The document provides examples of non-traditional advertising campaigns for reference. It describes a campaign where an adhesive bandage company included donor registration kits to help increase marrow donor signups. It also mentions a campaign for a Colombian government where plastic balls with messages were floated down rivers to encourage guerilla fighters to demobilize. A third campaign discussed packaged entire marketing budgets into rap videos to boost yogurt sales.

1. The Little Deck of Banging Ads
A resource for advertising people (probably planners) for when they need to find examples of fucking good advertising for whatever reason
VOL 1 (no pressure then) – Non-traditional Media
@LucianTrestler

2. ‘Droga5 in New York was honoured with the Grand Prix for
Good for helping to develop an unusual new product for
pharma boutique Help Remedies: an adhesive bandage that
could save someone's life.
Droga5 creative Douglas came up with an ingenious way of
spurring marrow-donor registrations—he got Help Remedies
to package donor kits with its adhesive bandage products.
All you need is a drop of blood to complete the
registration—a drop that may well be available if you're
reaching for a bandage. The product is called "Help I've cut
myself & I want to save a life."
For Douglas, it was very personal project. In 2002, his
identical twin brother was diagnosed with leukemia. He
received a life-saving bone-marrow transplant and made a
full recovery—something Douglas hopes to see for more of
the 10,000 people in the U.S. who need marrow transplants
each year.’
– Copy from www.adweek.com
Link to consider - http://www.helpineedhelp.com
@LucianTrestler

3. *I work for DLKW Lowe, just saying.
‘Lowe SSP3 has been working with the Colombian government for
several years to persuade fighters from groups such as the
Revolutionary Armed Forces of Colombia, better known as FARC, to
"demobilize."
Christmas 2011, in an operation called "Rivers of Light," the agency is
floating plastic balls filled with messages and small gifts from family
and friends down waterways used by the insurgents. The project was
inspired by a sort of guerrilla focus group in which former fighters
said that Christmas is important even to a revolutionary, and the
simple insight that in remote areas forces are more likely to travel on
water than on the road.
"We had overlooked that the highways of the jungle are the rivers,"
said Jose Miguel Sokoloff, chief creative officer of the Lowe and
Partners agency.
"Rivers of Light" also filled the need to get ordinary Colombians
involved. TV and radio spots encourage residents with a friend or
relative among the forces to write messages. Government soldiers
are visiting small towns on market days to collect the notes, and any
small gifts people want to include, and place them in the clear,
illuminated balls. The balls are equipped with LEDs that recharge on
solar power and will remain lighted for about two weeks. They will
be placed in nine different rivers, one in each of the areas still
occupied by guerrillas.’
– Copy from www.adage.com
@LucianTrestler
Link to consider - http://www.youtube.com/watch?v=RpTDPTaOdVk

4. ‘BBH ploughed the entire £5million Yeo Valley marketing budget into the production
and promotion of this one ad, the Yeo Valley Rap, and it paid off.
When looking at dairy giants Nestle or Yoplait, Yeo Valley has a tiny comparative ad
spend. The 2 minute ad was played in X-factor breaks throughout the 2010 series,
and therefore watched by audiences of around 16 million every night. The spot also
trended repeatedly on Twitter and got over 2 million views on YouTube.
And the tangible result - 14.9% sales uplift year-on-year in just 3 months, an
incremental uplift in sales of more than £3.5million. They out-performed the total
yoghurt market by two-and-a-half-times. It seems it really did pay off.
So a year later, they decided to try it again. See boy band ‘The Churned’ perform
‘Forever’ here. It’s a risky strategy -- repeating a campaign success story in a very
similar format has the potential to feel contrived.
Will it work the second time around? It appears so. After Saturday’s X-Factor Yeo
Valley were again trending on Twitter, this time worldwide. The conversation
around the ad seemed to drown out even the general X-Factor Twitter gossip. It
generated 13.6 million Twitter impressions and has already had over 230,000
YouTube views on the official Yeo Valley channel. This is likely to increase as the ad
airs again over the following weeks.
This year, Yeo Valley have decided to add another dimension to the campaign,
building in a Facebook presence and competition element. Their ‘Sing in Harmony’
app (the first Facebook karaoke app of its kind) allows users to sing along to the
Churned tune. They are then rated and entered into a competition to win a part in a
30-second version of the ad which will air on the night of the X-Factor final.’
-Copy from www.acknowledgement.co.uk
@LucianTrestler

