Bluespace::: Conquering the space through search

BRAND OWNER :Bluespace
CATEGORY :Office Goods
REGION :Spain
DATE :Apr 2008 - Dec 2008


The self storage market has been growing at a rapid speed in Spain – well above the European average. Since it’s inception in 2002, Bluespace has been the largest storage company in Spain, but new competitors were popping up every day, mostly from the local sector.

More than 50% of Bluespace’s business is generated through the internet, specifically Search Engine Marketing, and the challenge was to drive more business.
Bluespace has two types of consumers: rental or home owners and corporations. Those individuals who take advantage of Bluespace services do so because they are either moving or renovating, or because they need extra storage space near their home, while companies often use it to store files when office space is just not available.
Bluespace launched a three month test campaign, fostering agreements with several business sites to measure CPC and CPM rates, keywords and conversion rates. It then analyzed SEM by reviewing current investments to define a more effective structure. Bluespace then simplified the ad words structure to gain more control over performance. The entire campaign was tracked and optimized on a daily basis, with keywords being added and older words being deleted. Keywords like “moving services” and “real estate” were found to the consumer. The Bluespace landing page being modified based on keywords. The campaign achieved more than 24m impressions and there was a 200% increase in leads per month during the last four months of the campaign. The cost per “hot lead” (CPR) dropped from €150 to €50 on average. The client was so happy with our findings/optimizations that there will be a 40% increase in online investment in 2009 and a 100% increase in search

LG:::Marketing a television like a TV series

BRAND OWNER :LG Electronics
CATEGORY:Electronic Goods
REGION:Netherlands
DATE:Apr 2008 - May 2008


The flat-panel TV (FPTV) market is hugely cluttered and competitive, with individual models and brands competing on perceived quality and technical specifications inevitably resulting in confusion for consumers.

LG was also being outspent by 3:1 by competitors, making stand-out harder to achieve. LG developed a product which could not only compete on technical specifications, would also demonstrate LG's reputation for stylish design and appeal to people on a deeper, more aesthetic level.
In order to appeal to the target audience of stylish brand followers, the communications strategy had to be unique.

The approach was therefore to launch Scarlet as a “new TV series” and not as a “new series of TVs”.

High profile Hollywood producer/director, David Nutter (Smallville, Band of Brothers, The Sopranos) was secured for the ‘TV series’ and he selected Natassia Maltie as the ‘star’ of the show.

The media strategy was to mimic a TV station launching a new show. To make this international strategy relevant for the Dutch market, local star Micky Hoogendijk had a “role” in the series.The goal was to get as much media attention as possible by using our PR network and Micky Hoogendijk’s press contacts before announcing the real role Micky was playing in the LG promotion.

A partnership with the largest Dutch TV Guide Veronica Magazine resulted in a non-branded advertising campaign announcing the start of the new hit TV series Scarlet, which was due to be broadcast on national television. Eventually Hoogendijk was sent to the international reveal in London, which resulted in a further round of publicity.

More than two million people watched at least one of the TV items about Scarlet, four million people read about it in newspaper articles. An estimated 60% of the target audience was reached by the free publicity about Scarlet.

The value of the media exposure tripled the original investment. The campaign resulted in the Scarlet TV range selling out in The Netherlands in the weeks following the campaign, with retailers having to hastily reorder the product.

Johnsons Baby Oil :::Cinematic Advertising

BRAND OWNER :Johnson & Johnson
CATEGORY :Baby Care
REGION :Philippines
DATE :Jul 2008 - Sep 2008

Although Johnson's Baby Oil is category leader, J&J wanted to drive usage occasions beyond the customary pre-bathing regime.
J&J wanted to preach the benefits of touch therapy for the baby and present existing customers with new usage occasions while simultaneously bringing new users into the market.
J&J found a way to engage mothers by integrating components of health talks, which are usually rather boring, with the excitement of the cinema.

A specially-written movie for Johnson's Baby Oil was screened in purpose built cinemas in urban communities - the cinemas included crèche facilities, enabling mothers to experience the movies in their own communities in a novel and personal way.
The movie, Botelya, is about a chance and heart-wrenching encounter between two mothers during the war, one of whom gave away her infant son in order to save his life. Bound by their shared and common love for a son, they are reunited years later.








In the film an old green bottle of Johnson's Baby Oil plays a pivotal role - allowing JD, the protagonist, to reconnect with his past, and his loving mother.
The screenings were promoted with 15 second trailers on TV, announcements using community banners and door-to-door invitations to mothers. Vehicles took mothers to the screenings, and their kids were looked after with games and gifts in the crèche areas. Before the screenings, health experts demonstrated infant massage techniques and free J&J products were distributed - excluding Johnson's Baby Oil.


Following the campaign there was a 26% sales increase, and frequency of regular usage was up to 52% from 21%.

