Tuesday, June 30, 2009

John Caples Awards entries now open.



The only direct marketing awards show judged solely on creativity. The only direct marketing awards show judged solely by more than 80 top-level creative directors. The only direct marketing awards show to enter if you're only going to enter one.

Entry deadline: Monday, september 28.

Download your entry kit here:
Caples Awards

IKEA "Staircase Drawer"

The objective of the communication was to highlight IKEA’s innovative ways to save space. The idea presents IKEA store’s main staircase as a chest of drawers with everything inside neatly organised, highlighting the efficient use of space in an impactful and larger-than-life manner. Bronze Cannes Lions Outdoor Winner.

Agency: Lowe & Partners Kuala Lumpur, Malaysia.

IKEA "Home furnishing liner"

Persuade the Japanese consumers that home furnishing is a great and fun way to improve their life at home and succesfully launch IKEA's first store in Kansai region. They hi-jacked an entire train both inside and outside, furnished with IKEA extiles, demonstrating that a monotonous daily place can be transformed into a place full of inspiration, with just a piece of textiles. The train is a symbolic line connecting from the centre of Kobe-city to IKEA Portisland store, that represents “From the place to sleep To home to enjoy”. TV, newspapers, online and other media made the IKEA launch event/store opening a major story, creating extensive WOM. Opening day sales set the world record for all IKEA stores, with nearly 40,000 customers. Bronze Cannes Lions Outdoor Winner.

Agency: ADK Tokyo, Japan.

Rodney District Council "Grenade"

The Rodney district contains a highway that leads north of Auckland, New Zealand's largest city. It’s one of the most dangerous roads in New Zealand and has a rising death toll due specifically to speeders. The message: Slow down. They wanted to prove how violent the force in a crash was, so they had an engineer calculate what a head on collision would be equal to in grenades. At 125 kph it is equal to 10 grenades exploding. To demonstrate this they blew up a car, collected the debris, reconstructed it with 1000's of pieces of string and invited people to see it. Visitors included the Government officials, TV3 news (News Zealand's main news station) and, but most importantly, a surprising number of 18-25 year old males. Bronze Cannes Lions Outdoor Winner.

Agency: Saatchi & Saatchi Auckland, New Zealand.

Anti Drink Driving Awareness Campaign "Art Against Driving - Phase 2"

They took parts from a car that was wrecked in a drink driving accident and fashioned a wheelchair out of the parts. They then displayed it at a college where this crude example of art imitating life, juxtaposed with a hard-hitting message, caught the attention of passers-by. Finally, they put up pledge boards for people to show their support for the campaign. In July 2008, they launched a college competition where students can create their own interpretations of the result of drink driving. Bronze Cannes Lions Outdoor Winner.

Agency: BBDO/Proximity Kuala Lumpur, Malaysia.

Rodney District Council "Haunting Girl"

Speed around schools has always been a huge issue in the Rodney district. So to get people to slow down they created a poignant campaign that would get people thinking about how it would feel to kill a child. To launch the campaign they plastered the whole district with images of a haunting little girl. For two weeks people saw the mysterious girl on walls, poles, around schools, shopping malls, parks, road sides, etc. Then during week three of the campaign they placed a sticker over the girl revealing the line, “The kids you kill never leave you.” Silver Cannes Lions Outdoor Winner.

Agency: Colenso BBDO Auckland, New Zealand.

Dunlop Falken Tyres "Melody Road"

For the safety awareness of DUNLOP, a Japanese tire manufacturer, they tried to make a road which plays a melody when the car runs. This set place in cooperate of NAGANO Prefecture , Japan. By making a groove on a road, a melody will run out by a friction. The reason why this turns out to be safety awareness, is that the melody won’t turn out if the car is not running by 40km/h. Gold Cannes Lions Outdoor Winner.

Agency: Dentsu Razorfish Tokyo, Japan.

Earth Hour "Monuments"

In the third year of Earth Hour, it was time to turn the symbol of switching off the lights into real action against global warming. In December 2009, world leaders will meet in Copenhagen to determine if policies are made to take action against global warming. They targeted this meeting as a critical opportunity for people of the world to make their voice heard. To unite the world to take action, they transformed the light switch into a vote, and held an election between Earth and Global Warming. They asked the world to VOTE EARTH by switching off their lights for Earth Hour, with the goal of presenting the votes to world leaders in Copenhagen. Over 4000 cities in 88 countries voted by switching off their lights. This transformed the world’s lights into a medium, to create a global mandate for change. Gold Cannes Lions Outdoor Winner.

Agency: Leo Burnett Sydney, Australia.

NYC & Warner Brothers "Oasis Dig Out Your Soul"

Oasis taught over twenty NYC street-musicians unreleased songs from their album "Dig Out Your Soul." Those musicians took to the streets to perform the songs – weeks before the album launched. Acclaimed directors, The Malloys, documented the whole event. Gold Cannes Lions Outdoor Winner.

Agency: BBH New York, USA.

Fantastic Noodle Cups "Pimp My Kettle"

The Cup Noodle market is keenly contested by a few major players – one of which is Fantastic. Whilst Fantastic is a strong player, the category is very susceptible to price promotion. Their campaign objectives were to drive sales and, in doing so, create a stronger franchise for the Fantastic brand to make it less vulnerable to price promotional activity by competitor brands. The key strategic leap was a decision to shift the target to Fantastic’s end consumer (Generation Y males) rather than Female Main Grocery Buyers (who for the most part, buy the product). After spending some time talking to their target audience, they told them that life is too much fun to take everything seriously – especially cup noodles. They decided that the best approach to this campaign was, to use the technical term, “take the piss”. They developed a campaign called ‘Pimp My Kettle’. This was a parody of the MTV programme ‘Pimp My Ride’, but instead of cars, it was kettles. The campaign had many touch points including interstitials and in programme content on MTV, a website, radio, outdoor, magazine, street press, PR and a sampling programme featuring a pimped up van that toured Australia. The website featured kettles that had been ‘pimped’ by well known cult artists, such as Ben Frost and celebrities, such as Harry Kewell. As part of their MTV negotiations, an event was held at the MTV Gallery, Sydney. On the night, they held an auction of the pimped celebrity kettles to raise funds for the Youth Off the Streets charity. Our celebrity ‘pimpers’ and some lucky consumers attended the event which was a PR success. During the campaign, they also ran 2 national sales promotions featuring ‘pimped’ up prizes. There were over 40,000 unique visits to the Pimp My Kettle interactive website. Tracking research showed strong lifts in awareness, brand preference, intent to purchase and best tasting noodles scores and nearly half of their target audience said they had seen the campaign. Most importantly, sales throughout the campaign period were up by 34%. Bronze Cannes Lions Media Winner.

Agency: OMD Sydney, Australia.

In Gandhi's Shoes "Currency"

Use the largest circulated paper in the world! In India, violence and crime are on the rise. India needs Gandhi's message of peace and non-violence, once again. And who better to spread the message than Gandhi himself. Every Indian currency note has a picture of Gandhi on it. They decided to make Gandhi talk again by using this medium. They made post-its in the shape of speech blurbs which had Gandhi's quotes on it. People stuck these post-its next to Gandhi's picture on the note. So now every time the Indian currency note exchanges hands, so will Gandhi's messages. Post-it notes in the shape of speech-blurbs were printed which had quotes of Gandhi. Over 300 shopkeepers at Sarojini Nagar, New Delhi, a very crowded market where a bomb blast killed 53 people in 2005, have volunteered to distribute these to their customers. Every time they hand out change they stick a quote of Gandhi on the curency note and then give. So every time the currency note exchanged hands, so will Gandhi's message. 1. Over 300 shopkeepers have volunteered to take the idea forward by distributing the stickers to their customers. 2. The notes with Gandhi's message are in circulation. 3. Gandhi had started talking 61 years after he was killed. 4. The media has picked up the story and the idea is getting coverage in popular newspapers and television channels. Gandhi is back in circulation. Bronze Cannes Lions Media Winner.

