Open Best Cases_Issue 2

1
Open Best Cases Issue2
Feb2017
Virtual Reality in
Advertising
Alsointhisissue:
 Zenithcases
 Brandscases
1. Unconventional marketing
2. Playing on new territory
3. Demanding consumers
4. Techno and innovations
5. Christmas storytelling

2
Dear readers,
We are happy to share with you #2 issue of
Open Best Cases report.
The report consists of 3 blocks:
1. We are proud to share Zenith’s clients cases
– Libresse in You can Dance show, case about how to
drive braveness attribute and be viral
– Share seasonal greetings with Svitoch using Viber
– How Purina ONE engage in meaningful trial and drive
reviews
– Care everywhere with ZEVA promo
2. Trendy topic – Virtual reality as
communication tool
3. Brand cases from different markets and
categories divided into 5 blocks:
 Unconventional marketing
 Playing on new territory
 Demanding consumers
 Techno and innovations
 Christmas storytelling
Here you can find cases with really long
but involving video, KitKat sushi, brands
that were faced with consumer criticism
(yes, consumers are more and more
demanding), how one company dropped
clients off the roof and pleasant
Christmas stories from brands. Enjoy 
P.S. positive flashback in 2016, Zenith became #3
media agency by effectiveness and 4 our cases with
Nestle were recognized and awarded on Effie 2016.
It’s only a start and we are inspired to make the best
solutions for our clients!
Best regards,
Natalia Ostrovskaya
Zenith, Strategic Director
Editor'scolumn

3
Zenith cases
• Libresse
• Svitoch
• PurinaONE
• Zewa

4
KEY
OBJECTIVES
The Idea
Execution
The Results
• Drive attribute “Be braver!”;
• Accumulate viral
Period: Aug – Dec 2016
“Libresse” is for brave girls who dance daringly and on their way to success
do not back down from challenges.
Key message – “Be braver!”.
The show “You Can Dance” was the best choice in carrying that message as
the show is about dancers (most of them young women) who are ready to
face challenges.
Zenith Newcast was the first to succeed in entering the project “You can
Dance” in the category of “personal hygiene products” with Libresse
branded zone, branded beauticians during make-up, etc.
• High cover on TV (more 74%) helped to drive attribute within relevant
content;
• Really it get viral – one of the branded video on Youtube reach more 9
mln earned views.
Libresse. “Be Braver!”

5
KEY
OBJECTIVES
The Idea
Execution
The Results
• Occupy Christmas territory
Period: Dec 2016 – Mar 2017
The network that allowed us to show vivid and cute pictures to share with
friends that our audience likes was used to help people in sharing their
emotions during seasonal holidays.
We chose the one, that was not as cluttered – Viber, being #1 messenger in
Ukraine with 8 mln regular users.
We created a branded sticker pack in line with brand communication, using
key elements and characters.
The mechanics were: user receives notification about release of new sticker
pack on the navigation panel; ~25 branded stickers available to free
download in Viber sticker market for 3 months.
• The record amount of sticker packs downloads in Ukraine - 1 262 000!
• The highest number of downloads on seasonal holidays (New Year’s Eve
~160K and on Christmas - more than 119K) proved that Svitoch owned
Christmas territory 2016.
Share Emotions with Svitoch

6
KEY
OBJECTIVES
The Idea
Execution
The Results
• Engage consumers in the product testing;
• Drive earned contacts
Period: Jul – Dec 2016 (1st wave)
We encouraged consumers to try Purina ONE and pass 3 week challenge.
The food for the selected participants (sampling) was distributed so that
they could show in the social media and in comments the results of feeding
cats with Purina ONE.
All interested in participation were required to visit project site, complete
the questionnaire, then the selected entrants received confirmation of
participation and a test set of pet food.
Then they wrote reviews, shared them in SN, and had the opportunity to
win a photo shoot and video with their cats.
• Almost 140 000 project views;
• More than 2 000 applications for participation;
• More than 1 000 published reviews and 700 comments posted.
Purina ONE 3 Week Challenge

