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Open Best Cases_Issue 1
- 1. Alsointhisissue: Zenithcase–Torchynportal Brandscases Interesting from brands Rules breakers Storytellers Situational cases Freshtechnoandinnovations Native On-line video Issue 1 Nov 2016Open Best Cases
- 2. Editor's column Good Day, Ladies and Gentlemen! This advertising season brings us some surprises as well as continuation of the favorite ad stories. And also fiasco promo campaigns. Well, it is never too late to learn! The report consists of 3 blocks: 1) Clients’ fresh case 2) Trendy topic 3) Cases - interesting, situational, techno and many others The first edition of the report we are happy to open with cherished Torchyn case, that breaks the traditional view of the product and transfers the brand from the product with its functional benefits to the advanced service on cooking and life-style. More often you might hear expression “native ad”, our digital team uncover for you trendy topic Native on-line video And 65 cases, few teasers about following case list you’ve opened: • Retailers power is growing, their media investments continue to increase and finally, last period we observe splash of creativity and provocations. ATB with its plastic bag photo contest, Silpo with the cutest employee recruitment and Ashan with bold messages • Elections in the USA, IPhone 7 launch and the divorce of Brangelina couldn't left brands indifferent . They did not fail to exploit the situation in their communication campaigns: Norwegian Airlines, Audi, Jeep, Jim Beam just to name a few. • It is curious to observe how almost all the clothes brands are breaking the rules and stereotypes, someone better, and someone, as Wrangler, runs into dislike and the negativity wave. • If your kid asks you to go quietly and not to speed up, look up maybe your child plays Mr. Bear Driver ;) So, let us begin! NataliaOstrovska StrategicDirectorZenithUkraine
- 3. 3 Zenith case review Torchyn Smachni Istorii
- 4. 4 Torchyn Smachni Istorii ToengageAudienceinnewBrand consumption territoriesviaownedcontentplatform Target: Media: Digital Period: July26,2016–Aug11,2016 Tools: Brandedcontent MediainsertionsinDisplay&VOD Decision: Tocreatea bigculinaryportalwith newinteresting photoandvideorecipesfor TA and useonly nativebranding. Togive theconsumercontentvalueand tointegrateTorchynproductsinthiscontentlikeoneofthemostimportant ingredient forallrecipes 2 weeks Result Uniqueusers:144831 Av.sessionduration:2:08min BounceRate:31% OrganicTraffic:10% Digital
- 5. Native On-line video Issue Topic
- 6. Banner advertisement. How it was. Part 1 As amount of banners rose excessive banners on one page… horrible for users’ perception And more – they became interactive. Popping out all over the place and obscuring the view. Ad-blocking So-called “Banner blindness”
- 7. Banner advertisement. How it was. Part 2 The Million Dollar Homepage is a website conceived in 2005 by Alex Tew, a student from Wiltshire, England, to raise money for his university education. The home page consists of a million pixels arranged in a 1000 × 1000 pixel grid; the image-based links on it were sold for $1 per pixel in 10 × 10 blocks. The Wall Street Journal has commented that the site inspired other websites that sell pixels.
- 8. “Native” Newspaper Ad Circa 1980 Ad is content driven with a focus on adding value to the consumer’s purchase journey. In other words it became relevant. Native advertising. First generation Ad is placed among content.
- 9. Social and mobile native advertisement In June 2016 Facebook introduced new rules – it is mandatory for all native ad content to use the tag feature (lets native ad publishers tag the brand they are promoting into the FB update). Ad consumption happens simultaneously with content consumption (e.g. in the news feed) To become even more relevant to the consumers – they are being asked whether they like these ads or would like to see different ones. Ad matches the unique look and feel of its environment – visually and contently Big Data - many actionable points of information about millions of individuals. So, it is targeting of consumers and data-capture
- 10. Differences in video offering by platform Potential Content Discovery Routes: In-feed, organic, sharing, search VideoPlay: Auto-Play Sound: Silent until user- initiated After How Long Does a Paid View Count: 3 sec. Potential Content Discovery Routes: Search, In-Feed, Channel Subs, Follow-On videos VideoPlay: User-Initiated, Auto- Play for pre-rolls Sound: Always On After How Long Does a Paid View Count: 30 sec. (TrueView) Potential Content Discovery Routes: In-Feed, Search VideoPlay: Depends on Source Sound: Silent until user- initiated After How Long Does a Paid View Count: 3 sec. Potential Content Discovery Routes: In-Feed, Search VideoPlay: Depends on Source Sound: Silent until user- initiated After How Long Does a Paid View Count: 3 sec Potential Content Discovery Routes: In-Feed, Search VideoPlay: Depends on Source Sound: Silent until user- initiated After How Long Does a Paid View Count: 3 sec • Brands produce platform-native video content to provide an enhanced user- experience as video players and distribution opportunities vary considerably across platforms. • E.g.: unlike on YouTube, Facebook videos auto-play without sound. Hence, brands should consider visual cues or text overlays on Facebook.
