Taking advertising beyond the line

Posts Tagged ‘creative direction’

Take your voice for a drive

Holden Cruze lets you use voice to control the bannerWe were honoured to have our YouTube work for GM’s Holden Cruze celebrated in Google’s Rich Media Showcase. Not surprised, though; it is a clever piece that was seriously hard work to get working, but oh-so-cool because of it. It’s clever because it uses tons of tech to deliver you a video-first ad experience. It’s clever because it simplifies the tech to tell a story: with voice-activated MyLink control, Cruze pretty much does what you tell it. So, hey, try telling it to do something you might expect from a car – like take you on a road trip, via StreetView, with your choice of music. It’s clever because we simplified the crap out of it: four destinations, four tunes, using existing frameworks and plenty of Google’s existing tech. It’s also clever because it gracefully degrades for non-Chrome users, yet still delivers the same story. But perhaps best of all, it’s not too clever. Just, kinda… fun. Click the pic, and be sure to try it in Chrome for best effect.

Holden Cruze masthead on the Google Rich Media Gallery

Extraordinary technology, made easy.

 


Gamification ain’t what it used to be…

Bonus Bonds Longer Conga mobile gameFaced with refreshing old-school Bonus Bonds (they’re national bank bonds that pay no interest, but reward holders with random cash prizes), we went back to the classics.

The existing TV campaign featured a conga line set off every time someone wins a prize. Charged with creating a lead generation campaign to bring a younger audience to Bonus Bonds, we ran with the fun, setting up an online “conga” you could join at any time to be in to win a daily prize. The more people in the conga line, the bigger the cash bonus.

But here’s the best bit: joining that conga unlocked a genuinely enjoyable old-school, 8-bit snake-type game, optimised for mobile (but playable on desktop, of course). Play as many times a day as you like, make your conga as long as you can, then share your achievement to lock in your entry.

Putting a ton of effort into making sure our game was (1) fun (2) easy (3) not toooooo easy and (4) extremely rewarding, we drove engagement, told a story and turned people’s gameplay into our own media channel. And did it work? Well, 200,000 gameplays was a bit of a bonus… and our clients were thrilled with a wildly oversubscribed Christmas quarter.


Food Photos Save Lives

Unicef - food photos save lives on Instagram

Photographs of meals on social media profiles are a global first-world phenomenon. They’re also a tragic contrast to the millions of children suffering from severe malnutrition. But what if the food photo trend could be used to save lives? This social media campaign for Unicef New Zealand hijacked food photos as they were posted, pricking the consciences of the privileged to encourage them to buy Unicef Survival Food Aid Packs. In appreciation we enabled them to share a different type of food photo – one of their just-purchased Unicef Survival Food pack on a plate. I’m a big fan of this work from a couple of FCB’s great young creatives – Melina Fiolitakis and Kevin Walker – that together we wrangled into a truly award-worthy state.


Setting carparks free for the masses

The FCB Auckland Free Parking App

Set your carpark free for anyone to grab -- from any smartphone, anywhere, anytime

Got a problem? I’ve always got a solution. Here’s a perfect example: a web App that lets the crew at FCB free up their unused park for the day, and allows those with the fastest fingers to reserve that spot, on the spot – all from any smartphone, anywhere, anytime.

It’s making leased carparks liquid, in the form of an advanced, mobile-first web App seamlessly integrated with the FCB Intranet. Results? I’ll give you results… it’s an enjoyable, simple to use, robust solution that actually works, with well over 400 parks set free in the first six months, and close to zero parking-related emails.

It’s also a showcase for the way we work to change things, the skills we have in-house to build things, and the joy with which we adopt new things.