Category Archives: Advertising

Exercise = subway ticket

To promote exercise and the 2014 Olympics, a very special ticket machine has been installed at the Moscow subway station.

Instead of accepting money as payment, the high-tech ticket machine only accepted exercise. Riders could receive a free ticket by standing in front of the machine’s camera, and performing 30 squats. The idea is to get people active and amped for the games.

If you could do a little bit of exercise in exchange for a train ticket, would you?

Ajax Social Wipes

Ever tried to get rid of all the old pages and boring brands you’ve ‘liked’ on Facebook, or spam you’ve accumulated on Twitter? Colgate’s social tool called “Ajax Social Wipes” does exactly that, by instantly aggregating all of the pages you’ve ‘liked’ on Facebook, where you can easily (with a single click) get rid of things clogging up your news feed! Meanwhile, over on Twitter, it will actively detect spam that you might have started following, and automatically remove it from existence!

Check it out here:

Created by the guys at VML in Sydney.

Global Digital Statistics 2014

Here’s the 2014 Global Digital Statistics, Stats & Facts SlideShare presentation from the guys at We Are Social. It features digital stats like:

  • 2.5 Billion People are Online
  • 1.8 Billions are on Social Networks
  • Top Social Networks added 135 Million users in 2013
  • Facebook now has 1.184 Billion Users

It may be 183 pages, but well worth the look, grab a cuppa and enjoy!

Dumb ways to Die – started as a viral campaign, but is so much more.

I think most of us would have seen or heard this campaign with a catchy tune called ‘Dumb Ways to Die’. It is all about safety around trains and has been extremely successful not just as a viral campaign but more importantly as a behavioural chance campaign.

This is a fantastic case study around how McCann Melbourne built on the initial video to include a rollout of print ads, smartphone apps, story books, radio, music charts, huge interactive poster displays and website pledges were all channels used to share the story.

What we love about this campaign is that a good idea executed well with an aim to not just get some cut through with one strong message but leveraged with two way interaction can start to change a behaviour. The stats as the end of the video of the lives saved speak for themselves.

Yours in behavioural change campaigns.


Coke uses technology to create this powerful campaign

I just found this fantastic new campaign from Coca-Cola. They have used technology is a way that brings together people in a really powerful way.

In March 2013, Coca-Cola set out to break down barriers and create a simple moment of connection between two nations — India and Pakistan. The initiative “Small World Machines” provided a live communications portal between people in India and Pakistan and showed that what unites us is stronger than what sets us apart. The key to engaging with each other through the machines was simple: people in India and Pakistan could complete a task, like touching hands, drawing peace, love, and happiness symbols — together.

Everyone loves winning: how Rydges used gamification to double sales

BRW reporter Ben Hurley writes this story below that supports what I have been saying about the role a clever use of game ideas and techniques can do to intrinsically motivate an audience. Good on Rydges, this is great example of Gamification.

Hotels and resorts group Rydges have extended a campaign using retail gamification start-up, saying the injection of chance into the online buying process has doubled sales.

Wynbox’s “buy to win” software is based on the belief that online shoppers will be more excited by a one-in-five chance of getting their chosen product for free, than they will be by a 20 per cent discount.

The Rydges trial campaign invites buyers to buy a night at Rydges Sydney Airport using a “book to win” button on the website, which gives a one-in-five chance of paying nothing.

“Everyone loves winning,” says Wynbox co-founder and chief executive Damien Cantelo. “So by giving customers or guests a chance to win, it’s a far more compelling proposition than just a discount or another type of sales promotion.”

Tish Nyar, general manager of Rydges Sydney Airport, extended the campaign by an additional week due to its success.

“The initial results from the Wynbox campaign have exceeded our expectations, with over double the number of bookings,” Nyar says.

Wynbox, previously called Wyngle, launched mid last year and closed an investment round in September with Dominic O’Hanlon, formerly chief strategy officer at MYOB, who is now Wynbox’s chairman. Software entrepreneur Daniel Harrison has also joined as chief technology officer. The name was changed to Wynbox because Americans negatively associated the original name Wyngle with ‘wangle’.

Wynbox charges an upfront fee and a 2.8 per cent transaction fee to retailers which use its software.

Cantelo, who co-founded the business with Sebastian Langton, says online retailers are finding discount offers unsustainable because consumers are reluctant to pay full price again when the discount period is over. The discounted price tends to linger online even after the campaign is over, potentially damaging the brand’s value.

Prizes and competitions are nothing new in retail, but Cantelo says the “buy to win” concept, part of a trend towards “gamification” of online retail facilitated by changing technology, is different to traditional competitions. The buyers don’t have to sign up – only buy the product in the normal way. They win instantly rather than waiting weeks or months for a draw. They are choosing the product they want, rather than going in the draw to win a prize that might not suit their needs. And they have a very high chance of winning.

“The one in five chance to win sounds amazing, but it’s the equivalent of a 20 per cent discount; it’s not that difficult to offer,” Cantelo says. “That’s a commonplace discount, but when it’s presented as buy to win it’s significantly more attractive to the customer. Existing retail margins are used to create free items.”

“Specifically with Rydges they save on paying commissions to online travel agencies because it’s done directly through their website. They have just shifted the commissions they were offering to other websites.”

But Cantelo admits some difficulties could emerge if retailers attempt to split-test the buy-to-win model with discounting, to see which works best. Consumers would be put off if they saw a higher price tag attached to the buy-to-win button.

“It’s very important that we have fair market prices,” Cantelo says. “If the consumer feels they are paying a premium it loses its appeal. Over time some retailers may look to do that, to split-test that. But the real value we offer is to offer it as an alternative to discounting.”

Who gives a crap – Indiegogo success story

We love a good success story and this is one from a Melbourne based business who has teamed product with a good cause. Posting their clever video on Indiegogo, an international crowdfunding site, they set a goal to raise $50K but instead raised $66,548. Not bad!

Their secret – using good humour, a professional video and a well thought out campaign including supporting merchandise, they told the views a story that they could easily become a part of. What we like about this campaign is the clever link to the social channels with a $5 donation scoring you a personal thank you note written on a piece of toilet paper sent out through twitter.

Who gives a crap?  It turns out many people do and we want to congratulate Simon and his team on an excellent example of what is possible with Crowdsourcing.

See more on their campaign here.