McDonald’s "Servette Dispencer"

The primary objectives were to generate as much interest as possible that would drive consumers to the restaurants to try the new Big ’N’ Juicy hamburger. An essential insight is that a low-involvement product such as hamburgers is not something consumers are likely to invest time or cognitive resources in. Plus, they are used to being exposed to images of hamburgers, since this is how McDonald’s and competitors are most often portrayed. Therefore, they had to find a different way to grab attention and interest. By showing the burger’s primary product attributes, its size and juiciness, from a new and fresh perspective, they could involve the consumers on a whole different level. Also, they were determined that if you do it in a very unconventional way and let consumers take part in the advertising and draw their own conclusions around it, the potential effects should be so much higher. Large adshels were rebuilt to resemble gigantic serviette dispensers. Huge serviettes, with a very simple message together with McDonald’s logotype printed on them were put inside the dispensers. Thereby, the size of the hamburger was communicated without actually showing it and it’s juiciness was also implicitly shown. The serviettes were made easy to pull out and take home. Each dispenser were re-filled with approximately 20 serviettes each day, which means that many people actually took one (and even more people saw it). Since solutions like this one has never been executed in the Swedish market, it had great novelty value as well. Blogs and other sites all over the world picked up on the media solution. Furthermore, and most importantly, the Big ‘n’ Juicy sales were a success.

Agency: DDB Stockholm, Sweden.

McDonald’s "Sort your head out"

Sweden is the second largest coffee consuming country in the world per capita, second only to Finland. Swedes need their coffee to stay alert and function normally as human beings. Much in the same way an Englishman needs a good cup of tea! This insight was the foundation of the media solution, an outdoor site turned into a huge push puzzle. Consumers and passers by could solve the puzzle in order to ”sort someone’s head out” and at the same time check they were also of sound mind! In the year McDonald’s have sold around 90 million cups of coffee nationwide, with an estimated income of 97 million Swedish crowns. That’s around 9.7 million Euros.

Agency: DDB Stockholm, Sweden.

Tide "Board"

Reinforce the surprising whiteness of Tide in a delightful, unique way. They turned City light posters into Tide boards. Attached to the boards you could find a pen in order to express yourself on the white surface. By pushing down the bar with the Tide logo the boards showed surprising whiteness again. People were attracted by the unique poster and took the opportunity to write or draw something on the board. Afterwards they experienced the Tide benefit of surprising whiteness by pushing down the bar with the Tide logo. The Tide Board created a lot of attention. Passing people spontaneously experienced the ‘Tide-effect’ and left with a smile on their face.

Agency: Leo Burnett frankfurt, Germany.

Amnesty International "Weather Channel"

Amnesty International’s task is to inform the public about the violation of human rights all over the world. The aim of the campaign is to let people know that human rights are being violated just a short flight away. In order to communicate this message, they created a straightforward concept: „It’s not happening here. But it is happening now.“ They delivered this message in one of Switzerland’s most popular TV programs: the weather channel. This non-stop program is broadcast in ski resorts and hotel rooms, showing the current weather in the most beautiful parts of the Swiss countryside. They showed footage of the abuse of human rights in other countries during the broadcast and let two worlds collide. With pictures of famous places and its Swiss traditional music, the weather channel gives the viewer a safe and carefree feeling. Pictures of violence is the last thing the viewer expects in this environment, making this simple message even more powerful. The target audience of Amnesty International is the general public as well as the media. The campaign generated a strong increase in traffic on the AI-website.

Agency: Walker Zurich, Switserland.

Mercedes-Benz "Mirror Sticker"

Many traffic accidents happen when drivers change lanes without paying enough attention. That is why Mercedes-Benz introduced its newly developed Blind Spot Assist system, a technology that allows drivers to monitor those areas around their cars that they normally wouldn't be able to see. The aim was to create awareness for the Blind Spot Assist system and to demonstrate the leadership of Mercedes-Benz as a car maker that always finds new, innovative ways for promoting traffic safety. This double message was to be communicated in a simple, yet surprising way. Traffic mirrors are quite similar in function to the Blind Spot Assist system, since they too show drivers those spots that are visually inaccessible to them. And since both are equally helpful tools for preventing car accidents, the former is the ideal medium for promoting the latter. To do so, stickers were attached to a large number of traffic mirrors, e.g. in underground car parks (of supermarkets), at the entry of busy country roads, or in selected places all over the city. In other words: in all the 'tricky spots' where traffic mirrors are supposed to lend drivers a 'helping eye', as it were. It was simple. Everyone understood the function of traffic mirrors, hence everyone understood equally well the benefits of the new Blind Spot Assist system. It was well-timed. For it reached the target group at exactly the right moment, i.e. when they were sensitized to the issue of traffic safety. It was surprising. The target audience simply didn't expect to find any advertising in or around a place like a traffic mirror. First, during the campaign the technology section of the Mercedes-Benz website registered a 200% increase in keyword searches related to the Blind Spot Assist system. Second, there was an increased demand for this new safety features by clients who bought a new Mercedes. Third, many of the existing Mercedes-Benz drivers wanted to have their cars fitted with the new technology.

Agency: Jung von Matt Zurich, Switserland.

Mercedes-Benz GL.

The communication goal was to introduce the Dutch affluent to the luxurious the Mercedes GL, in a typical Dutch Calvinistic way. In their innovative media strategy they placed outdoor media in 10 of the richest communities in The Netherlands. By personalizing every poster and therefore appealing this affluent society in a very personal way, they used the typical Dutch consumer insight; the Dutch want to show their wealth but not in a posh extravagant way. In their creative execution they simply pictured the Mercedes GLK and its price tag, combined with the personalized message. The message was placed in outdoor media neighboring the houses of those addressed. This strategy resulted to engage the consumer in the most confronting way. This campaign was both aired through personalized outdoor media, and placed in strictly local newspapers of the 10 most fortunate communities. Therefore the campaign on the one side reached the targeted audience, and on the other reached their ‘wannabe rich’ counterparts, influencing their opinions too. The goal of this campaign was a sale of at least 4 Mercedes GL’s amongst a niche audience, the happy view who can afford almost 200.000 euro on a car. During the 2 weeks of the run of this mini campaign sales went up to a total of 12 cars (300% of clients demand). Furthermore, the demand of the personalized posters among those addressed at Mercedes headquarters was overwhelming. Concluding, the campaign resulted in numerous more test drives and possibly more sales in the future.

