campaignnews
hisIndianfashioninfluence consumersmaketheirfirst
–thus,inthisoutdoorcampaign voucherrequest,theyareasked
bookedbyKinetic,theplumage toprovidearangeofprofile
ofthepeacock(thenationalbird information,whichthenallows
ofIndia)wasprojectedbythe M-Vouchtotargetspecific
MinistryOfExperienceusing productsandservices tothem.
staticslidesatBatterseaandvia ToddGraham,chiefexecutive
Brandpromoteskindness adynamicdigitalprojectorat officeratM-Vouch,toldB&T
Foroneweeklastmonth,kind
MarbleArch. Todaythatmobilevouchersgive
gesturessuchassmiles,high
brandsaclearindicationof
fivesandsaying‘goodmorning’
Dubaihypesmetroservice salesresultingdirectlyfrom
becamecurrencyinanareaof
Dubai’sRoadandTransport mediacampaigns:“They’llbe
London,earningcoffees,drinks
Authorityislaunchingan abletotracktheirtarget
andcinemasnacksinreturnfor
exchangedcountlesshugsin
awarenesscampaignforits consumersinrealtimefromthe
therandomactsofaffection
frontofthecameras.
Metroservice,beginningin pointthecustomerrequeststhe
andgratitude.
JesperAndréasson,global
September.Theawareness voucher,tothepointtheofferis
Itwasallpartofanew
managerofcommunication
campaign,calledMyMetro,isto redeemedatthepointofsale.”
campaignfromABSOLUTvodka
development,TheAbsolut
encouragemorepeopletouse
–inwhichcashisreplacedby
Company,added:“Itwasa
theservice,toincreasethe Motivatingmotorfans
kindness.Thecompanywas
spectacularshootwithan
shareofmetrouseto17per ChevronGlobalMarketing
aimingtodefytherecession,
overloadofkindnessfromboth
centby2020.Saatchiand recentlybeganpromotingits
presentingitsfirstglobal
actorsandmembersofthecrew.
Saatchiiscreatingthisfirst Texacobrandedfuelswithnew
marketinginitiativesinceitwas
Thepositivethemeofthespot
advertisingcampaignforthe adsthatcelebratepeoplewho
acquiredbyPernodRicard.
createdaspecialatmosphere
DubaiMetro. knowandlovetheircars,are
TheonlineandTV
duringtheshooting,whichcan
drivenbyperformanceandtrust
commercialwasfirstshownto
beseeninthebehindthescenes
Australiaoffersm-vouchers theTexacowithTechronbrand
19millionTVviewersintheUS
movienowonYouTube.”Viewit
Mobilevoucheringcompany offuel.
duringtheGrammyAwards
here:www.absolutkindness.com
MVouchhaspartneredwith3 Thenewadsreinforcethe
presentation.Sincethen,an
Mobiletolaunchwhatitbelieves ‘PeopleintheknowloveTexaco’
impressivenumberofpeople
Peacocksonthe‘catwalk’
tobeAustralia’sfirstmobile theme,andfeaturemotor
havevieweditonYouTube.
InternationalretailerH&Mwas
couponstore,deliveringspecial enthusiastssuchascabdrivers
MatthiasAeppli,VP
displayingafashionrangeby
offersfromarangeofretailers andenginetuners.Theadsare
marketing,TheAbsolut
Manchester-borndesigner
straighttoconsumers’handsets. nowappearingonTV,radio,
Company,said:“Itisa
MathewWilliamsonprominently
Thecouponstore,which
demonstrationofour
inLondonlastmonth,butona
operatesthrough3’sportal,
confidencethatweare
catwalkofadifferentsort–
Planet3,issaidtoenhance
launchingthisglobalcampaign
imagesbeingdrapedover
advertisers’campaigntargeting
atatimewhenourcompetitors
BatterseaPowerStationand
andaccountabilitybybeingable
aremakingmajorcutbackson
MarbleArch(picturedbelow).
totrackthetypesofconsumers
advertising.‘Hugs’showsthat
Williamsonisrenownedfor
requestingdifferentvouchers
PernodRicardisdeterminedto
andtomeasurethenumberof
keepthebrand’slong-term
requeststhatresult
focusoncreativemarketing.”
insales.
AllshotinArgentina,thead
Aftervouchers
takestheviewertoeight
arerequestedfrom
differentcountries,showing
aparticularbrand
peopleallovertheworld
theyarrivein outdoor,point-of-saleandonline
huggingandkissingratherthan
consumers’inboxes mediaoutletsinNorthAmerica
exchangingmoneywhen
andcanbe andlaunchinLatinAmerican
‘buying’groceriesandmovie
redeemedfrom marketsinJuly.
ticketsor‘paying’forbusand
theirmobilesat Thecampaignalsousestext
taxirides.Duringthreedaysof
pointofsale. messagingtoreinforcethe
shooting,acastofhundreds
When brandpromise.
16 May 2009 www.dmi-news.com
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