Havas_SE_2013_Trends

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© Havas Sport & Entertainment 2

Creativity is

at the heart of everything we do.

In order to continually inspire and challenge

our own teams around the world, we appointed a global

crew of trend hunters to uncover and report back on the best campaigns out there. The result of this work is a dedicated blog and a

monthly publication showcasing our 13 favorite case studies.

At the end of each year, we will have experienced and shared a lot of great work, so when December rolls round, we take a moment to reflect and select the most

memorable, innovative and successful campaigns. This, combined with our

expertise, allows us to map out a pretty clear picture of the year ahead of us, and the

hottest trends to keep an eye on.

So sit back and peruse this year’s overview, along with our 2013 predictions. Challenge us, question our logic, congratulate us, share the content

with your friends. Whatever you do, enjoy it!Havas Sports & Entertainment Group

FOREWORDFOREWORDFOREWORDFOREWORD

© Havas Sport & Entertainment2 3

OUR pREDICTIONS FOR 2013OUR pREDICTIONS FOR 2013OUR pREDICTIONS FOR 2013OUR pREDICTIONS FOR 2013


Micro-coMMunities

2012 saw the continued growth of the world’s largest social network Facebook reach more than 1 billion active members. The average number of Facebook friends has similarly grown from 120 in 2010 to 386 in November 2012.But how many of these 386 virtual friends do you want to share your whole life with? There is a growing trend that shows that people want to be more selective with who and what they share. This in turn has seen the development, growth and success of micro-communities to offset the macro-communities. Path is a social network and messaging service for mobile devices that limits each user’s social network to 150 «friends» in order to encourage users to select only high-quality connections. The actual number of friends people have on Path is often no more than 15 and the service aims to be a place where users can share only with their closest friends and family.While users will continue to broadcast themselves and their opinions to their entire database of friends (such as on Facebook), more specific and selective content and activities will only be shared amongst a smaller sub set of contacts.

Small will be the next big thing.

‘‘ Small is the next big thing

‘‘


Geolocation

Brands are encouraging and enabling consumers to meet up face to face and playing a “facilitator” role in the creation of communities based around shared passions, interests and, of course, location. Every week in Paris at the Nike Store consumers meet and take to the streets running.Since the rise of Foursquare we have learned that by geolocating ourselves we can gain priceless suggestions and discounts. We are now seeing an increasing number of thematic mobile apps that are based on people’s passions and interests by leveraging geolocation to combine virtual and real life.Applications like MapMyRun allows you to know if there is someone running near you (and even their level of performance if they enable “share” it) so that you can decide to join them for the run. Submate is a mobile application to meet and connect with people with whom you travel each day on the subway. Applications like Grubwithus or Gnammo allow you to attend/organize meals at restaurants or at home, gathering people that are in the same city and share a passion for the same type of food.Perks and discounts are great ways to attract prospects and engage with clients but geolocation now gives brands the opportunity to embody the word social at its full, allowing people to meet and share common passions.

‘‘ Tell me where you are and I’ll tell you what you share with your neighbor

‘‘


Barter MarketinG

Bartering sounds like a very ancient business model but according to the International Reciprocal Trade Association the US barter market is worth a staggering $12 billion annually. The economic crisis certainly influenced this historical business model and “Barter Weeks” are now an established event worldwide.Demonstrating the fact that advertising and marketing approaches often reflect the larger economy, many brands took inspiration from the Barter Economy trend to push branded content campaigns based on the same principle: barter branded products for services and experiences, with very positive results for the brands’ equity through the resulting word of mouth.The Great American Bacon Barter by Oscar Mayer’s (Kraft Foods), featured the comedian Josh Sankey on a two-week cross-country trip with no cash or credit cards, just a trailer packed with 3,000 pounds of the brand’s Butcher Thick Cut Bacon that he had to barter for food, lodging and entertainment along the way. Heineken Passport Campaign saw a man sent by the brand to Inner Mongolia and challenged to make the 5187km journey back home, with no money, just Heineken bottles to be bartered.Bartering will continue to grow as a business model for small companies and individuals and as the core idea of original branded content campaigns where products will be used as alternative currency. That said, currency brands will still look to barter for consumers’ social media influence. This will result in an increasing number of campaigns similar to the evolution of the Kellogg’s Special K Tweet Shop idea.

‘‘ Being creative in times of crisis

‘‘


sMarter tarGetinG

Social media is shifting consumers’ behavior towards an ever more permissive model of sharing and privacy.Every day we give out personal information in exchange for something we are interested in: simple information, content, purchases, perks, applications... The end result are true-to-life online portraits that give companies an unprecedented opportunity to understand prospective buyers with a greater degree of accuracy, and genuinely measure the impact of their social media efforts. In the coming years, winning brands will be those that will be able to analyze all this data to identify very specific insights and combine them with relevant critical masses, in order to build tailored virtual communities, improve customer care, create innovative social commerce programs and ultimately succeed in delivering more relevant, time- sensitive and meaningful messages. Political campaigns and publishers are already making great use of Big Data. Brands are starting to use it to develop successful campaigns aimed at reaching “new targets” through a very specific insight. A good example is The House-Hunter Testdrive by Nissan Dubai. The brand teamed up with the most popular local house-hunting site targetting new expats through an application that analyzes the home, budget, neigh-borhood and family size search data, matching them with the right Nissan model for their lifestyle. Home hunters were exposed to ads for that specific model and even had the chance to be picked up by the car for a test drive on the way to their new home! The notion of privacy is evolving. Brands are learning how to analyze Big Data and make smart use of the results. This represents a great opportunity for marketers and customers to learn how to better market their social profiles: who you are will determine not just what messages you see, but also what price you pay for things, compared to others with a different profile or reputation.

‘‘ Bigger data for smaller insights

‘‘


entrepreneurial consuMers

Over the years, brands have tried to connect with their audiences by providing them exclusive and priority access to new products, services or events. But consumers have evolved and are becoming involved with brands and stakeholders in a more active way and at much earlier stages of the process. After the rise of co-creation and crowdsourcing, the year ahead of us will see consumers contribute to the development, funding, execution and promotion of products and services either led by a personality or by a brand. Gartner, renown research and advisory firm, expects funds raised by crowdfunding platforms to reach $6.2 billion in 2013 - these platforms will be the main facilitator for consumers to engage in a new type of relationship. The perceived reward for them will be either monetary or emotional: being at the origin of a successful entrepreneurial project provides status and a great sense of belonging as well as great stories to tell.Kickstarter, one of the best known crowdfunding platforms in the market, has launched over 79,012 creative projects and raised over $426 million since its inception. In 2012, 24,883 fans of indie-artist Amanda Palmer raised $1,192,793 in 30 days to fund her new album and promotional tour. Amanda Palmer became the first musician to raise more than $1 million on Kickstarter. For young entrepreneurs, success stories will help create momentum and attract potential investment from traditional channels. For brands, opportunities lie in facilitating the connection between fans and creative project owners as well as creating opportunities for fans to bring their own projects to life. In both cases, brands will have the chance to get closer to early adopters who will spread the word and help recruit prospective loyal customers.

‘‘ Being the first is no longer soon enough

‘‘


the future of tV:

new technology has transformed the global media environment from one organized around passive media consumption to a far more complex environment – mobile, multitasking, on-demand – where consumers have more control over where, when and how they interact with media. as audiences continue to shift from tV and print to the internet, many have questioned the future of television and consequently that of advertising.With an expected 212 million tVs connected to the internet at the end of 2012, smart tV developments continue to dominate the news - their progress will shape new consumers’ video consumption habits. at the same time, we witness the rise of second screen. forrester forecasts that by 2016 there will be 1 billion smart phone and tablet users with Google, apple and Microsoft powering 90% of these hand held devices. smartphone penetration is between 40 and 50% in the western world.

