Showing posts with label Modern Media. Show all posts
Showing posts with label Modern Media. Show all posts
Sunday, 9 November 2014
Wednesday, 5 November 2014
EVERYTHING TOGETHER:
CHEVROLET INDONESIA
Chevrolet Indonesia has recently launched a series of online drama shows via its website. Produced on three beautiful islands in Indonesia, the story surrounds a family and the importance of togetherness, despite busy schedules.
The film also tells about how a family atmosphere and the spirit of togetherness can be created by family drives taken together.
The online videos are aimed at sharing and connecting Indonesians with what they like, being drama, family and the Internet.
Episode 1 has since been launched, with Episode 2 currently being aired, and the other 2 episodes on their way.
Watch Here.
Wednesday, 30 July 2014
How Social and Email Helped Mazda's Limited-Edition Preorders Sell Out Crazy Fast Under the hood of the automaker's timely digital promotion
By Lauren Johnson
May 28, 2014, 12:45 PM EDT
By Lauren Johnson
May 28, 2014, 12:45 PM EDT
Mazda bet big on social and email to tap into the classic roadster’s fervid fan base for its first all-digital pre-sale event to build buzz around a line of limited-edition MX-5 Miata cars.
In April, Mazda announced the sale of 100 25th anniversary Miata models at the New York International Auto Show. The brand quickly started churning out Facebook, Twitter and Google Plus posts to point consumers to a microsite where they could sign up to preorder the sporty car beginning on May 20. So, did these organic efforts pay off? Well, orders on the microsite filled up within 10 minutes, indicating that the digital work leading up to the promotion did indeed pan out for Mazda.
"We wanted to get the message out in a very concise way, so after we did the initial mass launch via the Auto Show announcement in New York, we then started talking it out in all of our social and digital channels,” said Russell Wager, vp of marketing at Mazda.
The Helloworld-powered site rolled out on May 1 with a countdown clock, asking car enthusiasts to type in their email addresses. Consumers could then sign up for an email reminder when the site went live, resulting in 1,600 email captures, Wager said.
A total of 250 sales leads were collected in the first 10 minutes of the promotion. Since only 100 cars were up for grabs, the additional 150 entries were gathered as back-ups in case some of the initial winners didn’t want to go through with buying the car.
The site generated 9,231 visits leading up to the promotion, and pulled in 6,519 clicks from May 20-26.
Mazda had intended to keep the microsite open for 10 days to turn out these 100 qualified sales leads, and credits some of the direct response-heavy social and digital efforts leading up to the promo as significant in triggering the the instant flood of responses.
The car brand has more than 1.5 million Facebook “likes,” a little more than 130,000 Twitter followers and roughly 820,000 Google Plus followers.
Between April 16 and May 20, Mazda posted a total of 11 Google Plus posts, 19 tweets and seven calls-to-action on Facebook. May 12 seemed to be the sweet spot in terms of engagement on Twitter and Facebook. Mazda’s tweet about the anniversary car was the brand's most retweeted tweet of the day, and a Facebook post the same day with almost 2,500 “likes” was shared more than 160 times.
“We have a huge enthusiast fan base first for Mazda, and second, specifically for the MX-5 Miata,” Wager said. “On any given weekend in the U.S., more people are racing in Mazdas than any other vehicle, and the majority of them are MX-5 Miatas.”
The Irvine, Calif.-based automaker now plans to follow up with the remaining 150 consumers who did not receive a car with information about upcoming product launches and offers as part of a push to ramp up CRM and loyalty efforts.
The microsite also now features a call-to-action to sign up for Mazda’s email newsletters.
"We’re actually using this as a little bit of a test case," Wager explained. "Maybe there will be some other limited-editions for other vehicles, maybe specific interior configurations [or] specific colors, but we’re definitely going to take this as a learning [tool] and we’re going to look to do this again in the future."
