VW used an integrated campaign with personalised digital elements to refresh the image of its Passat model two years after launch. In 10 weeks the campaign has generated more than 9 million interactions and 5 million replays of the video ads. The “recommend a patient” section is a rip off of the MINI ‘ave a word campaign, but its still good fun. Another example of video content produced specifically for the campaigns digital component.
Lets face it, email marketing has an image problem.
Email always been at the less glam end of the digital marketing spectrum, but despite being less than 10 years old email marketing boasts an ever worsening image.
In New Zealand the Spam Act arrived last week and this created a flurry of last-minute permission emails from companies trying to comply with their legal advisors interpretations of what the act means (see here for some commentary). It has been interesting to observe the wildly differing legal advice that has clearly been dispensed to marketers…but that’s another story.
We’ve recently been reflecting on Email as a channel.
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‘Hondamentalism’ campaign for Honda UK has been launched. The campaign feature ‘Hondamentalists’ – individuals who personify Honda’s racing spirit and tradition. The site tests your Honda knowledge. Visually the campaign seems to borrow heavily from Russian Constructivism using angular geometric shapes with strong typographic elements. Below your can see the link.
I was surprised by this retro site from Nike promoting their re-release of their vintage collection of running shoes . Nike have revisited the late 70’s when the running Boom had really kicked into gear .It’s quirky and humorous and has the usual design quality of Nike.
Also on a retro trip is the ‘Pre Lives’ campaign. ‘Pre Lives’ was based around Steve Prefontaine an American running legend, that captured the hearts of a nation who died at the age of 24 in 1975.
There’s a new threat in our daily office lives and this time it has nothing to do with being SOX compliant. Actually it’s the latest viral marketing campaign by Nokia. All in all it’s very clever and extremely well executed – consisting of a rather extensive website complete with videos, safety tips, victim reports and posters warning of jealous computers attacking their owners when they buy or use a Nokia N95. Users can also upload their own videos, pictures and stories of their attacks.
See the shocking footage for yourself.
(Directed and produced by Honest)
“Get the Glass” was probably the most visually stunning site of the year (even the last couple of years), but backed up with great interaction and game play. Gettheglass.com continues the story of the Adachis which was released via TV and print camapign. The family suffer from ailments relating to their lack of Milk in their diet. GOODBY SILVERSTEIN & PARTNERS, San Francisco created a world where the user controls the fate of the Adachis who are on the run from the fuzz. The gameplay is a simple roll the dice board game with challenges thrown in, but is still a very compelling game…if you have a spare 15 minutes have a look.
It’s even more amazing when you realise how they created the sets. They actually built a real set as opposed to building them in 3D. Quite a different school of thought. The outcome is a world that feels somehow more tangible and tactile than if created virtually.’
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