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Grey possible cases_digital

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  • 1. Digital Cases GreyPOSSIBLE
  • 2. Neckermann: Weekend weg activatiesDe klantvraagNeckermann pakte leuk uit tijdens het vroegboekseizoen. Wanneer je vroeg eenzomervakantie boekte bij Neckermann, kreeg je een gratis weekend weg in eenhotel in de Benelux. Neckermann vroeg ons hiervoor een online campagne tebedenken die aansloot bij de televisie commercial.Het denkwerkWe wilden iets ontwikkelen waardoor de consumenten niet alleen vroeg gaanboeken, maar ook op een positieve manier in aanraking komen met het merkNeckermann. Zodat ze volgend jaar weer terugkomen. En /of hun vrienden op deactie attenderen. Want die willen vast ook op vakantie.De oplossingHet key-element uit de tv-commercial was de gele weekend tas als metafoor vooreen weekendweg. Deze lieten we daarom de hoofdrol spelen in alles wat webedachten. Dat resulteerde in een actiepagina waarin we de totale actie aan deconsument uitlegden en diverse middelen die voor traffic naar die pagina moestenzorgen. Zoals bijvoorbeeld een e-mailing, banners en advertorials. Voor de mensendie een weekend weg voucher hebben gekregen maakten we een boekingstool entot slot hebben we twee specifieke acties gedaan. Eén Hyves activatie en eenvalentijnscampagne.Bij de Hyves actie TasMania konden mensen weekendtassen op hun profielverzamelen door deze bij andere van hun Hyves account af te pakken. Degene metde meeste tassen, won een Neckermann Cheque van € 1000,-.Tassanova was een online spel rondom Valentijnsdag. Door hartjes en geleNeckermannetjes met tasjes uit de lucht te schieten, scoorde je punten. De prijs waseen romantisch diner voor twee. Meteen een mooi moment om het eens over dezomervakantie te hebben…Het resultaatTasMania en Tassanova waren een groot succes. TasMania had 100.000 uniekebezoekers in 2 weken, ruim 6.000 deelnemers pikten 45.000 tassen weg op Hyves.Tassanova werd ruim 118.500 keer gespeeld! De game werd 13.500 keeruitgespeeld, 8.500 keer opnieuw gespeeld en het aantal highscores was 13.330. Weverzamelden 5.300 unieke e-mailadressen. En niet onbelangrijk: We zaten 3%boven de salesdoelstellingen.
  • 3. Splinter cell revelationDe klantvraagDe release van de game Splinter Cell Conviction van 15 april 2010 was aanleidingvoor een pitch van Ubisoft. De game voor Xbox en pc is het zesde deel in de serieactiespellen van hoge kwaliteit. De basis van het Ubisoft-spel is de gelijknamigeroman van Tom Clancy met Sam Fisher in de hoofdrol.Het denkwerkEen spannende nieuwe game, die introduceer je op een originele en innovatievemanier. Gamers trek je tenslotte niet over de streep met `zomaar‟ advertising. Zelaten zich graag overhalen door cutting edge promotie en door andere gamers. Enop zo‟n wijze dat je al een voorproefje van de game krijgt die smaakt naar meer.Zowel qua innovatie als verhaallijn. Dat zijn de pijlers waarop we, als brandexperience, een spel ontwikkelden met de ingrediënten uit Splinter Cell.De oplossingJe speelt het spel op de Amsterdamse Wallen, een locatie die perfect past bij hetkarakter van de game. De speler is een Third Echelon agent, door het hoofdkantoornaar Amsterdam gestuurd om de dood van een Third Echelon agenten teonderzoeken. Gaandeweg komt de speler erachter dat Sam Fisher de agentenvermoord heeft omdat hij op zoek is naar de moordenaar van zijn dochter. De spelerdie alle hints snapt en het spoor goed volgt komt uit bij Sam‟s secret hide out. Endaar wacht een grote verrassing…Het spel speel je met behulp van Layar op je smartphone. Via je smartphone krijg jemissies, in totaal 6. Die bestaan uit meerkeuzevragen en geluidsfragmenten. Diegaan over de verschillende locaties waar je naartoe geleid wordt. Het meestbijzondere: de realiteit wordt, wanneer je om je heen kijkt door jesmartphone, opeens heel anders. Dat komt door Layar, de augmented realitybrowser. Door het camerabeeld van het mobieltje is allerlei informatie als laag overde werkelijkheid toegevoegd. Zo verandert een kale gevel op de AmsterdamseWallen ineens in „Sergey‟s Gunshop‟ en in een steegje verderop wordt een crimineeluit het raam geschoten. Net echt.Het resultaatOperation Splinter Cell Revelation is live gegaan in april 2010. De pers was razendenthousiast! Omgerekend hebben we binnen één week een mediawaarde van rondde 300.000 euro gerealiseerd. Er zijn artikelen terechtgekomen in de Spits, de Metroen het Parool en op alle major game sites en blogs.
