digital creativity report: 100 inspiring case studies for 2014

100 INSPIRING CASE STUDIES FOR 2014

DIGITAL

REPORT

DIGITAL TERRITORY IS DIGITAL A MEDIA? A FORMAT?

A CHANNEL? A TOOL? A TECHNIQUE?

DOES DIGITAL HAVE A DEFINITION?

At W, we do not want to rush into defining digital, since we believe,

like a brand, that digital is a wide range of practices, ideas and resources.

Like brands, digital is a territory, with all the associated complexity.

Inhabitants, a culture and a history; conventions, practices and laws; a philosophy and battles.

DIGITAL CREATIVITY I FEBRUARY 2014 2

DIGITAL TERRITORY In this Digital Creativity report, we have chosen

to focus on one part of this vast territory – the advertising approach.

What is a digital idea? What are the mechanics and motives of these ideas?

BUILDING ON THE 500 CASE STUDIES FEATURED ON THE W BLOG IN 2013,

TODAY WE OFFER YOU 100 CASE STUDIES BROKEN DOWN INTO THREE TRENDS.


All the case studies contained in this report are international, carried out in countries other than France.


DIGITAL

How do brands use digital to provide real evidence of

their message?

DIGITAL

How do brands use digital to offer "added value"

to consumers?

DIGITAL

How are brands adopting the digital culture to adapt to the age?

1 2 3

1.1 UX-PROOF

1.2 “IT’S A TRAP!”

1.3 BORN IN THE STREET

1.4 IMPOSSIBLE IS NOTHING

1.5 THIS IS NOT AN AD

1.6 PROOF “IN PROGRESS”

1.7 SLIGHT EXAGGERATION!

2.1 BEYOND THE AD

2.2 “YOU HAVE A MESSAGE”

2.3 A HELPING HAND

2.4 SOCIAL UTILITY

3.1 THE 5 COMMANDMENTS

3.2 DIGITAL DETOX

3.3 YES WE CAN

3.4 AN IDEA OR A PET

3.5 LIKE A VIRGIN

3.6 DIGITAL HOLD-UP

3.7 WTF

DIGITAL


HOW DO BRANDS USE DIGITAL TO PROVIDE REAL EVIDENCE OF THEIR MESSAGE?

1

DIGITAL


1

WHAT'S NEW? BRANDS' ATTITUDE Rather than offer proof of their message via scientists in white coats, they are creating events allowing customers and consumers to conduct real-life experiments to provide proof of the product.

Real experiments, mostly using staged shoppers, are filmed and broadcast to support advertising space on the web and sometimes on TV. This allows millions of consumers to learn the results of an experiment they have not taken part in, like those they were told about in the era of researchers in white coat. Basically what is new about this advertising is that actors playing consumers have replaced actors plating scientists.

WASHING POWDER WHICH WASHES WHITER, SHAMPOO WHICH MAKES HAIR STRONGER, OR SUGAR-FREE PRODUCTS AS DELICIOUS AS HIGHER CALORIE VERSIONS – BRANDS ALWAYS HAVE SOMETHING TO PROVE. Digital has provided these brands with new ways and new tools to convey these messages. Ariel washing powder creates a connected laundry in a train station, Unilever shampoos organize a concert with violins whose strings have been replaced with hair, Coca-Cola tricks plane passengers and a cinema audience to demonstrate that Zero is just as good as the original product.

DIGITAL

HOW DO YOU PROVIDE PROOF THROUGH A DIGITAL CAMPAIGN?

7 UNDERLYING TRENDS


1 2 3 4 5 6 7

UX-PROOF “IT’S A TRAP!” BORN IN THE STREET

IMPOSSIBLE IS NOTHING

THIS IS NOT AN AD

PROOF “IN PROGRESS”

SLIGHT EXAGERATION!

