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Examples Of Creative Digital Solutions


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A good presentation demonstrating how digital creative solutions have been used to increase awareness, generate leads and amplify offline communications with examples from Coca Cola, Burger King and Daz.

Published in: Business, Technology

Examples Of Creative Digital Solutions

  1. 1. Examples of Creative digital solutions 06/05/09
  2. 2. Contents Increasing awareness Additional information 01 02 Increase penetration Additional information Engaging consumers Additional information 03 04 Encourage trial Additional information 05 Promoting community Additional information 06 Word of Mouth Marketing Additional information 07 Amplifying offline communication Additional information
  3. 3. Increasing awareness 01
  4. 4. Coca-Cola MSN Homepage takeover <ul><li>Objectives: increase awareness of online ad among 16 to 34 year olds </li></ul><ul><li>Solution: 2007 Coca-Cola ran the “give a little love” ad, based on the popular Grand Theft Auto (GTA) game. The ad turned GTA’s controversial gameplay on its head when the central character became a fun-loving model citizen after drinking a bottle of Coke. </li></ul><ul><li>Coca Cola UK combined the TV ad with an engaging game on a homepage takeover on MSN </li></ul><ul><li>Results: </li></ul><ul><ul><li>Increased online ad awareness by 21.3 percentage points </li></ul></ul><ul><ul><li>Increased message association by 10.9 percentage points </li></ul></ul>Homepage take over featuring TV clip Included interactive game
  5. 5. Ratatouille Pre-Roll Video ads <ul><li>Campaign </li></ul><ul><li>To support the October 2007 launch of Ratatouille, Disney used 20-second pre-roll trailer formats on video entertainment sites </li></ul><ul><li>Banner ads worked alongside the video ads to further create engagement about the movie. The banners drove users to Ratatouille content on the official Disney site, where they could interact with downloadable content and games based on the movie. </li></ul><ul><li>The campaign generated more than five million impressions to raise awareness about Ratatouille and encouraging people to see the movie. </li></ul><ul><li>Results : </li></ul><ul><li>Exposure to the campaign increased online ad awareness for Ratatouille by 21 percentage points. </li></ul><ul><ul><li>This was driven by results from the video ads (+30 percentage points) </li></ul></ul><ul><li>84% of women with children who saw the video ad said they were likely to watch the movie </li></ul><ul><li>88% thought it “looks like fun for all the family” </li></ul>Research by MetrixLab
  6. 6. 05/06/09 Increase penetration 02
  7. 7. <ul><li>BUT 72% of users do not remember a URL </li></ul><ul><li>Using search engines to find brands online has become the second nature </li></ul><ul><li>In the US Special K TV advertisement final call to action is to search for Special K on </li></ul><ul><li>Special K have partnered with Yahoo giving them top listing as well as: </li></ul><ul><ul><li>Icon in results </li></ul></ul><ul><ul><li>Video overlay </li></ul></ul><ul><ul><li>Multiple links in results </li></ul></ul>TV driving users online Example of Special K sign posting in
  8. 8. 05/06/09 Engaging consumers 03
  9. 9. Kellogg’s launched a multimedia campaign to drive sales of Special K across Denmark and Sweden <ul><li>Objectives </li></ul><ul><li>Boost sales of Kellogg’s Special K </li></ul><ul><li>Engage target audience with the brand </li></ul><ul><li>Accurately measure sales effects of online advertising </li></ul><ul><li>Campaign </li></ul><ul><li>The campaign worked in two phases. People who saw the first phase of ads took part in tests and competitions exploring the idea of healthy habits. These were designed to strengthen the association between the brand and a positive lifestyle, and to drive sales. </li></ul><ul><li>The responses Kellogg’s collected fed into the second phase of advertising. </li></ul><ul><li>Kellogg’s also streamed tailored versions of TV spots online, extending the reach and efficiency of the TV promotion. </li></ul><ul><li>Results : </li></ul><ul><li>Results of the campaign measured through econometric modelling with data collected from Special K campaigns over three years, mapping weekly sales figures to marketing activity. </li></ul><ul><li>The data was accurately able to explain 95 percent of sales variations in Sweden and 92 percent of variations in Denmark. </li></ul><ul><li>In Denmark, only the online and TV ads had a measurable impact on sales—and the short term return on investment from the online ads was 48 percent greater than TV </li></ul><ul><li>In Sweden, the online competitions and tests drove 12,603 kilograms of sales, an accumulated uplift of over 30 percent, and proof that greater online engagement does lead to greater offline sales </li></ul><ul><li>Video ads performed particularly well in Denmark, increasing the reach and value of the TV campaign </li></ul>Research by BrandScience 27.06.08
