Best digital campaigns deck produced by the added-value expert Gregory Pouy. Enjoy and Share!

1. WRECK IT !
BABY!!
Grégory Pouy!
gregory.pouy@lamercatique.com!
@gregfromparis!
(produced with love)!
LaMercatique !
1!
Courtesy of Miley Cyrus & Terry Richardson!
2013’S BEST DIGITAL
CAMPAIGNS!

2. #1!
#2!
#3!
Dove – Real Beauty Sketches!
Geico – Hump Day!
Evian – Baby & Me!
THIS PRESENTATION IS NOT A RANKING.
UNRULY HAS ALREADY DONE A PRETTY
GOOD JOB OF THAT! #5!
#4!
#6!
Kmart – Shit my pants!
Cornetto - Yalin!
Budweiser - Brotherhood!
#7!
#8!
#9!
Pepsi Max – Test Drive!
MGM/ Carrie – Telekinetic
Coffee Shop Surprise!
LaMercatique!
Ram Truck - Farmer!
2!

3. THIS IS A PERSONAL
SELECTION OF THE MOST
RELEVANT CAMPAIGNS!
The fox says: !
this presentation is kickass!!
As a marketing professional & blogger, I have
watched tons of videos since 2006 and I very
carefully picks campaigns that I consider relevant.!
“Relevant” means: innovative, creative, touching
or simply different from anything else in the world. !
LaMercatique!
3!

4. 1"
FOLLOW TO UNFOLLOW!
COUNTRY!
BRAND!
TARGET AUDIENCE!
OBJECTIVE!
CHALLENGE!
PUERTO RICO!
PUERTO RICAN GOVERMENT!
PUERTO RICAN YOUTH!
GIVE A REAL IDEA OF WHAT PRISON IS LIKE!
YOUNG ADULTS HATE IT WHEN YOU TRY TO TEACH THEM
MORALS!
LaMercatique!
4!

5. !
!
#1"
!FOLLOW TO UNFOLLOW!
"CONCEPT:"
" Drug trafficking has turned Puerto Rico into one of the most dangerous
!islands.!
! The government’s official voice didn’t seem to have any impact. So it
! decided to make 3 real prisoners talk on twitter about the brutal life that
!they !experienced in prison.!
"
"RESULT:"
"23% of the Twitter population of Porto Rico!
!44% awareness & $1.1 million media impression with $0 paid media!
!VIDEO: https://www.youtube.com/watch?v=76EmBOyJFNo#t=146!
"!
LaMercatique!
5!

6. !
!
# 1"
!KEY TAKEAWAY!
TRUE STORIES!
Reality shows have exposed us to some of the saddest
aspects of human behavior. But people love a true
story.!
Using social networks to help people have an
experience and exchange with people they would never
have otherwise had the chance to meet is a good take.!
LaMercatique!
6!

7. 2"
VOLVO EPIC SPLIT!
COUNTRY!
UK!
BRAND!
VOLVO!
TARGET AUDIENCE! B2B!
OBJECTIVE!
DEMONSTRATE THE BRAND’S « DYNAMIC STREERING »!
CHALLENGE!
MOST OF THE TIME, B2B ADS SUCKS !
LaMercatique!
7!

8. !
!
#2"
!VOLVO EPIC SPLIT!
"CONCEPT:"
"The video plays on pop culture icon Jean Claude Van Damme, great
!music and an astonishing sunset.
!The performance both from the drivers and the actor do the rest."
"An important point: it is very rare that B2B videos go viral. Volvo trucks
!produced 3 videos in 2013, ending with this one!
"
"RESULT:"
"66 million views!
"!
!VIDEO: http://www.youtube.com/watch?v=M7FIvfx5J10!
LaMercatique!
8!

9. !
!
# 2"
!KEY TAKEAWAY!
POP CULTURE!
Don’t underestimate pop culture.!
It is very important to understand all these little
moves in the digital world, so that you can refer
back to them.!
"
"
LaMercatique!
9!

10. 3"
STOP THE BORING PRE-ROLL AD!
COUNTRY!
NEW ZEALAND!
BRAND!
BURGER KING!
TARGET AUDIENCE! YOUNG ADULTS!
OBJECTIVE!
CREATING A FUNNY & APPRECIATED PRE-ROLL AD !
CHALLENGE!
PEOPLE JUST HATE PRE-ROLL ADS!
LaMercatique!
10!