Agency: Publicis Gurgaon, India.

Anti-Vandalism Campaign "Labels"

The campaign tries to raise awareness between the citizens regarding the importance of civic behavior. Currently the Town Hall’s expense to replace city furniture as a consequence of vandalism is one of the highest in Europe. This is why, it was essential to face the matter directly, making public the amount of unnecessary money spent for this matter. Target group: Since it is a campaign to raise social awareness the target group is all citizens of Navarra. Innovation: The concept that has been used is "Taking care of your city costs you nothing, Pamplona pays 1.5 million euros." The action involved hanging tags with prices on all those elements that belong to the Town Hall and that are susceptible to generate a cost due to their incorrect use. They have used a wide range of magenta tags, different in size and content. There were small tags, almost 15cm (for dog excrements) up to huge tags of more than 3 meters (for emblematic monuments). The reverse side of the tag explains the action: Example: The Town Hall of Pamplona invests 200,000 Euros each year to repair banks. “Taking care of your city has no cost for you, Pamplona pays 1.5 million Euros”. The effect obtained has been shocking and innovative. Citizens have become conscious of the great expense that vandalism acts mean. This campaign is an innovation given the spectacle and impact of the action. The whole city woke up coloured with magenta tags that made the amounts spent a real problem. The action recieved great notoriety and national media repercussion (TVE, Tele 5 TV, the Spanish leading television, Diario 20 minutos, …), locally (Canal 4 TV, Canal 6, Canal Sur TV, Diario de Navarra, Diario de Noticias, AND…), online news (20 Minutos, Atlas-news, Yahoo news…) as well as between all citizens. Bronze Cannes Lions Media Winner.

Agency: Gap's Pamplona, Spain.

Taxi 7:24 Chevrolet "Taxi Rockola Chevrolet"

They needed to regain the leadership that the Taxi 7:24 Chevrolet was losing a year ago on the market. The target are colombian taxi drivers who had begun to lose confidence in their brand and in their taxi 7:24 Chevrolet. If a taxi driver transports and talks with so many passengers daily, they should have lots of good stories to tell. They found a natural way to bring the brand to the target and make them feel fully identified with the communication. The creative strategic solution was to convert the target into the main character of the campaign. Because of the target profile, radio became their principal media, however, media such as outdoor, ambient, print and TV allowed them to strengthen different moments of the campaign. The taxi drivers were so identified with the brand, that they looked at it again as a closer brand which generate's their trust. The perception of the taxi 7:24 improved so much with the campaign, that they achieved a 25% increase in sales. By December 2008, at the closure of the campaign, the monthly sales reached 52% more units than when they launched “Taxi Rockola”, and nearby competitors reduced theirs by 18% in the same period. They went from selling 289 units, to currently selling 403 units, for a total closure of the campaign with 2015 units sold. Bronze Cannes Lions Media Winner.

Agency: Sancho BBDO Bogotá, Colombia.

The Green Party "The Coral Cemetery"

The Red Sea Coral Reef is being killed at an alarming rate – 70% is dead. The Green Party wanted to make the general public, especially reef tourists, aware of the alarming rate of destruction and the urgency of conservation. Their insight is that many people fail to believe that so much of the coral is dead. Their strategy was to communicate to people at the actual time and place where the coral had died in order to create awareness of the destruction and their role in its fate. They created an environmental installation of a “coral cemetery” consisting of 75 floating graves on the site of the Northern Red Sea beach. The graves carried the names of coral reefs that had died. The installation was created during the heavy tourist season targeting the short-term tourists who create the damage. By sign-posting the places where the coral had died we influenced reef visitors to take action and protect the areas where the coral was still living. The story also reached the wider public and was featured on national cable and terrestrial TV news (HOT, Channel 1) and the local press. By gaining extensive “free” media coverage, they succeeded in amplifying their message and putting the Reef’s fate back on the nation’s agenda. Bronze Cannes Lions Media Winner.

Agency: Shimoni Finkelstein DraftFCB Tel Aviv, Israel.

Monday, June 29, 2009

Nikon "The sensory light box"

The location was a multiplex electronics shopping mall where various brands compete. Ideas were needed to create a differentiable brand image for the Nikon D700, starting from the entrance of the mall and eventually generating actual purchases. Seoul Sindorim Subway Station is one of the largest stations in Korea with daily passing population of five hundred thousand people. An outdoor light box equipped with a motion detector was installed at the connecting passageway at the station, along with a red carpet leading to the Nikon shop located in the mall. This interactive light box made people feel as though they became superstars walking down a red carpet for a luxurious award. This experience has created a very special and unique brand image of the Nikon D700 and succeeded in triggering purchase intentions. Strengthen a positive brand image of the Nikon D700 and maximize sales among passersby of Sindorim Subway Station (five hundred thousand per day). Bronze Cannes Lions Media Winner.

Agency: Cheil Worldwide Seoul, Korea.

Smart "Half Price"

Their challenge was to launch the smart in São Paulo - a city dominated by cars, with a huge public transportation deficit - on a very modest budget. There were no minicars in Brazil, therefore, smart was bringing a new concept in space usage. Their target was people who are deeply interested in cultural and social life and for this reason prefer to live in large cities even if they have to face an everyday battle for parking spaces. For either work or leisure activities, finding a parking space is tough, and people usually park their cars on expensive parking lots scattered throughout the city. Their insight came from one of smart’s major benefits, occupying little space and showing that this is a major advantage by appealing to the consumer’s most sensitive side: the wallet. Without a budget large enough for traditional media, how could we communicate the car’s main attribute, its space usage, to a great number of drivers? In Brazil, students, seniors and special card holders pay half-price tickets for cultural events. Following this trend, they created “smart half-price.” More than a promotion, the idea was to create a buzz and give visibility to the car’s greatest attribute: it occupies half the space of other cars. A partnership with a large chain of parking garages was established, and they placed signs at the entrances informing: “smart pays half-price.” Parking spaces were split in half to show the exact dimensions of the car. In doing so, they created an alternative form of street communication disguised as a promotion. The concept of “smart pays half price” was later extended to toll booths, car washes, ferry boats and even to unregulated curbside valets. Their results could not be calculated by the number of people that effectively took advantage of the promotion, but by the number of people impacted by the signs. The overall cost was low, even considering the subsided discounts, because there were very few smart cars on the streets when the campaign was launched. Not everybody took advantage of the promotion, but everyone saw the signs! They managed to communicate that smart occupies half the space of a regular car in 106 spots around Sao Paulo. An average of 25,000 clients was directly impacted per day in a moment when parking costs were a relevant issue. Traditional media would not offer the same impact and the same coverage with the same budget. Bronze Cannes Lions Media Winner.

Agency: Ponto De Criaçao São Paulo, Brazil.

ANAD "Contemporary Beauty Ideal"

ANAD is a pro bono organisation. Its aim is to educate the public about the dangers of eating disorders. The problem is: the public knows about anorexia, but does not regard it as a serious, potentially fatal disease. Because the fashion industry still employs abnormally thin models. So no wonder that the beauty ideal of the 21st Century seems to be: the thinner, the better. That’s why some 500,000 young girls are currently starving themselves to death. They reach out to an audience that expects to see depictions of beauty. They show them that beauty ideals have changed. Drastically. So they painted three classic masterpieces for a second time, just slightly altered. And displayed the new paintings in renowned museums. Right between other masterpieces. Right where visitors would expect to find beauty. The surprise encounter with the altered paintings left a lasting impression on most visitors: some of them were truly shocked. Several local and national newspapers even ran articles about the campaign. Subsequently, the traffic on ANAD’s website increased by 16 %. And ANAD received some remarkably high donations. Bronze Cannes Lions Media Winner.

