1. Free Wifi – Smartphones are everywhere these days, but finding that elusive free wifi connection to use them can be much more difficult. To advertise its Office 365 software, Microsoft teamed up with Forbes magazine and T-mobile to insert a miniature hotspot into selected copies of its May 6 2013 issue. The campaign, created with advertising tech firm Americhip, simultaneously promoted the validity of Microsoft’s cloud-based program and gave Forbes’ readership another reason to carry the publication with them – killing two birds with one stone.
2. Delivering Beer – Brand sponsorships at popular music festivals can be great for businesses, but often limit product choice for attendees. Looking to go that bit further to create brand engagement, Windhoek developed a system whereby revelers at the OppiKoppi festival – taking place in South Africa in August – can order a free beer through their GPS-enabled smartphone and promptly receive a can to their approximate location, delivered through the air via specially-repurposed flying robots.
3. Billboard turned Home – It’s clear that in the age of internet, consumers know a lot more about brands and how they act on their social responsibility. In order to present itself as a people-centered business, Thailand’s HomePro DIY store collaborated with BBDO Bangkok to create The Other Side campaign. Since the country’s homeless population often uses road-side billboards in order to create makeshift shelters, the company decorated the reverse of their advertisements with wallpaper and fitted them with practical shelves and hangers. When they’d served their use as marketing tools for HomePro, they could then be used to brighten up the lives of those less fortunate.
4. Digital ‘look book’ – Social media has arguably become an integral element to any business’s marketing strategy, although there are different ideas on how it can best be used. For the launch of the new Karl Lagerfeld Store in Amsterdam in April, the fashion label tapped into consumer desire to share purchases with friends and family by placing iPads in changing rooms, loaded with an app that enables shoppers to take photos of their look, apply a filter and post online. The store also enables visitors to leave their comments on the Karl Lagerfeld Facebook page via tablets located around the space. A great example of combining the online and offline worlds.
5. Talk Back to Commercials – As any broadcast advertiser knows, sales figures only tell a part of the story of the success of television campaigns because the medium is essentially one-way communication. The social nature of the web is increasingly giving consumers a say and AdYapper’s platform aims to provide this kind of open communication for those working in television advertising. Visitors to the site can watch, up- or down-vote and give their opinion on creative ads. By letting viewers join the discussion, broadcast advertisers can gain insight into the reasons why their campaign failed or succeeded.