Examples of Creative digital solutions 06/05/09

Contents Increasing awareness Additional information 01 02 Increase penetration Additional information Engaging consumers Additional information 03 04 Encourage trial Additional information 05 Promoting community Additional information 06 Word of Mouth Marketing Additional information 07 Amplifying offline communication Additional information

Increasing awareness 01

Coca-Cola MSN Homepage takeover Objectives: increase awareness of online ad among 16 to 34 year olds Solution: 2007 Coca-Cola ran the “give a little love” ad, based on the popular Grand Theft Auto (GTA) game. The ad turned GTA’s controversial gameplay on its head when the central character became a fun-loving model citizen after drinking a bottle of Coke. Coca Cola UK combined the TV ad with an engaging game on a homepage takeover on MSN Results: Increased online ad awareness by 21.3 percentage points Increased message association by 10.9 percentage points Homepage take over featuring TV clip Included interactive game

Objectives: increase awareness of online ad among 16 to 34 year olds

Solution: 2007 Coca-Cola ran the “give a little love” ad, based on the popular Grand Theft Auto (GTA) game. The ad turned GTA’s controversial gameplay on its head when the central character became a fun-loving model citizen after drinking a bottle of Coke.

Coca Cola UK combined the TV ad with an engaging game on a homepage takeover on MSN

Results:

Increased online ad awareness by 21.3 percentage points

Increased message association by 10.9 percentage points

Ratatouille Pre-Roll Video ads Campaign To support the October 2007 launch of Ratatouille, Disney used 20-second pre-roll trailer formats on video entertainment sites Banner ads worked alongside the video ads to further create engagement about the movie. The banners drove users to Ratatouille content on the official Disney site, where they could interact with downloadable content and games based on the movie. The campaign generated more than five million impressions to raise awareness about Ratatouille and encouraging people to see the movie. Results : Exposure to the campaign increased online ad awareness for Ratatouille by 21 percentage points. This was driven by results from the video ads (+30 percentage points) 84% of women with children who saw the video ad said they were likely to watch the movie 88% thought it “looks like fun for all the family” Research by MetrixLab

Campaign

To support the October 2007 launch of Ratatouille, Disney used 20-second pre-roll trailer formats on video entertainment sites

Banner ads worked alongside the video ads to further create engagement about the movie. The banners drove users to Ratatouille content on the official Disney site, where they could interact with downloadable content and games based on the movie.

The campaign generated more than five million impressions to raise awareness about Ratatouille and encouraging people to see the movie.

Results :

Exposure to the campaign increased online ad awareness for Ratatouille by 21 percentage points.

This was driven by results from the video ads (+30 percentage points)

84% of women with children who saw the video ad said they were likely to watch the movie

88% thought it “looks like fun for all the family”

05/06/09 Increase penetration 02

BUT 72% of users do not remember a URL Using search engines to find brands online has become the second nature In the US Special K TV advertisement final call to action is to search for Special K on Yahoo.com Special K have partnered with Yahoo giving them top listing as well as: Icon in results Video overlay Multiple links in results TV driving users online Example of Special K sign posting in Yahoo.com

BUT 72% of users do not remember a URL

Using search engines to find brands online has become the second nature

In the US Special K TV advertisement final call to action is to search for Special K on Yahoo.com

Special K have partnered with Yahoo giving them top listing as well as:

Icon in results

Video overlay

Multiple links in results

05/06/09 Engaging consumers 03

Kellogg’s launched a multimedia campaign to drive sales of Special K across Denmark and Sweden Objectives Boost sales of Kellogg’s Special K Engage target audience with the brand Accurately measure sales effects of online advertising Campaign The campaign worked in two phases. People who saw the first phase of ads took part in tests and competitions exploring the idea of healthy habits. These were designed to strengthen the association between the brand and a positive lifestyle, and to drive sales. The responses Kellogg’s collected fed into the second phase of advertising. Kellogg’s also streamed tailored versions of TV spots online, extending the reach and efficiency of the TV promotion. Results : Results of the campaign measured through econometric modelling with data collected from Special K campaigns over three years, mapping weekly sales figures to marketing activity. The data was accurately able to explain 95 percent of sales variations in Sweden and 92 percent of variations in Denmark. In Denmark, only the online and TV ads had a measurable impact on sales—and the short term return on investment from the online ads was 48 percent greater than TV In Sweden, the online competitions and tests drove 12,603 kilograms of sales, an accumulated uplift of over 30 percent, and proof that greater online engagement does lead to greater offline sales Video ads performed particularly well in Denmark, increasing the reach and value of the TV campaign Research by BrandScience 27.06.08

Objectives

Boost sales of Kellogg’s Special K

Engage target audience with the brand

Accurately measure sales effects of online advertising

Campaign

The campaign worked in two phases. People who saw the first phase of ads took part in tests and competitions exploring the idea of healthy habits. These were designed to strengthen the association between the brand and a positive lifestyle, and to drive sales.

