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THE BEST DIGITAL CAMPAIGNS OF 2012!

Grgory Pouy! gregory.pouy@lamercatique.com! @gregfromparis! !

THE cipe l re ra i or v f

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LaMercatique !

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Picture from Will it blend? (Blendtec)!

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VIEW COUNTER!

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2012 VIRAL PHENOMENA!

(lets get this thing started)

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KONY 2012: MAKE A VIRAL VIDEO TO BRING A KNOWN MURDERER TO LIGHT!

Kony was THE phenomenon of the rst part of the year:! - A 30-minute video! - Real and straightforward! - Quickly obtained thousands of millions of views ! - One of the most talked-about movies of the year! Kony was controversial and sparked many video responses.!

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GANGNAM STYLE: THE MOST-VIEWED VIDEO EVER!

This was the rst time an Asian (Korean) song became a hit among westerners (> 805 millions views).! ! Several factors can explain its success:! - A funny, yet easy-to-copy dance! - A lack of copyright that allowed for a multitude of parodies (some of which saw over 10 millions views) > Psy received a % of the revenue generated from each Gangnam style parodies ads(estimated around $1million).!

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CALL ME MAYBE!
Youve denitely heard this song.! How did a simply written summertime song reach almost 300 millions views (counting only the ofcial video)?! Justin Bieber and Selena Gomez lmed themselves with a bunch of friends singing the song and tweeting about it in January...the catchy sound and lyrics did the rest.! !

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2012S BEST CAMPAIGNS!

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1!
COUNTRY! BRAND!

BEHIND THE SCENES WITH MCDONALDS!

CANADA! MCDONALDS! CREATE A RELATIONSHIP WITH & REASSURE PEOPLE ! THE QUALITY OF THEIR FOOD!

TARGET AUDIENCE! PEOPLE WARY OF THE BRAND! OBJECTIVE! CHALLENGE!

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# 1!

!BEHIND THE SCENES WITH MCDONALDS!

!CONCEPT:! !Create a new interactive Youtube channel where people can ask anything !and get a response in video form.! ! This transparent position for a brand that is as global as McDonalds !piqued peoples curiosity.! !RESULTS:! !6,000 questions !! !Over 2 million interactions & an average viewing time of 4 min!

!VIDEO: http://youtu.be/oSd0keSj2W8!

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# 1!

!KEY TAKEAWAY!

ENGAGEMENT!
People may not always participate in your preplanned communication program.! They like to respond, however, and when a brand offers transparency - they love it.! These interactions also demonstrate how engaging a brand can be.! ! ! !

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# 2!

THE INVISIBLE MERCEDES!

GERMANY! MERCEDES! THE ENTIRE COUNTRY! PROMOTE A NEW DRIVING TECHNOLOGY! THE CAR INDUSTRYS AD SPEND IS UNRIVALED!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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#2!

!INVISIBLE MERCEDES!

!CONCEPT:! ! To be honest, the video is disappointing compared to the (real life) !amazing concept that Mercedes developed.! !The idea is simple and broke through to people. After all, who never !dreamed of being invisible when you were little?! ! !RESULTS:! !Over 10 million views, 450 million media impressions!

!VIDEO: http://youtu.be/zt5AHdQApvg!

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# 2!

!KEY TAKEAWAY!

SURPRISE!
Mercedess idea was simple yet surprising: were used to seeing special effects in movies, but not an actual real-life "trick".! The only downside is that the quality of the video leaves much to be be desired and feels too much like an ad. ! !

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# 3!

RED BULL STRATOS!

AUSTRIA! RED BULL! WORLDWIDE ! BRAND EQUITY! THE OPERATION CHALLENGED HUMAN LIMITS!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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# 3!

!RED BULL STRATOS!

!CONCEPT:! ! Red Bulls global strategy is centered around creating amazing !branded content.! !This operation set a whole new level of standards for brands.! !! !RESULTS:! !Over 8 million people watched the jump live (beating a precedent ! !record of 500,000) + millions of dollars in the equivalent of media spend! !Estimated cost: $50 million!

!VIDEO: http://youtu.be/dOoHArAzdug!

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# 3!

!KEY TAKEAWAY!

