As a new parent, it's been fascinating to see/experience just how much myself and my wife use the Internet for all things baby. Recent research also shows that new and expectant Moms spend 35% more time online than the general population. Obviously this represents a real opportunity for brands to insert themselves into the Moments That Matter for new parents. As a result, I've been looking at ways, (both good and bad) that brands are providing utility to an inherently time poor audience of new parents. One of my favorite examples comes from JWT Brazil for the brand Bepantol. They created the Babá Bepantol Baby app which turns two iOS devices into a baby monitor. From a utility perspective it can potentially eliminate the need to buy a baby monitor, or provide an ad-hoc baby monitor for situations where the family is away from home. The app allows parents to talk to their children, provide ambient light around the baby, play lullabies, etc. It's a great idea and particularly relevant when you look at the same research around smartphone usages for new Moms: 'The smartphone quickly becomes the mother's significant other: 36% of women purchase a smartphone as a result of becoming a mum, while 59% of mothers called it their do-everything device.'
Check out the case study video below.
Posted by: Reuben Halper
Showing posts with label brazil. Show all posts
Showing posts with label brazil. Show all posts
Wednesday, July 24, 2013
Monday, June 10, 2013
Volkswagen On YouTube
Over the past month or two, Volkswagen and their Brazilian agency, AlmapBBDO have embraced YouTube in a big way. It seems as though the agency was tasked with finding new and innovative ways to use YouTube in order to communicate various features of the new Volkswagen automobiles. First up is a Chrome extension that's being used to demonstrate the Volkswagen start/stop engine technology that automatically turns the engine off to save energy and starts it again when the car is about to move. The Chrome extension automatically pauses YouTube video if the user looks away from the screen and resumes playing as soon as the user looks back. Check it out below.
Next up is a nice use of the ability to hover over the video timeline in YouTube to preview what's coming later in the video. AlmapBBDO used this YouTube feature as a way to demonstrate how the VW side assist technology works to warn drivers of any danger approaching that they may not be able to see.
And finally, AlmapBBDO wanted to demonstrate the smooth shifting Tiptronic transmission technology using YouTube TrueView, or skippable ads. They created a five second ad that appears to automatically skip the ad for you, thus tying back to the smooth shifting functionality of the VW.
All in all it shows how a client/agency can use the various features and existing functionality of YouTube in clever ways that demonstrate various product benefits. Hats off to AlmapBBDO and Volkswagen.
P.S. It seems that it's not just AlmapBBDO that's using YouTube in new and resourceful ways, DDB Espana also created the 'fastest ad in YouTube' that's so fast you can't even skip it. Not quite sure how that links back to functionality of the new VW though...
Posted by: Reuben Halper
Next up is a nice use of the ability to hover over the video timeline in YouTube to preview what's coming later in the video. AlmapBBDO used this YouTube feature as a way to demonstrate how the VW side assist technology works to warn drivers of any danger approaching that they may not be able to see.
And finally, AlmapBBDO wanted to demonstrate the smooth shifting Tiptronic transmission technology using YouTube TrueView, or skippable ads. They created a five second ad that appears to automatically skip the ad for you, thus tying back to the smooth shifting functionality of the VW.
All in all it shows how a client/agency can use the various features and existing functionality of YouTube in clever ways that demonstrate various product benefits. Hats off to AlmapBBDO and Volkswagen.
P.S. It seems that it's not just AlmapBBDO that's using YouTube in new and resourceful ways, DDB Espana also created the 'fastest ad in YouTube' that's so fast you can't even skip it. Not quite sure how that links back to functionality of the new VW though...
Posted by: Reuben Halper
Super Formula To Fight Cancer
It's nice to see creative agencies using their powers for good. JWT Brazil teamed up with the AC Camargo Cancer Center and Warner Bros to create the 'Superformula to Fight Cancer.' As described on the JWT blog:
'This program was based on the idea that the first step to the fight against cancer is believing in the cure. In order to get their patients to believe, JWT Brazil’s creative team worked with doctors to create a case that clips together to completely cover the chemotherapy intravenous bag. This case combined the painful medication with the magical world of super heroes and was given the name, “Superformula.” The new name and look of the treatment helped to change the perception in the kids’ by convincing them that the Superformula gave them their own superpower which could be used to conquer their illness.
