Ogilvy Advertising London has won a Silver at the prestigious 2008 London International Awards for its innovative Trekinetic All Terrain Wheelchairs ad campaign, which ran earlier this year on disabled toilet doors in pubs, clubs and bars. The work was entered in the “non-traditional advertising” category and beat off competition from rival agencies Abbott Mead Vickers, JWT New York and Crispin Porter Bogusky.
Trekinetic (www.trekinetic.co.uk) saw a 12-fold increase in sales following the launch of the campaign, and it has also attracted several hundred thousand pounds’ worth of free PR.
As a result, the firm has had to move to a larger factory to keep up with the demand for its products – yet more proof of the power of Ogilvy’s advertising!
Justin Barnes and Ben Callis were the creatives behind the ad, while Nicole Yershon gets kudos for creating a whole new media channel (toilet doors!) – and securing it free, gratis and for nothing!
Ogilvy Advertising has devised a ground-breaking mobile phone application for Fanta that allows the brands’ younger consumers to communicate with each other without adults hearing.
Downloadable from www.m.fanta.eu, the application, called the Fanta Stealth Sound system, uses high-pitched frequencies that are only audible to consumers under about the age of 20. It features sound tags such as wolf-whistles, warnings and pssts, along with other tags representing traditional words and phrases such as “cool”, “uncool” and “let’s get out of here”.
Fanta Stealth Sound System is being launched Europe-wide, supported by PR, viral, print and on-line advertising, on-pack promotions and POS materials.
The sound tags have been developed by electronic music pioneer and digital music guru Martyn Ware, who founded both Heaven 17 and The Human League.
The idea for the application combines Fanta’s brand vision of creating “more play” with the insight that teenagers never like to be separated from their friends or their mobiles – and like to talk freely without being overheard by adults.
Ogilvy Advertising has plans for upgrades and an interface where stealth sounds can be made on a mixing program and downloaded to mobile phones, enabling users to create their own custom sound tags.
Coca-Cola Europe Interactive Marketing Manager, Prinz M. Pinakatt, said: “Mobile phones are teenagers’ most prized and most personal tool, therefore by offering this innovative and fun application Fanta will be invited into their personal space and thus foster relationships on a whole new level. This new focus on providing entertaining digital content also fits perfectly with the Fanta brand vision to create ‘more play’ in the world.”
Ogilvy & Mather Advertising is one of the UK’s top advertising agencies. We strive to produce creative work that is loved by millions. We develop work that runs across all channels, from big television commercials to cutting edge mobile apps.
Our expertise lies in managing complexity. Many of our clients havecomplex business issues involving multiple stakeholders. We have the strategic insight and planning processes that allow us to deliver simple, media-neutral solutions on both on a local and global level.
We are part of a strong global network of 450 offices in 120 countries. This means we have the scale to work across cultures and across continents.
Clients include: Philips, Dove, American Express, Expedia, Hellmann’s, Kronenbourg 1664 and Grant Thornton.