The world’s best promo & activation ideas, now conveniently in one place.
It seems like a lot of effort went into this promotional packaging to demonstrate the natural properties of Camp, a Brazilian brand of fruit juice.
Two full years of experiments were needed to shape real fruits into the shape of the packaging, logo included.
If only the shoppers were so patient.
The case study is well done, except that I can’t bear the music. I see the intention but I’d rather turn the volume off. How about you?
People already download full music albums from the web, but how about downloading the whole band? For real?
Coca-Cola sponsored one of the top local bands in Colombia and offer their fans an incredible deal. The concert started with the band playing 50 m high. Those who attended had to enter the brand proprietary Coke FM online channel and for every song they downloaded the band came closer to the ground.
Very fresh approach created by Ogilvy and implemented by OgilvyAction.
Stereotypes are not necessarily a bad thing, if you do somethign interesting with them.
This was such an unusual experience for young restaurant patrons who at the end of their meal were offered to settle their bill by washing the plates, courtesy of 3M’s Scotch-Brite.
The sponge of course would have made things really easy, proving its claims and attracting a much younger target audience. The reach was also increased through social media.
What would you have done?
John Goodman (and I somehow) wrote this article for the great and newly redesigned OgilvyDO.com about the power and pitfalls of using technology to influence shopper behaviour. Have a read when you can (you’re using Pocket, aren’t you?) and, if you like it, leave your Likes and comments below. We’re really interested in sparking discussions.
“People don’t do what they believe in, they just do what’s most convenient, then they repent.” — Brownsville Girl, Bob Dylan, 1986.
The only decent song on one of his worst albums (Knocked Out Loaded), it is nevertheless an unexpected place to find a piece of marketing insight. However what Mr. Zimmerman identified was a core truth about human nature – we don’t always think about what we’re going to do, or do what we say we would. Sometimes we act and then we repent, or change our beliefs to reflect our actions. That’s why getting people to act is at the core of the discipline we call Activation.
Activation is a relatively new discipline for modern agencies. However what is new is recognising it as a core marketing discipline and trying to raise standards of creativity, brand and consumer understanding to match. Promotions are as old as the hills; in fact the distinction between Above-the-line and Below-the-line comes from the way in which advertising and promotional costs were itemised on an agency bill in ‘the old days’. Although agencies have not seen it as particularly glamorous or exciting until recently, this was rather myopic given the importance placed on it by our clients, who recognised years ago that getting people to change their behaviour at the time of purchase decision was crucially important.
Seriously!
Girls grow up with two obsessions: finding Prince Charming and shoes. The Shoe Dating promotion for Malaysian independent label Shoes Shoes Shoes managed to combine the two pursuits in one single shopping outing.
Matchmaking by shoes! No need to post enhanced portrait shots or lie about your age. The promo effectively took retail therapy to new heights by turning a store visit into a simplified and fun form of online dating, something that the busy shop patrons valued highly.
And when the lunch took place, instead of flowers, the man would give her date a voucher with the discount he pledged for, to be used in her next shoe purchase (hence prompting a new visit).
Shoe Dating was promoted via Facebook and with a very unusual store display that stop passersby on their tracks and encouraged people to reach the first floor where the shop is located to have a closer look.
Malaysia’s ‘women-only’ radio Capital FM also played a part by lending their DJs, who not only participated in the promotion but also run some of the dates live at the radio.
Apart from increased footfall and sales uplift, the campaign created by OgilvyAction Malaysia caught worldwide attention and was featured in trend-spotting sites, fashion blogs and the big media.
A dream come true for a small independent designer with regional expansion ambitions and for their customers who found the dating game a little less daunting and little more fun.
I wonder if Shoe Dating would stick as a stand-alone service in the future. Any takers?
Most people still think that there’s nothing ‘creative’ about shopper marketing. The reality is that it just takes a lot more engineering and effort in selling the idea through than the average 3-piece poster campaign.
Case in point, this brilliant shopper case study from Ogilvy Brazil for Hellmann’s mayonnaise.
They installed a system, in hundreds of cashiers at a major supermarket chain, that recognizes when someone buys a pack of Hellmann’s and produces an instant recipe printed on the bill, using other items in the basket as the main ingredients. Simply brilliant and brilliantly simple.
Which brings up another hypothesis. Creativity in this space is less about being surprising as it is about being relevant. What do you think?
For those who have seen Spread the TED — Taxi Drivers this will come as no surprise. First, it was announced at the end of the last film. Second, the new case study is a remake almost frame by frame of the original.
While the idea is still great and relevant, there’s an inevitable déjà vu.
Work that is based on an insight has an immediate appeal.
Research told DB Export Dry beer that their target audience didn't really like wine but the used to buy it to ‘fit in’. So they went on to save men from that self imposed habit, by releasing in-store advertising desguised as a bottle of wine.
Typical wine bottles reached the store but on closer inspection, the labels didn’t talk about the wine but about why men should not buy something they don’t like but beer instead.
To close the deal, a $5 dollar off their beer purchase was recorded when the bottle was scanned at the cashier. Very clever and relevant.
Audio descriptions are the only way that blind people can experience the works of art in a museum. Unfortunately, not many museums provide that feature and the general public is at large unaware of the issue.
To generate awareness and raise funds, Poland NGO Audiodescription Foundation invited renown Polish artists to donate some of their artworks and organised an auction. Only that on the auction day, the walls of the gallery were empty. Only audio descriptions of the auctioned work was available and the buyers could only see the piece after purchase.
These are the kind of ideas hidden in the brief itself.
As you can expect from the title, it’s a funny case study that showcases the power of a well constructed goal and reward.
Dog poo on the streets is a nuisance to say the least. But how do you get their owners to clean up?
Latin telco Terra came up with an imaginative device in Mexico that provides free WiFi as long as it’s fueled with dog poo. The more shyte, the more time the WiFi is on for all in the surroundings to share.
Action Packed is a collaborative site looked after by the creative community at OgilvyAction Asia Pacific.
Here we collect and share the most exciting activation work from around the world to help you stay in the know and get inspired.
