Ignition 5 24.03.14
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Ignition 5 24.03.14

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  • the strategy for the campaign was "informed by the understanding that, for our audience, the discovery that a no-sugar drink still has maximum cola taste is 'unbelievably' good," so the brand has "created, collaborated on, and curated a host of unbelievable feats and experiences."

Ignition 5 24.03.14 Presentation Transcript

  • 1. 24.03.14
  • 2. This Week... Dear future Mom, Let Mamma Lanes!, VOD takeover, Alert Shirt, Unbelievable #livefornow, Dear future Mom Coor Down Let Mamma Lanes! Lanes VOD takeover AIG Israel Alert Shirt: Haptic Feedback Radio SimWearable Experiments Unbelievable #livefornow Pepsi Max
  • 3. The video, Dear Future Mum, was made ahead of World Down Syndrome Day on March 21st, which aims to raise awareness and advocate for rights, inclusion and wellbeing of those with the condition. An email received by the National Association of People with Down Syndrome from a pregnant woman worried about the quality of life a child with Down syndrome will have, was met with a reassuring message from young people who have the condition. They explain all the ways her child will enjoy a full and fulfilling life, as they do. The message is simply: "Dear future mum, your child can be happy. Just like I am. And you'll be happy too.“ World Down Syndrome Day is celebrated each year, when organizations from all over the world focus on one aspect of what it is like to live with Down syndrome. The event has been officially observed by the UN since 2012 and this year's topic is "Health and wellbeing – access and equality for all." Dear Future Mom Coor Down
  • 4. Let Mamma Lanes! Lanes This promo is the sequel to a successful Facebook activation created by Lanes Health and called “Let Mama Lanes” (where “Lanes” is a pun because it sounds just like “say” in Greek). Through the Facebook app, they gave users the opportunity to talk about their over-protective mothers in public and share their most epic “Mama quotes”, in a fun and engaging way. In 15 days, users produced 2,000 quotes and 4,000 new fans for the Facebook page. The activation led to an interactive vending machine which was placed in the biggest shopping mall in Athens (The Mall Athens). Visitors were given the chance to meet the Greek Mama up close and personal, and take part in the one and only “Mama knows best so you‟d better listen to what she says if you want to get a treat” experience. Mama was the star of the show and offered lots of smiles, while the vitamins themselves won the heart of the public. Mama approves!
  • 5. VOD takeover AIG Israel Great integrated campaign from AIG, an insurance company in Israel. They wanted to communicate the message that people have different insurance needs and they should be charged different premiums accordingly. Using the largest VOD site in Israel they went through dozens of movies searching for very specific scenes. They then added unique banners for each of them, illustrating their message perfectly while hovering over that specific movie scene.
  • 6. Alert Shirt: Haptic Feedback Footy Jersey Wearable Experiments If you‟ve heard of Haptic Feedback, then this is a pretty cool example of what the future might hold. It‟s called Alert Shirt, and looks to be a one-off, non-scientific prototype to hype the game on PayTV network „Foxtel‟ in Australia, and it is wearable technology that promises to convert live game data into powerful sensations experienced instantly by the wearer during a match. The haptic feedback object does a number of things including; Pressure: a thumping heart whenever the game is on the line. Impact: the shock of a big hit when players collide. Despair: the sinking feeling of every costly mistake. Exhaustion: lungs burning every time your team puts in a hard effort. Adrenalin: a rush of blood when your team is on the up.
  • 7. Pepsi MAX has released a video showcasing some amazing public reactions to an innovative new use of Augmented Reality (AR) technology. As part of its “Unbelievable campaign”, which they‟ve built on the insight that their target audience find it “unbelievable” that the no-sugar drink still has that maximum taste, Pepsi Max fitted AR technology to bus stops in central London, giving the illusion of a see- through display… but with unbelievable and unexpected scenes 'mapped' over the live feed. The hidden digital technology tricks unsuspecting passengers into thinking they are steps away from hovering alien ships, a loose tiger, and a giant robot with laser beam eyes! They‟re also asking consumers to submit Unbelievable Vines for a chance to be featured on billboards throughout the country. Unbelievable #livefornow Pepsi Max