BU Paris - A MONTH OF IDEAS - Juin 2015

a month
of ideas#JUNE 2015
#BRANDUNIONPARIS
Magazine
Salt
Football
Sea
Burger
Tennis
Car
Supermarket
Instructions
Sneakers
Beauty
Guitar
Music
Game
Leather
Jail
Medecine
….

2
BOARD & NEVER BORED
The processing and analysis of comprehensive data
now allow brands to oﬀer experiences to consumers
in line with their actual wishes.
In Italy, the airline company TAM began from the
observation that due to a lack of personalization the
average time of reading on board magazine is only 3%
of the flight duration to set up its last campaign. The
company has created "The Ownboard Magazine“, a
magazine distributed on board to passengers, that is
customized to the image of each of them.
To achieve this, the company asked passengers to
connect their Facebook account when ordering a
ticket. The company scanned the personal
information and tastes of every traveler to produce a
unique magazine in their image. A successful
operation since each traveler left the plane while
keeping his magazine.
https://www.youtube.com/watch?v=ZhbIQNtL8JE
TAM - « The Ownboard Magazine»
BRAND UNION PARIS – A MONTH OF IDEAS – JUINE 2015

3
CLOGGED ARTERIES
Are men naturally excessive in their behavior? If one
believes the consumption of salt, the answer is yes.
The salt consumption has even become a real social
problem, particularly in Argentina. To raise
awareness of Argentinian’s excessive consumption,
Fundación Favaloro has developed the first salt you
can see because this salt is colored. Whether green,
pink or blue, this salt is visible.
When a person saltes a meal, it will automatically be
able to see how much salt it puts. The colored salt
were distributed to restaurants and to the general
public. The operation also had a nice relay on social
networks, aﬀecting nearly a million people, and also
involving more than 100 celebrities on Instagram
https://www.youtube.com/watch?v=-4G7BgCBgBg
Fundación Favaloro - «The Salt You Can See »

4
SEA IT TO BELIEVE IT
Many activations are based on the insight that it
must be seen to be believed. Thus the final profit of
the product is transformed into experience to live.
As part of the promotion of a life jacket, Tribord, a
clothing and equipment brand, has developed
WAVE, the worst beverage in the world made from
100% seawater drawn oﬀ St Malo.
An event was held in the port of Marseille in France,
where two hostesses invited boaters and
practitioners to come and enjoy this amazing drink
without knowing what to expect. Inevitably, the
tasters felt the bad taste of the eﬀect of drowning.
Reckless who dared tested experience received 30%
discount valid on the purchase of the life jacket. The
operation was also conducted in sport stores in
France and abroad.
https://www.youtube.com/watch?v=XQb5oopv0XA
Tribord - « The Worst drink In The World »

5
RIDE WITH YOUR BURGER
Providing an experience to consumers may also be
to improve the moment of tasting or transport of
products sold by brands. The fast food chain
McDonald's now attaches particular interest to this
issue.
After launching in Hungary a takeaway bag that
converts into meal tray, McDonald's has created a
takeaway bag baptized McBike. Noticing that
transport modes have been evolving and so the
takeaways products consumption patterns,
McDonald's has created a packaging distributed in
argentinian McDrive restaurants only designed for
cyclists. Products are arranged vertically, with the
drink over the fries and burger. Finally, a small
handle to hang the packaging on the handlebars.
Mcdonald’s - « McBike »

6
WOMEN UNITED
Nike has a clear and unifying vision. All individuals,
whether valid or not, are potential champions. All his
communication is therefore based on the eﬀort and
transcendence.
On the occasion of the World Cup women's football,
Nike launched a film on the day of entry into
competition of the US national team. Starting from
the insight that the strength of the women's national
team lies in its collective, Nike designed this film
highlighting the individual characteristics of each
member of the team and mainly their ability to
transcend the others team player.
In this film launched exclusively on the Nike Football
application to people based in the US, we find the
stars of the American that are Abby Wambach or
Alex Morgan in the heart of their intense workouts.
https://www.youtube.com/watch?v=cJLoYK1-qfk
Nike - « American Women »

