Not for ducks / Consumer campaign
Client: Goodman Fielder Baking
Australia’s largest food manufacturer, Goodman Fielder Baking, was in a tough fix during the launch of its Wonder Performance bread in Australia. It knew it needed to reach both mothers, who buy the bread, and teenagers, for whom the enriched bread was designed. Luckily, everything turned out ducky. Literally. Agency BMF created a series of online viral videos that showed ducks behaving in extraordinary ways — such as surfing the waves or goofing around on an escalator. Wonder Performance then accepted the responsibility for this behavior in mainstream media with a TV ad showing a newscaster reporting on this strange duck behavior. The faux anchor cautioned that while the bread’s complex carbohydrates, protein and iron are good for teenagers, any ducks eating the bread would get a dose of extra energy and strength, resulting in who-knows-what kind of behavior. The lesson: Go ahead and feed the bread to teenagers, but please, do not feed the ducks. TV viewers were also encouraged to report any sightings of ducks gone wild by calling a toll-free number or visiting a Web site. This clever campaign connected with both teens and moms through the right channels, which included a duck-repellant ring tone, duck-watching blogs, street posters, print ads and online ads. At the same time, it delivered a funny message that resonated with teens who think bread is boring without skipping nutritional information for mothers.
Executive Creative Director
More from Integrated Campaign
Digital Creative Diresctor
Digital Art Director
Marketing Manager (client)
Offset the evil / Consumer campaign
Agency: Clemenger BBDO/Clemenger Proximity Sydney
How much violence can the average person engage in while playing video games and not begin to feel, well… evil? Or, at the very least, feel just a teensy bit guilty? Game maker Sega, in partnership with Clemenger BBDO/Clemenger Proximity Sydney, decided to reach out to the softer side of jaded hardcore gamers for the launch of its game Condemned 2 in Australia. A Web site, OffsetTheEvil.com, populated with rainbows, butterflies, ponies and fairies, was developed to allow gamers to experience something gentle — or to simply balance their karma — for every bad deed they’ve committed while playing Condemned 2. The bright color palette and the cheery images are dramatic contrasts to the dark, graphic visuals associated with most hardcore video games and the marketing used to support them. Visitors are given an “Evil Evaluation,” and encouraged to counter the effects of the evil they’ve committed while playing Condemned 2 by, say, listening to a nursery rhyme. Because the site brought a fresh look to this category, it was able to inspire interest in a gaming site among an audience that feels it certainly has seen it all and done it all already. In fact, the site received 33,878 visits — 35.5% over its target — and the game’s sales achieved a 40% jump over the previous year’s version.
Also placed Silver in the Microsite category.
Associate Creative Director
Love conspiracy / Consumer campaign
Agency: AIM Proximity
Client: The Warehouse Limited
It sounds like the set-up for a sitcom about an on-again, off-again couple: Our lovelorn leading lady thinks her unromantic partner has finally changed his ways, when he takes her to a secluded spot on Valentine’s Day and a plane flies overhead with a message reading, “Babe, I Love You.” She’s ecstatic — until she finds out her friends’ boyfriends did the same thing. With this amusing premise, New Zealand retailer The Warehouse Limited successfully engaged its target audience — men — and drove online sales for Valentine’s Day gifts while creating plenty of publicity. By adding a secret guys-only section that could be accessed by answering questions only guys would likely know, The Warehouse drew many first-time male customers to its site and told them how The Warehouse could help them impress their girlfriends without spending a cent. In this section, these romantically challenged fellows learned about the retailer’s plan to fly a plane with a romantic message trailing behind it, and how the men could tell their girlfriends that they had arranged it. The men could vote for the message and for where the plane would fly. Naturally, they saw suggestions for gifts available at The Warehouse. Once the voting was over, The Warehouse provided the guys with both the schedule and the route of the plane.
Also placed Silver in the Ambient/Guerilla category.
Deputy Creative Director
Head of Interactive Art
Sense & Sensibility / Consumer campaign
Client: Caja Madrid
In today’s volatile economy, it comes as no surprise that savvy consumers are searching for the best deals — especially from their bank. Spanish bank Caja Madrid wanted to tout its new deposit plan, which offered consumers a high interest rate. It also wanted to show it sympathized with consumers who might have a long-standing relationship with their current bank, making a switch difficult. The campaign’s message was that while Caja Madrid wanted the consumers’ business, the bank didn’t want them to lose a friend — their previous bank’s manager. So a farewell “I’m sorry” postcard depicting lovable dogs and cats was sent to consumers so that they could, in turn, send it to their old bank. The postcard included a musical chip which played an adaptation of a 1980s Spanish hit, “Olvídame Y Pega La Vuelta (Forget Me and Go Away).” Other elements of the campaign included TV spots, outdoor print advertisements, a self-help guide mailing, personalized viral video, radio ads, online banners and a Web site. The goal was to attract 2 million Euros in transfers from other banks and to acquire 10,000 new customers. By the end of the initiative, Caja Madrid far surpassed this goal — acquiring 4.57 million Euros and 21,744 new clients. More than 200,000 people visited the Web site and the banner ads had a 0.98% click-through rate.
