LG – Follow the Most

Att ha flest följare har sedan länge varit en outtalad tävling bland Twitter-anhängare. Men vem följer egentligen flest? LG:s senaste kampanj ’Follow the Most’ är en kapplöpning om att följa flest konton på Twitter.

Med överlägsen prestanda, fantastisk skärm och kraftfullt batteri är nya LG G2 den ultimata mobilen för den moderna och inbitna smartphone-användaren. De som hänger med i sociala medier och följer väldigt många bör därför använda LG G2 för den bästa upplevelsen.

Upplägget är mycket enkelt: Är du en av dem som följer flest konton på Twitter den 31 januari så blir du den lyckliga vinnaren av LG:s nya storsäljare.

LGfollwothemost_BS

Till kampanjsajt: www.lgg2.se/#followthemost

 

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#somuchbetter -> #somuchbetterspp

 

CHALLENGE
How do you get lots of people talking about retirement savings? On Saturday nights?

BACKGROUND
“So Much Better” on Channel 4 is the most popular Saturday TV-show during fall in Sweden.
The hashtag #somuchbetter is always #1 on Twitter trending topics during Saturday nights.
Retirement savings, on the other hand, is something almost never talked about on Twitter.

SOLUTION
SPP, a pension company, is a sponsor of this year’s “So Much Better” and to become a topic
of conversation we decided to kidnap the hashtag #somuchbetter with a new promoted hashtag
called #somuchbetterspp

RESULT
It quickly became the “official” So Much Better tag during the evening and after a few hours
there were thousands of tweets made together with​​ SPP who also tweeted about pension using 
the same hashtag.

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LG G2 Smartbanners (Recognize and Respond to Competitors’ Hardware)


Background:

In fall 2013, LG launched the new G2 Smartphone.
It was quicker, smarter, had better display and longer battery time.

Challenge:
How could we get other smartphone users to consider a LG G2?
People who love their iPhones, Galaxys and HTCs?

Strategy:
We chose to confront them. On their own phones.

Idea:
We created smart banner ads that recognized the mobile hardware, compared it to the G2 and delivered a customized message, pointing out shortcomings of the competitor.

Result:
The banners gained click rate up to 830% higher than average. (*Source Havas Media)
After only five days, the banners had been picked up by 7,130 blogs, tech forums and newspapers worldwide.

HTC_Banner_phone

APL_Banner_phone

SAM_Banner_phone

 

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LG – The Inside Story (the world’s first tweeting refrigerator)

 

Campaign site (translated demo version)

Challenge
To raise awareness of the new range of door-in-door refrigerators from LG, we needed to get the buzz going online. The Internet is full of lively conversations, but when was the last time someone had one about a fridge?

Solution
We created the world’s first tweeting refrigerator. The fridge was set up at the production company “Baluba” run by Swedish comedian Peter Settman and his friends. Every time someone opened the doors, the fridge sent out a tweet with an attached live video stream. People got an “inside” view into the daily work and a chance to see visiting celebrities.

Results
We didn’t have to start the conversation. The fridge did it for us: several international news sites picked up the story about the worlds first tweeting refrigerator.
But not only that: the search word “LG” rose by 32% in Sweden during the campaign. The campaign message spread globally to over +1.200 influential blogs and newspapers which gave LG some well earned PR. Estimated PR value = 1.7 million Euro. Earned media with a reach of 76 millions.

How it works




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VIASAT – The Battle of Premier League (Fan Livebanner)

Viasat Football is the number one channel for football fans.

To kick-off the new Premier League season, fans could show their passion in a live banner.

It soon became a serious love game between supporters of rival teams.

The ad was updated in average every 8th second on Sportbladet (the largest sports page in Sweden).

View demo banner ->

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Stockholm Pride – GOWEST (Become a cyber spy for equality)


Link to website:
www.gowest2013.com

Pride_GoWest_INTEGRATED_OTHER_NEW

Links:
Facebook activation
Instagram activation

What were the objectives for the creative work?

Our objective was to raise awareness of the oppression of the Russian LGBTQ community: a subject completely ignored by domestic and international press.

In 2012, Russia passed an anti-gay propaganda law banning Pride parades for 100 years. Subsequently, Russia saw a surge of hate crimes motivated by homophobia.

No one acknowledged this, offered support or reported the story either in or outside of Russia. With media under strict control new ways of reaching out and raising awareness were needed.

What was the strategy behind the creative work?
We got GOWEST, an initiative supporting the Russian LGBTQ community, trending on Twitter within Russia. And, in doing so, forced Russian and international press to pay attention.

What was the creative work?
The campaign began with a single tweet. It urged people to visit gowest2013.com and compose their own tweets inviting Russians westward to Stockholm Pride. Importantly, the tweets were automatically translated into Russian. The geotag was changed to Russian cities which enabled the topic to start trending on Twitter within Russia.

What effect did it have in the market?
From a single tweet on 14th May 2013 all this happened:

Reach
In just three days, GOWEST was trending on Twitter in Russia. An incredible wave of tweet-invitations were sent from gowest2013.com, reaching over 3.7 million Russian Twitter accounts. *source: tweetreach.com

PR
The cause was picked up and retweeted by influential celebrities. This not only helped GOWEST trend in Russia, but these endorsements sparked the attention of the international press, helping GOWEST explode with worldwide coverage. Even Russian mainstream media featured the initiative. Stockholm Pride estimates the PR coverage generated was 10x higher than previous years.

Social response
GOWEST started with a single tweet and resulted in direct response of 110,000 interactions (likes and follows) in the first week alone. Earned media for the campaign period is estimated at 680,000,000 (impressions) worldwide. *source: tweetreach.com

Sales
The secondary objective of GOWEST was to raise attendance at Stockholm Pride by 8%. The activity drove a 33% rise, smashing the objective by 300% and a year-on-year increase of 800%.

Other
GOWEST was the first and only campaign to focus on the oppression of Russian LGBTQ community, precisely when the cause was being ignored by domestic and international media. It has since inspired other local and global initiatives in support of the same cause.


More about GOWEST and the subsequent movement:

Fast Company I Huffington Post I LGBT Weekly I Wall Street Journal I Swedish Television I Aftonbladet I Yahoo I DN I RT I ESPN I QX I Sweden’s Foreign Minister Carl Bildt I Swedish Radio I Gay Star News I Salon.com I BuzzFeed I Huffington Post I Out.com I CBC I Femen.tv I Huffington Post I Pink News I The Local I Nyheter24 I Finest.se

 

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