How can your digital campaign stand out of the crowd? Thanks to the Internet and its growing role in our lives, agencies have come a long way in the past decade, and they’ve begun to hone in on and innovate in the realm of digital marketing. There are more evidences of the growing appetite of brands to really get behind innovative digital ideas to get more interaction with the target audience. Therefore, from now on, I would like to share about the case studies of innovative digital campaigns around the world that I've known recently for an overview of the scene.1. Award-winning “Yellow Treehouse” Campaign
- Brand: Yellow Pages Group (New Zealand)
- Agency: AIM Proximity and Colenso BBDO (NZ) for true integrated work
- Big idea: Using Yellow Pages book and website can help you achieve any task, no matter how big or small.
- How it works: The Yellow Treehouse program is all about putting Yellow to the test. Tracey, like everyone, has a mission, hers is to build a restaurant in a tree. The test is that she can only use the Yellow Pages, yellow.co.nz and Yellow Mobile to do it. She’ll need to find architects, builders, restaurant suppliers – everything using just Yellow. Even though it’s a brand campaign you can only take the planning so far – what happens from one day to the next can change very quickly.
- Results: The power of the insight and idea lived well beyond one campaign, and successfully led to the second generation of the campaign – “The Taste of Yellow Chocolate” , which achieved the same heights of success for Yellow in terms of business results, and the chocolate bar created went on to outsell every other chocolate bar in NZ in its first week of launch.
- Takeaways: The campaign leveraged a multitude of touchpoints to deliver spectacular business results for Yellow and it also demonstrated exactly how digital can be seamlessly integrated into a campaign, rather than being an afterthought (as we still see so often today).
2. Mini Gateway Stockholm Campaign
- Brand: MINI Countryman (Sweden)
- Agency: Jung von Matt Stockholm
- Big idea: From the “Gateway” global concept and the specific challenge in Sweden was to create MINI evangelists, the idea behind is to create the world’s biggest reality game on iPhone – transforming Stockholm city into a living game board.
- How it works: You used an app where you could see the location of the virtual MINI within the Stockholm city border. All locations were updated in real time so you could easily follow how everyone moved. If you got closer than 50 metres of the virtual MINI you could take the virtual MINI with your iPhone. Then you had to get away, because anyone within 50 metres could take the MINI from you. The person in possession of the virtual MINI at the end of the 7-day campaign gets the car.
- Results: The buzz started spreading within minutes after the app was put up on Appstore. Hundreds of thousands discussed it in social media. People from everywhere followed the game on the website. The campaign created astonishing interaction with the MINI brand. During the game week 11413 people participated and transported the virtual MINI nearly 1 500 physical kilometers. Average gaming time was 5 hours and 6 minutes per person.
- Takeaways: Mini has successfully ultilize digital and technology platforms to create a fun, relevant and engaging experience, rather than just being there for some buzz.