5. ‘January 2012 marks the beginning of a very important year. Not just
for the cream of the sporting crop but for everyone. This is the year
to step up and Make it Count. To celebrate Nike has launched a
campaign which sees top UK athletes make their pledges for the
forthcoming year, whilst inspiring people to be part of the movement
and make their own pledges under the hashtag #makeitcount. The
above the line campaign showcases elite British Nike athletes through
black and white action portraits while the athletes’ own handwriting
brings to life their personal pledge. The athlete’s twitter handles sit
on the execution along with the Make It Count hashtag to encourage
online participation. Photographed by top photographer Adam
Hinton, the campaign features action portraits in posters and online
whilst a series of more personal portraits of the athletes capturing
them at their most intense moment of training will be featured in an
exhibition housed in Nike’s exclusive 1948 space in January.’
– Copy from www.wklondon.typepad.com
This was a standout campaign because it was based on;
An Emotional Truth – All athletes no matter how amateur, train
towards a goal and to us or own achievements are as exciting and
emotional as those of Olympians
Personal Relevance – We each have a part to play in this campaign
Motivating Pledge of Action
In a year where adidas were sponsoring the Olympics, Nike still
owned sport. This campaign was followed with Find Your Greatness
Link to consider http://god-isinthedetail.blogspot.co.uk/2012/08/the-
real-winners-of-london-2012-paddy.html (My blog)
@LucianTrestler

6. ‘Walkers’ drive to increase the proportion of crisps eaten with
sandwiches stood out in a strong category. The brand sought to
keep the snack front of mind at lunchtime, and to encourage
retailers to place crisps next to their sandwich ranges. The
campaign launched under the premise that Walkers could make
any sandwich more exciting – even the town of Sandwich in Kent.
This campaign enabled them to win the award for 360° at The
Marketing Society’s Awards for Excellence.
A series of surprise events over a three-day period involved
celebrities such as Pamela Anderson (as the local barmaid),
Jenson Button (as the minicab driver) and Gary Lineker (on the
pub’s Sunday league team) descending on the town, while the
inhabitants’ reactions were filmed.
Editorial content was rapidly distributed to TV, print and online
media, while a social media team fuelled and responded to
conversations.
Walkers also used paid-for rich-media display to boost the reach
of its videos, while the celebrities involved pointed Twitter fans
toward a dedicated YouTube content hub where they could watch
them in action.
This channel became the most popular sponsored channel on
YouTube during March 2010, with 1.7m complete video views.
Retailers responded by activating 10,000 new meal deals as a
result of the campaign.
Walkers achieved a 26% rise in sales, beating its target of 15%.
This was ‘the killer stat’, according to judges, particularly against a
background of segment decline in 2009.’
-Copy from http://www.chrisrawlinson.com @LucianTrestler

7. *I work for DLKW Lowe, just saying.
‘The MicroLoan Foundation is a small, London-based
charity that helps women in Africa to set up their own
small businesses. The 'Pennies for Life' campaign aim was
to show how even a small donation here could make a big
difference in Africa.
A digital poster site at a busy shopping centre in London
showed unfinished portraits of African women, made
entirely of pennies. Then passers-by were invited to
complete each picture by texting a donation to the poster,
along with their name. Making innovative use of Grand
Visual’s OpenLoop platform, the SMS activated an on-
screen animation sequence, and the donation dropped
into place as an animated shower of coins, adding to the
unfinished portrait. The donor's name also appeared on
the screen, with a personal 'thank you'. As soon as we had
received enough donations to fund one business loan, all
the donors were rewarded with an animation sequence
that completed the portrait, and demonstrated how the
money raised would help the woman to set up her new
business.
Each donor received a reply text inviting them to our
campaign microsite, where they could view a live donation
tracker and find their own credit in our ‘portrait gallery’, as
well as seeing who else had contributed. From one poster
site, in its first weekend, 21 women in Africa who had
nothing now have their own small businesses.’
-Copy from http://mobithinking.com
@LucianTrestler

