Top 10 digital innovations

  • 1. Beats Music

    1. Beats Music

  • 2. Honda, ‘the other side’

    2. Honda, ‘the other side’

  • 3. Dyson 360 Eye

    3. Dyson 360 Eye

  • 4. John Lewis, Monty’s Goggles

    4. John Lewis, Monty’s Goggles

  • 5. Heineken, ‘@wherenext’

    5. Heineken, ‘@wherenext’

  • 6. Google, ‘#frontrow’

    6. Google, ‘#frontrow’

  • 7. Mattessons, ‘FRHANK’

    7. Mattessons, ‘FRHANK’

  • 8. Sky, ‘#ShootTheMovie’

    8. Sky, ‘#ShootTheMovie’

  • 9. Barclays Premier League, ‘heartbeat’

    9. Barclays Premier League, ‘heartbeat’

  • 10. McDonald’s, ‘Little Piccadilly’

    10. McDonald’s, ‘Little Piccadilly’

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1. Beats Music

It is not often that agencies get to add billions of dollars to a client’s net worth and provide impetus for one of the biggest tech deals of recent times. Trent Reznor, the Nine Inch Nails frontman and Beats chief creative officer, and Jimmy Iovine, the company’s co-founder, challenged R/GA London to develop a music-streaming platform that would bring together technology and human curation. The result was Beats Music, a service that "learns" from what music people listen to and what it says about their mood to put together personalised soundtracks.

2. Honda, ‘the other side’

Wieden & Kennedy’s Honda work has been brilliant for many years. With "the other side" for the Civic, the shop showed it is still innovating. The interactive online film switches between a suburban school-run and an art heist at the click of a button. When viewers hit "R" on their keyboards, the action moves to the other story in a neat demonstration of the Honda Civic Type R’s race button. The ad even made it to the front page of Reddit, ordinarily a tough crowd for brands, straight after release.

3. Dyson 360 Eye

After 16 years of research, Dyson launched its ground-breaking robotic vacuum cleaner in September. The robot uses a 360-degree camera and infrared sensors to "see" the rooms in which it is operating and work out where it has and has not cleaned. AKQA developed software to allow people to start, pause or schedule the vacuum cleaner wherever they are using a mobile app. The app also enables users to review the robot’s route through cleaning path maps.

4. John Lewis, Monty’s Goggles

The 2014 John Lewis Christmas campaign is one of the most integrated yet. As part of the activity, Adam & Eve/DDB created an app version of the Monty’s Christmas storybook. Children (and adults) can use Google’s low-cost virtual-reality attachment, Google Cardboard, to turn Android phones into a 360-degree version of Monty and Mabel’s world.

5. Heineken, ‘@wherenext’

In an attempt to keep people drinking as long as possible/ develop their engagement with Heineken/ capitalise on the fear of missing out (delete as appropriate), R/GA devised a service giving tips on where to spend evenings out. By Tweeting to @wherenext and including a geo-tag of their location, users receive suggestions of restaurants, events or clubs in the area. The tips are based on places that are trending on social media and the tool is tailored to the "social currency" of individual cities.

6. Google, ‘#frontrow’

To demonstrate the power of Google Hangouts, the internet giant collaborated with Adam & Eve/DDB to display video streams of Manchester United supporters from around the world on pitch-side hoardings during one of the team’s games. Fans who have never had the chance to go to Old Trafford were beamed into the ground in real time – the first time a live stream has been displayed in that format. It was also the first time that Hangouts has been used outside of a Google environment. An estimated global audience of 100 million watched the match and the film got 2.5 million YouTube views.

7. Mattessons, ‘FRHANK’

As part of its activity for Mattessons Fridge Raiders, Saatchi & Saatchi delivered a box to the garden of a YouTube gamer called Ali A. His subscribers had to crack a code to open the box, which then revealed an artificially intelligent robot. Ali A and his 4.7 million fans are now hard at work training the robot to become the ultimate snacking and gaming buddy. The reveal video was watched more than 960,000 times.

8. Sky, ‘#ShootTheMovie’

To celebrate the launch of Sky’s "buy and keep" service, which posts customers a DVD of the film they have paid to download, Jam devised a Twitter-powered competition that kicked off this autumn. People were encouraged to Tweet #ShootTheMovie to activate a robot that fired DVDs at a target. Those whose DVDs hit the mark won special prizes.

9. Barclays Premier League, ‘heartbeat’

In March, Barclays wired up 36 fans of Arsenal, Tottenham Hotspur, Manchester City and Liverpool to see how the action on the football pitch affected their heartbeats. Working with Dare, the bank also measured how former players such as John Aldridge and Robert Pirès coped with the tension. The films received more than 1.5 million views and showed that a person’s heartbeat increases by 215.5 per cent when their team scores and by 145.5 per cent when they concede. The activity was part of Barclays’ wider #YouAreFootball campaign, thanking fans of Premier League teams.

10. McDonald’s, ‘Little Piccadilly’

With help from Leo Burnett, McDonald’s updated its Piccadilly Circus sign to bring it into the 21st century. Where once stood a static neon sign, there is now an interactive screen displaying the fictional world "Little Piccadilly". Using the website LittlePicca.com, passers-by can create their own animated characters for Little Piccadilly from their smartphones. The scenes are tailored to the weather and time of day, and the activity will be expanded with new functions such as messaging and real-time games.

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How easyJet transformed customer data into emotional anniversary stories
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1 How easyJet transformed customer data into emotional anniversary stories

To showcase innovation and good practice, Campaign is publishing the best case studies from the 2016 Marketing New Thinking Awards, held in association with Sky Media. EasyJet and Havas Helia triumphed in the Data Creativity category for their data-driven work on the airline's 20th anniversary.

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