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2013 Ideas

Kutsukasu | Adidas | Japan

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Kutsukasu | Adidas | Japan

Finding the perfect running shoes can be a difficult exercise especially in stores where staff have limited technical expertise. Adidas had the idea of giving their consumers the opportunity to rent running shoes before hopefully buying them. The name given to this initiative is “Kutsukasu†combining the Japanese words for shoes “Kustu†and rental “Kasu†. The Kutsukasu website asks consumers a few simple questions about their running needs and levels which should help them chose the shoes to rent. In the 3 month trial period 2.100 trainers were rented and sales increased by 17% year or year

Most Popular Song | Banco Popular | Puerto Rico

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Most Popular Song | Banco Popular | Puerto Rico

In Puerto Rico the culture of living off of state benefits is celebrated in a popular salsa song “No Hago Mas Na†which translates as “ I Do Nothingâ€. As the biggest bank in the country Banco Popular thrives on a strong economy and needed to influence a major cultural change. They convinced “El Grand Combo†the most famous band in Puerto Rico to rewrite their legendary song with a completely different message and perform it simultaneously on every TV and Radio station in the country. The song topped the charts and increased Banco Popular’s Image and Reputation Index to 80%

Ecosphere | CNN | South Africa

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Ecosphere | CNN | South Africa

The UN invited delegates to discuss climate change at the COP17 conference in Durban, South Africa CNN wanted to make the discussion topical and drive interest in the coverage of the conference so they launched ECOSPHERE a living ecosystem growing on the internet from tweets tagged with #COP17 Every tweet stimulated growth in one of numerous plants representing key topics such as sustainability or carbon. The size , colour and growth rate of these plants gave users a fascinating real-time view of how the international conversation was growing. At the conference a digital installation connected delegates with contributors from all over the world – allowing more people to be involved than ever before

Three Little Pigs | The Guardian | UK

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Three Little Pigs | The Guardian | UK

The newspaper industry in the UK is under significant pressure both from digital competition and public scrutiny on the standards of journalism. The Guardian responded with a brand campaign to showcase the quality of its open journalism and multiplatform credentials recognising the changing and different ways readers consume and engage with news in the digital era.

Pain Squad | The Hospital for Sick Children Toronto | Canada

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Pain Squad | The Hospital for Sick Children Toronto | Canada

The Sick Kids hospital in Toronto needed to find a way to encourage young cancer patients to complete a daily journal on their pain. With the back-up from Canada top police dramas a mobile app was created to make an overwhelming task easy and fun. Patients in the programme were given an iPhone preloaded with The Pain Squad application which “ recruited†them into an elite team of pain detectives. Recruits received daily text alerts and gained ranks with rewards every time they filed three consecutive reports. Completion rates for cancer pain journals have jumped to 90% since the launch of The Pain Squad and the idea is being rolled out across Canada.

The Museum of Me | INTEL | USA

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The Museum of Me | INTEL | USA

The “Museum of Me†is an interactive movie developed to promote Intel and it’s smart new processor. Users create their own museum exhibits just by connecting to Facebook. The visual experience links to the core values of Intel which connects people through their digital lives and led significant discussion on Facebook. Within 2 weeks there were 540k likes , 790 shares onto Facebook and 130 million impressions.

The world's most valuable social network | The Missing Children Society | Canada

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The world's most valuable social network | The Missing Children Society | Canada

Over 50,000 children are reported missing in Canada each year. The MCSC is the only organisation in Canada committed to the search and rescue of missing children. The first few hours are critical in the search and traditional media is slow and costly. The idea here is people donate their social networks to MCSC allowing an amber alert message from authorities to be sent directly to their contacts via their newsfeeds. It is also geo targeted and mobile friendly so the search starts in the area where the child has gone missing. It is estimated that 70% of Canadians can be contacted via this network.

