21.5.09
Using social media in increasingly potent ways
Band-Aid:::Stuck on me
Johnson & Johnson’s new Band-Aid Perfect Fit bandage was a high-tech adhesive plaster that used advanced Japanese technology. Band-Aid wanted to launch the product in a way that would remind one generation of a trusted brand they grew up with and win over a whole new one.
Band-Aid decided to reintroduce a much beloved and previously successful brand jingle “Stuck on Me” to a new generation of Canadian families. Band-Aid products are usually purchased by mothers during the summer, when outdoor activities are in full swing. Band-Aid decided to team up with Canadian Idol, the top-rated music show in Canada to launch the Perfect Fit plaster. It launched a nationwide talent search that would offer consumers the opportunity to give the Stuck on Me jingle a musical makeover. Canada would then vote and pick a winner online. A series of TV spots were created that mimicked Canadian Idol’s talent search, featuring performers singing their own rendition of Stuck on Me. All communication drove people to Stuckonme.ctv.ca and encouraged families to audition by recording a video and uploading their performance to the website. As an added incentive, the winner would receive a holiday for their family.
As a result Stuck on Idol became the most successful cross-promotion in the history of CTV. There were more than 155,000 this and 13,000 votes on the stuckonme.ctv.ca site. The brand experienced a $5.3 share gain.
BRAND
Band-Aid
BRAND OWNER
Johson & Johnson
CATEGORY
Pharmaceuticals/ Healthcare
REGION
Canada
DATE
Jun 2008 - Jul 2008
MEDIA AGENCY
Universal McCann
MEDIA OWNER
CTV
MEDIA CHANNEL
20.5.09
Turkcell:::Tone & Win
Turkcell wanted to increase mobile marketing revenue and create customer loyalty.
Turkcell launched a ring-back advertising platform, Tone & Win, which rewards customers with credits or minutes for willingly allowing their phone to become an advertising medium. By opting in, the customer’s incoming ringtone when a friend calls them is replaced with a brand’s jingle instead. This means that anyone calling the person who has signed up to the service, even if they are signed up to a competitor mobile phone operator, will hear this advertising. The consumer can select which sort of advertising jingle to use as a ring-back tone, thus essentially recommending that brand. Some ads get more rewards than others.
So when Whirlpool ran a campaign during Christmas, listeners heard an actress wishing them Merry Christmas. Meanwhile Turkish bank Isbank ran a message wishing people a happy near year. The payment model works a bit like Google Adwords – they get more availability by offering higher rewards than the rest. The cost per listen model charges the advertisers based on the amount of ring-back tone (RBT) the caller hears. Advertisers include Axe, Adios, Turkcell, Dacia and Pinar.
As a result, Turkcell has achieved a 338% monthly increase in Tone & Win members. They create a monthly impression rate of 100,000,000.
BRAND
Turkcell
BRAND OWNER
Turkcell
CATEGORY
Telecoms/ Mobile
REGION
Turkey
DATE
Mar 2008 - Dec 2007
MEDIA CHANNEL
Brand movie::: New trend in luxury advertising
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CHANEL N°5
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Dior
The latest Lady Dior film already looks like it is going to eclipse the much anticipated (and deeply disappointing) Coco Chanel spot
Titled, The Lady Noire Affairs and shot in a Hitchcock style the six and a half minute short will include romance, gangsters, the Eiffel Tower and of course a beautiful heroine in Marion Cotillard.
One clue to the story being released each day over the coming week via a Twitter account and a widget is available to embed into sites and blogs.
Directed by Oliver Dahan of the BAFTA nominate La Vie En Rose, the preview is available online now, with the film being released on May 20th at ladydior.com. It will also be backed by a print campaign, shot by Peter Lindbergh atop the
www.ladydior.com
twitter.com/lady_dior
www.balistikart.fr/_lady_dior/
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