17.5.10
Yellow Pages 'Hidden Pizza Shop'
To raise awareness of Yellow Pages as both an effective way of finding businesses, and an effective way of growing business. The campaign is centred around Hidden Pizza Restaurant, a temporary pop up store in Fitzroy, Melbourne with living breathing basil wall, run over two weeks in April by Tony Fazio. 500 pizzas a night were served in sturdy bags made from hand-stitched recycled paper along with a glass of home-made lemonade in a recycled jam jar.Fazio sent out the message online with the message, “We’ve hidden a new pizza restaurant somewhere in Melbourne. If you can find us, the pizza is free. One pizza per order, per day”. The location of the restaurant was only placed on Yellow Pages online. “Finding the restaurant is easy, just look it up the way you would any other business from April 12 – April 25 and the pizzas are free. Make sure you phone ahead to order as no pizza orders are taken at the door. And get in quick, our restaurant fills up fast.” *Limit one per day. Melbourne callers only. Subject to availability.
The Hidden Pizza site now serves as a case study for potential Yellow Pages clients, building opportunities for participants in the free pizza case to connect through Facebook and tag themselves in the 14 day timeline. User participation was built on the Hidden Pizza Facebook page.
Credits
The Hidden Pizza campaign was developed at Clemenger BBDO Melbourne by creative chairman James McGrath, copywriter Ant White, art director Russel Fox, executive producer Sonia Von Bibra, producer Karolina Bozajkovska, interactive producer Dean Wormald, interactive director Tommy McCubbin.Media was placed by OMD.
Filming was shot by director Patrick Hughes via Radical Media with director of photography Cameron Barnett, executive producer Karen Bryson, producer Victoria Conners Bell and editor Nigel Karikari.
Post production was done at Iloura and Digital Pictures.
The Hidden Pizza restaurant, constructed mostly from recycled materials was designed by Joost Bakker. Bakker recruited Tony Fazio, formerly of Stokehouse and I Carusi, who had just sold his pizza restaurant Porcino in Collingwood. The yellow-and-black vinyl covering on the stools came from recycled Yellow Pages billboards.
16.5.10
Mini Cooper “The Car That Became a Hamburger”
In a partnership with Lanchonete da Cidade fast food chain, one of the trendiest in São Paulo, they developed the Cooper Burger, a sandwich inspired by the origin of the car, made with typically British ingredients. Besides the meal, upon the order, the customer received an exclusive place mat and a coupon for a test-drive and a 10% rebate on the acquisition of products from the MINI Lifestyle collection. Over 5 thousand sandwiches sold in just 2 months. Over a thousand test-drives performed, bringing forth twice the expected sales for Brazil. Highlight in targeted television programs, newspapers, magazines, blogs and websites. Today, the sandwich is part of the restaurant’s permanent menu.
Agency: Pepper São Paulo, Brazil.
Agency: Pepper São Paulo, Brazil.
The Future of Retail Touchpoints
Cisco IBSG's Edward Westenberg explores how retail touchpoints are impacting the customer shopping journey and changing the future of retail.
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Naughtiest 'Axe effect' commercials
A list of Naughtiest ‘axe effect’ commercials.
He wants to...fail
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Have you seen that marvelous movie Perfume? well, this ad makes me remember the last part of the movie. sexually hungry women are running from all corners to devour one man- the axe man. oh, man, that is hell lot of woman. and still he is smiling.
Axe may tempt your girlfriend to give a pat to the waiter’s butt
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Axe creates ripples in relationships. so guys, better armed with axe. Or else men like that waiter will take advantage over you. well, the woman’s expression and the sound are quite funny.
Axe effect- dentist office
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oh, helpless girl! What can she do other than yeild to the powers of Axe and act hysterical?
She steals a bit of sensuous touch
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she is not the massage therapist. she is just a maid. she is stealing a quick touch on the axe-showered man before the massage therapist comes.
Girls fighting
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Girls fighting for axe man’s cloth.
Axe elevator
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There are actually several versions of this commercial. Here, the axe-man is having some unexpected pleasure at the elevator. The story is not over. The next one is a guy(gay)
Please don’t open the notebook completely, man
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This commercial for touch, the body spray from axe, everything the man touches make a corresponding impact on the women around him.
