A WRECK ME!

presentation!

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

LaMercatique !

1!

Courtesy of Miley Cyrus & Terry Richardson!

2013S BEST DIGITAL

CAMPAIGNS!

#1!

#2!

#3!

Dove Real Beauty Sketches!

Geico Hump Day!

Evian Baby & Me!

THIS PRESENTATION IS NOT A RANKING

UNRULY HAS ALREADY DONE A PRETTY
GOOD
#4!JOB OF THAT! #5!
#6!
Kmart Shit my pants!

Cornetto - Yalin!

Budweiser - Brotherhood!

#7!

#8!

#9!

Pepsi Max Test Drive!

MGM/ Carrie Telekinetic

Coffee Shop Surprise!

LaMercatique!

Ram Truck - Farmer!

2!

THIS IS A PERSONAL
SELECTION OF THE MOST
RELEVANT CAMPAIGNS!

The fox says: !

this presentation is kickass!!

As a marketing professional & blogger, I have

watched tons of videos since 2005 and I very
carefully pick campaigns that I consider
relevant.!
Relevant means: innovative, creative,
touching or simply different from anything else
in the world. !

LaMercatique!

3!

1"

FOLLOW TO UNFOLLOW!

COUNTRY!
BRAND!
TARGET AUDIENCE!
OBJECTIVE!
CHALLENGE!

PUERTO RICO!
PUERTO RICAN GOVERMENT!
PUERTO RICAN YOUTH!
TO GIVE A REAL IDEA OF WHAT PRISON IS LIKE!
YOUNG ADULTS HATE IT WHEN YOU TRY TO TEACH THEM
MORALS!

LaMercatique!

4!

#1"

!FOLLOW TO UNFOLLOW!

"CONCEPT :"
" Drug trafficking has turned Puerto Rico into one of the most dangerous
!islands.!
! The governments official voice didnt seem to have any impact. So it
!decided to make 3 real prisoners talk on Twitter about the brutal life they
!experienced in prison.!
"
"RESULT :"
"23% of the Twitter population of Puerto Rico.!
!44% awareness
& $1.1 million media impression with $0 paid media!
!VIDEO:
https://www.youtube.com/watch?v=76EmBOyJFNo#t=146!
"!

LaMercatique!

5!

# 1"

!KEY TAKEAWAY!

TRUE STORIES!
Reality shows have exposed us to some of the saddest
aspects of human behavior. But people love a true
story.!
Using social networks to help people have an
experience, to exchange with people they would never
have otherwise met, is a good initiative.!

LaMercatique!

6!

2"

VOLVO EPIC SPLIT!

COUNTRY!

UK!

BRAND!

VOLVO!

TARGET AUDIENCE! B2B!

OBJECTIVE!

TO DEMONSTRATE THE BRANDS DYNAMIC STREERING!

CHALLENGE!

MOST OF THE TIME, B2B ADS SUCK !

LaMercatique!

7!

# 2"

!VOLVO EPIC SPLIT!

"CONCEPT :"
"The video plays on pop culture icon Jean Claude Van Damme, great
!music and an astonishing sunset.
!The performance both from the drivers and the actor do the rest."
"An important point: it is very rare that B2B videos go viral. Volvo Trucks
!produced 3 videos in 2013, ending with this one.!
"
"RESULT :"
"66 million views!
"!
!VIDEO:
http://www.youtube.com/watch?v=M7FIvfx5J10!

LaMercatique!

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# 2"

!KEY TAKEAWAY!

POP CULTURE!
Dont underestimate pop culture.!
It is very important to understand all these little
moves in the digital world, so that you can refer
back to them.!
"
"

LaMercatique!

9!

3"

STOP THE BORING PRE-ROLL AD!

COUNTRY!

NEW ZEALAND!

BRAND!

BURGER KING!

TARGET AUDIENCE! YOUNG ADULTS!

OBJECTIVE!

TO CREATE A FUNNY & ENJOYABLE PRE-ROLL AD !

CHALLENGE!

PEOPLE JUST HATE PRE-ROLL ADS!

