Whether raising awareness of ethical and environmental issues, promoting a new product, or reshaping and strengthening brand perceptions, these digital showcases highlight the importance of originality and creativity within marketing and advertising. Comprising projects that are both personal and far-reaching in nature, these campaigns have attained exceptional results while drawing inspiration from a diverse range of sources.
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Castrol Helmet - Key to Safety
Castrol wanted to play a role in improving safety for motorbike users and thus designed a helmet that must be worn in order to start the bike. This is an ingenious system that uses simple electronic relays to operate the ignition with energy efficient processors and wireless signaling. Solar capabilities were built-in to recharge the batteries.
TC Bank Tree of Life
The aim of TC Bank’s environmental campaign was to encourage people to view trees as thinking, feeling entities, just like human beings. The “Tree of Life” app enables individuals to use their smartphones to plant virtual trees, which then communicate their thoughts and emotions through images and text. The app was marketed through social media, television and mobile channels, and received over 1,000 downloads within its first three days on the market.
Coca-Cola Remix Bottle
This social music project was created when Coca-Cola ASEAN and a young Japanese DJ-inventor, Jun Fujiwara, got together. It revolves around a Coca-Cola bottle that captures every day sounds turning them into shareable remixes, spreading happiness wherever it goes and embracing the Coca-Cola ‘Open Happiness’ message.
KFC Umadare posed a rather tricky marketing challenge; how to build buzz for a flavour which has been deemed “indescribable”? The solution was to let the product speak for itself by optimising user-generated content. Consumers were invited to taste KFC Umadare and create their own video reviews, which were then incorporated into the official YouTube campaign. The testimonial-driven promotion achieved excellent market penetration for Umadare Chicken, which fast became KFC’s bestselling product in recent years.
Soho China is one of China’s largest real estate developers. We were asked to use the launch of their latest space-age building, the Soho Galaxy, to raise awareness of China’s growing copycat culture. To Soho China, this lack of originality is extremely damaging to the future of China’s creative industries. They wanted to make a stand and of course, sell a few square meters in the process.
UPS Digital Case Study
To convince small and medium businesses that they should choose UPS as their logistics partner, Ogilvy capitalised on the UPS transport of China's most precious national treasure, the famous Terracotta Warriors, to the United States.In addition to mobile, on-line and print advertising, Interactive holographic warriors were installed in Beijing and Shanghai airports, complete with touch screen kiosks offering information on products and services, and video footage of the warriors’ arrival in the US. The campaign was a huge social media success amassing over 820 million impressions.
In this fast-paced technology-driven era, seniors are often left out because they are unable to keep up and communicate with family members through the same channels. Isolation was found to be the 'hidden killer'. For this important CSR initiative, OgilvyOne partnered with Singtel to help empower seniors with specially developed senior-friendly apps enabling them to lead independent and joyful lives.
CNY Fortune Dumplings App
Making dumplings for family and friends is an old Chinese New Year tradition. Ogilvy knew that many people weren't able to be with the ones they care about during this time. We provided a way to feel closer by enabling people to make, send, and even add a good fortune wish virtually, through a simple iPhone app.
WeMatch I Quit You
A much more niche project was the promotion of WeMatch through the “I Quit You” app, which offers the unique proposition of trawling the photo albums of its newly single users and removing any photos where the individual and their ex-partners have been tagged together (in addition to offering a 30% discount on their next romantic endeavour). The “I Quit You” campaign led to 8,500 app downloads and a substantial increase in both leads to WeMatch and new member registration.
To celebrate the launch of Google Chrome in Asia, Ogilvy One and FI created a visually stunning, interactive setting for an animated retelling of the Ramayana using new WebGL and HTML5 technologies. The intention was to demonstrate the impressive functionality of Google’s new features, while staying true to the traditional, much-loved narrative. The “point and click”-inspired interpretation of the story received over 170,000 visits in just two weeks.
Yihaodian Virtual Supermarkets
In a guerilla stunt, Yihaodian has just launched 1000 virtual stores overnight. These stores are located at some of China’s most iconic landmark locations as well as directly in front of Yihaodian’s offline competitor stores. Consumers can see, visit and shop in them by using the Yihaodian Virtual Store App while being physically at one of the 1000 locations. The stores will be a permanent platform that is packed with coupons, vouchers and gifts.
Vodafone Musical Earmuffs
Vodafone wanted to connect with typically inaccessible sections of Indian society by promoting its range of value added services in a meaningful way at the largest faith festival in the world, the Maha Kumbh Mela. Vodafone created a handy device combining a devotional song with a much needed winter accessory, the Vodafone Earmuff.
Holiday Inn Curious Inn-Cidents
In order to move Holiday Inn away from its previous offer-based promotions, Ogilvy took a cue from Hitchcock, Roald Dahl and The Twilight Zone with its “Curious Inn-cidents” campaign, unfolding the first halves of a number of intriguing yarns, without revealing their conclusions. Over five million people took to the web to find out how the stories ended, resulting in a 16% boost in revenue for Holiday Inn.
Volkswagen Phaeton case study
The Phaeton competes in the premium car market, which is a challenge when VW is better known for the economy sector. VW needed to build their luxury credentials through association with where the Phaeton is made - Dresden, Germany - and its rich culture. Ogilvy created a site that provided a seamless cinematic journey between Dresden's rich history and art and the Phaeton Factory. The site was shot with motion control cameras so that users can explore the world, moving in and out of each elaborate scene. Clickable hotspots lead to deeper understanding of the heritage, technology and craftsmanship.