08 декабря 2016 г.

Победители Innovative campaigns

Grand Prix


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.




Golden Drum


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.





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:






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.




Silver Drum


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.


06.10.2012


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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