Movistar "Face Mask"

The idea was to take advantage of the worldwide heavy media news coverage on A-Flu in order to generate sympathy among people through a simple action in face of the social paranoia it produced. Within the context of this extremely contagious illness through direct respiratory system a Cell Phone Company proposed that in some crowded confined places it was better not to speak and that the best way of communication was trough SMS. In consequence, the campaign used one of the typical A-Flu objects shown by the media during this outbreak. At the entrance of the downtown subways in Buenos Aires, face masks with a message printed were distributed among passengers that would use them in their trips inside the subway. 1- "These days is better to use SMS" 2- "You'd rather use SMS"

Agency: Publicis Graffiti Buenos Aires, Argentina.

Vodafone "Go Tag"

A stunt for Vodafone to celebrate the launching of HTC Magic. The project, baptized Go Tag, consisted in a sort of catching-game in which the teams had to take pictures of Vodafone's symbols in the opponent's t-shirts.

Check the video here:
Go Tag

Agency: Marvellous Amsterdam, The Netherlands.

Vodafone Phone Insurance "Well-meant Thieves"

In Romania a phone is stolen every two minutes. People know that phones are being stolen, but the don't believe that it can happen to them. So, they don't take into consideration insuring their phones. The hired professional pickpockets to slip the flyers promoting the Vodafone Insurance into peoples bags, purses, pockets or any other place they keep their phones. This way they proved them how vulnerable they are and made them consider very strongly insuring their phones.

Agency: McCann Erickson, Romania.

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.

Nokia "Game Of Death"

1. Create buzz around the launch of the Nokia N96 by launching a promotional limited edition. 2. Create a burning desire for the N96 Bruce Lee Limited Edition beyond rational reasoning to part with a price equivalent of 5 month’s salary in China. The Nokia N96 Bruce Lee Limited Edition came complete with a laser-engraved back cover featuring Bruce Lee's face, an ENTERBAY Bruce Lee Game of Death collectable figurine, nunchaku dongle, limited edition poster and special embedded content (ringtone, images, etc). The Nokia N96 is a 'powerful' internet and multimedia device, including the ability to watch movies. Bruce Lee is a cult hero admired for his mastery of the 'powerful' martial art, Kung Fu. 2008 was when the N96, Nokia's flagship at the time, launched and the 35th anniversary of Bruce Lee's death. They saw a tactical promotional opportunity to launch a limited edition N96 to create buzz around the N96 and a cool factor for the Nokia brand. Their communication idea was to capture Bruce Lee fans' imaginations by bringing their legend back to life. What started as a China-only promotion spread the globe like wildfire. It's a breakthrough at Nokia and sits proudly atop Nokia's marketing activation excellence hall of fame. Results: - 16+ million views globally exceeding target by 16x - 1.2+ million unique visitors to campaign site v target of 10,000 - Click-through rate of 7.5% v target 1% - 10,000s of comments, links, forwards... - All online stock ordered in LESS THAN 5 DAYS - Estimated value in 'earned media' more than US$3 million (multiplying cost of buying a 90sec spot by views using ad rates of sites YouTube, Youku, etc. Their Chinese tech and style leading audience lives most of their life online and are heavy users of social networking sites. Being leaders, they reject mass preferring instead to be the first to discover and the social kudos that brings. Viral, an internet 'dialect', was the perfect way to reach them in their language and excite them enough to get them to the campaign site where they could explore more and place an order. Retail theatre was used to capture imaginations in-store. Silver & Bronze Cannes Lions Promo Winner.

Agency: JWT Beijing, China.

