Cannes Lions 2009 - Бронзовые призеры в номинации Media Lions (2 часть)
TED 696 PROJECT
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
TED 696 PROJECT
Advertiser/Client:
LION NATHAN AUSTRALIA
Product/Service:
BEER
Entrant Company:
ZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA
Media Agency:
ZENITHOPTIMEDIA AUSTRALIA Sydney, AUSTRALIA
Creative Credits
Name
Company
Position
David Cook
Zenithoptimedia
Account Director
Nick Garrett
Bmf
Group Account Director
Results and Effectiveness:
The campaign was hugely successful, with every $1 invested generating over $9 of sales in the first 8 weeks alone!
We beat the sales forecast and delivered incremental sales for the brand.
Over 2,000 entries, amazingly from 104 different countries, were received, with a new design every 84 minutes.
The MTV exhibition to announce the winning design was attended by over 300 people.
Over 700,000 bags were used in bottleshops в?" these were very well received by the trade and consumers, helping extend awareness as the bags were used for sales of all longneck brands.
Creative Execution:
The media strategy was 1. Excite the cool crowd, 2. Show the rest what we were up to and 3. Engage the trade в??Cool Crowdв??.
We launched at the International design conference - Semi-Permanent, followed with an online seeding strategy within creative communities.
Advertorials in street press explained the competition and we distributed the commissioned bags in art, music & fashion stores.
Taking it to a wider audienceв?¦ We tipped the bags onto pages of menв?Ts magazines in combination with advertorials, & extended into online.
www.tedcreated.com.au was the hub and included the competition, the artists, a gallery showcasing entries for voting, with a panel of judges to select the best.
The competition culminated in an exhibition at the MTV gallery.
Trade engagement:
The original and winning designs were used in bottleshops. Customers loved them, and it was the first time the brown paper bag had been used as an advertising medium.
Insights, Strategy and the Idea:
Tooheyв?Ts Extra Dry (TED) wanted to launch a larger size в??longneckв?? bottle в?" the TED 696ml, into an already crowded and competitive longneck beer market, so we needed to grab the attention or our 18-24 year old target market.
In Australia, longneck beer bottles are sold in brown paper bags, ironically covering up any branding inside. Therefore if we could own the brown paper bag, we would in effect own the category.
Tapping into the desire for our target to have a voice and express themselves, we involved them in the launch of this new product variant.
So, we launched the TED696 Project в?" a collaboration between some of the worldв?Ts best street artists and the target market. Three street artists were commissioned to design a brown paper bag around the theme в??696в?T. We then opened it up to the public.
THIS IS NOT A JERSEY
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
THIS IS NOT A JERSEY
Advertiser/Client:
ADIDAS NEW ZEALAND / NEW ZEALAND RUGBY UNION
Product/Service:
ALL BLACKS RANGE
Entrant Company:
TBWA\WHYBIN Auckland, NEW ZEALAND
Advertising Agency:
TBWA\WHYBIN (180\TBWA) Auckland, NEW ZEALAND
Media Agency:
CARAT NEW ZEALAND Auckland, NEW ZEALAND
Creative Credits
Name
Company
Position
Andy Blood
Tbwa\whybin\tequila
Executive Creative Director
Guy Roberts
Tbwa\whybin\tequila
Creative Director
Corey Chalmers
Tbwa\whybin\tequila
Writer/Art Director
Guy Roberts
Tbwa\whybin\tequila
Writer/Art Director
Che Tamahori
Shift
Interactive Creative Directior
Robert Harvey
Tbwa\whybin\tequila
Media Arts
Rhys Sinnot
Tbwa\whybin\tequila
Account Director
Blake Crosbie
Tbwa\whybin\tequila
Account Manager
Ross Brown
Match
Photographer
Andy Salisbury/Chris Clifton
Cake
Retouchers
Sarah Crosswell
Shift
Interactive Producer
Prentice Porter
Shift
Interactive Design
David Harris
Shift
Database Development
Robin Southgate
Shift
Flash Developer/Programmer
Alex Chea
Shift
Flash Design
Len Cheeseman
Typography
Hayden
Cake
Typography
Results and Effectiveness:
The campaign took on a life of its own generating blog stories around the world and over 25,000 google results.
The New Zealand media ran the campaign as the lead story in the primetime news bulletins and it made the front section of the major metropolitan newspapers.
The website generated traffic from over 150 countries.
68% of NZ babies born on test match dates claimed their special jersey.
Interest in the All Blacks was restored with research showing 18% more fans expressing interest.
Ultimately, almost 10,000 fans got to have their name nano-imprinted into a piece of All Black history.
Creative Execution:
If a player can sign the fans jersey, why can't they sign his? Conversely, sportspeople have the honour of having their names on the back of their shirt, but no player has ever had the honour of carrying thousands of loyal fans names on their jersey.
Thus the concept of adithread was born. An integrated campaign using Print, Outdoor and Online would invite fans from NZ and around the world to sign their name on a virtual thread. In a truly innovative world media first we would then use groundbreaking nanotechnology to imprint the names on to a real thread to be sewn into the silver fern emblem on the captains jersey.
Alongside this was a unique chance for NZ babies born on the day of a 2008 test match to be gifted a special All Blacks jersey, capturing a new generation of fans.
Insights, Strategy and the Idea:
In 2007 the adidas sponsored All Blacks suffered the most unexpected defeat at the Rugby World Cup. The challenge was to reconnect a disillusioned fan base with the team and strengthen adidasв?T brand position in the process.
The audience was New Zealand rugby fans. They are incredibly passionate about the All Blacks but their relationship with the team had weakened as a result of the World Cup performance.
The insight was that the strength of the relationship was beyond the current group of players. It was in the enduring power and legacy of the All Black jersey. This is not a jersey - it is so much more.
The strategy was for the jersey itself to become the message and the medium. Not for simple logo placement, but for an interactive campaign that would literally allow fans to experience the pride of the jersey for themselves.
