Aeromexico, the largest airline in Mexico, obtained a considerable amount of revenue from flights from Mexico to the US, but not so much the other way around. They needed to create a big, bold statement that reached as many people as possible with a total budget of $80,000.
Aeromexico turned DNA tests into discounts. The more Mexican Americans were the bigger the discount. The online campaign generated 1.6 billion media impressions and increased tickets sales from USA to Mexico by 33.7%
In 2017, The Times of India sought to break a 400-year old tradition of division and turning it in to one of acceptance. For the first time, unmarried women, divorcees, widows and the LGBTQ community were welcome to join in the celebration of Sindoor-Khela.
More than 100 temples opened their doors to ALL women in 2017 and 2018. In 2018, because of the success of the campaign in 2017, 60 more temples joined in. For the first time, The Times of India disputed leadership in Kolkata with The Telegraph to become the #1 English newspaper in the city.
To show solidarity with LGBTQ youth, Kellogg’s released a limited-edition cereal ‘All Together’ which brought all their brand mascots and cereals together as a symbol of acceptance. Launched on Spirit Day, for every box given away a donation was made to GLADD (Gay & Lesbian Alliance Against Defamation). Such was the demand additional packs were produced for sale with the proceeds going to the charity. #SpiritDay obtained 2.2 billion impressions and retailers such as Target and Walmart have requested a national roll out of the brand across the USA.
19 million children are visionally impaired, yet there are not many materials adapted for their education. The Dorina Nowill Foundation for the Blind sought an innovative resource to improve life for the visually impaired and those around them. As an NGO with no budget, they created #BrailleBricksForAll to amplify their message. #BrailleBricksForAll got over 141 million impressions and 3.7 million interactions. The largest toy manufacturer in the world not only became aware of the idea but was willing to produce it. The Lego Braille Bricks are already in use in Denmark, Norway, United Kingdom and Brazil. By 2020, it will be distributed free to a further 16 countries.
Following years of Civil War, Lebanon remains a sectarian society underpinned by a law which prevents those from different religions from marriage. Absolute Vodka launched Civil Love to encourage their target market, the young millennials, to “create a better tomorrow tonight” and fall in love with others from different religions. They found a legal loophole and held a civil marriage on a boat just 12 miles from the Lebanese coast in International waters.
Absolute Civil love became a social movement and the new government proposed a motion to make civil marriage a civil right. The campaign also attracted traction with 30 million views and impressions and a 17.69% increase in sales.
How we helped Diversity win the Eurovision | Outbrain | Israel
How we helped Diversity win the Eurovision | Outbrain | Israel
To demonstrate the power of their media platform and the importance of diversity in culture and advertising, Outbrain helped Netta – a unique singer and outspoken advocate for diversity - win Eurovision for Israel.
By targeting the most influential countries in Europe and exposing them to her music video, they created support for their contestant well before the contest. Netta won Eurovision in front of 180 million viewers creating 4.2 billion media impressions.
Colombians use the colours of Postobón sodas to determine the flavour - the same way racists use skin colour to define people. During October, when National Race Day is celebrated in Colombia, Postobón launched a special edition of their 7 flavours but removed their colours. This meant that people had to taste the drink in order to find out what flavour was inside each bottle. The campaigns achieved 9m impressions, more than $29,700 in earned media and was the national trending topic for 22 hours. Positive sentiment increased by 93% and sent a message of tolerance across the country.
The Business of Gender Equality | BI Norwegian Business School | Norway
The Business of Gender Equality | BI Norwegian Business School | Norway
To help recruit international students, the BI Norwegian Business School created a campaign based on the insight that there is overwhelming evidence that a higher labour force participation rate by women increases economic output and increases the gross domestic product (GDP).
Norway can demonstrate this with 72.4% Norwegian women employed, with the average in OECD countries of 60.1%, and could allow them to claim, “women are more profitable to Norway than oil”. BI had a 16% increase of accepted applications with 800 students making a video to show their motivation to be part of the Gender Equality Experience.
Women are 47% more likely to be seriously injured, 71% more likely to be moderately injured and 17% more likely to die in a car crash. The reason? Most crash tests are based on male crash test dummies. To make cars safer for everyone, Volvo created a digital library with data from more than 43,000 collisions and 72,000 people, the research became open and free to any company to learn from. So far, the film has garnered over 85 million views and has reached over 70 countries. It has appeared in over 450 articles and has over 280 million social media impressions. Volvo got the world talking about an issue many people were unaware of.
