Vodafone:::taking mobile to new heights

Vodafone took advertising to new heights, using their own employees as guinea pigs in a very public demonstration of their new wireless mobile office rangeTo ensure maximum exposure for the Spanish launch, theWaskman agency set up dedicated Vodafone offices in Madrid and Bilboa... 10 meters in the air, where everyone could see them!

The purpose-built glass 'office' spaces were constructed above billboards promoting the new range and for three weeks the Vodafone teams could be seen hard at work in an entirely wireless environment.

The campaign was also taken online as employees documented their experiences through a website - containing stories about the benefits of not being tied down to a single space - as well as a blog. Vodafone employees even took to the streets in modified golf carts equipped with mini offices to further demonstrate the total mobility of their new range.Main Website
Blog

Orlen: Taxiad campaign in Poland

Taxi ad campaign by Orlen in Poland.

Coffee cups were stikced on the taxi roofs as eyecatcher.

Artistic Tanks

Saudi Arabia :2D TRUCKS ADVERTISING

Soda Cans

Zoo Safari::: Take a peek

BRAND OWNER :Zoo Safari
CATEGORY:Sport/Leisure
REGION:Brazil
DATE:Feb 2009 - Dec 2008


The Zoo Safari in Sao Paulo is a safari park where visitors can drive their vehicle through forests as the animals roam around freely. The idea is that this way visitors are in cages rather than animals.
In order to communicate this different type of animal park, Zoo Safari created electrostatic stickers featuring pictures of animals including Zebra, ostriches and monkeys. These were placed on the windscreens of parked cars, facing inwards to car interior. Anyone getting into their car would get a glimpse of what it might be to have an animal peering into their vehicle. The proportions of the sticker gave the impression that an actual life sized creature was investigating the car passengers. The message on the sticker read: “Up-close, no cages, more fun”.

Honda :::Mobile ignition

BRAND OWNER :Honda
REGION :Ireland
DATE :Jun 2008 - Jul 2008


To launch the Civic Type R vehicle model, Honda wanted an interactive campaign that captured the imagination of people in Dublin, Ireland.
Honda teamed up with JCDecaux to create an innovative new out of home format.

The special build was a 2D cut out of the back of the car with special lighting in the brake lights, smoke machines in the exhausts and a sonic element incorporated into it.

There was a text number on the poster that was linked to the controllers of the lights, smoke and sound. Passers by could text the number to “start” the car.

On doing this, the brake and indicator lights on the car started to flash, smoke came out of the exhausts and the roar of the engine was emitted from the board.

The sender then received two messages on their phone – one from Honda saying “thanks for participating, hope you enjoyed the show”, and the other gave a link to a specially designed mobile site that contained more information on the car (images of the interior, specs etc.).

A bluetooth unit contained in the build also picked up on any bluetooth enabled phones in the area, allowing people to download the roar of the engine as a ringtone.

Johnnie Walker::: Targeting Chinese-Canadians

BRAND OWNER:Diageo
CATEGORY :Drinks (alcoholic)
REGION :Canada
DATE :Jan 2008 - Feb 2008

Chinese-Canadians are a significant minority. They are also keen whisky drinkers – particularly as part of their New Year celebrations.
The challenge for whisky brands is that they prefer to be communicated to in their home language – adding to costs – at a time when many are still recovering from the expense of pushing their products at Christmas.
Research indicated that while this group liked the finer things in life – making it a perfect target for Johnnie Walker – they also love giveaways and value add-ons and actively seek out such offers.
Johnnie Walker created Fai Cheun stations inside the biggest Chinese shopping complex in Toronto to offer our own branded version of the red wall/door posters traditionally used to offer new years greetings in homes, stores and restaurants.
Consumers who arrived at our calligraphy stations were greeted by traditionally dressed models speaking Cantonese and Mandarin and given branded Fai Cheun.
They also had the chance to speak to a world famous calligrapher and get unique personalised Fai Cheuns on branded paper.
Finally they were given a chance to sample Johnnie Walker and green tea in a nearby liquor store.
Chinese-Canadians were happy to display the branded Fai Cheuns and the activity was covered by Toronto’s two largest Chinese dailies.
Twenty-three per cent of Toronto’s Chinese Canadian population participated in the promotion.
Sales via liquor stores grew 44% in January and February year on year.

Hansaplast::: Marching blisters

BRAND OWNER:Beiersdorf
CATEGORY:Pharmaceuticals/ Healthcare
REGION:Germany
DATE:Apr 2008 - Jan 2008


Special plasters for blisters are a niche product. Hansaplast had been mainly targeted at women to help them adapt their new shoes but the product was also suitable for other groups.
The Beiersdorf brand needed to ensure potential customers didn’t use less specialised products when they needed protection from blisters.
It identified new army recruits as a rich potential market – around 60,000 young men join the German army every year and undergo a gruelling fitness programme for nine months.
Their best friends will not only be their fellow recruits but also the boots that will carry them through the miles of route marches and exercises.

They need blister plasters just as much as they need the rest of their uniform.
And with extreme experience of the pain of blisters they would become advocates for the benefits of Hansaplast both in through the army as well as to their civilian friends.

The brand decided that each new recruit should receive not just a sample pack but also information on how to treat blisters.

Each quarter 35,000 sample boxes, including a camouflage sample were handed out.
Questionnaires revealed 40% satisfaction rates with the blister plasters and there was also a significant boost in sales at barrack shops, which rose permanently by 15%.