  • 4. Energieveilig: brandje maik de boerDe klantvraagEnergieveilig.nl is een initiatief van de gezamenlijke netbeheerders en informeertNederland over veilig omgaan met energie. Blutarsky werd benaderd om eenbewustwordingscampagne te ontwikkelen voor veilig omgaan met elektrischekerstversiering tijdens de feestdagen.Het denkwerkHoe maak je zoveel mogelijk mensen bewust van de gevaren van onveiligenergiegebruik? De oplossing zat in de impact van de campagne: we moesten degevaren schokkend duidelijk maken. En op zo‟n manier dat de landelijke pers eraandacht aan zou geven. Dat was de uitdaging.De oplossingDe meeste mensen wisten gewoonweg niet dat ze dingen verkeerd deden. Een on-afgerolde haspel gebruiken is bijvoorbeeld echt onveilig. De campagne had dus eengroot bereik nodig om te kunnen slagen. We bedachten daarom een PR-stunt dieveel publiciteit zou opleveren.Stylist Maik de Boer ontwierp een speciale kerstetalage in de PC Hooftstraat. Wijlieten de etalage echter na twee dagen “afbranden”. De oorzaak van de fake brand?Maik had kerstverlichting onder een kleedje weggestyled met kortsluiting als gevolg.Zo‟n ontroerend kerstverhaal moest wel media-aandacht creëren.Daarnaast maakten we een online quiz: Raad `t Gevaar. Hierbij moesten mensende gevaren in sfeervolle kerstplaten aanduiden. Wie het „t best deed werd winnaarvan een veilige en energiezuinige kerstverlichtingset met LED-lampjes.Het resultaatRTL Boulevard, Koffietijd en Shownieuws besteedden in totaal 22 minuten aanMaik‟s brand en hiermee bereikten we alleen al ruim 7 miljoen mensen. Daarnaastwas er volop aandacht in De Telegraaf, Metro, De Pers, HP de tijd, Radio 538talloze blogs en Twitter. De geschatte media waarde van de stunt was ruim €250.000,-.
  • 5. Slankie: BraceletsOur client’s briefingSlankie needed an online activation for their „‟goede gewoonten‟ campaign(translates as: good habits). Clicks to bricks and vice versa.Our thinkingSlankie is a brand that has a healthy but tongue in cheek tone-of-voice. AndSlankie cheese spread fits in a healthy foodpattern that just isn‟t like being on adiet.As long as you live a healthy life, you‟ll be fine. That is the message. So let‟spromote healthy livingThe solutionEvery month you could collect on-pack action codes and redeem them online.Everyone could order a free bracelet and every month a new charm was launchedaround a specific good habit. Good habits like „walk you husband‟ or „get off yoursunbed‟. Every month there was social content released around these subjects.Blogs, youtube-movies, links and more which were all aggregated on a social mediaplatform which was actively managed by a dedicated community manager.The resultA complete sell out through out the year. Every month 20.000 charms were orderedand send via the online shop. There was even a black market for action codes andcharms.