SAY CONDOM, ALOUD
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
SAY CONDOM, ALOUD
Advertiser/Client:
BBC WORLD SERVICE TRUST
Product/Service:
SOCIAL AWARENESS
Entrant Company:
MADISON MEDIA Mumbai, INDIA
Media Agency:
MADISON MEDIA Mumbai, INDIA
Creative Credits
Name
Company
Position
Basabdatta Chowdhuri
Madison Media
CEO
Harit Pant
Madison Media
Account Director
Manish Pundir
Madison Media
Sr. Planning Manager
Results and Effectiveness:
в?ўThe campaign has reached 139 million adult men nationally
в?ў400,000 people participated in the contest riddle; 475,000 people asked for the condom ringtone download through the SMS short code, 200,000 downloaded the ringtone from the website
в?ўThe ringtone also received footage across national dailies, American press, NPR, Indian TV and Colombian radio. Over 200 portals have written about the condom ringtone.
в?ўMessage comprehension (в??talk about condomsв?T) rose from 2% to 61%, likeability from 71% to 89%
в?ў The SMS opinion poll saw over 80% saying condom is an acceptable word
в?ўAs per NACO, (National Aid Control Organization of India). Condom sales through government channels grew by 85.0 million units during April to October 2008.
Creative Execution:
We started our в??Say-CONDOM-Aloudв?? campaign with a contest where the consumer had to answer a riddle, the answer to which was the word в??CONDOMв??. Since our objective was to make the consumer в??SAYв?? condom, the only mode of participation was by calling a voice portal.
In the second leg, we created a buzz by leveraging the creative in which the words в??Kabbadiв?? used by the players in a popular local sport got replaced with the word в??CONDOMв??. We got editorials in Newspapers and radio anchors to report a fictitious tournament in which the players used the word в??CONDOMв?? instead of в??Kabbadiв??. This acted as a lead-in to a debate asking consumers for their opinion about saying the word в??CONDOMв?? in public
In the third leg, we then targeted the consumerв?Ts craze for having ringtones on the mobile phones. The audaciousness of this ring tone generated huge PR and WOM again around condoms.
We bombarded the consumer with в??in your faceв?? or rather в??in your mouthв?? advertising at its best.
Insights, Strategy and the Idea:
THE MARKETING CHALLENGE: Getting consumers to accept в??CONDOMSв?? as a personal care product & increase the use of condoms, in a country like India where condom usage is abysmally low (15-20%) and anything associated with в??sexв?? is taboo in public, the word в??CONDOMв?? is anathema -
THE CONSUMER INSIGHT: Unless one can say the word в??CONDOMв?? aloud in public without hesitation, one will never be able to go to a pharmacy and ask for a в??CONDOMв??;
THE VALIDATION: Quantitative and qualitative research done by the AIDS foundation showed that consumers tend to be far less inhibited about using condoms, if they have overcome the barrier of being able to talk about it.
THE COMMUNICATION OBJECTIVE: To engineer acceptability for condoms, we hence decided to create в??Say-CONDOM-aloudв?? scenarios in media where the consumer had to say the word в??CONDOMв?? aloud and thereafter start a discussion about condoms.
DANCE
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
DANCE
Advertiser/Client:
T-MOBILE
Product/Service:
T-MOBILE
Entrant Company:
MEDIACOM London, UNITED KINGDOM
Advertising Agency:
SAATCHI & SAATCHI London, UNITED KINGDOM
2nd Advertising Agency:
FREUD COMMUNICATIONS London, UNITED KINGDOM
Media Agency:
MEDIACOM London, UNITED KINGDOM
Creative Credits
Name
Company
Position
Anna Berry
Mediacom
Associate Director
Stephen Ward
Mediacom
Media Manager
Results and Effectiveness:
Handset sales went up 22% during launch week
Store footfall in January was the highest ever for T-Mobile
Retargeting people whoв?Td seen the brand ad online with a sales message improved response by a factor of three
The viral nature of the dance content ensured that over 10m people viewed online
Search volumes on в??T-Mobileв?? went up by 38% during the campaign
Our YouTube channel had more subscribers than any other in January
Creative Execution:
T-Mobileв?Ts new brand positioning is в??Lifeв?Ts For Sharingв??, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. We needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile.
Our strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks.
The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends.
We then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon.
Insights, Strategy and the Idea:
T-Mobileв?Ts new brand positioning is в??Lifeв?Ts For Sharingв??, based on the insight that the mobile phone helps us share the unexpected things that happen to us everyday with our friends and family. We needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile.
Our strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks.
The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends.
We then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon.
THE POWER OF NANO INNOVATIONS
Type of Entry:
Use of Mixed Media
Category:
Use of Mixed Media
Title:
THE POWER OF NANO INNOVATIONS
Advertiser/Client:
TATA MOTORS
Product/Service:
TATA NANO CAR
Entrant Company:
LODESTAR UNIVERSAL Mumbai, INDIA
Media Agency:
LODESTAR UNIVERSAL Mumbai, INDIA
Creative Credits
Name
Company
Position
Shashi Sinha
Lodestar Universal
Ceo
Nandini Dias
Lodestar Universal
Coo
Deepak Netram
Lodestar Universal
Gm
Habeeb Nizamudin
Lodestar Universal
Gm
Himanshu Phutela
Lodestar Universal
Media Supervisor
Naresh Batra
Lodestar Universal
Media Supervisor
Swaroop Bhat
Lodestar Universal
Executive
Ramya Gunaseelan
Lodestar Universal
Executive
Anshoo Jain
Lodestar Universal
Executive
Irfan Shaikh
Lodestar Universal
Executive
Harsh Vora
Lodestar Universal
Mngmt Trainee
Bhagwan Das
Lodestar Universal
Manager
Chandrujit Datta
Lodestar Universal
Sr. Executive
Results and Effectiveness:
3. Results and Effectiveness
The Nanovations were carried out on 35 Publications, 380 Editions, 41 Radio Stations and 80 TV Channels
п'§ In a recessionary market a record 500,000 bookings in just 2 weeks.
п'§ 5.4 million People visited the carв?Ts official website within 24 hours of the launch.
п'§ Headlines in newspapers began using в??Nanoв?T as an adjective.
п'§ There were editorials on the в??Nano effectв??.
п'§ The Nano got unprecedented PR coverage.
п'§ Marketers launched products on the Nano theme.
