Digital2 aula08

Campanhas Digitais
Aula 8:

DIGITAL IS DIRECT
DIRECT IS DIGITAL
Parte 2

Prof. Plinio Okamoto 11 de Setembro de 2010

Direct is Digital / Digital is Direct

Digital 2: Campanhas

Agenda de hoje
- Aula: Direct is Digital, Digital is Direct – parte 2
- Job para ser desenvolvido em classe
- Atendimento Job 2

Reposição de Aulas
18/Set – Sábado – 13h30 às 16h30



Mídia Tradicional
- Estímulo aos sentidos
VISÃO / AUDIÇÃO / OLFATO / TATO / PALADAR
- Uma mídia interativa? Plinio Okamoto
plinio.okamoto@rappbrasil.com.br



Rádio
- VISÃO / AUDIÇÃO / OLFATO / TATO / PALADAR

Televisão

Impressos



Plinio Okamoto

First, here's the ad that gals will find in Cosmo
Secondly, here's the ad that guys will find in their manly magazines...
I was particularly won over by the Molson example from 2004. Here, the advertising set a goal of helping guys impress the ladies.
Being tongue in cheek, Crispin created fake magazine covers for fictional books such as Trustfund, Animal Rescuer, and
Aspiring Groom (above). I saw a case study that says these ads were read at 2x the rate of other beer ads and increased brand
favorability from 29% to 60%. Further, according to Porter, these ads actually drove higher magazine sales!

As I mentioned yesterday, when your customer pays for your marketing, it’s meaningful.
Plinio Okamoto

Plinio Okamoto
Altoids Burn Through

Upskirt billboard BBR Saatchi & Saatchi Tel Aviv

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Axe - New Day&Night - SMS interactive print ad
Take a good look guys, because this is one of the few times you'll see this new tech as an interesting feature in an ad,
soon it will become old hat. Adlist has been chatting about it, opining that it's great new tech. It actually works better for
Playboy, or anything else that serves to give you the whole picture, rather than a perfume which once upon a time had
fun advertising telling you that it magically attracts ladies - even recycled cans had that effect on women. These days Axe
has lost their tone of voice and just slap ladies in lingerie all over. I can't tell if its a Victoria Secret ad sometimes. ;)

Anúncio com
Máscara Stencil

http://comunicadores.info/wp-content/uploads/2008/09/gas_guarana_1_web.jpg

Anúncio com
Estampa de Camiseta


Anúncio Half-pipe


Resto Van Harte
“Loneliness brings them together”

MODhair
“Musical comb businesscard”
http://www.directdaily.com/wp-content/uploads/MODhair_Musical_Comb.jpg

Ariel Pro-zim 2
“Stain By Numbers”

McDonald's - Giant Puzzle - Get your head straight - Stockholm, Outdoor
DDB in Stockhoolm are at it again, this time creating an oversized "push puzzle" outdoor poster that only people
who've had a decent amount of coffee can solve. (actually the poster is located inside, at the central train station.)



Ver Vídeo



Ikea Crossword –
interactive print ad
placed this crossword ad,
alongside the crossword
section in the
newspaper…nice

Plinio Okamoto


A Master Comunicação criou para Petrobras anúncio interativo, com o objetivo
de divulgar o envolvimento da marca com os esportes motorizados.
Inicialmente, a peça será veiculada no anuário Esporte Auto Motor e na Revista
Quatro Rodas.
O anúncio traz a mensagem “Vire esta página para a esquerda e direita várias
vezes” convidando os leitores a balançar a página quadriculada em frente e
verso, simulando uma bandeirada em final de corrida.
Na parte de trás do anúncio, a frase “Pronto. Você acabou de sentir o gostinho
de cruzar a linha de chegada junto com a gente”.

Plinio Okamoto



Nextel - cinta que será veiculada
na edição Melhores & Maiores,
da revista Exame, entregue
a executivos e personalidades
ligadas ao mundo dos negócios.

A cinta traz um dispositivo
capaz de fazer uma ligação ao
simples toque de um botão para
um consultor da operadora.

Cada cinta possui um código
único (ID), que é reconhecido
pelo consultor no momento da
chamada. Assim, a Nextel
garante atendimento exclusivo e
personalizado a cada leitor.

Plinio Okamoto



Melissa - anúncio interativo para a campanha “Create Yourself” ,
'finalizado' pelos próprios consumidores. A ação inclui um saquinho, contendo 81 elementos
adesivos, entre fotos de modelos, títulos, imagens de retalhos, logos, etc.

Ver Vídeo

A Neogama/BBH criou campanha para divulgar a edição de outubro da revista Playboy,
que traz em sua capa a atriz Ana Paula Tabalipa, que faz o papel de Raíssa, a musa dos bombeiros
da novela "Chamas da Vida", da Record.
Anúncio, spot de rádio (ouça aqui) e material de PDV exploram a personagem e trabalham o
universo dos bombeiros.
No display, aparece o corpo da atriz coberto com duas tarjas pretas, em suas partes íntimas. As
tarjas são a superfície de acendimento de fósforo. Os leitores podem interagir com a peça e
riscando o fósforo no próprio anúncio. O título explica “Não perca Ana Paula Tabalipa, a fogosa de
Chamas da Vida, na Playboy de outubro”.
O anúncio mostra a atriz posando de costas para a lente e o título: “Aproveite. Não é toda hora
que mostram a Tabalipa pra você”.
Já o spot de rádio traz gritos masculinos que se assemelham a uma sirene de bombeiro.

