Embed Size (px)
Citation preview
ACTION PACKED10 MUST-READ POSTSMARCH 2012
The Return of Ben AliThe brilliance of simplicity. And a well told story.
Tunisia was going through elections after decades of
dictatorship. People were confused and only 55%
expressed intention to vote. Then it was when civil
rights association Engagement Citoyen decided to act
and stirred public opinion by erecting an iconic
billboard of former dictator Ben Ali.
The passersby reacted and tiered downt the poster to
reveal the real message literally behind: ‘Beware,
dictatorship can return. On October 23rd go out and
vote.
The video turned viral and 88% turned up for voting.
By Memac Ogilvy. The video has been recently chosen
as one of TED’s Ads Worth Spreading.
1.
PapertweetosArgentina is famous for its football and football famous
for its fans, who show their support throwing papers
(‘papelitos’) at the stadium and tweeting at home.
And when it came to sponsor the Copa America,
Coca-Cola thought of how to bring the two together.
And so Papertweetos was born.
They assigned a special hashtag on Twitter, printed
every single fan tweet (2,000,000 of them) and thew
them all during the Argentinean matches.
Lovely online-offline integration by the always
surprising OgilvyAction Buenos Aires office.
2.
Labourers by day, cricket stars by Sprite
Some context: There are about 250,000 labourers in
the UAE, most of them from India, Pakistan,
Bangladesh and Sri Lanka. And despite their different
backgrounds, they’ve got one thing in common.
Cricket! For them —as many would already know—
cricket is as big as football. A religion with their own
pantheon. They just can’t get enough of it.
For a brand like Sprite, with a fraction of the budget of
other players, sponsoring the matches was not an
option. Yet they had to find a way into their hearts.
So they created the Sprite Cricket Stars, a parallel
tournament modeled after the Cricket WorldCup which
turned humble workers into Cricket stars, with trials,
practices, stages and playoffs, all they way till the final
match at Dubai International Stadium.
As the case study quirkily points out, the campaign
generated no social media engagement at all. Instead,
real emotional engagement with over 42,000 workers
and their families.
The film is very heart-warming and the work done by
OgilvyAction Dubai just won 2 Grands Prix and 2
Golds at the recent Dubai Lynx Awards.3.
Sync, tweet and saveCoupons and loyalty programmes seem to be ranked
at the bottom of the creative oppotunities list. But like
anything in life, true creativity knows no boundaries
and a bit of lateral thinking can turn the most boring
thing into something new and exciting.
Enter this new Twitter usage of American Express.
Elegible cards can be synced with the customer’s
Twitter account and the use of simple hashtags can
turn into savings. No codes or vouchers to be
redeemed. Just a tweet.
Too bad it only works in America.
4.
‘Share a Coke’, the case study is finally out
We covered the ‘Share a Coke’ campaign when it
launched, and finally the whole story is told on video.
What do you think?
5.
Project Re: BriefThis is such a cool project from Google. Can America’s
most iconic advertising campaigns be re-imagined for
the web?
In order to showcase the possibilities of today’s new
digital platforms, they partnered with Coca-Cola,
Volvo, Alka-Seltzer and Avis to re-imagine their most
iconic campaigns led by the legends that created
those ads in the first place.
The whole thing is becoming a documentary. And
worth spending some quality time going through the
materials so far. Be the fly on the wall and learn from
those who defined our profession years ago and those
who are redefining it now.
It’s a wealth of learnings in terms of creative insights
and new media understanding. And unbelievable how
these folks who you’d think will never get ‘digital’ are
just bright and can make ideas work in any medium.
6.
The man who gave everything away
A true guerrilla stunt for Colombian home and
hardware store Homecenter, the same retailer who did
The World’s Biggest Piñata.
This time, a man opened a Facebook page and
innocently declared that he decided to give everything
away. After amassing a huge number of fans, getting
covered in the papers’ front pages and having people
queuing up at his house (as if it were an Apple Store),
he revealed that the reason for his generosity is that
Homecenter was opeining its Sales Season.
All you need is just a big bold idea.
7.
The Happiness RefillIf an ice-cold Coke isn’t enough to keep you happy
while wandering the hot sands of Rio de Janeiro, try
this new special soda dispenser at the Coca-Cola
concept store in Copacabana.
Instead of the bubbly drink, it dispenses free internet
credit for the data-thirsty passersby who burn their pre-
paid credit faster than the sun burn their skins.
You just have to position your phone under the
machine and an exclusive Coca-Cola mobile browser
gets refilled visually and virtually.
Just off the press from the Brazilian OgilvyAction
office.
8.
In case of pizza emergencyWe know that one of the easiest ways to get people to
buy something is to just remove the barriers to
purchase. Exactly what this pizza chain in Dubai has
accomplished .
Red Tomato PIzza has just launched a genius idea:
The VIP Fridge Magnet, a one-step delivery order
button, right there on your fridge door. Of course it
need a one-time setup but then it’s seamless. Here is
how it works:
9.
Bottle bat handle, cricket lovers rejoice
One of those simple, inspired and effective
promotions.
Coca-Cola Australia latest attempt to push sales by
giving away a free bottle bat handle with the purchase
of two 2L PET bottles. The plastic handles can be
easily screwed on the bottle to create a DIY cricket
bat.
It was promoted by the Australian National Team and
400,000 were redeemed in just 6 weeks. That’s a lot of
Coke.
The case study is also simple, clear and entertaining.
A sure future winner.
10.
action packed is a collaborative site looked after by the creative community at OgilvyAction Asia Pacific. Here we collect and share the most exciting activation work from around the world to help you stay in the know and get inspired.For easy reference, the posts are organised into categories like shopper, trade, experiential or promo.Here you can see the full list of tags.