The team at JWT Brazil didn’t stop there. To give these covers a more powerful meaning, the agency produced a special series of cartoons and comic books in which the superheroes go through experiences similar to those of kids with cancer, and recover their strength, thanks to the “Superformula.” In addition, the team provided a new look for the entire children’s ward of the AC Camargo Cancer Center: The game room was converted into the Hall of Justice, hallways and doors were decorated with the same idea, and a special entrance was created to fit the theme for these little heroes to enter through.'
Heartwarmingly wonderful.
Posted by: Reuben Halper
'This program was based on the idea that the first step to the fight against cancer is believing in the cure. In order to get their patients to believe, JWT Brazil’s creative team worked with doctors to create a case that clips together to completely cover the chemotherapy intravenous bag. This case combined the painful medication with the magical world of super heroes and was given the name, “Superformula.” The new name and look of the treatment helped to change the perception in the kids’ by convincing them that the Superformula gave them their own superpower which could be used to conquer their illness.
The team at JWT Brazil didn’t stop there. To give these covers a more powerful meaning, the agency produced a special series of cartoons and comic books in which the superheroes go through experiences similar to those of kids with cancer, and recover their strength, thanks to the “Superformula.” In addition, the team provided a new look for the entire children’s ward of the AC Camargo Cancer Center: The game room was converted into the Hall of Justice, hallways and doors were decorated with the same idea, and a special entrance was created to fit the theme for these little heroes to enter through.'
Heartwarmingly wonderful.
Posted by: Reuben Halper
A Few Other Things I Like But Don't Have Time To Write Up
Coca-Cola Small World Machines
Another wonderful execution under the Coca-Cola 'Open Happiness' umbrella, this time bringing together people in Pakistan & India. The number of activations around Coca-Cola vending machines around 'Open Happiness' is seemingly endless.
A Boy & His Atom - The World's Smallest Movie
This is incredible. IBM created the world's smallest stop motion film. As they describe 'The ability to move single atoms — the smallest particles of any element in the universe — is crucial to IBM's research in the field of atomic memory. But even nanophysicists need to have a little fun. In that spirit, IBM researchers used a scanning tunneling microscope to move thousands of carbon monoxide molecules (two atoms stacked on top of each other), all in pursuit of making a movie so small it can be seen only when you magnify it 100 million times. A movie made with atoms.'
Getty Images - 85 Seconds
Last year, AlmapBBDO created a beautiful film from various stock photography to demonstrate the depth and breadth of the Getty Images library. Now, AlmapBBDO has done the same thing to show off the depth of their video archive. 85 seconds tells the love story of a couple who meet as children, separate after college and reunite later in life.
Holland - The Original Cool
This amazing video was developed by the Mustache Agency for The Netherlands Board of Tourism & Conventions, KLM Royal Dutch Airlines, Amsterdam Marketing and Amsterdam Airport Schiphol. The Original Cool is part of a larger advertising campaign aimed at the North American travel market.
Posted by: Reuben Halper
Another wonderful execution under the Coca-Cola 'Open Happiness' umbrella, this time bringing together people in Pakistan & India. The number of activations around Coca-Cola vending machines around 'Open Happiness' is seemingly endless.
A Boy & His Atom - The World's Smallest Movie
This is incredible. IBM created the world's smallest stop motion film. As they describe 'The ability to move single atoms — the smallest particles of any element in the universe — is crucial to IBM's research in the field of atomic memory. But even nanophysicists need to have a little fun. In that spirit, IBM researchers used a scanning tunneling microscope to move thousands of carbon monoxide molecules (two atoms stacked on top of each other), all in pursuit of making a movie so small it can be seen only when you magnify it 100 million times. A movie made with atoms.'
Getty Images - 85 Seconds
Last year, AlmapBBDO created a beautiful film from various stock photography to demonstrate the depth and breadth of the Getty Images library. Now, AlmapBBDO has done the same thing to show off the depth of their video archive. 85 seconds tells the love story of a couple who meet as children, separate after college and reunite later in life.