LaMercatique!

10!

# 3"

!STOP BORING PRE-ROLL ADS!

"CONCEPT :"
" Pre-roll ads are an easy way to get views, but people absolutely hate
!them. This ad directly acknowledges this fact.!
!By creating 64 contextual ads that were tailored to what the person was
!looking for, these boring ads were turned into something fun.!
"
"RESULT :"
"Not communicated!

!VIDEO: http://bit.ly/1iaPSws!

LaMercatique!

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# 3"

!KEY TAKEAWAY!

YOU MAKE THE RULES!

This is not entirely true, but whats still very cool with digital is
that you can be creative and move easily out of the comfort
zone.!
There are plenty of tools available, and when youre creative,
these tools can become much more powerful.!
Doing a counterintuitive ad, by acknowledging that an ad is
boring, will gain attention. Then the personalization factor kicks
in and does the rest.!
!
!
LaMercatique!

12!

4"

THE DAILY TWIST!

COUNTRY!
BRAND!
TARGET AUDIENCE!
OBJECTIVE!
CHALLENGE!

U.S.A.!
OREO!
WORLDWIDE AUDIENCE!
TO CELEBRATE THE BRANDS 100TH ANNIVERSARY!
THIS PIECE OF NON-INFORMATION DOESNT INTEREST
ANYONE!

LaMercatique!

13!

# 4"

!THE DAILY TWIST!

"CONCEPT :"
"In order not to look like a very old brand, OREO decided to release one ad per
!day over a period of 100 days, bouncing off the daily news and what people
!were talking about right then and there. 100 simple visuals that make all the
!difference.!
""
"RESULT :"
"231 million media impressions, 443 million views on Facebook, !
!Highest buzz of 2012.!
"!
!VIDEO:
http://www.youtube.com/watch?v=ZDSc0V3AEnk!

LaMercatique!

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# 4"

!KEY TAKEAWAY!

MARKETING IS REAL
TIME, BABY!
OK, this campaign is from 2012, but the case study wasnt
revealed until 2013 and Im such a fan of Oreo campaigns
that I just had to push one of their best campaigns ever.!
Also, Oreo understood very early on that its all about being
part of the social conversation in real time, bouncing off
what people are currently talking about.!
!
"
"

LaMercatique!

15!

5"

MILKA THE LAST SQUARE!

COUNTRY!
BRAND!
TARGET AUDIENCE!
OBJECTIVE!
CHALLENGE!

FRANCE!
MILKA!
EXISTING CUSTOMERS!
TO ENHANCE BRANDS VALUE & CREATE A CUSTOMER
DATABASE!
MILKA DOESNT KNOW WHO ITS CUSTOMERS ARE!

LaMercatique!

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# 5"

!MILKA THE LAST SQUARE!

"CONCEPT :"
"The last square in the chocolate bar is the best one Playing on this
!insight, the brand manufactured 10 million chocolate bars with a missing
!square. The consumer could either claim it back or send it to
!someone they love.!

"
"RESULT :"
"Around 200 000 chocolate squares sent $ 1,5M earned media.!

!VIDEO: hthttp://www.youtube.com/watch?v=H6NWTJyWHqc!

LaMercatique!

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# 5"

!KEY TAKEAWAY!

YOUR PRODUCT IS THE

MARKETING!
Even if this operation is not an integrated one, it cleverly mixes
retail and digital, putting the product itself at the center of the
campaign.!
There are very few creative campaigns for CRM and this one
might well be one of the best in recent years.!
!
!

LaMercatique!

18!

6"

HEINEKEN THE CANDIDATES!

COUNTRY!

NETHERLANDS!

BRAND!

HEINEKEN!

TARGET AUDIENCE! CANDIDATES/RECRUITMENT!

TO RECEIVE MORE RELEVANT RESUMES!
OBJECTIVE!
CHALLENGE!

RECRUITMENT IS A SECTOR OFTEN LEFT BEHIND IN

COMMUNICATION!

LaMercatique!

19!