7
KEY
OBJECTIVES
The Idea
Execution
The Results
• Increase sales;
• Promote the main message - "Care everywhere!“
Period: Sep – Nov 2016
To involve consumers in purchase of the product and to engage them in the
entertaining activity we stimulated to join promo campaign “Win with
ZEWA”.
Through the wide media mix (TV, digital, package, SN) we informed the
consumers about the activation – “Win with ZEWA”. Then all the interested
in participation via purchase of the promo products registered the code
from the pack (SMS, website). Thus they participated in the prize drawing
and had the opportunity to win valuable prizes.
• More 16K participants and more than 30 000 activated codes;
• Almost 5,5K organic traffic thanks to the smooth consumer journey;
• 10% growth in volume and 9% in value comparing to the same period in
2015 (Sept-Oct).
Win with ZEWA

8
Issue Topic
Virtual Reality in
Advertising

9
What is Virtual Reality
It is a medium composed of interactive
computer simulations giving users the
feeling of being present in the
simulations.
Virtual reality is possible through a
coding language known as VRML
(Virtual Reality Modeling Language)
which can be used to create a series of
images, and specify what types of
interactions are possible for them.
With VR you need to invest in a head-
mounted or hand held controller to
stimulate what you hear and see. Big
players such as Google, Sony, Facebook
and HTC are all heavily involved in the
technology - both software and
hardware.

10
VRSoftDevelopers
VR SDKs:
Qualcomm VR
Fibrum Unity Kit
Oculus Rift Development
Card Board (Google)
Nvdia Vrworks
And other Unity Plugins
Qualcomm's reference
design virtual reality
headset built on the
Snapdragon VR820
platform.
VR Helmet Fibrum Pro
Samsung Gear VR,
powered by OculusGoogle Cardboard
Oculus Rift with Nvidia
graphics card

11
The10BestUsesofVirtualRealityVRMarketing

13
AdvertisingMarketandVR
Neuroscience research has demonstrated
that VR viewers are emotionally engaged
34% longer than when they viewed the
same content in 2D and 16% longer than
when they watched it in 360-degree video
on a flat screen. On YouTube, creators are using the
medium to create truly transportive
experiences across sports, news,
education, and fashion.
Research firm IDC predicted that 30% of
consumer-facing companies in the Forbes
Global 2000 will experiment with AR and
VR as part of their marketing efforts in
2017.
Facebook saw the trend coming, so it
purchased the maker of the Oculus Rift
VR headset.
By 2020, over 20% of commercial media
on Facebook will be 360-degree video
and photo content, IDC predicts.
By 2019, over 110 million consumer
devices with embedded intelligent
assistants will be installed in U.S.
households, IDC predicts.
Shopping was the top reason worldwide
smartphone users were interested in VR,
with "seeing items in real size and form
when shopping online" cited by 64% of
respondents in the study by Ericsson
ConsumerLab.

14
VRAdCampaigns
Why VR ads campaigns are so successful:
· Immersive — users wearing a headset are completely immersed in the content meaning
fewer distractions and more attention on the message.
· Impactful — the intensity of a VR experience is greater than traditional media generating
strong emotions in its users which are linked to real behavior change.
· Memorable — our brains are built to remember events linked to locations, this means that
VR experiences have a longer trace in the audience’s memory.
· Novel — with high media and public interest in VR early adopters can benefit from
favorable media exposure.

15
VRProjectsProsandCons
Pros:
• Create WOW effects;
• Visually reach, thus increase
user experience;
• Are integrated into the wider
marketing strategy.
*Internet depended VR applications usually require high quality Internet speed depending
on the content. Ukraine has 3G Internet coverage, which is enough, but still in some cases
can create troubles if the campaign locations are not defined well.
Ukraine has device wide potential to perform VR projects.
Cons:
• Proper devices must be
provided;
• VR projects involve narrow
audience – video case about it is
the must.

16
VRinUkraine
Kyivstar has launched recently
(05.12.2016) a virtual tour of Ukraine in
format 360°.
On August 24 (Independence Day in
Ukraine) "SAMSUNG ELECTRONICS
Ukraine“ gave the opportunity for
guests and residents of the capital to
test Gear VR glasses and make a
virtual journey in the format of 360⁰,
which is an ongoing project.
Samsung also created social adverts
urging Ukrainians, who left, not to
forget their homeland. This
international project received the
title "Motherland" (first videos –
20.02.17).

17
SoWhatAllThisVRisAbout
• VR and 360-degree video are incredibly powerful tools to create empathy. When
viewers feel like they are actually there, they have a greater feeling of the
situation and brand story we want to involve them in.
• First Ukrainian cases prove that technology already serves brands as
communication platform and it being just for geeks' fun is in the past.