Creative Execution:
2. Creative Execution
в??в??Leveraging and creating content that could communicate the Nano essenceв?Tв?T
Print:
п'§ We renamed в??News in Briefв?T columns as Nano News.
п'§ Mini trivia columns were renamed Nano Corners.
п'§ For the first time ever, legendary cartoonist R.K. Laxman created a special
Nano Cartoon in the nationв?Ts largest daily on launch day.
Television:
п'§ Instead of conventional television spots, we had Nano Ads popping up on TV content.
п'§ We deliberately created TV breaks of shorter duration called Nano Breaks.
Radio:
п'§ Small breaks were called Nano Breaks, neighboring weekend getaways became Nano Destinations, and commuting shortcuts became Nano Smart Routes.
Unconventional Media:
п'§ For the first time, small butter packs from Amul, Asiaв?Ts largest food brand, were renamed as Nano Butter Packs.
п'§ And compact cellular phones were rebranded as Nano Phones.
Insights, Strategy and the Idea:
1. Insights, Strategy and the Idea
In 2004, the nation was promised a dream в?" a US $ 2000 car .This dream did transform into reality in 2009 but by now four long years had passed and the initial excitement had naturally waned.
So, the challenge was to infuse excitement in the brand and make the launch really successful.
Insight:
In the consumerв?Ts mind Nano was synonymous with small and compact. In media, we knew that consumerв?Ts attention span is low and compact formats are preferred.
Strategy and Idea:
We would capture Nanoв?Ts positioning of COMPACT, TOPICAL and FUN in media. We would identify spaces which told a story in short, compact units.
This led us to create NANOVATIONS, a series of small yet powerful innovations that would bring alive the Nano experience.
Thus, we conceptualized a revolutionary media idea, breaking the conventional auto grammar of large sizes and lifestyle ads.
PIMP MY KETTLE
Type of Entry:
Product & Service
Category:
Fast Moving Consumer Goods
Title:
PIMP MY KETTLE
Advertiser/Client:
SAN REMO
Product/Service:
FANTASTIC NOODLE CUPS
Entrant Company:
OMD Sydney, AUSTRALIA
Media Agency:
OMD Sydney, AUSTRALIA
Creative Credits
Name
Company
Position
Joanne Liddell
OMD Fuse Sydney
Director Sponsorships/Partnerships/Events
Eb Yusuf
OMD Fuse Sydney
Senior Communications Manager
Paula Briffa
OMD Adelaide
Account Manager
Kim Boehm
Clemenger Adelaide
Managing Director
Greg Knagge
Clemenger Adelaide
Creative Director
Geoff Robertson
Clemenger Adelaide
Senior Art Director
Matt O'grady
Clemenger Adelaide
Copywriter
Adam Johnson
Clemenger Adelaide
Art Director
Kirsty Allison
Clemenger Adelaide
Producer
Judi Oehme
Clemenger Adelaide
Producer
Chris Mcardle
Clemenger Adelaide
Manager/Strategy/Client Services
Simon Dick
Clemenger Adelaide
Web Designer
Ashley Coleman
Clemenger Adelaide
Web Designer
Rob Mcintyre
Clemenger Adelaide
Web Designer
Nic Noben
Clemenger Adelaide
Technical Lead
Julie Robuck
Clemenger Adelaide
Account Manager
Results and Effectiveness:
There were over 40,000 unique visits to the Pimp My Kettle interactive website. Tracking research showed strong lifts in awareness, brand preference, intent to purchase and best tasting noodles scores and nearly half of our target audience said they had seen the campaign.
Most importantly, sales throughout the campaign period were up by 34%.
Creative Execution:
We developed a campaign called в??Pimp My Kettleв?T. This was a parody of the MTV programme в??Pimp My Rideв?T, but instead of cars, it was kettles.
The campaign had many touch points including interstitials and in programme content on MTV, a website, radio, outdoor, magazine, street press, PR and a sampling programme featuring a pimped up van that toured Australia.
The website featured kettles that had been в??pimpedв?T by well known cult artists, such as Ben Frost and celebrities, such as Harry Kewell.
As part of our MTV negotiations, an event was held at the MTV Gallery, Sydney. On the night, we held an auction of the pimped celebrity kettles to raise funds for the Youth Off the Streets charity. Our celebrity в??pimpersв?T and some lucky consumers attended the event which was a PR success.
During the campaign, we also ran 2 national sales promotions featuring в??pimpedв?T up prizes.
Insights, Strategy and the Idea:
The Cup Noodle market is keenly contested by a few major players в?" one of which is Fantastic.
Whilst Fantastic is a strong player, the category is very susceptible to price promotion.
Our campaign objectives were to drive sales and, in doing so, create a stronger franchise for the Fantastic brand to make it less vulnerable to price promotional activity by competitor brands.
The key strategic leap was a decision to shift the target to Fantasticв?Ts end consumer (Generation Y males) rather than Female Main Grocery Buyers (who for the most part, buy the product).
After spending some time talking to our target audience, they told us that life is too much fun to take everything seriously в?" especially cup noodles. We decided that the best approach to this campaign was, to use the technical term, в??take the pissв??.
The Roots book was big hit; a best seller in newspaper book rankings. The advertising series became a hot blog topic. During the campaign period, Roots achieved sales of 140 million cans.
Creative Execution:
The best ad space in Japanese newspapers, the bottom of the front page, by tradition is reserved for publishers to advertise books. So, to place an ad in this space, we published a Roots book, and created an ad for that book that also looks like a Roots ad.
Altogether, 80 versions were created and run in 64 newspapers, totalling 470 million circulation of the ads. Bookstores where the book was sold were also utilized to advertise Roots canned coffee.
Insights, Strategy and the Idea:
When a pinch cannot be turned into an opportunity, в??Go With Roots!в??
By executing an extensive transit ad campaign that the target can sympathize with, the Roots canned coffee brand was reinforced in urban areas.
The next objective had two requirements; use media that is effective in the morning, when canned coffee is purchased most, and execute with nationwide reach.
IT'S DEAD FRUITY!
Type of Entry:
Product & Service
Category:
Fast Moving Consumer Goods
Title:
IT'S DEAD FRUITY!