7
ANOTHER REASON FOR TAXIS TO MOAN
And if you put yourself in the shoes of an Uber
driver? In the US, the VTC service has developed
UberDrive, a video game available on iOS that allows
you to experience this. Specifically, this application
was created to form in a fun way Uber drivers.
UberDrive places you in the city of San Francisco,
and oﬀers the challenge to find the quickest paths
for your customers, while they visit the most tourist
areas of the city.
One way for the brand to make its best performing
drivers, and thus its more competitive service
Uber- « UberDrive»

8
GAME, SET, PLANE
The topic was much written on the web. What was
this famous airplane shadow hanging over the tennis
courts of Roland Garros? Whether viewer or in the
court, it was impossible to miss that shadow that
challenges us and forced us to look in the sky. This
shadow was the result of a partnership between
Emirates airline and, tournament organizers. As part
of this collaboration, the brand took the initiative to
dress the traditional camera flying with a miniature
replica of an Emirates A380.
Product placement is now common practice. Given
the multiplicity of these investments, brands need to
be innovative and diﬀerent to optimize the
eﬀectiveness of product placements as illustrated by
the Eimrates case.
Emirates - « Plane Backwards »

9
LOVE IT OR HATE IT
Marmite, the bitter spread brand, like the
Swcheppes drink, either like or not like it.
Recognizing this duality Marmite communicate
around this segmentation creating a sense of
community among those who love this bitter spread.
For summer 2015, the brand is launching a limited
edition lighter bitter spread to target a wider
audience. For the launch of this new product, the
brand is launching two jars, a "summer of love" and a
"summer of hate". The packs take inspiration from
Woodstock and the summer of love in 1967.
Marmite

10
RED HOT
Provide experience to consumers is to be where you
are not expected and out of existing codes.
In Japan, the fast-food chain Burger King unveiled
"AKA Samurai", a range of burgers with bread
entirely red, and for good reason: they are very
spicy. To oﬀer the bread that color, the brand has
used the tomato powder as a dye. This range of
burgers is also an opportunity for the brand's
customers to discover the sauce "Angry", a blend of
miso, pepper and doubanjiang.
Burger King - « Aka Samurai »

11
BABY LOBSTER
Short of letting a child experience the lingering pain
of a sunburn, how can you really teach them the
importance of wearing sunscreen?
Nivea has launched a doll for kids made with UV-
sensitive material and quickly turns lobster-red when
exposed to harsh rays without sunscreen, just like
your own skin eventually would if left unprotected. If
the child uses sunscreen on the doll, it will be
protected from sunburn. If the doll's already red,
putting a dollop of Nivea on it will turn the skin back
to its normal shade.
A fun and educational idea to educate smaller to
protect their skin from the sun is always more
efficient than a traditional prevention campaign.
https://www.youtube.com/watch?v=StvAe98BfwY
Nivea Sun Kids - « Nivea Doll »

12
GRASS IS ALWAYS GREENER…
Although deforestation is a media issue, it is a
problem that impact until now few people in major
cities, particularly office workers.
Not directly impacted by deforestation in urban
areas, office workers tend not to optimize the use of
printer paper. The association Green Nation Brazil
then had the idea to raise awareness among
employees individual impact they have on the
environment. They have developed an application
that modifies your computer desktop in a forest.
Consequence: the more you print, the more you
deforest.
The application has already been adopted by most
of the 50 largest companies of the country. This
campaign is especially efficient as it allows
companies to reduce their operation costs.
https://www.youtube.com/watch?v=5_94Uof5ovA
Green Nation- « Deforested Desktop »

