Divine Body Piercing "Stapled posters"

Local tattoo, body piercing and clothing retailer, Divine, wanted to promote their fall body piercing special. They wanted to communicate it with low budget with an impactful result. A poster series was created using the outdoor medium as part of the message. Posters were stapled along community posting areas along Calgary's trendy 17th Avenue, where the store is located. Posters featured attractive, youthful models appealing to Divine's young and trendy target market. Staples were applied onto the model's image, thus making the staples appear to be the body piercings of the ad. Copy highlighted the offer clearly and in a playful manner. A fascinating, amusing and memorable stop-you-in-your-tracks ambient campaign that generated curiosity as people stopped to figured out why these posters had been so heavily stapled and once they figured it out they would want to visit the store with a unique and quirky personality, as shown through its advertising. And maybe get a body piercing.

Agency: Watermark Advertising Design Calgary, Canada.

Arkaden "Get fabulous"

Arkaden is a fashion mall in the centre of Gothenburg. The target group are people in the ages 25-35, mostly woman. In the fall campaign for Arkaden the client wanted to show many great trademarks they have. They wanted the target group to visit the mall and try on the new fall collections. Maybe, if they'll try something, they'll buy something. They moved the dressing room outside to let people in Gothenburg try the clothes on, out on the street. They made mirrors out of ad shells, and added cut outs and their message "Get Fabulous". They wanted to show their target group that they very easly can get fab, they just need to visit Arkaden.

Agency: Dragster Gotenburg, Sweden.

Plaza Avenida Shopping "Plaza on ice"

Sticker by the elevator at the Plaza Avenida Shopping (Avenue Plaza Mall) at São José do Rio Preto, São Paulo, Brasil (one of the hottest towns in State, in summer temperature reaches near 40 degrees celcius and never snowed) in form of termometer to promote a temporary skating ring in the basement of the Mall.

Agency: Rede M., São José do Rio Preto/São Paulo, Brazil.

Adidas Colombia "Gazelle fridge"

Adidas wanted to launch its new sportswear Gazelle with Cool Climate technology, that keeps the users fresh while running. This product was being launched in hot climate cities such as, Cartagena, Barranquilla and Bucaramanga (Colombia). In order to sell the benefit of this technology, the stores were equipped with refrigerators. Inside, laid the Cool Climate outfit (shoes, shirt and shorts). Once the user opened the refrigerator he/she obtained the outfit in a cool temperature. In addition to this, ventilators were situated below the clothes, a constant movement of the clothes supported the freshness concept. This strategy communicates that staying fresh while exercising is essential. The runners that took part of this experience are now Gazelle users. Therefore the Cool Climate sportswear is now seen as the ideal gear to exercise in hot climates.

Agency: Pull & Push Y&R, Bogotá, Colombia.

MundoCar Shopping "For Sale"

In Brazil, when you want to sell a vehicle, it’s common for people to put a sign in the car window. To promote a new used cars shopping mall fake signs were produced to be put in the windshields of parked vehicles. In the back of the sign the campaign was revealed.

Agency: Kaapora Florianópolis, Brazil.

Optica Profesional "Take a good look before you vote"

Ecuador is the Latin American country with the most electoral processes in the past decade. 8 presidents in 12 year and 5 elections en the past 2 years which evidence a politic instability that has not allowed those in power a constant support in their administration. Optica Profesional took advantage of the last presidental elections this past 26th of April with a promotion to increment traffic to stores and generate a reflection of voters on the importance of choosing wisely. All communication was done with materials similar to those of political campaigns (posters, flyers) in store and the surrounding areas. In addition they created a candidate to reference the risk of choosing poorly. Their "candidate" paraded through various locations and it's campaign team distributed the material. There was an increment of over 600% in store visits on Election Day and the following week of activity. People on the street felt very identified with the message.

Agency: Rivas Herrera/Y&R Quito, Ecuador.

IKEA "Staircase"

Ikea's storage products are about innovative ways to save space. To bring to life the fact that being organised means saving space. To utilize the store's main staircase in a creative way by presenting it as a chest of drawers, with everything inside neatly organised, highlighting the efficient use of space in an impactful way.

Agency: Lowe & Partners Kuala Lumpur, Malaysia.

Tok & Stok furniture store "Sale"

The brief's challenge was to promote the biggest sale in the year with a retail ton, taking into account the chain's characteristics: modernity and design. To arrive at the final campaign design, they took into account the store's style: minimalist, modern and clean. They did posters in the shape of products spread in uncommon places to draw the target's attention. The campaign helped to bring customers to Tok & Stok's stores. In only a few days, the products on sale were gone.

Agency: DDB Brasil.

Nika Shoe Repair "Heel"

Naturally, shoe cobblers love flimsy heels and the grates on the streets hat trap them. A broken stiletto heel was "stuck" in a street grate next to its better half in a busy tourist district a block away from Nika, a local shoe repait store. Chalked onto the sidewalk were the words NIKA SHOE REPAIR and NEXT RIGHT, directing pedestrians to the shoe repair store.

Agency: Immersion Creative, Canada.

kpOchs hairdressers "Wanted Poster"

Next to original, already eye-catching Wanted Posters they placed their posters with 12 new hairstyles, each giving the wanted criminal a whole new look and showing therefor that kpOchs Cut & Co hairdressers are the best solution for everyone who needs a quick makeover.

