1. 5
30th April 2012

2. 1. Ikea renting space in your home
IKEA noticed that the majority of consumers discard their catalogue shortly after
receiving it, and they decided that they needed a way to make sure that they would
stay in their homes for longer as that would mean more sales.
What they did was ingenious, IKEA advertised that they wanted to rent out space in
people’s homes, but this wasn’t for furniture but instead for their 224 x 192 mm
catalogue. Advertising the idea over numerous different mediums, many people took
IKEA up on the offer and because they were renting the space, IKEA would pay the
house owner monthly rent for the space it occupied. These cheques were then
redeemable in any IKEA store which meant that people would go into the store and
purchase goods.
Overall, as $2 million in rent cheques were mailed out, it meant that $14 million in
revenue was generated and sales during the first week of the campaign increasing by
59 per cent.

3. 1. Ikea renting space in your home
http://www.youtube.com/watch?v=sc6FCGqPRtI

4. 2. Tic-Tac Flashmob
For such a little breath mint, Tic Tacs pack a powerful breath-freshening
punch. On the other hand, a spell of bad breath can also knock your
unsuspecting victim off their feet. The creative types over at Ogilvy &
Mather as well as a score of actors (who are actually employees from the
Rouen Ferrero Factory) bring this point to life in their latest flash mob video
where innocent passers-by are asked for directions before people begin to
pass out due to the (suspected) stench of their breath. This has got to be
mortifying for the innocent participants when they see everyone around them
collapse – especially given how tough it is to coordinate something like this –
but it definitely gets the point across of just how bad stinky breath can be and
how much a little Tic Tac can do.

5. 2. Tic-Tac flashmob
http://www.youtube.com/watch?v=yFW9AT3Ujuc

6. 3. Dunkin Donuts Flavor Radio
From South Korea, a campaign that mixes radio, ambient and a (not so light)
touch of Big Brother. In order to increase awareness of Dunkin’ Donuts as a
coffee brand and drive traffic to the stores, coffee aroma atomizers got
installed on commuters buses in Seoul. The machines were triggered every
time the Dunkin’ Donuts radio ad was played, releasing in the air a light
coffee aroma to reinforce the sensory connection and experience with the
brand.

7. 3. Dunkin Donuts Flavor Radio
http://vimeo.com/39310552

8. 4. ESPN - It's not crazy, it's sports
Have you ever wondered what it would be like to share a name with a
superstar? Here, we follow an ordinary man who has been saddled with a
legendary name. It's not crazy, it's sports.

9. 4. ESPN - It's not crazy, it's sports
http://www.youtube.com/watch?v=WxBBN3ZnYeU

10. 5. Puma Fastest Purchase
In a bid to sell more shoes, Puma have launched a smart promotion featuring sprinter
Usain Bolt that rewards customers for buying their shoes faster. When entering the
shop customers can grab a ticket from a machine that is time stamped.
The quicker they buy the shoes, the greater the discount they receive when they give
in their ticket at the counter. This whole campaign is clearly devised to spur people into
quickly buying the shoes, and it fits in with their tagline which calls them: “The fastest
trainers in the world”.

11. 5. Puma Fastest Purchase
http://vimeo.com/40883603