BBDO Proximity China extend “The People’s Car Project” making one girl’s hover car idea a reality – Campaign Brief Asia

BBDO Proximity China has released a new viral film in their “The People’s Car Project” campaign for Volkswagen.

The campaign makes the ideas of competition winners a “reality”. Firstly, Volkswagen gathers ideas from the people of China to help innovate future cars. They took one girl’s idea for a hover car and made it into reality.

VIEW THE VIRAL
VIEW THE TEASER
VIEW THE PREVIOUS AWARD WINNING WORK

via BBDO Proximity China extend “The People’s Car Project” making one girl’s hover car idea a reality – Campaign Brief Asia.

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Trident Fun Audit | The Inspiration Room

Kraft is running the Trident Fun Audit site, online at thefunaudit.com, a Facebook Connect experience design to help people answer the question, “How much fun are you having?” The site dives into a visitor’s Facebook profile in unprecedented detail, recognizing hundreds of key words and serving up one of hundreds of relevant quotes. The Fun Audit searches your pokes, check-ins, friends, LOLs, comments, photo albums and more to give users an experience unlike any they’ve ever had, all to point to Trident Gum as a source of ongoing fun.

Credits

The Trident Fun Audit was developed at Saatchi & Saatchi New York by executive creative director Brian Carley, creative director/art director Subodh Samudre, creative director/copywriter David Ekholm, copywriter Sam Saunders, senior integrated producer Karen McKibben, account supervisor Matt Garcia, account executive Bianca Hertel.

Filming was shot by director Jason Zada via Tool of North America with executive producers Brian Latt, Oliver Fuselier, and Dustin Callif, head of production Joy Kuraitis, interactive director Jason Nickel.

Editor was Dan Maloney at Cut + Run with executive producer Rana Martin, assistant editors David Beerman (LA) and Ben Jones (NY).

Sound was designed at Lime Studios by mixer Rohan Young. Music was by Duotone Audio Group.

via Trident Fun Audit | The Inspiration Room.

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Sharp idea for WMF Knives – Campaign Brief Asia

McCann Worldgroup Bangkok introduce WMF knives to the younger more tech-savy audience in Thailand.

via Sharp idea for WMF Knives – Campaign Brief Asia.

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Seattle’s Best Coffee Brew-lanthropy Project | The Inspiration Room

Seattle’s Best Coffee, a subsidiary of Starbucks, has launched the Brew-lanthropy Project, raising the profile of the brand among volunteers across the United States. Every day, volunteers across the US do remarkably good work while drinking really bad coffee. Seattle’s Best Coffee is award nonprofit organizations with a break room makeover, free coffee for a year, $5,000 to continue to brew more good and a chance to tell their story.

The Brew-lanthropy Project was launched by awarding a coffee makeover to the staff and volunteers at Blackstone Bicycle Works, a nonprofit organization on the south side of Chicago. Blackstone is a beacon of hope for hundreds of neighborhood kids. The shop teaches life lessons through bike mechanics and healthy living through fun.

Click on the image below to play the Blackstone Chicago video in YouTube (HD)

To find the next deserving organization, Seattle’s Best Coffee is asking its Facebook community to become Brew-lanthropists. Nominations for worthy nonprofits were received during April, through 250 word essays. Fans are now able to cast votes for one of four organisation. The Seattle’s Best Coffee team will visit the hometown of the nonprofit with the most votes and bring the coffee makeover and its story to life.

Credits

The Brew-lanthropy Project campaign was developed at Creature, Seattle, by group creative director Steve Cullen, copywriter Julian Timberlake, director of broadcast production Dax Estorninos and producer Kaylin Fitzpatrick.

Filming for Blackstone Chicago was shot by director Matt Ogens via Tool of North America with director of photography Charles Gruet, executive producer Brian Latt, executive producer digtial Dustin Calif, line producer Kelly Christensen. Editor was Asako Ushio at Cosmo Street. Music was produced at Peligro Music and Sound, Los Angeles by composer Greg Kuehn.

via Seattle’s Best Coffee Brew-lanthropy Project | The Inspiration Room.

