Category Archives: campaign

New Tic Tac Campaign

Our clever Vizeum people in CPH made this campaign with Buzzanova and it is quite interesting. 

See also the campaign site for tictac micha, the human beat machine from Uzbekistan

And it has its own little Guitar Hero Spoof (one more).

micha-guitar-hero-spoof

Congratulations to Diesel with XXX-birthday

Diesel turns 30!

With a trackrecord of creating a certain hype and attention around everything they do, a birthday giving the roman numbers XXX couldn’t pass by without a controversial campaign. 

This is dirty, fun and intriguing in an absurd way. So if anybody haven’t seen it yet, here is the viral campaign kickstarting the event follow by a huge facebook driven campaign inviting to the world’s biggest party.

This moment the facebook event has 6.440 confirmed guests, and the events will be broadcasted live on www.diesel.com

Trick Charity

Unlike my dear collegue Daria, I think charity packaged as events is a pretty good idea. Of cause I follow the points about just being good… But as well as anything else, nothing is black or white. Google’s campaign for making the world a better place isn’t just to do good either – it is all a question of branding and doing it in a clever way. So with the crowded charity marketplace these days you need to do it all a little bit different to get attention – and money. And if that means making food, getting restaurants to sponsor locations, food companies to give ingrediences and getting people to pay an amount they find fair for the experience – and more money than they would ever give to regular charity, I think it is a pretty good idea.

Last week an event called “Dine with your heart” was arranged in Aarhus and we supported them with comms strategy for the project. Though we were involved a little bit too late to really make a difference, we had some good talks with the team behind it and it was a pleasure working with them. And all the way through, it was a really good experience with lots of happy people, interesting networking and cool conversations.

I worked for free, gave my best ideas up for grabs, had a wonderful meal with the agency and “Red Barnets Katastofefond” got a lot of money they wouldn’t have had, if we hadn’t done it.

In respect and love for different opinions, here’s the link to Daria’s post on not king the idea at all 🙂

Interactive shop windows

 

 

I have to blog about this special innovation, which just went live 72 meters from the agency in Aarhus. In a world where we are hunting down new connections with our precious consumers, the shop and the experiences there, play a key part in the communication process. CAVI in Aarhus has been working on a solution for three years where the shop window interacts with the people passing by.

Here is the description of the Dynamically Transparent Window from CAVI‘s website:  

A Dynamically Transparent Window responds to the movements of people passing by. Using a camera, passers-by are tracked, and the data is processed by a system that controls custom-built interactive windows on the facade. The windows are fitted with so-called electro-chromatic foil that can change from opaque to transparent when an electric current runs through it. By using thin strips of the foil, narrow bands on the facade change in order to reveal what is on display in the store when people walk by the window. The facade uses various interaction modes in order to lure the by-passers near and make them explore the display. 

And here the Youtube video explaining the details:

Reminds me a bit about a Tomato project I saw at an evening inspiration session at LYNfabrikken where they did some work interacting with the passing by’s. I think it was with Asahi TV and with another project working with air to flow to giant sculptures when passing them. (If anybody remembers exactly – please help :))

But this is interesting and I just held a focusgroup working with a pitch for H&M in Denmark where all the young women talked about how important the shopping window were for them. So this is interesting. Hope they will tell more about the results and reactions afterwards. 

Nimby planning

The word Nimby seems to accelerate its meanings these days, so I will hereby join the choir and extent its reach to the planning sphere. So I’ll introduce the concept of Nimby planning. Everybody working with advertising know the  situations in which  co-workers or clients agree fully on the strategy. They nood at the insights on the need for a digital strategy or a creative media plan. You feel that the meeting was beneficial and that we all moved a step further into a bright future. You sleep well that night.

Next morning the “nimpy” feel steps in. You get a call; “Ohh we just talked about the strategy for next year and about blogging we don’t think we have the ressources. And by the way the creative outdoor campaign; It’s really great, but can we get the same reach as TV gave us last year?, and the thing about activation the social networks; our chief of sales says trade won’t accept it”

Ten days later you take last years strategy and copy paste it to 2008. That’s really a nimpy feel. We all know what’s right; but not in my backyard (or with my marketing budget) . Nobody ever get fired for recommending TV. (But they will in the future!)

So this is Nimpy planning. Here is wikipedias explanation of NIMBY:

NIMBY (an acronym of Not In My Back Yard) describes the phenomenon in which

residents designate a development as inappropriate or unwanted for their local area, even if the development is clearly a benefit for many.

NIMBY and its derivative terms NIMBYism, NIMBYs, and NIMBYists, refer implicitly to debates of development generally or a specific case, and as such their use is inherently contentious. Also, it is a relatively recent term, the first printed usage of which the Oxford English Dictionary identifies as being in 1980 in the Christian Science Monitor, and the nuances of which are still disputed. The term is usually applied to opponents by advocates of a development, implying that those opposing the debated development, or at least their viewpoint in such regards, is narrow, selfish, myopic, hypocritical or otherwise limited.