KONY 2012: MAKE A VIRAL
VIDEO TO1! BRING A KNOWN MURDERER TO LIGHT! Kony was THE phenomenon of the ﬁrst part of the year:! - A 30-minute video! - Real and straightforward! - Quickly obtained thousands of millions of views ! - One of the most talked-about movies of the year! Kony was controversial and sparked many video responses.! 4! LaMercatique!
GANGNAM STYLE: THE MOST-VIEWED2! VIDEO
EVER! This was the ﬁrst time an Asian (Korean) song became a hit among westerners (> 805 millions views).! ! Several factors can explain its success:! - A funny, yet easy-to-copy dance! - A lack of copyright that allowed for a multitude of parodies (some of which saw over 10 millions views) > Psy received a % of the revenue generated from each “Gangnam style” parodies’ ads(estimated around $1million).! 5! LaMercatique!
3! CALL ME MAYBE! You’ve
deﬁnitely heard this song.! How did a simply written summertime song reach almost 300 millions views (counting only the ofﬁcial video)?! Justin Bieber and Selena Gomez ﬁlmed themselves with a bunch of friends singing the song and tweeting about it in January...the catchy sound and lyrics did the rest.! ! 6! LaMercatique!
BEHIND THE SCENES WITH
1! MCDONALD’S!COUNTRY! CANADA!BRAND! MCDONALD’S!TARGET AUDIENCE! PEOPLE WARY OF THE BRAND!OBJECTIVE! CREATE A RELATIONSHIP WITH & REASSURE PEOPLE !CHALLENGE! THE QUALITY OF THEIR FOOD! 8! LaMercatique!
! ! # 1! !BEHIND
THE SCENES WITH MCDONALD’S!!CONCEPT:!!Create a new interactive Youtube channel where people can ask anything!and get a response in video form.!! This transparent position for a brand that is as global as McDonald’s!piqued people’s curiosity.!!RESULTS:!!6,000 questions !!!Over 2 million interactions & an average viewing time of 4 min!!VIDEO: http://youtu.be/oSd0keSj2W8! 9! LaMercatique!
! ! # 1! !KEY
TAKEAWAY! ENGAGEMENT! People may not always participate in your pre- planned communication program.! They like to respond, however, and when a brand offers transparency - they love it.! These interactions also demonstrate how engaging a brand can be.! ! ! ! 10! LaMercatique!
# 2! THE INVISIBLE MERCEDES!COUNTRY!
GERMANY!BRAND! MERCEDES!TARGET AUDIENCE! THE ENTIRE COUNTRY!OBJECTIVE! PROMOTE A NEW DRIVING TECHNOLOGY!CHALLENGE! THE CAR INDUSTRY’S AD SPEND IS UNRIVALED! 11! LaMercatique!
! ! #2! !INVISIBLE MERCEDES!
!CONCEPT:! ! To be honest, the video is disappointing compared to the (real life) !amazing concept that Mercedes developed.! !The idea is simple and broke through to people. After all, who never !dreamed of being invisible when you were little?!! !RESULTS:! !Over 10 million views, 450 million media impressions! !VIDEO: http://youtu.be/zt5AHdQApvg! 12! LaMercatique!
! ! # 2! !KEY
TAKEAWAY! SURPRISE! Mercedes’s idea was simple yet surprising: we’re used to seeing special effects in movies, but not an actual real-life "trick".! The only downside is that the quality of the video leaves much to be be desired and feels too much like an ad. ! ! 13! LaMercatique!
# 3! RED BULL STRATOS!COUNTRY!
AUSTRIA!BRAND! RED BULL!TARGET AUDIENCE! WORLDWIDE !OBJECTIVE! BRAND EQUITY!CHALLENGE! THE OPERATION CHALLENGED HUMAN LIMITS! 14! LaMercatique!
! ! # 3! !RED
BULL STRATOS!!CONCEPT:!! Red Bull’s global strategy is centered around creating amazing!branded content.!!This operation set a whole new level of standards for brands.!!!!RESULTS:!!Over 8 million people watched the jump live (beating a precedent !!record of 500,000) + millions of dollars in the equivalent of media spend!!Estimated cost: $50 million!!VIDEO: http://youtu.be/dOoHArAzdug! 15! LaMercatique!
