KLM gets live and personal with Twitter

Airlines and Twitter have a chequered history. Some airlinebrands have embraced theimmediacy that themicro-blogging platform has to offer, while others have come in for very public floggings from disgruntled passengers.

This stunt is the latest example of KLM's social mediaexpertise. Unusually, this strategy publicised KLM's readiness to embrace customerconversations through social media, rather than promoting ticket sales.

Rather than using Twitter to promotea new ticket offer or service, KLM wanted to let customers know about itscommitment to customer service in the social media space. KLM's social media policywas to answer every customer message personally within one hour, twenty-fourhours a day, seven days a week. The results was a Twitter response campaignthat was people powered in more ways than one...

KLM wanted to letcustomers know about the service that KLM offered in the social mediaspace. KLM's social media policy was to answer every customer messagepersonally within one hour, twenty-four hours a day, seven days a week.

In a move designed todemonstrate its commitment to customer service through social media, KLMdecided to spend a day replying to Twitter messages in person, or at moreaccurately, with 450 people.

Live reply involved the deployment of 450 KLMvolunteers working in three shifts to answer tweets, Facebook posts, or Hyves'scraps' using 140 characters at a time.

Followers and friendsof the brand could reach KLM through social media channels in Dutch orEnglish and ask anything regarding their travel or tickets. KLM also informedits followers about the latest airline news.

The human tweets werestreamed live on a dedicated site, and archived on the KLM YouTubechannel.

Results

This stunt is one of a number that KLM hasstaged on Twitter. Live reply saw approximately 70 videoswere uploaded onto the KLM YouTube channel, each achieving between 200 and6,500 views.

External links

KLM YouTube channel

BRAND: KLM

BRAND OWNER: Air France KLM

CATEGORY: Travel/Airlines

REGION: The Netherlands

DATE: September - September2011

MEDIA OWNERS: Twitter ,Facebook ,Hyves

MEDIA CHANNEL: Digital,Online,PR

Sephora Sensorium – Lucid Dreams from the Sensory World

Beauty retailer Sephora and fragrance manufacturer Firmenich have commissioned The Sensorium: Lucid Dreams from the Sensory World, an interactive, multimedia experience set in a pop-up museum, designed to explore the emotions and instincts behind scent. The Sensorium features interactive and immersive installations First Scent and Lucid Dreams, developed and produced by experience design and production company The Department of the 4th Dimension (The D4D) to transport visitors into the realm of the perfumer’s imagination. The Sensorium, located in a 3,700 warehouse in New York’s Meatpacking District, launched to the public on October 15 and runs through to November 27th, 2011. Tickets are available through the Sephora website.

Upon entering First Scent, visitors are surrounded by motion picture media inspired by custom fragrances emitted throughout the room that trigger collective emotion and connections. Dreamlike films of cutting grass, a morning breakfast and a visit to the beach correspond to fragrances Weekend Splendor, 6:01 am and Summer Vacation designed by such superstar perfume creators as Harry Fremont and Honorine Blanc. Here, elemental and unforgettable moments are manifested in an evocative cocktail of sight, smell and sound.

Next, in the museum’s marquee event Lucid Dreams, visitors can affect beautiful suspended images inspired by Firmenich’s master perfumers. Using a high tech flower sculpture, the images transform based on the power of the individual’s sniff – triggered by the unique sound transmitted by the physical act of smelling. The D4D created each room’s architecture, including the short films, beautiful floor-to-ceiling images, glowing sniff-registering flowers and the software that drove the entire soul-stirring experience.

Credits

The Sensorium project was developed at The D4D (The Department of the 4th Dimension) led by creative director Matt Checkowski and executive producer Ron Cicero, along with a team of architects, designers, technologists and writers.

During the production and design of First Scent and Lucid Dreams, The D4D team worked on the visual experience with the custom designed perfumes on hand, to ensure the visual and auditory elements were a perfect fit for each scent and would combine in a journey of heightened perception. The perfumers and The D4D creative team collaborated throughout, with imagery and scent choices and changes influenced by the other during the process. The technical production of the interactive elements involved significant research and development including an examination of wind velocity and other triggers before landing on the auditory solution.

