This is quite an innovative ad for Samsung. We’re a bit late showing it, since the Olympics are already over, but the mechanism of this ‘spectacular’ is quite impressive. The video basically speaks for itself; you can film and mail yourself directly from the interactive tram halt. The content is a bit lame, but we’ll forgive Samsung. At least we’re getting the message that de Samsung Omnia has an app that allows you to follow the Winter Olympics wherever you are – although we have to say that we could do the same with the offcial Vancouver App on our iPhone. Anyway, it was made by Media Republic and 2010 in collaboration with JC Decaux.
Archive for the ‘Mobile’ Category
Olympic ski-jump from Amsterdam tram halt
Friday, March 5th, 2010Nike Football+ Challenge
Wednesday, February 10th, 2010
The ‘Nike Football+ Challenge‘, that’s quite a mouthfull for this ’transmedia’ campaign created by Boondoggle. The challenge – accessible through Hyves (the Dutch Facebook) – asks Hyves members to show their football skills to Dutch football player Wesley Sneijder. The best ‘players’ are flown into Milan to train with Sneijder – who plays for Inter. We tried the first challenge, testing whether you can quickly asses match situations and predict where Sneijder played the ball in real life matches – by clicking in the game footage. We performed really badly, but were impressed by the intelligence and the execution of the campaign. It looks like Nike and Boondoggle properly invested time and energy to make it work. The only pity is that you have to be a Hyves member to participate. Though the social network site has a very strong penetration in the Netherlands (it has about 8.5 million members and the Netherlands counts about 16.6 million inhabitants), we suspect that a big part of Nike’s target is not actively involved in the site anymore – it either switched to Facebook or uses other social media tools to stay in touch with friends. On the other hand, these are the kind of games that make Hyves more interesting. So eventually it’s a win-win concpet for both Nike and Hyves.
Vodafone keeps trying, this time with Lucky Calls
Thursday, January 21st, 2010
We’ve been writing quite a lot about Vodafone in the past months. Mainly because the mobile company seems to be in some sort of identity crises. Every time we see a Vodafone advertisement it communicates in a different way, with a different style and seems to be targeted at a different group of consumers. It started with the mutated guinea pigs, then they were giving away phones and other stuff, then you had to search for them (off and online) and the previous promotion asked us: ‘Who wants to be a prepaid millionaire?’. This time it’s not about your knowledge, but about your luck. That is, if we go by the campaign proposition: ‘Lucky Calls’. The concept is simple: you just call your favourite phone and ‘Anouk’ picks it up by moving through the screen in different ways. When you can answer a really simple question, you might win the phone. Not until you’ve submitted your personal data though – so Vodafone can add you to their database. Fortunately digital agency Super Heroes tried to make it all as digestible as possible.
Who wants to be a prepaid millionaire?
Thursday, December 3rd, 2009
What a catchy name for an activation campaign. And what a simple and strong idea from online agency Achtung! to engage prepaid callers – regardless their provider! It doesn’t need much more explanation than the name suggests. If you register yourself as a prepaid caller on the website, you can participate in the contest and receive one text message per day with a difficult question. The person that answers the quickest and closest to the answer, wins – voila! – 1 million text signs or mobile minutes. Questions are asked like, ‘How long can a cockroach survive without his head’ and ‘How many kilo’s of lipstick does a woman eat in her whole life’. And guess what, at the end of the day Vodafone has its database filled with fresh and eager consumers that very homogeneously fit within their prepaid target group!
Treasure hunt for Vodafone’s mobiles
Tuesday, November 17th, 2009
We ended our last post about Vodafone with ‘to be continued’. Why? Because we were surprised that Vodafone’s new, distinctive characters (the ‘mutated guinea pigs’) weren’t used at all in Achtung!’s brand activation, ‘Upgrade a stranger’. And while Vodafone internally is still being divided over the new ad property – created by THEY – Achtung! was asked to create yet another activation campaign for the (young) consumer. The principle is quite similar to the previous activation; through two different micro-sites Vodafone gives away more mobile phones. The first campaign is called BlackBerryHideout; phones (BlackBerry Curves) are hidden around universities, video clues are given by two students (in English) on the website and anyone can search for it – in real life. The other activation, is called TheYouFlickInMyHyveFaceChase; an online treasure hunt through social networks and blogs. This time the prize is a Samsung H1 (and some other prizes). We are not sure how many consumers are involved in these activations, but it definitely sounds like something that will cause a lot of rumour around the brand – this time mainly positive rumour…
72andSunny ‘borrows’ iPod app for Hardee’s
Wednesday, August 5th, 2009
This week we read on Adrants about an iPod app made for Hardee’s, an American fast food chain that makes – among other things – supersized, cholesterol building French Dip Thickburgers. The app, called Parisian Pick Up, allows you to pick-up girls and Hardee’s burgers – both meat, right? Adrants’ Steve Hall writes: “users can select their favorite French mouth image, select a message, and then hold the screen over their mouths to deliver it with a swarthy French accent or in perfect French with subtitles”. Great app, you would say. But the idea is not new, unfortunately. It’s practically identical to Vanabbetotvessem’s Lovelips app, we wrote about two months ago. And a remarkable detail – that more or less rules out the coincidence of two great minds thinking alike – is that 72andSunny, the agency responsible for the Hardee’s app, has an office in Amsterdam. Opening up an office in Amsterdam for ‘inspiration’, now all of a sudden renders a whole new connotation.
Philips versus Twitter
Tuesday, June 30th, 2009
When it rains, it pours; we are writing yet again about brand new Grand Prix winner Tribal DDB. This week they launched another campaign for Philips, called Philips Versus. Through a dedicated website, Twitter and Flickr, the Dutch consumer electronics brand tries to reel in UGC. More specifically, they are asking its ‘user’ to pit Philips against an unusual competitor. The example of the rooster being woken up by a Philips wake-up light – instead of the sun – should explain what is expected. Quite a complicated task (the golden rule of UGC; never overestimate the creativity of your consumer). Messages are sent in like: “A Philishave that tells you when your chin is bald”. That’s just a product functionality, really – not a very good one, for that matter. But the good thing about this campaign is that Tribal DDB chose Twitter as the preferred medium. A medium that is being used by an innovative and techy crowd. And also a medium to learn from; will the instant character of Twitter make the campaign spread faster than, let’s say, the average ‘send a friend button’? Probably yes.
Lovelips; iPhone app against STD’s
Wednesday, June 10th, 2009This hilarious web film featuring Heidi Klum and Barack Obama (saying things in German like: “I am looking for a girl that likes me for who I am, not because I’m so incredibly rich”) promotes the iPhone application called Lovelips. The application – available at the App Store – translates some handy Dutch pick-up lines into the most common European languages and was created by Vanabbetotvessem. It’s no coincidence that a high percentage of the phrases involves the word ‘condom’ (“I got a condom for my birthday, you want to unwrap it with me?”), since the app was developed for SOA-AIDS Netherlands to prevent teenagers from picking up an STD when traveling abroad this summer. The pick-up lines are – purposely – pretty lame, but what a brilliant way to start a conversation. And what a modern way to address such a delicate issue!