CAMPAIGN SHOWCASE
Heaven or Hell
Nick Vale, head of planning, Maxus UK
NIKE Grid Nike Grid is the latest iteration of Nike’s street running events that began with the 10k ‘Run London’ way back in 2001, which has since been exported worldwide.
Here Nike turned London into a huge competitive playground with people running between designated branded phone boxes, dialling in to record the start and end of each run.
Maps, running times, distances and routes were recorded on
nikegrid.com, while digital out-of-home motivated and celebrated the players, by name, as they participated. Winners now have celebratory billboards running across London.
The beauty of this is that it masterfully blends new and old technologies, with the magic of personalisation.
Pringles – ‘Help the over sharers’ Campaigns that build relationships with people in social media have become something of a holy grail, but genuinely interesting ‘big ideas’ have been fairly elusive.
Pringles’ campaign – ‘Help the over sharers’ – falls into this category. Here Pringles encourages us to ‘help’ social media addicts who post the mundane or ridiculous and incentivise them to focus to things genuinely worth sharing (like Pringles).
The campaign has cheekiness and irreverence that fits both brand and context, but it misses a trick. Pringles has created a huge library of cheeky, time and place specific content but has chosen to house it within limited social and digital channels rather than pushing it out to the wider world.
24 M&M Q2 2010 NIKON – ‘I am Nikon’
Nikon makes the decision to use real-life footage in answering the question, ‘Who are you with a Nikon?’
Nikon has put real people at the heart of its new ‘I Am’ campaign to remind consumers that you don’t have to be a photographer to take good pictures. Its aim is to connect the brand’s rich heritage of professionalism, authenticity and innovation to an audience of aspiring photographers.
The TV spot, which first aired over the Easter weekend, 2-5 April 2010, shows a chain of moving voyeuristic clips: the emotional first steps of a child, ‘I Am Neil Armstrong’; a young woman biting down on a chilli in Mexico, ‘I Am Brave’; Robbie Williams turning his Nikon camera on concert fans, ‘I Am Alive’.
Brigitta Olson, general manager of marketing communications, Nikon Europe, says: “By reminding our customers that they are at the heart
BRAND: Nikon
Corporation CATEGORY: Electronic goods REGIONS: Europe;
South Africa DATE:
of the image we hope to ignite a new understanding of photography where anyone can express themselves, regardless of their experience.”
This is the first campaign Jung von Matt/Spree has produced since its appointment as Nikon Europe’s retained advertising agency in September 2009. Planning director Julia Peuckert says: “With ‘I Am’ we have created a great platform from which we can evolve and develop different perspectives for different target groups. What’s important are the people.” ○
April 2010 AGENCIES: Jung von Matt/Spree; Trigger Happy Productions MEDIA CHANNELS: Television; cinema; print; digital media
STANDARD CHARTERED – ‘Here for good’ BRAND:
Standard Chartered
CATEGORY: Financial REGIONS: Asia; Africa; Middle East DATE:
March 2010 AGENCY: TBWA MEDIA
CHANNELS: Television; print; digital; outdoor media
Investment bank Standard Chartered goes back to its core values in its first global campaign in 40 years.
The four design-led TV spots show interpretations of the tagline ‘Here for good’. The Bank has refused to use digital enhancement, to reflect integrity. The voiceover asks: “Can a bank really stand for something? Can it balance its ambition with its conscience?”
The ‘making of’ these spots has created a strong viral element, with more
than 20,000 people viewing the ads within the first week of their release. Behind-the-scenes footage shows renowned Chinese film director Zian Zhuangzhuang building his sets and artist Ezra Wube painting the 900 different images for the animation.
Group brand development leader Susan Ho says that such transparency is the key to the campaign: “Standard Chartered prides itself on customer service and we’re the only bank in our market advertising this as our USP.”
Standard Chartered has also become the official sponsor of Liverpool Football Club. “The heritage of the club and values of the brand are aligned,” says Ho. “The challenge now is how to activate this in a consumer proposition.”
Building a brand from the inside on solid core values has produced a campaign of integrity and beauty – refreshing in the financial sector. ○
www.mandmglobal.com
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