- 11. Native advertising. Examples and numbers Consumers looked at native ads 2% more than editorial content and spent the same number of seconds viewing Native ads registered 18% higher lift in purchase intent than banner ads Native ads to make up 63% of mobile display ad spend by 2020
- 12. Netflix native ad in NYT 12 In August 2014 The New York Times and Netflix teamed up for a sponsored paid post to promote the second season of Orange is the New Black, a Netflix original series based in a women’s prison. The post works on many levels; it provides compelling, informative content that fits in with the content The New York Times produces, meaning that it doesn’t disrupt user experience or alienate a regular Times reader. Description: Uniqueusersof NYT:16.9mln/month Time viewed:~ 3.21min Estimatedearnedimpressions:145,318 Shares:6,710 Results/Comments
- 13. Purine native ad on YouTube 13 Purins Friskies has partnered with BuzzFeed to produce the YouTube video. This Dear Kitten video racked up more than 5,000,000 views in four days. It’s cute, it doesn’t bang on about the nutritional value of cat food and you forget that you are watching an advert. Ze Frank (who works for BuzzFeed) is voicing a cat who is writing a letter to a younger kitten who has moved in with him. He offers the kitten lots of great advice about hiding from Va-coomb, sleeping in the underwear drawer, and of course eating delicious wet cat food from Friskies. Description: Viewson YouTubeTotal:27,153,400 (07Oct2016) Comments: 10474(07Oct2016) LikesonYouTube:271,259 Shares:251,934 Results/Comments
- 14. Native On-line video Futurebelongsto thenativeplatforms. Mostmodernon-lineservices,platforms,applicationsinitiallyincludeanyadvertisementplacementonthemas native. Mostmodernnativeplatforms(likee.g. socialnetworks)arebasedontheuseofBigData that,alongwithahugetargeting arsenal,givesustheability to exactlydetermine ourtargetaudienceanddisplaycontent relevant forher. Basedontheabovesaidnativeadvertisingis,perhaps,theonlywayinthemodernwebtothetrustandheartoftheuser (throughtherelevanceofcontent,discretion,respectfortheuser'sperceptionandchoice;typically,usercanmarkanynative contentasirrelevantorevenrefusetoviewit (e.g..forbidAutoPlayinthesocialnetworks,etc.)) Powerful systemsof suchanalyticsplatformsgiveustheopportunitytounderstandwhattypeofcontentismorerelevantfor ouraudience. Thus,usingthenativeplatforms,wecanbetterunderstandourTA. Dmytro Palamarchuk DigitalPlannerZenith Ukraine
- 15. 15 Interesting from brands Brands cases
- 17. 17 Silpo’s fluffy hiring ads Theseareads developedforSilpohiringcampaignbyBBDO Ukraine. Ifyou gotothe Silpowebsiteyouwillfindthesefunnyfluffyads saying: “Ifareproactive,interestedinprofessionalgrowth,responsible, abletoworkinateam,workinanetwork"Silpo"isforyou!” Description: Results/Comments Let’sfaceit:theyareadorable. WiththelatestSilpopromocampaignthesecutiesareidealinattractingnotonlyemployeesbut chainconsumers.
- 18. 18 KFC campaign SincetheeighthofAugustintherestaurantsofthedelicious chickenKFCanewproductappeared-chickenlegs.Thelong- awaitednewproductissignificantlysuperiortoits predecessorsinsize,taste,juicinessandsoftness.The appearanceofthelegsintheKFCmenuwassupposedtobe anintriguingandspectacularevent,whichtheagency NavigatorMediainventedto"pack"inthecreative«Ати встиг?"andfocuson theoutdooradvertising.. Alarge-scalecampaignofKFC#gouzanіzhkamilaunchedin threeareas:outdooradvertising,SMManddigital. Description: Results/Comments Chickenlegssells(first3weeks):increaseof 60% Basketwithlegssales: increaseof45% Desireto buy: 66%ofresp. expressedit whentheynextvisit Layout:58% ofresp.likedit
- 19. 19 ATB campaign based on the Internet-meme Afterashortbreak,retailersaretryingtore-launchviralcampaigns.ATB usedthememe"package-traveler". Theessenceofthecampaigncoincidescompletelywithflashmobtwo monthsago:takeapictureofanATB bag infrontof thetouristattraction andgetachancetowinoneoftheprizes.Themainprize-atripfortwo on aweekendinParis,promotions-10certificatesfor1000UAH.The commissionselectsthe11bestphotosofthepictures,thatcollectedin FacebookandVkontaktethelargestnumbersof"Like“s. Description: Results /Comments Subscribersinsocialmedia:>55,000 Totalvisitsonwebsiteduringlastmonths:770,80 Likes:>550 (firstday) Reposts:>130(firstday)
- 20. 20 Milka’s tenderness button Whenyouarelate totheofficeandrunuptotheelevatorthe doorslowlycloses… TheordinaryholdupbuttonwasbrandedwithMilkacolorsand madeaninteractivepartoftheposterby Saatchi&Saatchi Ukraine. Description: Results/Comments Simpleandelegantsolutionthatattractedattentionandremindedone’smoreofthebrand’s“tender”nature.
- 21. 21 Adidas tests your run TestYourRunareaappearedintheAdidasstore(DreamTownKyiv mall),whereanyonecancheckwhetherhe/sherunsproperlyandget advicefromaprofessionaltrainer. Thepurposeoftesting-tofindrunningshoeswiththerightsupport, havinganalyzedtheindividualcharacteristicsofthefootandrunning technique(settingofthefoot,anglesofthekneeandlowerleg,the definitionofindicatorsofpronationorsupination). Thistestingisalsoconductedin theGullivermall. Description: Results/Comments Brandattractedvisitorsoftheshoppingmallsbygivingthemtheopportunitytocheck howtheyrunandhelptoselecttheproper runningshoes.Also,talkingaboutGulliver,the treadmillwassituatedexactlyinfrontoftheentrancetoattractaudience. And,needlesstosay,Adidasstoresarelocatedinthementionedmalls.
