Sostav.ru - Галерея - Cannes Lions 2005 Titanium Lions
Sostav.ru - Маркетинг Реклама PR
  Сотка
   Владимир Путин обсудил с журналистами свою статью 
124
Реклама на Sostav.ru Сделать домашней страницей Контакты Sostav.ua Русская версия
Галерея
Версия для печати

Cannes Lions 2005
Titanium Lions



Description:
Virgin Mobile is a leading Australian youth brand. Our consumers are sociable, fashion conscious and their mobile phone is an essential part of life. The lead product claim is an on-net flat rate of $0.05/min calls or texts, the benefit of which is an enhanced social life. The "Get tighter with your Posse" campaign revolves around 5 CENT, a fictional midget rap star with all the fame and trappings of his larger and more famous hip-hop counterpart 50 CENT. The idea was to show 5 CENT using his phone and Virgin Mobile's 5ч rates to get his posse over to his poolside party.

Launch and Execution:
PR launched the 5 CENT campaign and the website went live on Friday 10.09.04. TV and taxi backs broke on Saturday 11.09.04. In-store collateral and staff uniforms were in place by Monday 13.09.04, followed by all other merchandise (lanyards, caps, t-shirts, dog tags) on 26.09.04. The "Posse Pack" retail box hit the stores on 3.10.04 along with 5 CENT'S promo CD single. The radio campaign broke on 10.10.04. The Big Day Out music festival sponsorship ran throughout January, with 5 CENT appearances across the country on Virgin Blue planes, at the music festivals and in Virgin Mobile stores.

Results:
5 CENT'S popularity was clear from the people queuing up to get his autograph at January's "Big Day Out" festivals. But in real terms: new customers were up 12% on the same time last year and outstripped market growth by over 100%. Call minutes per customer increased by 350% (Virgin to Virgin) which maintained average revenue per user despite a significant cut in call rates. These combined to be worth over $3M AUD in incremental profit to Virgin mobile over the projected lifetime of new users and ensured 5 CENT had paid for itself even before it came off air.


Description:
Premium, iconic brands often find their products being knocked off by counterfeiters and sold on the black market. In a pro-active measure, we decided to warn people of the dangers of buying a counterfeit Mini Cooper. We established a consumer watchdog group called the Counter Counterfeit Commission (CCC), dedicated to stopping the spread of counterfeit MINIs. The CCC's efforts included a 10-minute DVD advertised on national television, a brochure comparing real and fake Minis, alert messages in automotive classified publications (conveniently placed immediately after ads for counterfeit Minis), and grass roots, street team effort at the New York Auto Show.

Launch and Execution:
We launched a national television campaign with a :60 spot advertising the CCC's DVD, Countefeit Mini Coopers. The DVD shed light on the problem of counterfeit Mini Coopers, provided necessary information to ensure consumers are buying the genuine article, and profiled the CCC's efforts to stop the problem. The CCC also published a brochure about the issue, which was inserted into national magazines, ran alert ads in automotive classified publications, and took to the streets to spread awareness of the epidemic at the New York Auto Show. Finally, the CCC's website, counterfeitmini.org, served as a resource for consumers to learn more about the problem, seek information, and post suspected fakes of their own.

Results:
The campaign immediately spurred online activity in Mini chat rooms and automotive blogs. Clients and consumers alike responded favourably to the effort and were entertained with the content and its ability to highlight Mini's proprietary product features in a unique and engaging way. The industry too was interested in the effort as the campaign has already been highlighted in articles in Adweek, The Wall Street Journal, and on AdCritic.com. Coming off the heels of counterfeit's launch, Mini posted its best sales month ever, with a March 2005 sales total that was up +44% from the same period last year.


Description:
The animated "Hate Something, Change Something" campaign launched Honda's first ever diesel engine, by explaining the maverick thinking behind the engine's development in an equally maverick and unconventional fashion. The campaign promoted a new positive philosophy for life - "Hate Something, Change Something" - which stemmed directly from the way the engine designer used his own hatred of diesel engines to inspire himself to build something better. The campaign spanned a wide range of different media platforms, including online gaming, interactive TV, sticker postcards and radio.

