Car brands are always trying to show that their cars have different sides to their personalities i.e. sporty vs. reliable, safe vs. cool, etc. What makes Honda’s latest effort unique is its YouTube video. By simply holding down the “R” key on the keyboard, the viewer can instantly switch between two different videos.
To execute this innovation, Wieden & Kennedy London had to create two storylines i.e. one of an easygoing Dad doing the school run and the second as an undercover cop posing as a getaway driver. Both of which were then expertly mirrored with contrasting style and tone. The interactive experience was then put together by Stinkdigital at Honda’s YouTube Channel.
Start with the smile of your audience, and then work back from there. That is the key to most of the successful marketing campaigns. Coca-Cola has done a great job with their various happiness campaigns, followed by WestJet’s christmas campaign where they surprised their passengers with gifts.
Now TD Canada Trust for their “TD Thanks You” campaign converted select ATM machines in their Toronto, Montreal, Calgary and Vancouver branches into special Automated Thanking Machines. Then 20 hand picked customers were requested to test out these new ATMs. To their surprise the ATM knew their names, talked back to them and eventually even gave them ultra cool gifts. The reactions were captured on video, which in the last 8 days has already got 4.9 million YouTube views.
Pre-rolls on YouTube are considered as one of the most annoying things on the internet. Its a fact that even Burger King acknowledges, even though they profit enormously from them.
So for their campaign in New Zealand they decided to take a slightly different approach. They created 64 videos that made fun of the annoying pre-rolls and then tailored it to the video that was about to be watched.
In 1987, Bon Jovi’s “Livin’ on a Prayer” topped the Billboard charts for four consecutive weeks. Then in 2009, Jeremy Fry did an epic dance to it while the Boston Celtics blared it during a break at a home game. The dance was then uploaded to YouTube four years ago and since then has been watched more than 5 million times.
Then on October 17th of this year, a user named Jose Duran re-uploaded the clip to his own YouTube channel, adding the title “One Man Dances Like Nobody’s Watching While Everyone Is — He’ll Crack You Up!”. And in one month, that newly uploaded video has been watched more than 12 million times and has been Liked on Facebook more than 1.7 million times! 😎
This renewed interest has landed “Livin’ on a Prayer” at the number 25 spot of the Billboard Hot 100 charts.
Brands all over the world are trying to create branded content. In this latest example, Volvo Trucks to showcase their dynamic steering feature decided to use a hamster to show how lite it is to steer their entire truck up a mountain.
The video has got over 4 million views and stands as a testament to how a product that very few would watch online, could be transformed into something worth watching for everyone.
In the last week or so I came across two campaigns that used video to innovatively deliver their message…
Volkswagen Hidden Frame
The Volkswagen Side Assist feature helps drivers avoid accidents by showing other vehicles when they are in the side mirror’s blind spot. So to drive home the message AlmapBBDO developed a film that used YouTube’s play bar to show the difference the VW Side Assist made in people’s lives.
No Means No
Amnesty Norway in an attempt to change the Norwegian law on sexual assault and rape, developed a film that used a custom video player to pop up the key message. The campaign was a success and the law is about to change, as a direct consequence of the campaign.
The full version of the video can be experienced here.
Welcome back! Hope everyone had a great holiday season. Now for a great start to 2013! 🙂
Taking off from my last post, here are a series of holiday action videos created by ad agencies around the world in their lead up to Christmas 2012…
Reindeer Races by VML Australia
A reindeer race where VML pited friends against friends, reindeer against reindeer, in a special Christmas showdown…
Maurice Lévy’s Digital Wishes by Publicis Groupe
Maurice Lévy, the chairman and chief executive of Publicis Groupe traditionally records a holiday greeting-card video. This year through a special deal with YouTube, Publicis modified the function buttons of the video player, and embed tricks into what seemed like another long boring address by an ad industry veteran…
Carol of the Bells by AKQA
To celebrate the holidays, AKQA teamed up with members of the Pacific Chamber Symphony and Music Director Lawrence Kohl to create a synchronized mobile orchestra…
TwinterWonderland by 360i
To celebrate the arrival of the holiday season and provide assistance to those affected by Hurricane Sandy, 360i wanted to do something big. So for every #TwinterWonderland tweet they received, 360i donated $5 to an aid organization helping with the post-Sandy cleanup effort…
25th Anniversary Holiday CompuCard by TBWA\TORONTO
To celebrate their 25th anniversary, TBWA\TORONTO brought in their digital expert from 1988 who then through an e-card tried to capture the spirit of their past along with their digital future…
Buzzed Buzzer by Havas Worldwide Chicago
The first New Years Eve noise maker that only works when you’re drunk…
Christmas carol played on food by FullSIX Spain
To wish happy new year to customers and friends, FullSIX transformed typical Spanish christmas food into a carol playing piano…
The Snow Machine by Weapon7
Passers-by were invited to Tweet #snow to @thesnowmachine Twitter account. For every tweet received the machine gave ten seconds of snow flurry. The event ran all day, was seen by thousands of people and generated over one thousand tweets…
Viewers usually have to twiddle their fingers while counting down the 5 second YouTube pre-roll to the “Skip Ad” button.
So Homecenter Sodimac from Chile along with ad agency MayoDraftfcb created a range of environmental messages that challenged viewers to either skip the ad or skip the behavior. In just one week, over 80,000 people chose to change their behavior.
Rhinos will be extinct within 10 years due to the escalating illegal international trade in rhino horn. Forever Wild, a non-profit initiative with no budget, wanted to convey how critical the rhino poaching situation is, and get people from around the world to sign their petition that would be presented to the US Congress.
In response Ogilvy Cape Town created “YouTube Interventions”, where over 60 frivolous trending videos on YouTube were remixed with a special message. People who had no time for serious stuff, but still spent hours on silly online distractions were forced to confront the reality of how they spent their time online…