13
SLEEPING BEAUTY
Skype, as well as the phone,aims to connect people
whatever the distance between them. Except that
unlike the phone, the image provides emotional side
to conversations. Skype emphasizes therefore
emotions in its communication operations. Skype
has decided to solve the problem of parents working
away from home and can not sleep children.
Skype has developed "Bedtime Calls", a Skype
feature that allows parents to remotely tell stories to
their children before bed. "Bedtime Calls" works with
the same principle as screen sharing. The child has
the opportunity to see the story, while the parent
tells the him in person.
The brand experience can be to sell nothing but
leave a strong emotional footprint, allowing to guide
future consumer choice.
https://vimeo.com/126356462
Skype - « Bedtime Calls »

14
DON’T SKIP AD
The first thing you want when you see a pre-roll
appearing before a youtube video is to press the
button "skip the ad", unless the pre-roll is a link to
the video you going to watch?
Volvo has launched a new pre-roll videos
contextualized campaign entitled "6 Billion Hours" to
present 60 reasons driving the XC 60. Thus, the user
browsing Youtube discovers pre-roll characteristic of
the car, in relation with the video he wants to watch.
In pre-roll videos storms, the Swedish brand boasts
its automatic windshield wiper system for the
famous video 10 hours of walking in NYC as a
woman, Volvo highlights its rear camera to watch his
back . In this way, Volvo connects the characteristics
of his car at more than 6 billion hours of YouTube
videos.
Volvo - « Volvo 6 Billion Hours »

15
STICK TOGETHER
Glue Scotch Super Glue 3M is the glue with the
higher quality perception in Guatemala, but it is also
seen as the most expensive one. Unfortunately for
Scotch, in Guatemala, 70% of the glue consumer
based their purchase on price and not quality.
That is why Scoth Glue has created a place
impossible to resist to this target, a discount store.
They collected the damaged products from
decoration houses that weren't able to sale. And in a
most popular mall, they opened a store where they
sell broken items at the price of a Super Glue pack.
Visitors had also the possiblities to buy new
decoration products at the price of a super glue with
one condition, they had to break themselves the
products.
https://www.youtube.com/watch?v=dOgeke6s7gU
Scotch Super Glue- « Restore »

16
CHEAP DATE!
Governments and citizens will now raise the
question of the exhaustion of resources available on
Earth. This causes a change of behavior among
citizens. They try to consume more responsibly
consumption through less food waste.
Thus, a restaurant opened in London that uses only
ingredients that have been rescued from the trash.
That might run from Nando's chicken surplus to posh
olives from Borough Market. Clients are free to pay
the price they want. For example, the restaurant
hosts regular disco soup.

Such initiatives abound in major western cities and
deserve brands interest.
Save The Date Restaurant - London

17
REAL THINGS
The many food scandals that have shaken the agri-
food sector, including horse meat found in lasagna
Findus led consumers to question the origin of
products they eat.
Now, brands need to be transparent on the
traceability of their products. The French chain
Super U food stores, which undertakes to local
products, created an in-store giant LED screen more
about shoppers showed that what was in their
shopping cart in some fairly eye-catching ways.
When a buyer goes with yogurt in his cart, a cow is
then displayed on the giant screen. A fun way to
communicate the proximity and authenticity of
products sold
https://www.youtube.com/watch?v=tK-ogmwPTxo
U Stores- «The Story Behind The ‘U’ Products »

18
SING IT ON
It is a secret for nobody but when buying a new
product, we are more excited to use the product
than to read the notice.
So it is for brands to make attractive these notices
optimize the use of the products. Then, the speaker
manufacturer Popclick has developed a manual that
makes you want to read and especially to listen. The
document is actually composed of QR code which
have to be scanned with a smartphone. These QR
Codes give instructions with songs. For each
chapter of the notice, there is a diﬀerent style of
music, from hip-hop to rock.
https://www.youtube.com/watch?v=X3g_Ix_pBes
Popclick - « Airybox »

