digital creativity report: 100 inspiring case studies for 2014
TRANSCRIPT
100 INSPIRING CASE STUDIES FOR 2014
DIGITAL
REPORT
DIGITAL TERRITORY IS DIGITAL A MEDIA? A FORMAT?
A CHANNEL? A TOOL? A TECHNIQUE?
DOES DIGITAL HAVE A DEFINITION?
At W, we do not want to rush into defining digital, since we believe,
like a brand, that digital is a wide range of practices, ideas and resources.
Like brands, digital is a territory, with all the associated complexity.
Inhabitants, a culture and a history; conventions, practices and laws; a philosophy and battles.
DIGITAL CREATIVITY I FEBRUARY 2014 2
DIGITAL TERRITORY In this Digital Creativity report, we have chosen
to focus on one part of this vast territory – the advertising approach.
What is a digital idea? What are the mechanics and motives of these ideas?
BUILDING ON THE 500 CASE STUDIES FEATURED ON THE W BLOG IN 2013,
TODAY WE OFFER YOU 100 CASE STUDIES BROKEN DOWN INTO THREE TRENDS.
DIGITAL CREATIVITY I FEBRUARY 2014 3
All the case studies contained in this report are international, carried out in countries other than France.
DIGITAL CREATIVITY I FEBRUARY 2014 4
DIGITAL
How do brands use digital to provide real evidence of
their message?
DIGITAL
How do brands use digital to offer "added value"
to consumers?
DIGITAL
How are brands adopting the digital culture to adapt to the age?
1 2 3
1.1 UX-PROOF
1.2 “IT’S A TRAP!”
1.3 BORN IN THE STREET
1.4 IMPOSSIBLE IS NOTHING
1.5 THIS IS NOT AN AD
1.6 PROOF “IN PROGRESS”
1.7 SLIGHT EXAGGERATION!
2.1 BEYOND THE AD
2.2 “YOU HAVE A MESSAGE”
2.3 A HELPING HAND
2.4 SOCIAL UTILITY
3.1 THE 5 COMMANDMENTS
3.2 DIGITAL DETOX
3.3 YES WE CAN
3.4 AN IDEA OR A PET
3.5 LIKE A VIRGIN
3.6 DIGITAL HOLD-UP
3.7 WTF
DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014 5
HOW DO BRANDS USE DIGITAL TO PROVIDE REAL EVIDENCE OF THEIR MESSAGE?
1
DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014 6
1
WHAT'S NEW? BRANDS' ATTITUDE Rather than offer proof of their message via scientists in white coats, they are creating events allowing customers and consumers to conduct real-life experiments to provide proof of the product.
Real experiments, mostly using staged shoppers, are filmed and broadcast to support advertising space on the web and sometimes on TV. This allows millions of consumers to learn the results of an experiment they have not taken part in, like those they were told about in the era of researchers in white coat. Basically what is new about this advertising is that actors playing consumers have replaced actors plating scientists.
WASHING POWDER WHICH WASHES WHITER, SHAMPOO WHICH MAKES HAIR STRONGER, OR SUGAR-FREE PRODUCTS AS DELICIOUS AS HIGHER CALORIE VERSIONS – BRANDS ALWAYS HAVE SOMETHING TO PROVE. Digital has provided these brands with new ways and new tools to convey these messages. Ariel washing powder creates a connected laundry in a train station, Unilever shampoos organize a concert with violins whose strings have been replaced with hair, Coca-Cola tricks plane passengers and a cinema audience to demonstrate that Zero is just as good as the original product.
DIGITAL
HOW DO YOU PROVIDE PROOF THROUGH A DIGITAL CAMPAIGN?
7 UNDERLYING TRENDS
DIGITAL CREATIVITY I FEBRUARY 2014 7
1 2 3 4 5 6 7
UX-PROOF “IT’S A TRAP!” BORN IN THE STREET
IMPOSSIBLE IS NOTHING
THIS IS NOT AN AD
PROOF “IN PROGRESS”
SLIGHT EXAGERATION!
1
1 1 DIGITAL
UX-PROOF WHEN A CAMPAIGN OFFERS PROOF THROUGH EXPERIENCE
PLACE THE TRUTH IN FRONT OF THE CONSUMER WHO IS MORE ATTENTIVE DUE TO BEING A PARTICIPANT
DIGITAL CREATIVITY I FEBRUARY 2014 8
MELBOURNE REMOTE
CONTROL TOURIST
The Melbourne gives web-users the pleasure of exploring the city via remote-controlled tourists who do what they are asked.
http://wcie.io/DC_melbourne
1 1 DIGITAL
UX-PROOF
DIGITAL CREATIVITY I FEBRUARY 2014 9
The volunteer association counselling people considering suicide
presents a suicide via an interactive poster.
http://wcie.io/DC_samaritans
To give the cinema audience a sense of what it is like to be homeless, the charity turned the
air-conditioning up to maximum. QR codes on the blankets handed out allowed the
audience to make donations.
