David Medvedowsky is an MBA graduate with over 10 years of experience in FMCG and Consulting, in constant search of innovative and disruptive touch points to engage with consumers.

Thursday, October 22, 2015

Street marketing - various examples

Smart and (sometimes) subtle brand integration into everyday objects. 

Kit Kat makes you hungry:

Nike makes you keep running:

 Mister Proper proves you how strong he cleans:

 IWC makes you try their latest Pilot watch in the bus:

A local zoo makes you feel the emotion before the visit:

Miele shows the power of their latest vacuum cleaner:

A travel agency boosts your desire to escape winter:

Results: increased recall, anchored consumer benefit, emotional engagement

Friday, August 28, 2015

In person emotional engagement

Emotional engagement with target audience, or how to generate life-long memories

To mark Heineken’s sponsorship of Rugby World Cup 2015, Jonah Lomu surprises some unsuspecting Heineken drinkers in a local rugby pub in Dublin:

The Jonah Lomu machine creates an instant and long-lasting emotional tie with the Heineken brand.

Results: still a bit early to tell, but will certainly generate tons of social media interactions

Monday, May 18, 2015

Another good example of interactive billboard on a bus shelter

Disruptive communication campaign from Pepsi Max, using 3D animations on Bus Shelters to raise awareness within its key demographics of 18 to 24-year-olds.

Result: 7 million views on YouTube, 9% Facebook engagement (people who saw the content and decided to share, which is 6 times the category's average)

Interactive Carlsberg poster

Interactive Carlsberg poster in London, with a beer-dispensing tab.

Although the activity lasted for one day only, the poster had people queuing all day long.

According to a senior brand manager at Carlsberg UK: "By creating an experience that consumers were willing to share, we maximized our reach and created a piece of viral activity that travelled globally"

Result: the poster reached 60 million consumers globally with over 30 million impressions on Social Media

Tuesday, March 31, 2015

Casino advertising in Airport

Smart usage of luggage conveyor belt in Airport as advertising for a Casino:

Rather than inventing new touch points, let's use existing ones!

Wednesday, December 11, 2013

Burger King gets attention in a parody of YouTube pre-rolls

Burger King turns annoying YouTube pre-roll advertising into search-relevant moments of humor:

Result: Immediate full attention from all viewers, instant awareness (as opposed to immediate dismay)

Monday, October 7, 2013

Coca-Cola at the edge of innovation with 3D printing

Using a 3D printer, Coke in Israel gave people the option of being processed in their human-making factory and walking out with a mini version of themselves:

Result: Effective consumer engagement, solid brand building

Monday, August 19, 2013

Coca-Cola goes green

Coca-Cola goes green in Argentina with Coca-Cola Life:

This green Coke is partially replacing sugar with Stevia, a plant extract from Paraguay.

Playing on a meta-trend towards Sustainability and Environment.

Result: must have been quite encouraging, since Coke decided for a quick rollout globally

Once again, IKEA is advertising where their customers are: in the streets...

IKEA is proving innovative once again, placing clever advertising directly where their customers stand: in the streets...

IKEA redesigned car sharing stations in Paris, France as kitchens and bathrooms:

On top, they had an entire float of cars carrying IKEA carton boxes driving around Paris:

Car sharing users where also offered a discount when visiting IKEA.

Results: Word of mouth with an eco-friendly twist (carpool and get a discount)

Thursday, March 21, 2013

Interact with customers to grasp their attention

Car maker Opel launched their new Opel ADAM in Denmark by placing a few "interactive" cars around Copenhagen's city centre.

Flashy colors and catchy music are triggered by people passing by:

Results: in car advertising, emotional & rational

Monday, March 11, 2013

Street Marketing - "real life" interactive bus stop

Qualcomm, a U.S. Mobile Network, equipped several bus stops with a poster and a good old URL (more self-speaking than a QR code...) for bored people to visit the mobile website while waiting for the bus.

Interesting bit is that the mobile experience turns into a real-life experience, enlightening the day of people in the area:

Results: lots of buzz, word of mouth, good impact on brand image

Monday, February 25, 2013

Heineken innovates again with out-of-the-box recruitment

Another striking example of a large FMCG getting creative where we don't expect it. This time in recruitment.

Heineken went "reality show" to recruit an event coordinator:

Results: Buzz / word of mouth, free air time in lots of online publications. On top, what a boost in terms of Brand Image and Company corporate image!

Who wouldn't want to work for Heinkenen, now?

Plus they got the right guy for the job...

Tuesday, February 19, 2013

Sprite goes beach marketing

Street marketing is nice, Beach marketing is even nicer!

Sprite Brazil decided to pimp beach showers to highlight the refreshing effect of their drink:

Results: very visible and catchy execution, good link with product's USP

When Rugby fans meet Creative Directors

Here's an efficient campaign based on customer engagement.

