BU Paris - A MONTH OF IDEAS - November 2015

a month
of ideas#November 2015
#BRANDUNIONPARIS
Drone
Music
Tatoo
Fashion
Personalization
Gaming
Friendship
Cosmetic
Emojis
Danse
Post-it
Real Estate
Virtual reality
Snapchat
Selfie
Emotions
Pantone
…

2
"TURN LEFT DARLING" !
Allianz is a committed actor in road safety.
Assisted by Ogilvy Paris, the brand created a
campaign based on this insight : in France, seven
out of 10 drivers are more cautious when they are
accompanied by their relatives.
The idea of Allianz is then simple : replace the
neutral voice of the GPS by the simulated voice of a
loved one to the driver. His reaction: the driver is
more attentive.
Through this campaign, Allianz has succeeded to
convey its message to the target audience and give
another proof of its proximity to its customers.
Allianz – « Allianz GPS Family »
http://bit.ly/1LZl42z
BRAND UNION PARIS – A MONTH OF IDEAS – NOVEMBER 2015

3
A LIVE AND IN LIVE EXPERIENCE
La Philharmonie de Paris, aims to educate a wide
audience to classical music. To do so, it has partnered
with Clear Channel to create an immersive music
experience.
Established since October 22 in the exhibition space of
La Philharmonie de Paris for a year, a digital totem
allows visitors to become a head of orchestra. They
can mimic the rhythm and gestures of a head of
orchestra on Antonín Dvořák piece of work.
This multi-sensory experience is a playful and funny
way to inspire people from every age and make them
want to attend a concert of classical music.
Orchestra of Paris & Clear Channel Paris – Totem
Digital Philarmonic
http://bit.ly/1RwMs7U

4
ET…FIND MY FRIENDS ?
In a festival, it's well known that it is easy to lose the
sight of its friends. This is why Pepsi Max has
invented, in partnership with the British agency AMV,
a very useful "little friend" in such situations.
This is a drone who finds friends, activated after the
free download of the dedicated application.
When the drone found your friend, the billboard
surrounding it indicate the location of it.
Through this campaign, Pepsi shows that it is a
modern and creative brand and highlights its appeal
to young target through a useful service dedicated
to them.
Pepsi max – The friend finder
http://bit.ly/1TtxNKy

5
A VERY TRENDY SODA….
Pepse organized its own fashion show at the
Shanghai Fashion Week.
To do this, the brand has worked with talented
designers. Their mission : to give their vision of Pepsi
through clothes that use the colours of the brand.
This campaign follows the new ambition of the
brand that wants to set itself as a more trendy and
lifestyle brand, started with a partnership with the
trendiest boutique in Paris : Colette.
Pepsi– Fashion show
http://bit.ly/1XvDfAE

6
TATOO ME WITH LIGHT
Desperados, in collaboration with the duo of Oskar &
Gaspar artists, launched an experiment quite
stunning during an event in Portugal.
Based on the play of light, this experience give birth
to tattoos present on people body's. An artistic
performance enjoyed by both tattoos people and
attendants.
Desperados through this operation, full of poetry
and imagination, highlight its anchoring to art.
Desperados – Ink Mapping
http://bit.ly/1RBAKZI

7
I'M IN GREEN MOOD
Your clothes reflect your personality? Yes, but what
about your mood? This is what Eram proposes in
partnership with the Phoceis agency through a
prototype of shoes that changes colours depending
on your mood thanks to an application.
But the real bonus of this innovation is the "Fashion
Shazam" functionality that locate the nearest store
to purchase the #Choose.
For this, the customer has to be a little patient, the
shoe is not on sale for the moment.
Eram – The#Choose
http://bit.ly/1Y20NgT

8
BLOW ON BEERS
As part of its #Heineken100 operation, the famous
beer brand, launched a collection of candles based
on the design of its iconic bottle. These have been
handcrafted and sent to 100 influencers.
With this campaign of brand content, Heineken
reinforces its positioning more and more lifestyle
and its expertise from beer through clothing to
decorative objects like candles here with this
collection.
Heineken tends to create a conniving relationship
with its consumers and to stand as a mark of
everyday life.
Heineken–#Heinkein100
http://bit.ly/21cmFc2

9
HIDE AND SEEK WITH PUBLICITY
Post-it worked on a very simple and yet very true
insight: users bear less and less pop retargeting
banners.
The brand, with the help of the agency Proximity
BBDO Russia, found an ingenious solution : by
clicking on these banners you can create digital
notes to write your "to do" list.
Post-it was able to bring forth of creativity where no
one thought it was possible. It is above all a nice
publicity stunt brand allowing the brand to be
present throughout the course of the web of the
user causing a continuous presence in mind.
Post-it – The banner that makes you like banners
http://bit.ly/1HcBttY