The car manufacturer plays the tapping on the shoulder joke
to promote its rearview mirrors with no blind spot.
http://wcie.io/DC_fiftyfifty http://wcie.io/DC_volkswagen
(+)
1 1 DIGITAL
UX-PROOF
DIGITAL CREATIVITY I FEBRUARY 2014 10
The washing powder brand aims to demonstrate to young students
that there is nothing complicated about washing clothes with Tide
by offering them a self-washing T-shirt.
http://wcie.io/DC_tide
The restaurant chain promotes balanced meals for children
by allowing parents to watch their offspring
do the shopping by themselves.
http://wcie.io/DC_subway
(+)(+)
1 2 DIGITAL
IT’S A TRAP! WHEN A CAMPAIGN TRICKS A CONSUMER IN ORDER TO OFFER PROOF OF A MESSAGE
SURPRISE THE CONSUMER BY ILLUSTRATING THE PROOF IN AN IRREFUTABLE WAY
DIGITAL CREATIVITY I FEBRUARY 2014 11
COCA-COLA ZERO
PASSENGERS
The brand tricks aircraft passengers to prove that Coca-Cola Zero has the same taste as Coca-Cola. The passengers thought they were drinking the original product when in fact it was the Zero version.
http://wcie.io/DC_cocacolazero
1 2 DIGITAL
IT’S A TRAP!
DIGITAL CREATIVITY I FEBRUARY 2014 12
The brand associates its image with friendship and invites some of its consumers
to trick their best friend by asking them to pick them up from an
illicit poker game.
http://wcie.io/DC_carlsberg
A horror film festival terrifies guests by sending them
photos of their houses via MMS.
To promote its deodorants, Nivea stresses out passengers in a train station by
making them believe they are wanted by the police.
http://wcie.io/DC_elmsta3000 http://wcie.io/DC_nivea2
(+)
1 2 DIGITAL
IT’S A TRAP!
DIGITAL CREATIVITY I FEBRUARY 2014 13
To mark the release of the horror film “Carrie”, Sony Pictures set up a candid camera
to present customers in a café with paranormal phenomena.
http://wcie.io/DC_sony
Taking advantage of Halloween and the excessive sugar consumption at
that time of year, the brand tricks children by offering them vegetable treats.
http://wcie.io/DC_oralB
(+)(+)
1 3 DIGITAL
BORN IN THE STREET WHEN A CAMPAIGN CREATES ASTONISHMENT
A DISTURBING OR UNUSUAL SCENE TO AROUSE CURIOSITY AND CREATE SUBJECTS FOR DISCUSSION ON THE WEB
DIGITAL CREATIVITY I FEBRUARY 2014 14
LOVEVELO BUBBLE
WRAP
The charity demonstrates the importance of wearing a bicycle helmet by covering Zurich's landmarks with bubble wrap
http://wcie.io/DC_lovevelo
1 3 DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014 15
The charity creates shock by highlighting how long the wait is to receive an organ by placing a patient on a
station platform.
http://wcie.io/DC_fursleben
The city of Sydney creates a sculpture from cigarette butts to remind smokes of the negative impact of
cigarette butts on the environment.
The largest bank in the Middle East emphasizes its overwhelming presence by inventing ATMs which can
move around.
http://wcie.io/DC_sydney http://wcie.io/DC_emiratesNBD
(+) BORN IN THE STREET
1 3 DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014 16
The charity denounces forced marriages with lovers demonstrating their true love by unlocking padlocks.
