Les Meilleures Campagnes Digitales de 2013
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Tous les ans,Grégory Pouy publie sa sélection des meilleures campagnes digitales de l’année passée. De quoi se remémorer ce qui s’est fait de mieux sur le web lors des derniers mois et regarder plus sereinement vers l’avenir. Au menu de cette année, Volvo et Jean-Claude Van Damme en guest-star, Oréo et son omniprésence sociale, Heineken et ses candidats à l’entretien d’embauche, Burger King, Milka et son dernier carré… Et les concepts qui vont avec : objets connectés,le prankvertising, la pop culture…
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Les Meilleures Campagnes Digitales de 2013
- 1. A WRECK ME! presentation! Grégory Pouy! gregory.pouy@lamercatique.com! @gregfromparis! ! LaMercatique ! 1! Courtesy of Miley Cyrus & Terry Richardson! 2013’S BEST DIGITAL CAMPAIGNS!
- 2. #1! #2! #3! Dove – Real Beauty Sketches! Geico – Hump Day! Evian – Baby & Me! THIS PRESENTATION IS NOT A RANKING UNRULY HAS ALREADY DONE A PRETTY GOOD JOB OF THAT! #5! #4! #6! Kmart – Shit my pants! Cornetto - Yalin! Budweiser - Brotherhood! #7! #8! #9! Pepsi Max – Test Drive! MGM/ Carrie – Telekinetic Coffee Shop Surprise! LaMercatique! Ram Truck - Farmer! 2!
- 3. THIS IS A PERSONAL SELECTION OF THE MOST RELEVANT CAMPAIGNS! The fox says: ! this presentation is kickass!! As a marketing professional & blogger, I have watched tons of videos since 2005 and I very carefully pick campaigns that I consider relevant.! “Relevant” means: innovative, creative, touching or simply different from anything else in the world. ! LaMercatique! 3!
- 4. 1" FOLLOW TO UNFOLLOW! COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE! PUERTO RICO! PUERTO RICAN GOVERMENT! PUERTO RICAN YOUTH! TO GIVE A REAL IDEA OF WHAT PRISON IS LIKE! YOUNG ADULTS HATE IT WHEN YOU TRY TO TEACH THEM MORALS! LaMercatique! 4!
- 5. ! ! #1" !FOLLOW TO UNFOLLOW! "CONCEPT :" " Drug trafficking has turned Puerto Rico into one of the most dangerous !islands.! ! The government’s official voice didn’t seem to have any impact. So it !decided to make 3 real prisoners talk on Twitter about the brutal life they !experienced in prison.! " "RESULT :" "23% of the Twitter population of Puerto Rico.! !44% awareness & $1.1 million media impression with $0 paid media! !VIDEO: https://www.youtube.com/watch?v=76EmBOyJFNo#t=146! "! LaMercatique! 5!
- 6. ! ! # 1" !KEY TAKEAWAY! TRUE STORIES! Reality shows have exposed us to some of the saddest aspects of human behavior. But people love a true story.! Using social networks to help people have an experience, to exchange with people they would never have otherwise met, is a good initiative.! LaMercatique! 6!
- 7. 2" VOLVO EPIC SPLIT! COUNTRY! UK! BRAND! VOLVO! TARGET AUDIENCE! B2B! OBJECTIVE! TO DEMONSTRATE THE BRAND’S « DYNAMIC STREERING »! CHALLENGE! MOST OF THE TIME, B2B ADS SUCK ! LaMercatique! 7!
- 8. ! ! # 2" !VOLVO EPIC SPLIT! "CONCEPT :" "The video plays on pop culture icon Jean Claude Van Damme, great !music and an astonishing sunset. !The performance both from the drivers and the actor do the rest." "An important point: it is very rare that B2B videos go viral. Volvo Trucks !produced 3 videos in 2013, ending with this one.! " "RESULT :" "66 million views! "! !VIDEO: http://www.youtube.com/watch?v=M7FIvfx5J10! LaMercatique! 8!