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Surprise: Honda’s ‘Ferris Bueller’ Ad Is Most-Watched on the Web – Ad Age

Now that a great many Super Bowl advertisers are putting their spots on the web early to generate buzz, it means its even harder to break through the clutter. But Honda managed to claim the element of surprise with its “Ferris Bueller”-themed teaser, which collected 4.4 million views last week, more than any other Super Bowl ad, according to Visible Measures.

The spot by RPA features Matthew Broderick delivering a middle-aged man’s rendition of the first line by his iconic ’80s character — “How can I handle work on a day like today?” — leading to rampant speculation about a sequel before Honda was revealed to be behind it. The full version of the ad was then released on Monday.

 

With dozens of ads already released, threshold to make the top-10 is much higher this year than last, when Doritos’ “Crash the Super Bowl” campaign consisting of viewer submissions vying for cash prizes and placement in the game topped the chart this week last year with just 1.44 million views.

Starcom MediaVest Group and Bluefin Labs projects that by game time 25% of social conversations related to the game will be about ads, compared to 75% about what’s happening on the field. (That’s a shift from a 97%/3% split in conversation about games vs. ads from the period after the NFL playoffs ended to Tuesday of this week.)

Three other Super Bowl entries made the list this week, including a minute-long teaser for Volkswagen‘s “The Bark Side,” by Deutsch, Los Angeles, in second place with 3.1 million views. It features a chorus of dogs barking out Darth Vader’s theme and represents a continuation of last year’s play on “Star Wars” from the viral smash “The Force,” which centered on a little boy dressed up as Darth Vader. The full spot won’t appear until the game.

In sixth place is the Super Bowl campaign for the tire brand Bridgestone with 1.5 million views. It includes various spots, but the most-viewed is a minute-long Super Bowl teaser featuring Tim Duncan, Deion Sanders and Troy Aikman.

And debuting in ninth place is Audi’s “Vampire Party,” showing a vampire man packing a cooler of blood to meet his friends for a night-time barbecue in the woods… and then killing them all with his bright LED headlights.

via Surprise: Honda’s ‘Ferris Bueller’ Ad Is Most-Watched on the Web | Viral Video Charts: Week’s Top Brand-Driven Viral Ads – Advertising Age.

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Study: Only 1% of Facebook ‘Fans’ Engage With Brands – AdAge

For a few years now, brands have been touting frothy Facebook “like” numbers as evidence of their social-media acumen. But how many of those fans are actually bothering to take part in conversation with brands?

Not too many, as it turns out.

Slightly more than 1% of fans of the biggest brands on Facebook are actually engaging with the brands, according to a study from the Ehrenberg-Bass Institute, an Australia-based marketing think tank that counts Procter & Gamble, Coca-Cola and other major advertisers as its supporters.

To get to these findings, the researchers used one of Facebook’s own metrics, People Talking About This, the awkwardly-named running count of likes, posts, comments, tags, shares and other ways a user of the social network can interact with branded pages. It was unveiled last fall as a way of giving advertisers a sharper look at at the level of activity on their pages.

Researchers for the institute looked at this metric as a proportion of overall fan growth of the top 200 brands on Facebook over a six-week period back in October and they found the percentage of People Talking About This to overall fans to be 1.3%. If you subtract new likes, which only requires a click and in the minds of the researchers are akin to TV ratings, and isolate for more engaged forms of interaction, you’re left within an even smaller number: 0.45%. That means less than half a percent of people who identify themselves as like a brand actually bother to create any content around it.

You might assume these are damning numbers. But this isn’t necessarily the case.

“I don’t think it’s a bad thing,” said Karen Nelson-Field, senior research associate for Ehrenberg-Bass Institute who describes herself as a “Facebook advocate.” “People need to understand what it can do for a brand and what it can’t do. Facebook doesn’t really differ from mass media. It’s great to get decent reach, but to change the way people interact with a brand overnight is just unrealistic.”

