Yesterday saw Day Two of voting on the Marketing Society Scotland's best advertisements in the world shortlist. Today we bring you enteries from Mexico, New Zealand, Romania, Russia and Slovenia.
In seeking out brave and bold marketing ideas from across the globe The Marketing Society has searched the world's Award schemes,to find the ideas which have gone above and beyond.
In a grand event to be held on 21 August 2012, the shortlisted 20 will be cut down to just ten, over the course of this week The Drum has been asking our readers to help decide The Drum’s Top Ten.
Vote below for which advert you liked best:
http://www.surveymonkey.com/s/7HZHN3T
Voting for Day Three closes at 12pm (noon) tomorrow (Friday 17 August).
Mexico - Sol Beer’s “Pidele Une Tiempo” / Ask Her for Time Off
Award Scheme: EFFIE AwardsIn the run up to the 2010 World Cup, Sol was faced with a major challenge in their campaign to become the beer most associated with the Mexican national team. As they were not official sponsors of the competition, they were not allowed to make direct reference to the Mexican national team or South Africa 2010. Their response was an ingenious series of TV and digital promotions, which aimed to shroud the World Cup in secrecy whilst maintaining it as the key focus of the campaign.The winning TV ad follows a series of young men attempting to take a break from their current relationships, much to the perplexity of their wives/girlfriends who felt that things were going well. When questioned, the men become flustered, hesitant and struggled to give specific reasons for their sudden decision. However, they could be very specific about the dates over which the break should run – 11 June to 11 July - which is of course the four week period of the World Cup... The advert was of huge success and went viral through all the major social media channels, making it the most visited World Cup campaign – despite Mexico’s largest food company launching a simultaneous World Cup campaign featuring six players from the national team!
New Zealand - UNICEF’s “Say No to Naff” Campaign
Award Scheme: New Zealand Marketing Association RSVP and Nexus AwardsUNICEF research had identified that New Zealanders were wasting money on gifts that weren’t wanted or of no value to the receiver in the belief that was better to get their loved ones something, rather than nothing at all.The challenge was convincing the gift-giver that this was not the case, in fact friends and family would generally prefer a charity gift (such as water kits, anti-malaria drug donation), as opposed to a meaningless and low value traditional Christmas gift. The approach was to flip the audience on its head primarily target the gift receivers, not the gift givers. An integrated campaign, including the first ever knitted billboard, centred around the traditional hand knitted Christmas jumper. Gift receivers could ask their family and friends to save them from a Naff Christmas and buy them an Inspired Gift instead. And the results were impressive. Revenue increased 113 per cent, orders up 141 per cent and return on marketing investment was up 189 per cent from the previous year.
Romania - Samu Social’s “Asphaltisation” Campaign by Alexandra Offe
Award Scheme: AdPrint Festival, 12th EditionSamu Social, a charitable body set up with the help of ex French president Jacques Chirac, has a mission to tackle homelessness in Paris. The organisation operates in small teams through the night (8pm to 5am), and provides medical care and emergency accommodation for those sleeping rough. Their key message is urgency. The sooner help can be provided, the more likely a homeless person can be saved and turn their life around. The message – “The longer you sleep on the street the harder it is to get off” - is powerfully conveyed through this range of print ads, heightening awareness and promoting the charity’s profile.
Russia - Ukrainian Art Directors Club Annual Award’s “Sorry, we are not your Mother” by Leo Burnett
Award Scheme: Red Apple Moscow International Advertising and Marketing FestivalIn order to promote and encourage creative agencies to enter into their annual awards, the Ukrainian Art Directors Club (ADC) leveraged a simple idea based on an insight well known by everyone from childhood. This insight was the admiration from your mother, despite how pitiful your work or otherwise may be. For your mum – you’re always a winner. You are the one. Sadly, however, the same cannot be said for the judging panel at ADC – who demand real proof of excellence. The promotion focused on key jury members, all of course senior figures from the marketing world, dressed in mothers’ clothing and conveying the message: “Sorry, we are not your mother. So think twice before submitting to ADC”.
Slovenia - McCann Erikson’s “American ROM”
Awards Scheme: Epica European Creative AwardsMcCann Erickson’s brief was to rejuvenate a flailing Romanian chocolate brand – patriotically named “Rom” – which was becoming out-dated and rapidly losing market share to the likes of Snickers and Mars. Why? Being Romanian simply wasn’t cool any more. At the height of the economic downturn, young people saw Romania as a country of bad politics and lack of opportunities. McCann Erickson attempted to reverse this sentiment and bring national pride back to Romania – by rebranding Rom as the All American Chocolate Bar. They replaced the Romanian flag on the package with the American one, announced the change through the media and prepared for people’s reaction to it. This ingenious move leveraged “Reactive Patriotism Syndrome” and brought out the Romanian people’s true patriotic ego when challenged by an outsider/foreigner – rejuvenating the target audience and strengthening Rom’s market position.