The “Free the forced” padlocks feature a QR code linking to a donation site.
http://wcie.io/DC_freetheforced
The Argentinian daily paper, tired of reporting on road traffic accidents,
creates signs out of wrecked cars.
http://wcie.io/DC_lavoz
(+)(+) BORN IN THE STREET
1 4 DIGITAL
IMPOSSIBLE IS NOTHING WHEN A SIMPLE ANALOGY CREATES A SURPRISING EVENT
MAKING THE IMPOSSIBLE OR UNBELIEVABLE POSSIBLE IN ORDER TO MAKE AN IMPRESSION AND OFFER PROOF OF A PRODUCT ATTRIBUTE
DIGITAL CREATIVITY I FEBRUARY 2014 17
UNILEVER CONCERTO
In order to promote its hair care products, Unilever organizes a concert in which violin bow strings are replaced by real human hair.
http://wcie.io/DC_unilever
1 4 DIGITAL
IMPOSSIBLE IS NOTHING
DIGITAL CREATIVITY I FEBRUARY 2014 18
The energy drink brand promotes its product by
driving a truck running on Euglena as its only fuel.
http://wcie.io/DC_euglena
To mark the International Day on Prevention of Child Abuse,
a newspaper was printed entirely from children's first names.
The energy drink creates a machine to recharge mobiles from old batteries
thought to be empty.
http://wcie.io/DC_unesco http://wcie.io/DC_vitamilk
(+)
1 4 DIGITAL
IMPOSSIBLE IS NOTHING
DIGITAL CREATIVITY I FEBRUARY 2014 19
The mobile demonstrates how easy it is to change package in the blink of an eye via a video using face
recognition, changing scenes when the watcher blinks: blinkwashing.
http://wcie.io/DC_virginmobile
(+)(+)
1 5 DIGITAL
THIS IS NOT AN AD WHEN A PRODUCT BECOMES THE SOURCE OF ARTISTIC CREATIVITY
CREATING A CULTURE OR A LEGEND AROUND YOUR BRAND OR PRODUCT
DIGITAL CREATIVITY I FEBRUARY 2014 20
INTEL & TOSHIBA
THE BEAUTY INSIDE
“The Beauty Inside” is a film released on YouTube in several parts, designed to prove that genuine beauty lies within. The tool allowed web-users to take on the role of the hero.
http://wcie.io/DC_Inteltoshiba
1 5 DIGITAL
THIS IS NOT AN AD
DIGITAL CREATIVITY I FEBRUARY 2014 21
The hi-fi brand promotes its new helmet by holding a virtual festival musical.
By scanning posters, consumers can watch
concerts by popular groups.
http://wcie.io/DC_sony2
To thank its Facebook fans, the ketchup brand commissioned artist Nathan Wyburn
to produce portraits of a number of ketchup fans.
The international charity combatting arms dealing
organized an exhibition featuring paintings created from blood from murders:
the exhibition which should not have existed.
http://wcie.io/DC_felix http://wcie.io/DC_controlarms
(+)
1 5 DIGITAL
THIS IS NOT AN AD
DIGITAL CREATIVITY I FEBRUARY 2014 22
The sports equipment manufacturer teamed up with director Casey Neistat
to promote its Fuelband bracelet.
http://wcie.io/DC_nike2
(+)(+)
1 6 DIGITAL
PROOF “IN PROGRESS” WHEN PROOF IS PROVIDED IN REAL TIME, IN FRONT OF THE CONSUMER'S EYES
SHAPE THE SITUATION IN REAL TIME TO REINFORCE SENSATIONS OF PROXIMITY, COMMITMENT AND TRUTH
DIGITAL CREATIVITY I FEBRUARY 2014 23
WWF ALLFORBEAR
The NGO launches an interactive website to raise people's awareness of global warming. As more individuals register, the ice pack expands saving more polar bears.
http://wcie.io/DC_WWFmoscou
1 6 DIGITAL
PROOF “IN PROGRESS”
DIGITAL CREATIVITY I FEBRUARY 2014 24
The charity fighting family violence emphasizes that alcohol often plays a harmful role
via coaster with thermographic ink
http://wcie.io/DC_shine
The NGO attacked deforestation by removing the turf from
a football pitch during a live match.
The sports equipment manufacturer promotes its new Flyknit running shoe, “as if knitted on your foot”,
with a giant display in which the running shoe is knitted in real time on a foot.
http://wcie.io/DC_WWF http://wcie.io/DC_nike
(+)
1 6 DIGITAL
PROOF “IN PROGRESS”
DIGITAL CREATIVITY I FEBRUARY 2014 25
The car manufacturer promotes its New Beetle
by organizing a live insect race proving that the little creatures
are not so slow.
http://wcie.io/DC_volkswagen3
(+)(+)
1 7 DIGITAL
SLIGHT EXAGERATION! WHEN A CAMPAIGN ILLUSTRATES THE PROOF IN A GLIB WAY
TAKE THE PROOF TO ITS EXTREME TO MAKE THE MESSAGE OFFBEAT AND/OR UNDENIABLE.