In the background here is the thinking of Andrew Ehrenberg, the late mathematician who was highly skeptical of conventional marketing wisdom. In dense statistically-oriented papers, he cast doubt on concepts such as brand loyalty and was never sold on the persuasive power of advertising. Now his disciples advocate achieving broad reach through mass media. Brand growth, they maintain, is attained not by reaching a few loyal fans but a larger number of light and medium buyers. In this understanding of the marketing and media worlds, social is just another media channel useful for its reach rather than any notion of engagement.

This research jibes with that thinking, as does a separate study from Ms. Nelson-Field looking at the distribution of buying behavior among Facebook fan bases. In that study, she used web-based consumer panels to examine the behavior of Facebook fans of two unnamed repeat-purchased brands, in the chocolate and soft-drink categories. The key finding was a much greater occurrence of heavy buyers in the Facebook population than in a more general population of customers. The study also found that purchase frequency didn’t increase after someone became a fan.

In other words, Facebook fan bases skew toward heavy buyers rather than the more casual shoppers that a brands needs to reach in order to grow. Again, unless you’re someone who believes marketing on Facebook alone constitutes a full strategy or you’re lining up for the inevitable Facebook IPO, this isn’t all bad news. Facebook does provide good reach and its audience of loyal fans is good for market research and word-of-mouth advocacy.

If there’s an overall caution, it’s against, in the words of Ms. Nelson-Field, “putting a disproportionate amount of effort into engagement and strategies to get people to talk about a brand, when you should be spending more time getting more light buyers.”

via Study: Only 1% of Facebook ‘Fans’ Engage With Brands | Digital – Advertising Age.

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Starbucks Forges ‘Moments of Connection’ By Offering Experience | Special: Marketer A-List – AdAge

Coffee Marketer Doesn’t Spend Much on Advertising, but Gets Closer to Consumer With Digital, Social Media

Starbucks has long been something of a curiosity in the marketing world because it has spent so much less on traditional advertising than other big chains. And yet, it’s been doing better than what almost anyone expected from it a few years ago.

By 2007, the average number of transactions per store fell, and a leaked memo by then-chairman Howard Schultz said that some of the chain’s decisions “have led to the watering down of the Starbucks experience and what some might call the commoditization of our brand.” Mr. Schultz placed some blame on himself, and pointed to the disappearance of the in-store coffee scent and the mass-chain feel of the stores as downfalls.  In January 2008, Mr. Schultz again took hold of the chief executive reins and announced sweeping plans — including the closure of underperforming stores — for the ailing company’s turnaround, pinning much of its comeback on customer experience and innovation. Since then, the chain has unveiled a number of successful products, including its surprise hit oatmeal and what it called the first innovation in the instant-coffee category in decades, Via. It’s also upped its traditional marketing tactics and bet big on digital and social media.

After kicking off this past year with a massive brand relaunch, including a new logo that signaled its intent to “think beyond coffee,” the chain has been aggressive in its product rollout. It released a line of Bistro Boxes aimed at offering healthier fare and has gotten more aggressive in the grocery aisle with new products like its K-Cups single-serve offerings. In October, the chain said it would launch a “blonde” roast, its lightest offering yet, in an effort to capture a bigger share of the U.S. coffee market; it also announced an overhaul in its packaging.

In its most recent quarter, Starbucks posted an 8% gain in both U.S. same-store sales and global sales.

Offering products customers want and giving them a good experience is a form of marketing for the company. Annie Young-Scrivner, global CMO, calls the customer experience “moments of connection” — those few minutes the company has with its customers, which can make or break how customers feel. “We have one moment to make [the customer's] day,” said Ms. Young-Scrivner. She added that listening to and engaging with customers “has allowed us to stay very fresh” on customer needs with the help of sites such as MyStarbucksIdea, a forum where customers can make suggestions.