1

1 1 DIGITAL

UX-PROOF WHEN A CAMPAIGN OFFERS PROOF THROUGH EXPERIENCE

PLACE THE TRUTH IN FRONT OF THE CONSUMER WHO IS MORE ATTENTIVE DUE TO BEING A PARTICIPANT


MELBOURNE REMOTE

CONTROL TOURIST

The Melbourne gives web-users the pleasure of exploring the city via remote-controlled tourists who do what they are asked.

http://wcie.io/DC_melbourne

1 1 DIGITAL

UX-PROOF


The volunteer association counselling people considering suicide

presents a suicide via an interactive poster.

http://wcie.io/DC_samaritans

To give the cinema audience a sense of what it is like to be homeless, the charity turned the

air-conditioning up to maximum. QR codes on the blankets handed out allowed the

audience to make donations.

The car manufacturer plays the tapping on the shoulder joke

to promote its rearview mirrors with no blind spot.

http://wcie.io/DC_fiftyfifty http://wcie.io/DC_volkswagen

(+)

1 1 DIGITAL

UX-PROOF


The washing powder brand aims to demonstrate to young students

that there is nothing complicated about washing clothes with Tide

by offering them a self-washing T-shirt.

http://wcie.io/DC_tide

The restaurant chain promotes balanced meals for children

by allowing parents to watch their offspring

do the shopping by themselves.

http://wcie.io/DC_subway

(+)(+)

1 2 DIGITAL

IT’S A TRAP! WHEN A CAMPAIGN TRICKS A CONSUMER IN ORDER TO OFFER PROOF OF A MESSAGE

SURPRISE THE CONSUMER BY ILLUSTRATING THE PROOF IN AN IRREFUTABLE WAY


COCA-COLA ZERO

PASSENGERS

The brand tricks aircraft passengers to prove that Coca-Cola Zero has the same taste as Coca-Cola. The passengers thought they were drinking the original product when in fact it was the Zero version.

http://wcie.io/DC_cocacolazero

1 2 DIGITAL

IT’S A TRAP!


The brand associates its image with friendship and invites some of its consumers

to trick their best friend by asking them to pick them up from an

illicit poker game.

http://wcie.io/DC_carlsberg

A horror film festival terrifies guests by sending them

photos of their houses via MMS.

To promote its deodorants, Nivea stresses out passengers in a train station by

making them believe they are wanted by the police.

http://wcie.io/DC_elmsta3000 http://wcie.io/DC_nivea2

(+)

1 2 DIGITAL

IT’S A TRAP!


To mark the release of the horror film “Carrie”, Sony Pictures set up a candid camera

to present customers in a café with paranormal phenomena.

http://wcie.io/DC_sony

Taking advantage of Halloween and the excessive sugar consumption at

that time of year, the brand tricks children by offering them vegetable treats.

http://wcie.io/DC_oralB

(+)(+)

1 3 DIGITAL

BORN IN THE STREET WHEN A CAMPAIGN CREATES ASTONISHMENT

A DISTURBING OR UNUSUAL SCENE TO AROUSE CURIOSITY AND CREATE SUBJECTS FOR DISCUSSION ON THE WEB


LOVEVELO BUBBLE

WRAP

The charity demonstrates the importance of wearing a bicycle helmet by covering Zurich's landmarks with bubble wrap

http://wcie.io/DC_lovevelo

1 3 DIGITAL


The charity creates shock by highlighting how long the wait is to receive an organ by placing a patient on a

station platform.

http://wcie.io/DC_fursleben

The city of Sydney creates a sculpture from cigarette butts to remind smokes of the negative impact of

cigarette butts on the environment.

The largest bank in the Middle East emphasizes its overwhelming presence by inventing ATMs which can

move around.

http://wcie.io/DC_sydney http://wcie.io/DC_emiratesNBD

(+) BORN IN THE STREET

1 3 DIGITAL


The charity denounces forced marriages with lovers demonstrating their true love by unlocking padlocks.

