Published on February 24, 2014
DIGITAL REPORT 100 INSPIRING CASE STUDIES FOR 2014
DIGITAL TERRITORY IS DIGITAL A MEDIA? A FORMAT? A CHANNEL? A TOOL? A TECHNIQUE? DOES DIGITAL HAVE A DEFINITION? At W, we do not want to rush into defining digital, since we believe, like a brand, that digital is a wide range of practices, ideas and resources. Like brands, digital is a territory, with all the associated complexity. Inhabitants, a culture and a history; conventions, practices and laws; a philosophy and battles. DIGITAL CREATIVITY I FEBRUARY 2014 2
DIGITAL TERRITORY In this Digital Creativity report, we have chosen to focus on one part of this vast territory – the advertising approach. What is a digital idea? What are the mechanics and motives of these ideas? BUILDING ON THE 500 CASE STUDIES FEATURED ON THE W BLOG IN 2013, TODAY WE OFFER YOU 100 CASE STUDIES BROKEN DOWN INTO THREE TRENDS. All the case studies contained in this report are international, carried out in countries other than France. DIGITAL CREATIVITY I FEBRUARY 2014 3
1 2 3 DIGITAL DIGITAL DIGITAL How do brands use digital to provide real evidence of their message? How do brands use digital to offer "added value" to consumers? How are brands adopting the digital culture to adapt to the age? 1.1 UX-PROOF 2.1 BEYOND THE AD 3.1 THE 5 COMMANDMENTS 1.2 “IT’S A TRAP!” 2.2 “YOU HAVE A MESSAGE” 3.2 DIGITAL DETOX 1.3 BORN IN THE STREET 2.3 A HELPING HAND 3.3 YES WE CAN 1.4 IMPOSSIBLE IS NOTHING 2.4 SOCIAL UTILITY 3.4 AN IDEA OR A PET 1.5 THIS IS NOT AN AD 3.5 LIKE A VIRGIN 1.6 PROOF “IN PROGRESS” 3.6 DIGITAL HOLD-UP 1.7 SLIGHT EXAGGERATION! 3.7 WTF DIGITAL CREATIVITY I FEBRUARY 2014 4
1 DIGITAL HOW DO BRANDS USE DIGITAL TO PROVIDE REAL EVIDENCE OF THEIR MESSAGE? DIGITAL CREATIVITY I FEBRUARY 2014 5
1 DIGITAL WASHING POWDER WHICH WASHES WHITER, SHAMPOO WHICH MAKES HAIR STRONGER, OR SUGAR-FREE PRODUCTS AS DELICIOUS AS HIGHER CALORIE VERSIONS – BRANDS ALWAYS HAVE SOMETHING TO PROVE. Digital has provided these brands with new ways and new tools to convey these messages. Ariel washing powder creates a connected laundry in a train station, Unilever shampoos organize a concert with violins whose strings have been replaced with hair, Coca-Cola tricks plane passengers and a cinema audience to demonstrate that Zero is just as good as the original product. DIGITAL CREATIVITY I FEBRUARY 2014 WHAT'S NEW? BRANDS' ATTITUDE Rather than offer proof of their message via scientists in white coats, they are creating events allowing customers and consumers to conduct real-life experiments to provide proof of the product. Real experiments, mostly using staged shoppers, are filmed and broadcast to support advertising space on the web and sometimes on TV. This allows millions of consumers to learn the results of an experiment they have not taken part in, like those they were told about in the era of researchers in white coat. Basically what is new about this advertising is that actors playing consumers have replaced actors plating scientists. 6
1 DIGITAL HOW DO YOU PROVIDE PROOF THROUGH A DIGITAL CAMPAIGN? 7 UNDERLYING TRENDS 1 2 3 4 5 6 7 UX-PROOF “IT’S A TRAP!” BORN IN THE STREET IMPOSSIBLE IS NOTHING THIS IS NOT AN AD PROOF “IN PROGRESS” SLIGHT EXAGERATION! DIGITAL CREATIVITY I FEBRUARY 2014 7
1 1 DIGITAL UX-PROOF WHEN A CAMPAIGN OFFERS PROOF THROUGH EXPERIENCE PLACE THE TRUTH IN FRONT OF THE CONSUMER WHO IS MORE ATTENTIVE DUE TO BEING A PARTICIPANT MELBOURNE REMOTE CONTROL TOURIST The Melbourne gives webusers the pleasure of exploring the city via remote-controlled tourists who do what they are asked. http://wcie.io/DC_melbourne DIGITAL CREATIVITY I FEBRUARY 2014 8