Monday, 28 July 2014
Infographic: The myths of social sharing
POSTED BY ISHBEL MACLEOD
Almost three quarters (72 per cent) of all sharing is still copy and paste, research from RadiumOne has found.
The research looks to expose the myths of social sharing, and discovered that vanity URLs increase average click volumes by 25 per cent.
It was also found, perhaps surprisingly, that millennials are least likely to engage with brand content of all age groups.
Tuesday, 22 July 2014
Monday, 21 July 2014
Out of home 200% more effective when mobile data is used to plan ad campaigns
POSTED BY ISHBEL MACLEOD
Out-of-home (OOH) advertising is 200 per cent more effective when mobile data is used to plan campaigns, research from Posterscope’s mData partnership with EE for various clients has found.
The data from EE was used to gain insight into consumers’ movements and location-based digital behaviours when they were on the move, to decide what OOH media sites to use.
Results from a campaign for Lenovo during the trial, which featured a control group and group optimised by EE data, discovered that unprompted advert awareness was up 200 per cent and online searches were up 150 per cent when EE’s anonymised and aggregated network usage data was used to optimise OOH media selections.
“Mobile data is one of the OOH industry’s biggest game-changers in a decade,” said James Davies, chief strategy officer at Posterscope. “We set out to redefine the approach to OOH planning using big data from EE and the partnership has really delivered.
“We can now accurately identify which outdoor sites are seen by users of particular websites or apps and what they are doing on their mobile devices at the time. For example, we now know Surbiton and London’s Caledonian Road stations both deliver major peaks in visits to fashion related websites so placing relevant OOH adverts in those areas will increase ad effectiveness.”
EE said that it was looking forward to generating further unique products with Posterscope in the outdoor advertising space.
Thursday, 17 July 2014
The Monolith
A 90 second film with 25 hours of hidden content.
THE STORY
Mercedes-Benz needed to recover its iconic status in France with a younger target and highlight the sporty design of its new car models. It created "Monolith" — an interactive experience that explores the real-world sensations that shaped and influenced the Mercedes-Benz designers. At the core of the integrated campaign was a sleek, high-energy 90 second film. Through an immersive experience on YouTube, the user can unlock more than 25 hours of additional content on demand. It's a film-within-a-film that invites the world to explore the sensations that gave birth to a completely new kind of car.
Creating a platform to deliver more than 25 hours of on-demand content proved to be a huge technical challenge. We wanted the digital "chapters" within the film to be as fluid as the film itself, without any buffering or interruption to the user's emotional experience. In the end, the technology and the idea informed one another, resulting in two modifications of the actual YouTube video player.
Read more here
Wednesday, 16 July 2014
By Hilary Weaver on May 21, 2014 in Innovation
How infrared technology can help people with disabilities regain mobility.
Sam Schmidt has become the official tester for leading innovations in race car design. And all he has to do is shake his head.
Before a collision in January of 2000 that left him paralyzed from the neck down, Schmidt was a driver for the 27 Indy Racing League. After his accident, the former driver wanted to help others find a love for the sport with his own racing league, Schmidt Peterson Motorsports. In late 2013, innovators at Arrow Electronics approached him about a project that would allow him to return to his space behind the wheel.
Arrow created a 2014 Corvette Stingray C7, what the tech company calls a “semi-autonomous motorcar” that allows paraplegics and quadriplegics like Schmidt to operate a vehicle around the racetrack with simple head and mouth movements.
The SAM car, which will debut at the 2014 Indianapolis 500 Festival with Schmidt as its driver, features infrared sensors and cameras that can measure the movements of the driver. Schmidt wears a hat with infrared sensors that pick up his movements.
For example, when Schmidt wants to steer his car left or right, he moves his head in that direction. Infrared cameras pick up these movements and steer the car accordingly. To accelerate, he leans his head back, and to brake, he bites down on a pressure sensor in his mouth.
