87. THE ORIGINAL?
Men & kid‟s shoes by GÖRTZ Stores –
2005
Source : Cannes Archive Online,
Agency : Springer & Jacoby (Germany)
LESS ORIGINAL :
Men & Kid‟s wear at C&A stores – 2007
Source : Media GOLD LION “Best Use of
Outdoor”,
Agency : DDB, Brussels (Belgium)
88.
89.
90.
91.
92.
93.
94.
95. THE ORIGINAL? LESS ORIGINAL :
Playboy “Guys, pray for rain” – 2002 Calvin Klein Underwear – 2009
Source : Cannes Archive Online Source : Adsoftheworld,
Agency : Rempen & Partner Agency : Chosun University, Gwangju
(Germany) (South Kore
124. XXL Red Bull can: Sampling mini activation
Launching the XXL Red Bull can, we
Leveraged the iconic Red Bull
sampling mini and created an
"oversized" can for the mini roof. A
can so large that it has
consequences.
Advertising Agency: Kastner &
Partners, Sydney, Australia
ECD: Darryn Devlin
Writers: Luke and Nick Simkins,
Darryn Devlin
Art Director: Darryn Devlin
Production Company: Brilliant Film
Director: Nick Hansen
http://adsoftheworld.com/media/ambient/xxl_red_bull_can_sampling_mini_activation
125. Duracell has hatched an interesting campaign in New York’s Times
Square which offers a chance to participate in some crowd-sourced
power generation.
The battery manufacturer unveiled their Smart Power lab last week,
where visitors can come to charge gadgets for free, play Xbox
games, and expend some energy to help power the 2010 numerals
for the New Years Eve ball drop. The “Power Rover”, a stationary
bike-like device will capture and convert users pedaling into
electricity. http://powerlab.duracell.com/
126. During the Interbike trade show in Las Vegas, nuun had a gorilla
chase a banana to promote banananuun, the banana flavored
electrolyte tablets. The gorilla and the banana were very popular
photo objects and their banananuun samples were seemingly also
appreciated.
127. To create awareness of
the ChicagoNow.com blog
“Arresting Tales”
(http://www.chicagonow.
com/blogs/arresting-
tales/) which is written
by an actual Chicago
police officer, zig dressed
up 10 shackled
“prisoners” in orange
jumpsuits that read
“Check out Arresting
Tales at
ChicagoNow.com.”
Accompanied by a “cop,”
they wandered up and
down Chicago‟s tony
Michigan Avenue, to the
delight (and sometimes
concern) of passersby
153. Procter & Gamble
P&G wanted to extend the
Pringles product line, Mini
Pringles, for consumers who are
“on the go”, but they didn‟t have
a budget for a TV Campaign.
The Agency‟s solution was to use
multichannel activities to deliver
a „taste, fun & small size‟
message to the target
consumers, males & females, 13-
32 tears (core 16-22), urban,
students, who are modern,
fashionable, easy going and keen
to try new brands. As well as
building solid product awareness
and trail.
154. Newell Rubbermaid
Sharpie markers are a market leading US brand of permanent marker pens with a wide selection of
nibs and colours that writes effortlessly on almost any surface.
The Sharpie roadshow successfully addressed (market leadership) a dated, dull product category
lacking any consumer interest. Being re-useable and easy to work with, Buddy was as roadshow-
friendly as he was people-friendly.
While insight driven, the very simplicity by which the Buddy installation facilitated self expression
and shared expression was the reason so many embraced the campaign. At every event, Buddy
was covered from head to foot in signatures, doodles, drawings, poems, footballers‟ names, lovers‟
names and many more – the needs of a ubiquitous target market were widely addressed.
155. Scottish & Newcastle
John Smith People‟s Race offered the UK public a once-in-a-lifetime opportunity - to
ride in a genuine horserace at Aintree Race Course on JS Grand National Day - raising
£100k for charity. To be part of one of the world‟s most exciting and famous sporting
events struck a cord with the target market of C2D males as demonstrated by the age,
occupation and interests of the applicants.