The “Free the forced” padlocks feature a QR code linking to a donation site.

http://wcie.io/DC_freetheforced

The Argentinian daily paper, tired of reporting on road traffic accidents,

creates signs out of wrecked cars.

http://wcie.io/DC_lavoz

(+)(+) BORN IN THE STREET

1 4 DIGITAL

IMPOSSIBLE IS NOTHING WHEN A SIMPLE ANALOGY CREATES A SURPRISING EVENT

MAKING THE IMPOSSIBLE OR UNBELIEVABLE POSSIBLE IN ORDER TO MAKE AN IMPRESSION AND OFFER PROOF OF A PRODUCT ATTRIBUTE


UNILEVER CONCERTO

In order to promote its hair care products, Unilever organizes a concert in which violin bow strings are replaced by real human hair.

http://wcie.io/DC_unilever

1 4 DIGITAL



The energy drink brand promotes its product by

driving a truck running on Euglena as its only fuel.

http://wcie.io/DC_euglena

To mark the International Day on Prevention of Child Abuse,

a newspaper was printed entirely from children's first names.

The energy drink creates a machine to recharge mobiles from old batteries

thought to be empty.

http://wcie.io/DC_unesco http://wcie.io/DC_vitamilk

(+)

1 4 DIGITAL



The mobile demonstrates how easy it is to change package in the blink of an eye via a video using face

recognition, changing scenes when the watcher blinks: blinkwashing.

http://wcie.io/DC_virginmobile

(+)(+)

1 5 DIGITAL

THIS IS NOT AN AD WHEN A PRODUCT BECOMES THE SOURCE OF ARTISTIC CREATIVITY

CREATING A CULTURE OR A LEGEND AROUND YOUR BRAND OR PRODUCT


INTEL & TOSHIBA

THE BEAUTY INSIDE

“The Beauty Inside” is a film released on YouTube in several parts, designed to prove that genuine beauty lies within. The tool allowed web-users to take on the role of the hero.

http://wcie.io/DC_Inteltoshiba

1 5 DIGITAL

THIS IS NOT AN AD


The hi-fi brand promotes its new helmet by holding a virtual festival musical.

By scanning posters, consumers can watch

concerts by popular groups.

http://wcie.io/DC_sony2

To thank its Facebook fans, the ketchup brand commissioned artist Nathan Wyburn

to produce portraits of a number of ketchup fans.

The international charity combatting arms dealing

organized an exhibition featuring paintings created from blood from murders:

the exhibition which should not have existed.

http://wcie.io/DC_felix http://wcie.io/DC_controlarms

(+)

1 5 DIGITAL

THIS IS NOT AN AD


The sports equipment manufacturer teamed up with director Casey Neistat

to promote its Fuelband bracelet.

http://wcie.io/DC_nike2

(+)(+)

1 6 DIGITAL

PROOF “IN PROGRESS” WHEN PROOF IS PROVIDED IN REAL TIME, IN FRONT OF THE CONSUMER'S EYES

SHAPE THE SITUATION IN REAL TIME TO REINFORCE SENSATIONS OF PROXIMITY, COMMITMENT AND TRUTH


WWF ALLFORBEAR

The NGO launches an interactive website to raise people's awareness of global warming. As more individuals register, the ice pack expands saving more polar bears.

http://wcie.io/DC_WWFmoscou

1 6 DIGITAL



The charity fighting family violence emphasizes that alcohol often plays a harmful role

via coaster with thermographic ink

http://wcie.io/DC_shine

The NGO attacked deforestation by removing the turf from

a football pitch during a live match.

The sports equipment manufacturer promotes its new Flyknit running shoe, “as if knitted on your foot”,

with a giant display in which the running shoe is knitted in real time on a foot.

http://wcie.io/DC_WWF http://wcie.io/DC_nike

(+)

1 6 DIGITAL



The car manufacturer promotes its New Beetle

by organizing a live insect race proving that the little creatures

are not so slow.

http://wcie.io/DC_volkswagen3

(+)(+)

1 7 DIGITAL

SLIGHT EXAGERATION! WHEN A CAMPAIGN ILLUSTRATES THE PROOF IN A GLIB WAY

TAKE THE PROOF TO ITS EXTREME TO MAKE THE MESSAGE OFFBEAT AND/OR UNDENIABLE.