Absolut Vodka: Absolut Vodka

“If you saw your life flash before your eyes, would you change the way you live it? Absolut Vodka thinks so, and to ensure people don’t get behind the wheel drunk, they introduce Absolut Life: a platform that allows people to watch a video of their Facebook lives flash before their eyes.”

Advertising School: Miami Ad School, New York, USA
Creative Director: Tara Lawall
Art Director: Lisa Zeitlhuber
Copywriter: Nick Partyka

France 24 Birds

French international news channel France 24 highlighted the power of internet freedom in “Birds”, an advertising campaign inspired by Alfred Hitchcock’s 1963 film The Birds. A commercial and print/outdoor advertising campaign featured a Gaddafi-like dictator and other powerful figures threatened by the Twitter-like birds of revolution. Three posters, emulating the style of the original 1963 Birds movie posters, feature Gaddafi, Mubarak and Ben Ali.

Online social networks played a significant role in spreading revolutions in Tunisia, Egypt and Libya earlier in 2011. France 24′s Arabic language version broke all audience records during this period. But the channel as a whole has benefited from an increase in audience. In March 2011 france24.com experienced a peak in traffic with nearly 14 million visits and about 59 million page views. The channel’s Twitter following grew quickly due to a large amount of tweets dedicated to the Arab Spring topic.

Credits

The Birds ad was developed at Marcel Worldwide, Paris, by executive creative directors Anne De Maupeou, Veronique Sels and Sebastien Vacherot, art director Souen Le Van, copywriter Martin Rocaboy, agency producers Cleo Ferenczi and Fleur Laruent-Bruzy, art buyers Jean-Luc Chirio and Aurélie Lubot, account manager Cécile Henderycks, account manager Michel Kowalski, working with France 24 communications director Nathalie Lenfant.
Filming was shot by director Philippe Grammaticopoulos via Mister Hyde, Paris, with producer Hervé Lopez.
Music is by Christophe Julien.
Illustrators were Marie Morency (Gaddafi), Souen Le Van (Mubarak), and K.I.M. Florence Lucas (Ben Ali).

Take This Lollipop

For several days, circulating on the net " Take This Lollipop , "an interactive film seems very disturbing that warn about possible dangers arising from our unbridled desire to share.

What hides behind this exciting teaser campaign?

The thesis is that more can be supported in promoting a horror film. In my opinion, may lie instead with a social initiative.

Jason Zada has released a haunting live-action interactive site, takethislollipop.com, a chilling warning to people who upload personal information to their Facebook profiles. With permission from a Facebook user, Take This Lollipop trolls through their photos, friend lists, news feeds and other personal information. The site then plugs the data into a web video starring a sweaty, disheveled degenerate, (played by Bill Oberst Jr.) who sits in a shade-darkened room staring at a computer screen. To a swirl of haunting sounds and suspenseful music, he logs in to Facebook under the user’s name to troll through reams of their information, including, at the end of the video, their location. With an ominous gleam in his eye, the cyber-stalker takes to his car, exiting at an indistinct location that could very well be almost any place, even right around the corner from where you are now… The action then fades to a countdown clock and the name of one of the user’s Facebook friends, stating that they’re next.

The site has attracted over 5 million unique hits and more than 600,000 ‘likes’ from around the world.
“I’m a huge fan of horror and of Halloween, and I really felt like this was a great opportunity to focus on Halloween and mix it with the underlying fear of privacy that we have nowadays with Facebook and other social networking sites,” stated Zada.

Credits

The Take This Lollipop project was developed by director Jason Zada at Tool of North America with executive producers Brian Latt, Oliver Fuselier, executive producer digital Dustin Callif and developer Jason Nickel.

Philips Wake-up Light| 'Make me a morning person'

Marketers like dealing with universal human truths. You can normally rely on the insight section of a case study to feature phrases such like “people like to upload and share content”, “visitors want to engage with their favourite brands” and the awards-season favourite: “Young people love music”.

Another universal truth, and one that has been recognised by Philips, is that people generally dislike getting up in the morning. Philips has attempted to offer an alternative to early morning alarm clock in the shape of its Wake-up Light, a kind of bedside lamp that supposedly mimics the effect of a natural sunrise.

Philips recognised that people generally dislike getting up in the morning. Philips has attempted to offer an alternative to early morning alarm clock in the shape of its Wake-up Light, a kind of bedside lamp that supposedly mimics the effect of a natural sunrise.