The lady doctor
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Lady doctor loses her patience to control the axe effect and forgets that he is her patient
Look, funny things are happening
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Let them sing. But what happens amid this seemingly decent situation?
Lady forgets everything
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The lady forgets everything, even the grandma in the wheelchair, and helplessly follows the axe-man
Call me...
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Library. A girl is pretending to search for her lost mobile phone, in a sensuous way. She needs the man’s smell phone to find out hers. She makes a call from his cell phone, oh; hers was in her pocket! She hands over the phone to the man who gazes at the number. As he watches her in joy, she gestures gracefully -‘call me’
The Indonesian Axe effect
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Man comes to the deli counter. The girl gets a whiff of the body spray. She artfully writes her phone number with tomato sauce while sensuously watching the puzzled guy. After handing over the spicy number, she gestures (what an expression)- ‘call me’
Sexually stinking axe-commercial
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Axe, the wholesalers of male sex victory, presents another commercial which shows amorously horny ladies, bitten by the lust for an axe-showered man.
Like in every Axe ad effort, this commercial too is centered on the power of smell and the sexually fragile nature of (ladies) naughty noses. The first lady is proudly makes the other one to smell her finger.
The Axe Effect In Discos | Glass
AXE contracted bars in the main discos in the Uruguayan night life, where beautiful bar-girls served a passion-red drink in a unique AXE GLASS, specially designed for the brand. As the boys drank and the level of liquid descended, they undressed a gorgeous girl.
As a result, at the end of the night, the AXE GLASS was the only one that didn’t end up on the floor, but in the boy’s homes.
Agency: Lowe Ginkgo, Montevideo, Uruguay
Billboard coupons help destitute get wasted
Social Games
Zynga, creator of FarmVille, recently valued at $4 billion dollars had become a legitimate interactive social channel for the masses.
Why Would Your Brand Consider Partnering With A Social Game?
Targeted Audience
As Irfan Kamal pointed out in a previous post, what’s intriguing about social gaming is that players are not your stereotypical, male teens in their parents’ basement. For example, 60% of FarmVille players are women (that’s 48 million female players), and many of them are in the 30-40+ age range. Whatever your audience, there’s a good chance you can find a game that fits.
As Irfan Kamal pointed out in a previous post, what’s intriguing about social gaming is that players are not your stereotypical, male teens in their parents’ basement. For example, 60% of FarmVille players are women (that’s 48 million female players), and many of them are in the 30-40+ age range. Whatever your audience, there’s a good chance you can find a game that fits.
High Engagement
Through games, consumers can interact with brands in ways that are informative, rewarding, and fun. Direct brand engagement can last 20 to 30 minutes - throughout the entire play period - multiple times a week. It’s difficult, if not impossible, for a display ad or social network fan page to offer this level of connection with the consumer.
Through games, consumers can interact with brands in ways that are informative, rewarding, and fun. Direct brand engagement can last 20 to 30 minutes - throughout the entire play period - multiple times a week. It’s difficult, if not impossible, for a display ad or social network fan page to offer this level of connection with the consumer.
Unforced Advertising
This depends on the game and campaign, but in-game brand interactions do not have to be invasive. Games provide the opportunity for brands to explain themselves in a way that’s casual or even helpful to players.
This depends on the game and campaign, but in-game brand interactions do not have to be invasive. Games provide the opportunity for brands to explain themselves in a way that’s casual or even helpful to players.
Viral Component
Whether it’s when they first sign up or at various check points, games often ask players to share information with their social network. Brands can latch on to these viral interactions to increase awareness and drive action.
Whether it’s when they first sign up or at various check points, games often ask players to share information with their social network. Brands can latch on to these viral interactions to increase awareness and drive action.
Micro-payment Success
Social games are usually free to play, but leveling up or progression can take time. In order for a player to catch up to their friends, players can essentially purchase progress in a variety of forms, spending $1 or $50 dollars at a time. As consumers open their wallets more often for these micro-payments, they become more comfortable opening up their wallets for games in general - which can only benefit the partnering brands.