FHV BBDO Amsterdam, The Netherlands.

Smart "How Smart cleans the city"

Demonstrate the advantage of the new smart mhd with start-stop-generator: It reduces emissions significant and thus prevents unnecessary pollution. To show people how polluted cities actually are and – in contrast to that – how clean they could be, they used the city itself as medium. And by the way with an environmental friendly method.
They pictured the outlines of a smart fortwo with a high-pressure-cleaner on walls in big cities, telling the clear message: For a cleaner city. The new smart mhd. People – mostly car owners – who live in the city and are concerned about the increasing problem of emissions and environmental pollution. Pedestrians stopped, palpated the walls, took closer looks and photographs. Thus the campaign raised great awareness and became talk of the town immediately.

Agency: BBDO Dusseldorf, Germany.

Smart "Tear-Off Parking Lots"

The greatest advantage of a smart is its incredibly small size. Given today's often jammed streets, driving a smart simply is a smart decision. To demonstrate this, they chose typical trouble spots, places where finding a parking space really is a challenge. The logic behind their campaign: a smart takes up exactly the same space as a regular F200 poster. So they produced over-sized poster pads containing a number of 'parking spaces', ready for tear-off. An approach that was all the more effective considering that posters are the key medium around parking lots. People had fun with the billboards, all of the sheets were gone within a short time, and they obviously enjoyed installing their own parking spaces within the city, thus fooling around a little with the police… The whole campaign quickly became the talk of the town. Smart received dozens of reorders for the billboards. The tear-off posters were installed at strategic inner city locations, particularly in those places where parking spaces are truly hard to come by. Their billboard campaign tripled the number of test drives taken in the smart centres of the region. Together with the other measures of our autumn campaign, this led to an increase in Q4 sales of 15%.

Agency: Jung von Matt Zurich, Germany.

Fiat 500 "Interactive Poster"

The communication goal was to demonstrate that the Fiat 500 isn’t only a lifeless article, but rather a character, a real person full with life, so that the consumer can get in touch with it. To bring him to life, they brought together for the very first time in Germany four media channels – billboard, LCD ticker, text messaging and internet. Location: Checkpoint Charlie, Berlin. Billboard size: 2 posters, 20 x 30 metres each. Passers-by could text a message, then read it on the billboard’s LCD ticker just minutes later. One person even texted a marriage proposal! The billboard was flanked by online activities. The Fiat homepage ran a live feed to the billboard, and visitors were able to publish their own text messages on the LCD ticker in Berlin too. On Location in Berlin people could send SMS messages. Also they could send messages by the Net. Different newspapers reported on the Fiat 500 Megaposter. The target audience is between 18 and 35, perfect for this media strategy. The ones who sended a SMS, became a SMS-answer in return. Part of this SMS was a hotline, giving the possibility to book a test drive. Over 1000 SMS were send, 82 test drives were booked, adress data were collected. Different newspapers reported on the Fiat 500 Megaposter. A man even proposed marriage to his girlfriend via LCD Mega Poster. In answer to that, Fiat started a successfully search for the couple via SMS Ticker themselves. The wedding car was a Fiat 500 sponsored by Fiat.

Agency: Leo Burnett Frankfurt, Germany.

Clear Vision in snow and ice.

Increase awareness of the market leader ALPINA. Demonstrate the product benefits in an attention-grabbing way and increase sales in the local area. The best way to demonstrate the product benefits was to show how the product works under real life circumstances. In order to achieve more attention they just made it a little bigger. So Winter sports enthusiasts experienced the ski goggle’s benefit right where the product was needed. In icy evening temperatures, ALPINA fitted oversized ski goggles to the windscreens of parked cars in ski resorts. Owners who went out to their cars in the morning could see for themselves that ALPINA ski goggles give you “clearer vision in snow and ice” on any slope. In addition to this, ski goggle flyers were placed on the driver’s side on the cars, advertising a special offer on ALPINA ski goggles at local sports shops. The media idea pointed directly at the target group – without any waste coverage. Skiers experienced the product’s benefit right when they were about to drive to the slope. An increase of sales figures up to 50 % above normal of ALPINA ski goggles in the local sports shops.

Agency: Scholz & Friends Dialog Group Hamburg, Germany.

IKEA "World's Biggest Rack"

To promote the new IKEA catalogue, they thought of a new attention-grabbing way. They didn`t tell people about the new products, they gave them a live-impression. They used the existing architecture of the south station in Vienna. The box-looking windows of the frontside were converted into a giant EXPEDIT rack filled with new IKEA products. It’s size: 480 square meters. The installation was realised for one month and was seen by more than 70,000 passengers daily. Many newspapers reported on the project. Traffic at the two IKEA stores in Vienna increased by 5.7% compared to the same period one year before.

Agency: DDB Berlin, Germany.

MINI "The Other Test-Drive"

Riding a MINI Clubman is all about its unique driving experience. But spots or conventional print advertising can only talk about how it feels like to take a MINI test-drive. For the launch of the MINI Clubman they wanted their target audience actually to feel how much fun it is to drive their new car. So they created the first virtual test-drive by combining their cinema commercials with new motion tracking technology to an engaging physical experience. For the first drive-it-yourself advert local cinemas were turned into their virtual race tracks during the commercials before blockbusters and sneak previews. A motion sensor captured the audience's movements and turned them into steering impulses which allowed the audience to drive the MINI Clubman through the challenging track on screen via their body movements. Cinemas are relevant meeting points for young people and early adaptors. By turning every commercial before relevant films into a thrilling test-drive and by providing this unique fun experience they involved their target audience. After they passed the finish line they invited them to a real test-drive at their local MINI dealership. The back of the cinema ticket served as an additional response element. The race on the virtual track transformed the normal cinema commercial break into a thrilling test-drive. With enormous response: 10.000 passed out tickets with invitations led to 32% increase in test-drives at local MINI dealers.

Agency: Interone Worldwide Munich, Germany.

