Snickers:::Snacklish

Snickers wanted to refresh its brand with a new direction in its communications that would drive consumers to trial.

In April 2009 the Snickers brand re-introduced the Snickers bar with a marketing campaign that transformed everyday words and phrases into its own language, “Snacklish”. Snickers had a focused out-of-home strategy that would capitalize on the new taglines featuring words in Snacklish.

The OOH strategy built local awareness within key Snickers markets through a variety of targeted media placements and mass reach outdoor formats. The “Snacklish” creative, tailored to each of the 16 US markets, surrounded people through relevant touchpoints via 14 various OOH media such as “Satisflying” billboards in airports, “Snaxi” digital taxi tops and digital billboards that changed creative to match the time of day such as “3 oclockishment” (in honour of the time of day when Snickers is most consumed) and “Get a Degree in Snackanomics” in local market financial districts.

Additional diverse formats leveraging the creative power of the tagline included bulletins, 30-sheets, bus shelters, phone kiosks, bus posters, subway posters, brand trains, taxi tops, urban panels, wild postings, pump toppers, elevator screens, in-office branding and in-store branding. Snickers customized a 3-D LCD digital screen equipped with a unique audiostereosonic process, designed to jump off of the screen and engage passers-by.

The Snickers campaign created a sensation and broke through the media clutter. Brand awareness levels were heightened and Snickers received a substantial amount of press coverage including the NY Times, Mediaweek and on blogs.

BRAND:Snickers

BRAND OWNER:Mars

CATEGORY:Confectionery/ Snacks

REGION:USA

DATE:Apr 2009 - May 2009

AGENCY:MediaCom, Kinetic

MEDIA CHANNEL

Firestone:::thinks pink

Tyre manufacturer Firestone needed to build a relationship with female drivers. Research showed that half of New Zealand’s women make tyre-purchasing decisions themselves, but most feel they are being exploited at the point-of-sale.

An advert by its male-led creative agency tested badly with the female audience Firestone was trying to reach. Instead, it’s female-led media agency suggested delivering action rather than words by the company supporting Breast Cancer Awareness.

Firestone set up a designated website selling pink tyre dust cover caps for $2 each. All proceeds were donated to Breast Cancer Awareness. It decided to begin the campaign in September to avoid its message been lost amongst the many breast cancer sponsorships that run throughout October.

The 10,000 pink dust caps initially ordered by Firestone sold out in just eight days. An additional 20,000 were sourced and sold. In all 30,000 dust cover caps were sold, 25 days before the campaign ended. In total Firestone raise $63,950 for Breast Cancer Awareness and raised the profile of its brand amongst female drivers.

BRAND:Firestone

BRAND OWNER:Bridgestone Ltd New Zealand

CATEGORY:Automotive

REGION:Australia

DATE:Sep 2008 - Oct 2008

AGENCY:Omnicom

MEDIA CHANNEL

Baci Perugina:::Campaigning for a kiss

Nothing says I love you like a box of chocolates. And, as Valentines is the day of love, Baci Peruggia decided to cement its position as one of Italy’s favourite chocolate brands by spinning a timeless tale of love, complete with modern twist.

The plotline is familiar enough – Boy likes girl, Boy asks girl for a kiss, Girl sets boy a task to prove his love. But rather than ziches or jewels, Gaia demands Giovanni gets over 50,000 people to ask her to kiss him before she will consent.

Using social networking channels such as You tube, Facebook and the Perugina community, online groups were set up and viral videos released to capture Italians interest in the story. An interactive outdoor event was also held. Only when people were hooked into the story did Baci Perugina reveal its association.

In just 10 days, 50 000 emails needed were sent to Gaia. Over 25,000 contacts were made on You Tube and there were over 150,000 visitors to the Baci Perugina website. Sales went up 11% and Giovanni’s quest was even talked about on TG1, a major channel in Italy. Most, importantly, though, Giovanni got his kiss.

BRAND:Baci Perugina

BRAND OWNER:Nestle

CATEGORY:Confectionery/ Snacks

REGION:European

DATE:Feb 2009 - Dec 2008

AGENCY:Armando Testa

MEDIA CHANNEL

Zee Aflam:::360 plan to launche in Middle East

Zee Telefilms had established itself as a provider of top quality entertainment with its Hindi language channel for Asians, but it wanted to reach out to the potentially huge audience of Arabs in the Middle east area.