Although Starbucks in 2010 doubled its spending, according to Kantar, it still only spent $97.6 million — just about 1% of the chain’s system-wide U.S. sales. In the first half of this year, it allocated $14.8 million for TV out of a total of $51.8 million, and the upcoming January launch of blonde coffee will include national TV advertising along with digital and social media.

Starbucks agencies are creative shop BBDO, which it’s been with since late 2008, media agency PHD, both of New York, and digital shop Blast Radius, Vancouver.

Marketing initiatives this year include social-media efforts and advertising for Frappuccino — which the company said has been the most engaging product on Facebook in the last year — as well as a digital scavenger hunt featuring Lady Gaga. The chain also promoted its 40th anniversary with, among other things, MyStarbucksSignature, a website that lets customers create customized drinks.

via Marketer A-List: Starbucks | Special: Marketer A-List – Advertising Age.

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Romanians Are Smart | The Inspiration Room

Kandia Dulce, producer of Romania’s ROM chocolate bar, is launching an online campaign to improve the online reputation of Romanians. Google live search indicates that searches relating to Romanians are too often derogatory. Type in “Romanians are” in a Google search and you’re likely to be given the suggestions of “Romanians are gypsies”, “Romanians are ugly”, and “Romanians are rude”. The chocolate manufacturer is encouraging people to change this by using Google to change the live search results to “Romanians are smart”.

The campaign, online at romaniisuntdestepti.ro, facebook.com/RomaniansAreSmart and romaniansaresmart.com, is primed to take change Google results by December 1, Romania’s national day. The campaign has caught on in Romania, with bloggers and public personalities adopting the campaign theme, generating hundreds of blog posts that support the cause and come up with examples of “smart Romanians”.

Gabriela Munteanu, marketing manager at Kandia Dulce, explains the thinking behind the campaign.

“ROM is a profoundly Romanian brand, that forces us to take a stance when we see Romania is the victim of some serious prejudgement. That is why we decided to assume a cause that honors us: to fight for Romanians’ image. Romanians image over the internet, the image of Romanians about themselves, the image of Romanians abroad. The campaign “Romanians are smart” is continuing the effort launched through “New ROM” campaign, aiming to reinvigorate the national pride.”

Credits

The Romanians Are Smart campaign was developed at McCann Erickson, Romania, Bucharest.

via Romanians Are Smart | The Inspiration Room.

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JWT extends Tropicana’s new campaign to social networks on Videos – Campaign India

The new campaign metaphorically depicts everyday battles between breakfast and the interruptions that lead to a rushed morning.

After a successful series of TVCs on the theme – ‘Now Breakfast Shall Win’, Tropicana is launching ‘Tropicana Breakfast Club’ on leading social networking platforms like Facebook and Twitter. The recently launched campaign metaphorically depicts everyday battles between breakfast and the interruptions that lead to a rushed morning – to establish Tropicana 100%’s relevance in this situation.

Commenting about the new campaign, Homi Battiwalla, director, juice and juice drinks, PepsiCo India, said, “The new campaign focuses on deepening the relevance of Tropicana 100% in a rushed breakfast situation and how it helps complete nutritional requirement in a quick and convenient manner. We believe that digital is an essential medium to connect with our target audience that spends more and more time on the internet. Our presence on the web will create opportunities for consumers to not only engage with the brand but also get exiting rewards and information”.

Commenting on the campaign, Saurabh Saksena, executive business director, JWT said, “Tropicana continues to deepen its relevance with the breakfast space. In this day and age, breakfast often competes with other activities like reading a newspaper, a morning meeting, boss’ call, or wanting to sleep for that extra ten minutes. Very often they win over a hearty breakfast. This year’s communication big idea was to represent the futility of a duel between breakfast and other such priorities in an innovative and dramatic way. The key message being, Tropicana 100% with nine fruit nutrients allows breakfast to win. The idea was well matched by equally disruptive execution in the social media space.”