International Festival of Theatres for Disabled "You've never seen such actors"

International Festival of Theatres for Disabled, wanted to be perceived as a cultural phenomenon, not a charity act. The majority doesn’t perceive the disabled as actors. So, they made theater posters out of things that people don’t perceive as posters. A joint team of agency and the actors themselves created over 70 pieces of original artwork Each of them read: You’ve never seen such a poster. You’ve never seen such actors, either. A sticker put on each object carried additional information. In the same fashion, they made flyers out of handkerchiefs. All these materials were placed in various venues where our target goes: clubs, cafes, etc. A survey by Proteatr revealed that over 50% of audience came to see the performance because of our campaign. (For the two days, the house was full!) P.S. They were contacted by Hora, the Swiss partners of Proteatr, who asked them to develop their next campaign.

Agency: Leo Burnett Moscow, Russia.

Studio Brussels "The Shit-Shit"

Radio station Studio Brussels is a rather small music channel in Belgium. Every summer they are present at all major music festivals. But how can you reach your target audience amidst big spenders like Coca-cola, Vodafone, Toyota and Stella Artois? Or… How can you stand out with a humble budget? By creating something that really shows you understand the festival-spirit and really care about your audience. They started from two facts. 1. all major festivals in Belgium are held on grass, the habitat of cows. 2. Youngsters use the time in between bands to sit on the grass together. So they created something completely new: a cushion, which looked exactly like a cow’s droppings. Put it in the grass on a festival’s grounds and you’d hardly see any difference with real cow’s droppings. Until … you sit on them. The campaign was entirely built around the sitshit itself. They had it promoted by Belgium’s most famous financial guru on television, radio, online and print. And at the actual festivals. On top of that ‘the sitshit’ got a lot of free press. The sitshit was for sale at every major summer festival and online for just 2 euros. It was a gigantic hit. Online sales had to be limited because demand was so high. For each festival Studio Brussels supplied a couple of thousand sitshits, which were all sold out in minutes. People lined up in long queues so they could get their own copy. The sitshit was even admitted in an exhibition of the Belgium Design Museum and in a designers’ book: ‘Forms with a smile’. The result? There wasn’t one teenager left who hadn’t heard of the sitshit … and of radio station Studio Brussels.

Agency: Mortierbrigade Brussels, Belgium.

The Dinosaur Exhibition.

The best thing about dinosaurs is that they are real, they lived. They wanted to give people a real adventure, not a classic advertising campaign. The campaign triggered huge enthusiasm. People engaged in a huge quest to find the bones. It ran almost exclusively on word of mouth. No classic advertising materials were used to promote it. The target was youngsters. Kids and teenagers. That is why the bones were buried in school gardens and parks, in 5 different Romanian cities. The curiosity and energy that youngsters have also ensured the succes of the campaign. Free media coverage in the most important TV stations and newspapers. The number of visitors tripled compared to the same period of 2007.

Agency: Leo Burnett & Target Bucharest, Romania.

Adidas "Impossible Huddle"

The UEFA EURO 2008 in Austria and Switzerland ranks alongside the Olympic Games as the largest sporting event in the world in 2008. And adidas wanted to be the number 1 football brand, sending their “Impossible is nothing” message far beyond the borders of the two countries. Strategy: Don‘t merely show pictures of famous football players. Bring the footballers closer to the fans and the fans closer to them. Let each fan feel like a fly on the wall, as the tension reaches a crescendo, just seconds before the beginning of the match. They created a 17 m high, 33 m wide, 3 dimensional 11 man huddle featuring the best players of the tournament in Switzerland‘s most frequented location: the Zurich main train station. A 14 tonne place of pilgrimage that was 10 times larger than the wax figures on display at Madame Tussaud‘s in London, Hollywood or Berlin. But every bit as detailed. During the European Championships, the Huddle evolved into a landmark where fans of all nations took millions of pictures and films and celebrated their passion for the game. The Swiss rail authority reported an estimated overall audience of over 13 million people over the course of the three weeks. The Impossible Huddle was launched live on N24, a European news network, and was on major stations throughout the continent within hours. Major news titles such as BBC, Financial Times, Die Welt, Gazetta dello Sport, Le Parisien and NRC Handelsblad featured it on their front pages or online editions. It was discussed on hundreds of websites, blogs and advertising journals throughout the world. Online communities such as facebook and youtube featured groups and posts honouring the Huddle, as well as user-generated short films inspired by it. And one week before the final, the press declared adidas the winning sports brand of the UEFA EURO 2008. Recognized by 30 % of the audience, as compared with 12 % for competitors, they reported an increase of 50 % in the football apparel sales, earning them an estimated 15 % added market share.

Agency: TBWA\ Berlin, Germany.

Ford Fiesta "Famehouse"

The pre-launch campaign for the new Ford Fiesta. To do so they created a limited edition of car covers ('housses') designed by leading contemporary Belgian designers. The five designs were selected from the entries to an open competition. On the night of July 21st one thousand covers were placed over parked cars throughout Belgium. Each cover contained an invitation to pre-order a limited edition Fiesta Faemehousse. A micro site contained details of the design and cover owners to trade their covers: one housse was selling for 51 euro. In the Belgian market it had three objectives: to sell one thousand new fiesta's before the car was in local dealerships, to dramatically alter perceptions of the Fiesta as a car for young urban adults, and to stimulate media interest in the car before its design was revealed. The micro site achieved 168,000 hits, a record for Ford in Belgium. The Fiesta Famehousse sold out in just 4 weeks, achieving sales levels unseen outside of Belgium's traditional Motor Show month. Significantly there was also a marked shift towards young urban adults amongst early purchasers.

Agency: Ogilvy & Mather Brussels, Belgium.