11. !
!
# 3"
!STOP BORING PRE ROLL AD!
"CONCEPT:"
"Pre-roll ads are an easy way to get views, but people absolutely hate them
!and this ad directly acknowledge this fact.!
! By creating 64 contextual ads that were personalized according to what
!the person was looking for, these boring ads were turned into something
!fun.!
"
"RESULT:"
"+16% in the sales of Stunner Meak Deals c/ the sales of 3 weeks prior!
!VIDEO: http://bit.ly/1iaPSws!
LaMercatique!
11!

12. !
!
# 3"
!KEY TAKEAWAY!
YOU MAKE THE RULES!
This is not entirely true, but still what’s very cool with digital is
that you can be creative and move easily out of the comfort
zone.!
There are plenty of tools are available, and when you’re
creative, these tools can become much more powerful.!
Doing a counterintuitive ad by acknowledging that an ad is
boring will gain attention. Then the personalization kicks in
and does the rest.!
!
LaMercatique!
!
12!

13. 4"
THE DAILY TWIST!
COUNTRY!
BRAND!
TARGET AUDIENCE!
OBJECTIVE!
CHALLENGE!
U.S.A.!
OREO!
WORLDWIDE AUDIENCE!
CELEBRATE THE BRAND’S 100TH ANNIVERSARY!
THIS PIECE OF NON-INFORMATION DOESN’T INTEREST
ANYONE!
LaMercatique!
13!

14. !
!
# 4"
!THE DAILY TWIST!
"CONCEPT:"
"In order not to sound just like a very old brand, OREO decided to release one ad
!per day over a period of 100 days, bouncing off the news and what people were
!talking about that day.!
!100 simple visuals that make all the difference.!
""
"RESULTS:"
"231 million media impressions, 443 million views on Facebook, !
!Highest buzz of 2012!
"!
!VIDEO: http://www.youtube.com/watch?v=ZDSc0V3AEnk!
LaMercatique!
14!

15. !
!
# 4"
!KEY TAKEAWAY!
MARKETING IS REAL
TIME, BABY!
OK, this campaign is from 2012 but the case study wasn’t
revealed until 2013 and I’m such a fan of Oreo campaigns
that I just had to push one of their best campaigns ever.!
Also, Oreo understood very early on that it’s all about being
part of the social conversation in real time, bouncing off
what people are actually talking about.!
!
"
"
LaMercatique!
15!

16. 5"
MILKA – THE LAST SQUARE!
COUNTRY!
FRANCE!
BRAND!
MILKA!
TARGET AUDIENCE! EXISTING CUSTOMERS!
OBJECTIVE!
ENHANCE BRAND’S VALUE & CREATE A CUSTOMER DATABASE!
CHALLENGE!
MILKA DOESN’T KNOW WHO ITS CUSTOMERS ARE!
LaMercatique!
16!

17. !
!
# 5"
!MILKA THE LAST SQUARE!
"CONCEPT:"
"« The best square in the chocolate bar is the last one » Playing on that
! insight, the brand manufactured 10 million chocolate bars with a missing
!square. The consumer could either claim it back or send it to !someone
!they love.!
"
"RESULTS:"
"Around 200 000 chocolate squares sent – $ 1,5M earned media!
!VIDEO: http://www.youtube.com/watch?v=H6NWTJyWHqc!
LaMercatique!
17!

18. !
!
# 5"
!KEY TAKEAWAY!
YOUR PRODUCT IS THE
MARKETING!
Even if this operation is not an integrated one, it cleverly mixes
retail and digital, putting the product itself at the center of the
campaign.!
There are very few very creative campaigns for CRM and this
one might well be one of the best in recent years.!
!
!
LaMercatique!
18!

19. 6"
HEINEKEN – THE CANDIDATES!
COUNTRY!
NETHERLAND!
BRAND!
HEINEKEN!
TARGET AUDIENCE! CANDIDATES/RECRUITMENT!
RECEIVE MORE RELEVANT RESUMES!
OBJECTIVE!
CHALLENGE!
RECRUITMENT IS A SECTOR OFTEN A LEFT BEHIND IN
COMMUNICATION!
LaMercatique!
19!

