22.9.09

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.





BRAND: Talk Talk

BRAND OWNER: Carphone Warehouse

CATEGORY: Telecoms/ Mobile

REGION: UK

DATE: Jul 2009 - Oct 2009

AGENCY: In House

MEDIA CHANNEL

Ambient

Aviva car insurance:::


Aviva wanted to engage consumers when they would be in the right frame of mind to think about car insurance. The obvious solution was to target motorists when they were actually on the road, so the insurer decided to advertise with In Your Space.

In Your Space displays advertising on the sides and back of its trucks. According to the media owner, 64% of motor vehicle traffic is via motorways and major A-roads, which are covered by its moving billboards. It recently carried out a £70,000, 12-month long research programme to provide the likes of Aviva with specific targets.

Aviva’s campaign is running on a total of 210 ad sites - termed as ‘high reach billboards’. The lorries carrying the ads will cover more than one million miles of road. If estimates prove correct, the campaign will communicate to over 24 million motorists every month, with each motorist expected to see the adverts at least 7 times, delivering a total of 508 million impacts over the three-month campaign period.

With TV advertising overloaded with insurance companies, it makes sense for a car insurance firm such as Aviva to move its advertising into a more relevant space for its target market, although the environmental impact of such advertising may concern insurance customers in the future.

BRAND: Aviva car insurance

BRAND OWNER: Aviva

CATEGORY: Automotive

REGION: UK

DATE: Aug 2009 - Oct 2009

AGENCY: AMV/OMD

OTHER AGENCIES:Posterscope

MEDIA OWNER: In your space

MEDIA CHANNEL

Out of Home

Target:::Bag a billboard



Fashion is a personal thing. Ask two women arriving at a party dressed in the same outfit and you’ll really see the ‘handbags’ come out. Knowing this, fashion retailer Target has come up with an environmentally friendly way of making sure the handbags, at least, will always be unique – by making bags out of billboards.
In the past, Target has shown a preference for commissioning high profile artists to create designs for its fashion ranges. The artists it has commissioned to design its billboards this time round are equally high calibre: Michael Anderson, Laurie Rosenwald, Charles Wilkin and Josh Goldstein have all signed up to the project. Their billboard designs will be erected in NY Times Square on Labor Day and remain up until the end of October.
Once they have been taken down, the vinyl designs will be turned into 1,600 limited edition bespoke bags using an Anna Sui tote bag model. Every bag will be unique and made from 90% recycled material. So, consumers passing through Times Square are advised to keep an eye out for their favourite parts of the billboard designs as they could soon be wearing it on their arm.
The bags will be available to order on Target’s website from September 4th, ready to be shipped from January 2010. A clever, cost-saving campaign that gets consumers talking about the brand and thinking about the environment.

BRAND: Target

BRAND OWNER: Target Corporation

CATEGORY: Accessories/ Clothing/ Footwear

REGION:USA

DATE: Sep 2009 - Jan 2010

AGENCY: Mother

MEDIA CHANNEL

Out of HomeAmbient

Whisper:::Period drama


‘That time of the month’ is one of its politer descriptions, but the onset of a woman’s period has neverbeen something for them to get excited about. Attempting to reverse this trend, Singapore-based hygiene brand, Whisper,

decided to try and improve women’s perception of their own menstrual cycle and in doing so build brand affinity.

Research conducted by global communications company, MS&L Singapore showed that only 22% of women were able to correctly identify the various stages of their own menstrual cycle. Not only was there a lack of understanding about the biological goings-on, a woman’s period was also seen as something of a taboo subject in Singapore.





To increase awareness, Whisper built a dedicated website, ‘Happy It’s Here’, that identified the various stages of the menstrual cycle and provides helpful tips and ideas of activities and exercises, such as kickboxing, that women can perform to help relieve their pent-up frustration. Visitors to the site are directed to aFacebook group where they can discuss why they are happy about the onset of their period as well as offer a sympathetic shoulder and encouragement to others.