Local Beer brand in Argentina engaged with targeted audience (Rugby fans who drink beer - yes, that's a pleonasm) by placing vending machines in specific bars.

Customers then had to tackle the machine in order to get their beer:

Results: sales increase of 25%, along with great word of mouth around community

Engage with your audience, at the right place, at the right time

Shopper Marketing at its best...

What's the ideal time and place to engage with your audience? When they have plenty of time and not much to do, ie in an airport, waiting for boarding!

IKEA re-designed Paris Charles-de-Gaulle boarding room with an IKEA lounge (and Kids lounge) so that travellers could rest in good comfort while browsing IKEA catalogues and IKEA website.

Results: Plenty of time for your customers to test latest products in real life, good interaction with target audience, satisfying consumer moment

Street marketing - stick into consumers' minds

Another example of using your environment to convey your message to a broad audience.

Japanese glue brand Alteco used a Shanghai bridge to cleverly display their latest product:

Results: free ATL coverage followed by a sales increase of 120%

When going green, go all the way!

Unique-Selling Proposition...

You claim to be green? Show it all the way down to your communication!

Good example with Car Maker SMART who sends a direct mailing that transforms into a living plant:

After reading the ad, put the paper into rich soil, water it, and there grows a plant!

Results: what better way to pass the message along? Potential customers will recall your ad whenever looking at their plant, and your USP will stick into their mind

Digital billboards for tailored ATL communication

Basic yet effective example of digital billboards to tailor your ATL communication.

Advertised outfit evolves based on current weather conditions:

Results: good way to boost your sales based on external factors (could be easily replicated for a Starbucks-like business model, ie advertise iced coffee vs. hot beverages)

Thursday, February 14, 2013

Projection retail

Or how to mix real products with rich content.

Reasonable cost, and quite new in traditional retail:

Results: adds value to shoppers, visually arresting, great differentiation tool

Holograms - déjà vu, yet amazing execution makes the trick

Great holographic execution for a lingerie store in Paris:

Results: see for yourself, people do stop by and capture the moment (good chance they'll share it with their friends, too)

Coca-Cola teams up with Google and goes mobile, worldwide

Mobile Grand Prix winner at Cannes 2012

Great execution of a worldwide, cross-channel campaign:

- mobile app linked with vending machines
- customers can send a free Coke to someone via a vending machine located in various locations around the globe
- interaction with customers receiving free Coke (they can send a message and even share their reactions via a webcam placed on the vending machine)

Results: millions of downloads, great consumer interaction and engagement, strong emotional bond with the brand

Wednesday, February 13, 2013

Blend in your environment

Here's a good example of how to use objects around you to advertise at a low cost.

No need for a billboard...

Results: definitely triggers more awareness than the billboard underneath

Yet another innovative communication touch point

Where to place your brand once every spot is taken?

Well, what about using your own t-shirt? Or your consumers' ...

Results: not so sure about impact on brand awareness (would need to define subtle advertising), but definitely some coolness factor

Educate, engage, empower and entertain your consumers

Or how Cadbury's got it right when promoting their new re-sealable pack.

A good example of educating consumers on a rather boring topic (ie packaging) through innovative engagement, empowerment and entertainment.

Results: make the headlines with innovative advertising and consumer engagement

Creating a new communication touch point

Here's an innovative way at using the environment as a communication touch point.

Why bother using a screen when you can use the entire room?

Car maker Hyundai designed this Hyper Matrix for the Hyundai Motor Group exhibition pavilion in Korea.

Somewhat expensive, and certainly requires technical (and creative) skills, however astonishing effect!

Results: free air time in ATL, lots of buzz online and offline, good link with brand values (technology)

Engage with customers, emotionally

What's the best way for a Brand to stick into customers' minds?

Engaging with them, emotionally!

LG wanted to show how real their images looked.

This time it starts with fear, then relief...

Results: yes, customers will remember your brand!

Cost-effective targeted advertising

Who would have thought British Airways to be creative and innovative?

BA shows us a good example of cheap and greatly targeted advertising to increase awareness on their destinations and pricing, right among their potential customers.

Simple idea: go find your audience:

Results: free buzz and direct link with targeted audience

Friday, May 20, 2011

Danone gets creative with Actimel in Brazil

Check this fun & creative activity from Actimel.

How to remind Brazilian mothers to include Actimel into their kids' breakfast? By talking to them at the right place at the right time, and following up with a social media campaign:

Danone Actimel, Breakfast Reminder from Caio Fernando on Vimeo.

Results: 1.2 million mothers impacted in one month via Social Media, at low campaign cost

Friday, May 6, 2011

TED: spread the word

Non-profit organization TED innovates once again with an interesting concept to enlarge their audience:

Engage with commom people through Taxi Drivers:

Results: audience multiplied by 7

Heineken - Interactive Mirror Installation

Nothing revolutionary, just a great way to motivate consumer involvement and interaction with the brand:

Result: increased brand awareness, emphasis on brand identifiers

Friday, April 1, 2011

Adidas adds new product feature to create buzz, boost sales

Creative additional feature from Adidas to generate word of mouth: integrated music sensors. Move your feet to create music. Looks quite straight forward and fun!

adidas Originals - MEGALIZER featuring les Twins from Twins on Vimeo.