MICROSOFT WINDOWS 8

To promote the simplicity of its new version, Windows gives it to children who manage amazingly well.

http://wcie.io/DC_microsoft

1 7 DIGITAL

SLIGHT EXAGERATION!


The car manufacturer promotes its R8 model

by challenging web-users to photograph the car

while it crosses the screen.

http://wcie.io/DC_audi

To promote its new Clio RS, the French manufacturer reinvents speed dating,

with the meeting taking place in a vehicle during a race.

The carbonated drink wanted to demonstrate its capacity to refresh beachgoers

by filming them in slow motion being hit by a water bomb.

http://wcie.io/DC_Renault http://wcie.io/DC_sprite

(+)

1 7 DIGITAL

SLIGHT EXAGERATION!


The insurance company presents a robot attack on Google Street View

to then show that it is the only insurer capable of supporting individuals in this type of situation.

http://wcie.io/DC_statefarm

(+)(+)

DIGITAL


HOW DO BRANDS USE DIGITAL TO OFFER "ADDED VALUE" TO CONSUMERS

2

DIGITAL


2

“BRANDS SHOULD BE RECOGNIZED AS BEING OF PUBLIC VALUE”. IS BRANDS' NEW CHALLENGE “BRAND UTILITY”, DOES DIGITAL ENCOURAGE BRANDS TO BE MORE USEFUL? This question is less obvious than it appears. Although many brands now offer a range of minor services to enhance their promise, give it meaning, or encourage purchase of their products, this technique may not be new. Didn't Michelin create its guide to encourage drivers to travel (and wear their tyres out more as they do so)?

WHAT'S NEW? ACCESSIBILITY BY BRANDS. A service via Facebook, a smartphone app, a microsite, a connected object, services developed using digital technology have the same objectives as services developed by brands in the pre-internet era. However the low cost of some services now allows brands to develop more services, often for smaller targets with, it must be admitted, less certain return on investment…

DIGITAL

HOW IS IT POSSIBLE TO OFFER "ADDED VALUE" USING DIGITAL TOOLS?

4 UNDERLYING TRENDS


1 2 3 4

BEYOND THE AD

“YOU HAVE A MESSAGE”

HELPING HAND

SOCIAL UTILITY

2

2 1 DIGITAL

BEYOND THE AD WHEN A BRAND TRANSFORMS ITS PROMISE INTO A USEFUL SERVICE

A MORE OR LESS SURPRISING SERVICE WHICH REINFORCES THE BRAND'S POSITIONING BY BEING USEFUL TO THE CONSUMER


NIVEA NIVEA SUN

To promote its sun creams, Nivea develops an insert in a magazine to recharge smartphones using solar power.

http://wcie.io/DC_nivea

2 1 DIGITAL

BEYOND THE AD


To promote its start/stop technology, the manufacturer creates a facial recognition plugin for YouTube which

stops the video when you are not watching.

http://wcie.io/DC_volkswagen2

To illustrate its Go Further promise, Ford created a prepaid smartcard for travelling free on the motorway.

To mark breast-cancer screening week, the brand continued to take care of women by creating a bra which

tweets as a reminder of the importance of screening.

http://wcie.io/DC_ford http://wcie.io/DC_nestle

(+)

2 1 DIGITAL

BEYOND THE AD


A technology and engineering university promoted its teaching with

a panel producing drinking water.

http://wcie.io/DC_utec

(+)(+)

2 2 DIGITAL

“YOU HAVE A MESSAGE” WHEN A BRAND FACILITATES COMMUNICATION BETWEEN CONSUMERS

FORGING A COMMUNITY OF CONSUMERS TO FACILITATE COMMUNICATION ABOUT A BRAND/PRODUCT


BUDWEISER BUDDY CUP

To promote the friendly experience of drinking beer, Budweiser invented the Buddy Cup which adds your drinking buddy as a friend on Facebook.

http://wcie.io/DC_budweiser

2 2 DIGITAL



To promote the theme of love on St Valentine's Day, Durex offered lovers

all its advertising space for them to declare their passion.

http://wcie.io/DC_durex

The American airline company launched a Facebook application enabling you to meet the person

due to sit next to you on the flight.