Agency: Ogilvy Frankfurt, Germany.

Youth Off The Streets "The longer they're here..."

There are over 100,000 children living on the streets in Australia. As the name suggests, Youth Off The Streets is a charity that supports these young Australians as they work to turn their lives around and overcome immense personal traumas such as neglect and physical, psychological and emotional abuse. Their challenge was to increase awareness of youth-homelessness and prompt people to donate to Youth Off The Streets. A series of disturbing proven facts were at the heart of the idea. In the words of Father Chris Reilly, founder of Youth Off The Streets: “Once you’re on the streets, you’ll be sexually assaulted within two or three days, you’ll be a drug addict within five days, and be dead before you’re 21, if you don’t get help.” Put simply, the longer a child is on the streets, the worse it gets. They created life size, die-cut street posters of children, printed on low-grade stock and featuring a URL and phone number for donations. They then carefully scouted and selected a variety of urban locations in which they were confident the posters would rapidly degenerate. Their “The longer they’re here ...” street posters were thus an un-ignorable metaphor for exactly what happens to children on the street. As time passed, they were sun-bleached and slightly ragged, then torn, defaced and abused. Then finally, after weeks of crying out for help, they were gone. The campaign ran in December 2008. It attracted national press and radio and international online coverage. During the campaign period, a total of AU$92,000 in donations was received - enough to provide hot meals to over 200 kids every night for six months. Online donations increased by a massive 400%. 2x Bronze Cannes Lions Media Winner.

Agency: Lavender Sydney, Australia.

Belgium Association of Urologists "Dripping Monument"

Prostate cancer is the most common cancer amongst men. One of the symptoms is the increasing difficulty to urinate. However, when detected and treated in the early stages of disease, prostate cancer has a cure rate of over 90%. The Belgian Association of Urologists asked them to raise awareness about prostate diseases by convincing men to visit their urologist for a screening. But how can you reach all Belgian men without a media budget? They took Belgium’s most famous landmark: Manneken Pis, a small bronze fountain depicting a naked little boy urinating. Simply by lowering the water pressure they turned Manneken Pis into Manneken Drip. To the spectacle, they added a sign reading ‘Having trouble urinating? Have a prostate check today.’ The reactions were overwhelming. The dripping statue was an item in every possible newspaper and an issue on more than 15.000 websites. Their action got coverage on national radio and tv news. Urologists were interviewed to explain the problem on television. and EU Health Commissioner Markus Kyprianou spontaneously supported their action. But more important: the awareness campaign didn't miss its goal. Their message reached an estimated 85% of the Belgians. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

FOMPI/C. A Cinemas "Piracy"

There are at least 1000 pirated movies resellers in their city. With pirated DVD’s going for a third of the price of a movie ticket, Cinemas are losing big. FOMPI--Fomento y Protección de la Propiedad Intelectual--, (Fund for the Protection of Intellectual Property) who represents the two biggest Cinema groups in the country, asked them to develop a new way to spread their message against buying pirated movies. They developed a continuous live advertising: Their own piracy resellers, and used PIRATED MOVIES AS THE MEDIA TO SPREAD THEIR ANTI PIRACY MESSAGE. Tey sold their pirated movies for the usual price of $1. After a few minutes the movie was played, it jammed and their message appeared on the screen: You get, what you pay for. The money you paid for this movie will be used to produce more copies like this one. If you don't want this happening to you again, don't buy pirated movies. They started in December with 300 movies. By the end of February they had produced and sold more than 3,000 using just the money people paid for their copies. The numbers are increasing every week, meaning that more people are being exposed to their message. Meanwhile ticket sales are slowly increasing versus a year ago. The word on the street about their movies has spread and now people are thinking twice before buying a pirated movie. At the end, Pirated movies turned out to be the perfect media to go against pirated movies. Bronze Cannes Lions Media Winner.

Agency: Leo Burnett Guatemala City, Guatemala.

ARS Humano "Tags"

For the 2008 plans the client wanted to attack breast cancer with an action to be executed on October 19th, the day dedicated internationally to this cause. With a budget of approximately 5 thousand dollars the client asked for a campaign that promoted the self-evaluation test. The target audience was female across all the ages which were susceptible to breast cancer. The insight was based on the place and timing in which the activation took place. In order to try the piece of clothing you had to break and read the tag. All in the most ideal moment. Early cancer detection is the best way to save lives. The problem lies in the way in which past campaigns transmitted that message, because they never took into account the privacy and intimacy this simple process required. This one did. It started with a strategic negotiation with major lingerie stores in the country. They placed a tag that looked like it came with the garment in every bra in their inventory of a quarter of a million. Due to the difference in size and designs, the bra is the only piece of clothing that women have to try out before buying, which made this the perfect moment to perform the self-evaluation breast exam. In order to try out the bra women had to remove the label, when they opened it they found 4 simple steps to perform the examination. They didn’t have the opportunity to check the amount of women that performed the self-evaluation, but we did measure the amount of breast scans performed on ARS Humano Affiliates: an increase in 42% in comparison to last year. The action stirred the media and created free press in TV and radio shows. During October and November the amount of affiliates grew by 16%. All were women. Bronze Cannes Lions Media Winner.

Agency: Pagés BBDO Santo Domingo, Dominican Republic.

AVRO "Hidden Phone"

In the Dutch reality show 'The Phone', anyone can be surprised by a mobile phone anytime, anywhere. Pick it up, and you'll suddenly find yourself in a live reality TV game to win 25,000 euros. The show had a successful 2007 season. The 2008 goal was to acquire as many new fans as possible. The target audience: all viewers who like exciting reality TV needed to be convinced to give The Phone a try. They were asked to generate extra (free) media attention for the start of the second season of the show, keeping in mind a low budget. The main communication insight was that the concept of the show itself could actually be used in a surprising way to let more people experience the excitement it has to offer, making the campaign relevant to both the client and the target audience. They wanted to stay true to the core idea of the program and prove that The Phone can pop up anytime, anywhere. So they secretly hid mobile phones in the most widely viewed live TV and radio shows in Holland. And called them. The trademark ringtone interrupted the programs for minutes. When finally found and answered, the actual 'The Phone' voice-over told the TV hosts that the second season would be on soon. The hidden phones were programmed on speaker mode, so all the viewers heard the message as well. The commotion seen is real and it has the same feel as the program. None of the programs in which the phones were placed knew about it or were paid to cooperate in any way. The stunt was picked up by several news programs, newspapers, weblogs, etc. They made videos readily available online everywhere minutes after things had happened. Bronze Cannes Lions Media Winner.

Agency: New Message Amsterdam, The Netherlands.

