This document summarizes 5 marketing campaigns or initiatives from the past week: 1) Fyffes launched a comic on banana skins to promote healthy eating habits to children. 2) An Adobe video highlights the importance of understanding where website traffic comes from before making assumptions. 3) An Asics installation challenged runners to keep up with an elite marathoner's pace on a treadmill. 4) Google launched Helpouts, a service connecting users with experts for live video chats. 5) Samsung launched a global campaign called Galaxy 11 featuring a football-themed story revealed across its platforms.

1. 11.11.13

2. This Week...
Comic Banana, Click Baby Click, Treadmill Challenge, Google Helpouts, Mysterious
Circles.
Comic Banana
Fyffes
Click, Baby, Click!
Adobe
Treadmill Challenge
Asics
Helpouts
Google
Mysterious Circles
Samsung

3. Comic Banana
Fyffes
In an attempt to change the eating behaviour of today‟s
children and lower the number of them which are
overweight, Fyffes launched the Banana comic week.
In order to speak the language of the kids they
introduced them to a new comic character, they‟re
namesake „Fyffe‟.
The story was told through a comic print placed on the
banana skin and delivered specially to schools.

4. Click, Baby, Click!
Adobe
A video from Adobe that tells the story that‟s not so
uncommon: tonnes of traffic, unanalysed, often from
sources that don‟t drive value for the site/campaign it is
trying to gain traction from. This often leads to
assumptions based on numbers with very little analysis
behind those figures.
The video shows a slightly dramatised version of a
business owner making an assumption based on lead
generation, with no context behind where it has come
from.
A nice piece from Adobe which highlights the importance
of understanding the meaning behind the data before
acting on it.

5. Treadmill Challenge
Asics
Marathons are often seen as long, slow, boring races.
However, Asics set up a challenge to show people just
how fast they run every kilometre, for 42kms straight!
This was an ambient installation that challenges runners
in the lead up to the NYC Marathon, to try and keep up
with one of the worlds best Marathon Runners, Ryan
Hall, with the treadmill programmed to run at his exact
speed.

6. Helpouts
Google
Moving a step further from Hangouts, Google is now
launching Helpouts, a live video-chat network of more
than
1,000
experts
on
subjects
like
technology, fitness, DIY, music, cooking and more.
The experts – selected through a screening process –
select their own prices, and provide users with
individualised, real-time advice and assistance. Google
calls it “real help from real people in real time”.
Screen sharing is available for those who need help with
things like Photoshop and other software programs.
Helpouts facilitates interactive learning, a step up from
pre-recorded videos on Youtube.
Companies such as Rosetta Stone, Weight Watchers and
One Medical have already signed up to host
Helpouts, some even offering advice for free.

7. Mysterious Circles
Samsung
Samsung Electronics officially launched a global, multiplatform marketing campaign, entitled GALAXY 11. The
fantasy-inspired, football-themed campaign will follow the
journey of 11 top-class football players as they come
together and attempt to save Earth from alien domination.
In doing so, Samsung enlisted international football legend,
Franz Beckenbauer, to serve as the manager of GALAXY 11,
and will announce the first player recruited to join the team
as captain on November 11 across Samsung Mobile social
channels and a campaign microsite here.
The story of GALAXY 11 will be revealed in a series of
chapters over the coming months and brought to life across
Samsung‟s GALAXY devices, online platforms and social
media channels.
Keep an eye out for Mysterious Circles!