To promote the taste of its chocolate, Cadbury refurbished an old press

to enable consumers to convey messages by engraving

them on bars of chocolate.

http://wcie.io/DC_virgin http://wcie.io/DC_cadbury

(+)

2 2 DIGITAL



The ice-cream manufacturer invited beachgoers to take to Twitter to declare their summer romance.

If the tweet was selected, it was flown over the beach on a

banner attached to the back of a plane.

http://wcie.io/DC_cornetto

The toothpaste brand used Twitter to help web-users

communicate the sensitive message “you've got something between your teeth" in a tweet.

This telecommunications specialist in Singapore offers an application

allowing blind and partially sighted people to share a photo by receiving a description

from other users.

http://wcie.io/DC_colgate http://wcie.io/DC_starhub

(+)(+)

2 3 DIGITAL

HELPING HAND WHEN A CAMPAIGN PROVIDES ME WITH VALUE-ADDED

BRINGING VALUE-ADDED TO A PRODUCT/BRAND TO FACILITATE CONSUMERS' USE


BALLANTINE’S BALLANVINE’S

The brand offered new ways of consuming its product by cleverly using Vine, a new social network, symbolizing speed, simplicity and innovation. Each six-second Vine is a new recipe.

http://wcie.io/DC_ballantines

2 3 DIGITAL

HELPING HAND


The mayonnaise brand fitted supermarket trolleys

with a digital system offering recipe ideas

according to your location

http://wcie.io/DC_hellmanns

Belgian bank KBC demonstrated its commitment to entrepreneurs via a

site promoting market needs

by area.

The Malmö DIY store offered its Facebook fans the ToolPool application

allowing rental of tool box.

http://wcie.io/DC_kbc http://wcie.io/DC_malmo

(+)

2 3 DIGITAL

HELPING HAND


The Brazilian TV station offered web-users the chance to record their program remotely

via a simple tweet: #SKYREC.

http://wcie.io/DC_sky

This store specializing in the sale of hi-fi equipment offers a website to calculate the sound system

and maximum power at which you can listen to music in your home.

The UK Fashion giant teamed up with Pinterest

to facilitate Christmas shopping.

http://wcie.io/DC_pause http://wcie.io/DC_topshop

(+)(+)

2 3 DIGITAL

HELPING HAND


This beer brand cleverly helped consumers to

choose between drinking and driving with a label that was also a

public transport ticket.

http://wcie.io/DC_stiegl

Huggies invented the connected nappy allowing parents to know when

their child needs changing via an application.

http://wcie.io/DC_huggies

(+)(+)(+)

2 4 DIGITAL

SOCIAL UTILITY WHEN A DIGITAL CAMPAIGN BEARS GOOD RESULTS IN REAL LIFE

GIVING REAL-LIFE IMPACT TO DIGITAL CUSTOMS IN ORDER TO MONETIZE NEW BEHAVIOURS


MANOS UNIDAS

FOOD- SHAREFILTER

To raise money to combat hunger, the charity harnessed the trend for food photos on Instagram by creating the Foodsharefilter for €0.89.

http://wcie.io/DC_manosunidas

2 4 DIGITAL

SOCIAL UTILITY


In order to transform likes into donations, MSF created the 1like=1kroner badge.

Those posting the badge donate €0.15 for each like.

http://wcie.io/DC_MSF

The charity composed a song for Spotify with royalties

going to fund the charity's work.

