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Sony Music Entertainment: Why this Kolaveri Di?
Case Studies on Warc, Jack in the Box Worldwide, 2013
This case study describes how Sony Music, the entertainment company, distributed a song - Kolaveri Di, meaning "murderous rage" - from a Tamil film to a non-Tamil speaking audience in India.
This case study describes how Sony Music, the entertainment company, distributed a song - Kolaveri Di, meaning "murderous rage" - from a Tamil film to a non-Tamil speaking audience in India. This was to generate revenue through caller ring back tone downloads and buzz for the audio CD. The campaign used social media to launch and promote the song, matching up the essence of the song with the common behaviour of venting frustration online. Along with a link to the song on YouTube, the hashtag #WhyThisKolaveriDi was tweeted in conjunction with topical issues. The phrase was a line from the song that could be used when one was irked by a situation or by someone, and capturing a national mood it led to a cultural meme. The song's video garnered most of its views from the desired male target audience. As well as widespread sharing on social media, the caller ring back tones were downloaded two million times, generating substantial revenue before the CD was even released.
Samsung Hope Relay
Direct Marketing Association - UK, DMA Awards, Silver, 2012
The Samsung Hope Relay app was designed to engage users with Samsung, the consumer electronics brand, during the UK-wide torch relay that ran prior to the London 2012 Olympic Games.
The Samsung Hope Relay app was designed to engage users with Samsung, the consumer electronics brand, during the UK-wide torch relay that ran prior to the London 2012 Olympic Games. The app, which was able to log distance by GPS, was designed to help people raise money for a range of charities, with Samsung itself donating £1 for every mile recorded. As an official Olympic sponsor, Samsung was able to leverage several sporting celebrity supporters to promote the campaign. The app itself asked users to create custom avatars that could be uploaded to Facebook to encourage friends to participate. The avatars of the best performing fundraisers were displayed on the side of the Samsung Caravan tour bus, which followed the torch procession around the UK. Users could keep track of their progress through maps, stats, leader boards and a tally of money raised. The app received a rating of 4 out of 5 on Google Play and 3.5 out of 5 on iTunes. Users in the five top performing towns in the UK ran over 70,000 miles.
Samsung LED 3D TV: 3D Projection Mapping
Cannes Creative Lions, Creative Effectiveness Lions, 2012
As the first-to-market 3D television in Holland, Samsung needed to convince consumers that its 3D technology was substantially different from existing TVs and establish itself ahead of the competition.
As the first-to-market 3D television in Holland, Samsung needed to convince consumers that its 3D technology was substantially different from existing TVs and establish itself ahead of the competition. Its goals were to use social media to generate excitement, build brand awareness and increase overall market share. Samsung created a unique interactive outdoor 3D projection in Amsterdam, demonstrating the technology and engaging consumers with product demonstrations, a YouTube video takeover and competitions. The event was reported on by over 2,000 websites in 120 countries. Brand health measures such as preference and recall increased significantly. Samsung holds 100% 3D share, and grew its LED share by 30% and LCD share by 25%.
Philips: Semangat 2011
Shervin Seah, Warc Prize for Asian Strategy, Entrant, 2011
This campaign for Philips Indonesia leveraged social media, especially Twitter, to drive traffic to the company's recently-launched new consumer products website, to reframe Philips as the brand advocate for the personal well-being category.
This campaign for Philips Indonesia leveraged social media, especially Twitter, to drive traffic to the company's recently-launched new consumer products website, to reframe Philips as the brand advocate for the personal well-being category. Semangat 2011 (meaning "Happy New Me") encouraged Indonesians to tweet their New Year resolutions and win Philips products as prizes. Within nine days, the campaign increased traffic to the newly-launched Philips.co.id website (495% increase in page views; 45% increase in visits; 299% increase in page views/visits). It also received 12,945 contest submissions, exceeding the target by 62%.