- 22. 22 Change your name to get IPhone 7 Recentlythecompany“Allo“(“Алло”)launchedtheadvertising campaign,urgingparticipantstochangethenameto“Seven“ (“Сім”)andname"IPhone“(“Айфон”)inthepassportofthe citizenofUkraineandgetiPhone7,officialsalesofwhichstarted inUkraine. However,thewinnerswillbethefirstfiveparticipantswho completeallrequirementsofthecontest.Usersinthe commentsonFacebookareoutragedbythetermsofthe campaign,callingit"crazyidea". Allfivewinnerswererecently announcedandthefirstone alreadyreceivednewIPhone) Description: Results/Comments PostOrganicReach:~50thousandin48hours Comments: ~40%are indignationcomments Mentionsinsocialnetworks:1872(firstthreedays)
- 23. 23 Description: Results/Comments WOG-Café stickers WOG(Fillingstationsnetwork)hasreleasedasetoffunnyandpositivelabels WOGCAFÉfor Telegrammessengerusers.Soonstickers wiilappearin otherpopularapplicationforcommunication-Viber. Thefirstlineofstickersis24situation,emotionsandmoodsthatexpress WOGcharacters,anditiswellrecognizableCupWOGCAFE.Thecharacters communicatesinUkrainian;oftenpointoutfunnymomentsinlife,telling jokes,andsomethingcasual.Forexample:"Привіт,бро!“,“Заразлусну!”, “Хочунаморе”. Atthesametimethereisno pronouncedbrandingand abuseofnaming in thepictures. Withthegrowingpopularityofsocialmediaandfocusonthesimpleshortmessagesandthevisualperceptionthesefunny stickersaregreatsolutionforremindingpeopleofthebrand.
- 24. 24 Description: Results/Comments Unique biofuel campaign Ukrainianmanufacturerofaunique biofuelturnedtoanindependent agencyRoyal®Advertisingfornaming theirnicheproductand its market launch.Flammableliquid,thathas uniquepropertiesandanoctane numbergreaterthan100 (100,Karl!!!), intheopinionofitscreators,isprimarily ofinterestforprofessionalracingdrivers whoknow nomeasureindriving. ThedaringandaggressivelogoforthisuniquefuelsurelycaughtattentionoftheparticipantsandguestsduringUkrainian championshipraces.
- 25. 25 Ad blocking tactic from Gruner+Jahr GermanpublishinggiantGruner+Jahrhasoneofthemore sophisticatedadblockingstrategiesinthemarket. Sternhasparodiedacurrentanti-drugsadcampaignin Germany,withoneofitsown. Abannernowrunsacrossthetopofthehomepage,foranyone whovisitswithanadblockerswitchedon. Theadrotatestofeatureoneofthreerecognisablefigures:two ofwhichareStern’seditor-in-chiefsChristianKrugandUliJörges, whoarewell-respectedjournalists,andthethirdafamous Germanblogger. Description: Results/Comments Adblockingrates:dropped22% Adblockingcostspublishers: 22bln$ Adblockinggrowth:41%in2015 Activeadblockusers:168mln
- 26. 26 Description: Results/Comments Numberofparticipants:>8,000 Pantene’s usage of # ThePantenePro-Vbrand(Procter&Gamble)launcheda country-wideintegratedcampaign"Wearelookingforthe hairasinthePantenecommercials."Aspartofalarge-scale competitionparticipantswereofferedtoputonasocial network"VKontakte»,FacebookorInstagramphotoswith theirhairinthestyleofthebrandimageadvertisingandput thehashtag#KakVReklamePantin.T ohelptheminthiscampaigncommunicationtools-selfie bannerwasused.developedandhostedbytechnology companyHPMDNetwork. Conversionbythemainaction:>2-3times
- 28. 28 Description: Results/Comments Views:4,000,788 Comments:>6,500 Likes:16,823 Twisted for Oreo series Topromotenewspecial-editionmintandstrawberry-cheesecake flavorsoftheclassicsandwichcookie,packaged-foodsconglomerate MondelezisnowmakingitsownversionsoftheBuzzFeedTasty- style,hands-and-ingredientsrecipeshortsthathaveexplodedacross Facebookfeedsinrecentyears. OreoturnedtoTwisted,thefood-themedsocialmediachannelof U.K.contentproductionoutfitJungleCreations,forhelpputting togethertheclips,whichfeatureconcoctionslikeMintOreoDirt DessertsandNoBakeStrawberryOreoCheesecake. Shares:39,762
- 29. 29 Canned wine popularity Description: Results/Comments Noofcasesproduction2106, progn.:173,810 ( 2,04times2014) Millennialsaredisruptingwinemarketing.Theagegroupis outguzzlingbabyboomersintermsofwineconsumption:36 percentofwinedrinkersintheU.S.aremillennialsversus34 percentofbabyboomers,accordingtotheWineMarket Council.Andtoappealtothesemillennials,winebrandsarebusy craftinginnovativepackaging,cleverlabels,etc. Thecanmakeswineeasiertodrinkatpoolside,atbaseball gamesorwhilepicnicking,andit'savailableinredandwhite blends,toappealtoyoungerdrinkerswhomightnotknowa cabernetfromachardonnay. Underwoodproducesvideosthatpokefunatwinesnobs. YouTubeviews(8videoseriestotal): 88,283
- 30. 30 VW Tiguan Trailer Assist feature promo Precisereversingisonething.Doingitwithatrailerisanother, andapparentlythesehorsesspendtheirdayslaughingatthose whodaretotry. VolkswagendemonstrateditsTrailerAssistfeaturewiththe Tiguaninthishilariouscommercial. Thatdrivercertainlyshowedthosehorseshowit’sdonewith theVWTiguan. Description: Results/Comments YouTubeviews:270,293 Likes:546
- 32. 32 South Park 20th season promo SouthParkpulledoffaprettyprovocativepublicitystuntinaquesttopromoteits 20thseason. Sevenmobilebillboardswereparkedinfrontofspeciallyselectedsitesaroundthe US,allcorrespondingtoastoryfromtheanimatedshow.Eachtruckfeatureda hugestillfromtheepisodeinquestionaccompaniedbythetagline“We’vebeen there.” Placedinsomeprettyhigh-profilelocations,fromtheWhiteHousetotheChurch ofScientologyandTrumpTower,thevehiclescertainlydidnotgounnoticed. Description: Results/Comments Peoplepositivelyreactedtothesecampaign,statingthatevennowSouthParkseriesdonotloosetheirrelevance.