Holland - The Original Cool
This amazing video was developed by the Mustache Agency for The Netherlands Board of Tourism & Conventions, KLM Royal Dutch Airlines, Amsterdam Marketing and Amsterdam Airport Schiphol. The Original Cool is part of a larger advertising campaign aimed at the North American travel market.
Posted by: Reuben Halper
Wednesday, April 3, 2013
HP - Photo Ball
Blow up beach balls bouncing around the crowd are an inevitable part of any music festival. In a brilliantly simple idea, HP and their agency, AlmapBBDO, created a massive blow up beach ball that includes an HD camera & wi-fi hub in the ball itself. The photo ball demonstrates HP's new positioning, 'Making Memories Last,' and was used during the Planet Terra music festival in Sao Paulo, Brazil. Throughout the festival the ball filmed and took photos of festival goers as it bounced around the crowd. The video was streamed live both to the stage and online. At the same time, still photos were uploaded to Facebook where people could find and tag themselves. What's incredible is that the live stream from the photo ball reached over three million people as well as the people who tagged and shared those photos on Facebook. Additionally, festival goers could have prints made at the HP festival booth throughout the festival. It's a great example of taking an existing behaviour and amplifying it with technology in a way that enhances the experience for both festival-goers and the online viewing audience. I'm sure we'll be seeing photo balls make more appearances as the summer festival season gets into full swing.
Posted by: Reuben Halper
Posted by: Reuben Halper
Friday, February 15, 2013
EasyWay Language Center - Subtitles
A bit of background, Brazil-based EasyWay language center is primarily targeted at foreigners living in Brazil (eg. student and ex-pats) looking to learn Portugese. You may remember the innovative use of the Chrome speech input functionality that they used as part of their web experience a few months back (see previous post here). Now EasyWay has launched another service that uses Google technology in a clever way. Their agency, Loducca, has created a browser based experience that helps people learn Portugese by providing subtitles for Brazilian TV in any language.
The website provides real-time subtitles to the major Brazilian TV channels by combining old school closed captioning technology and Google Translate. Here's how it works: EasyWay has a computer hooked to up to TV set 24 hours a day. The computer captures and uploads the closed caption data to be translated on the website. Users visit the site from their mobile device (or laptop I suppose) and choose their preferred language & TV channel. Voila! The subtitles for the program are displayed on their second screen, synced up to the TV broadcast. Check out the video below for a better explanation.
The website provides real-time subtitles to the major Brazilian TV channels by combining old school closed captioning technology and Google Translate. Here's how it works: EasyWay has a computer hooked to up to TV set 24 hours a day. The computer captures and uploads the closed caption data to be translated on the website. Users visit the site from their mobile device (or laptop I suppose) and choose their preferred language & TV channel. Voila! The subtitles for the program are displayed on their second screen, synced up to the TV broadcast. Check out the video below for a better explanation.
Friday, October 5, 2012
Dolce & Gabana - Video Comes To Print
Several thousand copies of the October issue of the UK Marie Claire includes a video ad in print. The double page spread for Dolce & Gabana fragrances feature a 45-second video ad (including sound) which plays when the reader opens the page. The technology was developed by Americhip and gives advertisers the opportunity to bring their print ads to life. It's previously been used in Russian Vogue, but this is a UK first. So is this the start of a wider trend or just a gimmick? I haven't experienced it for myself, so I haven't a clue, but I'm intrigued by the idea. See the video capture below that someone else was kind enough to upload to YouTube
On a more low-fi note, I just came across this Cannes winner from Brazil. Developed by JWT for Coca-Cola FM, it turns a magazine into an iPhone speaker. At first read I thought it must be similar tech to above, but in fact it was a genius low-fi execution. A few strategic cuts in the ad and instructions on how to roll up the magazine turned it into an amplified. Check it out below.
via PSFK
On a more low-fi note, I just came across this Cannes winner from Brazil. Developed by JWT for Coca-Cola FM, it turns a magazine into an iPhone speaker. At first read I thought it must be similar tech to above, but in fact it was a genius low-fi execution. A few strategic cuts in the ad and instructions on how to roll up the magazine turned it into an amplified. Check it out below.
