Ignition 5 17 11 14

17.11.14

This Week...#Onlygoodsurprises, Fruit Match, Be the Coach, Be Our Voices, Forever faster.

#OnlygoodsurprisesStubhub

Fruit MatchMc Donald’s

Be the CoachCarling

Be Our VoicesChildline Helpline

Forever FasterPuma

#OnlyGoodSurprisesStubhub

StubHub claims to be the world's largest ticket marketplace where you can buy concert, theatre and sporting event tickets.

However, they realise life brings a lot of unwanted surprises along the way and wanted to get across the point that at Stubhub there are only good surprises.

So they went about setting up hidden cameras at a Kings game and hired some improve actors to pull pranks on unsuspecting Kings fans showing up to cheer on their team which included ‘added fees’.

Broken phone screens, awkward dates, added fees at checkout -- there are a lot of bad surprises in this world. At StubHub, they're all about #OnlyGoodSurprises. They invite fans to share a bad surprise from a game on Twitter or Instagram and you'll have the chance to win a $250 gift certificate every day!

Fruit MatchMc Donald’s

In Sweden, McDonald's has come up with an ingenious idea to achieve that marketing holy grail -- keep TV viewers engaged through the ad breaks -- with an interactive game based on the traditional fruit machine.

To promote its iced smoothies over the summer, agency DDB Stockholm ran a series of ads timed around the beginnings and ends of commercial breaks. The first ad tells viewers to open a McDonald's app and pick a fruit while the other ads are rolling. The end of the ad break gives the winning fruit, and if viewers guess correctly they win a free smoothie.

The app was synched precisely with the TV schedule down to the second, giving the impression the phone was connected to the TV in real-time. The TV timetable was also available through the app, showing what times and on which channel viewers could play the "fruit match." According to DDB, sales of the smoothies were 18% above estimation.

Be the CoachCarling

Carling Black Label “Be the Coach” is an integrated campaign executed in South Africa, with mobile playing a central role.

The campaign originated in a simple truth about South African men – Carling Black Label understands that men are passionate about soccer, and that every fan believes his sporting expertise, shouted from couches and the stands, goes unheard to the detriment of the game.

This insight drove Carling Black Label to give men a chance to live their dream - and become the coach for Kaizer Chiefs and Orlando Pirates. Brandtone partnered with SAB to develop a customized solution that would allow every fan to be the coach by buying Carling Black Label.

Free Our VoicesChild Helpline

FREE OUR VOICES a new global pro-bono campaign for Child Helpline International (CHI). Calls for help from over 150 million children have gone unanswered in the last 10 years. Why? Because globally child helplines don't have the resources they need. Free Our Voices, is highlighting their plight by asking people to pledge their names and voices via an interactive online petition. Created in partnership with Wieden + Kennedy Amsterdam's in-house creative incubator The Kennedys and the digital team at MPC Creative, the website's custom sound recognition technology allows visitors to sign the petition by verbally recording their name. Each recording is then visualised by a unique written signature determined by the frequency, sound, rhythm and speech pattern of each participants individual voice. The aim - to use the power of the collective voice-signatures to raise awareness and help CHI get the support needed from governments, corporations, and telecoms to ensure every child's call for help is answered. The Free Our Voices campaign also includes a film that depicts people from all walks of life acting as mouthpieces for a young child, which also features on the website.

Forever FasterPuma

Since its beginnings in 1948, PUMA has developed innovative performance products for the finest, fastest athletes in history, as well as countless amazing sports enthusiasts.

In Puma’s eyes Hamilton is Forever Faster and this is defined by being more determined, trusting instincts, not always the rules. It’s brave. It’s confident. Faster reminds the world what it means to play. Then wins it all, breaks records, breaks them again, and takes a victory lap.

In this stunt, Comedian James Corden sat in with Formula One racer, Lewis Hamilton, who proceeds to accelerate their interview location to nearly more than 150mph. Strapped into a Mercedes, Corden is tasked with asking as many questions as possible in one lap. And given Hamilton’s track record, that isn’t a lot of time.