Back in 2011 Coca-Cola launched the incredible 'Share A Coke' campaign in Australia. The campaign saw Coca-Cola print 150 of the country’s most popular names on labels of Coke bottles for the first time in the brand’s history. The idea was to give people a reason to connect with friends through a Coke and by every measure was a huge success. Since then Coca-Cola has been rolling out the campaign across the world, recently launching Israel where Coke & Gefen Team took the idea of personalization a step further. They transformed the a series of prominent billboards into interactive displays. Consumers were asked to download the Coca-Cola smartphone app and enter their name. The app would then transmit and display their name on the billboard whenever they were in range (using geo-fence technology). The app would then notify the user when their name was being displayed.
I would normally write this off as a gimmick with too many barriers to entry to get traction amongst users, but one shouldn't underestimate the narcissistic nature of today's smartphone user and their desire to see their name up in lights. The app ranked #1 in Israel's app store and was downloaded over 100k times. It's a cool idea and a wonderful execution, but also somewhat creepy. Is this the first step on the road to the dystopian personalized advertising as imagined in Minority Report? Check out the case study video below.
Posted by: Reuben Halper
Tuesday, August 20, 2013
Interrail Mobile - Global Pass
A generation ago backpacking around Europe was a rite of passage for college-age youth with a little bit of money to spare. While the center of gravity for the backpacking experience has moved to SE Asia, training it around Europe for a summer or for a few weeks at a time is still a popular travel experience. In order to promote their European wide unlimited train ticket, Interrail and Havas have created a fantastic piece of utility for their customers. Interrail have partnered with mobile operators around Europe to provide a SIM card that allows travelers to use data and make cheap calls regardless of what country they are in for the duration of their travels. The aptly named Interrail Mobile is sold directly on the Interrail site and provides an invaluable service to their youth-oriented market; the ability to stay in touch and post updates to their social networks throughout their travels.
Giving their customers a cheap and easy way to stay connected to social media and document their journey not only eliminates a huge paint point for travelers, but also allows Interrail to leverage word of mouth among their customers in order to drive future bookings from their respective social networks. Check out the overview video below or check out the more in-depth article/interview at Contagious Magazine.
Posted by: Reuben Halper
Giving their customers a cheap and easy way to stay connected to social media and document their journey not only eliminates a huge paint point for travelers, but also allows Interrail to leverage word of mouth among their customers in order to drive future bookings from their respective social networks. Check out the overview video below or check out the more in-depth article/interview at Contagious Magazine.
Posted by: Reuben Halper
Bear Time Stories
Perhaps my hard heart has grown softer since having a child, but I seriously was blown away by this idea. Bear Time Stories is a project which: 'allows you to record yourself reading out a bedtime story. Your story will be put on a mp3 player built into a stuffed animal and given to parentless children around the world...
...Using voices from around the world the Bear-Time Project hopes to show how by donating a voice we can all help to make a child's dreams a little sweeter.'
Check out the overview video below and then head on over to Bear Time Stories to donate your voice or just your $$$.
via: Leon Bayliss
Posted by: Reuben Halper
...Using voices from around the world the Bear-Time Project hopes to show how by donating a voice we can all help to make a child's dreams a little sweeter.'
Check out the overview video below and then head on over to Bear Time Stories to donate your voice or just your $$$.
via: Leon Bayliss
Posted by: Reuben Halper
IKEA - 2014 Augmented Reality Catalog
A few years back it seemed like augmented reality was going to be the NEXT BIG THING. Reality has since intervened as most augmented reality executions proved to be mainly gimmicks that didn't provide a particularly compelling experience nor did they provide true utility to consumers. Now IKEA is showing how augmented reality can be truly useful through their 2014 augmented reality catalog. Created by McCann and IKEA's in-house agency, Icom the app allows IKEA customers to preview items from the catalog to see how they'd look in their homes prior to purchase.
Here's how it works, a user places the 2014 IKEA catalog on the floor in their home and then fires up the app on their phone or tablet. The mobile device recognizes the tablet as the augmented reality marker. The user can then select from various items in the catalog where they are overlaid onto a real-time view of the room (as captured through the camera of the mobile device).
Again, this is a great use of technology in order to provide true utility to the customer. Users can see how various colors would look in-situ, as well as getting a sense of the size/scale of the furniture within their homes. Those two features alone ease two of the most common pain points when buying furniture (eg. will color x good? will it fit properly?). In fact, IKEA developed this app after their research showed that 1 in 7 customers purchased items that were either too large or too small for their homes. It's a win-win as the app also has the potential to reduce the amount of store returns. Check out the video that demonstrates the app below (complete with slightly creepy Swedish guy):
Posted by: Reuben Halper
Here's how it works, a user places the 2014 IKEA catalog on the floor in their home and then fires up the app on their phone or tablet. The mobile device recognizes the tablet as the augmented reality marker. The user can then select from various items in the catalog where they are overlaid onto a real-time view of the room (as captured through the camera of the mobile device).
