This is the second part of my WARC Top 10 classification. Here they come: #6 to #10.
#6: ABTO - Bentley Burial (Leo Burnett Brazil):
This campaign is basically a big PR-stunt with a twist –
based on a smart strategic idea.
One day an excentric Brazilian millionaire announces on Facebook that he would bury his 1 Mio. Dollar Bentley as a reference to the egyptian culture so he could drive it after his death. Sounds werid, right? Sounds like a good story! And the reactions were as intended: the public and serveral TV-stations responded heavily and the story became a real scandal. On burial-day dozens of journalists were heading to the millionaire’s mansion.
Suddenly the campaign twist: The whole event is just a metaphoric demonstration about the decadence of burying healthy organs instead of giving them those who would need them. Well, point made - public interest generated and leveraged.
One day an excentric Brazilian millionaire announces on Facebook that he would bury his 1 Mio. Dollar Bentley as a reference to the egyptian culture so he could drive it after his death. Sounds werid, right? Sounds like a good story! And the reactions were as intended: the public and serveral TV-stations responded heavily and the story became a real scandal. On burial-day dozens of journalists were heading to the millionaire’s mansion.
Suddenly the campaign twist: The whole event is just a metaphoric demonstration about the decadence of burying healthy organs instead of giving them those who would need them. Well, point made - public interest generated and leveraged.
#7: Smart TXTBKS (DDB Philippines):
The second case in the WARC top ten that is about using basic
mobile phones to improve life quality
(remember the ‚Khajura Tesan’ case last week?)
In the Philippines school kids suffer from the weight of
the various school books they have to carry everyday. As the quick win
‚E-reader’ is not affordable for the majority of families, a mobile provider
starts to develop learning materials so small they can be put on sim-cards.
#8: Mercedes-Benz - #YouDrive (BBDO UK):
This is about the old story of ‚making a rather conservative
brand cool’ – but the campaign strategy and execution is pretty genius.
Mercedes-Benz ran a high-quality action-movie campaign – with the audience able to decide about the story’s direction using certain twitter-hashtags.
Mercedes-Benz ran a high-quality action-movie campaign – with the audience able to decide about the story’s direction using certain twitter-hashtags.
#9: Hornbach - The Hornbach Hammer (Heimat Berlin)
Hornbach – a DIY retailer – made a product the hero of a whole campaign and mixed it with excellent story-telling,
a unique tonality and strong execution.
The ‚Hornbach Hammer’ was a limited tool made of an old Russian tank, which story was told by degrees starting with social media. When the product was launched, all 7000 units were sold after 5 minutes.
The ‚Hornbach Hammer’ was a limited tool made of an old Russian tank, which story was told by degrees starting with social media. When the product was launched, all 7000 units were sold after 5 minutes.
The mobile challenger brand Virgin Mobile found the perfect testimonial to
present its ‚the fair underdog’ positioning.
They made a campaign with Doug Pitt – Brad Pitt’s rather unknown
brother, who is like an „average-joe version“ of his brother (but still
obviously a look-alike).
This magic story was able to communicate the brand’s proposition – and overshine the competition that was spending multiple times the budget.
This magic story was able to communicate the brand’s proposition – and overshine the competition that was spending multiple times the budget.
Read the first part with Place 1-5: http://theyoungplanner.blogspot.de/2015/08/2015s-best-strategic-marketing.html
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