MEC_Stuff Weve Seen - Q4 2014

8/10/2019 MEC_Stuff Weve Seen - Q4 2014

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Q4 2014



Integrated Campaigns &Smart Ideas

Creative use ofTechnology

Interesting Start-ups

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Idea of the Quarter

MEC Idea of the Quarter

Welcome back to the latest edition of Stuff We’ve Seen.Once again, we’ve got a great mix of brilliant campaigns,

superb creative use of technology, some exciting start-ups and the latest news from the world of media,technology and communications.

As ever, we welcome feedback and input from around thenetwork. Any great work you come across, please send itour way. And similarly, don’t be shy in submitting thegreat work we’re doing for our clients to be showcased –

big or small ideas, all are welcome.

Hope you enjoy!

Use the arrows on each pageto view more inspiring detail

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IKEA

IKEA revitalizesprint with a firstof its kind execution



IKEA partnered with O Magazine tocreate a first-time, custom unit

IKEA partnered with O, The Oprah Magazine, to deliver a first-to-market custom unitto the “O” readers. A magazine known to never feature anyone but Oprah on the

cover, IKEA broke the mold with the IKEA logo being featured, alongside product

shots on cover flaps of the coveted O’s December issue, “Oprah’s Favorite Things.”

This unit was an innovative way to showcase the brand without taking away from

their signature look. When opened, readers immediately found the IKEA products

alongside inspirational quotes from Oprah. To add to the excitement, when unveiling

one of the three cover flaps, readers could reveal the grand prize of winning all of

Oprah’s 2015 ‘Favorite Things.’ This cover unit also opened to a 3-page IKEA gatefold

adding additional impact reinforcing the IKEA message.

This was just one integral piece in a year-long, multi-channel program leveraging

Oprah’s audience and platforms to elevate the IKEA brand, building a closer

connection with consumers. Also included in the partnership, were on-site

integrations to “Oprah’s The Life You Want Weekend Tour” – a 2-day seminar

featuring Oprah and her “Life Trailblazers” Deepak Chopra and more, as well as a

“Create Your Space” contest inspiring consumers to share their ideas to create their

ideal space and have a chance of winning it with the help of IKEA.

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Child HelplineInternational givesnew meaning tomaking voices heard



Child Helpline International, the network of 191 childhelplines in 145 countries, found a new way to getpeople to sign their online petitions.

Free Our Voices is an online project that lets people signan online petition with their voice – at the same timeraising awareness of the inaudible voices of the millionsof children, whose cries for help are never answered.

Participants in the Free Our Voices project “sign” viavoice recordings, which are then turned into uniqueartistic signatures based on sound, rhythm and speechpattern. The customized visual signatures can be sharedsocially.

Child Helpline International turned voices intopetitioning power

https://www.youtube.com/watch?v=d2FA90v071A

https://www.youtube.com/watch?v=d2FA90v071A



INTEGRATED CAMPAIGNS

&

SMART IDEAS

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Advertising during sporting eventscan often be difficult. Manystadiums are cluttered spaceswhere brand messaging struggleto break through.

To capture people’s attentionRight Guard worked with theToronto Maple Leafs to create aRight Guard deodorant-themed iceresurfacer to clean and smooth theice in-between game periods. Theremarkable design gives Right

Guard the chance to get in front ofits target in a new, in-arena way.

This execution is an excellentexample of how a brand can useout-of-the-box thinking to cutthrough amongst otheradvertisers.

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The Toronto Maple Leafs promote Right Guard by using astick of deodorant to clean the ice

http://www.bloomberg.com/news/2014-10-09/deodorant-zamboni-is-cleared-by-nhl-after-leafs-change-design.html

http://www.bloomberg.com/news/2014-10-09/deodorant-zamboni-is-cleared-by-nhl-after-leafs-change-design.html



JetBlue puts its own spin on the concept of ‘paying itforward’

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‘Fly it Forward’ is JetBlue’s socialmovement launched to help customersspread goodness and bring to life thecompany’s mission to inspire humanity.

