Vai gribi piedzīvot plašu emociju buķeti 24 stundu laikā?

Kā jau katru gadu, arī šogad LRA izsludina konkursu jaunajiem reklāmas talantiem, kura uzvarētāji dosies uz Kannām un pārstāvēs Latviju Young Lions konkursā CYBER kategorijā.
Dalībnieku uzdevums būs 24 stundu laikā slēgtā vidē izstrādāt interaktīvās reklāmas risinājumu pēc picērijas "Pica Lulu" sagatavota brīfa.

KĀPĒC TEV VAJADZĒTU PIEDALĪTIES YOUNG LIONS KONKURSĀ KOMANDĀ AR MANI?
Elpoju Digital gaisu, strādāju Omnicom Media Group par Digitālo stratēģi un interaktīvu risinājumu koncepta un idejas izstrāde ir mana ikdiena. "Īsus termiņus" es ēdu brokastīs, kā arī esmu pagājušā gada Young Cannes Lions dalībniece.

KO ES SAGAIDU NO TEVIS? 
Tu lieliski pārzini datorgrafiku, flash animāciju, kā arī flash programmēšanu (AS2; AS3).

KOPĀ AR MANI TU PIEDZĪVOSI SEKOJOŠU EMOCIJU BUĶETI:
Brīdī, kad saņemsim darba uzdevumu, mēs jutīsimies šādi:  

No stresa sākumā nebūs ne miņas, uzdevums liksies gana viegls, atliks "tikai" izdomāt uzvarošo ideju:

Bet līdz tai vēl jātiek- turpināsim domāt:

Un domāt:

Yes! Ideja ir rokā! Mēs esam ģēniji! Kannas- here we come! Hahā!

 

Mierīgi un relaksēti, ar pārliecību un platu smaidu uz sejas, jo, mūsuprāt, grūtākais jau aiz muguras, darbosimies ap mūsu "super" ideju:

Vienā brīdī sapratīsim- ideja nekam neder un neatbilst brīfam!

Un es Tev teikšu: "Tā jau zināju, ka izgāzīsi visu pasākumu!"

Un mēs sāksim plēsties, vainojot viens otru:

Un tad es teikšu: "Pār mani nāca atklāsme, es zinu, kas pietrūkst mūsu idejai!"

Un Tu atbildēsi: "Tiešām? Tev ir ideja?" Mēs priekā apkampsimies un sāksim "rukāt" pa īstam!

Būs pagājušas vēl pāris stundas, pulkstenis rādīs jau 5:00 no rīta un Tu gāzīsies nost no kājām:  

Es skriešu palīgā, atbalstīšu Tevi ar padomu, svaigu kafiju un plecu masāžu:

Yes! Gatavs! Kannas saturās, mēs jau dodamies ceļā!

Mums jāpiesakās līdz 14. martam, tāpēc laika nav daudz un TŪLIŅ pat raksti man, ja gribi ļauties šim piedzīvojumam, vai neskopojies un DALIES ar kādu, kam šis varētu būt aktuāli!
Spied šeit, lai uzzinātu vairāk par konkursu un tā norises gaitu.

BLOOD RELATIONS

Blood Relations – The mutual blood donation project. Instead of spilling blood, people from both sides could share it, starting with those with most reason to hate – bereaved Israeli and Palestinian families. The Israeli national blood bank and an Islamic hospital agreed to accept blood donations so they could be shared with those on opposite side to save lives.

Gold in Film Lions category.

BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL

Google project Re:Brief

How does technology enhances creativity?

Another amazing project presented in Cannes Advertising Festival is a Google project called Re:Brief.

Google decided to put digital advertising to the ultimate test by telling that nowadays we put too much focus on technology and not enought on people behind technology.

What they did was amazing. They took 4 iconic brands, 5 legendary people behind them and asked re-imagined them from a medium they know very little about- the Internet.

The goal was simple - how can the ideas that defined the advertising industry in its infancy, inspire a whole new generation of creatives and marketers?

Let's take an example of Coca Cola. The big idea behind is that Coke is more than a beverage, it's something that connect people.

