Right Brain, Left Brain Blog

35 posts categorized "Case study"

14 February 2014

Valentine’s Day: Our top 5 love-themed case studies

February 14th has come around yet again and we’re feeling the love today at Cream HQ. Love is truly international and here’s a selection of some of our favourite Valentines-themed case studies from around the world to get your heart a-fluttering:

1. AsiaRooms.com – Romance of Travel (Singapore)

AsiaRooms.com launches the first-ever in-train activation in Singapore to spread the love around Valentine’s Day. The main event was two live marriage proposals and guess what? They both said yes!

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20 December 2013

Cream's top campaigns of 2013

Every year over here at Cream we see an incredible amount of outstanding media campaigns and 2013 has been no different. Take a look at our top five from this year:

Real Beauty Sketches

Dove

Statistics show that only 4% of women actually feel beautiful. Dove's intention via this campaign was to make the remaining 96% feel the same way. An FBI-trained sketch artist was asked to draw women’s portraits according to their own descriptions. The artist, who had never seen the women before, initially relied on descriptions by strangers to create the portraits. He then sketched them again by listening to the women’s own descriptions of themselves. The two portraits looked entirely different. The campaign caused dove’s fan-base and social media platforms to go through the roof, it was shortlisted six times at the Festival of Media LatAm 2013 and won the ‘best engagement’ category. To see the full campaign click here.

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21 August 2013

How do you make a billboard roar? Ask Land Rover.

Very few individuals experience the thrill of driving a powerful 5.0 litre supercharged engine, or even just hearing the dominating roar such an engine provides, yet Land Rover has innovatively allowed travellers to familiarise themselves with this through its latest campaign, ‘Push the pedal hear the engine’.

Moving away from laborious, tedious advertising, Land Rover built a special digital outdoor campaign to publicise its all-new Range Rover Sport, featuring an accelerator pedal, responsive interactive content and directional sound. ‘Push the pedal, hear the engine’ delivered the speed and thrill of the SUV’s powerful engine to travellers at Gatwick, Manchester and Stansted Airports over a four week period.

Continue reading "How do you make a billboard roar? Ask Land Rover." »

06 February 2013

Acer's interactive Olympic campaign

 

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Acer's Olympic pavillion


Challenge

The London Olympic Games was the second Olympic event at which Acer held the title of ‘Official Hardware Partner’ – having previously sponsored the 2010 Winter Games in Vancouver.

In order to create an on-site brand experience like no other, Acer appointed total brand activation agency, Pico, to build a Showcase Pavilion within the Olympic Park. Pico in return appointed specialist experiential staffing agency Blackjack to select and train the Showcase Team to engage and host the site.

Situated close to the Athletes Village, Acer were able to exhibit and demonstrate their new products, latest technologies and innovations to the public inside the Showcase Pavilion, whilst simultaneously providing a corporate hospitality suite for VIP guests to soak up the incredible atmosphere of London 2012.

The Showcase consisted of three levels where guests would be immersed in an interactive experience combining projection, lights and imagery to create an unforgettable journey; the top floor included an exclusive VIP area for IOC members and athletes to use with spectacular views of the Olympic Park which included an unparalleled view of the Olympic Stadium.

Insight

There were two key objectives attached to Acer’s on-site Olympic activity.  First and foremost it wanted to attract visitors to the Olympic Park into the Pavilion to experience the Acer Journey through customer facing interaction. Once inside, the aim was to educate visitors on Acer products, new technologies and innovations to enhance brand knowledge and awareness.

Solution

An entirely unique experiential concept was created, to immerse the visitor in an unrivalled and entirely personalised brand experience. Blackjack provided event managers and brand ambassadors, all of whom had been approved by LOCOG (London 2012 Governing Body) and accredited for the Olympic Park beforehand.