Samsung: An unmatched lifelike 'Avatar' experience
Wendy Yeo, Warc Prize for Asian Strategy, Entrant, 2011
To win in Singapore's fast-paced and highly competitive consumer electronics market, the breakthrough of any technological product has to be fully and quickly exploited.
To win in Singapore's fast-paced and highly competitive consumer electronics market, the breakthrough of any technological product has to be fully and quickly exploited. The launch of Samsung's new 3D TV focused on these imperatives, with each element in the resulting campaign - advertising, experiential and PR - focusing on the product's innovative promise. It drove a 631% increase in sales of LED TVs compared with the same 10 weeks the previous year. And a month-on-month sales rise of 15% for 3D LED TV from April to June 2010.
Memorex: Pain Inspired Design
Jay Chiat Strategic Excellence Awards, Honorable Mention, Innovative Design, 2010
OLSON Minneapolis relaunched Memorex, an outdated brand with a lacklustre product line and a tiny marketing budget, as the first consumer electronics brand to appeal to women.
OLSON Minneapolis relaunched Memorex, an outdated brand with a lacklustre product line and a tiny marketing budget, as the first consumer electronics brand to appeal to women. Specifically the untapped and under-served market of Moms and their families. Rather than focusing on advertising they channelled energy into helping Memorex completely redesign its products, using pain as an approach. Retailers signed up to carry the new line in droves with all major US retailers agreeing to carry the new line.
Philips: Philips Cinema 21:9
European Association of Communications Agencies, Silver winner, Euro Effies, 2010
Philips' 21:9 Cinema - a premium-priced flat-screen TV - successfully differentiated itself via this campaign, based on an online and offline "cinematic event".
Philips' 21:9 Cinema - a premium-priced flat-screen TV - successfully differentiated itself via this campaign, based on an online and offline "cinematic event". The first, digital-only, phase of the campaign, targeting trendsetters, featured an interactive film consisting of a single tracking shot - which users could interact with by moving the camera back and forth. They could also change the aspect ratio: highlighting the benefits of the advertised product. The campaign then moved into other media. Philips achieved a 10% sales boost for 2009, ahead of its target of 4%.
Verizon Wireless - How Sweet the Sound
Effie Worldwide, Gold, African-American, Effie Awards 2009
Struggling to gain market share in the African-American segment, Verizon Wireless took a completely new approach to connect with this community, launching a gospel choir competition, “How Sweet the Sound.” The competition culminated in an electrifying concert at the FedEx Forum arena in Memphis in October 2007.
Struggling to gain market share in the African-American segment, Verizon Wireless took a completely new approach to connect with this community, launching a gospel choir competition, “How Sweet the Sound.” The competition culminated in an electrifying concert at the FedEx Forum arena in Memphis in October 2007. The multi-channel, integrated campaign, involving online, TV, radio, newspaper, out-of-home, mobile, direct mail and email, touched the hearts and souls of the community and dramatically accelerated Verizon Wireless sales and market share.
Apple Computer, Inc.: Silhouette campaign
Kevin Teague, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 131-145
Released by Apple Computer, Inc., in November 2001, the iPod rapidly grew in sales and by 2005 had become the world's top-selling MP3 player.