  • 6. Sennheiser: earphone girlOur client’s briefingSennheiser is the biggest name in professional audiobusiness but on the consumerend thay lack a good and modern brand image. They want to build that image. Theirmain consumer product is headphones.Our thinkingSennheiser has an iconic headphone. So let‟s use that as a fashion accessory onsomeone who has got a good visability. But we cannot afford celebrities for the jobso let‟s use social media to create our own celebrity.The solutionWe created a campaign that features a girl that wants to become famous and willgive anything for that. Of course she is very talented but she also has arecognisable feature: she wears a headphone all the time. We scouted two girls(one in Holland and one in Belgium) en we built up their social media presence.Then we hired two PR-agencies to push these girls in the media: TV-shows, series, clips and articles.The resultBoth girls gathered a significant base of followers on their social profiles on whichwe created photo‟s, blogpostings and we plugged the girls intoevents, radioshows, magazines etc using a PR agency. We managed to get theattention on Dutch national TV and a foto shoot in a big Belgium magazine. Theyappeared in videoclips, news footage and managed to get a lot of attention byjournalists and press.
  • 7. Glen Grant: Clash of the ClansOur client’s briefingGlenGrant makes single malt whiskies. Because the brand wants to reachconsumers who do not yet drink whisky, or at least not single malt whisky, theyasked us to devise a social media campaign. The aim of the campaign: to forge arelationship with their target group and increase their name recognition.Our thinkingSocial media give you the opportunity to actively enter into a dialogue with your usergroup: ideal for an established brand that is going to expand its range in theNetherlands and is looking for high-quality connections with its target group. What‟smore, with social media you reach large numbers of potential customers in anappealing way. And all that within a limited budget! Finally, a social media campaignalso shows that a company is moving with the times.The solutionWe developed Clash of the Clans, a quiz for whisky lovers on Facebook. In the quizyou form a „clan‟ together with friends, and answer the questions together. Theweekly questions are all about whisky and Scotland, so knowledge of all thingsrelating to whisky comes in handy. Every clan member who answers a questioncorrectly earns points for the clan. The clan with the most points ultimately wins atrip to the GlenGrant distillery in Rothes, Scotland. And as well as the topprize, there‟s also the chance to win a GlenGrant whisky course. So grab your kiltand gather your clan!The resultThe promotion ran from mid-December 2010 to October 2011. The target group gotkeenly involved right away. The concept – the more clan members, the greater thechance of the top prize – worked wonders, and the advertisements we made forFacebook enhanced that effect even more.The aim was to have 2,400 followers by the end of the campaign. Clash of the Clansachieved 4,405 followers and 289,000 page visits, and the advertisements for thegame on Facebook were displayed 25 million times. In addition, we carried outresearch in partnership with the Interactive Advertising Bureau (IAB) social mediataskforce and the MeMo2 research agency into the impact of this Facebookpromotion on the GlenGrant brand. So the GlenGrant case is also an importantshowcase for the IAB to determine the value of social media promotions for a brand.Case in attachment (in Dutch).
  • 8. Pink RibbonOur client’s briefingOnce a year the Pink Ribbon Magazine is released from which 100% of therevenues is donated to the Brest Cancer charity fund: Pink Ribbon. Brest Cancerhas a huge impact on the lives of women that are confronted with that disease, buthow do you involve healthy women on the subject and make them buy the magazineand in doing so support Pink Ribbon?Our thinkingBreast cancer is wide spread and touches nearly everbody in one way or another.Everyone has a story. Stories of hope. Stories of strength. Let‟s activate thosestories and make that our campaign.The solutionWe started the campaign by asking those effected to write inspiring messages viaour PR widget. For these people could write lines better than we ever could. Thelines became the press and posters. Pictures of brests became the commercial.Next to that we shot a woman who had a mastectomy. Her line was truly moving.Also we created a micro site where people could make their own to post on FaceBook. The best ones are being screened on giant digital posters at 4 major trainstations.The resultIn one month almost 110.000 magazines were sold and nearly 1 million euros weredonated to Pink Ribbon
