1. Havas Sports & Entertainment
Review of 2011 and predictions for 2012
A Selection of Best Cases from Around the World

2. Global selected case studies in 2011
SOCIAL
MEDIA/DIGITAL
 Viral Marketing
 Community management
 Advergaming
 Mobile Marketing
 Seeding
 Blogger relations PR & CONTENT
 Social Media  Media relations
 Influence Marketing  Editorial content
 Live Measurement  Celebrities
 … endorsement
 E-influence
 Lobbying
 Social Media
EXPERIENTIAL  Media partnerships
 Live events  Branded TV programs
 Grassroots programs  Cross media strategies
 Hospitality  Product placement
 POS animations  Brand TV channels
 Street Marketing  Radio programming
 Product sampling  Web channels
 Internal incentives  Advertiser Funding
 Creative/ OOH Programs
 Guerrilla Marketing

3. NIKE TAKE MOKUM CAMPAIGN by Nike
or how to re-launch a sport…
What's the story…
- Nike was determined to reset runner’s minds in the Netherlands. Youngster think that running is
boring, so Nike devised a plan to have people “Run Unleashed,” making running light hearted, playful
and enjoyable and, thus, attracting a whole new target group of young urban runners
A new way to run…
- Nike created a revolutionary Facebook application that let runners draw a graffiti running route over
Image Credit Geomarketing the map of Amsterdam. They could color the graffiti by going out running, registering the run with
Nike+ and filling the graffiti with their actual KM’s run.
- The graffiti made them run in completely new way. It shifted from being focused on schedules and
minutes to expressing creativity while running. And it attracted the young, urban runners who started
designing creative graffiti’s turning the map of Amsterdam into a virtual canvas
- A Nike Runhouse pop-up store was opened close to Amsterdam’s most famous urban park where Nike
further engaged youngsters in the Run Unleashed experience with events, runs and free product trials
Success
- They converted over 9,000 new running members
Image Credit Amsterdam Ad Blog - The online running club was visited 183,275 times
- 220 graffiti’s were created on top of the Amsterdam grid within 6 weeks time (colored with 1,268
Nike+ kilometers)
Go watch the video: http://bit.ly/kBObGt AGENCY
Why we liked it… Boondoggle
 It was a creative way to attract the youth population to a sport that is all about routine,
lacks heroes and is actually pretty boring
June 2011
Image Credit Expression that Inspires

4. THE FANWAGEN by VOLKSWAGEN
or how to communicate tradition via Facebook…
What's the story…
 Volkswagen is inviting its fans in the Netherlands to vote for their all-time favorite VW model -
and win the vehicle as a reward in a social media campaign
Volkswagen Facebook Fans create the “Fanwagen”
 Not only were consumers invited via Facebook to create unique historical models, SoMe features
will be integrated in the product itself
Image Credit Harrisburg VW  These social media features will make the so-called Fanwagen ‘the most social car ever’. Clearly
designed for the social network-obsessed, the car includes a license plate that shows your
relationship status, and the ability to print your newsfeed on the dashboard
 This unique model will find a new owner on Facebook as part of a lottery
Success
 More than 20,000 Facebook users registered for the Fanwagen lottery (the VW page in the
Netherlands jumped from approximately 10,000 fans to 42,000 fans within 3 weeks)
 50,000+ Youtube views
Image Credit AdZag
 Huge online press coverage
AGENCY
Go watch the video: http://tinyurl.com/67dl88x
Achtung!
Why we liked it…
 VW successfully connects the old and traditional with the new and trendy by
focusing on their iconic models and combining them with Facebook features and
Facbook online actions
November 2011
Image Credit SpicyTec

5. JENNIFER ANISTON GOES VIRAL by Smartwater
or how to boost your viral hits in a few days…
What's the story…
 Smartwater wanted to promote its water as one of the purest bottled water on the market today
 To do so, they went viral, soliciting a group of internet geeks and paired them with international
star Jennifer Aniston
Jennifer Aniston Sex Tape…
 The clip features Aniston spoofing several well-known viral videos from the past such as the
double rainbow guy, the dancing babies, lip-syncing teenage star Keenan Cahill, and the classic
Image Credit Urban mogul Life
viral smash, a kick in the crotch
 The cherry on the cake was the name, the “Jen Aniston Sex Tape”, to build maximum exposure.
Success
 In the first 24 hours alone, online trending words including "aniston smart water" and "aniston
viral video" more than tripled
 More than 8.4 million views in less than 3 weeks on YouTube
Image Credit A Man’s World Online
Go watch the video: http://bit.ly/g4F6YB AGENCY
Why we liked it… Zambezi
 Viral success is difficult to come by, Smartwater decided to play off of
prior hits instead of re-inventing the wheel
Image Credit Best Week Ever March 2011

6. CRUSH HOUR by Europcar
or how to use a hidden camera to make an impact…
What's the story…
 Europcar wanted to prove a point – that purchasing a car is very risky, and if it something ever
happens (like your car is crushed into a 4x4 box) that you are “up the creek without a paddle”…
instead of explaining the risk Europcar made it come to life!
You’ve already lost your car, now get ready to loose your cool…
 Helpless consumers who left their car in a parking lot came back from shopping to find that their car
had been selected randomly for the ‘car elimination’ program and that their car was a now a pile of
scrap metal
Image Credit Advert Lover  Luckily a phone number was available to call and find out what happened, irate consumers called in
unbeknownst to them that they were actually being broadcast live on radio
 At the end, the hidden camera operation was revealed and Europcar’s point was made, why buy
when you can rent?
Success
 The campaign received over 2.5 million views on YouTube (5th most viewed channel of the month)
along with thousands of tweets and views on Facebook
 The campaign was covered on news outlets and through a partnership with NRJ radio
 In total the campaign received more than 1M€ of free media and a 300% increase in traffic on their
Image Credit Today is Your Happy website (resulting in an 83% increase in subscriptions)
Go watch the video: http://bit.ly/hEHp7P AGENCY
Why we liked it… Ogilvy
 The campaign was an incredible success and had real results on the
companies business
 Great mix of traditional outlets such as TV and radio with social media
January 2011
Image Credit Decision Marketing

