11 декабря 2016 г.

Шорт-лист Innovative campaigns


Car vs Piano

Car vs Piano

Year/ID: 2012 / W009G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
URL: http://carvspiano.ru/awards/cyber/A06/
Product and services: Car InsuranceRegistrant: BBDO RUSSIA GROUPCountry: RUSSIABrand name: IntouchAdvertising agency, city: BBDO Russia Group, MoscowArt director: Luis Tauffer, Andres Vergara, Lucas Zaiden, Cloves MenezesCopywriter: Polina ZabrodskayaCreative director: Luis Tauffer, Andres VergaraAccount Director /Manager: Ekaterina SmyginaFilm Production: Park ProductionDigital Production: INDEE InteractiveMusic: Goudron Music Factory / CM Records
Other credits: Digital Creative: Ilya Andreyev / Digital Director: Ekaterina Smygina / Project Manager: Igor Kholopov / Digital Manager: Alena Aleksandrova / Producer: Valery Gorohov / Photographer: Artiom Gelvez Kostenko

Campaign idea explanation: Context: Russian drivers are real optimists. They believe car accidents can be avoided by just by driving safely. But in reality accidents are unpredictable. Intouch car insurance company wanted them to re-think this false impression using a real experiment aimed at engaging them to consider buying a ”no fault” car insurance. Idea: To prove how unpredictable accidents are, a 350 KG grand piano was suspended from nine ropes above a car in a Moscow garage for seven days. Twice a day an unforseen daily event could result into one rope being cut. For example: if the temperature in Moscow rose to +21C one rope could be cut. If FC Barcelona advanced to the Champions League Final that same week, another rope would be cut. A growing number of intrigued visitors, eagerly waited for the next rope to be cut-or not through a live broadcast 24/7 on carvspiano.ru. To intensify their involvement we also added a live twitter-feed, projecting all their messages instantly on the wall behind the car. We also added a counter, reminding everyone the time left for the next rope to be cut, making sure they wouldn’t miss the dramatic moment. On the 6th day the piano fell down on the car and proving that even if we couldn’t save the world from falling pianos we did make more drivers consider buying our intouch ”no fault” car insurance.Results: 1) #carvspiano was the second most trended topic in Russian Twitter, 2) 39% of participating visitors returned to the website more than once during the week, 3) 50% of traffic was generated by word of mouth, 4) The audience exceeded client’s media plan by more than 200%, 5) More than $200.000 in earned media.



Touch the sound

Touch the sound

Year/ID: 2012 / W011G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
Product and services: Polskieradio.plRegistrant: HYPERMEDIA SP. Z.O.OCountry: POLANDBrand name: PolskieRadio.plAdvertiser: Hypermedia IsobarAdvertising agency, city: Hypermedia Isobar, WarsawArt director: Krzysztof JagieЕ‚oCopywriter: Jan CieЕ›larCreative director: Maciej NowickiDesigner: Krzysztof JagieЕ‚oAccount Director /Manager: Sylwia SkarzyЕ„skaMusic: Jarek LublinProgrammer: Piotr Polit, Jakub Tutak
Other credits:


Creative idea explanation:


Campaign idea explanation: About: Hypermedia Isobar created an event, where people could literally touch the most important sounds of the XX century. Brief: PolskieRadio.pl is a news portal with the largest radio recordings database in Poland. Our task was to promote it at on of the biggest science fairs in Europe - Science Picnic. We wanted to amuse people and make them remember this day. Idea: To do that, we’ve printed out the most famous historical radio recordings with the revolutionary technology of 3D printing. To create a sound, that you can touch. Mysterious teaser invitations for the event were aired on the national radio stations (eg. "Printing Voice" - beatbox simulation of printer sounds, or "Midas" about the mythical king who is forced by the music industry to turn bad songs into golden hits with his magical touch). Internet communication consisted of interactive banner and Facebook app that let people vote on their favourite recordings from the XX century. Some of them were important political speeches such as "I had a dream", some were funny, some touching, but each of them had it's own place in popular culture. Results: We have created an unforgettable experience for thousand of visitors, who touched the sound for the first time in their life. Our event reinforced PolskieRadio.pl brand image as tech-savvy and culture oriented. Our idea already has been recognized - one of the sound waves, a recording of a troop crying out the well known poem "We demand ammunition", became exhibited in the Warsaw Uprising Museum.