And when you translate this message, than you see that with technology you actually can connect people around the world to vending machines, phones, desktops by sending each other video or text messages and in that way brin them together in a way that wasn't possible before.

Making a good idea and a good insight that let you tell good stories and technology enable to have multiple executional ways of how to tell the story.

Or Volvo. Volvo takes a very unique story of a man who have drived with his Volvo and they allow poeple to become part of his journey through social media.

As Google's Aman Govil (who has led the project) says: "It ley you do things where other media stop and extend these ideas and give them legs".

Technology just help us to implement the idea. Idea is more important than technology. Always keep focus in idea, because storytelling never changes, but new technologies- do.

Here you can see the ads campaigns from the 1960's and 1970's:

Coca-Cola, 1971 - 'Hilltop' | "I'd like to buy the world a Coke"

http://www.youtube.com/watch?v=1VM2eLhvsSM&feature=relmfu

Alka-Seltzer, 1972 - "I Can't Believe I Ate The Whole Thing"

http://www.youtube.com/watch?v=Ut1jukxCwPs&feature=relmfu

Volvo, 1962 - "Drive It Like You Hate It."

http://www.youtube.com/watch?v=hXyW6fWE5I8&feature=relmfu

See how Paula Green, the original Copywriter of "We try harder" came out of retirement to once again re-imagine her iconic ad:

http://www.youtube.com/watch?v=QamKVlqoh5Q

Here you can see full lenght movie about project Re: Brief. It's worth it!

http://www.youtube.com/watch?v=cvDoGt1tJy8&feature=plcp

Google's Project Re:Brief won the Grand Prix at the very first Mobile Lions, part of the Cannes Festival of Creativity.

Mumbai Mirror's 'I Am Mumbai' campaign

One of the most touching work I saw in Cannes Lions Internationaf Festival of Creativity and still think it was one of the strongest ones. It was followed by a thunderous applause in the auditorium.

The commercial of the largest dailies in Mumbai was shot on the streets of Mumbai. They used people who have never been in front of the camera. All the stories seen in commercial are real. Stories who does not get tho hear, but should. The politically-motivated university ban of Rohinton Mistry’s book, the milk adulteration fiasco, the horrifying hell of the kavda orphanage, the fight against illegal political posters destroying our cityscape are made heard through the Voice - Mumbai Mirror.

People around were caught totally unaware of the cameras, which were set up around the shooting locations. Thats why the commercial gives you a feeling of being a part of the story.

As they write in their brief explanation: "The film brings the unheard voice of a city screaming to be heard with voices personified by angst, anguish, courage and determination jumping headlong into our lives", and you can't disagree.

See the link below:

IamMumbai

The campaign won Gold Lions Award in the Film Craft (Direction) category at Cannes.

Invisible Mercedes

Mercedes-Benz presents: F-Cell hydrogen fuel cell technology. How do you promote the most innovative drive technology in the world?
Check out the latest work of Mercedes. It's an eco friendly advertising that promotes lower emissions and alternative fuel sources.
The idea was to show that this car have a zero impact upon environment.
Check out how Mercedes made the car look visible and shocked people.
See the video below:

There are no answers without questions

The  President Obama proved again how cool he is in terms of using social networking websites.

Did you noticed the red phone next to the logo when you entered YouTube video-sharing website?

When you click on the phone, you enter YouTube channel called "Your interview with the president".

On January 30, the highest rated questions will be a part of the LIVE hangout "State of the Union interview from the White House" with President Obama.

To participate, visit www.youtube.com/whitehouse and submit your question.

You can also see questions of other Internet users and vote for them with 2 easy options: like or dislike.

YouTube videos you submit will drive the interview and will be used to select a few lucky people to join a live Google+ Hangout with the President.

White House also joined Google+ where you can get news, see behind-the-scenes photos and engage with the Obama administration.

The fact that your questions can be answered by president is great, so all you need to do is ASK, so submit your question!

Think

"Whats the ROI on social media?"

“What’s the ROI for putting on your pants every morning?
 But it it’s still important to your business.”

Scott Monty, Digital Communications Manager at Ford.

Evian claims: "Reveal your Inner baby!"