Additionally, the car’s built-in GPS creates what Arrow refers to as a virtual curb and warns the driver when the car edges one meter away. If the driver makes an error, an engineer is immediately notified and can remotely control the car.
Arrow says that these innovations are not specific to race cars and can one day be applied to consumer vehicles.
Source: Wired
Tuesday, 15 July 2014
How Audi Created the World's Biggest World Cup Scoreboard Guerrilla marketing worth at least $2.1 million By Robert Klara
June 27, 2014, 11:47 AM EDT
June 27, 2014, 11:47 AM EDT
Anyone who remembers when Ikea installed living rooms inside of bus kiosks or Red Bull’s Nascar racing team set up a pit stop in the middle of Times Square knows that New York is the place for a high-impact guerrilla-marketing stunt.
But the latest contribution to this branding pantheon—Audi’s Giant LED Scoreboard in Brooklyn—shows just how high the bar of entry has been raised for brands that want that kind of street-marketing cred. In the 1980s, legendary adman Jay Conrad Levinsonexplained that guerrilla marketing worked because it was surprising, easy and inexpensive.
Well, it’s still surprising—but cheap and easy? Not in New York, yo.
First, a recap. Last week, Audi switched on the lights in its titanic installation on the Brooklyn waterfront. The “scoreboard”—which will display top World Cup results for the rest of the month—is actually a grid of shipping containers, nine rows of them stacked five high. A showroom-new Audi A8 sits inside each open-ended container. With the cars’ headlights turned on (plus a little bit of dramatic red backlighting), the containers form two massive “8” configurations that resemble a digital clock.
In a bit of (well-earned) horn tooting, Audi’s press statement proclaimed that the display “will bring the excitement of world-class soccer to NYC.”
No doubt, that is true.
But excitement—especially here in New York—means there’s a tab to pay, and Audi has obviously dug deep for this one. The first hurdle was finding a spot with good sightlines from Manhattan and big enough to pile up 45 intermodal shipping containers. “We looked at several prominent locations when scouting for a site,” Audi of America’s marketing director Loren Angelo told Adweek, “and Greenpoint was chosen because of the level of visibility it provided the scoreboard. It can be seen along the entire East Side.”
Audi’s team loaded 28 new A8 sedans into the shipping containers, which were then hoisted into place, the top row perched 40 feet over the East River. (An aside here: Audi did not disclose the cost of this little project, but given the A8’s base price of $75,100, it committed at least $2.1 million worth of product to the effort.)
Wiring up the entire assembly mandated close to 2½ miles of cable, which connects the relay boards for each car’s LEDs to a central controller located on-site. An operator sits out there with a computer, making sure we get those scores from Brazil.
Before you get the warm fuzzies for Audi performing this feat of public service, it’s worth mentioning that this setup will culminate not in a match in South America, but one in New Jersey. On July 31, Munich’s FC Bayern will take on Club Deportivo Guadalajara in the Audi Football Summit in the Meadowlands. (Audi AG is a partial owner of FC Bayern, which probably also explains the lavish marketing outlay going on in Brooklyn.)
We haven’t seen the winner’s trophy for this tournament, but just in case the prizes haven’t been picked out yet, Audi will have 28 slightly used A8s on hand. Just a suggestion.
Thursday, 10 July 2014
Nissan Immortalizes Your Car And Family In A 3D Portrait
Brand Is Promoting Owners' Emotional Relationships With Their Vehicles
Editor's Pick
In Japan, Nissan is presenting some of its car owners with a 3D-printed replica of their old car (and their loved ones) when they trade it in for a new vehicle, in a program created to mark the brand's 80th anniversary.
Nissan owners who tweet out their "love stories" with their vehicles will get a chance to win a mini 3D replica of their cars, along with miniature versions of themselves. The brand hopes to underline the idea that a car (particuarly one you've owned for years) is almost like a part of your family and is promoting the program via this emotional web documentary in which a family sees its daughter off to start a new life in Tokyo.