Advertiser/Client:
VITASOY INTERNATIONAL HOLDINGS
Product/Service:
VITA JUICE
Entrant Company:
PHD HONG KONG, HONG KONG
Advertising Agency:
DDB WORLDWIDE Hong Kong, HONG KONG
Media Agency:
PHD HONG KONG, HONG KONG
Creative Credits
Name
Company
Position
Cedric Lam
PHD Hong Kong
General Manager
Kat Chan
PHD Hong Kong
Group Head
Nick Hui
PHD Hong Kong
Senior Planner
Stephenie Lee
PHD Hong Kong
Senior Buying Manager
May Lau
PHD Hong Kong
Buying Supervisor
Collie Yan
PHD Hong Kong
Digital Planner
Ruth Lee
DDB Hong Kong
Chief Creative Officer
Karen Wong
DDB Hong Kong
Creative Director
Lik Ho
DDB Hong Kong
Associate Creative Director
Chowpo Kong
DDB Hong Kong
Account Director
Ringo Fai
DDB Hong Kong
Senior Account Executive
Paul Chan
DDB Hong Kong
Creative Director
Joe Chan
DDB Hong Kong
Senior Copy Writer
Mathias Pares
DDB Hong Kong
Creative Director
Claudia Wong
DDB Hong Kong
Art Director
Arra Tang
DDB Hong Kong
Assistant Art Director
Oh Yee Lok
DDB Hong Kong
Senior Designer
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DESTAPADOS COPA
Type of Entry:
Product & Service
Category:
Fast Moving Consumer Goods
Title:
DESTAPADOS COPA
Advertiser/Client:
COCA-COLA
Product/Service:
COCA-COLA
Entrant Company:
HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA
Media Agency:
HAVAS SPORTS & ENTERTAINMENT Buenos Aires, ARGENTINA
Creative Credits
Name
Company
Position
Martin Guirado
Havas Sports & Entertainment
Director General
Carla Levy
Havas Sports & Entertainment
Directora Contenidos
Juan Pablo Broens
Havas Sports & Entertainment
Director De Cuentas
SebastiГЎn Braude
Havas Sports & Entertainment
Creativo
SebastiГЎn Burecovics
Havas Sports & Entertainment
Creativo
Juan Gusalli
Havas Sports & Entertainment
Creativo
Leonardo Crocce
Havas Sports & Entertainment
Creativo
Rodrigo Diaz Etchezahar
Havas Sports & Entertainment
Equipo De Cuentas
Lucila Masia
Havas Sports & Entertainment
Equipo De Cuentas
Laura Grivet
Havas Sports & Entertainment
Productor Agencia
Diego Soraires
Havas Sports & Entertainment
Productor Deportivo
Rodrigo Vivares
Havas Sports & Entertainment
Productor Deportivo
Results and Effectiveness:
We broke away from the football sponsorship clutter, scoring the ultimate connection between Coca-Cola, football and the fans. Fox Sports netted big ratings while Destapados aired and we achieved:
в?ў 10.6 million homes engaged
в?ў 100,000 site visits in just 8 weeks
в?ў +36,500 unique users
в?ў +8,000 SMS votes
в?ў +550,000 visits to football stadiums
в?ў Fox Sportsв?T teen rating tripled
в?ў 10% increase in teen identification with Coke
в?ў 7% increase in awareness of Cokeв?Ts association with football
в?ў 11 players recruited by professional clubs
в?ў Dream come true: Goalkeeper selected for National Football Team
Creative Execution:
Playing on footballв?Ts emotional feelings we created в??Destapados Coca-Cola Cup,в?? a reality show giving 25 kids the chance to live as real players. Our multimedia campaign literally unearthed top talent (Destapados=unearthed) throughout Argentina.
Participants practiced in the в??holiestв?? of places: the Argentine Football Association (AFA), marking the first time the AFA opened its doors to the public, giving viewers their own once-in-a-lifetime opportunity.
We recruited past champions and highly respected sport figures to host/coach the kids, including Diego Latorre, Gerardo Salorio and Leopoldo Luque. Big brands (Nike, Moviestar, LG, Bimbo, Terra) contributed with bespoke content.
Our partnership with Fox Sports LatAm maximised program reach. The public connected with players through posts, blogs and program webcasts and voted for the в??Coca-Cola Player,в?? who won a trip to the 2010 South African World Cup with the National team. Home viewers were entered into a raffle for tickets to watch the Argentine team.
Insights, Strategy and the Idea:
The Coca-Cola Cup was introduced five years ago and has become the most important inter-high school football tournament in Argentina, encompassing 18 regions, 480 schools and 7,600 students aged 13-15.
For the sixth season, our goals were to:
в?ў Position Coca-Cola Cup as a chance for teenagers to achieve their dream of becoming a professional football player
в?ў Act on core message в??We All Speak Footballв?? and move beyond schools to the whole of Argentina while strengthening the association between Coca-Cola and football
Football is Argentinaв?Ts national pastime: 46% of teenagers play sports with aspirations of becoming a professional football player, so we made Coca-Cola Cup the missing link between kids and the pro-soccer world. We partnered with key sponsors to expend the Cup and scouted every region of Argentina to find the best players, fuel their passion and communicate the value of a healthy lifestyle in an innovative way.
CHARLIE'S ROOM
Type of Entry:
Product & Service
Category:
Fast Moving Consumer Goods
Title:
CHARLIE'S ROOM
Advertiser/Client:
KRAFT
Product/Service:
ROYAL GELATIN
Entrant Company:
JWT COSTA RICA San JosГc, COSTA RICA
Advertising Agency:
JWT COSTA RICA San JosГc, COSTA RICA
Media Agency:
STARCOM COSTA RICA San JosГc, COSTA RICA
Creative Credits
Name
Company
Position
Christian Caldwell
Jwt Costa Rica
Creative Director
Alfredo Enciso
Jwt Costa Rica
Art Director
Karolina Vilchez
Jwt Costa Rica
General Manager
Cynthia Bonilla
Jwt Costa Rica
Account Director
Daniel Pardomo
Caramba Films
Director
Diego Lemos
Caramba Films
Producer
Results and Effectiveness:
The reality show was getting more popular and the site traffic increased to 600 visits per day. During the 3 months of the campaign, our website reached around 54,000 visits, the rating of the show RG Elements went high up and finally, Royal Gelatin sales rose up to 37%. Besides all that, we ended up creating the first Online Reality Show for kids in the country, and thus and direct communication line between our brand and the people.
