This document provides brief summaries of 5 marketing campaigns: 1) Harley Davidson invited customers for real test rides on motorcycles to experience the feeling of being part of the Harley gang. 2) Adult retailer Ann Summers used paid search marketing in a humorous way to raise brand awareness. 3) A TAC campaign took users on an interactive journey through a fictional deadly car crash to promote road safety. 4) A UNICEF campaign allows users to donate misspelled words to support education when fixing spelling errors on Google Chrome. 5) Insecticide brand Orphea transformed a billboard into a giant glue trap to demonstrate its product's effectiveness against insects.

1. 20.05.12

2. This Week...
Real Test Ride, Sexy Paid Search, Roadtrip Forever, Donate a word, Insect Trap
Real Test Ride
Harley Davidson
Sexy Paid Search
Ann Summers
Roadtrip Forever
TAC
Donate a word
UNICEF
Insect Trap
Orphea

3. Real Test Ride
Harley Davison
How do you transmit the spirit and values of Harley-
Davidson for somebody who still doesn't haven't a
motorcycle? By giving him a test ride. A real test ride.
That’s exactly what Harley Davidson did recently in Brazil
when they invited customers who came in to the store
out on a test drive. But this was a test drive with a
difference, they wanted to make riders feel like part of
the gang, so even before buying a Harley they
understood what it means to have a Harley.

4. Sexy Paid Search
Ann Summers
Adult retailer Ann Summers has been working hard to make
paid-search sexy and has turned this deceptively complex
tool into a powerful awareness driver.
By using paid search as a brand marketing tool - by bidding
on high volume, topical keywords with cheeky and humorous
campaigns, Ann Summers generated significant eyeballs
online and PR benefits offline.
The strategy was not to deliver clicks, but instead to leverage
the paid search mechanic to cheekily insert the Ann
Summers brand into unusual places.

5. Road Trip Forever is a personalised experience for you
and your best friend where nothing is off limits,
highlighting just what can happen if you aren’t focused
on the roads as a teenager.
The campaign takes users on a journey through an
interactive film and Facebook experience with your best
friend, to deliver a road safety message that ends with
your best friends RIP post on Facebook… A new take on
government messaging
Roadtrip Forever
TAC (Transport Accident Commission)

6. It’s the “Donate A Word” campaign for UNICEF that utilises
the spelling feature inside Google Chrome to trigger
donation prompts. With each miss-spelt word adding a
“Donate This Word To UNICEF” option when users right-
click the red underline to amend spelling mistakes…
After taking you through a donation process, that word
appears on a globally aggregated “EDUCATION” statement
filled by the worlds most commonly miss-spelt words,
directly helping to fund education for kids in need.
Donate a Word
UNICEF

7. Every summer in climates much fairer than ours people
are plagued by insects as a result of the warm weather.
Orphea 4D is a powerful insecticide for the outdoors and
in a bid to prove it’s effectiveness they undertook a large
scale demonstration. Through the use of some clever
creative and transparent glue, a standard billboard was
transformed in to a giant insect trap.
While the results are not so pretty, it does get the
message across…clever buggers.
Insect Trap
Orphea