Interactive

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Gold

The yellow treehouse/Business campaign

Agency: AIM Proximity
Client: The Yellow Pages Group

In New Zealand, the Yellow Pages was seen as an old fashioned book that was no longer the best place for people to find businesses. Because of this, Yellow was finding it increasingly difficult to sell listings in its books and to get people to use its books and site. AIM Proximity wanted to show that consumers could do any job using only Yellow. The agency set up Tracey Collins, a young, pleasant New Zealander with restaurant experience, with the mission to build a restaurant in a Redwood tree using only Yellow to find the myriad suppliers she needed. Each business that helped was featured and linked on YellowTreehouse.co.nz. DRTV, radio, print, billboards, mail and Web ads showed the progress of the restaurant, which, once completed, allowed people to register for a meal. Two thousand people visited the restaurant before it was taken over by Redwood Park, where it was constructed. Yellow itself reaped treetop-high results: Sales of its directories increased 6.7%, with online usage rising 11%, year-over-year.

Also placed gold in the Interactive category and bronze in the Microsite category.

Executive Creative Director
Nick Worthington

Creative Directors
Steve Cochrane, Dave King

Head of Interactive Art
Aaron Goldring

Group Account Director
Matt Pickering

Art Director
Maria Lishman

Copywriter
Anne Boothroyd

Art Director
Tony Clewett

Digital Producer
Amanda Theobald

Senior Digital Designer
Shanan Goldring

Planner
James Hurman

Six beers of separation/Consumer campaign

Agency: BMF
Client: Lion Nathan

Lion Nathan wanted to keep its Tooheys Extra Dry brand fresh, salient and innovative to its 18- to 24-year-old target market. Agency BMF created a campaign in which target consumers were challenged to meet their idol over a beer. The “Six beers of separation” campaign played off the saying “six degrees of separation,” which itself is based on the theory that everyone on Earth is linked by no more than six people. More than 1,500 people registered. Four were chosen to take part and their journeys to meet their idols were filmed. These videos were made available through a range of media channels and also combined into a Six Beers of Separation feature film, which screened at metropolitan cinemas and ran on pay-per-view; more than 150,000 DVDs of the feature film were distributed with the purchase of Tooheys Extra Dry.  The campaign's YouTube channel is the fifth-most subscribed in Australian history. Lion Nathan also attained its three-pronged objective of achieving deeper brand interaction, engaging consumers and increasing sales. Tooheys Extra Dry sales have increased by 9.5%, and its market share is up 15%. You'd have to toast this one as a success.

Also placed gold in the Interactive category.        

Executive Creative Director
Warren Brown

Creative Director
Simon Langley

Digital Creative Director
Chris James

Copywriter
Dustin Lane

Art Directors
Shane Bradnick, Luke Hawkins, Paul Bruce

SILVER

The best job in the world/Single consumer

Agency: SapientNitro
Client: Tourism Queensland

Tourism Queensland was in a bind. Consumers booking island vacations were often looking beyond the Great Barrier Reef to locations such as Greece, the Maldives and Hawaii. Agency SapientNitro decided to draw attention to the area by offering the best job in the world — “island caretaker.” The contest launched in January 2009, offering a paid ($150,000 AUS) position for six months. Applicants from around the world — nearly 35,000 of them from 20 countries — entered by sending 60-second video applications. Because applicants needed to demonstrate knowledge of the area, they were forced to learn more about the Reef region, thus raising awareness of the destination. The winner was Ben Southall, a diving and sailing enthusiast from the United Kingdom. Southall reported on his experience through blogs, photos and video diaries celebrating the islands. The campaign garnered plenty of worldwide attention, and news articles covering it are still searchable on Google. Not bad for a budget of less than $2 million.

Art Directors
Cristian Staal, Ralph Barnett

Creative Directors
Nancy Hartley, James Burchill

Account Directors
Anne-Maree Wilson, Adam Form, Edwina Gilmour

National Strategy Planning Director
Darren McColl

Senior Digital Producer
Jason Kibsgaard

BMW Z4 interactive campaign/Consumer campaign

Agency: Dotglu
Client:
BMW

BMW's Roadster has been popular among sports car enthusiasts and affluent men 30 to 40 years old. But to increase market share for its new Z4 Roadster, BMW wanted to expand this target audience and appeal to empty nesters. Creative for this interactive experience tied to a Robin Rhode painting exhibit in Grand Central Station in New York, where the cars were on display. The car's features were tied to the canvas in all of the creative, which included an iPhone app, as well as two Web sites BMWUSA.com and ExpressionOfJoy.com. The microsites saw more than 630,000 unique visitors. The homepage takeovers generated 159 million impressions and a 0.30% clickthrough rate, which led to a 336% increase in Web site traffic.

Creative Director
Aric Cheston

Associate Creative Directors
Anthony Monahan, Marc Hartzman

Art Director
Jonathan Cochran

Senior Copywriter
Aileen Calderon

Gillette body shaving/Consumer campaign

Agency: BBDO, New York / Proximity Canada
Client: P&G Gillette

Looking to sell its new full body shaver, the Gillette Fusion Power, the razor brand reached out to younger men who care about shaving and grooming. The goal was to build brand awareness and drive sales by creating a conversation about male body shaving, an underdiscussed subject. Gillette encouraged guys to “GO FURTHER” with their razors and suggested that by doing so, they would attract women. To help illustrate the concept, Gillette created a series of instructional how-to videos. The videos highlighted the best ways to remove body hair. The videos saw more than 5 million views and was one of the three most-watched videos the week of May 25, 2009. It was also popular on Twitter, with more than 445,000 Tweets linking to the videos.