DIGITAL CREATIVITY I FEBRUARY 2014 26
MICROSOFT WINDOWS 8
To promote the simplicity of its new version, Windows gives it to children who manage amazingly well.
http://wcie.io/DC_microsoft
1 7 DIGITAL
SLIGHT EXAGERATION!
DIGITAL CREATIVITY I FEBRUARY 2014 27
The car manufacturer promotes its R8 model
by challenging web-users to photograph the car
while it crosses the screen.
http://wcie.io/DC_audi
To promote its new Clio RS, the French manufacturer reinvents speed dating,
with the meeting taking place in a vehicle during a race.
The carbonated drink wanted to demonstrate its capacity to refresh beachgoers
by filming them in slow motion being hit by a water bomb.
http://wcie.io/DC_Renault http://wcie.io/DC_sprite
(+)
1 7 DIGITAL
SLIGHT EXAGERATION!
DIGITAL CREATIVITY I FEBRUARY 2014 28
The insurance company presents a robot attack on Google Street View
to then show that it is the only insurer capable of supporting individuals in this type of situation.
http://wcie.io/DC_statefarm
(+)(+)
DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014 29
HOW DO BRANDS USE DIGITAL TO OFFER "ADDED VALUE" TO CONSUMERS
2
DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014 30
2
“BRANDS SHOULD BE RECOGNIZED AS BEING OF PUBLIC VALUE”. IS BRANDS' NEW CHALLENGE “BRAND UTILITY”, DOES DIGITAL ENCOURAGE BRANDS TO BE MORE USEFUL? This question is less obvious than it appears. Although many brands now offer a range of minor services to enhance their promise, give it meaning, or encourage purchase of their products, this technique may not be new. Didn't Michelin create its guide to encourage drivers to travel (and wear their tyres out more as they do so)?
WHAT'S NEW? ACCESSIBILITY BY BRANDS. A service via Facebook, a smartphone app, a microsite, a connected object, services developed using digital technology have the same objectives as services developed by brands in the pre-internet era. However the low cost of some services now allows brands to develop more services, often for smaller targets with, it must be admitted, less certain return on investment…
DIGITAL
HOW IS IT POSSIBLE TO OFFER "ADDED VALUE" USING DIGITAL TOOLS?
4 UNDERLYING TRENDS
DIGITAL CREATIVITY I FEBRUARY 2014 31
1 2 3 4
BEYOND THE AD
“YOU HAVE A MESSAGE”
HELPING HAND
SOCIAL UTILITY
2
2 1 DIGITAL
BEYOND THE AD WHEN A BRAND TRANSFORMS ITS PROMISE INTO A USEFUL SERVICE
A MORE OR LESS SURPRISING SERVICE WHICH REINFORCES THE BRAND'S POSITIONING BY BEING USEFUL TO THE CONSUMER
DIGITAL CREATIVITY I FEBRUARY 2014 32
NIVEA NIVEA SUN
To promote its sun creams, Nivea develops an insert in a magazine to recharge smartphones using solar power.
http://wcie.io/DC_nivea
2 1 DIGITAL
BEYOND THE AD
DIGITAL CREATIVITY I FEBRUARY 2014 33
To promote its start/stop technology, the manufacturer creates a facial recognition plugin for YouTube which
stops the video when you are not watching.
http://wcie.io/DC_volkswagen2
To illustrate its Go Further promise, Ford created a prepaid smartcard for travelling free on the motorway.
To mark breast-cancer screening week, the brand continued to take care of women by creating a bra which
tweets as a reminder of the importance of screening.
http://wcie.io/DC_ford http://wcie.io/DC_nestle
(+)
2 1 DIGITAL
BEYOND THE AD
DIGITAL CREATIVITY I FEBRUARY 2014 34
A technology and engineering university promoted its teaching with
a panel producing drinking water.
http://wcie.io/DC_utec
(+)(+)
2 2 DIGITAL
“YOU HAVE A MESSAGE” WHEN A BRAND FACILITATES COMMUNICATION BETWEEN CONSUMERS
FORGING A COMMUNITY OF CONSUMERS TO FACILITATE COMMUNICATION ABOUT A BRAND/PRODUCT
DIGITAL CREATIVITY I FEBRUARY 2014 35
BUDWEISER BUDDY CUP
To promote the friendly experience of drinking beer, Budweiser invented the Buddy Cup which adds your drinking buddy as a friend on Facebook.
http://wcie.io/DC_budweiser
2 2 DIGITAL
“YOU HAVE A MESSAGE”
DIGITAL CREATIVITY I FEBRUARY 2014 36
To promote the theme of love on St Valentine's Day, Durex offered lovers
all its advertising space for them to declare their passion.
http://wcie.io/DC_durex
The American airline company launched a Facebook application enabling you to meet the person
due to sit next to you on the flight.
