Tag: Wieden + Kennedy

Heineken Departure Roulette En Route

In July I had written about the Departure Roulette campaign from Heineken and Wieden + Kennedy which sent daring passengers somewhere totally new and exotic with the push of the red button. Now with the Departure Roulette En Route version, they tapped into the tweets and social conversations around the first stunt to produce a smart follow up stunt.

Heineken tracked down the people who had tweeted about Departure Roulette wishing that they were also dropping everything to travel to a mystery destination and offered a lucky few the chance to play Departure Roulette right there and then…

Heineken Departure Roulette

To embody the adventurous spirit of Heineken, Wieden + Kennedy in New York set up a board at JFK’s Terminal 8 and dared travelers to play “Departure Roulette”. Those who dared, had to drop their existing plans and go somewhere totally new and exotic with the push of the red button. 😎

The daring passengers were later also given $2,000 to cover expenses and were booked into a hotel for two nights at the new destination. Below is the recently released video of how things unfolded at JFK…

The game was inspired by “Dropped,” the new Heineken campaign that was launched a month ago from W+K Amsterdam in which four men were sent to remote destinations and their adventure to return filmed.

Honda Jazz Interactive TV Ad / iPhone App

Wieden + Kennedy London has recently unveiled a first of its kind interactive TV campaign for the new Honda Jazz called “This Unpredictable Life”, in which an iPhone app (iTunes link) is used to literally grab content from the ad (YouTube link) as it plays.

The campaign uses what is called “screen hopping” that works by having sound from the TV ad recognized by the iPhone App. The app then uses the predefined sound waves to know which character to display on screen at that moment, essentially giving the ability to interact with the TV ad in real time.

Once you have got the character, you can interact separately with each one away from the TV ad, by doing things like singing into the iPhone to make the characters dance.

I am sure this is only just the beginning of many more such engagement campaigns, as last year we also saw Dentsu Japan using a similar iPhone app engagement model, for its location based augmented reality coupons.

Old Spice Campaign Case Study

This Old Spice Case Study takes us through the insight around targeting men and women at the same time to generate conversation around body wash. When it was launched the campaign managed to capture 75% of all conversations in the category.

To continue the success Old Spice & Wieden + Kennedy created the next level, where Mustafa, now a household hero engaged with the fans directly. The response campaign consisted of around 180 customized videos which engaged the fans directly. Thus it became the best social campaign ever to have been created!

Here some stats of the campaign…

  • On day 1 the campaign received almost 6 million views
    (that’s more than Obama’s victory speech)
  • On day 2 old spice had 8 of the 11 most popular videos online
  • On day 3 the campaign had reached over 20 million views
  • After the first week old spice had over 40 million views
  • The old spice twitter following increased 2700% (probably off a lowish base)
  • Facebook fan interaction was up 800%
  • Oldspice.com website traffic was up 300%
  • The old spice YouTube channel became the all time most viewed channel (amazing)
  • The campaign has generated 1.4 billion impressions since launching the ads 6 months ago
  • The campaign increased sales by 27% over 6 months since launching (year on year)
  • In the last 3 months sales were up 55%
  • And in the last month sales were up 107% from the social responses campaign work
  • Old spice is now the #1 body wash brand for men.

And without further a-due…the best social campaign ever…

Advertising Agency gets innovative…sells jewellery as a new service!

Wieden + Kennedy are the first advertising agency to start their own line of contemporary jewellery, with a conceptual twist. 😎

One of their planners discovered that DATA IS BEAUTIFUL and the result was PLOT, a brand that takes interesting data and transforms it into wearable art.

W+K Plot

Wieden + Kennedy says…

Each piece shows the historic price of the material in which it is was made. At first glance your gold necklace is simply a striking graphic shape. At second glance you can inform the admirer that it is actually the graph for gold prices from 1979-2009 and that Tiananmen Square caused the peak in 1989

necklace

For more info visit:

  1. The PLOT web site
  2. Fan page on Facebook