AIDES is the first association in the fight against AIDS in France and Europe. For more than 25 years AIDES has been fighting the social injustice exposed by the AIDS epidemic: fighting discrimination, pleading for a society that is fairer, more tolerant and more open to patients.
AIDES also constantly acts in the field of prevention as seen in the below ad created by TBWA Paris.
The new Skoda Yeti comes with Park Assist. Cayenne Milan came up with a simple idea to show the benefit in a way you can understand instantly. A card that demonstrates “parking without the driver.” The card in the video is described as being distributed at the Bologna Motor Show.
The brilliance is that it does not try to teach the technology. It teaches the outcome. You interact with a physical object and immediately get the promise: the car can handle the parking maneuver for you.
In European auto shows and showroom marketing, tactile direct marketing often outperforms brochures because it delivers the feature benefit in the hand, not as a paragraph of explanation.
A strong feature demo does two jobs at once. It reduces cognitive load to one obvious takeaway, and it gives the audience a story they can retell without technical vocabulary.
Auto shows are crowded with claims. Faster. safer. smarter. Most of them blur together. A direct mail object creates a private moment in the middle of a public environment, and that moment makes the feature memorable.
The second film shifts from metaphor to proof. It shows the Park Assist function as a real maneuver, reinforcing that the postcard is not just a clever visual. It is pointing at a real capability.
A driver-assistance feature designed to help the vehicle steer into a parking space, reducing the manual effort and stress of parking.
Because interaction teaches faster than reading. A simple physical demo makes the benefit obvious in seconds.
The postcard creates understanding. The feature demonstration creates belief. Together they cover both comprehension and credibility.
Features with a clear, visible outcome. Parking. safety assists. convenience automation. Anything a person can recognize immediately when shown.
If the prop is memorable but the feature link is weak, people remember the gimmick and forget the product. The prop must map cleanly to the benefit.
The Yellow Pages Yellow Chocolate campaign in New Zealand has been recognised with a Gold Titanium/Integrated award, a Gold Media Lion, and a Bronze Cyber Lion at Cannes International Advertising Festival 2010.
The campaign began in August 2009 with a call for video entries for a mysterious quest of ambition. 28 year old surfer and actor Josh Winger was chosen to design, market and distribute a chocolate bar that tastes like the colour yellow, and to use only companies listed in the Yellow books, both online and mobile, in the process.
So Josh proved Yellow can help an ordinary bloke get an extraordinary job done. His was the fastest selling chocolate bar in New Zealand in ten years. People were paying $2 for what was actually a piece of direct marketing. Supermarkets were sold out and the bars were traded online for up to $320. There were 80,000 followers online, 16,000 Facebook fans, 800 Twitter followers. It was the most talked-about campaign in New Zealand with 61% recall and 27% of people talking about it in everyday conversations. Online usage grew by 9%.
