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Campaign Brief (AUS/NZ) Online.
Campaign Brief Magazine : May June 2007
I D EAS Saatchi has been exploring different ways of integrating technology into outdoor advertising. One example is a project for NZ Army, which used Bluetooth technology to challenge passers-by to find a soldier ‘hidden’ in camouflage on the poster. Both the eagle-eyed players who found the soldier and texted the coordinates of his location, and those who failed at the task, were directed to a NZ Army recruitment website. THE POWER OF WORDS Websites have become a standard part o f most campaigns but ofte n there is a sense that they are a bolt- on to the ma in camp aign rath er than having a message an d ex ecu- tion d esign ed specifically for t he medium. Not so in Saatchi’s l atest project for Women’s Refuge. Brought on board to create a web- site to promote t he message tha t verbal abuse can be as har mful as physical, the interactive team creat- ed a simple-looking website with an image of a woman, that changes in response to loud noise (the sounds of abuse). The more loud the noise, the more battered the woman’s face becomes. Check it out at: www.wordshurt.co.nz THE STARKISH PROJECT Can ad vertising b e a dvertising without using media a t a ll? We ll, paid media anyway. The Stark pro- ject, in association with public rela- tions fi rm Pead PR, set out to do just that by using key media person- alities to seed the term ‘starkish’. What people didn’t know was that Stark was the name of a yet-to-be- launched vodka drin k b y Saatch i client DB Breweries, aimed at pro - fessional females over 25 years old. The results? ‘ Starkish’ was dis - cussed on 1,330 international blog sites and mentioned in 79 newspa - pers nationally. The campaign go t over 4 hours of free airtime, reach- ing 1.6 million people. And without a 60 second TVC in sight. 7 26 CA MPA I GN B RIEF Hallensteins - Saatchi’s interactive department created a virtual changing room to entice reluctant male shoppers into making more purchases. A camera captures the shopper’s image and broadcasts it onto a large screen. The shopper, using a hand commands system, then chooses different clothing options Women’s Refuge - to promote the message that verbal abuse can be as harmful as physical, the interactive team created a simple-looking website with an image of a woman, that changes in response to loud noise (the sounds of abuse). The more loud the noise, the more battered the woman’s face becomes. MAY/J UNE 2 007
July August 2007