The ‘Fly It Forward’ program began withcrewmembers nominating worthyindividuals within their communities fora free flight. The selected travelerswould get a chance to spread thegoodness forward and then chooseanother deserving candidate to fly. Idealcandidates are people looking to fulfilltheir dreams, join humanitarian effortsor simply make a meaningful impact on

the world.

JetBlue subsequently shares videos ofthe ‘Fly It Forward’ stories. It’s apowerful way to live a brand’s missionand bring the brand story to life in atangible, content-driven way.

http://www.youtube.com/watch?v=SQMmp6ZWdaY

http://www.youtube.com/watch?v=SQMmp6ZWdaY



Samsung created a house that can be rearranged inmultiple ways to showcase how we can live smarter

In New Zealand, Samsung is knownfor phones and computers. So, in anattempt to promote its innovative homeappliances, Samsung created the HomeSmart Home project, a smart home that

can be transformed and configured for anyoccasion.

The goal was to have New Zealandersexperience the premium range ofSamsung home appliances and see howthey fit into the Kiwi lifestyle.

The house was built upon hinges thatcould be rearranged to fit any occasion,

whether it be a cocktail party for a groupof friends or a romantic dinner for two.

The Home Smart Home project wasinspired by the idea that people seekdevices to help them keep pace withmodern living and make life easier.Samsung, via Home Smart Home, wasable to demonstrate that a house can beas innovative as the Samsung appliances ithouses.

https://www.youtube.com/watch?v=TB-OT6AMS60





Reebok provides door-to-door delivery servicefor athletes

Finding the perfect pair of shoes is a difficult task for mostathletes. However, Reebok’s Human Dispatch Service gaveathletes of all levels in New York City the opportunity to tryout the company’s new ZJet running shoes.

Prompting users to tweet their shoe size and address, the

Human Dispatch Service would literally run around the city,find the tweeters and provide them with ZJet shoes.

Reebok’s Human Dispatch Service execution reinforces theimportance of utilizing social channels as part of any newproduct launch or promotion.

https://www.youtube.com/watch?v=hmRCSOZkfhY





Following the recent Brazilian

presidential election, tons ofdiscarded political campaign signsand pamphlets, including manyillegal ones, littered the streetsthroughout the country.

Partnering with artist and architectMauricio Arruda, local organizationMobilize Brazil launched a campaignto provide DIY instructions to

Brazilian residents on how totransform the unused campaign adsinto functional furniture.

This open-source project showedBrazilians how to create somethingnice and smart – and made political‘waste’ useful in a new way.

Mobilize Brazil helps residents turn political campaignsigns into furniture

http://youtu.be/l5fAJVtC1Lg

http://youtu.be/l5fAJVtC1Lg



Amazon gives NYC subway maps a second purpose

Who says advertising in the subway can’t be interactive andexciting?

Amazon became the first advertiser to take advantage ofNew York City’s new digital subway map kiosks, recentlyinstalled by the New York City Mass Transit Authority(MTA).

Promotions for the online retailer’s 2014 Holiday Gift Guidewere on display at 12 subway hubs throughout the city,giving New York City’s 1.2 million daily subway patrons achance to swipe through a curated list of items while waitingfor their trains and send potential purchases to their phonesvia QR code, text or email.

http://vimeo.com/89543327

http://www.mta.info/news-go-kiosks-amazon-subway/2014/11/27/amazon-holiday-gift-guide-go-travel-station







CREATIVE USE

OF

TECHNOLOGY



North Face turned a pop-up store into a physicalchallenge

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In support of North Face’s “never

stop exploring philosophy,” thebrand put the survival skills ofunsuspecting shoppers in Korea tothe test.

While shopping in the North Facepop-up store, customers wouldwatch the floor beneath themretract, forcing them to reach forthe walls, which were lined withrock-climbing holds. Faced with thedecision to jump into the pit or scalethe wall, customers who opted toclimb had 30 seconds to try and grabmerchandise hanging from theceiling.

Using experiential marketing, NorthFace was able to raise awareness of

their new brand manifesto whileproviding a truly unique experience.

http://youtu.be/g7CRMrR24Mo

http://youtu.be/g7CRMrR24Mo



Grolsch Beer lets viewers pay for online movieswith beer

The company installed a bluetooth beacon into the GrolschBeer bottle caps, each with a unique code. Once a bottle isopened, the beacon sends a signal to a consumer’s device,allowing them to digitally unlock a free movie of theirchoice.