Creative Execution:
The different chapters of this tale told the story of the magical adventure of two siblings, Charlie and Lucy, whom along with their toys will live an unforgettable experience we called Charlie's Room. In the room, seven different characters will live together, but as time goes by, they will have to nominate each other since one of them will have to leave the room.
We created an alliance with the best-rated kids TV show in Costa Rica. There, we would broadcast long versions of our ads, plus the show hosts would present life in a real-size replica of Charlie's room.
A website was created and kids would be able to see what was going on in the room 24 hours a day. They could also engage into online games with the characters of the room.
Insights, Strategy and the Idea:
In 2008, Kraft Foods wanted a commercial to reposition Royal Gelatin as a fun dessert, now that the brand was becoming boring and kids lately weren't asking for gelatin. So our goal was to reach that target through something that will move them into asking their parents for Royal Gelatin, and at the same time, defeat the Wii, kids TV shows and the whole bunch of toys they're usually surrounded with. It's when we decided we're not creating a commercial, but instead we'll give kids the entertainment no other food brand has ever given them.
FALLING IN LOVE AGAIN
Type of Entry:
Product & Service
Category:
Fast Moving Consumer Goods
Title:
FALLING IN LOVE AGAIN
Advertiser/Client:
MARS
Product/Service:
CONFECTIONERY
Entrant Company:
STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Media Agency:
STARCOM MEDIAVEST GROUP DUBAI, UNITED ARAB EMIRATES
Creative Credits
Name
Company
Position
Lama Al Khawaja
Starcom Mediavest Group Dubai
Media Supervisor
Christina Charles
Starcom Mediavest Group Dubai
Associate Media Director
Anneez Haiyoom
Starcom Mediavest Group Dubai
Managing Director Dubai
Mark Hamilton
Starcom Mediavest Group Mena
Regional Planning Director
Vinod Kumar
Starcom Mediavest Group Dubai
Media Supervisor
Results and Effectiveness:
Frequent users of Galaxy increased by 5% across the Gulf region, convincing an additional 1.1 million consumers to purchase 9+ bars of Galaxy chocolate.
в?ў Galaxy sales increased +6%
в?ў Ad awareness among our key Saudi Arabia target group (Women 20-44) increased by an impressive +16% (712,000 people)
Over 4,300 Arabic women submitted poems, willing to read them on-air
Galaxy became inextricably linked with passion and female self-expression for 7 million female viewers across the GCC Region
Generated free editorial in regional Newspapers and Magazines to the value of USD$20,000
Creative Execution:
Galaxy created a poetry segment within the MBC1 Morning Show. This was entitled в??Passion for Wordsв?? to mirror Galaxyв?Ts tagline, в??Pure Chocolate Passionв??, and the show was branded in Galaxyв?Ts colours, including the backdrops and TV set.
Every time в??Passion for Wordsв?? was mentioned, so was Galaxy; not only during the program, but also in the subsequent editorial features, news follow ups and prize giving.
The Galaxy prize was perfectly designed to rekindle Arab womenв?Ts love affair with the brand. Committed to letting women be women, Galaxy offered self-actualization through indulgence, with luxurious gifts like silk robes and scented candles. Galaxy also inspired self-expression by offering items like a Mac Laptop, a poetry book and calligraphic pens, not to mention the incredible publication opportunities presented by the program itself and the resulting editorial in leading magazines and newspapers.
Insights, Strategy and the Idea:
When Galaxy first hit the market consumers described it as в??seduction by chocolateв?T. The brand inspired passion, creating an addiction that ensured its position as category leader. As with any love affair, the initial lust didnв?Tt last. As the passion faded, Galaxy began to lose its positioning and market share.
Our challenge, to reignite the lost passion between Arab women and Galaxy by reminding women of Galaxyв?Ts integral role in their personal в??meв?T time.
Research provided insight into Arab womenв?Ts need for self-expression: illustrated by numerous poetry blogs, where women use poetry to celebrate who they are as people and within society.
Galaxyв?Ts strategy was to create an outlet for female self-expression. Working with the leading Pan Arab TV station, we developed a Galaxy-branded segment inviting women to submit poems to be read on air в?" linking womenв?Ts passion for self expression with their passion for Galaxy.
CLEAN THE COMMENTS
Type of Entry:
Product & Service
Category:
Fast Moving Consumer Goods
Title:
CLEAN THE COMMENTS
Advertiser/Client:
SCHESTOWITZ
Product/Service:
COLGATE TOTAL PROFESSIONAL CLEAN
Entrant Company:
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Advertising Agency:
SHALMOR AVNON AMICHAY/Y&R INTERACTIVE TEL AVIV, ISRAEL
Creative Credits
Name
Company
Position
Gideon Amichay
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Creative Director
Eran Gefen
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Creative Director
Lena Feldman
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Art Director
Roy Cohen
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Copywriter
Racheli Ben Avi
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Supervisor
Adam Avnon
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Supervisor
Dima Patt
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Flash Designer
Rona Rozental
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Account Executive
Shiran Chen
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Account Executive
Michal Karny
Shalmor Avnon Amichay\ Y/R Interactive Tel Aviv
Account Executive
Results and Effectiveness:
The campaign message spread like wild fire:
Over 2.000.000 unique surfers were exposed to the message and actively participated in cleaning the talkbacks.
29,163 different comments were cleaned.
Creative Execution:
Using a unique technology, we created an innovative banner which opened up on top of the comments and allowed surfers to white out the dirty words in the comments with toothpaste strips.
After the cleaning the following message appeared: Colgate Total Professional Clean- keeps your mouth clean.
Actually, the banners not only allowed surfers to clean the comments; In addition, the Colgate's toothpaste strips, which appeared in the talkbacks' headlines, acted as teasers and attracted other surfers to open the comments.
As more comments were cleaned, more teasers were created and thus the surfers' activity widened our promotion.
Insights, Strategy and the Idea:
Colgate wanted to promote its new toothpaste, Colgate Total Professional Clean, via the internet.
