THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

677 source-led reads, 12 per page. These numbered pages work without JavaScript. Search every study and lesson →

409
Travel and aviation / 2012DEEPER STUDY · 5 MIN READ

Meet & Seat: the original social-seating pilot

KLM Royal Dutch Airlines

embed an optional social connection inside a relevant service moment instead of treating social media as a separate promotional destination.

Make travel more useful for passengers interested in meeting relevant fellow travellers. Attach the interaction to a moment customers already use, such as booking or registration.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Consent
410
Confectionery / 2007DEEPER STUDY · 5 MIN READ

Touch: the original 2007 commercial

Skittles / Mars

follow a product fantasy to its unexpected consequences while keeping one absurd rule consistent.

Build a distinctive entertainment world around the candy. Give the audience a simple premise it can understand and predict.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Absurdity
411
Automotive / 2015DEEPER STUDY · 5 MIN READ

The Greatest Interception Ever: the 2015 contest

Volvo Cars

convert an existing category cue into a timed invitation, then deepen a quick response into a meaningful nomination.

Gain relevant game-day attention without buying a conventional in-game automotive spot. Use an event audiences can identify without complicated instructions.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Second screen
412
Transport and apparel / 2018DEEPER STUDY · 5 MIN READ

The Ticket-Shoe: EQT Support 93/Berlin

BVG / adidas Originals

recontextualise a familiar civic asset as a desirable product while adding a real service function.

Connect BVG with contemporary Berlin identity through a useful collaboration. Look for patterns or objects people already associate with the organisation.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Local identity
413
Telecommunications / 2014DEEPER STUDY · 4 MIN READ

Clever Buoy

Optus

An invisible network becomes tangible through a detect–communicate–respond prototype.

Make the network relevant beyond size comparisons. Explain what is detected, who receives information and what happens next.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Utility
414
Public health / 2015DEEPER STUDY · 5 MIN READ

Melanoma Likes Me

Melanoma Patients Australia

A normally welcome social signal becomes a warning when its sender is a disease persona.

Make a prevention message relevant within social behaviour. Find a platform behaviour whose meaning can carry the idea.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Reversal
415
Insurance / 2011DEEPER STUDY · 5 MIN READ

Rhonda and Ketut: the original narrative

AAMI

A practical insurance benefit creates a life event that supports an ongoing character story.

Give insurance benefits a distinctive personality. Show what the advantage enables in ordinary life.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Character
416
Sport / Social cause / 2012DEEPER STUDY · 5 MIN READ

Immortal Fans / Fãs Imortais

Sport Club do Recife

A lifelong fan identity becomes a recognisable invitation to declare an organ-donation intention.

Encourage supporters to consider organ donation. Use a community identity people already value rather than inventing a new one.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Belonging
417
Sport / Social cause / 2012DEEPER STUDY · 5 MIN READ

My Blood Is Red and Black

Esporte Clube Vitória / Hemoba

Removing a club colour turns its uniform into a public progress indicator for a cause.

Encourage eligible blood donations. Use an existing high-attention asset rather than adding another message surface.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Absence
418
Restaurants / 2009DEEPER STUDY · 5 MIN READ

Pizza Turnaround: the December 2009 relaunch

Domino’s

Public criticism becomes the beginning of an observable product correction rather than the campaign’s final emotional payoff.

Public criticism becomes the beginning of an observable product correction rather than the campaign’s final emotional payoff. Complete a specific, testable change before making acknowledgement the advertising idea.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
419
Beverages and fundraising / 2003DEEPER STUDY · 5 MIN READ

The Big Knit: the 2003-origin fundraising idea

innocent drinks

A handmade packaging addition connects volunteer effort, product choice and a clearly defined charitable contribution.

A handmade packaging addition connects volunteer effort, product choice and a clearly defined charitable contribution. Choose an object or action that makes participation understandable at the point of encounter.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
420
Beverages / 1995DEEPER STUDY · 5 MIN READ

Holidays Are Coming: the original Christmas Caravan

Coca-Cola

An ordinary branded delivery object becomes a repeatable signal of seasonal arrival.

An ordinary branded delivery object becomes a repeatable signal of seasonal arrival. Let an object already associated with the business carry the central action.

Evidence note
No verified quantitative outcomeRead the documented execution and evidence limits in the study. No numeric result is claimed.
Read study, data & creative direction →Creative strategy
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