7. SAY “KEE-KO” by Chicco
or how to get expose consumer produced content…
What's the story…
 Chicco has a problem, little brand recognition in the US with low awareness of its Italian origins,
not to mention that most people can not correctly pronounce their name
 Chicco re-launched its brand in the USA with an advertising campaign focused on the correct
pronunciation of Chicco (Kee-Ko)
Get your baby on Broadway…
 Every mother would like to see their baby become a star – Chicco gave parents the opportunity to
Image Credit: media.dexigner submit videos of the own babies via Chicco’s US website
 The babies were broadcast correctly pronouncing the name on a 100 foot digital billboard in
Times Square
 The campaign is being promoted through mom bloggers, Facebook and Twitter
Success
 Huge visibility in the most square in New York City
 Hundreds of parents uploaded their kids video saying “Kee-ko”
Image Credit: Vimeo Video
Go watch the video: http://bit.ly/iawA2x AGENCY
Why we liked it… McCann Erickson NY
 Chicco managed to build a great campaign focusing on what was
important to them: the pronunciation of their brand name
Image Credit: Vimeo Video March 2011

8. LONDON FASHION WEEK #TWEETWALK by BURBERRY
or how to give a masterclass in digital marketing to boost both image and sales…
What's the story…
 For their Spring Summer 2012 show on September 19 th, Burberry partnered with Twitter to provide
their half a million-strong community of followers exclusive behind-the-scene looks before even
people sitting on the front row could get a glimpse at the collection : it was the first ever Tweetwalk
“There’s a Twitter-savvy brand for you!”
 Creating the #Tweetwalk hashtag on Twitter to gather all their exclusive tweets, they added to their
Image Credit Telegraph.co.uk now usual HD live stream experience through Facebook and Burberry.com
 They also gave the control of the brand’s Instagram account to the most-followed user on the app :
photographer Mike Kus, who publicized the event to his 126,000+ followers
Success
 According to BBC London Radio, Burberry had over 80 million sign-ups from all over the world
 Burberry achieved trending hashtags on the worldwide twitter stream with “#Burberry”, “Christopher
Bailey”, and a record-breaking mention’s per minute.
Image Credit Nubry
AGENCY
Go watch video : http://youtu.be/C5oFZ53I2N8
In-House
Why we liked it…
 Burberry has been known to stage Holographic 3D shows, provide shoppable livestreams
and broadcast their catwalk show straight onto a 32-metre high billboard in Picadilly
Circus during previous fashion weeks
 They are established as a pioneer brand in the new media communications space
Image Credit Burberry.com October 2011

9. THE BIG STAIN by Ariel
or how to increase interaction around a very un-sexy product line...
What's the story…
 Ariel created a very amusing way to demonstrate the cleaning power of its products using one of the
most beloved toys in China - the Wii
Stained or clean…
 Starting in Guangzhou, they placed five-story t-shirts around sixty different locations in China
 Ariel turned a Wii controller into an everyday household items – Ariel (the cleaning power), ketchup,
mustard and soy sauce (the stainers)
Image Credit: theinspirationroom
 Members of the public were invited to cover the giant T-shirts in sauce, then remove the sauce with
the Ariel Wii controller
Success
 113% increase in sales and a 300% increase in brand awareness during the campaign period
 Over $1,000,000 in PR value
Image Credit: advertising.chinasmack
Go watch the video: http://bit.ly/kRKoSb
AGENCY
Why we liked it… Saatchi & Saatchi
 Ariel managed to combine the product attributes with a Chinese pastime – the Wii
 The platform was innovative and entertaining, finding new usage for new technology
May 2011
Image Credit: theinspirationroom

10. THE LIVING SOCIAL TAXI by LIVING SOCIAL
or how to surprise...
What's the story…
 Unsuspecting passengers who took the taxi found themselves in a show-like game
environment offering various real experiences
“Driving you to surprising and delightful experiences”
 In the hope of creating some buzz and showcasing many great discounted things you can get
from LivingSocial, they decided to deck out a cab with a mystery take-it-or-leave-it challenge
Image Credit Adweek
 Passengers could continue to their destination, or "roll the dice" and embrace an unexpected,
exciting new experience. The outings included chess boxing, pole-dancing fitness classes, chef
master classes, a speedboat ride up the Thames, and the chance to feed a tiger up close and
personal
Success
 45,000 viewed on the official YouTube video
 Hundreds of blogs in the UK and all over the world have covered the operation and created
awareness
Image Credit My Virtual Scrapbook
Go Watch the video : http://bit.ly/qxWEOJ
AGENCY
Why we liked it?: Mind’s Eyes Media
 The hidden-camera taxicab format is not a new one, but here it works well in showing
rather than telling the simple, straightforward brand promise
September 2011
Image Credit Randy Matheson

