Use of media
USE OF MEDIA
Interactive, ambient, experiential...
Cravendale:
So good, the cows want it back
Campaign extension

Warning signs were put in supermarket car parks.

Cow's hoof prints on store floors led to the chilled milk cabinet.

Reaching for Cravendale activated a movement sensor, triggering a concealed speaker that emitted a loud: Moo!

A planning application to install cattle grids around an urban superstore gained local publicity.

The logic-defying conceit (Why would cows want their milk back? What the hell would they do with it if they ever got hold of it?) provoked a lot of online debate.
advertising stunt
POS marketing
Promotion
brand event concept
YouTube Controversy: 63336 video

This Web film / TV spot got the conspiracy theorists going, sparking speculation about the true identity of the Six-triple-three-six 'cult'. An exposé posted by someone calling himself All Seeing Guy (video below) has had 250,000 views.

If you think the controversy was seeded and fuelled as part of the marketing campaign, you're right.

Search '63336' on YouTube for more paranoid posts.
brand awareness
BUD ICE: Lads' mag insert
arresting image

The proposition for Bud Ice was The party beer. The luggage tag label has "My Name is..." and "I live at..." sections to be filled in pre-party, followed by the request "PLEASE MAKE SURE I GET HOME SAFELY".


Besides the helpful magazine insert there was also a Bud Ice branded 'DONER CARD' (like an organ donor card) with space to fill in your doner kebab preferences before a night out.


Adshel posters kept getting stolen, so 12,000 A2 versions were printed to be given away by Student Unions. So the campaign ended up adorning the homes of the nations youth (or covering up stains on damp bedsit walls).
exeriential advertising concept
undertanding audience
Transport for London: Tube platform poster

Designed to inform, thank and raise a smile from passengers stepping off trains.
interactive poster
customer journey
ESSO Point of Sale: 'Pump Toppers'
Launch of Energy Supreme fuels

When the new fuels were first introduced, customers could still choose the 'ordinary' alternative at the pumps.

These 'pump toppers' aimed to persuade drivers to spend a little extra on Energy Supreme - which has additives that keep engines clean on the inside.

The duster execution also ran as a 96 sheet.
Point-of-sale executions
billboard
96 sheet poster
image-lead concept
VW Approved Used: Radio
Proposition: Peace of mind.

You don't have to be loud and brash to cut through the noise.

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