The group currently has over 4074 members and is growing daily. Aiming to improve women’s perception of their periods is an ambitious campaign objective but if Whisper can pull it off, the public perception of its own brand will improve dramatically.




The Whisper “happy it’s here!” initiative aims to help young women embrace their womanhood by sharing the many positive secrets of the menstrual cycle and encouraging open conversations around it within a community of like-minded women.

Whisper is dedicated to creating happier periods for women. As the first to bring new and innovative feminine care products such as Ultrathin products and pads with wings, Whisper continues to play an integral part in the lives of women in Singapore and around the world.

Website:http://www.happyitshere.com.sg

Images above are from Happy it's here media and blogger reception


BRAND: Whisper

BRAND OWNER: P&G
CATEGORY: Pharmaceuticals/ Healthcare
REGION: Singapore
DATE: Aug 2009
AGENCY: Leo BurnetO
THER AGENCIES: ARC Singapore
MEDIA OWNER: Facebook
MEDIA CHANNEL

Mobile or Internet

WWF:::The Impact on Global Climate Change"meltdown"

Most people only get to experience the Arctic region through nature programmes on TV, so the problem of Arctic warming is not something we are immediately aware of.

WWF wanted to make sure that ‘out of sight’ did not mean ‘out of mind’ by highlighting the risks of Arctic warming and show the direct effect of climate change in the Arctic on the whole planet. A major report compiled by WWF, entitled Arctic Feedbacks: The Impact on Global Climate Change, reveals that rapid retreat of ice could lead to the sea level rising by one metre in this century alone, threatening a quarter of the world’s population. Warming in the Arctic could also substantially increase carbon dioxide and methane emissions in the atmosphere as a great quantity of those gases are stored in the Arctic’s frozen soils or wetlands. WWF wanted to ensure that climate change was seen as a political priority for the months leading up to the United Nations Climate change conference in December.

To coincide with the release of the report, WWF teamed up with Brazilian artist Nele Azevedo to create 1,000 tiny ice sculptures of people. These were positioned on the steps of the music hall in Gendarmenmarkt public square in Berlin.

The sculptures began melting in 30 minutes, perfectly illustrating the impact of melting ice caps on humanity.











BRAND:WWF

BRAND OWNER: WWF

CATEGORY:Charities

REGION:Germany

DATE:Sep 2009

MEDIA CHANNEL

AmbientPR

21.9.09

Visit Denmark Tourist Board:::a Danish woman looking for he baby's daddy

A viral stunt for Visit Denmark Tourist Board.



This is a
viral stunt made by Visit Denmark. However, cleverly crafted it has caused a rhetorical battle between journalists and marketing people concerning the right interpretation of the video. Is this way of branding unfair as its based on lying in order to make people aware on Denmark, or is it a success story due to the explosive amount of viewings it has received in a very short time?

A Youtube video purporting to represent a pretty young Danish single mother looking for the foreign father of her son, may have garnered Denmarks national tourist agency VisitDenmark some 800,000 clicks but the story behind the video is a lie.

According to confirmed reports, the national tourist agency VisitDenmark generated the story of a one night stand with a foreign man producing a son, to get more people to visit the home of Shakespeare's 'To be or not to be'.

The video, however, is definitely 'Not to be' the young woman in the video is a Danish actress and the baby is not hers.

I dont understand the advertising agency that has produced this story. What do they think people will think, says Roskilde University Sociologist and Womens Affairs Researcher Karen Sjørup.

Theyre obviously trying to sell a type of promiscuous Danish woman and exploit the idea that you can lure quick, blonde Danish women home without a condom, Sjørup says, adding however that foreigners who come to Denmark with that idea will be very disappointed.

Broad-minded
VisitDenmark disagrees.

Karens story shows that Denmark is a broad-minded country where you can do what you want. The film is a good example of independent, dignified, Danish women who dare to make their own choices, says VisitDenmark CEO Dorte Kiilerich.

