THE NEXT BIG THING

A TIMELINE OF MIND-OPENING, INDUSTRY-CHANGING IDEAS

1

INGLORIOUS FRUITS INTERMARCHE refreshed in-store, packaging

•  Effie Positive Change Winner

•  complete success because it’s a win-win-win campaign : consumers get the same quality products for cheaper, the growers get money for products that are usually thrown away and Intermarché increase its business by selling a brand new line of products. The following figures are there to prove it.

•  21 million people reached after campaign out for one month

•  300% increase of mentions of Intermarché on social networks during the first week

•  1.2 tons average sale per store during first 2 days

•  +24% overall store traffic

2

•  5 main competitors followed with similar offer

•  increased awareness on food waste, social conversation

•  Tremendous media impact http://itm.marcelww.com/inglorious/

2014

3

LIKE A GIRL ALWAYS has cultural impact through social cause adoption

•  Effie NA – Engaged Community, Good works – Brands, Personal Care, Youth Marketing, Media Effie

•  More than 400,000 likes on Facebook page

•  Inspired by a study from Research Now, sponsored by Always, that found more than half of the girls surveyed claimed to experience a drop in confidence at puberty

4

2014

5

LIVE TEST SERIES/EPIC SPLIT VOLVO B2B re-sets a demo as the story

•  Cyber Cannes Grand Prix

•  Black Pencil @ D&AD, Best of Show @ One Show

•  140 markets around world

•  70 million views

•  Strong PR support

•  Among 2,200 commercial truck owners and buyers:

o  Nearly half say more likely to choose Volvo for next truck purchase

o  1/3 contacted dealer or visited Volvo Trucks website

o  http://www.fb.se/work/volvo-trucks/live-test-series

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6

2014

7

MAGIC OF FLYING BRITISH AIRWAYS captures direct/outdoor impact o  Grand Effie winner

•  Direct Cannes Grand Prix

•  Yellow Pencil Award

8

2014

•  Film of first activation shot and posted on YouTube and tweeted via BA official feed: within weeks had achieved 1 million views

•  Across 6 week campaign, achieved estimated reach of 350 million.

•  Significant uplift in traffic to BA bookings website

9

REAL BEAUTY SKETCHES DOVE does a replay with online participation

•  Uploaded in 25 languages to 46 Dove YouTube channels

•  Supported with TrueView instream, in search, YouTube homepage masthead and search ads

•  Encouraged audience participation through YouTube brand channels, video responses, Google+ Hangouts and Google+ page

•  The most watched online ad ever according to Unilever 163 million views globally

•  4.6 billion media impressions reached 275,000 followers on Google+

•  #1 Cannes YouTube Ads Leaderboard

•  Titanium Grand Prix Cannes Lion

•  https://www.thinkwithgoogle.com/case-studies/dove-real-beauty-sketches.html

10

2013

HORNBACH HAMMER HORNBACK promotional play for in-store activity

•  EURO Effie winner

•  150 hammers sold in under 20 minutes (25 euros)

o  sold out in 2.5 hours in on-line store

o  All hammers gone in 3 days in Austria and Germany stores – people traveled considerable distances (in one case 810 km) to get a hammer

o  Highest paid for the hammer on eBay was 625 euros (26x original retail price)

•  4 million website visits within 5 days (website: canigetmyownhornbachhammer.de)

•  Average penetration at Hornbach website was 23.7% and by end of campaign visits had risen by 26%

•  During 2013 business year, Hornbach sales grew by 2.9% while overall gross turnover of German DIY store sector was 2.6% lower than 2012

11

2013

INVISIBLE DRIVE MERCEDES BENZ stages an OOH demo

•  EURO Effie winner

•  Cannes Lion Promo and Activation, PR

•  Eurobest Direct Ambient, Alternative Media Grand Prix, Promo and Activation, Outdoor Ambient

•  Epica Awards Media Innovation, Promotions/Installations/Events, Interactive Online Films

12

2012

13

STAYIN ALIVE BRITISH HEART FOUNDATION serves up a demo and music

•  Grand Effie winner

•  Online video, Facebook, Twitter and #hardandfast

•  1.7 million video views

•  More than 500,000 video views via Facebook

•  Shared more than 100,000 times in first 10 days, in Brand Republic Viral Video top spot

•  At least 23 people used hands-only CPR in a medical emergency after seeing the ad (at least one life was saved)

•  Increased website visits by 88% in January

•  #hardandfast had 7.200 mentions, 4,000 retweets and 7% engagement rate

14

2012

15

CURATORS OF SWEDEN @SWEDEN plays with “open source” for Twitter and PR •  Handed over official communication channel to their

citizens to be ambassadors on a weekly basis

•  Attracted over 65,000 followers (up from 8,000) from 120 countries

•  Started thousands of conversations

•  PR value of campaign = $40 million

•  FollowFriday global ranking shot to 65 out of 21.5 million account recommendations