In 2012 a giant rainbow sculpture appeared in Saviour Square in Warsaw the sculpture triggered hate among opponents of LGBT rights. After the original sculpture destroyed by vandalism, Ben & Jerry’s created an unbreakable and unbranded version. On social media they informed of their partnership of the equality parade and in the week preceding the projection they teased about the rainbow event. The day before the screening they organised a press breakfast to present the design installation. On the day of the event, they published a public invitation on social media, reported via live streaming and encouraged social media users to share their image.
The campaign resulted in a 47.5M reach and 355k live reactions and featured by international media including: The Washington Post, The Telegraph, China Post, The Guardian. Comedian James Corden mentioned the campaign to his 10.6M followers.
There is a belief that only sad campaigns raise money. Pro Infirmis, Switzerland’s largest organisation for people with disabilities, took a different approach
Their humorous campaign highlighted situations that both able and disabled share and not the differences, conveying that people with disabilities are simply a part of our society.
The campaign resulted in 38 PR contributions, reached 8M globally and had 13.6k interactions on Facebook.
Closed for Maintenance – Open for voluntourism | Visit Faroe Islands | Denmark (2019)
Visit Faroe Islands had a dilemma - to increase tourism in a country without the necessary infrastructure and where one third of the population didn’t want more tourists. They decided to make a bold move.
The Faroese PM announced they were ‘Closed for Maintenance, but open for voluntourists’. All major tourist sites were closed but voluntourists were invited to help maintain and care for the Islands in return for accommodation and food.
Within 4 days, 3,500 people signed up and volunteers from 25 countries arrived to help. Today, the top ten sights have all been improved. The campaign made headlines all over the world and resulted in more than 600 news articles, an online readership of 6b and 50,000,000 social media interactions.
Igniting a Global Conspiracy to #GetNZontheMap | Tourism New Zealand | New Zealand (2019)
Igniting a Global Conspiracy to #GetNZontheMap | Tourism New Zealand | New Zealand (2019)
Tourism New Zealand wanted to create a social campaign that turned the unfortunate issue of New Zealand being left off world maps into a global conspiracy, suggesting jealousy as the reason.
Fronted by New Zealand Prime Minister, Jacinda Ardern, and popular actor Rhys Darby, the social film light-heartedly made this issue a matter of national importance. It encouraged viewers to help put New Zealand back on the map, by sharing all the great reasons to visit, using the hashtag #getNZonthemap.
With a $0 Media Spend, they achieved $10 Million worth of earned media, 11m+ organic views worldwide (and counting), 1.3b total reach and a 66:1 ROI.
The World’s First Heart Rated Tourism Ad | Tourism Ireland | Ireland (2019)
The World’s First Heart Rated Tourism Ad | Tourism Ireland | Ireland (2019)
In a world of star ratings and online reviews this campaign showed “culturally curious” travellers how Ireland can leave you emotionally fulfilled.
A Swedish couple (who had never visited Ireland before) were fitted with a head- mounted camera and heart-rate monitor, then tracked their physiological responses to a range of experiences.
The data was then used to determine what footage made it into the final campaign.
Raw emotional data that shows the world how Ireland makes people feel.
The Photography Ban | Graubünden Tourism | Sweden (2019)
The Photography Ban | Graubünden Tourism | Sweden (2019)
It is scientifically proven looking at other people’s beautiful holiday photos can make you sad.
So, the stunning mountain village of Bergun legally banned photography – so they cannot be shared and make people sad.
When the media were alerted to this news of the ban quickly spread across the globe and as a result people from all over the world started to search for photos.
With a media budget of zero the stunt generated media worth of 9.1m Swiss francs.
And bookings for Bergun rose by 470%
Be Part of the Font | Philippine Department of Tourism | Philippines (2019)
Be Part of the Font | Philippine Department of Tourism | Philippines (2019)
This was a 100% crowdsourced tourism campaign taking a lead in reducing the carbon footprint with no actors, shoots and flights.
A custom-made font using the traditional hand-painted style of Filipino sign painters was created to encourage visitors to turn tourist photos into ads for the Philippines.