The catering company organized a fundraising on Instagram where,

for each photo posted with #Donatuplato,

it donates €1 to the charity Caritas.

http://wcie.io/DC_soundseekers http://wcie.io/DC_askora

(+)

2 4 DIGITAL

SOCIAL UTILITY


This charity for the preservation of historic buildings offered web-users the chance to buy

a place to haunt after they die; the funds raised go towards preserving the monuments

which will survive long after we are gone.

http://wcie.io/DC_NTHP

(+)(+)

DIGITAL


HOW BRANDS ADOPT DIGITAL CULTURE TO ADAPT TO THE AGE

3

DIGITAL


3

CAN WE DEFINE DIGITAL AS AN EXPRESSION AREA? DON'T NEW WORKING METHODS, NEW WAYS OF ORGANIZING LIFE, OF SHARING INFORMATION CREATED BY THE WEB AND THE INTERNET IN ITS BROADER SENSE, LEAD TO A DEFINITION OF DIGITAL AS A CULTURE RATHER THAN A TECHNOLOGY? In this sense, isn't a brand which uses this culture (of networks) to create a campaign on traditional media adopting a digital attitude? Conversely, isn't a brand which uses digital media to disseminate content usually disseminated via traditional media adopting an anti-digital attitude?

WHAT'S NEW? CULTURE TAKES PRIORITY OVER TECHNOLOGY. Digital is above all a shared culture,memes, a way of seeing the world, of viewing the past (the Minitel or Bi-bop generation) and the present (the era of networks) and the future (in which everything remains to be invented).

This is leading brands to evoke our digital nostalgia (Windows campaign), to disconnect us from the internet to share real life more (Amstel ) or dream up tools as improbable as they are impractical (a helmet serving beer). Although they do not always use digital from a technological perspective, all these campaigns have something profoundly digital in common: their attitude!

DIGITAL

WHAT MOTIVATES THE DIGITAL CULTURE?

7 UNDERLYING TRENDS


1 2 3 4 5 6 7

THE 5 COMMANDMENTS

DIGITAL DETOX

YES WE CAN

AN IDEA OR A PET

LIKE A VIRGIN

DIGITAL HOLD-UP

WTF

3

3 1 DIGITAL

THE 5 COMMANDMENTS WHEN A BRAND USES HACKING, UPCYCLING, CROWDSOURCING,

CUSTOMIZING, MEMING TO CREATE A SYSTEM


BURGER KING HAND FREE

WHOPPER

HACKING The restaurant chain transformed a harmonica holder into a Whopper holder; the Hands Free Whopper allows you to eat the hamburger without using your hands.

http://wcie.io/DC_burgerking

3 1 DIGITAL

THE 5 COMMANDMENTS


CUSTOMIZING Coca-Cola invited its consumers

to make a friend's day by customizing the bottle with that person's name.

http://wcie.io/DC_coca-cola

UPCYCLING This rum brand

transformed its bottles into musical instruments

MEMING Three hilarious videos were uploaded

to YouTube, based on the meme: Hold my beer and watch this!

http://wcie.io/DC_brugal http://wcie.io/DC_budlight

(+)

3 1 DIGITAL

THE 5 COMMANDMENTS


CROWDSOURCING The car manufacturer

produced the first stop motion film on Instagram in collaboration with 200 instagramers #lexusinstafilm.

http://wcie.io/DC_lexus

(+)(+)

3 2 DIGITAL

DIGITAL DETOX WHEN DIGITAL CUSTOMS ENCOURAGE DISCONNECTING AND RETURNING TO THE REAL-WORLD

REFOCUSING ATTENTION ON A PRODUCT BY CALLING FOR DISCONNECTION WHILE CREATING ALLUSIONS TO THE CONNECTED WORLD


POLAR BEER

ANULADOR

A beer cooler which scrambles smartphone signals to restore sociability in bars.

http://wcie.io/DC_polarbeer

3 2 DIGITAL

DIGITAL DETOX


The brand offered a free beer to consumers who agreed

to do without their mobiles.

http://wcie.io/DC_amstel

A Brazilian restaurant changed the name of its Wi-Fi network to encourage “human reconnection”.