Launch and Execution:
The campaign launched with a bang that exploded into lots of media. The intention was to hit people with a wall of communications, designed to surround them with a world of positive hate. Two minute radio spots established the song and got the nation whistling. A ninety second film - first on cinema, later on TV - gave the song the context of an epic visual landscape. A viral game tickled people into visiting a microsite, where the detailed diesel story was showcased. Interactive TV, press and sticker postcards then encouraged further interaction with Honda's belief in the power of positive hate.

Results:
The campaign generated some fantastic reaction, like 43% more visitors to honda.co.uk. During the campaign, Honda went from having the 5th most visited car website, to number 1. Over 20,000 punched-in their details with the interactive TV ad. 68,000 played the online game. Tracking indices showed: Spontaneous brand awareness +62%, brand liking +29% and preference +33%. Honda's diesel engineer was Kenichi Nagahiro (who inspired the campaign - he hated diesels). He was awarded Top Gear's Man of the Year. Needless to say, Honda are proud to describe this campaign as one of their most successful ever.


Description:
Volvo distinguishes itself through its single-minded approach towards building cars for real people and for real-life challenges. We created the "Life on Board Project" to demonstrate how Volvo takes inspiration from people, their conversations, their ideas and their lives. The Project documents seven conversations about life, between real people driving in a Volvo. Authenticity was crucial. Accordingly, we took the unconventional decision to reject actors, scripts, storyboards, special effects, stunts in favour of real people, real life and unscripted conversations.

Launch and Execution:
Our communications strategy served to expose the target group to the breadth and depth of Project material as quickly as possible. For this reason, assets in many different formats to enable this time-poor, discerning target group to explore the wealth of Project material in a user-friendly manner. Project premiered at Paris Motorshow in time with T-T-L activities. The Volvo Website hosted the full Project experience, but Project material was also available on a PDA microsite, DVDs in national press and as in-flight entertainment (market first!). Offline and online activities served to drive traffic to these Project hubs.

