Golf Digest’s desert disruption
Golf Digest wanted to remind golf enthusiasts that they can improve their game with the magazine. So Memac Ogilvy Dubai came up with a prank to disrupt the region's biggest golf event and get people to pick up the magazine...
Short shorts at Superette
With both men and women now wearing their shorts at breathtaking heights, fashion chain Superette was presented with a unique opportunity to draw attention to their sale on short shorts. DDB Auckland created ads that were placed on the virgin thighs exposed in this latest trend, by putting indented plates across the inner city and fashion district bus stops, mall seats and park benches, so that when people sat down the message was imprinted on their thighs.
This meant that as well as having branded seats, a veritable army of free media was created for Superette, with thousands of imprints being created and lasting up to an hour. Plus, by the nature of where the ads were placed, only the hippest young cats were seen advocating the brand.
Bredaphoto International Photo Festival
Bredaphoto is an annual photo festival that is held between September 16 until October 24 in the Netherlands. During this period Breda lives and breaths photography. 50 photographers from all over the world come to show their vision on the present world that is up side down.
In order to encourage more people from the surrounding areas to visit their festival in 2010, they used the end of the dutch holiday season to infiltrate into the comfort zone of their target group. They successfully tied up with 12 regional photographic shops who while printing all the holiday photos also provided a photo from the Breda Photo festival. The contrast between the holiday photos and the photos shown by Breda were so stark that it was able to draw a whopping 55,000 visitors...a record for the festival.
Undeliverable
Media agency "Media 1" wanted new clients. To get new clients they had to reach out to various CEO's whose secretaries would screen their mail and throw out the mailings.
The challenge was to get through the secretary barrier. The insight was that the secretaries never opened letters apparently sent by the CEO himself / herself and returned as undelivered. So Media 1 sent letters to fake addresses e.g. to "H.E. Avyuser" in order to reach out to a CEO of a softdrink manufacturer.
These undeliverable letters were then returned to the alleged sender...
...found on the back of the envelope was the CEO's name.
The enclosed letter explained how "Media 1" could reach anyone.
Out of 50 letters, they got 38 positive answers and 7 media pitch invitations.
Flying Car by Mercedes Benz
Mercedes Benz with the help of agency Ponto de Criacao from Brazil, executed a highly segmented vertical action that would increase visibility for the brand among top executives and business people. Stickers of the SLS AMG, also known as "gull wing", a new edition of the brand's iconic model, were stuck to windows in shuttle flights, frequently used by the target.
As a courtesy, passengers also received a miniature car.
In one month, 100% of the target population was reached i.e. nearly 400 executives.
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