Clients & Services
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Milka - Valentine's Day 2010 Campaign
Client: KRAFT FOODS
Challenge
Increase sales & brand awareness in the 3-week period around Valentine's Day—especially among the 15-30-year-old segment.
Strategy
Emotionally connect users to the brand with a personalized, high-impact experience.
Solution
Milka Love Notes
Media: Outdoor + Digital (eCard)
- We selected 148 citylights in Czech Republic, 114 in Slovakia.
- On the microsite, each user selected a citylight (on a chocolate map) & wrote their love note.
- Each user spread their confession via social media. Other users voted for the best confessions.
- Winning love notes were posted on citylights the night before Valentine's Day.
- Those who didn't get their note on a citylight could send their affections via a sophisticated "singing Cupid" eCard.
Media Support
- Display advertising
- Viral spread
Results
Web Stats
- 15,050,994 page views
- 4,212,778 visits
- 2,061,260 unique visitors
- 26,172 love messages
- 1,262,042 votes
- 123,336 eCards sent
Market Share Increase
- Czech Republic: 7%
- Slovakia: 11%
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Fidorka - Spring Love 2011 Campaign
Client: KRAFT FOODS
Challenge
- Support sales goals for special, limited-edition product—& dramatically spike brand awareness—during May.
- Emotionally engage users with the brand—particularly 25-34-year-old women.
- Entertain existing Facebook fans & continue to grow fanbase.
Strategy
Revive the previous year's send-a-kiss mechanic—but with a richer user experience and heightened peer-to-peer interaction.
Solution
Fidorka Kissing Promenade
Media: Digital (Facebook App)
- Each user created a quick profile with basic info & photo.
- Profiles appeared in a gallery shaped like a garden promenade.
- Users could stroll the promenade & send kisses to friends & strangers alike.
- Recipients could accept or reject kisses.
- Prizes were awarded each day for the 100th, 300th, or 500th kiss (depending on traffic).
Results
Web Stats
- 500,551 kisses sent!
- 716,104 page views
- 78,692 visits
- 28,118 app users
- Almost 5,000 new fans on brand's Facebook page
- 64% repeat users—meaning they liked it!
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Zlatopramen 11 - "Message in a Bottle" Campaign
Client: HEINEKEN
Challenge
- Support ATL campaign & spread the word about a summertime contest.
- Make local-beer brand more appealing & "cooler" to younger demographic.
Strategy
- Create a festive Facebook environment to "de-age" the brand.
- Give Facebook fans cool new ways to message each other.
- Engage & build the fanbase by creating greater identification with the brand.
Solution
Zlatopramen Message in a Bottle
Media: Digital (Facebook App)
- Special message tool enabled users to send funny, branded, pre-written messages Re: summer, beer, & fun.
- Messaging theme: "I'm a Zlatopramen fan & I'm not afraid to admit it!"
- Each user who sent 11 messages unlocked product codes for prizes.
- Grand Prize: 11 days in California & surfing school
Media Support
- Display advertising
- Viral spread
Results
Web Stats
- 171,983 total clicks (on display ads)
- 18,158 messages sent
- 4,097 app users
- 2,494 product codes collected
- 2,423 new fans on brand's Facebook page (from 0)
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Google Search - "Search On" Localization Campaign
Client: GOOGLE
Challenge
- Drive awareness & market share for Google Search.
- Make an international brand relevant to a local (Czech) market.
Strategy
Inspire
- Make an emotional connection.
- Make it about more than technology.
Educate
- Teach about benefits & everyday usefulness.
Change
- Erode the ingrained "comfort zone" with local search tools.
- Spur ordinary people to try something new.
- Create new user habits.
Solution
"Search On" Localization Campaign
Media: Video (TV & Online)
Creation
- Localized international video ads to fit regional sensibilities.
- Conceptualized & produced new video ad for local market.
Deployment
- Harnessed social media for fast, efficient deployment.
- Also deployed in cinemas & on TV.
- Created custom YouTube channel—including engine for creating your own "Search On" video stories.
Media Support
- Video ads
- Classic display ads
- Facebook app
- Viral spread
Results
Market Share Increase
- Increased from 35% to 50%.
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Vodafone Qatar - Souqit.com
Client: VODAFONE
Challenge
Create goodwill toward a foreign brand (Vodafone) by:
- Bringing innovation to the local market.
- Trying new & daring experiments.
- Enriching the lives of ordinary people. ("Make a world of difference for all people in Qatar.")
Strategy
Apply a popular community-engagement model that's worked spectacularly in other markets: an auction site.