"Reveal your inner baby" is a new campaign from mineral water "Evian". As they write in Evian Facebook page: "The Evian babies are a reminder to make every day an adventure and to live young in all that you do".

The campaign features a bunch of people dancing with the image of a baby on each of their shirts.  The baby’s head is missing on each shirt to make it look like the person wearing the shirt is the baby. As each person dances, it looks like the baby dances with a head of that person who wears the T-shirt.

These commercials went viral on Youtuve with more than 32 million views.

Watch the video below:

Take a loot on their Facebook page: http://www.facebook.com/evianref=ts&sk=app_140496049293853

You can also be part of it. Try it now:
http://www.letsbabydance.evian.com

Pretty cool, isn't it?

iPad head girl

Would this creep you out?

A new viral video promoting Cosmo's new iPad- only magazine for men. Cosmopolitain — of sex tips and dating quips fame — launched its first magazine for men, CFG: Cosmo for Guys. The magazine will not be gracing newsstands but will live solely on the iPad, available via the App Store.

iPad Head Girl walked  around Bryant Park in New York City. The helmet is made out of four iPads that plays video of each side of her head. As for the lady inside, she gets a live feed of her surroundings streamed to her glasses inside the headgear and in her purse there was a hiden camera.

Krivicka explained to NBC that Heart wanted to portray how reading Cosmo for Guys, a men's magazine written by women, was like "getting into a girl's head" or "reading a girl's mind."

"The execution was pretty simple and filming only took a day. After recording an actress visage from four different angles, the producers streamed the videos on the iPad, while the woman walked around with park. A camera and pair of video glasses inside of the box helped her see where she was going", said Michael Krivicka of Thinkmodo. "The whole idea is, if you're a guy brave enough to touch her iPad head, you'll be able to get inside it."

Check out how iPad Head Girl was made!

Timeline: A new kind of profile for people to tell their story

Facebook has rolled out a number of major changes, including a major overhaul of user profiles, new apps for playing music and watching video on the site, and social news apps.

Facebook has understood that now it’s all about making it personal and relevant. Facebook wanted to design a place where you feel like home because the place in Internet where you tell your story is really personal.

Millions of people have invested a lot of time in telling the story of their life on their profiles; it’s a really personal product so it should be customized as much as possible.

Before your profile was the first minutes of your conversation, basics, introduction. In 2008 Facebook introduced a completely new profile and by this point people were sharing so many things that the focus of the profile had shifted from just a few pieces of basic information that barely ever changed to all of the things that you have shared and done recently.

But "We are more than just what we did recently" said Facebook CEO Mark Zuckeberg. Most deep conversations that you get into, get into all different points of your life. And this is the point where Timeline comes.

Facebook is introducing timeline- a new kind of profile:

Timeline is the story of your life. It consists of 3 pieces: all your stories, all your apps and a new way to express what you are. All your stories are more visual, much more nicely designed.

What timeline does is it starts off showing all the stuff you have done recently and as you go further back in time, it starts summarizing and surfacing only the important things of your life.

You will see years and you can just use that to quickly get to any point in your life and see the content of that specific time period.

You can put in your timeline all of your apps and all of the stuff that you have done.

The best feature I personally like about the timeline is the "Map timeline view" where you can add the places on a map showing your friends where you have traveled and how much time you spent there.

Apps. People really want to use apps to express themselves. Now you can use apps to express as much content as you want on your timeline. Discover an apps from your friends timelines and use it to your timeline. So, what Timeline really means for you? The first is "self-expression," which means your friends will know a lot more about what you read, what music you listen to, and even what you cook. So no hiding, got it? :) The second is "serendipity," which means if you see a friend of yours has watched a movie on Netflix, you can click on that app in your timeline and begin watching it immediately from within the app. Faster, easier.

Watch a video about a new class of social applications on Facebook:

In timeline you can create a cover photo and profile picture stays as well. You can highlight some things on your timeline. You can control the content and people who see it. On every story on Timeline you can change the privacy by clicking on it.