They asked us to emphasize the deep cleaning qualities of the toothpaste and to find a unique and special way to promote it.
Internet comments (talkbacks) have become a part of the surfing culture all over the world and in our country millions of them are written each day. Often these comments include inappropriate and offensive words.
Based on this insight we decided to help surfers avoid these words- we enabled them to clean up the comments!
HONDA LIVE AD
Type of Entry:
Product & Service
Category:
Cars & Automotive Services
Title:
HONDA LIVE AD
Advertiser/Client:
HONDA
Product/Service:
HONDA ACCORD
Entrant Company:
STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Advertising Agency:
4 CREATIVE London, UNITED KINGDOM
Media Agency:
STARCOM MEDIAVEST GROUP London, UNITED KINGDOM
Creative Credits
Name
Company
Position
Jane Ollier
Starcom
Business Director
Gavin Mcgrow
Starcom
Account Director
Tom Tagholm
4 Creative
Creative Director
Tim Van Someren
4 Creative
Director
Dave Lewis
4 Creative
Producer
Keeley Pratt
4 Creative
Senior Producer
Results and Effectiveness:
Desire for Accord в?" on Hondaв?Ts brand tracker, в??desireв?T leapt by a massive 38 points, more than double the clientв?Ts target.
Desire to view в?" 200,000 extra people tuned in purely to watch the ad!
Desire to talk about - over В?2m of PR was generated during the campaign.
Desire to find out more в?" Honda had over 39,000 unique visitors to the DIWD blog prior to the event, with over 4,000 prospects generated. Post event, traffic to Hondaв?Ts UK website was an enormous 400% higher than average!
Desire to buy в?" over В?1m of new Accord sales were generated in a single weekend.
Creative Execution:
The Honda philosophy is в??Difficult is Worth Doingв?T (DIWD), therefore the media strategy had to deliver the brand philosophy in two ways:
1. Challenge the Audience в?" seed DIWD concept several weeks before the car was available in dealerships.
2. Reward the Audience в?" through an emotional pay-off for their hard work in the seeding stage.
We kicked off with a series of unbranded communications to launch the concept of DIWD though large format outdoor, cryptic TV spots and optimised search driving the audience to the DIWD blog with a diary of a skydive.
Unbranded print and TV ads, with skydiving cues, alluded to an event taking place on TV at 8.10pm, during the week of the event.
The reward came with, the worldв?Ts first ever 3-minute live ad featuring an 18 strong skydive team spelling H,O,N,D and A, in sequence, demonstrating the philosophy behind the new Accord в?" в??Difficult is Worth Doingв?T.
Insights, Strategy and the Idea:
In May 2008, Honda launched the new Accord, the spearhead of their premium challenge to Audiв?Ts A4 and BMWв?Ts 3 series. From proprietary Honda research, we knew that desirability, rather than rationality, was the most influential factor on sales in this specific automotive sector.
Unfortunately, Hondaв?Ts are known for being reliable, well built and efficient, NOT desirable. To drive sales in this sector, we had to make the Accord appeal to the heart, not just the head.
The target audience is a late 30s VW Golf/Audi A3 owner. They are ambitiously aspirational, with the emphasis on ambitious. Rather than fantasizing about their goals in life, they are not afraid of hard work and effort to get their desired results. They need to be challenged and rewarded for their hard work and effort.
YOU CREATE THE CAR
Type of Entry:
Product & Service
Category:
Cars & Automotive Services
Title:
YOU CREATE THE CAR
Advertiser/Client:
PEUGEOT MOTORS COMPANY
Product/Service:
PEUGEOT
Entrant Company:
OMD UK London, UNITED KINGDOM
Media Agency:
OMD UK London, UNITED KINGDOM
Creative Credits
Name
Company
Position
Garrett O' Reilly
Omd Uk
Communications Planning Manager
Tom Darlington
Omd Uk
Communications Planner
Anthony Mouskoundi
Bauer Media
Group Account Director
Sheree Blades
Bauer Media
Strategy/Solutions Project Manager
Eugenie Channell
Elle
Promotions Director
Elena Buckland
Elle
Business Development Manager
Andrew Wynd
Omd Uk
Press Manager
Pauline Kho
Omd Uk
Digital Associate Director
Ben Barker
Omd Uk
Head Of Radio
Nadine Lloyd
Omd Uk
Associate Communications Planning Director
Chrissie Deakin
Omd Uk
Associate Communications Planning Director
Results and Effectiveness:
This level of collaboration between a car manufacturer and media owners was unprecedented.
32,000 individuals helped design the ELLE 207CC car; a level of engagement six times bigger than any in ELLEв?Ts history. 81% of readers considered it a stylish and fashionable car, twice that of competitors. Demand for the special edition led to the production quota being doubled. The 207CC was 2008в?Ts highest selling convertible car.
The KISS 107 special edition increased 107 sales by 43% y-o-y in the month of its launch, and 9% overall, demonstrating the halo effect that co-created models have on the main models.
Creative Execution:
Finding the Partner for Co-creation,
107 sales data revealed buyers to be young, aspiring urban females. Music plays a role in their lives, offering inspiring social currency. Kiss FM was the perfect fit.
With the 207CC, style is key. ELLE, as the home of fashion, offered the perfect opportunity to access style-conscious females.
Making it Happen
A year-long sponsorship of Kiss FMв?Ts flagship shows saw promotions combined with updates on DJв?Ts websites detailing the co-creation of the eagerly awaited 107 Kiss model.
Personalisation and consumer involvement were taken even further on 207CC. ELLE identified Style Influencers across its platforms inviting them into the design process. Stimulus, including behind-the-scenes footage from London Fashion Week was provided, with readers asked to vote for their favourite to be used in new product development. By creating a bespoke couture 207CC, we delivered a true reflection of what todayв?Ts car buyer wants.
Insights, Strategy and the Idea:
Peugeotв?Ts core strength rests in the small car sector. Their flagship models sit at either end of the spectrum; the 107 is dynamic and economical whereas the 207CC is the aspirational convertible.
The marketplace was commoditised with competitors launching 3 models per year and category media spend increasing 6% y-o-y. In this innovation-driven category and with no new product development, we needed to create news to fuel desire and breathe life back into Peugeot.
