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Motivations Despite increasing diversity, the youth audience is consistently motivated by… COMMUNITY SELF EXPRESSION PERSONALISATION COMMUNICATION ENTERTAINMENT
Distribution has never been so easy Free ENTERTAINMENT COMMUNITY COMMUNICATION PERSONALISATION SELF EXPRESSION
Shiseido - UNO Viral: Personalized Content Wedding Crashers “Trailer Crashers” This unique viral for the Wedding Crashers film allowed internet users to insert their picture into the trailer. The finished product could then be viewed and sent to the users’ friends. The viral allowed participants to feel part of the film, and support the plot of crashing a wedding by “crashing” a trailer.
Viral : Dove Evolution Dove: Evolution Dove 'Evolution' is a riveting, 1:14 time-lapse film of a young woman's transformation from pretty, but ordinary girl to strikingly beautiful billboard model. It deconstructs the beauty myth by revealing everything from the impact of lighting through the application of hair and make-up to retouching, to the photoshop-stretching of neck and impossible widening of eyes, ending with the comment, "No wonder our perception of beauty is distorted." Its goal was to promote Dove Self-Esteem workshops in Canada and create broader awareness of the Dove Self-Esteem Fund. Dove’s site, where the video is featured, maintains an educational tone, with resources for women about positive body image and inner beauty, fitting with the real beauty theme. The site makes it easy to pass along the video, helping to ensure viral success. The film has jump started the conversation around Dove and real beauty in the blogosphere, helping the video achieve 3.6 million plus views on YouTube and in turn creating three times more site traffic than their Super Bowl spot. Because of all the online interest, the film has gotten a great deal of editorial coverage too, with TV shows Ellen, The View, and Entertainment Tonight all featuring the film. Winner of the Grand Prix Cyber Lion and Grand Prix Film Lion at the 2007 Cannes Lions International Advertising Festival. http://youtube.com/watch?v=iYhCn0jf46U
Viral : Earth Hour Campaign Against Global Warming: Earth Hour Everyone knows about global warming but most believe it is an insurmountable problem too big for them to solve. A solution was needed that would convince every individual that collectively, with small changes, they could make a big difference. The campaign needed to create a symbolic event that could become a movement. On March 31st, Sydney would make a powerful statement by turning off its lights for one hour - Earth Hour. It worked. From 0% - 97% awareness amongst Sydney-siders, 2.2 million switched off their lights. The city cut energy consumption by 10.2% (expected 5%), the equivalent of taking 48,000 cars off the road for one hour. From $0 spent - $USD16.8 million media value. Global PR coverage - Earth Hour captured the world's attention and the story was covered in over 40 countries. In fact, other countries have already expressed interest in hosting their own Earth Hour in 2008. Winner of the Titanium Lion at the 2007 Cannes Lions International Advertising Festival. http://archives.canneslions.com/media/2007/titanium/high/2007_001_117_high.mov