The responses Kellogg’s collected fed into the second phase of advertising.

Kellogg’s also streamed tailored versions of TV spots online, extending the reach and efficiency of the TV promotion.

Results :

Results of the campaign measured through econometric modelling with data collected from Special K campaigns over three years, mapping weekly sales figures to marketing activity.

The data was accurately able to explain 95 percent of sales variations in Sweden and 92 percent of variations in Denmark.

In Denmark, only the online and TV ads had a measurable impact on sales—and the short term return on investment from the online ads was 48 percent greater than TV

In Sweden, the online competitions and tests drove 12,603 kilograms of sales, an accumulated uplift of over 30 percent, and proof that greater online engagement does lead to greater offline sales

Video ads performed particularly well in Denmark, increasing the reach and value of the TV campaign

Santa Maria multimedia launch of its Red Fusion Tex Mex product range in Norway Objectives Boost sales of Santa Maria Red Fusion Engage audience with the brand Target consumers at peak buying times Measure effects of online advertising Campaign Total of 23 million impressions served Tapping into consumer buying habits, ads targeted on Thursdays to Saturdays, when sales of Tex Mex are at their highest. Viewers clicked through from the banners to see the full range of Red Fusion products, as well as online video from the TV ads. Results Of all viewers, 27,291 clicked through to the Red Fusion site. 0.12% Click through Rate Top of mind awareness increased by seven percent within the target group, 18 to 34 yr olds. 28 percent of exposed respondents said that Santa Maria used the slogan “Tex Mex with a Twist” when advertising. Boosted purchase intent by 16 percentage points Increased spontaneous awareness by 11percentage points Lifted aided awareness by seven percentage points Positively shifted purchase consideration by 13 percentage points Research by MetrixLab 27.06.08

Objectives

Boost sales of Santa Maria Red Fusion

Engage audience with the brand

Target consumers at peak buying times

Measure effects of online advertising

Campaign

Total of 23 million impressions served

Tapping into consumer buying habits, ads targeted on Thursdays to Saturdays, when sales of Tex Mex are at their highest.

Viewers clicked through from the banners to see the full range of Red Fusion products, as well as online video from the TV ads.

Results

Of all viewers, 27,291 clicked through to the Red Fusion site.

0.12% Click through Rate

Top of mind awareness increased by seven percent within the target group, 18 to 34 yr olds.

28 percent of exposed respondents said that Santa Maria used the slogan “Tex Mex with a Twist” when advertising.

Boosted purchase intent by 16 percentage points

Increased spontaneous awareness by 11percentage points

Lifted aided awareness by seven percentage points

Positively shifted purchase consideration by 13 percentage points

05/06/09 Encourage trial 04

NIVEA FYI magazine capturing user data with mobile phone campaign Objectives Develop a dialogue with teenage women. Maintain momentum for magazine website after launch. Send regular site news updates to target audience. Campaign NIVEA launched online magazine Fun, Young and Independent (FYI) to engage users with its Visage Young brand. Following the launch, NIVEA needed to maintain the website’s momentum by capturing users’ e-mail addresses to add to the FYI mailing list. Mobile banner ads used to entice young female readers with the promise of ‘Girly gossip, news and tips.’ The ads drove users to a specially designed microsite that echoed the design of the FYI website. Visitors filled out a single field to quickly add their e-mail address to the magazine’s mailing list. Results 119,000 page impressions were recorded during the month-long campaign The ads generated an average click through rate of 0.55 per cent. The conversion rate was 15 percent Research by MetrixLab 27.06.08

Objectives

Develop a dialogue with teenage women.

Maintain momentum for magazine website after launch.

Send regular site news updates to target audience.

Campaign

NIVEA launched online magazine Fun, Young and Independent (FYI) to engage users with its Visage Young brand.

Following the launch, NIVEA needed to maintain the website’s momentum by capturing users’ e-mail addresses to add to the FYI mailing list.

Mobile banner ads used to entice young female readers with the promise of ‘Girly gossip, news and tips.’ The ads drove users to a specially designed microsite that echoed the design of the FYI website. Visitors filled out a single field to quickly add their e-mail address to the magazine’s mailing list.

Results

119,000 page impressions were recorded during the month-long campaign

The ads generated an average click through rate of 0.55 per cent.