The result was an immediate +200k images on Instagram which helped generate an 11% increase in search results with a direct correlation to visits.
Dundee: The Son of a Legend Returns Home | Tourism Australia | Australia (2019)
Dundee: The Son of a Legend Returns Home | Tourism Australia | Australia (2019)
How could Tourism Australia capture the attention of the American market in a sea of tourism campaigns?
The answer, Crocodile Dundee.
Tourism Australia leveraged the popularity of the 1986 movie to create a spoof film, that was in fact, a tourism ad. The campaign was launched on social with a cast of A-list Australian celebrities and culminated in a Super Bowl ad that initially fooled the audience and achieved the stand-out needed.
Dundee was the #1 searched, viewed and shared Super Bowl ad. It achieved earned media of $84.4m and reached 7.7 billion people. This translated to 900% increase in organic booking enquiries.
Sensorial Tours | Ministerio De Turismo | Ecuador (2018)
Sensorial Tours | Ministerio De Turismo | Ecuador (2018)
Ecuador is world-famous for its flora and fauna which attracts tourists from all over the world. However, many of these attractions were only accessible to able bodied tourists. With the support of Ecuador President, Lenin Moreno, himself a wheelchair user, the Ministerio Du Tourism set about creating tours that were accessible to all. They created the first fully accessible, sensory 2-day experiences for travellers with visual disability, hearing impairment and reduced mobility.
Since the launch of this sensory experience to make Ecuador a disability friendly nation, they have recorded an increase of 57% of disabled visitors to the country.
The Palau Government passed a new law on December 6, 2017, directing immigration officials to use the Palau Pledge entry visa stamp. The agency worked with the client (the Palau Legacy Project, a sustainable tourism marketing body), the government, the tourism industry and citizens to implement the new policy.
Launched at the UN, the Pledge has garnered enormous coverage for Palau’s conservation efforts. Its social, cultural, and political impact is both local and global.
While Palau is a small nation, its efforts to mitigate mass tourism’s effects can be seen on a global scale. Already nations including New Zealand have expressed interest in creating their own visitor Pledge. By taking steps to sustainably manage its tourist population, Palau hopes other countries will take action to protect their environment.
No need to Fly Around the World in Germany | German Rail | Germany (2019)
No need to Fly Around the World in Germany | German Rail | Germany (2019)
72% of Germans prefer to spend their holidays abroad, because they find Germany boring.
To encourage Germans to explore their country, they created a campaign comparing images of iconic tourism destinations around the world with similar images in Germany. There was one huge difference, the price. Using algorithms, Facebook data and geo targeting, they also used social influencers and their locations to calculate these comparisons in real time.
The campaign had a click through rate 850% higher than usual German Rail campaigns, 23.5million ad impressions, 6.61% conversion and increased revenue by 24%.
Club de Cuervos is one of the most popular Netflix series in Mexico and Corona sponsors the series and the team. Corona sponsor the team from Club de Cuervo as if it were a real one. T-shirts, caps and jerseys were sold all over the county and to celebrate the Club de Cuervos championship, press releases were launched digitally and in the press, culminating with the launch of the Corona and Club de Cuervos limited edition can.
The campaign garnered over 10 million impressions, more than 700,000 consumers posts and became the most sold beer on Amazon.
To demonstrate that a UEFA Champions League match is as exciting as watching a great drama, Heineken organized an orchestra to play at a live event during the final. For each game move, a different soundtrack was improvised by 35 musicians.
Announced as the first musical match in history all 2,500 tickets sold out in record time.
As an unexpected surprise Brazilian soccer legend Ronaldinho led the orchestra.
The Grand-Finale had 88M media exposures and became national news, becoming Heineken’s most-viewed campaign in history.
Volkswagen created ‘Road Tales’, a location-based audiobook app that brings highways to life which through the car’s sound system encouraging children to use their imaginations and not their mobile devices
They scanned the entire Dutch highway system and worked with several illustrators and award-winning children’s book writers to make the experience feel both innovative ánd handcrafted. Car-stickers of the characters were given to schools and were handed out at dealerships.
The Road Tales app reached the #1 position in the app store’s book category within 3 days and over 30,000 tales were told on Dutch roads within the first month.