SHARED VALUES!
Courage is a value that will be soon connected to Red Bull and its a label that theyre clearly striving for.! People are fed up with product-centric advertising; they want great content but see a whirlwind of values every day in a multitude of media forms. Brands that offer up value for society make the case for their product like never before.! If executed to plan, viewers share your content because, well, they enjoyed it!! ! LaMercatique! !

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# 4!

SHARE A COKE!
AUSTRALIA! COCA COLA! YOUNG ADULTS! REINFORCE TIES WITH THE BRAND! COCA COLA IS STRUGGLING TO REMAIN TOP OF MIND!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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# 4!

!SHARE A COKE!

!CONCEPT:! !Coca Cola decided to make the brand about every one of us, using !mass personalization. That is, your name (and then your friends and !neighbors names) replaced their logo.! ! This was a completly integrated campaign using outdoor, TV, !Social Mdia, Press, Retail Stores! !RESULTS:! ! 7% increase in young adult consumption! ! 12 million earned media impressions!

!VIDEO: http://youtu.be/2l_WzEdUd0o!

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# 4!

!KEY TAKEAWAY!

MASS PERSONALIZATION!
In a consumption-driven society, its the details that count and personal attention. Personalization is a key driver for sales.! Most brands are unable to choose this option, as it is costly and complicated.! If executed well, mass personalization can offer the same attention and details as personalization, with relatively low costs.!

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# 5!

NIKE FUEL BAND!

U.S.A! NIKE! WORLDWIDE ! `DEVELOPING THE BRANDS PRODUCT BREADTH! A COMPLETELY NEW PRODUCT CATEGORY!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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# 5!

!NIKE FUEL BAND!

!CONCEPT :! ! The Nike fuel band combined a communications operation with the !launch of an entirely new category of products.! !Nike broadened their product breadth, equally broadening their value !proposition.! ! !RESULTS :! !For Nike, the fuelband was a major solution to their formerly declining !revenue.! !

!VIDEO: http://youtu.be/W8xMurdO4Tk!

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# 5!

!KEY TAKEAWAY!

INNOVATE!
The digital space forces brands to rethink their brands value propostions.! A sports-centric brand, with the help of a new product, became a health partner and also devised a manner to access data which will allow it to better adress its customers tomorrow. !!

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# 6!

AMERICAN EXPRESS SHOP SMALL!

U.S.A.! AMERICAN EXPRESS! SMALL BUSINESSES! EMPATHY FOR THE BRAND & INCREASE REVENUES! LOBBYING FOR A WAY TO RELAUNCH THE ECONOMY!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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# 6!

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!AMERICAN EXPRESS !SHOP SMALL!

!CONCEPT:! ! Create and spread a global concept based on helping small !companies sell more and help them use new marketing tools.! !A 360 campaign (even including lobbying).! !! !RESULTS:! T ! housands of companies joined! 2 ! .7 million likes on Facebook! !Barack Obama is in the video, saying how amazing the operation is!

!VIDEO: http://youtu.be/rIYHjs1vEAo!

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# 6!

!KEY TAKEAWAY!

BE USEFUL & RELEVANT!

American Express has been 100% involved in this project, helping small businesses to increase sales.! ! This has been particularly relevant in crisis economies. Instead of focusing on what they had to offer, they focused on how they could help their clients.! It paid off: both AMEX and their clients saw increased revenues. Who doesnt love a win-win story?!

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# 7!

THE TRUTH!
U.K.! BODYFORM! DISCUSS A DELICATE SITUATION BROUGHT UP ON FACEBOOK ! WOMENS MENSTRUAL PERIODS IS NOT A FUN TOPIC!

COUNTRY! BRAND! OBJECTIVE! CHALLENGE!

TARGET AUDIENCE! WOMEN!

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# 7!

!THE TRUTH!

!CONCEPT:! !This video sets itself apart by providing a quick (1-week turnaround) !answer to a comment on Facebook.! !It was funny, unique for the industry, and straight forward. A home run. !! !RESULTS:! ! 3.4 million views! > 5 000 Likes!

!VIDEO: http://youtu.be/Bpy75q2DDow!

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# 7!

!KEY TAKEAWAY!

THINK OUTSIDE OF THE BOX!

