The Little Deck of Banging AdsA resource for advertising people (probably planners) for when they need to find examples of...
First up Catch The Flash. This was the launch of Nike’s Vapor Flash Jacket (available in Germany, Austriaand Switzerland),...
This year’s Ryder Cup saw Paddy Power write the world’s first ‘sky tweets’.To address the USA’s home support advantage, Pa...
To announce the fact that they had produced a car which had zeroemissions, Mercedes Benz ran with the campaign thought (an...
Smirnoff Nightlife Exchange Project featured parties in cities across the world, each sharing it’s club culture with anoth...
To highlight how Volkswagen use fun theory to encourage people to drive anenvironmentally friendly car they set up TheFunT...
For each successful video on YouTube there is also a poorly made imitation. Some of these imitations have millionsof views...
And on that note @sweden, the official Twitter account of VisitSweden (theSwedish Tourist Board)has handed over control of...
I know none of you need reminding of this but I could hardly miss it out and maybe I can throw in a couple of useful stats...
Bit of a golden oldie but never the less T-Mobile’s Life’s for Sharing remains a greatexample of a brand leveraging stunts...
And finally this years top trend – stranger pushes a button and something awesome happensto them in the hope that it all g...
Thanks   Do get in touch with your thoughts     @LucianTrestlerLucian.Trestler@gmail.com                                  ...
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Ldoba3

  1. 1. The Little Deck of Banging AdsA resource for advertising people (probably planners) for when they need to find examples of fucking good advertising for whatever reason VOL 3 - Experiential (stunts to most people) @LucianTrestler
  2. 2. First up Catch The Flash. This was the launch of Nike’s Vapor Flash Jacket (available in Germany, Austriaand Switzerland), a fully reflective jacket designed to keep runners safe at night.Nike sent 50 runners wearing these Jackets onto the dark streets of Vienna. The public was invited tocapture as many of them on camera as possible with flash photography revealing a number on eachrunners back. The prize for capturing the most numbers was a 10K Euro platinum bar. The rest of theworld was able to take part on a microsite as the Flashrunners were transferring their GPS data to theCatch the Flash Online Game in real time.Essentially Catch the Flash was designed to engage the running community, show of the reflectivequalities of the jacket and get a load of press coverage in the process.Full case study video available from – http://bit.ly/TrS9oZ @LucianTrestler
  3. 3. This year’s Ryder Cup saw Paddy Power write the world’s first ‘sky tweets’.To address the USA’s home support advantage, Paddy Power called for Europeansupporters to Tweet heckling messages under the #GoEurope. The best Tweetswere then written in the sky by stunt pilots in letters visible from the Golf Course(and up to 20 miles away). The campaign was seen by millions watching the Rydercup, it trended on Twitter across the two days and got a huge amount of newscoverage (including the BBC, The Sun, Daily Mail, Guardian, Independent,Huffington Post, MSN, Yahoo and Sports Illustrated).Full case study video available from - http://bit.ly/StyqH8 @LucianTrestler
  4. 4. To announce the fact that they had produced a car which had zeroemissions, Mercedes Benz ran with the campaign thought (and endline)‘Invisible to the environment’ literally. They took the car, whichproduces water vapor instead of gas emissions, and covered one sidewith LED lights that displayed live footage from the other side. Theythen drove this invisible car across Germany and filmed everyone’samazed expressions. The end result is one very cool 90 second ad, a lotof press / online coverage, millions of views on YouTube and a Gold Lionat Cannes.Full case study video available from – http://bit.ly/V0lIjG @LucianTrestler
  5. 5. Smirnoff Nightlife Exchange Project featured parties in cities across the world, each sharing it’s club culture with another major city.The project kicked off on Facebook asking users to suggest ideas on music, fashion, food, culture etc.. that best represent their homecountry for the chance to win tickets to the party hosted in their city. Although the campaign was rooted in Facebook it waspromoted through TVC’s, local PR, a mobile channel, blogger outreach and a worldwide partnership with MTV who broadcastwebisodes and news segments on the MTV site.Devised to take back its cutting edge brand positioning from competitors such as Absolute (and many more) the project’s missionstatement was ‘to own the night’. It was so successful they did a bigger version the following year fronted by Madonna.‘Michelle Klein, vice-president of global marketing communications and digital for Smirnoff, said: "We had twofantastic years with Nightlife Exchange. The question I was being asked was, where do you go after Madonna,with the volume sales and equity up? When you’re on a high, it’s a great time to do a reinvention.’ – MarketingMagazineFull case study video available from - http://bit.ly/X4Qdcj @LucianTrestler