11. MAKE SOME NOISE by Coca Cola
or how to test national football team supporters’s fervour
What's the story…
 The Argentinian enthousiasm for football is known by the whole world. Coca Cola has
come up with a campaign that encourages supporters to make more and more noise
throughout the televised viewing of the match ... If there isn’t noise, no match
“No sound, no match”
 Several giant screens dispersed in Buenos Aires aired the Argentina selection’s Copa
America 2011 matchs
Image Credit Trends2you  The aim of this operation was to test the south american fervour for football. If viewers
weren’t playing an active part in supporting their team, the match was no longer
displayed on the screens
 Thanks to sound level measurement instruments, during all the match, the match was
seen… or not
Success
 Over 15,000 video views on Youtube
 Many ad specialized blogs relayed the operation.
Image Credit Shotmcn’s blog
Go watch the video: http://bit.ly/pFwW5A
AGENCY
Why we liked it… OgilvyAction
 A brand gave consumers the ultimatum, “give something otherwise you’ll get nothing”
resulting in an advertising operation that was innovative and interactive
July 2011
Image Credit Lavart Collective

12. THE ESCAPE MACHINE by SNCF
or how to earn consumer attention via the power of surprise...
What's the story…
 French rail company Voyages SNCF created a street activation in Paris to publicize its new 'Escape’
travel service
Where do you want to go?
 A large black box with a big red button. For those curious enough to push the button, the reward is
immense
 They are asked where they’d like to escape to; the request is logged and suddenly the box turns into
Image Credit: YouTube an animated singing and dancing extravaganza that presents the curious button pusher with a ticket
to their destination of choice
Success
 More than 1M views on YouTube
Image Credit: YouTube
Go watch the video: http://hpar.is/4d9f
AGENCY
Why we liked it… Pleix and DDB
 SNCF found an interesting way to promote its new service by engaging people in a real
life experience. We like the fact that the brand chose to rewards only the curious. And
finally we love that one of the contestants requested to escape to Lapland!
March 2011
Image Credit: YouTube

13. BORGIA PRIVATE PARTY by CANAL+
or how to reach influential bloggers…
What's the story…
 Canal+ launched its new original TV Show, Borgia last month and wanted to create an event
which captured the essence of the series: violence, sex and corruption
“I won’t write an article about it”
 Taxis were booked for 50 of the most influential bloggers to drive them to a secret party. They
had no idea they were on the way to the preview of the brand new Borgia TV series
Image Credit: YouTube  Digital cameras with shady pictures were left on the backseats of various cabs, to make
bloggers believe it was forgotten by previous customers
 Bingo! Pictures created a real confusion among guests, until the set up was revealed at the
entrance of the premiere when each blogger received an ostia in white chocolate, a bag
containing a pornographic bible, a Rosary-shaped USB stick, a book etc.
Success
 1,6 million viewers in France for the debut episode
 45 articles from 52 bloggers
 2,802 views of the promotional video during the private party
Image Credit: YouTube
Go watch the video: http://bit.ly/rwX55X
AGENCY
Why we liked it…
 The campaign found a new way to speak directly to a very influential Cake Paris
blogosphere audience
November 2011
Image Credit: YouTube

14. THE HANGOVER MONSTER by Guronsan
or how to make a boring product awesome...
What's the story…
 Guronsan, the perfect remedy for hangover identified the party-goers as their primary target, faced
the problem of not reaching its target markets as they don’t often go to pharmacies or read
pharmaceutical advertisings when their head is pounding - Guronsan had to find a way to bring a
pharmaceutical product to them…by making it cool
Kill the monster, have a guronsan !
 Guronsan created the hangover monster, a big green creature that shows up in the morning when
people have drunk too much. Equip with a sledge hammer, the monster wreaks havoc
Image Credit Coisa Semanal  The monster hangs out where people are likely to party: summer music festivals, college parties, and
night clubs
 The monster is on Facebook too and has daily interaction with fans that could invite him to their
own parties
 Online presence on youtube guaranteed to document the Hangover Monster high jinks
Success
 The Facebook page was the number 1 health page in Portugal and number 10 among all businesses
with more than 3 million pages viewed on the social network
Image Credit Facebook
 Generated tons of user content
 More than 22,000 likes on Facebook
Go watch the video: http://bit.ly/k691Gu
AGENCY
Why we liked it… Lowe Ativism
 Guronsan managed to make its product fun and reached its goal of being recognized as
the 1st remedy for hangover by all the party-goers
 The ultimate aim was to kill the hangover monster but as it was cool, some would
prefer to have him hung around!
April 2011
Image Credit AdBeat

15. The PURPLE MAILBOX by Yahoo!
or how to randomly interact with a huge mailbox
What's the story…
- Yahoo! placed two huge “special” purple mailboxes on two different street corners in Manhattan
& Brooklyn. Both mailboxes talked… and rewarded passers-by with precious gifts!
“Talk to me, I’m friendly”...
- The brand had a radio-connected team of 10 people near both locations, none of them were visible to
consumers, all connected to coordinate themselves
Image Credit: delapubmaispasque
- The goal was to give people gifts that were personally relevant to them. Flowers for a couple, baseball
game tickets for Yankee fans or even bones for dogs
- The mailbox is now on tour, people can check next locations, pictures and the “living mailbox profile” on
www.Facebook.com/yahoomail
Success
- Video viewed over 15.000 on the first weekend
- The Facebook fan page is significantly growing since the campaign is online (Facebook global fan
page increased 20% for a current total of 490.000 fan)
Image Credit: YouTube
Go watch the video: http://bit.ly/qU263j
AGENCY
Why we liked it… E2
 Some of us would say that this campaign is a copy and paste of
the coca cola happiness vending machine
 However, the Yahoo! Purple Mailbox is different through its personality, the mailbox
interacts with passers-by and goes beyond a simple promotion
June 2011
Image Credit: YouTube