To promote the taste of its chocolate, Cadbury refurbished an old press
to enable consumers to convey messages by engraving
them on bars of chocolate.
http://wcie.io/DC_virgin http://wcie.io/DC_cadbury
(+)
2 2 DIGITAL
“YOU HAVE A MESSAGE”
DIGITAL CREATIVITY I FEBRUARY 2014 37
The ice-cream manufacturer invited beachgoers to take to Twitter to declare their summer romance.
If the tweet was selected, it was flown over the beach on a
banner attached to the back of a plane.
http://wcie.io/DC_cornetto
The toothpaste brand used Twitter to help web-users
communicate the sensitive message “you've got something between your teeth" in a tweet.
This telecommunications specialist in Singapore offers an application
allowing blind and partially sighted people to share a photo by receiving a description
from other users.
http://wcie.io/DC_colgate http://wcie.io/DC_starhub
(+)(+)
2 3 DIGITAL
HELPING HAND WHEN A CAMPAIGN PROVIDES ME WITH VALUE-ADDED
BRINGING VALUE-ADDED TO A PRODUCT/BRAND TO FACILITATE CONSUMERS' USE
DIGITAL CREATIVITY I FEBRUARY 2014 38
BALLANTINE’S BALLANVINE’S
The brand offered new ways of consuming its product by cleverly using Vine, a new social network, symbolizing speed, simplicity and innovation. Each six-second Vine is a new recipe.
http://wcie.io/DC_ballantines
2 3 DIGITAL
HELPING HAND
DIGITAL CREATIVITY I FEBRUARY 2014 39
The mayonnaise brand fitted supermarket trolleys
with a digital system offering recipe ideas
according to your location
http://wcie.io/DC_hellmanns
Belgian bank KBC demonstrated its commitment to entrepreneurs via a
site promoting market needs
by area.
The Malmö DIY store offered its Facebook fans the ToolPool application
allowing rental of tool box.
http://wcie.io/DC_kbc http://wcie.io/DC_malmo
(+)
2 3 DIGITAL
HELPING HAND
DIGITAL CREATIVITY I FEBRUARY 2014 40
The Brazilian TV station offered web-users the chance to record their program remotely
via a simple tweet: #SKYREC.
http://wcie.io/DC_sky
This store specializing in the sale of hi-fi equipment offers a website to calculate the sound system
and maximum power at which you can listen to music in your home.
The UK Fashion giant teamed up with Pinterest
to facilitate Christmas shopping.
http://wcie.io/DC_pause http://wcie.io/DC_topshop
(+)(+)
2 3 DIGITAL
HELPING HAND
DIGITAL CREATIVITY I FEBRUARY 2014 41
This beer brand cleverly helped consumers to
choose between drinking and driving with a label that was also a
public transport ticket.
http://wcie.io/DC_stiegl
Huggies invented the connected nappy allowing parents to know when
their child needs changing via an application.
http://wcie.io/DC_huggies
(+)(+)(+)
2 4 DIGITAL
SOCIAL UTILITY WHEN A DIGITAL CAMPAIGN BEARS GOOD RESULTS IN REAL LIFE
GIVING REAL-LIFE IMPACT TO DIGITAL CUSTOMS IN ORDER TO MONETIZE NEW BEHAVIOURS
DIGITAL CREATIVITY I FEBRUARY 2014 42
MANOS UNIDAS
FOOD- SHAREFILTER
To raise money to combat hunger, the charity harnessed the trend for food photos on Instagram by creating the Foodsharefilter for €0.89.
http://wcie.io/DC_manosunidas
2 4 DIGITAL
SOCIAL UTILITY
DIGITAL CREATIVITY I FEBRUARY 2014 43
In order to transform likes into donations, MSF created the 1like=1kroner badge.
Those posting the badge donate €0.15 for each like.
http://wcie.io/DC_MSF
The charity composed a song for Spotify with royalties
going to fund the charity's work.