  • 9. Lof Magazine: MAXICurling/Smart TimesOur client’s briefingThe magazine Lof campaigns for a better work/life balance for working parents. Manyyoung fathers could make some improvements in this area. For example, they couldorganise the time they spend with their children and on their careers in a smarter way.We were asked, together with E-mark, to make the fathers of the Netherlands aware ofthis.Our thinkingLof magazine came to us with a serious subject and an enormous target group. Howcould we put the message across, using the internet as the key medium? Our solution:create an online buzz by wrapping the „smarter working‟ message in humour. In thisway we could attract the target group to a platform packed with relevant information,including a user-friendly Smart Times test to do a reality check of smarter workingsolutions compared with your own lifestyle.The solutionWe wanted to show fathers that it‟s fun to spend time with their children. So wedevised a viral video for a new sport especially for fathers and their babies: ChildSafety Seat Curling. The video shows fathers curling, with their babies in their carsafety seats as curling stones. A well-packaged message, and one that appeals to awide range of people and so gets forwarded a lot. Through the viral video we then leadthe working fathers to the online platform slimmetijden.nl. There the working fatherscan do the test to see how they can combine work and childcare even better. As wellas gaining new insights, you can also win an iPad. On the platform you can also finduseful tips, convincing testimonials and links to all kinds of regulations that can makethe lives of working parents that little bit easier. We also created an official Child SafetySeat Curling site for all visitors who Googled the term. On this site you learn thatunfortunately Child Safety Seat Curling doesn‟t really exist, and you are led on toslimmetijden.nl. And so it comes full circle.The resultWithin three weeks of the launch of the viral video more than 76,000 people had seenthe film online, www.slimmetijden.nl had attracted 4,236 visitors and over 300 peoplehad done the test. The hoax website maxi-curling.nl attracted 2,986 visitors. The viralvideo also features in various TV programmes, for example a total of 2,298,000 peoplesaw it in the popular Dutch shows De Wereld Draait Door and Editie NL. So the SmartTimes campaign exceeded all expectations!Click the link to watch the viral: http://www.youtube.com/watch?v=fqvbbFrBX0o
  • 10. V&D: Shop till you DropOur client’s briefingCommunicate the launch of the webshop www.vd.nl. Make it clear thatV&D now also brings the famous department store to your door with homedeliveries, and introduce the target group (women aged between 30 and40) to the webshop. And in the meantime, gather as many e-mailaddresses as possible.Our thinkingAn addictive viral game generates a mountain of e-mail addresses, and ifyou can also win a great prize then it really takes off! So we immediatelythought of a viral game. And not just any game, but one that‟s played inthe department store itself. And that‟s based on the dream of the targetgroup: shopping in a department store until it‟s empty! In this way thetarget group comes into contact with the many products in the onlinestore, all of which you can have delivered at home.The solutionWe developed the game „Shop till you drop‟ around an icon that radiatesthe department store feeling: the escalator. We recreated part of thewebshop and placed an escalator at its heart. The aim of the game: stepon the escalator, shop online by clicking on items until you have as manyas possible, but keep your balance and don‟t fall off the escalator. If youwin you can keep all your shopping. From coffee to tights and from a brato a Nespresso machine: typically department store, typically V&D. Bymaking the game unlimitedly playable the addictive element wasenhanced even more.The resultThe game attracted 220,000 unique visitors. It was played 1.2 milliontimes by 60,000 participants. A total of 35,000 new e-mail addresses werecollected. The players came into contact with the range and the webshopin a fun way, and by winning discount codes they could shop straightaway in the real webshop at lower prices. By asking players about theirfavourite shop category (fashion, interiors, etc.) at the start of the game ina subtle manner, V&D used a fun way to gain useful marketinginformation that can be used to tailor future direct marketing promotions tothe customer‟s preferences.