Fiat 500 "Launch at the London eye"

Their objective was to launch the iconic Fiat 500, capturing the imagination of the public and media and reinforcing the launch messaging of “Everyday Masterpiece”. In the UK, Fiat has struggled to shake off its reputation for making unreliable small cars. The launch of the Grande Punto in 2006 started to reverse the brand’s fortunes but the media and public remained unconvinced. With the brand floundering at the foot of the market share tables, the launch of the iconic Fiat 500 was seen as crucial to the future of Fiat UK. The event had to take place at a venue that could showcase the car at its best. A place that shared the car’s iconic design and engineering excellence. Most importantly, it had to be held somewhere that would attract the media and be seen by everyone. So, where better than a London icon–the London Eye. But not just at the London Eye. In it! On launch night, we threw a spectacular party. They invited 500 VIPs, 100 members of the media and 1,500 competition winners to witness the unveiling taking place 500 hours into 2008. In addition, they screened the event live into 170 Fiat dealerships nationwide. Virgin Radio hosted the evening with Mika and The Feeling providing the entertainment. At 8pm the car was revealed in a capsule at the top of the Eye and remained in there for 2 weeks. The results of the launch were truly spectacular as the event achieved £580,493 worth of media exposure and 8,500 orders taken within one month of launch.

Agency: Leo Burnett London, United Kingdom.

Mercedes-Benz "Clean Wall"

The aim was to show the public at large what an important contribution to protecting the environment Mercedes-Benz makes with the Atego (the “urban truck”) with BlueTec, the world’s cleanest diesel technology. What is the best and simplest way to demonstrate what BlueTec means for our cities? By showing how their cities would look if all trucks were as clean as those of Mercedes-Benz. Very directly, wherever dirt and pollution are especially evident for all to see – on walls right next to busy roads. Using a high-pressure cleaner, walls next to busy roads in Hamburg, Berlin, Munich and Stuttgart were cleaned in such a way that the shape of an Atego appeared. The accompanying headline read: “The Atego. Now with BlueTec 5. Making our cities cleaner again.” Their solution was effective for two reasons. First, because even the making-of in itself aroused a great deal of attention (crane, workers, action). And secondly, because the idea is as simple as it’s unusual, with a very distinct “before” and “after” effect which delivered direct proof that the city is cleaner with Mercedes-Benz trucks. At the same time, road haulage companies and business owner-drivers were to be addressed through the choice of locations (industrial estates, etc.). The success: Resounding media response and significant increase in demand for information and interest in the Atego at dealerships during the campaign period.

Agency: BBDO Stuttgart, Germany.

Ricardo "Fictitious Constuction Projects"

An offline campaign for online shopping: Gigantic fictitious construction projects shock Switzerland. www.ricardo.ch is the biggest platform for online shopping in Switzerland. A survey has revealed that the target group substantially underestimates the size and diversity of the product range. This campaign aimed to change that. What if the countless shopping offers from www.ricardo.ch were not sold over the internet? Then giant new shopping centres would have to be built in tiny Switzerland. So fictitious construction projects for real “Ricardo” shopping centres were announced. On official-looking information panels and giant posters on existing scaffolding. A baseline told concerned citizens to click through to www.ricardo.ch for further information. Switzerland is one of the most populated areas in the world. So any new construction project announced – especially when as huge as theirs – is followed with enormous attention. The click-through rate on www.ricardo.ch rose rapidly during the promotion: +657%. There worried citizens learned: the biggest shopping centre in Switzerland fortunately still only exists on the internet. And they could start shopping online right away. Several newspapers reported on the “Ricardo” construction projects, which multiplied the advertising impact.

Agency: Ruf Lanz Zurich, Switserland.

Playground "Pack Ass"

Playground is a Scandinavian outdoor equipment store chain, based in Stockholm. Our brief was to sell lightweight hiking equipment and tell people that Playground is the store to visit for any kind of hike. Their idea was to provide the ideal packing equipment for any occasion. Whether you prefer to hike the old school heavy way or if you want to hike extremely lightweight, you can always find what you need at Playground. They decided to broaden Playgrounds huge selection of lightweight hiking equipment, hiking tips and packing lists with a good alternative for the old school heavyweight hiker: a donkey. During a couple of weeks it was possible to purchase donkeys from Playground. A temporary donkey shelter was built up inside one of the stores where two test donkeys were placed so that visitors could touch and squeeze and compare to other products. The donkey's test hiking in the city also attracted a huge attention. Due to a small media budget they needed to come up with an idea that engaged people and encouraged them to interact with the advertising. PR was a vital part in the campaign in order to get people attention and to push them to the store. The campaign received a lot of attention and PR in local newspapers as well as in professional blogs. Test hiking also generated a lot of curiosity among people in the streets. In total Playground experienced an increase of visitors at 520 percent and sales growth at 317 percent compared to the same period the year before. Some donkey bidders also showed up, but without any donkey transaction. Now everybody knows where to turn to find the most appropriate hiking equipment, regardless of your needs.

Agency: Akestam Holst Stockholm, Sweden.

Vendor "Weather-Channel"

The online travel vendor, Expedia.de, wanted to take a new communicative route, ... ideally, without investing money. They suggested a guerrillia campaign, live during the morning weather 'in' the weather panorama channel on BR, 3 Sat, SF and ORF. For this, self-made textile banners with Expedia offers and messages were held up during the live broadcasted precisely those locations where fixed cameras are installed. The result: free tv advertising. The weather panorama channel was the perfect environment for a travel vendor since the audience are already interested in travel. 2 million connections for free, 28,7% more clicks, 9,34% more bookings - Without spending any money for advertising.

Agency: Serviceplan Munich, Germany.

23 Days "The Youtube Fan-Diary"

Establish the video portal YouTube beyond the YouTube community of users and increase the potential audience. Turn football fans into YouTube stars. During the 23 days of the EURO 2008 football championships, YouTube launched a fan diary on its platform. Football fans were encouraged to film their EURO 2008 experiences and upload them to YouTube. The German film director Detlev Buck used the video contributions to produce a feature-length film for the cinema. The film celebrated its opening in Berlin and Hamburg and went on general release in the cinemas in 10 German cities. Not just the world’s first user-generated film for cinema, but the longest ad ever. From online to offline right to the big screen. The promotion exceeded the technical scope of the Internet. And turned users into protagonists – and several of them into celluloid heroes. More than 2,100 people from 16 countries took part and sent in film clips. Millions visited the YouTube site. Thousands saw the film in the cinema. Coverage on TV, radio, in the press and on the Internet proliferated the message.

Agency: Kolle Rebbe Werbeagentur Hamburg, Germany.