Who said dinosaurs were extinct?


2013 will be a tipping point for right holders who will finally embrace connected TV to create their own web based channels, apps and games. They will use connected TV as a platform to enhance interest, engage a broader audience and reach new territories. Since consumers can access all forms of nonlinear web content, connected TV will enable right holders to reach out directly to consumers - cutting TV broadcasters and distribution out. This will pave the way for new business models, increase competition and innovation.In 2012, Google (YouTube) approached all major sports and entertainment right holders to offer them a new monetization model. Proprietary channels will now receive a share of the advertising revenues generated around their content. The IOC and Google have implemented this new model at a major scale distributing the London Olympic Games in 64 countries through 11 themed YouTube channels. The evolution of connected TV will also impact sponsor brands who will have to incorporate this new channel into the equation: from protecting their exclusive rights to leveraging their association with the sponsored content. In times of phenomenal multi-screen usage and ATAWAD* viewing, many have questioned the future of television, but after all, it seems that connected TV will still have a central role to play in the coming years, in particular in the content distribution landscape.

‘‘ The future of TV brings producers closer to consumers

The future of TV will go beyond TV broadcasters.

‘‘* Any Time, Anywhere, Any Device


* Any Time, Anywhere, Any Device

Almost without fail, if you’re at a sports or music event, you’ll find yourself sitting next to someone tapping into their phone, replying to messages, tweeting, updating their Facebook status, searching for information… But while these activities continue to dominate mobile usage, a trend is emerging for more interactive and richer experiences. The pocket entertainment device isn’t just, “lean forward and tap”, it’s “lean back and watch”, like traditional TV.Twelve million pieces of the BBC’s Olympics footage were watched on mobile devices. Three million tablets accessed the BBC’s mobile site. YouTube delivered more than 230 million video streams of Olympic coverage, with 37% of these views in North America taking place on a mobile device. More and more content is being viewed on a mobile device and mobile specific formats content is increasingly a prerequisite for any televised event.Laptops, Smartphones and tablets are having an impact on the traditional personal computer market, but surprisingly there is little evidence that they are affecting the viewership or audience numbers of sports and entertainment on traditional TV channels. In fact the opposite is true with Smart phones positionedas the second screen to complement the main screen action. Traditional TV coverage and interactive mobile experience can complement a sport or entertainment event. It’s not the case of mobile vs TV, rather it’s a case of mobile + TV as long as the format and content on a mobile device is specifically shot and optimized for this small screen experience.

‘‘ The future of TV is about complementary screens

‘‘


Connected TVs will allow for greater targeting through addressable advertising but overall are likely to become the primary screen for viewing content, whether on-demand video or content shared between devices or locations. Brands will use connected TV as a platform to create interest, extend the experience and inspire engagement across multiple screens. In 2012 we have seen global brands open the way: in Latin America, Coca-Cola launched the Coca-Cola TV project with entertainment including a live streaming of Paul McCartney’s concert, which encouraged the audience to join the conversation via social media platforms. The soft drinks brand has also signed a partnership with LG to offer exclusive access to Coke FM directly from LG’s Smart TVs.

Connected TV will also boost transaction opportunities, either directly on the TV screen or via a combined action on second screen. Ikea recently launched a new line of TVs which features an integrated e-commerce platform allowing users to shop Ikea products in the comfort of their own homes.Connected devices creates the opportunity for TV to take on some of the capabilities of our computers, tablets or Smartphones. Even if consumers continue to use their large screens mainly to watch content, consumption habits will be transformed.

The future of TV will be connected and social.

‘‘ The future of TV is also social

‘‘


fan sourced Music: This year, Boston-based indie musician Amanda Palmer launched an 100% fan-funded recording. She asked her army of followers to help pay for its production, distribution and promotional world tour. She raised $1.2 million.

Beyond fans & likes: Early 2012 a study found that less than 1% of “fans” of a brand’s page on Facebook interact with it

the social olyMpics 2012: These were no doubt the first and

Million dollar BloGGers: Brands recognize the power of an influencer’s tweet: New York Magazine revealed in January that Kim Kardashian is paid $10,000 a tweet while Snoop Dog makes about $8,000 per tweet.

But it doesn’t apply to celebrities only. Web entrepreneur, Jeremy Schoemaker runs a website about making money online, he rakes in about $20,000 a month!

once they have “liked” it. In the most recent State of Social Media Marketing Survey, Awareness Networks revealed that more experienced companies are applying new technologies to identify and segment prospects and buyers, such as social CRM and social marketing automation to drive business value.

eMBracinG social Media landscape:London 2012 was a great example of how federations, brands and athletes are embracing social media with more confidence.Social media really brought athletes closer to us, fans. Like Kobe Bryant posting a picture just after the US basketball team win against Argentina. Exclusive & priceless!

most social Olympics ever! The 2012 Olympics triggered a total of 102 billion shares on Facebook, 5 billion tweets and 100 000 photos shared on Instagram.

REVIEWING OUR 2012 PREDICTIONSREVIEWING OUR 2012 PREDICTIONSREVIEWING OUR 2012 PREDICTIONSREVIEWING OUR 2012 PREDICTIONS


sports BroadcastinG: FIFA sold the 2014 World Cup media rights across 4 media platforms (internet, radio, TV, mobile) among 189 territories.90 territories have bought mobile rights against 10 territories for the 2010 FIFA World Cup.

sport & technoloGy: The best example is no doubt Felix Baumgartner’s Red Bull Stratos Mission which enlisted the most advanced engineering and technology of our time.Felix was wearing 5 Gopro Cameras that captured his POV during the supersonic fall in high-resolution and allowed fans to “live”

pr in MarketinG Mix: Following a major restructure earlier this year, p&G’s $9.3bn marketing budget now includes the FMCG giant’s public relations activities. p&G’s

the experience afterwards. The event marked a milestone in online videos’ continuing evolution with 8 million live streams.

CMO Marc Pritchard says one of the most effective parts of the Olympic campaign was the PR program which brought to life the story behind “Thank you, mom”.

diGital aMnesty day: 2012 has not seen the official digital Amnesty day but similar initiatives have indeed taken place. This year, “Earth Hour” celebrated its largest event to date with more than 6,950 cities and towns in 152 countries and territories switching off their lights to raise

BeautifyinG data & storytellinG: Infographics are not new! We are actually seeing the

death of the novelty of infographics but not a decline in their value. In the past two years, infographics search volume has increased 800%What does the future hold for infographics? Interactivity!

awareness for global climate change.

PR



pop-up eVents: Pop up marketing takes the event to the attendees and works brilliantly for creating exposure, engagement and buzz. Pop-ups are easier to

aGile content: Olympic sponsor AT&T launched an almost “real-time advert featuring actual footage of American swimmer Rebecca Soni winning gold in the 200 meter breaststroke. This aired on NBC straight after the broadcaster had

personalized content: This year, Twitter launched its first major update of the Discover Tab. The new and improved feature now surfaces more personalized content and provides an enhanced experience to the individual user. One of the first brand new Discover pages is dedicated to fans of the English premier league.

pr accountaBility: Companies have been looking for even more advanced and accurate algorithms to monitor PR campaigns’ success

LIVE

shown that very race. Making use of the five-hour time delay between London and New York, AT&T pre-produced the majority of the advert and incorporated the real footage following Soni winning the race at 9pm in London for it to be aired at 9.30pm in the United States.

online.A USC Annenberg study revealed that measurement is now getting 9% of corporate PR budget. This rise speaks to the improved ability to measure web content via social media monitoring tools, but also indicates a more strategic view and use of public relations.

produce and budget friendlier. It’s not a new trend but in 2012, pop ups are taking the liveexperience to new heightsBadoit surprised French commuters with an unusual gastronomic treat: one train, 400 “patrons , one Michelin-starred chef, 90 waiters and 135l of Badoit.

pr

“

“REVIEWING OUR 2012 PREDICTIONSREVIEWING OUR 2012 PREDICTIONSREVIEWING OUR 2012 PREDICTIONSREVIEWING OUR 2012 PREDICTIONS


online influence MonitorinG: Social media has brought about a more subtle and cost effective form of Influencer Marketing but identifying key influencers online can be rather difficult.Klout, peerIndex and Kred are the most well known measures of online influence but 2012 has seen some newcomers such as Awedience, an application that combines the data from three key influencer services with Twitter search, location and time parameters.