Strategy: To address the commoditisation challenge, we looked to the fashion industry. Faced with the trend for в??affordable luxuryв?T, brands realised that luxury is synonymous with scarcity. Moreover, they have small groups of highly influential loyalists who stimulate the masses to create trends.
Idea: Create limited edition cars to trigger must-have desirability, and identify the 107 and 207CCв?Ts Style Influencers, transforming them into advocates willing to amplify our message via their personal networks.
CEILING CINEMA
Type of Entry:
Product & Service
Category:
Cars & Automotive Services
Title:
CEILING CINEMA
Advertiser/Client:
NISSAN CENTRE EUROPE
Product/Service:
NISSAN MICRA C+C CABRIO
Entrant Company:
TBWA\GERMANY Berlin, GERMANY
Advertising Agency:
TBWA\GERMANY DГ?sseldorf, GERMANY
Creative Credits
Name
Company
Position
Kai Röffen/Fabian Kirner
TBWA\ Germany
Creative Director
AndrГc Heinrichs/Sebastian Schnell
TBWA\ Germany
Art Director
Michael Manke/Tobias Feige
TBWA\ Germany
Copywriter
Paul Unger/Bernhard SchГ?rmanns/Kirsten DГ?mpelmann
TBWA\ Germany
Account Manager
Alexander Langer
TBWA\ Germany
Agency Producer
PiratesВ?n Paradise
Production Company
Michael Manke
Camera
3klang Gmbh
Sound Design
Martin SchГ?tze
3klang Gmbh
Sound Design
Michel Jansen
Nissan Center Europe Gmbh
Marketing Manager
Results and Effectiveness:
An increase in Nissan Micra C+C test-drives by 19.2 %.
Creative Execution:
In order to get the right feeling of driving a convertible we went to a place where our audience was highly concentrated and in the right mood for an unseen commercial. A commercial that wasnв?Tt just shown on the cinema screen but on the cinema ceiling. By doing so we were certain to deliver the right message at the right moment: "convertible-feeling for everyone!"
Insights, Strategy and the Idea:
Nissan required a regional tool in order to increase the number of testdrives for its NISSAN Micra C+C Convertible and by doing so increase the sales volume as well.
TAXI ROCKOLA CHEVROLET
Type of Entry:
Product & Service
Category:
Cars & Automotive Services
Title:
TAXI ROCKOLA CHEVROLET
Advertiser/Client:
GENERAL MOTORS COLMOTORES
Product/Service:
TAXI 7:24 CHEVROLET
Entrant Company:
SANCHO BBDO COLOMBIA BogotГЎ, COLOMBIA
Advertising Agency:
SANCHO BBDO COLOMBIA BogotГЎ, COLOMBIA
Creative Credits
Name
Company
Position
Hugo Corredor
Sancho BBDO
Vp Creative Director
Giovanni MartГ-nez
Sancho BBDO
Vp Creative Director
AndrГcs Norato
Sancho BBDO
Copywriter
Claudia Murillo
Sancho BBD0
Art Director
Luis David Parra
Sancho BBDO
Copywriter
IvГЎn Gutierrez
Sancho BBDO
Art Director
Leonardo Salgado
Sancho BBDO
Graphic Designer
Carolina GonzГЎlez
Sancho BBDO
Account Executive
Jose Daniel LeГ?n
Sancho BBDO
Account Executive
Carlos Felipe Arango
Sancho BBDO
Account Manager
Results and Effectiveness:
The taxi drivers were so identified with the brand, that they looked at it again as a closer brand which generate's their trust.
The perception of the taxi 7:24 improved so much with the campaign, that we achieved a 25% increase in sales.
By December 2008, at the closure of the campaign, the monthly sales reached 52% more units than when we launched в??Taxi Rockolaв??, and nearby competitors reduced theirs by 18% in the same period.
We went from selling 289 units, to currently selling 403 units, for a total closure of the campaign with 2015 units sold.
Creative Execution:
The creative strategic solution was to convert the target into the main character of the campaign.
Because of the target profile, radio became our principal media, however, media such as outdoor, ambient, print and TV allowed us to strengthen different moments of the campaign.
Insights, Strategy and the Idea:
We needed to regain the leadership that the Taxi 7:24 Chevrolet was losing a year ago on the market.
The target are colombian taxi drivers who had begun to lose confidence in our brand and in our taxi 7:24 Chevrolet.
If a taxi driver transports and talks with so many passengers daily, they should have lots of good stories to tell.
We found a natural way to bring the brand to the target and make them feel fully identified with the communication.
TOKYO FASHION MAP
Type of Entry:
Product & Service
Category:
Clothing, Footwear & Accessories
Title:
TOKYO FASHION MAP
Advertiser/Client:
UNIQLO CO
Product/Service:
VARIATED PARKA SERIES
Entrant Company:
DENTSU Tokyo, JAPAN
Advertising Agency:
DENTSU Tokyo, JAPAN
Creative Credits
Name
Company
Position
Keiichi Higuchi
Dentsu
Planning Director
Shinya Seino
Dentsu
Art Director
Aki Kimura
Dentsu
Copywriter
Kampei Baba
Bascule
Technical Director
Megumi Kasuga
Bascule
Director
Shinsaku Ogawa
Dentsu Tec
Agency Producer
Kai Hikiji
Dentsu
Agency Producer
Sozo Kikuchi
Dentsu
Agency Producer
Osamu Kimura
Dentsu
Account Executive
Takaharu Hatori
Monsterв?+ultra.inc
Film Producer
Sho Yamashita
Monsterв?+ultra.inc
Production Manager
Hironobu Ryo
Bascule
Assistant Designer
Takayuki Watanabe
Bascule
Flash Developer
Yoshikazu Iida
Graffiti Magazines
Flash Developer
Shunji Suzuki
Dentsu
Magazine Editor
Koichi Sawada
Dentsu
Executive Creative Director
Kenji Shiratsuchi
Dentsu
Executive Planning Director
Kentaro Katsube
Fast Retailing Co.
Client Supervisor
Aoi Matsumoto
Fast Retailing Co.
Client Supervisor
Minako Suzuki
Fast Retailing Co.