Timeline is a new way to express who you are! It’s a great way to discover all the stuff that the people have done their whole life. All the stories of your life you will have on a single page.
Facebook automatically adds photos, status updates and life events from your Facebook history to your timeline, but you can also add photos and content from you past to fill out the “Way Back” section. You can add stuff everywhere you want in your timeline.

Facebook expects to roll out Timeline in a few weeks, but there you can see how timeline will look.  

Now it's all about sharing more, not less.

What this change means for business? Here's a very good article about it.

The evolution of long distance relationship

by Natasha Shine

Business with love

This Sunday morning I was reading the book by Robin Sharma and it's my pleasure to share his houghts about love and business.

"Business is in so many ways about love. Think about it. Success comes by treating your customers with love. Acclaim comes by doing your job with love. Market leadership comes with selling youe wares with love. If your customers only like you, you are vulnerable to losing them when a competitor with a cheaper producēt or a more economical service comes along. Why? Because you failed to emotionally connect with them.
But when your customers love you – because you have touched their hearts by the way that you occur in their lives- you become part of their extended family. You are now the part of their community. They become loyal. They tell the rest of the family about you. And they will take good care of you should times get tough.

So, I’ll keep going to Starbucks. I love the place. And if you ever want to find me, , I’ll be the guy tucked away in the quiet corner, sipping on a grande soy latte with a smile on my face and joy in my heart- feeling the love."

Turkcell live competition on Twitter

Turkcell Turkish telecom company made a campaign with an aim to promote their new smart phones with mobile internet and wanted to create awareness and buzz among the heavy internetu sers.

Turkcell created live competition through Twitter. The competition had the smart phones at it's core.

They made a gift box and put the smart phones in. Then they covered the box with post-its. Using a live video feed, they asked the twitter crowd to unpack the box by tweeting what was written on the post-its using our hashtag #turkcelltweet.

There were also other gaumes participants could take part.

Finally, to win the phone, the participants had to get their mesage re-tweeted by a famous celebrity.

Results:

Campaign was active for 7 days, 3 hours per day.

8 days in the trending list of Twitter.

56'734 tweets with a hashtag #turckcelltweet were generated.

Your own museum exhibition

The Intel application takes all of your data and formats from your Facebook profile when you connect with it and turnes them into an exhibition. The exhibition features your pictures, most frequent words you post, links, location, videos, people you connect most and other things of your digital life on Facebook.

I found different opinion in some blogs about this campaign. One of the comments: "An image of my sister appeared directly next to a dead friend, followed by a co-worker making a goofy pose. Later on a snapshot of my current girlfriend was juxtaposed next to an old flame."

Or a comment like this one: "This campaign leaves a negative association with Intel brand in my mind."

If you think it’s a bit strange, remember that you are the one who is putting all this info on your Facebook profile, not anyone else.

Well, I really enjoyed this visualisation. Create and explore a visual archieve of your social life. Try it, you will be amazed! 

Click here to experience it youself!

LIVE mega billboard against agression

Public service employees in the Netherlands face aggression and violence on the streets more and more often. Onlookers unfortunately do not intervene often enough when they encounter a situation like this. A live interactive billboard in Amsterdam and Rotterdam is used to place people in a similar situation witch confronts them with their inactivity.

They used live, interactive billboard to confront people within their INACTIVITY by literally bolding up a mirror to them.

Passers by were filmed on the street and they saw themselves live on billboard screen in a similar situation. This ir sone by adding a layes or previously recorded bluescreen film.

Interactive ads are changing the world of media. This is because attention is one of the most important commodities. This example transform the consumer experience throught the power ot their interaction.

First ever animated Tattoo

This is something that has never been done before, the first ever animated tattoo. Paris based tattoo artist realised his first animated tattoo on June, the 16th.

Streamed live on Facebook, users accessed his mind through the Human API, shared his thoughts and influenced the design of tattoo. They integrated QR code indide the tattoo, which after the scanning with a phone, played an animated piece to complete the tattoo.

What is behind it? This is a Ballantine's scotch whiskey social campaign which celebrates original minds and to do this they have made a series of live streaming events where Facebook users could influence the creativity of an artist in real time by giving comments and their suggestions on Facebook.  