Not to forget that the key to Influencer Marketing is in the engagement. In 2012, peerIndex launched its reward scheme for social influencers: peerIndex’s perks program.

location Based entertainMent:According to Facebook’s Most Social Landmarks around the World, 7 of the N°1 ranked landmarks across the top 25 most social cities were stadiums or arenas! This is a great opportunity for brands and some have already taken action in 2012, including the IOC!

liVe eVents Get Greener:Global Reporting Initiative published new guidelines for greener events in early 2012 which enables event organizers to report their sustainability performance in a comparable way. The London 2012 Games opened the way through a strong commitment to sustainability.

Allianz riviera was made of 7 500 m² of solar pannels and wood instead of pure steel.Coca-Cola Enterprises recycled 10.5m bottles during the event, receiving ISO 20121 and 14001 certifications.

The IOC partnered with Foursquare and launched a promotional badge for fans check-ins in affiliated venues around the world. Check-ins were also rewarded with tickets for the Olympic Games.



campaigns we really liked in 2012campaigns we really liked in 2012campaigns we really liked in 2012campaigns we really liked in 2012


Why we it- It’s the first time a service failure is used to benefit two different stakeholders : AI and Shazam- Humanitarian marketing 2.0: Amnesty International keeps on reaching out into new media and technology

What’s the story- Every year Amnesty International holds a signature-gathering marathon. This year they chose to put in a little extra effort, and turned the signatures into music

“A Shazam driven petition”- Amnesty International launched a campaign to gather as many signatures as possible in one week to put pressure on authorities who flout human rights - They launched a project site in which every signature unlocked the next note in an exclusively written song called the Sound Of Amnesty. - Shazam, the music identification service, was brought on board to amplify the project: whenever users stumbled upon a song that wasn’t recognized, an additional message was shown next to the traditional error message: ”Valentina Rosendo Cantu could not make herself heard either. Assaulted by soldiers, she asked for justice but the authorities refused to investigate.”- After this message, the Shazam-user was asked to break the silence by signing a petition- The result of the campaign was the completion of an exclusive song written by famous French-Israeli singer songwriter, Yael Naim, which was recorded on a CD and sent to the responsible authorities

SUCCESS- The petition gathered 150,000 signatures in one week- A 500% increase compared to last year’s results

WHO: La Chose ParisWHERE: FranceWHEN: January 2012

Watch the video: www.meltybuzz.fr/the-sound-of-amnesty-l-operation-choc-sur-actu92618.html

or how to raise awareness using music…

What’s the storyWhat’s the storyWhat’s the storyWhat’s the storyWhat’s the storyWhat’s the storyWhat’s the story Why we itWhy we itWhy we it

SUCCESSSUCCESSSUCCESSSUCCESS

The sound of Amnesty

“A Shazam driven petition”“A Shazam driven petition”“A Shazam driven petition”

Image Credit Screenshot from Melty

The sound of AmnestyThe sound of AmnestyThe sound of Amnesty or how to raise awareness using music…or how to raise awareness using music…


Why we it- Great use of social media to deliver a personalized message with a human touch- It’s great to see brands step in and play the hero!

What’s the story- During the cold winter months, Kleenex decided to give consumers an uplifting surprise, delivered directly to their homes

“Got the FLu? Get excited!”- Kleenex monitored Facebook statuses to find people with varying degrees of that annoying winter syndrome, the common cold- Finding addresses through their friends, Kleenex prepared and sent out 50 “Kleenex Kits” to bed-ridden consumers with personal messages wishing them to get well soon- The campaign allowed Kleenex to promote its newest collection of tissues

SUCCESS- Everyone who received the package posted a photo on their Facebook wall- 650,000 total impressions- 1,800 interactions

FEEL GOOD

WHO: SmoyzWHERE: IsraelWHEN: January 2012

Watch the video: http://bit.ly/tvsMzz

or how to use Facebook to create an uplifting experience…



“Got the flu? Get excited!”“Got the flu? Get excited!”“Got the flu? Get excited!”“Got the flu? Get excited!”FLFL

Image Credit Screenshot from Youtube

FEEL GOOD FEEL GOOD or how to use Facebook to create an uplifting experience…

or how to use Facebook to create an uplifting experience…

FEEL GOOD


What’s the story- Leader in the home cleaning products market in Brazil, Scotch-Brite wanted to reach young active adults, one of the hardest-to-reach audiences for brands- The brand decided to break away from traditional POS product trials and create an innovative campaign leveraging locations where younger audiences already hang out

“Become a dish washer”- 3M Scotch-Brite partnered with several popular restaurants in São Paulo, Brazil’s biggest and busiest city, to launch the campaign ‘Wash your Bill’- Brand ambassadors surprised customers at the end of their dinner with a Scotch-Brite sponge that read “Don’t want to pay the bill? Go wash the dishes”- The invitation surprised the audience and the most courageous accepted the challenge. - Participants were escorted to the kitchen where they were given hairnets and could wash their dishes in a branded Scotch-Brite station. In return, Scotch-Brite foot the bill!

SUCCESS- With just a small investment, Scotch-Brite was able to introduce their sponges to a new demographic- The campaign was picked up by several media outlets and industry bloggers

Wash your bill

WHO: Grey 141WHERE: BrazilWHEN: March 2012

Watch the video: http://www.youtube.com/watch?v=F7esRCgjO30

Why we it- An experience that focused on a shared value proposition giving diners an enjoyable and story-worthy experience. - The brand played cleverly with the cliché: “If you can’t pay your dinner bill, you will end up in the kitchen washing dishes”

or how to trade a meal for a product trial

“Become a dish washer”


“Become a dish washer”“Become a dish washer”“Become a dish washer”“Become a dish washer”“Become a dish washer”“Become a dish washer”“Become a dish washer”“Become a dish washer”“Become a dish washer”

SUCCESSSUCCESSSUCCESSSUCCESSImage Credit Screenshot from Youtube

Wash your billWash your billWash your bill or how to trade a meal for a product trialor how to trade a meal for a product trial


What’s the story- It all started with the official announcement that The Coca-Cola Company was closing its corporate box at Lisbon’s Benfica Stadium and... transforming it into a dormitory for the football team’s fans!

