DIGITAL
REPORT
100 INSPIRING CASE STUDIES FOR 2014
DIGITAL TERRITORY
IS DIGITAL A MEDIA? A FORMAT?
A CHANNEL? A TOOL? A TECHNIQUE?
DOES DIGITAL HAVE A DEFINITION?
At W, we d...
DIGITAL TERRITORY
In this Digital Creativity report, we have chosen
to focus on one part of this vast territory –
the adve...
1

2

3

DIGITAL

DIGITAL

DIGITAL

How do brands use
digital to provide real evidence of
their message?

How do brands us...
1

DIGITAL
HOW DO BRANDS USE DIGITAL
TO PROVIDE REAL EVIDENCE OF THEIR MESSAGE?

DIGITAL CREATIVITY I FEBRUARY 2014

5
1

DIGITAL
WASHING POWDER WHICH WASHES WHITER,
SHAMPOO WHICH MAKES HAIR STRONGER, OR
SUGAR-FREE PRODUCTS AS DELICIOUS AS
H...
1

DIGITAL
HOW DO YOU PROVIDE PROOF THROUGH A DIGITAL CAMPAIGN?

7 UNDERLYING TRENDS
1

2

3

4

5

6

7

UX-PROOF

“IT’S ...
1 1
DIGITAL

UX-PROOF
WHEN A CAMPAIGN OFFERS PROOF THROUGH EXPERIENCE
PLACE THE TRUTH IN FRONT OF THE CONSUMER
WHO IS MORE...
1 1
DIGITAL

UX-PROOF (+)

http://wcie.io/DC_samaritans

http://wcie.io/DC_fiftyfifty

http://wcie.io/DC_volkswagen

The vol...
1 1
DIGITAL

UX-PROOF (+)(+)

http://wcie.io/DC_tide

The washing powder brand
aims to demonstrate to young students
that ...
1 2
DIGITAL

IT’S A TRAP!
WHEN A CAMPAIGN TRICKS A CONSUMER IN ORDER TO OFFER PROOF OF A MESSAGE
SURPRISE THE CONSUMER BY ...
1 2
DIGITAL

IT’S A TRAP! (+)

http://wcie.io/DC_carlsberg

http://wcie.io/DC_elmsta3000

http://wcie.io/DC_nivea2

The br...
1 2
DIGITAL

IT’S A TRAP! (+)(+)

http://wcie.io/DC_sony

http://wcie.io/DC_oralB

To mark the release of the horror film “...
1 3
DIGITAL

BORN IN THE STREET
WHEN A CAMPAIGN CREATES ASTONISHMENT
A DISTURBING OR UNUSUAL SCENE TO AROUSE CURIOSITY
AND...
1 3
DIGITAL

BORN IN THE STREET

(+)

http://wcie.io/DC_fursleben

http://wcie.io/DC_sydney

http://wcie.io/DC_emiratesNBD...
1 3
DIGITAL

BORN IN THE STREET

(+)(+)

http://wcie.io/DC_freetheforced

http://wcie.io/DC_lavoz

The charity denounces f...
1 4
DIGITAL

IMPOSSIBLE IS NOTHING
WHEN A SIMPLE ANALOGY CREATES A SURPRISING EVENT
MAKING THE IMPOSSIBLE OR UNBELIEVABLE ...
1 4
DIGITAL

IMPOSSIBLE IS NOTHING

(+)

http://wcie.io/DC_euglena

http://wcie.io/DC_unesco

http://wcie.io/DC_vitamilk

...
1 4
DIGITAL

IMPOSSIBLE IS NOTHING (+)(+)

http://wcie.io/DC_virginmobile

The mobile demonstrates how easy it is to chang...
1 5
DIGITAL

THIS IS NOT AN AD
WHEN A PRODUCT BECOMES THE SOURCE OF ARTISTIC CREATIVITY
CREATING A CULTURE OR A LEGEND
ARO...
1 5
DIGITAL

THIS IS NOT AN AD

(+)

http://wcie.io/DC_sony2

http://wcie.io/DC_felix

http://wcie.io/DC_controlarms

The ...
1 5
DIGITAL

THIS IS NOT AN AD

(+)(+)

http://wcie.io/DC_nike2

The sports equipment manufacturer
teamed up with director...
1 6
DIGITAL

PROOF “IN PROGRESS”
WHEN PROOF IS PROVIDED IN REAL TIME, IN FRONT OF THE CONSUMER'S EYES
SHAPE THE SITUATION ...
1 6
DIGITAL

PROOF “IN PROGRESS” (+)

http://wcie.io/DC_shine

http://wcie.io/DC_WWF

http://wcie.io/DC_nike

The charity ...
1 6
DIGITAL

PROOF “IN PROGRESS” (+)(+)

http://wcie.io/DC_volkswagen3

The car manufacturer
promotes its New Beetle
by or...
1 7
DIGITAL

SLIGHT EXAGERATION!
WHEN A CAMPAIGN ILLUSTRATES THE PROOF IN A GLIB WAY
TAKE THE PROOF TO ITS EXTREME TO MAKE...
1 7
DIGITAL

SLIGHT EXAGERATION!

(+)

http://wcie.io/DC_audi

http://wcie.io/DC_Renault

http://wcie.io/DC_sprite

The ca...
1 7
DIGITAL

SLIGHT EXAGERATION!

(+)(+)

http://wcie.io/DC_statefarm

The insurance company presents
a robot attack on Go...
2

DIGITAL
HOW DO BRANDS USE DIGITAL
TO OFFER "ADDED VALUE" TO CONSUMERS

DIGITAL CREATIVITY I FEBRUARY 2014

29
2

DIGITAL
“BRANDS SHOULD BE RECOGNIZED AS BEING
OF PUBLIC VALUE”.
IS BRANDS' NEW CHALLENGE
“BRAND UTILITY”, DOES DIGITAL ...
2

DIGITAL
HOW IS IT POSSIBLE TO OFFER "ADDED VALUE" USING DIGITAL TOOLS?