More than 50,000 views were generated on Facebook in two first days.

McDonald's Pick n Play

An example of using new technologies in a new way by using interactive bilboard in an outdoor campaign.

The aim of campaign is to give people an extra fun reason to visit McDonald's. How did they do it? McDonald's used a large digitals billboard an created an challenge which offers to play a game. The game has eben controled by using smartphone.  People could interact with the screen without having to download any applications.

How it worked?

People who were passing by and who wanted to play this game, had to visit picknplay.se with their smartphones.

Phones GEO location verified that they are in the game area.

They had to choose his favourite a product from McDonald's.

Player had to use a touchscreen of smartphone to play a game and follow the game real time on the screen.

If they won this game, they won their favourite product from Mc'Donald's.

Watch it:

Nowadays it's all about people.
This is a nice example of emotional egagement, it's always an added value for a brand. Interaction helps to build a loyalty as well. While customers are playing, they are self experienced and it helps to feel them closer with the brand. People want to be involved.
It's also important to remember that the human being should be in the center of communication, not the brand itself.

Catching people attention means catching their eyes and McDonald's with this billboard is definetely using this strategy.

Colour sensitive interactive billboards

Colorfull example of interactive communication through digital environment.

IBM launched its smarter planet agenda a broad campaign acknowledging the importance of intelligent systems in the world today. In the retail industry, for example, consumer data around something as simple as color can have massive implications around shipping, inventory and, ultimately, overall sales.

This interactive billboard is a simple and engaging virtual demonstration of how a smarter retail system can work. The message is that a smarter supply chain responds faster to customer preferences.

It's a great experience based on what people are wearing. It's a real virtual demonstration! Check it out!

Shadow Art Installation

Newcastle Brown Ale's Shadow Art has debuted in San Diego's (The heart of the club life), the Gaslamp district, now through the end of September.

Using only a single light source and thousands of real-life Newcastle Brown Ale bottle caps, two well-known New York shadow artists have partnered with Newcastle to bring to life a 128 square foot shadow sculpture. Check out the video above to see how the project was brought to life.

Amazing!

Bring physical world to life- Zappar app

Zappar application is a free app available for IPhone, Ipad2 and Android devices. The aim of the app is to open up another dimension where the posters/books/images/objects comes to life. It change posters into an attractive and interactive dimension.

How it works?

find the image or object that is Zappar powered. Open the app, put it in front of the object, wait few seconds till the object is registered and bring it to life.

Let's see some examples.
Zappar app used for a book called "Fantastic Mr Fox".

Harry Potter and the Deathly Hallows: Part 2 interactive poster.

Great example of PHD media agency. They used Zappar app to in Cannes Lions advertising festival 2011 to introduce the campaign "Advertising moves on" where PHD representatives talked about the future of advertising industry. PHD created 30 different posters and powered them with Zappar app.
At the end of campaign  Zappar app was downloaded more than 5800 times. See the case study below.

Interactivity nowadays is crucial to effective communication. Interactive advertising has a potential to increase the quality of comsumers decisions, increase customers satisfaction and get them involved. In this case it is easier to promote trust and of course it helps to stand out in a crowd. It plays also an essential role in increasing engagement and motivation.

Polly Cochrane, SVP of Marketing Warner Bros Pictures UK commented, “Zappar opens up a whole new way for us to think about our marketing campaigns. Posters become engaging and interactive media channels where we can bring the stories behind our films to life in a truly immersive way.”

Click here to find out more about Zappar app. 

Varbūt vēlējāties sameklēt: reģistrēts

New old stuff- magic QR code

Whats is a QR code?

It's a quick response code, which consists of  black modules arranged in a square pattern on a white background. It's basicly a 2 dimensional barcode. You can read this code using your smartphone. All you need is to download a free QR code reader and then use it when you see a QR code. You need to open the application and put your phone in fron of the QR code and make a picture. The code contain information. Once you scan the QR code, it will bring you to a website, show a message, a video, photo, calendar events, contact info, email address or even a geolocation information.

QR code is a way how you can combine offline with online enviornment, so it's a great option how to bring offline world more live and attractive.