The TVCs capture breakfast disruptions like important calls from the office and few more winks of sleep leading to an incomplete breakfast on most mornings. The films showcase morning breakfast battles including egg versus mobile phone and dosa versus pillow, to highlight this gap. The pillow standing for extra sleep overpowers the dosa, and a call from the boss takes priority over the egg. The film depicts that in this rushed morning scenario, Tropicana 100% offers the required nutrition in a convenient manner.

As part of the digital campaign, each and every activity on the brand’s Facebook page – from liking a post to uploading a picture – will help users garner points. These points can then be redeemed for Tropicana products; invitation to monthly breakfast parties in 5-star hotels across four metros; and a chance to win the big prize to visit an international destination for a breakfast holiday. Apart from exciting visuals, the page has interactive and fun applications such as ‘Breakfast Bites Back’.

via JWT extends Tropicana’s new campaign to social networks on Videos – Advertising – The Work – Campaign India.

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Mini Adventure in All The Wrong Places | The Inspiration Room

BMW is running “All The Wrong Places”, an advertising campaign featuring the new MINI Coupé and MINI Roadster. A series of five films features the Coupe and Roadster driven in adventurous settings: Sunday in Rio, Wednesday in Hong Kong, Tuesday in Iceland, Saturday in Istanbul, with one more to come. The campaign is moving on now with the challenge of Facebook fans joining host Elliott Bambrough in in Japan, Peru, South Africa, Sweden and Jamaica. Five intrepid co-pilots from the MINI Facebook community, signed up through the All The Wrong Places Facebook page, will appear in videos on MINI’s Facebook page, on MINIspace.com, on the MINI Youtube channel, and on the VICE website www.vice.com/allthewrongplaces.

It’s just another Wednesday in Hong Kong and “Love is in the Air.” Trouble is, the troublemakers here are having a hard time sharing. Could it just be the new MINI Coupé everyone’s after? Click on the image below to play the Wednesday in Hong Kong video in YouTube (HD)

All dressed up with one really outrageously awesome place to go? Say hello to the new MINI Coupé — With the right wingman, there’s action around every corner. Even on a Sunday. Click on the image below to play the Sunday in Rio “Carnival” video in YouTube (HD)

A nose for exotic exploits can lead to some tricky situations. Luckily the cockpit of the new MINI Coupé is a perfect place for adventure — and escape. Can this MINI Coupé driver skirt the icy situation he finds himself in? Click on the image below to play the Tuesday in Iceland (Hitchhiker) video in YouTube (HD)

In “Another Day. Another Adventure” the lust for adventure takes the new MINI Roadster to the metropolis of Istanbul. The rising sun over the Bosporus offers plenty of potential for following less familiar paths. As the campaign claim announces, the “Saturday in Istanbul” spot once again presents a very special challenge for the new MINI Roadster. Click on the image below to play the Saturday in Istanbul video in YouTube (HD)

The successful market launch of the MINI Coupé is being followed by that of its accomplice, the new MINI Roadster. The new MINI Roadster is the first open-top two-seater in the MINI family to be equipped for any experience. With its special licence to go on a new adventure each day, it’s the equal of its accomplice, the MINI Coupé, in every way. The fifth episode with the new MINI Roadster offers the last chance to experience an extraordinary adventure with the latest member of the MINI family. From 21 November 2011, MINI fans will be able as usual to upload their personal profile to Facebook, at www.facebook.com/MINI, and to tell MINI why they are the perfect co-pilot for the turbulent excursion with the MINI Roadster.

Episode 1 of ALL THE WRONG PLACES features co-pilot Maggie Stoody travelling to the land of the rising sun with Elliott Bambrough to discover the culture of Dekotora truck customization. Click on the image below to play the teaser video in YouTube (HD)

The accompanying print advertisements and posters also awaken a desire for adventure with the MINI Roadster. The print campaign shows the youngest member of the MINI family alone or with its accomplice, the MINI Coupé.

 

via Mini Adventure in All The Wrong Places | The Inspiration Room.

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