THE ORIGINAL?
Ariel “Stain-Free” - 2000
Source : Advertolog ad archive
Agency : Unknown
LESS ORIGINAL :
Persil “free the stain” - 2005
Source : Adsoftheworld,
Agency : DDB Warsaw (Poland)
Friday, April 10, 2009
Chevrolet :::Branching out into widgets
BRAND OWNER:General Motors
CATEGORY:Automotive
REGION:USA
DATE:Apr 2008 - Jun 2008
As gas prices skyrocketed, the American consumer was looking for an environmentally conscious car. Most consumers think Toyota, but Chevrolet wanted to make consumers aware of its commitment to environmental sustainability and conservation.
CATEGORY:Automotive
REGION:USA
DATE:Apr 2008 - Jun 2008
As gas prices skyrocketed, the American consumer was looking for an environmentally conscious car. Most consumers think Toyota, but Chevrolet wanted to make consumers aware of its commitment to environmental sustainability and conservation.
Chevrolet’s research showed that most consumers do not want to make the big changes in their life to become a true environmentalist. They will however, join and champion a cause that requires little personal time or involvement.
The campaign was launched on Earth Day across several media type, concentrating on key digital spaces that provided a one click platform where consumers could make a real world difference and show off their environmental commitment to their friends and family. Chevrolet teamed up with MySpace to develop and launch a virtual tree widget.
The Chevrolet widget allowed users to plant a seed within their profile that over 30 days grew into a tree to showcase their support for the environment. If users stayed committed to the cause for the full 30 days, then Chevrolet and MySpace pledged to plant up to 225,000 real-world trees in partnership with the Nature Conservancy in Florida. The widget was promoted within MySpace, but was spread virally.
To get the message across, each recruit would receive a note from GM’s VP of Environment, Energy, and Safety Policy stating that Chevrolet has “dedicated time, resources, and the brightest minds available to make our processes more sustainable, our vehicles less petroleum-dependent, our suppliers more conservation-minded, our plants more efficient and our planet more livable.”
Financial resources limited the number of tree plantings to 225,000, and this number of Tree Widget downloads was achieved in days.
Financial resources limited the number of tree plantings to 225,000, and this number of Tree Widget downloads was achieved in days.
To date, the Chevrolet Tree Widget has been downloaded by more than 18m MySpace users. Awareness of Chevrolet alternative fuels improved by 53%.
Dove::: Finding body and soul
BRAND OWNER :Unilever
CATEGORY:Toiletries/ Cosmetics
REGION:Canada
DATE:Feb 2008 - Sep 2008
Some 91% of Canadian women believe it's time society thought of aging in a positive way. Dove agrees, and in support of its Pro-Age products, spearheaded a campaign to change societal views on aging by promoting the belief that beauty has no age limit.
CATEGORY:Toiletries/ Cosmetics
REGION:Canada
DATE:Feb 2008 - Sep 2008
Some 91% of Canadian women believe it's time society thought of aging in a positive way. Dove agrees, and in support of its Pro-Age products, spearheaded a campaign to change societal views on aging by promoting the belief that beauty has no age limit.
Dove commissioned an award winning playwright to create a one-of-a-kind live play, "Body & Soul", using a cast of real women aged between 45 and 78.
The media strategy was based on partnering with a limited number of media suppliers to foster a meaningful relationship with the audience, maintain their attention through the narrative and allow them to participate in the program. Dove chose Transcontinental Media (Canada's leading publisher of women's magazines) as the print and online partner, and CBS Television as the broadcast support.
To find cast members for the play, women were invited to write an audition letter, Dove and Transcontinental worked closely together to create customized magazine and online content which built emotional credibility for the campaign, and encouraged women to audition.
Advertorials, letters from the editor, e-blasts, web forums and brand ads were used to drive submissions. To promote the theatrical run of the play, the partnership with 
Transcontinental resulted in an eight page article featuring interviews with the cast and playwright, letters from the editor, web features, a chat session with cast members, a contest to win tickets to see the play, and a cast picture on the cover of Canada's top ranked women's magazine.