Multiple entry explanation: "Touch the sound" was event and actually multichannel innovative campaign promoting news portal www.polskieradio.pl so it perfectly fits both categories.



Parking Douche

Parking Douche

Year/ID: 2012 / W014G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
URL: http://festival-cases.com/parking_douche/
Product and services: The-Village.ru (On-line city guide)Registrant: LOOK AT MEDIACountry: RUSSIABrand name: The VillageAdvertiser: The VillageAdvertising agency, city: LOOK AT MEDIA MoscowArt director: Vladimir ShreyderCopywriter: Alexey ArtyukhovCreative director: Katya Bazilevskaya, Rob IkkiAccount Director /Manager: Alya GabdurakhmanovaDigital Production: LOOK AT MEDIA Moscow
Other credits: Technical Director: Alexander Rybyakov; Mobile App Developer: Alexander Simonov; Flash Developer: Alexander Redinger

Campaign idea explanation: 'Douche parking' is a huge city problem in Russia. There're not many places to park but also there're people who just don't care about others. Online city newspaper, The Village.ru, has decided to help people make such behaviour socially unacceptable using digital media. We've created a free app. It allows people to take pictures of wrongly parked cars, and save the car number, type (e.g. crossover) and colour. This data is streamed live to special banner ads that are targeted through IP address to locations where these cars were parked. These banners work as pop-ups where you see a car with a number 'parked' on an article you're reading. When you hover over the banner it lets you know that this car is annoying people in a certain street in the city right now just like it's doing on the site. The user was motivated to share the picture of the 'parking douche' in social media to close the banner. Because of the IP address/location targeting, lots of people saw themselves, their neighbours/colleagues or the 'douches' they saw and hated for a long time. That made them care and share the project information, and others were left feeling ashamed.

Multiple entry explanation: We used an innovative way of integration of mobile app, display ads and social media. Data from mobile app is streamed live to banner ads that are targeted through IP address to locations where cars were spotted. The banner appears over the content and needs to be shared in social networks.



Autism deceives the senses

Autism deceives the senses

Year/ID: 2012 / W018G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
Product and services: Social campaign - Increasing autism awareness.Registrant: PZL SP. Z O.O.Country: POLANDBrand name: Synapsis FoundationAdvertising agency, city: PZL, WarsawArt director: Maciej MilochCopywriter: Weronika MajchrzakCreative director: Kot PrzyboraAccount Director /Manager: Magda MatyszkiewiczDirector: Tomasz Goldbaum-Wlazinski
Other credits: Synapsis Foundation: Lukasz Kosciuczuk, Olga Swieza, Joanna Grochowska; Actor: Bartosz Topa; Agency Producer: Magda Garska; Operator: Jakub Giza

Creative idea explanation:


Campaign idea explanation: Autism is a disorder caused by improper brain function. According to the United Nations, soon there will be more children diagnosed with autism than those diagnosed with AIDS, diabetes and cancer combined. While autism is a serious psychiatric problem, very low public awareness of autism is a serious social problem – only three out of ten people indicate any knowledge about autism. That was our aim: to increase the autism awareness. The target group was every one in Poland, band the budget was zero. Having no money we decided to use a weapon as old as the hills and quite effective – rumour. We prepared a ruse: a well known actor, Bartek Topa, after a train conducted by autism therapists, appeared on a live TV programme to talk about skiing. But, to the surprise of the presenters and the whole audience, he started behaving like an autistic person. No one realized it was all a game. Along with this event, amateur videos showing the actor behaving in strange ways in public were uploaded onto the Internet. This is how we started gossip about the actor’s odd behaviour and got it spread like wildfire. It was a perfect time to launch our campaign. People from the agency and the Synapsis Foundation appeared on a live TV programme to explain the ruse. We showed the TV commercial revealing the plot. This got people talking – but this time autism and our setup.