- 33. 33 Ikea talks about the issue of divorce Ikeamadethevideoaboutdivorce.CreatedbyStockholm agencyÅkestamHolstanddirectedbyMartinWerneratBacon (isthefirstinaseriesofninethatagencyAkestamHolsthas workedonforIkea,withafocusonhowthebrandimpactsreal lifeinSweden.),thevideotacklestheissueofdivorce. Asforthead'sunusual(fortoday)4:3aspectratio,-itwasanidea thecreativeshadtogetherwithWerner—theywantedtoget "closertoreality,"andtheythoughtusing4:3wouldbringthem there. Description: Results/Comments PlaysonVimeo:>340,000 IKEAsuccededtopromotetheirproductsshowingthesadeventinpeoples’ lives.Aswesay–itisallabouthowyoushowratherthanwhat.
- 34. 34 Ikea talks about the quick growth of children AnothervideobyIkeawherethemaincharacteris aboywho can'tbemorethan10yearsold. Thisvideoisabouthow ourparentsstillseeusaschildren. Thespotconcludes,"Ifonlywecouldkeepsomethingssmall forever,"beforeinevitablyremindingusofitscommercial interests:"AtIkea,pricesremainsmallallyear."Butthatpitchis besidethepoint.TherealmessageisaboutIkea'sroleinariteof passagethat'sasmeaningfulfortheparentasitisforthe progeny. Description: Results/Comments YouTubeviews:506,104
- 35. 35 Heineken’s hiring promo Thebrandisbacktorecruitingwith"GoPlaces,"ledbyamusical Dr.Seuss-ishvideoinvitingtalenttorespondto12questions, whichmustbeansweredinthreetofiveseconds.Basedonthe Enneagrammodel,theresultsgiveyouapersonalprofile,which mustbesentalongwithyourrésuméwhenapplyingforyour HeinekendreamgigonLinkedIn. "Afteryou'redone,youwilleitherthink,Ilovethiscompanyor Thisisnotforme.Heinekenwillusetheresultstotalkaboutyour personalityinarealinterview,andassessittofitthecompany culture." Description: Results/Comments YouTubeviews:40,139 Heinekenonceagainremindedthepublicthattheircompanyisadream-place-to- work-at
- 37. 37 Nike Mag Self-Lacing Sneakers auction Description: Results/Comments YouTubeviews: 4,088,338 Comments:2,311 TheNikeMagself-lacingsneakersfromBacktotheFutureII arefinallyareality—27yearsafterthemovie,fiveyearsafter NikebuiltaMagprototype,andsevenmonthsafterit announcedadifferentself-lacingshoealtogether. Itwillbemadeavailableinanextremelylimitededition:Only 89pairswillbemadeandtheywillbehandedoutinanonline raffle—ticketsforwhichcost$10andwillbenefittheMichael J.FoxFoundation,theBacktotheFutureactor'sorganization thatislookingtofindacureforParkinson'sdisease. Likes:18,374
- 38. 38 Influencia’s promo campaign There'smorethanonewaytofeeltheflab.Buthowevermuchtimeyouspendonthe treadmill,FrenchadpublicationInfluenciahopestodrawyourattentiontoamore insidiousfitnessfoeyoumaybeoverlooking—infobesity. It'sgettingtheconversationstartedwithasurrealcampaignfromGloryParis. Thecampaign,dubbed"Musclezvotreesprit"—roughlytranslated"Muscleupyour mind"—featuresportraitsofpeoplewithflabbybreastsandbelliesforfaces.Influencia callsthisan"homagetoMagritte,"thesurrealistartist.Eachprintadincludesacall-to- action:"Foryourwell-beingandthatofothers,subscribetoinfluencia.net." Description: Results/Comments Whosaidthatadvertisementcannotbeappallingandugly?Ithadtodrawattentiontothe websiteandissuredid. Thoughthis agencyhasn’tgot plentyof clientsbutitisalreadyclearthattheyareinforalittlecontroversy….andwhynot?