18
Brands Cases
Unconventional Marketing

19
NewYearinComfy
New Year in Comfy: cool gifts from deer, rabbit and penguin.
Banda agency has created a dynamic Christmas video for
electronics supermarket, where the head of digital marketing
direction Alexander Zhilyaev is dressed as the Christmas tree.
Also in the video starred unexpectedly popular duet from
Poltava "Saint-Tropez", performing rural rap.
Guys wrote advertising composition in their familiar style,
which, in combination with the video, looks reckless and bold.
Results
YouTube views: 1 877 142
Definitely a “like” for creativity and
reliance on the folk stars, which were
made popular by Ukrainian YouTube.
And, as we can see from the
astonishing number of views, the
online community has already
appreciated this ad, that was
published on the official retailer
channel.

20
«БОДосить»
Bodo has launched an advertising campaign under the code
name «БО Досить». The campaign was aired until the New
Year and covered three main channels of communication with
the audience: television, radio and Internet (pre-roll).
The main task that faced the team was to present the category
of "experiences as a gift".
Therefore, in approving the concept, the choice fell on a non-
trivial clip and catchy song with the meaning. The reel is with
applications of various techniques of shooting and lots of
props and sets, some created specifically for the project.
This indicates the development of the services sector and the
revival of the marker as a whole.
Results
815 GRP (81%cov)
Bodo had a peak in amount of search
quires while TV campaign was on air,
and thanks to this support BODO
doubled digit traffic on the web site
and most of it was generated from
search.
Comments:
We suggest that for the brand that
airs on TV for the 1st time this
creative is a tricky solution as on
current level of entertainment
services BODO needs to introduce the
brand – instead, current creative
solution has low branding and wide
call to action “Buy impressions as a
present”. Perhaps results could be
even higher with more distinctive
branding and clear call to action.

21
Thefirst«Шкарпеткомат» fromSammyIcon
Manufacturer of bright and stylish socks placed a vending
machine in the Globus shopping center to please its
customers with a quick purchase. In addition, until December
31, a “good” vending machine will give you two pairs for 100
UAH. The brand has also launched a competition encouraging
users to think of a name for a stylish and caring
"Шкарпеткомат", promising a prize to the winner.
“We have announced in our public page about the release of
«Шкарпеткомат» and didn't even had time to send out
releases to the media, as about 50 editions have already
written about us thanks only to reposts," — says one of the
founders of the Sammy Icon brand Philipp Litvinov.
Comments
We loved the idea solely from the
name «Шкарпеткомат» )
It brought Sammy Icon fans into
raptures. People would send photos
and videos of how they buy socks in
«Шкарпеткомат», there were even
Instagram stories "How I found
«Шкарпеткомат» Sammy Icon in
"Globus".
Generally in SN the idea was received
well.

22
DoveDoestheMannequinChallenge
For the latest installment of its iconic "Real Beauty" campaign,
Dove tweaks the bizarrely popular Mannequin Challenge
meme.
A group of diverse women invade a clothing boutique and turn
the challenge upside down. True to the meme, they pose in a
complex tableau. Still, it’s not really the humans who are asked
to accomplish something. It's the fiberglass and plastic
facsimiles.
By keeping things simple and slightly askew, the video
succeeds as an offbeat one-off entry in Dove's long-running
campaign. It memorably illustrates that no single "norm"
represents the human form, but never belabors that point.
Results
YouTube views: 64 715
Comments
Dove’s mannequin challenge ad does
seem to have a positive impact.
It case of situational campaign, the
brand used “mannequin challenge”
with strong link to its core idea
(positive body).

23
PressReleaseMadeofSteel
The Minneapolis agency Colle+McVoy helped the industrial
brandCub Cadet launch a new line of Cub Cadet PRO Z
commercial riding mowers. These are seriously badass
machines. They have the only Triple 7-gauge steel deck on the
market—the thickest, strongest steel deck in the industry.
Landscapers apparently love the stuff, as it lets them clear
rugged ground without worrying about destroying the mower.
Press release, surely, was made out of Triple 7-gauge steel
and shipped in a custom crate with a crowbar. Because you
can always use an extra crowbar.
Comments
Who says the physical press release is
completely dead?
Rather it gained some weight.
Great idea, though seems hugely
wasteful. But the buzz it received!