Multiple entry explanation: We created the new strong weapon by joining the old as the hills gossip with the modern one - spreading fast internet. We engaged millions of people into affair that after a while was revealed and then it turned out that it was all about autism.



Make the politicians work!

Make the politicians work!

Year/ID: 2012 / W020G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
Product and services: MediaRegistrant: VOSKHODCountry: RUSSIABrand name: Ura.ruAdvertiser: Ura.ruAdvertising agency, city: Voskhod, YekaterinburgArt director: Vladislav DerevyannykhCopywriter: Evgeny Primachenko, Egor GavrilinCreative director: Andrey GubaydullinDesigner: Dmitry MaslakovIllustrator: Alex TAccount Director /Manager: Pavel Skosyrsky
Campaign idea explanation: Quality of roads is the eternal problem of Yekaterinburg – the fourth largest city of Russia. The local site URA.RU, which writes about life in the city, decided to remind politicians that it is their duty to repair the roads. The problem is – our politicians don’t care about potholes. Their only worry is their own public image. We associated road holes with the images of certain politicians. In the night, on three potholes in city center, we drew faces of the governor, the mayor and the vice-mayor. The news about caricatures became a sensation. With this intense PR the politicians were no longer able to sit idle. The holes were fixed. The news about the action was released in more than 300 media venues, the website traffic on URA.ru doubled. The officials at last started to do their jobs.



Second Life

Second Life

Year/ID: 2012 / W025G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
Product and services: Gazeta SporturilorRegistrant: LEO BURNETT & TARGET SACountry: ROMANIABrand name: Gazeta SporturilorAdvertising agency, city: Leo Burnett & Target SA, BucharestArt director: Liviu Toader, Zoltan Fulop, Florina MoisiCopywriter: Irina BecherCreative director: Carmen Tiderle, Tudor Cuciuc, Victor StroeAccount Director /Manager: Diana Onesa Alexa
Other credits:


Creative idea explanation:


Campaign idea explanation: Our client, the no 1 sports journal in Romania, Gazeta Sporturilor, decided to help Miahi Nesu’s Foundation raise money for his cause (Mihai Nesu is the defender in Romanian national football and for F.C. Utrecht team who, after a terrible accident, lives in a wheelchair and dedicates his life to helping kids with locomotor disability). But quite often media costs to raise awareness for a cause are bigger than the money collected. So we searched for a solution in media. More precisely, in media budgets, the most generous part of the marketing budgets. The difference between a 30 seconds and a 29 seconds commercial might be imperceptible for viewers, but vital for Mihai Nesu’s foundation. Because 29 seconds cost 3.33% less! 3.33% may not sound so impressive, but reported to a 200 million Romanian TV market, it becomes really big. That’s how Second-Life was born, a program through which advertisers cut 1 second from their commercials and offer the equivalent value for a cause. Like Mihai Nesu’s cause. Claim: Because second by second, hope becomes life. Our Sports Journal “Gazeta Sporturilor”, Bergenbier, our local Budweiser, and the insurance company AXA are the first to jump in and donate through Second-Life. Their TVC’s are marked with the Second-Life logo. Because, in order for advertisers to want to join, we had to make sure people in front of TV recognize the program and appreciate their involvement in the cause. We used a 10 seconds informative TV billboard, a print ad and outdoor to inform people about the program, helping them recognize brands involved in it. A dedicated website explained the mechanism and informed about Mihai Nesu’s foundation and advertisers joining the cause. Also, the great PR around the program helped our message reach both ordinary people and advertisers as well.

Multiple entry explanation:




