Year/ID: 2012 / V79004G12 Group: V Public relations Subgroup: V79 Corporate PR URL: www.vezidincolodelimite.ro
Product and services: Sports TelevisionRegistrant: WEBSTYLERCountry: ROMANIABrand name: Dolce SportAdvertiser: RomtelecomAdvertising agency, city: Webstyler & GMP, BucharestArt director: Andrei Cucoanes, Florin PadureanCopywriter: Oana Nastase, Ioana Munteanu, Anca ManolacheCreative director: Horia ManolacheDesigner: Madalin DragneaDirector of Photography: Robert GhermanAccount Director /Manager: Madalina ParaschivDigital Production: Adrian NituDirector: Robert GhermanProgrammer: Cosmin Panait; Vicentiu Popescu; Lucian Zamfira; Vlad Manolache Other credits: Laura Banica - Social Media Director; Laur Raboj - Copywriter; Bogdan Nitu - Head of Planning
Creative idea explanation:
Campaign idea explanation: Olympic Games are all about pushing one’s limits. Dolce Sport, official broadcaster of the Olympic Games in London, wanted to do more than just broadcast the competition. They wanted to live up to the olympic spirit and inspire Romanians. So, we challenged a romanian bike lover, Florin Georgescu, to ride the bike from Romania to London in 20 days (more than 2000 km) and to film his attempt through a camera mounted on his helmet. He is blind. He rides the bike in tandem, with his best friend. During Olympics, Dolce broadcasted not only the Olympic Games, but also Florin's ‘marathon’. While people could watch the Olympic Games on TV, they could also follow Florin's attempt daily on Internet, under the message ‘see beyond limtis’. Highly impressed with his story, it was covered both by traditional media (most important 2 TV channels in Romania, national newspapers) and digital media (digital editions of national televisions and papers), who covered it all along his journey. His story echoed all the way to New York, as NBC interviewed him during his journey. People were so touched by his attempt that they cheered him on, like a true olympian (avatars, blog posts, facebook & twitter posts etc). In order to interact with him, they uploaded supporting & cheering audio messages on campaign website that he could listen on the road through a specially developed mobile app. They also supported him through other digital tools like the campaign’s facebook page or the avatar generating application. When he finally reached London, President of the Olympic Committee welcomed him and made him an honorary member of the Olympic Committee. With more than 200 articles (traditional and digital media) and thousands of social networks reactions, the campaign reached and inspired more than 2.5 million people.
Multiple entry explanation: Dolce Sport is a media channel and the campaign created awareness for the broadcasting of the Olympics on Dolce Sport and also promoted Dolce Sport as more than just a broadcaster of sport events, being an inspiring brand.
Year/ID: 2012 / V80009G12 Group: V Public relations Subgroup: V80 Marketing PR URL: www.romaniansaresmart.com
Product and services: Chocolate BarRegistrant: BV MCCANN ERICKSON ROMANIA SRLCountry: ROMANIABrand name: ROMAdvertising agency, city: Mccann Erickson BucharestArt director: Arpad Rezi, Laurentiu StereCopywriter: Sebastian Olar, Alexandru VicolCreative director: Adrian Botan, Catalin Dobre, Dinu PanescuAccount Director /Manager: Raluca Voinea, Alina Cuzmin Campaign idea explanation: Since its 1964 launch, ROM chocolate has been a symbol of Romanian pride. With the 2010 American Rom campaign, the brand strengthened this position. But after one year off air, ROM’s market share and brand indicators were going down. The brand needed a turnaround, all within a minuscule budget. The brief was to create a campaign to rekindle people’s national pride for December 1st - Romania’s National Day - a date that meant little but another day off to our 25-35 y.o core target . Our idea was rooted in a stunning discovery... if one googled: ‘Romanians are’ in various languages the suggested search predictions were all derogatory. Changing Romanians’ image on Google was the perfect means for ROM to reach its communication objectives and re-awaken national pride. We knew Google predictions could change if we got enough online positive searches, but most important, positive content on Romanians. We started the campaign with an online seeding of the insulting screenshots. Overnight, media exploded turning this into the hot topic of the day. Three days later we came with the solution: we redirected ROM’s webpage to a landing page, www.romaniansaresmart.com, where people could generate positive searches in Google pages around the world. To add to the campaign’s momentum we partnered with the top 10 Romanian bloggers, each adopting a personalized search. Following them, hundreds of local bloggers joined the movement, helping to generate positive content for Romanians. A series of testimonials featuring key opinion leaders urging people to join in the campaign turned viral. The campaign peaked when Romanian CNN, Realitatea TV, joined the campaign in a one-day live broadcast TV marathon, for the National Day, where public figures and regular folks offered support. “Romanians Are Smart” has evolved from a search tool and a web destination into a powerful content platform.