24
3.5HoursofRealInsultsAboutLaphroaigScotch
What happens when you mix mean tweets, improv comedy,
political satire and user-generated content? This new ultra-
long-form ad from scotch brand Laphroaig that's so
entertaining, you might actually find yourself watching the
whole thing. (Well, maybe.)
That would be three and a half hours of comedian Andy Daly,
of Comedy Central's much-loved and now-defunct Review,
doing what the brand is calling a "filibuster," so he can read
three years' worth of consumer comments. Some of them are
fawning, but most are negative, even downright blistering.
There are even some twisted haikus.
Results
YouTube views:
25 145
(yes, it is really 3 and a half hours)
Comments
If you like some amusing background
noise to help you finish off the final
hours of the Friday workday, you
might want to play this 3.5 hour ad.
And it’s trendy - joins the extreme-
long-form trend that includes
Lagavulin (45-minute Yule Log) and
brands like Arby's (with its 13-hour
brisket commercial).

25
LifeisBitterbyFernetBranca
Life is bitter, or when an advertising campaign reminds you
that life is unfair! You are more likely to die struck by a
lightning than winning at the lottery, and about 8,000 Danes
are currently making love while you are watching these
posters. An awesome operation launched in Denmark by the
Ogilvy agency, to promote the bitter Fernet Branca.
Being so popular in Scandinavia, this campaign also launched
in other countries, including Germany.
Comments
Yes, great insight, cheeky and
unconventional…But mess up a little-
and the wave of negativity is sure to
overwhelm you, like it happened
with Duisburg (“Finally, you‘ve got a
promotion. And moved to Duisburg.
Life is bitter” – this poster raised
some eyebrows).

26
SpotifyCrunchesUserDatainFunWays
Spotify puts its vast trove of listener data to playful use in a
new global out-of-home ad campaign—its largest OOH effort
to date—with executions that playfully highlight some of the
more bizarre user habits it noticed throughout 2016.
The work, developed by Spotify's internal creative team, began
rolling out Monday in the U.S., the U.K., France and Germany
on Monday and is fully in market today. The ads use aggregate
data, and even some individual data, to generate different
witty headlines.
It's a clever, engaging way to use data to humanize technology.
This campaign was executed in the USA as well as overseas.
Comments
It’s a bright example of user
generated content (UGC) usage, when
brand gave “new life” for earned
contacts not only in digital, but in
OOH campaign.

27
SoapBrandLifebuoyFightsBacteria
Soap brand Lifebuoy has launched some truly grimy billboards.
The company's new shopping mall ads are essentially giant
Petri dishes in which bacteria swabbed from everyday objects
grows before the eyes of passers-by over the course of days.
The end result is a colorful pattern of living bacterial colonies
splayed out around their comparatively small source.
It's unclear, however, whether the company distinguishes
between harmful germs and microorganisms that can actually
be beneficial to health.
Comments
Everyone including the young and old
will benefit from this public message
AND will remember the lasting power
of Lifebuoy's product.
Some may think so, but indeed a little
bit unpleasant for others. For hygiene
category, communication built on
fear is seen as more persuasive.
So do not forget to wash your hands
;)

28
Brands Cases
Playing on New Territory

29
KitKatSushi
The sushi comes in three flavors: Maguro (tuna), Tamago (egg)
and Uni (sea urchin). But, don't worry, the flavors are only
named for the sushi that inspire them, not for their taste.
The Maguro flavor consists of a raspberry Kit Kit on top of a
white chocolate-covered puffed rice base while Tamago
substitutes a pumpkin pudding Kit Kat and adds a seaweed
accent. The most unique option is Uni, which features both
Hokkaido melon and mascarpone cheese flavored candies
wrapped in seaweed.
The special edition sets will be given out to visitors who
spend a minimum of 3,000 yen ($26.47) at Tokyo's newest
KitKat Chocolatory shop, located in Ginza, from February 2-14.
Comments
Popular comment in Internet about
this solution:
“I wish we had even a small fraction
of the flavors here in the US that
KitKat fans in Japan enjoy! The green
tea, cherry blossom and melon ones.
I say get creative, Nestle, and share
the wealth here in the states. Maybe
something like Lays "Do Us a Flavor"
campaign where people suggest and
vote on new flavors?”