Plinio Okamoto



A DM9DDB assina para a Sadia um encarte especial, que será veiculado na revista
Veja, em São Paulo e no litoral paulista, no dia 06.
A Sadia pedirá aos leitores que coloquem no microondas o encarte especial, que
faz parte da segunda fase de campanha criada para o lançamento dos novos
produtos Hot Pocket X Burger e Hot Pocket X Frango.
Direcionada ao público jovem, a peça é toda preta e, depois de levada
ao microondas por 30 segundos, revelará a imagem dos novos produtos. A
surpresa é possível graças a uma tinta especial, dos EUA, com características
termocrômicas, com propriedades ativadas pelo calor. Elas podem tanto mudar
de cor como passar para o transparente, e vice-versa.
A produção durou quase 50 dias, entre preparativos e testes. Segundo o diretor
do departamento de produção gráfica da DM9DDB, Yoshito Yagura, é a primeira
vez que uma revista brasileira utiliza uma tinta termocrômica em material
publicitário.
Plinio Okamoto



Plinio Okamoto
Pepsi e a rede CBS colocam anúncio Video-in-Print na
revista Entertainment Weekly. Pode ter até 90 min de video Ver Vídeo



Plinio Okamoto
Ver Vídeo


Plinio Okamoto


Sydney Morning Herald's "Cymbal" ad wins
Aug/Sept Could Be a Caxton competition.
An ad by Whybin/TBWA Sydney for The
Sydney Morning Herald has been
announced as the August/September
winner of the Could Be a Caxton
competition, established by the Caxton
Committee and supported by The
Newspaper Works to recognise and
showcase great creativity on a bi-monthly
basis.
Client: The Sydney Morning Herald
Agency: Whybin/TBWA Sydney
ECD: Garry Horner
Creative Director: Matt Kemsley
Art Director: Janelle Shearer
Copywriter: Joe Craig
Michael Syme, Art Director of
Whybin/TBWA Melbourne and the judge of
the August/September competition, said:
“My winning choice for this month is The
Sydney Morning Herald’s classical music
ad. Trust a newspaper to show how a
newspaper can be used. Inspired use of
space that shows newspaper ads don’t
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have to be static.”


I have done many blogs for a few
different sites on all of the crazy
things IKEA has done to promote
their brand. And let me tell you, I
have loved every single one of
them.
From the crazy billboards, to the
making of their store into a
birthday cake, to literally covering
the streets of New York City with
fabric, I have loved them all.
I recently found this print ad from
IKEA. A print ad. I couldn’t believe
it. I have never seen a print ad
fromn IKEA. So if any of you know
of any other IKEA print ads out
there, please share!
In the mean time, enjoy this new
print ad from IKEA, but they of
course go above and beyond a
plain old print ad. This interactive
piece grabs the attention of all
readers.

Plinio Okamoto


UN Voices' Talking press ads

UN 'Voices Project' talking newspaper campaign is
great example of creativity and innovation in press.
The concept of the UN Voices Project was to literally
give the disadvantaged a voice.

Through the aid of pioneering mobile technology this
media-first campaign, which comprised of outdoor
posters and press ads, would talk when the public
engaged with the advert.

Using their mobile phone, the reader would take a
photo of the featured person’s mouth and send it the
advertised number as a text message. Digital image
recognition technology and a call back service enabled
the sender to receive a return phone call where they
could actually hear a pre-recorded story belonging to
the person featured in the press ad.


NZ Army 'Careers'
Press ad

Plinio Okamoto


Weeds is an HBO show
based on the premise of a
single mother making ends
meet by dealing pot.
This print ad for the show
includes a scent strip that
smells like pot.

Or so I'm told. How would I
know what pot smells like?

Plinio Okamoto


Plinio Okamoto
Ver Vídeo

Travel Agency – Rain Ad
Every time it rains the he message appears on the street. When the streets dry up the Raincampaign®
disappears again. It appears in 1000 locations in the Netherlands. The locations are carefully positioned
round the 175 D-reizen stores.

http://www.directdaily.com/?p=7502

Shift into newspapers
In a media first, Nissan ran a blank front page in one of
Brazil’s largest Sunday newspapers, inviting readers to
“shift” and make their own front-page stories.
Advertising problem
Arriving late in Brazil, Nissan was still a small player in the
automotive market. They had to invigorate the brand’s
relationship with Brazilian drivers as well as launch the
worldwide brand proposition: Shift.
To achieve this objective they looked to newspapers, whic
was also identified as the most important research vehicle
that people consulted when buying cars.
For the first time in history, The State of Sao Paulo, one of
Brazil’s largest papers ran a blank front page to creatively
facilitate the brand proposition. Nissan wanted to shift
people’s relationship with the news. Rather than have
people passively reading the news, it wanted them to
become the news.
Campaign execution
The campaign started with subscribers receiving their
Sunday newspaper with the front page being absent of all
articles and headlines; only an ad for Nissan appeared
inviting readers to produce their own news.
To participate, readers went to the newspaper’s website,
clicked on the Nissan banner ad and went to a related
microsite where they could customise the front page with
their own headlines, images and articles.
The following Sunday, each person who had participated in
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the promotion was front page news. Their news stories and
photos were actually printed on the cover of The State of

Follow the Rabbit - OOH

Video
http://tomorrowawards.com/showcase.php?user=Fallon&showcase_id=145



Atendimento
Job 2

Plinio Okamoto

Digital2 aula08

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