This document provides summaries of marketing campaigns from various companies: 1. SilkAir transformed cinema experiences into airplane-themed experiences to promote their brand in a unique way. 2. NBC Sports created viral videos poking fun at American stereotypes about soccer to promote their Premier League coverage and attract more viewers. 3. Companies like Emirates, McDonald's, and Pugedon implemented recycling programs as part of their CSR strategies in innovative ways that benefited both the environment and customers.

1. 08.09.14

2. This Week...
Cinema Takeover, football, just not as they know it, CSR Recycling, the friendly mirror,
coolest gadget ever
Cinema Takeover
SilkAir
Football, Just Not As They Know It
NBC Sports, America
CSR - Recycling
Emirates, Pugedon & Mc Donald’s
The Friendly Mirror
Nutrella, Brazil
Coolest gadget ever
IKEA

3. Cinema Takeover
SilkAir
SilkAir transformed the ordinary cinema experience into an
extraordinary journey with a unique cinema takeover.
Over a period of four weeks, selected theatres in
Singapore were redecorated to look like the inside of an
aeroplane. Cinema tickets mimicked boarding passes,
stewardesses greeted cinema-goers as they were seated,
and the pre-movie announcement was recreated in the
form of a pre-flight safety video. By flying in the face of
tradition and exploiting the cinema environment’s distinct
advantages, SilkAir brought its campaign to life in an
exceptional and impressive way.

4. Football, just not as they know it
NBC Sports, America
America is one of the few countries where football (soccer)
doesn’t hold a top spot on the list of most popular sports.
Having spent $250 million for the rights to three years of
Premier League matches, NBC needed to focus their
marketing on showing Americans there’s a good reason
why the rest of the world loves soccer as much as they do.
The two hilarious spoof videos references multiple
stereotypes when it comes to Americans’ knowledge (or
lack thereof) of the sport and they both became viral hits.
The first promo from August last year has 8.4 million views
on YouTube and the current video hit 3 million viewers
after just three days.
The network says a record 31.5 million Americans tuned in
to NBC Sports Group’s 2013-14 Premier League, which is
more than double the 13.3 million who watched the
previous season on ESPN, ESPN2 and Fox Soccer.

5. CSR - Recycling
Emirates, Pugedon & Mc Donald’s
CSR is playing a big part of many company strategies
today. Here are 3 examples of companies considering the
importance of the environment on others and
implementing their CSR strategy in a really nice way.
Firstly, Mc Donald’s in Sweden took advantage of the fact
that recycling is rewarded, each empty drinks can is worth
one Kronor. They decided to accept these cans in
exchange for meals, giving young people at festivals the
chance to help the environment and get something in
return.
Emirates recently turned a giant outdoor advertising
poster into over 300 hundred reusable shopping bags in
Zurich, Switzerland. Once the campaign finished, the vinyl
poster was transferred to Feinschliff, a business that
provides support and training for the long-term
unemployed.
Finally, Pugedon are a Turkish company that came up
with the clever idea that humans can help other
inhabitants within cities such as Istanbul where 150
thousand stray dogs and cats share the streets with 14
million human inhabitants. This required humans to
recycle with their four legged friends reaping the benefits.

6. CSR - Recycling
Emirates, Pugedon & Mc Donald’s

7. The Friendly Mirror
Nutrella, Brazil
Nutrella, a company that specializes healthy bread
products, ran this campaign in June this year to coincide
with the launch of their new tagline “Awakens a Smile In
You”.
Their concept is that when we eat good food, we feel good
inside and out. Nutrella wanted to change the common
misconception is that bread is a no-no when it comes to
healthy living, and instead look at the bigger picture – eat
healthy, feel healthy, be healthy.
The campaign, targeted at women, involved placing
several mirrors fitted with cameras and speakers in the
streets of Porto Alegre, Brazil. When women walked past
the mirror and (inevitably) examined their reflection, a
woman’s voice complimented the individuals in real-time,
resulting in plenty of smiles. Individuals were also given a
hamper full of Nutrella products for their participation.

8. Coolest gadget ever
IKEA
Whilst the rest of the world ponder the future of print,
IKEA suggest that print is actually a wondrous technology
that exceeds the power of digital media. They have
released an amusing ad for their 2015 catalogue. The
company prints around 200 million copies of its catalogue
every year in 27 languages for 38 countries.
The campaign invites you to "experience the power of a
book" and rediscover "the original touch interface."
Amazing features include "eternal battery life" and pages
that "load instantly, with zero lag." As the charmingly
goofy on-screen narrator says: "It's not a digital book, or
an e-book. It's a bookbook™.“
The gag extends to their press release – their marketing
managers have been quoted as saying: "To be given the
opportunity to launch such an innovative content delivery
system is a once in a career opportunity."