At the peak of Mexico’s fuel crisis, Chevrolet took to the streets with their first 100% electric car, the Bolt EV to scout for gas stations with gasoline available to help drivers find fuel without using a single drop themselves
The information was posted on #ReporteGas in real time
Visiting 270 gas stations and driving 238 miles on a single charge this promoted the Bolt EV as the perfect car for the future
Their reports reached 43 million grateful drivers,gained worldwide headlines, increased traffic to their website by 187% and increased sales of the Bolt EV ten-fold
Countless children in India succumb to preventable diseases like diarrhoea because they don’t have the habit of washing hands with soap Many of these students wear a mandatory ID card as part of their uniform.
Savlon repurposed these ID cards with a small pouch that kept a replaceable handwash sachet which was readily available every time schoolchildren washed their hands
Savlon ID Guards were distributed across more than 3,000 schools across India.
Over the last year, Savlon grew market share by 1.6 %, while market leaders Dettol and Lifebuoy saw their shares decline by 0.5% and 3.1% respectively.
Losev is a Turkish health foundation for children with leukemia.
The idea here was to create an alternative ending for one of the saddest movies in Turkish cinema history. In the new film the little boy with leukemia survives and there is a happy ending.
This reflected the dramatic difference in survival rates from 10% in the 1970’s to the rate today of 94% helped by the work of Losev.
The new movie was shown on national TV and in cinemas across Turkey helping to raise awareness and funding for Losev.
This campaign was developed to increase pressure on politicians to reform gun law in the USA.
In 95% of schools in the USA lockdown drills are as common as maths or science. This campaign features an 11 year old girl who recites the instructions she learned in school in disturbing detail.
The millions who watched the film were exposed to the grim realities of being a student in the school shooting era.
#Lockdowngeneration was created after the film had 22.9 M views in one week and several high profile politicians have committed to finding a real solution to the serious issue
Hungry Puffs is a product specifically created and designed to immediately engage grocery shoppers at the very moment they’re buying food for their own families.
At this “moment of truth”shoppers are compelled to support a much bigger cause – feeding other children who go without breakfast every day.
Hungry Puffs were stocked in over 40 supermarkets across Western Australia with the purchase price of $5 going to the charity who could use it to provide 10 children with their next meal
62k boxes of Hungry Puffs were sold raising $312k and donations to the Foodbank doubled during the campaign.
Edgars had completely lost relevance with a contemporary African audience
An African musical and original song became an anthem for self-expression and re-connected Edgars into current culture.
The campaign needed to reflect a diverse audience of ethnicities, genders, backgrounds and cultures without patronizing our alienating their audience showing Edgars is a brand that stands for all types of self-expression
The campaign created a cultural movement with an earned media of $3.8M and increased positive brand sentiment for Edgars by 533%
Glade’s biggest share of sales comes from Walmart, the biggest retailer in the USA – but the rise in online shopping is working against both brands.
This campaign made it possible for consumers to sample their fragrances when shopping online making a Walmart delivery more interesting and surprising
Glade transformed the ubiquitous packing pillows that typically protect online orders into a sampling experience of their new fragrances and opportunity to purchase.
Within 4 weeks of launched they generated over 11 media impressions and 83% increase of online sales via the Walmarket e=commerce channels
The MSunderstood Café | Roche Products & MS Ireland | Ireland
The MSunderstood Café | Roche Products & MS Ireland | Ireland
To improve access to MS treatment in Ireland an experiential pop-up café was created on a busy street in Dublin to demonstrate the symptoms and provide insights into the daily challenges faced by people with the illness.
Hidden cameras captured customers’ reactions and the resulting video encouraged viewers to take action at the campaign website.
The campaign reached over 13 million in a country of 2 million adults and resulted in a meeting with MS Ireland and the Minister of Health.
To raise awareness and money MS Australia put a team together of health professionals, bike mechanics and MS sufferers to build a bike with the symptoms of MS.
A bike with a heavy frame, unbalanced handlebars, broken gears, no brakes.
They asked Shane Kelly an Olympian cyclist to use the bike in a competitive event that gained coverage in over 30 countries worth more than $7M of earned media. Similar bikes are now being built all over the world and being used for educational purposes.