Agency: Publicis Frankfurt/Main, Germany.

Home Hardware "Hot Pies"

The brief was to get 200 Home Timber and Hardware trade retailers excited about Home Trade’s new promotion. The aim was to motivate retailers to buy more stock through Danks Trade (Home’s parent company) by giving them a chance to win the ultimate AFL Grand Final Day prize. Retailers regularly receive standard mail from Danks Trade, so the piece needed to create instant intrigue and beg to be opened. This 3D footy pie vendor box did just that! It showed retailers how they’d be getting into the AFL Grand Final if they didn’t start buying more through Danks Trade.

Agency: CHE Melbourne, Australia.

CasaShopping "Ready for delivery"

The objective was to generate awareness and, consequently, demand for the Ready-for-Delivery service (special promotion from the CasaShopping furnishing mall, where clients would take the furniture or have it delivered within 2 days). Usually a ready-for-delivery promotion is confused with a clearance sale and architecture/interior design bureaus are not interested in participating. The challenge was to add value to the fast-delivery service in a way that would architects to turn it into a benefit for their clients. Rio de Janeiro architects on CasaShopping's data bank and those who had never used the service were selected as the target. A direct mail object in the actual size of the furniture was created and left at the doors of a selct group of architects. By pulling a tab, a piece of furniture appeared. On the reverse side, a message to the architect/interior designer informed that, neither they nor their clients would have to wait anymore before having their houses furnished: CasaShopping would deliver the items as quickly as that piece of furniture had appeared at their doors. Besides the message, there was a list of participating stores, the promotion period and small photos of other furniture in the catalog. A Creative Audit by telephone, on the week after the sending out of the action has shown: out of 91.89% of the contacted people, 94.99% recalled the piece. Out of the latter, 87.74% recalled the promotion and 2.15% had used it. 70.97% have reported that they intended to participate. After the end of the promotion, they crosschecked the list of adresses and the list of architects who had purchased during its period. There were 263 names in common. That is 57.68% out of the total of impacted consumers bought during the promotion (12.17% of them, more than once).

Agency: Giovanni+DraftFCB Rio de Janeiro, Brazil.

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.

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.

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.

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.

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.

MTR Elements "Flirting with sound"

Most malls choose to pull in crowds and promote in-mall spending with coupons, discounts or acrobat shows…these sales activities often do not live up to the image of the mall, and some of them even threaten to harm the brand. “Flirting with Sound” is an attempt to break away from what most shopping malls are doing in Hong Kong. At Elements, we’d like to think of ourselves as curator to different forms of art. Instead of creating advertising headlines, they have created a lot of interesting story angles for the press to write about and people in town to talk about. The exclusiveness of their limited products were raved and loved by shoppers, fashionistas, art lovers and other influencers alike. Can you imagine sound as something else? They transformed sound into many different art forms, and turned these forms into a series of limited edition products to reward their loyal customers: From a silver pendant to chocolates, T-shirt, even home décor items for redemption. How about transforming sound live? Inside the mall, they organized a month-long event showcasing the stories and creative process behind their products. They also built a mega Sound Lab with an interactive visualization system that enabled visitors to transform and see their voices live. What’s more, the event was supported and extended into a fully integrated campaign that encompasses online gaming, mobile advertising and a special press kit, to name a few. Product redemption rate was over 90%, the best ever product redemption rate for Elements. Even six months after the event, they still had people asking them where to get one of the Beethoven chocolates! Generated sales worth of over US $28,000,000. 36 number of free media titles, with an estimated value of over US $500,000. 2x Bronze Cannes Lions Direct Winner.

Agency: McCann Worldgroup Hong Kong.

Sportspec "Parking Ticket Converter"

Bicycle shops are usually fairly conventional when it comes to marketing: Every season has its own "Now on sale"-drives. Sportspec ("The Sport Specialists", formerly "The Bike Specialists" in Gothenburg, Sweden) needed a way of being more active even in-between the seasonal sales. How can they create an attractive offer that can be used whenever they want and doesn’t risk drowning in media noise? The target audience was car owners that got a parking ticket in central Gothenburg. At no time is their target group more frustrated over the difficulty of finding parking in central Gothenburg, than when they’ve just gotten a parking ticket. As an encouragement, and a way of showing them an alternative to cars and tickets, they provided a folder with which they could turn the ticket into a discount when buying the bicycle of their choice. The black and yellow graphics are well known to biking people in Gothenburg which make the envelope also act as a kind of mini-poster for Sportspec, spread over cars in central Gothenburg. On cars with a parking ticket, Sportspec placed an envelope right next to the ticket. When the car owner placed the ticket in the envelope, it magically transformed it into a bicycle discount. The larger the fine, the more substantial the discount at Sportspec. The envelope turned bad news into better news. The campaign is still running (and will keep running for a long time – it was constructed with longevity in mind). Up to date, one thousand "discount tickets" have been handed out. One out of every seven has been converted into discounts on (very expensive) new bicycles. Bronze Cannes Lions Winner.

Agency: Goss Gothenburg, Sweden.