16. BIKER CINEMA STUNT by Carlsberg
or how to test the perseverance of innocent couples
What's the story…
 Riding off the tag-line ‘That Calls for a Carlsberg,’ Duval Guillaume Modem decided to test the
perseverance of a number of innocent couples in a movie theater
“This is not what we paid for”
Image Credit Google
 To reinforce the new baseline ‘That Calls for a Carlsberg’ Duval Guillaume Modem proposed an
original experiment. In Belgian cinemas some innocent couples were confronted with a theatre
filled with not-so-friendly gentlemen and only 2 seats left…
 How will they react? The result of this experiment can be seen in Kinepolis and online via
YouTube
Success
 4,450,000 people watched the YouTube video
 A worldwide buzz
Image Credit Google
Go watch the video: http://bit.ly/k691Gu AGENCY
Duval Guillaume
Why we liked it…
 Carlsberg has fun with clichés of the beer drinkers and realizes a viral movie in
which the rebels are not necessarily the ones that we believe.
October 2011
Image Credit Google

17. FESTIVAL FAN ZONE by CARLSBERG
or how to raise awareness among attendees at Festivals…
What's the story…
 The official beer supplier Carlsberg of Woodstock Festival in Poland, also sponsor of UEFA EURO
2012, created a huge brand zone for the ultimate fan experience and tested possible brand
activations for the EURO 2012
“More than just beer”
 Besides the generic function of beer supplier, Carlsberg offered various activities to attendees
 Carlsberg installed a massive football stadium where attendees could watch matches or play
Image Credit: HS&E in teams against other attendees
 The Carlsberg Fan zone offered in a chill-out area some fun games such as table-football
 An activity of returning old Carlsberg cans not only kept the festival ground clean but also
provided the collectors with cool Carlsberg products as t-shirts
 The Carlsberg UEFA tent informed visitors about past European Cups and Carlsberg’s
partnership with UEFA
Success
 Brand awareness results among attendees reached incredible 85% for unaided recall and 93% for
aided recall on-site
 86% of the over 500.000 festival attendees visited the brand zone
Image Credit: HS&E
AGENCY
Euro 4D
Why we liked it…
 Carlsberg proved with this Festival brand activation how flexible and innovative a
brand can be to create awareness
 If you are interested in the results of the European festival study that was conducted by
Havas S&E, please contact: Christopher.Rapaport@havas-se.com
October 2011
Image Credit: HS&E

18. BLACK BOX by PEUGEOT
or how to re-position the brand’s identity “Motion & Emotion”
in China…
What's the story…
 Present Peugeot RCZ within an engaging artistic installation at PhotoSpring – Arles in Beijing
 Redefine Peugeot’s image as a creator and facilitator of the arts
Enter the Black Box!
 HSE created Peugeot Blackbox -- a large-scale camera obscura, the symbol of photography’s
technological origin. Visitors peered inside to discover a video projection of alluring abstractions.
 The mysterious structure held bright, exciting images, sparking spectators’ curiosity and leaving an
Image Credit: Peugeot website
impression.
Success
 Local reviews and blogs revealed the impact of the one-month-long installation as having brought
new meaning to the car-form and the role of Peugeot in the hearts and minds of China’s art world.
 Peugeot’s re-positioning that enabled the brand to forge a new identity in the media and establish
collaborations, present and future, within China’s expanding creative communities
Image Credit: Peugeot website
AGENCY
HS&E
Why we liked it…
 In China, car are often displayed on a regular stage during car shows etc; on the contrary,
our installation aimed at attracting visitor’s curiosity by hiding the car.
Mai 2011
Image Credit: Peugeot website

19. NISSAN JUKE ROCKS by Nissan
or how to get in bed with your consumers - literally...
What's the story…
 Nissan wanted to launch its new car in a fun and innovative way
 The Juke Rocks campaign was launched with four rock bands in four countries (France, Spain, Germany
and Italy) who had a total of 6 challenges to complete with a new challenge every week
Bring home your favorite band...
 Each band was presented with a car for a week and was tasked with special assignments such as shooting
music videos or performing at fan’s houses
Image Credit: blog-europeauto  The 10 minute episodes of each challenge were put on Nissan Juke Rocks YouTube channel where people
could vote for their favorite bands to get energy points
 The band with the most points won an exclusive concert with an audience of 800 fans recruited via
Facebook
Success
 More than 1.7M views on YouTube
 More than 4,200 likes on Facebook
Image Credit: lejukedevalerie
Go watch the video: http://bit.ly/eUzoxl
AGENCY
Why we liked it… OMD & Fuse
 Great consumer segmentation - the Nissan Juke is urban and young,
just like these four bands and their fans
Image Credit: somethinelse March 2011

20. AMERICA’S HONESTY by Honest Tea
or how to host a social experiment...
What's the story…
- The brand set up unmanned popup Honest Tea dispensers in the country’s six biggest cities – San
Francisco, Los Angeles, Chicago, Boston, Atlanta, New York City – where the public could pay $1 for a
bottle of tea…or not
- This was all part of a social experiment to see which American city was the most honest of them all
Resist temptation…
- Hidden cameras were positioned nearby to record consumer reactions
Image Credit: thenextweb - Honest Tea observed as consumers battled with their conscience – the results were in and 87% of
Americans did the right thing
Success
- 280 million impressions, 160 press stories, and $2.79 million in earned media – not to mention double
digit growth in each market tested
Image Credit: YouTube
Go watch the video: http://hpar.is/4cSh
AGENCY
Why we liked it… SS + K
 The campaign was funny and got results. It increased consumer testing,
created PR, and was a viral buzz
March 2011
Image Credit: miaminewtimes