AgencyTBWA/Hakuhodo claims it has already increased the numbers of people renewing their cars "dramatically" since its launch. Other Nissan owners in Japan can submit their own "love stories" until August 31 via Twitter and Facebook and on the dedicated contest site.
Monday, 7 July 2014
Ad of the Day: Lexus Puts On a Dazzling Light Show With Aerial LED Stuntmen CHI streaks across the night sky in Kuala Lumpur
CHI creative director Monty Verdi tells us how it all came together.
CHI creative director Monty Verdi tells us how it all came together.
Nothing says "Lexus" like a guy made of light leaping across the sky.
In "Strobe," an eye-catching minute-long film from CHI & Partners, it seems as if a single shimmering figure is traversing the nightscape of downtown Kuala Lumpur. In fact, dozens of stuntmen and acrobats dressed in LED suits took part in creating the illusion. Using complex rigging and in-camera effects (no CGI), the "illuminated man" appears to vault from rooftop to rooftop, dance across billboards, cartwheel through an empty office and even dive into a high-rise swimming pool.
The film was directed by Adam Berg of Stink Productions, who shot the action over seven nights in April. A pair of behind-the-scenes videos shed (more) light on what it took to make the complicated effort shine.
"Strobe," which will run in the U.S., U.K., Asia and Middle East, is the third impressive entry in CHI's "Amazing in Motion" series, dedicated to "opening Lexus up to a new audience—illustrating not just the brilliant engineering and grace of its products, but also the adventurous, imaginative nature of the brand," says CHI creative director Monty Verdi.
Previous installments "Steps" and "Swarm" dealt with giant metal puppets and copter-bots, respectively. The latter won a bronze Film Lion two weeks ago at Cannes.
All three films are high-wattage affairs that reward repeat viewings. Lexus vehicles only make cameos, which some might criticize as a brand disconnect. I think it's a bright idea that allows the cars to bask in the content's glow without eclipsing the artistry on display.
Below, we asked Verdi a little more about the campaign.
Adweek: Talk a bit about the the process of making the "Strobe" film.
Monty Verdi: There were five full rehearsal days before the shoot, in a giant warehouse in Kuala Lumpur. In the rehearsal studio, we recreated each scene in the ad, making sure each Lightman was at the right height and position to create the illusion of movement.
Monty Verdi: There were five full rehearsal days before the shoot, in a giant warehouse in Kuala Lumpur. In the rehearsal studio, we recreated each scene in the ad, making sure each Lightman was at the right height and position to create the illusion of movement.
The shoot itself consisted of seven back-to-back nighttime shoots. We flew in a team of riggers from Thailand who specialized in big stunts and martial arts films that use rigging to suspend performers from wires. They erected vast scaffolding rigs and from those we hung the stuntmen from wires.
Any amusing anecdotes from the shoot?
When we wrapped it turned out a few of the stuntmen could breakdance, so we were treated to a celebration dance in their lightsuits. Also, on the top of the helipad location we were unable to get the scaffolding poles to build the suspension rig, so each piece had to be individually carried up an incredible 32 floors.
When we wrapped it turned out a few of the stuntmen could breakdance, so we were treated to a celebration dance in their lightsuits. Also, on the top of the helipad location we were unable to get the scaffolding poles to build the suspension rig, so each piece had to be individually carried up an incredible 32 floors.
What were the biggest challenges or surprises during filming?
One of the biggest challenges was the 40-degree (Celsius, or over 100 degrees Fahrenheit) heat and humidity on the shoot days, with performers wearing lightsuits made of seven layers that were heating up as light travelled through them. It was incredibly physically demanding for the performers, who were held up for long periods—some suspended upside down or with individual limbs held in precise positions by wires. We needed to have giant fans and air-conditioning units constantly keeping them cool as the light sequence created the motion.
