From Spain a very nice integrated campaign launched by Audi to support the new version of its A3 car. Below you can watch the TV spot created by DDB Barcelona, but if you visit the site you can also play the game that uses the same mechanism of the video (here the agency it’s Tribal DDB Barcelona). The concept reminds me of the great Nike Play Tag spot, but I like it anyway. It’s your turn, you can drive until you find an obstacle that stops you, therefore in the game you have to click in advance to remove all the pedestrians crossing, the truck stuck in the middle of the street etc.
My friends at Wysiwyg have just launched in Spain a mini-site for Mercedes C Class. They give the user one minute to discover the features of the car by clicking on a series of photographs which all together build a countdown clock. After the minute is over, you can no longer browse the site, you can decide to go through the site again (always in 1 minute) or, if you want to enjoy the car for a longer period, you can click and book a test drive. Usability purists won’t probably like the restriction which force the surfer, to navigate in one minute, but I personally appreciate the (unusual) irreverent approach for a Mercedes site.
In Spain Danone is running an integrated campaign to target kids who love football on the way to Germany 2006. They have created a site, danet.es in which users can navigate as if they were walking around a stadium (moving from the bar to the locker room or the press room etc…). Images of Ronaldinho, Danet’s testimonial, are everywhere, but the site offers more than just his smiling “bunny” face. It is definitely content rich, and the interface offers a good experience to discover all the goodies available. As explained on Marketing Directo, mobile is also part of the effort, with branded content available for download.
According to a research recently released in Spain, 61 percent of surfers actually look at online ads. Alt64 Digital carried out a study to understand what users look at while reading online newspapers such as ABC, El Periodico, El Mundo and La Vanguardia. Among the findings, the study points out less is better when it comes to the quantity of ads to be displayed on a page. Skyscrapers on the side of the page and leaderboards usually get most of the users’ attention. The study has been carried out on account of Eyetracking Media España and can be downloaded for free here (opens .pdf, in Spanish).
In Barcelona, in Plaza Cataluña, Nike has installed a huge outdoor ad featuring tennis player Rafael Nadal, and powered with Bluetooth technology. By turning their Bluetooth connection on, users can download the new Nike Pro Tv spot and an exclusive Nadal screensaver. The campaign was planned by Media Planning Barcelona.
Tiempo BBDO for MTV (Spain). Copy says: “To love is to give others what we have inside. Take, this snot is for you“.
In Spain Carlsberg beer is running an online competition which will allow a lucky winner to get a 7 days travel with 7 friends on board of a private jet. To enter the draw, people just have to buy a Carlsberg, get the code and text it via SMS or online. The competition also includes immediate prizes such as Canon digital cameras, iPods and Sony Ericsson mobile phones. The initiative is promoted on-pack and with Tv, outdoor and Internet advertising.
In Spain over twenty companies have signed an agreement for the autoregulation of food advertising targeting the youth market. The initiative aims at diminishing the obesity among adolescents, and it’s the first move in this direction within the European Community. The “Codigo Paos” is composed by 25 norms which, among the others, prohibit the use of celebrities as testimonials for food ads. [News via Markarina]
Danone targets the youth market in Spain launching a new site and a competition connected the Dan’Up yogurt brand. Diario IpMark (free reg.) reports Genetsis Partners is the agency that took care of the digital initiative. The site design integrates pictures and graphics, and looks nice from a branding perspective, however the navigation is pretty slow with too many animations to go from one page to another. The competition is based on an on-pack code participants need to text via mobile or to submit online. Instant prices include mobile phones and Piaggio scooter assigned every month through a draw among registered yogurt drinkers.
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