1 1 DIGITAL UX-PROOF (+) http://wcie.io/DC_samaritans http://wcie.io/DC_ﬁftyﬁfty http://wcie.io/DC_volkswagen The volunteer association counselling people considering suicide presents a suicide via an interactive poster. To give the cinema audience a sense of what it is like to be homeless, the charity turned the air-conditioning up to maximum. QR codes on the blankets handed out allowed the audience to make donations. The car manufacturer plays the tapping on the shoulder joke to promote its rearview mirrors with no blind spot. DIGITAL CREATIVITY I FEBRUARY 2014 9
1 1 DIGITAL UX-PROOF (+)(+) http://wcie.io/DC_tide The washing powder brand aims to demonstrate to young students that there is nothing complicated about washing clothes with Tide by offering them a self-washing T-shirt. DIGITAL CREATIVITY I FEBRUARY 2014 http://wcie.io/DC_subway The restaurant chain promotes balanced meals for children by allowing parents to watch their offspring do the shopping by themselves. 10
1 2 DIGITAL IT’S A TRAP! WHEN A CAMPAIGN TRICKS A CONSUMER IN ORDER TO OFFER PROOF OF A MESSAGE SURPRISE THE CONSUMER BY ILLUSTRATING THE PROOF IN AN IRREFUTABLE WAY COCA-COLA ZERO PASSENGERS The brand tricks aircraft passengers to prove that Coca-Cola Zero has the same taste as Coca-Cola. The passengers thought they were drinking the original product when in fact it was the Zero version. http://wcie.io/DC_cocacolazero DIGITAL CREATIVITY I FEBRUARY 2014 11
1 2 DIGITAL IT’S A TRAP! (+) http://wcie.io/DC_carlsberg http://wcie.io/DC_elmsta3000 http://wcie.io/DC_nivea2 The brand associates its image with friendship and invites some of its consumers to trick their best friend by asking them to pick them up from an illicit poker game. A horror ﬁlm festival terriﬁes guests by sending them photos of their houses via MMS. To promote its deodorants, Nivea stresses out passengers in a train station by making them believe they are wanted by the police. DIGITAL CREATIVITY I FEBRUARY 2014 12
1 2 DIGITAL IT’S A TRAP! (+)(+) http://wcie.io/DC_sony http://wcie.io/DC_oralB To mark the release of the horror ﬁlm “Carrie”, Sony Pictures set up a candid camera to present customers in a café with paranormal phenomena. Taking advantage of Halloween and the excessive sugar consumption at that time of year, the brand tricks children by offering them vegetable treats. DIGITAL CREATIVITY I FEBRUARY 2014 13
1 3 DIGITAL BORN IN THE STREET WHEN A CAMPAIGN CREATES ASTONISHMENT A DISTURBING OR UNUSUAL SCENE TO AROUSE CURIOSITY AND CREATE SUBJECTS FOR DISCUSSION ON THE WEB LOVEVELO BUBBLE WRAP The charity demonstrates the importance of wearing a bicycle helmet by covering Zurich's landmarks with bubble wrap http://wcie.io/DC_lovevelo DIGITAL CREATIVITY I FEBRUARY 2014 14
1 3 DIGITAL BORN IN THE STREET (+) http://wcie.io/DC_fursleben http://wcie.io/DC_sydney http://wcie.io/DC_emiratesNBD The charity creates shock by highlighting how long the wait is to receive an organ by placing a patient on a station platform. The city of Sydney creates a sculpture from cigarette butts to remind smokes of the negative impact of cigarette butts on the environment. The largest bank in the Middle East emphasizes its overwhelming presence by inventing ATMs which can move around. DIGITAL CREATIVITY I FEBRUARY 2014 15
1 3 DIGITAL BORN IN THE STREET (+)(+) http://wcie.io/DC_freetheforced http://wcie.io/DC_lavoz The charity denounces forced marriages with lovers demonstrating their true love by unlocking padlocks. The “Free the forced” padlocks feature a QR code linking to a donation site. The Argentinian daily paper, tired of reporting on road trafﬁc accidents, creates signs out of wrecked cars. DIGITAL CREATIVITY I FEBRUARY 2014 16
