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Posts Tagged ‘Outdoor’

Serving up a winner – How timely context enhances a message

Two brands, both alike in dignity, in fair Wimbledon, where we lay our scene. Those lucky enough to be at this year’s Championships at SW19 witnessed a record-breaking feat; the longest tennis match ever. While an exhausted John Isner and Nicolas Mahut – it would almost be a disservice to label either of them as not winners – were convalescing in ice baths with IV drips and (no doubt) comely women at their sides to mop their sweaty brows, it was not just John McEnroe that paid attention to the importance of the match, which ended 6-4, 3-6, 6-7, 7-6, 70-68.

KitKat came up with a simple but brilliant execution for a print ad that ran soon after the match – the principle image being a terrifically distressed tennis ball, along with the final scoreline – that was perfectly on-brand and in sync with its proposition “Have a break”. The second, more amusing exploitation of the match was by Durex, with the end-line “Take pleasure in coming second”. See the ad below. (UPDATE: The video has now been “removed by the user”. Zeitgeist can’t seem to find it elsewhere online. If, good reader, you know where to find it, please let us know.)

Magnum Opus in Digital Activation

April 23, 2010 Leave a comment

Zeitgeist is fast running out of places to dispose of the bodies of clients and colleagues who blithely ask ‘Can we just do something with Facebook?’, ‘Why don’t we just make an app?’ or ‘Let’s do something viral!’ with no thought for what could actually be done or how it would fit into a larger strategic picture.

So, when we see a clever piece of digital activation supporting a larger campaign, it’s only right and proper that we highlight and celebrate it – particularly when the product it is promoting suggests that summer is on the way.

We recently chanced upon this offering from Magnum announcing the availability of Magnum Gold which places ordinary people in a spoof trailer directed by the celebrated Bryan Singer and co-starring none other than Academy Award winning Benicio del Toro and the lovely Caroline Correa. The trailer, based on the cinema version below, shows the three protagonists breaking into a vault to steal 75 million Magnum Golds because they couldn’t wait a day for them to appear in the shops.

Users simply upload their photograph and the app renders their face onto a third character who appears in the film.

The end product is pretty slick and can be shared on the usual social media sites along with downloadable customised movie posters.

When Zeitgeist added their own versions to their Facebook pages they rapidly attracted several approving comments and resulted in friends making their own versions – and the cycle was repeated. Viral box emphatically checked.

The site, which is supported by multiple languages is all part of a £3million campaign including TV, cinema, outdoor advertising, PR, in-store and on-pack promotions. While to some this might seem an expensive way to raise awareness of your ice cream, high profile brand ambassadors are nothing new to Magnum variants who have been promoted in the past by the likes of Eva Longoria and Eva Mendes and with Unilever claiming NPD saw the brand grow 10% last year it’s not surprise they stuck to a tried and tested formula.

So, for having the guts to make something so original and well executed, Zeitgeist is happy to help spread the word that the delicious Magnum Gold is out now.