!! What drove the brands message home was delivering content that was unique for the industry. ! They played with classic industry items like having the CEO drink the blue liquid that is typically used to demonstrate sanitary pads absorbency, as well as the metaphors used in commercials (roller blading, horse riding..).! Last but not least, this video connected with women a complicated challenge, given the range of senses of humor of women all over the world.! ! LaMercatique! !

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# 8!

PUSH TO ADD DRAMA!

BELGIUM! TNT! INCREASE TNT CHANNEL VIEWERSHIP! SET THEIR TV CHANNELS APART!

COUNTRY! BRAND! OBJECTIVE! CHALLENGE!

TARGET AUDIENCE! ALL BELGIANS !

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# 8!

!PUSH TO ADD DRAMA!

!CONCEPT:! !Create a real-life action scene and lm it. ! ! The lm is funny and shocking, and makes you want to understand !what is going on. !
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!RESULTS:! !32 million views! !The 3rd most shared ad in the digital advertising world*!

!VIDEO: http://bit.ly/HrpsnF!!

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Source : Unruly Media!

# 8!

!KEY TAKEAWAY!

SURPRISE!
! !! 2 elements in this video stood out:! Creating an ofine event that was central to creating a powerful video ad.! The element of surprise that connected participants and viewers and made viewers want to share. ! The brand invested a signicant budget in this movie, but it may not have been as effective otherwise.! !

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# 9!

BEST JOB!
WORLDWIDE! P&G! CORPORATE FILM ! UNCOVER INSIGHTS FOR THE GROUP!

COUNTRY! BRAND! OBJECTIVE! CHALLENGE!

TARGET AUDIENCE! WORLDWIDE!

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# 9!

!BEST JOB!

!CONCEPT:! ! In 174 years, P&G has never done such a powerful campaign. ! Through their sponsorship of the 2012 Olympics, they were able to ! push an emotional tribute to mother worldwide (their key target !audience).! ! The video was launched on Mothers Day and subtitled in several !languages to extend its reach.! !! !RESULTS:! ! > 10 million views!

!VIDEO: http://youtu.be/pV8Yjz97kvc!

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# 9!

!KEY TAKEAWAY!

EMOTION!
It is almost impossible not to be touched by this video; we followed these mothers as they went through the emotional rollercoaster of having children training for and then making the Olympic Games. Most of us care for our mothers, and could identify with the love and motivation we saw. ! The video reached over 2.5 million views. Including dubbed versions of the video, it reached well over 10 million. ! ! ! ! LaMercatique!

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# 10!

A TRAM APP FOR VISITORS!

SWEDEN! VASTTRAFIK! INCREASE PREFERENCE FOR PUBLIC TRANSPORTATION! SPREAD AWARENESS ABOUT THE APP!

COUNTRY! BRAND! OBJECTIVE! CHALLENGE!

TARGET AUDIENCE! CITY TRAVELERS!

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# 10!

!A TRAM APP FOR VISITORS!

!CONCEPT :! ! When you are travelling in an unfamiliar city, having a guide is the !best way to get around. ! ! A mobile app is the best solution for the job (especially when you !dont have to pay for data).! !! !RESULTS :! !Unknown!

!VIDEO:http://youtu.be/zUl8c2ItyPk!

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# 10!

!KEY TAKEAWAY!

USEFUL AND EASY TO USE!

!! !! Brands are continually trying to create new concepts, yet being helpful is the best way to connect with people. ! Digital media can help you better deliver your promise in a seamless way. This application, for example, helped people get around more easily without hardly any effort at all.! ! ! LaMercatique!

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# 11!

UNDERAGE SMOKING!
THAILAND! THAI HEALTH FUNDATION! SMOKERS! INCITE SMOKERS TO QUIT ! BREAKING AN ADDICTIVE HABIT!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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# 11!

!UNDERAGE SMOKING!

!CONCEPT:! !Countless organizations have started campaigns to get people to quit !smoking.! ! Whats challenging is that everyone is aware of the dangers of !smoking, but its incredibly difcult to kick the addiction. Having kids !ask you for a lighter might just change your perception.! !! !RESULTS:! > 1 million views (including videos that were re-posted)! A 40% uptick in phone inquiries at their hotline about quitting!

!VIDEO: http://bit.ly/Kzp7Q6!

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# 11!

!KEY TAKEAWAY!

KIDS ARE VIRAL!