T-Mobile "Dance"

The nation was in the depths of winter and recession, making many people sensitive about corporate insincerity and dishonesty. In this climate, T-Mobile had to launch a new campaign, one that people could believe in and trust. One that would make people feel good about the brand. So they couldn’t just tell people T-Mobile's new philosophy, they had to prove that, Life’s for Sharing. By doing so, they had to add another 143k customers. Their focus was on a new, upmarket audience, likely to spend £30 a month, as most of T-Mobile’s existing customers spend only £10 per month. The event was so memorable the public took their mobile phones out to share it with calls, texts, photos and videos. The dance became news in its own right, covered on National TV news, national press, radio phone-ins and bloggers. The dance spread across the Internet. It was discussed by bloggers, Facebook groups multiple websites. Perez Hilton’s site described it as “One of the raddest commercials anywhere”. The Sun Newspaper described it as an “epidemic of joy”. T-Mobile had gained people’s good will and trust. In a bleak time, the brand had cheered people up. They decided to create a live event so memorable that people just had to share it. At 11am on 15th January a single commuter started dancing. Moments later hundreds more joined in, including hundreds of genuine members of the public. Everybody there enjoyed a moment worth sharing. The dance aired 36 hours later, in a full length peak ad break. It was simultaneously launched on T-Mobile’s YouTube channel. Over the next three months the dance was shared through TV, radio, press and online advertising, We projected a 5% increase in inquiries and footfall. We gave out 2,500 credit card size leaflets to say that the ad was by T-Mobile and that it was being broadcast on TV the next day. A staggering 13 million hits on YouTube. It’s the 12th most all-time viewed in the Entertainment category on YouTube (UK). The most viewed commercial in the last 365 days (ViralVideoChart.com) 43 Facebook groups, largest with over 4,500 members. £1.2 Million worth of free media and press coverage. At a time when national high street sales were at an all-time low, T-Mobile Stores had a record footfall, with a 5% increase on last year. T-Mobile had the lowest cost per response, ever. Cost per acquisition declined by 24%. In a recession, T-Mobile had a 52% increase in sales from last year. 80% of these customers were the intended top end of the market, £30/month. Gold Cannes Lions Direct Winner.

Agency: Saatchi & Saatchi London, United Kingdom.

Nokia "Files everywhere"

They developed a very unique and simple ambient concept to target young students in and around Sydney university campuses to increase awareness of Ovi as Nokia’s service platform which allows you to access your files anytime, anywhere.

Agency: JWT Sydney, Australia.

Vodafone/Earth Hour "Fluorescent freecard"

Switch off the light one more time on March 28th between 20:30 and 21:30! Let this be your vote against global warming.

Agency: DDB Budapest, Hungary.

T-Mobile "Hey Jude"

Here's the follow-up of T-Mobile's flash mob dance commercial. 13,500 people sang Hey Jude together in Trafalgar Square, London.

Check the video here:
Hey Jude

Agency: Saatchi & Saatchi London, United Kingdom.

Vodafone "Bus window sticker"

Promoting internet on your mobile phone by showing all the benefits of moving image and entertainment in a window sticker. HL: Watch online videos anywhere with internet on your mobile.

Agency: DDB Budapest, Hungary.

Scarlet "Election Frenzy!"

In a Telecom landscape dominated by two top gogs (Telenet & Belgacom), Scarlet aims to be the proverbial third dog. The problem is that their marketing budget is less than 5% of that of the two market leaders. So they came up with a bold strategy during their national elections: they would make their prime minister claim that this time he would "vote red". Knowing that he is a die-hard liberal supporting the deep blue colours, him switching colours would surely grab the voters' attention. They used a famous voive imitator and a spitting image doll. The combination results in a verry funny viral movie in wich their prime minister speaks directly to you to announce that he will "switch and vote red". After this funny intro, it is revealed that he "votes" Scarlet and switches to their superior online & telephone offering Scarlet One. In the course of the movie, Verhofstadt also picks up his phone and makes a call. At wich point your own cell phone rings and he talks to you directly! Imagine your surprise. In just two weeks of election Frenzy they generated 80.000 visits. Average visit time indicates that 90% of visitors views the complete video. Almost 10.000 personalized e-cards were sent out. Almost 6.000 prospects left us an opt-in asking for more info and 2.500 of them left them their cell phone number. Scarlet sales were up significantly (figures can't be disclosed).

Check the video here:
Scarlet

Agency: Proximity BBDO Brussels, Belgium.

