Have you ever wondered what a Chlamydia looks like? Curiosity. That is the basis of the campaign orchestrated for the Ministry of Health by Cartier Communication and their media partners: Vizéum and Espresso Media. Yannick Manuri from Espresso Media shares his insights on this daring campaign developed with Eyeblaster and ALT Productions.

Based on the theme ‘Quite often, there is nothing to see’ overall campaign efforts included posters, bus shelters, Internet, stands in several colleges, as well as tactical and viral events. As ‘nine people out of 10 don’t know that they have an STD (Sexually Transmitted Disease)’ the campaign wanted to remind youth that ‘because you look safe’ is not a valid argument for not using a condom.

The first part of the campaign execution was a video that is circulating on You Tube and various social media sites. The video stars an opera-theatre piece created and presented just before Valentine’s Day throughout eight colleges in Quebec. At the peak of lunch time, in the cafeteria, what seems to be the beginning of a couple’s fight regarding a STD becomes an entertaining musical comedy.



The viral scattering of this video just started and has already generated over 11 000 views on You Tube. The video segment was also integrated in the content portion of several popular sites such as: 33mag.ca, Bombe.tv, Ckoi.com, Cinoche.com, etc.

THE TARGET AND STRATEGY
Espresso Media handled the online portion of this campaign. To reach this highly coveted target audience (15-24 year olds), we needed to be creative in order to surprise them and captivate their attention.
We strongly believed that a standard ad banner would not effectively reach this audience. Actually, we think that one is very disconnected from today’s reality if they believe that a simple bigbox campaign on sites such as musiqueplus.com is efficient to reach the target.

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From interactive video to synchronized video to slow motion to HD, this month’s new & notable campaigns featured in The Blast are not to be missed.


Coke SloMo Snowboard, DK

This homepage takeover features a wannabe snowboarding Olympian practicing in his living room.  Users can navigate between tricks and hit ‘hidas’ to watch the trick again in slow motion.

Media: Wunderman
Creative: Wunderman
Format: Expandable Banner Takeover
Interactive Feature: Interactive Video
Vertical: CPG







 

Pepsi or Pesi Poll, ES

This Spanish campaign resulted from Pepsi’s insight from Latin America that many Spanish speakers can pronounce the brand’s name more easily and phonetically without the second “P.”. In a new commercial-within-a-commercial,  Spanish soccer star Fernando Torres gets fed up when the director keeps correcting the way he says “Pesi” on camera.’  Users can vote for whether they prefer ‘Pepsi’ or ‘Pesi.’

Media: OMD
Creative: La Despensa
Format: Expandable Banner Takeover
Vertical: CPG

Sherlock Holmes Share on Social Media, FR

Media: Mediacom
Creative: Monstre
Format: Expandable Banner
Interactive Feature: HD video, Social Connect
Vertical: Entertainment

Wolfman Homepage Takeover, UK

After watching a video strip, users can continue their journey in the banner with the Wolfman by downloading wallpaper, viewing a picture gallery, playing a TV spot, opening a moon widget and linking to the movie’s Facebook page.

Media: Mediacom
Creative: Creative Partnership
Format: Expandable Banner Takeover
Interactive Feature: Microsite ad, Social Connect
Vertical: Entertainment

South Australia Tourism Sync, AU
This is a classic example of the power of synchronized ad that makes it fun for the user to explore what’s behind the closed doors with separate links to what most interests the user to visit in Australia.

Media: KWP
Creative: KWP
Format: Synchronized Unit
Vertical: Travel

We are pleased to bring you an interview with Mario Sánchez del Real, General Creative Director of Netthink. Mario discusses the interactive campaign that netthink and Isobar recently launched for MINI. He shares how they took advantage of the opportunity to use a big impact format to come up with something more entertaining and a ‘deeper than usual’ banner. Read on to see why this campaign was chosen as The Spotlight Campaign in The Blast Newsletter by Eyeblaster.

What was the client brief for the MINI campaign? Do an impactful, big and interactive piece that everyone likes so we can be doing interviews after it. MINI is the perfect client to match to Netthink and Isobar’s way of creating time with users, and this case is a good example of that.

How did you decide on the concept of an interactive video with a therapist? The campaign is part of an integrated MINI campaign whose theme is MINI – Better than Therapy; the issue is how you make a good offline concept turn more interesting online. Involving the brand with user interaction is a way of having a better brand communication. The perception of it becomes rather different than just an ad.
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