21. ALL THE PINK OF LIFE by Gazzetta dello Sport
or how to create buzz via live and traditional media...
What's the story…
 On Sunday, March 13th before the Bari-AC Milan football game, Gazzetta dello Sport, an Italian sport
newspaper decided to set up an amazing spoof of the pregame rituals of all 22 players on the field
Ibrahomiv playing frisbee...
 Players from both sides ran out onto the pitch and immediately abandoned their usual warm-up
routine
Image Credit: YouTube  Zlatan Ibrahimovic chose to play frisbee. A pink capped Sergio Almiron pretended to go for a swim.
Thiago Silva entertained the crowd with his limbo skills. Even Gennaro Gattuso got involved as the
pitbull began prancing around with the referee
Success
 Confusion started to reign in the stadium - fan reaction was incredible
 More than 400,000 views of the video on YouTube in only a few days
Image Credit: YouTube
Go watch the video: http://bit.ly/g4nROU
AGENCY
Why we liked it… G-Com
 A fabulous stunt pulled off by Gazzetta dello Sport that fits really well
with their slogan
March 2011
Image Credit: YouTube

22. A NEW WAY TO DELIVERY by JoJo Project
or how to combine fashion and ecology…
What's the story…
 An Eco-friendly brand launches a new line of shoes and wants to highlight its eco-responsible
philosophy. To do this, JoJo offered an interesting delivery service
From fashion to ecology…
 The concept is simple: Choose, Act, Check
 You choose the shoe model that fits you the most, you select which NGO you want to support,
Image Credit: YouTube and you can check on the website the progress of the project
 What’s new? Make people believe that pigeons are going to deliver the shoes! Invent the
greenest delivery process and explain it via video post on the internet
Success
 Over 6.000 fans on the Facebook page
 More than 100.000 pairs sold within a few months
Image Credit: ecouterre  Around 40.000 views on YouTube
Go watch the video: http://bit.ly/miHBSE AGENCY
Why we liked it… JoJo
 The brand partners with two nonprofits organization: Tree-Nation, a social network
dedicated to fighting climate change, and The Water Project, which builds wells and
rainwater filtration systems in Kenya, Sudan, Sierra Leone, and India
June 2011
Image Credit: media.treehugger

23. SPREAD THE TED by TED
or how to use word-of-mouth to spread your ideas...
What's the story…
 TED seeks to spread ideas and to inspire local citizens in Buenos Aires
Taxi Drivers turn into a new communication media...
 TED invited taxi drivers to their legendary TED meeting and after listening to 6 hours of conferences,
they were sent back to work and picking and driving passengers
Image Credit: theinspirationroom  While driving their passengers, they shared what they learned from the conference with them and
delivered the message in a more engaging and personable way
Success
 50 taxis x 20 passengers a day x 1 week = 7000 listeners (7 times the TED’s Buenos Aires Audience)
Image Credit: paperblog
Go watch the video: http://hpar.is/4dd1
AGENCY
Why we liked it… Olgivy
 TED engaged with the kings of word of mouth: Taxi Drivers, bringing the TED concept
close to the common people creating energy and buzz around it
 It made a clever use of the most powerful media : people
 So simple. So smart! Coming soon … hairdressers
April 2011
Image Credit: coloribus

24. OBERMUTTEN by the mayor of Obermutten
or how a small village can reach global press coverage…
What's the story…
 Switzerland has many lovely little villages in the Alps, such as Obermutten, but sadly nobody knows them. For that
reason, the major of the small town Obermutten decided to create a Facebook page with a special promise
“Grüezi” to Obermutten
 The campaign started with a video, featuring the mayor's promise that anyone who 'liked' the village's
facebook page would have their profile picture put on the Obermutten's notice board.
 Soon, the notice board was so full that the profile pictures had to be put on houses.
Image Credit Page Online de  In addition to the profile pictures posting, the campaign engaged its fans with more video postings and
a contest for one lucky person to win a scarf knitted by the mayor’s daughter .
Success
 Almost 15.000 Facebook Fans
 4 out of 5 Fans interact with the page
 Fans from 32 countries
 Approximately 60 Million people have read or heard about Obermutten worldwide thanks to the
Facebook campaign and the press coverage around it
 Costing about 10,000 Swiss francs, the campaign has reportedly brought in 2.4 million francs in earned
Image Credit 24 heures media
AGENCY
Go watch video: http://tinyurl.com/c7kvj8f
Jung von
Why we liked it… Matt
 A village of 79 inhabitants creates a campaign that reaches 60 Million and generates more
fan engagement than Lady Gaga. A good example for “THINK BIG”
December 2011
Image Credit Browse

25. THE TAILOR SHOP OF MR. LEE by Playstation
What's the story…
 To announce its brands new video game (DC UNIVERSE ONLINE), in which you can design your own
super hero, Playstation created a real-life tailor shop. Gamers could go in and have their personal
super hero suits made
Image Credit Nerd Bastards
“Mr. Lee is all about confidentiality…”
 An original truly integrated campaign where you can make your suit a reality and live the same
experience as the game in the off line world
 The shop opened in the heart of Madrid, near the majority of comic shops. Undoubtely, it received
lots of success and soon there was a long waiting list to get tailored. Book yours and try your chances
to make your crime fighting alter-ego a reality
Success
 It was the most successful campaign launch for Playstation yet and Mr Lee Taylor Shop is more
sought – after than the Batcave !
Image Credit Creative Review
Go watch the video: http://hpar.is/4da6 AGENCY
Why we liked it… Leo Burnett
-They brought to life the charaters in the game with a real life opportunity to be
tailored like your superhero.
-This campaign enabled the whole family to experience and be informed about the
world of DC universe online [and offline]
April 2011
Image Credit D2D

