After their recent Facebook Places campaign, Jung von Matt is back with the Mini Getaway Stockholm 2010 campaign.
Their office in Sweden has created a reality game that challenges you to do the impossible: stay at least 50 metres away from everybody else in Stockholm city between October 31st and November 7th 2010. If you succeed, you win the new MINI Countryman!
Check out the complete game rules in the app or at www.minigetawaystockholm.com.
AXA is Belgium’s first insurance company to launch an iPhone app. Their free application helps and guides you through some basic steps when you have a car accident.
To launch this new app Duval Guillaume Antwerp / Modem from Belgium created an innovative print ad that required your iPhone to complete the message.
The product promise is practical. Help me when I am stressed and do not know what to do next. The launch mirrors that by making the iPhone essential to “finishing” the ad, so the viewer experiences the role of the phone immediately.
If the utility of your app is “guidance in a critical moment”, your launch should demonstrate guidance, not describe it. A small, tangible interaction can do that faster than any list of features.
It helps guide drivers through basic steps after a car accident, providing practical assistance when they need it most.
The print execution required the viewer’s iPhone to complete the message, turning the phone into an active part of the ad rather than a separate channel.
It demonstrates the phone’s role as a helper in-the-moment, which aligns directly with the app’s accident-assistance promise.
Design a simple physical or media trigger that forces a first interaction with the device. Then let that interaction explain the product in seconds.
In consumer health marketing, the hardest problems are rarely about information. They are about motivation in the moment. This Durex idea is a clean example of turning a behavior barrier into an experience.
Condoms are a downer. So how does one convince guys to put it on, and make Durex the favored choice.
Using the iPhone, Nicolai Villads, Peter Ammentorp and Raul Montenegro created what is called the Durex Baby application for the iPhone.
The mechanism was simple. If the barrier is that protection feels like a mood killer, shift attention to what happens without it.
The app simulated the realities of having a baby, using the phone as a constant companion device. It turned an abstract risk into a persistent, personal experience that could be felt rather than explained.
Most messaging about safe sex competes with optimism bias. People assume consequences happen to someone else.
A simulation reduces that distance. It makes “later” feel like “now,” and it reframes the trade-off. Short-term inconvenience versus long-term responsibility. When the consequence feels immediate and specific, the decision calculus changes.
The app was created for the Future Lions 2010 competition organized by digital agency AKQA and the Cannes Lions Advertising festival.
The business intent is clear. Use mobile to translate a sensitive topic into a playful but pointed interaction that can travel socially and be discussed without heavy moralizing, while keeping the brand associated with the responsible choice.
An iPhone app concept that simulates the realities of having a baby to encourage safer choices and reduce resistance to using condoms.
Behavioral reframing through simulation. The phone delivers an ongoing experience that makes the consequence of not using protection feel immediate.
Because it reduces optimism bias. People are more likely to change behavior when the consequence feels personal and present, not distant and theoretical.
Positioning the brand as the responsible default choice by shifting the decision from mood-based resistance to consequence-based clarity.
If persuasion is failing, design an experience that makes the outcome feel real, then let the audience reach the conclusion themselves.
