European digital marketing research company case.digital (previously Best Marketing International) monitors almost 300 digital award competitions Worldwide. Each month we handpick our personal TOP 3 amongst all the regional winners. Three years and hundreds of campaigns later, we were faced with a question: what makes a great campaign? It seems creativity and cool gimmicks is all it takes to grab a Gold Lion. We, on the other hand, see results as equally important. Our goal is to chase down fresh successful campaigns from all around the world and gather further information from all available sources.
An interesting trend has emerged recently, or shall we say, a new technological gadget has appeared on the marketing scene – virtual assistants like Siri and Alexa. It will be interesting to see whether this trend is here to stay or just a temporary fad. Either way, this month’s winner Amazon has convinced us that Alexa’s sophisticated intel can be used to create amazing live experiences. Runner-up Ford’s Safe Cap is a cool innovation from the automotive industry that took the world by storm in 2017. And finally, a rather bizarre campaign from our cold-blooded Scandinavians: Prisma’s 24/7 livestream of nothing more than a simple cash register’s conveyor belt showing other people’s groceries, which somehow became a massive hit in a country of only 5,5 million people.
MAY 2018 WINNERS
First Place: Amazon’s ‘Echo Escape’ by AKQA (D&AD winner, USA)
Everyone knows millennials are immune to advertising and much to Amazon’s dismay – have yet to embrace the world of virtual assistants like Alexa. Amazon wanted to capture their attention to demonstrate Alexa’s amazing capabilities. The world’s first voice powered escape room was set up at New York Comic Con. The 30-minute product demo was based on the story of Tom Clancy’s Jack Ryan. Teams had to use Alexa’s capabilities to gain intel, crack codes, control smart-home devices, interact with live actors and ultimately set themselves free. During the four-day event, hundreds of players used Alexa to escape, while 5,000+ queued for a chance to play. The initiative was followed by a Twitch broadcast featuring top gaming personalities. Viewers could engage in the action and choose whether to help or hinder their progress. The livestream attracted 1,5 million participants, 43,000 gameplay comments and engagements.
Why we love it:
Echo Escape is an interesting mix of several ‘hot’ ingredients. Firstly, the escape room concept hasn’t popped up on our radar before, which is surprising because these attractions are very popular all over the world. Secondly, Amazon’s execution in terms of integrating the tech itself seems impeccable and you almost want to jump in yourself and have a go at cracking the puzzle. And finally, having gained massive attention at Comic Con, they were smart enough to follow it up with an online activation starring modern day superstars aka gamers resulting in irresistible content for picky millennials. Product demo disguised in pure entertainment.
2nd Place: Ford’s ‘Safe Cap’ by GTB Brasil (D&AD winner, Brazil)
Being a trucker is by no means an easy job: long distances, strict deadlines and a bundle of unexpected malfunctions that can occur on the road. The risk of falling asleep behind the wheel is a constant danger to truckers’ lives. To celebrate 60 years of truck production in Brazil, Ford wanted to address this dangerous issue. Ford developed a hat that tracks head movements and alerts drivers in danger of snoozing. Smart Cap was showcased at the largest trade show in Latin America and has since then taken the world by storm: covered in 40 countries, garnered 437mln media impressions and $21 million in earned media.
Why we love it:
Hopefully this isn’t just a one-off stunt from Ford. We’ve seen plenty of innovations from the automotive industry, crafted to trigger a temporary PR explosion, instead of actually implementing those ideas in real life. Nevertheless, Ford has addressed an important issue as well as a good reason to draw some attention at industry events.
3rd Place: Prisma’s ‘#checkout247’ by SOK Media (Vuodenhuipput winner, Finland)
Prisma is Finland’s biggest hypermarket chain. In 2017, Prisma decided to extend the opening hours of their largest store in Helsinki. Being open 24/7 gave Prisma an advantage over competitors. Sadly, these changes were implemented during Midsummer Day holidays meaning that people were heading to the countryside ruling out traditional marketing. It’s also a rather media-empty period so people are turning to their smartphones for light entertainment. Capitalising on the Slow TV trend, Prisma created a livestream from their 24h supermarket showing nothing more than a conveyor belt with other people’s groceries. The first eight hours were streamed on Facebook, the rest on Finnish TV channel SUB. #checkout247 attracted several million viewers and the featured supermarket’s sales grew by 65%.
Why we love it:
If you think about it, Prisma’s idea of a livestream is probably the most boring thing you’ve heard in ages. Maybe it’s a national thing.. who knows? Somehow it worked wonders and the campaign was rejuvenated a couple of months later due to massive demand from the crowd.
Also on our shortlist this month:
France Television’s ‘La Foret – Bet on a Murderer’ by Publicis Conseil (France)
IKEA Singapore’s ‘Human Catalogue’ by BBH London (Singapore)
Opel’s ‘Pay with Views’ by JWT Amsterdam (The Netherlands)
Our team of experts: Hando Sinisalu (CEO of case.digital) and Ann Kruuk (Growth Hacker and Co-Author of “BOGDM: The Storybook and Storybook 2”)