All a consumer needs to do, is touch the bottle to anydevice to unlock the movie. To prevent anyone fromgaming the system, Grolsch Beer installed a sticker thatblocks transmission of the bottle cap beacon until thebottle is opened.

This is a great example of something that can be tailored towhen and where a consumer is most interested in engagingin the experience – and a nice complimentary experiencealongside the product.





Marriott and Oculus let guests teleport to anotherdestination

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Since 2013, Marriott Hotels have been

promoting Travel Brilliantly, and as a partof that campaign, they have recentlyinstalled virtual reality 4D experiencesusing the Oculus Rift.

Working with animators from the movieGravity, Marriott installed phone-booth likestands in eight of their US hotels. Withouteven stepping outside, guests can nowexperience Hawaiian beaches and enjoy

the views from Tower 42 in London.Oculus Rift has recently been purchased byFacebook, and the immediate applicationinto travel offers consumers an amazingway to experience a new destination.

https://www.youtube.com/watch?v=a9725H0ls7c#t=149





GAP turns clothing into instruments

Gap developed a holiday-focused interactive experience that

allows consumers to make music via their striped knitwear

clothing.

The ‘Play Your Stripes’ augmented reality experience required a

webcam and a striped article of clothing. Striped clothing wearers

used GapGiftGuide.com to create sounds by activating their

webcams and ‘playing’ their stripes (e.g. tapping them or

strumming them like guitar strings). These actions allowed

wearers to play along to a Blood Orange song, as well as remix the

sounds into a custom version of the song that could be shared

socially.

It’s a fun way to turn clothes into a tool and to blend real-world

objects and digital technology.

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https://www.youtube.com/watch?v=snrGf-2ai2U





Kognito uses gamification to support Army Veterans

Statistics show that a significant number of veteransreturn to civilian life suffering from post traumaticstress. In 2012, one veteran committed suicide every80 minutes. It is very clear that veterans require helpwhen returning from the battlefield.

To help struggling veterans regain their social

cognitive skills, Kognito created an app calledTogether Strong. Leveraging gamificationcapabilities, veterans can practice having difficultconversations which provides the veterans with real-time feedback on their conversation skills.

The goal is to help veterans gain and maintain theirconfidence when speaking in the real world to family,friends and even strangers by using other vets to talkto and help one another.

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It’s a bird! It’s a plane! It’s… the Spotify Party Drone

BASE, a Belgian mobile provider, used an

unlikely platform to promote PremiumSpotify subscriptions: drones. Whenbuying tickets online, Belgian musicfestival-goers were invited to add theirfavorite songs to a festival playlist. Whenthey arrived at the venue, a Party Dronewas dispatched to accompany them intothe event, flashing lights and blastingtheir personal soundtrack along the way.

The Spotify Party Drone illustrates thefact that in the Internet of Things, themost interesting and personal brandexperiences often come from veryunexpected “screens.”

http://youtu.be/zugOkL2v9u4

http://youtu.be/zugOkL2v9u4



Tate Britain’s After Dark robots invites you to a night timeart experience

There are artistic landmarks that some people maynever have the chance to experience in person.There are others that some have grown up visiting,and finding new reasons to explore them don’talways exist.

To excite visitors new and old, and provide a unique

exclusive experience, the Tate Britain art gallery inLondon gave visitors the opportunity to see 500years of artwork atnight – via robots.

Each robot was fitted with a camera and lights. Afew members of the public were handed thecontrols, and their artistic journey were broadcastto those that logged in through the After Dark webapp.

The ability to provide a feeling of exclusivity at scaleis a great example of mass customization.

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https://www.youtube.com/watch?v=N9aeg4PUxZI

https://www.youtube.com/watch?v=N9aeg4PUxZI



Google Glass and Jaguar use augmented reality to bringBritish Intelligence to life

For all the hype surrounding wearables, few brands

have managed to successfully integrate visual

technologies like Google Glass and augmented

reality into advertising, but Jaguar just may have

sparked a new trend with its recent British

Intelligence campaign.