The light was tested last year in the Norwegian town of Longyearbyen, where there is no sunshine for three months of the year, and its effect on the community was recorded in an excellent short film by Doug Pray. But while the lamp had demonstrated its effectiveness in the Arctic, a more relevant angle was required for the European consumer.

The 'make me a morning person' campaign kicks off late-September with a recruitment drive to search for the world's worst grumps, snoozers and zombies. Consumers can nominate themselves, their friends and family, or even a colleague, on Facebook to take part in the challenge. They can also take a quiz on Facebook to find out which of the seven morning types they are - The Grump, The Grunter, The Snoozer, The Zombie, The Corpse, The Early Bird or The Chirpy. Hundreds of entrants will then be selected to receive a Philips Wake-up Light and take part in the 21 day challenge.

The social experiment

From mid-October 2011, participants of the challenge will chart their progress via the dedicated iPhone 'Wake-app' that has mini-games to test them on alertness, mood and ease of getting out of bed, and will determine whether a 'non morning person' has truly become a 'morning person' by waking up naturally with the Philips Wake-up Light. The mini-games were designed with the help of Philips light therapy experts and the Wake-app is the first consumer-facing app to feature tests undertaken in sleep laboratories and clinical studies. Non-participants can also download the free iPhone app and take the challenge themselves.

The Longyearbyen experiment

Results

Full results to follow. Campaign launches across October 2011.

External links:

Facebook Wake-up Light app: http://apps.facebook.com/wakeupchallenge(6/10/11: not live yet)

BRAND: Philips

BRAND OWNER: Philips

CATEGORY: Electronic Goods

REGION: The Netherlands

DATE: September - October2011

AGENCY: Tribal DDB

MEDIA CHANNEL: Experiential,Online,PR

Dove | Uncontrolled women

BRAND: Dove

BRAND OWNER: Unilever

CATEGORIES:FMCG, Toiletries/Cosmetics

REGION: Argentina

DATE: May -May 2011

AGENCY: Initiative

MEDIA CHANNEL: BrandedContent, Digital,Online, PR

Dove wanted to re-launch its hair care range in Argentina and earn credentials amongst consumers as an expert hair care brand that women would trust. Dove wanted to refresh the promise that women who chose the Dove Damage Therapy range could reclaim control of their hair.

This re-launch featured new product formulas, new packaging, a new brand positioning and a fresh new tone in Dove marketing messages. But to achieve a successful re-launch, Dove needed to develop and distribute content to help generate awareness of the new 'control or uncontrolled messaging.

A series of videos were created that explored the idea of 'control and uncontrolled'. Well known female comedians discussed the things in their lives that bring chaos and stress, in a series of comedy monologues that tackled issues of control for women at work, at home and in their relationships.

Dove wanted to get involved in the online conversations of its consumers by providing them with some entertaining content they would feel compelled to share. Viewers are more likely to share content that engages them, which meant that Dove had to take advantage of the earned media potential of relevant, shareable content by ensuring that it was distributed effectively.

The resulting video series 'Stand Up Descontroladas' was seeded across multiple online platforms. Dove enlisted the support of key opinion formers in the blog space and launched a robust PR campaign on Facebook, Twitter and fashion aspiration sites. The key opinion formers spread the videos by posting entries on their blogs and Twitter feeds that discussed the difference between '#stable women' and '#uncontrolled women'. By the end of the first day, '#uncontrolled' was a trending topic in Argentina. Most of the tweets were linked to one of the Dove branded videos. Videos were hosted on a branded YouTube channel.

Descontroladas - Maria Freytes from CSquared on Vimeo.

Results

'Stand Up Descontroladas' achieved more than 500,000 views during the nine week campaign. 30% of visitors came from Twitter, Facebook, Dove.com.ar and paid media initiatives. 70% of views were counted in Youtube, coming from YouTube search or related video suggestions.

The mix of earned and paid media investment was split 10 % earned + 90 % paid.

The campaign contributed to a 10% increase in Dove's market share. (Source: CCR)

This campaign was shortlisted at the 2011 Festival of Media Latam Awards in the 'Best Use of Digital Landscape' category.

External links

Dove Argentina Twitter

Dove Facebook