! ! # 3! !KEY
TAKEAWAY! SHARED VALUES! “Courage” is a value that will be soon connected to Red Bull and it’s a label that they’re clearly striving for.! People are fed up with product-centric advertising; they want great content but see a whirlwind of values every day in a multitude of media forms. Brands that offer up value for society make the case for their product like never before.! If executed to plan, viewers share your content because, well, they enjoyed it!! ! 16! ! LaMercatique!
# 4! SHARE A COKE!COUNTRY!
AUSTRALIA!BRAND! COCA COLA!TARGET AUDIENCE! YOUNG ADULTS!OBJECTIVE! REINFORCE TIES WITH THE BRAND!CHALLENGE! COCA COLA IS STRUGGLING TO REMAIN TOP OF MIND! 17! LaMercatique!
! ! # 4! !SHARE
A COKE!!CONCEPT:!!Coca Cola decided to make the brand about every one of us, using!mass personalization. That is, your name (and then your friend’s and!neighbor’s names) replaced their logo.!! This was a completly integrated campaign using outdoor, TV,!Social Média, Press, Retail Stores…!!RESULTS:! ! 7% increase in young adult consumption! ! 12 million earned media impressions!!VIDEO: http://youtu.be/2l_WzEdUd0o! 18! LaMercatique!
! ! # 4! !KEY
TAKEAWAY! MASS PERSONALIZATION! In a consumption-driven society, it’s the details that count – and personal attention. Personalization is a key driver for sales.! Most brands are unable to choose this option, as it is costly and complicated.! If executed well, mass personalization can offer the same attention and details as personalization, with relatively low costs.! 19! LaMercatique!
# 5! NIKE FUEL BAND!COUNTRY!
U.S.A!BRAND! NIKE!TARGET AUDIENCE! WORLDWIDE !OBJECTIVE! `DEVELOPING THE BRAND’S PRODUCT BREADTH!CHALLENGE! A COMPLETELY NEW PRODUCT CATEGORY! 20! LaMercatique!
! ! # 5! !NIKE
FUEL BAND! !CONCEPT :! ! The Nike fuel band combined a communications operation with the !launch of an entirely new category of products.! !Nike broadened their product breadth, equally broadening their value !proposition.!! !RESULTS :! !For Nike, the fuelband was a major solution to their formerly declining !revenue.!! !VIDEO: http://youtu.be/W8xMurdO4Tk! 21! LaMercatique!
! ! # 5! !KEY
TAKEAWAY! INNOVATE! The digital space forces brands to rethink their brands’ value propostions.! A sports-centric brand, with the help of a new product, became a health partner and also devised a manner to access data which will allow it to better adress its customers tomorrow. !! 22! LaMercatique!
# 6! AMERICAN EXPRESS SHOP
SMALL!COUNTRY! U.S.A.!BRAND! AMERICAN EXPRESS!TARGET AUDIENCE! SMALL BUSINESSES!OBJECTIVE! EMPATHY FOR THE BRAND & INCREASE REVENUES!CHALLENGE! LOBBYING FOR A WAY TO RELAUNCH THE ECONOMY! 23! LaMercatique!
! ! # 6! !AMERICAN
EXPRESS !! ! !SHOP SMALL!!CONCEPT:!! Create and spread a global concept based on helping small!companies sell more and help them use new marketing tools.!!A 360° campaign (even including lobbying).!!!!RESULTS:! T ! housands of companies joined! 2 ! .7 million “likes” on Facebook! !Barack Obama is in the video, saying how amazing the operation is!!VIDEO: http://youtu.be/rIYHjs1vEAo! 24! LaMercatique!
! ! # 6! !KEY
TAKEAWAY! BE USEFUL & RELEVANT!American Express has been 100% involved in thisproject, helping small businesses to increase sales.!!This has been particularly relevant in crisiseconomies. Instead of focusing on what they had tooffer, they focused on how they could help theirclients.!It paid off: both AMEX and their clients saw increasedrevenues. Who doesn’t love a win-win story?! 25! LaMercatique!
# 7! THE TRUTH!COUNTRY! U.K.!BRAND!
BODYFORM!TARGET AUDIENCE! WOMEN!OBJECTIVE! DISCUSS A DELICATE SITUATION BROUGHT UP ON FACEBOOK !CHALLENGE! WOMEN’S MENSTRUAL PERIODS IS NOT A FUN TOPIC! 26! LaMercatique!
