16.7.09

Nissan:::Be the news


Nissan has only recently developed a presence in Brazil and was looking to jump-start its relationship with drivers there. It wanted an innovative way to introduce its worldwide brand belief, ‘Shift’, to the Brazilian consumer.

To reach its target audience, Nissan chose O Estado de Sao Paulo, one of Brazil’s largest papers, and the most important source for people buying cars. To incorporate the idea of ‘Shift’, Nissan decided to change people’s relationship with the news. Rather than have people passively reading the news, it wanted them to become the news.

For the first time in its history O Estado de Sao Paulo ran a blank front page that allowed us readers to upload their own news stories and photos via the website. The next Sunday, every subscriber was front page news, as the bespoke paper arrived with their front page design.

The ‘Shift’ campaign had the largest response for any newspaper promotion in Brazilian history. Nissan made it to the front page two Sundays in a row and its Brand Familiarity in Brazil doubled through the initiative


BRAND:Nissan

BRAND OWNER:Renault-Nissan

CATEGORY:Automotive

REGION:Brazil

DATE:Jul 2008 - Dec 2007

MEDIA CHANNEL

Mobile or InternetPress

Football Federation Australia::: Letter H



When ticket sales for Australia’s upcoming football match with Ghana were lower than expected, the Football Federation Australia (FFA) took the rather unusual step of promoting the opposition instead of the home side.

The target for the campaign was not die-hard football fans, but those who liked to watch the ‘big ticket’ events. Believing low ticket sales to be the result of an apathetic attitude to Ghana, the FFA looked for unconventional and amusing ways of educating and exciting Australians about the African country.

It formed a fake Ghanaian supporters group. Each member of the group had a letter of their beloved national side spelt out on their chests – the joke being that, as there were only four Ghanaians in Australia, they had no letter H. The group went out to public places and interacted with people to try and convince them to come and be the letter H at the game.

Starting as a piece of ambient media, interest snowballed and saw the campaign channeled into other forms of media, such as blogs and live television. For only $15,000, the AFF generated $250,000 of media value. In real terms, this translated into a 50% increase in ticket sales.

BRAND:Football Federation Australia

BRAND OWNER:FFA

CATEGORY:Sport/Leisure

REGION:Australia

DATE:Aug 2008 - Sep 2008

Agency:Lowe

MEDIA CHANNEL

Mobile or InternetTVAmbientPR

Wrangler:::We are animals

In today’s society, our animal instincts are smothered by daily modern life, city-living and constant technological developments. Man is an animal, but he no longer knows it.

Wrangler’s new strategic and creative platform seeks to re-awaken our bottled-up instincts and to encourage who and what we fundamentally are, by putting all that is pure, natural and instinctive back into Man.

The new print campaign from FFL Paris for Wrangler illustrates humans as animals in different locations in the wild.

The Wrangler brand is repositioning itself through instinct and emotion.


Agency: FFL Paris

15.7.09

Ultimate brand experience

Doods who planned and created the following” ultimate brand experience/ engagement” without doubt dripping with enthusiasm for all things digital -they love it and they live it

13.7.09

Nike Tour de France chalkbot puts your #Livestrong message on the road

Lance Armstrong is using his Tour de France apperance to promote the global fight against cancer. Through a Nike supported campaign at www.wearyellow.com there are a number of initiatives for people to participate, share their story and highlight the cause.

As the Live Strong site says: "Lance is just one person. He can't fight the global cancer epidemic alone. So he asked artists, other athletes, survivors and writers to join his peloton. Now he's asking you. What's your bike? There are many ways to get involved and make a difference. How will you help?"

Lance Armstrong Tour de France Live StrongLance Armstrong Tour de France Live Strong website at www.wearyellow.com

One of the ways to get involved is to send a message to the 'Nike Chalkbot.' The Tour de France has a tradition of people chalking messages on the road for riders to see and this year the Nike Chalkbot will allow people from all over the world to contribute a chalked message.

Nike Chalkbot Tour de France messagesNike Chalkbot Tour de France messages on the road

Followers can send a message via SMS, through the Live Strong website or as an @ reply on Twitter (including the hashtag #livestrong) to @chalkbot.

Once approved by the moderator, the message is then sent to the Chalkbot which then chalks the message onto the road ahead of the riders. The contributor is then sent a link to the message so that they can see it on the road for themselves.

The Nike Chalkbot will produce around '100,000 messages of courage, hope and action' during this years Tour de France and the following video gives more insight into the thinking behind the Nike Chalkbot and explains how it works:

Popout

Lance Armstrong is a Tour de France legend and the Tour de France Live Strong activity is a great way of combining the event platform with technology to highlight the cause whilst allowing the global community to interact with the actual event.

i.Saw - The World's First USB-powered Chainsaw

i.Saw - The World's First USB-powered Chainsaw

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Advertising wars between advertising agencies.

two successive billboards seen in South African airports, both placed by successful South African advertising agencies.

First The Jupiter Drawing Room,

Jupiter

then Ogilvy’s

Ogilvy

The Ogilvy ad contains a link to its site called ‘Ogilvy on Recession’.

11.7.09

Logos by country: Saudi Arabia

7 Skills for a Post-Pandemic Marketer

The impact of Covid-19 has had a significant impact across the board with the marketing and advertising industry in 2020, but there is hope...