Deutscher Sparkassen "Wishing Well"

A promotion that can be implemented locally and will draw a lot of attention and attract people to make an appointment at a Sparkasse branch. The Sparkasse is one the biggest banks in Germany, with a branch on almost every street corner. And that’s exactly where they implemented their campaign. In order to draw people’s attention to the expertise of the Sparkasse’s savings specialists, we chose an unusual and eye-catching medium: wishing wells near Sparkasse branches. The campaign did not just attract attention around the wells themselves, but also in the nearby Sparkasse branches. Lots of customers saw the wishing well promotion on their way to the branch. This promotion became a topic of conversation and gave Sparkasse advisors the opportunity to approach the topic of savings accounts.

Agency: Jung von Matt Berlin, Germany.

AXA "Crashed Cars"

AXA launched a new car insurance which guarantees a very easy handling. The objective was to generate awareness at a great press event that intoduced this new insurance. The task was to get journalist attention to attend the press event. Even jouranlists like to play. By producing a crashed toy car we were able to draw their attention as well as to show off what the new insurance is all about: a car insurance as easy as a child’s play. The surprising mailing already caused a lot of PR. From the adressed journalists, more than 90% attended the press conference.

Agency: Krieg Schulpp Buerge/Springer & Jacoby Zurich, Switserland.

Biffar "Crime Scene Seal"

House and apartment owners are to be convinced of the benefits of the especially safe front doors made by 'Biffar'. The problem: normal mailings are mostly thrown away without being read. They make people go through the experience of what it's like not to have a safe front door: The entrance turns into a crime scene. After all, 70% of all burglars get into the house via the front door. A convincing argument for safe front doors. Adhesive stickers, strikingly similar to police crime scene seals, were being placed on house and apartment entrance doors in affluent neighbourhoods with older houses. The promotion gained a response rate of 7% and it has brought a 65% higher return on actual new clients compared to traditional direct mail.

Agency: Ogilvy Frankfurt, Germany.

Cillit BANG "Clean Coin"

Create an impactful low budget sales promotion for the household cleaning product Cillit BANG. Communicate the product benefit in a relevant and convincing way. Success will only be measured in sales. It was a 1:1 realisation of the original concept. The promotion took place at the POS, via a very special „secondary placement“ nobody could escape: The supermarket’s cashier. Here a 5 Cent coin – half way cleaned by Cillit BANG and half way dirty – was given out as change to every consumer. The coin was branded with a little transparent sticker. Making use of the well established TVC key visual of the clean Cillit BANG-coin and taking it into real life at the POS worked as the living proof of the advertising promise „nothing cleans like Cillit BANG“. How can a sales promotion be more convincing? Small size, big effect. The results were amazing. The supermarkets of the REWE group, where the sales promotion was realized, showed a sales uplift across the entire Cillit BANG range of plus 337 % in comparison to the respective previous period. Because of the big success at a reasonable price and the highly positive involvement of the consumers a nationwide instore „Clean Coin“-sales promotion is planned for the second half of 2008.

Agency: Euro RSCG Dusseldorf, Germany.

Deutsche Bahn "Top Trumps"

Germany is a country that's crazy about cars. So how do you increase loyalty among users of German Rail's car transport train? The 32 largest German traffic jams had to be researched and respective photos had to be found. Actually distributing the card game via German staff definitely was the easier part. At the beginning of their journey users of German Rail's car transport train were given the 'Monster Congestion Top Trumps'. The game was a most engaging and entertaining way for their travellers (mostly families) to learn that the best way to travel by car is when you're on a train. According to client reports the promotion was a huge success, not only among travellers who were affirmed in their decision at the right point in time, but also within German Rail's organisation where the mocking of car travel substancially increased morale among German Rail staff.

Agency: Ogilvy Frankfurt, Germany.

Harley Davidson Handle.

To build awareness for the new Harley Collection 2008 and to get the Harley fans and potential clients to visit the showroom. The challenge was to find an unique way to get attention for the new Harley Models with a moderate budget. By approaching the target group in an unexpected environment. As most bikers use trams and buses during the winter, they started negotiating with the public transportation companies to use their platform in a way that was never seen before in Switzerland. There is no other biking style that is as typical as the one on a Harley. Bikers are passionate about this very unique style of riding. So they welcome every situation which reminds them of the riding pleasure that is waiting for them in spring. Talk of the tram – and full house during the «Harley Days» exhibition in March 2008.

Agency: Wirz/BBDO Zurich, Switserland.

Pattex Power Tape "Cages"

Clearly demonstrate that Pattex Power Tape is an extremely strong multi-purpose adhesive tape that not only sticks to virtually any surface but also resists extreme pressure. In order to demonstrate the product’s benefits, billboards throughout the country were turned into cages for wild animals. However, instead of using metal bars to protect their visitors they used Pattex Power Tape. Dozens of rolls of tape hanging at the bottom of the billboard often had to be replaced several times a day for those interested in trying the product themselves. With an average number of 525,000 contacts during the one-week campaign spectators were surprised by this clear example of how strong Pattex Power Tape actually is. Over 20,000 samples were taken by potential customers. Pattex Power Tape was one of the most successful brands in Henkel’s 2007 adhesive portfolio.

Agency: DDB Dusseldorf, Germany.

Bittburger Beer "Moving Box"

With an unseen idea Bitburger beer should be brought back in the beer drinkers mind. In cooperation with the big car rental company Sixt, they equipped their removal vans with their special moving boxes which look like Bitburger beer crates. When people rent a Sixt moving van with moving boxes, they got our „beer crates“ instead of normal boxes. So for Sixt clients every removal turned into a big beer delivery. With a budget under 40.000 Euros they equipped Sixt removal vans in german big cities like Munich, Hamburg, Berlin and Frankfurt with our „beer crates“. For Sixt clients every removal turned into a big beer delivery and Bitburger beer was brought back in the beer drinkers mind.

Agency: Jung von Matt Hamburg, Germany.

