30.06.14

This Week...The world’s first connected racket, guilt trips, this is wholesome, pay per laugh, dill- the restaurant

The World’s first connected racketBabolat Play

Guilt TripsV/Line

This is wholesomeHoney Maid

Pay Per LaughAquitània Theater, Barcelona

Dill – The RestaurantLidl

The World’s first connected racketBabolat PlayCannes Innovation Winner

A winner in the Innovation category in Cannes this year, Babolat brings us the world’s first connected racket.

To improve their game, tennis players need to understand and see their game play to decode what they are not doing right. Babolat wanted to create a new type of tennis racket that would allow consumers to see and understand what was happening at ball impact on the racket head.

Babolat Play is a connected racket that allows every player to live a unique experience based on progression, fun and sharing with the wider tennis community.

When it launched in the US, it sold out in the first 2 months. In the first month, it analysed 5m strokes, 16,000 hours of game play & 20,000 games.

The World’s first connected racketBabolat PlayCannes Innovation Winner

Guilt TripsV/Line (Victoria, Australia)Cannes Creative Effectiveness Lions WinnerThis is a story about how the train line V/Line in Australia used the extraordinary power of guilt to motivate young Victorians to leave the bright lights of the city to visit friends and family in the country, all with a tiny budget (US$400,000).

Young Victorians were fleeing rural towns for the big city, and put simply, they were just too busy with their new lives to visit friends and relatives back home in the country. And they felt guilty. They felt they were neglecting their friends and family back in the country.

Enter the ‘The Guilt Trip’, a pre-purchased ticket that people could send to someone who would feel guilty for not visiting. Through this, they used the power of guilt to get people back to the country and in turn increased off-peak sales by 12%.

This is wholesomeHoney MaidCannes PR Gold Lion Winner

Generations of American families grew up with Honey Maid, but the 90 year old cracker brand had become old-fashioned and irrelevant.

Honey Maid launched a campaign that recognized the changing face of American family, featuring same sex, interracial and single parents. The message was, no matter how things change, what makes us wholesome never will. The campaign gained nationwide exposure, and while most of American responded positively, they received backlash from an outspoken minority.

They stood behind their message and created an online film that showed how they took a negative message about the campaign and literally turned them into ‘Love’.

They seeded the video, using social listening to respond to everyone who had positively commented about the initial campaign with a link to the new film.

This is wholesomeHoney MaidCannes PR Gold Lion Winner

Pay Per LaughAquitània Theater, BarcelonaCannes Gold Lion Winner - Mobile

Pay per Laugh (PPL) is an application that, once installed on an iPad, is able to detect laughing, crying or any facial expression previously programmed. The software was developed with a simple FaceTracker and a facial expressions detector counts, lists and generates statistics of the amount of laughs detected. Each time it recognizes a smile the iPad takes a picture and sends it to the PPL server, creating and monitoring the statistics.

The first public appearance of the application Pay per Laugh took place on the 10th of April at the Aquitània Theater, in Barcelona during a comedy show.

Each laugh had a price (€0.30) There was a maximum total for each show, so the audience wouldn’t have to try and control their impulses, instead enjoying the show. Once the show was finished, the spectators could check the pictures that proved each and every one of their smiles during the show.

The final result of the experience was an average of 49 laughs which would represent a total cost of €14.70 for the ticket.

Pay Per LaughAquitània Theater, BarcelonaCannes Gold Lion Winner - Mobile

Dill – The RestaurantLidlCannes Bronze Lion Winner - Media

There was a disconnect in Sweden between quality and price when it came to Lidl, the Swedes didn’t consider Lidl a high quality offering.

So Lidl decided to show them under the disguise of a pop-up restaurant called Dill. Michelin chef Michael Wignall took charge. It opened up in a trendy part of town and did some fantastic PR work before it even opened.

It opened its doors for 21 days, was a roaring success and had a massive waiting list of people wanting to try out the coolest new restaurant in town.

They only revealed a few days before closing, that the food produce was all from Lidl, and people were shocked.

The following 4 months were the most profitable since Lidl was established in Sweden 10 years ago. 2013 was Lidl’s first profitable year ever in Sweden.

Dill – The RestaurantLidlCannes Bronze Lion Winner - Media