QR code have been created in 1994, in Japan, so why they are becoming really popular only now? Thats because popularity of Smartphones is growing rapidly these days.

Let's see some examples how QR code has been used.

Here you see a billboard of Calvin Klein consisting only from a QR code. The message of a billboard is "Get it uncensored". When snap the picture, it brings you to the latest Calvin Klein 40 second video ad. After the spot plays, you can share the code on Facebook or Twitter. One more good thing of a QR code is that you can measure the effectiveness of a billboard (which was a huge problem before).

Jessica Stuart, producer and entrepreneur, sported a very unusual dress at the 15^th annual Webby Awards. The QR code was printed on her dress. The event celebrates distinct work on the web, and Stuart definitely showed her innovation and uniqueness. Stuart won two awards for a video she created for the Elizabeth Glaser Pediatric AIDS Foundation, and the dress she wore was printed with QR codes that played the video when the the codes were scanned by more than 100 of those attending the event, by using their smartphones. Here you can find more information about it.

Diesel have introduced QR codes in their stores which enable you to “Like” a product by scanning a QR code which then posts to your Facebook wall. Watch a video below. 

And here you can see also other ways where to put and use a QR code:

And if want, here  you can generate your own QR code and download the QR code reader, turst me, it's very very simple! http://qrcode.kaywa.com/

Oh, buy the way, in the introduction QR code photo I left a message for you! :)

Facebook into ExcellBook

"How can we bring stupid into the smart world?"

Diesel "Be Stupid" came up with a downloadable application for Mac and PC, that makes Facebook look like a Spreadsheet. And your boss will never find out that you are actually sitting in Facebook. Instead- it will look like you are really into your job, working with an excel, writing some really difficult sales report but at the same time with a smile on your face. Nice!

For the ones who don't know, the official Be Stupid Philospohy!

You can download the application at http://www.bestupidatwork.com

Lacta Facebook application

See how Lacta, the leading milk chocolate brand in Greece, managed to grow its Facebook page into the most popular of any brand in the country, through a Facebook application that enabled users to express and share their love.

 Facebook page

Ikea desktop organizer

Ikea has come up with a desktop application that allows you to finally stop the chaos on your desktop and let you organize e-folders on your desktop as it were a set of Ikea shelves.

"Jus like Ikea's furniture, the Ikea e-folder set has to be assembled by you: it consists of background picture with an Expedit storage unit and an icon set made of Ikea's very own organisers" the agency say.

"Once you set it up, you can put order to chaos on your dekstop".

So, the main idea od this app is to replace the boring folders which are all the same into a stylish virtual documents.

The idea is great, but it's a bit difficult to apply it in reallity. I tried it. Takes a lot of time, wish to be it a bit simplier. And when I finally organized it in a way of shelf, the next day I turned on my computer, more than half of the cute e-folders dissapeared.

This application created a lot of buzz on social media, but when people tried to aplly it in reallity, a lot of comments were like these ones: "I'm way too lazy to customize to this extent, but the idea is great!" or "Yep, it's a time suck, but it's fun".

The desktop application is not yet available in English. If you still want to try it out, you can download it here.
Tips to organize the desktop.

Advertising agency: Laboratory Ideas/Laboratory Digital, Budapest

A new green file format

In this case the format is the message.
"The WWF format is a PDF that cannot be printed out. It’s a simple way to avoid unnecessary printing. So here’s your chance to save trees and help the environment. Decide for yourself which documents don't need printing out – then simply save them as WWF." See the website and download the file format.
Just a few days after the campaign was launched, the WWF was THE topic of conversation in the news, in tweets and on blogs across the world.

The WWF Organisation is one of the most important environmental organisations in the world. For 50 years the WWF has pursued one goal: to rescue the rainforests.


Results:
After just four weeks, the website had already welcomed 200,000 visitors from 183 countries.
The software had been downloaded over 30,000 times.
Over 10,000 friends on Facebook.
Cannes Lions 2011, Best Use of Other Digital Media in a Promotional Campaign, Gold.
Company: JUNG von MATT AG Hamburg, GERMANY

Statement without having to say a word

How could they get Americans to question just how far they were willing to go to be safe?

