechargeable by USB, and extra footage can also be downloaded in this way too. Likely to cost CBS millions of dollars, it will come loaded with a montage of clips from shows promoting the TV programmer’s ‘Monday to the Max’, which features season debuts of ‘How I Met Your Mother’, ‘Two and a Half Men’, ‘The Big Bang Theory’ and its new series ‘Accidentally on Purpose’.
To go alongside the insert, CBS will also screen the pilot of ‘Accidentally on Purpose’ at college campuses. An online microsite will be launched featuring teasers for the show and red-carpet interviews from a Los Angeles premiere party.

BRAND:CBS

BRAND OWNER:CBS Corporation

CATEGORY:Entertainment

REGION:USA

DATE:Sep 2009

AGENCY:OMD

MEDIA OWNER:Time Inc

MEDIA CHANNEL

Molson Dry beer: Social reality gaming

Association of party pros (APP)

The challenge Molson Dry wanted to position itself as the ultimate party beer. We had to connect drinkers with the brand as well as with one another. We developed a unique concept: A social reality game.

The solution We created a new sport related to a social activity: the party. Players are members of the Association of Party Pros (APP), which is supported by a distinct advertising campaign and a Web platform. The game is played in all the natural habitats of “party animals:” bars, parties, concerts, Facebook, nightlife webzines and at www.produparty.com . The players who accumulate the most points through their performances during parties are crowned with the title Party Legend. They are featured on the APP website and Facebook, get exclusive party gear at the Molson boutique, APP privileges, and ultimately represent Quebec at the Tenerife Carnival, in the Canary Islands.

The results The campaign, launched in 200_, became more than contagious, it went viral: thousands of players, no less than 25 parties, each bringing together over 3,000 party pros, almost 10,000 fans on Facebook, closely followed by 6 nightlife webzines and 20 winners. Uniqueness The relationship between the field and the social networks in the APP campaign clearly demonstrates that the Web can work effectively with other marketing platforms to create a global experience in multiple locations, with many players. Molson Dry became a hub for social interaction between party pros all over Quebec.

Credits:

Advertising Agency: Le Monde de Cossette, Montréal, Quebec, Canada

Creative Director: Jonathan Rouxel

Art Director: Kevin Lo

Copywriter: Marilou Aubin

Illustrator: David Arcouette

Other additional credits:

Production : Sandie Rotge

Released: May 2009

Fanta Stealth Sound System

Sony Ericsson: Street tennis

TRANSFORMERS: LIVE.

Weirdvertising…3.0 bizarre adspaces

http://www.instoresnow.nl/index2.html

www.advertisinghim.com

At SponsorMyMelon.com, this gentleman is selling ad space on his bald head

http://www.bumvertising.com/gallery.html

ChicagoNow.com launched by Zig, using stacked cars, chalk blogs and more

Zig Chicago explored pretty much every media when they launched this campaign for the ChicagoNow.com blog network. For example, a Cubs game sponsorship was used as a platform for more than traditional fan swag, when they stacked up a pile of cars outside the stadium along with a sign reading, “Call me crazy, but I think Chicago needs more parking.” - this drove people to phograph the stunt as well as check out Chicagonow.com where “Parking Ticket Geek” is hosted. Another stunts had a trail of undergarments leading up to a steamed up car which was quite literally rocking back and forth, with signage for the Sex and the Windy City blog. Ah, but of course.

Here are the radio ads that go with this campaign.

Then there was the “chalk blog” in Chicago’s busy Pioneer Court using 40 eight-foot boards spread throughout the courtyard."We posed some of the provocative questions that spark debate on ChicagoNow blogs every day, such as “What would you do to improve the CTA?” and “What will the Olympics do for this city?” Crowds gathered, adding their points of view - because as everyone knows, it's not just the blogs that draws the readers, its the comments and ability to make one as well.

last but not least, the Chicago newspapers carried traditional print ads as well.

chalk-blogs

Credits for the ChicagNow.com campaign are as follows:

Agency:Zig Chicago
Creative Director: Stephen Leps
Art Director: Janay Blazejewski
Copywriters: Geoff Berg, Natalie Taylor
Strategic Planner: Ryan Wilson
Team Leader: Carlie Naftolin
Retoucher: Jeremy Thompson
Studio: Mazen Mansour, William Leung
Print Production: Jen Dark
Music Company: RMW
Music Director: Ted Rosnick
Sound Designer: Tyson Kuteyi

TalkTalk | Put Pocketing

TalkTalk launches PutPocketing - the art of putting money INTO people's pockets without them realising, using real ex-pickpockets.
Happening now on London streets until the end of August 2009 - then to be rolled out across the UK. Designed to give Britons something back, no strings attached...

First-ever VIP (video-in-print) promotion

CBS and Pepsi Max are embedding a video player in a print ad for the fall-TV-preview issue of Entertainment Weekly in September. That's right, it's a TV commercial inside a magazine. And it's a 40-minute commercial, consisting of clips from shows on CBS's fall schedule. They're calling it "the first-ever VIP (video-in-print) promotion." Opening the page pulls a little mechanism that causes the commercial to start after a five-second loading delay. Which gives you exactly enough time to think, "What the heck is with that tiny screen?" The video device is a quarter-inch thick and seen through a die cut that conceals a larger circuit board. The whole effect is considerably more impressive than the e-ink cover of Esquirelast year. Of course, due to the high cost, only a small number of issues in New York and Los Angeles will carry the ad. As a stunt, it's extremely effective. As a new form of media, it's dead out of the water without some more interactivity. It's too bad it can't respond to its environment and work together with an out-of-home campaign. But the future is coming. This is just one small step for media technology, but one giant leap toward my dream of auto-updating periodicals that can respond to nearby ads.

Salvation Army:::Cost Nothing Campaign

The world is changing in so many ways. The recent financial collapse has forced the consolidation of business in every segment of the market. This has led to far fewer businesses that are directly tied to local communities. It is also a tremendously difficult time for nonprofits to raise money. Just when communities need their services the most, many nonprofits have been forced to cut back because they face record budget shortfalls. Such was the case for The Salvation Army when they came to us for help.

Obviously they didn't have money for a big print or broadcast buy, so instead we turned to the community and harnessed the power of 50 local businesses. We wrote, painted, stamped and even burned our campaign messages onto everything from rocks, tarps and dirty car windshields to storefront windows, pizza boxes and coffee sleeves. We were everywhere. But this wasn't just powerful guerrilla marketing. The most important thing about this campaign was the community that came together to launch it.
Let's not forget that these are small businesses--very few with substantial marketing budgets--but they came together to create the first community campaign I've seen outside the realm of politics. And by harnessing the community's collective spirit the small became large. Huge actually.

I hope to see a lot more of this in the future. The good news is that, as long as the members of any community are willing to put aside their differences--which there will always be, and there were here--anyone can do this. And they can do it for the cause of their choice.

Credits:

Chief Creative Officer: Greg Smith

Senior Art Director/Multimedia: Patrick Sperry (TV)

Art Director: Chris Avantaggio (Guerrilla, TV, print, online)

Copywriter: Mike Irvine (Guerrilla, TV, print, online)

Associate Producer: Meghan Gildart (TV)

Director: Tim Johnston (TV)

Editor: Patrick Sperry (TV)

Music: Andrew Frederick, Cerf-Volantes (TV)

www.salvationarmydonate.org