Car Creation | NRMA Car Insurance | Australia

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Car Creation | NRMA Car Insurance | Australia

NRMA reconstructed a car to demonstrate to potential customers the sheer number of uninsured parts. The car was featured in a fully integrated on and offline campaign. QR codes on press and outdoor advertising when scanned listed the parts NRMA insure. Customers were invited to visit the NRMA website to recommend the uninsured parts they know of that should be used in the car’s design. The fully functioning car made from these aggregated parts and ideas was launched by Top Gear presenter Shane Jacobson. The campaign generated 4.1 million enquiries and the insurance coversion rate jumped 48%

Blood Relations | The Peres Centre for Peace Israeli Palestinian Blood Donation Project | Israel

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Blood Relations | The Peres Centre for Peace Israeli Palestinian Blood Donation Project | Israel

After 60 years of conflict and thousands of deaths what else could interrupt the cycle of hatred and revenge. What if instead of spilling blood we could get people from both sides to share it. On Sepetember 14 2011 at a time of escalating tension due to the UN vote on Palestinian statehood The Peres Centre for Peace brought together bereaved Israeli and Palestinian families to donate blood which could then be shared with those on opposite sides to save lives. The Israeli national blood bank and an Islamic hospital agreed to accept blood from both sides. People from around the world who couldn’t donate blood physically showed their support by donating virtually on Facebook.

Wake Up The Town | Philips | Norway

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Wake Up The Town | Philips | Norway

To demonstrate the effectiveness of their new “wake up†lights Philips distributed samples to the residents of Longyearbyen ,Norway the most northern town in the world which is pitched into complete darkness for 11 weeks of the year. Many of the residents there have difficulties waking up and suffer seasonal depression. They were asked to monitor their experience using the new product. 86% of participants recorded a positive impact on their life and 98% would continue using the light. The results formed the basis of fully integrated campaign which significantly increased purchase consideration and sales in the key markets of the Netherlands and Sweden.

Bank of Memories | Queen Sofia Foundation | Spain

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Bank of Memories | Queen Sofia Foundation | Spain

This idea was developed to raise awareness of the impact Alzheimer's has on sufferers , their families and society. A 'Bank of Memories' was created as a website where anyone can deposit their most valuable memories. Memories it is hard to imagine you could lose. For the first time ever the main Spanish mass media groups signed an agreement to broadcast this campaign resulting in 340 media appearances , 750k website visits and most importantly 35.5k saved memories

VIP Fridge Magnet | Red Tomato Pizza | Dubai

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VIP Fridge Magnet | Red Tomato Pizza | Dubai

Red Tomato Pizza needed a big but inexpensive idea to take on the mega pizza chains to help keep their customers loyal. They created a VIP fridge magnet which also acts as an “emergency delivery†device for their loyal customers. Using Bluetooth technology and the customer’s mobile phone the magnet’s button automatically placed the pizza order. Red Tomato also created a viral to spread the word. With a budget of $9k deliveries increased by 500% within 4 weeks. Over 3k loyal customers and over 97k new customers requested a VIP fridge magnet

Eball | Smart | Germany

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Eball | Smart | Germany

Electric cars have many environmental and economic benefits – but many drivers don’t see them as fun or fast. In fact their low weight and high battery power gives them surprisingly powerful acceleration. These aspects of the Smart Car were demonstrated at the Frankfurt International Motor Show with a giant game of PONG where the cars act as bats accelerating quickly backwards and forwards to compete in the game shown on the giant screen. The campaign created an impressive online and media response

Drama on a Quiet Square | TNT Benelux | Belgium

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Drama on a Quiet Square | TNT Benelux | Belgium

TNT the American drama TV station were keen to make an impact in the Benelux region and bring their “ we know drama†proposition alive. As part of their launch campaign in Belgium they placed a big red buttons in typical Flemish squares in typical Flemish towns with a sign “Push To Add Drama†Then they waited – and shared the results with the viral film which has been viewed over 44 million times

Sandwich | Walkers | UK

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Sandwich | Walkers | UK

The idea of this campaign is to demonstrate Walkers can make any sandwich more exciting. Using the small English town of Sandwich they organised a number of stunts with major celebrities to make it more exciting -from boy band JLS performing at the local school to footballing superstar Frank Lampard training with the local team. The reaction was immediate from local residents posting hundreds of photos and videos on line to national media news reports and celebrity interviews. The campaign helped secure space for Walkers in the sandwich aisle in supermarkets resulting in extra sales of 15.6 million packets of crisps. The campaign ran for eight weeks and there was also a 30% increase in website visits and produced an overall return of $39.5 million in sales.