“Stadium sleepover”- Coca-Cola converted its corporate box into a fully-equipped dormitory with eight bunk beds to give fans the ultimate experience – a sleepover at the stadium before a match along with a full set of hospitality activities- Fans could apply a week before the game they wanted to attend by sending a statement to Mr Jorge Jesus (Benfica’s coach), describing why they deserved this unique experience- Applications could be made through Facebook and Coca-Cola Portugal’s website- The lucky winner was offered a 24-hour stay, accompanied by seven friends, in the heart of the Benfica stadium and a VIP football-viewing experience

SUCCESS- More than 1,000 fans applications in the first week of the campaign

Spend a night at the stadium

WHO: O EscritorioWHERE: PortugalWHEN: April 2012

Watch the video: http://youtu.be/_oQxEMW3OjA

Why we it- A smart use of existing assets for a new and creative platform for consumer engagement- The happy winners lived the match experience beyond the kick-off and the final whistle and shared it online, creating buzz and driving participation

or how to approach the traditional corporate box in a new way…


“Stadium sleepover”“Stadium sleepover”“Stadium sleepover”“Stadium sleepover”“Stadium sleepover”“Stadium sleepover”

SUCCESSSUCCESSSUCCESSSUCCESS Image Credit Screenshot from Youtube

‘

Spend a night at the stadiumSpend a night at the stadium or how to approach the traditional corporate box in a new way…

or how to approach the traditional corporate box in a new way…

Spend a night at the stadium


Why we it- How they managed to have the target audience experience the channel’s personality through a real-life stunt- Great use of humor to make a brand message effective

What’s the story- For the launch of their newest channel, TNT, Telenet wanted to show that viewers enjoy a lot of drama

“Wait, what?”- In one of Belgium’s most boring towns called city sqaure, Aarschot, a button was installed in city square where nothing really happens, featuring a big arrow which read: “push to add drama”- Passers-by could push the button to unlock a series of dramatic events that would amaze the crowd (a must see!) - a cyclist gets into a fight with an ambulance officer, gangsters battle it out with the police, a half naked woman rides by on a motorcycle, and more…- After all of this drama, a banner comes down on a nearby building that states: “Your daily dose of drama, from 10/04 on Telenet – TNT, we know drama”

SUCCESS- The video went viral and hit almost 30,000,000 views in only 2 weeks!

WHO: Duval & GuillaumeWHERE: BelgiumWHEN: April 2012

Watch the video: http://www.youtube.com/watch?v=316AzLYfAzw

or how to reach viral nirvana…


SUCCESSSUCCESSSUCCESS

Push to add drama

“Wait, what?”“Wait, what?”


Push to add drama Push to add drama or how to reach viral nirvana…or how to reach viral nirvana…or how to reach viral nirvana…or how to reach viral nirvana…Push to add drama


What’s the story- To engage fans around its partnership with the French Football Federation, the French betting agency PMU ran a competition for amateur clubs to recruit football star Robert Pirès for an unforgettable training session

“Hire Robert PirEs for one day!”- With over 1000 clubs participating in their Club House program, PMU wanted to be known as a true partner for amateur clubs to help develop their skills- To reach amateur clubs members and their fans, PMU released four videos inviting clubs to compete for a chance to recruit Robert Pirès by demonstrating their knowledge of the football icon online- The 100 clubs who gathered the highest number of correct answers were asked to invite their friends to vote for them in 100 PMU points of sale - The winning team got a day of training with the champion in preparation for a match against famous sports bloggers and journalists

SUCCESS- Over 200 amateur clubs participated- More than 17,000 unique contacts created over the life of the campaign

Why we it- A smart use of a brand ambassador to help build a fan community using both online and offline engagement- The personal engagement of the ambassador that fully committed to the cause- Great action by a brand to support local sports clubs

WHO: Havas Sports & EntertainmentWHERE: FranceWHEN: April 2012

Watch the video: http://www.youtube.com/watch?v=uIi8itcm0tQ&feature=youtu.be

or how to use a sports icon to engage with grassroots players



Hire Robert PirEs


“Hire Robert PirEs for one day!”“Hire Robert PirEs for one day!”

Hire Robert PirEs Hire Robert PirEs Hire Robert PirEs or how to use a sports icon to engage with grassroots players

or how to use a sports icon to engage with grassroots players


What’s the story- Young French people don’t always like running so adidas wanted to give them a reason to run. The cam-paign “Ready to Run” turned teens into the stars of their very own Mission Impossible-esque adventure.

“Run…. Faster!”- Anyone in France who tried on the adidas Climacool running shoe was subject to being tasked with a special mission- Once the young person accepted the mission, he/she was given a pair of Climacool sneakers, thrown into a van and given earphones to receive instructions by none other than Teddy Riner, world champion & Olympic gold medalist in judo- The tasks included anything and everything from delivering pizzas to a man in a helicopter, sneaking into hotels, to skydiving. Participants had one hour to run across the city and accomplish the task- If the mission was completed successfully, the participant was rewarded by getting to meet adidas celebrities such as the French rapper Soprano and his friends

SUCCESS- The first challenge took place in Marseille and then spread to Paris and Lyon- Adidas saw a 500% increase in the number of Climacool shoes tried on during the month of the campaign

Why we it- Adidas managed to make young people look forward to a very special run instead of just telling them that running was good for their health- But hey, anyone would run as fast as possible having Teddy Riner shouting in your ear, right?

WHO: SID LEE PARISWHERE: FranceWHEN: April 2012

Watch the video: http://vimeo.com/44039499#

or how to give your audience a good reason to run.…



Ready to run?

Image Credit Screenshot from vimeo

“Run…. Faster!”“Run…. Faster!”

Ready to run? Ready to run? Ready to run? or how to give your audience a good reason to run.…




What’s the story- To promote the premiere of Spain’s most anticipated TV-series “Alcatraz”, Spanish TV channel La Sexta wanted people to have a prison-like experience, without leaving home

“What the f*ck do you want?”- Alcatraz Delivery was created, delivering typical food people eat in prisons- Orders could be placed by phone or on the web and were delivered by prisoners escorted by a policeman- In addition to a tray of disgusting prison food, dossiers of information were given out about the series and its premier on La Sexta- The country’s most important television bloggers and journalists received free deliveries and a delivery was made live on one of the most popular television shows in Spain- A customer support line was created, manned by the prisoners themselves, in case anyone dared to complain about the food quality or the service

SUCCESS- More than 1,500 orders were delivered during the first 2 weeks, generating buzz about the show - Alcatraz was the most watched première of the season, with 4.8m viewers

Prison Delivery

WHO: Leo BurnettWHERE: SpainWHEN: April 2012

Watch the video: http://www.youtube.com/watch?v=46H4VNgJkF0

or how to create buzz around a TV-series launch…


“What the f*ck do you want?”“What the f*ck do you want?”“What the f*ck do you want?”

Why we it- La Sexta promoted the service as any other food delivery, with posters, junk mail and fridge magnets but created an experience integrating the spirit of the show- We also liked the fact that they brought the show to life in the fans’ own homes

SUCCESSSUCCESSSUCCESSSUCCESS Image Credit Screenshot from Youtube

Prison Delivery Prison Delivery or how to create buzz around a TV-series launch…

Prison Delivery or how to create buzz around a TV-series launch…


or how to get the city all in for the Champions League…

What’s the story- Adidas takes the idea of data visualization and video projection mapping to a new level for the UEFA Champions League finals

“Red or blue sprinkles?”- In the days leading up to the Champions League final game, fans in Munich (and globally via avatars) were given a chance to pick their favorite team for the final match through different touch points in and around the city- During the three nights leading up to the Saturday match, 3D animations were projected on a building in the city center to show the standings and get people excited for the game- The project involved computer graphic creation, app development, live-website streaming, video projection mapping, a few dashes of creativity, and a few million football fans- All around the city, fans were given opportunities to show their true colours, from pressing a button on a store window, to choosing the colour of their ice cream sprinkles... the possibilities were endless

SUCCESS- The campaign succeeded in engaging with the whole city: over 50,000 fan interactions per team were reached

Why we it- Nice example of how a brand can effectively and creatively activate a major partnership beyond onsite visibility, playing with fans’ attachment to their favorite team’s colours

WHO: Heimat (Berlin)WHERE: GermanyWHEN: May 2012

Watch the video: http://player.vimeo.com/video/43242165?title=0&byline=0&portrait=0&autoplay=1&player_id=vimeoplayer&api=1



Champions League fInals

“Red or blue sprinkles?”“Red or blue sprinkles?”