4 UNDERLYING TRENDS
1

3

4

BEYOND
THE AD

DIG...
2 1
DIGITAL

BEYOND THE AD
WHEN A BRAND TRANSFORMS ITS PROMISE INTO A USEFUL SERVICE
A MORE OR LESS SURPRISING SERVICE WHI...
2 1
DIGITAL

BEYOND THE AD (+)

http://wcie.io/DC_volkswagen2

http://wcie.io/DC_ford

http://wcie.io/DC_nestle

To promot...
2 1
DIGITAL

BEYOND THE AD (+)(+)

http://wcie.io/DC_utec

A technology and engineering university
promoted its teaching w...
2 2
DIGITAL

“YOU HAVE A MESSAGE”
WHEN A BRAND FACILITATES COMMUNICATION BETWEEN CONSUMERS
FORGING A COMMUNITY OF CONSUMER...
2 2
DIGITAL

“YOU HAVE A MESSAGE”

(+)

http://wcie.io/DC_durex

http://wcie.io/DC_virgin

http://wcie.io/DC_cadbury

To p...
2 2
DIGITAL

“YOU HAVE A MESSAGE”

(+)(+)

http://wcie.io/DC_cornetto

http://wcie.io/DC_colgate

http://wcie.io/DC_starhu...
2 3
DIGITAL

HELPING HAND
WHEN A CAMPAIGN PROVIDES ME WITH VALUE-ADDED
BRINGING VALUE-ADDED TO A PRODUCT/BRAND
TO FACILITA...
2 3
DIGITAL

HELPING HAND

(+)

http://wcie.io/DC_hellmanns

http://wcie.io/DC_kbc

http://wcie.io/DC_malmo

The mayonnais...
2 3
DIGITAL

HELPING HAND

(+)(+)

http://wcie.io/DC_sky

http://wcie.io/DC_pause

http://wcie.io/DC_topshop

The Brazilia...
2 3
DIGITAL

HELPING HAND

(+)(+)(+)

http://wcie.io/DC_stiegl

This beer brand
cleverly helped consumers to
choose betwee...
2 4
DIGITAL

SOCIAL UTILITY
WHEN A DIGITAL CAMPAIGN BEARS GOOD RESULTS IN REAL LIFE
GIVING REAL-LIFE IMPACT TO DIGITAL CUS...
2 4
DIGITAL

SOCIAL UTILITY

(+)

http://wcie.io/DC_MSF

http://wcie.io/DC_soundseekers

http://wcie.io/DC_askora

In orde...
2 4
DIGITAL

SOCIAL UTILITY

(+)(+)

http://wcie.io/DC_NTHP

This charity for the preservation of historic buildings
offer...
3

DIGITAL
HOW BRANDS ADOPT DIGITAL CULTURE
TO ADAPT TO THE AGE

DIGITAL CREATIVITY I FEBRUARY 2014

45
3

DIGITAL
CAN WE DEFINE DIGITAL
AS AN EXPRESSION AREA?
DON'T NEW WORKING METHODS,
NEW WAYS OF ORGANIZING LIFE,
OF SHARING...
3

DIGITAL
WHAT MOTIVATES THE DIGITAL CULTURE?

7 UNDERLYING TRENDS
1

2

3

4

5

6

7

THE 5
COMMANDMENTS

DIGITAL
DETOX...
3 1
DIGITAL

THE 5 COMMANDMENTS
WHEN A BRAND USES HACKING, UPCYCLING, CROWDSOURCING,
CUSTOMIZING, MEMING TO CREATE A SYSTE...
3 1
DIGITAL

THE 5 COMMANDMENTS

(+)

http://wcie.io/DC_coca-cola

http://wcie.io/DC_brugal

http://wcie.io/DC_budlight

C...
3 1
DIGITAL

THE 5 COMMANDMENTS

(+)(+)

http://wcie.io/DC_lexus

CROWDSOURCING
The car manufacturer
produced the first sto...
3 2
DIGITAL

DIGITAL DETOX
WHEN DIGITAL CUSTOMS ENCOURAGE DISCONNECTING AND RETURNING TO THE REAL-WORLD
REFOCUSING ATTENTI...
3 2
DIGITAL

DIGITAL DETOX (+)

http://wcie.io/DC_amstel

http://wcie.io/DC_venga

http://wcie.io/DC_vineontario

The bran...
3 3
DIGITAL

YES WE CAN
WHEN A BRAND TAKES ADVANTAGE OF THE FREEDOM OF TONE OFFERED BY THE INTERNET
TO DARE TO BYPASS GOOD...
3 3
DIGITAL

YES WE CAN (+)

http://wcie.io/DC_askdave

http://wcie.io/DC_southerncomfort

http://wcie.io/DC_ontario

This...
3 4
DIGITAL

AN IDEA OR A PET
WHEN ANIMALS TAKE THE INTERNET BY STORM
TAKING A SURE THING AND ADAPTING IT IN EVERY WAY IMA...
3 4
DIGITAL

AN IDEA OR A PET (+)

http://wcie.io/DC_oldspice

http://wcie.io/DC_doritos

http://wcie.io/DC_three

A wolf ...
3 5
DIGITAL

LIKE A VIRGIN
WHEN A BRAND USES A TECHNOLOGY FOR THE FIRST TIME
USING A FASHIONABLE TECHNOLOGY IN THE MEDIA T...
3 5
DIGITAL

LIKE A VIRGIN (+)

http://wcie.io/DC_zouk

http://wcie.io/DC_dominos2

http://wcie.io/DC_opel

An RFID card m...
3 5
DIGITAL

LIKE A VIRGIN (+)(+)

http://wcie.io/DC_yahoo

http://wcie.io/DC_kellogs

http://wcie.io/DC_heineken

Yahoo! ...
3 6
DIGITAL

DIGITAL HOLD-UP
WHEN A CAMPAIGN SUBVERTS A DIGITAL BEHAVIOUR TO PROMOTE ITS MESSAGE
SUBVERTING DIGITAL CUSTOM...
3 6
DIGITAL

DIGITAL HOLD-UP (+)

http://wcie.io/DC_tesco

http://wcie.io/DC_prevention

http://wcie.io/DC_tac

The superm...
3 6
DIGITAL

DIGITAL HOLD-UP (+)(+)

http://wcie.io/DC_scrabble

http://wcie.io/DC_spoon

http://wcie.io/DC_kleenex

The b...
3 7
DIGITAL

WTF
WHEN A SURREALIST PERFORMANCE SPREADS A MESSAGE
SURPRISING BY SHOWING THE UNEXPECTED
AND THE EXCEPTIONAL ...
3 7
DIGITAL