Norrlands Guld "Beer Label Jeans"

The core values of the Norrlands Guld Brand are about male bonding and friendship. Their task was to bring new vitality into to this successful concept, in order to reach a slightly younger target group and give them something to interact with and talk about. Together with Örjan Andersson (Cheap Monday) they created a premium quality jeans label called Norrlands Guld Jeans. The jeans were branded from buttons to labels. A beer opener were also sewn into the jeans. They were priced at $150.00 and sold in jeans stores all over Sweden. As Norrlands Guld Beer is the market leader in Sweden, the whole idea behind the Jeans campaign was to promote and launch the jeans label like an ordinary jeans label, and not to talk about the beer at all. Advertising in newspapers and fashion magazines. PR was sent out to newspapers and fashion magazines. Special press preview at the Copenhagen Fashion Week. A TV-commercial was aired during Stockholm Fashion Week, featuring the Norrlands Guld character “Ingemar” wearing the Jeans, stumbling in on a cat-walk by accident. The jeans were sold in stores all over Sweden and online. “When you want to be yourself for a moment has been the tag line for Sweden’s best selling beer NORRLANDS GULD for decades. The jeans culture is a perfect match. “When you want to be yourself”, relax and have a beer, you put on a pair of jeans. They got lots of press in all major newspapers. Blogs, specially fashion blogs, were commenting on the jeans, almost all comments were positive. They were all over the media. And on the day when the sales stated people were queueing outside the stores in the morning of the sales start. The online store caliroots.com went down at midnight when the sales started. The Jeans sold out in two days. Norrlands Guld Beer became the best selling beer at Systembolaget (the Swedish monopoly).

Agency: Akestam Holst Stockholm, Sweden.

Migros "Singles"

Migros is Switzerlands foremost supermarket chain, so its challenge was to bring their underwear line to a younger audience. In a wide-spread press release Migros announced to advertise their latest underwear worn by real singles, who are looking to meet and find a partner. The story quickly became a topic for the media, already giving the campaign a first ignition. 700 willing models applied and there from 26 where chosen. Following was a campaign that used real life singles modelling the underwear with possibility of the viewer to contact them over their email address. Hundreds of national and international media covered the story about the singles in Migros underwear. The campaign was a topic of conversation for weeks, they added on to that by also launching the singles update - singles that no longer where singles (eg. found someone). Very high media coverage on all levels. The used website www.migrosmodels.ch proved a huge success, with hundreds of messages being send to the single models and also winning different awards (cannes lions, clio, adc swiss and europe etc.)

Agency: Spillmann/Felser/Leo Burnett Zurich, Switserland.

Greenpeace "Glacier Art"

Create awareness for global warming. Create a promotion that communicates this important issue in a relevant but not shocking or destructive way. And don’t pay for media. On August 18, 2007 hundreds of men and women posed naked on Switzerland‘s Aletsch Glacier. Spencer Tunick was on a ladder with a mega phone as he directed the massive crowd of nearly 600 people from all over Europe who were concerned for the environment. He then photographed them on a rocky outcrop overlooking the glacier and finally they had to pose on the ice as he took photos of them lying down. With the development of a „living sculpture“, Spencer Tunick and the agency created a symbolic link between the fragility of the receding glacier and that of human beings. By combining a well-known artist, a well-known landmark and a one-day event this promotional idea is the most effective means to set a strong signal against global warming which is relevant to all of us. The promotion caused an enomous echo – not only in articles in the international press but especially on the internet. – vast worldwide media coverage: 80 countries counted – 234’000 Google hits four days after launch – 861’000 views of “making of” on YouTube – Greenpeace website broke down due to massive page hits.

Agency: Euro RSCG Zürich, Switserland.

Danish Parkinson’s Disease Association "Parkinson's Apartment"

6-8.000 people in Denmark suffer from Parkinson’s, but a lot more are as relatives affected by the disease. The Danish Parkinson’s Disease Association’s purpose is to fight the disease, it’s symptoms and the side effects physically, mentally and socially. The physical symptoms are shaking and stiffened muscles, slow movements, trouble balancing and cognitive problems. Most outsiders only know Parkinson’s as “the shaking hand disease” , so the objective for this promotion was: The 11th of April is International Parkinson’s disease day. Create awareness about the fact that Parkinson’s is not only a shaking disease. To get most effect in terms of creating awareness and understanding for a limited budget, an untraditional “ambush” event was created in an apartment attractively announced for sale on and off line: With 70.000 white plastic balls and numerous custom-made everyday utilities (thermos, locks, showers, water fosses, beds etc.), they gave the unexpecting visitors a hands-on experience of what it means to suffer from Parkinson’s disease. This also proved the campaign pay off: “The world looks different when you suffer from Parkinson’s”. The media strategy was to broaden the public understanding by creating a push media strategy, where people would be exposed when they had their “filters off”. The insight for creating awareness was to give people a hands-on understanding of the disease: To prove the pay off “The world looks different when you suffer from Parkinson’s” they tapped in to the huge numbers of people looking for new apartments. They used the usual real estate channels to get an audience for our communication. The Danish Parkinson’s Disease Association reports that the promotions was effective within and beyond their strategic and tactical objectives: The campaignweek generated more awareness than the association usually gets in a whole year. The website experienced twice as many visits during the campaignweek. A 30% weekly increase in membership subscriptions was obtained – with numbers still rising. Potential members (patients and relatives) are now aware of the association’s public work. The promotion helped move the association’s dusty image of “old men shaking” giving the surrounding world a deeper understanding of Parkinson’s disease.

Agency: Saatchi & Saatchi Copenhagen, Denmark.

Absolut Vodka "Absolut Disco"

To stand out in the cluttered trade environment and act as a natural choice for those who really want to party. Make a disco ball, shaped as an Absolut bottle, with a hook on top and put on all Absolut bottles during the campaign period. Once the vodka bottle on the inside is removed, the disco ball can be hung in the ceiling and danced around. Visibility and number of facings rose dramatically. In many markets, sales were up more than 1000%. Most markets sold out their Absolut stock to the last drop.

Agency: Family Business Stockholm, Sweden.