Kauko Remotely Controlled Design Cafe

Kauko Remotely Controlled Design Cafe

Year/ID: 2012 / W029G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
Product and services: Kauko Remotely Controlled Design CafeRegistrant: HASAN & PARTNERSCountry: FINLANDBrand name: Kauko Remotely Controlled Design CafeAdvertising agency, city: Hasan&Partners, Helsinki / Perfect Fools, StockholmArt director: Bruno Ribeiro / Hasan & Partners, Martin Samuelson /Perfect FoolsCopywriter: Mick Scheinin / Hasan & Partners, Magnus Ericsson / Perfect FoolsCreative director: Ami Hasan/ Hasan & Partners, Eka Ruola / Hasan & partners, Tony Högqvist / Perfect FoolsAccount Director /Manager: Barbara Sorsa
Other credits: Tobias Wacker/hasan & partners, SIvi Uitto/hasan & partners, Minna Lairi/hasan&partners, Carlos Naude/ Perfect Fools Björn Kummeneje /Perfect Fools, Bjorn Uppeke/Perfect Fools, Viktor Watterback/Perfect Fools, Paula Kreuger/Perfect Fools, Martin Torhage/Perfect Fools, Espen Brekkebraten/Twofatboys, Martin Hammarberg/Perfect Fools, Karl Nord/Perfect Fools, Patrick Sundberg/Perfect Fools, Erik Wikhom/Perfect Fools, Laura Aalto / WDCH2012

Campaign idea explanation: Insights, Strategy and the Idea: World Design Helsinki 2012 (WDCH) wanted to point out that design is everywhere -people just take it for granted. Anything that makes things work better is design, design is everywhere, it affects everyone and anyone can affect it.It's important to communicate this thinking, as the year itself isn't really about anything concrete like events. The target audience are people who are not naturally interested in design. At the core of the marketing communication is Kauko - a movable cafГ© with design anyone can remotely control in real-time on the web. Chairs, tables etc. move when controlled by the web user. After this, users are directed to share ideas on how to make things work better on the web or using the WDCH mobile application. During the year, the cafГ© will be moved to different public.Creative Execution: At the core of the marketing communication is Kauko a movable cafГ© with design anyone can remotely control in real-time on the web. Chairs, tables etc. move when controlled by the web user.Film from the cafГ© is streamed in real-time on the web site. After this, sets are directed to share ideas on how to make things work better on the web or using the WDCH mobile application. All the elements of the campaign ( TV, print, outdoor and banners) invited people to try out Kauko. During the year, the cafГ© will be moved to different public locations, including a shopping mall in the center of Helsinki and the biggest fairs in Finland.Results and Effectiveness: In the three first months 141,290 unique visitors spent an average of 2:50 minutes on the site. PR from around the world, including Time, BBC, news on national Finnish television. Amount of PR became news in Finland.



New Driving Tests App.

New Driving Tests App.

Year/ID: 2012 / W031G12
Group: W Innovative campaigns
Subgroup: W Innovative campaigns
URL: www.testovizavoznju.rs
Product and services: Traffic SafetyRegistrant: LEO BURNETT BEOGRADCountry: SERBIABrand name: Traffic SafetyAdvertiser: Srpski komitet za bezbednost saobraćaja (Serbian Committee for Trafic Safety)Advertising agency, city: Leo Burnett, BelgradeArt director: Rade SaptovicCopywriter: Predrag SimicCreative director: Anja RadulovicIllustrator: Ivan Nedeljkovic & Ivana RadicAccount Director /Manager: Vladimir Vucicevic, Andreja Milkic, Jovana VazicProgrammer: Omnicom Soltions
Other credits: Nemanja Stojanovic, Ana Mijajlovic, Igor Ristic

Creative idea explanation:


Campaign idea explanation: In 2009, Serbian government announced the new system of driving training and testing. Three years and thousands of lives later – the new system still doesn’t exist. Confidential driving tests leak to the public, resulting in young people only learning the leaked tests and not the entire range of traffic laws. So, we created an app with real accidents videos and let it leak as the “new driving tests for the new system”. Within 48 hours, Ministry of Interior announced that the new system starts on October 25th, and the site crashed temporarily due to used bandwidth.

Multiple entry explanation: New Driving Tests campaign has an innovative approach – it is an app that was launched guerilla style as “new driving tests that leaked” on internet. The campaign generated immense free media coverage, and pushed the government to make a public announcement regarding the issue.


04.10.2012


19-й международный фестиваль рекламы Golden Drum пройдет в Портороже в Словении, с 2 по 5 октября. За годы своего существования Golden Drum вышел на позиции одного из самых ожидаемых мероприятий для рекламистов со всего мира. Для многих фестиваль является самым важным и заметным обзором рекламного мира за год, превосходя в этом даже фестиваль Cannes Lions.
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