Taking advertising creativity beyond the line

Posts Tagged ‘Social’

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.


Play Melbourne. You know you want to.

Together, Tourism Victoria and Publicis Mojo created the longest-running tourism marketing programme in the world. The eighteen-year-old ‘Jigsaw’ campaign is now its tenth phase, with the launch of a new chapter: ‘Play Melbourne’ – a story to deepen visitors’ appreciation of Melbourne’s unique creative sub-culture.
Play Melbourne - reward your curiosity

The campaign integrates loads of interactive and experiential elements, including a rich digital hub for all that’s hip and happening in the city, a delightfully intriguing iPhone app, and a chance each week for an entire year to Play Melbourne and win a spontaneous visit.

The campaign is self-supporting through Social, but we had to light the fuse somewhere – and light it we did, with a set of web ads springing from the Play Melbourne story. They’re an intriguing, interactive, upmarket and enticing bunch of rich and standard banners that drive tens of thousands of visitors to the site each time they run.

It was a pleasure and a real workout to be Digital CD on this job, and big thanks to everybody in the world who was involved in making this work: the inimitable JC and the indefatigable RI; Pete Bakacs for piccies; Brendan McMahon for engineering; Matt Houltham for early wrangling; Fracture for gorgeous Flash… oh, look, just… thanks, EVERYBODY.


Sometimes all we need is a little help.

When times are tough, it can be easier to turn a blind eye with the promise of “next time, I’ll do something to help – but right now I just need to look after myself”.

Sometimes, though, a little reminder that anyone can help is all we need to jog ourselves out of that comfort zone. So, we introduced the Auckland City Mission’s smallest ever fundraiser – starting with a wee movie…

…and then we sent him out onto the streets to become the embodiment of vulnerability and never-give-up-ness. I don’t want to write an epic about his epic journey; best you click through BestAds to see the case study. I reckon it’s worth it.
kenneth raising funds for auckland city mission
I will be forever disappointed that we couldn’t get the Arduino to work with the mobile shield to get people texting a donation to keep him moving to the Mission on that last day. That would’ve been awesome – but cutting-edge stuff on a negative budget is never easy. Next time!


Breaking the ice

Winter weather makes poverty even harder. During winter, people in poverty find it harder to access even the basics. Our client — Auckland City Mission — appeals for money each year to help. But this year wasn’t exactly the best economic climate to ask for donations. We needed a way to break through, dramatise the issue, and get people involved — and get them donating. So we froze $40,000 in a two-tonne block of ice, surrounded it with txt-operated robots, and asked New Zealanders to set the robots to work via txt instructions that acted as donations.

Ice Mission robots in action freeing $40,000

The Ice Mission robots in action, freeing $40,000

Watch the Ice Mission – full back story

The coverage we got through a live stream of our txt-able robots was immensely valuable for City Mission across winter, and immensely valuable for our team as we learned how hard we could push every envelope and pull every string to make it happen.

Thanks to Guy Denniston for the implausible idea, the entire Mojo team (including myself) for believing in it and pushing it through, and the incredible production team — including Rochelle Ivanson as Seemingly Unflappable Digital Producer Extraordinaire and Rob Isaac as Smart Guy Who Didn’t Once Lose His Temper. I’m delighted to have been involved with them all in this project; for social reasons as well as the fact that it was pretty frickin’ cool.


Treat your customers like rock stars

Who wants to be treated like a number? Nobody – that’s who. That’s why Virgin Mobile came to Publicis Digital for help with bringing the idea of a digital Members’ Lounge to life.Virgin Mobile Members' Lounge - treating customers like rock stars

As the iconic underdog battler brand on the Australian mobile scene, Virgin Mobile had all the right in the world to leap into social marketing boots and all. Our team at Publicis Digital in Auckland – Andre, me, Jeremy and Rochelle – conceptualised and designed an approach designed to break through the corporate culture and treat Virgin Mobile “members” like, well, rock stars.

Based in a slick, ultra-fluid site built by our team in Australia, and driven via a Twitter feed packed with surprise gigs, topups, freebies, shoutouts and more, the Members’ Lounge leverages Virgin’s unique personality and familiar rock star personality to create what was at the time a completely new style of customer retention community, pushing highly customised content and offers to Virgin Mobile customers – or should we say, members. One of those wonderful projects when strategy, ideation, design, development, the web tools to make it happen and a fully engaged client results in something really cool. Me likey.