1 4 DIGITAL IMPOSSIBLE IS NOTHING WHEN A SIMPLE ANALOGY CREATES A SURPRISING EVENT MAKING THE IMPOSSIBLE OR UNBELIEVABLE POSSIBLE IN ORDER TO MAKE AN IMPRESSION AND OFFER PROOF OF A PRODUCT ATTRIBUTE UNILEVER CONCERTO In order to promote its hair care products, Unilever organizes a concert in which violin bow strings are replaced by real human hair. http://wcie.io/DC_unilever DIGITAL CREATIVITY I FEBRUARY 2014 17
1 4 DIGITAL IMPOSSIBLE IS NOTHING (+) http://wcie.io/DC_euglena http://wcie.io/DC_unesco http://wcie.io/DC_vitamilk The energy drink brand promotes its product by driving a truck running on Euglena as its only fuel. To mark the International Day on Prevention of Child Abuse, a newspaper was printed entirely from children's ﬁrst names. The energy drink creates a machine to recharge mobiles from old batteries thought to be empty. DIGITAL CREATIVITY I FEBRUARY 2014 18
1 4 DIGITAL IMPOSSIBLE IS NOTHING (+)(+) http://wcie.io/DC_virginmobile The mobile demonstrates how easy it is to change package in the blink of an eye via a video using face recognition, changing scenes when the watcher blinks: blinkwashing. DIGITAL CREATIVITY I FEBRUARY 2014 19
1 5 DIGITAL THIS IS NOT AN AD WHEN A PRODUCT BECOMES THE SOURCE OF ARTISTIC CREATIVITY CREATING A CULTURE OR A LEGEND AROUND YOUR BRAND OR PRODUCT INTEL & TOSHIBA THE BEAUTY INSIDE “The Beauty Inside” is a ﬁlm released on YouTube in several parts, designed to prove that genuine beauty lies within. The tool allowed web-users to take on the role of the hero. http://wcie.io/DC_Inteltoshiba DIGITAL CREATIVITY I FEBRUARY 2014 20
1 5 DIGITAL THIS IS NOT AN AD (+) http://wcie.io/DC_sony2 http://wcie.io/DC_felix http://wcie.io/DC_controlarms The hi-ﬁ brand promotes its new helmet by holding a virtual festival musical. By scanning posters, consumers can watch concerts by popular groups. To thank its Facebook fans, the ketchup brand commissioned artist Nathan Wyburn to produce portraits of a number of ketchup fans. The international charity combatting arms dealing organized an exhibition featuring paintings created from blood from murders: the exhibition which should not have existed. DIGITAL CREATIVITY I FEBRUARY 2014 21
1 5 DIGITAL THIS IS NOT AN AD (+)(+) http://wcie.io/DC_nike2 The sports equipment manufacturer teamed up with director Casey Neistat to promote its Fuelband bracelet. DIGITAL CREATIVITY I FEBRUARY 2014 22
1 6 DIGITAL PROOF “IN PROGRESS” WHEN PROOF IS PROVIDED IN REAL TIME, IN FRONT OF THE CONSUMER'S EYES SHAPE THE SITUATION IN REAL TIME TO REINFORCE SENSATIONS OF PROXIMITY, COMMITMENT AND TRUTH WWF ALLFORBEAR The NGO launches an interactive website to raise people's awareness of global warming. As more individuals register, the ice pack expands saving more polar bears. http://wcie.io/DC_WWFmoscou DIGITAL CREATIVITY I FEBRUARY 2014 23
1 6 DIGITAL PROOF “IN PROGRESS” (+) http://wcie.io/DC_shine http://wcie.io/DC_WWF http://wcie.io/DC_nike The charity ﬁghting family violence emphasizes that alcohol often plays a harmful role via coaster with thermographic ink The NGO attacked deforestation by removing the turf from a football pitch during a live match. The sports equipment manufacturer promotes its new Flyknit running shoe, “as if knitted on your foot”, with a giant display in which the running shoe is knitted in real time on a foot. DIGITAL CREATIVITY I FEBRUARY 2014 24
1 6 DIGITAL PROOF “IN PROGRESS” (+)(+) http://wcie.io/DC_volkswagen3 The car manufacturer promotes its New Beetle by organizing a live insect race proving that the little creatures are not so slow. DIGITAL CREATIVITY I FEBRUARY 2014 25
1 7 DIGITAL SLIGHT EXAGERATION! WHEN A CAMPAIGN ILLUSTRATES THE PROOF IN A GLIB WAY TAKE THE PROOF TO ITS EXTREME TO MAKE THE MESSAGE OFFBEAT AND/OR UNDENIABLE. MICROSOFT WINDOWS 8 To promote the simplicity of its new version, Windows gives it to children who manage amazingly well. http://wcie.io/DC_microsoft DIGITAL CREATIVITY I FEBRUARY 2014 26