Refugee Aid Belgium "Refugee Game Show"

Refugee Aid Belgium (Vluchtelingenhulp België) was concerned about the arbitrary criteria the Belgian government uses to decide with refugee can stay and which refugee has to be expelled. Due to a lack of legal guidelines life changing decisions are often based on no more than appearances. To show this painful reality they simply forced normal people like you and me to trade places with the official jury and in this way experience the inefficiency of the procedure. 5 real refugees were seated in a glass house in the centre of Brussels. Passers-by were asked to participate in ‘The Refugee Game Show’ and vote for their favourite refugee. Only the winner could stay in Belgium, the others were to be deported. Just like the government officials the passers-by had to make a tough, life changing decision based on just a few simple facts : name, age, place of birth and most important of all, looks. People could vote on the website, and it got flooded with votes and outraged mails. The glass house appeared on every news broadcast, made every paper and hundreds of blog-sites. The media pressure was so strong that during the formation of the new Belgian government the first policy all parties agreed on was the urgent reform of the Belgian immigration policy. They couldn’t have asked for more. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

Proximus "Outside Office"

Proximus Vodafone, the biggest mobile network provider in Belgium, developped the VMCC card : a network card that allows you high-speed acces to the internet wherever you are. Without wires or a WiFi connection. How can they proof the efficency of this product to companies and give it a lot of attention. As an advertising agency, they decided to set the example. On November 6, 2008, they set up a mobile office for a day. A big part of the agency worked the day in the middle of a field outside the city. Thanks to the Proximus Vodafone network cards, they had full access to their e-mails, calendars, our fileservers, the internet, etc. Everything they needed as an agency to do their job was available to them. As proof, they create a blogsite and had people, working outside, update it continuously throughout the day. ‘The ultimate proof that you can easily access the internet wherever you are', received a lot of regional and national press attention, and was an item on dozens of blogs and websites. The price of this event ( camping gear, a boyscout tent and some french fries) about 500 Euros. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

Stella Artois "Virtual Tap"

Every year Stella Artois organizes the World Draught Masters: A worldwide championship to reward the person who taps the perfect Stella Artois. They went out on the streets with a mobile bar and tap to let people have a go. They couldn't, however, afford to have people spill our reassuringly expensive beer. Since tapping the perfect Stella Artois consists of 9 specific steps, practice is required. Things like cleaning the glass, holding it at a 45° angle, avoiding the last drip of beer coming out of the tap, make this quite a challenge. They saw that all those 9 steps could actually be demonstrated using the Wii controls. One controller acts as a glass, the other as the tap and later, the knife to take out the excess foam. They recorded the tapping process with multiple ‘error’ levels such as holding your glass to straight would result in a beer with too much foam. Their mobile bars they fitted with flat screens, a computer and a set of Wii controls. People would try to tap a virtual pint before they could try the real Stella Artois. The 9 step pouring ritual is really important for Stella Artois. For example, if you don’t hold your glass in a perfect 45° angle, you don’t have a perfect Stella. It’s part of their heritage. The Wii controls allowed us to demonstrate and control every step in detail. It was also a way to avoid spilling our reassuringly expensive beer and dealing with social responsibility. During a period of 2 months, more than 20 events were organised. Per event, hundreds of people could take up the challenge. People could try as much as they wanted without spilling a single drop of beer. Once they proved to have the skills, they could try their skills on a real tap and earn a place in the local semi-finals. Bronze Cannes Lions Media Winner.

Agency: Famous Brussels, Belgium.

IKEA "Guerilla Garbage"

The Guerilla Garbage campaign ran throughout September, covering 28 suburbs in Fremantle, Joodalup, Melville, South Perth, Wanneroo, Cambridge and Victoria Park. Given the distribution of the stickers, they estimate they were visible to over 170,000 local residents (source ABS 2006 census). The entire campaign was executed for just AUS$1400 (less than a quarter of the cost of a single Super-8 site). Although no tracking data is available for the Guerilla Garbage element of the Change is Good campaign, the Perth IKEA store saw a 32.68% year-on-year increase in visitor numbers and a 42.8% year-on-year increase in sales during September. Their creative strategic solution was simple: the junk that people were putting out on their verges was visual proof of what IKEA was telling them on TV and in press. Change is good. They worked out which suburbs were having their verge-side rubbish collection at the same time as the TV campaign was airing. They then targeted these suburbs with their Guerilla Garbage campaign. They printed over 600 Change is good stickers and placed them on discarded beds, wardrobes, sofas and other furniture put out by residents. The addition of this simple statement created hundreds of unique outdoor extensions to their TV and press campaign, highlighting the positive benefits of change in a highly visible and relevant way. People's natural curiosity and the imposing presence of the junk on the verge did the rest. The campaign was subsequently documented with images uploaded to the popular picture-sharing site, Flickr. IKEA Western Australia asked them to develop Outdoor to support the Change is Good television and press campaign they created to launch the 2009 IKEA catalogue. Throughout September 2008, over 1 million catalogues were being distributed to homes across the Perth metropolitan area. Whilst many people knew about the IKEA store offering, the communication challenge was to demonstrate how the simplest of changes in our homes can make a difference to the way we feel – thereby creating a real appetite for change. They saw an opportunity to take a highly-innovative approach to out-of-home by delivering IKEA’s Change is good message via the medium of Perth’s once-yearly verge-side household junk collection. Every year across Perth, local councils collect junk residents don’t want, from the street verge in front of their houses. Their Guerilla Garbage campaign hijacked this to highlight the positives of change to IKEA’s customers, directly outside their homes. Bronze Cannes Lions Media Winner.

Agency: 303 Advertising Perth, Australia.

Thursday, June 25, 2009

Penguin Books "13 Reasons Why"

They wanted to sell more copies of the book. Their target was girls and boys, aged 12-16. The book had some moderate success early on and there was evidence that it benefitted from word of mouth. The publisher wanted to delay the release of the paperback longer than is typical and see if they could boost the sales of the more expensive hardcover. Their insight was basically: If you came across someone’s suicide note, you would probably be compelled to read it and would want to know more about the person. The fictional book is about a girl who committed suicide and made 13 audio tapes listing each of her reasons why. Their idea was to give Hannah Baker a voice by creating the tapes and releasing them to fans and non-fans completely unbranded in an air of intrigue that ultimately allowed them to be discovered. Once production began, they began researching places where conversations about the book were already happening. Blogs, message boards, book groups, etc. They then mapped out other places fans were traveling on the web -- adding to conversations, answering questions, etc. Once the content was finished they began to launch the videos --first through a non-descript YouTube channel and eventually through other video distribution sites. Based on our research, they would plug this content into conversations, with a simple “do you know what this is?” As views grew, they adjusted their outreach reactions and created shorter content for more traditional online media...adding to the intrigue and fueling people to continue to pass it along. As fans continued to arrive to the YouTube channel, the community coalesced around answering questions and ultimately promoting the book themselves. Overall, sales UP 140%. The average teen novel sells 15.000 copies in a year, they did that in one month. When campaign began the book had sold 18,580 units. To date, 202,770 have been sold. The book has reached #3 on the New York Times best seller list. Silver Cannes Lions Media Winner.

Agency: Grey New York, USA.

Royal National Lifeboat Association "Mystery Package"

The Royal National Lifeboat Institution is a sea-rescue charity facing an unexpected crisis: donors were getting older; and the youth had a lower awareness of it than any other British charity. So, how could they win their hearts? Research revealed that 1.The younger you are when you become aware of a charity, the more likely you are to donate when you reach an older age; 2.Among the youth’s top three concerns is the way the media stereotypes them as a dumbed-down game-numbed knife-wielding generation; 3. Most live inland, and don’t think they’ll ever need saving at sea. So they sought a higher purpose than sea rescue ... and discovered their relevance not in their service, but their values. Values that are part of the ‘character’ of an island nation; values the media accuses their generation of betraying and values they aspire to now more than ever as they take on the mantle of a world ravaged by war, recession and environment destruction. It started as a campaign but has become a movement - by the youth, for the youth and about the youth. One committed to rewriting the way the media stereotypes them and one that gives them a platform to voice their values, views and vision through a medium they’ve made their own. How? They sent 12 subversive ‘mystery packages’ to Britain’s 12 most popular bloggers to open live on their blogs, challenging their viewers to post videos and texts about who they really are. They did ... in startling numbers. And as intrigue built, clamour to reveal their identities intensified. They responded by inviting the bloggers to a ‘Gathering’ at our HQ to find out. After all, who better to champion the youth than a brand with the ultimate reason to believe in them? After all, they have 470 volunteers between 16 and 22 willing to risk their lives every day to save the lives of others. They reached bloggers in the ‘real world’ by searching their blogs for personal data, so one received a pack at his theatre group, another at his gig, another from a return address when we bought something off eBay: • 7 of the 12 bloggers opened their DM live, challenged their viewers, attended their ‘Gathering’ at HQ and helped turn their campaign into a movement. • Their films attracted nearly 1,000,000 views, 4,000 texts, 150 videos; featured twice by YouTube editors and were ranked ‘Top 10 most-viewed this month’ in UK/France/Germany/Poland/Russia/Australia/Canada; They talked to 12 people ... and reached 11% of 5-20 year olds in Britain. Silver Cannes Lions Media Winner.

