Following on from yesterday's vote The Drum presents another five of the world's top advertisments for our readers to vote on.
With The Marketing Society Scotland seeking out brave and bold marketing ideas from across the world, the global Award schemes have been scoured to seek out the ideas which have gone above and beyond with the Society has creating a shortlist of 20 ideas which reflect the pioneering spirit of marketers today.
In a grand event to be held on 21 August 2012, these 20 will be cut down to just ten, over the next few days The Drum is asking our readers to help decide The Drum’s Top Ten.
Day two sees the shortlisted entries from China, Dubai, France, Germany and Lebanon.
Vote here for which advert you liked best:
http://www.surveymonkey.com/s/53CKW66
Voting for Day Two closes at 12pm (noon) tomorrow (Thursday 16 August).
China - Lotus Light Charity “Umbrella Bags” by Grey Hong Kong
Award Scheme: Asian Marketing Effectiveness FestivalLotus Light Charity raises funds for the construction of rain capturing wells for the impoverished, water-deprived residents of North West China. In light of a flat growth rate in donations since the charity’s inception in 2004, the brand sought to improve public awareness of the problem of water shortage and spur a bump in fundraising.To convey the acute shortage of water cellars in Northwest China, the agency co-operated with major Hong Kong shopping centres and provided branded plastic umbrella bags to be supplied to consumers on rainy days. An illustration of a bucket, cup or bowl was printed on the bottom of the bag: as water began to drip off the user's umbrella into the plastic sleeve the vessel would appear to fill with accompanying printed messages such as: “In China's arid regions a child gets less water than this in a day.” This clearly conveyed the client's mission in a tangible and provocative way.
Dubai - Johnnie Walker’s “Keep Walking Lebanon” by Leo Burnett
Award Scheme: Dubai International Advertising FestivalJohnnie Walker wanted to launch a campaign to build their brand’s philosophy of progress, Keep Walking. In a country where the youth continues to emigrate for bigger opportunities, a national cause, 'Keep Walking Lebanon', was launched to inspire people. The face of the campaign was the national icon, architect Bernard Khoury; who fought for an innovative role in rebuilding post-war Lebanon. The campaign was revealed at Bernard‘s first architectural breakthrough, a controversial nightclub that received worldwide appraise. Online, a microsite ran 6 film podcasts featuring inspiring stories from Bernard’s career. The microsite also allowed people to participate, engaging in conversation on how they can 'Keep Lebanon Walking'. Their conversations were tightly connected to social media through Facebook. A TV film inspired viewers through a journey of Bernard Khoury’s career that produced some of the finest landmarks in Lebanon. The campaign also ran in Outdoor, Magazines and Newspapers, and attracted massive PR and media interest. The campaign resulted in an increase in sales of 34 per cent for Johnnie Walker Black Label. With over 3,000 visitors making submissions onto the site, the campaign managed to not only attract but also engage the audience through an inspiring story of progress.
France - Tesco’s “Subway Virtual Store” by Cheil Worldwide
Awards Scheme: Cannes Lions International Festival of CreativityTesco’s strive for world dominance has required highly creative strategies to allow it to unlock a range of varied and challenging market-places. None more so than South Korea: where other Western retail giants such as Walmart and Carrefour have tried and failed to make a breakthrough.Tesco evolved itself (including rebranding itself as “Homeplus”) and responded to the local market needs. An in-depth study showed South Koreans to be the second most hard-working people in the world, with grocery shopping viewed as nothing more than a time-consuming inconvenience to an over-worked and tired consumer. So, Tesco brought their stores to consumers. “Virtual stores” were introduced into bustling subway stations, where consumers could use smart phones to scan products into their online shopping carts. The success of this campaign escalated online sales by 130per cent and established Tesco as the No. one online retailer, and a close-behind No. two for offline.
Germany - Sealife Germany’s “World Cup Oracle, Paul the Octopus” PR Campaign by Dederichs Reinecke & Partners
Awards Scheme: Deutscher PR Preis (The German PR Prize)Working for their client - Sealife Germany- Dederichs Reinecke & Partners launched a PR campaign that truly captivated football fans around the globe throughout the 2010 World Cup, and generated massive promotional exposure for the Sea Life Centre in the little-known town of Oberhausen, Germany. As the world watched in amazement, Paul predicted the winners of all Germany's World Cup clashes and of the final by selecting one of two boxes, each loaded with a mussel food treat and marked on the outside with one of the teams. Such was the extent of the hype surrounding Paul, his commercial value in terms of endorsement and advertising potential was estimated by experts at up to 4.5 million US dollars, representing a remarkable return on the Sealife Centre’s PR investment, not to mention massively increased visitor numbers.
Lebanon - National Geographic’s “Turning Point” by Leo Burnett Dubai
Awards Scheme: Mena Cristal FestivalNational Geographic had provided a brief to promote their “Wild Month”, a series of TV documentaries featuring a range of Africa’s most dangerous and skilled predators in action. The objective was to create excitement about the programme. To achieve this, the strategy aimed to highlight how quickly and dramatically a tranquil wilderness scene can turn deadly. The innovative “fold to reveal” idea was incepted to leverage the element of surprise and provide a turning point in the scenario. This campaign served not only to give readers a taste of the programme, but also as a call-to-action and truly interacted and engaged with the consumer.