! ! # 7! !THE
TRUTH!!CONCEPT:!!This video sets itself apart by providing a quick (1-week turnaround)!answer to a comment on Facebook.!!It was funny, unique for the industry, and straight forward. A home run.!!!RESULTS:! ! 3.4 million views! > 5 000 “Likes”!!VIDEO: http://youtu.be/Bpy75q2DDow! 27! LaMercatique!
! ! # 7! !KEY
TAKEAWAY! THINK OUTSIDE OF THE BOX! !! What drove the brand’s message home was delivering content that was unique for the industry. ! They played with classic industry items like having the CEO drink the blue liquid that is typically used to demonstrate sanitary pads’ absorbency, as well as the metaphors used in commercials (roller blading, horse riding..).! Last but not least, this video connected with women – a complicated challenge, given the range of senses of humor of women all over the world.! ! 28! ! LaMercatique!
# 8! PUSH TO ADD
DRAMA!COUNTRY! BELGIUM!BRAND! TNT!TARGET AUDIENCE! ALL BELGIANS !OBJECTIVE! INCREASE TNT CHANNEL VIEWERSHIP!CHALLENGE! SET THEIR TV CHANNELS APART! 29! LaMercatique!
! ! # 8! !PUSH
TO ADD DRAMA! !CONCEPT:! !Create a real-life action scene and ﬁlm it. ! ! The ﬁlm is funny and shocking, and makes you want to understand !what is going on. ! Source : Unruly Media!! !RESULTS:! !32 million views! !The 3rd most shared ad in the digital advertising world*! !VIDEO: http://bit.ly/HrpsnF!! 30! LaMercatique!
! ! # 8! !KEY
TAKEAWAY! SURPRISE! ! !! 2 elements in this video stood out:! Creating an “ofﬂine” event that was central to creating a powerful video ad.! The element of surprise that connected participants and viewers and made viewers want to share. ! The brand invested a signiﬁcant budget in this movie, but it may not have been as effective otherwise.! ! 31! LaMercatique!
! ! # 9! !BEST
JOB!!CONCEPT:!! In 174 years, P&G has never done such a powerful campaign.! Through their sponsorship of the 2012 Olympics, they were able to! push an emotional tribute to mother worldwide (their key target!audience).!! The video was launched on Mother’s Day and subtitled in several!languages to extend its reach.!!!!RESULTS:! ! > 10 million views!!VIDEO: http://youtu.be/pV8Yjz97kvc! 33! LaMercatique!
! ! # 9! !KEY
TAKEAWAY! EMOTION! It is almost impossible not to be touched by this video; we followed these mothers as they went through the emotional rollercoaster of having children training for – and then making – the Olympic Games. Most of us care for our mothers, and could identify with the love and motivation we saw. ! The video reached over 2.5 million views. Including dubbed versions of the video, it reached well over 10 million. ! ! ! 34! ! LaMercatique!
# 10! A TRAM APP
FOR VISITORS!COUNTRY! SWEDEN!BRAND! VASTTRAFIK!TARGET AUDIENCE! CITY TRAVELERS!OBJECTIVE! INCREASE PREFERENCE FOR PUBLIC TRANSPORTATION!CHALLENGE! SPREAD AWARENESS ABOUT THE APP! 35! LaMercatique!
#! ! 10! !A TRAM
APP FOR VISITORS!!CONCEPT :!! When you are travelling in an unfamiliar city, having a guide is the!best way to get around. !! A mobile app is the best solution for the job (especially when you!don’t have to pay for data…).!!!!RESULTS :!!Unknown!!VIDEO:http://youtu.be/zUl8c2ItyPk! 36! LaMercatique!
#! ! 10! !KEY TAKEAWAY!
USEFUL AND EASY TO USE! !! !! Brands are continually trying to create new concepts, yet being helpful is the best way to connect with people. ! Digital media can help you better deliver your promise in a seamless way. This application, for example, helped people get around more easily without hardly any effort at all.! ! 37! ! LaMercatique!
