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?
Big Brother is back, except this time he’s drinking beer and watching football.
The premise: 32 football fanatics from 32 countries under one roof in South Africa. Together they watch the games…then they share their thoughts, feelings, the glory, the pain, the shame…all for the world to see on a dedicated YouTube page.
As teams are eliminated from the tournament, the corresponding contestants are evicted from the house. The last man (or woman) standing will attend the World Cup Final and present the Budweiser-sponsored “Man of the Match” trophy.
In addition to Budweiser’s social media efforts, the campaign is supported by impressive global ad buys, including TV spots in 20 countries, all driving users to the Bud United site.
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