20. !
!
# 6"
!HEINEKEN: THE CANDIDATES!
"CONCEPT:"
"Heineken decided to change completely the way they were hiring people,
! being more interested in the person and his values than in the resume
!itself.!
!To generate interest around the project, they created this crazy video with
!an ultimate test for a new intern.!
"
"RESULTS:"
"317% more CV / + 279% traffic on the HR site!
"!
!VIDEO: http://www.youtube.com/watch?v=JXTxmtM_aPI!
LaMercatique!
20!

21. !
!
# 6"
!KEY TAKEAWAY!
BREAK THE RULES!
Isn’t « corporate » a synonym for « boring »?
It can be...and that’s where things start to get
interesting.!
When discussing « digital transformation »,!
don’t ever forget that HR is at the center of
everything.!
LaMercatique!
21!

22. 7"
SOLAR CHARGER AD!
COUNTRY!
BRAZIL!
BRAND!
NIVEA!
TARGET AUDIENCE! BRAZILIANS!
OBJECTIVE!
SELL SUNCARE PRODUCTS!
CHALLENGE!
HOW CAN YOU GET THE AUDIENCE TO REMEMBER YOU?!
LaMercatique!
22!

23. !
!
# 7"
!SOLAR CHARGER AD!
"CONCEPT:"
!Nivea is positioned as a brand that helps people enjoy the summer.
!The brand went beyond its product range and did some consumer focus thinking
!which helped them determine that what you really miss on the beach is a phone
!charger.
! They created a print ad with a solar charger on the back, so you make sure to
!keep the ad on you.!
"
"RESULT:"
"12% increase in sales compare at last year!
!VIDEO: http://www.youtube.com/watch?v=UYy1GmJgFXA!
LaMercatique!
23!

24. !
!
# 7"
!KEY TAKEAWAY!
CONSUMER FRICTIONS!
Brands are usually very much focused on the launch of their
products and less on the consumer.!
However, within the brand’s sense of purpose, its role is also
to suppress consumer frictions.
Even though this campaign is not digital, it is so relevant that I
had to feature it.!
LaMercatique!
24!

25. 8"
SMALL WORLD MACHINES!
COUNTRY!
INDIA & PAKISTAN!
BRAND!
COCA COLA!
TARGET AUDIENCE! INDIAN & PAKISTANI CITIZENS BUT GLOBAL CAMPAIGN!
OBJECTIVE!
REINFORCE COCA-COLA’S VALUES « CRAZY FOR GOOD »!
CHALLENGE!
CREATE A STORY WORTH TALKING ABOUT!
LaMercatique!
25!

26. !
!
# 8"
!SMALL WORLD MACHINE!
"CONCEPT:"
"The relationship between India & Pakistan is a complicated one. There is
!hardly any communication between the two countries, even though the
!only thing that !separates them is religion.
!Coca-Cola created machines in India & Pakistan that were connected !to
!each other and allowed people from each side to interact!
"
"RESULT:"
"2 million views!
!VIDEO: https://www.youtube.com/watch?v=ts_4vOUDImE#t=85!
LaMercatique!
26!

27. !
!
# 8"
!KEY TAKEAWAY!
CONNECTED OBJECTS!
Interaction has always been key in viralization, however,
technology can now take us even a bit further.!
Here the simple interaction between the 2 machines,
plus the nice story make this idea totally efficient.!
!
!
LaMercatique!
27!

28. 9"
GIVING !
COUNTRY!
THAILAND!
BRAND!
TRUE MOVE H!
TARGET AUDIENCE! GENERAL THAI POPULATION!
OBJECTIVE!
CORPORATE COMMUNICATION!
CHALLENGE!
ARE ALREADY THE MARKET LEADER!
LaMercatique!
28!

29. !
!
# 9"
!GIVING!
"CONCEPT:"
"An emotion-based video aiming to share the value of communication and
!promote the service that TrueMove provides.!
! The business objective for True Move is to raise the upsell into postpaid
!and reduce prepaid!
"
"RESULT:"
"15 MILLION VIEWS ON THE OFFICIAL VIDEO!
!VIDEO: http://bit.ly/1ew3bEX!
LaMercatique!
29!