Research showed that Bollywood movies were popular amongst Arabs in the region and that a new Bollywood channel would go down well with locals in Saudi. The main target for Zee Telecoms was Arab females with males, and the rest of the family, secondary.

Using a teaser campaign across newspapers, TV and radio Zee Telecoms ran the slogan – ‘Bollywood in your blood’. A reveal phase then introduced the actual channel – Zee Aflam – to the Saudi public with the strapline ‘Bollywood in Arabic’.

Malls and female salons in particular were the focus of the out-of-home campaign. In malls, promos of Zee Aflam played on a TV whilst a painter created florid murals on a wall behind. Banners were used in female salons to reach the channel’s target demographic.

One month after its launch, Zee Aflam sat 6^th on a chart of the most watched movie channels in the Middle East. Three months after its launch the channel was No. 1 in the chart. After 5 months it was 3^rd, but Zee Aflam had still managed to usurp well-established channels such as Fox Movies in a short space of time.

BRAND:Zee Aflam

BRAND OWNER:Zee Telefimls

CATEGORY:Entertainment

REGION:Middle East

DATE:Jun 2008 - Dec 2007

AGENCY:Universal McCann

MEDIA CHANNEL

Microsoft:::Agent IT attack

Microsoft turned its technological skills to become problem solver for the German government. As part of its Citizenship programme, demonstrating commitment to supporting IT education, it created Agent Attack IT – Germany’s first multiplayer learning game.

Businesses in Germany are crying out to see tangible evidence of IT skills in graduates, but with school kids overloaded with exams, there was little leeway for the government to add in extra class-time. Microsoft’s solution - take learning into the kids’ world.
Agent attack IT takes the format of a secret agent game, where the player has to sort out IT problems without blowing their cover. Once players have successfully completed the first stage they are allowed to compete against each other. A high-score table was designed to encourage repeat plays.
The results were positive. 21,000 users registered in the first 6 weeks. Overall there was a 71% reach. 2 user-groups on Facebook and SchulerVZ were set up and various requests for school accounts came afterwards. Each player learnt everything they would have done in a conventional IT module, but in a fun, interactive way.

BRAND:Microsoft

CATEGORY:Electronic Goods

REGION:Germany

DATE:Feb 2009 - Mar 2009

AGENCY:Universal McCann

MEDIA CHANNEL

Pfizer:::Combating conterfeits

Drug Company Pfizer decided to take the lead in fighting against the availability of counterfeit drugs over the internet. As well as costing Pfizer money every year, the counterfeit drugs often cause long term side effects and in some cases death for the recipient.
Tens of thousands of people are thought to have bought fake drugs over the past year as awareness of the problem, and media attention on it, has been historically low. Pfizer decided to shock people into taking the problem more seriously.

Its multi-platform campaign ran with the central image of a rat coming out of a person’s mouth. The ‘regurgitated rat’ campaign was rolled out across TV, cinema and in the press. In order to reach those most likely to be purchasing counterfeit drugs, the online community, Pfizer re-directed users searching under health and medical terms to a dedicated website giving information about illicit drugs.
The website generated over 50,000 clicks and an estimated £2 million worth of PR surrounding the campaign was generated from the initial £300,000 spend. 9 million people viewed the cinema adverts, ROI was 660% and counterfeit medicines are much higher up the agenda of all audiences.

BRAND OWNER:Pfizer

CATEGORY:Pharmaceuticals/ Healthcare

REGION:UK

DATE:Jan 2009 - Jun 2009

AGENCY:Universal McCann

MEDIA CHANNEL

Beechams:::face the day

Nobody buys cough medicine when they feel well. Nobody wants to even think about colds when they’re warm in the sun. Beechams knows that. So, to make its adverts more focused, it needed a way of targeting people that have flu, or are on the verge of coming down with it.

Recent advances in digital out-of-home advertising technologies have allowed much greater flexibility for brands in their advertising strategies. Beechams, determined to make the most of this, tailored its all-in-one flu remedy campaign to be temperature-dependent.

Using JCDecaux’s 17 digital screens spread throughout London, they rolled out ads during December. However the ads were only shown when the temperature dropped below 10 degrees, information from the met office allowing them to screen adverts when people were at their most receptive.

The campaign achieved huge amounts of PR. It reinforced the core brand message – that Beecham’s helps you face the day, no matter how inhospitable that day may be.