Year/ID: 2012 / V81002G12 Group: V Public relations Subgroup: V81 Sponsorship
Product and services: FMCG - beerRegistrant: GMP ADVERTISINGCountry: ROMANIABrand name: TimisoreanaAdvertiser: Ursus breweries s.a.Advertising agency, city: GMP, BucharestArt director: Alexandru Lazar, Florin PadureanCopywriter: Ioana MunteanuCreative director: Stefan VasilachiAccount Director /Manager: Irina Revnic Other credits: Ioana Gheorghita - Head of Strategy, Radu Teodorescu - AV producer, Daniel Gavrila - Brand Consultant
Creative idea explanation:
Campaign idea explanation: Timisoreana, Romanian beer market leader, is the main sponsor of the most important football competition: the Romanian Football Cup. During last decades, the performance of Romanian football teams substantially decreased, the football players being involved in media scandals (drugs and alcohol abuse). Timisoreana, as a brand, cannot improve performance on the pitch, but it can raise the passion for football in the supporters’ hearts. Challenge: make supporters express their passion for football and pass it forward to the players. The basic form of football passion starts with simply kicking the ball. Starting from this insight, we aimed to amplify at national scale (geographically) this simple joy. The Journey of the Ball was created: 1 ball, 2400 km, 40 days, 1000 supporters, 35 cities. The ball was to be kicked by supporters throughout the whole country, day and night and to open the Final of Romanian Football Cup on 26th of May, thus passing the supporters' passion to the players. The campaign called for substantial engagement of Romanian football supporters. And so it happened: thousands of supporters registered on-line to participate into the Journey of the Ball. Only 1000 were selected for telling the most passionate football stories. They kicked the ball on a route linking all the cities part of the Romanian Cup. Timisoreana was the binding force between the supporters and the players on the pitch. Our journey proved to be the longest football marathon in history and made the subject of numerous daily news on mass-media. Over 10.7 million people exposed, 10.000 supporters subscribed online to kick the ball. Police engaged in the movement, blocking national roads for 40 days & nights. Today the Ball rests into Romanian Football Federation Museum. A statue is being raised for the 1000 runners.
Year/ID: 2012 / V83002G12 Group: V Public relations Subgroup: V83 Public engagement & participation
Product and services: ReconciliationRegistrant: BAUMANN BER RIVNAY SAATCHI & SAATCHICountry: ISRAELBrand name: Blood RelationsAdvertiser: The Peres Center for PeaceAdvertising agency, city: Ramat GanArt director: Nathan FreifeldCopywriter: Shachar AylonCreative director: Executive Creative Director and Deputy CEO: Yoram Levi, VP Creative Director: Nadav Pressman, Eran Nir / Tomer Gedron / Eddie GoldenbergDesigner: Steve ReichesDirector of Photography: Benjamin HiramAccount Director /Manager: Nir FederbushMusic: Tomer BiranDirector: Guy MichaelProgrammer: Leonid Angarov Other credits: Head Of Production & Content: Dorit Gvili / Initiator Of the Idea: Jean-Christophe Royer / Agency Producer: Bosmat Marmarely / Editor: Guy Dagan / Senior Planner: Guy Gordon / Account Executive: Noa Sharf / Strategic Planner: Rachel Friend
Campaign idea explanation: Background: The Israeli-Palestinian conflict has been going on for over 60 years, with growing tension every day. Mission: Find a creative way to bring Israeli and Palestinian citizenscloser together. Idea: Blood Relations – The mutual blood donation project. Instead of spilling blood, people from both sides could share it, starting with those with most reason to hate – bereaved Israeli and Palestinian families. The Israeli national blood bank and an Islamic hospital agreed to accept blood donations so they could be shared with those on opposite side to save lives. Results: • Mutual blood donations were made around the world by Israelis and Palestinians, and Jews and Muslims• The event was featured on national news, reaching astaggering 24% rating (approx. 1,600,000 people)• People across the world who couldn’t donate blood physicallyshowed their support by donating virtual blood on facebook.• The project was covered internationally by NBC, BBC, Reuters, Associated Press, Vanity Fair, and more, reaching an estimated global audience of 350,000,000 people• Blood Relations got a direct response from the United Nations, the White House, US Congress, US State Department, and other organizations such as the Red Cross are also coming forward to take part
Multiple entry explanation: Our idea reached an estimated 350 million people worldwide – by bringing those with most reasons to hate each other together, to share blood instead of spilling it.
