To promote McDonalds over the Australia Day weekend they adopted their local nickname of Macca's in a fully integrated marketing campaign from store signage to social media. The result was 11 billion PR impressions and a 6.7% increase in sales that's 300,000 extra burgers.
Mini is the main sponsor of the SPCA in New Zealand and wanted to encourage the adoption of rescued dogs by demonstrating they were smart enough to drive a car. The campaign resulted in 10M YouTube views and 10k Facebook fans and all the dogs were adopted.
Yahoo integrated voice recognition with crowd sourcing and 3D printing to all visually impaired children in schools throughout Japan to search and produce over 100,000 items. The open source software and Hands on Search is now available to everyone, everywhere.
Reborn Apps | The Organ Donation Foundation | Belgium
Reborn Apps | The Organ Donation Foundation | Belgium
The Organ Donation Foundation asked large scale event organisers to allow them to convert their obsolete apps into a way of donating organs. The insight was that many who downloaded the original app kept it on their phone after the event and there was the opportunity for it to be reborn.
Having to carry heavy books to school was having a serious impact on the performance and health of children in the Philippines. Smart Communications converted schools texts into surplus sim cards turning old analogue phones into a new type of textbook making children happier and their lives a lot easier.
The objective was to raise awareness of the breadth of destinations offered by British Airways and inspire potential customers by reminding them about of the magic of flying.
Using an antenna connected to a special billboard in Piccadilly Circus, the advertising messages changed in line with the planes travelling overhead displaying the flight number and destination.
There were over 350 million visits to the British Airways website as a result of this idea.
Dole used their sponsorship of the Tokyo marathon with over 36,600 runners to help position their “Gokusen” as the ultimate of all bananas with the perfect nutrition for runners.
200 lucky runners won a specially produced “Banana Trophy” with their official time and Facebook messages from friends printed in edible ink.
With no media budget messages were shared 720,000 times and seen by 28 million people with a media value of well over $1M.
Brand tracking also showed significant improvement on quality perception and buying intention.
Lambnesia | Meat & Livestock Australia | Australia
Lambnesia | Meat & Livestock Australia | Australia
Sam Keckovich is an iconic macho Australian football legend and the long standing spokesman for Meat & Livestock Australia. For the last 10 years he has told Australians “Don’t be un-Australian, eat lamb on Australia Day”.
After an accident whilst filming Sam started to act a little strange including turning vegetarian.The condition was diagnosed as “Lambnesia” a condition which makes you forget your Australian identity.Consumers were urged to go online and take the “National Lambnesia test” and download a prescription for lamb to be taken to the local butcher.
The campaign saw an increase in lamb sales of 48%.
1 in 4 children in America cannot read.To promote the joy of reading McDonald’s gave away over 20 million children’s books in Happy Meals.
To draw attention to the issue of children’s literacy, a McDonald’s restaurant in Chicago was transformed into “The Literacy Store”. Every word in the restaurant from the menu boards to the restroom signs was replaced with nonsensical, unreadable words to demonstrate the experience of being unable to read.
To shock Brazilians about the waste of burying healthy organs ,ABTO convinced the eccentric celebrity Count Chiquinho Scarpa to announce on Facebook he was going to bury his U$500,000 Bentley - inspired by the pharaohs who buried their treasures. The stunt caused uproar on social media then with mass media a significant increase in donors.
Dot by Dot No Child Brides - Child Survival India - India
Dot by Dot No Child Brides - Child Survival India - India
There are 24 million child brides in India. 40% of the world’s child brides. Child marriages lead to more domestic violence, sexual abuse, infant mortality, illiteracy and poverty.
In 2013, the UN passed a proposal to end Child Brides. India ignored it.
No Child Brides started the campaign by creating a picture of a child bride made out of 39,000 white bindis – the number of child marriages that take place in India each day.
Red bindis are worn by married women in India. Women from restaurant staff to celebrities and fashion models wearing a white bindi became a powerful political statement and pictures spread like wildfire via traditional and social media.
With very limited budget, 22 million impressions were created, and 10,468 pictures were shared.
Despite being a wonderful country to live, Peru does not have a reputation of being a happy place.Whilst there is no law against smiling in ID photos, most Peruvians look pretty sad. Coke saw this as an opportunity to spread happiness across the region by installing special photo booths which were activated by smiling. Smiling Peruvians were also rewarded with a free Coke.
The idea resulted in more than 1.3 M shares on social networks and $300M worth of free media.
90% of new ID’s in the first month of the campaign were happy I.D.’s
Music is the ultimate performance enhancer – synonymous with the work out.