30. !
!
# 9"
!KEY TAKEAWAY!
EMOTIONS!
This year saw many very touching videos.
When the
storytelling is well-built and plunges you straight away into its
universe (within the first 6 seconds), this definitely helps a
video to go viral.!
!
LaMercatique!
30!

31. 10" A WORD IS BORN!
COUNTRY!
AUSTRALIA!
BRAND!
MACQUARIE DICTIONARY!
TARGET AUDIENCE! WORLDWIDE POPULATION!
OBJECTIVE!
EXPLAIN THAT AN UPDATED DICTIONARY IS COMPULSORY!
CHALLENGE!
HAVE YOU EVER TRIED TO SELL A DICTIONARY?!
LaMercatique!
31!

32. !
#
10"
!
!A WORD IS BORN!
"CONCEPT:"
!To explain how important it is to have an updated dictionaries, the brand invented
!a new word : « phubbing », which describes the act of ignoring someone in favor
! of your smartphone. They created a serious video to explain the research and
!deliver the reveal months afterwards.!
"
"RESULTS:"
" With over 300 million people reached, this word has been introduced and
!installed wordwide. However, we don’t know how many dictionaries were sold!
!VIDEO: https://www.youtube.com/watch?v=ZSOfuUYCV_0!
LaMercatique!
32!

33. !
#
10"
!
!KEY TAKEAWAY!
SOCIAL BEHAVIOR!
Watching people allow you to learn from them.
Ignoring someone in favor of your smartphone is a very strong
trend, and it is very clever to play on this idea and give it a
name.!
However, even though the word is now well installed, we don’t
know how many dictionaries were sold.!
LaMercatique!
33!

34. 11" SLOW!
COUNTRY!
BRAZIL!
BRAND!
DOVE!
TARGET AUDIENCE! BRAZILIAN MEN!
OBJECTIVE!
SELL SHAMPOO TO MEN!
CHALLENGE!
THEY JUST DON’T BUY ANY!
LaMercatique!
34!

35. !
#
11"
!
!SLOW!
"CONCEPT:"
!If you watch a man in a bathroom, you’ll notice that he probably uses whatever
! products are available. Often, these products are his wife’s/GF’s, including
! shampoo. But he doesn’t want to smell like a girl, especially in a more macho
!country like Brazil.!
!The brand plays on what female-targeted haircare ads look like.!
"
"RESULT:"
"Millions of views!
!VIDEO: https://vimeo.com/61930364!
LaMercatique!
35!

36. !
#
11"
!
!KEY TAKEAWAY!
CONSUMER INSIGHT!
This video is went viral for many reasons. But the main
reason is because it plays on consumer insight into
men and how they behave in the bathroom.!
LaMercatique!
36!

37. 12" ALMOST IDENTICAL!
COUNTRY!
ARGENTINA!
BRAND!
BELDENT!
TARGET AUDIENCE! ARGENTINIAN POPULATION!
OBJECTIVE!
SHOWCASE THAT CHEWING GUM IS COOL!
CHALLENGE!
INTEREST IS WEAK IN THIS CATEGORY !
LaMercatique!
37!

38. !
#
13"
!
!ALMOST IDENTICAL!
"CONCEPT:"
!There was a time when chewing gum was part of being cool. But these days, it
!tends to create a bad impression... So where does the truth lie ?!
! To find out, the brand created a exhibition in Buenos Aires’ Museum of
!Contemporary Art, recruiting 5 sets of twins for an installation. Each pair of twins
!was styled exactly the same except for one difference: one twin was chewing gum.!!! "
""
"RESULTS:"
"73% of participants ( 481 persons) said the « chewing twin » looked cooler!
!VIDEO: http://www.youtube.com/watch?v=sk7A56KVNBY!
LaMercatique!
38!

39. !
#
13"
!
!KEY TAKEAWAY!
DON’T TELL ME YOU’RE FUNNY,
MAKE ME LAUGH!
One would expect a chewing gum brand to claim that
its products make you look cool.!
So which is true ? Definitely cooler or bad impression?!
Instead of doing a simple ad saying « be cooler with
gum », the brand proved through this installation that
chewing gum is cool.!
LaMercatique!
39!