Product and services: Pressure group fighting for women’s rightsRegistrant: LEO BURNETT BEIRUTCountry: LEBANONBrand name: No Rights, No WomenAdvertiser: No Rights, No WomenAdvertising agency, city: Leo Burnett, BeirutArt director: Lea Salibi, Natasha Maasri, Roula AsmarCopywriter: Rana Khoury, Diala HaidarCreative director: Bechara Mouzannar (CCO), Malek Ghorayeb (Regional Executive Creative Director), Areej MahmoudAccount Director /Manager: Nada Abi Saleh Other credits:
Creative idea explanation:
Campaign idea explanation: By Lebanese law, men and women are not equal. The discriminatory laws reduce women to “half citizens”.The challenge was to create enough awareness among the Lebanese society.The main objective was to foment enough popular participation in order to be able to pressure the relevant authorities and concerned parties. We started online, asking women to add mustaches to their profile and change their gender, to become men. The discriminatory laws were simplified into statements to be shared, and an online petition was circulated.NGOs, activists, reporters, bloggers, helped build hype by generating their own content.On March 8th, International Women's Day, women dressed as men. By nightfall, 20 meters away from parliament, the movement was joined by hundreds of women.The event made it to the 8 o'clock news on leading local and Arab channels.We received international exposure being featured in magazines, radios, newspapers, as well as numerous regional and international blogs & websites. The movement got 1.2 million USD of free media coverage. On August 4th 2011, i.e., 7 months after the start of the “No Rights No women” movement, The Honor Crimes Law was abolished. The Domestic Violence law is now in final study by the parliament.
Year/ID: 2012 / V83012G12 Group: V Public relations Subgroup: V83 Public engagement & participation
Product and services: Hyatt hotelsRegistrant: YOUNG & RUBICAM POLAND SP.Z.O.O.Country: POLANDBrand name: Hyatt hotelsAdvertising agency, city: Y&R, WarszawaArt director: Wojtek MichalakCopywriter: Edyta KotowiczCreative director: Ryszard SrokaDesigner: Bartek WalczukAccount Director /Manager: Sylwia Korzeniewska Campaign idea explanation: Poland's National Football Team stayed at Hyatt Hotel during EURO 2012. Hotel wanted to provide footballers with the best possible service: best rooms, food, a spa etc. But because Poland, according to FIFA, was the worst team, despite these efforts they did not have much chances for fair fight. Therefore Hyatt decided to create a new hotel service for them: Doping TV – the 1st television in history dedicated entirely to support footballers, non-stop broadcasting to their 23 hotel rooms motivational messages from their fans from all over the world.
Year/ID: 2012 / V84002G12 Group: V Public relations Subgroup: V84 Social responsibility
Product and services: Humanitarian fund B92Registrant: SAATCHI&SAATCHI BEOGRADCountry: SERBIABrand name: Battle for the babiesAdvertiser: Fond B92Advertising agency, city: Saatchi & Saatchi, BelgradeArt director: Ivana Zekovic, Svetlana DukicCopywriter: Zarko Veljkovic (Senior Copywriter), Nikola ZmajevicCreative director: Veljko GolubovicDesigner: Viktor MijatovicAccount Director /Manager: Sonja Milovic (Managing Director), Ivana MinovicDirector: Zarko Veljkovic Other credits: Direct Media PR - Veronika Paunovic (Client Service Director)
Creative idea explanation:
Campaign idea explanation: Serbian hospitals were poorly equipped to provide care for our youngest and most vulnerable citizens. The 40 years old incubators were severely outdated, resulting in death rate for babies to exceed 60 percent. To help little heroes we created the biggest humanitarian movement in Serbia ever and mobilized more than 1 million people and 700 companies to join their fight. Image of a raised baby’s fist - drawing on the well known image of resistance – became an iconic symbol for the campaign, sweeping across the country! “Battle for the Babies” raised funds for 195 incubators, amounting to 2.600.000€ covering the needs of the entire country. Media reach was over 85% of total population. Campaign generated 420.000€ worth of free media and 1.700.000€ of PR. President of Serbia declared 2012 the Year of Babies.