But customize the experience for this market:
- Keep it simple. This audience was not familiar with auctions, so we needed to introduce it on a basic level.
- Cater to a multilingual audience. It wasn't enough to have dual Arabic & English versions—we had to enable an Arabic-only user to sell to an English-only user.
- Produce great User Experience. A differentiator for this market & a way to make an emotional connection.
- Learn from the mistakes of competitors. The other regional online marketplaces all had major flaws—which we made sure to avoid.
- Connect people. Design the solution for long-term growth into a community—not just a marketplace.
Solution
Souqit.com—the place to buy & sell in Qatar.
Branding & UX Design
- The solution is a highly-customized implementation of a popular auction platform.
- A unique dual-language, mirror-image Homepage ensures all first-time visitors feel welcome.
- Standard auction processes (listing, bidding, etc.) are simplified compared with Western versions—so as not to scare off first-timers.
- Cool APIs
- Google Map API allows users to plot locations visually in a nation that lacks physical street addresses.
- Google Translate API enables easy communication/commerce between users of different languages.
- Facebook Connect reduces barriers to entry & allows users to easily tell friends about their transactions.
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Milka - Valentine's Day 2011 Campaign
Client: KRAFT FOODS
Challenge
Increase sales & brand awareness around Valentine's Day—especially among the 15-30-year-old segment.
Strategy
Build on the previous year's campaign successes by recycling the good stuff—& adding a whole new chapter.
Solution
Milka Love Notes & Singing Cupid
Media: Outdoor + Digital (Video eCard)
- As in the 2010 campaign, users with the most votes had their love confessions posted on the citylight of their choice. (148 citylights in Czech Republic, 114 in Slovakia)
- Part 2 had an elaborate eCard—a music video the each user personalized. Users selected:
- Cupid's gender
- Music style (rock, pop, hiphop, country, folk)
- Recipient's name, eye color, hair color
- Personalized message
- Users sent the eCards and/or shared them on Facebook.
Media Support
- Display advertising
- Direct mail
- Viral spread
Results
Web Stats
- 6,533,712 page views
- 1,949,519 visits
- 762,024 unique visitors
- 110,362 Cupid eCards sent
- 184,950 visits to product page
- 32% open rate on direct mail
- 40,887 eMail addresses harvested
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Kevin Costner - KevinCostner.com
Client: TIG PRODUCTIONS
Challenge
Revive interest in a Hollywood legend's past and present work—by speaking to two disparate audiences:
- Older fans who grew up with his movies.
- Younger audiences who aren't acquainted with his work.
Strategy
Create an online experience with wide appeal.
This involved:
- Creating a sleek, modern interface that would appeal to younger, 'Net savvy users.
- Keeping it simple—and loading it with plenty of nostalgia content—for the long-time fans.
Solution
KevinCostner.com
Branding & Website
- The solution is a gorgeous multimedia museum of Kevin Costner's entire career—rich with imagery, sound, & video.
- Large, visual navigation grabs the user's attention.
- Film content can be easily accessed by year or title.
- Modular structure allows easy addition of future years/films.
- Minimalist photo gallery allows easy browsing of huge collection.
A conscious decision was made to avoid community features, like forums or commenting—and instead allow the fansites to manage that aspect of the experience.
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Fidorka - Spring Love 2010 Campaign
Client: KRAFT FOODS
Challenge
- Support sales goals for special, limited-edition product—& dramatically spike brand awareness—during May.
- Emotionally engage users with the brand—particularly 25-34-year-old women.
- Launch the brand's Facebook page and build fanbase.
Strategy
Harness the fast power of Facebook to ignite a digital wildfire—with a single, simple app.
Solution
Fidorka Kissathon & Tree of Love
Media: Digital (Facebook App)
Three components:
Send a Kiss
- Users sent kisses to friends—passionate, friendly, or goofy.
- Kisses appeared on Walls.
- For each kiss sent, the sender collected a point for the Tree of Love.
Tree of Love
- Users could harvest "sweet rewards" (prizes) from the tree—by clicking hanging chocolates.
- Each Send-a-Kiss point allowed one try.
Beauty-O-Meter
- Widget that forecasted how young & beautiful you'll stay, based on number of kisses received (based on local folktale).
Results
Web Stats
- 1,250,446 kisses sent!
- 30,840 new fans on brand's Facebook page (in 4 weeks)
- 253,329 app users
- 26,793 eMail addresses harvested
- 33rd-most-successful app around the world in "Just for Fun" category
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