Second idea of the day: Make fans work for their reward

Posted on May 17, 2013 by Dan

Brands, particularly beer brands, have been doing doing ticket giveaways or competitions to promote their associations with football for years. Heineken have given this a twist by making men negotiate a difficult hurdle in order to win tickets to the Champions’ League Final at the end of May.

Using a hidden camera set up in a furniture shop, they find couples and quietly let the guy know that if he can persuade his partner to let them buy a pair of stadium seats as ‘designer’ furniture, then they will win tickets to the real thing.

Looks rather staged, and there isn’t much sign of expanding this out past just an AV/viral idea – but it is quite funny and hits the right notes for a certain age group of the target audience.

Via AdverBlog.

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First idea of the day: Matching luggage

Posted on May 17, 2013 by Dan

The first idea of the day is cool bit of integration work from Nike. An HTML5 web app lets you colour match your new Nike Air Max to your favourite Instagram snap.

Nike ID

OK it’s a bit of gimmick, but it’s both a nice twist on the idea of customisation that Converse have pushed heavily – and a nice build on the ongoing development of the Nike ID sub-brand.

Have a play here.

Thanks to Matt @ Facebook for sharing this idea.

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Idea of the day: Show someone their future

Posted on May 16, 2013 by Dan

Choosing many products is relatively easy – you can see others using it, you can have a go yourself, you can take it back if you change your mind or you can always just buy something else if it doesn’t work out perfectly.

There are a handful of choices that can’t be made so easily – houses, cars etc – and there are generally experts on hand to help guide those kinds of decisions. But what about your university? The value of this choice is not just in the teaching & qualifications, it’s in the life experience gained.

Communicating this to potential students is hard enough as it is – but launching a new university is harder still.

OZU, a new university in Istanbul and their agency 41? 29! (I’ve not had some kind of spasm, that’s what they’re called) used Facebook Timeline to map out what your future might look like if you chose to study there.

They used real friends to tag comments & photos and building in your choices like subject, whether to study abroad and so on. They use a substantial content pool to map out 5 years into the future, and then in some way I can’t quite grasp people could vote for the best ‘futures’ – and the top 5 got to pitch for a 4-year scholarship.

Whilst the mechanic is a little hazy, the idea of literally showing people a version of their own future and allowing them to actually win it is a powerful strategy. This won a gold Clio award.

Via DigitalBuzzBlog

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Idea of the day: A different point of view

Posted on May 15, 2013 by Dan

Another great simple idea. Lenticular tech for posters has been around for a long time, to the extent that it has largely fallen out of fashion in favour of digital sites. It was usually used sideways, to show simulated movement or as a way of showing a ‘pay off’ second message in one site.

However Grey in Spain have resurrected it as a clever way of showing different versions of a poster to people with different height points of view – children & adults.

This poster shows an image of a young boy and a message about preventing abuse. From the lower perspective of a child, the image shows bruising to the boy’s face and a simple helpline number. This simple technique allows a child to realise help is available, even though they will probably be in the company of their abuser at the point of communication.

Via Adverblog/John Wyer

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Idea of the day: Pay for your journey home with a beer can

Posted on May 14, 2013 by Dan

Like almost all good ideas, this is another simple thought that directly connects two issues.

We all know that the Rio Carnival is off the chain – it’s a massive release of pent-up energy & excitement, and with that comes a huge amount of drinking. The problem is this causes is a huge spike in drink driving, and as the main sponsor is a big beer brand clearly something had to be done to tackle this.

The idea was a turnstile in key underground stations that allowed you to pay for your train home with an empty beer can. This made it easy for inebriated revellers to follow the crowd and just get home.

There is a great book on behaviour change you may have read called Switch by Chip & Dan Heath (whose new book is reviewed here) which suggests that the key to making change happen is to collectively understand the forces of instinctive reaction, conscious thought & physical environment. The analogy they use for this is of an elephant, a rider & the path they are following.

This idea is a great example of manipulating the path, or the physical environment, to make a different behaviour as easy as possible for someone to follow. The result was a 43% reduction in drink driving offenders.

From AlmapBBDO in Brazil, via Adverblog.

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