08.09.14

This Week...Cinema Takeover, football, just not as they know it, CSR Recycling, the friendly mirror, coolest gadget ever

Cinema TakeoverSilkAir

Football, Just Not As They Know ItNBC Sports, America

CSR - RecyclingEmirates, Pugedon & Mc Donald’s

The Friendly MirrorNutrella, Brazil

Coolest gadget everIKEA

Cinema Takeover SilkAir

SilkAir transformed the ordinary cinema experience into an extraordinary journey with a unique cinema takeover.

Over a period of four weeks, selected theatres in Singapore were redecorated to look like the inside of an aeroplane. Cinema tickets mimicked boarding passes, stewardesses greeted cinema-goers as they were seated, and the pre-movie announcement was recreated in the form of a pre-flight safety video. By flying in the face of tradition and exploiting the cinema environment’s distinct advantages, SilkAir brought its campaign to life in an exceptional and impressive way.

Football, just not as they know itNBC Sports, America

America is one of the few countries where football (soccer) doesn’t hold a top spot on the list of most popular sports.

Having spent $250 million for the rights to three years of Premier League matches, NBC needed to focus their marketing on showing Americans there’s a good reason why the rest of the world loves soccer as much as they do.

The two hilarious spoof videos references multiple stereotypes when it comes to Americans’ knowledge (or lack thereof) of the sport and they both became viral hits. The first promo from August last year has 8.4 million views on YouTube and the current video hit 3 million viewers after just three days.

The network says a record 31.5 million Americans tuned in to NBC Sports Group’s 2013-14 Premier League, which is more than double the 13.3 million who watched the previous season on ESPN, ESPN2 and Fox Soccer.

CSR - Recycling Emirates, Pugedon & Mc Donald’s

CSR is playing a big part of many company strategies today. Here are 3 examples of companies considering the importance of the environment on others and implementing their CSR strategy in a really nice way.

Firstly, Mc Donald’s in Sweden took advantage of the fact that recycling is rewarded, each empty drinks can is worth one Kronor. They decided to accept these cans in exchange for meals, giving young people at festivals the chance to help the environment and get something in return.

Emirates recently turned a giant outdoor advertising poster into over 300 hundred reusable shopping bags in Zurich, Switzerland.  Once the campaign finished, the vinyl poster was transferred to Feinschliff, a business that provides support and training for the long-term unemployed. 

Finally, Pugedon are a Turkish company that came up with the clever idea that humans can help other inhabitants within cities such as Istanbul where 150 thousand stray dogs and cats share the streets with 14 million human inhabitants. This required humans to recycle with their four legged friends reaping the benefits.

CSR - Recycling Emirates, Pugedon & Mc Donald’s

The Friendly MirrorNutrella, Brazil

Nutrella, a company that specializes healthy bread products, ran this campaign in June this year to coincide with the launch of their new tagline “Awakens a Smile In You”.

Their concept is that when we eat good food, we feel good inside and out. Nutrella wanted to change the common misconception is that bread is a no-no when it comes to healthy living, and instead look at the bigger picture – eat healthy, feel healthy, be healthy.

The campaign, targeted at women, involved placing several mirrors fitted with cameras and speakers in the streets of Porto Alegre, Brazil. When women walked past the mirror and (inevitably) examined their reflection, a woman’s voice complimented the individuals in real-time, resulting in plenty of smiles. Individuals were also given a hamper full of Nutrella products for their participation.

Coolest gadget everIKEA

Whilst the rest of the world ponder the future of print, IKEA suggest that print is actually a wondrous technology that exceeds the power of digital media. They have released an amusing ad for their 2015 catalogue. The company prints around 200 million copies of its catalogue every year in 27 languages for 38 countries.

The campaign invites you to "experience the power of a book" and rediscover "the original touch interface." Amazing features include "eternal battery life" and pages that "load instantly, with zero lag." As the charmingly goofy on-screen narrator says: "It's not a digital book, or an e-book. It's a bookbook™.“

The gag extends to their press release – their marketing managers have been quoted as saying: "To be given the opportunity to launch such an innovative content delivery system is a once in a career opportunity."