Youve read it before: the web loves cats and babies.! People love watching children, but putting them in a situation that we are not used to seeing was a real shock.! ! !

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# 12!

CURATORS OF SWEDEN!
SWEDEN! SWEDISH INSTITUTE! WOMEN! TOURISTS! SHOW SWEDISH CORE VALUES!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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# 12!

!CURATORS OF SWEDEN!

!CONCEPT :! !The rst country in the world to hand over its ofcial Twitter account ! to its citizens in order to show the diversity of the Swedish national !character and, in doing so, create the worlds most democratic Twitter !account.!
!

!RESULTS :! !26,000 new Twitter followers from 120 countries! !21 other countries & cities followed suite and did the same! !PR value estimate : $19.8 million! !

!VIDEO: http://bit.ly/SIZmT5! !

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# 12!

!KEY TAKEAWAY!

THINK OUTSIDE OF THE BOX!

!! The Swedish have been incrediby creative in promoting their country.! A few years ago, they created a song that became viral in a similar manner! This was an never-before-seen and clever way to show what Sweden is really like.! ! ! ! !

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WANT MORE? ! HERE ARE A FEW BONUSES!

There were many amazing campaigns this year it would be a shame not to mention a few more. ! The ones to follow may have stuck out less, but still merit your attention.!

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# 1!

THE MIND READER!

BELGIUM! SAFE ONLINE BANKING! TEACH THE IMPORTANT POINTS OF ONLINE BANKING! WHO WANTS TO LEARN ABOUT BANKING?!

COUNTRY! BRAND! OBJECTIVE! CHALLENGE!

TARGET AUDIENCE! PEOPLE ONLINE IN BRUSSELS!

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# 1!

!THE MIND READER!

!CONCEPT ! !Instead of repeating a has-been concept, they launched a campaign ! showing how dangerous it can be to share personal information ! online and why people should be careful about online banking and !payments.! !! !RESULTS:! !5.7 million views!

!VIDEO: http://youtu.be/F7pYHN9iC9I!

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# 1!

!KEY TAKEAWAY!

START WITH BASIC TRUTHS!

!! !! Nowadays, it is easier for people to share information online without thinking about the consequences, yet there is a general awareness about the fear of being stalked. On Facebook, for example, there are more stories that illustrate this every day. ! !
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# 2!

ODYSSEY!
FRANCE! CARTIER! SHED A NEW LIGHT ON THE BRAND! CARTIER IS WELL KNOWN BUT "OLD FASHIONED"!

COUNTRY! BRAND! OBJECTIVE! CHALLENGE!

TARGET AUDIENCE! WORDLWIDE AUDIENCE!

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# 2!

!ODYSSEY!

!CONCEPT :! ! Create an amazing social object expressing the brands value !proposition.! ! Cartier is a brand that communicates its value via unique ! experiences. This is exactly what they wanted to communicate with !this video. ! ! Another objective of this video was to express the brands French !origins. ! !RESULTS :! !16 million views, only counting the ofcial video.!

!VIDEO: http://youtu.be/yaBNjTtCxd4!

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# 2!

!KEY TAKEAWAY!

AESTHETICS!
! The clips production budget was 6 million, with an ! equivalent budget for media spend. Clearly they !preferred not to leave the success of this campaign to ! chance. In a landscape overloaded with videos of ! varying (but often poor) quality, this video offered a !unique break to see something elegant and beautiful.!

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# 3!

PROJECT RE BRIEF!
U.S.A.! COCA COLA! REIMAGINE A CLASSIC AD FOR THE DIGITAL ERA! USE TECHNOLOGY TO CREATE AN ELEGANT APP!

COUNTRY! BRAND! OBJECTIVE! CHALLENGE!

TARGET AUDIENCE! WORLDWIDE !

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# 3!

!PROJECT RE BRIEF!

!CONCEPT :! Give people the possibility to offer a Coke to anyone in the world via their mobile app. Film the effect and the positive associations created with Coca Cola. ! !! !RESULTS :! ! This corporate campaign was not R.O.I. driven but certainly had a !positive impact on brand preference and brand equity.!

!VIDEO: http://youtu.be/45Z-GevoYB8!

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# 3!

!KEY TAKEAWAY!