Image Credit Screenshot from vimeo

Champions League fInals Champions League fInals Champions League fInals or how to get the city all in for the Champions League…




What’s the story- Eurostar wanted to increase awareness of its London 2012 sponsorship in France and Belgium and spread its message of “opening the way” to the Games through a fun, engaging digital campaign

“Live the love of the games...try Air Sports!”- Knowing that sports fans love to reproduce the iconic gestures of star athletes, Havas Sports & Entertainment launched a special competition where fans could post videos of themselves miming their favorite Olympic sports- The competition ran on a special app on Eurostar’s Facebook page to get fans inspired, we created various teasers starring French & Belgian Olympic athletes demonstrating how ‘Air Sports’ are done, for example, French basketball star Tony Parker tries out Air Weightlifting while French handballer Jackson Richardson demonstrates his Air Fencing skills- A jury which included the participating Olympic athletes chose the eight winning videos whose creators got a well-deserved trip to London to see the Olympics live

SUCCESS- During the one-month campaign, 60+ videos were uploaded on Facebook- 180,000 people visited the app and more than 140,000 people watched the videos- Eurostar’s Facebook page had a +31% increase in fans

Why we it- Eurostar found a clever way to leverage its Olympic partnership by inspiring fans to have fun & become branded content producers

WHO: Havas Sports & EntertainmentWHERE:France/BelgiumWHEN: May 2012

Watch the video: http://www.youtube.com/watch?v=VrUBphd0eM0&feature=youtu.be

how an athlete’s sense of humor can inspire fans



Air Sports Air Sports Air Sports Air Sports how an athlete’s sense of humor can inspire fans



“Live the love of the games...try Air Sports!”“Live the love of the games...try Air Sports!”



What’s the story- In anticipation of the UEFA Euro 2012, Nike launched an innovative and interactive ad that featured its primary assets and celebrated a new generation of motivated players

“Can you FInd the hidden features?”- The “My Time Is Now” interactive film starts off with a match between France and The Netherlands. Big football stars like Franck Ribéry, Neymar, and Cristiano Ronaldo make appearances.- Suddenly the game is interrupted by a herd of young players selected from Nike’s scouting mission: The Chance.- The film challenges viewers to find secret content through different interactions and experiences, thus testing the viewers’ curiosity, their knowledge of football, and their hunger to succeed - the defining qualities of a modern player- Watching the video proves to be challenging and rewarding while arming young footballers with information to help them become better players- A tip without giving too much away, look out for the secret Sonic game!

SUCCESS- The official video reached 14M views on YouTube in 10 days!- It was the most shared film on the social web in its first week with 585,286 shares- The video was broadcasted during the Champions League final, which is watched by over 300M people worldwide

My Time Is Now or how to be associated to a major sport event using individual assets…

Why we it- A groundbreaking and well-executed interactive experience that allows consumers to direct the film as they wish- By featuring many elite players ready to battle it out in the 2012 Euro Cup , Nike once again succeeded in creating a strong association with an event that it was not officially sponsoring

WHO: Wieden+KennedyWHERE: GlobalWHEN: May 2012

Watch the case study: http://www.youtube.com/watch?v=AIOOrHyOHG0


“Can you FInd the hidden features?”“Can you FInd the hidden features?”“Can you FInd the hidden features?”“Can you FInd the hidden features?”“Can you FInd the hidden features?”“Can you FInd the hidden features?”


My Time Is Now My Time Is Now or how to be associated to a major sport event using individual assets…

My Time Is Now or how to be associated to a major sport event using individual assets…

or how to be associated to a major sport event using individual assets…


What’s the story- For the launch of the Only Jeans 2012 collection, Only Jeans wanted to create a whole new way for teenage girls to interact with the brand

“Only because we can”- “The Liberation” was created: an online interactive film experience that is at the same time a fashion catalogue, movie, game, music video and the world’s first on-demand video retail environment- The entire experience was built around a story of rebellion. Three girls come to a sleepy town looking for trouble- As you watch the film, you can interact with it by clicking on the video to take a closer look at the clothes in the embedded catalogue, downloading the soundtrack, pinning images, tweeting content and, of course, buying the clothes

SUCCESS- The campaign was on the front page of many fashion blogs across Europe- Over 280,000 unique visits in 2 weeks- 442% increase in interaction with Only.com

Why we it- The traditional catalogue was transformed into a virtual experience where consumers can explore different content while interacting with the brand and making immediate purchases

WHO: UncleGreyWHERE: DenmarkWHEN: May 2012

Watch the case study video: http://www.youtube.com/watch?v=kCr7ZP7KC0Q

or how to get teen girls to check out your catalogue…



The Liberation


“Only because we can”“Only because we can”

The Liberation The Liberation The Liberation The Liberation or how to get teen girls to check out your catalogue…






What’s the story- Most people still think that mayonnaise is only used as a condiment for sandwiches. Even though Hellmann’s has been teaching new uses to consumers, they seemed to forget at the point of sale.

“If there’s Hellmann’s in your cart, there’s a surprise in your receipt”- Teaming up with supermarket chain St Marche, Hellmann’s installed software in 100 cash registers which recognized when consumers bought the brand’s mayonnaise - The software created recipes with other items in the client’s shopping cart which were printed directly onto receipt, providing consumers with suggestions for original meals that involved new ways to use the product

SUCCESS- In the first month alone, sales increased by 44% - Thousands of recipes were printed, teaching people how to use Hellmann’s to prepare salads, meats, sauces, pastas and even sandwiches

Why we it- Hellmann’s is talking to its target consumers at the moment of purchase, transforming their daily meals and putting the product at the center of this exchange through an original media channel: the till receipt

WHO: OgilvyWHERE: BrazilWHEN: May 2012

Watch the video: http://www.youtube.com/watch?v=h3aCVrcnFOQ

or how to teach new ways of using a product…



Recipe receipt


Recipe receiptRecipe receipt or how to teach new ways of using a product…



“If there’s Hellmann’s in your cart, there’s a surprise in your receipt”“If there’s Hellmann’s in your cart, there’s a surprise in your receipt”“If there’s Hellmann’s in your cart, there’s a surprise in your receipt”“If there’s Hellmann’s in your cart, there’s a surprise in your receipt”


Why we it- Efficient and fun campaign that managed to use geolocalization to beat the competition and raise sales while engaging consumers in a fun competition

What’s the story- Meat Pack, the trendiest shoe retail store in Guatemala, has become an icon within the sneakerhead subculture- The brand wanted to launch a new promotion that lived up to their brand values, characterized by innovation and always surprising their customers

“Run for your discount”- The store’s Smartphone app used GPS tracking technology to recognize when customers entered a competitor shoe store- As soon as this happened, customers received an alert on their phones with a promotional message that gave them the chance to earn a discount at Meat Pack.- The discount countdown started at 99% and decreased by 1% every second that passed. The countdown stopped when the customer reached the nearest Meat Pack store.- Once the discount was redeemed, the app automatically posted the customer’s success on their Facebook profiles , allowing the lucky winners to share the promotion

SUCCESS- More than 600 customers were hijacked from competitor stores- All discounted items were sold - The campaign won Silver and Bronze Lions at the Cannes Lions (Mobile)

WHO: Saatchi & SaatchiWHERE: GuatemalaWHEN: June 2012

Watch the video: http://www.youtube.com/watch?v=yH8Br_f3p9E

or how to literally steal customers from your competitors…



The Hijack App


“Run for your discount”“Run for your discount”