- 9. ! ! # 2" !KEY TAKEAWAY! POP CULTURE! Don’t underestimate pop culture.! It is very important to understand all these little moves in the digital world, so that you can refer back to them.! " " LaMercatique! 9!
- 10. 3" STOP THE BORING PRE-ROLL AD! COUNTRY! NEW ZEALAND! BRAND! BURGER KING! TARGET AUDIENCE! YOUNG ADULTS! OBJECTIVE! TO CREATE A FUNNY & ENJOYABLE PRE-ROLL AD ! CHALLENGE! PEOPLE JUST HATE PRE-ROLL ADS! LaMercatique! 10!
- 11. ! ! # 3" !STOP BORING PRE-ROLL ADS! "CONCEPT :" " Pre-roll ads are an easy way to get views, but people absolutely hate !them. This ad directly acknowledges this fact.! !By creating 64 contextual ads that were tailored to what the person was !looking for, these boring ads were turned into something fun.! " "RESULT :" "Not communicated! !VIDEO: http://bit.ly/1iaPSws! LaMercatique! 11!
- 12. ! ! # 3" !KEY TAKEAWAY! YOU MAKE THE RULES! This is not entirely true, but what’s still very cool with digital is that you can be creative and move easily out of the comfort zone.! There are plenty of tools available, and when you’re creative, these tools can become much more powerful.! Doing a counterintuitive ad, by acknowledging that an ad is boring, will gain attention. Then the personalization factor kicks in and does the rest.! ! ! LaMercatique! 12!
- 13. 4" THE DAILY TWIST! COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE! U.S.A.! OREO! WORLDWIDE AUDIENCE! TO CELEBRATE THE BRAND’S 100TH ANNIVERSARY! THIS PIECE OF NON-INFORMATION DOESN’T INTEREST ANYONE! LaMercatique! 13!
- 14. ! ! # 4" !THE DAILY TWIST! "CONCEPT :" "In order not to look like a very old brand, OREO decided to release one ad per !day over a period of 100 days, bouncing off the daily news and what people !were talking about right then and there. 100 simple visuals that make all the !difference.! "" "RESULT :" "231 million media impressions, 443 million views on Facebook, ! !Highest buzz of 2012.! "! !VIDEO: http://www.youtube.com/watch?v=ZDSc0V3AEnk! LaMercatique! 14!
- 15. ! ! # 4" !KEY TAKEAWAY! MARKETING IS REAL TIME, BABY! OK, this campaign is from 2012, but the case study wasn’t revealed until 2013 and I’m such a fan of Oreo campaigns that I just had to push one of their best campaigns ever.! Also, Oreo understood very early on that it’s all about being part of the social conversation in real time, bouncing off what people are currently talking about.! ! " " LaMercatique! 15!
- 16. 5" MILKA – THE LAST SQUARE! COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE! FRANCE! MILKA! EXISTING CUSTOMERS! TO ENHANCE BRAND’S VALUE & CREATE A CUSTOMER DATABASE! MILKA DOESN’T KNOW WHO ITS CUSTOMERS ARE! LaMercatique! 16!
- 17. ! ! # 5" !MILKA THE LAST SQUARE! "CONCEPT :" "« The last square in the chocolate bar is the best one » Playing on this !insight, the brand manufactured 10 million chocolate bars with a missing !square. The consumer could either claim it back or send it to !someone they love.! " "RESULT :" "Around 200 000 chocolate squares sent – $ 1,5M earned media.! !VIDEO: hthttp://www.youtube.com/watch?v=H6NWTJyWHqc! LaMercatique! 17!
- 18. ! ! # 5" !KEY TAKEAWAY! YOUR PRODUCT IS THE MARKETING! Even if this operation is not an integrated one, it cleverly mixes retail and digital, putting the product itself at the center of the campaign.! There are very few creative campaigns for CRM and this one might well be one of the best in recent years.! ! ! LaMercatique! 18!