1 7 DIGITAL SLIGHT EXAGERATION! (+) http://wcie.io/DC_audi http://wcie.io/DC_Renault http://wcie.io/DC_sprite The car manufacturer promotes its R8 model by challenging web-users to photograph the car while it crosses the screen. To promote its new Clio RS, the French manufacturer reinvents speed dating, with the meeting taking place in a vehicle during a race. The carbonated drink wanted to demonstrate its capacity to refresh beachgoers by ﬁlming them in slow motion being hit by a water bomb. DIGITAL CREATIVITY I FEBRUARY 2014 27
1 7 DIGITAL SLIGHT EXAGERATION! (+)(+) http://wcie.io/DC_statefarm The insurance company presents a robot attack on Google Street View to then show that it is the only insurer capable of supporting individuals in this type of situation. DIGITAL CREATIVITY I FEBRUARY 2014 28
2 DIGITAL HOW DO BRANDS USE DIGITAL TO OFFER "ADDED VALUE" TO CONSUMERS DIGITAL CREATIVITY I FEBRUARY 2014 29
2 DIGITAL “BRANDS SHOULD BE RECOGNIZED AS BEING OF PUBLIC VALUE”. IS BRANDS' NEW CHALLENGE “BRAND UTILITY”, DOES DIGITAL ENCOURAGE BRANDS TO BE MORE USEFUL? This question is less obvious than it appears. Although many brands now offer a range of minor services to enhance their promise, give it meaning, or encourage purchase of their products, this technique may not be new. Didn't Michelin create its guide to encourage drivers to travel (and wear their tyres out more as they do so)? DIGITAL CREATIVITY I FEBRUARY 2014 WHAT'S NEW? ACCESSIBILITY BY BRANDS. A service via Facebook, a smartphone app, a microsite, a connected object, services developed using digital technology have the same objectives as services developed by brands in the pre-internet era. However the low cost of some services now allows brands to develop more services, often for smaller targets with, it must be admitted, less certain return on investment… 30
2 DIGITAL HOW IS IT POSSIBLE TO OFFER "ADDED VALUE" USING DIGITAL TOOLS? 4 UNDERLYING TRENDS 1 3 4 BEYOND THE AD DIGITAL CREATIVITY I FEBRUARY 2014 2 “YOU HAVE A MESSAGE” HELPING HAND SOCIAL UTILITY 31
2 1 DIGITAL BEYOND THE AD WHEN A BRAND TRANSFORMS ITS PROMISE INTO A USEFUL SERVICE A MORE OR LESS SURPRISING SERVICE WHICH REINFORCES THE BRAND'S POSITIONING BY BEING USEFUL TO THE CONSUMER NIVEA NIVEA SUN To promote its sun creams, Nivea develops an insert in a magazine to recharge smartphones using solar power. http://wcie.io/DC_nivea DIGITAL CREATIVITY I FEBRUARY 2014 32
2 1 DIGITAL BEYOND THE AD (+) http://wcie.io/DC_volkswagen2 http://wcie.io/DC_ford http://wcie.io/DC_nestle To promote its start/stop technology, the manufacturer creates a facial recognition plugin for YouTube which stops the video when you are not watching. To illustrate its Go Further promise, Ford created a prepaid smartcard for travelling free on the motorway. To mark breast-cancer screening week, the brand continued to take care of women by creating a bra which tweets as a reminder of the importance of screening. DIGITAL CREATIVITY I FEBRUARY 2014 33
2 1 DIGITAL BEYOND THE AD (+)(+) http://wcie.io/DC_utec A technology and engineering university promoted its teaching with a panel producing drinking water. DIGITAL CREATIVITY I FEBRUARY 2014 34
2 2 DIGITAL “YOU HAVE A MESSAGE” WHEN A BRAND FACILITATES COMMUNICATION BETWEEN CONSUMERS FORGING A COMMUNITY OF CONSUMERS TO FACILITATE COMMUNICATION ABOUT A BRAND/PRODUCT BUDWEISER BUDDY CUP To promote the friendly experience of drinking beer, Budweiser invented the Buddy Cup which adds your drinking buddy as a friend on Facebook. http://wcie.io/DC_budweiser DIGITAL CREATIVITY I FEBRUARY 2014 35