John Smith‟s is the UK‟s number one bitter but the category was in decline. 2007 was
the third year of John Smith‟s Grand National sponsorship. Horseracing is the core „no-
nonsense‟ brand platform. The world‟s most famous steeplechase is the major event in
an annual programme of sponsored horseracing activity.
John Smith‟s doesn‟t run any advertising in the UK market and the brief was to extend
the period of time for which the JS Grand National was relevant; and to engage at
every level with the target market: 40 - 60 yr old C2D males, „No Nonsense‟ attitude
who over-index on horseracing, betting and value for money.
156. Yotvata Dairies (The Strauss Group)
With more than 60% awareness and 25% of the
Israeli population who wanted to experience the
festival, this is a powerful, comprehensive
campaign which boosted the Yotvata brand of
milk drinks (chocolate/mocha milk drinks),
whipped cream and milk, into new highs, above
and beyond the competition.
Since it was founded in the late sixties of the
previous century, Yotvata dairies have produced
consistently superior dairy products. Located in
the Arava, Israel's southernmost region, most
Israelis still cherish Yotvata as the last stop
before the resort town Eilat. Although sold in
1998 to The Strauss Group, Israel's second
largest dairy, Yotvata (The Kibbutz) still
collectively remained as the only place to get
superior milk products, and only 25 miles away
from the ultimate family vacation destination –
hence "the taste of freedom".
Nowadays, the Yotvata brand is a leading brand
amongst the milk drinks, especially chocolate
milk, a market leader against its main rivals. In
2006, however, one of these rivals had
massively launched a competing chocolate milk
line, directed to teenagers. Following this
launch, the normally quiet market became
turbulent, as Yotvata decided to bolster its brand
values again.
157. OCBC Bank
The retail banking category in Singapore is
competitive and crowded, with 4 local
banks (DBS, POSB, UOB and OCBC) and
international banks including Citibank,
HSBC, Standard Chartered and Maybank all
competing for customers. A key objective
of any bank is to attract deposits which
drive overall revenue.
OCBC identified an opportunity to increase
revenue by targeting young savers in
Singapore. Although 3 banks offered
accounts for children (POSB, UOB and
Maybank), none was very active, and
OCBC believed that there was a significant
business opportunity in attracting these
young savers to the bank. Success would
be measured by the number of accounts
opened and the total revenue value. The
target was to open a targeted accounts in
year 1, each with an agreed average $
value.
163. Hewlett-Packard Taiwan
HP Original Rewards (HPOR) is an Asia-Pacific regional loyalty program specific designed for Small
and Medium businesses (SMB), which is holding over than 12 regions and countries. Customers
could redeem over than 100 gifts in the online catalogue through accumulating points from
purchasing selected HP original cartridges.
HPOR Taiwan is not only one of the biggest, longest running, and most extensive B2B loyalty
programs in local market, but the result is also tremendous over the whole APAC.
From 2007, an innovate development of combining recycling rewards into this program. This
“double rewards” is to suit the client‟s enterprise green image, and made the rewards concept
more completely from producing, purchasing to recycling.
Taiwan‟s market is energetic by its numerous small and medium businesses. SMBs‟ remarkable
characters of mobility, intangible and cost-oriented make SMBs become the hardest segment to
drive sales contribution. For our client, HP Image and Printing Group Taiwan, the biggest challenge
is replacement/counterfeit cartridges problem. Compare to the high-volume purchasing
enterprises, so called Most Valuable Companies (MVCs), SMBs are a high potential but unstable
field. We provide a complete solution for our client not only to manage customers‟ loyalty, but to
increase the shipment, to raise the competitiveness against the low-price replacement cartridges,
and real-time product control of SMB.
164.
165. "A great insight provides the basis of a social experiment that represents one
of the best CSR campaigns to date. Campaigns promoting responsible
behaviour don't have to be apocalyptic or po-faced to make an impact."
Volkswagen|The Fun Theory
166.
167. Thank
Q42009 Vol.II
you
for Q42009 Vol.I
following Q3|2009
Q2|2009
Q1|2009
Q4|2008
Q3|2008
Q2|2008
Q1|2008
168. g Me: ayman.sarhan@gmail.com
v Me: +966500115778
t Me: ayman0sarhan
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