Multiple entry explanation: Battle for the babies kicked off with activities of our guerilla squads and spread through web and social networks. Then we motivated all media channels to join the battle for life of prematurely born babies through donation of free media time. Media companies who supported the cause: all national and local TV stations; newspapers and magazines with highest readership in the country; national and local radio stations, billboards and city lights; bus branding companies; cinemas; numerous web sites and regional web portals.
Year/ID: 2012 / V84006G12 Group: V Public relations Subgroup: V84 Social responsibility
Product and services: Books on the PhoneRegistrant: EFFECTCountry: TURKEYBrand name: Turk TelekomAdvertising agency, city: Effect, IstanbulArt director: Erkut TerliksizCopywriter: Zafer KulunkCreative director: Cevdet KizilayAccount Director /Manager: Yesim Uzuner Multiple entry explanation: As a telecommunication company, which aims that everyone equally benefits from communication and technology without regional and economic limitations, Turk Telekom developed Books on the Phone Project by which it could make use of its own area of activity aiming to boost the access of the visually impaired to information.
Product and services: The-Village.ru (On-line city guide)Registrant: LOOK AT MEDIACountry: RUSSIABrand name: The VillageAdvertiser: The VillageAdvertising agency, city: LOOK AT MEDIA MoscowArt director: Vladimir ShreyderCopywriter: Alexey ArtyukhovCreative director: Katya Bazilevskaya, Rob IkkiAccount Director /Manager: Alya GabdurakhmanovaDigital Production: LOOK AT MEDIA Moscow Other credits: Technical Director: Alexander Rybyakov; Mobile App Developer: Alexander Simonov; Flash Developer: Alexander Redinger
Creative idea explanation:
Campaign idea explanation: 'Douche parking' is a huge city problem in Russia. There're not many places to park but also there're people who just don't care about others. Online city newspaper, The Village.ru, has decided to help people make such behaviour socially unacceptable using digital media. We've created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site. The user was motivated to share the picture of the 'parking douche' in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.
Multiple entry explanation: Due to IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.
Year/ID: 2012 / V84015G12 Group: V Public relations Subgroup: V84 Social responsibility
Product and services: EMPIKRegistrant: YOUNG & RUBICAM POLAND SP.Z.O.O.Country: POLANDBrand name: EMPIKAdvertising agency, city: Y&R, WarszawaArt director: Wojtek MichalakCopywriter: Edyta KotowiczCreative director: Ryszard SrokaAccount Director /Manager: Sylwia Korzeniewska Campaign idea explanation: Poles do not read book. EMPIK - the biggest online and chain bookstore in Poland wanted to change it. Because Poles spend a lot of their time on Facebook and on the Internet, the campaign was conducted online. How? Imagine one day you see on Facebook’s wall of your friend that he is interested in having sex with a 12 years old girl. Do you fell shocked or intrigued? Everyone did. This is how the campaign started.
