Top 10 global experiential campaigns from 2010

1) Cabbieoke, Telstra, Australia

Title: Cabbieoke
Brand: Telstra
Region: Australia
Date: February 2010
Agency: DDB


The Campaign

Australian telecoms company Telstra was keen to appeal to a younger generation of consumers in a bid to future-proof its position as the country’s leading provider of telecoms services. In order to shed its perceived boring image, it decided to find ways to associate with nightlife – an important part of life for Australia’s hedonistic youth market – under the banner of “Party Catchers”. Telstra’s idea was “Cabbie-oke”, a mobile karaoke booth in the back of a branded taxi, which drove around city centres allowing groups of friends to sing along to their favourite chart hits in return for a free ride. Participants were captured on film, and the resulting clips were shared on the Telstra branded Cabbie-oke website. Users could opt to share their videos through Facebook and other social media platforms and there were prizes including HTC mobile phones up for grabs.Some 5,000 videos were shared online and the campaign generated significant TV and press coverage.



MADE Says:

"Young people on a night out will always want a free lift somewhere. The Captive audience are already out having fun and will enjoy free Karaoke and a free lift. The sharing element online also creates additional campaign buzz".



2) Plane-mob, Germanwings, Germany

Title: Plane-mob
Brand: Germanwings
Region: Germany
Date: April-May 2010

The Campaign

Germanwings differentiates itself from other low cost airlines as one which offers passengers allocated seats. In a piece of guerrilla marketing, six Germanwings members of staff boarded an Easyjet flight, sitting in various parts of the plane. Each of them had smuggled in different placards in the shape of speech bubbles with various messages on them.
Halfway through the flight the airborne flash-mob (or "plane-mob") started. In turn they each held up signs to create a narrative. The first sign read "where are you dear?" Another sign, held by a passenger at the rear of the plane read "back here!" This carried on with: "And the kids?" with two signs appearing from different rows saying "here". Then the criticism started: "I hate this 'choose your seat' thing". When one of the kids holds up a sign saying "mummy I have to pee", the response is "only if it's free!" - a swipe at airline Ryanair which was contemplating introducing a charge for people to visit the bathroom. "That's not fair" is the child's response, which in turn is met with "look out of the window - at least that's free". Finally, the brand is revealed, with all of the planted passengers holding up signs that encourage people to fly Germanwings. All of this was, of course, filmed and then posted onto YouTube. So far the video on YouTube has received around 350,000 hits.



MADE Says:

"You would never expect to be hit with this sort of advertising. People may be grumbling about their flight and can be instantly offered a new choice of airline.It’s always the simple ideas – guerrilla in its rawest form. Brave and to the point. Very cheap way of producing an ad too!".



3) Teletransporter, Andes Beer, Argentina

Title: Teletransporter
Brand: Andes Beer
Region: Argentina
Date: February 2010
Agency: Saatchi & Saatchi

The campaign

Andes beer in Argentina recognised that men love going to bars to drink with their friends, but nagging girlfriends can often get in the way. Andes decided to find a way to help guys go to the bar with their mates without them coming into problems with their girlfriends. Andes' solution was the Teletransporter - a specially designed soundproof booth that was placed in a range of bars and clubs. Men could go into the booths when they were out with their friends to completely block out the sound of their true location. They could then select a suitable ambient sound to act as their fake location, for example a dentist's waiting room, the gym, the cinema. This meant that when a man got a call from his girlfriend when he was clubbing with his friends, he could dash into the Teletransporter, select the preferred environment and convince her that he was, in fact, in the gym. Girlfriend placated, he could then return to partying with his friends uninterrupted.



MADE Says:

"This promotion makes Andes beer sit well with the demographic, the brand is on the target consumers side and wants to help them enjoy their beer in peace.Almost a million youtube views hits tells you everything you need to know…it’s the insight and creative idea that really connects with the target audience".