- 39. 39 Who is your real friends ad inspiration PortuguesebeerbrandSuperBockcentereditsmostrecent OOHcampaignonitsclaimtotakefriendshipseriouslyandthe themethatagreatbrewcancomplementgreatfriendships. Named“Friends’Rights,”thebrandactivationinPortimão featuredamupitransformedintoarealfridgestockedwith SuperBockbeerandaname(João’s/Pedro’s/Maria’sFridge) thatchangeddailyonitsdoor. Thoseinneedofacoldonehadtoprovethattheyhaveafriend withthesamenamedisplayedinordertounlockthefridgefora freebeer! Description: Results/Comments Itstartedasanidea:Whoareyourbestfriends?Surelythosewhocangrabsomethingfromyourfridgewithoutaskingyour permission.That’showyou identifyyourBFF…and,simultaneously,participateinasuccessfulbeerpromotion)
- 41. 41 Adidas for people with disabilities FascinatingnewAdidascampaignfromIndiadrawsattentionto somethingthathasneveroccurredtomostofus:Whyshoulda blade-runningathletewithonlyonefoot—oranyoneelse— havetobuyexpensiveathleticshoesforbothfeet? ThefirstadfortheAdidasOddscollection,masterfullyvoicedby actorKabirBedi,featuresMajorDPSingh,India'sfirst-everblade runner,inallhisathleticglory. Description: Results/Comments YouTubeviews:29,182 Brandthatconcernswitheachcustomerindividualitybondtobeheard.Especially whenheisapioneerinthisfield.Goodjob,Adidas!
- 42. 42 New Adobe Marketing Cloud spot AdobeunveiledacomicalnewspotforAdvertisingWeek. Thespot,createdbyGoodbySilverstein&Partners,wasshoton locationinBudapestanddirectedbyBiscuitFilmworks/Revolver Film'sSteveRogers.Itfocusesonthewoesofcross-channel marketingandfeaturesanamusingscenarioofasuavehero assaultedbythatmostevilofvillains—ahotelcheck-in experiencegonewrong. Description: Results/Comments YouTubeviews:24,359 Well,Adobedoesitagain–indeed,humoristhebestweaponofpromotion)
- 44. 44 Gatorade’ s rules of usage Description: Results/Comments YouTubeviews:817,278 Gatoradeisbacktogleefullyshamemoreofitsownconsumers forbeinglazyandoutofshape. Anewseriesofofreality-stylevideosfromTBWAChiatDay titled"BurnIttoEarnIt,"featuresbignamesfromfootball, basketballandbaseball—theNFL'sJ.J.Watt,theNBA'sKarl- AnthonyTowns,andMLB'sBryceHarper. ThevideoserieswillgetpaidsupportonSnapchat,Twitter, FacebookandYouTube. Likes:6721
- 46. 46 First car # name The2017SpecialEditionVolkswagen#PinkBeetle(itsofficial name)hitsshowroomsthisfall,andthebrandiscelebratingwith ablatantlymagentaadfromagencyISL,runningexclusively throughmarketer-ownedchannelslikeFacebook. Whatcanwesay…firstcarwiththehashtagname,itwasbound tohappen) Description: Results/Comments Views:>994,000 Shares: >7,100 Comments:>1,500 Likes:>8,200
- 47. 47 Kellogg’s Special K Kellogg’sSpecialKismovingawayfrombrandingitselfasa productusedfordieting,afteritfoundwomennowpreferto “takeamoreholisticapproach”whenitcomestofood. Alongsidethenewmarketingdirectionthecerealbrandhasalso launchedits#StrengthIscampaign,whichfeaturesTV personalityKatiePiper,celebritycookLisaFaulknerandrecording artistNicolaRoberts.Thebrand’s‘strengthsquad’willbe supportingSpecialKacrossasix-monthcampaign,which encourageswomentocelebrateandsharestrength. Description: Results/Comments Researchwastiedtothecampaign- the20sexistwordsthatwomeninBritainwantbanned. Butwhenyoutrytobenotthedietproductthatyouwereallalongandtobecome“healthy”brandinstead–tryharder,SpecialK.
- 48. 48 Audi and Airbnb collaboration Description: Results/Comments YouYubeviews:3,785,350 Likes:2,127 AspartofitsEmmyAwardssponsorship,theautobrandand Airbnbwillofferfansthechancetobookthree-daygetawaysat theluxuryRondolinoResidenceinDeathValley,Nevada. Guestsgettodrivea2017AudiR8duringtheirstay,whichalso includeschauffeurservicefromtheairport,mealspreparedbya personalchefand,accordingtopressmaterials,"evening entertainment/activities." Totoutthepromo,VenablesBell&Partnerscreatedthefunspot below—italmostfeelslikeaSuperBowlad—whichisrunning onlineandwillalsoairduringABC'sEmmystelecastonSunday.
- 51. 51 Benetton – new marketing campaign Benettonhasunveiledanewmarketingcampaignandcreative platform,calledClothesforHumanstohelpincrease“respect” forthebrandandtocelebrate“everydaymomentsand everydayemotions”. ToachieveitsaimtheItalianbrand,whichwasfamousforits controversialadsinthe1980sand1990s,hasdividedits collectionintothreecategories“dressup”forwork“dress down”forinformaloccasionsand“dresstomove”fortraining andsport. Description: Results/Comments Fromprovocativetonatural;andtoeverydaylifescenes– true,realandnotaboutfashionanymore.