Why have you chosen to market Denmark as a country with drunken women who have unsafe sex with casual acquaintances?

That is not a story that I recognise. We tell a good and sweet story about a mature, responsible woman who lives in a free society and shoulders the responsibilty of her actions. And she uses a modern social medium, Kiilerich says.

Ad agency
The Grey advertising agency that produced the video says it is a major success.

It is the most successful viral advert ever. We have got through the media noise and it cost the same as a 30-second spot shown a couple of times on TV2, says Peter Helstrup from Greys.

Since last Thursday, the video has notched up 1.9 million Google searches, 773,000 YouTube viewings and is linked to 83,000 websites.

No reproach
In the video, the young woman, claiming to be called Karen says: I dont reproach you, but I think you should know that (a young boy called) August is here.

Karen, however, is the actress Ditte Arnth Jørgsensen, the baby is not hers, and the viral advert was produced using taxpayers money.

The fabricated story behind the video is that the young woman met a tourist by chance in the Nyhavn area of Copenhagen, introduced him to the Danish concept of hygge or cosiness. The next morning his side of the bed was empty when she woke up, and nine months later the now one-and-a-half-year-old August appeared on the scene.

Johannesburg::: Luv Jozi fake campaign

Word of mouth marketing works!

Brand 'Love Jozi' (after the nickname for Johannesburg) created a range of iconic t-shirts with the idea of getting people to think differently about South Africa's ...and to make the range go beyond the minority that shop in designer clothes stores, they created their own cheap Chinese style fakes that they called 'Luv Jozi', the name obviously being a nod to the ridiculous rip-offs you sometimes see along the lines of 'Kelvin Klein' and the like.

They sold the cheap stuff at flea markets and 'robots' (traffic light junctions) - at a third of the price of the original stuff - and built a fake website. Love Jozi designer Bradley Kirshenbaum intends to do exactly that, creating a range of "cheaper and more accessible Love Jozi products."

Amazingly, Love Jozi actually kept up the sideline business in cheap rip-offs for two years.

Website:http://www.lovejozi.co.za

Blog: http://www.thelovejoziblog.co.za/

Case study vedio:


20.9.09

Cruzan Rum: Legendary Rum of St. Croix,

I don’t usually post print ads, but the one I am sharing today are true evidence of a complete creative process. It is obvious that account planning team did their homework well by researching brand, target consumer and market context.
The creative picked a good brief and the brand heritage inspired the art direction to distill relevant, impactful original peace of artworks.
They went so deep to bring up what truly differentiate a liquor brand to create a mystique around Cruzan Rum by romanticizing the islanders’ long history of making rum, drinking rum and embracing the true rum lifestyle.

In a world full of liquor brands without a history, the Legendary Rum of St. Croix campaign uses 240 years of island legends, heritage and imagery to remind consumers that Cruzan is an authentic, premium rum.

Personally, I give this 10 over 10 for copy, visual, and thinking...

Hemingway"How many rums can say they're still served in bars where Hemingway drank?"

Tide"The islanders claim there are only three perfect times to enjoy rum: high tide, low tide, and in-between tide."
Flight"The islanders have a saying: the more terrifying the flight, the better the rum tastes when you land."
Sunset"There's an old expression on St.Croix watch the sunset with many, watch the sunrise with few."
Judge"The locals on St.Croix have a saying: Never judge a bar by its cover."
Invaded"St.Croix was invaded seven times, but we suspect at least three of those were for the rum."

Advertising Agency: Fallon Minneapolis, USA
Creative Directors: Dave Damman
Copywriter: Dean Buckhorn
Manager of Art Buying: Dave Lewis
Art Buyers: Kerri Jamison, Jennifer David
Production Company: Mason Vickers
Photographer: Nadav Kander
Representation: Stockland Martel
Producer: Tom Mason
Retoucher: Kander Studios
Published: July 2009

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