# 6"

!HEINEKEN: THE CANDIDATES!

"CONCEPT :"
" Heineken decided to completely change the way they hired people, to
!show more interest in the person and his values than in the resume itself.!
!To generate interest around the project, they created this crazy video with
!the ultimate test for a new intern.!
"
"RESULTS :"
"317% more CVs / + 279% traffic on the HR site.!
"!

!VIDEO: http://www.youtube.com/watch?v=JXTxmtM_aPI!

LaMercatique!

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# 6"

!KEY TAKEAWAY!

BREAK THE RULES!

Isnt corporate a synonym for boring?
It can be...and thats where things start to get
interesting.!
When discussing digital transformation,!
dont ever forget that HR is at the center of
everything.!

LaMercatique!

21!

7"

SOLAR CHARGER AD!

COUNTRY!

BRAZIL!

BRAND!

NIVEA!

TARGET AUDIENCE! BRAZILIANS!

OBJECTIVE!

TO SELL SUNCARE PRODUCTS!

CHALLENGE!

HOW CAN YOU GET THE AUDIENCE TO REMEMBER YOU?!

LaMercatique!

22!

# 7"

!SOLAR CHARGER AD!

"CONCEPT :"
!Nivea is positioned as a brand that helps people make the most of the summer.
!The brand went beyond its product range and did some consumer focus thinking,
!which helped them determine that what you really miss on the beach is a phone
!charger.
!They created a print ad with a solar charger on the back, to make sure you keep
!the ad on you.!
"
""
"12% increase
in sales compare at last year!
!VIDEO:
http://www.youtube.com/watch?v=UYy1GmJgFXA!

LaMercatique!

23!

# 7"

!KEY TAKEAWAY!

CONSUMER FRICTIONS!
Brands are usually very focused on the launch of their
products, and less on the consumer.!
However, within the brands sense of purpose, its role is also
to suppress consumer frictions.
Even though this campaign is not digital, it is so relevant that I
had to feature it.!

LaMercatique!

24!

8"

SMALL WORLD MACHINES!

COUNTRY!

INDIA & PAKISTAN!

BRAND!

COCA COLA!

TARGET AUDIENCE! INDIAN & PAKISTANI CITIZENS BUT GLOBAL CAMPAIGN!

OBJECTIVE!
TO REINFORCE COCA-COLAS CRAZY FOR GOOD VALUES
CREATE A STORY WORTH TALKING ABOUT!
CHALLENGE!

LaMercatique!

25!

# 8"

!SMALL WORLD MACHINE!

"CONCEPT :"
"The relationship between India & Pakistan is a complicated one. There is
!hardly any communication between the two countries, even though the
!only thing separating them is religion.
!Coca-Cola created machines in India & Pakistan that were connected to
!each other and allowed people from each side to interact!
"
"RESULT :"
"2 million views!

!VIDEO: https://www.youtube.com/watch?v=ts_4vOUDImE#t=85!

LaMercatique!

26!

# 8"

!KEY TAKEAWAY!

CONNECTED OBJECTS!
Interaction has always been key in viralization.
However, thanks to technology, we can now push
interaction a little bit further.!
Here the simple interaction between the 2 machines,
plus the nice story make this idea extremely efficient.!
!
!

LaMercatique!

27!

9"

GIVING !

COUNTRY!

THAILAND!

BRAND!

TRUE MOVE H!

TARGET AUDIENCE! GENERAL THAI POPULATION!

OBJECTIVE!

CORPORATE COMMUNICATION!

CHALLENGE!

THE BRAND IS ALREADY THE MARKET LEADER!

LaMercatique!

28!

# 9"

!GIVING!

"CONCEPT :"
"An emotion-based video aiming to share the value of communication and
!promote the service that True Move provides.!
!The business objective for True Move is to raise the upsell into postpaid,
!and reduce prepaid.!
"
"RESULT :"
"15 MILLION VIEWS OF THE OFFICIAL VIDEO!

!VIDEO: http://bit.ly/1ew3bEX!

LaMercatique!

