MediaMind’s December Newsletter – The Feed - pays tribute to PayPal for a great holiday campaign. We also took a look back at the other wow! ads from 2012. Enjoy & Happy New Year to all!
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 Paypal Christmas CarouselAdvertiser: PayPalMedia Agency: Zenith Optimedia Creative Agency: The Gate Worldwide SG Format: Expandable Banner Feature: Carousel Vertical: FinanceView demo 
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MediaMind recently spoke with Entertainment Executive Jonathan Tavss about two high-profile promotions for Twentieth Century Fox Home Entertainment – the launch of the Extended Collector’s Edition of AVATAR and the Blu-ray release of PREDATORS. For both launches, the client needed break-out creative to match the intensity and innovation of each film. We spoke with Tavss on his experience with MediaMind and the creative minds at Think Jam.
MM: What were your key goals for these two campaigns?
JT: “For both of these, we were really looking for increased engagement and surrounding buzz. In the case of both executions, my goal was to convey the narrative of the film while expressing some of its best features to connect to those consumers and, hopefully convert them to purchasing or, even better, advocating to their friends.”
MM: How did you plan to measure success?
JT: “Measurables for the effectiveness of the creative were time spent and games played for PREDATORS and Videos Viewed and Time spent for AVATAR.”
MM: What was your concept for Predators?
JT: “In the case of PREDATORS, the interesting thing to me was the pervading question of “who is the
predator and who is the prey?” Based on that, I felt the perfect match for our young, gamer target audience was to provide the feeling that they were dropped directly into the action against a kick-ass foe – The Berserker Predator. My previous experience in building these above-and-beyond rich media units with Think Jam and MediaMind led me easily to this type of execution. In addition to the awesome full-screen game play and interaction the units offered, we also enabled users to seamlessly enter a global MPG – transferring any points they scored within the unit into the game.”
MM: How about the AVATAR release?
JT: “In the case of AVATAR, our marketing strategy was to show off as much video content from the
special features as possible. The no-brainer for the presentation of that content was in trying to recreate the interface from the Basecamp control desks. The direction to everyone was ‘You know those scenes where people moved video elements around the screen at those desks in Basecamp? That’s what we have to do here.’ The final execution on the desktop was elegant and the iPad version was simply sublime.”
MM: Both campaigns performed well above benchmark; how did MediaMind contribute?JT: “MediaMind allows marketers and creative to really shoot for the stars in their rich media campaigns. My experience with MediaMind on these campaigns – and what led to Fox using MediaMind in the States and our other markets – really turned me into an advocate.”
Check out the campaign details and performance data for AVATAR here and for PREDATORS here.
Superhero-style partying into all hours of the night marked MediaMind’s Tenth Annual Rich Media Awards in New York City. But the nominees and winners were from around the world. Here are the winning campaigns:
The 2011 People’s Choice Winner
Personal PC Store – Crispin Porter & Bogusky, Microsoft Windows, Universal McCann
The 2011 Smartest Ad Winner – Americas
White Collar – Glow Interactive, USA Network, Ignited
The 2011 Smartest Ad Winner – EMEA
Specsavers 2011 – Infinite Corridor@Annex, Specsavers, MEC
The 2011 Smartest Ad Winner – Asia Pacific
Yellovator – Clemenger, Millipede, Yellow Pages, OMD Melbourne
The 2011 Smartest Homepage Customization Winner
Allstate Mayhem – CBSi, Leo Burnett, Starcom
Congratulations to all the winners!
Not only did the New Zealand All Blacks win the Rugby World Cup, Rexona’s interactive webcam campaign for the national team recently won MediaMind’s Ad of the month. While both achievements are not ‘exactly’ on the same level, we’re happy for any chance to celebrate. To do so, we spoke with Polly Williams from SparkIQ and with Sesh Moodley from Naked Communications AU, who both worked on the award-winning campaign.
What was the client brief for the Rexona campaign?
