Agency: M&C Saatchi
campaignlive.co.uk, Thursday, 13 December 2012 08:00AM
Ogilvy & Mather developed an app for Dove that empowered ordinary people to choose positive messages to run on Facebook in place of negative advertising that can destroy self-esteem. The app reached more than 29 million women and triumphed at Cannes and the Campaign Big Awards.
AKQA created an app to give fans control of their favourite MTV content. The app allowed them to watch shows on the go or access MTV on their computer by using their mobile phone as a remote control. Users could also chat about and watch programming together with friends in different locations.
To support the TV ad, Barclaycard launched an augmented-reality game created by Dare. Through the use of skin-tracking technology, three characters from the spot – Mr B, Chomp and Mike – appeared to spring to life in the palm of users’ hands.
With more people increasingly researching cars online before making a purchase, Volkswagen launched a customer engagement app to show off its product range and combination features. The app, by Tribal DDB, helped users to find their perfect car by filtering models by price, performance and fuel type. Customers’ details were then accessed on the showroom floor.
Vizeum created an app for Ikea as part of an integrated campaign designed to send the nation "happy to bed". As well as waking people and reminding them to turn in, this clever app used the knowledge of sleep experts to tell users when they should go to bed based on what time they got up. It also provided useful tips each night on how to enjoy a good night’s sleep. The campaign won two golds at the Campaign Media Awards.
The furniture retailer focused its marketing activity around a mobile app by Starcom MediaVest Group that allowed users to "test drive" sofas in their own homes. Users could browse the Harveys range from within the app and superimpose the products on their phone’s photo-capture screen to view them in any given space. The image could be flipped, depending on perspective, and users were able to try different colour schemes. The app was shortlisted at the Campaign Media Awards.
Boots launched an app by Lida to allow people to send personalised videos and gifts to loved ones they can’t be with at Christmas. Users could search for presents through the app and scan barcodes in-store, which were then added to their online gift list. They could also record a special video message for friends and family to watch while they open their presents.
To enhance the live match experience and get more mileage from its sponsorship of the 6 Nations rugby tournament, the Royal Bank of Scotland launched an interactive "second screen" app by Jam, Engine’s social media and mobile agency, that allowed rugby fans to be part of the action. The app challenged people to predict the results of penalties, conversions, five-metre scrums and line-outs, and compete with friends on Facebook. It was downloaded 100,000 times and engaged users on average for 45 minutes.
Bartle Bogle Hegarty created a first-of-its-kind app that aimed to promote awareness of Barnardo’s work in combating the sexual exploitation of children and raise funds for new services. Building on its award-winning "life story" campaign, the app described the experiences suffered by a victim called Jessica to the charity’s Facebook friends. Users were then given the opportunity to intervene and rewrite the story, creating an anagram of the original words with a positive ending. As a result, Jessica’s Facebook picture changed to one of hope.
To support the British Heart Foundation’s award-winning TV campaign starring Hollywood hardman Vinnie Jones, the charity launched a free app by Grey London explaining how to carry out hands-only CPR on someone in cardiac arrest using hard and fast chest compressions. The app taught people by making use of accelerometer hardware built into most smartphones, enabling them to measure the rate and depth of practice compressions and explaining if they needed to push harder or softer.
This article was first published on campaignlive.co.uk