A mettalic ink that displays messages on the scanner screens at aisport has been developed. The message was about US Constitution that protected American citizens against unreasonable searches. So whenever an airport  agent peeked at a traveller's privates, they would be confronted by the very law they were accused of violating. It was a way to make a statement... without saying a word.

It was an idea that needed the internet to spread fast, to thrust itself into the center of the debate. They leveraged social media, PR and used earned media to their advantage to spread the word.

Watch the case study video:

Results:
Within hours the media picked up on it and the press coverage exploded.

The website 4thamendmentwear.com received 1,205,397 million hits on the weekend of launch.

The website received over 3.4 million hits less than 3 weeks. 

4th Amendment Wear sold out of the first run immediately.

Cannes Lions 2011, Best use of Social Media Marketing in a Promotional Campaign, Grand Prix

Company: 4TH AMENDMENT WEAR

How ROM chocolate challenged patriotism

This campaign made chocolate ROM the first brand that had the courage to test and play with people’s national ego on a national scale. With their new campaign they took away something people were taking for granted: the national flag from the most traditional chocolate bar-Rom.

They were sure that although  young Romanians tend to be negative about their country, their patriotism returns when challenged.

Results: Became Romanian's most popular chocolate bar with 79% increase.

Grand Prix in Cannes Lions 2011, Category: Best New Product Launch/Re-Launch or Multi-Product Promotion at Retail
Created by McCann Erickson Romania

Canon "Photochains"

This integrated campaign, is designed to create a new form of social networking, based on sharing the inspiration behind photographs.

Created by Leo Burnett Sydney

Levi’s „Cheeky Little Idea”

Levi’s game enabled by online and mobile interaction. Pairs of Levi’s have been released onto the streets of Sydney and Melbourne worn by Levi’s representatives.
Users pieced together clues released on Twitter to locate the jeans and can win a pair by asking the wearer „Are those Levi’s?” The wearer than has to drop their pants and give it away.

How did it look like in reality?

Results in 6 weeks: 1450+ followers on Twitter

300 000 + reached through retweets and @replies.

Interactive Ikea catalogue

A good idea to let people personally promote your product! Sometimes you just need to use existing social media platform functions to engage with people, create buzz effect and let them personally promote your product.

Your customers are not stupid

"Walk on water viral campaign"

The brand: Hi-Tech Infinity. Product: waterproof shoes

When I saw the video on YouTube “Walk on water”, it seemed to me pretty amazing and a super cool way to promote water resistant shoes.  

Watch the video:

 

Guys are talking about inspiration and if you believe in your dreams you can do everything. They are engaging the audience in a very emotional level by  touching values and saying that "people want you to think in a different way and this sport allows you to push yourself". It gives inspiration! They speak about the product as well, but it seems very natural thing to do after the words: “Me, my boots and I”. They are giving the tips how to do it and the most important tip they mention is believe in yourself.

After seeing this video, I thought  it’s a very creative viral video.  The engaging part is also cool. They developed the site where you can play a game, get the highest score and win a pair of Hi-Tech shoes.

Check it out, that's the good part about this campaign.

And then I started to read comments below the video and I found out more negative than positive replies. Thousand of comments like “Busted”, “I’m skeptical”, “guys, this is legit!”, “Fake so fake”, “fuck you guys i broke my leg trying to do this”. People didn’t believe in it. I still couldn’t decide my position when I found „Behind the scenes” video which was made 2 weeks after the buzz campaign was launched.  

 

I was so disappointed! The brand lied and afterwards they laughed about the customers.  They easily admited that the only purpose was to make their brand famous. In the video they  laughted about the values they spoke in first video and that’s a big, big mistake from a brand positioning point of view. First it  made me belief in something, but afterwards laughing. They said that it was just for fun and they wanted that the people think about Hi-tech in a different way.  Well, now they for sure I think in a different way, if before didn’t think anything about this brand, now I think negative. I don’t believe it really helped the brand.

It forgot a very simple and true rule: „Your customers are not stupid!”

Special thanks to my amazing teacher Filippo Selden for sharing this video!