Stuck in a marketing rut? The Interactive Advertising Bureau (IAB) just released their first ever “What Works & Why: IAB Global Insights Report” which includes highlights of award-winning digital campaigns from around the world.
Last year, the IAB released a similar report but only included winners from the US. This year they included works from 14 countries such as Australia, Chile, Germany, Italy, South Africa, Sweden and the UK.
And since we’re talking digital content, the “report” is actually a website where you can click through to read case studies, watch videos, view the images and get insight from a team of global experts. It’s worth exploring and it could help you hone in on your next big campaign.
Here are a few of my favorites:
Campaign Goal: to increase awareness and visitors at the Johannesburg Zoo
Budget: Less than $1,000 in US terms.
The agency created a Twitter account for the zoo’s badger. They placed motion detectors at strategic areas of the enclosure, then set up a cloud server to send out a location-appropriate Tweet whenever the badger approached one of the sensors.
Spiders eat more insects than birds and bats combined. Which is probably why they are so delicious #ILikeBigBugsAndICannotLie
— Tweeting Badger (@zootweetslive) August 11, 2014
Not bad for a guy who can’t even type.
Campaign Goal: to drive awareness of cable network TNT’s launch in Belgium
Budget: Don’t know but it didn’t come cheap
Platform: YouTube and Facebook
TNT’s tag line is “We Know Drama” and they proved it to the folks in Flanders through the use of a special, magical, real-life button. They placed a large, red button in the middle of a busy square and hung a sign that said “Push to Add Drama.”
People were, with good reason, reluctant to push the button but someone did and havoc ensued. An ambulance appeared. The attendants dropped the patient. There was a fist fight, a sexy woman, a car chase – and the reaction was captured on film and uploaded to YouTube.
Did the people of Belgium tune in to watch TNT? Maybe not, but the campaign did succeed in getting the whole world to pay attention to the little netlet for at least a week.
Is there a marketing campaign that sticks out in your mind? Tell us about it in the comment section.
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