Digital

John O'Keeffe
Jury Chairman
Jan Ulrik Leth
Global Creative Director, Digital
Ogilvy & Mather
“These winning examples created highly relevant, personal experiences”


The 2012 WPPED Cream Digital winners all demonstrated the truly unique potential for digital media beyond being just another distribution platform. These winning examples created highly relevant, personal experiences, in real time that completely redefine what has historically been referred to as the brand experience.
Johnson & Johnson's Band-Aid Magic Vision has gone even further to reinvent the value proposition of a very traditional product, the Band-Aid. And for this unique achievement it has been awarded the Crème de la Crème.

I'd like to thank my accomplished and passionate fellow jury members, Peyton Lindley, Bruce Henderson, Jonathan McVey, Paulo Sanna, and Paul Chambers. Together we present you with this year's magnificent winners.
Magic Vision (1/2)-Magic Vision (2/2)-Case Study - Magic Vision
JWT New York
Johnson & Johnson - Band-Aid
Making magic a standard feature
Minor cuts and scratches often make small children beg their parents for a Band-Aid bandage, which seems to make them feel better even if they aren't actually hurt. One could say that Band-Aids have an almost magical effect! To take this idea to the next level, JWT made use of augmented reality featuring the Muppets to grow the magic while creating an emotional bond between parents and children. Now, when a parent applies a Muppets Band-Aid and scans it with their iPhone or iPad mobile app, Kermit the Frog, Miss Piggy, and Gonzo the Great come to life on screen to entertain away the pain. The app was launched on iTunes and supported with a highly targeted social media campaign. The Muppets themselves were enlisted to help with the marketing, and the campaign was a resounding success, with scratches protected and smiles restored.
Road Mode
George Patterson Y&R Melbourne
VicRoads
Life-saving innovation
In 2011, 25% of all driving accidents in Australia were affected by mobile phone usage. VicRoads wanted to reduce these incidents without advertising, so they teamed up with George Patterson Y&R and launched Road Mode, a new phone function that deactivates all incoming calls and messages on your mobile phone when activated. People calling or texting someone with Road Mode activated on their mobile phone receive an automated text message telling them that the person they're trying to reach is using Road Mode, and also informing them of the dangers of driving while distracted by mobile devices. When deactivated, Road Mode gives the user a list of all calls and messages that were missed while driving safely. Results are ongoing, but the death toll on Australia's roads is down by 13%. Road Mode is practical, educational, and most importantly, it has the potential to save lives.
Project Re: Brief
Johannes Leonardo New York
Google
Retro digital
Despite two decades of online innovation, digital ads are still being used simply to inform more than they are used for engaging, connecting, and entertaining. In order to change this, Johannes Leonardo and Google partnered with four global brands and the five advertising legends behind some of America's greatest advertisements, from Coca-Cola, Volvo, Alka-Seltzer, and Avis, to reimagine them for the digital age. Roll-out events involved talks, live demos, screenings of short films, and presentations to packed audiences. These events generated buzz leading up to the public launch of the campaign hub: ProjectReBrief.com. Emmy-winning director Doug Pray's hour-long documentary about the five legends premiered in New York. In just one month, the project garnered over 70 million media impressions, turning the campaign into a global conversation. The interaction rate with rich media ads in the US is 2.3%, and all four individual executions significantly exceeded this figure.
Be The Coach (1/2)-Be The Coach (2/2)-Case Study - Be The Coach
Ogilvy Cape Town
South African Breweries - Carling Black Label
The real experts
Football fans often think they can do a better job than the coaches, so the Carling Black Label Cup gave them a chance to prove their worth in a match between the Orlando Pirates and Kaizer Chiefs. 'Be the Coach', a campaign by Ogilvy, allowed fans of both teams to vote for players using their mobile phones. They could even select the players for substitution on the day of the game. The campaign launched with a TV commercial and a strong call to action, driving consumers to buy Carling Black Label in order to start voting. It was supported online and via mobile advertising, radio, and press. 10.5 million votes were received in seven weeks, with tens of thousands more voting for substitutes on match day. The campaign generated $12.2 million of PR for Carling Black Label, allowing it to see strong growth in a declining beer market.
US Open Court Connect-Case Study - US Open Court Connect
Ogilvy New York
IBM
A smarter conversation