19
BETTER THAN PARACETAMOL
Listen to a piece of British rock and you will want to
conquer the world. It is undeniable that the music
has a strong power of influence on the mood of the
people and even health.
EMS Laboratories, the largest pharmaceutical
company in Brazil, created in collaboration with the
producer of music Mozarteum an invitation to a
classical concert a bit special. Guests received the
invitation in the form of a box of drugs that plays
music when you turn the lever. At the same time you
turn the lever, the package produces a detachable
bull which is the ticket for the event.
A beautiful metaphor for the healing power of music.
https://www.youtube.com/watch?t=63&v=uq3OtSGpL8U
EMS Laboratories - « The Medecine Music Box »

20
HOLY COW
In Sweden, in order to communicate the release of
its new smartphone, manufacturer LG twisted a
magazine page to incorporate a leather page.
This page reflected perfectly the texture of the back
of the new LG. The idea is obviously to enable the
reader to feel good physical attribute of this new
smartphone with a sensory advertising.
https://www.youtube.com/watch?v=7MfoWt8cdIo
LG - « Smell The Diﬀerence »

21
SAWADIKA
Tourism attractions in Thailand are always crowded
and busy on the weekends, while travellers who plan
to go for trips on weekdays would have a better
travel experience.
Air Asia launched a simple but convincing print
campaign that pointed out the pleasure of travelling
on weekdays
Air Asia

22
CRASHIN’
Cannabis use and driving do not mix. To raise
cannabis smokers in the United States, the
association We Save Lives developed special leaves
for rolling seals.
When the smoker rolls his seal, the two cars drawn
on the sheet crash. Registration of the message on
the leaves helps to educate smokers at a crucial
time, ie the time of consumption.
https://www.youtube.com/watch?v=DRb8vTqkbMI
We Save Lives- « The Week Advisor »

23
SUPER MATTRESS
Sleeping well is a primary thing that aﬀects your state.

The Beautyrest mattress manufacturer has launched a
TV spot using the superhero metaphor that finds its
strength in a restful sleep.
Beautyrest

24
THINK DIFFERENT
One of the greatest advances in recent years in the
field of clothing technology?
High-tech fibers, LED miniaturized to the extreme, son
of braided conductors, these are the main
components of the future sneakers. Called "Shift
Sneakers“ and created by RehabStudio, the shoes may
well see their color changing according to the desires
of their owners.
The pair all-in-one might be controlled by packs,
downloadable by smartphone.Thus, the "Selfie Pack"
would allow users to match the color of their shoes
that they held through the analysis of a photograph of
it. The "Running Pack" would be an instrument to
evaluate the performance of joggers. Will be available
as a 'Cycling Pack ", to make them reflective shoes
during night shifts and a" Fashion Pack "intended to
anticipate trends.
StudioRehab - “ Shift Sneakers”

25
AGE IT UNTIL YOU MAKE IT
Absolut has always distinguished on its ability to
innovate and deliver products in phases with the
trends in the world of spirits. In recent months, a
new concept of mixology was born: cocktails aged
in barrels. From local initiatives, this trend has largely
developed to attract the attention of big names in
the spirits market.
Indeed, Absolut launched Absolut Amber. The main
characteristic of this new product is that the vodka
was aged in oak barrels, which gives a rich and
complex character.
Aboslut - « Absolut Amber »

26
LET IT BREATH
Dove, the hair care company launched its product in
Japan in 2011. This year, the brand decided to launch
new packaging in this country. With Japan being one
of the top hair care markets in the world, the brand
needed to reconnect with buyers in a dynamic and
competitive way. The goal was to give Dove
products a more exclusive feel with a more feminine
look. Femininity in Japan is key to beauty and is
expressed by the term ‘Kawaii’ which is a girlish and
sweet type of femininity.
The new range comprises two variants: moisture
plus oxygen in a pale blue colourway and moisture
plus oil represented in yellow. The intense blue and
yellow hues contribute to the overall femininity,
while the oxygen rich bubbles imply the high quality
of the product. The clean, white appearance that
Dove embraces is still evident, while these elements
clearly place the products in the Japanse market.