8. ‘Grow Interactive re-imagined Coca-Cola's classic 'Hilltop'
commercial for a modern audience, in the digital age. Fulfilling the
promise of the original ad, it allows users to connect with
strangers by sending a Coke around the globe to an unsuspecting
recipient.
The rich media ad ran on Google’s AdMob network, within apps
for iOS and Android devices. A viewer can react to the ad, deciding
where to send a Coke by selecting one of many custom-designed
vending machines located around the world, from New York City,
to Cape Town, to Buenos Aires. They can then add a custom text
message to personalize their Coke delivery. Google Translate
converts these messages on the fly, breaking down the language
barrier across countries. A dynamic video with Google Maps,
Street View, and composite motion graphics shows the Coke's
journey from the viewer's current location to the vending machine
across the globe. Users can wait for confirmation of their Coke’s
delivery, or enter an email address to be notified later. Once the
Coke is delivered, recipients are not only treated to the generosity
of a stranger, thousands of miles away, but they can also say
'thanks' by sending a video message of their own back to the user.
A gallery showcases some favourite exchanges between people
around the world connecting over a can of Coke. Today’s
technology allows us to make good on a promise Coca-Cola made
over 40 years ago, and lets users 'Buy the World a Coke' from the
palm of their hand.’
- Copy from http://mobithinking.com
Link to consider -
http://www.youtube.com/watch?v=_LDfoNti8GA&feature=player_
embedded#! @LucianTrestler

9. ‘In an effort to think more globally, our client Tourism Queensland shared with
us the great challenge of delivering a global campaign to raise awareness of
Islands of the Great Barrier Reef. The key test for the agency was to deliver a
compelling central idea, which would resonate with people across the world,
across varying cultures and backgrounds, with a nominal US$1.2 million budget.
We needed to develop a strong campaign idea that would help put the Islands of
the Great Barrier Reef on the international radar as a dream destination.
The campaign launched in January 2009 when the Global Economic Recession hit
new lows. Our campaign, The Best Job in the World, came as a good news story
when all that appeared in the news was doom and gloom.
It’s difficult to fathom such an innovative campaign could have started with such
a simple communications strategy. Small space recruitment print ads, online job
listings and small banner ads were strategically placed in our 8 key international
markets directing people to a central URL: islandreefjob.com A presence in
Myspace, Facebook, a dedicated YouTube channel and Twitter extended the
campaign reach.
Results;
• Estimated media coverage is valued at US$165 million. Global news coverage
was from CNN stories to BBC documentaries, and Time magazine articles and
everything in between.
• 34,684 one-minute video job applications from 197 countries were uploaded.
At least one person from every country in the world applied.
• Over 475,000 votes were cast for Wild Card applicants.
• Website stats of 8,001,900 unique visits, 53,889,455 page views with an 8.25
minutes average time spent on the site demonstrate the stickiness of this
concept.
• A Google search for “best job in the world island” achieves about 43,603 news
listings and generates 231,355 blogs.
• A multitude of independent social networks have been established carrying
masses of new digital content on the Islands of the Great Barrier Reef.’
- Copy from http://www.iab.net
- Link to consider http://www.createwanderlust.com/queensland-case-study-
key-takeaw
@LucianTrestler

10. ‘In order to promote the VW Golf Bluemotion’s great
mileage, the agency sent a Golf on a trip up and down the
country’s central highway and invited people to guess
where, on a Google map (split up into car-sized roulette
slots), it would eventually run out of fuel. Of course to
make an educated guess, participants had to flock to the
VW site to find out all they could about the car (which
came to a halt at km 1,570).’
- Copy from http://www.digitalbuzzblog.com
Supported by a TV ad the competition (to win the car)
resulted in 50,000 Norwegians (just over 1% of Norway’s
population!) betting on the outcome & 6000 Facebook
Posts.
- Source http://www.try.no
Link http://www.youtube.com/watch?v=GB84fiYr-
Bw&feature=player_embedded
@LucianTrestler

11. ‘Is it an ad for Red Bull? Is it a pure-play entertainment
product designed to generate revenue? Yes!
Red Bull stands alone as a brand that’s become a full-on
media company. It didn’t happen overnight: For 25 years,
the company that invented the energy drink has
embedded itself in the action sports world and
photographed, recorded, and filmed every rad moment.
In 2011, the content strategy went to a new level with the
feature-length mind-melter, The Art of Flight. Red Bull
spared no expense on production--partner Brain Farm
Digital Cinema used state of the art Cineflex and Phantom
cameras to give the death-defying stunts from Travis Rice,
et al., an almost otherworldly epicness. The result was a
film that transcended the hardcore snowboarding scene
and grabbed a bigger, mainstream audience (the film was
number one overall on iTunes the week it was released).’
- Copy from http://www.fastcocreate.com
- Link http://www.youtube.com/watch?v=kh29_SERH0Y
@LucianTrestler

12. Thanks
Do get in touch with your thoughts
@LucianTrestler
Lucian.Trestler@gmail.com
@LucianTrestler