via PSFK
Thursday, June 14, 2012
VW - The Original Click
Really clever use of Youtube advertising formats in this campaign for official Volkswagen auto parts (developed by AlmapBBDO). The idea is simple, people shouldn't accept imitations auto parts. Similarly, they discovered that on Youtube many of the most-popular videos have poor quality knock offs/imitation videos, some of which have millions of views. So VW bought in-stream ads against these imitation videos with the message 'Don’t accept Imitations. Prefer Original Parts.' Clicking on the ads redirected users from the imitation video to the original version. Check out the brief case study/explanation video below. According to this AdFreak article the campaign generated '125,000 views and 500 clicks for every $100 spent.'
via Sibylle Tretera
Additional Articles: Adverblog | Digital Buzz Blog
via Sibylle Tretera
Additional Articles: Adverblog | Digital Buzz Blog
Getty Images - From Love To Bingo
Another great piece of work from AlmapBBDO for Getty Images. The challenge was to show that Getty Images has such an extensive archive that any story can be told through their photo collection. The creative team spent more than 6 months culling through 5000 photographs to create this minute long film which contains 873 photos from the Getty Images archive and tells a wonderful story throughout. Just beautiful.
Tuesday, May 15, 2012
EasyWay Language Center
Here's a nice use of the speech recognition technology that's built into Chrome. EasyWay Language Language center (and their Brazilian agency Loducca) created a simple browser based game/tool for students to practice their English pronunciation using Google's speech recognition technology.
Visitors to the site are presented with silly cartoons that ask the user to repeat a word. If Google recognizes the word when you speak it, you move onto the next level. If not, try again. As it says on the site 'If Google can understand you, anyone can.'
Just a fantastic idea. Check out the video below or experience it yourself here.
Additional Articles: Adverblog | Fast Co. Create
Visitors to the site are presented with silly cartoons that ask the user to repeat a word. If Google recognizes the word when you speak it, you move onto the next level. If not, try again. As it says on the site 'If Google can understand you, anyone can.'
Just a fantastic idea. Check out the video below or experience it yourself here.
Additional Articles: Adverblog | Fast Co. Create
Tuesday, April 3, 2012
Mix Against AIDS
Back in December for World AIDS day, the Brazilian radio station Mix FM launched a campaign (developed by Quê Comunicação) to raise awareness about the dangers of HIV/AIDS 'In Brazil, surveys have shown that the number of HIV cases keeps growing among young people. The radio Station Mix FM could have an important role in this scenario: alert young people, making them feel how easy it is to a virus to spread around. So we've made our own virus.'
Mix FM posted two sexy videos (one of a hot guy, one of a hot girl) to their Facebook page with a message encouraging viewership. The end of each video included the message:
'That's What Happens With HIV. You Get Distracted. Get Infected. And Spread The Virus Without Even Noticing. Take A Look At Your Wall. Always Protect Yourself.'
Once a user watched the video it was automatically posted to their Facebook page/timeline without their permission, thus driving home the 'viral' message (pun intended). Just a genius idea to encourage condom use & demonstrate the dangers of unprotected sex in a tangible way. Of course, it was completely against Facebook policy since it was essentially spam, so Facebook took it down within a day or so. You could imagine doing something similar in a less spammy way by retargeting users who'd viewed the video with display ads across the web that drove home a similar message. Would it potentially cross the 'creepiness' threshold. Absolutely, but then again that's the point with a campaign like this.
Mix FM posted two sexy videos (one of a hot guy, one of a hot girl) to their Facebook page with a message encouraging viewership. The end of each video included the message:
'That's What Happens With HIV. You Get Distracted. Get Infected. And Spread The Virus Without Even Noticing. Take A Look At Your Wall. Always Protect Yourself.'
Once a user watched the video it was automatically posted to their Facebook page/timeline without their permission, thus driving home the 'viral' message (pun intended). Just a genius idea to encourage condom use & demonstrate the dangers of unprotected sex in a tangible way. Of course, it was completely against Facebook policy since it was essentially spam, so Facebook took it down within a day or so. You could imagine doing something similar in a less spammy way by retargeting users who'd viewed the video with display ads across the web that drove home a similar message. Would it potentially cross the 'creepiness' threshold. Absolutely, but then again that's the point with a campaign like this.
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