  10. 10. Santa Maria multimedia launch of its Red Fusion Tex Mex product range in Norway <ul><li>Objectives </li></ul><ul><li>Boost sales of Santa Maria Red Fusion </li></ul><ul><li>Engage audience with the brand </li></ul><ul><li>Target consumers at peak buying times </li></ul><ul><li>Measure effects of online advertising </li></ul><ul><li>Campaign </li></ul><ul><li>Total of 23 million impressions served </li></ul><ul><li>Tapping into consumer buying habits, ads targeted on Thursdays to Saturdays, when sales of Tex Mex are at their highest. </li></ul><ul><li>Viewers clicked through from the banners to see the full range of Red Fusion products, as well as online video from the TV ads. </li></ul><ul><li>Results </li></ul><ul><li>Of all viewers, 27,291 clicked through to the Red Fusion site. </li></ul><ul><ul><li>0.12% Click through Rate </li></ul></ul><ul><li>Top of mind awareness increased by seven percent within the target group, 18 to 34 yr olds. </li></ul><ul><li>28 percent of exposed respondents said that Santa Maria used the slogan “Tex Mex with a Twist” when advertising. </li></ul><ul><li>Boosted purchase intent by 16 percentage points </li></ul><ul><li>Increased spontaneous awareness by 11percentage points </li></ul><ul><li>Lifted aided awareness by seven percentage points </li></ul><ul><li>Positively shifted purchase consideration by 13 percentage points </li></ul>Research by MetrixLab 27.06.08
  11. 11. 05/06/09 Encourage trial 04
  12. 12. NIVEA FYI magazine capturing user data with mobile phone campaign <ul><li>Objectives </li></ul><ul><li>Develop a dialogue with teenage women. </li></ul><ul><li>Maintain momentum for magazine website after launch. </li></ul><ul><li>Send regular site news updates to target audience. </li></ul><ul><li>Campaign </li></ul><ul><li>NIVEA launched online magazine Fun, Young and Independent (FYI) to engage users with its Visage Young brand. </li></ul><ul><li>Following the launch, NIVEA needed to maintain the website’s momentum by capturing users’ e-mail addresses to add to the FYI mailing list. </li></ul><ul><li>Mobile banner ads used to entice young female readers with the promise of ‘Girly gossip, news and tips.’ The ads drove users to a specially designed microsite that echoed the design of the FYI website. Visitors filled out a single field to quickly add their e-mail address to the magazine’s mailing list. </li></ul><ul><li>Results </li></ul><ul><li>119,000 page impressions were recorded during the month-long campaign </li></ul><ul><li>The ads generated an average click through rate of 0.55 per cent. </li></ul><ul><li>The conversion rate was 15 percent </li></ul>Research by MetrixLab 27.06.08
  13. 13. Lead generation <ul><li>Lead generation benefits </li></ul><ul><li>Couponing </li></ul><ul><li>Product sampling </li></ul><ul><li>Sign-up to newsletters </li></ul><ul><li>Sign-up to loyalty schemes </li></ul><ul><li>Brochure registration </li></ul><ul><li>Masterfoods example </li></ul><ul><li>Objective: Sampling </li></ul><ul><li>Data fields collected: </li></ul><ul><ul><li>Title, Name, Postal Details, Email address, Demographics, opt-in. </li></ul></ul><ul><li>Volume: 30,000 per month </li></ul>Research by MetrixLab 27.06.08
  14. 14. Burger King Games <ul><li>Subservient chicken </li></ul><ul><li>Average six minutes spent on the site </li></ul><ul><li>Within 3 months 750,000 unique users </li></ul><ul><li>17 million impressions </li></ul><ul><li>Burger King Games for Xbox 360 </li></ul><ul><li>Burger King has made gaming history by partnering with Microsoft to develop three Xbox games </li></ul><ul><ul><li>The subservient chicken features </li></ul></ul><ul><li>Available to buy with Burger King meals </li></ul><ul><ul><li>3.2 million games bought </li></ul></ul><ul><ul><li>$3.99 each thus $12million </li></ul></ul><ul><li>Campaign scooped the Titanium Lion at Cannes 2007. </li></ul>Subservient chicken Subservient chicken Xbox games
  15. 15. Promoting community 05
  16. 16. Creating an online community <ul><li>Orange Balloon Race campaign </li></ul><ul><li>The idea: Orange launched a 'balloon race across the internet', as part of its Pay As You Go Animals marketing campaign, challenging people to fly across 1,500 websites. </li></ul><ul><li>The one week Orange Balloon Race, took place across sites including Yahoo! and the Sun, signed up over 13,000 people who are chasing a luxury seven-night holiday prize for themselves and seven friends in Ibiza. </li></ul><ul><li>What’s good about this campaign </li></ul><ul><li>Recruited and encouraged partner sites to be a part of the campaign allowing for wider promotion. </li></ul><ul><li>Required high involvement from individuals taking part in balloon race. Users had to visit their balloon’s progress each day. </li></ul><ul><li>The widget created for the balloon race made it easy for individuals to take part and track their progress in the race. </li></ul><ul><li>Incentivized users to get their friends involved as users were given ‘bonuses’ which made their balloon travel further. Thus giving them a better chance of winning prizes. </li></ul>Subservient chicken Balloon race
  17. 17. Social media marketing requires communicating, not advertising <ul><li>Jeep treats social networks like another channel </li></ul><ul><li>BUT misses a chance to create a unique community </li></ul>