Sign Language

Advertising Agency: Muchimuchi, Paris, France

Creative Director: Nicolas Dondina

Art Director: Thierry Audurand

Copywriter: Eric Ancian

Photographer: Samuel Lugassy

Released: April 2009

Agency: WTG, Dubai - London

Creative Director: Abbas Naqvi
Copywriter: Sameer Ahman Khan

http://www.coloribus.com/admirror/sign_language/

legs

Dubai Lynx Outdoor
LINGERIE PLACEMATS
Type Of Entry: Ambient
Category: Ambient: Small Scale
Title: LINGERIE PLACEMATS
Advertiser/Client: GULF MODE GARMENTS TRADING
Product/Service: K-LYNN LINGERIE
Entrant Company: JWT CAIRO 2009
Executive Creative Director: Lars Busekist
Creative Director: Rania Makarem

Type: alternative media

Title: Imagine you there - sea

Advertiser: Aruba Agency: Lew’Lara \ TBWA

Creative Director: Lewkovicz Jaques, Andrew Laurentino, Felipe Luchi and Victor Sant’Anna Art Director: Manu Mazzaro Editor: Felipe Cirino Photo: Vitor Rocha and Gabriel Bittencourt
Country: Brazil
Year: January 2009

Client: Malaysian Airline System Berhad

Agency: Ogilvy & Mather Advertising, Kuala Lumpur

Executive Creative Director: Daniel Comar

Creative Directors: Brian Capel/Kamal Gangaram

Country: Malaysia
Year: May 2008

Jeep Mexico:::The Exits campaign

Jeep has been presented as the best off road option in Mexico with a set of three roadside billboards designed at BBDO Mexico.
The agency had the challenge of strengthening the Jeep brand among their target, showing the essence of the brand, highlighting its unique capacity and performance off-road, with a ridiculously low budget.
They placed three affordable billboards out of town on Mexico’s busiest highway over the summer, integrating them to the highway by using colors and typography resembling official signage.
The billboards point to non-existent roads to Acapulco, Puerto Escondido and Eterna Juventud (Fountain of Youth) but include the small print - “Solo Para Jeep”, “Just For Jeep”.

Mahou :Wiki-movie

BRAND OWNER:Grupo Mahou San Miguel
CATEGORY:Drinks (alcoholic)
REGION:Spain
DATE:Mar 2009 - Jul 2009


In Spain, legislation allows alcohol advertisers to show the product, but not drinking the product. Beer brand Mahou wanted to create an engaging experience around the brand, but within the confines of the legislation.
Mahou’s solution was to recruit two comedians (Jose Corbacho and Juan Cruz) to prepare a short film, whose entire plot and characters are chosen by users through polls, comments or user-generated content. Named “La Wikipeli” (The Wiki-movie), the short film is effectively co-directed by whoever chooses to participate.

People can sign up via a site, http://www.lawikipeli.com/, to have their say in the film.








Periodically, participants are asked to vote on a character actor or a name of an actor or asked to submit their ideas or put themselves forward for a cameo. There is a calendar which shows key dates in the film-making agenda and each person who signs up gets a co-directors table, where you can view all of the work that needs to be done, i.e. all of the decisions that need to be made in order for the progress to be made. These are divided up into things that users need to vote on and things that users need to nominate themselves for. For example the film is looking for a cameo of an actor who gets preyed upon by a group of beautiful women.
Candidates are invited to submit a video via a YouTube channel of how they would act in a nightclub when they realise that a load of women are checking them out. Users then vote for their favourite candidate to win the role. Other requests include a search for retro furniture to be used in the film. The project is still ongoing and will run until June. Five winners will have the opportunity to help the final film-making.


From choosing the name of the main character...







... to pick up the perfect actor/actress for each role (like this candidate trying to be the perfect pick for a cocky PR girl)
Or even hilarious situations of people wanting to be devoured, the two main directors looking for a restaurant to provide the catering services or asking you to reuse that furniture stuff that you use no more at home; in the end the site is a funny process that is not limited to just one 5-10 minutes microsite experience but that keeps growing and growing while the thing goes on.

The only thing i found regrettable is that, besides a YouTube channel, this might be the kind of project that could use social platforms like Facebook, MySpace or Tuenti to make the experience bigger, not just about providing stuff for the site but allowing people a place to look for others to vote them as the perfect ones for each role or things like that, but i didn't find any Facebook fan page nor a group, just two "users that can be added as friends" but that have no friend actually. The same goes for using mobile platform and RSS feed, or the lack of them. I mean, when something can become so big it should be expanded, otherwise is felt constrained within a single site, being the idea exactly the opposite as it tries to be spread.

Mysterious coincidences

a nice self promotion ad by the Martin agency; based on this copycat/cliche’ concept


























Client: Coca Cola
Year: September 2000






































Client: Diet



























Client: Fitness Club
Year: September 2004


















Client: The Birth Place

Client: Fertility Center

Title: UpsizeP

roduct: Breast Enhancement

Advertiser: American Academy of Cosmetic Surgery

Advertising Agency: Impact Plus (BBDO) Dubai

Creative Director: Paul Fayad

Copywriter: Leslie Mendonca

Art Director: Sonny Guzman

Account Supervisor: Nora Badry

Country: UAE

Year: 2008 - 2009

Client: Wonderbra

Advertising Agency: Saatchi & Saatchi Frankfurt, Germany

Creative Director: Florian Pagel

Copywriter: Manuel Rentz

Art Director: Philipp Böttcher

Special Build: Thomas Breen

Agency Producer: Erwin Endlich-

Frey CCO: Burkhart von Scheven

Year: January 2008

Honeywell's ::: Electronic Mail[ very old]

LONG-TIME-NO-SEE SAUDI KISS

Agency:TBWA\RAAD Middle East Dubai
Client:Arab Media Group, MTV Arabia

Internet new wave of restrictions

According to Jeddah-based Saudi Gazette, Saudi’s Ministry of Interior has made it mandatory for internet cafés in the kingdom to install hidden cameras, and to supply a record of names and identities of their customers.

Included in the new wave of restrictions? A ban on using any Internet service subscription, prepaid cards or unlicensed satellite Internet other than the one certified for use by the café. Those under 18 will not be allowed into the cafés, with the exception being computer science students. Cafes have to close by midnight...