- 19. 6" HEINEKEN – THE CANDIDATES! COUNTRY! NETHERLANDS! BRAND! HEINEKEN! TARGET AUDIENCE! CANDIDATES/RECRUITMENT! TO RECEIVE MORE RELEVANT RESUMES! OBJECTIVE! CHALLENGE! RECRUITMENT IS A SECTOR OFTEN LEFT BEHIND IN COMMUNICATION! LaMercatique! 19!
- 20. ! ! # 6" !HEINEKEN: THE CANDIDATES! "CONCEPT :" " Heineken decided to completely change the way they hired people, to !show more interest in the person and his values than in the resume itself.! !To generate interest around the project, they created this crazy video with !the ultimate test for a new intern.! " "RESULTS :" "317% more CVs / + 279% traffic on the HR site.! "! !VIDEO: http://www.youtube.com/watch?v=JXTxmtM_aPI! LaMercatique! 20!
- 21. ! ! # 6" !KEY TAKEAWAY! BREAK THE RULES! Isn’t « corporate » a synonym for « boring »? It can be...and that’s where things start to get interesting.! When discussing « digital transformation »,! don’t ever forget that HR is at the center of everything.! LaMercatique! 21!
- 22. 7" SOLAR CHARGER AD! COUNTRY! BRAZIL! BRAND! NIVEA! TARGET AUDIENCE! BRAZILIANS! OBJECTIVE! TO SELL SUNCARE PRODUCTS! CHALLENGE! HOW CAN YOU GET THE AUDIENCE TO REMEMBER YOU?! LaMercatique! 22!
- 23. ! ! # 7" !SOLAR CHARGER AD! "CONCEPT :" !Nivea is positioned as a brand that helps people make the most of the summer. !The brand went beyond its product range and did some consumer focus thinking, !which helped them determine that what you really miss on the beach is a phone !charger. !They created a print ad with a solar charger on the back, to make sure you keep !the ad on you.! " "" "12% increase in sales compare at last year! !VIDEO: http://www.youtube.com/watch?v=UYy1GmJgFXA! LaMercatique! 23!
- 24. ! ! # 7" !KEY TAKEAWAY! CONSUMER FRICTIONS! Brands are usually very focused on the launch of their products, and less on the consumer.! However, within the brand’s sense of purpose, its role is also to suppress consumer frictions. Even though this campaign is not digital, it is so relevant that I had to feature it.! LaMercatique! 24!
- 25. 8" SMALL WORLD MACHINES! COUNTRY! INDIA & PAKISTAN! BRAND! COCA COLA! TARGET AUDIENCE! INDIAN & PAKISTANI CITIZENS BUT GLOBAL CAMPAIGN! OBJECTIVE! TO REINFORCE COCA-COLA’S «CRAZY FOR GOOD» VALUES CREATE A STORY WORTH TALKING ABOUT! CHALLENGE! LaMercatique! 25!
- 26. ! ! # 8" !SMALL WORLD MACHINE! "CONCEPT :" "The relationship between India & Pakistan is a complicated one. There is !hardly any communication between the two countries, even though the !only thing separating them is religion. !Coca-Cola created machines in India & Pakistan that were connected to !each other and allowed people from each side to interact! " "RESULT :" "2 million views! !VIDEO: https://www.youtube.com/watch?v=ts_4vOUDImE#t=85! LaMercatique! 26!
- 27. ! ! # 8" !KEY TAKEAWAY! CONNECTED OBJECTS! Interaction has always been key in viralization. However, thanks to technology, we can now push interaction a little bit further.! Here the simple interaction between the 2 machines, plus the nice story make this idea extremely efficient.! ! ! LaMercatique! 27!
- 28. 9" GIVING ! COUNTRY! THAILAND! BRAND! TRUE MOVE H! TARGET AUDIENCE! GENERAL THAI POPULATION! OBJECTIVE! CORPORATE COMMUNICATION! CHALLENGE! THE BRAND IS ALREADY THE MARKET LEADER! LaMercatique! 28!
- 29. ! ! # 9" !GIVING! "CONCEPT :" "An emotion-based video aiming to share the value of communication and !promote the service that True Move provides.! !The business objective for True Move is to raise the upsell into postpaid, !and reduce prepaid.! " "RESULT :" "15 MILLION VIEWS OF THE OFFICIAL VIDEO! !VIDEO: http://bit.ly/1ew3bEX! LaMercatique! 29!