A vineyard launched the Untweetable campaign

to emphasize that some experiences are only possible in the real work.

http://wcie.io/DC_venga http://wcie.io/DC_vineontario

(+)

3 3 DIGITAL

YES WE CAN WHEN A BRAND TAKES ADVANTAGE OF THE FREEDOM OF TONE OFFERED BY THE INTERNET

TO DARE TO BYPASS GOOD TASTE AND GIVE A CAMPAIGN THE POTENTIAL TO GO VIRAL DUE TO WEB-USERS' SPECIAL SENSE OF HUMOUR


METRO TRAINS

MELBOURNE DUMB WAYS

TO DIE

The Melbourne metro launched a rail safety campaign entitled “Dumb ways to die”, a viral campaign, the main vehicle for which was an offbeat clip which was a huge hit on the web.

http://wcie.io/DC_MTS

3 3 DIGITAL

YES WE CAN


This website, offering a service to calculate your blood-alcohol level,

created a video compilation of people who are drunk.

http://wcie.io/DC_askdave

The liquor brand illustrated comfort by showing someone

very relaxed in swimming trunks.

The Health Ontario campaign mocked smokers and their bad smell by showing

"social farters". The campaign appealed to its audience by drawing a parallel between smoking and farting.

http://wcie.io/DC_southerncomfort http://wcie.io/DC_ontario

(+)

3 4 DIGITAL

AN IDEA OR A PET WHEN ANIMALS TAKE THE INTERNET BY STORM

TAKING A SURE THING AND ADAPTING IT IN EVERY WAY IMAGINABLE


SAMSUNG ECOBUBBLE

Samsung produced a meta-ad in which a brown bear takes advantage of a washing machine during filming of an ad and washes its fur, which then becomes white.

http://wcie.io/DC_samsung

3 4 DIGITAL

AN IDEA OR A PET


A wolf explains the fundamentals of marketing

and good management.

http://wcie.io/DC_oldspice

A goat which loves Doritos tortures its owner.

The UK telephone operator emphasizes the importance of "silly stuff"

visible on the web by showing a Shetland pony moonwalking.

http://wcie.io/DC_doritos http://wcie.io/DC_three

(+)

3 5 DIGITAL

LIKE A VIRGIN WHEN A BRAND USES A TECHNOLOGY FOR THE FIRST TIME

USING A FASHIONABLE TECHNOLOGY IN THE MEDIA TO ENSURE A CAMPAIGN HAS AN AUDIENCE THROUGH THE “FIRST TIME” EFFECT


CASTLE LITE MIND

READER

This beer brand invited consumers to refill their glass themselves... using the power of the mind.

http://wcie.io/DC_castlelite

3 5 DIGITAL

LIKE A VIRGIN


An RFID card memorizes each time you visit the urinals

equipped with alcohol detectors.

http://wcie.io/DC_zouk

The brand innovated by harnessing a fashionable technology to to come up with a new delivery method.

When passersby moves lose to the vehicle,

it lights up and changes colour.

http://wcie.io/DC_dominos2 http://wcie.io/DC_opel

(+)

3 5 DIGITAL

LIKE A VIRGIN


Yahoo! developed a voice-activated machine incorporating a search engine

and 3D printer. This gives blind children a print out of animals they

want to learn about.

http://wcie.io/DC_yahoo

The cereal brand fitted out a skate park with RFID technology to connect to Facebook

and publish the skaters' moves live.

Heineken opened an interactive bar equipped with Leap Motion technology

in which consumers can customize their experience by adapting the decor.

http://wcie.io/DC_kellogs http://wcie.io/DC_heineken

(+)(+)

3 6 DIGITAL

DIGITAL HOLD-UP WHEN A CAMPAIGN SUBVERTS A DIGITAL BEHAVIOUR TO PROMOTE ITS MESSAGE

SUBVERTING DIGITAL CUSTOMS TO BREAK WITH ROUTINE AND LET SURPRISE CONVEY THE MESSAGE


TAM VIAGENS OUT-OF-THE

OFFICE EMAIL

This travel agency offered a reduction on your trip if you attached its offbeat message to your out-of-the-office email. The reduction was also available to those who had read the email.

http://wcie.io/DC_tamviagens

3 6 DIGITAL

DIGITAL HOLD-UP


The supermarket chain organized an Easter

egg hunt on Google Street View.

http://wcie.io/DC_tesco

The charity subverted the YouTube pre-roll ad to deliver two different messages depending on the web-user's

behaviour. You either watch to the end and are offered a post as a volunteer or you “skip” and accept the

consequences of your inaction.

