NIKE TAKE MOKUM CAMPAIGN by Nike

or how to re-launch a sport

What's the story
Nike was determined to reset runners minds in the Netherlands. Youngster think that running is
boring, so Nike devised a plan to have people Run Unleashed, making running light hearted,
playful and enjoyable and, thus, attracting a whole new target group of young urban runners
A new way to run
Nike created a revolutionary Facebook application that let runners draw a graffiti running route over the
map of Amsterdam. They could color the graffiti by going out running, registering the run with Nike+ and
filling the graffiti with their actual KMs run.
The graffiti made them run in completely new way. It shifted from being focused on schedules and minutes
to expressing creativity while running. And it attracted the young, urban runners who started designing
creative graffitis turning the map of Amsterdam into a virtual canvas
A Nike Runhouse pop-up store was opened close to Amsterdams most famous urban park where Nike
further engaged youngsters in the Run Unleashed experience with events, runs and free product trials
Success
They converted over 9,000 new running members
The online running club was visited 183,275 times
220 graffitis were created on top of the Amsterdam grid within 6 weeks time (colored with 1,268 Nike+
kilometers)
Why we liked it
It was a creative way to attract the youth population to a sport that is all about
routine, lacks heroes and is actually pretty boring
Go watch the video: http://bit.ly/kBObGt
Boondoggle
June 2011
AGENCY
Image Credit Geomarketing
Image Credit Amsterdam Ad Blog
Image Credit Expression that Inspires
What's the story
Volkswagen is inviting its fans in the Netherlands to vote for their all-time favorite VW model -
and win the vehicle as a reward in a social media campaign
Volkswagen Facebook Fans create the Fanwagen
Not only were consumers invited via Facebook to create unique historical models, SoMe features
will be integrated in the product itself
These social media features will make the so-called Fanwagen the most social car ever. Clearly
designed for the social network-obsessed, the car includes a license plate that shows your
relationship status, and the ability to print your newsfeed on the dashboard
This unique model will find a new owner on Facebook as part of a lottery
Success
More than 20,000 Facebook users registered for the Fanwagen lottery (the VW page in the
Netherlands jumped from approximately 10,000 fans to 42,000 fans within 3 weeks)
50,000+ Youtube views
Huge online press coverage
THE FANWAGEN by VOLKSWAGEN
or how to communicate tradition via Facebook
Why we liked it
VW successfully connects the old and traditional with the new and trendy by
focusing on their iconic models and combining them with Facebook features and
Facbook online actions
Go watch the video: http://tinyurl.com/67dl88x
AGENCY
Achtung!
November 2011
Image Credit Harrisburg VW
Image Credit AdZag
Image Credit SpicyTec
LONDON FASHION WEEK #TWEETWALK by BURBERRY
or how to give a masterclass in digital marketing to boost both image and sales
What's the story
For their Spring Summer 2012 show on September 19th, Burberry partnered with Twitter to
provide their half a million-strong community of followers exclusive behind-the-scene looks
before even people sitting on the front row could get a glimpse at the collection : it was the first
ever Tweetwalk
Theres a Twitter-savvy brand for you!
Creating the #Tweetwalk hashtag on Twitter to gather all their exclusive tweets, they added to
their now usual HD live stream experience through Facebook and Burberry.com
They also gave the control of the brands Instagram account to the most-followed user on the app
: photographer Mike Kus, who publicized the event to his 126,000+ followers
Success
According to BBC London Radio, Burberry had over 80 million sign-ups from all over the world
Burberry achieved trending hashtags on the worldwide twitter stream with #Burberry,
Christopher Bailey, and a record-breaking mentions per minute.
Why we liked it
Burberry has been known to stage Holographic 3D shows, provide shoppable
livestreams and broadcast their catwalk show straight onto a 32-metre high billboard
in Picadilly Circus during previous fashion weeks
They are established as a pioneer brand in the new media communications space
Go watch video : http://youtu.be/C5oFZ53I2N8
In-House
October 2011
AGENCY
Image Credit Telegraph.co.uk
Image Credit Nubry
Image Credit Burberry.com
THE LIVING SOCIAL TAXI by LIVING SOCIAL
or how to surprise...
What's the story
Unsuspecting passengers who took the taxi found themselves in a show-like game environment
offering various real experiences
Driving you to surprising and delightful experiences
In the hope of creating some buzz and showcasing many great discounted things you can get
from LivingSocial, they decided to deck out a cab with a mystery take-it-or-leave-it challenge
Passengers could continue to their destination, or "roll the dice" and embrace an unexpected,
exciting new experience. The outings included chess boxing, pole-dancing fitness classes, chef
master classes, a speedboat ride up the Thames, and the chance to feed a tiger up close and
personal
Success
45,000 viewed on the official YouTube video
Hundreds of blogs in the UK and all over the world have covered the operation and created
awareness
Go Watch the video : http://bit.ly/qxWEOJ
Why we liked it?:
The hidden-camera taxicab format is not a new one, but here it works well in showing
rather than telling the simple, straightforward brand promise
AGENCY
Minds Eyes Media
September 2011
Image Credit Adweek
Image Credit My Virtual Scrapbook
Image Credit Randy Matheson
What's the story
The Argentinian enthousiasm for football is known by the whole world. Coca Cola has
come up with a campaign that encourages supporters to make more and more noise
throughout the televised viewing of the match ... If there isnt noise, no match
No sound, no match
Several giant screens dispersed in Buenos Aires aired the Argentina selections Copa
America 2011 matchs
The aim of this operation was to test the south american fervour for football. If
viewers werent playing an active part in supporting their team, the match was no
longer displayed on the screens
Thanks to sound level measurement instruments, during all the match, the match was
seen or not
Success
Over 15,000 video views on Youtube
Many ad specialized blogs relayed the operation.