Results:
All brand image indices significantly improved vs Q1-Q2 2004. Ad tracking revealed strong positive consumer reactions to the campaign's content and more subtle, implicit, approach. This was accompanied by significant percentage increases in consumer consideration of Volvo products. Showroom traffic: +20% vs 2003 Internet visitors: +90% vs 2003 Share of market increase: +12% vs 2003
Обсуждение закончено
2005 г.
Cannes Lions 2005
30.06Cannes Lions 2005 Films Grand Prix
30.06Cannes Lions 2005 Films Gold Part 1
30.06Cannes Lions 2005 Films Gold Part 2 
1
30.06Cannes Lions 2005 Films Silver Part 1
30.06Cannes Lions 2005 Films Silver Part 2
30.06Cannes Lions 2005 Films Bronze Part 1
30.06Cannes Lions 2005 Films Bronze Part 2
30.06Cannes Lions 2005 Films Bronze Part 3
30.06Cannes Lions 2005 Films Bronze Part 4
29.06Cannes Lions 2005 Titanium Lions
28.06Cyber Lions Grand Prix
28.06Cyber Lions Gold
28.06Cyber Lions Silver
28.06Cyber Lions Bronze Part 1
28.06Cyber Lions Bronze Part 2
24.06Cannes Lions 2005 Press Grand Prix 
5
24.06Cannes Lions 2005 Press Gold Part 1 
7
24.06Cannes Lions 2005 Press Gold Part 2 
5
27.06Cannes Lions 2005 Press Silver Part 1
27.06Cannes Lions 2005 Press Silver Part 2
27.06Cannes Lions 2005 Press Bronze Part 1
27.06Cannes Lions 2005 Press Bronze Part 2
27.06Cannes Lions 2005 Press Bronze Part 3
27.06Cannes Lions 2005 Outdoor Grand Prix 
5
27.06Cannes Lions 2005 Outdoor Gold
27.06Cannes Lions 2005 Outdoor Silver Part 1
27.06Cannes Lions 2005 Outdoor Silver Part 2
27.06Cannes Lions 2005 Outdoor Bronze Part 1
27.06Cannes Lions 2005 Outdoor Bronze Part 2
Фестиваль "Идея"
14.06Работы победителей фестиваля "Идея!" 
3
14.06Гран-при
14.06Рекламный фильм (без ограничений бюджета)
14.06Малобюджетный рекламный фильм
14.06Печатная реклама
14.06Товарный знак и фирменный стиль
14.06Упаковка и этикетка
14.06Аудиореклама
14.06Интернет-реклама
14.06Рекламные кампании
14.06Приз лучшему агентству
14.06Приз памяти И. В. Крылова
Работы победителей 6 КМФР
07.06Конкурс BTL – проектов
07.06Конкурс Радио рекламы
07.06Конкурс PR – проектов
07.06Конкурс Альтернативной рекламы
07.06Конкурс Этикетки и упаковки
07.06Конкурс DM – проектов
07.06Наружная реклама и реклама на транспорте
07.06Экспозиционный дизайн
07.06Рекламная фотография 
2
07.06Гран-при Фестиваля
07.06Конкурс Интернет-рекламы
07.06Конкурс Печатная реклама
07.06Конкурс Постеры для наружной рекламы
07.06Приз-прессы
07.06Конкурс Телевизионной рекламы и рекламы в кинотеатрах
ADSR Awards
31.05Телевизионная и кинореклама
31.05Интегрированная коммуникация
31.05Корпоративный фирменный стиль 
2
31.05Графический дизайн 
1
31.05Арт-дирекшн
31.05Копирайтинг
31.05Постер
31.05Интерактивные и цифровые медиа
31.05Радио реклама
31.05Свежая кровь 
3
31.05Социальная реклама
31.05Упаковка
31.05Иллюстрация
31.05Дизайн многостраничных изданий
31.05Реклама в прессе
2004 г.
07.092002. Silver lions & Outdoor [21-42] 
2
07.092002. Silver lions & Outdoor [1-20]
02.092002. Bronz lions & Outdoor [17-31]
31.082002. Bronz lions & Outdoor [1-16]
27.082001. Grand Prix [1-14] 
5
26.082001. Gold Lions & Press [21-41] 
2
23.082001. Gold Lions & Press [1-20] 
2
20.082001. Silver lions & Press [13-24]
19.082001. Silver lions & Press [1-12] 
1
16.082001. Bronz lions & Press [1-26]
13.082001. Bronz lions & Press [1-26] 
1
12.082001. Gold Lions & Poster [17-29] 
1
11.082001. Gold Lions & Poster [1-16]
10.082001. Silver Lions & Poster [15-27]
09.082001. Silver Lions & Poster [1-14] 
1
05.082001. Bronz Lions Poster [23-44]
04.082001. Bronz Lions [1-22] 
4
02.082000. Grand Prix [1-6]
30.072000. Gold Lions [21-47]
29.072000. Gold Lions [1-20] 
1
28.072000. Silver Lions [17-32] 
2
27.072000. Silver Lions [1-16] 
3
26.072000. Bronz Lions [61-82]
23.072000. Bronz Lions [41-60]
22.072000. Bronz Lions [21-40] 
1
21.072000. Bronz Lions [1-20]
20.071999. Gold Lions [11-23] 
2
19.071999. Gold Lions [1-10]
16.071999. Silver Lions [25-44] 
10
15.071999. Silver Lions [1-24] 
2
14.071999. Bronz Lions [81-106]
13.071999. Bronz Lions [61-80] 
5
12.071999. Bronz Lions [41-60]
09.071999. Bronz Lions [21-40] 
4
08.071999. Bronz Lions [1-20] 
16
19.04Рекламный календарь от РГ "Мелехов & Филюрин" 
13
2002 г.
13.08Что Вы когда-либо хотели от IBM... 
1
17.04Шпионские страсти от Rexona For Men
12.03Новый рекламный носитель в России 
5
10.02Georgian Legend - искусство в рекламе 
43
© "ООО Состав.ру" 1998-2024

тел/факс: +7 (495) 225 1331 адрес: 109004, Москва, Пестовский пер., д. 16, стр. 2

При использовании материалов портала ссылка на Sostav.ru обязательна!
Администрация Sostav.ru просит Вас сообщать о всех замеченных технических неполадках на E-mail
  Рассылка 'Sostav.ru - ежедневные новости маркетинга, рекламы и PR.'   Rambler's Top100         18+   Словарь маркетинговых терминов