Print ads in Condé Nast publications such as Vanity

Fair, Wired and GQ can be activated with the

Blippar augmented reality app. This will generate a

multimedia window into the world of the

campaign’s villain, played by actor Nicholas Hoult.

The smartphone and Google Glass versions of

Blippar offer slightly different variations on thecontent, ranging from commercials and product

details to an insider’s view of the villain’s lair.

http://youtu.be/ZJX3n8Z4jPo

http://youtu.be/ZJX3n8Z4jPo



INTERESTING

START-UPS



2013 saw the biggest drought inrecorded history. To help conservewater and minimize water waste,EveryDrop created an app that allowsLos Angeles residents to report andalert government agencies of waterwaste, ensuring the problems areimmediately addressed.

The EveryDrop platform, powered byEsri’s GIS technology, uses big data toensure that incidents of water wasteare isolated, quantified and studied.

EveryDrop hopes that these insightscan help people eliminate water wasteand promote water conservation, onecity at a time.

EveryDrop is minimizing water waste one drop at a time





Digitsole is the world’s first connected insole

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Wearable technologies are still on the

rise. Digitsole is the world’s firstinsole that can be controlled from awearer’s smartphone.

Using built-in thermostat and motiontracking sensors, Digitsole’stechnology can not only track thesteps and calories burned by thewearer, but also gives consumerscontrol over the temperature of their

feet.

Being able to do more than justrecord movement, Digitsolerepresents the next step in the evolution of wearable devices.

https://www.youtube.com/watch?v=PTwO0Qm5Et0






One of the stumbling blocks to wide-spread adoption of wearable technologyhas been its form factor. Most personaltracking devices have placed moreemphasis on function than on form. Cuff

aims to change that.

The 18 piece Cuff line including bracelets,rings and pendants that can send discreetnotifications and SOS alerts, record liveaudio and more. Best of all, Cuff jewelryis interchangeable, allowing wearers touse the same digital sensor with differentpieces of jewelry.

Cuff appeals to women interested inwearable tech, but put off by the manymasculine-looking wearables. Theadaptability of the design points to abroader and more important trend: howpersonal tracking and data managementbecomes commonplace for the averageconsumer.

Cuff makes wearables more wearable

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https://www.youtube.com/watch?v=MbC80brpORE





Micromappers harnesses the power of social mediaimagery from disaster areas to offer humanitarian relief

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Through Micromappers, anyone withaccess to the internet can become a

digital humanitarian simply by using theirsmartphone or laptop.

The software uses web based apps, calledClickers, that quickly collect and analyzesocial media pictures of disaster areas.With a single click or tap, a user is thenable to offer help and spread awareness ofthe situation.

Clickers are available for Twitter andInstagram, with further developments tocome.

Micromappers is a joint collaboration withUnited Nations Office for theCoordination of Humanitarian Affairs, butare also available for other organizationssuch as the US Federal Emergency

Management Agency and the Red Cross.

http://www.fastcompany.com/3008995/most-innovative-companies-2013/fab-now-offers-made-to-order-products-a-physical-retail-store

https://www.youtube.com/watch?v=bxHrsDA-1_8







Digital Reservations Services are changing & monetizingcommon practices of the formerly static world

Getting a reservation to a greatrestaurant used to be a matterof either luck or of beingimportant enough to go to thefront of the queue. Thanks todigital, these truisms of theanalogue world are changingfast. Online services like Resy,Reserve, and Killer Rezzy aremaking it far easier for diners to

get a seat at the hot restaurantdu jour.

But not for free – for feesgenerally ranging from$2-$50,users can snag that greatreservation, allowingrestaurants to monetizesomething that they used togive away for free.

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http://www.resy.com/

http://www.reserve.com/

http://www.killerrezzy.com/

http://video.foxbusiness.com/v/3704893881001

http://video.foxbusiness.com/v/3704893881001

http://www.killerrezzy.com/

http://www.reserve.com/

http://www.resy.com/



‘Startup Spotlight’ is meant to inspire and keepyou on the cutting-edge of emerging and media-first technologypartners that can enable MEC to bring innovation to the forefront. We encourage you to discover, explore andtest how these start-ups could be integrated into your next plan!

