OgilvyOne had another ‘cosmic’ performance at Friday’s APMC Star Awards.

Out of 15 nominations, 13 Stars were taken away. This included 3 Category winners, across 2 Gold Stars, 3 Silver Stars and 8 Bronze Stars. OgilvyOne was also the most awarded agency. The three Category Winners were for Smirnoff Mule, Cadbury ‘Cow Shed’ and Cadbury ‘Boogie Brows’, and are eligible to go forward to the European Promotions Awards to represent Ireland in their category. The breadth of the success across various clients and categories includes Boots, Kelloggs, Cadbury, The Natural Confectionery Company, HSE and Smirnoff.

The team at OgilvyOne would like to both congratulate and thank all our clients, for placing their trust in our strategic ability and creative flair throughout the challenging 2009 year.

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Bea Kelleher, OgilvyOne

A very non-traditional way (viral) of selling a VERY traditional product
(books) it seems to be effective with over half a million hits in less than
2 weeks on YouTube.

Like a good book, it takes a bit of patience at the beginning, but picks up
by the end. Very beautiful, intricate and arresting creatively. Brave
creative, brave planning, brave client.

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Bea Kelleher, OgilvyOne

It is easier to be fresh in digital because the bar is still being set, or
inventive in TV advertising because the budgets are much larger, or
impressive in multi-channel, interdisciplinary, big budget campaigns
because, well, you can be so thorough with the Big Ideal articulations. So
when I see imaginative, effective and unaffected in more traditional media
- like outdoor – which delivers a brand or product truth, I get very
enthusiastic about it and want everyone to see and love it too.

Ikea in Frankfurt – activation

Like all good activation, it dramatises the benefit to the consumer: in this case, big storage solutions for small city-living apartments. Like all good outdoor, choice of location was also key to the effectiveness of the activity – this idea outside the centre of town would still have been visually impactful, but would have been largely unseen by anyone other than the locals or the industry.

Ikea: Bigger Storage Ideas

The Challenge

Germany’s flats and apartments are full of them: messy corners. That’s why home furnishing store Ikea offers boxes and drawers in all shapes and sizes to meet each and every storage need. Aiming specifically at the large number of Frankfurt citizens living in small apartments, the local Ikea store asked us to promote their storage solutions with a real big outdoor idea.

The Solution

In one of Frankfurt’s busiest streets we disguised the balconies of an entire apartment building as giant versions of Ikea’s drawers and baskets. The awareness created on the street paved the way for the Ikea promotions team to distribute brochures and response postcards.

The Results

Everyday, over 12,000 pedestrians, cyclists and drivers passed the apartment block every day. This accumulated to an impressive 168,000 contacts over the 2 weeks of the campaign. Local newspapers and ad press covered the promotion. Traffic and sales in the 2 Ikea Frankfurt outlets rose substantially.

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Bea Kelleher, OgilvyOne

Thanks to Suzanne Delaney who passed this on to me about the competition to rename Vegemite. Harvesting ideas through social media and engaging customers in the outcome as a principal is well established and generally good. However, you need to take into consideration the wider product audience and cultural context for a brand/product to ensure that the outcome isn’t just dumb.

This was definitely not the case with this following Vegimite story.

The campaign itself was a great idea, and got over 50K entries. But no one sanity checked the result. This can be a weakness of social media campaigns – there needs to be someone who can intervene or resteer if the result is going to be idiotic, too niche, brand damaging or all of the above. Or just someone who can say ‘this is just stupid so we’re not going with it or limit the distribution/lifetime of the result’.

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Bea Kelleher, OgilvyOne

I saw some stuff on this European campaign here and here which, to be frank, I wasn’t mad about. However, it addressed the key message about your boobs being an important part of your life. Wasn’t going to blog on it because it was an OK, but not great, campaign.

Then I saw this.
No mention of breast awareness, not sure what the seahorse has to do with it, don’t think that Lee Jeans are getting anything out of this either.

