2. Finding the young innovators: BMW films, “The Ultimate Driving Machine” http://v.youku.com/v_show/id_XNzUyNDg=.html http://www.soku.com/search_video/q_bmw%20films
3. Audi’s The Art of the Heist (2005) The campaign was a consistent source of leads to Audi dealers nationwide -- more than 10,000 leads have been generated so far, including 3,827 test drives. -New York International Auto Show -Jim Ellis Audi dealership, Atlanta, GA -Coachella Valley Music and Arts Festival, Indio, CA -E3 Expo, Los Angeles -AFI film parties -Campaign finale party at The Viceroy Hotel, Santa Monica, CA
6. Volkswagen Routan: Babymaker 3000 (2008) -campaign for the launch of Volkswagens' new Routan minivan features Brooke Shields in a number of fake public service announcements cautioning prospective parents against having children to justify purchasing a Routan -television spots, display ads, and print advertising all drove consumers to the Routan site featuring the Babymaker 3000
7. MINI’s Carfun Footprint (2009) Mini sales rose more than 30 percent this year through July, per Autodata, Woodcliff Lake, N.J. The auto brand spent $22 million on ads last year and $12 million through May, per Nielsen Monitor-Plus.
8. -the new campaign that carries the message: "It's time to drive like there is a tomorrow“ - carfun vs. carbon -1 st phase - print ads for the three-phase campaign, via Butler Shine Stern & Partners, Sausalito, Calif., will begin running in August and September issues of select lifestyle and auto publications. -Mini has also formed a partnership to insert a special "Mini" issue of lifestyle magazine Good in a Sunday edition The New York Times this fall in five major markets: New York, Chicago, Miami, Los Angeles and San Francisco. The issue will feature people, places and things that, according to Mini, "make a difference in the world." -2 nd phase - ads will run in September, October and November issues of more auto and lifestyle magazines. Creative asks: "What's your carfun footprint?" and explains the philosophy and methodology of measuring car enjoyment at Carfunfootprint.com. -3 rd phase - ads will appear in October and November issues of various journals, accompanied by copy that reads: "Good. Clean. Fun." and "More turn, less burn." The October issue of Men's Journal and the Sept. 18 issue of Rolling Stone will feature the same copy in vertical, half-page ads. Additionally, billboards and wallscapes -- in the aforementioned five key markets -- will direct consumers to the site, which also allows visitors to measure their own car, not just a Mini, to determine their score. The footprint is derived from actual data from Strategic Vision's syndicated New Vehicle Experience Study, Autodata's vehicle curb weight figures and data from the Environmental Protection Agency's Green Vehicle Guide (which gives environmental scores to cars based on emissions levels and fuel economy). Once the footprint is derived, consumers can chose from among several options: "improve," which means driving a Mini; "check into a green motoring tip," which asks consumers to give out their e-mail address and receive tips on lowering their impact on the environment; or "go minimalist," which directs them to another Mini site, Miniusa.com/Minimalism.
9. A survey showed that 80% of new vehicle owners recognized the brand due to the Batman OnStar commercials. New activations of OnStar service jumped 169% to nearly 300,000 subscribers between January and June 2000. Renewal rate of the service also increased from 32% to 58%. Further estimates suggest an even higher increase, suggesting that the commercials raised OnStar's customer base by a factor of ten: "In the year 2000, OnStar expanded its customer base from 100,000 to 1 million subscribers. That dramatic growth comes thanks in part to branding efforts that use a comic book character dating back to the 1930s: Batman and his Batmobile.“ The first four commercials won a Silver Award for "Creative Arts - Visual Effects" in the 2000 International Automotive Advertising Awards. OnStar (2000): Batman campaign
16. Sega’s ESPN NFL Football 2k4 Idea: Sega’s ESPN NFL Football 2K4 is too violent to be released -fictitious Beta-7 character created; elaborate viral campaign based on the premise that Beta-7 is suffering from neurological/anger problems after playing the game The campaign won a Grand Clio because it was successful in engaging a large community of online users. It was an experience for everyone who participated (was roped into) the story; it was estimated that there were 4 million downloads of the hoax videos that were on the blogs. For Xbox sales, Sega led Madden; though for Playstation, Sega fell behind 14 to Madden’s 1.
17. Xbox’s Halo 3 Ideas: Bring Master Chief to life and make him into an heroic icon in order to attract an audience beyond the hardcore gamers for Halo 3 and have the largest launch sale ever in the entertainment industry
18. Your left hand holds on. Your right hand reaches out. Your left hand plays hard-to-get. Your right hand just plays hard. Women of the world raise your right hand." Your left hand says “we.” Your right hand says “me.” Your left hand rocks the cradle. Your right hand rules the world. Women of the world, raise your right hand.
23. Absolut … In an Absolut World… TBWA Managing Director Jamie Gallo said the campaign attempted to steer Absolut clear of what he called the "rational benefits" being claimed by so many upstarts in the category, many of whom boast the best taste or the smoothest feel. Many of these claims contradict each other, and a few have even wound up in lawsuits. "We know people don't purchase as much on rational benefits as on emotional benefits," he said.
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