Adidas "Impossible Postcard"

The UEFA EURO 2008 sent out an enormous wave of emotion through Germany. Millions of dedicated fans followed the games, and even as the team was narrowly beaten in the final, the public still stood strong behind them. In recognition of this support, the team wanted to say one last thank you in front of the Brandenburg Gate in Berlin. Their idea was to say Danke (engl. thank you) in a way no other partner could - by creating enormous postcards addressed to the German football team, which the fans could sign and personalise. As the squad arrived in Berlin the day after the Final,they placed 26 mobile billboards around the Brandenburg gate and invited fans to write their own personal message to their football heroes. They simply gave the fans a canvas upon which they could do yo. As a main partner of the German football team, adidas asked them to welcome the team back home and allow the public to express its gratification for players and trainers alike. Over 100.000 fans took part and wrote to the team. Their thank you promotion was not only to be seen live on TV, but also on Germany´s largest internet portal, Spiegel Online, who reported it the same evening. And on the following day, the billboard could be seen throughout national print titles such as BILD, Süddeutsche Zeitung and Die Welt. And ultimately, all 26 signed thank you billboards were converted into actual postcards that were subsequently sent to each member of the national team.

Agency: TBWA\ Berlin, Germany.

SPRD.NET "Any Design - Graffiti"

To claim Spreadshirt as the online-platform for self designed T-shirts and increase awareness in a trend-conscious target group. To boost clickrates. With the sprayed T-Shirt-stencils on interesting motives we showed 1:1 what is the strenght of Spreadshirt: any design is possible. Directed to a young trend-conscious target group, they started the project in the trend-quarters of large German cities. Spreadshirt is an online-shop for cool t-shirts. The special feature: Everybody can upload his individual design and print it on a T-shirt. We sprayed Ts-shirt outlines with easily removable paint over interesting motives e.g. graffitis, other advertising posters, signs or candy machines. With the headline Any design you can imagine was surprisingly clear: on Spreadshirt.net there is no T-shirt twice. A lot of attention, even in relevant blogs. 12.4% more clicks, 8% more orders and 3 new wholesales.

Agency: Serviceplan Munich, Germany.

Arabam.com "Save Mini"

Arabam.com is an auto-review website sending regular e-newsletters to its members. The objective was to gain new members, collect their e-mails and mobile numbers. The audience of an auto-review website is comprised of people who adore cars. They know the latest models, their horsepower or interior design details. The idea was put an automobile in jeopardy and it will touch the heart and soul of this audience. So they picked the Mini, a lovemark for almost any automobile-lover and hang it over the sea. They hanged a Mini down a crane (over the sea) and live-webcasted the stunt 24/7 on arabam.com site. People were invited to the site with banners stating “25.000 new members needed today. Otherwise, this Mini will come 3 meters close to water.” Visitors were asked to push the “Save Mini” button, become a member and participate in the prize draw. Men over 18 were targeted through the banner, TV and print ads. The results were remarkable; 1.187.000 people visited arabam.com in 45 days, the highest traffic ever among all auto-review websites. 661.000 people registered and left their contact information. 98% of them were new registrations. The online campaign achieved 56% visitor-to-membership conversion rate. A large and reliable customer database was built where the company regularly contacts through emailing and texting for new offers.

Agency: Rabarba Instanbyl, Turkey.

Unicef "Pro-Aging"

Put attention on the topic of poor children in Africa. Every fourth child dies before it's 5th birthday. But it's only little things that can change a lot: Drinking water, mosquito nets, serums and soap. So they had do develop a campaign which tells the German public that already little donations help? and so finally generate donations. Unicef stands for positive and helpful relief actions. Bitter and fatal facts are always communicated in an intelligent and positive way. So the idea of Pro-Aging was to use the mechanics of “beautiful advertising” for “beautiful things” to call attention to the topic of dying children in Africa. And not to be reproachful, pitiful or evoke a bad conscious. A positive and beautiful campaign, which shows how easy it is to help. In Germany Anti-Aging is a big thing. But in Africa it's all about the opposite, because many children die long before they grow older. That's why they launched the virtual pro-aging-cosmetics series by UNICEF. An aid package with drinking water, mosquito nets, serum and soap was promoted in a cosmetic campaign. (Posters, print ads, promotions etc). In an online shop www.pro-aging-shop.de the products could be virtually bought the prize were donations to UNICEF. So every visitor could combine his individual aid package out of drinking water, serums, soap and mosquito nets. Since there was a public scandal at UNICEF Germany in the period when the campaign was launched, there are no results available.

Agency: Serviceplan Hamburg, Germany.

United Nations "Evidence of War"

The war in Georgia has been all about politics. But what most people don’t know is the big civilian suffering taking place. Many cities were bombed to the ground, thousands were killed and today there are over 280.000 refugees living in camps around the country. The brief from United Nations was to make people aware of the situation, and collect as much money as possible. Since their main objective was to make people aware of the suffering, showing true evidences of war couldn’t make the campaign more relevant and authentic. To bring out the truth and make their message as authentic as possible, they (the creative team) decided to go to Georgia. Among the bombed houses and villages, they collected personal belongings to the victims of the war. They also visited families, and received things that had belonged to the close relatives they lost. Together with a short explanation and background story, the physical objects were then placed in billboards around Sweden. Like true evidence of the war. In the copy they also explained that the suffering in Georgia is for real. That it has only begun and that the refugees are in an urgent need of help. After being confronted with the billboards, people reacted very strongly. Many stopped and looked at the installations for several minutes. Some even started to cry. The strong impact resulted in hundreds of sms:es only on the first day (one sms means a contribution of 5 €). The campaign was also noticed on national TV and different newspapers. Since the campaign is still up and running, no exact numbers has yet been measured or confirmed. But the economical goals have already been highly exceeded.

Agency: Ogilvy Stockholm, Sweden.

Foerderkreis Alte Kirchen "Church"

To draw attention to the fact that church and faith are an integral part of life, the church tower of Wittenberge, the town’s landmark, will be covered for half a year. The project was created by Förderkreis Alte Kirchen Berlin-Brandenburg e.V., an association which actively supports the maintenance and appropriate use of churches whose future is at risk. A huge poster converts the neo-Gothic church tower into the facade of a normal high-rise building. A banner reads: “Do you now see that God’s house is your house too?”

Agency: Jung von matt Berlin, Germany.