BRAND:Beechams

BRAND OWNER:GlaxoSmithKline

CATEGORY:Pharmaceuticals/ Healthcare

REGION:UK

DATE:Jan 2009 - Feb 2009

MEDIA AGENCY: Kinetic, MediaCom

MEDIA CHANNEL

Huggies::: Huggies Concept Store

Huggies needed a hook to generate interest in its latest range of denim nappies. Deciding to play upon denim’s association with rebellion and fashion, Huggies set about generating word-of-mouth by celebrity endorsement and an experiential event.

Its target was fashionable young mums who cared about their babies looking stylish. These mums were likely to spend the day out shopping in high-end boutiques for themselves and their kids.

To capture its target market, Huggies created a pop up unit on the highly fashionable Westbourne Grove in London. The vacant warehouse was transformed into a Huggies Concept Store, with a catwalk set up in the middle. Rugby player, Austin Healy and his two young twins, as well as ‘real’ mums that had won an online competition, graced a catwalk throughout the day. Live bands played rock and roll and Huggies were displayed as though the store was a high-end fashion retailer.

Initially planned as a one-day event, the Huggies Concept Store remained open for four days. Over 1,500 mums visited the store throughout that period generating significant word-of-mouth for the brand.

BRAND:Huggies

BRAND OWNER:Unilever

CATEGORY:Baby Care

REGION:UK

DATE:Apr 2009

MEDIA CHANNEL

Axion:::Banner concerts

o increase its appeal to youngsters in Belgium, Axion, Delta’s youth bank, decided to run a competition for up-and-coming bands. The idea being that by assisting young people in an activity they are passionate about – music; they could be encouraged to bank with Axion.

And with the international music industry struggling to survive, it seemed an ideal time for Axion to give financial and logistical assistance to young people to help them achieve their goals.

Axion Banner Concerts streamed live gigs in the frame of traditional banners. A media plan was booked on popular websites, and 25 young bands competed to play an exclusive gig at Ancienne Belgique, one of Belgium’s biggest concert halls. A voting system was installed to select the winner.

In total the gigs were screened through 6,807,442 banner impressions. An embed option on the banners generated another 40,000 impressions via viral embeddings on fan pages and blogs – some of these generated more than 20% click-through. The campaign website attracted 44,845 unique visitors with 7,581 voting for their favourite band.

BRAND:Axion

BRAND OWNER:Delta

CATEGORY:Financial

REGION:Belgium

DATE:Apr 2009

Agency:Boondoggle

MEDIA CHANNEL

La Sirena:::A dynamic reminder of special deals

The 2008 financial crisis had a strong impact on retailers in the Dominican Republic, forcing businesses to cut out brand advertising and go for discount-led communications. The result was a retail war taking place throughout all media including radio, press and TV, with a lot of clutter and a lack of creativity.

Superstore La Sirena came up with a unique way of standing out from the advertising crowd on TV. La Sirena negotiated with the channels that broadcasted the 5 top soap operas to find a more engaging way of communicating the store’s latest offers. The solution was a superimposed banner that reacted to the content of the shows with funny messages and a suggested item on offer.

The shows were scanned a week before their air date to find items that looked similar to those on offer at La Sirena. Then, during the broadcast, at any given moment, the banners appeared with funny messages within the context of the actions and the article that was being promoted. For example, a kissing scene would be accompanied by a message pointing at the couple and saying “Chewing gum and mints for fresher breath”.

More than 200 banners were created with a range that reached a wide range of consumers. In the ranking of most admired companies compiled in 2008, La Sirena rose with a 50.9%.

BRAND:La Sirena

CATEGORY:Retail

REGION:Dominican Republic

DATE:2008

Agency:Pages BBDO

Fiat:::Driving economy

Fiat’s eco-drive is a clever tool allowing customers to monitor their driving skills thus cutting down on CO2 emissions. But as the recession bites it may well be that it is the money saving as much as eco-driving that entices consumers to use the tool.

A handy USB stick captures all the driving information from your journey, which can then be transferred to a computer when you get home, allowing you to review technicalities such as acceleration, deceleration and changes of gear.

Each action is given a rating based on the wastage of fuel with an overall mark out of 100 awarded according to how efficiently they have driven. Drivers are encouraged to follow practical, step by step tutorials in a bid to help them refine their driving skills, improve their score and, by doing so, help the environment.

A similar idea to Nike+ but for cars, the Fiat eco-drive recently won a Cyber Lions Grand Prix at the Cannes Lions International Advertising Festival.

BRAND:Fiat

CATEGORY:Automotive

REGION:European

DATE:Oct 2008 - May 2008

AGENCY:AKQA

MEDIA CHANNEL