Agency: Y&R Bangkok
Client: Johnson’s tooth brushesAgency: DPZ Propaganda, Sao Paulo.
Friday, April 24, 2009
Lisbon store brings back forgotten favourites
Taking a firm stand in the face of globalization, A Vida Portuguesa has tracked down Portugal’s unique brands and opened a store dedicated to products that have resisted the urge to keep up with changing times.
At the store, located in a former soap factory in Lisbon’s traditional-yet-hip neighbourhood of Chiado, customers can find over 1,000 products that
At the store, located in a former soap factory in Lisbon’s traditional-yet-hip neighbourhood of Chiado, customers can find over 1,000 products that
1)have maintained their original packaging,
2) that are made by hand,
3)or that represent traditional Portuguese craftsmanship.
Soaps, pencils, mugs, jewelry, notebooks, coffee, tea, blankets and even toothpaste—everything on stock holds a fragment of the nation’s collective memory.
Some items are widely available and familiar throughout Portugal, while others were almost impossible to find and buy before the store opened.
A Vida Portuguesa appeals both to
A Vida Portuguesa appeals both to
a) nostalgic adults delighted to find the brands of their youth, and to
b)younger generations attracted by old-fashioned products and retro packaging that provide an alternative to mainstream brands.
It’s a testament, once again, to the enduring appeal of (still) made here, a trend that rewards brands for staying true to their local roots and identity.
Website: http://www.umacasaportuguesa.com/
Website: http://www.umacasaportuguesa.com/
Contact: avidaportuguesa@gmail.com
Western Union::: Rural movie project
BRAND OWNER:Western Union
CATEGORY:Financial
REGION:China
DATE:Jul 2008 - Oct 2008
Western Union’s money transfer service relies on brand awareness but also brand familiarity to drive usage.
The event was totally branded with Western Union yellow stools, banners, event and leaflets.
Research carried out after the event showed nearly everyone questioned said they would try Western Union products for future transfers. The activity is being expanded for 2009.
CATEGORY:Financial
REGION:China
DATE:Jul 2008 - Oct 2008
Western Union’s money transfer service relies on brand awareness but also brand familiarity to drive usage.
Consumers need to trust Western Union to use the service.
In China a key target was people living in villages around tier 3 and 4 cities who tend to be older with lower educational attainment.
Reaching these consumers is hard because there are few targeted media options, printed materials may not be effective or understood and they are also conservative when it comes to testing new services.
Reaching these consumers is hard because there are few targeted media options, printed materials may not be effective or understood and they are also conservative when it comes to testing new services. The key way to earn their trust, however, is recommendation from family and friends and the communications solution was to create a family event in their villages and use the occasion to personally explain the Western Union service.
It created a tailor-made event in 95 different locations, promoted via posters, offering villagers the chance to see a relatively recent movie.
Before each screening a 10-minute video about Western Union was played with representatives on the ground also giving out leaflets and one to one explanations.
The event was totally branded with Western Union yellow stools, banners, event and leaflets.Research carried out after the event showed nearly everyone questioned said they would try Western Union products for future transfers. The activity is being expanded for 2009.
Hansaplast::: Marching blisters
BRAND OWNER:BeiersdorfCATEGORY: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.
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%.
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.
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 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 app
eared.
eared.
Twilight:The dawn of Twilight
BRAND OWNER:HoytsCATEGORY:Entertainment
REGION:Australia
DATE:Oct 2009 - Dec 2009
Stephanie Meyer’s teen vampire saga is a smash in the US but that didn’t help promote the movie of the book Twilight in Australia.
Launching at the same time as The Quantum of Solace and Australia, distributors Hoyts had a tough challenge to attract the girls and young women it wanted to watch the movie.
Research showed that Meyer’s Aussie 14-19-year-old fans could act as cheer leaders to their peers.
The campaign made Twilight part of the conversation with communities on MySpace and Facebook, bespoke MSN Messenger packs and viral trailer distribution.
Young women were targeted via celebrity gossip magazines, incorporating the Twilight characters into the target’s every day reality and backing this up with bespoke and high frequency placements on popular websites.
Twilight generated more than $20m dollars at the box office, 1,110% above Hoyts average revenues for a movie and $7m ahead of target.
Holiday Inn :::Stay smart, presidential style
BRAND OWNER :InterContinental Hotels Group
CATEGORY :Travel/Airlines
REGION :USA
DATE :Feb 2008 - Apr 2008
The Holiday Inn Express frequent business traveller spends a lot of time on the road and they know what they like: practical amenities, without all kinds of extra fluff (and cost).
This is the premise for Holiday Inn Express’ “Stay Smart” brand promise: you’ll feel smarter for having stayed with HI Express instead of “fancier” full service hotels.
Holiday Inn capitalised on the unprecedented level of media interest in the 2008 US Presidential race by creating a media conversation around the Holiday Inn Express brand positioning.
In the midst of the most expensive campaign in history, the Stay Smart, America website exposed how fiscally responsible- and irresponsible- the Presidential candidates were.
The success of the website hinged on a risky but hugely successful communications strategy that relied solely on PR to push the website and its message. No paid media was purchased, online or offline, to tout Stay Smart America. This was an unconventional strategy that paid off huge for the brand.
Leveraging the candidate’s public FEC filings, the website analysed and published the candidate’s campaign lodging expenditures and determined how much they would have saved if they stayed with Holiday Inn Express.
The story was first offered up to respected journalist and blogger Chris Elliott of The New York Times for inclusion on his blog. Once Elliott ran the exclusive, the release was then strategically distributed right before Super to the Top 100 daily newspapers, national television and relevant Web sites, blogs, social networks and message boards.
In the first 2 weeks the website generated over 85m media impressions and secured online and offline, national and international coverage on Fox News, CBS, The London Times, The New York Times, The Washington Post, LA Times, and USA Today, among dozens of political and news blogs. The Stay Smart, America website, developed for $100K, set off a storm of press activity that returned over $2.5MM+ in free media coverage.
CATEGORY :Travel/Airlines
REGION :USA
DATE :Feb 2008 - Apr 2008
The Holiday Inn Express frequent business traveller spends a lot of time on the road and they know what they like: practical amenities, without all kinds of extra fluff (and cost).
This is the premise for Holiday Inn Express’ “Stay Smart” brand promise: you’ll feel smarter for having stayed with HI Express instead of “fancier” full service hotels.
Holiday Inn capitalised on the unprecedented level of media interest in the 2008 US Presidential race by creating a media conversation around the Holiday Inn Express brand positioning.
In the midst of the most expensive campaign in history, the Stay Smart, America website exposed how fiscally responsible- and irresponsible- the Presidential candidates were.
The success of the website hinged on a risky but hugely successful communications strategy that relied solely on PR to push the website and its message. No paid media was purchased, online or offline, to tout Stay Smart America. This was an unconventional strategy that paid off huge for the brand.
Leveraging the candidate’s public FEC filings, the website analysed and published the candidate’s campaign lodging expenditures and determined how much they would have saved if they stayed with Holiday Inn Express.
The story was first offered up to respected journalist and blogger Chris Elliott of The New York Times for inclusion on his blog. Once Elliott ran the exclusive, the release was then strategically distributed right before Super to the Top 100 daily newspapers, national television and relevant Web sites, blogs, social networks and message boards.
In the first 2 weeks the website generated over 85m media impressions and secured online and offline, national and international coverage on Fox News, CBS, The London Times, The New York Times, The Washington Post, LA Times, and USA Today, among dozens of political and news blogs. The Stay Smart, America website, developed for $100K, set off a storm of press activity that returned over $2.5MM+ in free media coverage.
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