WTF (+)

http://wcie.io/DC_dominos

http://wcie.io/DC_metro

http://wcie.io/DC_gud

The restaurant chain
than...
3 7
DIGITAL

WTF (+)(+)

http://wcie.io/DC_redbull

The drink which gives you wings
organized the biggest parachute
jump e...
CONCLUSION
ON A CHAIR OR ON A NAPPY. AT THE
LOCAL BAR OR IN A BRA. IN AN
AIRPORT OR ON A WINDSCREEN. THAT
IS WHERE THE BES...
PRODUCTION OF THE REPORT|:
GILLES DELÉRIS, LAURENT CABIOCH,
JÉRÔME LAVILLAT, SAMY MARTINEZ
DESIGN:
MICHEL ROUSSEAU
WONDERF...
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Digital Creativity Report: 100 inspiring case studies for 2014

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In this Digital Creativity report, we have chosen to focus on one part of this vast territory – the advertising approach.
What is a digital idea? What are the mechanics and motives of these ideas?
BUILDING ON THE 500 CASE STUDIES FEATURED ON THE W BLOG IN 2013, TODAY WE OFFER YOU 100 CASE STUDIES BROKEN DOWN INTO THREE TRENDS.

Download the presentation to use hyperlinks in the slides.

http://leblog.wcie.fr/ (french)

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Digital Creativity Report: 100 inspiring case studies for 2014