Unicef "Anti-Landmines Table Soccer"

Increase the number of visits at the UNICEF information booth and teach them about the insidious danger of landmines and how UNICEF helps the victims. The execution helped to show people the danger of landmines in an unexpected and touching way. It helped to imagine how hard life was for a disabled landmine victim. A special table soccer next to the UNICEF booth invited for a free game. When people started to play, they realized that most players missed one leg, some even two. Two messages above the goals clarified that thousands of people still become landmine-victims each year and that help is urgently required. - Traffic at the booths almost doubled - Amount of donations and sales of UNICEF items at the booth increased by 20% compared to the year before. - Soccer table will be used at all upcoming UNICEF events.

Agency: Leo Burnett Frankfurt, Germany.

Schott Solar "20 Years Warranty"

Schott Solar produces solar panels with 20 years warranty. In order to present the brand Schott Solar in a distinctive and meaningful way in wholesale markets, they created a 20 year warranty calendar, which sticks out of the wall more than 60 centimeters. A message which can hardly be ignored. The first calenders were send out for free, in the meantime the sales force is confronted with more and more calendar requests.

Agency: Saatchi & Saatchi Frankfurt, Germany.

Swedish Armed Forces "Have what it takes"

To attract 1 200 of the 57 000 previous conscripts, aged 20-26, to apply for officer’s training. The idea was based on the qualities needed to become an officer – creative problem solving under pressure. The idea was based on the qualities needed to become an officer – creative problem solving under pressure. Just because one task is done, doesn’t mean you get a pat on the shoulder. The next task is waiting around the corner, and it’s mostly a matter of seconds before a decision has to be made. The target was set high. A respons rate of 18% (10.000 phone calls) and 1.200 applications. But the campagne got amazing results. With a respons rate of 46% (30% unique ) and more than 26.000 phone calls, Swedish armed forces got over 2.000 applications. The campaign travelled into hundreds of blogs and press. And most important: In one month there were more applications than the whole previous year.

Agency: DDB Stockholm, Sweden.

Lunds Energi "Broadband Contract Change"

To get commissioners of building projects and real estate owners to observe the advantages of Lunds Energi Öppet Stadsnät’s broadband solutions. The idea vizualizes that you can actually change the broadband contract you have with Lunds Energi Öppet Stadsnät. It is a big advantage for the customer. The letter is handwritten with a graphite pencil and the letter also contains an eraser. Target group is real estate owners and commissioners of building projects. The decicion-making process is very long and the oppotunities to make a deal is very few. The main target group contains 44 people. If Lunds Energi Öppet Stadsnät makes one new deal they are satisfied. It is also importnat to them to bulild good business relations for the future. 44 letters has been sent. The follow up is still under process and until today they have reached 70% of the receivers. It has generated positive conversations with 80 % and 12 % of them have already asked for a qoutation. Lunds Energi Öppet Stadsnät has built a lot of good businessrelations that will maintain thanks to their communication.

Agency: The Fan Club Malmo, Sweden.

ENTEGA "The Garbage Bag"

During the autumn of 2007, most Germans received a letter announcing upcoming price hikes for electricity. Except for customers of the ecological electricity supplier ENTEGA, who have guaranteed prices until 2009. But inevitably, their electricity will also become more expensive. How can ENTEGA customers be convinced of the long-term benefits of sustainable electricity? In this way, the abstract benefit to the environment is suddenly made tangible and the responsibility of each individual becomes more evident. A nice side effect is that the neighbors, who are now upset about having to pay more for their electricity, can be won over for ENTEGA, too. They demonstrate how much less CO2 is emitted into the atmosphere by ENTEGA customers: 80 liters less per hour – the exact volume of a standard German garbage bag which they send along with the letter. 17% more telephone requests with explicit reference to the garbage bag campaign.

Agency: Ogilvy Frankfurt, Germany.

Prodis Foundation "Mailing"

The Prodis Foundation asked them to write a 30-second ad to communicate that, with the right education, people with Down’s syndrome can be fully integrated into society. After weeks with the kids they realized they could do a lot more things than they could possibly imagine. So they decided that the best way to communicate this message was letting them do their own ad. And they did everything. They came up with ideas and discussed them. They talked to the production company. They decided the casting, the costumes, the settings... They even asked for a celebrity! With every stage of the process they did a teaser ad inviting people to the website www.letusdoit.org where they could find out more about the project. they did radio and print also inviting people to the website. And in the end, they aired their commercial. The results were just beautiful. Overnight, the issue was all over the media. A short film documentary was created featuring this 8 months experience. “Story of a Beautiful Ad” was broadcasted nationwide on prime time: Twice! And many more people learned what they learned when they met these kids. Additionally, the campaign has been awarded the “Corbis Social Justice Award” at the Art Director’s Club of New York, including a $10.000 USD donation for Fundación PRODIS and the possibility of receiving more funds globally through the Corbis website.

Agency: Vitruvio Leo Burnett Madrid, Spain.

Unicef "Landmine Stickers"

A cost-efficient idea with great stopping power should inform passers-by in front of the UNICEF information booths about the insidious dangers of landmines and help to raise attention for the work of UNICEF. The stickers strongly reflected the cruel reality of landmines and gave people a strong feeling of wat it was like to become a landmine Victim. Like real landmines the stickers hit people without a warning - only with less lethal consequences. Landmine-stickers with self-adhesive topsides were placed on the floor. They were invisible until they stuck to your feet. While removing them, people discovered the landmine-picture on the bottom side and were informed that in many other countries they would have been mutilated at this moment. The results in numbers: - Visits at the booth doubled compared to 2006 - Sales of UNICEF items at the booths (cards etc.) increased by approx. 20% compared to 2006.

Agency: Leo Burnett Frankfurt, Germany.

Protestant Church "The Baptism Letter"

5,000 families belonging to the Frankfurt Protestant community have children under the age of 12 who have not yet been baptised. The reasons for this are very diverse. How can they manage to get these young and adult family members alike to think about baptism – and do it in a way that makes them curious and serves as an invitation to dialogue? The act of baptism and the metamorphosis enacted by water thus become tangible for parents and children alike in an effortless, playful way. They sent out a letter made from special paper. As soon as the paper is submerged in water, their message appears. The Baptism Letter has become the topic of conversation and has led to controversial discussions within the community as well as across all church bodies. Within a very short period of time, a lively dialogue has developed which has moved baptism once again into the centre of interest for the church’s community activities – a complete success.

Agency: Ogilvy Frankfurt, Germany.