#! ! 11! !UNDERAGE SMOKING!!CONCEPT:!!Countless
organizations have started campaigns to get people to quit!smoking.!! What’s challenging is that everyone is aware of the dangers of!smoking, but it’s incredibly difﬁcult to kick the addiction. Having kids!ask you for a lighter might just change your perception.!!!!RESULTS:! > 1 million views (including videos that were re-posted)! A 40% uptick in phone inquiries at their hotline about quitting!!VIDEO: http://bit.ly/Kzp7Q6! 39! LaMercatique!
#! ! 11! !KEY TAKEAWAY!
KIDS ARE VIRAL! You’ve read it before: the web loves cats and babies.! People love watching children, but putting them in a situation that we are not used to seeing was a real shock.! ! ! 40! LaMercatique!
# ! ! 12! !CURATORS
OF SWEDEN! !CONCEPT :! !The ﬁrst country in the world to hand over its ofﬁcial Twitter account ! to its citizens in order to show the diversity of the Swedish national !character and, in doing so, create the “world’s most democratic Twitter !account”.!! !RESULTS :! !26,000 new Twitter followers from 120 countries! !21 other countries & cities followed suite and did the same! !PR value estimate : $19.8 million!! !VIDEO: http://bit.ly/SIZmT5! ! 42! LaMercatique!
#! ! 12! !KEY TAKEAWAY!
THINK OUTSIDE OF THE BOX! ! !! The Swedish have been incrediby creative in promoting their country.! A few years ago, they created a song that became viral in a similar manner! This was an never-before-seen and clever way to show what Sweden is really like.! ! ! ! 43! LaMercatique!
WANT MORE? !HERE ARE A
FEW BONUSES!There were many amazing campaigns this year – itwould be a shame not to mention a few more. !The ones to follow may have stuck out less, but stillmerit your attention.! 44! LaMercatique!
# 1! THE MIND READER!COUNTRY!
BELGIUM!BRAND! SAFE ONLINE BANKING!TARGET AUDIENCE! PEOPLE ONLINE IN BRUSSELS!OBJECTIVE! TEACH THE IMPORTANT POINTS OF ONLINE BANKING!CHALLENGE! WHO WANTS TO LEARN ABOUT BANKING?! 45! LaMercatique!
! ! # 1! !THE
MIND READER!!CONCEPT !!Instead of repeating a has-been concept, they launched a campaign! showing how dangerous it can be to share personal information! online and why people should be careful about online banking and!payments.!!!!RESULTS:!!5.7 million views!!VIDEO: http://youtu.be/F7pYHN9iC9I! 46! LaMercatique!
! ! # 1! !KEY
TAKEAWAY! START WITH BASIC TRUTHS! !! !!Nowadays, it is easier for people to share informationonline without thinking about the consequences, yetthere is a general awareness about the fear of beingstalked. On Facebook, for example, there are morestories that illustrate this every day. !! 47! LaMercatique!
! ! # 2! !ODYSSEY!!CONCEPT
:!! Create an amazing “social object” expressing the brand’s value!proposition.!! Cartier is a brand that communicates its value via unique! experiences. This is exactly what they wanted to communicate with!this video. !! Another objective of this video was to express the brand’s French!origins. !!RESULTS :!!16 million views, only counting the ofﬁcial video.!!VIDEO: http://youtu.be/yaBNjTtCxd4! 49! LaMercatique!
! ! # 2! !KEY
TAKEAWAY! AESTHETICS!! The clip’s production budget was €6 million, with an! equivalent budget for media spend. Clearly they!preferred not to leave the success of this campaign to! chance. In a landscape overloaded with videos of! varying (but often poor) quality, this video offered a!unique break to see something elegant and beautiful.! 50! LaMercatique!
# 3! PROJECT RE BRIEF!COUNTRY!
U.S.A.!BRAND! COCA COLA!TARGET AUDIENCE! WORLDWIDE !OBJECTIVE! REIMAGINE A CLASSIC AD FOR THE DIGITAL ERA!CHALLENGE! USE TECHNOLOGY TO CREATE AN ELEGANT APP! 51! LaMercatique!
! ! # 3! !PROJECT
RE BRIEF!!CONCEPT :! Give people the possibility to offer a Coke to anyone in the world via their mobile app. Film the effect and the positive associations created with Coca Cola. !!!!RESULTS :!! This corporate campaign was not R.O.I. driven but certainly had a!positive impact on brand preference and brand equity.!!VIDEO: http://youtu.be/45Z-GevoYB8! 52! LaMercatique!