2 2 DIGITAL “YOU HAVE A MESSAGE” (+) http://wcie.io/DC_durex http://wcie.io/DC_virgin http://wcie.io/DC_cadbury To promote the theme of love on St Valentine's Day, Durex offered lovers all its advertising space for them to declare their passion. The American airline company launched a Facebook application enabling you to meet the person due to sit next to you on the ﬂight. To promote the taste of its chocolate, Cadbury refurbished an old press to enable consumers to convey messages by engraving them on bars of chocolate. DIGITAL CREATIVITY I FEBRUARY 2014 36
2 2 DIGITAL “YOU HAVE A MESSAGE” (+)(+) http://wcie.io/DC_cornetto http://wcie.io/DC_colgate http://wcie.io/DC_starhub The ice-cream manufacturer invited beachgoers to take to Twitter to declare their summer romance. If the tweet was selected, it was ﬂown over the beach on a banner attached to the back of a plane. The toothpaste brand used Twitter to help web-users communicate the sensitive message “you've got something between your teeth" in a tweet. This telecommunications specialist in Singapore offers an application allowing blind and partially sighted people to share a photo by receiving a description from other users. DIGITAL CREATIVITY I FEBRUARY 2014 37
2 3 DIGITAL HELPING HAND WHEN A CAMPAIGN PROVIDES ME WITH VALUE-ADDED BRINGING VALUE-ADDED TO A PRODUCT/BRAND TO FACILITATE CONSUMERS' USE BALLANTINE’S BALLANVINE’S The brand offered new ways of consuming its product by cleverly using Vine, a new social network, symbolizing speed, simplicity and innovation. Each six-second Vine is a new recipe. http://wcie.io/DC_ballantines DIGITAL CREATIVITY I FEBRUARY 2014 38
2 3 DIGITAL HELPING HAND (+) http://wcie.io/DC_hellmanns http://wcie.io/DC_kbc http://wcie.io/DC_malmo The mayonnaise brand ﬁtted supermarket trolleys with a digital system offering recipe ideas according to your location Belgian bank KBC demonstrated its commitment to entrepreneurs via a site promoting market needs by area. The Malmö DIY store offered its Facebook fans the ToolPool application allowing rental of tool box. DIGITAL CREATIVITY I FEBRUARY 2014 39
2 3 DIGITAL HELPING HAND (+)(+) http://wcie.io/DC_sky http://wcie.io/DC_pause http://wcie.io/DC_topshop The Brazilian TV station offered web-users the chance to record their program remotely via a simple tweet: #SKYREC. This store specializing in the sale of hi-ﬁ equipment offers a website to calculate the sound system and maximum power at which you can listen to music in your home. The UK Fashion giant teamed up with Pinterest to facilitate Christmas shopping. DIGITAL CREATIVITY I FEBRUARY 2014 40
2 3 DIGITAL HELPING HAND (+)(+)(+) http://wcie.io/DC_stiegl This beer brand cleverly helped consumers to choose between drinking and driving with a label that was also a public transport ticket. DIGITAL CREATIVITY I FEBRUARY 2014 http://wcie.io/DC_huggies Huggies invented the connected nappy allowing parents to know when their child needs changing via an application. 41
2 4 DIGITAL SOCIAL UTILITY WHEN A DIGITAL CAMPAIGN BEARS GOOD RESULTS IN REAL LIFE GIVING REAL-LIFE IMPACT TO DIGITAL CUSTOMS IN ORDER TO MONETIZE NEW BEHAVIOURS MANOS UNIDAS FOODSHAREFILTER To raise money to combat hunger, the charity harnessed the trend for food photos on Instagram by creating the Foodshareﬁlter for €0.89. http://wcie.io/DC_manosunidas DIGITAL CREATIVITY I FEBRUARY 2014 42
2 4 DIGITAL SOCIAL UTILITY (+) http://wcie.io/DC_MSF http://wcie.io/DC_soundseekers http://wcie.io/DC_askora In order to transform likes into donations, MSF created the 1like=1kroner badge. Those posting the badge donate €0.15 for each like. The charity composed a song for Spotify with royalties going to fund the charity's work. The catering company organized a fundraising on Instagram where, for each photo posted with #Donatuplato, it donates €1 to the charity Caritas. DIGITAL CREATIVITY I FEBRUARY 2014 43