! !! ...never create a campaign that is driven by the technology, itself. Rather, nd technology that ts your goals, including extending your brands sense of purpose.! The number of mobile devices is growing exponentially worldwide. Even though this operation could have been carried out using a classic website, the mobile app was a smart use of technology that reinforced the idea that happiness is all around us.! ! ! ! LaMercatique!

USE TECHNOLOGY BUT...!

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#! 4!

YOU ARE BLIND!

RUSSIA! CHARITY FUND FOR BLIND CHILDREN! CHANGE THE PERCEPTION OF BLINDNESS! COMMUNICATING WHAT IT MEANS TO BE BLIND!

COUNTRY! BRAND! OBJECTIVE! CHALLENGE!

TARGET AUDIENCE! RUSSIANS WITHOUT SIGHT LOSS!

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# 4!

!YOU ARE BLIND!

!CONCEPT:! ! Offer people the chance to experience what being blind is like for !themselves.! ! They created a game for people to play while blinded albeit !momentarily to nd out what its like to get around (and survive in) !the city. ! !RESULTS:! !Thousands of ideas for changing the city came forward.!

!VIDEO: http://bit.ly/SY0Zwr!

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# 4!

!KEY TAKEAWAY!

GAMIFICATION!
! !! Gamication was widely used last year and is still considered to be one of the most efcient digital marketing techniques, given our natural propensity to play games.! Connecting people that come from the same culture, in theory, yet live very differently, was an effective way to share this idea. ! ! !

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# 5!

DONT DO YOUR MAKE UP AND DRIVE!

U.K.! VOLKSWAGEN! WOMEN! DOING YOUR MAKE UP WHILE DRIVING IS DANGEROUS! NUMEROUS CAR ADS FOCUS ON DANGERS WHILE DRIVING!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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# 5!

!DONT DO YOUR MAKE UP AND DRIVE!

!CONCEPT :! !Volkswagen copied a viral hit from 2 years ago (Embrace Life from ! SussexSaferRoads) but worked with a famous beauty blogger to !touch women who were familiar with her when she crashed.!
!

!RESULTS :! !1.5 million views on the bloggers Youtube channel! !Several million views including re-postings of the video! !

!VIDEO: http://youtu.be/wMFqSjjnte0!

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# 5!

!KEY TAKEAWAY!

SHOCK!
! !! As mentioned in the introduction, shock is a tricky emotion because it may prevent people from sharing a video. In this case, it was used for an important cause and the videos shock value caught peoples attention. More importantly, it incited people to share the video. Unfortunately, the name of the video gives away what is going to happen.! ! !

LaMercatique!

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# 6!

MIX AGAINST AIDS!

BRAZIL! MIX RADIO! BRAZILIAN CHILDREN AND TEENAGERS! PREVENT H.I.V.! YOUNG PEOPLE TYPICALLY IGNORE THIS TYPE OF AD!

COUNTRY! BRAND! TARGET AUDIENCE! OBJECTIVE! CHALLENGE!

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# 6!

!MIX AGAINST AIDS!

!CONCEPT:! ! A trendy radio station created 2 super hot videos (one featuring a !man, the other a women) and shared them on Facebook. ! !Each time someone new watched the video, they contaminated !their !own Facebook wall, with their friends pages quickly following suit.!
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!! !RESULTS:! ! 1 million people were reached before Facebook blocked the videos !for breaking Facebooks rules.!

!VIDEO: http://bit.ly/Hhneu4!!

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# 6!

!KEY TAKEAWAY!

SEX!
! !! No need for me to insist that sex sells and that its viral.! Although this operation explored the limits of what Facebook can accept in terms of shared content (sexy pictures, using a native function of the plaform), this operation was cleverly carried out and spread like wildre.!

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KEY TAKE AWAYS!

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1 INTERACTIONS! 2 SURPRISE! 3 SHARING VALUE! 4 MASS PERSONALIZATION! 5 INNOVATE! 6 BE USEFUL & RELEVANT! 7 START WITH BASIC TRUTHS!

8 THINK OUTSIDE OF THE BOX! 9 KIDS ARE VIRAL! 10! AESTHETICS! 11! USE TECHNOLOGY! 12! GAMIFICATION! 13! SHOCK! 14! SEX!

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Thank you!!

Grgory Pouy! gregory.pouy@lamercatique.com! @gregfromparis! !

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