Polly: Leverage the All Blacks sponsorship in Rugby World Cup year in a way that cements the Rexona ‘Rituals of Confidence’ positioning. Our goal for this particular creative was to collect enough quality consumer generated videos to run in our ‘play back’ banners on All Black game days. This meant we could keep our campaign fresh, interesting and relevant during the 7 weeks of the tournament.
Sesh: Rexona has sponsored the All Blacks for some time, but this year (2011) would be different. It was Rugby World Cup year, and Rexona would be introducing a limited edition ‘All Blacks’ product range.
The challenge was that the All Blacks were over-exposed, and many brands held sponsorships so we needed to side step the danger of brand misattribution and of course sell shed loads of product.
How did you decide on the concept?
Polly: The first half of our campaign was very much focused on the players’ rituals, so for the final phase we wanted to deliver something that gave fans the chance to get involved in a pre-game ritual – sending messages of Good Luck to the All Blacks. As Rexona is only one of many sponsors, we needed to ensure we landed this in a way that would be completely different from anyone else – and in banner video recording certainly achieved that!
Sesh: Building on Rexona’s established positioning of ‘It won’t let you down’ we arrived at the territory of ‘confidence’ and that took us to the creative platform of exploring the Pre-Match Rituals of players (and fans). Rexona is also a ritual that gives its users confidence for what lies ahead of them. We wanted to create a campaign that was highly emotive and that gave a window into some very personal often and symbolic rituals that the All Blacks players undertake before each match. We also wanted to send out a positive message that could rally the nation and bring confidence to the hearts and minds of the players and fans at a time when some were suggesting the All Black’s might ‘choke’.
I guess we hope that in some small way our campaign might help to give everyone that little extra confidence to win. �
The Flip the Tortilla Interactive Game ad is among the finalists for a MediaMind Rich Media Award. The votes are still being tallied, but there is no doubt this campaign resonated with its target audience in Spain. Meet JAVIER DÍAZ DOMÍNGUEZ, Account Manager at Contrapunto Barcelona, who discusses the idea behind the ad.
What was the client brief for the Flip the Tortilla campaign? In June 2010, Gas Natural Fenosa launched a corporate campaign that also involved launching its new Facebook community .
Gas Natural Fenosa is a company whose objective is to use energy to make its clients’ homes the best place in the world. Because having a full home is key to having a full life. “The best place in the world: my house” aims to be a community where people can share their moments of happiness through a song, an image, a fun video or a few words; things that make us smile and brighten up our lives.
Following the launch of the Facebook community, Gas Natural Fenosa commissioned us to substantially increase fan numbers, with four objectives: awareness, brand linking, positioning the brand in the field of happiness at home and enhancing its social-network actions.
How was this particular rich media ad format chosen?What led us to this format was an idea: we wanted the consumer to interact, to have an active experience with the brand. We could have posted a game on Facebook, which the fans themselves would have made viral, but we set ourselves a greater challenge: allowing anyone to play wherever they were. The challenge grew as we worked on the mechanics of it. Essentially, it was made possible by the support of the media agency and the faith in the idea shown by the client. The reason for the game was incidental, as the fundamental premise was setting up a campaign on a multi-channel (banners and Facebook), simultaneous multi-player, real-time game, something which had never been done in our country.
How did you come up with the creative idea?The way we consume advertising has changed, and consumers want advertising that excites them, that entertains them. We knew about the huge success enjoyed by on-line games, and we knew that this was closely related with the leisure activities that we undertake in our homes and the habits of Spanish Internet users. Furthermore, 68% of Spaniards use the Internet at home and spend an average of 2.5 hours on-line every day, according to the latest studies by the Spanish consumers association OCU. Analyzing consumer lifestyle habits provided us with the data we needed to come up with an idea to create a playful interaction with the brand. The basic idea was an Internet game at home. Then came the point of the game: player-chefs cooking the best Spanish omelette, and we started building the puzzle.
It was a great way for Paypal to showcase its online merchant partners and to engage with users in a truly 
interactive and creative format, encouraging the use of PayPal as a payment gateway for online shoppers.