WWF::: Visualizing charity donations

BRAND OWNER:WWF
CATEGORY:Charities
REGION:Brazil
DATE:Feb 2009 - Mar 2009

When people give to charity, it is often hard to visualize where exactly their money is going. Many people can question that the money they donate is actually going to directly help the cause they are donating to.

WWF wanted to create a tangible link between donation and the animals that were going to benefit from the cause.
WWF was particularly concerned about the plight of the toucan, the sea turtle and the marsh deer.

WWF decided to set up donation areas in public places including gyms, cinemas and company reception areas.

It created large magnetic posters with a faint painting-by-numbers style outline of a toucan, a sea turtle or a deer. Within the outline were markings where people could place different types of coins to create the features of the creature. The message on the poster read: “Make your donations to WWF Brazil here and see who you’ll be helping”.

Silver coloured 50 centavo coins would form the lightest parts of the animal, gold and silver coloured 1 real coins would form the bulk of the animals, while the darker coppery coloured 5 and 1 centavo coins would build the shaded areas.

As more people donated by placing their coins on the magnetic surface, the image of the animal appeared.

Hapoalim::: Wedding direct

BRAND OWNER :Hapoalim Bank
CATEGORY :Financial
REGION :Israel
DATE :Nov 2008 - Dec 2008


Setting up a new home is an expensive business and it’s top of mind when young couples get married.
Ha’Poalim Mortgage Bank identified weddings as a key moment in which to reach out to this potential target market.
It created a special product designed to appeal to newlyweds, offering a competitive rate, the ability to take a payment holiday and no penalties for early redemption.
The bank then sent out dozens of representatives to weddings across the country to spread the joyful news.
Taking advantage of the tradition of putting cash or cheques in envelopes into gift boxes, it posted a congratulations card, an Ikea gift voucher and an invitation to meet with the Ha’Poalim mortgage team to discuss the special mortgage package.
On the evening of the wedding when families were noting the generosity of family and friends they would discover the gift from Ha’Poalim as well as a personally signed card from their representative wishing them future happiness.


For eight weeks representatives targeted hundreds of weddings in the Tel Aviv area on Thursdays – the traditional day for weddings.
Twenty-five percent of the couples approached called to set up a meeting, and many more came into bank branches. Ha’Poalim will be targeting weddings again in 2009.

Reebok:::Fitness circus

BRAND OWNER:Adidas Reebok
CATEGORY:Accessories/ Clothing/ Footwear
REGION:Global
DATE:2008

Reebok has a history of inventive workout disciplines, recognizing that women like to enjoy themselves while exercising, starting with the simple Step Reebok in 1989.

Following survey of 15,000 women across 25 countries in 2008, Reebok found that less than 25% of women work out often. The findings showed that nearly two thirds (61%) of all women would workout more if it was more fun. More than half (54%) felt exercise was a chore.

Reebok teamed up with global acrobatic circus entertainment company, Cirque du Soleil, to create an innovative gym work out called Jukari Fit to Fly.

It is the first in a series of initiatives to come out of a new, long-term partnership, first formed in early 2008. In the eight months of development, Cirque du Soleil ensured that every move was inspired by the real moves of its acrobatic artists. Jukari Fit to Fly is an hour-long work out on a specially-designed piece of equipment called the ‘FlySet’, a durable three-stranded rope fixed to the ceiling, with a 380 degree swivel point at an adjustable length with two attachment loops. A bar is placed through the loops to create a sort of trapeze. The workout gives the sensation of flying while strengthening and lengthening the body.

The class was launched in gyms in 14 cities around the world, including Hong Kong, Mexico City, Madrid, London, Krakow, Munich, Seoul, Kuala Lumpur, Buenos Aires, Santiago, Montreal, Los Angeles, Boston and New York.

To complement the class, Reebok has created two collections of women’s fitness clothing and footwear – On the Move and the Reebok-Cirque du Soleil collection. Both consist of product which can be worn for a range of fitness disciplines, from running to yoga, JUKARI Fit to Fly to tennis. All have been developed and designed with a deep understanding and knowledge of the unique way a woman’s body moves.

The launch was supported by a global campaign spanning online, outdoor, in store and in print featuring imagery of Jukari Fit to Fly.

Veritas Spiriti::: Be bold and check them

BRAND OWNER:Veritas Spiriti
CATEGORY:Charities
REGION:Macedonia
DATE:Sep 2008 - Dec 2007

Amongst men between 15 and 40, awareness of testicular cancer and its symptoms are very low.

The cancer can be easily detected with a simple self examination and if detected early it can be successfully treated in 99% of the cases. NGO Veritas Spiriti wanted to educate men how to self-examine and motivate them to do it regularly.

The target group doesn’t worry about things like cancer, so the charity wanted to deliver multiple repetitions of the core message in a funny way.

Veritas Spiriti decided to literally give men “a hand” in checking themselves. The charity created cut outs of hands complete with information about the checks in football stadiums, in the gym, in barber shops and in changing rooms as well as at the car wash and snooker rooms.

In Macedonian slang, testicles are also known as eggs, so Veritas Spiriti stamped the message on eggs sold at local markets. This was supported by a website (www.proverigi.com.mk) containing more details and facts about testicular cancer. There were banners resembling women’s breasts with a zip over them. Once the banner is “unzipped” two eggs were revealed underneath with the message.
Prior to the campaign around 1% of men were aware of testicular cancer, but afterwards there was a 74% awareness. Ministry of Health data revealed that the number of doctor visits for checking testicular cancer were 11% higher after the campaign. Finally the internet banners were clicked 1100% more then the regular banners.