There is nothing more exciting than when a brand utilizes technology and does something really unique with its advertising. Apotek’s advert blew Swedish commuters away with its innovative thinking and clever placement strategy.
The idea was brilliantly simple, incoming trains in a Stockholm subway triggered ultra sonic sensors on an interactive digital billboard on the platform and caused the model’s hair in the ad to move. A genius way to introduce a new line of hair products.
LG’s new OLED-TV is 4mm thin. A product feature they wanted to push in their advertising. M&C Saatchi, the agency in charge of the account, discovered that the spine of the ‘Sound & Vision’ magazine was also 4mm thick and decided to use it as a print ad opportunity to push LG’s TV.
A nice idea, but how many people actually read magazine spines? Would it go unnoticed?
In this very clever albeit cruel stunt ‘Trojan Mailing’, DHL get their competitors to advertise for them. UPS and other delivery services were tricked into delivering parcels which were in fact just moving billboards advertising DHL. The idea involved covering delivery boxes in thermo-active foil which hid DHL’s sneaky message when cool. The package’s delivery addresses were purposefully hard to find so that when the secret message was revealed ‘DHL is faster’ it would have even more impact. Even though delivery men saw the message, they obviously had no choice but to deliver the parcels.
Whilst this might seem the work of an evil genius, I could not help but think that there seemed something fishy about this stunt. It seemed slightly too cruel. I was right. DHL have admitted that they have had nothing to do with the advert. Who even knows if it was real or staged. Seems like an ad agency is trying its hardest to get noticed. A plan which has worked well with the video reaching far over a million views at the time of posting. It is a shame DHL was not behind it, it is refreshing to see brands push boundaries and not afraid to play dirty in doing so.
Sony have tapped into the idea that music is the ‘ultimate performance enhancer.’ However, as they point out there is one place where it is hard to listen to it, in the pool. The brand’s response was to create a Waterproof Walkman which apparently, is the first of its kind, and they have created a fun and clever way of promoting/packaging it. Sony packaged their Waterproof Walkman in bottles of water and placed them in vending machines across gyms worldwide. As Mashable puts it ‘Talk about putting your money where your mouth is.’ A very confident and bold move.
Whilst it is a great idea that truly gets across the product’s USP, the idea has been done before. German watch maker Festina sold their waterproof watch in bags of water http://bit.ly/1hbHXlT.
A smart move by Sony though, and one that certainly caught a niche markets attention. At $100 however, it is probably the most expensive bottle of water one can buy.
Social Media is an invaluable tool. If used correctly it can create a real personality for a brand and gain them lots of new customers. Two perfect examples of this happened last week.
One was a Twitter rap battle between Tesco Mobile and O2. Tesco surprisingly beat the king of social media O2, providing much better copy and generally being more on the ball. O2 was made out to be the uncool kid when it tried to promote its Be More Dog campaign in the rap battle.
The other example was Twitter banter between the brands Innocent, O2 and Tango. Again O2 tried to promote its Be More Dog campaign by hijacking a picture of a puppy that was tweeted by smoothie company Innocent.
In their latest campaign, Corona turns the moon into a slice of lime in a creative billboard stunt. Love the concept, not keen on the billboard set-up though. The top and bottom screens look out of proportion. Great to see brands continuing to push the boundaries of what you can do with traditional media.