Tag: McCann Erickson

Coca-Cola Live Tweets #LetsEatTogether

Coca-Cola in Romania seems to have broken new ground in the country with its integration between Twitter and TV, as it included live consumer tweets during its ad.

The insight for the campaign came from the fact that in Romania 60% of people don’t eat meals together, but instead eat them alone while sitting in front of their TV. So Coca-Cola decided to use tweets to create open invitations for people to actually come together and have a meal with a Coke.

As shown in the below video, the TV ad included a subtitle bar that was used to run the tweets that consumers sent using the hashtag #LetsEatTogether. Coca-Cola’s ad agency, MRM Worldwide then edited the tweets and inserted five to seven of them into each ad placement.

The campaign increased Coke’s Twitter followers in Romania by 15% as hundreds of tweets were aired on TV. The campaign even made it to the evening news as its uniqueness made Romanians wait everyday for the ad.

A new kind of catalog

Every year, the Ikea Catalog inspires over 200 million people around the world to create homes they love. For 2013, Ikea is taking the inspiration one step further by bringing technology to their paper catalog and driving a more seamless connection to purchase.

Ikea has worked with ad agency McCann New York to re-imagine their catalog via a special visual recognition app that bring its pages and offerings within to life in the form of inspirational videos, designer stories, ‘x-ray’ vision that peeks inside furniture, and more.

Volkswagen Facebook Flipbook

In April, Smart Argentina created the first of its kind Tweet Commercial using its Twitter stream. Now Volkswagen Amarok in Turkey has created the Facebook alternative.

The Volkswagen Amarok being the ultimate all terrain vehicle could go everywhere i.e. from the city to sand to water and with some creativity from McCann Erickson Istanbul even on Facebook. 🙂

201 images that followed each other in sequence were uploaded onto a Facebook photo gallery called ‘Amarok FlipDrive‘. Opening the first photo and keeping the right arrow button pressed made the photos flip by fast and give the effect of a running movie.

The flipbook experience was very jerky the first time, but once all the photos were cached, it played as seen in the below video…

American Rom Takeover

Romania’s Rom, manufactured by Kandia Dulce, is a traditional chocolate bar that all Romanians have grown up with. Wrapped in the national flag, it has an aging and nostalgic consumer base. However with the young generation Romanians it was losing ground as they preferred cool American brands.

To tackle the problem, McCann Erickson Bucharest came up with the ‘American Rom Takeover’ campaign. They challenged the young Romanian national ego by replacing Rom’s packaging with an American version. It was a very risky deception! But it was hugely successful and since then has won McCann Erickson the Grand Prix in the Promo & Activation Lions at Cannes International Festival of Creativity.

Burgeranch Combina: The HACK Campaign

Burgeranch is an Israeli fast food chain that launched a new burger deal called “combina” which basically means “outsmarting the system” with the burger deal and getting a whole lot more food for less money.

So McCann Erickson Israel came up with a pretty unusual kind of engagement campaign for Burgeranch. To launch the burger deal, they based the campaign on the “combina” path. The first part of the official campaign drove users to an online quiz that was impossible to answer correctly, meanwhile, clues were seeded on how to hack the quiz by changing certain details in the URL. Once word spread, the campaign took off and what seemed like a risky campaign strategy turned out to be a big success!