Dove

27
LES MEETS BJÖRN
Who has never imitated in front of the mirror a solo
of ots favourite guitarist ?
In the US, the Les Paul guitar brand has introduced
an innovative operation to oﬀer its fans an exclusive
edition signed by Björn Gelotte, guitarist of the
metal band In Flames. With the Shazam application,
the brand has challenged several people to
reproduce a guitar solo created by the famous
guitarist.
The famous application of sound recognition is then
the unique judge of theparticipants artistic ability. If
Shazam consider the candidate has reproduced the
piece, Gibson oﬀered him the guitar.
https://www.youtube.com/watch?v=8a9ibJ9bZWs
Les Paul - « The Les Paul Skill Chec »

28
ONCE UPON A TIME
Apple is launching on next June 30 a music
streaming platform called Apple Music that aims to
compete with Deezer and Spotify.
On the occasion of this launch, Apple has created a
TV movie as a retrospective entitled "History of
Sound" around the musical innovations of the last
127 years. It shows the mains evolution as the Edison
phonograme the Berliner gramophone, vinyls, the
jukebox, the CD and the digital music.
Along with this retrospective of technological
innovations, the spot highlights the positive aspects
of music that is a source of pleasure, relaxation,
sharing, love and freedom.
https://www.youtube.com/watch?v=9-7uXcvOzms
Apple Music - « History of Sound »

29
HEAD IN THE CLOUDS
During long car trips, a popular family occupation to
pass the time is to look at the clouds and imagine
what forms these clouds make us think.
Based on this observation and the insight that
everyone interprets the shape of clouds based on his
imagination, Pictionary, family game whom the goal
is to guess words to his friends through his
drawings, Guatemala has installed a giant billboard
12 meters completely empty which takes the form of
a frame in the sky. The goal for passersby: take a
photo and tweeter panel what they see as a ground
with clouds using the hashtag #ISEE.
A beautiful operation for Pictionary, which generated
more than 25,000 tweets and top tweets remained
in Guatemala for the duration of the event.
https://www.youtube.com/watch?v=1kE59AHlrJk
Pictionary - « Cloud Sketch »

30
A PIECE OF BUSINESS
There are many brands that advocate values but few
have put those values alive.
KLM's World Business Class redesigned to oﬀer more
comfort to its passengers. It was unthinkable to shed
those armchairs, carpets and screens. That's why the
airline company asked the students of Design
Academy Eindhoven to recycle these materials by
creating objects around the theme of travel.
The "Plane to Product" project gave life to its
amplifiers for smartphone, bags turning into pillows,
slippers... These prototypes were exposed to store
Bijenkorf in Amsterdam from 1st to June 15th.
KLM succeed in communicating a service
improvement while participating in the construction
of its values is a good example of
https://www.youtube.com/watch?v=U31-SB3-fD8
KLM - « Plane To Product »

31
BEHIND BARS
Netflix launched a process XXL for the upcoming
launch of Season 3 of the hit series.
Friday, June 5, a bus in the colors of Litchfield prison
appears in the circulation. Its destination, the
Boulevard Haussmann 8-12 to take part in a stunt
unveiling the new Orange Is the New Black season.
To serve decor, a poster of a 360m2 area is deployed
to the building frontage taking the world of the
series of prison. Made with actresses dressed in the
colors of the series, the poster has been living under
the eyes of the walkers.
This unusual idea is obviously much more powerful
than the simple recovery of a facade with a static
advertising
https://www.youtube.com/watch?v=dyC6lsZ7l2M
Netflix - « Orange is the new black»

THANK YOU
#SEEYOUNEXTMONTH
#BRANDUNIONPARIS

BU Paris - A MONTH OF IDEAS - Juin 2015

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BU Paris - A MONTH OF IDEAS - Juin 2015