Social games are usually free to play, but leveling up or progression can take time. In order for a player to catch up to their friends, players can essentially purchase progress in a variety of forms, spending $1 or $50 dollars at a time. As consumers open their wallets more often for these micro-payments, they become more comfortable opening up their wallets for games in general - which can only benefit the partnering brands.
Three Ways Your Brand Can Get Started
Lead Generation Through Rewards
A very popular tactic, this type of marketing asks users to engage the brand, such as filling out a survey or registering for membership, in order to receive in-game currency. Though this seems simple, its results are questioned as consumers may not actually be interested in the product. Many times advertisers ask consumers to sign up for a free trial, only to see the trial canceled as soon as the game currency is delivered. I should also point out, if you’ve followed the industry recently, you may have heard about TechCrunch’s articlein which it renamed FarmVille, “Scamville” as brands began tricking players into signing up for paid services without their knowledge, leading to harsh criticism of both the game and brands involved. If you decide that this quid pro quo lead generation is the route you want to go, I cannot stress enough the importance of transparency.
One way to avoid this sticky situation, is to follow the Microsoft search giant’s lead. Bing recently placed a rather creative looking display ad which offered players, without ever leaving the game, a chance to earn FarmVille cash for becoming a fan of Bing on Facebook. The low barrier to entry and minimal commitment paved they way for incredible results. In one day, Bing’s Facebook fan page increased by 425,000 fans. Though one might immediately question how committed these fans are to the brand, Microsoft continued engagement through the fan page with posts such as, “Any FarmVille fans out there? Try using Bing to get the most out of your crops and animals,” and linked to helpful search results. Microsoft reported the first update drew 585 comments in four hours and 20,000 click-throughs.
Sites like GamePoints help consolidate these lead generation offers. Users log-in to shop at retail partners, redeem coupons, complete online surveys, and engage with brands in a multitude of other ways for virtual currency in more than 1,500 games. The site has attracted many well-known brands, including Macy’s, Netflix, Disney, Fandango, and iTunes.
Branded In-Game Items/Missions
If you want to kick things up a notch in terms of creativity, you can insert your brand into an existing game. Though a common place in console games for decades, sponsored virtual products are now appearing more often in social games, especially with non-profits brands. Water.org partnered with Zynga and designed a special fish which was purchased by 70,000 FishVille players for their virtual aquariums, raising $13,000 in five days. In addition, site traffic to Water.org increased 10 times during the campaign.A great for-profit example can be seen in the partnership between the gangster movie Public Enemies and Mafia Wars. “Public Enemies Week” allowed players to complete special movie-themed missions and unlock “Loot” which included virtual items from the movie. During the campaign, movie-branded items received 55 million interactions and 7.6 million Facebook Newsfeed posts. The campaign itself received 25,000 ‘Likes’ and more than 26,000 comments on the Mafia Wars Facebook Fanpage. There’s a very detailed analysis of this successful campaign from AppsSavvy here.
Build Your Own Game
Now if you have an established fan base and time on your side, building your own game might be something to consider. When executed correctly, brand engagement is practically limitless as you control all aspects of player interaction. However, a big drawback can be brand fatigue, as users don’t want to feel like they’re interacting with a commercial. One of the earliest success stories was Parking Wars, a game built for A&E’s television show of the same name. A relatively simple concept, players earned virtual money by parking on each others’ streets. When parking meters ran out of time, players would issue tickets to their friends and this back-and-forth, kept players coming back over and over again. In two months, the game had more than 400,000 players, yielded 250 million page views, and assisted in a successful first season of the show.
The game creation process has been simplified by the emergence of template-based games. For example,Hive Media’s “Collaborative Content Delivery Platform” allows brands to simply upload videos, images, and text to create a role-playing, location-based, or avatar-based game. Through this platform, brands are also able to add their own virtual goods and in-game advertising. Creating your own game offers a vast amount of engagement opportunities and big brands you wouldn’t expect, like the United States Government, are eventesting the waters.
CHANG SODA: FIZZY BILLBOARD
Client: Thai Beverage Public Company Limited
Agency: JEH United, Bangkok
Creatives:
Jureeporn Thaidumrong (Executive Creative Director)
Komsan Wattanawanitchakorn (Creative Director)
Nittha Pruksacholvit (Art Director)
Thanachai Shavitranuruk (Copywriter)
Country: Thailand
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