The Sharing Can | Coca Cola | Singapore

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The Sharing Can | Coca Cola | Singapore

Building on their “Open Happiness†positioning Coca Cola launched a limited edition “Sharing Can†in Singapore - one of their innovation markets. They created a film to capture the response of consumers and the opportunity they had to share their cans. They also enjoyed sharing the video with over 1.1M views in the first week.

Dumb ways to die | Metro Trains Melbourne | Australia

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Dumb ways to die | Metro Trains Melbourne | Australia

Accidents and deaths among young people on Melbourne’s Metro had been on the rise over recent years but developing effective public safety messages for this audience is notoriously difficult. “Dumb Ways to Die†was written and attributed to a fictitious artist – Tangerine Kitty. The music video was uploaded to YouTube and the song to iTunes. Within a week it had been viewed 20 million times and the story was covered on every news service in Australia.

Daily Twist | Oreo | USA

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Daily Twist | Oreo | USA

Orea were keen to use a celebration of their centenary year to promote a traditional brand as relevant and contemporary to a younger audience. They avoided looking back but focussed on the present and created the “Daily Twist†- a series of 100 press ads developed in real time over 100 days using the brand’s social networks, showing the trending news of the day. The campaign did not reflect the news. It became the news and was seen 433 million times on Facebook and generated PR and media coverage across the world.

Immortal Fans | Organ Donation | Brazil

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Immortal Fans | Organ Donation | Brazil

One of the biggest barriers in organ donation in Brazil is family authorisation. To help overcome this Organ Donor Card was created for Sport Club Recife, a football club famous for their passionate fans. Their organ card was promoted as a way of keeping the passion of the fans alive through the lives of others. The campaign was launched using real patients from waiting lists - some of which took to the field with the Sport Club Recife players at an important match against Santos FC. 51k fans signed up for a card helping an increase of 54% overall and reducing the transplant waiting list to zero

Book Burning Party | Troy Public Library | Detroit

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Book Burning Party | Troy Public Library | Detroit

The Public Library in Troy was in danger of being shut down. It eventually came down to a vote – either set up a 0.7% tax hike for the town or close the library. Leo Burnett launched a campaign “ Vote to Close Troy Library – Come to the Book Burning Party†The campaign cased quite a reaction from social media to the national news. Outraged voters showed up at the polls to make their opposition to book –burning known and the tax hike passed by a landslide,.

The first catalogue that pays rent | IKEA | Australia

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The first catalogue that pays rent | IKEA | Australia

IKEA were aware that catalogue recall had been declining over the years. The idea IKEA had was to offer catalogue recipients “ rent†for occupying space in their homes. They simply had to register their copy on line to receive monthly rent cheques in the form of IKEA coupons. During the campaign $2.2 million worth of rent cheques were mailed out.

Donation Glasses | Mars Pedigree | New Zealand

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Donation Glasses | Mars Pedigree | New Zealand

Mars New Zealand wanted to promote The Pedigree Adoption Drive They created a campaign in cinemas to build awareness of the experience of homeless dogs. At the entrance to the cinema goers were given a choice. Donate to the cause and get a pair of yellow glasses. Don’t donate and get a pair of red glasses. Before the movie a 3D film was shown about homeless dogs with a different ending depending which glasses they were wearing.

Proud Sponsor of Mums | Procter & Gamble | UK

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Proud Sponsor of Mums | Procter & Gamble | UK

As part of a fully integrated campaign around the London 2012 Olympic Games P & G created built on their 'Proud Sponsors of Mum' platform created a powerful ' Best Job' commercial. The campaign honours the mothers behind the Olympic athletes whilst allowing them to also feel pride in their own accomplishments. The commercial shows the hard work mothers do helping their children succeed. The hardest job in the world is the best job in the world.

IQ Street View | Toyota | Belgium

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IQ Street View | Toyota | Belgium

Google were unable to map out all of Belgium with Street View as many of the roads were too narrow for Google Camera Car. Toyota Belgium stepped in by fitting one of their tiny iQ cars with a special 360 degree cameras and equipment to complete the project. Toyota asked the people of Belgium to search the iQ Street View website and tag the streets Google had missed. The data was then compiled and presented to Google to help them complete the project also demonstrating the benefits of the Toyota iQ in driving round the narrow streets of Belgium.