•  Won EUROBEST PR GOLD

•  IAB MIXX AWARD DIRECT RESPONSE

•  http://curatorsofsweden.com/about/

•  http://www.iab.net/globalinsightsreport/case-studies/visitsweden-curators-sweden

16

2011

THE MAN YOUR MAN COULD SMELL LIKE OLD SPICE gives a personal care brand a very public image

•  Grand Effie winner

•  Captured 76% of online buzz (over half coming from women)

•  Day 1: 5.9 million YouTube views, more than Obama’s victory speech after 24 hours

•  Day 2: had 8 out of top 11 most popular videos on web

•  Day 3: campaign eclipsed 20 million YouTube views

17

2011

•  One week post-launch, seen more than 40 million times

•  Twitter followers increased 2700%

•  Facebook fan interactions went up 800%

•  Facebook fans increased 60%

•  Oldspice.com traffic increased 300%

•  YOuTube subscribers for brand more than doubled

LIFE’S FOR SHARING T-MOBILE flashmobs a movement (refreshing guerilla marketing) •  13 million hits on YouTube

•  12th most all time viewed

•  43 Facebook groups, largest with over 4500 members

•  £1.2 million worth free media and press coverage

•  When national high street sales were at record low, T-Mobile stores had record footfall

o  52% increase in sales vs YAG during recession year

o  http://www.utalkmarketing.com/pages/article.aspx?articleid=14797&title=t-mobile_‘dance’_integrated_campaign_

18

2009

BEST JOB IN THE WORLD QUEENSLAND TOURISM changes up one-to-one, classified and PR

•  Overall awareness and media coverage – CNN, BBC documentaries, Oprah and Time segments amounted to estimated media coverage valued at approximately $368 million (PR KPI value set was $66 million)

•  34,684 one-minute job applications from 197 countries

•  154,437 individuals subscribed to news updates from the dedicated website

•  8,465,280 website visits (KPI 400,000) av time spent 8.22 minutes

•  Google search for best job in world island achives about 148,000,000 listings

•  Facebook referred 371,126 visits

•  578 hours of campaign related video across YouTube and similar videosharing sites

•  Flickr ‘best job in the world’search gives 4,486 pictures

•  http://www.aef.com/pdf/best_digital_mktg_casestudy.pdf

19

2009

PIANO STAIRCASE VW uses a social experiment for marketing promotion

•  Sparked THE FUN THEORY http://www.thefuntheory.com/ clever design interventions aimed at influencing behavior through making things fun to do

•  Objective to promote VW new environmentally friendly Blue Motion Technologies brand in an increasingly more competitive eco-car market

•  People were 66% more likely to use the stairs based on the fun

•  No. 2 on Ad Age Viral Video Chart

•  racked up more than 1.3 million views, just a hair behind Evian's dancing babies (achieved 2.5 million views on YouTube)

20

2009

PRODUCERS OF HAPPINESS CADBURY RE-PURPOSED A MUSIC VIDEO

•  Objective to have the communications feel as good as eating the chocolate bar itself.

•  Launch of Gorilla was advertised in newspaper and online – something learned from Sony Bravia success

•  One day after posting on YouTube, 100,000 hits – topped 12 million by 2010

•  Imitation is best form of flattery: 300 spoof versions of Gorilla have been posted on line

•  9% sales increase in short term

•  Gradual, consistent build in sales and turnaround in brand preference over long term

21

2007

22

REAL BEAUTY EVOLUTION DOVE sparked a social conversation via YouTube

•  Yellow Pencil winner, Cannes Grand Prix Film and Cyber Lions

•  Posted on YouTube and accompanied by email direct program to 460,000 Canadians, followed by targeted emails to 15,000 women to attend a workshop

•  Campaign website traffic increased 8,000% within the first week of the launch

•  7 million viewers spread over countless reposts

•  30,000 + testimonials about ‘real beauty’ on campaign website

•  Film now launched in 40= countries

23

2006

•  Started with an insight based on a study that showed how portrayals of female beauty in pop culture help perpetuate an idea of beauty that is neither authentic nor attainable.

•  Insight: Our perceptions of beauty are distorted, and these stereotypes of beauty are a big issue hurting girls around the world.

•  Originally created for the Canadian arm of Dove Self-Esteem Fund

SUBSERVIENT CHICKEN BURGER KING defined viral online interactivity

•  Within first five days, it reported nearly 15 million hits

•  The average time spent by a user on the website was 5 minutes and 44 seconds

•  Entire website cost less than one :30 TVC

•  It was considered by experts as an iconic viral marketing campaign that helped Burger King revive its brand image and resulted in an increase in the sales of its burgers.

•  Some critics point out that, despite good viral marketing campaign, it did not link back to the Burger King brand and so failed to drive business for Burger King

24

2004