2 4 DIGITAL SOCIAL UTILITY (+)(+) http://wcie.io/DC_NTHP This charity for the preservation of historic buildings offered web-users the chance to buy a place to haunt after they die; the funds raised go towards preserving the monuments which will survive long after we are gone. DIGITAL CREATIVITY I FEBRUARY 2014 44
3 DIGITAL HOW BRANDS ADOPT DIGITAL CULTURE TO ADAPT TO THE AGE DIGITAL CREATIVITY I FEBRUARY 2014 45
3 DIGITAL CAN WE DEFINE DIGITAL AS AN EXPRESSION AREA? DON'T NEW WORKING METHODS, NEW WAYS OF ORGANIZING LIFE, OF SHARING INFORMATION CREATED BY THE WEB AND THE INTERNET IN ITS BROADER SENSE, LEAD TO A DEFINITION OF DIGITAL AS A CULTURE RATHER THAN A TECHNOLOGY? In this sense, isn't a brand which uses this culture (of networks) to create a campaign on traditional media adopting a digital attitude? Conversely, isn't a brand which uses digital media to disseminate content usually disseminated via traditional media adopting an antidigital attitude? DIGITAL CREATIVITY I FEBRUARY 2014 WHAT'S NEW? CULTURE TAKES PRIORITY OVER TECHNOLOGY. Digital is above all a shared culture,memes, a way of seeing the world, of viewing the past (the Minitel or Bi-bop generation) and the present (the era of networks) and the future (in which everything remains to be invented). This is leading brands to evoke our digital nostalgia (Windows campaign), to disconnect us from the internet to share real life more (Amstel ) or dream up tools as improbable as they are impractical (a helmet serving beer). Although they do not always use digital from a technological perspective, all these campaigns have something profoundly digital in common: their attitude! 46
3 DIGITAL WHAT MOTIVATES THE DIGITAL CULTURE? 7 UNDERLYING TRENDS 1 2 3 4 5 6 7 THE 5 COMMANDMENTS DIGITAL DETOX YES WE CAN AN IDEA OR A PET LIKE A VIRGIN DIGITAL HOLD-UP WTF DIGITAL CREATIVITY I FEBRUARY 2014 47
3 1 DIGITAL THE 5 COMMANDMENTS WHEN A BRAND USES HACKING, UPCYCLING, CROWDSOURCING, CUSTOMIZING, MEMING TO CREATE A SYSTEM BURGER KING HAND FREE WHOPPER HACKING The restaurant chain transformed a harmonica holder into a Whopper holder; the Hands Free Whopper allows you to eat the hamburger without using your hands. http://wcie.io/DC_burgerking DIGITAL CREATIVITY I FEBRUARY 2014 48
3 1 DIGITAL THE 5 COMMANDMENTS (+) http://wcie.io/DC_coca-cola http://wcie.io/DC_brugal http://wcie.io/DC_budlight CUSTOMIZING UPCYCLING MEMING Coca-Cola invited its consumers to make a friend's day by customizing the bottle with that person's name. This rum brand transformed its bottles into musical instruments Three hilarious videos were uploaded to YouTube, based on the meme: Hold my beer and watch this! DIGITAL CREATIVITY I FEBRUARY 2014 49
3 1 DIGITAL THE 5 COMMANDMENTS (+)(+) http://wcie.io/DC_lexus CROWDSOURCING The car manufacturer produced the ﬁrst stop motion ﬁlm on Instagram in collaboration with 200 instagramers #lexusinstaﬁlm. DIGITAL CREATIVITY I FEBRUARY 2014 50
3 2 DIGITAL DIGITAL DETOX WHEN DIGITAL CUSTOMS ENCOURAGE DISCONNECTING AND RETURNING TO THE REAL-WORLD REFOCUSING ATTENTION ON A PRODUCT BY CALLING FOR DISCONNECTION WHILE CREATING ALLUSIONS TO THE CONNECTED WORLD POLAR BEER ANULADOR A beer cooler which scrambles smartphone signals to restore sociability in bars. http://wcie.io/DC_polarbeer DIGITAL CREATIVITY I FEBRUARY 2014 51
3 2 DIGITAL DIGITAL DETOX (+) http://wcie.io/DC_amstel http://wcie.io/DC_venga http://wcie.io/DC_vineontario The brand offered a free beer to consumers who agreed to do without their mobiles. A Brazilian restaurant changed the name of its Wi-Fi network to encourage “human reconnection”. A vineyard launched the Untweetable campaign to emphasize that some experiences are only possible in the real work. DIGITAL CREATIVITY I FEBRUARY 2014 52
