- Hope Soap introduced a handwashing campaign in South Africa to encourage hygiene and reduce deaths - John Lewis invested £5 million in its first TV ads for home insurance, focusing on protecting what matters most to customers - The Art Series Hotel in Melbourne allowed late checkouts to increase occupancy rates and showcase their innovative "Overstay Checkout" - NatWest is using Vine videos to simply explain frequently asked questions about online banking to younger customers - Skoda transformed a car into a hostel in Moscow to target young people during festival season and provide a comfortable stay plus test drives

1. 26.08.12

2. This Week...
Hope Soap, Things Matter, Overstay Checkout, Customer Queries and In-Car Hostel.
Hope Soap
Who Y & R
Things Matter
John Lewis
Overstay Checkout
Art Series Hotel Group
Customer queries
Nat West
In-Car Hostel
Skoda

3. Hope Soap
Who Y&R
One of the largest problems in South African is it’s lack of
hygiene and this leads to thousands of deaths.
To help the situation, Hope Soap was introduced to
encourage children to wash their hands. The simple
execution and small reward improved the situation
drastically.

4. Things Matter
John Lewis
John Lewis is pouring £5m into its first television
advertising campaign for its home insurance products as
its sales within the category accelerate
“If you look at some of the advertising around insurance
it does tend to focus in on the negative of why you
insure such as the things that will go wrong.
What we tried to do was focus on the positives. The
reasons you insure your home is you want to insure the
things that really matter to you, which is a different and
more positive angle on the insurance market and that
plays on the unique trust in our brand.“
The department store brand debuted the stop-motion ad
on social media channels with television activity rolling
out the following evening.
Television activity is complemented by a social media
campaign inviting Vine users to submit videos that
reflect what matters to them most, for the chance to win
£1,000 of John Lewis vouchers.

5. The Art Series Hotel in Melbourne decided to challenge
the norm of early morning checkouts.
To overcome the problem of low occupancy rates, they
came up with an idea which turned into a
communication opportunity, increased revenue and
highlighted the brands innovation in the form of
‘Overstay Checkout’.
Overstay Checkout
Art Series Hotel Group

6. Customer Queries
Nat West
Irish and UK banks not listening to customers (21.8.13)
Nat West is trying to address this and as part of a
campaign to answer some of the questions it gets asked
most frequently on Twitter it has decided to use Vine an
obviously engaging medium, but at only six seconds per
answer, they believe it will appeal to a younger generation
which has more important things to do than Google
questions for themselves.
We know there are about ten or 20 frequently asked
questions we get on Twitter. So we looked at those and
thought about how we could give a reply that wasn’t
boring text only. Quite a lot of the questions we get are
about using online banking. That might take two or three
traditional Tweets to explain the online banking
journey, but with Vine we can give a really clear and
simplified journey of what customers need to do."

7. Skoda wanted to talk to a new target a new audience in
the young people of Russia and the perfect opportunity
arose during the festival season in Moscow while young
people booked hostels.
The transformed Skoda Fabia acted as a hostel with
everything included for a comfortable stay and of course
a test drive thrown in for good measure.
In-Car Hostel
Skoda