To improve awareness of Hyundai’s 5 Year Unlimited Mileage Warranty, Innocean Worldwide commissioned Studio AKA to develop an online animated campaign where the core of the theme was the simplicity of Hyundai’s offer. The series of animated shorts was developed by director Steve Small who chose to create a world of clean simple graphical animations with a deadpan craziness that Studio AKA could run with. Each scenario shows both limited and unlimited situations that focus at the end on the Hyundai advantage. Short performances in each vignette on simple colorful backgrounds with an engaging sense of humor help to sell each short. The video below is a compilation of the 13 spots, all of which can be seen here.
I love this new viral campaign that was produced for Kmart by DraftFCB Chicago. Following on the success of “Ship my Pant’s” they have released a new online spot “Big Gas Savings” that follows the same line of humor.
The online advertising campaign promotes the $0.30 off per gallon deal for members who spend $50 or more at Kmart, with redeemable discounts at BP and Speedway. This spot, instead of inside a KMart store, takes place outside in the fuel line of a Kmart gas station, where excited customers talk about big gas (say it fast and think about the same line of humor as “Ship my Pants”) savings. Billy is back with his mother and father, along with a very big gas truck driver. The campaign’s Twitter tag is #biggassavings. Yes the humor is a little low brow, but the ad campaign does the trick. It makes you remember Kmart, and what Kmart is promoting. I can’t wait to see how far DraftFCB can take this. If you haven’t seen “Ship My Pants”, I embedded the video below for your viewing pleasure.
The Big Gas Savings campaign was developed at DraftFCB Chicago by chief creative officer Todd Tilford, executive creative director Jon Flannery, creative director/copywriter Berk Wasserman, creative director Todd Durston, group executive producer Chris Bing, working with KMart chief marketing officer Andrew Stein and VP creative Mark Andeer.
Getting people to engage, and click-through with web-based advertising is a challenge, getting them to engage with advertising for non-profits, and charities can be even more so.
Ogilvy Brazil created a simple yet effective way to raise awareness and engagement for GRAACC a hospital that offers free treatment for children with cancer. As an NGO, GRAACC relies on donations to keep their doors open and continue to do the life changing work that they do.
Last February Ogilvey convinced major websites to donate media space to GRAACC hosting online banner ads for the hospital that encouraged donations. Instead of relying on simple click-throughs to a donation page, Ogilvey set the banners up to be resold to online users. Individuals, companies and organizations were invited by email to buy a banner. Links embedded in the email directed people to the campaign landing page where individuals could customize any banner ad and pay what ever they wanted in the form of a donation to GRAACC. Major websites displayed the banners for a whole week and all the money was given to GRAACC.
The banners that were produced resulted in over 3,000,000 impressions, and the donations raised increased by 260% from the previous year.
I just finished reading an article on ClickZ by Augustine Fou, that talks about Digital Content being at the root of modern advertising. This is interesting because it fits in with a number of discussions I have been having with various clients and colleagues over the last few years.
My point, and one that Fou eludes to is, not everything begins and ends with your website, or Facebook fan page, or a banner ad, but rather it is made by the cultural impact created from all of these digital options. It’s not that people live their lives online, but rather people use these digital properties, in ways that are integrated with so much stuff in their lives. Even when you don’t think you are online, you are. You use digital technology when you pay for items with a credit or debit card, you use it in the TV programs you watch, when you have your smart phone check movie times or help you find a location. It impacts you when you are waiting inline to check out at a store and there is a screen in front of you that commands your attention. More and more, all of the digital components in your life become more ubiquitous and literally everywhere. And more over you relate to it and use it, even if you are not actively searching for information about a product or service. In the end there is ultimately more and more human behavior that is now being tracked or linked enhanced or enabled by the digital properties that are embedded all around us. And due to the nature of this digitally enabled request and receive behavior, all of this information can be leveraged to understand needs and desires.
The value of these digital breadcrumbs, the information that we leave behind in our modern world can’t be overemphasized. I was just talking with a client about why integrating digital components at the core of their marketing and advertising initiative was so key. Because it allows for unprecedented analysis of data. Data that is related to how people interact with these specific digital properties in relationship to more traditional media channels. I was trying to make the case for more efficient and effective advertising, especially when it is designed from the beginning to take advantage of human insights and behavior.
Unlike Fou, I don’t necessarily think that digital is the center of the advertising universe, but it is a key element of the modern landscape. A ubiquitous component, rather than simply another media channel.