  1. 1. DIGITAL REPORT 100 INSPIRING CASE STUDIES FOR 2014
  2. 2. DIGITAL TERRITORY IS DIGITAL A MEDIA? A FORMAT? A CHANNEL? A TOOL? A TECHNIQUE? DOES DIGITAL HAVE A DEFINITION? At W, we do not want to rush into defining digital, since we believe, like a brand, that digital is a wide range of practices, ideas and resources. Like brands, digital is a territory, with all the associated complexity. Inhabitants, a culture and a history; conventions, practices and laws; a philosophy and battles. DIGITAL CREATIVITY I FEBRUARY 2014 2
  3. 3. DIGITAL TERRITORY In this Digital Creativity report, we have chosen to focus on one part of this vast territory – the advertising approach. What is a digital idea? What are the mechanics and motives of these ideas? BUILDING ON THE 500 CASE STUDIES FEATURED ON THE W BLOG IN 2013, TODAY WE OFFER YOU 100 CASE STUDIES BROKEN DOWN INTO THREE TRENDS. All the case studies contained in this report are international, carried out in countries other than France. DIGITAL CREATIVITY I FEBRUARY 2014 3
  4. 4. 1 2 3 DIGITAL DIGITAL DIGITAL How do brands use digital to provide real evidence of their message? How do brands use digital to offer "added value" to consumers? How are brands adopting the digital culture to adapt to the age? 1.1 UX-PROOF 2.1 BEYOND THE AD 3.1 THE 5 COMMANDMENTS 1.2 “IT’S A TRAP!” 2.2 “YOU HAVE A MESSAGE” 3.2 DIGITAL DETOX 1.3 BORN IN THE STREET 2.3 A HELPING HAND 3.3 YES WE CAN 1.4 IMPOSSIBLE IS NOTHING 2.4 SOCIAL UTILITY 3.4 AN IDEA OR A PET 1.5 THIS IS NOT AN AD 3.5 LIKE A VIRGIN 1.6 PROOF “IN PROGRESS” 3.6 DIGITAL HOLD-UP 1.7 SLIGHT EXAGGERATION! 3.7 WTF DIGITAL CREATIVITY I FEBRUARY 2014 4
  5. 5. 1 DIGITAL HOW DO BRANDS USE DIGITAL TO PROVIDE REAL EVIDENCE OF THEIR MESSAGE? DIGITAL CREATIVITY I FEBRUARY 2014 5
  6. 6. 1 DIGITAL WASHING POWDER WHICH WASHES WHITER, SHAMPOO WHICH MAKES HAIR STRONGER, OR SUGAR-FREE PRODUCTS AS DELICIOUS AS HIGHER CALORIE VERSIONS – BRANDS ALWAYS HAVE SOMETHING TO PROVE. Digital has provided these brands with new ways and new tools to convey these messages. Ariel washing powder creates a connected laundry in a train station, Unilever shampoos organize a concert with violins whose strings have been replaced with hair, Coca-Cola tricks plane passengers and a cinema audience to demonstrate that Zero is just as good as the original product. DIGITAL CREATIVITY I FEBRUARY 2014 WHAT'S NEW? BRANDS' ATTITUDE Rather than offer proof of their message via scientists in white coats, they are creating events allowing customers and consumers to conduct real-life experiments to provide proof of the product. Real experiments, mostly using staged shoppers, are filmed and broadcast to support advertising space on the web and sometimes on TV. This allows millions of consumers to learn the results of an experiment they have not taken part in, like those they were told about in the era of researchers in white coat. Basically what is new about this advertising is that actors playing consumers have replaced actors plating scientists. 6
  7. 7. 1 DIGITAL HOW DO YOU PROVIDE PROOF THROUGH A DIGITAL CAMPAIGN? 7 UNDERLYING TRENDS 1 2 3 4 5 6 7 UX-PROOF “IT’S A TRAP!” BORN IN THE STREET IMPOSSIBLE IS NOTHING THIS IS NOT AN AD PROOF “IN PROGRESS” SLIGHT EXAGERATION! DIGITAL CREATIVITY I FEBRUARY 2014 7
  8. 8. 1 1 DIGITAL UX-PROOF WHEN A CAMPAIGN OFFERS PROOF THROUGH EXPERIENCE PLACE THE TRUTH IN FRONT OF THE CONSUMER WHO IS MORE ATTENTIVE DUE TO BEING A PARTICIPANT MELBOURNE REMOTE CONTROL TOURIST The Melbourne gives webusers the pleasure of exploring the city via remote-controlled tourists who do what they are asked. http://wcie.io/DC_melbourne DIGITAL CREATIVITY I FEBRUARY 2014 8
  9. 9. 1 1 DIGITAL UX-PROOF (+) http://wcie.io/DC_samaritans http://wcie.io/DC_fiftyfifty http://wcie.io/DC_volkswagen The volunteer association counselling people considering suicide presents a suicide via an interactive poster. To give the cinema audience a sense of what it is like to be homeless, the charity turned the air-conditioning up to maximum. QR codes on the blankets handed out allowed the audience to make donations. The car manufacturer plays the tapping on the shoulder joke to promote its rearview mirrors with no blind spot. DIGITAL CREATIVITY I FEBRUARY 2014 9
  10. 10. 1 1 DIGITAL UX-PROOF (+)(+) http://wcie.io/DC_tide The washing powder brand aims to demonstrate to young students that there is nothing complicated about washing clothes with Tide by offering them a self-washing T-shirt. DIGITAL CREATIVITY I FEBRUARY 2014 http://wcie.io/DC_subway The restaurant chain promotes balanced meals for children by allowing parents to watch their offspring do the shopping by themselves. 10
  11. 11. 1 2 DIGITAL IT’S A TRAP! WHEN A CAMPAIGN TRICKS A CONSUMER IN ORDER TO OFFER PROOF OF A MESSAGE SURPRISE THE CONSUMER BY ILLUSTRATING THE PROOF IN AN IRREFUTABLE WAY COCA-COLA ZERO PASSENGERS The brand tricks aircraft passengers to prove that Coca-Cola Zero has the same taste as Coca-Cola. The passengers thought they were drinking the original product when in fact it was the Zero version. http://wcie.io/DC_cocacolazero DIGITAL CREATIVITY I FEBRUARY 2014 11
  12. 12. 1 2 DIGITAL IT’S A TRAP! (+) http://wcie.io/DC_carlsberg http://wcie.io/DC_elmsta3000 http://wcie.io/DC_nivea2 The brand associates its image with friendship and invites some of its consumers to trick their best friend by asking them to pick them up from an illicit poker game. A horror film festival terrifies guests by sending them photos of their houses via MMS. To promote its deodorants, Nivea stresses out passengers in a train station by making them believe they are wanted by the police. DIGITAL CREATIVITY I FEBRUARY 2014 12
  13. 13. 1 2 DIGITAL IT’S A TRAP! (+)(+) http://wcie.io/DC_sony http://wcie.io/DC_oralB To mark the release of the horror film “Carrie”, Sony Pictures set up a candid camera to present customers in a café with paranormal phenomena. Taking advantage of Halloween and the excessive sugar consumption at that time of year, the brand tricks children by offering them vegetable treats. DIGITAL CREATIVITY I FEBRUARY 2014 13