  6. 6. To highlight how Volkswagen use fun theory to encourage people to drive anenvironmentally friendly car they set up TheFunTheory.com. It is an initiative‘dedicated to the thought that something as simple as fun is the easiest way tochange people’s behaviour for the better. Be it for yourself, for the environment,or for something entirely different, the only thing that matters is that it’s changefor the better.’Most notable was perhaps the ‘take the steps rather than use the escalatorspiano’ idea although ‘Bottle Bank Arcade Machine’ and ‘The Speed CameraLottery’ also got a lot of attention.Full case study videos available from - http://bit.ly/V4cvqE @LucianTrestler
  7. 7. For each successful video on YouTube there is also a poorly made imitation. Some of these imitations have millionsof views. Volkswagen saw an opportunity to advertise it’s original auto parts. When viewers clicked on the banner*Don’t accept imitations. Prefer original parts. ] they had a surprise: they were redirected to the original video. Thecampaign had approximately 125,000 views and 500 clicks per$100 spend.’ – Copy from case study videoAlthough not experiential in the traditional sense for me this shows that ‘stunts’ can be used in a purely digital wayto great effect.Full case study video available from - http://bit.ly/Rl5vbq @LucianTrestler
  8. 8. And on that note @sweden, the official Twitter account of VisitSweden (theSwedish Tourist Board)has handed over control of the account to a differentmember of the public (and the odd Swedish celeb) every week in a bid to createthe worlds most democratic Twitter account.The project known as ‘Curators of Sweden’ aims to promote Sweden as aholiday destination by showcasing it’s diverse population, breaking traditionalsteroetypes of the Swedish national character, forcing us to see the country in anew (and hopefully more interesting) light.The project received news coverage worldwide and has won a Cyber Grand Prixat Cannes.Full case study video available from - http://bit.ly/TtiXG0Link to consider - http://curatorsofsweden.com or follow @sweden on Twitter @LucianTrestler
  9. 9. I know none of you need reminding of this but I could hardly miss it out and maybe I can throw in a couple of useful stats / quotes… So RedBull send Felix Baumgartner to the edge of space to sky dive 24 miles, break the speed of sound and of course set a new world record. - YouTube reported a peak audience of more than 8 million viewers for the livestreams making it YouTubes biggest livestreamed event to date. The official highlights video has been viewed over 30 million times.* - Facebook. After Baumgartner landed, sponsor Red Bull posted a picture of the daredevil on his knees to Facebook. In less than 40 minutes, the picture was shared more than 29,000 times and generated nearly 216,000 likes and more than 10,000 comments.* - Twitter During the jump and the moments after Baumgartner landed safely, half the worldwide trending topics on Twitter were related to the jump.* - ‘The value for Red Bull is in the tens of millions of dollars of global exposure, and Red Bull Stratos will continue to be talked about and passed along socially for a very long time.’ – Forbes *(Source The Gaurdian) @LucianTrestler
  10. 10. Bit of a golden oldie but never the less T-Mobile’s Life’s for Sharing remains a greatexample of a brand leveraging stunts through ATL to create a powerful campaign.Kicking of with a dancing flashmob in Liverpool Street Station and moving on tochoirs at Heathrow and mass karaoke in Trafalgar square, T-Mobile’s strategy was tocreate events that people would want to share (rather than just telling them thatlife is for sharing).Taking Dance as a specific case study we can see that this ‘feel good’ ad enjoyedhuge commercial success. Not only has the ad now been watched over 35 milliontimes (and it doubled the number of people actively searching for ‘T-Mobile’ from1.6mil in Q1 2008, to 2.2mil in Q1 2009) but it also doubled average weekly footfall.instore* *Source - WarcPerhaps most significantly T-Mobile contract sales were up 49% (compared to amarket increase of 1%) and their share of the mobile contract market (value), whichwas their primary target, increased by 6% (Q1 2009). Finally the ROMI was £1.46.* @LucianTrestler
  11. 11. And finally this years top trend – stranger pushes a button and something awesome happensto them in the hope that it all goes a bit viral……… Push to add Drama by Belgian Channel TNT Coca Cola Happiness Truck http://bit.ly/TsVmEX http://bit.ly/11kjZZX Make music in the corner shop with Red Stripe The Live Tile Experiment by Nokia Lumia http://bit.ly/U4SBZB http://bit.ly/V6lJQZThe something awesome happens to a stranger (without pushing abutton) category is far larger… @LucianTrestler
  12. 12. Thanks Do get in touch with your thoughts @LucianTrestlerLucian.Trestler@gmail.com @LucianTrestler

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