One of the biggest challenges was the 40-degree (Celsius, or over 100 degrees Fahrenheit) heat and humidity on the shoot days, with performers wearing lightsuits made of seven layers that were heating up as light travelled through them. It was incredibly physically demanding for the performers, who were held up for long periods—some suspended upside down or with individual limbs held in precise positions by wires. We needed to have giant fans and air-conditioning units constantly keeping them cool as the light sequence created the motion.
Every night, we battled to get the shots we needed before the sun came up. Some setups would take up to seven hours to get everyone into position—but luckily we came away with all the shots we needed.
Creating a lightsuit that would work underwater was another big technical challenge. All the electronics had to be sealed off.
This film is about aspects of Lexus, but it doesn't indulge in car-ad clichés like cars racing through dramatic vistas…
This is a campaign that expresses what Lexus stands for as a brand, rather than trying to sell a specific car. It's about the ambition of the brand, which is using technology and engineering together with imagination to create amazing motion.
This is a campaign that expresses what Lexus stands for as a brand, rather than trying to sell a specific car. It's about the ambition of the brand, which is using technology and engineering together with imagination to create amazing motion.
What's next for the "Amazing in Motion" series?
These projects are so challenging that the research and development and production timings are crucial—so we're already in the process of looking at ideas for the next three projects. In terms of where they'll take us—that remains to be seen. One thing we can say is that, as they go on, they will continue to get more challenging. But that's what makes them so exciting.
These projects are so challenging that the research and development and production timings are crucial—so we're already in the process of looking at ideas for the next three projects. In terms of where they'll take us—that remains to be seen. One thing we can say is that, as they go on, they will continue to get more challenging. But that's what makes them so exciting.
CASE STUDY
Revving Up For Smarter Digital Marketing
THE RUNDOWN
Kia, a challenger brand in the Australian market, wanted a better way to understand and optimise their marketing investment, to address fast-changing consumer behaviours. Kia adopted DoubleClick Digital Marketing to simplify and more accurately measure the impact of their digital marketing across channels. The unified platform helped Kia achieve a 30-percent improvement in cost-per-acquisition (CPA).
Read full case study here
Wednesday, 2 July 2014
Nissan lets YouTube users unveil new Pulsar model
POSTED BY ISHBEL MACLEOD
Nissan has unveiled the Nissan Pulsar, with online experience ‘Driving On Another Level’ created by MRY UK.
MRY UK has worked with Nissan to create an interactive YouTube gadget which allows viewers to unveil the car themselves, raising the curtain on the car for a YouTube reveal.
Gav Gordon-Rogers, creative director at MRY UK, said: "Nissan wanted to unveil the Pulsar in a completely new way, breaking all the usual auto industry conventions. Hopefully we've achieved that goal, with the help of our partners."
Nissan lets YouTube users unveil new Pulsar model
‘Driving On Another Level’ is supported by a social strategy which includes activity on Facebook, Twitter, Instragram and Vine.
Lucía Chávez Paz, social media manager at Nissan Europe, said: “The Nissan Pulsar breaks the norm with its driver- supporting technologies, striking design and spacious interior, so we’re delighted to be launching it in a bold and unconventional way. ‘Driving On Another Level’ sets the Pulsar apart from its competitors and is a great platform to bring to life the car’s class-leading features.”
Paid media activity was handled by OMD.
Thursday, 26 June 2014
Volkswagen: Find your Volkswagen Match
VW uses matchmaking functionality to help shoppers find their dream car based on whatever they're looking for. Whether a particular model, feature, colour, or even price. Then it pairs them with new or used Volkswagen cars in their area. Each car even has its own profile page with images, features, specs, and payment estimator that's more than 80,000 unique profile pages, and more than 10 million possible configured images. Agency: Deutsch LA.
http://www.bestadsontv.com/ad/62360/Volkswagen-Find-Your-Volkswagen-Match
Wednesday, 25 June 2014
Sony Creates 'Social Media Broadcast Channel' for World Cup
Soccer Tournament Expected To Dominate 60% of All Tweets For An Entire Month
By Emma Hall.