The catering company organized a fundraising on Instagram where,
for each photo posted with #Donatuplato,
it donates €1 to the charity Caritas.
http://wcie.io/DC_soundseekers http://wcie.io/DC_askora
(+)
2 4 DIGITAL
SOCIAL UTILITY
DIGITAL CREATIVITY I FEBRUARY 2014 44
This charity for the preservation of historic buildings offered web-users the chance to buy
a place to haunt after they die; the funds raised go towards preserving the monuments
which will survive long after we are gone.
http://wcie.io/DC_NTHP
(+)(+)
DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014 45
HOW BRANDS ADOPT DIGITAL CULTURE TO ADAPT TO THE AGE
3
DIGITAL
DIGITAL CREATIVITY I FEBRUARY 2014 46
3
CAN WE DEFINE DIGITAL AS AN EXPRESSION AREA? DON'T NEW WORKING METHODS, NEW WAYS OF ORGANIZING LIFE, OF SHARING INFORMATION CREATED BY THE WEB AND THE INTERNET IN ITS BROADER SENSE, LEAD TO A DEFINITION OF DIGITAL AS A CULTURE RATHER THAN A TECHNOLOGY? In this sense, isn't a brand which uses this culture (of networks) to create a campaign on traditional media adopting a digital attitude? Conversely, isn't a brand which uses digital media to disseminate content usually disseminated via traditional media adopting an anti-digital attitude?
WHAT'S NEW? CULTURE TAKES PRIORITY OVER TECHNOLOGY. Digital is above all a shared culture,memes, a way of seeing the world, of viewing the past (the Minitel or Bi-bop generation) and the present (the era of networks) and the future (in which everything remains to be invented).
This is leading brands to evoke our digital nostalgia (Windows campaign), to disconnect us from the internet to share real life more (Amstel ) or dream up tools as improbable as they are impractical (a helmet serving beer). Although they do not always use digital from a technological perspective, all these campaigns have something profoundly digital in common: their attitude!
DIGITAL
WHAT MOTIVATES THE DIGITAL CULTURE?
7 UNDERLYING TRENDS
DIGITAL CREATIVITY I FEBRUARY 2014 47
1 2 3 4 5 6 7
THE 5 COMMANDMENTS
DIGITAL DETOX
YES WE CAN
AN IDEA OR A PET
LIKE A VIRGIN
DIGITAL HOLD-UP
WTF
3
3 1 DIGITAL
THE 5 COMMANDMENTS WHEN A BRAND USES HACKING, UPCYCLING, CROWDSOURCING,
CUSTOMIZING, MEMING TO CREATE A SYSTEM
DIGITAL CREATIVITY I FEBRUARY 2014 48
BURGER KING HAND FREE
WHOPPER
HACKING The restaurant chain transformed a harmonica holder into a Whopper holder; the Hands Free Whopper allows you to eat the hamburger without using your hands.
http://wcie.io/DC_burgerking
3 1 DIGITAL
THE 5 COMMANDMENTS
DIGITAL CREATIVITY I FEBRUARY 2014 49
CUSTOMIZING Coca-Cola invited its consumers
to make a friend's day by customizing the bottle with that person's name.
http://wcie.io/DC_coca-cola
UPCYCLING This rum brand
transformed its bottles into musical instruments
MEMING Three hilarious videos were uploaded
to YouTube, based on the meme: Hold my beer and watch this!
http://wcie.io/DC_brugal http://wcie.io/DC_budlight
(+)
3 1 DIGITAL
THE 5 COMMANDMENTS
DIGITAL CREATIVITY I FEBRUARY 2014 50
CROWDSOURCING The car manufacturer
produced the first stop motion film on Instagram in collaboration with 200 instagramers #lexusinstafilm.
http://wcie.io/DC_lexus
(+)(+)
3 2 DIGITAL
DIGITAL DETOX WHEN DIGITAL CUSTOMS ENCOURAGE DISCONNECTING AND RETURNING TO THE REAL-WORLD
REFOCUSING ATTENTION ON A PRODUCT BY CALLING FOR DISCONNECTION WHILE CREATING ALLUSIONS TO THE CONNECTED WORLD
DIGITAL CREATIVITY I FEBRUARY 2014 51
POLAR BEER
ANULADOR
A beer cooler which scrambles smartphone signals to restore sociability in bars.
http://wcie.io/DC_polarbeer
3 2 DIGITAL
DIGITAL DETOX
DIGITAL CREATIVITY I FEBRUARY 2014 52
The brand offered a free beer to consumers who agreed
to do without their mobiles.
http://wcie.io/DC_amstel
A Brazilian restaurant changed the name of its Wi-Fi network to encourage “human reconnection”.