Again, this is a great use of technology in order to provide true utility to the customer. Users can see how various colors would look in-situ, as well as getting a sense of the size/scale of the furniture within their homes. Those two features alone ease two of the most common pain points when buying furniture (eg. will color x good? will it fit properly?). In fact, IKEA developed this app after their research showed that 1 in 7 customers purchased items that were either too large or too small for their homes. It's a win-win as the app also has the potential to reduce the amount of store returns. Check out the video that demonstrates the app below (complete with slightly creepy Swedish guy):
Posted by: Reuben Halper
Amstel - Pause
The past year has seen a wealth of clever experiential campaigns, interactive vending machines and other types of successful public stunts. They typically require some sort of feat of concentration, physical exertion or the like from the relatively few members of the public that actually encounter the installation or stunt. The more amazing, the more likely it seems that the subsequent video will garner millions of views. The latest stunt from Amstel in Bulgaria bucks that trend by asking very little from the user. Their agency, NEXT-DC created Amstel Pause, an interactive vending machine that rewarded users with a beer for simply doing nothing (eg. taking a pause in their hectic life). All you had to do was stand in front of the machine for three minutes in order to receive a free beer. It's a fantastic idea and taps into the reality of our busy world where we often forget to take time to stop and smells the roses (while drinking an Amstel of course). According to the agency, the installation was live for:
'16 days, working from 16:00 to 21:00 o'clock in the busy center in Sofia, Amstel Pause collected:
— 4,032 minutes of break or more than 67 hours of rest for different people;
— Average of 84 users per day;
— Total of 1,344 beers given to people who do nothing;'
Check it out below:
Posted by: Reuben Halper
'16 days, working from 16:00 to 21:00 o'clock in the busy center in Sofia, Amstel Pause collected:
— 4,032 minutes of break or more than 67 hours of rest for different people;
— Average of 84 users per day;
— Total of 1,344 beers given to people who do nothing;'
Check it out below:
Posted by: Reuben Halper
A Few Things I Like But Don't Have The Time To Write Up - NBC, San Pellegrino, & Oakley
Premier League On NBC
American TV network NBC recently acquired the rights to broadcast the English Premier League games in the States. In advance of this past weekend's season opener they released this hilarious video. So, so good.
San Pellegrino
I love this little experiment by San Pellegrino that gives their audience the chance to experience a little bit Italy by allowing them to control a robot in a small town in Sicily.
Oakley Dreamland - A Backyard Progression
Red Bull has forced other brands associated with action sports to step up their game. Oakley has answered the call with what's one of the most epic skate videos you've ever seen. If nothing else, fast forward to 7:30 to see amazing Helicopter shenanigans. Interesting that the brand didn't split this into multiple episodes as there's just such a wealth of great stuff in the 8-minute long video.
Posted by: Reuben Halper
American TV network NBC recently acquired the rights to broadcast the English Premier League games in the States. In advance of this past weekend's season opener they released this hilarious video. So, so good.
San Pellegrino
I love this little experiment by San Pellegrino that gives their audience the chance to experience a little bit Italy by allowing them to control a robot in a small town in Sicily.
Oakley Dreamland - A Backyard Progression
Red Bull has forced other brands associated with action sports to step up their game. Oakley has answered the call with what's one of the most epic skate videos you've ever seen. If nothing else, fast forward to 7:30 to see amazing Helicopter shenanigans. Interesting that the brand didn't split this into multiple episodes as there's just such a wealth of great stuff in the 8-minute long video.
Posted by: Reuben Halper
Wednesday, July 24, 2013
Honda - Hands
To celebrate more than 65 years of engineering accomplishments and innovation, Honda has released this delightful film, 'Hands.' As W+K London (the agency responsible for the film) writes: We have simply called the film 'Hands' as a testament to the tinkering nature of the Honda R+D engineers whose curious spirit (or hands) has made Honda the largest engineering company in the world.'
The film is a delight to watch and simply features a pair of hands magically transforming Honda products from one into another, taking the viewer from the earliest Honda products to the present day.
It's captivating enough to want to watch it again. Additionally, Honda (and their digital agency, Collective) have launched an interactive version of the film. The interactive version of the film, called The Engineer's Cut, allows 'viewers to interact via seemingly hand-written notes and doodles. Once clicked, the notes reveal the tales of engineers and innovation that have gone into the various Honda products.'
See the screenshot below and have a play around yourself by heading over to Honda Hands. My only criticism is that there could be a stronger link between the flat film and the interactive version. Clearly car enthusiasts or people who were delighted by the film would be interested in the interactive version, so an embedded link in the video sending users to the interactive version could help drive even more users to the deeper version.
Posted by: Reuben Halper
The film is a delight to watch and simply features a pair of hands magically transforming Honda products from one into another, taking the viewer from the earliest Honda products to the present day.