Wednesday, January 19, 2011

Johnnie Walker 3D Projection Mapping

Projection Mapping: lately, the new hot topic in visual communication.

It looks great and certainly attracts people's attention.

However, still unsure about cost effectiveness... Branding is quite subtle (you have to wait 5 full minutes to get to know the brand behind it), and budget must be hefty...

Alfa Romeo is now following you...literally!

Some of you might call it "Invasive Marketing"...

Although potentially annoying, you must admit that it looks quite effective...

Results: after following your every steps, this brand will stick to your mind for a while!

Tuesday, January 11, 2011

Vending Machines are going tactile

Innovative Vending Machine with Tactile Screen. Rather interactive, it also displays nutrition facts and other product-related information. Also, a Thank You message appears after purchasing act:


Results: first statistics show interactive vending machines are performing 3 times better than regular ones, with people queing to play & buy

Breathtaking multi-channel ad about new Intel processor

Interesting way to prove Intel's latest processor's capacities...

Hundreds of memory-hungry tasks performed in a flawless way:

According to Intel, their latest processor is 50% faster that the previous one...

Thursday, December 16, 2010

Can we innovate in movie theaters advertising?

The answer is yes (still...)

Look at this interactive ad for a German minibus rental company:
A camera placed on top of the screen films the audience, which in return see themselves live in the rearview mirror. Quite interactive!

Results: high recall and awareness

Tuesday, November 23, 2010

asics New York City Marathon 'support your marathoner' campaign

Top-quality interactive campaign from ASICS, using several channels to allow marathoners' friends and family to support them during the race:

Results: all-over-the-city advertising during the event, impressive buzz pre and post event on social media

Tuesday, November 9, 2010

Augmented Reality game on iPhone - Win a MINI

Really cool AR game on iPhone from MINI in Sweden:

Find a virtual MINI in the streets of Stockholm, claim it and run away from the zone so that "Enemies" cannot take it from you. Last person to hold the virtual MINI after 7 days wins a real MINI !

Awaiting results, but first insight as follows: tons of buzz, lots of people running around the streets of stockholm, great innovative solution to raise awareness and generate emotions for the brand. More to come soon...

Wednesday, October 20, 2010

Consumer Engagement via Billboard - Yes, it's possible!

Excellent concept of consumer engagement via billboard:

Results: 80'000 qualified consumer contacts in 21 days!

Tuesday, October 19, 2010

Maison Hermès - Window Display

Nice concept of video projections + movement

Installation performed in Tokyo, Nov 2009

Results: Reinforce emotional bond with top-quality brand

Friday, October 15, 2010

Toyota Auris Hybrid: 3D projection mapping

Great innovative tool to communicate the new Toyota Auris Hybrid's benefits:
3D projection mapping, directly projected on the car body, allows customers to visually notice how the car recycles the energy as it drives.

Results: improved recall, awareness, top of mind, likeability, emotional bond with the brand

Wednesday, October 6, 2010

Business Schools also innovate!

Even Business Schools can innovate when it comes to communication:

Great 20-second video playing on emotional bond with IMD's Business School.
Plus you get to admire our lovely landscape here in Switzerland... Doesn't it make you want to come and visit?
More information on http://tv.imd.org/

Friday, October 1, 2010

French Connection

French Connection offers the world's first personal shopping experience on YouTube.

French Connection, together with we agency Poke London, worked alongside YouTube to become the first brand in Europe to use out-linking annotations in video, providing contextual links to purchase product from the frenchconnection.com website without interrupting the user experience.


Results: Smart idea to drive sales from an online content...

Tuesday, September 28, 2010

KitKat's Human Vending Machine in London

Kit Kat develops a creative word of mouth campaign by putting a human being inside a vending machine, right in the middle of London's Victoria Station.

Results: thousands of consumers queued in front of the machine to experience a human-based vending machine. Great emotional bond with the product, free PR, plus the money went to charity.

Wednesday, September 15, 2010

Coca-Cola upside-down

Creative supermarket display that visually proves the "zero sugar" claim...

Results: impactful visual = higher recall

Wonderbra goes 3D

Another example of 3D ATL, in London.

More visual than traditional ATL, more impactful (might even create traffic jams)...

Results: well, you can see the results, right? More to come from Wonderbra in the coming weeks.

Thursday, September 9, 2010

Nestlé launches Special-T to build up on the Nespresso model

Nestlé launches a Tea machine in France and Switzerland, on the Nespresso model.

Consumers buy capsules (0.35 €) and the machine adapts the temperature and infusion time.

Nestlé's first attempt to go after Unilever, world leader in the tea market with 10% market share.