Chief Creative Officers
David Lubars, Bill Bruce

Creative Directors
Jack Neary, Jon Krevolin, John Gagne

Art Directors
Ari Elkouby, Cory Smith

Copywriters
Brian Groves, Ryan Lawrence, Hope Grider, Jonathan Weiss

Valentines ‘09/Consumer campaign

Agency: AIM Proximity
Client: The Warehouse Limited

The Warehouse Limited wanted to recreate the magic of its 2008 Valentine's Day campaign in which 20,000 men registered for the opportunity to have a plane tow their love message across New Zealand. It ran a contest for the chance to win a full page ad in New Zealand's largest paper on Valentine's Day, where the winning man could advertise their personal love message. It e-mailed the prior year's entrants to promote the campaign, which encouraged men to visit the Warehouse Web site and create a personalized message on their webcams. The goal was to drive in-store sales. The registration site contained vouchers for Valentine's Day gifts. In five days, the site saw 12,000 unique visitors, and more than 260 people redeemed vouchers in-store.

Creative Director
Dave King

Head of Interactive Art
Aaron Goldring

Digital Business Director
Jose Alomajan

Senior Digital Producers
Andrew Simpson, Amanda Theobald

Senior Copywriter
Steve Anderson

BRONZE

Baby made on board/Consumer campaign

Agency: Proximity BBDO, Belgium
Client: Dodge

Dodge was launched in the Belgian market as the macho car brand. However, when it came time to sell its family wagon, agency Proximity BBDO had to maintain the macho joie de vivre while building a family-friendly image. The “Baby made on board” campaign dared prospects to test the backseat of the Dodge Journey and make a baby during the test drive. “Baby made on board” stickers were handed out, e-mails were sent and posters were put out, all leading to a Web site where the “action” was communicated. Predictors were given to every couple that went for a backseat “test drive.” Visitors were invited to spread the message by sending an interactive e-card to their girlfriend, or tease their friends with an e-card highlighting the importance of “coming together.” The campaign also was supported with radio commercials. Dodge said a total of 72 babies were born as a result of the campaign — or at least as close as their parents can figure.

Also placed bronze in the Interactive category.

Creatives
Proximity BBDO team

Take the wheel/Consumer campaign

Agency: Tequila
Client: Nissan Australia

Mirroring recession-driven trends in economies worldwide, car sales in Australia fell 22% in 12 months. Despite that, Nissan pressed ahead with its plans to launch a luxury sports car, the 370Z, as part of its Z series. Hoping to boost sales, it turned to agency Tequila, which focused its investment on the audience most likely to respond — auto enthusiasts, especially those who had owned cars in the Z series over the past 25 years. Despite the tough times, Tequila didn't set modest objectives. It wanted to exceed the sales records set by the launch of the 350Z in 2002. But how can you get people behind the wheel when they're not sure if the time is right for a new car? You bring the wheel to them. Wheels were mailed to prospects, who could go to a microsite, hold up the object to a webcam and activate a virtual test drive. Banner ads replicated the experience of being behind the wheel of the 370Z, with one connecting to users' webcams, showing different angles of the car's new cockpit as they turn their heads. The high-octane campaign produced the results Nissan was looking for: During June and July, demand ran at around 29 orders a week, equivalent to two months of sales for the 350Z. A total of 232 cars were sold during this period, leading to $15.7 million in sales.

Also placed bronze in the Interactive category.

Creative Director/Art Director
Marco Eychenne

Creative Director
Russ Tucker

Copywriter
Mark Cimarosti

Art Director
Claire Gillis

Digital Designers
Glenn Christensen, Kim Janson

Valentine's Day - Pepe/Consumer campaign

Agency: Atmosphere BBDO
Client: AT&T

AT&T wanted to play up the texting ability of the Samsung Propel device with this campaign that ran around Valentine's Day 2009. Atmosphere BBDO created a campaign with TV, online, print and social media components driving consumers to a microsite. Creative featured the lovelorn Warner Bros. skunk Pepe Le Pew, and a number of double entendres. The overarching metaphor was how the phone could help lovers connect through text and otherwise.

Senior Creative Director
Arturo Aranda

Associate Creative Directors
Melissa Hayworth, Marthinus Strydom

FINALISTS

Just Ask
Agency
Agency.com

Client
Ask Jeeves Inc.
ECD: Scott Briskman

Crazy
Agency
Direct Antidote

Client
Sage Peachtree
CD: Martin Strazovec

Connect Mr. Fong

Agency
Ogilvy & Mather, New York

Client
IBM
ECD: Susan Westre

Score a plane

Agency
AIM Proximity

Client
Air New Zealand
CD: Dave King

ElAutobus.org
Agency

OgilvyOne, Spain

Client
ING Direct
ECD: Jesús Rasines

Kinkiahorro
Agency
Wysiwyg/Razorfish

Client
Burger King
ECD: Marga Castaño

Crazy Wwworld
Agency
TBWA\WHYBIN\TEQUILA, New Zealand

Client
ASB
CD: Ron Fielding

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