Last year Hellmann’s in Brazil came up with a novel way to encourage consumers to use their mayonnaise for more than just sandwiches. The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. The software then recognized when consumers bought Hellmann’s and tracked other items they were buying. At the time of payment it printed recipes that combined several of the ingredients on the receipt. In the first month alone of the three month experiment, sales increased by 44%.
Now for their new campaign, shopping carts at Pão de Açúcar shopping center in São Paulo were mounted with special NFC enabled touchscreen devices. So when consumers walked through the various aisles, the touchscreen automatically detected what was on the nearby shelf and suggested an appropriate recipe.
This way the customers constantly discovered new receipies that used Hellmann's mayonnaise. If the recipe was liked, the customer could further interact with the display to find the location of the necessary ingredients in the store, or share the recipe with friends via email.
As a result 45,000 customers were involved in the campaign and sales rose by almost 70 percent.
In the last week or so I came across two campaigns that used video to innovatively deliver their message...
Volkswagen Hidden Frame
The Volkswagen Side Assist feature helps drivers avoid accidents by showing other vehicles when they are in the side mirror's blind spot. So to drive home the message AlmapBBDO developed a film that used YouTube's play bar to show the difference the VW Side Assist made in people's lives.
No Means No
Amnesty Norway in an attempt to change the Norwegian law on sexual assault and rape, developed a film that used a custom video player to pop up the key message. The campaign was a success and the law is about to change, as a direct consequence of the campaign.
The full version of the video can be experienced here.
Consumption of alcoholic drinks skyrockets during the Carnival in Rio de Janeiro. During this period there is also an increase in traffic accidents. 50% of these accidents are caused by drunk drivers.
Antarctica Beer being the official sponsor of the carnival decided to make the event safe by ensuring everyone used public transport to get home safely. So with AlmapBBDO they created a beer turnstile that was installed at a subway station where all the carnival groups gathered. On successfully scanning an empty Antarctica beer can at the turnstile, people were allowed to travel for free.
As a result the turnstile was used by 1000 people per hour, thats 86% higher than the conventional turnstiles on the same day. The number of drunk drivers caught on that day also dropped by 43%.
Now there is an app that lets parachutists "check in" on Facebook as they free fall through the sky.
Parachuting specialists Sky Company, wanted to promote their Facebook fan page. So with ageisobar Brazil they developed the Air Check-in app [iTunes Link] that allowed users to take pictures during their jump while recording their height. Then based on their 3G reception at the altitude post the details on the users Facebook timeline or store the check-in for later.
The check-in posts made by the app had a link to Sky Company's Facebook fan page. So this not only helped boost their fan count on Facebook, but also helped increase the number of jumps with their team by 26%.
The above app also brought back memories of another parachuting campaign that was done by hotels.com in September 2011. This time the campaign was centered around the company's high-speed mobile booking application, which allowed users to book rooms at its network of almost 140,000 hotels worldwide.
To promote their smart phone app they teamed up with extreme athlete and stuntman, JT Holmes, for a wild and exciting digital demonstration to prove just how easy it was to book a room while "on the fly".
Street children begging for food and money near busy traffic stops are a common sight in metropolitan cities like Rio de Janeiro. Accustomed and tired of this routine, drivers have the habit of shutting their car windows to ignore these children and avoid any contact with them.
So to raise awareness and obtain more donations, "Obra do Berço", a day care for underprivileged children in Brazil, found a way to make the children's voices heard through the windows.
Bluetooth antennas were hidden near the traffic signals where a large concentration of these children tend to gather. When drivers stopped there, the antennas would send out an SOS SMS...
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