Go watch the video: http://bit.ly/pFwW5A
Why we liked it
A brand gave consumers the ultimatum, give something otherwise youll get
nothing resulting in an advertising operation that was innovative and interactive
MAKE SOME NOISE by Coca Cola
or how to test national football team supporters fervour
OgilvyAction
July 2011
AGENCY
Image Credit Lavart Collective
Image Credit Shotmcns blog
Image Credit Trends2you
What's the story
Guronsan, the perfect remedy for hangover identified the party-goers as their primary target,
faced the problem of not reaching them, as they dont often go to pharmacies Guronsan had to
find a way to bring pharmaceutical products to themby making it cool
Kill the monster, have a guronsan !
Guronsan created the hangover monster, a big green creature that shows up in the morning when
people have drunk too much. Equip with a sledge hammer, the monster wreaks havoc
The monster hangs out where people are likely to party: summer music festivals, college parties,
and night clubs
The monster is on Facebook too and has daily interaction with fans that could invite him to their
own parties
Online presence on youtube guaranteed to document the Hangover Monster high jinks
Success
The Facebook page was the number 1 health page in Portugal and number 10 among all
businesses with more than 3 million pages viewed on the social network
Generated tons of user content
More than 22,000 likes on Facebook
Go watch the video: http://bit.ly/k691Gu
Why we liked it
Guronsan managed to make its product fun and reached its goal of being
recognized as the 1
st
remedy for hangover by all the party-goers
The ultimate aim was to kill the hangover monster but as it was cool, some would
prefer to have him hung around!
Lowe Ativism
April 2011
AGENCY
Image Credit Coisa Semanal
Image Credit Facebook
Image Credit AdBeat
THE HANGOVER MONSTER by Guronsan
or how to make a boring product awesome
What's the story
Europcar wanted to prove a point that purchasing a car is very risky, and if something ever
happens (like your car is crushed into a 4x4 box) that you are up the creek without a
paddleinstead of explaining the risk Europcar made it come to life!
Youve already lost your car, now get ready to loose your cool
Helpless consumers who left their car in a parking lot came back from shopping to find that their
car had been selected randomly for the car elimination program and that their car was a now a
pile of scrap metal
Luckily a phone number was available to call and find out what happened, irate consumers called
in unbeknownst to them that they were actually being broadcast live on radio
Success
The campaign received over 2.5 million views on YouTube (5th most viewed channel of the
month) along with thousands of tweets and views on Facebook
The campaign was covered on news outlets and through a partnership with NRJ radio
In total the campaign received more than 1M of free media and a 300% increase in traffic on
their website (resulting in an 83% increase in subscriptions)
Why we liked it
The campaign was an incredible success and had real results on the
companies business
Great mix of traditional outlets such as TV and radio with social media
Go watch the video: http://bit.ly/hOQFmC
Ogilvy
January 2011
AGENCY
Image Credit Advert Lover
Image Credit Today is Your Happy
Image Credit Decision Marketing
CRUSH HOUR by Europcar
or how to use a hidden camera to make an impact
Go watch the video: http://hpar.is/4da6
Image Credit Nerd Bastards
Image Credit Creative Review
Image Credit D2D
- They brought to life the charaters in the game with a real life opportunity to be tailored
like your superhero. How could is it to go into a tailor shop and walk out with your
bespoke superhero costume!
- Too often the gaming expereince is consumed solely in a players bedroom or living room.
This campaign enabled the whole family to experience and be informed about the world of
DC universe online [and offline]
THE TAILOR SHOP OF MR.LEE by Playstation
What's the story
To announce its brands new video game (DC UNIVERSE ONLINE), in which you can design
your own super hero, Playstation created a real-life tailor shop. Gamers could go in and
have their personal super hero suits made
Mr. Lee is all about confidentiality
An original truly integrated campaign where you can make your suit a reality and live the
same experience as the game in the off line world
The shop opened in the heart of Madrid, near the majority of comic shops. Undoubtely, it
received lots of success and soon there was a long waiting list to get tailored. Book yours
and try your chances to make your crime fighting alter-ego a reality
Success
It was the most successful campaign launch for Playstation yet and Mr Lee Taylor Shop is
more sought after than the Batcave!