  14. 14. 1 3 DIGITAL BORN IN THE STREET WHEN A CAMPAIGN CREATES ASTONISHMENT A DISTURBING OR UNUSUAL SCENE TO AROUSE CURIOSITY AND CREATE SUBJECTS FOR DISCUSSION ON THE WEB LOVEVELO BUBBLE WRAP The charity demonstrates the importance of wearing a bicycle helmet by covering Zurich's landmarks with bubble wrap http://wcie.io/DC_lovevelo DIGITAL CREATIVITY I FEBRUARY 2014 14
  15. 15. 1 3 DIGITAL BORN IN THE STREET (+) http://wcie.io/DC_fursleben http://wcie.io/DC_sydney http://wcie.io/DC_emiratesNBD The charity creates shock by highlighting how long the wait is to receive an organ by placing a patient on a station platform. The city of Sydney creates a sculpture from cigarette butts to remind smokes of the negative impact of cigarette butts on the environment. The largest bank in the Middle East emphasizes its overwhelming presence by inventing ATMs which can move around. DIGITAL CREATIVITY I FEBRUARY 2014 15
  16. 16. 1 3 DIGITAL BORN IN THE STREET (+)(+) http://wcie.io/DC_freetheforced http://wcie.io/DC_lavoz The charity denounces forced marriages with lovers demonstrating their true love by unlocking padlocks. The “Free the forced” padlocks feature a QR code linking to a donation site. The Argentinian daily paper, tired of reporting on road traffic accidents, creates signs out of wrecked cars. DIGITAL CREATIVITY I FEBRUARY 2014 16
  17. 17. 1 4 DIGITAL IMPOSSIBLE IS NOTHING WHEN A SIMPLE ANALOGY CREATES A SURPRISING EVENT MAKING THE IMPOSSIBLE OR UNBELIEVABLE POSSIBLE IN ORDER TO MAKE AN IMPRESSION AND OFFER PROOF OF A PRODUCT ATTRIBUTE UNILEVER CONCERTO In order to promote its hair care products, Unilever organizes a concert in which violin bow strings are replaced by real human hair. http://wcie.io/DC_unilever DIGITAL CREATIVITY I FEBRUARY 2014 17
  18. 18. 1 4 DIGITAL IMPOSSIBLE IS NOTHING (+) http://wcie.io/DC_euglena http://wcie.io/DC_unesco http://wcie.io/DC_vitamilk The energy drink brand promotes its product by driving a truck running on Euglena as its only fuel. To mark the International Day on Prevention of Child Abuse, a newspaper was printed entirely from children's first names. The energy drink creates a machine to recharge mobiles from old batteries thought to be empty. DIGITAL CREATIVITY I FEBRUARY 2014 18
  19. 19. 1 4 DIGITAL IMPOSSIBLE IS NOTHING (+)(+) http://wcie.io/DC_virginmobile The mobile demonstrates how easy it is to change package in the blink of an eye via a video using face recognition, changing scenes when the watcher blinks: blinkwashing. DIGITAL CREATIVITY I FEBRUARY 2014 19
  20. 20. 1 5 DIGITAL THIS IS NOT AN AD WHEN A PRODUCT BECOMES THE SOURCE OF ARTISTIC CREATIVITY CREATING A CULTURE OR A LEGEND AROUND YOUR BRAND OR PRODUCT INTEL & TOSHIBA THE BEAUTY INSIDE “The Beauty Inside” is a film released on YouTube in several parts, designed to prove that genuine beauty lies within. The tool allowed web-users to take on the role of the hero. http://wcie.io/DC_Inteltoshiba DIGITAL CREATIVITY I FEBRUARY 2014 20
  21. 21. 1 5 DIGITAL THIS IS NOT AN AD (+) http://wcie.io/DC_sony2 http://wcie.io/DC_felix http://wcie.io/DC_controlarms The hi-fi brand promotes its new helmet by holding a virtual festival musical. By scanning posters, consumers can watch concerts by popular groups. To thank its Facebook fans, the ketchup brand commissioned artist Nathan Wyburn to produce portraits of a number of ketchup fans. The international charity combatting arms dealing organized an exhibition featuring paintings created from blood from murders: the exhibition which should not have existed. DIGITAL CREATIVITY I FEBRUARY 2014 21
  22. 22. 1 5 DIGITAL THIS IS NOT AN AD (+)(+) http://wcie.io/DC_nike2 The sports equipment manufacturer teamed up with director Casey Neistat to promote its Fuelband bracelet. DIGITAL CREATIVITY I FEBRUARY 2014 22
  23. 23. 1 6 DIGITAL PROOF “IN PROGRESS” WHEN PROOF IS PROVIDED IN REAL TIME, IN FRONT OF THE CONSUMER'S EYES SHAPE THE SITUATION IN REAL TIME TO REINFORCE SENSATIONS OF PROXIMITY, COMMITMENT AND TRUTH WWF ALLFORBEAR The NGO launches an interactive website to raise people's awareness of global warming. As more individuals register, the ice pack expands saving more polar bears. http://wcie.io/DC_WWFmoscou DIGITAL CREATIVITY I FEBRUARY 2014 23
  24. 24. 1 6 DIGITAL PROOF “IN PROGRESS” (+) http://wcie.io/DC_shine http://wcie.io/DC_WWF http://wcie.io/DC_nike The charity fighting family violence emphasizes that alcohol often plays a harmful role via coaster with thermographic ink The NGO attacked deforestation by removing the turf from a football pitch during a live match. The sports equipment manufacturer promotes its new Flyknit running shoe, “as if knitted on your foot”, with a giant display in which the running shoe is knitted in real time on a foot. DIGITAL CREATIVITY I FEBRUARY 2014 24
  25. 25. 1 6 DIGITAL PROOF “IN PROGRESS” (+)(+) http://wcie.io/DC_volkswagen3 The car manufacturer promotes its New Beetle by organizing a live insect race proving that the little creatures are not so slow. DIGITAL CREATIVITY I FEBRUARY 2014 25
  26. 26. 1 7 DIGITAL SLIGHT EXAGERATION! WHEN A CAMPAIGN ILLUSTRATES THE PROOF IN A GLIB WAY TAKE THE PROOF TO ITS EXTREME TO MAKE THE MESSAGE OFFBEAT AND/OR UNDENIABLE. MICROSOFT WINDOWS 8 To promote the simplicity of its new version, Windows gives it to children who manage amazingly well. http://wcie.io/DC_microsoft DIGITAL CREATIVITY I FEBRUARY 2014 26
  27. 27. 1 7 DIGITAL SLIGHT EXAGERATION! (+) http://wcie.io/DC_audi http://wcie.io/DC_Renault http://wcie.io/DC_sprite The car manufacturer promotes its R8 model by challenging web-users to photograph the car while it crosses the screen. To promote its new Clio RS, the French manufacturer reinvents speed dating, with the meeting taking place in a vehicle during a race. The carbonated drink wanted to demonstrate its capacity to refresh beachgoers by filming them in slow motion being hit by a water bomb. DIGITAL CREATIVITY I FEBRUARY 2014 27
  28. 28. 1 7 DIGITAL SLIGHT EXAGERATION! (+)(+) http://wcie.io/DC_statefarm The insurance company presents a robot attack on Google Street View to then show that it is the only insurer capable of supporting individuals in this type of situation. DIGITAL CREATIVITY I FEBRUARY 2014 28