  • 11. ABSOLUT: Digital presenceOur clients briefingThink of a social presence hence Facebook environment that is worthy of the ABSOLUT brandwith a focus on high involvement on Facebook. Aiming at 8000 followers for the first period as astarting point for an online presence for which Grey is entirely responsible. Targets for IPM: 4+ andTAP: 10% and online activities should cross over to offline activations as well.Our thinkingThe ABSOLUT brand stands for doing things diffently and inspiring creativity. For every creativeexpression there is an artist and for every artist there is a road to being succesful. What if wewould take an artist who is just at the beginning of his or her career and starts becoming succesful.Clearly they have just found a way to stand out from the crowd, so if we follow them and show ourfollowers their world and let them directly interact with the artist… then you would have an activecommunity that is inspiring to those who are inspired by the ABSOLUT brand. So we launchedsomething called: The Hidden World of ABSOLUT.The SolutionFirst we followed a fashion designer called Ilja Visser. She would twitter, write blogs, make picturesand movies of her everyday life as a creative starting out a career in couture. With that content asa foundation we set out to do activations with the artist and here followers. We did timelineactivations with proven methods, but we also did a specific activation on a Facebook Tab in whichyou could claim a spot on an ABSOLUT bottle and win a peace of garment from Ilja Visser. At theend there was a hidden party with ABSOLUT drinks and ofcourse ilja Visser and her entouragejust for those fans who were Lucky enough to be invited.Ilja Visser was followed up by Flore Zoë, an art photographer. We used the same formula but inthe case of Flore Zoë we had an activation of followers sending in there own photography projectsto be judged by Flore. The end party was organised around an exposition of the winningparticipants.During the summer we entertained our evergrowing Group of followers with entertaining ABSOLUTcontent as we are counting down to the activation for the new ABSOLUT ltd. Edition in which thefollowers are invited to uniquely design their profiles and win a ticket to the ABSOLUTEXPRESSIONS party. A colorful party to celibrate the new ltd. Edition also under direction andcreation of Grey.After that we will focus again on inspirational content starring the hidden world behind succesfulcreatives.The ResultIn the first 7 months we grew from nothing to 6500 followers, very good scores on IPM+ andtalking about percentages (TAP). We used a very small amount of media budget, managed toattract people online and engage them online and offline. We made good PR on both artists evenreaching the national news and several fashion blogs. We set a base for ABSOLUT to build onwith the next ltd. edition and we have a content history on the timeline which stands out inoriginality and that clearly belongs in the ABSOLUT brand heritage.
  • 12. GE TIP: New WebsiteOur clients briefingGE TIP is a General Electric company that is the biggest trailerlease and rental company in Europe. Their site had becomeoutdated and did not bring the right message across anymore asthe business around leasing and rental had grown into a largerservice package that is delivered nowadays. What GE TIP neededwas a new design and a new offering resulting into a new websiteto be delivered with a state of the art and comprehensible contentmanagement solution to be operated and maintained by GE TIPthemselves.Our thinkingFirst we analysed the complete offering of services GE TIP has andhow this needed to be structured into a website that can stand thetest of time. We restructured the services proposal, came to ageneric way of structuring these services without losing focus onthe core business of GE TIP: leasing and rental. We worked out auser experience design and graphic design which was the blueprint for all european branches to deliver content and for Grey tostart the making of several videos about GE TIP for use in thewebsite that was build under our direction and supervision.The solutionA Multi-lingual Drupal based entirely new Pan European websitewith sparkling content in text, imagery and video. Directly linked tothe Salesforce backoffice and giving new meaning to GE TIP in theEuropean market and doing justice to the power and offering GETIP stands for as the European market leader.The resulthttp://www.tip.ge.com/ for which Grey is entirely responsible(concept, content, design, video, realisation) and that is the start ofan active online presence under our supervision with much moreprojects to come.