However, the one activity Sony was missing out was swimming – until they developed the Sony Waterproof Walkman. Despite being a great product, sales were less than they hoped.
The Bottled Walkman was a game changer – providing a new distribution channel via vending machines making it as easy to buy as bottled water.
Effective promotion via social media channels led to an increase in 400% increase in sales and the Bottled Walkman went from the 30th to 3rd best-selling Sony product in New Zealand.
To promote awareness of the WWF Earth Hour and the importance of conservation, a code was developed which would black out the landing pages of the major websites in China with only some light around the cursor and the message “only light up what you need”.As a result, 50 million screens were blacked out.
With the idea that the last square of a chocolate bar is the best, Milka removed their last square and gave their consumers the opportunity to send it with a tender message to someone they love. The campaign created 1.1M Euros worth of earned media and 80k shares on social media. After the launch of the campaign 300k visited the Milka website and 30k sent a square.
Samsung wanted to demonstrate that with their new NX camera, amateur photographers could take pictures as well as David Bailey. 143 namesakes were recruited from across the UK to take part in a campaign. This led to 11 million impressions on Facebook and a hike in market share to 55% selling out of the cameras in just 11 weeks.
Thai Health used a strategy called “inside out reflection” where smokers warned kids not to smoke. The compelling video went viral on social media and was then picked up off line with $3.2 M of earned media and a 62% increase in calls to the Quitline in the first month.
V Line wanted to promote off peak train travel by encouraging city livers to visit their family and friends back home. The campaign was based on the powerful insight that whilst young professionals living in the city were too busy with their new lives and friends they felt guilty about not going home regularly.
The Guilt Trip was a pre-purchased ticket that was developed for families living in the country to send to their relatives living in the city.
The campaign combined traditional media in the city with social media and humorous online films designed to make potential rail travellers feel guilty.
The campaign led to a 12% increase in off peak sales, selling an additional 123,000 tickets generating additional revenue of $4M.
Nivea Brazil wanted to promote the key proposition of protection for their Sun Kids brand.
The insight was based on the concern’s parents have of losing their children on big, busy beaches.
Nivea produced a press ad that included a detachable strip to be used as a bracelet for children which could be used to help locate them. By downloading an App and identifying the bracelet a distance could be set with an alert if the child strays beyond this.
The app would also show the distance and direction of the child.
The campaign provided more protection for children and less concerns for parents.
Each year 300 million tons of fruit and vegetables are thrown away as they do not fit the norm in terms of shape and colour.
As part of the European Year against food waste, Intermarche, the third largest supermarket chain in France, launched the “Inglorious Fruit” campaign to promote imperfect fruit and vegetables.
By buying unwanted fruit and vegetables from their supplier produce like the Grotesque Apple, the Ridiculous Potato and the Ugly Carrot were sold at a 30 % discount and also promoted as part of a range of soups and fruit juices.
Many stores sold out of their “Inglorious Fruit” and there was an overall 29% increase in store traffic.
OPSM created the world’s first children’s book that is also an eye test. Children do not like doing eye tests at scary optometrists and with 1 in 4 having vision problems; the book helped parents do the test as part of a bedtime story.
The book was available free in store as well as in libraries and schools.
There were an estimated 500,000 eye tests using this book which helped detect over 125,300 previously undiagnosed vision problems.
The Lionfish Invasion | Ministry of Environment | Colombia
The Lionfish Invasion | Ministry of Environment | Colombia
When Hurricane Andrew hit Florida an aquarium tank burst and let loose Lionfish a foreign species and ferocious predator which invaded the Caribbean endangering hundreds of other species in over 40 countries. The Columbian president described it as a threat to national security.
The Ministry of Environment created a campaign to encourage Columbians to eat the Lionfish. By eating one Lionfish thousands of other fish and species would be saved.
From top chefs and gourmet cookbooks to supermarket booklets with popular recipes Lionfish was presented as a delicious alternative.
Priests even encouraged Catholics to eat Lionfish during Lent and Easter.
In 2014 Samsung partnered with The Oscars and ABC to promote their product range and proposition that “incredible things happen on Samsung screens”.
Their sponsorship deal allowed the exclusive access to pre-show and backstage areas but in giving the host Ellen Degeneres a Galaxy Note 3 phone incredible things happened. The original idea of taking a selfie with Meryl Streep during the show turned into a picture with a galaxy of Hollywood stars including Brad Pitt and Kevin Spacey.
Within one minute the selfie was retweeted 219,006 times - a Twitter record.
The selfie was covered by the world’s media and resulted in 88M social media impressions with 69k Samsung brand mentions and 3.3M retweets.