Client Supervisor
Results and Effectiveness:
Once released, the movies and snaps took the nation by storm. Comments of amazement filled numerous websites and our magazine sold out in many bookshops and convenience stores. In fact, these 1000 snapshots generated a parka sensation thatв?Ts reaching from Tokyo across the nation. This effective promotional campaign more than doubled our parka sales over the last year.
Creative Execution:
Parka Relay Movie and Street Map link representative towns throughout Tokyo by having residents remove a UNIQLO parka and в??pass itв?? to someone in the next town. Street Map shows the actual shooting locations of GPS-tagged snapshots. And all 1000 Street Snaps are printed in TOKYO FASHION with UNIQLO magazine, available in bookshops throughout Japan.
Insights, Strategy and the Idea:
Japanв?Ts casual brand, UNIQLO, launched parkas worldwide in wide-ranging colours and styles to expand sales and offer unlimited parka coordination.
POWERFUL FAN
Type of Entry:
Product & Service
Category:
Other Consumer Products (including Durable Goods)
Title:
POWERFUL FAN
Advertiser/Client:
MIDEA HOME APPLIANCE & ELECTRONICS
Product/Service:
ELECTRIC FAN
Entrant Company:
FIRSTELL COMMUNICATIONS SHANGHAI, CHINA
Advertising Agency:
FIRSTELL COMMUNICATIONS SHANGHAI, CHINA
Creative Credits
Name
Company
Position
Murphy Chou
Firstell Communications/Shanghai
Chief Creative Officer
Murphy Chou
Firstell Communications/Shanghai
Copywriter
Mulder Shen
Firstell Communications/Shanghai
Art Director
Levi Zhang
Firstell Communications/Shanghai
Copywriter
Zoe Zhao
Firstell Communications/Shanghai
Art Director
Eric Zhu
Firstell Communications/Shanghai
Art Director
Tina Yao
Firstell Communications/Shanghai
National Media Buying Director
Results and Effectiveness:
Raised the sale volume up to three times higher than before.
Creative Execution:
The well-known Shanghai Haitong Building is marked with its wave design on the top. Our outdoor advertisement is placed outside the building, opposite to Shanghai Haitong. It looks like the powerful gust from a Midea electric fan has caused the wave design.
Insights, Strategy and the Idea:
The client dosen't have a huge budget for this product, but they want to create a huge effect for it. They want us to consider a non-traditional creative approach.
VEJA 40 YEARS
Type of Entry:
Product & Service
Category:
Financial Products & Services
Title:
VEJA 40 YEARS
Advertiser/Client:
ITAГ? BANK
Product/Service:
BANK
Entrant Company:
AFRICA Sao Paulo, BRAZIL
Advertising Agency:
AFRICA Sao Paulo, BRAZIL
Creative Credits
Name
Company
Position
Nizan Guanaes
Africa
President
Luiz Fernando Vieira
Africa
Media VP
Sergio Gordilho
Africa
Creative VP
Marcio Santoro
Africa
Executive VP
Zico Farina
Africa
Creative Director
Paulo Coelho
Africa
Creative Director
Fabio Freitas
Africa
Media Director
Renata Brasil
Africa
Account Director
Rodrigo Gandini
Africa
Media Director
Cintia Hachiya
Africa
Account Director
Antonio Jacinto Matias
ItaГє Bank
Advertiser's VP
Cristiane MagalhГ?es
ItaГє Bank
Advertiser's Director
Maria Fernanda La Regina
ItaГє Bank
Advertiser's Director
t
HUGE YELLOW DARTS
Type of Entry:
Product & Service
Category:
Commercial Public Services
Title:
HUGE YELLOW DARTS
Advertiser/Client:
YELLOW PAGES GROUP
Product/Service:
YELLOW PAGES DIRECTORIES
Entrant Company:
COSSETTE MEDIA Toronto, CANADA
Media Agency:
COSSETTE MEDIA Toronto, CANADA
Creative Credits
Name
Company
Position
Tim Beach
Cossette Media
Group Media Manager
Sebastien Bergeron
Cossette
Group Account Director
Marie-Helen Charest
Cossette
Account Supervisor
Ed Lea
Cossette
Creative
Results and Effectiveness:
Yellowpages.ca unique visits increased +18% versus a year ago.
Created huge buzz. Blogs popped up everywhere with people posting pictures of the darts.
The local business owners that we partnered with loved the darts. Restaurant Manager: в??It was good, quite effective, quite eye catching в?" became part of the furniture of the patio, it was a great partnership, we were pleased by all. It drew people to the patio with great attention to the Dart.в??
Yellowpages even had other retail owners call them and request a dart.
Won GOLD at prestigious Canadian Innovation awards show.
Creative Execution:
To tie in with the yp.ca site maps that depict yellow darts indentifying locations, we demonstrated this в??in real lifeв?? by placing huge darts directly into local businesses. The type of business в??foundв?? was written on the dartв?Ts fin (ie. Music Store-Found).
Each relevant location had a different execution strategy.
Retail Stores в?" We used a в??location scoutв?? (who normally scouts commercials) to find and secure certain stores.
There were many challenges securing the store locations ie- after the store and building owners agreed, we had to get the proper engineer drawings prior to dart installation.
Restaurant Patios в?" Positioned right on patios, darts appeared to have crashed directly into a real table.
Parking Lots в?" We reserved spots for delivery vans with a dart smashed into the roof. The vans were labeled with actual local plumbers and flower shops.
Insights, Strategy and the Idea:
Yellowpages had three main goals for this campaign: increase usage, create buzz for the brand/service and excite current retail customers.
We repositioned Yellowpages as в??The Find Engineв?? to differentiate from в??search enginesв??. The challenge: demonstrate this in a dramatic, relevant way. The icon developed to represent this was a huge yellow dart.
We set out to insert Yellowpages wherever & whenever в??findingв?? local businesses is required.
When looking for businesses, consumers want to find what they are looking for efficiently. The dart demonstrates how Yellowpages helps consumers find exactly what theyв?Tre looking for.
The best way to dramatize the dart was to intersect consumers while they were at or near local businesses - deliver the message at a relevant time and place.
The core of ypв?Ts business is retail, so location was critically important. We used the retail channel by partnering with local businesses.
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