  29. 29. 2 DIGITAL HOW DO BRANDS USE DIGITAL TO OFFER "ADDED VALUE" TO CONSUMERS DIGITAL CREATIVITY I FEBRUARY 2014 29
  30. 30. 2 DIGITAL “BRANDS SHOULD BE RECOGNIZED AS BEING OF PUBLIC VALUE”. IS BRANDS' NEW CHALLENGE “BRAND UTILITY”, DOES DIGITAL ENCOURAGE BRANDS TO BE MORE USEFUL? This question is less obvious than it appears. Although many brands now offer a range of minor services to enhance their promise, give it meaning, or encourage purchase of their products, this technique may not be new. Didn't Michelin create its guide to encourage drivers to travel (and wear their tyres out more as they do so)? DIGITAL CREATIVITY I FEBRUARY 2014 WHAT'S NEW? ACCESSIBILITY BY BRANDS. A service via Facebook, a smartphone app, a microsite, a connected object, services developed using digital technology have the same objectives as services developed by brands in the pre-internet era. However the low cost of some services now allows brands to develop more services, often for smaller targets with, it must be admitted, less certain return on investment… 30
  31. 31. 2 DIGITAL HOW IS IT POSSIBLE TO OFFER "ADDED VALUE" USING DIGITAL TOOLS? 4 UNDERLYING TRENDS 1 3 4 BEYOND THE AD DIGITAL CREATIVITY I FEBRUARY 2014 2 “YOU HAVE A MESSAGE” HELPING HAND SOCIAL UTILITY 31
  32. 32. 2 1 DIGITAL BEYOND THE AD WHEN A BRAND TRANSFORMS ITS PROMISE INTO A USEFUL SERVICE A MORE OR LESS SURPRISING SERVICE WHICH REINFORCES THE BRAND'S POSITIONING BY BEING USEFUL TO THE CONSUMER NIVEA NIVEA SUN To promote its sun creams, Nivea develops an insert in a magazine to recharge smartphones using solar power. http://wcie.io/DC_nivea DIGITAL CREATIVITY I FEBRUARY 2014 32
  33. 33. 2 1 DIGITAL BEYOND THE AD (+) http://wcie.io/DC_volkswagen2 http://wcie.io/DC_ford http://wcie.io/DC_nestle To promote its start/stop technology, the manufacturer creates a facial recognition plugin for YouTube which stops the video when you are not watching. To illustrate its Go Further promise, Ford created a prepaid smartcard for travelling free on the motorway. To mark breast-cancer screening week, the brand continued to take care of women by creating a bra which tweets as a reminder of the importance of screening. DIGITAL CREATIVITY I FEBRUARY 2014 33
  34. 34. 2 1 DIGITAL BEYOND THE AD (+)(+) http://wcie.io/DC_utec A technology and engineering university promoted its teaching with a panel producing drinking water. DIGITAL CREATIVITY I FEBRUARY 2014 34
  35. 35. 2 2 DIGITAL “YOU HAVE A MESSAGE” WHEN A BRAND FACILITATES COMMUNICATION BETWEEN CONSUMERS FORGING A COMMUNITY OF CONSUMERS TO FACILITATE COMMUNICATION ABOUT A BRAND/PRODUCT BUDWEISER BUDDY CUP To promote the friendly experience of drinking beer, Budweiser invented the Buddy Cup which adds your drinking buddy as a friend on Facebook. http://wcie.io/DC_budweiser DIGITAL CREATIVITY I FEBRUARY 2014 35
  36. 36. 2 2 DIGITAL “YOU HAVE A MESSAGE” (+) http://wcie.io/DC_durex http://wcie.io/DC_virgin http://wcie.io/DC_cadbury To promote the theme of love on St Valentine's Day, Durex offered lovers all its advertising space for them to declare their passion. The American airline company launched a Facebook application enabling you to meet the person due to sit next to you on the flight. To promote the taste of its chocolate, Cadbury refurbished an old press to enable consumers to convey messages by engraving them on bars of chocolate. DIGITAL CREATIVITY I FEBRUARY 2014 36
  37. 37. 2 2 DIGITAL “YOU HAVE A MESSAGE” (+)(+) http://wcie.io/DC_cornetto http://wcie.io/DC_colgate http://wcie.io/DC_starhub The ice-cream manufacturer invited beachgoers to take to Twitter to declare their summer romance. If the tweet was selected, it was flown over the beach on a banner attached to the back of a plane. The toothpaste brand used Twitter to help web-users communicate the sensitive message “you've got something between your teeth" in a tweet. This telecommunications specialist in Singapore offers an application allowing blind and partially sighted people to share a photo by receiving a description from other users. DIGITAL CREATIVITY I FEBRUARY 2014 37
  38. 38. 2 3 DIGITAL HELPING HAND WHEN A CAMPAIGN PROVIDES ME WITH VALUE-ADDED BRINGING VALUE-ADDED TO A PRODUCT/BRAND TO FACILITATE CONSUMERS' USE BALLANTINE’S BALLANVINE’S The brand offered new ways of consuming its product by cleverly using Vine, a new social network, symbolizing speed, simplicity and innovation. Each six-second Vine is a new recipe. http://wcie.io/DC_ballantines DIGITAL CREATIVITY I FEBRUARY 2014 38
  39. 39. 2 3 DIGITAL HELPING HAND (+) http://wcie.io/DC_hellmanns http://wcie.io/DC_kbc http://wcie.io/DC_malmo The mayonnaise brand fitted supermarket trolleys with a digital system offering recipe ideas according to your location Belgian bank KBC demonstrated its commitment to entrepreneurs via a site promoting market needs by area. The Malmö DIY store offered its Facebook fans the ToolPool application allowing rental of tool box. DIGITAL CREATIVITY I FEBRUARY 2014 39
  40. 40. 2 3 DIGITAL HELPING HAND (+)(+) http://wcie.io/DC_sky http://wcie.io/DC_pause http://wcie.io/DC_topshop The Brazilian TV station offered web-users the chance to record their program remotely via a simple tweet: #SKYREC. This store specializing in the sale of hi-fi equipment offers a website to calculate the sound system and maximum power at which you can listen to music in your home. The UK Fashion giant teamed up with Pinterest to facilitate Christmas shopping. DIGITAL CREATIVITY I FEBRUARY 2014 40
  41. 41. 2 3 DIGITAL HELPING HAND (+)(+)(+) http://wcie.io/DC_stiegl This beer brand cleverly helped consumers to choose between drinking and driving with a label that was also a public transport ticket. DIGITAL CREATIVITY I FEBRUARY 2014 http://wcie.io/DC_huggies Huggies invented the connected nappy allowing parents to know when their child needs changing via an application. 41
  42. 42. 2 4 DIGITAL SOCIAL UTILITY WHEN A DIGITAL CAMPAIGN BEARS GOOD RESULTS IN REAL LIFE GIVING REAL-LIFE IMPACT TO DIGITAL CUSTOMS IN ORDER TO MONETIZE NEW BEHAVIOURS MANOS UNIDAS FOODSHAREFILTER To raise money to combat hunger, the charity harnessed the trend for food photos on Instagram by creating the Foodsharefilter for €0.89. http://wcie.io/DC_manosunidas DIGITAL CREATIVITY I FEBRUARY 2014 42