26. KEEP COOLER by Vinicola Aurora
What's the story…
 25 years ago, Keep Cooler was one the most hippest drink in Brazil. As time passed, both market
shares & popularity decreased due to competition. The brand is now starting over and is fighting
to regain the awareness it deserves
“Draw a meme!”
 The main challenge was to overcome its link with the aging population of its original core target
Image Credit Vimeo (former young adults that are now in their fifties) in order to gain credit among young Brazilians
 Jumping on one of the most popular bandwagon online, the brand ingeniously created ‘Meme
Maker’, a very easy-to-use virtual tool which creates personal & virtual ‘Meme’, while the
campaign was promoted with a competition by influential Brazilian blogger, Cauemoura
Success
 Very quickly, Meme covered bottles started to fill all department stores. As a result, the Rap song
by Cauemoura encountered massive success with a stunning 2 million views and 170.000 cartoons
created on the website.
 In addition, the brand was mentioned 130.000 times on social networks and did 40 entries in
Image Credit Salon
national & international on & off line medias!
Go Watch the video : http://vimeo.com/28669056 AGENCY
Why we liked it… Digital ZOO
-Keep Cooler managed to catch up with the new generation and revamp the brand with a single but
clever campaign
-Digital played a crucial role and proved, once again, that good content and is a powerful
communication tool when it involves the audince and motivates participation
-By leveraging lifestyle interest and passion through music and informal art it made the brand
resonate with the hip and relevant audience December 2011
Image Credit Pimp My Space

27. “GIRO SUCHT HERO” by Sparkasse
or how to entice young people’s appetite for debit cards
What's the story…
 Since young people can’t spend money like there’s no tomorrow, we helped them enjoy
tomorrow without spending money: having fun with the perfect ambassadors for their
generation
 We challenged Joko and Klaas, popular Jackass-style rival comedians, to the ultimate battle
Giro sucht Hero” (Giro Casts a Hero) to become Sparkasse´s next ambassador and provide
product testimonials to young people
“Serial born endorsers”
Image Credit: Spkgoe
 The pair casted musicians to recreate the best Sparkassen theme-song and shake up the brand
´s safe style Strapped into rally cars with pro-drivers racing 150 km/h
 They used the bank´s locator app to deliver a cake to a Sparkassen customer, competing to
convert football fanatics with a cash prize transferred via the bank´s mobile app, they narrowly
escape angry fans
 On holidays, the pair used Sparkassen´s credit card to take hideous revenge on each other
Success
 39% spontaneous ad recall vs closest competitor (13% V+R Banken and 10% ING)
 +75% recall for its Giro offers
Image Credit Creative Review
 +21% desire for Giro account (45% vs V+R 22% and ING 5%) AGENCY
 +8% leader bank
MPG / HS&E / AM
Why we liked it…
Biggest brand Facebook page amongst German financial brands
Facebook page ranks #10 worldwide among financial pages
+135,000 Facebook-fans, 441,000 visits, and 25,500 comments 823,406 votes
1.8M battle video views Mai 2011
Image Credit D2D

28. Havas Sports & Entertainment
Predictions for 2012

29. Social Media Effectiveness ‘Beyond Fans and Likes’
 After heavy flirting with social media in 2011, brands
will go beyond merely looking at Likes and Fans, and
start caring and measuring engagement and community
building
 The value of a meaningful relationship will be properly
appreciated to build strong communities, CRM
programs, loyalty and integrated transactions
 To prove the effectiveness of social media campaigns,
brands will develop more sophisticated measurement
algorithms to prove the ROI, more commonly to be
known as ROSS (return on social spend) Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/owenwbrown/4857593259/
 By the end of 2012, successful brands in social media
will have focused more upon increasing their levels of
engagement with fans, than the number of fans

30. The Social Olympics 2012
 London 2012 will be swamped in social media
 More Tweets, shares, Likes, posts, comments, views will
take place in 1 month, than ever before
 News, scandals, records & exclusives will all be read on
Twitter first. Then on the news channels and papers.
Footage we aren’t supposed to see, we will. Thanks to
Facebook, bit.ly and YouTube
 There will be more Likes and friends for London 2012
than any other sporting event, ever. It will remain one Thanks to Flickr.com- creative commons
of the top 5 trending topics in Twitter globally, for 1 http://www.flickr.com/photos/31808226@N05/6130296771/
month
 During the 100m final there will be more messages,
images and videos shared via social media, than at any
other time since the dawn of the world wide web

31. Confidence not fear
 Federations, athletes, brands and celebrities will
embrace the new digital and social landscape with more
confidence
 Those that are un-prepared, under resourced and
schizophrenic will continue to fear the new world of
communities and communications
 Athletes will be seen to check-in, update, upload and
respond pre, after and even sometimes during a
sporting event. Digital devices and applications will
relay a kaleidoscope of information about the athlete,
in real time, direct to fans and desktops Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/caguard/6094723130/
 The ability for a fan to get closer to their hero, will
present an enormous opportunity for communities and
brands

32. Million Dollars Bloggers
 Cyber PR will become more challenging across online
influencers who traditionally would blog or tweet about
a campaign for free. This will change in 2012. The
world’s first million dollar blogger will be created
 Already in LATAM, and especially in Mexico, it is not un-
common for a blogger to request $15,000 for a Tweet
or blog post mentioning or linking to a brand. This
emerging trend will spread across the globe
 Accessing a blogger, will in some instances require
contacting a blog management agency. Blog networks
will manage the syndication of posts across a diverse Thanks to Flickr.com- creative commons
range of interests and passions http://www.flickr.com/photos/suzanneandsimon/1746100681/