So, I thought I’d put the two of them together as a comparison on how sensibilities and cultural mores have been allowed to block the message in the US. In a country where cockrels are called roosters I shouldn’t be surprised that they shy away from bluntly using the word or image of a breast. But I am. The message needs to land. Being coy in marketing doesn’t help, but neither does offending people. The Amsterdam series of ads wouldn’t have gone down well in the US but the ads as they currently stand are a waste of money and effort.

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Bea Kellegher, OgilvyOne

You could lose an afternoon easily looking at this site. Stunning and inspirational photography, and it’s great to see Mike O’Toole recieved two honourable mentions.

IPA 2009 Finalists from Lucie Foundation on Vimeo.

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John Milne, OgilvyOne Creative Director

As you’d expect, there’s some great work among the finalists in the 2009 Cannes Awards for Direct Marketing. What’s more surprising is what’s missing. Paper.

For a marketing discipline which was once jokingly referred to as ‘the folding stuff’, there’s remarkably little of it around this year. Basically, if a campaign hasn’t got a significant digital component it probably won’t win, even though no one suggests that DM is any less effective than it was a few years ago. As a result many entries could equally have won in another category. And in fact the overall winner, The Best Job in the World Campaign for Queensland Tourism, did indeed win a Grand Prix in both Cyber and PR.

It is, of course, only fitting that I should be pointing this out to you in a digital format…

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When Cadbury decided to reintroduce their classic ‘Friday Feeling’ TV ad for Crunchie (don’t feel bad, we’re all singing it in our heads now too), OgilvyOne had to bring the idea into the lives of the core target audience (18-24 year olds).

A fully integrated ‘Getaway Friday’ campaign was developed to reach consumers through advertising, an in-store promotion, a radio promotion, and online, mobile & on-street activation.

The in-store promotion and radio promotion (run on the Rick O’Shea Show on 2FM) gave consumers the chance to win one of more than 20 European city breaks with a special ‘Friday Feeling’ twist – winners didn’t find out where they were going until they got to the airport on Friday afternoon! This was supported by a WAP site where entrants could download Crunchie wallpapers and the “I’m so excited” ringtone to their phones, as well as accessing Friday tips for staying in and going out. The excitement was spread even more with a special Rick O’Shea outside broadcast from Dublin airport as the winners were told of their prizes.

59,000 entertainment.ie subscribers also received a weekly branded email which brought them to a special Crunchie page giving them the chance to win more ‘Getaway Friday’ breaks and tickets to top events around the country, as well as offering Friday-themed quizzes and event info.

“One of the best email campaigns we have ever run, the weekend break being the second highest competition entries we have ever seen.” Managing Director, Entertainment Ireland.

Finally, an activation team blitzed over 200 offices around the country on Friday afternoons, bringing that ‘Friday Feeling’ to about 50,000 desks with free Crunchies!

Overall, results were superb, with over 1,500 people entering in-store, over 13,000 visiting the WAP site, 50,000 reading our weekly emails and 20,000 entering our online competitions.

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In an increasingly crowded and competitive discipline, achieving stand out in direct mail is challenging (to say the least). Thus, we are constantly on the look out for innovation in formats. In fact, paper makers, printers, finishers and fulfillment houses beat a well-worn and welcome path to our door to show us their latest and greatest. Things pop-up, pull out, change colour, make noise, interact with your phone, scratch and smell, etc., etc., etc.

One which has tickled our fancy is being used in MUJI’s taste-leaf book (the flat-pack spin on cooking).

Instead of using real herbs, this little book is filled with flavoured sheets of paper that you simply tear off and add to your meal. Each page is embedded with the spice and dissolves into the food, while the moisture and heat ensure the spice mixes in well. The seasoning ratio is already mixed and perfected to save you work, time, and most importantly to their customers’ lifestyles, space.

While we have only seen this in this one iteration, presumably the flavours can be tailored to fit in with your campaign concept.

Rather like WAP sites when they were first launched in all their clunky glory many, many years ago, I have the feeling that there is a clever idea and useful applications in there somewhere, but can’t see it clearly yet.

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