Year/ID: 2012 / V84016G12 Group: V Public relations Subgroup: V84 Social responsibility
Product and services: CSR / PR CampaignRegistrant: LEO BURNETT BEIRUTCountry: LEBANONBrand name: A Bet for a National ConscienceAdvertiser: Leo Burnett BeirutAdvertising agency, city: Leo Burnett, BeirutArt director: Charbel Sawane, Nancy KaramCopywriter: Farid ChehabCreative director: Bechara Mouzannar (CCO), Malek Ghorayeb (Regional Executive Creative Director), Areej MahmoudAccount Director /Manager: Farid Chehab (Chairman), Nada Abi Saleh Other credits: Jo Chemali (PR MD) / Karen Jreissati (PR) / Hala Akiki (PR)
Creative idea explanation:
Campaign idea explanation: Lebanon is plagued by continuous political unrest that jeopardizes its future. The Lebanese population lost faith in their politicians and can’t seem to find any common national objective to rally around. By applying its humankind philosophy (change the way people think, feel and behave), Leo Burnett initiated a CSR campaign to trigger National Conscience. The campaign started with the development of a book, written by Leo Burnett Mena Chairman, Farid Chehab, “A Bet For A National Conscience” promoting federative economy.The book was posted online; with the option for readers to input their opinion. The book would evolve accordingly. Few months later, the book was printed in Arabic, French and English and was launched in the 2 most important book fairs in Lebanon.The success was immediate, with 8 million online hits and 2.2. Million USD in free PR coverage across all Media. Even national network billboards were granted for free to support this National Cause. In few months the book sold 2000+ copies and became the subject of university students’ discussion forums and economical workshops. The cause lead to the creation of the first civic economic lobby in the history of the Nation ( Civic Influence Hub , CIH) with the objective of activating the 5-year water plan as a first federative project (project Blue Gold). Perhaps, The most interesting result was the correlation between a hasty parallel project launched on april 25 by the government, the public hype and the foundation of CIH.
Multiple entry explanation: The success is immediate; the site gets 8 Million hits and the book more than $ 2.2 Million in free media coverage. The objective was fully reached, as only 9 months after the e-launch, a group of influence –Civic Influence Hub- CIH- was created by 35 of the most powerful Lebanese businessmen.CIH raised on its first session $ 2Millions to fund its activities. The e-book was read on-line by more than 10,000 people across 318,510 interactive sessions. The site received 7,856,791.00 hits until march 2012.In libraries, more than 2000 copies were sold until March 2012. Chehab is now invited to conferences, talk shows and universities to develop the ideas of the book. Finally, the success of the book led to the launch on April 25, 2012 of a parallel governmental project for water, indicating a strong correlation with the public hype, CIH creation and demand generated by the book.
Year/ID: 2012 / V85007G12 Group: V Public relations Subgroup: V85 Unconventional communication
Product and services: Social Campaign - Increasing autism awareness.Registrant: PZL SP. Z O.O.Country: POLANDBrand name: Synapsis FoundationAdvertising agency, city: PZL, WarsawArt director: Maciej MilochCopywriter: Weronika MajchrzakCreative director: Kot PrzyboraAccount Director /Manager: Magda MatyszkiewiczDirector: Tomasz Goldbaum-Wlazinski Other credits: Synapsis Foundation: Lukasz Kosciuczuk, Olga Swieza, Joanna Grochowska; Actor: Bartosz Topa; Agency Producer: Magda Garska; Operator: Jakub Giza
Campaign idea explanation: Autism is a disorder caused by improper brain function. According to the United Nations, soon there will be more children diagnosed with autism than those diagnosed with AIDS, diabetes and cancer combined. While autism is a serious psychiatric problem, very low public awareness of autism is a serious social problem – only three out of ten people indicate any knowledge about autism. That was our aim: to increase the autism awareness. The target group was every one in Poland, band the budget was zero. Having no money we decided to use a weapon as old as the hills and quite effective – rumour. We prepared a ruse: a well known actor, Bartek Topa, after a train conducted by autism therapists, appeared on a live TV programme to talk about skiing. But, to the surprise of the presenters and the whole audience, he started behaving like an autistic person. No one realized it was all a game. Along with this event, amateur videos showing the actor behaving in strange ways in public were uploaded onto the Internet. This is how we started gossip about the actor’s odd behaviour and got it spread like wildfire. It was a perfect time to launch our campaign. People from the agency and the Synapsis Foundation appeared on a live TV programme to explain the ruse. We showed the TV commercial revealing the plot. This got people talking – but this time autism and our setup.
Multiple entry explanation: The campaign was run for the non-profit organisation that is helping autistic people and is trying to change the social atittude to autism. We created gossip that made web, newspapers and Polish society buzzing. In their highest point of interest we told them it was all about autism.
