Marketing 3.0.

9.2.10

ACDelco is a subsidiary of American car firm, General Motors. Despite carrying parts for all makes of vehicle, there was widespread misconception in the UAE market that the firm only serviced American cars.

Traffic statistics suggested that drivers spent an average of 4 hours on the road in Dubai. Memac, Ogilvy and Mather use the trucks themselves as mobile advertisements. Using the free advertising space on the side of ACDelco trucks, they were branded with a fun, simple slogan, “Yes! We also have parts for this car!” with arrows pointing at passing vehicles.

The trucks drove through key areas, and parked in strategically visible sites, and allowed the passing traffic to complete the artwork. Achieving an estimate 3.2 million impressions per month, the campaign increased store traffic, and helped to change public perceptions of the firm’s products. The branded trucks were part of a larger campaign that saw a 28% rise in end of year sales figures.

BRAND: ACDelco

BRAND OWNER: General Motors

CATEGORY: Automotive

REGION: UAE

DATE: Dec 2008

MEDIA AGENCY: Ogilvy

MEDIA CHANNEL

Love Honey|Kinky co-ordinates

It’s often said that sex sells and online retailer Love Honey has set about proving this with its own Google Maps concoction.

The online sex shop was looking to boost its profile in the £315m-a-year industry and decided to build on the long love affair between consumers and novelty online applications.

Love Honey set about making an interactiveheat map, showing the most amorous and the most prudish areas of the UK. An anonymous sample of more than 500,000 orders placed at the e-commerce site was aggregated into regions that match the population statistics from the UK Census. It then divided the amount of money spent in each region by the number of people who live there to reveal the average spend per head on all sex products. This was then plotted on the map, with a heat scale from ranging from bright red (“scorchio”), marking the areas with the highest concentration of sex product purchases, through to a prudish blue (“Frosty”). Thus the UK Sex Map was born.

Every town with a population of over 10,000 was included and separated by annual spend per-capita. The site is updated with monthly data, and users can search for their own home towns to see how “sexy” they are. They have been careful to ensure that you can’t zoom in too far to see any actual delivery address – your neighbours aren’t going to be happy if you can work out how many sex toys they have had delivered in the past year. For each location, you can also see a top 10 list of most popular sex toy purchases and how your town fares against others in the locality.

Links offering quick purchases were included, while the site provided banner ads and other materials featuring messages like “How sexy is your town?” for use on local sites with the aim of generating a sense of competition.

The project was a product of the website’s ongoing strategy to increase consumer involvement and was made possible thanks to the increasingly cheap online mapping tools.

BRAND: Love Honey

BRAND OWNER: Love Honey

CATEGORY: Retail

REGION: UK

DATE: Oct 2009 - Dec 2008

MEDIA CHANNEL

Toyota|Hybrid ad|Prius app

Every brand must have an application these days, or so it seems. To launch its own incarnation of the iPhone app, Toyota turned to UGC and encouraged passers-by to doodle on the prominent Reuters billboard overlooking Times Square in New York.

Billboards have become a secondary medium in recent years. Most brands see them as an add-on, rather than an integral part of a campaign, as they used to be. The type of digital interaction being utilised by Toyota, however, could see billboards regain a place in marketer’s hearts.

Toyota took over the Reuters billboard for a limited 3 day run. Members of the public sketched simple designs on a handily available Prius app, these sketches were then sent directly to the digital billboard and layered over the original display ad for Toyota’s iPhone application. A web cam on the Reuters site allows users to see what is currently being sketched and footage of passers-by interacting with the billboard was seeded onto YouTube. Available to download from the iPhone store, the app allows users to take a virtual tour of the new Prius, compare colours and watch videos – as well as interact with Toyota billboards, of course.

By creating a hybrid advert from the public’s doodles and the original billboard design, Toyota advertised its new app in a way that also promoted the core value of its Prius model.

BRAND: Toyota

BRAND OWNER: Toyota

CATEGORY:Automotive

REGION: USA

DATE: Oct 2009

AGENCY: Saatchi & Saatchi

MEDIA OWNER: Reuters

MEDIA CHANNEL

8.2.10

Avatar : 3D billboard

Stretching 60 metres across and featuring blue halo lighting, sculptured front-lit lettering 2.5 metres tall and a variety of 2D cut-out characters exploding out from the poster, the interlinked billboards are the longest advertising face in the UK. This is the first time in more than a decade that the opportunity to dominate one of London’s most famous outdoor locations has arisen. Located between Heathrow and the West End, this campaign will deliver almost 6 million impacts, according to data from the Department of Transport .

Advertiser name: Twentieth Century Fox Product: Avatar Campaign dates: December - four week campaign Format and weight: Clear Channel Create special build Creative Agency: TEA Media Agency: Vizeum and outdoor specialist Posterscope