The Hijack App The Hijack App The Hijack App The Hijack App The Hijack App or how to literally steal customers from your competitors…

or how to literally steal customers from your competitors…


What’s the story- In Peru, 7 out of 10 children do not understand what they read. To raise awareness about the issue of literacy, the BBVA Foundation created an experience to raise support for its ‘Reading is Being Ahead’ program that touched consumers directly at the bank’s ATMs

“Read My Face”- When consumers went to retrieve money from BBVA ATMs, they were in for a special surprise- Visitors to the ATM saw incomprehensible instructions appear on their screen, followed by the view of a little man inside the ATM who delivered the foundation’s message about its support for children’s reading comprehension- The little man inside the ATM then explained how to make an immediate donation to the BBVA Foundation’s literacy program

SUCCESS- The video was installed in thousands of ATMs around the country and reached 42,000 people each week in a direct and interactive way, with no media investment - The campaign won a Cannes Lion in 2012 for Best Use of Media

The Little Guy Inside the ATM

WHO: Volver d6WHERE: PeruWHEN: June 2012

Watch the video: http://bit.ly/LSMJ5I

Why we it- Using a video instead of placing the little man inside an ATM Machine shows the campaign aimed to reach a broader audience rather then being just a standalone PR stunt.- BBVA took a routine activity and tourned it into a meaningful action to help improve literacy

or how to turn a routine activity into a consumer touch point…



“Read My Face”“Read My Face”“Read My Face”“Read My Face”


The Little Guy Inside the ATM The Little Guy Inside the ATM The Little Guy Inside the ATM or how to turn a routine activity into a consumer touch point…




What’s the story- National Australian Bank created a new credit card, the “honest” and “transparent” card with no hidden charges or fees

“Rewarding honesty”- A pair of sunglasses are left on the ground in a shopping mall. All the “good samaritan” shoppers who stopped to return the sunglasses to the lost property desk became the protagonists of a surprising series of events- “The good samaritans” were asked their names and secretly photographed while returning the lost glasses. The photos were then featured all over the mall – on the mall’s ad displays, breaking news coverage, newspaper headlines, and even on cakes – to the great shock and surprise of the unsuspecting honest shopper- At the end, NAB representatives rush out to explain this ‘Honesty Experiment’

SUCCESS- Over 1m views on YouTube

Why we it- This campaign managed to associate honesty, a very important attribute for a financial institution, in a very funny and personal way

WHO: National Australian BankWHERE: AustraliaWHEN: June 2012

Watch the video: http://www.youtube.com/watch?v=7rpG4IC5NFE&feature=relmfu

or how to highlight product features in a very personal way…



Honesty shouldn’t go unrewarded

“Rewarding honesty”“Rewarding honesty”


Honesty shouldn’t go unrewarded Honesty shouldn’t go unrewarded or how to highlight product features in a very personal way…

or how to highlight product features in a very personal way…

Honesty shouldn’t go unrewarded or how to highlight product features in a very personal way…


What’s the story- Volkswagen, partner of the Dutch Olympic Team, wanted to show its support for the Dutch athletes traveling to London and give Orange fans a chance to go to the Olympics

“The more you scream, the faster it goes”- The brand created a sound/scream powered car that accelerated with an increase in decibel level so that every scream/cheer/noise powered the car forward- The brand then took the car around The Netherlands to find the biggest Orange fans- Groups could submit their application for the competition through a dedicated website and the selected teams competed by cheering/screaming as loud as they could to increase the speed of the car over a 100 m distance- The loudest supporters moved the car the fastest and won tickets to London 2012

SUCCESS- 91,000 people liked the Up! Holland Up! Facebook page - Good amplification, several videos and strong reaction from fans

Why we it- A national tour, TV broadcasting and dedicated website to maximize awareness- A clever way to take advantage of a 25 year partnership with the Dutch Olympic Team

WHO: Achtung!/B-LexWHERE: NetherlandsWHEN: July 2012

Watch the video: http://www.youtube.com/watch?v=IErqiZrftJk&feature=relmfu

or how to channel the energy of fan support…



Up! Holland Up!


“The more you scream, the faster it goes”“The more you scream, the faster it goes”

Up! Holland Up! or how to channel the energy of fan support…or how to channel the energy of fan support…or how to channel the energy of fan support…Up! Holland Up!


What’s the story- Snickers wanted to engage young Colombians and expand its digital reach. What better way than through music? Havas Sports & Entertainment invited Snickers fans of hit pop-group Pasabordo to participate in the production of a new music video for the launch of the band’s second album.

“Produce your idol!”- We reinvented the way a music video is created by giving fans the decision-making power to select the characters, the story, and other elements for Pasabordo’s new single “Para Ti” (For You) - The Pasabordo website as well as the band’s Facebook page became the hub of the campaign where fans could interact with content, make their scene/character selections, and connect with other fans- The making of the music video was livestreamed for the whole 12-hour session without any cuts so fans could follow the process they had a direct role in- 16 Pasabordo fans were invited to the video shoot where they could meet the band

SUCCESS- 18,200 people participated in making the music video by voting online and 5,500 followed the livestream- More than 50,000 people viewed the finished video on YouTube in the first week- 2.2m people reached virally on Facebook - 1.5m interactions with the content on social media

Why we it- We said that campaigns in 2012 would be made in days and not in months. We also predicted an increase in fan-sourced audio. This campaign illustrates perfectly that we guessed correctly!

WHO: Havas Sports & EntertainmentWHERE: ColombiaWHEN: July 2012

Watch the video: http://www.youtube.com/watch?v=DAY6iGK9LhM

or how to make a video clip co-directed by fans in 12 hours…



Para Ti

“Produce your idol!”“Produce your idol!”

Para Ti Para Ti or how to make a video clip co-directed by fans in 12 hours…




Why we it- The brand is bringing all of its high-tech product features to the everyday consumer for their morning run- Nike succeeded in making each visitor experience what “Olympic fast” feels like

What’s the story- Nike erected a temporary translucent structure during the US Olympic Running Trials in Oregon to showcase the brand’s leading products and demons-trate the speed of Olympic runners

“Run as fast as an Olympian”- The interactive installations involved deep sensory experiences, powerful visual design and informative displays through LED displays and 3D topographical maps- The three main experiences involved: a treadmill running competition where visitors could go head to head, Nike+ HeatMap data visualizations of the Oregon terrain, and a Speed Tunnel experience fea-turing a 15ft LED wall depicting the fastest runs from the trials- Right after living the experience, visitors could discover the brand’s new products in a high-tech showroom SUCCESS- Unique design that took 8 months from concept to installation - The culmination of Nike’s new wave of digital products- A taste of the techno-athletic, not-so-distant future to come

Camp Victory

WHO: Skylab ArchitectureWHERE: USA WHEN: August 2012

Watch the video: http://vimeo.com/45077052#

or how a brand is digitalizing performance.…



“Run as fast as an Olympian”“Run as fast as an Olympian”“Run as fast as an Olympian”


Camp VictoryCamp Victory or how a brand is digitalizing performance.…Camp Victory or how a brand is digitalizing performance.…


What’s the story- To launch their new Pro Leather Vulcs, Converse decided to celebrate European urban talent and creativity by providing individuals with a platform to showcase what makes them and their area special

“Big Brother, have a look at that!”- For the Pro Streets project, Converse placed special CCTV cameras within pro street hubs in seven of the most culturally diverse European cities - London, Amsterdam, Berlin, Paris, Madrid, Milan and Naples - The brand then invited urban talent to find these spots and show off their skills - whether it be street dance, mono cycle battles, skateboarding, graffiti…- The cameras captured the content, which was then uploaded onto a specific website and on YouTube. - Participants were awarded points for their contributions (five points for creating a video, one for sharing on social media platforms…) with the winner getting a pair of brand new shoes and a trip to Berlin to explore one of the most creative cities in the world

SUCCESS- As at the end of November 2012, Paris was way ahead, with Madrid & London following close behind- There were over 46,000 views of “Pro Streets Madrid” on YouTube within 30 days- Over 49,000 likes for the campaign’s photo album on the Converse Facebook page

Why we it- Converse turned urban video surveillance into a way to produce exclusive content and promote creativity and urban talent

WHO: 6 different agenciesWHERE: EuropeWHEN: September 2012

Watch the video: http://bit.ly/P22Gd3

or how to turn spontaneous urban creativity into great content…



Pro streets

“Big Brother, have a look at that!”“Big Brother, have a look at that!”“Big Brother, have a look at that!”