4) Arrivals hall serenade, T-Mobile, UK


Title: Arrivals hall serenade
Brand: T-Mobile
Region: UK
Agency: M&C Saatchi
Date: November 2010


The campaign

T-Mobile's Life's for Sharing brand campaign has centred around creating original live experiences and capturing them on camera. Most recently this took the form of a TV ad filmed at Heathrow's Terminal 5 where a crowd of 300 singers serenaded arrivals. Prior to that, the telecoms company created a large-scale flashmob in Liverpool Street station and crowd karaoke in Trafalgar Square. In November 2010, T-Mobile recruited internet celebrity Merton, who became famous in early 2010 for making videos of himself performing improvised songs to strangers he met on Chatroulette. They asked him to use his improve skills in the real world, welcoming travellers arriving at three UK airports. He picked out individual crowd members and ad-libbed songs with a piano accompaniment – in this case a branded bright pink grand piano.



MADE Says:

"The arrivals at an airport is a very emotional place (ala Love Actually) so it’s a really good place to surprise people with a flash-mob style serenade. Also a very captive audience as most people are just waiting around.It’s different and gives people a warm glow. Quite a feat for an airtime provider. Most importantly not a clichéd festival idea".


5) Mini Getaway, Mini, Sweden


Title: Mini Getaway
Brand: Mini
Region: Sweden
Agency: Jung von Matt
Date: November 2010

The campaign

Mini has a solid track record of creating playful campaigns, and its latest ARG platform in Sweden is no exception. The game – entitled Mini Getaway -- comprises of a dedicated iPhone app that can pinpoint the players position and the position of a virtual mini. Gamers are required to hunt said virtual mini around Stockholm, tag it then attempt to keep possession of it in order to win a real Mini Countryman. Once a player finds themselves within 50 feet of the virtual vehicle they are invited to “take the Mini now” within the app, and other players are flagged up as the enemy. Anyone can take the Mini off the person who has it (provided they are within 50 metres of said Mini) and they must then try to avoid coming within 50 metres of any other player so they can’t have the car taken away from them. The person left holding the vehicle after seven days wins a real Mini. Videos of the game were uploaded to a central website showing how seriously people were taking the game.



MADE Says:

"This treasure hunt idea is good because it adds a new twist to finding the treasure – once you have it you have to keep it and fight off competition. Good competitive element.
Great way of building momentum. Also makes me feels like minis can go anywhere…"


6) Brighter mornings, Tropicana, Canada


Title: Brighter mornings
Brand: Tropicana
Region: Canada
Agency: BBDO
Date: February 2010


The campaign

Juice brand Tropicana wanted to highlight the important role it played in the morning ritual of millions of Canadians by becoming “Canada's National Provider of Brighter Mornings”. In order to do this, Tropicana spent a month in Inuvik, one of the country's northernmost towns, during the coldest and darkest days of the winter, where residents live without a sunrise for several weeks each winter. Tropicana literally brought a brighter morning to Inuvik with a giant artificial sun that emitted 100,000 lumens of light. A team of Canadian filmmakers captured the raising of the 'sun' in Inuvik for a series of documentary-style commercials. The lights were affixed to a 36-foot wide helium balloon which then rose and illuminated the town. The Tropicana Brand's 'sunrise' coincided with Inuvik's annual Sunrise Festival, which celebrates the return of sunlight after weeks of relative darkness. The brand also gave away cartons of juice to residents and sponsored community based nutrition programmes. In addition to TV advertising, the campaign features blogged commentary and behind-the-scenes imagery from Inuvik to provide a catalyst for conversation on a new Tropicana Brighter Mornings Facebook page.



MADE Says:

"Shows a great understanding of unique local traditions and ties in perfectly with the product message.A great way of Tropicana sharing a key moment with everyday people".


