THE BOOK OF LISTS: The 10 Best ambient campaigns
campaignlive.co.uk, Monday, 17 December 2001 12:00PM
1. Unicef "leaf" campaign
With winter coming up in Afghanistan this activity perfectly raised
awareness of the plight of children. Five thousand of the leaves were
distributed about London to remind people that the cold in the capital
will be nothing compared with that faced by the refugees. Beautifully
Media buying and planning: TBWA/GGT Direct
Creative: TBWA/GGT Direct
2. Batchelors Super Noodles' "Vindaloo"
Mother and Naked created the biggest ever pub and student union campaign
to position Batchelors' limited edition vindaloo-flavoured Super Noodles
as part of lad culture. Brilliantly disgusting, Naked turned washrooms
into vindaloo "Blast Zones" complete with emergency cooling instructions
on cubicle doors and police-type tape stuck on to doors warning: "Danger
ringburn in progress."
Media agency: Naked Communications
3. Pizza Hut Bracknell
The plan was to target shoppers with a Pizza Hut "eat as much as you
like for £4.99" offer as they drove into the car park at Princess
Square Shopping Centre in Bracknell. Using T4 Media's Ticketboy system,
Pizza Hut was able to estimate how many people had seen the ad at the
ticket barrier. The local branch estimated that lunchtime sales had
doubled from the first day the campaign was launched.
Media planning and buying: PHD
Creative: Abbott Mead Vickers BBDO
4. Nike's "Book of Lies"
A witty campaign with the idea that women often lie to themselves about
their weight or fitness. The "Book of Lies" was distributed through Nike
stores and was backed by humorous activity at local gyms. Stickers were
placed on running machines saying "1km = 1 mile" and stickers on mirrors
convinced women across the country that their abs really do look good. A
welcome burst of knowing humour in the serious world of the gym.
Media strategy: Wieden & Kennedy
Media buying: MindShare
Creative: Wieden & Kennedy London and Amsterdam
5. TBWA's Saatchi & Saatchi stunt
Who said that ad agencies weren't childish? The Charlotte Street boys'
proclamation that bill posters were welcome on the boards outside as
they completed their office makeover was like a red rag to a bull for
the cheeky TBWA creatives. The Whitfield Street crew nipped round in the
morning and obliterated Saatchis' message with huge letters saying:
"You'll get a better reception at TBWA."
Media planning and buying: TBWA/London
6. Beating Bowel Cancer's "Cerne giant"
To raise awareness of its "Loud tie day" event, the charity Beating
Bowel Cancer covered the genitalia of the Cerne Giant, a 180ft chalk
carving in Dorset, with a huge tie. A fun way of getting people to talk
about a taboo subject.
Media planning and buying: Cunning Stunts
Creative: Cunning Stunts
7. Royal & Sun Alliance's "Where's Lucky?" campaign
The launch of Royal & Sun Alliance's new range of moreth>n products was
introduced with an ambient campaign including flyposting and a range of
other outdoor activity. Although the TV advertising teasers got really
annoying, the ambient element worked well in building anticipation. The
best bit was a team of actors driving around cities in old Nissan cars
pretending to passers-by that they'd lost their dogs and asking them to
phone a number if they spot Lucky.
Media planning: Manning Gottlieb Media
Media buying: Manning Gottlieb Media
Creative: Ogilvy & Mather
8. VSO's "Volunteering world"
Piss-poor street performers, postcards advertising prostitutes services
and wonky posters erected by amateurs all made up this great campaign to
tempt passers by to try volunteering work. The highlight was a street
performer busking in central London with a sign alongside apologising
for the absence of the real entertainer who is away teaching drama to
children in Africa.
Media planning: Leonardo
Media buying: Starcom Motive
9. Imperial Leather's BT phonebox ads
An ad appealing to the basic instincts of every male passer-by, this
campaign was clever in giving the appearance of a shower to BT phone
boxes. The door of the phone box had a full length image of a woman
soaping herself into a lather. A good way to sex-up the relaunch of an
old brand. The only disappointment was to find the usual broken phone
when you opened the door.
Media planning and buying: CIA UK
10. HSBC's "Partners for London" programme
HSBC's impressive sponsorship of corridors and jetties at Heathrow
Airport has created significant impact among both leisure and business
travellers. Welcome signs have also been installed at other London
airports along with branded flower baskets in Westminster. A great way
to build brand awareness while supporting community initiatives.
Media planning and buying: PHD
Creative: Lowe Lintas
This article was first published on campaignlive.co.uk
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