McDonalds| Cheer for China

DDB Shanghai has won the Gold award at the MAA Globes Awards for the “Cheer for China” campaign developed for McDonalds during the Beijing Olympics. The award continues the Gold awarded at the China Effies in 2008.

As an official sponsor of the Beijing Olympics McDonald’s were keen to find a way to join every Chinese person to the games. The McDonald’s slogan, “I’m loving it” was adapted to become “I’m loving it… China Win!”, a cheer to be used throughout the country.

A “cheering station” was designed, complete with webcam, microphone, interactive screen and web access. Every customer who went into the station could record their own video of a cheer for China and transfer the results to the McDonald’s China web site.

Credits

The Cheer for China campaign was developed at DDB Shanghai, China, by creative director Michael Dee, creative director/art director Jody Xiong, art director Leo Wan and copywriter Meredin Xu

Microsoft Windows 7 | My Idea

Nearly a billion people use Windows. Their ideas added up to Windows 7. Learn more about Windows 7: http://www.microsoft.com/windows/windows-7/

Ireland Innovation Comes Naturally

IDA Ireland, Ireland’s Industrial Development Agency, is running “Innovation Comes Naturally”, an international advertising campaign in television, print, online and out-of-home media, online at www.idaireland.com/innovation/.

“Clean energy. Green technology. And fresh thinking. Why businesses are putting down roots in Ireland.”

The television advertisements emphasise the sometimes spontaneous nature of innovation. It depicts the lines left by a piece of chalk as it sketches out an idea on a blackboard. As we watch, the chalk doodles and dashes about the board. Finally it comes to a successful conclusion, as we see a chalk representation of fireworks above a doodled map of Ireland.

Actor Stanley Townsend provides the voiceover. “Innovation. What it isn’t is something that happens step-by-predictable-step. It doesn’t always stop at the lights. Sometimes it goes backwards to go forwards. It goes up blind alleys. It zigs and it zags. It wiggles. And then… And then it lets rip. Your job is simple. Just give it the right environment. Ireland. Where innovation comes naturally”

“New thinking is not about the dollars you invest,” one ad asserts. “It’s about the people you invest in.”

“See how your business can benefit when a nation thinks laterally.” “Step by step logic will only take your business so far.”

“Facebook found a space for people who think in a certain way,” the headline of one ad proclaims. It’s called Ireland.” “Google googled the planet for the perfect location for their business. They came up with Ireland.”

“We’ve created clusters of expertise in many different technologies”. “New thinking is not about the dollars you invest”.

Mudie told the New York Times about the inspiration for the campaign coming from stencil maps of Ireland that came out as whie on black, looking as though they were drawn on a black board. That led to thoughts about the famous picture of Einstein at a blackboard, which triggered images of a group of people, trying to think of something, using a chalkboard because you can stand back and take a look at what is written. All that inspired the concept of a green board.

The TV commercials are appearing on the Bloomberg and CNBC cable channels. The print and online ads are running in business magazines and newspapers, and their related Web sites, like The Economist, Fortune, The New York Times and The Wall Street Journal.

Credits

The Ireland campaign was developed at McConnells, Dublin, by creative director/copywriter Laurence Keogh and creative director/art director Tim Mudie. Media planning and buying in the United States are being handled by BCA Marketing Communications in New York.

LA Fitness| Swimming pool

Keeping fit is not just a fad – it’s a way of life.

Stress at work is spurring one in five of us to exercise MORE than we did a year ago, according to research published today. The study, which was commissioned by gym chain LA Fitness, suggests most of us find exercise a great stress buster.

Swimming is considered one of the best ways to keep fit. But as Catherine Bayfield reports if youre thinking of taking the plunge you may want to make more of a splash than this lot did.

Brand: http://www.lafitness.com

Agency:Unknown

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Verizon decides it's time to make fun of the iPhone on two fronts

With Apple still selling iPhones like there's no tomorrow -- it sold 7.4 million of them in the last quarter -- it's not exactly tme to kick the company in the teeth while it's down on its luck. So what's up with the two campaigns out right now from Verizon that make fun of the iPhone specifically, and iCulture in general?

The first is the campaign below for Verizon's new Motorola 'Droid phone; in the nanosecond that the campaign's been out, it's at least managed to gain some notoriety, even though all of those references to "iDon't" makes it sound, well, like a dumbphone unless you're paying attention. The references to iDon't are actually about the iPhone. More than 700,000 YouTube views later, here's the spot, which has led some to speculate that the endless poking of fun at the iPhone may kill any possibility of Verizon becoming an iPhone carrier too. (Damn!)