Agency: Proximity London, United Kingdom.

T-Mobile "Dance"

T-Mobile’s new brand positioning is “Life’s For Sharing”, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. They needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Their strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. They then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon. T-Mobile’s new brand positioning is “Life’s For Sharing”, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. They needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile. Their strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks. The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends. They then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon. Handset sales went up 22% during launch week Store footfall in January was the highest ever for T-Mobile Retargeting people who’d seen the brand ad online with a sales message improved response by a factor of three The viral nature of the dance content ensured that over 10m people viewed online Search volumes on “T-Mobile” went up by 38% during the campaign their YouTube channel had more subscribers than any other in January. Silver Cannes Lions Media Winner.

Agency: Saatchi & Saatchi London, United Kingdom.

Fanta "Stealth Sound"

Teens are fundamentally important to Fanta. Mobile phones are vitally important to teens. Fanta wanted to look at the mobile platform in its broadest sense and create something that not only championed the core brand values of ‘PLAY’, but also gave teens something they need. Teens are never separated from their friends or their mobiles; they’re in a state of constant communication. They want to talk freely, without adults listening in. It’s a little known fact that teens can hear higher pitch frequencies than adults. In some parts of the UK these frequencies are used against them as ultrasonic alarms, to deter them from public spaces. In a playfully subversive way, Fanta flipped this technology on its head; creating a mobile application which gives teens an imaginative new language of secret sounds, that adults can’t hear. Fanta Stealth Sound System - a mobile application that utilises high frequency sounds to allow teens to communicate without adults listening in. The application lives on a Fanta branded wap site. On-pack labelling and a viral film were created to drive teens to the wap site and download the application. In-store radio was also used to drive teens to purchase Fanta and engage with the on-pack messaging. The radio advert was the world’s first ‘silent’ ad – making perfect sense to teens and baffling adults by using the same high-pitched sounds to finish off sentences. The ads played out in shopping malls – the same place the noises were first used to deter loitering teens. “It helped them become part of a community and the community are teenagers, so it’s brilliant. It’s the perfect tool to represent what Fanta stands for – to overcome adulthood and boredom and give their core target group a way to communicate with each other without the rest of the world knowing. So, how cool is that?” -Prinz M. Pinkakatt, Group Interactive Marketing Manager, Coca Cola Europe. The wap site had 75,000 hits in the first week. Directions to the wap site and application feature on over 50 million cans. The viral has already had 600,000 views. (These figures will be updated on 1st may 2009). Silver Cannes Lions Media Winner.

Agency: Ogilvy London, United Kingdom.

Nike "Human Race"

In the unifying spirit of the Beijing Olympics, Nike wanted to create a historic event that would bring the entire world together, inspiring its active community of avid runners as well as inviting new runners to the sport. To do so, Nike developed something that was appealing to both audiences—something that current runners would find challenging and engaging but which would be approachable enough for new runners. The Nike+ platform connected runners worldwide and made the Nike+ Human Race 10K a reality. The Nike+ Human Race 10K was the largest one-day running event in history, and the next evolution of the award-winning product, Nike+. Runners around the globe came together, both physically and virtually, to challenge and inspire each other. As Nike’s lead digital agency, they connected people to the race in the digital space and beyond. They created a digital platform which included registration, race and concert information. They developed tools to let users find and challenge other runners; utilities that helped people raise money for charity; media players with access to proprietary music mixes; video content featuring athletes and artists, housed on its own YouTube channel. And on race day, they made results available as they came in. Working with partner agencies, they also created concepts for on-site experiences like video booths and off-line ideas such as a commemorative book in which users could submit photos of their experience. Silver Cannes Lions Media Winner.

Agency: R/GA New York, USA.

Honda "Honda Live Ad"

In May 2008, Honda launched the new Accord, the spearhead of their premium challenge to Audi’s A4 and BMW’s 3 series. From proprietary Honda research, they knew that desirability, rather than rationality, was the most influential factor on sales in this specific automotive sector. Unfortunately, Honda’s are known for being reliable, well built and efficient, NOT desirable. To drive sales in this sector, they had to make the Accord appeal to the heart, not just the head. The target audience is a late 30s VW Golf/Audi A3 owner. They are ambitiously aspirational, with the emphasis on ambitious. Rather than fantasizing about their goals in life, they are not afraid of hard work and effort to get their desired results. They need to be challenged and rewarded for their hard work and effort. The Honda philosophy is ‘Difficult is Worth Doing’ (DIWD), therefore the media strategy had to deliver the brand philosophy in two ways: 1. Challenge the Audience – seed DIWD concept several weeks before the car was available in dealerships. 2. Reward the Audience – through an emotional pay-off for their hard work in the seeding stage. They kicked off with a series of unbranded communications to launch the concept of DIWD though large format outdoor, cryptic TV spots and optimised search driving the audience to the DIWD blog with a diary of a skydive. Unbranded print and TV ads, with skydiving cues, alluded to an event taking place on TV at 8.10pm, during the week of the event. The reward came with the world’s first ever 3-minute live ad featuring an 18 strong skydive team spelling H,O,N,D and A, in sequence, demonstrating the philosophy behind the new Accord - 'Difficult is Worth Doing’. Desire for Accord – on Honda’s brand tracker, ‘desire’ leapt by a massive 38 points, more than double the client’s target. Desire to view – 200,000 extra people tuned in purely to watch the ad! Desire to talk about - over £2m of PR was generated during the campaign. Desire to find out more – Honda had over 39,000 unique visitors to the DIWD blog prior to the event, with over 4,000 prospects generated. Post event, traffic to Honda’s UK website was an enormous 400% higher than average! Desire to buy – over £1m of new Accord sales were generated in a single weekend. Silver Cannes Lions Media Winner.

Agency: 4 Creative London United Kingdom.

Amnesty International "eBay Attack"

Every year, an estimated 2 million women and young girls are victims of trafficking. The tragic fact is that it is now possible for virtually anyone to buy a woman. Amnesty International’s task is to bring to their attention this outrageous violation of human rights. In order to inform the public about modern slavery they created a media campaign on the world’s largest auction platform. With the help of 188 Amnesty activists, they launched an overnight offensive, planned to the last detail. They used eBay to get our message across: In hundreds of live auctions, they offered women for sale. The message was always put into context of the respective product category. A closer look and the consumer discovered the ad’s true meaning and realized how shockingly easy it is to buy a woman these days. One day after its launch, the eBay attack was the cover story of Switzerland’s largest print media. The message spread quickly and within 48 hours, thousands of people had already signed the online petition against slavery. The eBay campaign generated countless media contacts on the internet. Thousands of news portals, including Spiegel.de, ORF, Yahoo News, MSN, Washington Post and the New York Times wrote about it. The topic was discussed in over a hundred blogs. But the campaign accomplished even more than its purpose: in 2009, a people’s initiative will be launched in Switzerland to protect women against human trafficking. Silver Cannes Lions Media Winner.

Agency: Walker Zürich, Switserland.