Check out some of our recent favorites…

Our favorite Startup Spotlights this quarter

KikEcosystem: Mobile, MessagingSolves For: Kik is the first smartphone messenger with a built-in

browser, allowing users to talk, browse and share with friends,even without a phone number. With 175MM users (and growing by275k per day), Kik believes in putting the user in control of whothey chat with.Unique Value Proposition: A solid channel for reaching youth (ages13-26), Kik recently launched a Promoted Chats offering, whichincludes a secure, self-serve chat engine that lets brands manageconversations with fans directly. This offering takes advantage ofwhat Kik users are already doing in the app, including exchangingvideos, sketches, stickers and more, with mobile web pages

optimized for Kik.

Alchemy VREcosystem: Virtual RealitySolves For: Alchemy VR believes in fully immersive storytelling viavirtual reality where the viewer no longer watches a story unfold on atelevision screen.Unique Value Proposition: Alchemy VR is a pioneer in creating brandstories people experience as participants vs. as viewers. Focused oncreating the most compelling virtual reality narrative experiences inthe world, Alchemy VR serves as creative studio that develops originalcontent for virtual reality platforms like Oculus Rift and SonyMorpheus.

NewsCredEcosystem: Content MarketingSolves For: NewsCred is a content marketing and syndicationplatform that gives brands and publishers access to world-classcontent like articles, images and videos via cutting-edgesoftware.Unique Value Proposition: Focused on transforming brandsinto storytellers, NewsCred's Content Marketing Cloud

provides a seamless end-to-end solution for content planning,creation, publishing and analytics. NewsCred also gives brandsunprecedented access to the world's largest contentmarketplace.

PeelEcosystem: Mobile, Content Discovery, TVSolves For: Peel is a platform that enhances the TV experience viaprogram discovery, seamless remote control and engaging socialinteractions. The result is a TV experience that becomesincreasingly personal the more you use it.Unique Value Proposition: A major player in the “internet of

things”, Peel's 40 million universal remotes drive 2.5 billion remotecommands in U.S. living rooms every month.

http://newscred.com/

http://newscred.com/

http://www.alchemyvr.com/

http://www.alchemyvr.com/

http://peel.com/index_air.html

http://peel.com/index_air.html

http://kik.com/

http://kik.com/



SOME OF THE SITES WE’VE BEEN LOOKING AT

Below is a small selection of the sites that we’ve been looking at. If anyone know of other

great sites to seek inspiration, please share.

www.contagiousmagazine.com

www.adage.com

www.influxinsights.com

www.cnet.com

www.emarketer.com

http://www.fastcocreate.com /

http://www.fastcoexist.com/

http://www.wired.com/design/

http://www.thinkwithgoogle.com /

www.mashable.com

www.trendexplorer.com

http://recode.net

www.trendwatching.com

www.techcrunch.com

www.bbc.co.uk/technology

www.digitalbuzzblog.com

www.psfk.com

http://www.adverblog.com/

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http://www.contagiousmagazine.com/

http://www.cnet.com/

http://www.emarketer.com/

http://www.fastcocreate.com/




http://www.thinkwithgoogle.com/


http://www.mashable.com/

http://recode.net/

http://www.trendwatching.com/

http://www.techcrunch.com/

http://www.bbc.co.uk/technology

http://www.digitalbuzzblog.com/

http://www.psfk.com/



http://www.psfk.com/

http://www.digitalbuzzblog.com/

http://www.bbc.co.uk/technology

http://www.techcrunch.com/

http://www.trendwatching.com/

http://recode.net/

http://www.mashable.com/





http://www.emarketer.com/

http://www.cnet.com/

http://www.contagiousmagazine.com/



A SPECIAL THANK YOU TO OUR CONTRIBUTORS!

For more information, please contact:

Bav [email protected]

Daniel [email protected]

Jarell Thompson

[email protected]

Rachel [email protected]

Whitney Fishman [email protected]

mailto:[email protected]










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