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.
Earlier this year Old Spice and Proctor and Gamble teamed up to create ads with cut through. Starting off with a peaceful setting presenting a cleaning product, the ad is hijacked by Old Spice’s Terry Crews, with a statement “Old Spice Body Spray is too powerful to stay in its own commercial!”
This is where two companies with the same target markets have come together in an interesting way to create a very memorable ad. The ad was first released on Old Spice’s facebook page and You Tube. At the time of publishing this article there were 5.6 million views to YouTube alone in the 11 months since release.
I think it is a good attempt but don’t think it will get the cut through that TomTom may be expecting. In saying that is always refreshing to see a brand take a creative approach to their marketing and be willing to take a risk with something new.
Unmatched performance meets another type of one-of-a-kind. Watch the BMW M6 Coupe race from 0 to 60 over paper to create unique autographs for M fans nationwide. Get a behind the scenes look at how Matt Mullins, Chief Driving Instructor of the BMW Performance Driving School, ink, and the BMW M6 Coupe created the M Print.
We love the creative thinking that has gone into this campaign. Who wouldn’t want to receive a copy complete with stone indents. Very collectable.
The Fun Theory (a Volkswagen Initiative) argues, “fun is the easiest way to change people’s behaviour for the better”. They held a competition for people who had fun ways of encouraging good behaviour. For example: a ‘bottle bank arcade’ to encourage recycling, ‘piano stairs’ to encourage exercise, ‘the world’s deepest bin’ to encourage people to properly dispose of litter and ‘The Speed Camera Lottery’
The theory is obviously a bit of fun and good marketing but it did have impressive results. For example, the Speed Camera Lottery ‘game’ reduced the average speed of cars on that road by 22% and the piano stairs meant that 66% more people than normal took the stairs over the escalator. This gamification of everyday things seems to ‘nudge’ people’s behaviour in profound and measurable ways. This begs the question, how far can you nudge people and in what ways?
The Fun Theory: that “fun is the easiest way to change people’s behaviour for the better” seems to have some solid foundations and is becoming more widely accepted and made use of. Gamification seems set to be a common feature in our lives and one that may make our lives much more fun.
For the past Valentine’s day, Coca-Cola installed special vending machines inside of the most crowded shopping malls in Istanbul. Those machines were designed just for couples and there was one way to get them working: people had to prove they’re indeed a couple.
Just another way to use communication in advertising.
Rethink Breast Cancer uses a very funny online advertisement to promote a free app that helps woman check their breasts regularly for early signs of breast cancer.
Aimed at a younger female audience, in an effort to prevent breast cancer, the ad uses humour and hot guys to firstly grab attention before going onto explain the importance of regular “TLC” – Touch your breasts, Look for changes, Check with your doctor.
The use of the app in this campaign, cleverly named “Your Man Reminder”, is ingenious as once downloaded (and it has been downloaded over 70,000 times) the women can start to interact with it regularly. You have a choice of one of six men to talk you through how to do a self examination and then they encourage you with regular reminders to re-check your breasts. (I couldn’t download the app quick enough after viewing the video).
This is just another example of where online promotion can be such a powerful medium to engage with a targeted audience and then interact with them regularly with an important message.
Sacred Grounds Organic Fairtrade coffee have launched a very cool campaign promoting their ‘good’ coffee. The concept is based around the idea that Sacred Grounds coffee is good, “so you don’t have to be”. The campaign uses a mix of clever copywriting with beautiful typography to produce a seductive and humorous outcome.
The success of this campaign (by The Campaign Palace) is largely due to Sacred Grounds taking a risk. Instead of sticking to safe, monotonous messages about the good qualities of fair-trade, they’ve added a risqué twist that adds fun and gives depth to the brand. They’ve even got away with using the word ‘be-atch’!
ifidie is an app hosted by Facebook that allows you to leave a message that will only be published if you die. You install the app, record a video or write a message, then name three trustees from your Facebook friends. After you die, if all three of your trustees agree, the message will be posted on your wall. The app suggests you can leave a proper farewell, reveal a long-kept secret, or tell someone what you really think of them!
So, handy? Or creepy?
But wait, it gets creepier… ifidie used Facebook and Twitter check-ins to track where people were at certain points in time, and called them with the ominous message that DEATH CAN COME AT ANY TIME. The creepy all-knowing voice knew where they were and told them they must go to ifidie.com. They called thousands of people and not only did this attract media attention, it actually did increase the traffic to their website.