- 55. 55 Kenzo’s mini film Foritsnewadcampaign,theFrenchfashionlabelKenzo recruitedPortlandia'sCarrieBrownsteintowriteanddirecta shortfilm.Theresult,calledTheRealestReal,takesordinary socialmediainteractionsandreplicatestheminreallife,to absurdeffect. Thesix-minuteeffort,whichthebranddescribesas"asurreal lookattheinvisibledigitalwallsthatseparateusfromourfavorite personalitiesandicons,"imaginesifwemarriedthepeoplewe write"marryme"(inthiscaseKimGordon)toonlineorifthe womenwecommented"mom"(inthefilmit'sNatasha Lyonne)toonInstagramorTwitterbecameourmothers. Description: Results/Comments YouTubeviews:135,671 Somesaythisshortfilmisahit,somedonotunderstanditat all…wesay–goon,Kenzo!Likes:1,540
- 56. 56 iPhone 7 “magic” promo ApplebrokeapairofiPhone7commercialsduringtheEmmy AwardsonSundaynight,advertisingthelatestincarnationofthe devicewiththeline:"Practicallymagic." Thevideosfeaturessomeofthebestlightingandalsohints brieflyatthephone'swaterresistance. Description: Results/Comments YouTubeviews:3,777,711 Likes:30,161
- 57. 57 Sauvage’s new docu series FrenchcouturehouseChristianDiorisusingtheartofvideoto embodyasenseofadventureforitsSauvagecologne. AsthefaceofDior’scologne,actorJohnnyDeppislendinghis voicetoSauvage’snewdocuseriesthatemphasizesthelureof adventure.The"TalesoftheWild"seriesdetailsthelivesoffour menwhoareknownthrill-seekersinvaryingindustries. Description: Results/Comments YouTubeviews:624,920 Interestingtosay–thoughoverallcampaignisquitesuccessful,inAustraliatherewasa considerablenumbersofraisedeyebrows.IntherecenteventsofJohnnyDeppallegedly beatinghiswifesomeproposedtorenamethebrandtoSavage. Becarefulwhoyouchooseasyourambassador
- 61. 61 Situational ad failure Recently,afterthestatementoftheRomanNasirov,thatallusersofthe iPhone7inUkrainearecriminals,thenetworkhas sweptthehurricane ofmemes. Meanwhile,UkrSibbankmisusedsituationalmarketing,postingin Twittershort,butverycleartweet:“DonotbuyillegaliPhone7,but legallytake onaloanfor Samsungpurchase."Allwouldhavebeenfine ifmostusershavenottakentoheartthisjumponiPhone7. ButthemainmistakeofUkrSibbankSMMwascertainlynotinthe wrongtweet—itcouldhavegoneunnoticedifuserswerenot “banned”forcriticism.Thisiswhatcausedthemainwaveofdiscontent. Description: Results/Comments ThesituationaroundtheunfortunatetweetbyUkrSibbank waspickedupbyAlfa-BankUkraineandUniCreditBank. Here'ssituationalmarketing.Andfarmoreeffective.
- 62. 62 Burger King dressed up as the ghost of McDonald's ABurgerKinglocationinQueens,NewYork,hasalockonbest restaurantHalloweencostumeof2016afteritdressedupastheghost ofMcDonald's—coveringitselfinbillowingwhitesheetsandtrollingits rivalwithaspecialsignthatread:"Booooooo!Justkidding,westillflame grillourburgers.HappyHalloween." ThestuntwaslimitedtothesingleBKlocationat92-85QueensBlvd. ButBKcorporateisclearlyinvolved,asthebrandhaspostedavideo (currentlyunlisted)ofthe"ScariestBK"toitsYouTubechannel. . Description: Results/Comments YouTubeviews:589,364 AndagainBurgerKing makeswittyadinvolvingMcDonald’s,asthemain competitor,init.
- 63. 63 Jim Beam’s Apple Watch HotontheheelsofthenewiPhone7andAppleWatch2,Jim BeamhasintroduceditsveryownJimBeamAppleWatch. Thewatch,whichhidesacollapsibleshotglass,isshowninan “official”trailerthatparodiestheAppleaesthetic.Itslowlyspins onawhitebackgroundwhileavoiceoverexplainsthatit’s “availableexclusivelyingreen…because…someapplesare green.”Whiletheproductlaunchisaparody,thewatchisinfact forsaleforthelowpriceof$17.99ontheJimBeamwebsite. TheJimBeamAppleWatchapparentlysoldoutin3hours. Description: Results/Comments YouTubeviews:53,300 Itisanexampleoffantasticsituationalmarketing–andaneedfulthingatthevery least)
- 64. 64 Negative review in TripAdvisor brings success ABelfastrestaurantishavingthelastlaughafterturninga negativereviewitreceivedonTripAdvisortoitsadvantage. Followingonecustomer’sdescriptionofaprawnsaladasbeing the“worst”saladshehadevereaten,theHarlamCafé advertisedthefactonabillboardonthepavementoutside. Asaresult,intriguedcustomersarenowvisitingthecaféforthe firsttime,manyofthemorderingthesuper-healthyHarlem superfoodsaladfor£7.50.Thesaladcontainsmixedleaves, locallygrowncherrytomatoes,prawnsorsmokedsalmonand home-madewheatenbread. Description: Results/Comments Howtosucceedinafailure–hereisthegreatexamplewherechefofacommonrestaurantdecidedthatbadreviewiswhatit getstopromoteitself.Anditworked.Interestingly,themaincustomersthatdemandtheworstsaladeverwereAmericans.