3 3 DIGITAL YES WE CAN WHEN A BRAND TAKES ADVANTAGE OF THE FREEDOM OF TONE OFFERED BY THE INTERNET TO DARE TO BYPASS GOOD TASTE AND GIVE A CAMPAIGN THE POTENTIAL TO GO VIRAL DUE TO WEB-USERS' SPECIAL SENSE OF HUMOUR METRO TRAINS MELBOURNE DUMB WAYS TO DIE The Melbourne metro launched a rail safety campaign entitled “Dumb ways to die”, a viral campaign, the main vehicle for which was an offbeat clip which was a huge hit on the web. http://wcie.io/DC_MTS DIGITAL CREATIVITY I FEBRUARY 2014 53
3 3 DIGITAL YES WE CAN (+) http://wcie.io/DC_askdave http://wcie.io/DC_southerncomfort http://wcie.io/DC_ontario This website, offering a service to calculate your blood-alcohol level, created a video compilation of people who are drunk. The liquor brand illustrated comfort by showing someone very relaxed in swimming trunks. The Health Ontario campaign mocked smokers and their bad smell by showing "social farters". The campaign appealed to its audience by drawing a parallel between smoking and farting. DIGITAL CREATIVITY I FEBRUARY 2014 54
3 4 DIGITAL AN IDEA OR A PET WHEN ANIMALS TAKE THE INTERNET BY STORM TAKING A SURE THING AND ADAPTING IT IN EVERY WAY IMAGINABLE SAMSUNG ECOBUBBLE Samsung produced a metaad in which a brown bear takes advantage of a washing machine during ﬁlming of an ad and washes its fur, which then becomes white. http://wcie.io/DC_samsung DIGITAL CREATIVITY I FEBRUARY 2014 55
3 4 DIGITAL AN IDEA OR A PET (+) http://wcie.io/DC_oldspice http://wcie.io/DC_doritos http://wcie.io/DC_three A wolf explains the fundamentals of marketing and good management. A goat which loves Doritos tortures its owner. The UK telephone operator emphasizes the importance of "silly stuff" visible on the web by showing a Shetland pony moonwalking. DIGITAL CREATIVITY I FEBRUARY 2014 56
3 5 DIGITAL LIKE A VIRGIN WHEN A BRAND USES A TECHNOLOGY FOR THE FIRST TIME USING A FASHIONABLE TECHNOLOGY IN THE MEDIA TO ENSURE A CAMPAIGN HAS AN AUDIENCE THROUGH THE “FIRST TIME” EFFECT CASTLE LITE MIND READER This beer brand invited consumers to reﬁll their glass themselves... using the power of the mind. http://wcie.io/DC_castlelite DIGITAL CREATIVITY I FEBRUARY 2014 57
3 5 DIGITAL LIKE A VIRGIN (+) http://wcie.io/DC_zouk http://wcie.io/DC_dominos2 http://wcie.io/DC_opel An RFID card memorizes each time you visit the urinals equipped with alcohol detectors. The brand innovated by harnessing a fashionable technology to to come up with a new delivery method. When passersby moves lose to the vehicle, it lights up and changes colour. DIGITAL CREATIVITY I FEBRUARY 2014 58
3 5 DIGITAL LIKE A VIRGIN (+)(+) http://wcie.io/DC_yahoo http://wcie.io/DC_kellogs http://wcie.io/DC_heineken Yahoo! developed a voice-activated machine incorporating a search engine and 3D printer. This gives blind children a print out of animals they want to learn about. The cereal brand ﬁtted out a skate park with RFID technology to connect to Facebook and publish the skaters' moves live. Heineken opened an interactive bar equipped with Leap Motion technology in which consumers can customize their experience by adapting the decor. DIGITAL CREATIVITY I FEBRUARY 2014 59
3 6 DIGITAL DIGITAL HOLD-UP WHEN A CAMPAIGN SUBVERTS A DIGITAL BEHAVIOUR TO PROMOTE ITS MESSAGE SUBVERTING DIGITAL CUSTOMS TO BREAK WITH ROUTINE AND LET SURPRISE CONVEY THE MESSAGE TAM VIAGENS OUT-OF-THE OFFICE EMAIL This travel agency offered a reduction on your trip if you attached its offbeat message to your out-of-the-ofﬁce email. The reduction was also available to those who had read the email. http://wcie.io/DC_tamviagens DIGITAL CREATIVITY I FEBRUARY 2014 60