- 30. ! ! # 9" !KEY TAKEAWAY! EMOTIONS! This year saw many very touching videos. When the storytelling is well-built and plunges you straight away into its universe (within the first 6 seconds), this definitely helps a video to go viral.! ! LaMercatique! 30!
- 31. 10" A WORD IS BORN! COUNTRY! AUSTRALIA! BRAND! MACQUARIE DICTIONARY! TARGET AUDIENCE! WORLDWIDE POPULATION! OBJECTIVE! TO EXPLAIN THAT AN UPDATED DICTIONARY IS ESSENTIAL! CHALLENGE! HAVE YOU EVER TRIED TO SELL A DICTIONARY?! LaMercatique! 31!
- 32. ! # 10" ! !A WORD IS BORN! "CONCEPT :" !To explain how important it is to have an updated dictionary, the brand invented !a new word : « phubbing », which describes the act of ignoring someone in favor ! of your smartphone. They created a serious video to explain the research and !delivered the reveal months afterwards.! " "RESULT :" " With over 300 million people reached, this word has been introduced and !installed wordwide. However, we don’t know how many dictionaries were sold.! !VIDEO: https://www.youtube.com/watch?v=ZSOfuUYCV_0! LaMercatique! 32!
- 33. ! # 10" ! !KEY TAKEAWAY! SOCIAL BEHAVIOR! Watching people allows you to learn from them. Ignoring someone in favor of your smartphone is a very strong trend, and it is very clever to play on this idea and give it a name.! However, although the word is now well installed, we don’t know how many dictionaries were actually sold.! LaMercatique! 33!
- 34. 11" SLOW! COUNTRY! BRAZIL! BRAND! DOVE! TARGET AUDIENCE! BRAZILIAN MEN! OBJECTIVE! TO SELL SHAMPOO TO MEN! CHALLENGE! THEY JUST DON’T BUY ANY! LaMercatique! 34!
- 35. ! # 11" ! !SLOW! "CONCEPT :" !If you watch a man in a bathroom, you’ll notice that he probably uses whatever !products are available. Often, these products are his wife’s/GF’s, including !the !shampoo. But he doesn’t want to smell like a girl, especially in a more macho !country like Brazil.! !The brand plays on what female-targeted haircare ads look like.! " "RESULT :" "Millions of views! !VIDEO: https://vimeo.com/61930364! LaMercatique! 35!
- 36. ! # 11" ! !KEY TAKEAWAY! CONSUMER INSIGHT! This video went viral for many reasons. But the main reason is because it plays on consumer insight into men, and how they behave in the bathroom.! LaMercatique! 36!
- 37. 12" ALMOST IDENTICAL! COUNTRY! ARGENTINA! BRAND! BELDENT! TARGET AUDIENCE! ARGENTINIAN POPULATION! OBJECTIVE! TO SHOW THAT CHEWING GUM IS COOL! CHALLENGE! INTEREST IS WEAK IN THIS CATEGORY ! LaMercatique! 37!
- 38. ! # 12" ! !ALMOST IDENTICAL! "CONCEPT :" !There was a time when chewing gum was part of being cool. But these days, it !tends to create a bad impression... So where does the truth lie?! ! To find out, the brand created a exhibition in Buenos Aires’ Museum of !Contemporary Art, recruiting 5 sets of twins for an installation. Each pair of twins ! was styled exactly the same except for one difference: one twin was chewing !gum.! "RESULT :" "73% of participants ( 481 persons) said the « chewing twin » looked cooler.! !VIDEO: http://www.youtube.com/watch?v=sk7A56KVNBY! LaMercatique! 38!
- 39. ! # 12" ! !KEY TAKEAWAY! DON’T TELL ME YOU’RE FUNNY, MAKE ME LAUGH! One would expect a chewing gum brand to claim that its products make you look cool.! So which is true? Definitely cooler or bad impression?! Instead of doing a simple ad saying « gum makes you look cool», the brand proved through this installation that chewing gum is cool.! LaMercatique! 39!
