July 28, 2015

July roundup

Been a bit busy since my last update. So here are a few projects that caught my attention during the month of July.

I have to admit to being an old softy so can’t resist anything to do with babies. This campaign for Comfort fabric softener in Singapore is a great example of branded content. There was also an interesting competition element where couples had to watch as their babies chose the prize for them – a soft cuddly toy or a motorbike, flat TV etc. Those damn babies better choose the right prize or no supper for them!

I saw this technique used some years ago for a driving game but now VW have introduced a way to use your voice to create a film for the new Golf R. Just go to their special website and start making silly driving sounds with your mouth. It will generate an exciting driving video to share with others and inspire them to do the same.

Staying in the car category, here is a project I love and hate. Why? Because I presented exactly this idea to the same client here in China probably 18 months ago. Well here is the idea and it’s pretty cool. Land Rovers have 5 cameras built in to see all round the car. Imagine if you used those cameras to make a movie? Better still, get real directors to make movies with the car as the camera…

If you are heading off on holiday then enjoy the break. But if you are stuck then try a fake vacation. Or a Fakation as they have called it at KFC in Romania. As reported in Contagious, “KFC’s Fakation provides the tools for young Romanians to make it look like they’re on holiday. Selected urban outlets of KFC in Romania will boast tray liners and floor stickers decorated as sandy beaches and blue oceans. Teens who visit those branches can then fool their friends who are on a genuine holiday by faking a vacation photo with their mobile phone”. The video is in Romanian but you get the idea.

December 5, 2013

Play the Road

In the latest Volkswagen GTI campaign, a unique collaboration with electronic musicians Underworld gives drivers a new experience and a new way to make music. Using a mobile app the way you drive the car actually creates the music. You will never hear the same song twice.

May 17, 2011

One Show Interactive 2011

So the winners are in and they are worthy. Here are some of this year’s gold award winners. No doubt we’ll be seeing much more if these projects as the awards season continues…

Google Chrome Fastball

To promote a fast browser to an audience that’s immune to banners and doesn’t even know what a browser is, BBH created Chrome FastBall, a race across the Internet. This first YouTube game of its kind demonstrated how your web experience is faster and easier when using Google Chrome.

Uniqlo Lucky Line

To get people excited about a new store opening Dentsu invented the “Lucky Line” where people could join the queue via Facebook and Twitter to get discounts when the store opened.


VW True Life Costs

To address the misconception that the car brand is expensive DDB UK created a website that provided an engaging, easy to understand analogy of Volkswagen’s impressive ‘whole life costs’ affordability.

IKEA Unbox the banner

As part of the spring campaign for discounted products from IKEA, Grabarz & Partners developed an online promotion that was true to the IKEA philosophy: save money by assembling it yourself. Check it out here.

Nike + GPS App

Five years ago, Nike put a chip in a shoe and changed the sport of running. Today, they’re doing it again. Introducing the Nike+ GPS app: Now, runners can join the world’s largest running club by simply downloading the app, whether laced in Nike shoes or not. Nike+ is in your pocket, ready for a run anytime. Running outdoors, GPS tracks your run—indoors, the accelerometer detects movement. Any friend who “likes” or comments on your Facebook status gives you an audible “cheer” via your headphones. Developed by R/GA of course.


There are lots more gold winners (if you can get the One Show website to scroll – I couldn’t) plus don’t forget to check out the silvers and bronzes too. Lots of inspiring stuff there.

March 8, 2010

Something strange in adland – episode 1

upside-down-houseYou know there’s something strange in adland when…

You don’t needs ads.

An iPhone app for VW is downloaded four million times generating an “80% increase in leads, test drive and quote requests without a print ad, banner or broadcast spot in sight”. AKQA have a track record for zigging instead of zagging. See the video case study here >

You don’t need agencies.

Clients like Doritos now ask consumers to create their ad campaigns (only they don’t know that advertising folks are the ones submitting the best ideas!)

tunickIn this New York Times article Stuart Elliot writes “BE afraid, Madison Avenue. Be very afraid”. He mentions various campaigns where “consumers” developed the ideas. But on the flipside, this blog post from ADLAB reveals a different story.

You don’t need a budget.

One agency got a year’s worth of media for only $500 by taking advantage of people with poor eyesight. See the story from McCann Erickson Israel…

You don’t need TV.

The 2009 Cannes Film Grand Prix goes to an interactive movie you can only see on the internet. Watch the DDB case study video…

Keep your eyes open – the strangeness isn’t over yet.

October 23, 2009

Apps take the lead

As reported in AdAge, “Volkswagen of America is launching the newest-generation GTI exclusively on an iPhone app, a cost-efficient approach the automaker said is a first for the industry” You can read the full article here but to sum up:

VW spent $60 million to launch the GTi in 2006 – this time they are spending $500,000.

Volkswagen licensed the game from Australian developer Firemint, so as well as saving millions be choosing a mobile platform over a 30-second TV spot they save costs by licensing an existing game.

VW is the first to do this and that means huge PR value.

To read a review of the app itself head over to the ADLAB blog.

It will be interesting to see how this works out for VW. Brands have had varying degrees of success with apps but nobody has put all their eggs in one digital basket like this. Good luck.