3 6 DIGITAL DIGITAL HOLD-UP (+) http://wcie.io/DC_tesco http://wcie.io/DC_prevention http://wcie.io/DC_tac The supermarket chain organized an Easter egg hunt on Google Street View. The charity subverted the YouTube pre-roll ad to deliver two different messages depending on the web-user's behaviour. You either watch to the end and are offered a post as a volunteer or you “skip” and accept the consequences of your inaction. Pinterest, the social network set up to help with wedding planning, becomes a funeral planner. DIGITAL CREATIVITY I FEBRUARY 2014 61
3 6 DIGITAL DIGITAL HOLD-UP (+)(+) http://wcie.io/DC_scrabble http://wcie.io/DC_spoon http://wcie.io/DC_kleenex The board game offered free Wi-Fi terminals in places where there aren't any. The terminals were accessed using points won by playing. The restaurant chain placed an advertising poster on our food photos (a small brand ﬂag) and offered a reduction on the dish in proportion to the number of likes obtained on Facebook. Kleenex put in place a highly targeted adwords campaign presenting a tissue ad only when the search concerned illnesses such as ﬂu. DIGITAL CREATIVITY I FEBRUARY 2014 62
3 7 DIGITAL WTF WHEN A SURREALIST PERFORMANCE SPREADS A MESSAGE SURPRISING BY SHOWING THE UNEXPECTED AND THE EXCEPTIONAL TO ENSURE A MESSAGE GOES VIRAL WWF THE ANT RALLY To show the harm caused by deforestation, the NGO handed over to the smallest species affected. The charity then organized an ant rally. http://wcie.io/DC_WWF2 DIGITAL CREATIVITY I FEBRUARY 2014 63
3 7 DIGITAL WTF (+) http://wcie.io/DC_dominos http://wcie.io/DC_metro http://wcie.io/DC_gud The restaurant chain thanked its Facebook fans by organizing a giant domino cascade. The “Metro” newspaper published an edition without any images to promote its photo competition. To promote its cosmetics products, GÜD brought to life a dream morning as described by women on their Pinterest. DIGITAL CREATIVITY I FEBRUARY 2014 64
3 7 DIGITAL WTF (+)(+) http://wcie.io/DC_redbull The drink which gives you wings organized the biggest parachute jump ever carried out under the name Strato. DIGITAL CREATIVITY I FEBRUARY 2014 65
CONCLUSION ON A CHAIR OR ON A NAPPY. AT THE LOCAL BAR OR IN A BRA. IN AN AIRPORT OR ON A WINDSCREEN. THAT IS WHERE THE BEST OF DIGITAL CREATIVITY IS NOW FOUND. EVERYWHERE. Over the years, digital has expanded its territory, merging into reality to offer a new relationship with the world. It is changing behaviour, creating expectations and even establishing a new culture. So in the end, what does this new relationship with digital teach us about the age we are living in, our business, our agency model ? Digital is revealing and accelerating the transformation of brand territories, but that's not all. Boundaries are exploding. DIGITAL CREATIVITY I FEBRUARY 2014 The fine line between real and virtual as we have seen it throughout this study, but also the fine line between CEO and hoodie with Mark Zuckerberg, between fast food and fine dining with gourmet burgers, between privacy and sharing with Snapchat, between tourist and local resident with Airbnb, between consumer products and seduction with adopteunmec.com, between places or work and relaxation with Starbucks, between pupil and teacher with Skillshare. During this period of massive changes, brands are offering reassurance but they must identify their new territory; a territory which makes it possible to respond to a real-time need, while at the same time constructing a long-term relationship. Developing territories while taking into account the flux in boundaries – that is brands' new challenge in the digital age.. DESIGNING TERRITORIES Symbols Places Stories Interactions 66
PRODUCTION OF THE REPORT|: GILLES DELÉRIS, LAURENT CABIOCH, JÉRÔME LAVILLAT, SAMY MARTINEZ DESIGN: MICHEL ROUSSEAU WONDERFULBRANDS WRITERS: CAMILLE P, JOY E, ADRIEN D, KONSTANTIN K, CONTACT : EMELINE KEUNDJIAN – e.keundjian@wcie - 01 72 27 02 46 twitter.com/wcie - facebook.com/agencewcie
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