Mornings are hard for most of us. McDonald’s decided to give consumers a little morning pick-me-up and boost user engagement. They developed an app called Surprise Alarm. Every morning, the alarm app gives its users a nice surprise to start off their day (with McDonald’s). The surprises ranged from free music downloads to actual free giveaways at the restaurant. The app was available both on iOS and Android. The Surprise Alarm app – has achieved over 420,000 downloads and has given out more than 5.9 million “surprises”.
Advocard Rechtsschutzversicherung AG is a legal expenses insurer. Their customers take out insurance policies in case they are sued. In order for someone to do this they have to believe there is a reasonable chance that they will be sued; so it’s good to make potential customers think about such a possibility.
Insurance isn’t the most exciting topic for the majority of the public. Advocard has employed a traditional approach in its marketing initiatives. For ordinary people, insurance products are intangible, generic and it is really hard to tell them apart. So how could Advocard stand out?
Volkswagen has been present in South Africa since 1951. In 2012 VW wanted to celebrate their anniversary in South Africa and bring this nostalgic connection into the social media space to kickstart Volkswagen South Africa’s Facebook Page. So, they launched a Facebook game which challenged users to find as many Volkswagens as possible on South African streets using Google Street View in a custom-designed Street Quest gaming interface.
Hellmann’s wanted to raise awareness of its brand and make consumers’ everyday cooking choices easier. They came up with an innovative idea to enhance the shopping experience and also to sell more Hellmann’s. The solution centred on the supermarket trolley itself. The cart was equipped with a small LCD touch screen and RFID technology which interacts with various ingredients in the supermarket and lets the shopper know of any products that could be combined with Hellmann’s mayo. As a result, in addition to brand awareness, this campaign actually achieved some real incremental sales!
Loom is a multibrand fashion store in South Africa. One of its key challenges is introducing new brands to the local audience. However, it is very hard for independent retailers like Loom to stay on the map with only a limited local audience. They needed to find something that would separate them from others and increase talkability and overall buzz to increase the stores’ retail traffic. The solution was to build a very advanced and a 24/7 interactive technology platform for Loom’s windows. Through this activity, Loom strengthened the relationship with its core customers and is now the hub for retail innovation in South Africa.
For over a decade McDonald’s has been trying to fight the negative rumours/perception about the quality of their food. The biggest player in the fast food business claims to have nothing to hide from its customers. They had been trying to get the message out via traditional offline media, but this wasn’t enough. So they created the TrackMyMacca’s campaign in which they replaced old media with new app that allowed users to track down the ingredients in the food they purchased. In the first month the app was downloaded 45,883 times (once per minute).
Bank of New Zealand (BNZ) is one of New Zealand’s largest banks. As with most financial institutions, the same old scenario applies here: people just don’t trust banks. It’s very difficult to get people to visit a bank branch and discuss their financial situation. BNZ claimed to help customers to ‘Be Good with Money’, but there was nothing to start the conversation between the two parties. Until they created EmotionScan – an online experience that allows people to track their emotional responses to a variety of financial scenarios.
In 2014 Porsche launched a completely new SUV, the Porsche Macan, derived from the Indonesian word for tiger. A problem with this car is that when people think of Porsche, they think of typical sports cars like the iconic 911. So Porsche wanted to find a disruptive way to introduce the Macan and make sure it was perceived just as ‘Porsche’ as all the other models. The campaign was based on the idea: do you dare to trade your car for ANY Porsche? (knowing that Porsche also makes bicycles?)