Pinterest, the social network set up to help with wedding planning,

becomes a funeral planner.

http://wcie.io/DC_prevention http://wcie.io/DC_tac

(+)

3 6 DIGITAL

DIGITAL HOLD-UP


The board game offered free Wi-Fi terminals in places where there aren't any.

The terminals were accessed using points won by playing.

http://wcie.io/DC_scrabble

The restaurant chain placed an advertising poster on our food photos (a small brand

flag) and offered a reduction on the dish in proportion to the number of likes obtained on Facebook.

Kleenex put in place a highly targeted adwords campaign presenting

a tissue ad only when the search concerned illnesses

such as flu.

http://wcie.io/DC_spoon http://wcie.io/DC_kleenex

(+)(+)

3 7 DIGITAL

WTF WHEN A SURREALIST PERFORMANCE SPREADS A MESSAGE

SURPRISING BY SHOWING THE UNEXPECTED AND THE EXCEPTIONAL TO ENSURE A MESSAGE GOES VIRAL


WWF THE ANT

RALLY

To show the harm caused by deforestation, the NGO handed over to the smallest species affected. The charity then organized an ant rally.

http://wcie.io/DC_WWF2

3 7 DIGITAL

WTF


The restaurant chain thanked its Facebook fans

by organizing a giant domino cascade.

http://wcie.io/DC_dominos

The “Metro” newspaper published an edition without any images to promote

its photo competition.

To promote its cosmetics products, GÜD brought to life a dream morning as described by women on their Pinterest.

http://wcie.io/DC_metro http://wcie.io/DC_gud

(+)

3 7 DIGITAL

WTF


The drink which gives you wings organized the biggest parachute

jump ever carried out under the name Strato.

http://wcie.io/DC_redbull

(+)(+)

CONCLUSION


Over the years, digital has expanded its territory, merging into reality to offer a new relationship with the world. It is changing behaviour, creating expectations and even establishing a new culture. So in the end, what does this new relationship with digital teach us about the age we are living in, our business, our agency model ? Digital is revealing and accelerating the transformation of brand territories, but that's not all. Boundaries are exploding.

The fine line between real and virtual as we have seen it throughout this study, but also the fine line between CEO and hoodie with Mark Zuckerberg, between fast food and fine dining with gourmet burgers, between privacy and sharing with Snapchat, between tourist and local resident with Airbnb, between consumer products and seduction with adopteunmec.com, between places or work and relaxation with Starbucks, between pupil and teacher with Skillshare. During this period of massive changes, brands are offering reassurance but they must identify their new territory; a territory which makes it possible to respond to a real-time need, while at the same time constructing a long-term relationship. Developing territories while taking into account the flux in boundaries – that is brands' new challenge in the digital age..

ON A CHAIR OR ON A NAPPY. AT THE LOCAL BAR OR IN A BRA. IN AN AIRPORT OR ON A WINDSCREEN. THAT IS WHERE THE BEST OF DIGITAL CREATIVITY IS NOW FOUND. EVERYWHERE.

Symbols Places Stories

DESIGNING TERRITORIES Interactions

PRODUCTION OF THE REPORT|: GILLES DELÉRIS, LAURENT CABIOCH, JÉRÔME LAVILLAT, SAMY MARTINEZ

DESIGN: MICHEL ROUSSEAU

WONDERFULBRANDS WRITERS: CAMILLE P, JOY E, ADRIEN D, KONSTANTIN K,

CONTACT : EMELINE KEUNDJIAN – e.keundjian@wcie - 01 72 27 02 46 twitter.com/wcie - facebook.com/agencewcie

digital creativity report: 100 inspiring case studies for 2014

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