10
THE SOUND OF SILENCE
In the US, Century 21 and its agency Sleek machine
had a brilliant idea to talk about the brand of estate
agencies. Indeed, Century 21 uses the auto-plays to
broadcast four videos: guitar by the fire, bacon on
the grill…. Each of the four videos, will be
automatically played on Facebook, without sound,
until people click on them.
The real message behind this is that to hear these
sounds the user must spend time at home, and
therefore have a house, that he obviously acquires at
Century 21 !
A smart way to stand out in comparison to the more
traditional communications campaigns of real estate
brands!
Century 21 – The banner that makes you like
banners
http://bit.ly/1Mhb5Ej

11
FOLLOW THE GUIDE !
When you lose your senses how do you cope with it?
This is the challenge oﬀered by A Blind Legend, an
action game on smartphone produced by the studio
Dowino and France Culture.
After putting its headphones, the user becomes
Edward Blake, a blind knight who must rely on his
daughter Louise to save his lover.
The user progresses through the game helped by
three sound universes and moves or acts thanks to
its multi-touch screen.
An immersive experience that allows the user to
immerse himself into the gaming world only through
sounds..unique!
Dowino Studio – A Blind Legend
http://bit.ly/1SNc68r

12
THINK BIGGER WITH CADBURY
In England and Ireland, Cadbury creates an
impressive experience for Christmas. The brand has
indeed done things in a big way by creating a giant
Advent calendar of chocolate. To do this, not less of
24 trucks were needed, they will be filled with treats
and a general distribution tour will be organized
from 1 to 24 December 2015.
An experience that sets the brand as a partner of
successful Christmas party and highlights the brand'
sense of generosity.
Cadbury – Cadbury Christmas 2015
http://bit.ly/1kysOOg

13
BEER FOR BEAR
After starting "Beer Beauty" this summer, a line of
male beauty products made from beer, Calsberg
continues its momentum and launches 3 new
specific products for mustache.
Famous hipsters had the pleasure to test these
products in Copenhagen and London in "Carl's
Barbershops" specially designed for the occasion.
A part of the sales was returned to the Foundation
Movember moustache.
Calsberg, a brand of beer originally, shows its
concern for male health issues and its attachment to
the Movember movement.
Calsberg and Movember – Beer'd Beauty
http://bit.ly/1GHvN1u

14
TEXT IT GET IT !
Aloft, an hotel in Manhattan, New York, has
surpassed the barriers of language with its new
room service Tigi.
The concept is simple: you have six packages from
snack, to hangover and visitor package with bottle of
water and metro tickets illustrated with emojis. The
customer simply send its name and room number
with these emojis to receive his order shortly after in
his room.
This is smart because it allows a more fluid and less
conventional communication between staﬀ and
customers.
But what does this mean for our society: in a few
years, our new language will be only composed of
emojis?
Aloft Hotels – Emoji for Hangover cure
http://bit.ly/1RuMRrU

15
DOMINO DAY IN THE SUBWAY
Ikea, in Stockholm, has launched an operation quite
intriguing and interactive. Several digital displays in
the metro have been installed. The idea is very easy :
the passers should touch the first domino of the
figure to make all the others fall.
The Swedish furniture brand gives pride to play
board games with this action and promotes its new
collection of games "Lattjo" which means "Fun" in
Swedish.
Ikea reinforces its family positioning: more than a
furniture brand its is a brand that oﬀers a true
lifestyle for every member of the family.
Ikea– Playful Ikea ad in the subway of Stockholm
http://bit.ly/1XvDfAE

16
GOOD THINGS COME TO THOSE WHO
WAIT FOR
To promote its new BMW i3 electric car, BMW helped
by Buzzman agency, created a dedicated website. By
going to the website, the user ends up on Google
Street View, and must type the longest URL in the
world referring to the autonomy of the new model, in
order to move the car step by step.
The best will have the chance to test the true
capacity of the car because the car is oﬀered as a
reward.
This allows to immerse the consumer in a gaming
universe which does not displease the
predominantly male target of the BMW i3.
BMW– The longest URL in the world
http://bit.ly/1iCUMaq