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The second attacks the iPhone in a more obtuse way. In this one, a voiceover intones over and over that, "There's a map for that" instead of the iPhone-esque, "There's an app for that." The maps in question are really ones showing that Verizon's 3G coverage across the U.S. is much stronger than AT&T's — AT&T, of course, being the sole carrier for the aforementioned iPhone, which kind of lives for 3G.

Case Study: My Year Without Sex Social Media Campaign

Problemo: My Year Without Sex was a new Australian film, which was hard to market as it didn’t fit into one specific category. The trailer was not going to be enough to get people to watch it. Working on a small budget we needed to get people to talk about the film.


Strategy: Use word of mouth to help fuel discussion around the movie

Implementation: 

Identifying Key Environments 
We identified the target market as mothers. Using Google Ad Planner and a number of other tools we looked for the environments where mothers were most vocal online and three environments stood out; Facebook, Mothers Forums and Mother Blogs.

Part 1: Mothers Forums
We went out to a number of the major mothers forums and offered the Moderators of the sites free double passes to see the film. Forums host some of the liveliest discussions online.

Part 2: Blogs
We identified a number of influential female blogs that we thought would enjoy the film. These bloggers were found using the Top 100 Australian Women Bloggers list. From this list we got a number of high profile bloggers to go and see the movie. We also used the NuffNang to outreach to a further 20 bloggers.

Part 3: Facebook
There was an opportunity to get a number of people along to a pre screening for the film in each major cities. We used Facebook Advertising and a Facebook Event to set up an exclusive Facebook Pre Screening for 500 people. We also ran a Facebook Page which had further information about the movie.

Part 4: Youtube - Creating a piece of passable content 
We decided to create a piece of content around the film which we believed could have mass appeal online. We created the ‘5 Things that get in the way of Sex’ video. We were able to get this video to the front page of Digg and then Youtube Honour Board with 25,000 views in one week. This ended up being the feature of a blog post inSydney Morning Herald Ask Sam Blog.


Result: 
In its opening week MYWS took $177,522 and has currently grossed $1,127,838 in box office sales.

Learnings: 
Facebook Page
It is really hard for someone to become a fan of a product that they have no knowledge about. We did not see growth in the Page until after the release date which usually does not work with the timings/budgeting of films.

Facebook Advertising
This campaign ran from early April to May this year, this was before the upgrade to the Facebook advertising model. We were only able to manage to get 900 people into the Page for the movie, when we promoted Cedar Boys another Australian film we were able to get 2,000 easily into the Page. So this new upgrade has definitely made a difference.

Sexiness for everyone!

The Berlin Agency GLOW has created a TV-Spot ware you see an oriental beauty putting on her tights, then her bra and finally her panties. She views herself in the mirror and shows some naked skin. In the end she puts on a black dress, that turns out to be a  burqa. The claim says: “Sexiness for everyone. Everywhere!” The client is www.liaison-dangereuse.com, an exclusive German Online-Shop for Luxurios Dessous.

Title: Sexiness for everyone! I Agency: Glow, Berlin, www.glow-berlin.deI Client: Liaison Dangereuse, Hamburg www.liaison-dangereuse.com I Country: Germany

Save your logo

Backed by the Global Environmental Facility (GEF), the World Bank, and the International Union for Conservation of Nature (IUCN), the French-based Save Your Logo was founded to support the biodiversity of the plants and animals represented on logos across the world. The initiative also focuses on education and community engagement in efforts to help preserve a healthy planet.

Clothing company Lacoste, whose iconic crocodile logo has adorned tennis shirts for over 80 years, is one of the first companies to embrace the initiative. The brand will actively support projects selected by the program to “safeguard or protect endangered crocodile, alligator, caiman or gavial species, whose loss would jeopardize the biological balance of their natural habitats.”

Advertising campaign announcing Lacoste’s Save Your Logo initiative.

In 1927 when René Lacoste chose the crocodile as his emblem, he hadn't imagined that 80 years later millions of people would bear this logo. He hadn’t imagined either that the crocodile would be threatened to disappear one day. Today, within the Save Your Logo initiative, Lacoste commits itself to…the preservation of Earth biodiversity.

French insurance company MAAF and ski resort Val d'Isère have recently signed on to protect the dolphin and eagle, respectively.

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