Leo Burnett
April 2011
AGENCY
What's the story
25 years ago, Keep Cooler was one the most hippest drink in Brazil. As time passed, both
market shares & popularity decreased due to competition. The brand is now starting over
and is fighting to regain the awareness it deserves
Draw a meme!
The main challenge was to overcome its link with the aging population of its original core
target (former young adults that are now in their fifties) in order to gain credit among
young Brazilians
Jumping on one of the most popular bandwagon online, the brand ingeniously created
Meme Maker, a very easy-to-use virtual tool which creates personal & virtual Meme,
while the campaign was promoted with a competition by influential Brazilian blogger,
Cauemoura
Success
Very quickly, Meme covered bottles started to fill all department stores. As a result, the
Rap song by Cauemoura encountered massive success with a stunning 2 million views and
170.000 cartoons created on the website.
In addition, the brand was mentioned 130.000 times on social networks and did 40 entries
in national & international on & off line medias!
AGENCY
Digital ZOO
Go Watch the video : http://vimeo.com/28669056
Image Credit Vimeo
Image Credit Salon
Image Credit Pimp My Space
- Keep Cooler managed to catch up with the new generation and revamp the brand with a
single but clever campaign
- Digital played a crucial role and proved, once again, that good content and is a powerful
communication tool when it involves the audince and motivates participation
- By leveraging lifestyle interest and passion through music and informal art it made the
brand resonate with the hip and relevant audience
KEEP COOLER by Vinicola Aurora
December 2011
MAGIC DINO MORNING by DANONE
or how to create a unique kids program on TV
What's the story
Danone product Rastishka is a well-established kids brand with a strong awareness among the target audience. The
brand has unique and well-known brand mascot Dino. Yet, it has become less appealing to mums and kids than in the
past.
Danone challenged us to find a non stadrard solution to increase Rastishka brand attractiveness & the awareness of
the brand mascot Dino, making it more popular, up-to-date and interesting to kids, while not alienate mums
Creation completely new own brand content for TV called Magic DinoMorning
where Dino plays a central role
We have created the 15 minute TV program for children broadcasted on one of the TOP 5 Russian channels on the
time slot most popular among kids (Sunday, 08:15)
We used one minute at the beginning of the program and one minute at the end, where Dino appeared and had a
breakfast with Rastishka. In the middle of the program Dinos voice have been telling some interesting stories to the
team.
Mascots name was integrated to the title of the program, which called Magic DinoMorning
Success
About 3 000 000 unique contacts (66% of the audience) between the kids audience with brand mascot Dino and the
branded content during the project
Magic DinoMorning TV program was very popular among kids and became
- #1 program with a 29% share in 8:15-8:30 time-slot on Sundays
- 94.5% of kids who viewed the TV program liked the show and the characters **
- 78% of respondents (unprompted)** memorized that dinosaur Dino was the main character of the program
Why we liked it
Because we created successful branded content and broadcasted it on one of the
TOP 5 Russian TV in the conditions of legislative restrictions for communication
with kids
Go watch the video: http://rastishka.ru/children/dino_tv/
Image Credit Videomore
Image Credit Videomore
Image Credit Videomore
MPG Russia/ HS&E Russia
Sept. Nov. 2011
AGENCIES
SHIKHAN FAN ORIENTED
or how to boost image through fan movements
What's the story
Shikhan is the regional Heineken beer brand. The Shikhan brewery is the main enterprise in Bashkiria region of
Russia.
Bashkiria is the motherland of the champion of Russian Ice hockey champion HC Salavat Ulaev and all Bashkiria
people are very proud of it.
There are strong legislative restrictions in alcohol advertising which makes sport sponsorship ineffective
Shikhan challenged us to raise positive attitude towards the brand
Creation of a strategy which engaged ice-hockey fans through a series of events, and
demonstrated the brands and fans shared feelings towards the Bashkiria pride - HC
Salavat Ulaev and, therefore, built a closer relationship with fans.
I We offered the brand TA not a common sponsorship project, but a series of events especially organized for the fans
and which were positively appreciated by the brand TA.
During the events, exclusively organized for the fan-club members, all types of branding was possible, including the
branded prizes, souvenirs and free beer. In order to enlarge the audience, the PR materials were published in the
regional Press, TV and Internet resources
Success
The sponsorship of the fan-clubs events was highly appreciated by the fans, which was confirmed by letters of
gratitude from both fan clubs and positive comments in blogs
Over 360 000 unique contacts in the regional audience have been reached.
Almost 3000 people have attended Shikhan events and 4000 people took part in the contests.
The fan count in the branded group in the Vkontakte social networking site increased up to 97 000
Taking into account that Shikhan has had a high brand awareness though since August 2011 the brand awareness
has shown a 5% increase. In total, since January 2010 the index has risen by 3%
Sponsorship awareness has risen by 4% since August 2011 without acquisition of sponsorship rights.
Why we liked it
The strategy helped the brand to develop positive attitude towards the alcohol brand
despite the legislative restrictions.
Beauty contest
Ice hockey tournament
Fan club meeting
MPG Russia/ HS&E Russia
March. Dec. 2011
AGENCIES