This document provides summaries of 7 marketing campaigns: 1) A Heineken prank video where men try to convince their partners to buy stadium seats for a chance to win Champions League tickets. 2) BNP Paribas' "Hello Bank" campaign featuring a symphony orchestra performing without instruments to promote their digital mobile bank. 3) Coca-Cola's "Small World Machines" that let Indians and Pakistanis interact across borders from vending machines. 4) A Kmart ad continuing the humor of "Ship My Pants" with a father and son looking at a "big gas truck." 5) KBC identified gaps in local businesses for every Belgian town and

1. 27.05.12

2. This Week...
The Negotiation, Hello Bank, Small world machines, Big Gas Savings, Gap in the market
The Negotiation
Heineken
Hello Bank
BNP Paribas
Small World Machines
Coca-Cola
Big Gas Savings
Kmart
Gap in the market
KBC

3. The Negotiation
Heineken
Another prank from Heineken. Watch what happens
when football fans try to convince their ladies to buy
stadium seats for their home from a furniture store.
The men are briefed on the task when they walk in and
are told that if they can manage to convince their
partner to buy these red plastic seats, they will secure
two tickets to the Champions League final! Heineken are
making the most of their CL sponsorship here!
A desperate attempt at persuasion begins!

4. Hello Bank
BNP Paribas
BNP Paribas introduced themselves with "Hello Bank!" they
claim to be Europe's first fully-digital mobile bank. They did
this with a smart orchestra stunt.
Created in collaboration with master production company B-
Reel and the Czech National Symphony Orchestra, the
campaign brought together the talents from the musical and
tech world for a one-of-a-kind performance by the orchestra
that showed just what you could do with just your mobile
phone.
Taped during a performance in Prague, and led by conductor
Libor Pesek, the outfit's 60 musicians put aside their
instruments for a special performance of "Carmen.“

5. Coke just launched their ‘Small World Machines’ which
are aimed at creating simple moments of happiness
between two nations at odds – India and Pakistan. They
bring a live touch screen experience to the normal
vending machines, letting Indians and Pakistanis interact
with and engage across country borders.
As you would expect, interacting with your counterpart
from the other country resulted in a free can of Coke for
both.
Small World Machines
Coca-Cola

6. A follow up from the ‘Ship My Pants’ ad from Kmart which
is at nearly 17 million Youtube views and counting. The
theme of ‘almost-profanity’ shows up in the "Big Gas
Savings," which features some big-gas humor indeed.
It even features the same family from "Ship My Pants,"
and once again the kid gets the best line. (In the earlier
spot, he blurted out, "I can't wait to ship my pants, Dad."
Here, he shouts, "Dad, look at that big gas truck!").
It will be interesting to see if it will get the same viewer
count on. YouTube. The hashtag #biggassavings could
also end up trending on Twitter.
Big Gas Savings
Kmart

7. It’s no easy feat to encourage entrepreneurs to set up
their own business in a recession. KBC decided to step in
and help kick start the process.
Together with the inhabitants of every single town in
Belgium they went searching for what businesses were
needed in every town in the country.
This campaign was created by TBWA Belgium and
created quite some buzz in the press. They used press,
outdoor and online as the mediums to communicate this
message.
The lack of local business became a national topic and
was even put on the government agenda. On average
560 gaps were reported for each town and more 1500
new business were started as a direct result of the
campaign.
Gap in the market
KBC