Every marketer hopes to create “buzz” around a new product launch, but one Taiwanese brand has taken this mantra quite literally.
Local brewer Taiwan Beer turned drones into mechanical “bees” to deliver cans of its new Honey Beer product, which is brewed with fresh honey, to office workers. The stunt, by Wunderman’s Taiwan office, encouraged office workers to apply online if they wanted free beer for themselves and their colleagues. The agency then sent out the bee drones and had them hover outside applicants’ windows or even fly into the offices to announce the arrival of the beer.
Wunderman also used Google Street View to superimpose bees onto images of people’s workplaces. Applicants could key in their office’s address to generate an image and share it on social media.
According to the agency and client, around 15,000 people signed up for the drone delivery service within just 10 days, and after the product launch, sales of Honey Beer outstripped all previous Taiwan Beer launches by four times.
To promote the launch of Kit Kat in Colombia, the brand and long-time agency JWT took its “Have a Break” slogan and hijacked other advertisers’ billboards — with their permission.
The Nestle-owned candy bar persuaded the other brands to let it recreate their billboards with the same models, but pictured munching on a Kit Kat. The idea is that the models are “having a break.”
The posters, which ran on Bogota’s public transportation system, came with Kit Kat dispensers and a message that read: “Like the model on this billboard, you too could have a break.”
Kit Kat used PR and social media to promote the billboards, and even persuaded the other advertisers (who included Mazda and Banco Caja Social) to promote them through their own channels. JWT claims Kit Kat’s engagement and fan base increased by 20% as a result of the campaign.
Paparazzi Troll : A $2.50 T-shirt Campaign That Turned Celebrities Into Itinerant Billboards & helped the NGO Casa do Zezinho generate donations & awareness worth $ 2.2 Million Dollars worth of spontaneous media impressions.
AlmapBBDO created an action for Casa do Zezinho that transformed Brazilian celebrities into itinerant billboards: taking advantage of the paparazzi’s constant actions after new photos of artists and the famous, the agency created a T-shirt that artists and athletes wore and with which they asked for donations to the institution with the phrase: “Since they’re going to photograph me anyway, collaborate: zezinhos.org“.
GPY &R Harnessed An Existing Human Behavior Of Tapping The Public Transport Victoria Cards- To Help Change The Destination For Homeless Kids In Melbourne!
In Melbourne alone, more than 25,000 kids don’t have a place to call home. So, right where you expect to see the problem, GPY&R provided a solution- by partnering with Public Transport Victoria, they embedded Public Transport Terminals with Digital OOH Mediums at the stations to allow everyday commuters to donate directly to youth homeless charity Ladder. Making for a simple and effective donation mechanism that also delivered a heartfelt message. Changing the destination for homeless kids in Melbourne forever.
One Woman Stood Out From The Crowd At This Years’ #ParisMarathon; As She Carried 24 Kgs Of Water On Her Head & Delivered The Message That Captivated The World!
Ethiopia’s Meseret Mengistu was the women’s winner of the 2015 Paris Marathon, but the story of marathon participant Siabatou Sanneh of Gambia captured the world’s attention. In her worn sandals and brightly colored traditional garb, Sanneh, 43, trod cobblestone roads carrying 45 pounds i.e. 24 kgs of water while wearing a sign with the translated words, “In Africa, women cover this distance every day to find water. Help us to reduce this distance.”
She walked to raise awareness about the scarcity of water for many African nations. Since the age of 7, she has traveled close to 5 miles multiple times a day to supply her family with clean water for gardening, washing and drinking. Her story is similar to nearly 240 million people in sub-Saharan Africa who don’t have access to safe drinking water, according to the United Nations Educational, Scientific and Cultural Organization.
A few weeks after the Paris Marathon, #WaterForAfrica CEO Sheryl Greentree and Sanneh detailed the story behind their quest and the images that helped bring awareness to people around the globe.
Agency: Ogilvy Paris
Award: 2015 Cannes Lions Gold
Neo-Nazis gathered in a small German town & found themselves the target of an Anti-Fascist prank on Nov.15, 2014, when they inadvertently raised €10,000 for an anti-extremist organization.
For decades, far-right extremists have marched through Wunsiedel in Bavaria every year, to the despair of those who live there. This year, the organizers of Rechts gegen Rechts (Right against Right) took a different approach.
