directdaily

SNCF

Mon, 06 Sep 2010 08:14:29 +0000

On Monday, 30th of August Voyages-SNCF, the online booking service of the SNCF, launched a series of six internet films which show how they welcomed and said goodbye to 6 customers. Each event, taking place at Paris’ East station was specifically tailored for the person they surprised. The objective of the campaign is to underline “Further than you imagined” (Plus loin que vous ne l’imaginez), the claim of Voyages-SNCF, one of the most visited sites in France (800 thousand unique visitors per day) by going out of the ordinary for their customers. The campaign is launched simultaneously with new services on the website, aimed at simplifying the users’ experience and improving their journey. The campaign, created by DDB Paris consist of 6 videos, hosted on the brand’s Youtube channel www.youtube.com/VoyagesSNCFcom and is supported by video banners, facebook activation, a takeover on the Voyage-SNCF.com website and an exclusive airing on TV.

Agency: DDB Paris, France.

Carl Le Blond

Mon, 06 Sep 2010 07:36:36 +0000

Carl started in advertising as a junior creative at Ogilvy and Mather London. He quickly moved up to Creative Director. After ten years he moved on to Bates (C.D.), D’Arcy (C.D.) and McCann’s (Exec. C.D.), winning a host of awards along the way including Cannes Gold, New York Festivals Gold, London International Gold, Gold Clios, Bafta, D&ADs, BTA, Creative Circles, APG Grand Prixs and Golds, Epicas and Esprix’s. After leaving McCann’s and taking a short break from agency life, Carl returned as a director at Garretts. In his first year he was nominated at Cannes in the young directors section. He then moved to Annex Films and shot campaigns for Wales Tourist board, Cancer Research and Golf Tourism, to name a few. His first short film “Dirtbox” was given Official Selection at the New York Short Film Festival and won Best Actor at Brooklyn International Film Festival. In 2006 Carl returned to Ogilvy, this time in the Amsterdam office as Group Executive CD for advertising, direct, activation and digital. Carl has been on quite a few International juries and recently hosted and judged NY Festivals and Cresta Awards in Amsterdam, he is part of the ongoing Cresta grand jury; and has also judged D&AD and London International Awards in most disciplines. He will judge this year’s Golden Drum, Moscow International Advertising Festival Red Apple and NY Caples in November.

Rodalink

Thu, 02 Sep 2010 15:25:17 +0000

Rodalink, one of the biggest bike chain-stores in Indonesia launched a new line of Dahon folding bikes and they want to promote it to new, prospective customers. The client’s research said that these new prospective customers has never bought bikes before. So the message they sent to them: it’s fun and ready in a second. But, instead of just sending them an ordinary direct mail they sent them a folded paper with a picture of a folding bike printed on it. So when they open the folded paper, they’ll experience the same fun as if they were opening a folding bike itself. Only days after they spread the direct mail, the click rate on the Radolink website tripled, the customers called and asked about the folding bikes. The sales? Well, the client was pretty happy about it.

Agency: The Drawing Squad Jakarta, Indonesia.

JDate

Thu, 02 Sep 2010 14:54:25 +0000

In order to encourage people to register to JDate, Israel’s leading dating website, they made them look for their other half with an innovative use of print – completing ads.

Agency: Mccann Erickson Tel Aviv, Israel.

John Caples International Awards

Wed, 01 Sep 2010 13:59:40 +0000

10. Don’t display the name of your agency anywhere on the piece. (unless it’s agency/self promotion). In order to eliminate any prejudice or preconceived notions about any particular agency, the judges should have no clue as to the origination of the entry.

9. Make sure your entry is in the right category. Seems obvious, sure. But if you’re unsure, just ask us.

8. Ensure you provide an English translation. Though we have a panel of international judges, English is still the primary language. If you really want to up your chances of winning, cut out the translations and attach them to your entry in their correlating copy positions.

7. You must have a call-to-action. If the entry doesnt clearly have a call-to-action and a specific offer, it should not be entered. A URL at the bottom of the page does not constitute a call-to-action. Please note this does not apply to retention/loyalty, non-mail.

6. State the target audience. If your target was left-handed calligraphers from Tuscany, it probably has some bearing on your execution.