! ! # 3! !KEY
TAKEAWAY! USE TECHNOLOGY BUT...! ! !!...never create a campaign that is driven by thetechnology, itself. Rather, ﬁnd technology that ﬁts yourgoals, including extending your brand’s sense ofpurpose.!The number of mobile devices is growingexponentially worldwide. Even though this operationcould have been carried out using a classic website,the mobile app was a smart use of technology thatreinforced the idea that happiness is all around us.!!! 53!! LaMercatique!
#! 4! YOU ARE BLIND!COUNTRY!
RUSSIA!BRAND! CHARITY FUND FOR BLIND CHILDREN!TARGET AUDIENCE! RUSSIANS WITHOUT SIGHT LOSS!OBJECTIVE! CHANGE THE PERCEPTION OF BLINDNESS!CHALLENGE! COMMUNICATING WHAT IT MEANS TO BE BLIND! 54! LaMercatique!
! ! # 4! !YOU
ARE BLIND!!CONCEPT:!! Offer people the chance to experience what being blind is like for!themselves.!! They created a game for people to play while blinded – albeit!momentarily – to ﬁnd out what it’s like to get around (and survive in)!the city. !!RESULTS:!!Thousands of ideas for changing the city came forward.!!VIDEO: http://bit.ly/SY0Zwr! 55! LaMercatique!
! ! # 4! !KEY
TAKEAWAY! GAMIFICATION! ! !! Gamiﬁcation was widely used last year and is still considered to be one of the most efﬁcient digital marketing techniques, given our natural propensity to play games.! Connecting people that come from the same culture, in theory, yet live very differently, was an effective way to share this idea. ! ! ! 56! LaMercatique!
# 5! DON’T DO YOUR
MAKE UP AND DRIVE!COUNTRY! U.K.!BRAND! VOLKSWAGEN!TARGET AUDIENCE! WOMEN!OBJECTIVE! DOING YOUR MAKE UP WHILE DRIVING IS DANGEROUS!CHALLENGE! NUMEROUS CAR ADS FOCUS ON DANGERS WHILE DRIVING! 57! LaMercatique!
! ! # 5! !DON’T
DO YOUR MAKE UP AND DRIVE! !CONCEPT :! !Volkswagen copied a viral hit from 2 years ago (“Embrace Life” from ! SussexSaferRoads) but worked with a famous beauty blogger to !touch women who were familiar with her when she crashed.!! !RESULTS :! !1.5 million views on the blogger’s Youtube channel! !Several million views including re-postings of the video!! !VIDEO: http://youtu.be/wMFqSjjnte0! 58! LaMercatique!
! ! # 5! !KEY
TAKEAWAY! SHOCK! ! !! As mentioned in the introduction, shock is a tricky emotion because it may prevent people from sharing a video. In this case, it was used for an important cause and the video’s shock value caught people’s attention. More importantly, it incited people to share the video. Unfortunately, the name of the video gives away what is going to happen.! ! ! 59! LaMercatique!
# 6! MIX AGAINST AIDS!COUNTRY!
BRAZIL!BRAND! MIX RADIO!TARGET AUDIENCE! BRAZILIAN CHILDREN AND TEENAGERS!OBJECTIVE! PREVENT H.I.V.!CHALLENGE! YOUNG PEOPLE TYPICALLY IGNORE THIS TYPE OF AD! 60! LaMercatique!
! ! # 6! !MIX
AGAINST AIDS! !CONCEPT:! ! A trendy radio station created 2 super hot videos (one featuring a !man, the other a women) and shared them on Facebook. ! !Each time someone new watched the video, they “contaminated” !their !own Facebook wall, with their friends’ pages quickly following suit.!! !! !RESULTS:! ! 1 million people were reached before Facebook blocked the videos !for breaking Facebook’s rules.! !VIDEO: http://bit.ly/Hhneu4!! 61! LaMercatique!
! ! # 6! !KEY
TAKEAWAY! SEX! ! !! No need for me to insist that sex sells and that it’s viral.! Although this operation explored the limits of what Facebook can accept in terms of shared content (sexy pictures, using a native function of the plaform), this operation was cleverly carried out and spread like wildﬁre.! 62! LaMercatique!