Category: Live Communication

Mobile Orchestra

In the last weeks I came across two campaigns that revolved around Mobile Orchestra. So I decided to bundle them together…

The Philharmoniker Hamburg Acousticons App

Draft FCB was given the task to bring the Hamburg Philharmonic Orchestra and its classical music back to life by addressing a younger audience. So an “Acousticons App” was created that allowed people to chat just like in any other messenger app, but with a wide range of musical emoticons that let one feel the emotional power of classical music through the text messages. The App also contained the current season’s programme and a direct link to order tickets.

The Czech National Symphony Orchestra for Hello Bank!

To promote a new “all-digital” bank in Europe called Hello Bank!, BNP Paribas and ad agency B-Roll wired up 60 musicians with smartphones and tablets for a rousing rendition of “Carmen.”

Nike Football “My time is now”

During the 2012 European Championship, Nike worked with their agency DoubleYou to conduct a real-time social media monitoring campaign that captured the conversations relating to Spanish football players sponsored by Nike. The data collected was then tabulated in the backend and the players were assigned points. These points were then displayed to the fans via a custom Facebook app. At the end the leading player was set to bear Nike’s message of “My Time Is Now”.

And the player was…

Hellmann’s Recipes

Last year Hellmann’s in Brazil came up with a novel way to encourage consumers to use their mayonnaise for more than just sandwiches. The brand teamed up with supermarket chain St Marche to install special software in 100 of its cash registers. The software then recognized when consumers bought Hellmann’s and tracked other items they were buying. At the time of payment it printed recipes that combined several of the ingredients on the receipt. In the first month alone of the three month experiment, sales increased by 44%.

Now for their new campaign, shopping carts at Pão de Açúcar shopping center in São Paulo were mounted with special NFC enabled touchscreen devices. So when consumers walked through the various aisles, the touchscreen automatically detected what was on the nearby shelf and suggested an appropriate recipe.

This way the customers constantly discovered new receipies that used Hellmann’s mayonnaise. If the recipe was liked, the customer could further interact with the display to find the location of the necessary ingredients in the store, or share the recipe with friends via email.

As a result 45,000 customers were involved in the campaign and sales rose by almost 70 percent.

The Happy Flag

Coca-Cola’s iconic logo has been around for over a century. Then recently someone discovered that the Danish flag was hidden in the Coca-Cola logo. Since several global surveys show Denmark to be the happiest country in the world, Coca-Cola decided to take this discovery to Denmark’s biggest airport where it’s a tradition to welcome people with flags.

Since everyone who comes to the airport does not always bring a flag, the welcome isn’t as big and happy as it could be. So McCann Copenhagen created a special poster where people could take flags straight from the Coca-Cola logo. Thus giving everyone the chance to create a happy welcome to the world’s happiest country.

The Beer Turnstile

Consumption of alcoholic drinks skyrockets during the Carnival in Rio de Janeiro. During this period there is also an increase in traffic accidents. 50% of these accidents are caused by drunk drivers.

Antarctica Beer being the official sponsor of the carnival decided to make the event safe by ensuring everyone used public transport to get home safely. So with AlmapBBDO they created a beer turnstile that was installed at a subway station where all the carnival groups gathered. On successfully scanning an empty Antarctica beer can at the turnstile, people were allowed to travel for free.

As a result the turnstile was used by 1000 people per hour, thats 86% higher than the conventional turnstiles on the same day. The number of drunk drivers caught on that day also dropped by 43%.

Temptation Telephone

‘Ring ring….’ would you be tempted to answer a ringing pink telephone? Benefit Cosmetics placed a pink phone booth bang in the middle of London for a day. Then the people who dared to answer the pink phone were made to sing the Whitney Houston classic “I Wanna Dance With Somebody” in front of a packed house while being accompanied by a live band at London’s most iconic venues, Café de Paris.

Where will the temptation telephone ring next and will you be brave enough to answer? 😉

Axa Crazy Driver

To raise people’s awareness and make them realize that nobody wants to pay for bad drivers. Axa decided to play a trick on people with the help of a little old lady.

On an ordinary market day in a small, tranquil French town, an old lady was seen getting out of her parking space. In the process she knocked almost everything in her way before crashing into a line of market stalls. With the reveal being…

bpost: Live Webshop

bpost is Belgium’s biggest postal service. To prove their ability to deliver and to fend of new contenders in the market of delivery services, they decided to open a pop-up store bang in the center of Brussels.

A lot of must-have items were put on display, from smartphones to designer coffeemakers. But then the only way to buy them was through a special online auction where the prices of all products dropped every second. 😎

People had to act really fast to catch the items before someone else did. Once sold, the item was immediately picked up by a postman, right in front of the webcam, and delivered to the winning bidder. This way everyone could see for themselves how fast and reliable bpost was.

As a result the awareness of the specific service – bpack – rocketed to 65%. In 6 days 260,000 unique visitors were registered and for every hour the shop was online, bpost sold 8 products on an average.

Heineken Ignite

Last year I had written about StartCap, the world’s first digitally enabled bottle top. Now, Heineken has created LED based “smart bottles” that puts serious some tech into drinking beer.

These interactive bottles come with motion sensors and tiny lights that illuminate in correspondence to certain party gestures. For example, the LED glows when people cheer and clink bottles against one another, or blink quickly while the person is drinking. It also comes with special software that tunes the bottles with the music for a synchronized light show.

The concept was unveiled during Milan Design Week early this month to showcase how this innovative approach allowed people to be a part of the party in a whole new way. But to reach the commercial market, Heineken still needs to optimize the technology as the prototypes consist of an external module attached to the bottles. Once the tech is embedded directly into the bottles, parties around the world will not be the same again. 😎

The SOS SMS

Street children begging for food and money near busy traffic stops are a common sight in metropolitan cities like Rio de Janeiro. Accustomed and tired of this routine, drivers have the habit of shutting their car windows to ignore these children and avoid any contact with them.

So to raise awareness and obtain more donations, “Obra do Berço”, a day care for underprivileged children in Brazil, found a way to make the children’s voices heard through the windows.

Bluetooth antennas were hidden near the traffic signals where a large concentration of these children tend to gather. When drivers stopped there, the antennas would send out an SOS SMS…