  43. 43. 2 4 DIGITAL SOCIAL UTILITY (+) http://wcie.io/DC_MSF http://wcie.io/DC_soundseekers http://wcie.io/DC_askora In order to transform likes into donations, MSF created the 1like=1kroner badge. Those posting the badge donate €0.15 for each like. The charity composed a song for Spotify with royalties going to fund the charity's work. The catering company organized a fundraising on Instagram where, for each photo posted with #Donatuplato, it donates €1 to the charity Caritas. DIGITAL CREATIVITY I FEBRUARY 2014 43
  44. 44. 2 4 DIGITAL SOCIAL UTILITY (+)(+) http://wcie.io/DC_NTHP This charity for the preservation of historic buildings offered web-users the chance to buy a place to haunt after they die; the funds raised go towards preserving the monuments which will survive long after we are gone. DIGITAL CREATIVITY I FEBRUARY 2014 44
  45. 45. 3 DIGITAL HOW BRANDS ADOPT DIGITAL CULTURE TO ADAPT TO THE AGE DIGITAL CREATIVITY I FEBRUARY 2014 45
  46. 46. 3 DIGITAL CAN WE DEFINE DIGITAL AS AN EXPRESSION AREA? DON'T NEW WORKING METHODS, NEW WAYS OF ORGANIZING LIFE, OF SHARING INFORMATION CREATED BY THE WEB AND THE INTERNET IN ITS BROADER SENSE, LEAD TO A DEFINITION OF DIGITAL AS A CULTURE RATHER THAN A TECHNOLOGY? In this sense, isn't a brand which uses this culture (of networks) to create a campaign on traditional media adopting a digital attitude? Conversely, isn't a brand which uses digital media to disseminate content usually disseminated via traditional media adopting an antidigital attitude? DIGITAL CREATIVITY I FEBRUARY 2014 WHAT'S NEW? CULTURE TAKES PRIORITY OVER TECHNOLOGY. Digital is above all a shared culture,memes, a way of seeing the world, of viewing the past (the Minitel or Bi-bop generation) and the present (the era of networks) and the future (in which everything remains to be invented). This is leading brands to evoke our digital nostalgia (Windows campaign), to disconnect us from the internet to share real life more (Amstel ) or dream up tools as improbable as they are impractical (a helmet serving beer). Although they do not always use digital from a technological perspective, all these campaigns have something profoundly digital in common: their attitude! 46
  47. 47. 3 DIGITAL WHAT MOTIVATES THE DIGITAL CULTURE? 7 UNDERLYING TRENDS 1 2 3 4 5 6 7 THE 5 COMMANDMENTS DIGITAL DETOX YES WE CAN AN IDEA OR A PET LIKE A VIRGIN DIGITAL HOLD-UP WTF DIGITAL CREATIVITY I FEBRUARY 2014 47
  48. 48. 3 1 DIGITAL THE 5 COMMANDMENTS WHEN A BRAND USES HACKING, UPCYCLING, CROWDSOURCING, CUSTOMIZING, MEMING TO CREATE A SYSTEM BURGER KING HAND FREE WHOPPER HACKING The restaurant chain transformed a harmonica holder into a Whopper holder; the Hands Free Whopper allows you to eat the hamburger without using your hands. http://wcie.io/DC_burgerking DIGITAL CREATIVITY I FEBRUARY 2014 48
  49. 49. 3 1 DIGITAL THE 5 COMMANDMENTS (+) http://wcie.io/DC_coca-cola http://wcie.io/DC_brugal http://wcie.io/DC_budlight CUSTOMIZING UPCYCLING MEMING Coca-Cola invited its consumers to make a friend's day by customizing the bottle with that person's name. This rum brand transformed its bottles into musical instruments Three hilarious videos were uploaded to YouTube, based on the meme: Hold my beer and watch this! DIGITAL CREATIVITY I FEBRUARY 2014 49
  50. 50. 3 1 DIGITAL THE 5 COMMANDMENTS (+)(+) http://wcie.io/DC_lexus CROWDSOURCING The car manufacturer produced the first stop motion film on Instagram in collaboration with 200 instagramers #lexusinstafilm. DIGITAL CREATIVITY I FEBRUARY 2014 50
  51. 51. 3 2 DIGITAL DIGITAL DETOX WHEN DIGITAL CUSTOMS ENCOURAGE DISCONNECTING AND RETURNING TO THE REAL-WORLD REFOCUSING ATTENTION ON A PRODUCT BY CALLING FOR DISCONNECTION WHILE CREATING ALLUSIONS TO THE CONNECTED WORLD POLAR BEER ANULADOR A beer cooler which scrambles smartphone signals to restore sociability in bars. http://wcie.io/DC_polarbeer DIGITAL CREATIVITY I FEBRUARY 2014 51
  52. 52. 3 2 DIGITAL DIGITAL DETOX (+) http://wcie.io/DC_amstel http://wcie.io/DC_venga http://wcie.io/DC_vineontario The brand offered a free beer to consumers who agreed to do without their mobiles. A Brazilian restaurant changed the name of its Wi-Fi network to encourage “human reconnection”. A vineyard launched the Untweetable campaign to emphasize that some experiences are only possible in the real work. DIGITAL CREATIVITY I FEBRUARY 2014 52
  53. 53. 3 3 DIGITAL YES WE CAN WHEN A BRAND TAKES ADVANTAGE OF THE FREEDOM OF TONE OFFERED BY THE INTERNET TO DARE TO BYPASS GOOD TASTE AND GIVE A CAMPAIGN THE POTENTIAL TO GO VIRAL DUE TO WEB-USERS' SPECIAL SENSE OF HUMOUR METRO TRAINS MELBOURNE DUMB WAYS TO DIE The Melbourne metro launched a rail safety campaign entitled “Dumb ways to die”, a viral campaign, the main vehicle for which was an offbeat clip which was a huge hit on the web. http://wcie.io/DC_MTS DIGITAL CREATIVITY I FEBRUARY 2014 53
  54. 54. 3 3 DIGITAL YES WE CAN (+) http://wcie.io/DC_askdave http://wcie.io/DC_southerncomfort http://wcie.io/DC_ontario This website, offering a service to calculate your blood-alcohol level, created a video compilation of people who are drunk. The liquor brand illustrated comfort by showing someone very relaxed in swimming trunks. The Health Ontario campaign mocked smokers and their bad smell by showing "social farters". The campaign appealed to its audience by drawing a parallel between smoking and farting. DIGITAL CREATIVITY I FEBRUARY 2014 54
  55. 55. 3 4 DIGITAL AN IDEA OR A PET WHEN ANIMALS TAKE THE INTERNET BY STORM TAKING A SURE THING AND ADAPTING IT IN EVERY WAY IMAGINABLE SAMSUNG ECOBUBBLE Samsung produced a metaad in which a brown bear takes advantage of a washing machine during filming of an ad and washes its fur, which then becomes white. http://wcie.io/DC_samsung DIGITAL CREATIVITY I FEBRUARY 2014 55
  56. 56. 3 4 DIGITAL AN IDEA OR A PET (+) http://wcie.io/DC_oldspice http://wcie.io/DC_doritos http://wcie.io/DC_three A wolf explains the fundamentals of marketing and good management. A goat which loves Doritos tortures its owner. The UK telephone operator emphasizes the importance of "silly stuff" visible on the web by showing a Shetland pony moonwalking. DIGITAL CREATIVITY I FEBRUARY 2014 56
