Uniqlo launched a new CSR initiative called “Clothes for Smiles with professional tennis player Novak Djokovic and UNICEF. Through this initiative, the company will establish $10 million fund and use it to bring smiles to kids all over the world, nurturing their dreams and giving them the tools to build a better and brighter future. The fund will be established from the sale of HEATTECH and Ultra Light Down items during the 2012 fall/winter season. Read more…
I’m not a big fan of global charities, like Unicef or the Red Cross, as I always have the feeling they invest too much money in advertising (money that could rather be spent on factual charity actions). I therefore have contrasting feelings also on the Our World, Your Move website which hit my mailbox today.
It’s the first global online campaign by The Red Cross Red Crescent Movement which asks everyone to make the world a better place, starting with a small gesture. The integrated action kicked off about two months ago with the release of a beautiful one minute cartoon film.
In Brazil, LG has launched an online campaign that puts Twitter at the center of the action to promote a fridge model called Top Mount. Four cameras capture live a fridge and the food inside it. Users can watch the live stream on the Web and “order” the fresh food using their Twitter accoun t and messaging @LGTopMount. The first who tweets the request will receive a home delivery the day after (only if he/she lives in the Sao Paulo area).
Don’t ask me to clarify the mechanism because I had to ask twice to understand it. I definitely miss something in this action. I thought there was a challenge to guess the next food in the fridge in order to win, but this is not the case. It’s not a guessing game. It’s just about staring at a fridge where nothing happens and be fast to tweet when the food in it gets changed. To be totally sincere, I think the concept is rather week if not even silly. But still, I thought it was worth sharing it because the LG project can inspire new (better) campaigns with an integrated functional/interactive use of Twitter. The agency is Sinc Interactive.
Cisco is online with a new campaign to promote its “super” security services. A bunch of super heroes (very much reminding me of the Fantastic Four) are ready to defend companies and individuals from a new generation of criminals acting in the digital world. Their stories are told through four webisodes which will be released from now to April.
Unfortunately the site, despite the great artworks, is nothing special and misses the opportunity of really connecting in a more engaging and interactive ways with Cisco’s actual and future clients. It’s also funny to point out that Cisco, which positions itself as “the human network”, decides to run a campaign that is all about super heroes…
As usual, I love to discover and present projects from all around the world. For example, today let’s fly to Norway, to join The Eco Dance. Thomas, from King (the agency behind the project together with From STHLM with love), provided us with some background information to better understand the work.
ICA is Scandinavia’s leading grocery chain. Their advertising concept is a long running international award winning sit-com about a store, running in Sweden and Norway. For the introduction of the private ecological label “I love Eco” in Norway, one of the characters, Marius, came up with the idea of an ecological dance.
In Benelux, Harley Davidson has launched a online marketing effort called “Your perfect Harley Davidson week-end“.
Through an interactive storytelling mechanism, visitors are asked to express their preferences and build up their ideal week-end, from Saturday to Sunday choosing from a range of different activities. At the end of the two days, they are presented with the Harley Davidson model that better fits their lifestyle and tastes.
The Wall Street Journal is online with a very nice campaign to drive subscriptions. They play with the concept “Life is a journey”, picturing the life of nice celebrities, and at the end of the path they add the tagline “Every journey needs a Journal”. The site is simple and clean as you expect a WSJ campaign to be, but it’s also very powerful and meaningful in presenting the concept. Photography, illustration and typefaces are perfectly combined to support the storytelling. The call to action maybe it’s a bit hidden, but probably this is a choice to be in line with the newspaper communication approach. In the end, even if selling is selling, this is the WSJ, not a supermarket Congrats to T3 for the great work.
From Sweden another excellent digital campaign by Forsman & Bodenfors. Which alarm clock sound or music would you like to wake up with tomorrow morning? The Swedish Radio now offers you with a wide range of ringtones you can download to personalize the alarm clock on your mobile phone: Morgonpasset. Just browse around the bedroom, listen to tons of rum sounds and choose the one you’d like as alarmsignal to begin your day in a pleasant or unpleasant way. The whole site at the moment is only in Swedish, but I’m lucky because Andreas explained the whole concept, which is actually much richer than a “simple” ringtone download service.
In Austria, MSN and the mobile operator 3 are running an co-marketing campaign featuring the message “SMS ist tot – MSN am Handy lebt” (which means, SMS is dead – MSN on the mobile is alive). As you can quite easily understand, the goal of the effort is to make young users understand the potentials of instant messaging via mobile using the MSN application, and of course, the same MSN passport identity used on the web. Even if site homepage looks gloomy but nice, the site hasn’t got much to offer when it comes to interactivity: a very basic advergame (click “spiel”) which, strangely enough, is not even connected to a competition.
Umbro had launched the “One Love” campaign, to challenge the dominating communication by Nike and Adidas on the way to the World Cup in Germany. As explained on New Media Age (sub. req.), the football brand has partnered with media giants like BBC Sport, MTV and Yahoo! to drive traffic to the revamped Umbro site, and to generate buzz around the new England kit which will be revealed online on February 27th. Next month Umbro will launch another initiative to take advantage of user generated content: an online Mosaic where football fans will be able contribute to the big picture by submitting their own football images.
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