- 66. 66 Audi’s ad aired around the debate in the USA Audi's"Duel"commercial,byVenablesBell&Partners,which wasmadetoairaroundthethreepresidentialdebates,isoneof themostentertainingadsoftheyear—partlybecauseofthe compellingtechniqueofshowingthefootageinreverse.This generatesalotofthedramaforthestory,andalsomakesit prettyuniquevisually. Description: Results/Comments YouTubeviews:1,883,846 Likes:2,673 Excellentwork,Audi,andgreatvisual)
- 67. 67 Norwegian Airlines genius ad NorwegianAirlinesishopingtoturnheartbreakintoholidaybookingswithanew tongue-in-cheekadvertisingcampaign.TheadvertssurfacedonFriday,justtwodays afterAngelinaJolieannouncedshehadfiledfordivorcefromBradPitt–andhave causedmirthandraisedeyebrowsinequalmeasure. Thecampaignhasspreadlikewildfireonsocialmedia,withuserslaudingNorwegian's creativemarketingtactics.OnereferencedPitt'sformermarriagetoJenniferAniston, callingforpassengersnamedJennifertobegivena50percentdiscountonLAflights. Description: Results/Comments Whatcanwesay,thisadissurelystirredupsomecommotion…andbuzzinthemediaasbeingontopofthingsthathappen intheworld.
- 68. 68 Fresh techno and innovations Best world selection
- 70. 70 Teeth-villains revealed the reasons for tooth decay Description: Results/Comments Itisalwaysscarytovisitdentist’scabinet…andnotonlyforchildren. Theclinicspeaksinafunnyandentertainingmanner with thekids about teethdecay. Wefeelalittlelessbitscaredtogotothedentist’s,whataboutyou? YARCHE agencylaunchedaseriesofboardswithcartoonstories aboutteeththathavesomethingtohide. Thegoalistointerestchildrenandtomitigatetheirfear,andto informtheirparentsaboutthe necessityofthediagnosisof children'steethinFamiliaDentalClinic.
- 71. 71 Billboard spy in Toronto Here'saprettygreatout-of-homeexecutionforOliverStone's upcomingfilmSnowden,abouttheNSAwhistleblowerEdward Snowden—abillboardthat'sbeenspyingonpedestriansin Torontoandstreamingfootageoftheirmovementsonthe street. Snowden'srevelationsabouttheNSA,ofcourse,raised troublingquestionsaboutmasssurveillance. DentsuBosandElevationPicturessetupsurveillancecameras withmotiontrackingtechnologyaroundDundasSquare.The camerastrackedpedestrians'movementsandlivestreamed themontoagiantvideoboard. Description: Results/Comments “Itwasinterestingseeingpeople’sreactions”saidJonFriar,creativedirectoratDentsuBos.”Somefeltviolated,someterrified, andsomeevenpraiseditasthecreepiestthingever. Funnily,almostalllookedaroundtoseeiftherewereothercameras spyingonthem. Whichinitselfistelling.”
- 73. 73 Mr. Bear Driver for kids Theideabehind"Mr.BearDriver”istoteachkidshowtomake youabetterdriver. ItisaroadsafetygamebyPublicisRomania,createdalongside theAutomobileClubofRomaniaandtheInternational AutomobileFederation(FIA),forthe2015-16"JuniorCopilot" program. AvailableforfreeonGooglePlayandtheAppStore,the animatedjauntteacheskidsabouttrafficrules.Whenplayedina movingvehicle,thegame—whichisequippedwithGPS— directlyrespondstothespeedoftheactualcartheplayeris ridingin. Description: Results/Comments Wethinkitisagreatexamplehowchildrencancontributetothesafetyontheroadbyplayinggamesonthebackseat.
- 74. 74 iPhone 7 iOS 10 new feature AmongiOS10'sshinynewtoysisamessagingfeaturethat allowsyoutoaddeffectstoyourmessagebubbles,sendfull- screenanimationswithyourmessages,addhandwrittennotes andmore.Applepushesthosecapabilitieswithaprettynew spotfromTBWAMediaArtsLabthatfocusesononefull-screen animationinparticular. Description: Results/Comments YouTubeviews:4,606,649 Likes:32,422
- 75. 75 Google Allo using emojis for marketers AlloisGoogle'sfirststabatartificialintelligence.Itwasannounced atthecompany'sannualI/OconferenceinMay. SimilartoFacebookMessenger,Snapchat,WhatsAppand Apple'siMessage,Alloisachatappthatletsconsumersswap self-destructingmessageswitheachother.Butitalsoincludes Google-poweredsearchfeatures. Googleisexpectedtorolloutbrandedemojisformarketers. TheAIfeaturewillrecommendasponsorbasedonthe keyword,themessageandtheconversationalflow. Description: Results/Comments Emojiasameantopromoteyourselftoyourtargetaudiencewhiletheyaresearchingfora,letssay,placetoit.Thesimpler– thebetter.