Year/ID: 2012 / V85009G12 Group: V Public relations Subgroup: V85 Unconventional communication
Product and services: MediaRegistrant: VOSKHODCountry: RUSSIABrand name: Ura.ruAdvertiser: Ura.ruAdvertising agency, city: Voskhod, YekaterinburgArt director: Vladislav DerevyannykhCopywriter: Evgeny Primachenko, Egor GavrilinCreative director: Andrey GubaydullinDesigner: Dmitry MaslakovPhotographer: Alex TAccount Director /Manager: Pavel Skosyrsky Other credits:
Creative idea explanation:
Campaign idea explanation: Quality of roads is the eternal problem of Yekaterinburg – the fourth largest city of Russia. The local site URA.RU, which writes about life in the city, decided to remind politicians that it is their duty to repair the roads. The problem is – our politicians don’t care about potholes. Their only worry is their own public image. We associated road holes with the images of certain politicians. In the night, on three potholes in city center, we drew faces of the governor, the mayor and the vice-mayor. The news about caricatures became a sensation. With this intense PR the politicians were no longer able to sit idle. The holes were fixed. The news about the action was released in more than 300 media venues, the website traffic on URA.ru doubled. The officials at last started to do their jobs.
Year/ID: 2012 / V85010G12 Group: V Public relations Subgroup: V85 Unconventional communication
Product and services: Therapy Center For People With Eating DisordersRegistrant: OGILVY & MATHER GMBHCountry: AUSTRIABrand name: Intakt - Therapy Center For People With Eating DisordersAdvertising agency, city: Ogilvy & Mather, ViennaArt director: Klaus Seethaler, Katharina ErhardtCopywriter: Sarah Krobath, Michael RittmannsbergerCreative director: Gerd Schulte DoeinghausAccount Director /Manager: Petra Walter Campaign idea explanation: Eating disorders are a big problem in Austria. 200.000 Austrians are already affected, most of them are young women under 35. Our job was to create awareness for this problem and to promote the Intakt Therapy Center, that helps people with eating disorders. Our target group were young women under 35 years. We carried out an action within the Vienna University canteens and exchanged the spoons from the cutlery containers for spoons engraved with a specific message. 'Is this how you see yourself?' was written on the convex curve of the spoon, together with the Intakt Therapy center website address. What could be a better medium to create awareness about eating disorders than a spoon? And what could be a better place to do this than the canteens of universities? The homepage visitor number doubled after the action and the number in direct consultations increased by 5 %.
Year/ID: 2012 / V85011G12 Group: V Public relations Subgroup: V85 Unconventional communication URL: www.testovizavoznju.rs
Product and services: Traffic SafetyRegistrant: LEO BURNETT BEOGRADCountry: SERBIABrand name: Traffic SafetyAdvertiser: Srpski komitet za bezbednost saobraćaja (Serbian Committee for Trafic Safety)Advertising agency, city: Leo Burnett, BelgradeArt director: Rade SaptovicCopywriter: Predrag SimicCreative director: Anja RadulovicAccount Director /Manager: Vladimir Vucicevic, Andreja Milkic, Jovana VazicProgrammer: Omnicom Solutions Other credits: Nemanja Stojanovic, Ana Mijajlovic, Igor Ristić
Campaign idea explanation: In 2009, Serbian government announced the new system of driving training and testing. Three years and thousands of lives later – the new system still doesn’t exist. Confidential driving tests leak to the public, resulting in young people only learning the leaked tests and not the entire range of traffic laws. So, we created an app with real accidents videos and let it leak as the “new driving tests for the new system”. Within 48 hours, Ministry of Interior announced that the new system starts on October 25th, and the site crashed temporarily due to used bandwidth.
Multiple entry explanation: New Driving Tests campaign has an innovative approach – it is an app that was launched guerilla style as “new driving tests that leaked” on internet. The campaign generated great free media coverage, and pushed the government to make a public announcement regarding the issue.
#VIDEO#
The Little Guerilla War
Year/ID: 2012 / V85014G12 Group: V Public relations Subgroup: V85 Unconventional communication
Product and services: Model Makers FairRegistrant: OGILVY & MATHER GMBHCountry: AUSTRIABrand name: Reed Exhibitions Messe ViennaAdvertising agency, city: Ogilvy & Mather, ViennaArt director: Michael Kaiser, Klaus SeethalerCopywriter: Karin Schalko, Michael RittmannsbergerCreative director: Gerd Schulte DoeinghausAccount Director /Manager: Petra Walter Other credits: Model Builder: Rudolf Mayer
Creative idea explanation:
Campaign idea explanation: The opening day of the model makers fair was until now the least-visited day of the whole fair. The aim was to change that this year. Fortunately, in 2011, the beginning of the fair coincided with Independence Day in Austria. Our job was to redirect visitors of the Independence day's celebration to the model makers fair. We sent a self-made tank to join the traditional military parade at the Heroes Square in Vienna. Remote-controlled, with a total weight of 320 kg and to the scale of 1:5. Past the cordoned areas, the police and the military, our tank pushed relentlessly through to his huge counterparts, the real tanks and military equipment displayed at the Heroes Square. The magic of model making is to make things smaller. In intruding the military parade with our mini tank, we transfered much of this magic directly to the Independence Day's celebrations, drawing attention to the starting model makers fair. But more important: Guerilla advertising has never been taken so literally!! The previous visitor number record was increased by a further 4 % and the model makers fair enjoyed its best ever opening day.