7) Hands-on with Office 2010, Microsoft, UK


Title: Hands-on with Office 2010
Brand: Microsoft Office 2010
Region: UK
Date: Summer 2010
Agency: MADE Advertising


The campaign

With its Office range of products, Microsoft faces general consumer apathy towards upgrading and needed a remedy to the “I’ve already got a version that is good enough” stance. Microsoft and MADE teamed up to create a hands-on summer road show that would allow people to learn about Office 2010. They created a transportable set that had home, school and office scenarios. The set was taken around locations targeting families in their leisure time, with brand ambassadors on hand to offer trials and distribute goody bags. A green screen allowed for people to have their photos taken and superimposed onto pictures of Egypt, the London Eye or a safari scene. Microsoft Office achieved more than 25,000 interactions with the brand, some 20% higher than targeted.

Checkout the campaign video here! - http://www.madeinsoho.com/latest-work


MADE Says:

"We created a campaign that allowed consumers to trial the product on the spot. This instantly showed them why the improved office 2010 is different and better than its predecessor".


8) Support your Marathoner, Asics, USA


Title: Support your Marathoner
Brand: Asics
Region: USA
Date: November 2010
Agency: Vitro Agency


The campaign

People who choose to run marathons find the experience easier with plenty of encouragement. Asics America was keen to help supporters send their messages of encouragement to runners in the New York Marathon using a combination of RFID tags and huge LED screens. Trigger chips were attached to runners’ shoes and as they crossed sensors in the road they prompted personalised messages to appear on the nearest LED screen. Supporters could send in images, video, texts, tweets, emails and Facebook comments of support for specific runners. Asics also set up live video booths at the event so people could record their personalised message in style. Messages from 17 countries were sent to more than 7,000 runners.



MADE Says:

"This is a really clever idea and shows the possibilities of targeted messaging. Also it’s a great way of getting interactions on social media. Great understanding of a runner’s psyche. Virtual cheering made real. Brilliant".


9) Facepark, Diesel, Germany

Title: Facepark
Brand: Diesel
Region: Germany
Date: Summer 2010
Agency: DDB Dusseldorf


The campaign

As part of Diesel's "Be Stupid" campaign, the brand wanted to highlight the ridiculousness of wasting so much time on social networks. This led to Facepark, an event that brought the clichés of social media platforms into the real world - effectively a mini festival in a park in Berlin. The brand created cardboard cut-out profiles, which users could frame their faces with, just like on social networks. People could become friends with others by attaching their name to a friend's cardboard profile. Cardboard stands complete with actors were created for fan groups or applications such as Farmville and Mafia Wars, which people could then comment upon using stickers. They could add "like" stickers to people, groups and comments. Foam hands could be used to “poke” fellow Faceparkers small Frisbees were used to write messages and then throw them to a friend. The campaign was supported by a website, www.facepark.org featuring the event details, a community section, and a range of viral videos. The campaign received a huge amount of media attention and was featured in national press and TV.




MADE Says:

"Everyone knows Facebook. It’s interesting to see a brand using the familiarity of the Facebook revolution in a new and interactive way in the REAL world.Genius. You’d expect nothing less from Diesel. Great expression of Be Stupid campaign".


10) Cool Hotlines, Grolsch, Netherlands


Title: Cool hotlines
Brand: Grolsch
Region: Netherlands
Date: Summer 2010
Agency: Promodukties

The Campaign

Dutch beer brand Grolsch was on a mission to ensure that no one should have to drink warm beer. As a result it launched the “Cool Hotlines” and travelled throughout the Netherlands trading warm beers for cold Grolsch ones. A simple phone call to the hotline and consumers could expect a visit from a small moped with a refrigerator sidecar that would deliver cold beer to wherever they were. The vehicles attended a number of summer festivals as well. This was supported by other “cool solutions” including a heat-reactive Cool Meter featured in ever can and a small robotic fridge on wheels that consumers could win.



MADE Says:

"They want people to drink their beer so they deliver them chilled to anyone who requests one on the hotline. This is a really good WOM idea for an occasion.A new twist on an old idea. How did they manage to stop the beer from fizzing up?!".

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