Sony has created a single online platform, called One Stadium Live, to bring together conversations and content across Twitter, Facebook and Google+ before and during the World Cup.
One Stadium Live starts May 1 and is part of Sony's tier one sponsorship of the FIFA tournament in Brazil. The mobile-first website at will highlight hot topics to give fans a snapshot of how the whole world is feeling about games, players, tactics, gossip -- and the inevitable controversies -- surrounding the World Cup 2014.
The platform is designed for mobile devices first.
Nick Bailey, CEO and executive creative director of IsobarU.K., which created One Stadium Live, said that Twitter expects 60% of all tweets during matches will be World Cup-related during the month-long soccer tournament, which starts on June 12.
Mr. Bailey described One Stadium Live as being "like a social broadcast channel for football." He added, "It will be like turning social content into TV content. You'll be able to tune in and see what people are saying, but in an engaging and entertaining way. It won't feel like just a load of Twitter hashtags – it will be a snapshot of what the world is feeling."
One Stadium Live will use analyze the meaning of posts, rather than just key words, to group fan posts together, while the technology will also remove bots and retweets from the conversation.
Isobar has set up a newsroom in its London office to bring an editorial layer to One Stadium Live. A team of moderators will be working round the clock, across six time zones, to push out the best conversations. Moderators will be there to safeguard Sony and keep things like racism and drugs out of the conversation. The site will also carry profiles and statistics on all 32 teams and their players, and news feeds to keep fans up to date in six languages.
The last tournament in 2010 attracted two billion TV viewers, and since then internet use has increased by 53%, Twitter use by 13,500%, and Facebook has gone from 300 million to one billion users, according to Isobar.
Trials held during recent friendly international matches demonstrated the variety of conversations around soccer, from pundits and tactics to team colors and whether or not individual players were "hot." Mr. Bailey said, "There is such a rich texture of conversation. We want it to feel like a big carnival of football, to create a wonderful ripple effect around games so that the whole world becomes a stadium."
One Stadium Live feeds into Sony's "One Sony" drive, which is attempting to unify the diverse Japanese company under one brand identity.
Sony calls its approach "From the lens to the living room," to capture the way the brand shares in the user experience, from the cameras that film the matches, to its Bravia TVs used to watch them, and Sony Xperia tablets and smartphones used to share the experience. Exclusive FIFA archive footage will also be available on Sony Entertainment Network.
Mr. Bailey said, "Our insight was that Sony brings fans closer to the detail of what's on the pitch -- closer to the visceral action -- so that we can make every fan's experience a bit more like being in a stadium." A spot promoting One Stadium Live, also by Isobar, will run on Sony's own channels and websites.
Once the World Cup is over, Isobar hopes to be able to adapt the One Stadium Live technology to create a second-screen experience across other big sports events, and for global shows such as the Academy Awards.
Friday, 20 June 2014
Wednesday, 18 June 2014
Why 1,500 people bought the Honda Fit Without Ever Really Seeing it
F/NAZCA SAATCHI & SAATCHI CREATES 'INVISIBLE' HONDA THAT CAN ONLY BE SEEN WITH A TABLET
Trying before buying is usually standard practice when it comes to big spending. You wouldn't buy a TV or sofa until you'd tried it, and you certainly wouldn't buy a car.
But F/Nazca Saatchi & Saatchi's campaign for the Honda Fit 2015 managed to convince 1500 people to buy the Honda Fit without ever seeing it in the "flesh".
The strategy was implemented in Honda dealers from all over Brazil. Clients could visualise details of the car simply by directing the camera of a tablet at a "Virtual Carpet", which marks out the exact size of the new car.
More than 38,000 people interacted with the new Honda Fit virtually and 1,500 bought it even before it was available in stores.
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