Year/ID: 2012 / V85015G12 Group: V Public relations Subgroup: V85 Unconventional communication
Product and services: LiqueurRegistrant: OUTBREAKCountry: CZECH REPUBLICBrand name: JagermeisterAdvertiser: Rémy-Cointreau s.r.o.Advertising agency, city: Outbreak, PragueArt director: Petr HanousekCopywriter: Lukas FranzCreative director: Petr HanousekAccount Director /Manager: Dan Farkas Campaign idea explanation: The client wanted to implement an event that would gain media interest, while also providing sufficiently strong communication of the Jägermeister brand message. The most important aspect of communication was support of the consciousness to combine "Jägermeister and ice". Due to the limited budget offered by the client, Outbreak opted for the path of a "buzz stunt", an unexpected event that provokes interest all across society, including the media. The result was the creation of three giant ice balls with frozen bottles of Jägermeister inside, appearing in public over two phases. Phase 1: A ten-ton ice ball with a frozen Jägermeister bottle and antlers mysteriously appeared overnight in the former military grounds in Milovice. We informed the media of its existence with the help of agents provocateur. Phase 2: Jägermeister disclosed that it was behind the ice ball mystery. Phase 3: Two 3-ton ice balls were brought to the summer festivals Sázavafest and Joyride. The ball was placed near a selling point for the Jägermeister brand message. Fans of Jägermeister themselves chosen the place of delivery of the third and final ice ball through a contest over the social network Facebook. Results: Placement in the main newscast of TV Nova and Prima TV, total viewership 2,621,780 people, 3 articles in the best-selling Czech newspaper MF Dnes (834,000 daily readers), 3 articles in the best-selling Czech tabloid Blesk (1,400,000 daily readers), 6 articles in other major printed media, numerous online media articles, ex. Novinky.cz (2,000,000 daily readers) or iDnes (600,000 daily readers), 400,000+ views on YouTube and Stream. Impact at festivals: roughly 35,000 people.Media value of phase 1: CZK 14.9 million. Media value of phases 2 and 3: roughly CZK 4 million. Public consciousness of the connection of Jägermeister served only chilled or on the rocks rose by 15%.
Year/ID: 2012 / V85017G12 Group: V Public relations Subgroup: V85 Unconventional communication
Product and services: Paramount Comedy Channel RussiaRegistrant: SAATCHI & SAATCHI RUSSIACountry: RUSSIABrand name: Paramount ComedyAdvertiser: MTV Networks Entertainment Vostok LLCAdvertising agency, city: Saatchi & Saatchi, MoscowArt director: Theodor SanduCopywriter: Polina MaguireCreative director: Stuart RobinsonAccount Director /Manager: Maxim Kuznichenkov, Daria Suraeva Other credits: PR Director Kristina Vorobieva
Creative idea explanation:
Campaign idea explanation: The launch of Paramount Comedy channel in Moscow and St. Petersburg was a case of building awareness and differentiation on a 200 000 euro budget. It was clear for us that the tight budget cannot support a proper level of reach neither on mass media nor on digital. Not if we needed to pay for it! The launch date was set for April 1st, - April Fools’ Day. Once a celebrated day in Russia, calling for pranks and fun, it was now almost forgotten. Dusty. Obsolete. Restoring the meaning of April’s Fools seemed the perfect way to launch Paramount Comedy and build its association with humor and fun. But how? We discovered that April 1st is also The International Day of Birds. We convinced one of Russia’s most respected non-profit ornithology organizations –The Russian Birds Conservation Union – to initiate a campaign against April Fools’, lobbying April 1st as exclusively reserved for The International Day of Birds. Nobody cared for April Fools’ Day anyway, right? We started by creating controversy in digital and offline media. And when this heated up, Paramount Comedy stepped into the battle to support the fans of April Fools’ Day. It initiated a new movement: «Save April Fools’» and gave people tools to fight the lethargy and restore April Fools’ Day to its known and deserved glory. The movement’s micro-site even offered digital pranking ideas and tools. The campaign reached more than 40 million people, out of which more than 60% (or 24 million people) were exposed to the branded phase of the campaign.