Why wait until it is too late? | Dela | Holland

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Why wait until it is too late? | Dela | Holland

Dela is a funeral insurance company in Holland and they created a campaign using very personal speeches from real people normally prepared for their loved ones at their funerals. The content was used as part of a fully integrated campaign which resulted in an increase of 50 % insured capital and Dela becoming one of the top 10 brands in Holland.

The Candidate | Heineken | USA

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The Candidate | Heineken | USA

Heineken wanted to use their impressive sport sponsorships to help build their corporate image and promote the company as a great place to work. They use the Heineken brand attitude “Open Your World†to show that the company also lived and breathed this attitude. The recruitment process for an important marketing role was used to demonstrate this attitude by putting candidates through a series of unconventional tests which were all captured by secret cameras. The video has had 422 million media impressions worldwide, CV’s submitted increased by 317% and visits to the HR website increased by 279%. It also had a very positive impact on Heineken staff.

Stratos | Red Bull | USA/Global

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Stratos | Red Bull | USA/Global

Red Bull's mission to put a man at the edge of space and then leap to earth set new standards for sheer ambition and innovation in brand content. The 800 mph free fall by Felix Baumgartner gained unprecedented media coverage with the video viewed more than 30 million times.

Space Shuttle Endeavour | Toyota Tundra | USA

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Space Shuttle Endeavour | Toyota Tundra | USA

The Toyota Tundra had long suffered from the misconception it was less of a work truck than its 'American' competitors despite the quality of the vehicle and the fact it was built in Texas. A unique opportunity arose when the Space Shutle Endeavour was being transported cross – country to its new home at the California Science Centre. The motorized dolly slated to tow the Space Shuttle was found to be too heavy to cross an overpass close to its final destination. Getting the Shuttle across the overpass would require a vehicle that was light but strong enough to tow 300k pounds. Toyota volunteered a Tundra for this task. This provided great content for both traditional and social media channels with 1.7M YouTube views, 80M + Twitter impressions and over 1 Billion media impressions worldwide. Sales of the Toyota Tundra increased by over 31% in the following months.

Don't Make Up and Drive | Volkswagen | Germany

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Don't Make Up and Drive | Volkswagen | Germany

The objective was to promote Volkwagen brand values by highlighting dangers of applying make -up whilst driving. A video was created using Nikkie a famous haul girl used on TV Sales Channels who during her tutorial is suddenly thrown towards the camera simulating a car crash. The video was uploaded on Nikkie's You Tube channel and was then profilerated across social media resulting in 1.5 million views, re-tweets, blogs and PR coverage across the world.

Hashtag Killer | Water is Life | USA/Global

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Hashtag Killer | Water is Life | USA/Global

‘Water is Life’ is a charity that highlights the world’s water crisis and the devastating impact on people’s lives. They created a campaign using people in the third world to recite some of the problems people tweet about in the first world – like when the car seat does not heat up or the maid wakes them in the morning. This campaign of “reverse trending†of popular hash tags and promotion of donations was described by the BBC has “one of the most innovative campaigns to hit You Tube†and resulted in 1 millions days of clean water being donated.

Take a photo to save a child | Baby Back Home Volunteers Association (BBHVA) | China

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Take a photo to save a child | Baby Back Home Volunteers Association (BBHVA) | China

"Take a photo to save a child" Over 20,000 children are kidnapped in China each year with most sold into slave labour or life as a beggar on the streets. In a country of over 1.4 billion finding missing children is a daunting task. BBHVA encourage the public to take photos of suspected lost children and upload them to an App that uses face recognition technology to match them to a database of 17,000 missing children and alerts their families. An augmented reality interactive sculpture which when scanned revealed a series of real life stories of missing children to promote the campaign. In the first week 2 children were reunited with their families and over 20,000 volunteers were recruited.

Mobilizing the 12th Man | CS Hammam Lif | Tunisia

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Mobilizing the 12th Man | CS Hammam Lif | Tunisia

"Mobilizing the 12th Man" 2 years after the Arab Spring there remains a ban on public gatherings including football stadiums. CS Hamman Lif needed the support of their fans for an end of season must win match so they created an App which allowed them to sing, shout and chant using their mobile phones whilst watching the match on TV. The more the fans tapped on the sound icons the greater the noise and atmosphere that was created using 40 speakers in the stadium. The App brought the sound of 93,300 fans to a stadium with 12, 000 empty seats. CS Hamman won 1 – 0 and secured their place in the First League.

