21 May 2008
OgilvyInteractive has given a digital twist to an old format – Panini stickers or football trading cards – in a website that keeps fans abreast of all the latest action from Austria and Switzerland.
OI client Castrol is one of the key sponsors of this year’s UEFA tournament and briefed the agency to create an idea for the sponsorship that could run across a variety of media, including the website and on- and off-line advertising collateral.
The agency’s response was an on-line statistical and analysis package called the Castrol Index. (http://castrolindex.com) Once logged on, users can access all sorts of player information, UEFA rankings and stats on all the competing nations. The information is presented in the form of flippable “cards” reminiscent of the old Panini stickers much loved by schoolboys – or at least those of a certain age!
Constantly updated, the site provides a complete view evolving view of the state of play, including video clips of the latest goals and on-pitch incidents. Users can post their own contributions to the fully interactive site.
14 May 2008
By the OgilvyInteractive team
Last month Ogilvy was a major sponsor at MIPTV, the largest media and content event in the world. And we were there to participate in the debate about new advertising models – to share our ideas and vision in branded entertainment – and to inspire collaboration with an entire industry that knows how to engage audiences.
Our presence was noticed – as you can see in the MIPTV Review magazine ( promoted to 40.000 media/content/digital/advertising professionals in the world): http://mipreview.miptv.com.
Our favourite sections include:
The photo gallery (see Russell Jarman Price and Rory Sutherland up close as well as the celeb attendees!): http://mipreview.miptv.com/photo-gallery.htm
The Power of the Community – read the article and check out Travis Katz of MySpace and Joanne Shields, president of Bebo on video: http://mipreview.miptv.com/social-networking.htm
Mobile Media – read here: http://mipreview.miptv.com/mobile-media.htm
Advertising and Media – all of the articles and videos are great – see our client Richard Dickson, senior vice president of Mattel Brands, in action in text and on video! http://mipreview.miptv.com/advertising.htm
6 May 2008
By Kevin Whitlock
Last year one of our clients, environmental awareness and education charity Adventure Ecology (www.adventureecology.com), tasked us with raising awareness of the real-life impact of climate change among a young and tech-savvy audience.
The Ogilvy Advertising team decided to target Second Life, the popular internet-based virtual world created by Linden Labs (www.secondlife.com). After gaining permission to flood large areas of this virtual world, we seeded a story to Second Life contacts the night before the virtual deluge, posting locations and flood times. We then posted a clip of the flood on YouTube and sent it out to Second Lifers who’d witnessed the event.
We also worked with Technorati and BogPulse to track the blogosphere’s response. Although only a comparatively small number (about 75) of Second Lifers witnessed the flood first hand, virtually all of them are connected with hundreds of others, and word spread like wildfire – and not just in the marketing community: we got some big hits on environmental blogs too.
From a single notice posted on a blog (plus a bit of good old fashioned PR) our virtual flood garnered a huge amount of coverage – in mainstream press such as The Independent, as well as trade titles sch as Contagious, Campaign and Shots. Our campaign was also picked up by the online versions of such prestigious publications as The Guardian and National Geographic and caught the imagination of bloggers worldwide.
The reasult was that for a comparatively small outlay, we got our client around £350,000 worth of editorial coverage, resulting in a 54% increase in web traffic and a tenfold increase in blog mentions.
This innovative campaign has already won its fair share of plaudits and we’ve just heard about the latest – it’s made it into the Creative Review magazine’s Annual, a prestigious publication which recognises the best creative endeavour (in all fields) from the past year.
Find out more at www.creativereview.co.uk
