Dat Nike altijd voorop wil lopen in alles wat zij doen zit waarschijnlijk in hun merk DNA. Ook met de nieuwe campagne voor hun Nike Hypervenom II voetbalschoen kijken ze niet alleen maar heel goed waar maar vooral hoe ze hun doelgroep het beste kunnen bereiken.
Natuurlijk kun je de jongens voor wie deze schoenen zijn bedoeld bereiken via tv commercials, youtube video’s, games en heel pakket aan social en digitale media. Maar Nike tilt de digitale merkbeleving net weer een stapje hoger door de kijker de kans te geven om in de film te stappen als sterspeler Neymar Jr.
Door je telefoon in een Google Cardboard VR bril te plaatsen ben je geen toeschouwer maar wordt je deelnemer van de brand experience die Nike wil uitdragen. Zodra je de VR bril en hoofdtelefoon opzet kijk je letterlijk door de ogen van Neymar en zie je dat jij in zijn schoenen staat. (Heel toevallig de Hypervenom II) Je staat midden in een voetbal stadion, je hoort de mensen juichen, je hebt de bal, je geeft een pass, neemt hem aan, rent, springt, ontwijkt en scoort!
Virtual Reality brengt Digital Brand Experience op een heel hoog niveau. Voor de traditionele mediadenkers onder ons. Zie dit als de ultieme kwalitatieve GRP Plus propositie waarbij de impact van de beleving en daarmee de effectieve waarde per bereikte persoon in de doelgroep enorm hoog is. Ik weet het, je vraag je misschien af waar ik dit op baseer en daarbij moet ik zeggen op basis van ervaring. Maar ik zal op zoek gaan naar onderzoek waarbij deze stelling zal worden onderbouwd met cijfers… wordt vervolgd.
Hier onder de video. Als je geen VR bril hebt of Android telefoon dan kun je hem ook op de desktop te bekijken is maar alleen via een Google Chrome browser.
Cijfers: Youtube bijna 900.000 views in 3 dagen tijd.
One of the most horrifying things a family can experience is that one of it’s members gets diagnosed with cancer. One of the painful side effects during treatment is that it is a battle that the person has to fight by himself. But if that person is a child that factor of the battle is ever so more difficult. The Amaral Carvalho Hospital and their agency DM9 DDB from Brazil have found a great way to soften the pain just a little bit with their ELO Teddy Bear. I just think this is one of the most touching cases where mobile really plays a truly important role.
ELO Teddy Bear (Brazil)
Awards: Gold Mobile Lion. Category: G01. Mobile: Messaging Campaigns, including SMS, MMS and Mobile Email. Brand: Amaral Carvalho Hospital. Agency: DM9 DDB São Paulo. Summary: Amaral Carvalho Hospital is a top cancer treatment centre in Latin America. For children undergoing treatment, isolation can hurt more than any physical pain. They are pulled from their normal routine and away from friends and family.
To help shorten this distance, we developed a special line of bears that receive and play audio notes from WhatsApp sent from family and friends every time children press the teddy’s hand. They were named “ELO” (means “LINK”) for linking hospitalized children with the love they miss from home.
The ELOs made a huge impact on the kids and their families, and when the project’s video was posted on the hospital’s fanpage it became one of the most shared videos in Brazil and a medical benchmark for hospitals throughout the country and abroad. Being a public hospital, it treats mainly families with few resources, so it needed to be something that they could all participate in cheaply. With the ELOs and its built-in app on one end and cellphones on the other, we found a totally costless solution, as WhatsApp works on any smartphone family and friends had and the messages are sent for free. Each child received one ELO and each one had a specific number that was given to friends and family so that they’d know where to send the message for that specific child. Aside from bringing enormous happiness and relief to both the children and their families, the ELOs became an international phenomenon.
The project delivered unforeseen visibility for the hospital worth U$7 million in earned media nationally and internationally. It impacted over 60 million people on social networks alone and became a medical benchmark for hospitals throughout the country and abroad, being written about in medical and health publications in different countries. More information:submission.
The Scare Crow campaign by Chipotle Mexican Grill campaign is such a brilliant piece of creative marketing that I believe that every marketeers who is remotely interested in finding new ways of telling his brand story should review this case.
The Scarecrow (USA)
Awards: Grand Prix Cyber Lion; Grand Prix PR Lion; 2x Gold Cyber Lion; 2x Gold PR Lion; Bronze Cyber Lion; Bronze Titanium Lion. Category: I01. Cyber: Integrated multi-platform campaign. Brand: Chipotle Mexican Grill. Agency: Creative Artists Agency Los Angeles. Summary: Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food. “The Scarecrow,” is an entertainment franchise (animated short, mobile game, and song) depicting a scarecrow’s journey to bring wholesome food back to the people.
