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The Idea Bounty Blog in Campaign Of The Week

Campaign of the week: Evian “Live Young”

by Greg Schneider on 2010/02/26

Puppies, sex and babies; what do these three things have in common; they all spell sure fire success in any marketing campaign. The net effect; everyone uses them, and the ability to be innovative in doing so is seemingly impossible. Unless of course you’re talking about Evian’s “Live Young” campaign. Which took baby advertising to a whole new level. 

Spear headed by the above viral video that had babies, dancing, music and all round cute appeal. This campaign stands out because of how they took it to the nth degree. Capitalizing on people’s initial attraction by allowing them to embrace the babies as if they where their own. 

Evian - Live Young site

From downloading the soundtrack, to setting the baby as your wallpaper Evian succeeded in giving the consumer numerous touch points. But what makes this campaign stand out from the others is Evian’s use of social networking sites, most notably Facebook. 
 
Evian - Facebook babies
 
Evian created Facebook profiles for the video babies, allowing fans to befriend these beloved rollerblading munchkins while inadvertently befriending the brand. I now count Tom Morse, the roller stunt Evian baby, among my Facebook friends. Granted he isn’t real, but the effect he has on Evian customer loyalty definitely is.

The World’s Biggest Sign Post

by Mari Basson on 2010/02/12

We’re digging the world’s biggest sign post, a recent ambient/digital campaign for Nokia to promote the use of their navigation services. Basically by texting your favourite place to a sign board, it would point towards the specified location and display its name and distance. Also, all this info was gathered to be explored online. Lovely!

The World's Biggest Signpost from adghost on Vimeo.

Diesel’s Be Stupid Campaign

by Mari Basson on 2010/01/25

Many people may hate the new Diesel Be Stupid campaign, but I must admit I’m completely in love with it. The campaign encourages consumers to take risks – the stupid kind - the stupid, interesting, experimental, creative kinds of risks. 

 Be Stupid 1

Be Stupid 2

Be Stupid 3

Be Stupid 4

Be Stupid 5

Be Stupid 6

Here’s the official 'stupid' philosophy as stated in the sleek type based viral video:

What we love most about the Be Stupid Campaign is that they’re crowdsourcing a music video, which will double as their catalogue and feature 100 creatives and their interesting pursuits around the world. If you’re a stupid creative doing something stupid (like building a tree house or starting a band) Diesel wants you and wants to expose your creative cause to the world. 

The campaign is perfectly geared towards the target market: young, open minded risk takers. It’s a stupid campaign. Really stupid. Attention grabbing, out there and risky. Diesel has made it cool to be stupid. Stupid is fun. Stupid takes chances and Stupid is incredibly fashion forward - obviously.

Campaign Of The Week: The Ponder Beard

by Daniel Neville on 2009/12/14

I have a beard and am very proud of it - and my girlfriend has let me keep it for almost two years, which has to be some kind of record. Amongst other things, such as looking sexy,  beards are meant for stroking. Stroking induces thought - I will bear testament to this - and thought prevents you from doing stupid things, or so you'd hope. 
 
Why am I telling you this? Well the other day I came across this campaign called "Give It a Ponder" by LG Mobile Phones. Basically the campaign centres around American actor James Lipton who lends his beard to youngsters in order to help them think twice about their texting habits. Responsible texting, I think you would call it. 
 
Ponder Beard
 
Not only does the campaign have a Twitter Stream, Facebook page and Flickr group but they are driven by these amazing videos. Enjoy! 

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