Multiple entry explanation: Launching a new cable channel on a tight budget wouldn’t give us a proper level of reach neither on mass media nor on digital. Not if we needed to pay for it! We convinced Russia’s most respected ornithologists to initiate a campaign against April Fools’, lobbying April 1st as exclusively reserved for The International Birds’ Day. In the midst of a heated battle Paramount Comedy stepped in to support the fans of April Fools’ Day.
Product and services: OzU UniversityRegistrant: 41? 29!Country: TURKEYBrand name: OzU UniversityAdvertising agency, city: 41? 29!, IstanbulArt director: Ufuk CetincanCopywriter: Ilyas Eralp, Alperen Altinoz, Ahmet TerziogluCreative director: Alemsah Ozturk, Seren KorogluDesigner: Emir Anarat, ActionScript Developer: Kagan Çam, .Net Developer: Emre BagciPhotographer: Interface Developer: Emre ÇakmakçiDirector of Photography: Post Production: Asya Leman Sanitürk, Doguş AslanAccount Director /Manager: Mine PehlivanliFilm Production: Teaser Movie Production: Atlantik Film Producer: Umut Aral, Pelin Güneş Director: Umut AralEvent Production: Social Media Managers: Ali Güracar, Özge DemirbaşDigital Production: Gencer Soytemiz, Hidayet Bayraktar, Eren DursunMusic: Zeynep BozokDirector: Flash Animator: Enis KiliçProgrammer: Video Production: Kaporta Film Producer: Esra Sert Director of Photography: Gürhan Demirel Other credits: Campaign Manager: Mert Alankaya
Campaign idea explanation: Selecting the university is the life changing moment for any 18 years old. It will decide your job, your future. And Ozyegin is one of the newest and very different universities. It has an entrepreneurship program, good internship connections, harvard and stanford level teachers and so on. So we said that, if you choose Ozyegin, your future CV looks better! In order to prove that, we create a life simulation to show your years in Ozyegin Universitesi and more. In order to capture the attention of the 18 years olds, we created this simulation in facebook. We took Facebook timeline and turned it into future timeline, showing the user's Ozyegin Future! While playing with simulation, users created their future CVs and with those they have been elected and the chosen ones were interviewed from University jury and selected for scholarships! This way, a game really changed their life.
Multiple entry explanation: This campaign has several innovative points; This is the first time in the world, Facebook timeline worked as a future timeline. We used well known timeline behaviour to talk about the future. With this campaign University could choose its own students. (In our country there is a central system that manages choices). With this campaign, university got applications from top 1000 students. Because of the AI structure of the simulation system, everyone experienced a different life simulation.
Year/ID: 2012 / V85022G12 Group: V Public relations Subgroup: V85 Unconventional communication
Product and services: daily deal websiteRegistrant: MUW SAATCHI & SAATCHI, SPOL. S R.O.Country: SLOVAK REPUBLICBrand name: TelekomBenefit.skAdvertiser: Slovak TelekomAdvertising agency, city: MUW Saatchi & Saatchi, BratislavaArt director: Denisa PajkosovaCopywriter: Milan BielikCreative director: Rasto Michalik, Peter RajcakAccount Director /Manager: Marek LukotkaDirector: Karol Vosatko Other credits:
Creative idea explanation:
Campaign idea explanation: To launch another daily deal website, when there are already 55 competitors in the market is quite a challenge. Even bigger if the site does not have the simplest of names: TelekomBenefit.sk. We came up with an absurd idea. We hired Paviel. The biggest snob in our showbiznis, moreover he is well known for his luxurious lifestyle. But while other celebrities are paid to recommend the products,... Paviel was paid for NOT recommending it.
Multiple entry explanation:
04.10.2012
19- Golden Drum , 2 5 . Golden Drum . , Cannes Lions.