40. 13" THE FLYING STORE!
COUNTRY!
KOREA!
BRAND!
EMART!
TARGET AUDIENCE! KOREAN PEOPLE!
OBJECTIVE!
MAKE PEOPLE SHOP MORE AT EMART!
CHALLENGE!
NOT EVERYBODY IS IN A STORE!
LaMercatique!
40!

41. !
#
13"
!
!THE FLYING STORE!
"CONCEPT:"
!Free wifi is definitely something people are a !always searching for, by whatever
!means.
!Emart created balloons that allow people to access to a free wifi signal when
!downloading the Emart app. This app allows them to shop and buy directly from
!their mobile. "
"RESULT:"
"+ 9.5% sales in stores, + 157% online sales & 50 000 app downloads!
!VIDEO: http://www.youtube.com/watch?v=qHGejSWTmvw!
LaMercatique!
41!

42. !
#
13"
!
!KEY TAKEAWAY!
CONSUMER NEED!
If you answer people’s needs first, you stand a good
chance of them downloading your app. And if the app
offers a good experience, they will use it.!
But again, the consumer’s need & experience comes
first.!
LaMercatique!
42!

43. TELEKINETIC COFFEE SHOP
14"
SURPRISE!
COUNTRY!
U.S.A!
BRAND!
SONY/MGM FOR THE MOVIE « CARRIE »!
TARGET AUDIENCE! WORLDWIDE!
OBJECTIVE!
CREATE BUZZ AROUND THE LAUNCH OF THE MOVIE!
CHALLENGE!
MANY BLOCKBUSTERS ARE RELEASED EACH MONTH!
LaMercatique!
43!

44. !
#
14"
!
!TELEKINETIC COFFEE SHOP!
"CONCEPT:"
" To build buzz around the upcoming film, they staged a fake display of
!telekinetic rage in a NYC cafe.!
!Most of the people in the cafe were actors, but there were still some real
! customers. What’s interesting here isn’t the people in the cafe but the
!popularity of this video that reached 52 m views!
"
"RESULT:"
"52 million views!
!VIDEO: http://bit.ly/1iaPSws!
LaMercatique!
44!

45. !
#
14"
!
!KEY TAKEAWAY!
PRANKVERTISING, BABY!
This video isn’t exactly prank, but its supposed to be.!
Anyways, hidden cameras have always been a key
element in viral and we’ve seen many examples of this
in 2013.
The telekinetic coffee shop surprise is probably this
year’s most efficient campaign in that category.!
!
!
LaMercatique!
45!

46. IN A NUTSHELL!
LaMercatique!
46!

47. THE 5 LESSONS FROM HARVARD!
1
PUTTING A IG LOGO DECREASE THE VIEWERSHIP!
you can weave the brand image throughout the ad repeatedly. However your content!
should be intrinsically interesting (even without the brand image).!
2
DON’T BORED THE PEOPLE RIGHT AWAY!
2 emotions are key is video : joy and surprise - In a digital worlds, you should create them!
straight at the start of the video to make sure people will put an interest in watching them.!
3
!
DON’T BORED THEM AFTER 30 SECONDS!
Build an emotional roller coaster – much the way a movie generate suspens by !
alternating tension and relief!
4
HELP THEM TO SHARE YOUR STORY!
People will share a story that is brand new (not on TV) and they can tell by themselves !
5
WHAT IF THE LIKE IT BUT DON’T SHARE,
Surprise but don’t shock. Easy things can be surprising without being shocking depending!
on the culture of the country.!
LaMercatique!
47!

48. HELPING BRANDS BETTER UNDERSTAND
& INTEGRATE DIGITAL!
!
!
Video content should be taken very seriously.!
That is why as a professional marketer but
also a passionate, this is the 3rd year that I
produce this presentation.!
It is my selection of the best campaigns of the
year. !
I also produce a weekly post on my blog and
have a board on Pinterest dedicated to viral
advertising.!
!
This presentation is produced with love and I
really hope, you enjoyed it.!
To request the slides/discuss/have a coffee:"
gregory [.] pouy [at] lamercatique [.] com!
Twitter: @gregfromparis!
LaMercatique!
48!

49. Grégory Pouy!
gregory.pouy@lamercatique.com!
@gregfromparis!
LaMercatique!
49!
Courtesy of Miley Cyrus & Terry Richardson!
THANKS!