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# 9"

!KEY TAKEAWAY!

EMOTIONS!

This year saw many very touching videos. When the

storytelling is well-built and plunges you straight away into its
universe (within the first 6 seconds), this definitely helps a
video to go viral.!
!

LaMercatique!

30!

10" A WORD IS BORN!

COUNTRY!

AUSTRALIA!

BRAND!

MACQUARIE DICTIONARY!

TARGET AUDIENCE! WORLDWIDE POPULATION!

OBJECTIVE!

TO EXPLAIN THAT AN UPDATED DICTIONARY IS ESSENTIAL!

CHALLENGE!

HAVE YOU EVER TRIED TO SELL A DICTIONARY?!

LaMercatique!

31!

#
10"

!A WORD IS BORN!

"CONCEPT :"
!To explain how important it is to have an updated dictionary, the brand invented
!a new word : phubbing, which describes the act of ignoring someone in favor
! of your smartphone. They created a serious video to explain the research and
!delivered the reveal months afterwards.!
"
"RESULT :"
" With over 300 million people reached, this word has been introduced and
!installed wordwide. However, we dont know how many dictionaries were sold.!

!VIDEO: https://www.youtube.com/watch?v=ZSOfuUYCV_0!

LaMercatique!

32!

#
10"

!KEY TAKEAWAY!

SOCIAL BEHAVIOR!

Watching people allows you to learn from them.

Ignoring someone in favor of your smartphone is a very strong
trend, and it is very clever to play on this idea and give it a
name.!
However, although the word is now well installed, we dont
know how many dictionaries were actually sold.!

LaMercatique!

33!

11" SLOW!
COUNTRY!

BRAZIL!

BRAND!

DOVE!

TARGET AUDIENCE! BRAZILIAN MEN!

OBJECTIVE!

TO SELL SHAMPOO TO MEN!

CHALLENGE!

THEY JUST DONT BUY ANY!

LaMercatique!

34!

#
11"

!SLOW!

"CONCEPT :"
!If you watch a man in a bathroom, youll notice that he probably uses whatever
!products are available. Often, these products are his wifes/GFs, including !the
!shampoo. But he doesnt want to smell like a girl, especially in a more macho
!country like Brazil.!
!The brand plays on what female-targeted haircare ads look like.!
"
"RESULT :"
"Millions of views!

!VIDEO: https://vimeo.com/61930364!

LaMercatique!

35!

#
11"

!KEY TAKEAWAY!

CONSUMER INSIGHT!
This video went viral for many reasons. But the main
reason is because it plays on consumer insight into
men, and how they behave in the bathroom.!

LaMercatique!

36!

12" ALMOST IDENTICAL!

COUNTRY!

ARGENTINA!

BRAND!

BELDENT!

TARGET AUDIENCE! ARGENTINIAN POPULATION!

OBJECTIVE!

TO SHOW THAT CHEWING GUM IS COOL!

CHALLENGE!

INTEREST IS WEAK IN THIS CATEGORY !

LaMercatique!

37!

#
12"

!ALMOST IDENTICAL!

"CONCEPT :"
!There was a time when chewing gum was part of being cool. But these days, it
!tends to create a bad impression... So where does the truth lie?!
! To find out, the brand created a exhibition in Buenos Aires Museum of
!Contemporary Art, recruiting 5 sets of twins for an installation. Each pair of twins
! was styled exactly the same except for one difference: one twin was chewing
!gum.!
"RESULT :"
"73% of participants ( 481 persons) said the chewing twin looked cooler.!

!VIDEO: http://www.youtube.com/watch?v=sk7A56KVNBY!

LaMercatique!

38!

#
12"

!KEY TAKEAWAY!

DONT TELL ME YOURE FUNNY,

MAKE ME LAUGH!
One would expect a chewing gum brand to claim that
its products make you look cool.!
So which is true? Definitely cooler or bad impression?!
Instead of doing a simple ad saying gum makes you
look cool, the brand proved through this installation
that chewing gum is cool.!

LaMercatique!

39!

13" THE FLYING STORE!