30
McDonald’sWillStartBringingFoodRighttoYourTable
While Americans may have seen a number of McDonald's
locations implementing table service over the last few months,
the company announced today that it plans to roll out table
service to all U.S. restaurants in 2017, CNBC reports.
The company began testing this model about a year ago,
having customers place their orders but rather than queuing
up to the side of the registers, taking a seat and having an
employee serve the orders. However, it was only tested in
roughly 500 locations in cities including New York and Florida.
More locations will also install self-serve kiosks where
customers can personalize their orders without interacting
with a McDonald's employee.
Comments
It is not yet fully implemented, but
the reasons are clear: the shift comes
at a time when a number of fast food
chains are making major changes to
win over more customers, from
revamping their interiors a-la KFC and
Arby's, to updating the brand logo
and image completely like Taco Bell.

31
SweetyconNutella
McDonald’s latest dessert, available only in Italy, is called the
Sweety con Nutella, and has the shape and soft buns of a
regular burger, but instead of a uniform slab of beef in the
middle, it has a big gooey center of Nutella hazelnut and
cocoa spread.
Like the regular McDonald’s burger, the Sweety con Nutella is
smaller than it appears in pictures, though it still finds enough
room to fit 256 calories per serving.
Judging by the overwhelmingly positive reception that the
Sweety con Nutella has received on McDonald’s Facebook
page, it’s not completely unreasonable to think it might make
its way out of Italy and to other chocolate-loving places.
Results
FB publication (Italy) received:
62K likes
75K comments
96K shares
Comments
Burger with Nutella? Why
not…maybe it will be gummy bears
next)

32
WineLabelsWithShortStories
A good read and a bottle of wine go together like movies and
popcorn. That’s why Italian winery Matteo Correggia and
design agency Reverse Innovation has created Librottiglia (a
smart combination of the Italian words for “book” and
“bottle”), a range of wines intertwined with literature.
Each bottle of the Librottiglia line has a short story as part of
its label which perfectly fit the drink inside.
Currently, the short stories on 375ml bottles are available only
in Italian, but lets hope that they will soon come out in English
as well.
Comments
Here we included some consumer
comments:
“The challenge is being able to read
by the end of the bottle.”
“It’s quite a nice idea , until you think
about how easy it is to just hold a
book in one hand and a glass of wine
in another.”
“Reading a short story off a bottle is
so much more sophisticated and
chilled than angrily watching X Factor
when someone on the screen drives
you mad.”
With heritage as a “reading country”
we are waiting for someone to roll
out this idea in Ukraine soon ;)

33
PepsiCoLaunchesLifewtr
PepsiCo has launched a premium water bottle brand called
Lifewtr in a bid to rival Coca-Cola’s Jennifer Aniston-endorsed
Smartwater.
Lifewtr, which PepsiCo is describing as “a purified water, pH
balanced with electrolytes added for taste,” will begin to hit US
shelves in February of 2017. The launch comes as bottled
water sales continue to grow with consumers looking for
healthier alternatives to soda and other sugary drinks.
According to research from Mintel, sales of bottled water
increased 6.4% to top $15bn last year in the US.
Results
Since 2004, bottled water volume has
more than doubled in the past year.
Though soda sales still represent 55%
of the total liquid refreshment
beverages market—PepsiCo (PEP,
+1.30%) and peers like Coca-Cola (KO,
+1.88%) can see the writing on the
wall.

34
Brands Cases
Demanding Consumers

35
Ukrtelecom’sPlatformofWonders
The largest fixed-line operator has launched a Christmas
campaign urging Ukrainians to do good deeds and to received
for this different gifts.
According to campaign terms, all wishing to participate should
choose the good deed on the website, and then send a photo
or video in support of his/her work. In return something nice
awaits them.
Users in the networks, however, wanted to see the wonders
from the company itself in the form of improvements in its
call center and lines repair.
Comments
The campaign idea itself is bright and
positive.
But if you provide a service – be
ready to face negativity with people
demanding good service and timely
breakdowns repair.

36
TobleroneChangeditsChocolateChunks
The makers of Toblerone face a mountain of fury after making
a controversial change to its distinctive triangular chocolate
chunks.
Mondelez International has increased the gap between the
peaks as a UK-only cost-saving measure to reduce the weight
of its bars.
The company, which also owns Cadbury, said the move was
down to the rise in the cost of ingredients, and denied it was a
result of Brexit.
But some consumers have described the move as "the wrong
decision" and said the bigger spaces looked "stupid".
Comments
Toblerone fan Dan Rickwood said: "Hi
Toblerone, I am one of your biggest
fans and love your chocolate, but I
bought a 150g Toblerone earlier only
to be left upset disappointed and a
little distressed!”
"In fact I felt cheated on a tad in the
way that they are now spaced out so
much loosing out on Toblerone
goodness, I'm upset Toblerone I'm
sorry but I really am."

