Tag Archives: Ogilvy

Vittel vamps up water bottles to remind you to keep drinking

28 May

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Midweek question: should PRs and marketers attempt to create a campaign when an app already exists?

I woke up at about 3am this morning and killed some time checking Twitter (yes, I’m one of those people who reaches for their phone) and saw that Ogilvy – the agency behind the UN’s predictive Google search campaign to raise awareness of gender inequality – had posted some of its latest client work.

I took another look at the tweet, at a more appropriate hour, and found that the agency had created a ‘quick and dirty’ PR stunt off the back of consumer research.

A new survey has found that 80% of French adults aren’t drinking enough water, simply because they forget. So, Ogilvy has teamed up with Vittel to create a special bottle lid that reminds you to sippy sippy every hour.

Originally, I’d have thought this was great – especially after seeing that it’s secured coverage on Creativity Online, Design Taxi and has generated a social media buzz – if I hadn’t downloaded Water Balance recently, which takes a note of my weight and height before prompting me to drink at various times during the day.

Maybe I’m taking it too seriously. The video to accompany the stunt certainly doesn’t. It’s fast, fun and contains flags – what’s not to love?

But, don’t get too excited. At the moment, this is exactly what it says on the tin – a marketing opportunity for the company to study consumer behaviour, with no current plans to bring it to life.

So, I guess I’ve answered my own question. Although apps are convenient and cost-effective, stunts will always have that talkability factor – and Vittel is a great example of this.

What do you think – thirsty for more? Watch the video here:

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Would you Google women’s rights? You will now

22 Oct

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The last few posts I’ve written have covered fun and quirky PR campaigns. From One Direction launching its own day to Aflac letting a live mascot ride the New York subway, these brands have generated talkability. But this stunt, by Ogilvy & Mather for UN Women in Dubai, tackles an important global issue in an effective and sensitive way.

Taking over one of the world’s most popular search engines, Ogilvy ensured that every time someone used Google last month that they were given suggestions relating to attitudes to women – such as ‘women need to be…controlled‘ and ‘women need to be…put in their place‘.

The agency produced a compelling story to attract interest in the campaign but they didn’t have to think for too long. The suggested search terms are all real examples of what people have used Google for. It’s surprising, shocking and disappointing. In a world where I thought my challenge was being mixed race, it’s been highlighted that I’m getting ahead of myself. It’s being a woman that I have to worry about first.

I can only imagine that when the brief came in to the advertising agency that there were a few overwhelmed executives in the office. This is no mean feat on any budget. Forget the opportunities to see, website traffic and return on investment, UN Women wants to generate behavioural change. But by rooting the campaign within one of the world’s most popular websites (pipped to the post by Yahoo in the US this week) and using striking photography, Ogilvy has successfully made people stop and think.

It’a taken a little while for the news to spead – the Huffington Post has only picked it today – but the campaign is continuing the conversation on Twitter.

It’ll be interesting to see if this replicated by the UN across the world on International Women’s Day (8 March 2014). They’d be missing a trick if the opportunity wasn’t seized to make the world listen to its sound argument.

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