- 40. 13" THE FLYING STORE! COUNTRY! KOREA! BRAND! EMART! TARGET AUDIENCE! KOREAN PEOPLE! OBJECTIVE! TO MAKE PEOPLE SHOP MORE AT EMART! CHALLENGE! NOT EVERYBODY IS IN A STORE! LaMercatique! 40!
- 41. ! # 13" ! !THE FLYING STORE! "CONCEPT :" !Free wifi is definitely something people are always searching for, by all means. !Emart created balloons that allow people to access a free wifi signal after !downloading the Emart app. This app enabled them to shop and buy directly from !their mobile. " "RESULT :" "+ 9.5% sales in stores, + 157% online sales & 50 000 app downloads.! !VIDEO: http://www.youtube.com/watch?v=qHGejSWTmvw! LaMercatique! 41!
- 42. ! # 13" ! !KEY TAKEAWAY! CONSUMER NEED! If you answer people’s needs first, you stand a good chance of them downloading your app. And if the app offers a good experience, they will use it.! But again, the consumer’s needs & experience must come first.! LaMercatique! 42!
- 43. TELEKINETIC COFFEE SHOP 14" SURPRISE! COUNTRY! U.S.A! BRAND! SONY/MGM FOR THE MOVIE « CARRIE »! TARGET AUDIENCE! WORLDWIDE! OBJECTIVE! TO CREATE A BUZZ AROUND THE MOVIE LAUNCH! CHALLENGE! MANY BLOCKBUSTERS ARE RELEASED EACH MONTH! LaMercatique! 43!
- 44. ! # 14" ! !TELEKINETIC COFFEE SHOP! "CONCEPT :" "To build buzz around the upcoming film, a fake display of telekinetic rage !was staged in a NYC cafe.! !Most of the people in the cafe were actors, but there were still some real ! customers. What’s interesting here isn’t the people in the cafe, but the !popularity of this video that reached 52 million views.! " "RESULT :" "52 million views! !VIDEO: http://bit.ly/1iaPSws! LaMercatique! 44!
- 45. ! # 14" ! !KEY TAKEAWAY! PRANKVERTISING, BABY! This video isn’t exactly prank, but it’s supposed to be.! Anyway, hidden cameras have always been a key element in viral and we’ve seen many examples of this in 2013. The telekinetic coffee shop surprise is probably this year’s most efficient campaign in that category.! ! ! LaMercatique! 45!
- 47. THE 5 LESSONS FROM HARVARD! 1 PUTTING A BIG LOGO DECREASE THE VIEWERSHIP! you can weave the brand image throughout the ad repeatedly. However your content! should be intrinsically interesting (even without the brand image).! 2 DON’T BORED THE PEOPLE RIGHT AWAY! 2 emotions are key in video : joy and surprise - In a digital world, you should create them! straight at the start of the video to make sure people will put an interest in watching them.! 3 ! DON’T BORED THEM AFTER 30 SECONDS! Build an emotional roller coaster – much the way a movie generate suspens by ! alternating tension and relief! 4 HELP THEM TO SHARE YOUR STORY! People will share a story that is brand new (not on TV) and they can tell by themselves ! 5 WHAT IF THEY LIKE IT BUT DON’T SHARE, Surprise but don’t shock. Easy things can be surprising without being shocking depending! on the culture of the country.! LaMercatique! 47!
- 48. HELPING BRANDS BETTER UNDERSTAND & INTEGRATE DIGITAL! ! ! Video content should be taken very seriously.! That is why as a professional marketer but also a passionate, this is the 3rd year that I produce this presentation.! It is my selection of the best campaigns of the year. ! I also produce a weekly post on my blog and have a board on Pinterest dedicated to viral advertising.! ! This presentation is produced with love and I really hope, you enjoyed it.! To request the slides/discuss/have a coffee:" gregory [.] pouy [at] lamercatique [.] com! Twitter: @gregfromparis! LaMercatique! 48!