IKEA "IKEA-Cinema-Cataloque"

In the context of the launch of the new IKEA catalogue they had to generate attention among young people for IKEAs latest products. How do you get maximum attention of young people? Advertise in cinemas but don’t do a standard commercial. So they inspired moviegoers with an unseen idea to get them spreading our message themselves. They used existing great movies with great actors in which IKEA products are seen accidentally. With a smart and clever trick they directed the people’s attention to the IKEA products. Guerilla promotion teams equipped with powerful portable projectors brought names and prices of IKEA products during the movie on the screen – next to Brad Pitt, George Clooney and other famous actors. This surprising execution fits perfectly to the IKEA principle: surprise the many people with fresh ideas for everybody’s everyday life. After the show they consequently distributed IKEA catalogues in front of the cinema. With a little investment into projectors and slides they got several product placements during famous movies for free. The guerilla action reached over 13,000 viewers in 92 screenings. In front of the cinemas over 5,000 IKEA catalogues were distributed – instead of the estimated 1,000. Silver Cannes Lions Media Winner.

Agency: DDB Berlin, Germany.

Football Federation Australia "The Missing H"

The target audience were not true football fans but rather the broader group of sports loving Australians who are fickle when it comes to deciding what matches they go to; tending to only make an effort to attend “draw card” games. The real barrier was that they simply didn't care about Ghana. Ghana was an unknown country at the other end of the earth with no meaning, no personality and no face. They had to do something that made them feel connected to the opposition team. Ticket sales had reached a plateau with patriotic Aussies, so any insight that could drive ticket sales with their broader target was considered relevant by the client. For their target audience, igniting some personality into an opposition team they had never even thought about was a highly novel way to focus their attention on what looked to them like a non-event match. Their solution was to turn the usual sports marketing paradigm on its head. Rather than focus on garnering support for Australia we focused on making Ghana the focal point. Their idea was to create a fake Ghanaian fan club, intent on spelling the word ‘GHANA’ on their chests. But due to the lack of Ghanaians in Australia they couldn’t find a fifth member, and were hence missing the “H”. So they sent them onto the streets of Sydney, where they appealed to the public to attend the game and be their missing “H”. While their idea began as a piece of ambient media, the interest it generated meant that it channelled into other forms of media, such as online blogs and live television e.g. interviews on national news programmes. In just 24 hours the Ghanaians’ appeal snowballed into a national TV news story, with interviews on various morning shows and primetime news segments around the country. They were also the topic of discussion on numerous blog sites around the globe. In under 48 hours the Ghanaians had been exposed to hundreds of thousands of people, giving the FFA $250,000 worth of media value for a budget of only $15,000. And all of this translated into a 50% increase in ticket sales in only three days. With the profile of football in Australia still growing, any results that indicated support for the game was immensely important for the FFA, who are currently driving Australia’s bid to host the 2018 FIFA World Cup. Gold Cannes Lions Media Winner.

Agency: Lowe Sydney, Australia.

Clorox "Reverse Graffiti Project"

Cleaning products were getting a bad ecological rap, and as the inventor and manufacturer of bleach, Clorox was taking the brunt of it. In spite of that fact, Clorox planned to enter these treacherous waters with one of their most important product launches: an eco-friendly, plant-based cleaner called Green Works. In order to succeed, they would have to reach ecologically-minded thought leaders, the very people leading the charge against toxic cleaners. At the same time, they would need to demonstrate to their current customers that a green cleaner could be just as effective as a traditional cleaner. Both groups needed to see proof. Their idea was to create a larger than life product demo that proved this new product was worthy of its name sake. An event that would show the world that Green Works is green and that it works. They enticed Paul “Moose” Curtis, pioneer of an art form called “clean tagging” to help realize their vision. Green Works are 99% plant-based, so they had the idea to reverse out a mural of plants and trees. They chose a high-traffic, incredibly dirty location - the entrance to San Francisco's Broadway Tunnel. The 140-foot wall became the canvas for a live Green Works billboard. The event was covered by local news channels and received press coverage the following day. They commissioned award-winning documentarian Doug Pray to shoot a short film profiling Moose’s artistic philosophy and the creation of the mural. They developed a dedicated website (reversegraffitiproject.com) to house the documentary and provide people with more information about the event and give them the behind the scenes story. They gave the documentary its debuton You Tube for maximum exposure and seeded it in popular social and environmental blogs. Images of the mural were posted on over 230 blogs around the world. In less than one week the film became YouTube’s #1 Featured Video and received over 500,000 views. With $55,000 USD and one dirty wall they reached millions of people and received media value of $2.1 million resulting in 7.5 million media impressions. They turned negative conversations into influential ones driving a negative tone down to a mere 5% in blog postings. Within 6 months, Green Works was #1 in the natural cleaning category. Over one year later, the mural is still visible and 20,000+ people view it daily. Gold Cannes Lions Media Winner.

Agency: BBDO West San Francisco, USA.

Testicular Cancer Awareness "Check Them"

Testicular cancer awareness: - before campaign - 1% - post campaign - 74% - 11% increase in doctor visits. Their internet banners were clicked 1100% more then the regular banners, making www.proverigi.com.mk regularly visited. More than 80% of the placed hands were taken away from the site. Men found the hand funny and informative, so they were taking it away. Scaring men with statistics was not the way to deliver the message. They wanted to do it in an unusual and funny way. They decided to give men a HAND! A HAND (promotional material) was offered to men on the all places they usually go: stadiums, gyms, barber shops, car wash, snooker rooms, sport betting places and in dressing rooms in shops. In Macedonian slang, testicles are also known as EGGS. They stamped the message on the eggs, sold at the local markets, using them as another media channel. All the materials were supported by an official website www.proverigi.com.mk (proverigi = check them) containing more information about the testicular cancer. Internet banners, leading to their website, were placed on the most visited web sites in Macedonia. Men between the age of 15 and 40 are potential victims of testicular cancer. If it’s detected early, it’s successfully treated in 99% of the cases. This cancer can be easily detected with a simple self examination. Research has shown, that the awareness for this illness and its symptoms is very low. The challenge was to raise the awareness and to inform men how to detect it. The message was simple: You can easily detect testicular cancer with a simple self examination. BE BOLD, CHECK THEM! Gold Cannes Lions Media Winner.

Agency: McCann Erickson Skopje, Macedonia.

Nissan "Be the news"

They had the largest response for a newspaper promotion in Brazilian history, even among those that give away cars and TV sets. They doubled Brand Familiarity. Nissan made it to the front page two Sundays in a row. Also that day, thousands won the lottery, went on honeymoon, families got together again, children won olympic medals. People showed it to friends and family and will keep it with them for years to come. For the first time in its history, O Estado de Sao Paulo ran a blank front page. It invited readers to shift and come up with their own front-page stories. On the newspaper’s website, they could write their headlines and upload their photos. The next Sunday, every subscriber was front page news. On their doorstep, they got their paper with the cover they had made themselves. Nissan arrived late in Brazil and is still a small player there. They had to jump-start the brand’s relationship with Brazilian drivers and introduce the worldwide brand belief: SHIFT. For that we chose O Estado de Sao Paulo, one of Brazil’s largest papers, and the most important source for people buying cars. Their idea was to shift the way people relate to newspapers, making them be the news, instead of reading it and making them keep the paper instead of throwing it away. Gold Cannes Lions Media Winner.

Agency: Lew'Lara\TBWA Sao Paulo, Brazil.

La Sirena "Dynamic Overlays"

More than 200 banners were made with a range that reached the national spectrum receiving a lot of free press. In the ranking of most admired companies compiled in 2008, La Sirena rose with a 50.9%. Another study showed the buying preference and it’s rise to 42.5% and a closing year with a SOV of 76%. A superimposed banner that reacted through funny messages within the context of the actions and the article that was being promoted. Using a unique media negotiation with the channels that broadcasted the 5 top rated soap operas they were able to insert a breakthrough way of announcing the week’s offers: a superimposed banner. A week prior to the air date all the soap opera’s episodes were evaluated and studied, looking for articles that looked like the ones in the offer for the upcoming week. During the broadcast, at any given moment the banners reacted through funny messages within the context of the actions and the article that was being promoted. The objective was to communicate the weekly specials through TV in the midst of a financial crisis that had commerce maximizing their budgets while cutting down on expenses. This stirred a retail advertising war that ended up creating a huge amount of bumper commercials that were boring and monotonous. The target audience was housewives, stay-home mothers and any other character that had the power to choose which household items were getting purchased. They knew they had to find a more entertaining and interesting way of communicating the products in a more relevant way. The client advertised the articles in its inventory and the target audience got the information with an emotional twist. While some overlays were completely rational others had a hint of humor that stuck with the target audience in a moment of complete attention. Gold Cannes Lions Media Winner.

