THE CREATIVE FIELDBOOK / SNS MEDIA TECH

Campaign studies

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

649
Travel / 2010DEEPER STUDY · 4 MIN READ

Dancing Flight Attendants: the 2010 test

Cebu Pacific

An unexpected onboard performance turns service behaviour into widely circulated brand content.

Editorial framing: An airline’s brand personality becomes visible through staff behaviour as well as through formal advertising. Entertainment must not replace required operational communication.

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 →Service personality
650
Retail / 2017DEEPER STUDY · 4 MIN READ

The Human Catalogue

IKEA

A memory challenge makes catalogue details necessary to audience participation.

Editorial framing: A printed catalogue can contain a great deal of inspiration while receiving little sustained attention. The person’s skill should depend on the advertised content.

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 →Human talent
651
Telecommunications / Date not verifiedDEEPER STUDY · 4 MIN READ

TXTBKS

Smart Communications

Existing basic phones become a channel for condensed educational content.

Editorial framing: Educational technology can overlook the devices people already own. Access conditions should shape the solution.

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 →Accessible technology
652
Public utilities / 2019DEEPER STUDY · 4 MIN READ

Kinship

PUB Singapore

A proverb links family connection with the value of water, followed by participatory narrative continuation.

Editorial framing: Water conservation is a practical public message, but repeated instructions can become easy to overlook. Connect the public issue to a meaning audiences recognise.

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 →Cultural metaphor
653
Alcohol and energy / 2015DEEPER STUDY · 5 MIN READ

Brewtroleum

DB Export

A real by-product process becomes a named, visible campaign object.

Original brief not established in these sources. Editorial reading: A real by-product process becomes a named, visible campaign object. Explain the material pathway before adding a promotional claim.

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
654
Insurance / 2021DEEPER STUDY · 5 MIN READ

One House to Save Many

Suncorp

A tested physical prototype gives an insurer’s prevention position a concrete subject.

Original brief not established in these sources. Editorial reading: A tested physical prototype gives an insurer’s prevention position a concrete subject. Use qualified testing to support the practical claim.

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
655
Language education / 2014DEEPER STUDY · 5 MIN READ

Speaking Exchange

CNA

An educational service becomes visible through structured conversations between willing participants with complementary interests.

Original brief not established in these sources. Editorial reading: An educational service becomes visible through structured conversations between willing participants with complementary interests. Each participant needs a clear reason to join and an easy way to decline.

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
656
Tourism / 2019DEEPER STUDY · 5 MIN READ

Bulanaires

Tourism Fiji

A familiar wealth-list format is reframed around personal qualities to organize destination storytelling.

Original brief not established in these sources. Editorial reading: A familiar wealth-list format is reframed around personal qualities to organize destination storytelling. The new frame should express something relevant to the place.

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
657
Banking and financial education / 2015DEEPER STUDY · 5 MIN READ

Clever Kash: Prototype to Release

ASB

A physical interface makes a digital balance easier to perceive, while the prototype launch tests interest before broader delivery.

Original brief not established in these sources. Editorial reading: A physical interface makes a digital balance easier to perceive, while the prototype launch tests interest before broader delivery. A representation should improve understanding rather than simply add decoration.

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
658
Consumer technology / 2021DEEPER STUDY · 5 MIN READ

iTest / Try Galaxy

Samsung New Zealand

A selective product simulation reaches potential switchers inside the device they already use.

Original brief not established in these sources. Editorial reading: A selective product simulation reaches potential switchers inside the device they already use. Reduce the effort required to experience one meaningful feature.

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
659
Public-sector recruitment / 2017DEEPER STUDY · 5 MIN READ

Freeze: Most Entertaining Recruitment Video

New Zealand Police

Humor and varied job scenes make an institutional career invitation more approachable.

Original brief not established in these sources. Editorial reading: Humor and varied job scenes make an institutional career invitation more approachable. Specific tasks help challenge an overly narrow picture of a role.

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
660
Tourism / 2021DEEPER STUDY · 5 MIN READ

The Off Season

Tourism Tasmania

A low-demand season is reframed through experiences that are genuinely distinctive to it.

Original brief not established in these sources. Editorial reading: A low-demand season is reframed through experiences that are genuinely distinctive to it. Compete on a real seasonal advantage rather than imitate another destination.

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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