the strategy for the campaign was "informed by the understanding that, for our audience, the discovery that a no-sugar drink still has maximum cola taste is 'unbelievably' good," so the brand has "created, collaborated on, and curated a host of unbelievable feats and experiences."
Ignition 5 24.03.14
Dear future Mom, Let Mamma Lanes!, VOD takeover, Alert Shirt, Unbelievable
Dear future Mom
Let Mamma Lanes!
Alert Shirt: Haptic Feedback
Radio SimWearable Experiments
The video, Dear Future Mum, was made ahead of World
Down Syndrome Day on March 21st, which aims to raise
awareness and advocate for rights, inclusion and wellbeing
of those with the condition.
An email received by the National Association of People
with Down Syndrome from a pregnant woman worried
about the quality of life a child with Down syndrome will
have, was met with a reassuring message from young
people who have the condition. They explain all the ways
her child will enjoy a full and fulfilling life, as they do.
The message is simply: "Dear future mum, your child can
be happy. Just like I am. And you'll be happy too.“
World Down Syndrome Day is celebrated each year, when
organizations from all over the world focus on one aspect of
what it is like to live with Down syndrome. The event has
been officially observed by the UN since 2012 and this
year's topic is "Health and wellbeing – access and equality
Dear Future Mom
Let Mamma Lanes!
This promo is the sequel to a successful Facebook
activation created by Lanes Health and called “Let Mama
Lanes” (where “Lanes” is a pun because it sounds just like
“say” in Greek). Through the Facebook app, they gave
users the opportunity to talk about their over-protective
mothers in public and share their most epic “Mama
quotes”, in a fun and engaging way. In 15 days, users
produced 2,000 quotes and 4,000 new fans for the
The activation led to an interactive vending machine which
was placed in the biggest shopping mall in Athens (The
Mall Athens). Visitors were given the chance to meet the
Greek Mama up close and personal, and take part in the
one and only “Mama knows best so you‟d better listen to
what she says if you want to get a treat” experience.
Mama was the star of the show and offered lots of
smiles, while the vitamins themselves won the heart of the
public. Mama approves!
Great integrated campaign from AIG, an insurance
company in Israel. They wanted to communicate the
message that people have different insurance needs and
they should be charged different premiums accordingly.
Using the largest VOD site in Israel they went through
dozens of movies searching for very specific scenes. They
then added unique banners for each of them, illustrating
their message perfectly while hovering over that specific
Alert Shirt: Haptic Feedback Footy Jersey
If you‟ve heard of Haptic Feedback, then this is a pretty
cool example of what the future might hold. It‟s called
Alert Shirt, and looks to be a one-off, non-scientific
prototype to hype the game on PayTV network „Foxtel‟ in
Australia, and it is wearable technology that promises to
convert live game data into powerful sensations
experienced instantly by the wearer during a match.
The haptic feedback object does a number of things
including; Pressure: a thumping heart whenever the
game is on the line. Impact: the shock of a big hit when
players collide. Despair: the sinking feeling of every
costly mistake. Exhaustion: lungs burning every time
your team puts in a hard effort. Adrenalin: a rush of
blood when your team is on the up.
Pepsi MAX has released a video showcasing some
amazing public reactions to an innovative new use of
Augmented Reality (AR) technology.
As part of its “Unbelievable campaign”, which they‟ve
built on the insight that their target audience find it
“unbelievable” that the no-sugar drink still has that
maximum taste, Pepsi Max fitted AR technology to bus
stops in central London, giving the illusion of a see-
through display… but with unbelievable and unexpected
scenes 'mapped' over the live feed.
The hidden digital technology tricks unsuspecting
passengers into thinking they are steps away from
hovering alien ships, a loose tiger, and a giant robot with
laser beam eyes!
They‟re also asking consumers to submit Unbelievable
Vines for a chance to be featured on billboards
throughout the country.