Agency: Pages BBDO Santa Domingo, Dominican Republic.

Grand Prix Cannes Lions Media "Kit Kat mail 2009"

Overnight, Kit Kat had become available in an additional 20,000 locations and was even being promoted by this traditional Japanese organization. it was an entirely new, and competition-free, retail channel. The campaign received PR coverage on national news and throughout the blogosphere, totaling more than US$11 million in free media exposure. In fact, the campaign was so successful, Japan Post established Kit Kat Mail as a permanent product offering in their outlets. The first, and only, outside product offered by Japan Post. An innovative package of KIt Kat that can dropped into any post office box. Simply write your message, stamp it, and mail it. Kit Kat Mail was available at post offices all across the country. At key locations, entire post offices were even decorated and converted into special Kit Kat Mail stores. Shelf space commands a premium in crowded Japan. Especially for impulse items such as snack food, where shelf space also plays an important role as media. It was in this environment that they closely watched the government's plan to privatize Japan's postal services. Japan Post was the nation's most familiar government division with more than 20,000 post offices reaching every neighborhood in the country. A visit to Japan Post had become a part of everyday life. They recognized the opening up of this conservative institution as a once-in-a-lifetime opportunity. So they approached the newly privatized Japan Post with a proposal to co-develop an entirely new postal product. This was the first time in history for such a collaboration. The result was Kit Kat Mail. Grand Prix Cannes Lions Media Winner.

Agency: JWT Tokyo, Japan.

Wednesday, June 24, 2009

IFK Gothenburg "Gaisflowers"

IFK Goteborg and GAIS, both from Goteborg, are two main football clubs in the Swedish Premier League. IFK Goteborg is the better of the two and has not lost a match against GAIS since 1992. That’s 16 years ago. On 1 September, it was once again time for the derby between the teams. But there’s a problem when one team wins too often; the suspense disappears. And so do spectators. So what could they do in order to raise interest and sell more tickets the week before the big match? In order to sell more tickets they had to do something about the fundamental problem. Instead of just selling tickets they had to sell the whole idea with a derby. They had to get the thrill back in the game. That´s why they decided to secure the opposition in the future. IFK Goteborg started a campaign where the money collected went to the GAIS youth team. They designed a pin, a flower, which was sold for the symbolic price of SEK 16 (Euro 1,5). All campaign units aimed to gather money for the GAIS youth team. They hoped this would give the derby a lot of publicity and help to sell more tickets. The week before the campaign started, they sold approximately 300 tickets a day. During the campaign they sold a total of 8,000 tickets, i.e. 2,000 tickets per day (266% over budget). With a very limited media budget, the campaign spread locally, nationally and became the talk of the town. More than 100 newspaper articles and television reports were made. More than 60 blogs commented on the campaign and over 1,000 comments written and 113 other websites referring to the campaign site. A campaign site was created and had over 13,000 visitors from 38 different countries. The collected funds went to the GAIS youth team; they bought 400 new footballs with the money. Promotion helps them sell tickets right away. This year they really had to succeed. The thrill of the derby was gone and so were the spectators. But they couldn´t just do a normal Sales Pomotion campaign. They had to sell the whole idea with a derby. They had to get the thrill back in the game. Bronze Cannes Lions Promo Winner.

Agency: ANR.BBDO Gothenburg, Sweden.

Special Olympics Japan "Special Olympicas Message Relay"

1. Client’s orientation points: Raise awareness of the Special Olympics in Japan effectively using a limited budget. 2. Solution: Produce a “message baton” using the idea of a baton for sports competition and engraving this with a message. Spread the message through a baton relay of handing it from one person to another. This revolutionary idea makes this an ongoing campaign without spending any money. Client evaluation: The clients raved that it was the most innovative idea they have ever seen. Media coverage: In media value the baton starting ceremony picked up by newspapers and TV accounts for approximately $112,000 in free publicity. 3. Strategy validity: We were able to send a deep and impactful message through people without using money as other campaigns do. It provides a heart warming moment to many people almost as if it were a present from a stranger. Bronze Cannes Lions Promo Winner.

Agency: Shigaya-Gumi Tokyo, Japan.

Supersonic CPH "Supersonics"

Objective: Drive trial and top of mind awareness among advertising creatives and production houses and make Supersonic Sound the most talked about sound studio in the advertising community. As a highly specialized sound production company, Supersonic has a very specific and demanding target group. The choice to create an online sound comic series was driven by two factors: the level of involvement among the core target, and the ability of Supersonic to display their capabilities to a wider audience via the viral effect. The country's top creatives were invited to participate, 97% said yes. This 97% were actively working with Supersonic during the production of each episode. Ultimately, their involment created an estimated 95% penetration in the industry as they were ambassadors for the project as it was spread online. The initial promotion mail-out and website created a 97% response rate among the core target who had a uniquely high involvement in the promotion as they actually worked one on one with Supersonic on the episodes. Ultimately, their involvement and ambassador effect in their respective agencies combined with the promotion website resulted in an estimated 95% penetration among the wider target group. Supersonic has picked up new business directly related to the promotion and claimed 100% of the radio shortlist at the country’s Creative Circle Awards this year. The creative concept allowed Supersonic to demonstrate every aspect of advanced sound production - from song writing, charaterisation, storytelling, SFX to voice overs as these were all naturally included in the execution of the concept. Furthermore, the episodes were written by top creatives who not only had the chance to prove their own creative skills to the rest of the industry, but also put Supersonic to the test on any or all of the parametres above in front of the whole target group on the Supersonic comic book website. Bronze Cannes Lions Promo Winner.

Agency: Saatchi & Saatchi Copenhagen, Denmark.

Yellow Pages "Yellow Treehouse"

Yellow say they can help anyone get any job done - they wanted to prove it, to both consumers and advertisers alike. But in proving it they also wanted to change perceptions that Yellow Pages is just a yellow directory book. But that with Yellow online and mobile tools, it is a relevant and modern service, more useful today than it has ever been. So they chose to do an ultimate product demonstration, one that would capture the imaginations and attention of both consumers, advertisers and the media, and make them think differently about Yellow. They decided to challenge someone to build a restaurant in a tree only using Yellow Pages to make it happen. They picked Tracey, an unknown accordion player from 200 applicants, and based her in a redwood forest with Yellow books, a laptop and mobile phone. Over 3 months she worked with more than 65 Yellow listed companies to build a tree house restaurant. They documented the whole event and kept New Zealand updated with TV, outdoor and a website. Tracey even opened the restaurant and more than 2000 people enjoyed the experience of dining there in its first month. Other than proving you can get any job done with Yellow they had these results: They generated an estimated 3.5 million in media coverage. Including being featured in newspapers, on radio talkback, television news and magazine shows, in over 60 international magazines, and on more than 20,000 websites. They attracted 220,000 visitors to our website averaging 5 minutes per visit. They lifted unprompted brand recall up by 37%. Regional directory sales up 6.7% against international trends. Yellow Online usage up 11% at the expense of Google. Yellow Book usage up 9.2%. This campaign was three times more effective than any previous Yellow campaign. And Yellow are now asking “What are they going to do next year.” In fulfilling her challenge, Tracey utilised all of Yellow’s tools. The books, the online search engine, and their mobile phone application. She enlisted the help of more than 65 different Yellow listed companies, including architects, engineers, building project managers, landscapers, engineers, crane operators, furniture hire companies, aborists, electricians, lighting companies, food and beverage suppliers, vineyards and many more. So not only did this demonstrate to Yellow pages users the strength of Yellow as a method of finding help and getting jobs done. It also demonstrated to advertisers the value of being listed in Yellow, particularly in the new online space. Bronze Cannes Lions Promo Winner.