A vineyard launched the Untweetable campaign
to emphasize that some experiences are only possible in the real work.
http://wcie.io/DC_venga http://wcie.io/DC_vineontario
(+)
3 3 DIGITAL
YES WE CAN WHEN A BRAND TAKES ADVANTAGE OF THE FREEDOM OF TONE OFFERED BY THE INTERNET
TO DARE TO BYPASS GOOD TASTE AND GIVE A CAMPAIGN THE POTENTIAL TO GO VIRAL DUE TO WEB-USERS' SPECIAL SENSE OF HUMOUR
DIGITAL CREATIVITY I FEBRUARY 2014 53
METRO TRAINS
MELBOURNE DUMB WAYS
TO DIE
The Melbourne metro launched a rail safety campaign entitled “Dumb ways to die”, a viral campaign, the main vehicle for which was an offbeat clip which was a huge hit on the web.
http://wcie.io/DC_MTS
3 3 DIGITAL
YES WE CAN
DIGITAL CREATIVITY I FEBRUARY 2014 54
This website, offering a service to calculate your blood-alcohol level,
created a video compilation of people who are drunk.
http://wcie.io/DC_askdave
The liquor brand illustrated comfort by showing someone
very relaxed in swimming trunks.
The Health Ontario campaign mocked smokers and their bad smell by showing
"social farters". The campaign appealed to its audience by drawing a parallel between smoking and farting.
http://wcie.io/DC_southerncomfort http://wcie.io/DC_ontario
(+)
3 4 DIGITAL
AN IDEA OR A PET WHEN ANIMALS TAKE THE INTERNET BY STORM
TAKING A SURE THING AND ADAPTING IT IN EVERY WAY IMAGINABLE
DIGITAL CREATIVITY I FEBRUARY 2014 55
SAMSUNG ECOBUBBLE
Samsung produced a meta-ad in which a brown bear takes advantage of a washing machine during filming of an ad and washes its fur, which then becomes white.
http://wcie.io/DC_samsung
3 4 DIGITAL
AN IDEA OR A PET
DIGITAL CREATIVITY I FEBRUARY 2014 56
A wolf explains the fundamentals of marketing
and good management.
http://wcie.io/DC_oldspice
A goat which loves Doritos tortures its owner.
The UK telephone operator emphasizes the importance of "silly stuff"
visible on the web by showing a Shetland pony moonwalking.
http://wcie.io/DC_doritos http://wcie.io/DC_three
(+)
3 5 DIGITAL
LIKE A VIRGIN WHEN A BRAND USES A TECHNOLOGY FOR THE FIRST TIME
USING A FASHIONABLE TECHNOLOGY IN THE MEDIA TO ENSURE A CAMPAIGN HAS AN AUDIENCE THROUGH THE “FIRST TIME” EFFECT
DIGITAL CREATIVITY I FEBRUARY 2014 57
CASTLE LITE MIND
READER
This beer brand invited consumers to refill their glass themselves... using the power of the mind.
http://wcie.io/DC_castlelite
3 5 DIGITAL
LIKE A VIRGIN
DIGITAL CREATIVITY I FEBRUARY 2014 58
An RFID card memorizes each time you visit the urinals
equipped with alcohol detectors.
http://wcie.io/DC_zouk
The brand innovated by harnessing a fashionable technology to to come up with a new delivery method.
When passersby moves lose to the vehicle,
it lights up and changes colour.
http://wcie.io/DC_dominos2 http://wcie.io/DC_opel
(+)
3 5 DIGITAL
LIKE A VIRGIN
DIGITAL CREATIVITY I FEBRUARY 2014 59
Yahoo! developed a voice-activated machine incorporating a search engine
and 3D printer. This gives blind children a print out of animals they
want to learn about.
http://wcie.io/DC_yahoo
The cereal brand fitted out a skate park with RFID technology to connect to Facebook
and publish the skaters' moves live.
Heineken opened an interactive bar equipped with Leap Motion technology
in which consumers can customize their experience by adapting the decor.
http://wcie.io/DC_kellogs http://wcie.io/DC_heineken
(+)(+)
3 6 DIGITAL
DIGITAL HOLD-UP WHEN A CAMPAIGN SUBVERTS A DIGITAL BEHAVIOUR TO PROMOTE ITS MESSAGE
SUBVERTING DIGITAL CUSTOMS TO BREAK WITH ROUTINE AND LET SURPRISE CONVEY THE MESSAGE
DIGITAL CREATIVITY I FEBRUARY 2014 60
TAM VIAGENS OUT-OF-THE
OFFICE EMAIL
This travel agency offered a reduction on your trip if you attached its offbeat message to your out-of-the-office email. The reduction was also available to those who had read the email.
http://wcie.io/DC_tamviagens
3 6 DIGITAL
DIGITAL HOLD-UP
DIGITAL CREATIVITY I FEBRUARY 2014 61
The supermarket chain organized an Easter
egg hunt on Google Street View.
http://wcie.io/DC_tesco
The charity subverted the YouTube pre-roll ad to deliver two different messages depending on the web-user's
behaviour. You either watch to the end and are offered a post as a volunteer or you “skip” and accept the
consequences of your inaction.