37
LADAVestaGoesWild
The brand has shown what characteristics of LADA are
"superior" to the functionality of auto-competitors of premium
cars. The manufacturer has compared himself to Tesla,
McLaren, Lamborghini, Ferrari and Bentley.
Users pointed out the bias of the statements, noted the
benefits of LADA and discussed the characteristics of different
cars.
*Previously LADA started “battle” of car brands:
Link
Comments
In the comments under the posts
users of the social network advised
the administrators to stop the
"questionable advertising campaign,"
noting that it does no good to the
brand.
Some jokingly suggested their own
versions of the LADA Vesta
comparison with other cars. “You can
write: Lada, three letters less than in
Maybach," said one of the users.

38
RitterSport’sUnicornisIndeedUnique
What was supposed to make hipsters and unicorn lovers
magically happy, upset indeed a whole generation. The white
chocolate with yogurt, raspberry and cassis rainbow with super
sparkly unicorn packaging was sold out in a blink of an eye.
With about 500 times more views than on an average day, the
server went TILT and the unicorn chocolate bars were sold out
in 10 minutes.
On sale for €1.99 (£1.70) for 100 grams, the chocolate sold out
in just over an hour.
But unicorn fans didn't let that stop them, as they turned to
eBay for a last chance at buying the magical choc.
Comments
“This made the people go INSANE. I
mean, c'mon, it must be some sort of
crime to dangle such a beautiful
chocolate before our eyes, that we
can't even get our hands on?!”
“Now, although I do wish I could be
chowing down on a nice piece of this
unicorn treat right now, $100 for a
chocolate bar smaller than my iPhone
7 plus seems a little much, am I
right?”.

39
Brands Cases
Techno and Innovations

40
VintageDroppedTheirClientsOfftheRoof
On the eve of its 10th anniversary web production sent to
customers and partners unusual invitations in the form of VR
masks. The recipient wore the cardboard mask, put her/his
smartphone with a special app inside and hit the cyber-space
through roof-jump. Then the customer went in search of the
details of the upcoming event.
Difficulties arose with the versatility of invitation — as there
are a great many of different models of smartphones, on some
of them not everything worked correctly.
Comments
Company drives Experience via VR
(topic of this report issue) and we
catch ourselves on the thought that
we want to be clients of Vintage!

41
SamsungandDigitalWorld
The digital world has kept the set of traditional characters of
favorite winter holidays a Christmas virtual company in the
new Samsung commercial.
"New year promo is a special genre in advertising, that is
crowded with Santa Clauses, Snow Maidens, deers and other
pleasant characters. At Cheil Ukraine we have decided to do
without them and show real people, for whom cool and
innovative gifts from Samsung help to discover their talents",—
commented on the idea of a holiday commercial from
Samsung, one of its authors, creative Director at Cheil Ukraine
Vladislava Denis.
Results
Comments
How to sell your products on
Christmas and New Year?
Do it openly and you will catch more
flies with honey than with vinegar)

42
AnimalPlanetandPedigreeAddVR totheBowl
Animal Planet and Pedigree are bringing VR to the Puppy
Bowl for the first time, providing a “pup’s-eye view” of the
action via Buttons, one of the 78 adoptable puppies (from 34
animal shelters and rescue organizations nationwide)
competing on “Team Ruff” and “Team Fluff.”
The VR content is available via Animal Planet’s Puppy Bowl hub
page, YouTube, Discovery’s VR apps and Facebook.
The two companies also partnered on a pair of branded
content spots, showing a Rocky-style montage of the animals
preparing for the Puppy Bowl. They are airing on Animal Planet
and are also available on Animal Planet and Pedigree’s social
channels.
Results
Last year’s telecast of super Bowl was
the No. 2 show in its time slot on
both broadcast and linear among
adults 25-54, women 25-54 and
women 18-49, behind only CBS’s
Super Bowl coverage. Animal Planet
says 9.3 million unique total viewers
watched the day’s 12-hour Puppy
Bowl marathon.