General Creative Director
Executive Creative Director
Pablo González de la Peña
Victor Garcia Hoz
Lessons in leadership / Nonprofit campaign
Agency: M&C Saatchi Melbourne
Client: Save the Children
Children’s rights organization Save the Children wanted to increase its profile and brand awareness in Australia, where the organization is not quite as popular as it is in Europe and the US. Working with M&C Saatchi, Save the Children sought to reach opinion and business leaders. Because successful people tend to admire other successful people, the agency’s strategy was to tell these leaders the story of Eglantyne Jebb, who founded Save the Children in 1919. A motivational book entitled Lessons in Leadership from a Spinster in a Brown Cardigan, was sent out to these influencers. The book relates how, after World War I, Jebb was determined to fight for the rights of Europe’s starving children and how she endeavored to raise money to send them medicine and food. Jebb was the first to come up with the idea of sponsoring children in foreign countries, as well as eliciting celebrity endorsements — Albert Einstein and playwright George Bernard Shaw were among the first supporters. The book, which had a fold-out panel made to appear like books on a bookshelf, garnered many international reviews. Just one month after the launch of the campaign, tens of thousands in additional dollars were pledged to Save the Children. The book is now being used in the United States and across Europe and will soon be stocked in Australian bookstores.
Digital Art Director
The Monument / Nonprofit campaign
Client: Spanish Association of Gynecology and Obstetrics (SEGO)
Cervical cancer kills two Spanish women every day; it’s certainly a difficult problem to ignore. In fact, it’s one of Spain’s most common cancers, second only to breast cancer — but not enough women were aware of these facts. The association wanted to get the word out about a vaccine that can prevent the virus that causes cervical cancer, and to promote and encourage preventative practices. The solution was to create an integrated campaign and raise a monument to commemorate those who helped to spread the word about the cancer and its vaccine. SEGO put the word out about the monument, targeting mothers of 5- to 9-year-old girls and women from age 16 to 45 through TV, print and online. The association called on City Halls across the country to come up with ideas for a monument location. The name of the first 25,600 people to pass along the news would have their names engraved on the columns of the structure. The campaign was also promoted in schools and doctor’s offices, as well as by word of mouth. Ambient and on-the-street marketing also aided in the effort. Twenty-seven City Halls sent proposals for the monument. The city of Valencia was chosen and the monument was erected there. More importantly, the campaign worked — according to imshealth.com, the rate of vaccination for cervical cancer increased by an amazing 556% following the campaign.
Executive Creative Director
Pablo Gonzalez de la Peña
General Creative Director
Online Art Director
No one will know you are gone / Business campaign
Agency: Rapp New Zealand
Client: Telecom New Zealand
Telecom New Zealand Ltd. approached Rapp Auckland when Telecom wanted to introduce its new T-stick — a mobile broadband device for Macs — to New Zealand’s creatives. The plan started with early adopters. The push involved a pre-launch to creatives in the hope that they would use the product and then tell their friends. The challenge of the project was reaching a cynically blasé audience, who don’t usually think of Telecom as cool. The campaign focused on the best feature of the T-stick — it lets users work outside the office from any location. So they got creative, and employed blowup dolls. Because the consumer is still actively working, their boss may not know that they are not at their desk — especially with their inflatable creative double. Telecom sent out life-sized “creative body doubles” to help recipients get out of the office without anyone realizing they were gone. Key ad industry folks received a follow-up e-mail that appeared to be their own out-of-office notification. But when they opened it, the e-mail noted that they were probably still in the office working, but told them how different things could be if they employed the T-stick. The e-mails saw a 48.45% open rate and a 61.7% click-through rate.
Also placed Silver in the Direct Mail Dimensional category.
Executive Creative Director/Art Director
Head of Copy
Marcel de Ruiter
The Tenth Symphony / Business campaign
Client: Random House Mondadori
When Random House Mondadori teamed up with Spanish ad agency Shackleton, one goal was to pre-sell 30,000 copies of a new book called The Tenth Symphony; another was eventually to sell 50,000 more in 2008. The other goal was to position the publisher as a leader in the field. The challenge was how to highlight this specific book in a saturated entertainment market. So Shackleton positioned The Tenth Symphony as the bestseller “revelation” of 2008 by combining historical facts behind Beethoven’s Symphony No. 10 with narrative fiction, including anecdotes from famous composers. The novel deals with the great mystery surrounding the creation of this symphony, the details of which are still unknown. To get retailers and sellers excited about the new book, the campaign targeted the Random House Mondadori sales force, large Spanish retailers, as well as about 3,500 smaller bookstores across Spain. The marketing strategy had three phases. The first was to build buzz around the book to stir word-of-mouth conversations. The second was an invitation to a concert to draw on PR. The third was the presentation of the book. And it worked. Random House sold 21% of the 30,000 pre-sell goal in the first three weeks of the campaign. The results were so attractive that the marketing department at Random House Mondadori will use the same campaign in other countries where The Tenth Symphony is released.
Executive Creative Director
Interactive Art Director
Germville: A sick place to live / Business campaign
Agency: The Factory Interactive Inc.
Client: Coverall Health-Based Cleaning System
Coverall Health-Based Cleaning System wanted to try something new to reach businesses that hire commercial cleaning services. Traditionally, most cleaning services are promoted with an aesthetic goal in mind — that is, to have a nice-looking office. The new approach, however, worked to bring awareness to the importance of hygiene as well. That’s how Germville, a frightfully germ-filled “neighborhood” that is a “sick place to live” — thanks to its population’s poor cleaning habits — was born. The integrated campaign approach put Coverall in the role of a hero, with a multitouch direct mail campaign that combined four postcards and a three-piece dimensional mailer calling on recipients to visit Germville.com. The Web site is a video-enabled rich media destination where germs are brought to life through characters such as Missy Coli, Sal and Ann Monella and Mike Robe. Germville’s quirky storyline leads the visitor through silly vignettes that aim to educate the viewer about how a germy environment poses real challenges. The site includes an opt-in assessment tool which helps Coverall generate leads, while the Web site was embedded with a back-end system that tracks user behavior and helps identify areas of the project that can be adjusted as the campaign is developed. The lead generation is also integrated with Coverall’s CRM technology, which makes for plenty of opportunities for a clean follow-up.
VP Interactive Media