33. Sports Subscriptions
 Sports federations will face a huge challenge in 2012:
 “How to evolve their (traditional) broadcasting rights
package, when many of their audience are no longer
tuning into traditional broadcast channel, and in some
countries don’t even own a TV anymore?”
 With more and more fans watching mainstream and
niche sports on the web; on social networks; on mobile
devices, successful federations will embrace the
opportunity
Thanks to Flickr.com- creative commons
 The ability to watch catch up and real time sporting http://www.flickr.com/photos/mikecogh/6123331851/
events, will increasingly be consumed on Facebook and
YouTube. Social media subscription packages will
provide new revenue streams and help reach and
engage with young and new fans

34. Sport & Technology
 Sport will continue to become more scientific, and
technology will bring the most dramatic imagery and
revelations to both big screen and little screen
 Enjoyment of sport, even from an armchair, will
become a thrilling experience. No longer a lean back
and enjoy, but lean forward and immersion
 Sports cam technology will bring footage to our screens
that we’ve never seen before. From 3D to 4D; slow
motion to split screen; helmet cam to ball cam;
adrenalin sensors to heart monitors…
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/pe5pe/3242342574

35. Agile content : more relevant, less costly
 Campaigns will be created in days and weeks, not
months or years. Real time listening, creation, and
distribution will mean a trending topic is acted upon, to
create the long tail effect of relevance, overnight
 Traditional production and content costs will go down,
but licensing costs will go up, benefiting bedroom
content creators
 A fan at a sporting event will get rich quick, over the
course of the weekend, at the press of a button. His
unique content will be viewed (YouTube giving him
advertising revenue for his page), licensed (broadcast Thanks to Flickr.com- creative commons
revenue) and used without permission, winning a liable http://www.flickr.com/photos/walmartcorporate/5793422190/
case

36. Fan Sourced Singles
 Artists are increasingly asking their fans to not only
suggest or create their album artwork, but to contribute
to the actual audio that is released on the single or
album.
 During 2012 we predict an increase in fan sourced
audio. More and more fans will contribute to the official
release, making the list of credits read like a who’s who
of the ultimate fan club.
 Brands and artists will embrace this collaborative
opportunity. A fan will be supersaulted from his
bedroom to the 02 or Wembley stage. Royalties will Thanks to Flickr.com- creative commons
take this fan from a 1 bedroom apartment, to a beach http://www.flickr.com/photos/mwiththeat/3712998374/
front bungalow.

37. PR in the media and marketing mix
 There will be a continued integration of PR in the
marketing, advertising and customer service mix.
 Every campaign will have a strong role for PR and this
will lead to a stronger and more strategic place for PR
professionals around an integrated planning table. Silo’s
will continue to be broken down.
 Earned media, paid media, owned media and shared
media will become standard categories for all PR
professionals to consider how they plan and integrate
campaigns.
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/42931449@N07/6088751332/
 Developing relationships with bloggers in ‘earned
media’ will no longer be a speciality of a digital team or
agency. All PR agencies will offer this outreach.

38. Infographics and story telling through imagery
 2011 saw an explosion in the use of Infographics to
decipher an analytical story. More than 500,000
Infographics were created. 2012 will continue this
trend, but with the addition of video Infographics.
 Infographics will evolve with he ability to click through
multiple layers of content, creating a rabbit hole of data
visualization.
 Agencies will create presentations leveraging these new
formats. PowerPoint presentations will reduce in the
number of slides, with more and more information
being displayed creatively on one slide. Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/ibikefresno/5892802181/

39. Personalized Content
 Content will be more customized for each target
audience based upon location, profile, interests and
their networks.
 Smart filtering and customization will make content
more shareable and rewarding. Sharing content across a
consumer’s peer groups, will provide another layer of
rewards for the consumer. Great content will continue
to be viral and shareable.
 An increase in mobile content, delivered direct to a
consumer’s handset will create connections all through
the day, the night, and weekend. Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/sanjoselibrary/2944498979/

40. PR accountability
 PR will become more accountable and more accurate in
measuring the ROI.
 Traditional media monitoring agencies will integrate
buzz monitoring services and metrics to provide more
accurate qualative and quantative results.
 Every PR agency will provide as part of a campaign
evaluation : reach, sentiment, influencer analysis and
equivalent media value (through an updated media
evaluation tool).
 Accountability and campaign evaluation will become Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/cambodia4kidsorg/3290848259/
more accurate and enable more accurate campaign
planning and re-optimization. Clients will request
greater accountability and performance related pricing
models.

41. PR and the role of Influencers
 Influencer marketing will not just mean inviting a high
profile celebrity to an event. Much of the influencer
engagement and marketing will take place online.
 Influencer identification tools will enable the PR
industry to more accurately identify and engage with
powerful online advocates. These influencers will be
leveraged to not online feature and talk about a
campaign, but to be involve din the planning, ideation
and evolution of a campaign.
 Each agency will create their own rating system to
identify the most important influencers pertinent to Thanks to Flickr.com- creative commons
their objectives http://www.flickr.com/photos/9382228@N08/4836210531/

42. Digital Amnesty Day
 1 day a year, everything will shut down, almost.
Companies will ask all their staff to ‘switch off and
unplug for 24 hours’.
 At first employees will be scared and confused. They
will scratch their heads wondering how they can
perform their job or task, without a digital connection.
 After 3 hours a smile will spread across their faces. It
will be a beautiful day or real relationships and
friendships the old fashioned way, face to face. We will
re-discover social skills, beyond Facebook. We will put
into perspective the role of digital. It will become a Thanks to Flickr.com- creative commons
yearly event. http://www.flickr.com/photos/brook/33496825/