43
SingingCoca-ColaBottle
With the holiday season, people all over the world are sending
messages to their friends and family. Spanish-based digital
agency Gigigo decided to give this old tradition a modern
twist by designing a bottle cap for Coca-Cola that lets
customers record 30-second voice messages which can then
be played by simply twisting the beverage open.
The limited-edition bottles were available in two stores in
Sicily, with some distributed to influencers in Central and
Eastern Europe. If those test runs prove successful, a larger
scale campaign could potentially start this year.
Results
Comments
Great interactive idea but with yet
unknown scale and engagement rate.

44
TheWorld’sRudest,MostPassive-AggressiveBillboard
If anything is going to convince a smoker to quit, it's a
judgmental, passive-aggressive, coughing billboard. At least,
that's the ostensible premise of a new campaign from Swedish
pharmacy Apoteket Hjärtat and agency Åkestam Holst.
The digital poster uses outdoor smoke detectors to identify
any nearby smokers and shame them by sending the man on
the screen into a hacking fit, according to a case study video
promoting the ad.
It then displays a series of nicotine patches and other kick-the-
habit products, because obviously, the smoker is going to be
most receptive to a pitch right after having his or her moment
of self-destructive indulgence.
Results
Comments
It's nice that it wants to help people
be healthier.
Though smokers these days know
that smoking is bad for them, and
they choose to do it anyway.
Some say that this ad is being
deliberately more intrusive in nagging
adults for their unhealthy choices,
which doesn't do the brand any
favors.

45
Brands Cases
Christmas Storytelling*mostviewableandinteresting

46
Edeka-MostAnti-ConsumeristChristmasAdof2016
Results
Comments
Achtung – the ad is in German)
If you were entertaining before
people will tend to believe you can
do it again. Keep profile!
German supermarket chain Edeka's annual Christmas ad is
super heartwarming.
It opens with—and remains dedicated, for the most part, to—
familiar scenes of holiday season bustle and stress. Parents
dash around trying to buy gifts, and cook, and clean, and
shovel the walk, put on their winter tires, and tend to other
tedious business.
“The best gift is time spent with you," reads the tagline when
all the things are put aside.
It's a beautiful, anti-materialistic payoff. Sure, it's broad, but it's
deftly executed. And the about-face makes it feel fresh. their
own death.

47
Chevrolet’sNewYearNewRoads
In January Chevrolet launched a campaign on Facebook
designed to keep you on track—and portray the General
Motors nameplate as a valued partner on the road of life.
The push takes a two-pronged approach.
First, the team deployed Chevrolet Co-Driver, a free automated
chatbot within FB Messenger. It lets users share tips and access
expert advice to keep them motivated.
Along with employing the bot to foster a sense of
community—and, hopefully, tie users more closely to the
brand—Chevy also harnesses the power of long-form
storytelling, following five diverse subjects who are seeking to
achieve various goals.
Results
YouTube views: 1 868 791 (one of the
videos)
Comments
Chevy started this campaign in 2013
with “Find New Roads” slogan. This
year it brings it to a whole new level
with 360° video, virtual reality and a
special messenger ‘bot’.

48
SamsungWishesaHappyVirtualHoliday
Samsung is hoping to create what it calls "a new holiday
tradition" with a campaign called "The Gift of Galaxy," which
celebrates experiences both delightful and immersive. If
you've followed Samsung's many VR-related ads this year, you
won't be all that surprised at what this gift entails.
A national TV spot kicks the work off.
Titled "Unwrap the Feels“, it features families offering Samsung
Gear VR headsets to family members, who enthuse, clip their
phones in and experience a whole roller-coaster of emotions
while others watch, pleased as punch.
Results
Comments
Granted, we saw a few commercials
this holiday season playing on a
similar concept, but the commercial
was only half of Samsung’s “Unwrap
the Feels” campaign, which wisely
targets Millennials.

49
HypnotizingWalmart
While the holidays are normally a fun and relaxing time for
kids, they can often be stressful for adults both financially and
emotionally. Because "everyone should feel like a kid at
Christmas," Walmart has rolled out a campaign that features
hypnotist Chris Jones as he hypnotizes adults so they can re-
live their favorite holiday from their childhood.
In "Holiday Hypnosis," by Saatchi & Saatchi New York, Jones
meets various harried adults and interviews them about their
favorite childhood Christmases. Then, after placing them in a
trance, he gets them to relive them.
Results
Comments
You may or may not believe in
hypnosis but this ad brings us
something more – the forgotten
feeling of wonder, mystery and
anticipation of wonderful holiday
ahead.