It's captivating enough to want to watch it again. Additionally, Honda (and their digital agency, Collective) have launched an interactive version of the film. The interactive version of the film, called The Engineer's Cut, allows 'viewers to interact via seemingly hand-written notes and doodles. Once clicked, the notes reveal the tales of engineers and innovation that have gone into the various Honda products.'
See the screenshot below and have a play around yourself by heading over to Honda Hands. My only criticism is that there could be a stronger link between the flat film and the interactive version. Clearly car enthusiasts or people who were delighted by the film would be interested in the interactive version, so an embedded link in the video sending users to the interactive version could help drive even more users to the deeper version.
Posted by: Reuben Halper
Toyota - Meals Per Hour
In the aftermath of Hurricane Sandy, Toyota teamed up with the with Food Bank For New York City to assist those families still affected by the storm. In addition to providing financial support, they also brought expertise in terms of operational efficiency and engineering. They recently released a video documenting their efforts, called 'Meals Per Hour.' For example, Toyota brought in experts around the 'The Toyota Production System (TPS),' which is based on the principle that 'the summation of many, many small, cheap improvements can have a big impact.' They dramatically increased the efficiency of the local food bank by implementing the TPS system to help distribute meals. As one of the Toyota employees says: 'These basic principles of the Toyota Production System apply to any kind of process — it doesn’t have to be manufacturing.'
While the video is an inspiring piece of content, it might not have had a great deal of viewership without an additional twist. Upon the release of the video, Toyota pledged to provide one meal for every view of the video (up to one million views). This is a great example of marketing for a good cause. Additionally, it's a great way to both drive viewership of the video and further anchor Toyota's commitment to CSR initiatives in the mind of the viewers. Check out the video below or head on over to Meals Per Hour to find out more about the project.
AdWeek has some stats around the media generated by the project.
Posted by: Reuben Halper
While the video is an inspiring piece of content, it might not have had a great deal of viewership without an additional twist. Upon the release of the video, Toyota pledged to provide one meal for every view of the video (up to one million views). This is a great example of marketing for a good cause. Additionally, it's a great way to both drive viewership of the video and further anchor Toyota's commitment to CSR initiatives in the mind of the viewers. Check out the video below or head on over to Meals Per Hour to find out more about the project.
AdWeek has some stats around the media generated by the project.
Posted by: Reuben Halper
Baba Beptanol Baby
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
Check out the case study video below.
Posted by: Reuben Halper
Dove - Camera Shy
Off the back of the tremendous success of the Real Beauty Sketches, Dove has released the latest ad in their quest to reduce the self-esteem issues that women face. The latest film, Camera Shy, was created by Ogilvy & Mather London asks the question; When did you stop thinking you were beautiful? The film, which won Gold at Cannes, shows shows footage of women of all ages desperately trying to hide from the camera, before ending with shots of pre-schoolers confidently parading and performing for the camera. It ends with the line 'Be Your Beautiful Self.'
The film is growing in popularity, with nearly 17 million views to date, though that is a far cry from the nearly 150 million views that the Real Beauty Sketches video racked up. I find the insight behind this video more compelling than Dove Real Beauty Sketches insight 'You are more beautiful than you think.' Scientifically speaking that statement may actually be false. This article from Scientific American sums it up quite nicely 'The evidence from psychological research suggests instead that we tend to think of our appearance in ways that are more flattering than are warranted. This seems to be part of a broader human tendency to see ourselves through rose colored glasses. Most of us think that we are better than we actually are — not just physically, but in every way.'
The article goes on to describe a series of studies in which 'researchers took pictures of study participants and, using a computerized procedure, produced more attractive and less attractive versions of those pictures. Participants were told that they would be presented with a series of images including their original picture and images modified from that picture. They were then asked to identify the unmodified picture. They tended to select an attractively enhanced one.'
Regardless they're both wonderful pieces of work that hopefully serve to help women to feel better about their self-image.
Posted by: Reuben Halper
The film is growing in popularity, with nearly 17 million views to date, though that is a far cry from the nearly 150 million views that the Real Beauty Sketches video racked up. I find the insight behind this video more compelling than Dove Real Beauty Sketches insight 'You are more beautiful than you think.' Scientifically speaking that statement may actually be false. This article from Scientific American sums it up quite nicely 'The evidence from psychological research suggests instead that we tend to think of our appearance in ways that are more flattering than are warranted. This seems to be part of a broader human tendency to see ourselves through rose colored glasses. Most of us think that we are better than we actually are — not just physically, but in every way.'
The article goes on to describe a series of studies in which 'researchers took pictures of study participants and, using a computerized procedure, produced more attractive and less attractive versions of those pictures. Participants were told that they would be presented with a series of images including their original picture and images modified from that picture. They were then asked to identify the unmodified picture. They tended to select an attractively enhanced one.'
Regardless they're both wonderful pieces of work that hopefully serve to help women to feel better about their self-image.
Posted by: Reuben Halper
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