Monthly Archives: June 2011

New World – Make a difference with your ideas

This is a rather cute idea – New World is inviting customers to “post” their idea to improve their local store on a virtual pinboard.  The best idea wins $5,000 (and is presumably adopted). This appeals to our desire to voice our opinions and the popular opinion listening to your customers leads to superior service. Current suggestions range from predictable to absurd (really like New World is going to give every shopper a free coffee on arrival?). My favourite is several people that have seriously requested umbrellas for walking to your car in the rain. Not that it’s the worst idea but it’s hardly going to win the $5K… after all it’s the homepage banner page ad for the promotion! Shows the power of subliminal advertising as people seem to genuinely think it’s an original idea. 

Post your own idea here.

Two interesting side points I noted on this site:
  1. It’s actually fascinating to read other people’s submissions, you can loose a lot of time reading the virtual post-its! 
  2. On the homepage NW was running a poll on whether people shopped weekly or as they needed – over 6,000 people had responded – indicating high traffic on the site and high engagement (I would have expected far fewer responses)

Within 8 hours of taking this screen shot another 1,400 ideas were posted
– will be a tough job picking a winner!

Quitline – Premature Ending

Click to enlarge image

Quitline, UK wanted to target smokers who were at risk of lapsing on their New Year’s resolutions. To catch them by surprise and and remind them why they had given up (or why they should) the above insert was placed into novels and on Kindle.  Calls to the Quitline increased steadily over the weeks following the campaign. By the end of February calls were up 235%. The media value from PR was estimated at £2million. 

Cadbury Snow Globe

In the 12 days leading up to Christmas 2010 Cadbury made it snow in Auckland. The first time this has happened since 1939. This brilliant installation piece allowed 30,000 Aucklanders to experience a white Christmas – for many this was their first experience of snow.

Cadbury created a giant snow globe and added snow machines so that it would be continously “shaken”. 

This is part of the Cadbury campaign “Share The Joy” – ambitous, clever and beautifully executed – hits the nail on the head. Watching this video made me happy – mission achieved Cadbury 🙂

Share the Joy 
The snow globe is clever by itself – 4 million touch points were created globally from the installation! But the concept is taken to another level by being part of a wider campaign “Share The Joy”. The campaign is built around a website (Share The Joy) that rewards visitors for  sharing their own joy. At each of the “Share The Joy” events visitors can be photographed and filmed by Cadbury (at the snow globe a camera was mounted on the snowman) or alternatively take their own pics and upload them to the site later. The weekly prize is a chilly bin fill of chocolate and a grand prize of NZ$5,000 for each event.

The Website 


Other credits
Experiential Creative Director â Steve Kane
Event Director – Amani Peleti
Event Manager â Ben Barratt-Boyes
Project Manager – Andy Robilliard
Account Executive â Tessa Denize
Senior Account Manager PR – Julia George
Senior Account Director PR – Dorita Hollins

The Apartment

One of my favourite watering holes in Wellington is The Apartment – modeled on a New York Loft the bar has everything you’d expect in an apartment – dining room, kitchen (bar), lounge, outdoor terrace and even a bedroom! It has all the key elements – exposed brick, steel girders, an open fireplace and a relaxed atmosphere. I’d happily transfer the whole set to my own apartment – minus the “convenience store” – a weird booth that sells gum and condoms! I struggle with the creepy experience of realising there’s a bored looking person in a hole-in-the-wall on your way to the bathroom.

Read more

Pictionary Quick Draw Wins

This clever campaign by Ogilvy Malaysia won Gold at the 2011 Cannes Lions. 

Advertising Agency: Ogilvy Malaysia, Malaysia
Chief Creative Officer: Gavin Simpson
Executive Creative Director: Gavin Simpson
Creative Director: Tan Chee Keong
Art Director: Yee Wai Khuen / Tan Chee Keong / Gavin Simpson
Copywriter: Adam Chan / Donevan Chew
Account Manager: Sharon Khor
Account Supervisor: Amy Yep/Joanne Lee
Illustrator: Milx
Photographer: Studio DL
Typographer: Lian Ee Wern
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