Blackjack staff then guided visitors through an interactive journey that began outside the showcase in the Olympics Park. Visitors were issued with an interactive journey smartcard. Each card had a QR driver that, when swiped onto a QR reader positioned next to the various features on various levels, would allow each visitor a personal and individual interaction complete with info/avatar capture of themselves. The smartcard allowed QR activation at each feature display within the pavilion via a unique visitor QR code which isolated each individual visitor’s interaction through the various feature displays within the showcase, via a microsite: acerjourney.com

Once inside the Pavilion, visitors had 8 stations to experience:

  • Journey Sphere - Visitors could browse and explore through a variety of games and videos

  • “Fast Faster Fastest” Arena – An interactive challenge navigating a route through a computer circuit board in the fastest time

  • Infinity Gateway – A room which projected multiple images of the visitor on 3 different graphic backgrounds

  • Predator Gaming Area – Visitors could play the official London 2012 video game

  • Devices on Level 2 – A platform showcasing the very best of the Acer product portfolio

  • Devices on Level 1 – A platform showcasing the very best professional market devices
from Acer
  • Theatre – A unique mixed reality theatre show featuring AR and interactive images

  • Avatar – The chance for visitors to create a personalised avatar in the Pavilion and share it on acer.com

VIP guests also had use of the third level hospitality and viewing platform.

Results

In terms of meeting the first two objectives, the Acer Pavilion had 63,846 visitors during the Olympic and Paralympic periods, in which 40,222 registered to become a part of the Acer Journey, this can be measured as 63% of all people who visited the Pavilion registering.

This was an average of 2,500 visitors every day to the Pavilion during the course of the Olympics and Paralympics.

Due to a high number of visitors being children, some parents did not feel it appropriate for their children to fill out their personal details, therefore decreasing the percentage of visitors registering to become a part of the Acer Journey.

25 January 2013

Sky, sun and fun: Skytweeting with Paddy Power

By Cream Editorial

Last year in September, Irish bookmaker and betting services brand Paddy Power took ambush marketing to new heights, quite literally! And here’s the story behind the story.

 The brand used skywriting as a tool to post tweets high up in the sky in Chicago just above the Medinah County Club at the time of the Ryder Cup tournament. The aim? To motivate Europeans to cheer for their team. The cheeky brand did so by fuelling the US-Europe tussle at the golf matches through sky tweets cheering European players, and taking none-too-subtle jibes at American golfers.

Continue reading "Sky, sun and fun: Skytweeting with Paddy Power" »

05 December 2012

Starbucks or Star'sucks'?

By Cream Editorial

I’m not much of a Starbucks loyalist, so this 2012 Starbucks campaign called ‘Every Coffee Should Be a Starbucks’ leaves me oddly amused, considering the current ‘tax-ing’ environment the brand is in, no pun intended. The American coffee chain recently faced turbulence in the UK when it was widely criticised for evading corporation tax over a period of time. And that makes this summer campaign strange to look at – with its tone of voice almost bordering on arrogance. A trifle baffling! 

Continue reading "Starbucks or Star'sucks'? " »

27 January 2012

Campaign of the week: IKEA

Cream's 'Campaign of the week' newsletter is out now - featuring IKEA's brilliant work on the Paris Metro, LG's mischievous flat-screen heist video and some advice on two-screen strategies from Billington Cartmell's Dan Machen

IKEA apartment constructed on the metro

'Campaign of the week' delivers a weekly shot of inspiration,innovation and insight straight to your inbox. Subscribe to it on the Cream homepage or read it here

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19 January 2012

Campaign of the week: Newsletter out now

Catch up with the best of Cream by subscribing to our weekly newsletter. This week's 'Campaign of the week' is the digital graphic novel from Axe, promoting its new fragrance 'Anarchy'. 

Axe anarchy 2

Wether or not Axe is onto a good thing by launching a fragrance line for both men and women remains to be seen. Spurred on by the number of female Facebook fans on its brand page, Unilever have apparently decided that the world is ready for the scent of 'Anarchy'.

See the full case study here with details of how Axe has turned to its fanbase to inspire this online graphic novel project.

Get full, instant access to Cream's pool of case study studies with a free trial here. 

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About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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