My Blood is Red and Black | Hemoba and E.C. Vitoria | Brazil

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My Blood is Red and Black | Hemoba and E.C. Vitoria | Brazil

"My Blood is Red and Black" To highlight the need for blood donation in Brazil Hemob asked top Brazilian soccer team E.C Vitoria to remove the red bands from their iconic strip. Only once fans had donated enough blood would the red bands come back one by one, match by match . The campaign generated $US 8M worth of media coverage reaching 13 million people and creating 1.3 billion page views. More importantly there was a 46% increase in donations.

Touch the Music Project | Hyundai | Korea

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Touch the Music Project | Hyundai | Korea

"Touch the Music Project" Hyundai wanted to create a car seat which allows the hearing impaired to enjoy music through vibrations. They tested the seat in schools before creating the first ever rock concert for the hearing impaired. Top music artists supported the initiative and many music seats have been donated to schools throughout Korea. Hyundai now plan to install music seats in their cars.

Back to Vinyl | Kontor Records | Germany

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Back to Vinyl | Kontor Records | Germany

"Back to Vinyl" Kontor, one of the biggest dance music labels wanted to promote the new Boris Dlugosch album to creative directors in the advertising industry – possibly one of the most un-impressible audiences. The answer was vinyl. The mailer included a vinyl disc and office turntable. Recipients used a QR code and placed their smartphone on disc to activate the music, watch videos and access the online store. 71% of the 900 recipients activated the turntable and 42% clicked through to the online store.

Facebook 1914 | Musee de la Grande Guerre | France

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Facebook 1914 | Musee de la Grande Guerre | France

"Facebook 1914" With the museum wanting to attract younger generations it harnessed the power of Facebook. Using real life characters, a true story from the war during 1914/15 was developed using social media and was illustrated by exhibits in the museum. The campaign created over 50,000 followers, 3M Euros of earned media and a 45% increase in visits. More than an ad campaign. A way to bring awareness to younger generations.

Human Printing Press | Nike | Turkey

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Human Printing Press | Nike | Turkey

"Human Printing Press" Istanbul has the most passionate sports fans on the planet- but is a city of spectators not participants with less than 9% of teens active in sport out of school. The Human Printing Press campaign was developed to get the city more active. Specially created posters were produced to capture the movement of sporting heroes and they were made available using a series of unique challenges encouraging active participation. The campaign had a 28M social reach with Nike + downloads up 212% and encouraged over 200k participants

Pacquiao Positive | Pepsico Sting Energy Drink | Philippines

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Pacquiao Positive | Pepsico Sting Energy Drink | Philippines

"Pacquiao Positive" For Pepsico to challenge the number one energy drink they need endorsement with extra punch. They partnered with the well known boxing celebrity Manny Pacquiao as the inspiration behind Sting PowerPacq now with the essence of Moringa. Pacquiao has often been suspected of using illegal performance enhancing substances so when a press conference was announced for him to specifically address the subject it created massive media interest. At the press conference Pacquiao confirmed he was “positive†about using Sting PowerPacq with Moringa to enhance his performance. The stunt produced 31.75 M free media impressions and 24 M bottles of Sting PowerPacq were sold in 30 days.

Telekinize the Rainbow | Skittles | Australia

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Telekinize the Rainbow | Skittles | Australia

"Telekinize the Rainbow" Skittles is a brand built almost entirely by original advertising but the challenge was how to engage with consumers on line. They created an experience which enabled people to interact with the brand on Facebook in a way never before possible – by giving them telekinetic powers. Consumers spent an average of 4 minutes on the website and Skittles went straight to the number 3 branded App on Facebook in Australia.

Fakka | Vodafone | Egypt

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Fakka | Vodafone | Egypt

"Value for Change" In Egypt the small shop is king and it is common practice to use low value items for small change. Vodafone saw the opportunity to create a range of small denominations of prepaid cards for additional minutes to be used as a form of currency called “FAKKA†(small change in Eqyptian). The revenues generated by FAKKA exceeded target by 510% and increased the average revenue of Vodafone customers by more than 7%. FAKKA also provided Vodafone with distribution in more than 46,000 non telco outlets.