To underscore IBM's involvement in the 2011 US Open Tennis Championship as key sponsor and technology provider, and to demonstrate the capabilities of its analytics technology while providing value to tennis fans, Ogilvy launched IBM CourtConnect. The campaign took into account the fact that more than 18 million people tune in to watch the US Open on TV, 700,000 attend matches, and most of these people have smartphones, many actively tweeting and posting in accordance with their interest in the game. CourtConnect combined two channels, Twitter and the US Open website, and was able to recognise and aggregate tweets and posts about specific tennis-related topics, attaching a relevant and insightful statistic or fact to each. Existing conversations and online experiences were augmented and transformed into a new branded medium for IBM, successfully showcasing its applied analytics and social computing expertise.
The Dove Ad Makeover (1/2)-The Dove Ad Makeover (2/2)-Case Study - The Dove Ad Makeover
Ogilvy London
Unilever - Dove
Beautiful people
Dove's mission is to make women feel more beautiful, but a worldwide study revealed that only 4% of women describe themselves this way, in part because of the negative banner advertisements that target and reinforce their insecurities. Ogilvy launched the Ad Makeover campaign that empowered women to displace negative ads with positive messages. This was achieved by using an app that outbid ads with negative keywords, ensuring that the space would be won by messages that make women feel beautiful instead. Discussion around the issue was ignited online. The campaign sparked an international media debate that fundamentally challenged the use of online advertising. Users displaced over 171 million banners, and there was a 41% increase in mentions of Dove on Facebook. 71% of women polled claimed to feel more beautiful after the Ad Makeover: a positive victory for confidence and self-esteem.
Visitor Center
Possible Los Angeles
The Bill & Melinda Gates Foundation
Messages of optimism
Initially a behind-the-scenes network of global aid experts, the Bill & Melinda Gates Foundation realised that developing a high-profile public presence could positively impact the good they could perform. To introduce itself and its work to the world, the foundation wished to use cutting-edge digital environments to teach people about the issues the foundation is dedicated to solving. The foundation's visitor center was transformed into an interactive landscape of adventurous experiences, from a giant Twitter-enabled kiosk to user-controlled digital screens. These had physical inputs such as a wooden globe, levers, and sliders designed to complement the building's warm and tactile design. These simple interfaces allow the visitors to be knowledgeable participants, actively engaging in the foundation's work. The Bill & Melinda Gates Foundation Visitor Center attracts a lot of activity and communicates the foundation's message while inspiring people to see how they too can make a positive impact in the world.
Interactive Tables
Possible New York
Hong Kong Jockey Club
A new day at the races
The traditionally time-consuming, private way of placing bets in horse racing was not drawing in younger, tech-savvy, highly social players. The Hong Kong Jockey Club, with Possible Worldwide, created new multi-touch, interactive tables that combine horse racing mind-game information and betting logistics to offer fast-paced entertainment, frictionless e-commerce within a highly secure and stable system, and a betting environment that is at once public and personal. Each table accommodates eight players, allowing collaboration and social interaction centred around a simple, sleek design, intuitive enough to be used by all levels of gamers for an immersive social, digital experience. The tables were unveiled as part of the new Adrenaline Lounge at HKJC, and have ushered in an entire new era in the history of horse racing. The club now plans to use the tables at other venues across the South Pacific and Asia.
Get The Mégane! (1/2)-Get The Mégane! (2/2)
41? 29! Istanbul
Renault
Spin the wheel
Unlike other competitions to win cars, the 41? 29! 'Get the Mégane!' campaign took the form of an online reality show with a twist. A live 'wheel of fortune' was played in real time by fans, and the show was hosted by an industrial robot that one would normally see building the cars. 400 car keys, 399 of which were duds, were lined up around the wheel. The queuing system had 400 spaces each day, and players could jump the queue by completing tasks that aided in spreading the word to the online community. The first to find the real key would win. The car, a brand new Renault Mégane Coupé Cabriolet, signed by NBA's all-time leading scorer Kareem Abdul-Jabbar, was given away on the 8th day and 3,511th draw. During this time, the project reached over half a million people, generated 100,000 interactions, and gathered 20,000 new fans to the Facebook page.
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