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Ignition 5 15.09.14 v1

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This document summarizes several advertising campaigns from the past week: 1) Scharffen Berger's #wonderfullycomplicated campaign allowed people in San Francisco to upload selfies to posters in bus shelters to promote chocolate. 2) Paddy Power's #RainbowLaces campaign, now in its second year, aims to reduce homophobia in football and has partnered with Arsenal FC to promote rainbow-colored shoelaces. 3) KLM's "High Five" installation in New York and Amsterdam let people in different cities try to perform a perfect high five over video to win airline tickets.

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15.09.14
This Week... #wonderfullycomplicated, #Rainbowlaces, High five, Shot it Got it, Twitter Vending Machine. #wonderfullycomplicated Scharffen Berger #Rainbowlaces Paddy Power High Five KLM Shot it Got it Åhlens Twitter Vending Machine Walkers
#wonderfullycomplicated Scharffen Berger Hershey-owned chocolate brand Scharffen Berger appeals to generation selfie in this campaign. The campaign allows people at bus shelters in San Francisco to upload their own faces onto posters. All they need to do is take a selfie and post it to Instagram with the hashtag #wonderfullycomplicated. After they've chosen from three different types of chocolate and "personality notes," they can star in their very own personalised chocolate ad.
#RainbowLaces Paddy Power In it’s second year, Paddy Power have kicked off their rainbow laces campaign, which aims to kick homophobia out of football. This campaign has received great support, and has gained a huge amount of traction from football clubs in England. Arsenal are one club who have jumped on board to support the cause, and have featured in Paddy Power’s ad to promote their laces. The video is close to 1 million views at the moment, and is growing rapidly across the UK and Ireland. Arsenal have also taken the campaign to the streets, literally, as Transport for London installed a rainbow crossing outside of the Arsenal station in an effort to promote the cause, in time for Saturday’s match against Manchester City. The campaign, which launched in September, sends rainbow-coloured laces to footballers to help the fight against homophobia.
High Five KLM The Live High Five was an interactive outdoor installation by KLM Royal Dutch Airlines in New York and Amsterdam that challenged strangers separated by an ocean to create the perfect high five. For one day only as part of KLM’s World Deal Week campaign, two interactive screens with HD video feed and audio were placed over 3,600 miles apart in New York City and Amsterdam. The screens encouraged spontaneous between people in the two cities as they worked together face-to-face to accomplish a simple-sounding task. Whoever could achieve the “perfect” high five with their counterpart across the Atlantic was rewarded with KLM tickets to the other city - either New York or Amsterdam, depending on their current location.
Shot it Got it Åhlens Åhléns is Sweden's largest chain of department store. To spread the word about their summer collection they've created this very cool couponing campaign. By using only Instagram and the screenshot function on a phone, they've managed to create a huge amount of free media. The ‘youngsters’ as they refer to their target audience, are very difficult to capture. Interaction is also something very hard to guarantee but through the Shot it Got it campaign they managed to deliver on both!
Twitter Vending Machine Walkers Walkers UK via Abbott Mead Vickers BBDO, turned three London bus stops into tweet-activated vending machines. The point was to entice the public to vote for their favourite, with the winner crowned the "Flavour Millionaire". To add a little bit of spice to the campaign, Gary Lineker, the face of Walkers for the last 20 years appeared sitting inside the bus stop vending machines. Passers-by were then encouraged to tweet @Walkers_busstop, triggering the vending machine to dole out free packets of crisps or they could ask Gary really nicely!

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Ignition 5 15.09.14 v1

  • 2. This Week... #wonderfullycomplicated, #Rainbowlaces, High five, Shot it Got it, Twitter Vending Machine. #wonderfullycomplicated Scharffen Berger #Rainbowlaces Paddy Power High Five KLM Shot it Got it Åhlens Twitter Vending Machine Walkers
  • 3. #wonderfullycomplicated Scharffen Berger Hershey-owned chocolate brand Scharffen Berger appeals to generation selfie in this campaign. The campaign allows people at bus shelters in San Francisco to upload their own faces onto posters. All they need to do is take a selfie and post it to Instagram with the hashtag #wonderfullycomplicated. After they've chosen from three different types of chocolate and "personality notes," they can star in their very own personalised chocolate ad.
  • 4. #RainbowLaces Paddy Power In it’s second year, Paddy Power have kicked off their rainbow laces campaign, which aims to kick homophobia out of football. This campaign has received great support, and has gained a huge amount of traction from football clubs in England. Arsenal are one club who have jumped on board to support the cause, and have featured in Paddy Power’s ad to promote their laces. The video is close to 1 million views at the moment, and is growing rapidly across the UK and Ireland. Arsenal have also taken the campaign to the streets, literally, as Transport for London installed a rainbow crossing outside of the Arsenal station in an effort to promote the cause, in time for Saturday’s match against Manchester City. The campaign, which launched in September, sends rainbow-coloured laces to footballers to help the fight against homophobia.
  • 5. High Five KLM The Live High Five was an interactive outdoor installation by KLM Royal Dutch Airlines in New York and Amsterdam that challenged strangers separated by an ocean to create the perfect high five. For one day only as part of KLM’s World Deal Week campaign, two interactive screens with HD video feed and audio were placed over 3,600 miles apart in New York City and Amsterdam. The screens encouraged spontaneous between people in the two cities as they worked together face-to-face to accomplish a simple-sounding task. Whoever could achieve the “perfect” high five with their counterpart across the Atlantic was rewarded with KLM tickets to the other city - either New York or Amsterdam, depending on their current location.
  • 6. Shot it Got it Åhlens Åhléns is Sweden's largest chain of department store. To spread the word about their summer collection they've created this very cool couponing campaign. By using only Instagram and the screenshot function on a phone, they've managed to create a huge amount of free media. The ‘youngsters’ as they refer to their target audience, are very difficult to capture. Interaction is also something very hard to guarantee but through the Shot it Got it campaign they managed to deliver on both!
  • 7. Twitter Vending Machine Walkers Walkers UK via Abbott Mead Vickers BBDO, turned three London bus stops into tweet-activated vending machines. The point was to entice the public to vote for their favourite, with the winner crowned the "Flavour Millionaire". To add a little bit of spice to the campaign, Gary Lineker, the face of Walkers for the last 20 years appeared sitting inside the bus stop vending machines. Passers-by were then encouraged to tweet @Walkers_busstop, triggering the vending machine to dole out free packets of crisps or they could ask Gary really nicely!