Cases

Case Study: McDonald’s Surprise Alarm

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”.

Case Study: Advocard’s Angry Germans

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?

Case Study: Volkswagen Street Quest

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.

Case Study: Hellmann’s Recipe Cart

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!

Case Study: Loom’s Immersive Retail

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.

Case Study: Track My Macca’s

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).

Case Study: All Eyes on S4

Swisscom wanted to create a buzz around the Samsung S4 phone, get it into the press and to get people to talk and anticipate the launch. They decided to create a real-time analogue experience, which would ignite the media coverage. The campaign was called ‘All Eyes on S4’ and it all centred on a competition taking place in 4 main rail stations in major Swiss cities. The result was a worldwide viral video with more than 4 million views on YouTube.

Case Study: Vodafone #Hashtag Holidays

Vodafone had a good offer for roaming, but this doesn’t automatically make the product interesting or exciting. The key was to find something attractive about roaming to communicate this good news. Travelling is definitely something most people would consider enjoyable and desirable and it is in fact, closely tied to Vodafone’s offer. As the target audience was mainly young people, the obvious touchpoint was social media, more precisely Twitter and its ‘hashtagging’ trend.

Case Study: Malmö Hardware Store’s ToolPool

A few years ago, small hardware shops were often found in city centres. Now, big chains are dominating this market, meaning that small businesses are disappearing. Matti Jokela owns and runs Malmö Järnhandel – one of those small hardware stores which in recent years has found it very difficult to compete with large chains in the area. However one consolation is that it is becoming increasingly popular for people to do small repairs at home with their own hands (DIY). The opportunity for Matti was this: consumers are lacking the knowledge and tools to do so but the big chains are not able to provide personal consultation and individual help. Matti came up with an ingenious idea to meet this demand in an environmentally-friendly way.

Case Study: The Exchange

The Organ Donor Foundation of South Africa (ODF) aims to address the critical shortage of organ and tissue donors in South Africa. They have a big challenge on their hands as the donation rate in South Africa is traditionally around 1%.

Together with it’s agency Native VML, the ODF decided to create a revolutionary awareness campaign, which connected organ donation with the very emotive topic of consumerism.  The idea was to ‘sell’ fashion items in exchange for organ donations and do this in an ‘ordinary’ shop inside one of Cape Town’s most popular shopping malls.

Case Study: Bank of New Zealand’s Emotionscan

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.

Case Study: Porsche Macan’s Blind Trade

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?)