In the cut-throat internet service provider industry, 013netvision was facing a real challenge from a newcomer. This campaign aimed to put the dampener on the new challenger and make sure 013netvision's customers stayed loyal.
In only the second ever creation of a Sidekick, the Best of Both campaign was a complete, ATL, BTL and TTL campaign to promote a completely new type of Mobile Phone plan. To best explain this complex new mobile plan a suite of ads were created, with specially filmed green screen footage in one of Irelands largest studios. This culminated in a Sidekick ad which encouraged users to play with a character called “Bill” in Leaderboards, MPUs and a Sidekick to learn more about the Best of Both.
Research shows that fans of E4's youth drama Skins use Windows Live Messenger while they're watching the show. This Skins Messenger “live” BOT fired out messages related to specific scenes in the show as the viewer is watching. The BOT tells them about music, styling, and behind the scenes gossip. Plus, during ad breaks, the BOT prompts users to watch exclusive video through the activity window on Messenger. This was the first time that Messenger has ever been used to deliver a truly cross-platform experience.
Entrant Agency:
Ethan & Alice Marketing, Inc./ Microsoft Advertising
Campaign:
Reveal the secret of timeless style
Campaign Description:
The goal of LG’s first ever Multinational campaign was to promote the launch of the LG Secret mobile phone in countries including Germany, France and the UK. Along with a streamed full-length commercial, the ad showcased four key features of the new handset. With multiple stream videos and large images in the skin, this ad functioned as a dynamic and aesthetically attractive mini site to raise awareness of LG Secret.
The creative idea in this campaign is a hand gesture that has a dual meaning - victory and perfection - which reinforces the dual functionality of the phone.
“Jazz Life” is a concept all about freedom, truth, spirit and enjoying life to the full. Through the features of the new Samsung Anycall i908E mobile, users can feel elite and experience the quality of Jazz Life. On a minisite, we see images of freedom and how the new mobile helps people to take care of business so that they can then enjoy quality leisure time. Minisite page views topped 8,000,000 while over 1,000,000 took part in the “Jazz Life” game.
The minisite creates a dreamlike space using the design elements of water and metal with the Samsung Anycall. The new handset's fashionable appearance is highlighted as are its touch screen and other multimedia functions. The campaign generated 932,775 ad clicks.
This campaign for Samsung's Touch digital camera used the touch experience to highlight the product's features by showing different lifestyles of various consumers.
The key selling point of the Samsung X360 is that it’s the lightest standard size laptop in the world. The relaxed and fashionable style of the campaign microsite demonstrates the benefits of this lightness and uses the slogan "X360, lightly seize my heart."
Campaign:
The Photographic Adventures of Nick Turpin
Campaign Description:
Brief: Launch the 8MP Samsung Pixon Camera phone which is perfect for capturing 'unexpected moments'. The solution? A street photographer named Nick Turpin took a photo in his home town of East Dulwich and uploaded it to a website on 22 October. The public could then click on anything in that photograph. The object with the most clicks then became the next subject that Nick had to get in his next photograph. Nick's Adventure lasted 28 days with the public sending him across Europe, America and Asia.
With gangsters after him, and his memory wiped, Johnny X has to rely on his X1 to piece his life back together. Filmed over 10 days in Bangkok, this high-octane 9 part online thriller bears all the hallmarks of a Hollywood movie – for the price of a TV commercial. Over 20 minutes, the story unfolded culminating in a tantalising cliffhanger. In that time we not only showcased the phone in glorious detail but also brought the brand to life. A significant audience driver was the online advertising. Within the ads themselves we streamed the episodes sequentially. We were able to recognise which episodes the user had already seen and deliver them the next one in the series. This activity resulted in over 6 million episode views in the first 4 weeks as audiences followed the drama.
Campaign:
The Incredible Hulk - Don't make me angry
Campaign Description:
Producing a campaign for such a keenly awaited movie demanded the very best. Profero focused on advertorial pieces, representing the strength and spectacular nature of the Hulk, generating awareness through interactive placements.