  57. 57. 3 5 DIGITAL LIKE A VIRGIN WHEN A BRAND USES A TECHNOLOGY FOR THE FIRST TIME USING A FASHIONABLE TECHNOLOGY IN THE MEDIA TO ENSURE A CAMPAIGN HAS AN AUDIENCE THROUGH THE “FIRST TIME” EFFECT CASTLE LITE MIND READER This beer brand invited consumers to refill their glass themselves... using the power of the mind. http://wcie.io/DC_castlelite DIGITAL CREATIVITY I FEBRUARY 2014 57
  58. 58. 3 5 DIGITAL LIKE A VIRGIN (+) http://wcie.io/DC_zouk http://wcie.io/DC_dominos2 http://wcie.io/DC_opel An RFID card memorizes each time you visit the urinals equipped with alcohol detectors. The brand innovated by harnessing a fashionable technology to to come up with a new delivery method. When passersby moves lose to the vehicle, it lights up and changes colour. DIGITAL CREATIVITY I FEBRUARY 2014 58
  59. 59. 3 5 DIGITAL LIKE A VIRGIN (+)(+) http://wcie.io/DC_yahoo http://wcie.io/DC_kellogs http://wcie.io/DC_heineken Yahoo! developed a voice-activated machine incorporating a search engine and 3D printer. This gives blind children a print out of animals they want to learn about. The cereal brand fitted out a skate park with RFID technology to connect to Facebook and publish the skaters' moves live. Heineken opened an interactive bar equipped with Leap Motion technology in which consumers can customize their experience by adapting the decor. DIGITAL CREATIVITY I FEBRUARY 2014 59
  60. 60. 3 6 DIGITAL DIGITAL HOLD-UP WHEN A CAMPAIGN SUBVERTS A DIGITAL BEHAVIOUR TO PROMOTE ITS MESSAGE SUBVERTING DIGITAL CUSTOMS TO BREAK WITH ROUTINE AND LET SURPRISE CONVEY THE MESSAGE TAM VIAGENS OUT-OF-THE OFFICE EMAIL This travel agency offered a reduction on your trip if you attached its offbeat message to your out-of-the-office email. The reduction was also available to those who had read the email. http://wcie.io/DC_tamviagens DIGITAL CREATIVITY I FEBRUARY 2014 60
  61. 61. 3 6 DIGITAL DIGITAL HOLD-UP (+) http://wcie.io/DC_tesco http://wcie.io/DC_prevention http://wcie.io/DC_tac The supermarket chain organized an Easter egg hunt on Google Street View. The charity subverted the YouTube pre-roll ad to deliver two different messages depending on the web-user's behaviour. You either watch to the end and are offered a post as a volunteer or you “skip” and accept the consequences of your inaction. Pinterest, the social network set up to help with wedding planning, becomes a funeral planner. DIGITAL CREATIVITY I FEBRUARY 2014 61
  62. 62. 3 6 DIGITAL DIGITAL HOLD-UP (+)(+) http://wcie.io/DC_scrabble http://wcie.io/DC_spoon http://wcie.io/DC_kleenex The board game offered free Wi-Fi terminals in places where there aren't any. The terminals were accessed using points won by playing. The restaurant chain placed an advertising poster on our food photos (a small brand flag) and offered a reduction on the dish in proportion to the number of likes obtained on Facebook. Kleenex put in place a highly targeted adwords campaign presenting a tissue ad only when the search concerned illnesses such as flu. DIGITAL CREATIVITY I FEBRUARY 2014 62
  63. 63. 3 7 DIGITAL WTF WHEN A SURREALIST PERFORMANCE SPREADS A MESSAGE SURPRISING BY SHOWING THE UNEXPECTED AND THE EXCEPTIONAL TO ENSURE A MESSAGE GOES VIRAL WWF THE ANT RALLY To show the harm caused by deforestation, the NGO handed over to the smallest species affected. The charity then organized an ant rally. http://wcie.io/DC_WWF2 DIGITAL CREATIVITY I FEBRUARY 2014 63
  64. 64. 3 7 DIGITAL WTF (+) http://wcie.io/DC_dominos http://wcie.io/DC_metro http://wcie.io/DC_gud The restaurant chain thanked its Facebook fans by organizing a giant domino cascade. The “Metro” newspaper published an edition without any images to promote its photo competition. To promote its cosmetics products, GÜD brought to life a dream morning as described by women on their Pinterest. DIGITAL CREATIVITY I FEBRUARY 2014 64
  65. 65. 3 7 DIGITAL WTF (+)(+) http://wcie.io/DC_redbull The drink which gives you wings organized the biggest parachute jump ever carried out under the name Strato. DIGITAL CREATIVITY I FEBRUARY 2014 65
  66. 66. CONCLUSION ON A CHAIR OR ON A NAPPY. AT THE LOCAL BAR OR IN A BRA. IN AN AIRPORT OR ON A WINDSCREEN. THAT IS WHERE THE BEST OF DIGITAL CREATIVITY IS NOW FOUND. EVERYWHERE. Over the years, digital has expanded its territory, merging into reality to offer a new relationship with the world. It is changing behaviour, creating expectations and even establishing a new culture. So in the end, what does this new relationship with digital teach us about the age we are living in, our business, our agency model ? Digital is revealing and accelerating the transformation of brand territories, but that's not all. Boundaries are exploding. DIGITAL CREATIVITY I FEBRUARY 2014 The fine line between real and virtual as we have seen it throughout this study, but also the fine line between CEO and hoodie with Mark Zuckerberg, between fast food and fine dining with gourmet burgers, between privacy and sharing with Snapchat, between tourist and local resident with Airbnb, between consumer products and seduction with adopteunmec.com, between places or work and relaxation with Starbucks, between pupil and teacher with Skillshare. During this period of massive changes, brands are offering reassurance but they must identify their new territory; a territory which makes it possible to respond to a real-time need, while at the same time constructing a long-term relationship. Developing territories while taking into account the flux in boundaries – that is brands' new challenge in the digital age.. DESIGNING TERRITORIES Symbols Places Stories Interactions 66
  67. 67. PRODUCTION OF THE REPORT|: GILLES DELÉRIS, LAURENT CABIOCH, JÉRÔME LAVILLAT, SAMY MARTINEZ DESIGN: MICHEL ROUSSEAU WONDERFULBRANDS WRITERS: CAMILLE P, JOY E, ADRIEN D, KONSTANTIN K, CONTACT : EMELINE KEUNDJIAN – e.keundjian@wcie - 01 72 27 02 46 twitter.com/wcie - facebook.com/agencewcie
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