Transcript
Remarkable. Claudine Cheever
March 5, 2013 claudinecheever@gmail.com
Re mark a ble 1. Notably or conspicuously unusual;
extraordinary. 2. Worthy of notice or attention. (Antonyms: common, ordinary, the usual.) Remarkable work is noticeably different.
Doing something different requires great faith, comfort with volatility
and uncertainty, and great tenacity.
“We could never do this, but what if we made. . . “
A record-breaking soap opera based on. . .
Juice packaging where the front is the back.
A new vision brand that has no stores and no Optomitrists and sells designer glasses (and monocles) for $95. Oh and donates a
pair to someone in need for every pair sold. Yes, still for $95.
A hip-hop Spaghetti Western about a slave and a German
dentist.
It’s really hard to be remarkable.
Lessons from some remarkable work we love.
Super Bowl: the usual.
Tide Super Bowl. We Could Never Do This But:
What if we made a Super Bowl spot to air in the 4th Quarter without having any way of knowing if there is even going to still be a game in the 4th
Quarter, using both teams who are actually playing, oh and still make sure we have great insights about our category and consumer.
http://www.youtube.com/watch?
v=YoOfBVraMNw
During game Tide becomes #1 organic trending topic on Twitter, a brand first. Close to 15,000 tweets during the game. Placed 2nd out of 55 on USA Today Ad Meter, 9th out of 55 on YouTube AdBlitz. 86% positive mentions across all micromedia. 1.5B earned impressions to date (deVries).
Remarkable results break records.
Car ads: the usual.
Chrysler Made of Fire. We could never do this but:
What if we tried to sell cars by not talking about the sheet metal at all, just the desolate city where the cars are made, the city synonomous with Bailout
and Failure?
http://www.youtube.com/watch?v=Qbr_nUVtEIw
Drove shopping consideration for the sedan by 1,619%
Chrysler brand received a consideration lift of 267%
Chrysler sales rose 26% in 2011, while the autoindustry overall was up 12%
Chrysler Group U.S. market share grew 1.3 percentage points in 2011 – the largest of any automaker
“Imported from Detroit” line stolen by dozens of small biz owners in Motor City.
Remarkable results break records.
Air conditioner ads: the usual.
BGH. We could never do this but:
What if we made a campaign for the BGH silent air conditioner, but never mentioned the same
competitive specs the other brands all compare themselves with in fact let’s not even mention our
main feature of quiet tecnology at all. And let’s celebrate a cultural character no one, I mean no
one, wants to see.
http://www.youtube.com/watch?v=bzAex-m7xF4
113,269 units were sold after the launch of the “Dads in Briefs” campaign. During this period, BGH broke its company sales record for air conditioners. After the campaign’s launch, top-of-mind grew to 18 points, achieving almost double that of their main competitors, LG and Samsung. The campaign was one of the most commented about on social networks and reached 317,000 views on YouTube during its first month.
Remarkable results break records.
The challenges of an “always on” world.
Aw-kward.
Um, yeah, aw-kward.
Sure. Why not.
+9000 followers on Twitter
+29000 friends on Facebook
+32% additional lift
Let’s make it harder. Remarkable work: • Creates culture. • Changes how you think about the brand
and the category. • Is generous. • Is hard to predict. • Is not socially awkward. • Goes big or goes home.