The short story, distributed on YouTube and in-game, is set to Grammy Award-winning artist Fiona Apple’s remake of “Pure Imagination” from film classic “Willy Wonka and the Chocolate Factory.” The mobile game continues the film’s story as players help The Scarecrow correct the wrongs committed by Crow Foods. Players received a mobile coupon to Chipotle delivered immediately to their devices. The song is available on iTunes for charity, and the game is available free on IOS App Store.
The Scarecrow franchise created a conversation about food in popular culture generating over 614,000,000 PR impressions. In its first month, The Scarecrow sparked 18.4 million conversations across 17 social platforms with a 92.7 social sentiment score. For the first time, Chipotle unseated Taco Bell as top social brand on the Restaurant Social Media Index Top 250 list. Since launching, the film has reached over 12,500,000 YouTube views. Over 650,000 people have downloaded the game, playing for an average of 5 minutes. The song debuted #32 on Billboard’s Streaming Songs chart and reached over 13,000 purchases on iTunes.
As we all know, the market of printed books, newspaper and magazines is heavily under pressure by online mobile media carriers. This industry is desperately looking for ways to get the attention of their customers back. Often Augmented Reality is the new weapon to bridge the gap between the magazine and the mobile phone but in the end it’s all about consumer preference. I think that MPP made a great campaign using the inabilities of mobile to draw the attention back to paper books. Enjoy this case…
Offline Book (Singapore)
Awards: Gold Mobile Lion. Category: B03 Mobile Websites and Web apps: Media, entertainment and leisure. Brand: Math Paper Press. Agency: DDB Group Singapore. Summary: Math Paper Press is a print publisher with a problem: With everybody reading online, how does a print publisher keep hard-copy books relevant? The mobile opportunity: Many people surf the Web on mobile devices like smartphones and tablets, and lose Internet connection often when they go indoors or underground, meaning: online resources can ‘go offline’. But books never go offline. The Web application: using a simple HTML patch that alters the existing cache of partner Websites, we substituted standard offline notifications with excerpts from Math Paper Press publications. So when people go offline, instead of an offline page, they get an ‘offline book’. Each instance of lost connection became a surprising reminder of the ‘always available’ nature of hard-copy books. We even directed people to the actual book with a bookstore location at the end of each excerpt. We created different patches customized with different genres of books. Each patch became a mini Web app that we made available free on a microsite. Next, we invited Websites, blogs, etc. to download the customized Web apps that suit their target audience. Helping them to keep visitors engaged at their URL, even when offline.
Thus a simple idea championed by a single client in Singapore has turned into an ongoing movement that any Website or blog anywhere in the world can participate in. Results: within a short span of two months since launch, Math Paper Press titles saw an increase in sales. More importantly, store traffic at Books Actually, the main carrier of Math Paper Press titles, increased by over 20 percent, signifying a renewed interest in hard-copy books.
The Offline Book created widespread interest with Website/blog owners. Early partners ranged from fine arts blogs and design studios to surprising adopters like an engineering site. We’re currently in talks with multiple parties, ranging from a floral distributor to a national heritage site. For under $US20,000, we launched a movement that could potentially reach 7 million mobile users in Singapore alone, and 7 billion mobile users worldwide, directly. More information:submission.
As ‘mobile’ is becoming more important in the marketing mix, professional marketeers keep asking me to share success cases which I believe are absolutely extraordinary and inspirational.
I want to start with sharing this great campaign from Nivea in Brazil. This campaign has won a series of Awards in Cannes this Year and with good reason.
Nivea Protection Ad (Brazil)
Awards: Grand Prix Mobile Lion; Gold Mobile Lion; Gold Media Lion; 2x Silver Media Lions; Bronze Mobile Lion; Bronze Promo Lion.
Category: H01. Mobile: Integrated mobile campaign. Brand: Nivea. Agency: FCB Brasil São Paulo. Summary: The campaign’s main goal was to win new consumers for Nivea Sun Kids. The message should reinforce the product’s main attribute: protection. At the same time, Nivea wanted to continue the series of useful ads that started with the SolarAd Charger. First challenge: how to protect children even more? We thought about another concern related to Nivea Sun Kids’ current consumption: children who get lost on the beach. That’s how we had the idea of making the Protection Ad. An ad that turned into a bracelet for children to wear so that parents could monitor them on their smartphones. All that was needed was to download the app, pair the bracelet, identify the child and choose the distance where the child could go. If distance was exceeded, an alert was sent by the app. With radar, it was possible to see if the parents were getting nearer or further from children.
Success: The campaign was featured in 10 press articles and 40 digital ones. For the first time, Nivea Sun Kids had the top sales in its segment, with a 62 percent increase in Rio de Janeiro. Nivea was present as an innovative brand in places where its consumers are: the beach, parks and clubs. 8 in every 10 people impacted by the ad, downloaded the app. The bracelet even became object of desire – Nivea still receives several requests for it every day.