  18. 18. RedBull on Facebook <ul><li>Red Bull has utilised all the group assets and applications to communicate with its audience over a long period of time </li></ul><ul><li>The Red Bull groups allows them to: </li></ul><ul><ul><li>Building up the fan base of over 216,000 users to communicate with via facebook on a regular basis </li></ul></ul><ul><ul><li>Get user participation in the group by the discussion boards, upload user generated video, play with applications </li></ul></ul><ul><ul><li>Activate lifestyle sponsorships online with event updates, online polls and videos </li></ul></ul>Orange RockCorps
  19. 19. Some examples of what people are saying and doing with Dolmio and Uncle Bens in online communities
  20. 20. Edited Dolmio TV commercials Uncle Bens user generated content
  21. 21. Groups created by users e.g. Bebo Creation of character profiles e.g. Facebook Discussion of brands in message boards e.g. Facebook
  22. 22. Twitter profile created by Uncle Bens Canada
  23. 23. Example commentary on Flickr
  24. 24. Opportunity to add nutritional information User generated content building online credibility
  25. 25. 05/06/09 Word of Mouth Marketing 06
  26. 26. Word of Mouth Marketing Tremor (P&G) <ul><li>Communication & Benefits </li></ul><ul><ul><li>Word of Mouth program with a panel of 450,000 mums and 250,000 teenagers (13-19 yr olds) in the US. Set up by P&G for internal use but has been rolled out for external organisations </li></ul></ul><ul><ul><li>Recruits connectors who have social network 5 to 6 times larger than normal </li></ul></ul><ul><ul><li>Panel is contacted using both online and offline </li></ul></ul><ul><ul><li>Can be used to test products prior to launch. Testing includes marketing messages, pack design, logos and new variants. </li></ul></ul><ul><ul><li>Creates a ready made market as well as a volunteer salesforce </li></ul></ul><ul><ul><li>Loyalty and advocacy effect which has been proved to affect sales by 10-30% </li></ul></ul>
  27. 27. 05/06/09 Amplifying offline communication 07
  28. 28. Amplifying offline campaigns through online communities <ul><li>The Orange RockCorps concept is about getting participants to give something back their community. The proposition is “You give 4 hours of your time to your community, and you Get Given 1 ticket to a gig featuring the best acts. </li></ul><ul><li>What’s good about this campaign? </li></ul><ul><li>The campaign has created an excellent network of connections to reach their target audience. This network will enabled them to spread their message through word of mouth. </li></ul><ul><li>The campaign site is on a blog platform which allows the users to participate on the website </li></ul><ul><ul><li>The benefit of the blog platform has allowed Orange to add plug-ins to the campaign site. </li></ul></ul><ul><li>Social Network Activation – Orange have made it simple to integrate RockCorp into their Social Network of choice. </li></ul><ul><ul><li>Upload photos – Flickr </li></ul></ul><ul><ul><li>Videos – YouTube </li></ul></ul><ul><ul><li>Interact with other users – Facebook, MySpace, LastFM </li></ul></ul><ul><ul><li>Talk about it – Twitter, blogs </li></ul></ul><ul><li>This is making it so easy for users to get involved, build excitement and grow the reach of the campaign. </li></ul>Subservient chicken Orange RockCorps Social Network plug-ins Twitter plug-in Lastfm plug-in User uploading video posting Users able to post comments
  29. 29. Leveraging TV for online engagement Daz (P&G) <ul><li>For mums, a sparkling white school shirt on their kids is important. Daz doesn’t just clean your whites; it positively revitalizes them! </li></ul><ul><li>With the help of the nation’s favourite TV slob, Ricky Tomlinson, Daz revitalised mums’ dancing </li></ul><ul><li>Communication & Benefits </li></ul><ul><ul><li>Used the existing Daz website </li></ul></ul><ul><ul><li>Contestants could also download the dance moves and find out how to enter the search for Britain’s most Daz-ling dancer by filming their dance moves. </li></ul></ul><ul><ul><li>Allowed mobile entries to build on their wide use of the media </li></ul></ul><ul><ul><li>In the last week, we unleashed their hilarious moves on YouTube and Google Video for a public vote. The winner’s prize was to star in Right Said Fred’s next video. </li></ul></ul><ul><li>Results </li></ul><ul><ul><li>Hundreds of dance entries. </li></ul></ul><ul><ul><li>Over 10, 000 votes cast on website. </li></ul></ul>
  30. 30. Creative ecommerce <ul><li>Crumpler produce ‘technology carry bags’ </li></ul><ul><li>They have a young, trendy look and their ecommerce site not only adheres to their offering but appeals to their target through look and feel from the minute you enter. </li></ul><ul><li>What’s good about this campaign </li></ul><ul><li>Makes buying the product an enjoyable experience </li></ul><ul><li>Choice and range is vast but appears simple </li></ul><ul><li>Easy to use </li></ul><ul><li>They are obviously very clear about their target! </li></ul>Subservient chicken