The conversion rate was 15 percent

Lead generation Lead generation benefits Couponing Product sampling Sign-up to newsletters Sign-up to loyalty schemes Brochure registration Masterfoods example Objective: Sampling Data fields collected: Title, Name, Postal Details, Email address, Demographics, opt-in. Volume: 30,000 per month Research by MetrixLab 27.06.08

Lead generation benefits

Couponing

Product sampling

Sign-up to newsletters

Sign-up to loyalty schemes

Brochure registration

Masterfoods example

Objective: Sampling

Data fields collected:

Title, Name, Postal Details, Email address, Demographics, opt-in.

Volume: 30,000 per month

Burger King Games Subservient chicken Average six minutes spent on the site Within 3 months 750,000 unique users 17 million impressions Burger King Games for Xbox 360 Burger King has made gaming history by partnering with Microsoft to develop three Xbox games The subservient chicken features Available to buy with Burger King meals 3.2 million games bought $3.99 each thus $12million Campaign scooped the Titanium Lion at Cannes 2007. Subservient chicken Subservient chicken Xbox games

Subservient chicken

Average six minutes spent on the site

Within 3 months 750,000 unique users

17 million impressions

Burger King Games for Xbox 360

Burger King has made gaming history by partnering with Microsoft to develop three Xbox games

The subservient chicken features

Available to buy with Burger King meals

3.2 million games bought

$3.99 each thus $12million

Campaign scooped the Titanium Lion at Cannes 2007.

Promoting community 05

Creating an online community Orange Balloon Race campaign The idea: Orange launched a 'balloon race across the internet', as part of its Pay As You Go Animals marketing campaign, challenging people to fly across 1,500 websites. The one week Orange Balloon Race, took place across sites including Yahoo! and the Sun, signed up over 13,000 people who are chasing a luxury seven-night holiday prize for themselves and seven friends in Ibiza. What’s good about this campaign Recruited and encouraged partner sites to be a part of the campaign allowing for wider promotion. Required high involvement from individuals taking part in balloon race. Users had to visit their balloon’s progress each day. The widget created for the balloon race made it easy for individuals to take part and track their progress in the race. Incentivized users to get their friends involved as users were given ‘bonuses’ which made their balloon travel further. Thus giving them a better chance of winning prizes. Subservient chicken Balloon race

Orange Balloon Race campaign

The idea: Orange launched a 'balloon race across the internet', as part of its Pay As You Go Animals marketing campaign, challenging people to fly across 1,500 websites.

The one week Orange Balloon Race, took place across sites including Yahoo! and the Sun, signed up over 13,000 people who are chasing a luxury seven-night holiday prize for themselves and seven friends in Ibiza.

What’s good about this campaign

Recruited and encouraged partner sites to be a part of the campaign allowing for wider promotion.

Required high involvement from individuals taking part in balloon race. Users had to visit their balloon’s progress each day.

The widget created for the balloon race made it easy for individuals to take part and track their progress in the race.

Incentivized users to get their friends involved as users were given ‘bonuses’ which made their balloon travel further. Thus giving them a better chance of winning prizes.

Social media marketing requires communicating, not advertising Jeep treats social networks like another channel BUT misses a chance to create a unique community

Jeep treats social networks like another channel

BUT misses a chance to create a unique community

RedBull on Facebook Red Bull has utilised all the group assets and applications to communicate with its audience over a long period of time The Red Bull groups allows them to: Building up the fan base of over 216,000 users to communicate with via facebook on a regular basis Get user participation in the group by the discussion boards, upload user generated video, play with applications Activate lifestyle sponsorships online with event updates, online polls and videos Orange RockCorps

Red Bull has utilised all the group assets and applications to communicate with its audience over a long period of time

The Red Bull groups allows them to:

Building up the fan base of over 216,000 users to communicate with via facebook on a regular basis

Get user participation in the group by the discussion boards, upload user generated video, play with applications

Activate lifestyle sponsorships online with event updates, online polls and videos

Some examples of what people are saying and doing with Dolmio and Uncle Bens in online communities

Edited Dolmio TV commercials Uncle Bens user generated content

Groups created by users e.g. Bebo Creation of character profiles e.g. Facebook Discussion of brands in message boards e.g. Facebook

Twitter profile created by Uncle Bens Canada

Example commentary on Flickr

Opportunity to add nutritional information User generated content building online credibility