Pro streets Pro streets Pro streets or how to turn spontaneous urban creativity into great content…

or how to turn spontaneous urban creativity into great content…


What’s the story- Orange’s low-cost mobile brand Sosh sought to increase its social media presence as the brand’s main consumer target is young digital natives. Who better than social networking superstars, those people who have thousands of friends on their social networks, to serve as the brand ambassadors and recruit Sosh fans?

“Are you really as influential offline as online?!”- Partnering with French TV channel DirectStar, Sosh cast 10 young digital influencers (bloggers, etc) in a reality TV show competition that tested the true value of each contestant’s social networks - In every episode, influencers competed against each other in different interactive and connected challenges that relied on the support of their social networks in a race against the clock - The audience was invited to participate by voting for the most-connected contestant on the Sosh website and Facebook app

SUCCESS- 1,425,000 people watched the TV show- + 913% traffic on the DirectStar website during the campaign- 65,000 new Sosh fans on social network in two weeks- The campaign was talked about in dozens of blogs and newspapers

Why we it- An interesting experiment blending TV and Social Media that has managed to raise brand awareness quickly and position Sosh as young and cutting-edge

WHO: Cake ParisWHERE: FranceWHEN: September 2012

Watch the video: http://www.youtube.com/watch?v=kPZZqeZB9SY

how to use your social inFLuence for a TV show



The Social Rush

“Are you really as influential offline as online?!”“Are you really as influential offline as online?!”

The Social Rush The Social Rush The Social Rush how to use your social inFLuence for a TV show





What’s the story- To launch the new Special K cracker crisps, (the first Special K snack food), Kellogg’s opened a “Tweet Shop” in London’s Soho district where visitors could buy the product with social currency

“Exchange tweets for snacks”- The pop-up store on London’s Meard Street let customers try the low calorie snack range and then asked them to post a review on their Twitter account with the hashtag #tweetshop- Tweets were tracked and displayed in-store on a large LCD screen. Once the visitor tweeted, they could take the box of crisps home

SUCCESS- The world’s first shop where customers can pay with tweets- The Tweet Shop was mentioned in more than 16% of conversations mentioning the Special K brand during the week the shop opened and 77% of the tweets were positive

Why we it- Great example of a social payment system being brought to life where visitors pay for a product through the value of their social networks- A new way to get consumers to sample products and talk about them

WHO: Misschief PRWHERE: United KingdomWHEN: September 2012

Watch the video: http://bit.ly/PnssFv

or how to spend your social currency…



The Tweet Shop

“Exchange tweets for snacks”“Exchange tweets for snacks”


The Tweet Shop The Tweet Shop The Tweet Shop or how to spend your social currency…or how to spend your social currency…or how to spend your social currency…


What’s the story- How far can a man get on a bottle of beer? Heineken, the brand that opens your world, sent a man to Inner Mongolia with a challenge to make his way back home to Bangkok without any money or map, just Heineken.

“ A Heineken-Powered Road Trip”- Over a series of four episodes, the campaign invited Heineken fans to follow Justin’s journey across Asia from remote countryside to busy cities, all of which culminated in a grand finale at the ‘Heineken Presents Sensation Bangkok party’- Fans were encouraged to sign up for their own virtual passports on the Facebook site and were rewarded with miles in return for carrying out interactive tasks such as watching and sharing content and answering questions about Justin’s encounters in each city. - A daily Heineken adventure pack was awarded to the ‘passport holder’ with the most miles and at the end of the journey, a user’s total accumulated miles was converted into the chance to win great prizes in a final draw, which include digital cameras and a party at Sensation Taiwan for the winner and three friends

The Passport

WHO: Iris WorldwideWHERE: SingaporeWHEN: September 2012

Watch the video: http://bit.ly/TV7ocM

Why we it- An engaging branded content campaign that succeeded in bringing to life the tag line “Open your World” and in making the product central to the story.- According to the Heineken Singapore marketing team, this campaign helped position Heineken as a truly global brand in Asia

or how to create great product-empowered content



The Passport The Passport or how to create great product-empowered content

- Justin made it! 5187km back home just on Heineken- 250 passport registrations and 228,265 views on YouTube in the first month of the campaign. - By late november and with all episodes combined, the number of views reached over 1m

“ A Heineken-Powered Road Trip”“ A Heineken-Powered Road Trip”“ A Heineken-Powered Road Trip”“ A Heineken-Powered Road Trip”

or how to create great product-empowered content


Watch the video: http://bit.ly/TV7ocM

Why we it- A great solution to engage with Coke Zero consumers by tapping into the excitement around movie’s release - Effective piece of viral marketing which makes us smile and gives us an opportunity to share the link, spreading the brand name further

What’s the story- In preparation for the launch of the latest Bond flick and in order to showcase the partnership between Coca-Cola Zero and Skyfall 007, the brand challenged consumers to unlock their inner 007 and win exclusive tickets to see the release of the newest James Bond movie

“At last… sing the Bond tune to get exclusive tickets!”- Commuters travelling through Antwerp Central station in Belgium who tried to order a Coke Zero in a special vending machine were offered the the chance to win tickets to the special premier- The machine sent them on a special challenge: collect the tickets across the station in less then 70 seconds. - As they raced to their destination, various obstacles came up en-route such as oranges falling from a fruit stand, an attractive girl trying to distract them, among others- When they reached their goal, the jubilant stars of the video have to complete a final challenge and sing the Bond tune before receiving their exclusive tickets

SUCCESS- The vending-machine adventure racked up over 3.2m views on YouTube and more than 29,000 likes, since October 20th- Coke’s latest viral has strongly impacted the brand’s Facebook community, which saw an increase of 400,000 new fans

WHO: Duval Guillaume ModemWHERE: BelgiumWHEN: October 2012

Watch the video: http://bit.ly/TY9TIc

or how to get consumers to complete a spy mission in 70 seconds…



Unlock the 007 in you


“At last… sing the Bond tune to get exclusive tickets!”

Unlock the 007 in you Unlock the 007 in you Unlock the 007 in you or how to get consumers to complete a spy mission in 70 seconds…



“At last… sing the Bond tune to get exclusive tickets!”“At last… sing the Bond tune to get exclusive tickets!”



What’s the story- Shoe brand Aldo wanted to promote its shoes with Israeli women in an innovative way by giving them something to walk home in.

“The Shoe Happy Hour”- Aldo placed a sign with a bell and instructions in the middle of a busy street in Tel Aviv.- The sign asked passers-by to instagram their shoes, add their shoe size and the hashtag #ALDO and ring the bell when done- When the bell was rung, a huge mobile shoe box appeared with a free pair of Aldo shoes inside for each participant

SUCCESS- The bell rang 457 times- Over 500 pictures were uploaded- More than 800,000 interactions with the brand

Why we it- Aldo found a great way to have women share their passion for shoes on instagram and get a great reward

WHO: SmoyzWHERE: IsraelWHEN: October 2012

Watch the video: http://www.youtube.com/watch?v=Y83wOHnoldg

or how to surprise consumers with a personalized gift…



Ring My Bell

“The Shoe Happy Hour”“The Shoe Happy Hour”


Ring My Bell Ring My Bell Ring My Bell or how to surprise consumers with a personalized gift…




Why we it- This was a well-choreographed and perfectly timed stunt that served up delicious food and transformed a dull train-ride into a special occasion- Great way to tantalize taste-buds, bring people together and start conversations- Not bad for a 25 minutes activation!