43. Location Based Entertainment (LBE)
 Sporting venues and stadiums are the second most
checked-in places worldwide. The most popular
checked-in places are airports
 Brands, sponsors and rights holders will leverage this
opportunity to geo target fans with compelling and
shareable content and promotional messages. Having
identified a physical fan, data will provide an on-going
and customized relationship back to their home
 2012 will see a huge increase in the connections
between these attending fans, virtual fans and brand
messages. 2012 will become the year of social currency Thanks to Flickr.com- creative commons
– more shareable, more entertaining and more http://www.flickr.com/photos/da_belkin/6462640765/
personalized

44. Live events get greener
 Stronger corporate social responsibility, combined with
increased consumer awareness of recycling and the
need for a cleaner environment, will result in more
environmentally friendly events.
 Sponsors will require event producers to have
committed to make the event as carbon neutral as
possible. Sponsors will consider this ‘green score’ just as
much as the number of attendees and media value.
 Recycling will have high visibility at each event and be a
creative and entertaining activity that attendees warmly
embrace. Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/zoetnet/4212133196/

45. Pop Up Events and Experiences
 Whilst large scale events will remain a key feature of a
brand’s yearly outdoor calendar, increasingly brands
will take to the streets, beaches and parks with
impromptu pop up events.
 There will be equal investment in large scale one offs
with small socially promoted flash mobs.
 Mystery and intrigue will be created in the run up to a
pop up event, but only announced in the last 48 hours
through social media.
Thanks to Flickr.com- creative commons
http://www.flickr.com/photos/vdrg/5458584580/

46. “Our sources of inspiration
 http://www.venturebeat.com  www.trendcentral.com
 http://www.mediapost.com/publications/
 http://www.businessweek.com/the_thread/brandnewday/  http://www.agentwildfire.com/
 http://trendwatching.com  http://www.springwise.com/ideas/
 http://mashable.com/  http://www.trendhunter.com/
 http://www.nma.co.uk/  http://adage.com/
 http://www.partnershipactivation.com/  http://www.psfk.com/
 http://www.fastcompany.com/  http://blog.becausexm.com/
 http://brand-e.biz/  http://www.docnews.fr
 http://www.eventmarketer.com/  http://www.contagiousmagazine.com/
 http://www.bloguerrilla.it/  http://blogopub.tv/
 http://www.adforum.com/index.asp  http://www.gaduman.com/
 http://www.adweek.com/aw/index.jsp  http://www.paper-plane.fr/
 http://adverblog.com/  http://www.blogoergosum.com/
 http://mastercom.over-blog.com/  http://publigeekaire.com/
 http://creativecriminals.com/  http://trendspotting.com/
 http://clients.pcni.fr/trendz/index_en.html  http://www.luckie.com/
 http://www.auslatics.com/  http://mpg.com/case-studies.php
 http://blog.becausexm.com/  http://www.electronlibre.com/
 http://trendspotting.com/  http://www.novactif.com/
 http://www.luckie.com/  http://fr.blog.buzzparadise.com
 http://mpg.com/case-studies.php  http://www.wired.com
 http://www.electronlibre.com/  http://www.techcrunch.com
 http://www.saycheese.co.uk/magazine/SCMAGAZINE2010.html
 http://www.brandrepublic.com

47. “Our sources of inspiration
 http://gregorypouy.blogs.com  http://www.camillejourdain.fr/
 http://www.woweffect.be/  http://www.conseilsmarketing.fr/
 http://www.marketing-alternatif.com/  http://www.jbonnel.com/
 http://www.influencia.net/  http://www.marketing-chine.com/
 http://www.vanksen.fr/blog  http://www.darkplanneur.com/
 http://blogopub.tv/guerilla+marketing  http://www.culture-buzz.fr/
 http://www.fubiz.net  http://www.webandluxe.com/
 http://www.leblogdebango.fr  http://www.narominded.com/
 http://www.artskills.net  http://www.blogoergosum.com/Publiz
 http://www.tribords.com  http://www.blogpersonalbranding.com/
 http://www.trendsnow.net  http://www.webmarketing-com.com/
 http://www.buzzeum.com  http://www.reseaux-professionnels.fr/
 http://www.roycod.com  http://marketing-insolite.blogspot.com/
 http://www.culturepub.fr  http://henrikaufman.typepad.com/et_si_lon_parlait_marketing
 http://viacomit.net  http://www.webmarketingjunkie.com/
 www.adsoftheworld.com  http://www.creativeguerrillamarketing.com/
 http://theadbuzz.com/  http://www.docnews.fr
 http://theinspirationroom.com  http://up2social.com
 http://www.ibelieveinadv.com  http://thenextweb.com/dd/
 http://scaryideas.com/  http://www.pariscomlight.com/
 www.mashable.com  http://publigeekaire.com/
 http://emarketinglicious.fr/  http://www.nicolasbordas.fr/
 http://publigeekaire.com/  http://gregorypouy.blogs.com/
 http://www.paper-plane.fr/  http://www.minutebuzz.com/
 http://gregorypouy.blogs.com/  http://z-factory.blogspot.com/
 http://jedblogk.blogspot.com/  http://www.paper-plane.fr/
 http://www.trendspotin.com/  http://www.kesako-le-blog.fr/
 http://curiositycounts.com/  http://mashable.com/
 http://www.brandingmagazine.com/  http://www.publiz.net/
 http://www.adverblog.com/  http://www.vanksen.fr/blog/
 http://notrelienquotidien.com/  http://www.emarketinglicious.fr/

48. Valentina Candeloro Jez Jowett Valeria Herzer
Global Marketing Manager Global Digital Director Global Strategic Planner
valentina.candeloro@havas-se.com jez.jowett@havas-se.com valeria.herzer@havas-se.com
http://www.havas-se.com
http://www.facebook.com/havas.se
http://www.twitter.com/havas_se