This campaign consisted of one significant ad which ran as a road block on the MSN India home page. The standard banner told users how to place an order for a Tata Sky connection while animated skinner panels along with an expandable 300x250 unit played the TV commercial. The idea was to communicate a link between Tata and Sky and this was done through the theme of marriage depicted by the characters as well as the layout of the ad. Users liked the innovative use of space and the element of fun.
In a competitive market, this campaign aimed to raise awareness of TDC’s Broadband-2-Go mobile broadband service. The “More Mobile” concept features animated banners working together on the same page that drive traffic to the campaign website. The main campaign character sits with his laptop in the top banner, while in the banner below a ball bounces up and down. As the user’s mouse touches one of the banners, the character’s left arm stretches across the page to steal the ball and take it back to his own banner. The ball is instantly replaced in the second banner by another object from one of the five short movies from the campaign website. This was the first time that an online concept for TDC had dictated the guidelines for the offline part of a campaign.
Telefonica is one of the biggest telecom companies in Brazil. Well known by its telephony services, Telefonica had the challenge of launching a cable TV service where other players had, for years, establish their solid market shares. The online campaign a had triple mission: present the new service, show its programming variety and to drive traffic to the selling hotpage. By using interactivity, the users could experience what the service was all about.
This campaign encouraged Telia customers to send more MMS messages when they are at special events or on holiday. At the Swedish Melody Festival, everyone with a Telia mobile was able to use Telia MMS Studio to edit photos adding glamorous accessories such as wigs, make up, feather boas etc before sending them on to friends. In the run-up to Valentine’s Day, the theme was “improve your odds before the holiday of love” and the banners showed how easy it is to create a fun and personal MMS-message.
TIM was the first mobile phone service provider to introduce the Nokia N95 handset to the Brazilian market. Targeting users of TIMS’s 3G service plan, this campaign emphasised one of the N95’s many features: the camera's zoom. The message was that satellite picture tools such as Google Maps or MSN Live Maps don’t offer the same level of zoom as the Nokia N95, which is available exclusively through TIM 3G.
This successful campaign promoted this upcoming TV series four hours before the programme aired. Result? A great response from viewers and a very happy client.
The dynamic and action-packed nature of "Transporter 3" was transferred into an attention-grabbing and exciting advertising tool. The key element was one of the main threads of the film's storyline: A device attached to main character Frank Martin's wrist that will explode if he moves too far away from his car. This device was attached to the mouse of the user who could directly influence the action and control the video.
To create a sense of anticipation for the movie release of High School Musical 3, this rich media banner engages the user with a game that creates images from the film. There are also various wallpapers available for download.
Wall-E the main character of the new Disney/Pixar movie tells users that he likes to collect very original objects. He then asks the user if they want anything special. If the user types in the name of an object, a few minutes later they receive an email with the object they are looking for. Try it!
This international viral campaign aimed at teenagers promoted the launch of the new Batman movie “The Dark Knight”. Numerous homepages were set up featuring the scary main character, The Joker. On MSN Today, a banner announced the film’s launch showing The Joker’s dark smile as he prepares to destroy everything in his way. Making the daily news less serious, the user is invited to change the Homepage’s appearance by clicking on the banner. Instead of a banner that simply promotes the film, the ad releases sunken black eyes, blood-drenched smiles and HAHAHAHA laughter which then perch on the word and pictures of the MSN Today page. This innovation allows the “jokerisation” of the whole content which can then be restored by clicking again on the banner. The campaign worked well as young people have a strong sense of fantasy and they were able to get into the spirit of the film, creating a lot of buzz around it.
This international viral campaign aimed at teenagers promoted the launch of the new Batman movie “The Dark Knight”. Numerous homepages were set up featuring the scary main character, The Joker. On MSN Today, a banner announced the film’s launch showing The Joker’s dark smile as he prepares to destroy everything in his way. Making the daily news less serious, the user is invited to change the Homepage’s appearance by clicking on the banner. Instead of a banner that simply promotes the film, the ad releases sunken black eyes, blood-drenched smiles and HAHAHAHA laughter which then perch on the word and pictures of the MSN Today page. This innovation allows the “jokerisation” of the whole content which can then be restored by clicking again on the banner. The campaign worked well as young people have a strong sense of fantasy and they were able to get into the spirit of the film, creating a lot of buzz around it.