17
SPRITECHAT !
Sprite, helped by the agency CUBOCC, just
launched in Brazil a communication campaign using
Snapchat. The brand indeed printed on its cans a
Snapcode linked to 15 Brazilian influencers.
Brazilians can then discover through this Snapchat
the profiles of personalities.
In addition, the brand organized an online contest
that invites users to share their own Snapcode on a
website dedicated to this campaign. The winner had
a chance to see his profile posted on cans, and also
win 1 million cans of Sprite.
This is an eﬀective action that combines real life and
social networks to touch the core of Sprite targeted
young people.
Sprite-Vem ai RFRSH na Lata
http://bit.ly/20Ke6oD

18
EXTREM VIRTUAL REALITY
In Australia, the brand Oakley, after a long research
process, has launched a revolutionary packaging.
The brand has indeed turned its packaging glasses
to make it a true Google Cardboard.
To do so, customers simply have to downloaded the
specific application and they have the chance to
experience extreme sports experience as if they
were in the place of Shaun White for snowboarding,
or Eric Koston for skateboarding.
An immersive experience that allows the brand to
strengthen its sporty image, dedicated to extreme
sports.
Oakley-Innovative packaging
http://bit.ly/1OdRN27

19
WE'VE ALL BEEN KIDS ONCE
Mentos, a legendary candy brand has launched a
surprising communication campaign! The brand
oﬀers to a group of adult volunteers the opportunity
to be guided by Mentos Mentors, experts of
communication, which are in fact, children.
Each adult is secretly guided by the child through
headphones in which the child gives advice about
flirting or any other adult subject of matter.
The brand message is truly positive, it encourages
people to share and connect with each other. This
initiative reinforces successfully light mood and
youthful brand.
Mentos-Who says no to Mentos ?
http://bit.ly/29BxvGa

20
DIY PACKAGING
Oreo with The Martin Agency, in UK, oﬀers for
Christmas a funny experience. The brand of biscuits,
has set up a mini-website that allows consumers to
colour and personalize their Oreo packaging
according to their inspiration.
A palette of colours and patterns are available to
create a unique packaging. Then you can receive it
at home for $ 15 dollars.
The brand dive into the customization trend with a
smart campaign dedicated to a wide audience and
that reinforces the brand positioning on creativity
and originality
Oreo-Oreo Colorfilled
http://bit.ly/1WHTdbL

21
CRY BUT KISS
Kleenex, launched in UK, a very touching campaign.
The brand oﬀers the opportunity for passers-by to
send a positive message to their loved ones in an
unusual way.
Using a hidden camera device, the recorded
message is broadcast on digital billboards during
the passage of the beloved in the street. At the end
of the message, the brand encourages the beloved
to use Balsam Kleenex to wipe its tears and to share
its feelings on a dedicated site.
This brand of tissues, well known, truly stands up as
an emotional brand, by causing only tears of joy.
To remember !
Kleenex-Kleenex Kiss
http://bit.ly/1TlvJUs

22
SWITCH OFF CAR LIKE MUSIC
Carvana, an American online car dealer, launched a
disruptive concept to promote its services. This is an
automatic car dealer's "Car Vending Machine": the
customer must first present its identity, then choose
from the diﬀerent models of the showroom and then
insert a special token that will allow to activate a
mechanism to see the vehicle arrive right away.
The customer has in addition to this, the opportunity
to test the car for a week and return it if the car does
not suit him. As easy as buying a pair of jeans ... or
order a car online on the website of Carvana as
shown in this unusual operation.
This brand diﬀers entirely on the automobile sector
with its web-to-store strategy.
Carvana- Car Vending machine
http://bit.ly/1lM1mgY

23
DANCE OR DIE
To promote its oﬀer #SoActif dedicated to young
people, Societe Generale has launched an
unprecedented operation in Montpellier.
Dance is the central point of this campaign where
passers-by who dared to go on the danse floor, had
to repeat the movements of dancers broadcast on a
wall thanks to projections. In addition, the bank has
set up a contest Active Play that allowed users to win
prizes tailored to their needs.
The operation of Société Générale is relevant to
affirm a young and dynamic positioning on the
banking sector.
Société Générale- Do you dare # Make the first
move?
http://bit.ly/1OdSdWn

24
CULINARY ZAPPING
McDonald's, with DDB Paris, has launched a unique
campaign to promote the 280. 280 television
channels were devoted to this legendary sandwich
fast food.
The user can immerse in the 280 universe thanks to
a device that combines a succession of diﬀerent
spots: action movies or comments of le Tour de
France. The campaign was also declined in pre-roll
and on social networks.
This hegemonic and strong brand, amazes again
with this campaign where she set up a discreet
branding and instead puts forward a star product the
280.
MacDonald's- 280 TV
http://bit.ly/1QlCMjv