Pinterest, the social network set up to help with wedding planning,
becomes a funeral planner.
http://wcie.io/DC_prevention http://wcie.io/DC_tac
(+)
3 6 DIGITAL
DIGITAL HOLD-UP
DIGITAL CREATIVITY I FEBRUARY 2014 62
The board game offered free Wi-Fi terminals in places where there aren't any.
The terminals were accessed using points won by playing.
http://wcie.io/DC_scrabble
The restaurant chain placed an advertising poster on our food photos (a small brand
flag) and offered a reduction on the dish in proportion to the number of likes obtained on Facebook.
Kleenex put in place a highly targeted adwords campaign presenting
a tissue ad only when the search concerned illnesses
such as flu.
http://wcie.io/DC_spoon http://wcie.io/DC_kleenex
(+)(+)
3 7 DIGITAL
WTF WHEN A SURREALIST PERFORMANCE SPREADS A MESSAGE
SURPRISING BY SHOWING THE UNEXPECTED AND THE EXCEPTIONAL TO ENSURE A MESSAGE GOES VIRAL
DIGITAL CREATIVITY I FEBRUARY 2014 63
WWF THE ANT
RALLY
To show the harm caused by deforestation, the NGO handed over to the smallest species affected. The charity then organized an ant rally.
http://wcie.io/DC_WWF2
3 7 DIGITAL
WTF
DIGITAL CREATIVITY I FEBRUARY 2014 64
The restaurant chain thanked its Facebook fans
by organizing a giant domino cascade.
http://wcie.io/DC_dominos
The “Metro” newspaper published an edition without any images to promote
its photo competition.
To promote its cosmetics products, GÜD brought to life a dream morning as described by women on their Pinterest.
http://wcie.io/DC_metro http://wcie.io/DC_gud
(+)
3 7 DIGITAL
WTF
DIGITAL CREATIVITY I FEBRUARY 2014 65
The drink which gives you wings organized the biggest parachute
jump ever carried out under the name Strato.
http://wcie.io/DC_redbull
(+)(+)
CONCLUSION
DIGITAL CREATIVITY I FEBRUARY 2014 66
Over the years, digital has expanded its territory, merging into reality to offer a new relationship with the world. It is changing behaviour, creating expectations and even establishing a new culture. So in the end, what does this new relationship with digital teach us about the age we are living in, our business, our agency model ? Digital is revealing and accelerating the transformation of brand territories, but that's not all. Boundaries are exploding.
The fine line between real and virtual as we have seen it throughout this study, but also the fine line between CEO and hoodie with Mark Zuckerberg, between fast food and fine dining with gourmet burgers, between privacy and sharing with Snapchat, between tourist and local resident with Airbnb, between consumer products and seduction with adopteunmec.com, between places or work and relaxation with Starbucks, between pupil and teacher with Skillshare. During this period of massive changes, brands are offering reassurance but they must identify their new territory; a territory which makes it possible to respond to a real-time need, while at the same time constructing a long-term relationship. Developing territories while taking into account the flux in boundaries – that is brands' new challenge in the digital age..
ON A CHAIR OR ON A NAPPY. AT THE LOCAL BAR OR IN A BRA. IN AN AIRPORT OR ON A WINDSCREEN. THAT IS WHERE THE BEST OF DIGITAL CREATIVITY IS NOW FOUND. EVERYWHERE.
Symbols Places Stories
DESIGNING TERRITORIES Interactions
PRODUCTION OF THE REPORT|: GILLES DELÉRIS, LAURENT CABIOCH, JÉRÔME LAVILLAT, SAMY MARTINEZ
DESIGN: MICHEL ROUSSEAU
WONDERFULBRANDS WRITERS: CAMILLE P, JOY E, ADRIEN D, KONSTANTIN K,
CONTACT : EMELINE KEUNDJIAN – e.keundjian@wcie - 01 72 27 02 46 twitter.com/wcie - facebook.com/agencewcie