Hyundai brought music to the hearing impaired, by transforming music into vibrations so that people who cannot hear can listen through their fingertips. Their innovative Music Seat brought the joy of listening to music to deaf and mute children who felt the emotive effect of music.
For every 1000 likes, Hyundai donated a Music Seat to deaf mute schools across Korea. This achieved over ½ million YouTube views 51,000 online donations leading to over 5000 donated seats. Hyundai are now considering featuring the Music Seat in actual cars.
The video games industry has long ignored the issue of gamers with limited mobility. The introduction of the Xbox Adaptive controller, Microsoft levelled the playing field for 33 million gamers.
The new controller was developed after speaking to children with mobility needs and seeing first-hand the hacks this audience were using in order to play.
The campaign was launched with an ad during the Super Bowl and which generated a global conversation on gamers with disabilities. More importantly it empowered gamers and led to a change in the industry with competitor companies releasing their own adaptive controllers.
In Russia, a country of 46m people, only 4 people with Downs Syndrome are officially employed. Pup Syndrome set about changing perceptions of people with this condition
They were given the chance to show what they were capable of in a job where they would not be judged for their disabilities, a Dog Hotel. It demonstrated they are ready, willing and able to work.
The campaign led to a significant increase in employers who wished to employ individuals with Downs Syndrome. The Charity DownSideUp also opened a new department to find employment for people with this specific condition.
Dot Mini - The First Smart Media Device for the Visually Impaired | Dot | Germany
Dot Mini - The First Smart Media Device for the Visually Impaired | Dot | Germany
Only 3% of text content worldwide is available in a braille format. This means that the 285 million visually impaired people have been severely restricted by what they can access. Harnessing AI technology, the Dot Mini is the first device that can access, and therefore translate, any digital text independently.
Even in modern hospitals, the primary communication system between patients and hospital staff is a bell and a light. This leads to inefficiencies, and worse, patients being put in danger as requests cannot be prioritised in order of those most urgent. At worst, this can mean the difference between life and death.
Lucy, a voice activated bedside assistance service either accesses the database of FAQ or contacts the appropriate nurse to respond. Lucy also has important implications to help ensure efficient staffing levels.
Lucy has led to a 79.8% reduction in emergency response times.
60 million people around the world live with a paralysed body and alert mind.
Blink to Speak is the world’s first eye language, giving paralysed people a method to interact without speech. This innovative approach allows patients to communicate the 50 most common requests to their carers, simply by moving their eyes.
Blink to Speak has been adopted by over 5000 patients and their families all over the world, who otherwise would have been excluded from accessing help due to excessively high costs.
Seeing AI – Talking Camera App for the Blind | Microsoft | USA
Seeing AI – Talking Camera App for the Blind | Microsoft | USA
The Seeing AI camera app from Microsoft, turns the visual world into an audible experience.
Using AI tech, the app can read text, but also translate images into a narration. From shopping in the supermarket, to reading post the app can narrate the situation to the user. The app also features tech to read the emotion on a person’s face and turns that into an audible message. It can even make other apps, such as Twitter accessible by providing spoken commentary to their photos.
Since its launch in 2017, this free app has helped its 200,000 blind users complete 7 million tasks.
In Brazil the law entitles deaf people, and one escort, to attend football matches for free. But it can be hard to find a friend or chaperone to accompany them. The solution? Blind Passion, the app that connects blind fans with to able bodied Flamengo fans to escort them to the match.
The app was developed, and a campaign launched to connect with disabled and able-bodied fans and then paired those who lived close to each one another.
The campaign generated 5m of earned media but importantly saw engagement from the fan base where 700 blind people signed up, along with over 8000 non-disabled escorts.
Treating Amblyopia Isn't hard but diagnosing kids who lack access to medical care In Columbia Is hard. i Rescue Is a playful die-cut mask that Is distributed in magazines and empowers parents to pro-actively screen and treat their children's eyes for free.
Access Israel repurposed the iconic *parking for disabled” signs so often ignored and used them as a media platform to raise awareness of the issue by replacing the icons with pictures of real people
“Retard” appears on Twitter every 5 seconds. Yet the word is offensive, not just to people with disability, but their friends and families.
To raise awareness about the impact the R word has a Twitter bot was created to detect any English language use of it. The bot then instantly replies with a video message from someone affected by the word, talking directly to the person who just used it.
