Articles in Frontiering Campaigns
Not all campaigns will be successful, but not having a brief, or having one that is “too brief” definitely increases the likelihood of failure.
The Brief is one of the most important stages of the marketing process, and yet many clients fail to see it’s importance, and either ignore it all together or pass this responsibility to the agency. Agency created briefs or “reverse briefs” can work well where the client / agency understand each other well, but there should still be some kind of approval step so that clarity of scope is understood.
7-Eleven in Sweden has released an iPhone app, that no only includes a 7/11 store locator, but also includes coupons for free coffee and biscuits. Users key in their phone number and then the unique coupons (that are only valide once) are delivered to the iPhone. April’s free coffee coupons will be followed by free ice cream in May.
Stockholm-based digital agency Lonely Duck developed the application and it had 2500 downloads in it’s first week.
I have just created this widget for the Victorian Government in support of the Bushfire appeal, which is now listed on the Premier’s site at http://www.premier.vic.gov.au
Here’s the video Bullseye produced for the Australian Sports Commission to encourage the development of young Australians sportspeople on this promotional site.
Already the viral has been picked up by many of the mainstream press both here and in the UK.
Australia Press Coverage
Adnews (subscribers only)
UK Press
Blackmores is a client of ours, and we have created a new website called Byourbest, which contains lots of tools and information about the Sydney Running Festival.
I’ve decided to translate some of these tools into widgets.
Imagine you are in the delivery business, and want to show that you deliver anywhere in the world.
DHL, with the help of a swedish artist Erik Nordenankar, and a GPS device have managed to create what they describe as the biggest drawing in the world.
The website documents the creation, along with detailed instructions and delivery documents, and even contains video footage of the drawings journey.
Most of us remember the Mission Impossible series which immortalised the saying “This message will self destruct”.
Deadline Couriers created an effective PR stunt by building a billboard message that included a 8 day countdown timer. At the end of the 8 days it literally blew up.
I just love the way the message ties to the service offered by the brand !
MSNBC have released a NewsWare site, which provides an interesting news spectrum which can also be customised into a widget to embed on your blog, social network profile, or desktop.
The news experience includes this spectrum which is very engaging.
There is also a Newsblaster tool which lets you read the news while you are playing an online game.
To promote this feature, MSNBC setup the world’s first interactive cinema crowd game.
Dr Martens are running a campaign allowing consumers to create a boot design at http://dmbootdesign.com/
After selecting the boot canvas (8-hole or 14-hole), and then using the sites pen and paint tools, or using their own tools, 2 consumers will be selected to have their boot designs manufactured and sold in shops worldwide. One will be chosen by the people, and the other by a panel of industry insiders.
Absolut loves visions. They love them so much that they turn visions into realities.
In an ABSOLUT World everybody can submit their visions and explore what others have envisioned and realized. And the website reflects this idea with an interactive navigation using 3D graphics to create an engaging experience.
Realised visions are represented in by boxes that you can drag, spin and open. Each one is different, and because they are generated by consumers, you’ll find all kinds of content inside.