50
WishingHappyHolidaystoEverySingleIcelanderbyName
Talk about ambition: Reyka Vodka has decided to use
Facebook Live to wish every single resident of Iceland
Gleðilega hátíð, or "Happy holidays."
Iceland isn't a big country, but it does count over 320,000
residents—making this quite a job for Frikki, the man who's
been appointed to do it. Luckily, he's had help narrowing down
the list, in a campaign created by Red Tettemer O'Connell +
Partners.
The videos remind us of Sweden's "Call a Swede" campaign,
probably because of the telephone, but also because of its
interesting preoccupation with tying a campaign directly to the
country's inhabitants.
Results
FB views: 149 417 (two parts)
Comments
Attention! Video from FB.
Reyka Vodka is taking personalization
to a whole new level in an
entertaining manner. If you have
what it takes to watch the whole two
hours of well-wishing to 4 512
icelanders ;)

51
LonelyNoMoreThankstoCoca-ColaandMarvel
Many people will be spending the holidays alone this year.
Whether that’s because of logistics, finances, the cruelties of
fate, or the ascension of an incompetent racist nightmare
tearing your family into factions, your best friends, Marvel and
Coca-Cola, would like to help.
To that end, they’ve posted hour-long videos of fires crackling
ominously in the empty living rooms of Captain America’s
Brooklyn townhouse, Thor’s weird stained-glass-covered
Asgard home, Iron Man’s ritzy Manhattan apartment, the
Guardians of the Galaxy spaceship (complete with a toy Baby
Groot), and Ms. Marvel’s New Jersey house.
Results
YouTube views:
196 569… and it’s only Iron Man’s
apartment)
Comments
For all those loners out there – Happy
Holidays!

52
Samsung’sExtremeSanta
Casey Neistat has done it again, releasing a holiday video for
Samsung today with an enormous drone that lifts and flies
the stunt-minded, master influencer around on a snowboard.
The Samsung work is part of a series Neistat and Wellens
appear to be doing for the brand.
The message behind the stunt is that Samsung want to be seen
to be pushing the boundaries and leading the way in the tech
race developing devices which are the forefront of new
advances in the industry. With three individually successful
videos and such a well-known internet personality as Casey
standing beside them, Samsung will be the ones getting some
Christmas cheer this year.
Results
YouTube likes: 365 380
YouTube comments: 26 794
That’s Santa Claus we’ve been
waiting for!

53
KrazyKristmasTree
At 25-feet tall and an artificial one, this Christmas Tree has
some interesting features – like, say, the real drum kit, LED
television, foosball table and aforementioned Ping Pong table
that hang from its branches. As the tree's name suggests,
these extremely large and heavy "ornaments" were all
attached to the branches with Krazy Glue.
The company didn't cheat with hidden screws or anything. It
used exactly two drops of Krazy Glue—dropped onto metal
plates machined smooth—to affix each object to the tree.
Since the heaviest ornament was 240 pounds, two drops was
actually playing it safe: A single drop of Krazy Glue, the
company maintains, can hold up to 2,000 pounds.
Results
Comments
Overall, the Krazy Kristmas event was
a great success, having impressed all
the passersby and receiving good
media coverage, going viral. Not bad
for a glue )

54
H&MChristmasAdbyWesAnderson
H&M has had a very strong year in its advertising, and it's
putting a festive bow on 2016 with this lovely short film for
Christmas, directed by Wes Anderson (with help from London
agency adam&eveDDB) and starring Adrien Brody.
"The winter train ride, under Wes Anderson's direction, is the
perfect setting for H&M's holiday collection full of relaxed,
wearable elegance," said Pernilla Wohlfahrt, H&M's head of
design and creative director. "It's about mixing the informal
with a sense of occasion, capturing the holiday mood for both
dressing up and getting cosy with loved ones.“
Results
YouTube likes: 86 674
Comments
Yes, there’s various pieces of H&M
branding tucked inside the short at
discrete moments, but let’s forget
about the cynicism for now, and just
focus on a sweet story told with style)

55
SomeGreatChristmasOOHAds
Concise ad showing Stihl
leaves cleaner.
An advertising campaign urging
drivers not to drink alcohol on
Christmas, better - a glass of water.
Harvey Nichols - British luxury store with
witty Christmas ad campaign. Well, it's just
the rocks, but how beautifully they are
packaged. Sorry, I spent it all on myself!

Your Zenith Team
Thanks You 

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