COUNTRY!

KOREA!

BRAND!

EMART!

TARGET AUDIENCE! KOREAN PEOPLE!

OBJECTIVE!

TO MAKE PEOPLE SHOP MORE AT EMART!

CHALLENGE!

NOT EVERYBODY IS IN A STORE!

LaMercatique!

40!

#
13"

!THE FLYING STORE!

"CONCEPT :"
!Free wifi is definitely something people are always searching for, by all means.
!Emart created balloons that allow people to access a free wifi signal after
!downloading the Emart app. This app enabled them to shop and buy directly from
!their mobile. "
"RESULT :"
"+ 9.5% sales in stores, + 157% online sales & 50 000 app downloads.!

!VIDEO: http://www.youtube.com/watch?v=qHGejSWTmvw!

LaMercatique!

41!

#
13"

!KEY TAKEAWAY!

CONSUMER NEED!
If you answer peoples needs first, you stand a good
chance of them downloading your app. And if the app
offers a good experience, they will use it.!
But again, the consumers needs & experience must
come first.!

LaMercatique!

42!

TELEKINETIC COFFEE SHOP

14"
SURPRISE!
COUNTRY!

U.S.A!

BRAND!

SONY/MGM FOR THE MOVIE CARRIE!

TARGET AUDIENCE! WORLDWIDE!

OBJECTIVE!

TO CREATE A BUZZ AROUND THE MOVIE LAUNCH!

CHALLENGE!

MANY BLOCKBUSTERS ARE RELEASED EACH MONTH!

LaMercatique!

43!

#
14"

!TELEKINETIC COFFEE SHOP!

"CONCEPT :"
"To build buzz around the upcoming film, a fake display of telekinetic rage
!was staged in a NYC cafe.!
!Most of the people in the cafe were actors, but there were still some real
! customers. Whats interesting here isnt the people in the cafe, but the
!popularity of this video that reached 52 million views.!
"
"RESULT :"
"52 million views!

!VIDEO: http://bit.ly/1iaPSws!

LaMercatique!

44!

#
14"

!KEY TAKEAWAY!

PRANKVERTISING, BABY!
This video isnt exactly prank, but its supposed to be.!
Anyway, hidden cameras have always been a key
element in viral and weve seen many examples of this
in 2013.
The telekinetic coffee shop surprise is probably this
years most efficient campaign in that category.!
!
!

LaMercatique!

45!

IN A NUTSHELL!

LaMercatique!

46!

THE 5 LESSONS FROM HARVARD!

1

PUTTING A BIG LOGO DECREASE THE VIEWERSHIP!

you can weave the brand image throughout the ad repeatedly. However your content!
should be intrinsically interesting (even without the brand image).!

DONT BORED THE PEOPLE RIGHT AWAY!

2 emotions are key in video : joy and surprise - In a digital world, you should create them!
straight at the start of the video to make sure people will put an interest in watching them.!

!
DONT BORED THEM AFTER 30 SECONDS!
Build an emotional roller coaster much the way a movie generate suspens by !
alternating tension and relief!

HELP THEM TO SHARE YOUR STORY!

People will share a story that is brand new (not on TV) and they can tell by themselves !

WHAT IF THEY LIKE IT BUT DONT SHARE,

Surprise but dont shock. Easy things can be surprising without being shocking depending!
on the culture of the country.!

LaMercatique!

47!

HELPING BRANDS BETTER UNDERSTAND

& INTEGRATE DIGITAL!
!
!
Video content should be taken very seriously.!
That is why as a professional marketer but
also a passionate, this is the 3rd year that I
produce this presentation.!
It is my selection of the best campaigns of the
year. !
I also produce a weekly post on my blog and
have a board on Pinterest dedicated to viral
advertising.!
!
This presentation is produced with love and I
really hope, you enjoyed it.!
To request the slides/discuss/have a coffee:"

gregory [.] pouy [at] lamercatique [.] com!

Twitter: @gregfromparis!

LaMercatique!

48!

THANKS!

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

LaMercatique!

49!