- 77. 77 ProPilot chair that moves Theprototypechairby JapaneseautomakerNissancanmove itselfandstopbeforeitcollideswithanobstacle.Itwas promotedviaaYouTubevideo. Thoughthechairsareonlyintheprototypestage,theyalready showalotofpromisefororganizingqueuesandevenhelping thosewithlimitedmobility. ModeledaftertheNissanProPilotautonomouscarprogram, thechairsusetechnologyoriginallydesignedforsingle-lane highwaydriving.Theydetectotherchairsandfollowalinein single-file. Description: Results/Comments YouTubeviews:278,256 Likes:451
- 79. 79 Savioke help robot ThefriendlymovingbucketistheGoogleVentures-backed SaviokeRelay,ahelperrobotspecificallydesignedforusein hotelsorotherpartsoftheserviceindustry. Afterafewtesttrials,ithasrecentlystartedpoppingupinU.S. hotels. It’saprettysimplerobotthatreallyonlydoesonething— deliveringfoodanddrinkstohotelguests.Itpicksupthedelivery fromthelobby,andthenfindsitswaytotheguest’sroomallby itself. AcoupleofhotelchainslikeHilton,StarwoodandMarriott alreadyuseRelay. Description: Results/Comments YouTubeviews:40,818 Alittlestepforhumanity,abigstepforarobot. Anditisaconvenientmethodtodeliversmallitemstotheguestswithouthumandirect involvement…onlyalittlehelp.
- 81. 81 E-Ink display for ads on trucks Thepanelsconsistoffourprotectedfrommoistureanddust32- inche-inkdisplaysintoonelargescreenwithsize0.9mx1.5m. Theyconnecttothebatteryofthetruckanddonotrequire additionalpower.UnlikeledorLCDscreens,e-inkdisplays broadcastimageswithoutglare.Inaddition,theydonotemit directlightthatatnightcanblinddriverstravelingbehindthe truck. Screenscanalsobeusedtobroadcastinformationinreal-time. Forexample,dataaboutaccidents,trafficjams,weather,andso on..Intheframeworkofthepilotofthefirstfivetruckswithe-ink screenswillbetherouteinNovember2016. Description: Results/Comments Targetedadsontrucks–nowyouactuallypayfortheadsthataredirectedtoyourtargetaudience.Thoughtherearesome concerns–woulditnotfurtherdistractdriversattentionfromtheroad?Timewillshow.
- 82. 82 Campaign for the 20th anniversary of the “Tomb Raider” Thefirstbillboardwithfalling“snow”andarealclimbingcarhas beenunveiledinTimesSquare,NewYorkCity,tomarkthePS4 releaseof”RiseoftheTombRaider”andthe20thanniversaryof thepopularvideogamefranchise. LiquidAdvertising,theadagencyofrecordforSquareEnix,andOut ofHomeAmericaWilkinsMedia(OOHA/WilkinsMedia),the billboard’sexperientialmediaproducer,havecreateda3Dbillboard at52ndStreetandBroadway,featuringarealJeep®Wranglerand evaporative,environmentallyfriendlysnowin“blizzardconditions.” Description: Results/Comments WeightoftheJeep(withoutengine):2,000pounds Billboardheight: 64feet Snowfalls: for3minutesevery15minutes
- 83. 83 Transportation hub with GIFs promoting superstore NewYorkcommuterswhotravelthroughthenewWorldTrade Centertransportationhubweremetwithquitethespectacle today,thedebutofafootballfield-sizeGIFinstallationforNBC's sophomoresitcomSuperstore. NBCandGiphypartneredonthecampaign,whichfeaturesGIFs oftheshow'scast,andwhichthenetworkhopeswillappealto millennials. Thenetworkisadvertisingonall19LEDdisplaysofamarble- linedcorridorintheWorldTradeCentertransportationhub. Description: Results/Comments Howtouse thegrandeurofthenew transportationhubtopromoteandappealtomillennials– withcolorfulGIFs! Somethingnewontheadvertisementground.
- 84. 84 Snapchat’s video-enabled sunglasses SnapchatCEOEvanSpeigelonFridayeveningunveiledthetech firm'sfirsthardwareproductintheformofvideo-recording, sunglasses-styledeyewear,accordingtoTheWallStreetJournal. Theone-size-fits-alldevices,calledSpectacles,willbeavailable thisfallfor$129.99fromSnapInc.,whichisthetechplayer'snew corporatename. Whilethevideo-enhancedsunglasseswillhavelimited distribution,theyrepresentacompanythatwantstomove beyonditssmartphoneapp,whichhas150milliondailyusers. Description: Results/Comments YouTubeviews: 1,850,162 Snapchatstartedtoplayonthenewterritory–shouldGoogleworry?
- 85. 85 Victor Bregante’s fonts Theexpression"toplaywithfonts"-thisisabouthim,the designerfromBarcelonaVictorBregante.Helovesandknows howtoplaywithfonts.Moreover,hehighlightedthis direction ofhiscreativedesignintotheseparateproject.Notsurprisingly, theabilityofBreganteisinconsiderabledemand,particularly fromadvertisers. Description: Results/Comments Itisnotuncommonforthebrandtounderestimatethepowerofthefontsandvisualcontent,butpeoplearequiteresponsive tothevisualstimuluses.That’swhybrandsshouldthinkabouthowtheirname,etc.iswritten.Victorwillhelp.
- 86. Your Zenith team Thanks You