Agency: Colenso BBDO Auckland, New Zealand.

Ruiz Nicoli Lineas "Corporate Image"

Re-Launch RNL as a "top-noth" advertising agency. Nielsen was a whole campaign. The idea was to create a turning point in the Spanish Advertising Sector. So they launched rumors and news saying that they had been named "Agency of the Year" by Nielsen. Some people eve thought they had bought the Award. They ran banners on the finest business websites. But, they were not referring to Nielsen research. They show the true story at www.nielsenaward.com The Campaign was News at Buenafuente the most seen late night show in Spain (70% share). They had free publicity generated as 250.000 Euros. They reach more than 15.000 views on Youtube in less than a week. The method of the promotion was the most relevant because they gained the attention of the Sector. They reached more than 15.000 views of the main target in less than a week and they caught the attention of the mainstream media. They had huge exposure in advertising media, they did street marketing and local award shows promoting their award. Bronze Cannes Lions Promo Winner.

Agency: Ruiz Nicoli Lineas Madrid, Spain.

Lion Nathan "Carb Relief"

They were asked to launch a new low carbohydrate beer into a market already flooded with low carb brands. Our beer has only 1/3 carbs, so they decided to operate like a charity, giving away the other 2/3 to people who love carbs the most. Americans. The more beer Australians drank, the more carbs they could donate to hungry Americans. The 6-month sales target was achieved in the first 3 weeks, selling over one million Litres of white stag. It was so popular that trade demanded it be made available on tap some 21 months earlier than originally planned. They thought that was pretty good. White Stag beer had 2/3 carbs to spare. Since Americans seem to love oversized meals and high carbohydrates, they were the perfect recipients. Australians have also had a longstanding love/hate relationship with America, which made them the perfect recipients of our excess carbs. Bronze Cannes Lions Promo Winner.

Agency: Saatchi & Saatchi Sydney, Australia.

Tide Detergents "Stainbroidery"

Sampling exercise to giveaway free sachet packs of Tide. Cloth Posters with embroidery of a stain mark were designed. Pulling at the suspended Tide takeaway pack unravels the embroidery - leaving 'stain-free' cloth behind. Sampling target exceeded by 127%. As a bonus, the exercise also became a much talked about advertising for the brand. The creative solution not only achieved sampling at relevant places in an unusual & involving manner but also reinforced the cleaning proposition of Tide. Bronze Cannes Lions Promo Winner.

Agency: Leo Burnett Mumbai, India.

atrapalo.com "Trappers"

Atrápalo is an online travel agency. 'Atrápalo' means 'Catch it'. The objectives were: To make the brand more relevant for the consumer. To differentiate Atrápalo from the other Spanish online travel agencies, associating the brand with its differential values through an engaging media campaign which is truly close to the user. To communicate the product. To relate the brand with the product it markets: “discoveries” for vacation and urban leisure. To gather registries. To increase the client database with a participative action which is linked to an attractive incentive. Atrápalo created a plague of “trappers”: strange creatures of digital origin which appeared on the internet and in the real world. The plague was communicated through press, billboards and radio. On the internet, Atrápalo purchased 80 million printouts which it did not use in order to insert banners, but instead so that users could find these strange creatures while surfing. The brand appeared to communicate that the “trappers” contained Atrápalo products and a great hunt was unleashed. Users began to look for “trappers” in order to capture them, store then on a website and then return to look for more. Three weeks later, the plague was exterminated. The plague was exterminated in 4 weeks. 80 million “trappers” were found and 1 million were captured. 1,300 Atrápalo products appeared (trips to Australia, Brazil, Egypt, Cappadocia or the Caribbean). The “trapper” CTR in the media plan was 1.32%, while on the more than 100 sites which proactively requested “trapper” banners the CTR turned out to be 28.24%. The campaign had an impact on 100% of the target. 750,000 unique users became engaged in the story and Atrápalo gained 75,000 new registered clients. Atrápalo was the leader for sector visits and achieved the highest notoriety index in its history. This is a campaign based on an involving story. Atrápalo inserts its product as an incentive in the middle of a story, a game in which the user is the protagonist and has a principal role: end the plague of “trappers”. The mechanics of the promotion provoked the user not only to interact with the campaign, but also to go off in search of it. The public’s attraction in the search for “trappers” was such that bloggers and Atrápalo partners requested placing a “trapper” banner on their websites, and the plague ended up reaching more than 100 sites. Bronze Cannes Lions Promo Winner.

Agency: Doubleyou Barcalona, Spain.

SKCIN "Computertan"

The objective was to develop a campaign to talk to young people about the dangers of skin cancer, what causes it and how it can be prevented. This is a category usually very sceptical of traditional health or charity advertising, and that wouldn’t normally be reached through conventional media. To drive traffic to the site, they developed an infomercial offering free online tanning sessions at computertan.com. This was sent out as an email to over 10,000 address. This was seeded across the web as well as key bloggers together with an extensive national PR campaign. 25,000 flyers offering free tanning sessions were distributed and the film was displayed on 50 digital cross track panels in 10 London Underground stations and on 1000 London black taxi screens. Online banners were positioned on 250 key websites receiving over 17million page impressions. In a second wave of activity, an iPhone application was launched and sent out to our email database with further supporting online advertising. The site attracted over 402,000 visitors from 190 countries, registering over 1.5million page views, with an average dwell time of 2 minutes 15 seconds. Since its launch, 262 blog posts have been logged. 7million people were exposed to CBS digital cross tracks, 700,000 more through London Cab vision and they achieved over 17 million page impressions from online banners. Their PR campaign delivered national coverage in The Sun, The Independent, The Daily Express, The Guardian, on BBC News and on BBC Radio One. International coverage included 66 specialist stories varying from The New Zealand Herald, Fox US and Yahoo News. Their core audience of 16-30yr olds are traditionally unresponsive to health-focused/charity messages. They needed to bypass their natural cynicism to get the charity’s message across. 2x Bronze Cannes Lions Promo Winner.

Agency: McCann Erickson London, United Kingdom.

Digital Art festival "Desktop Invader"

Draw tech-savvy young people's attention to digital art and have them come to Digital Art Festival Tokyo 2008. They developed a digital art widget called COTO-TAMA upon an old Japanese saying, words have souls. The messages typed through COTO-TAMA were transformed into a code which accumulated online. This code is 50 syllables with individual souls. The communication system that allowed you to code and decode messages, and the stylish design which was good for visual appreciation allowed us to jack their target's desktops with COTO-TAMA. They succeeded in creating a new community for digital art lovers. Also, COTO-TAMA acted as a direct marketing tool because organizers were able to send information about the event directly to the target. COTO-TAMA widget was the no.1 downloaded widget in Adobe Air Gallery in just 20 days. It was featured in many blogs and websites, a success as a viral content. At the festival, they executed an interactive outdoor event using the COTO-TAMA system. Without using any advertising fee, the number of people who went to Digital Art Festival Tokyo 2008 increased by 25% compared to the previous year. Tech-savvy young people tend to block out traditional advertisement and gather information from social networking services and blogs. To get our message across to our target, it was best that their campaign itself was in a digital art form. Bronze Cannes Lions Promo Winner.

Agency: Hakuhodo Tokyo, Japan.