The orginal column in newspaper from years which still insightful and inspiring.
As Politic capitalism impacts global context especially faith and credibility toward government policies. Even the country which positioned themselves as the world’s leader is questioned, American people started doubting in translucent in the working of Government, Wall Street Stock Exchange, including those large firm in private sectors.
Honest Tea, a beverage brand was developed from the value of Honesty, not to over claim in their communications and truly sincere CRS projects. With their campaign launched, asking “What ‘s the most honest city in America?”, they urged American people started to quest if honesty really existed?
The simple yet impactful launching was locating the Tea Booth in big cities like San Francisco, Los Angles, Washington D.C., Chicago, Atlanta, Boston, New York. With no on ground staff nor shopkeeper only signage “1$ per bottle” and money box. The close circuit cameras were hidden to record the American’s honesty behavior whether they paid in the given box or just took for free and walk away.
This campaign really create a huge brand impact with zero media cost, but being published by 160 media with free media value 2.79 million dollars, double digit sales increased. But most of all, the research proved 87% honesty rate of American people and becoming the ignite the Honesty in people’s mind and received appraisal from such a simple but brilliant idea as using the cultural insight as core idea and gain high participation rate.
Such an interesting campaign for any brand who wants to move the society toward moral path.
It’s not just Tea..
It’s the national Honesty Spirit!
You know those pesky (unwritten) rules that stick to product categories like flies on … ?
Take charities. The rules are: 1) Instill a sense of guilt, 2 and 3) repeat rule 1. If you want to compete with the thousands of ads for charities out there, these rules may work just fine for you. But what if you want to play a different ball game alltogether? What if you want to compete with everything else, all the really awesome stuff we’d much rather spend our time with than just another ad?
You take the rules, you study them carefully and then you go away and do the exact opposite!
I give you SOS Mata Atlântica Foundation’s “Pee in the Shower”
Total estimated media return: US$20.642.189,36.
Here’s to breaking rules and changing the world…one ad at a time,
Ladies and gentlemen, it’s over. Playing it safe is officially no longer an option. Here it is, black on white… the proof we have all been waiting for: “The most creatively-awarded advertising campaigns are 11 times more efficient at delivering business success” than their less creative counterparts.
Read the full report here and get ready for advertising as it should be!
Yes, the man rocked the Cannes Lions on Monday…in his underwear (I kid you not). New Zealand based Special Group took home a well deserved Direct Grand Prix for it’s Orcon Broadband Campaign.
Background: Despite offering faster broadband and better service, Orcon was still largely unknown.
Objective: To raise awareness of Orcon’s superior offering.
Strategy: Why say it when you can show it?
Execution: A “mass product demonstration” featuring Mr Iggy Pop.
Results: Off the wall. 200 auditions viewed over 100,000 times, 3,500 new Facebook friends in two weeks, NZ$650,000 of unpaid media coverage before the TV spot even aired and a 30% sales increase on the previous year.
What they did? They organised a world first event, a chance for 9 Kiwis to re-record Iggy’s “The Passenger” with the man himself. Everything revolved around the internet: the call for auditions, the facebook activity, the “play live with Iggy” event. So, while everyone else out there was busy talking up their services, Orcon went out and used theirs, showed it, made it truly magical. Who would have thought you can record a song via the internet, with 9 of you in New Zealand, each at their own studio and one in Miami in his studio?
In a week’s time, Tom Peters, coauthor of “The Pursuit of Excellence” and urber-guru of Management Consulting is releasing a new book … The Little BIG Things. In it is outlines 163 ways to pursue excellence.
Here’s one of them.
Tom is great about making the complex simple, and the simple vital. Guess that is what a little BIG thing is.
This year’s global advertising festival “Cannes” is over and the results and awards all announced.
To get the run down on all the work, view it, laugh, cry or just be puzzled, hit the official website here.
One of the most awarded campaigns, taking the Grand Prix in three categories (Cyber, Digital and PR) was CumminsNitro campaign for “The Best Job In The World“.
Sorry, I think its now too late to apply, but you’ll enjoy the case here:
JWT did very well, especially in Asia-Pacific.
To quote from Michael Maedel, our President:
JWT won a whopping 26 medals and 42 shortlists at Cannes this year.
Even though attendance and entries at Cannes may have been down this year, it remains the most prestigious award show in the industry and everyone who walked off the stage with a Lion or was recognized on the shortlist should be proud. Our commitment to product quality keeps JWT coming back to that stage year after year.
The final tally includes:
1 Grand Prix
5 Golds
9 Silvers
11 Bronzes
26 Total Medals
Asia Pacific did exceptionally well, winning 16 of those 26 medals.
Moreover, we collected awards in almost every category including Outdoor, Press, Design, Promotion, Direct, Film and Cyber.
Sorry to blow our trumpet, it’s not the real goal of “jwtantenna”, but we got a bit excited, again.
Last week the 2009 Asian Marketing Effectiveness Awards were announced in Hong Kong.
JWT Activation Thailand took a Silver in the Events category for its work with Nokia (Star Trials campaign) as well as the agency being a Finalist in Best Use of Design for Kleenex Vintage Collection.
Like most agencies, we really pride ourselves on the quality and creativity of what we produce, but it is doubly rewarding when the work gets recognition for being among the most effective in Asia.
This is our third consecutive year of winning these AME awards. Last year work for Muang Thai Life Insurance and Breeze (detergent) won awards, the year before Nicorette and Viagra.
We could be wrong, but we think we’ve won more efectiveness awards, more consistently, than any other agency in Thailand.
Sorry for boasting. Just couldn’t resist it today.
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