05/06/09 Word of Mouth Marketing 06

Word of Mouth Marketing Tremor (P&G) Communication & Benefits Word of Mouth program with a panel of 450,000 mums and 250,000 teenagers (13-19 yr olds) in the US. Set up by P&G for internal use but has been rolled out for external organisations Recruits connectors who have social network 5 to 6 times larger than normal Panel is contacted using both online and offline Can be used to test products prior to launch. Testing includes marketing messages, pack design, logos and new variants. Creates a ready made market as well as a volunteer salesforce Loyalty and advocacy effect which has been proved to affect sales by 10-30%

Communication & Benefits

Word of Mouth program with a panel of 450,000 mums and 250,000 teenagers (13-19 yr olds) in the US. Set up by P&G for internal use but has been rolled out for external organisations

Recruits connectors who have social network 5 to 6 times larger than normal

Panel is contacted using both online and offline

Can be used to test products prior to launch. Testing includes marketing messages, pack design, logos and new variants.

Creates a ready made market as well as a volunteer salesforce

Loyalty and advocacy effect which has been proved to affect sales by 10-30%

05/06/09 Amplifying offline communication 07

Amplifying offline campaigns through online communities The Orange RockCorps concept is about getting participants to give something back their community. The proposition is “You give 4 hours of your time to your community, and you Get Given 1 ticket to a gig featuring the best acts. What’s good about this campaign? The campaign has created an excellent network of connections to reach their target audience. This network will enabled them to spread their message through word of mouth. The campaign site is on a blog platform which allows the users to participate on the website The benefit of the blog platform has allowed Orange to add plug-ins to the campaign site. Social Network Activation – Orange have made it simple to integrate RockCorp into their Social Network of choice. Upload photos – Flickr Videos – YouTube Interact with other users – Facebook, MySpace, LastFM Talk about it – Twitter, blogs This is making it so easy for users to get involved, build excitement and grow the reach of the campaign. Subservient chicken Orange RockCorps Social Network plug-ins Twitter plug-in Lastfm plug-in User uploading video posting Users able to post comments

The Orange RockCorps concept is about getting participants to give something back their community. The proposition is “You give 4 hours of your time to your community, and you Get Given 1 ticket to a gig featuring the best acts.

What’s good about this campaign?

The campaign has created an excellent network of connections to reach their target audience. This network will enabled them to spread their message through word of mouth.

The campaign site is on a blog platform which allows the users to participate on the website

The benefit of the blog platform has allowed Orange to add plug-ins to the campaign site.

Social Network Activation – Orange have made it simple to integrate RockCorp into their Social Network of choice.

Upload photos – Flickr

Videos – YouTube

Interact with other users – Facebook, MySpace, LastFM

Talk about it – Twitter, blogs

This is making it so easy for users to get involved, build excitement and grow the reach of the campaign.

Leveraging TV for online engagement Daz (P&G) For mums, a sparkling white school shirt on their kids is important. Daz doesn’t just clean your whites; it positively revitalizes them! With the help of the nation’s favourite TV slob, Ricky Tomlinson, Daz revitalised mums’ dancing Communication & Benefits Used the existing Daz website Contestants could also download the dance moves and find out how to enter the search for Britain’s most Daz-ling dancer by filming their dance moves. Allowed mobile entries to build on their wide use of the media In the last week, we unleashed their hilarious moves on YouTube and Google Video for a public vote. The winner’s prize was to star in Right Said Fred’s next video. Results Hundreds of dance entries. Over 10, 000 votes cast on website.

For mums, a sparkling white school shirt on their kids is important. Daz doesn’t just clean your whites; it positively revitalizes them!

With the help of the nation’s favourite TV slob, Ricky Tomlinson, Daz revitalised mums’ dancing

Communication & Benefits

Used the existing Daz website

Contestants could also download the dance moves and find out how to enter the search for Britain’s most Daz-ling dancer by filming their dance moves.

Allowed mobile entries to build on their wide use of the media

In the last week, we unleashed their hilarious moves on YouTube and Google Video for a public vote. The winner’s prize was to star in Right Said Fred’s next video.

Results

Hundreds of dance entries.

Over 10, 000 votes cast on website.

Creative ecommerce Crumpler produce ‘technology carry bags’ They have a young, trendy look and their ecommerce site not only adheres to their offering but appeals to their target through look and feel from the minute you enter. What’s good about this campaign Makes buying the product an enjoyable experience Choice and range is vast but appears simple Easy to use They are obviously very clear about their target! Subservient chicken https://www.crumpler.com.au/flash/flash.aspx#/english/products.html

Crumpler produce ‘technology carry bags’

They have a young, trendy look and their ecommerce site not only adheres to their offering but appeals to their target through look and feel from the minute you enter.

What’s good about this campaign

Makes buying the product an enjoyable experience

Choice and range is vast but appears simple

Easy to use

They are obviously very clear about their target!