What’s the story- For the annual French celebration of gastronomy held in September, Badoit partnered with Michelin-star chef Thierry Marx, Executive Chef at the Mandarin Oriental, to bring gourmet cooking to a new location

“Eat with your FIngers!” - Badoit turned the RER, a Paris-based suburban train service, into Badoit Express: a ephemeral traveling gourmet restaurant open to all and that lasted only lasted the 25 minute journey time on the RER - Weary-eyed commuters on the train out of Paris were treated to a surprise three course meal courtesy of the mineral water brand and executed by the renowned chef- As the train pulled into the first station, Marx announced the mouth-watering menu over the loudspeaker and a fleet of waiters stood ready to board the train. They then transformed the carriages with table clothes and place settings before bringing the food onboard- Those who missed that train could also try their luck at winning a gourmet dinner by “liking” the Facebook application and answering the Badoit Express quiz

SUCCESS- Hundreds of bottles of Badoit were served to over 400 passengers who then shared their experience far and wide- More than 900,000 views on YouTube, 183 shares and 1,180 likes on Facebook

WHO: Ubi BeneWHERE: FranceWHEN: October 2012

Watch the video: http://www.youtube.com/watch?v=Z8C9CNntzrw

or how to make an impression on busy commuters…



The Badoit Express


“Eat with your FIngers!”“Eat with your FIngers!”

The Badoit Express The Badoit Express The Badoit Express or how to make an impression on busy commuters…




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culture pub: http://www.culturepub.fr curiosity counts: http://curiositycounts.com/dark planneur: http://www.darkplanneur.com/doc news: www.docnews.frebuzzing: http://labs.ebuzzing.fr/top-videoseMarketinglicious: http://www.emarketinglicious.fr/event Marketer: http://www.eventmarketer.com/fast company: http://www.fastcompany.com/fubiz: http://www.fubiz.net/Gaduman: http://www.gaduman.com/i Believe in ad: http://www.ibelieveinadv.comif it’s hip it’s here: http://ifitshipitshere.blogspot.fr/Jedblogk: http://jedblogk.blogspot.com/Joe la pompe: http://www.joelapompe.net/kesako le Blog: http://www.kesako-le-blog.fr/la réclame: http://lareclame.fr/le Blog de Bango: http://www.leblogdebango.frle Marketing sportif: http://lemarketingsportif.com/le personal Branding: http://www.personal-branding.fr/le publigeekaire: http://publigeekaire.com/lllitl: http://www.llllitl.frlook out: http://lookout.canalblog.com/looking for advice: http://www.lookingforadvice.net/luckie: http://www.luckie.com/Marketing chine: http://www.marketing-chine.com/Marketing on the Beach: http://www.marketingonthebeach.com/

OUr sources of inspiration


culture pub: http://www.culturepub.fr curiosity counts: http://curiositycounts.com/dark planneur: http://www.darkplanneur.com/doc news: www.docnews.frebuzzing: http://labs.ebuzzing.fr/top-videoseMarketinglicious: http://www.emarketinglicious.fr/event Marketer: http://www.eventmarketer.com/fast company: http://www.fastcompany.com/fubiz: http://www.fubiz.net/Gaduman: http://www.gaduman.com/i Believe in ad: http://www.ibelieveinadv.comif it’s hip it’s here: http://ifitshipitshere.blogspot.fr/Jedblogk: http://jedblogk.blogspot.com/Joe la pompe: http://www.joelapompe.net/kesako le Blog: http://www.kesako-le-blog.fr/la réclame: http://lareclame.fr/le Blog de Bango: http://www.leblogdebango.frle Marketing sportif: http://lemarketingsportif.com/le personal Branding: http://www.personal-branding.fr/le publigeekaire: http://publigeekaire.com/lllitl: http://www.llllitl.frlook out: http://lookout.canalblog.com/looking for advice: http://www.lookingforadvice.net/luckie: http://www.luckie.com/Marketing chine: http://www.marketing-chine.com/Marketing on the Beach: http://www.marketingonthebeach.com/

Marketing pilgrim: http://www.marketingpilgrim.com/Marketing-chine: http://www.marketing-chine.com/Mashable: http://mashable.com/Mastercom: http://mastercom.over-blog.com/MinuteBuzz: http://www.minutebuzz.com/MpG: http://mpg.com/case-studies.phpMy Modern Met: http://www.mymodernmet.com/new Media age: http://www.nma.co.uk/nicola Bordas: http://www.nicolasbordas.fr/notre lien Quotidien: http://notrelienquotidien.com/nous les Geeks: http://www.nouslesgeeks.fr/nuwave Marketing: http://www.nuwave-marketing.com/once upon a Marque: http://www.onceuponamarque.com/paper plane: http://www.paper-plane.fr/paris com light: http://www.pariscomlight.com/partnership activation: http://www.partnershipactivation.com/psfk: http://www.psfk.com/roycod: http://www.roycod.comscaryideas: http://scaryideas.com/sport stratégies: http://www.sportstrategies.com/sports Marketing: http://www.sportsmarketing.fr/tag/marketing-sportif/techcrunch: http://www.techcrunch.comthe ad Buzz: http://theadbuzz.com the inspiration room: http://theinspirationroom.com/daily/the next Web: http://thenextweb.com/dd/trend hunter: http://www.trendhunter.com/

Trend spot in: http://www.trendspotin.com/trends now: http://www.trendsnow.net/inspiration/trendWatching: http://trendwatching.comtribeca : http://www.marketing-alternatif.com/tribords: http://www.tribords.com up 2 social: http://up2social.com/le-blog-up2social/Vanksen Blog: http://www.vanksen.fr/blog/Veille Brand content: http://veillebrandcontent.frVentureBeat: www.venturebeat.comViacomit: http://viacomit.netWe cast media: http://wecastmedia.fr/Web & luxe: http://www.webandluxe.com/Webmarketing Junkie: http://www.webmarketingjunkie.com/Wired: http://www.wired.comWonderful Brands: http://leblog.wcie.fr/z factory: http://z-factory.blogspot.com/

OUr sources of inspiration


Thank youThank youThank youThank you

Valentina candeloroGlobal Marketing [email protected]@valycuty

fredda hurwitzGlobal VP - Strategic Planning,Marketing & [email protected]@FreddaHurwitz

Jez JowettGlobal Head of Digital and Social [email protected]@Jezmond

Dear readers,

Thanks so much for checking out our predictions for 2013, and assessing how we did last year. Not too bad actually, don’t you think?

As you can imagine, stuff like this takes time, effort and commitment. We’d like to throw in a few thank yous because we’re nice like that.

Big thanks to:Valeria Herzer and Christopher Rapaport for always fuelling us with great ideas that inspire our work globally (and for getting the best out of our interns).

Our «predictors» Jez Jowett, Valentina Candeloro and a second entry for Valeria Herzer, who always keep their eyes, ears and imagination open, 24/7.

Marielle Jay for a beautifully designed deck this year.

Julia Furman and Fredda Hurwitz for proofing, sense checking and generally being ruthless with unnecessary words.

We hope you enjoyed reading this as much as we enjoyed creating it.

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Valeria herzerGlobal Strategic [email protected]@Valherzer

Havas_SE_2013_Trends

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