Released by Apple Computer, Inc., in November 2001, the iPod rapidly grew in sales and by 2005 had become the world's top-selling MP3 player. With a 1,000-song capacity, the first iPod worked only with Apple computers and retailed at $400. From 2003 to 2005, however, Apple ferociously promoted five new Windows-compatible iPod models, along with the company's digital music store, iTunes. In an attempt to define the fun associated with the iPod brand and to steer advertising away from the Apple computer, the company released its "Silhouette" campaign. In October 2003 ad agency TBWA\Chiat\Day (TBWA\C\D) introduced outdoor "Silhouette" ads in Los Angeles, followed by a nationwide print and television launch. All ads displayed black silhouettes of people listening to white iPods and dancing in front of radiant green, yellow, fuchsia, and pink backgrounds. The television spots were accompanied by upbeat music from bands like N.E.R.D. and the Black Eye Peas. The band U2 shocked fans and critics in 2004 by endorsing iPod through the release of a new single, "Vertigo." Shrugging off criticism, U2's front man, Bono, stated that the iPod was "the most beautiful object art in music culture since the electric guitar." Seventy-two hours after the U2 endorsement, Apple stock reached a 52-week high of $53.20 per share. Apple reportedly spent $49.6 million on the "Silhouette" campaign between January and August of 2004. Not only did "Silhouette" earn TBWA\C\D a Global Effie from the New York American Marketing Association and a Kelly Award from the Magazine Publishers of America, the agency was nominated as the U.S. Agency of the Year for 2004 by Adweek. Even though analysts' early forecasts for iPod sales were $400 million, product improvement and the "Silhouette" campaign helped Apple reach an incredible $1.2 billion in net sales during the first quarter of 2005 alone. Despite the fact that iPod's market share had dropped from 92 percent in October 2004 to 87 percent by March 2005, demand still overshadowed supply.
Sony Corporation of America: What's Next? campaign
Chris Amorosino, Encyclopedia of Major Marketing Campaigns, Volume 2, 2007, pp. 1531-1534
At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign.
At least four factors converged to make April 1997 the time for Sony Corporation of America to introduce a new brand-advertising campaign. Sony knew that as electronic technology continued its rapid pace of change the importance of a strong brand name would increase. Companies built around a product today might be unknown tomorrow if technology made that product or its category obsolete. A second factor was that Sony stood poised to unleash several major new digital products. This change would bring Sony into competition with new, powerful Internet and computer companies with high name recognition and vast resources of their own. Thirdly, Sony was better known among baby boomers than with younger generations. It wanted to groom its future customers for a lifetime relationship with Sony. A fourth factor was the desire to capitalize on a Sony strength while humanizing it. For 50 years Sony was a leading innovator in consumer electronics—a history of accomplishment worthy of being touted—but not without stressing the importance of people.The "What's Next?" campaign broke in the April 14, 1997, issue of U.S. News and World Report. Lowe & Partners/SMS of New York created the print campaign, its first major effort for Sony after winning the $50 million account two years earlier. The six double-page print ads all featured black-and-white photography of children. Copy was minimal. Each ad closed with a chronological list of four electronics products followed by the phrase "What's next?" and the Sony name. Industry sources listed the budget as $10 to $15 million.One ad featured a young child, wading in waist-high water, peering down into the water. Six short lines of small copy read: "He doesn't know what a phonograph is. He's never heard of 8-track. The only time he saw an LP was in his grandparents' attic. CDs and diskettes are his parents' toys. What will be his?" In one small line below were the words "Walkman Home VCR CD Digital Satellite System What's next? Sony." A second ad showed two bare-chested boys standing back to back as they glared out at the reader. The four lines of copy read: "Their grandfathers fought over toy trucks. Their fathers fought over electric trains. They fight over the remote. What will their kids fight over?" Small type below continued, "Transistor Radio Trinitron Home VCR Digital Satellite System What's Next? Sony." A third in the series showed three girls sitting on a stone wall with their backs to the viewer and their arms around each other. Among the banks of billowing clouds that composed most of the ad, the copy read: "Their grandparents used letters to share a funny story. Their parents used a wire to confess an intimate thought. They use a cell phone to reveal a piece of gossip. What will their kids use to make each other smile?""What's Next?" was unusual in that most Sony advertising was product-specific. It also was the first time Sony tied brand and product advertising together. Each double-page ad led into a third full-page, product-specific ad. According to Patrick Flaherty, Sony Electronics senior vice president of marketing services, this technique allowed Sony to not only raise an important question but also to supply the answer. The third product page was continually updated with new products like Sony's WebTV Internet terminal. Gary Goldsmith led the creative team, while Dean Hacohen wrote the copy.
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