  • 13. Plan: Let Girls be bornOur clients briefingIn underveloped countries like India people want their babies to be boys, because girlsare considered to be of lesser value both socially as economically. As a cause of thisgirl foetuses are being aborted by the dozens and illegal practicioners do messybusiness. Plan raises money to get the Indian gouvernment to do more about this andnext to that they arrange for birth certificates for girls, so they can use simple things likehealthcare, education or even own a piece of land. We needed to raise awarenessaround this issue primary and secondary get people to make donations or at leasttransfer them into followers for the Facebook page.Our thinkingWhat if a baby in her mothers womb is thinking out loud, hoping she does not become agirl or else… That is a pretty confronting image, but life in India is a big lottery startingout with a 50% chance of being worth nothing at birth. This is something we can turninto a shock effect in commercials and what we can turn into a real lottery online. Thiswill turn peoples heads, make them think and even make them contribute to the causeof Plan Nederland.SolutionWe came up with a commercial that showed an ultrasound issue of a foetus in hermothers womb thinking out loud: I hope I am not a girl, then I will be raped. I hope that Iam not a girl, then I will be circumcized. I hope… and then the image goes black andthe heartbeat stops indicating she has been aborted. The commercial ends with themessage that in India each minute a girl foetus is aborted just because she‟s a girl andan URL is displayed where people can learn more.On the website we also had an ultrasound image that turned black every minute andthen added one more girl that was aborted while you are watching. A frightening image.At the end of each day there was a number of 1440 girls aborted diplayed.If you were online and shocked by the facts presented to you, ofcourse you coulddonate immediately and by doing so you could take part in the lottery of life in which youhad to guess the gender of an ultrasound image showing a foetus. This was a realultrasound from a woman called Devkumari who was expecting her third child. Youcould read all about her on the Facebook page and by taking part in the lottery youcould win the chance of actually doing something worthful in India. Visit Devkumari,make a reportation and tell the world about what can be done and show them how.The ResultPrimary goal: awareness ++ very good responsive, nominated for Gouden LoekieSecondary goal: donations +/- people are not eager to donate unless they can „buy‟something Secondary goal: Facebook followers + are 5000 follwers increase in 1month
  • 14. VARA: DuetteketetOur clients briefingWell, there was no briefing. Every once in a while we think of something thatwould be great and we then set out to find a customer. So basiscally we asked abig Dutch broadcaster with the biggest radio show on morning radio that isstrongly focussed on bringing live Music every morning through artists coming intheir studio, how they would enhance that radio show to a social environment,not by making online radio, but by coming up with a true social format that canco-exist with the radio show.Our thinkingTV-formats have set talent shows on the map, but however radio is all about bigaudiences and Music, a talent show is just not that interesting without TV. Butwith 4 million people listening to that radioshow and with people on social mediaoozing with talent and/or ambition, we could clearly think of an interesting cross-over. So how about recording duets with the live artist, but only one voicing andlet your audience sing in the rest via their webcam as a camduet-karaoke kindof thing. The radio show will guarantee a proper reach and participants willdeliver content. From great to hilarious. Bring that to Facebook and you willhave a cross-over format and reach another dimension.Our SolutionThere morning show is called Giel, so we came up with Giels Duetteketet, whichtranslates in something like Giels Camduets. In the Facebook application youcan choose who you want to sing a duet with. You start your webcam and startthe recording and you sing your song. You can see other singers, you can likeand share the ones you like and maybe you will even be invited to the show tosing a real duet on morning radio. The staff from Giel has a contentmanagement system in which they can feature certain entries and in which theycan moderate content. The entire system was buil don HTML 5, except for therecording studio that had to be in flash. All entries are rendered into 1 stream oftwo combined videos and all content can be managed through the typo3 CMSwhich is regulatory for all online projects from VARA.The ResultTo be launched in november 2012
  • 15. Doxxer: Identity and presenceOur clients briefingDoxxer is a new service from the main Dutch postal company: PostNL. Theyare introducing a digital service that functions as a trusted third party for alladministrative interactions between a company or organisation and consumers.Doxxer had to be put on the map, to start warming up companies for thisproposition.Our thinkingCompanies and organisations have a common denominator and that is that theyneed the consumer. A lot of them. So whatever we do, we have to do it out ofthe viewpoint of the consumer. Furthermore it has to be transparant. Doxxertries to reach the digital natives first, so do noit expect them to be ingnorant orbadly informed and take that into consideration.Our SolutionWe built a proposition, a website and informative video‟s around Daan, a digitalnative. Both from the consumers viewpoint as from the business viewpoint thecases and examples are the same so it is completely transparant wht is in it forboth sides. We built an HTML 5 website and embedded Vimeo and Slidesharecontent, so social media was incorporated right from the start and thus wealready start building Doxxer Social Capital.The ResultThe first resultas are very promising. Comapnies and organisations haveresponded positively to the propositions and are willing to participate. Next stepsare a bêta-test and a big Twitter campaign.