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Posts tagged ‘Integrated campaigns’

Kittens, virals & purrrfect ads

November 7th, 2010

I don’t know if it’s just me, but there seems to be a few cat themed ads around at the minute. It could well be me, I’m soon to get two kittens and as a feline fanatic, I’m wearing cat-tinted goggles in the run up.

The first campaign to catch my eye is the recent Ikea campaign, the TV ad features a 100 cats set lose in an Ikea store. The film crew captures the furry darlings as they make themselves comfy on anything and everything with the strapline “Happy Inside”, being the way you feel when at home and surrounded by Swedish, flat-packed furniture, or at least that’s the idea.

The lovely thing about this was that it was fully integrated with consistent messaging, mentioned offline & instore (with posters and cat-alogues), as well as being complemented with an online campaign, including banner ads, a dedicated site with competition & social activity. The great thing about the Facebook page is that conversation is stimulated by funny or cute images of cats, which people love to share anyway (Hello Lolcats!). Viral activity took the form of both the ad it’s self which has generated nearly 1,200,000 views on Youtube and a behind the scenes film with over 2,700,000 views.

According to The Inspiration Room the idea was developed at Mother London, by creative director Feh Tarty. Filming was shot by director Adam Berg via Stink with director of photography Richard Stewart and producer Ben Croker.

It’s not just Ikea who have been using the draw of our feline friends in their campaign, ASOS have been sponsoring America’s Next Top Model with some cute ads featuring cats as the competing models. It isn’t very high brow, but let’s face it, neither is the show and everyone loves a funny, talking kitty, right? You can some behind the scenes shots of the ads on the ASOS blog.

In other cat related news, did I mention I was getting kittens? If you think you could suggest a good pair of names for a little brother and sister duo, visit my Facebook page to let me know :)

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Sometimes there are some campaigns that make you go wow. Something so clever and well thought out, you just can’t help but be in awe. This was exactly how I felt when I found out about the SmartBuy Wines campaign.

Using a the prohibition theme and the strapline “Great wines at (barely) legal prices”, the S?o Paulo wine e-tailer embarked on an amazing integrated campaign, highlights of which include: packaging disguised as razors or office supplies, wine bottle openers hidden in bars of soap and a web page that would disguise itself as a 1920s clothing store when idle. Smart Buy even created their own pop-up shops with promotional wine sales which were held across the city in hidden locations. Users would follow a gangster on Twitter who would post the whereabouts of the next sale. Let’s face it, since Bugsy Malone, who of us can’t truly say they don’t wish they were a 1920s mobster?

There aren’t many campaigns which I wish I was part of as a consumer, but this is definitely one of them. The reward for creating something which people want to participate in, something that is this engaging, is a site that has over 10,000 unique visitors and 900 new registered users. Communications agency Mohallem/Artplan almost doubled their sale goals.

A great lesson in marrying offline and online, and, in making your target audience want you to communicate with them. Consumers who are actually looking forward to hearing from you. Genius.

SmartBuy Wines – Integrated Campaign from Mohallem/Artplan on Vimeo.

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