25
WATCH THE TRAFFIC LIGHT
In Austria, Mini has set up a display operation on the
streets of Vienna.
Based on a play of colours, the campaign has the
following distinction: the panels placed next to the
traffic lights are synchronized. Thus motorists at the
red light, discovers the Blazing Red model, at the
orange light, the Volcanic Orange model and at the
green light the British Racing Green.
Everything is about timing and Mini understand that
well with this eﬀective and creative campaign.
Mini- Traffic lights
http://bit.ly/1PJqwt7

26
A SHOT OF PERSONNALITY
In Germany, a bartender robot is born. The Social
shot, connects to the customer's Facebook profile
and analysis it with the "Big Fives" factors: openness,
conscientiousness, agreeableness, neuroticism and
extraversion. Then based on these data, the robot
concocts the person a personalized cocktail.
As surprising as relevant, this innovation allows
individual to discover original cocktails. It is also a
further proof of the rising importance of machines in
our society.
Facebook- The social shot
http://bit.ly/1HoWimU

27
NEVER TURN THE PAGE ON THAT
FCB New Zealand, for the association It's not ok,
launched an awareness campaign about domestic
violence as surprising as risky.
Indeed, in Home Magazine, the reader can see an
article on the architectural achievement of a couple.
In this article, evidence as traces of blood on a wall
reveals that behind this facade of material happiness
there is a problem. The reader understand with a
discrete section at the bottom of the last page of the
article, that Vicki, is beaten by Hugo.
Yes this very subtle campaign shocks and fight the
stereotype that domestic violence is only the
preserve of the poorest social classes.
It's not ok-Paradise Hill
http://bit.ly/1X887c6

THE BETTER YOU ARE, THE MORE YOU EAT
Who has never tasted the famous KFC chicken
bucket? The giant of fried chicken, to celebrate
Christmas, has established the "Friendship Bucket
Test" operation in London.
Several duo of friends have been invited to do the
famous test. Each one must answer to personal
questions about the other one. If the friend manages
to find the right answer, the duo is rewarded with a
chicken wing that is inserted directly into the bucket.
This campaign highlights the idea of sharing and
complicity around KFC which is positioned as a
unifying and friendly brand..
KFC- Friendship Bucket Test
http://bit.ly/1NGP6oG
28 BRAND UNION PARIS – A MONTH OF IDEAS – NOVEMBER 2015

29
LOOK IT'S HAPPINESS !
Coca Cola recently launched an attractive campaign
in Israel.
With the help of the Gefen Agency Team, Coca
created a bottle cap connected with a shooting star-
like.
When a person opens the bottle, the system emits a
signal to a hovering drone in the sky, so that it
simulates a shooting star. The operation, which took
place the night trapped everybody !
A magical campaign, which illustrates the signature
of the brand Coca-Cola "open happiness".
Coca Cola- Wish in a Bottle
http://bit.ly/1Mzq8Xs

30
BECOME FRIEND WITH REY
Lego has launched a new campaign to promote its
new product line dedicated to Star Wars VII.
For that, in Germany, in cooperation with JCDecaux,
children's toys brand has developed a bus shelter
device in the streets of Berlin.
Passers-by were able to have fun with the characters
by taking selfies next to Rey, Kylo Ren in LEGO
versions. Photos were printed directly if the person
published hashtag of the operation.
A campaign rather smart with the arrival of
Christmas celebrations to illustrate the new co-
branding between LEGO and Star Wars license using
the widespread practice selfie.
Lego & Star Wars- Star Wars selfies by Lego
http://bit.ly/1kPdxZC

31
SHAZAM YOUR BEER
Letsee, a South Korean start-up, has launched
LetseeBEER application. It works like Shazam but
applied to beer: just scan the chosen beer and
thanks to an augmented reality technique,
application gives information from the country of
origin of beer, flavours or its alcohol content.
The other interesting functionality of this application
is that it is possible to consult the opinions of others
users on the beers that interests you.
A smart idea to educate people in search of new
beer flavours.
Letsee-LetseeBEER
http://bit.ly/1OS5Ajv

32
PRINTABLE TEA
Luxury tea brand Tea Leaves, in collaboration with
Pantone Colour Institute of Vancouver, has designed
a new type of packaging for the promotion of its new
Whole Leaf Pyramid Teabag.
This project entitled #PaletteForYourPalate oﬀers a
range of 10 diﬀerent flavours teas associated with
desserts and the PMS colours.
Tealeaves-#PaletteForYourPalate
http://bit.ly/1P27o9H

THANK YOU
#SEEYOUNEXTMONTH
#BRANDUNIONPARIS

BU Paris - A MONTH OF IDEAS - November 2015

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BU Paris - A MONTH OF IDEAS - November 2015