Transcontinental resulted in an eight page article featuring interviews with the cast and playwright, letters from the editor, web features, a chat session with cast members, a contest to win tickets to see the play, and a cast picture on the cover of Canada's top ranked women's magazine.As a result, Body and Soul played to sell out crowds, winning rave reviews. CBS was the platform for the documentary, "Finding Body and Soul." The campaign delivered 124 million media impressions, with 55,000 unique visitors to the website
Four Ways to Exceed Clients' Expectations
1. Agree to a deadline you know you can beat. Clients nearly always appreciate when good work arrives before the due date, because it affords them flexibility. Plus, it shows that you are both efficient and customer-focused. Of course, you shouldn't nudge clients to begrudgingly accept deadlines that don't suit them just so that you can exceed expectations later. But the surprise of early delivery is more memorable than an up-front offer to beat a client's proposed due date.
2. Be an astute questioner, not a silent sage. People often overestimate the value clients place on not being bothered while their work is with a contractor. In fact, asking pointed, proactive questions during the process demonstrates your genuine interest and focus. That doesn't mean nickel-and-diming clients so that they suspect you have obsessive-compulsive disorder. But follow-up that proves you have foresight and a knack for process efficiency sends the reassuring message that while the work is in your hands, there's no need to worry about it. Silence, in contrast, can generate unease. Besides, the occasional question is a pinprick compared with the laceration that a wholesale misinterpretation can later prove to be.
3. Be collegial. "Duh," you're probably thinking. "I'm obviously not going to be rude." But collegiality is less about politeness than about your level of deference. Too much deference, which is what most contractors show, makes you seem merely like the hired help rather than a capable complement to the internal staff — and that doesn't inspire confidence. Most clients would rather work with an equal (i.e., a colleague) than a lackey, especially if you're providing expertise. That said, acting like a know-it-all obviously isn't collegial either
4. Offer constructive suggestions at the end. Every process can be improved, and who better to provide insights than someone who just went through it? If you focus solely on the merits, not on how you would benefit, your ideas for improvement won't sound presumptuous or like complaints. A truly useful suggestion, offered in good faith and with great tact, is one that the client will want to implement, probably with you. Of course, making suggestions as an outsider is a delicate endeavor that requires appropriate circumstances and good social skills. But if you've got both on your side, the payoff can be big.
2. Be an astute questioner, not a silent sage. People often overestimate the value clients place on not being bothered while their work is with a contractor. In fact, asking pointed, proactive questions during the process demonstrates your genuine interest and focus. That doesn't mean nickel-and-diming clients so that they suspect you have obsessive-compulsive disorder. But follow-up that proves you have foresight and a knack for process efficiency sends the reassuring message that while the work is in your hands, there's no need to worry about it. Silence, in contrast, can generate unease. Besides, the occasional question is a pinprick compared with the laceration that a wholesale misinterpretation can later prove to be.
3. Be collegial. "Duh," you're probably thinking. "I'm obviously not going to be rude." But collegiality is less about politeness than about your level of deference. Too much deference, which is what most contractors show, makes you seem merely like the hired help rather than a capable complement to the internal staff — and that doesn't inspire confidence. Most clients would rather work with an equal (i.e., a colleague) than a lackey, especially if you're providing expertise. That said, acting like a know-it-all obviously isn't collegial either
4. Offer constructive suggestions at the end. Every process can be improved, and who better to provide insights than someone who just went through it? If you focus solely on the merits, not on how you would benefit, your ideas for improvement won't sound presumptuous or like complaints. A truly useful suggestion, offered in good faith and with great tact, is one that the client will want to implement, probably with you. Of course, making suggestions as an outsider is a delicate endeavor that requires appropriate circumstances and good social skills. But if you've got both on your side, the payoff can be big.
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