Speeding cars and pedestrian safety is a huge problem in Ukraine. In fact Ukraine is responsible for 56% of pedestrian collisions in Eastern Europe. To make people think twice about speeding, Shell along with JWT Ukraine created an ambient campaign where they invented the pedestrian ghost. The campaign was run during Halloween and has generated a lot of buzz over the internetā¦
To promote the excitement around Copa America 2011, OgilvyAction worked with Coca-Cola to set up a giant screen in downtown Buenos Aires for fans to watch their favorite teams and provide unconditional cheer to the Argentinean National Team. But there was a catch. Sound sensors were installed to keep the screen on and if the fans stopped cheering, the screen would go blank. š
The mechanic is brutally simple. Your cheering is not just encouraged. It is required. That instantly turns a passive viewing moment into a shared challenge, and it makes āsupportā tangible.
This is a strong example of āparticipation as the power sourceā. Instead of adding a gimmick on top of the match, the match itself becomes the reward for participation. It also turns a brand message into a behavior, which tends to travel further than a tagline.
It is a live fan-screen activation in Buenos Aires for Copa America 2011 where sound sensors kept the match on screen only while fans kept cheering.
The cheering volume acted as the trigger. If it dropped too low, the screen went blank, pushing the crowd to keep the energy up.
Because it converts brand participation into a simple, memorable rule with instant consequences, and it makes the crowd feel responsible for the outcome.
Create one clear rule, attach it to a real reward, then deliver immediate feedback so the audience understands their impact in the moment.
The European Football Championship is going to kick off in a few months, and brands are already getting ready with their advertising pitch. However the brands are not the only ones who want to grab people’s attention.
In Ukraine there a lot of street dogs and cats that are being killed to make the country cleaner and ready to welcome thousands of football tourists. So pan-European animal charity ETN has conceived an incredibly smart and attention grabbing ambient campaign in Hamburg to get people involved in its animal protection programā¦