Grapplica

Rogers "Video Calling"

To launch Rodger's Video Calling feature, they made large decals of cellphones and placed them where people spend lots of time scrutinizing their appearance - on mirrors in the bathrooms of restaurants, bars and clubs in downtown Toronto. Headline: Look your best. Video Calling is here.

Agency: Publicis Toronto, Canada.

Neotel "festive season gift"

Telkom holds the monopoly as South Africa's only land-based telecommunications provider. Their infrastructure runs predominantly on copper wire systems, wich are not only inadequate for current broadband demand but are also frequntly stolen and prone to damage. Neotel, however, entering the market as telkom's first competior, operates on advanced fibre-optic technology. They wanted a festive season mailer to inform potential corporate customers of their superior service. Wire work is a thriving local industry with its sculptures and decorations being common items sold almost everywhere. They approached one of these wire workers to make 250 copper wire trees for them. They attached cards bearing the line, "Copper wire still has its uses" and distibuted the trees to business broadband users, most of whom are current Telkom customers.

Agency: TBWA\Hunt\Lascaris, South Africa.

Blackberry "Reliance mobile direct mailer"

Blackberry from Reliance Mobile was launched in India in August 2007. Being the only Blackberry in the country powered by CDMA technology, it was undoubtely the fastest and supported maximum data related applications as compared to Blackberrys offered by GSM providers. Hence, it was positioned - as the smarter way to live. The client, Reliance Mobile, wanted them to create a direct mailer to be sent to the CEO's of top companies. The objective was to have something that a CEO finds smart and has a relatively long shelf life. "7 habits of highly effective people" is a famous book. They thought that if if they sent across a message connected to the original copy of this book, it will invariably make it to the CEO's book shelf and stay there for long, reminding him of Blackberry from Reliance Mobile each time he see the book. Hence they came up with the idea of sending the book with a custom-made bookmark.

Agency: Tribal DDB, India.

Samsung "Blush"

Research showed that girls aged 18-24 had previously been ignored by mobile marketers. Seeing this opportunity, their strategy was so appeal to these females who were more concerned with fashion than features. Their idea was to make the x830 this season's must-have accessory: "The only compact a girl needs". First they changed the x830 from cellphone grey to fminine pink - and then changed the name from x830 to a more female-friendly "Blush". They then partnered with Benefit Cosmetics - the brand of the moment for this target market - and offered a 50 Pond Sterling Benefits Cosmetics gift pack to the first 10,000 purchasers.

Agency: ARC Worldwide London, United Kingdom.

Vodafone Live Music Awards "Ears"

To build awareness of the Vodafone Live Music Awards they hijacked the ticket barriers at London’s Earls Court Station, the event venue. When the ears began flapping, tongues started wagging.

Agency : BBH London, United Kingdom.

G'z One Type V Phone "Call the Fish"

The shock and water resistant The G'z One Type V. Built to survive. London International Awards 2007 Winner.

Agency: McCann Erickson New York, U.S.A.

NOKIA E65 "Real Time News"

They use a stand of mobile phone to renovate the newspaper shelf. The idea that they are trying to send in this piece of work is; if you have NOKIA E65, you would be able to read the latest news simply through your phone.

Agency: Bates Taiwan, Taipei.

Smart Link Satellite Phone "Fold-out map"

Smart Link Satellite Phones help seafarers contact their families even when they're in the middle of the ocean. The company is now expanding its coverage to reach the entire Indian Ocean, Asia, Middle East and parts of Europe and Australia. The print ad has a real paper boat glued on the newspaper itself, showing the limits of the seafarer's world while at sea. When unfolded, it reveals the expanded coverage of Smart Link, effectively expanding a Filipino seafarer's world while he is sailing the oceans.

Agency: DM9 JaymeSyfu, Brazil.

Virgin Mobile "Exciting ads need exciting offers"

Virgin Mobile wanted to involve as many people as possible in its exciting new retail offer. To do this they decided to run an extremely boring ad then give the viewers the ability to vote on how they could make the ad as exciting as the offer. The initial TVC invited them to a website to vote on wich genre, music, costume and co-star they would like to see in a new ad. The most popular options were then used to create the new and improved campaign.

Agency: Host & The Glue Society, Australia.