Without the marchers’ knowledge, local residents and businesses sponsored the 250 participants of the march on 15 November in what was dubbed Germany’s “most involuntary Walkathon”. For every meter they walked, €10 went to a program called EXIT Deutschland, which helps people escape extremist groups.
Campaigners hung humorous posters to make the march look more like a sporting event, with slogans such as “If only the Führer knew!” and “Mein Mampf” (my munch) next to a table laden with bananas. They even hung a sign at the end, thanking the marchers for their “donations”.
Neo-Nazis are attracted to the town because Hitler’s deputy Rudolf Hess was once buried there. Though his remains were exhumed in 2011 and his grave was destroyed, far-right extremists still flock to the town year after year. Residents have attempted protests and numerous legal complaints to no avail – Wunsiedel is still treated as a place of pilgrimage for neo-Nazis all over Europe.
One of Rechts gegen Rechts’ organizers Fabian Wichmann, an education researcher at EXIT, told German news agency DPA: “We want to show what else you can do, what other courses of action you have. You can do more than just block the street or close the shutters.”
Chinese internet giant Baidu unveiled a pair of ‘smart chopsticks’ that can detect contaminants in food and report back to smartphone and desktop apps.
The company (often known as ‘China’s Google’) says the prototype device is currently designed to detect temperature and whether the food was produced using ‘gutter oil’ – reused cooking oil that’s potentially toxic – but that future models could also flag up contaminated water and measure salt levels.
When a concept video of the chopsticks was first posted on YouTube in April (below) many thought that they were an April Fools’ joke, but for Chinese citizens the problem of food contamination is very real.
More bizarre scare stories abound, including a report of blue, glow-in-the-dark pork and the recent arrest of chef for painting goose feet with “inedible pigment” to make them look more attractive to domestic tourists.
All this worry could create a lucrative market for Baidu’s smart chopsticks, with Quartz noting that the food safety testing industry in China has grown rapidly in recent years and was estimated to be worth 4.4 billion yuan (£435 million) in 2013.
Baidu CEO Robin Li introduced the chopsticks (or Kuaisou) at the company’s annual technology conference, describing the product as “a new way to sense the world.”
“In the future, via Baidu Kuaisou, you’ll be able to know the origin of oil and water and other foods–whether they’ve gone bad and what sort of nutrition they contain,” Mr Li was reported as saying by the Wall Street Journal.
Indeed the best ever tool for Food Biotechnologist Chandan Sharma & all the food lovers across the world.
Neutrogena Takes The Sea Route To Introduce It’s Wet Skin Sunscreen Spray.
Neutrogena’s Sea Radio Station—The unique radio station was set up as a promotion for the sunscreen brand, demonstrating the lasting power of the product during exposure to both sun and water. Before dipping into the water, beach-goers in Puerto Rico got a free spray of the protective Neutrogena product and then were invited to dive near the buoy that was broadcasting the underwater music.
With ear buds specifically to help people tune into music underwater, music players for use in the shower and many waterproof mobile devices, consumers want to be assured that entertainment can be delivered absolutely anywhere they go, without risk of any water damage.
Indeed a great way of media integration wherein both OOH Activation & Radio joined together to create an experiential campaign for the brand.
The NVP School Bus Campaign, “Violence Ends When Education Begins”
In recent years violence in México has increased considerably (Drug trafficking, kidnapping, etc.). The Non Violence Project Foundation is a non-profit NGO that fights violence through education. They wanted to communicate their message of non-violence in a massive and non-traditional way, trying at the same time to increase their number of followers on their social networks.
To achieve this, we built a bus that was painted half as a prison-bus, half as a school bus with the message: “Violence ends when education begins”. With the help of the kids and prisoners (actors) we drove around Mexico City, triggering people’s reactions and inviting them to tweet about it.
They generated thousands of reactions (surprise, joy and fear); they became trending topic with 451,488 retweets, and also got retweeted by key opinion leaders such as Nicolás Maduro (Venezuela’s president).
Relevancy to Product/Service:
In a city where there are close to 10.000.000 automobiles, it’s not normal to see a school bus that’s half yellow and half gray filled with school children and prisoners. Considering our main topics were education and violence, just by using these elements, they could synthesize the message and generate a clear action based on the juxtaposition of these two acts.
Agency: McCann Erickson, Mexico City, Mexico