5. State your insights about the target and how it relates to your creative solution. This sets up the case for evaluating just how innovative your solution really is.

4. Make your concept understandable. This is probably one of the most important points on this list. Before you submit, have someone read it who knows nothing about the promotion. If they understand the reasoning behind the creative, so will the judges.

3. Be specific about the role and sequence of each communication for mulitimedia entries. Let us know what messages were seen, when and by whom in order to achieve your marketing objective.

2. It’s all in the write-up. The judges need the visuals to fully understand your entry. If you dont have the actual pieces, send a photo board that accurately represents your entry.

1. Support materials are a must. Spend time writing up the problem and presenting your creative solution. Its about creative problem solving. Sell the concept to the judges the way you would to a client. Enlist the help of your partners in strategic planning and account service in crafting the entry write-up.

Once you’ve prepared, enter here to submit your entries: John Caples International Awards

For more information, contact Shital Patel at +1 (646)638-6157 or shital.patel@dmnews.com

Renault Clio

Wed, 01 Sep 2010 07:53:43 +0000

Subscribers of the largest weekly magazine in the country were surprised by the launching campaign of Clio 2011. In an August edition, the label that contained the subscriber’s data, usually in rectangular format, had the shape of Clio’s silhouette and contained the sentence “Now you understand that Clio is for you?”. This was the first time an initiative of this kind was performed in the magazine by an advertiser from the automotive industry. The action was elaborated to show that Clio, the popular car from Renault, has been made for all, also the ones that had not yet thought about the possibility of having one.

Agency: Neogama/BBH, Brazil.

Renault Clio

Wed, 01 Sep 2010 07:45:19 +0000

In the launching of Renault Clio 2011 line, they have created a campaign with the concept “The popular that all popular would like to be”, since the car is perceived as more sophisticated than its competitors of the “popular” segment and started having a 3-year factory total warranty, an uncommon fact in the class. Among the several created actions there is one that surprised who passed by the gas stations of the five major Brazilian cities. From July to August, in front of the convenience stores of the gas stations, were cars from competitor assemblers covered by a cover of a 2011 Clio drawing and the campaign motto “The popular that all popular would like to be”.

Agency: Neogama/BBH, Brazil.

JDate

Wed, 01 Sep 2010 07:14:46 +0000

For Tu B’av – the Jewish Valentine’s Day – Israeli JDate wanted to come up with a campaign, targeting the single ladies of Tel Aviv. Our insight: There’s only one thing women can’t do alone – zip up. Two weeks before Love Day, we got into all of Mango stores in Tel Aviv and added a JDate tag to every dress with a back zipper. Women could pull the tags to zip up in the fitting room, and more importantly – got one month of free subscription to JDate, so they could finally find someone to zip them up.

Agency: Mccann Erickson Tel Aviv, Israel.

De Lijn

Fri, 27 Aug 2010 10:58:01 +0000

How can they convince drivers to take the bus to the city instead of the car. Public bus company De Lijn wanted to convert the hardest of all target audience to switch to the bus. They used garage doors as a medium. When people drove by a garage, they dindn’t find the parking space they were looking for, but they were reminded of the fact they should have taken the bus. 6.000 garage owners in 4 major shopping centers were asked to participate. 20% put the poster to their garage, making it a very visible campaign. De Lijn got requests to distribute stickers in other cities as well.

Agency: Duval Guillaume Brussels, Belgium.

Lance Burton Master Magician

Fri, 27 Aug 2010 10:43:14 +0000

Lance Burton is a Master Magician whose show celebrates the artistry and classic magic of the great illusionists. To promote the Monte Carlo Las Vegas Resort & Casino headliner, they created an installation using an iconic and classic illusion, demonstrating just how much the timeless magic Burton performs can mesmerize us. They built half of a trunk like those used in the Lady Sawed In Half illusion – complete with assistant’s legs sticking out – to place on airport baggage carousels. The trunk of course caught the eye of scores of travelers, who took cell phone pictures and wondered where the other half could be. Videos and pictures of the curious trunk circling baggage claim have made their way onto the web across various social media sites.

Agency: David&Goliath Los Angeles, USA.