Some of this weeks most talked about digital campaigns, including work from Orange, Kotex and Desperados.
1. Orange – Do Some Good
Sustainability and Social Responsibility seems to be ‘the thing’ at the moment, with lots of companies investing as much in their ‘green’ brand values as they do in their product and/or service ones.
However, it’s not very often that you come across campaigns which you think might actually DO something (and that don’t include pictures of wind turbines and dying polar bears!). So, it was with a slightly pessimistic mind that I downloaded and tried the new ‘Do Some Good’ mobile app developed by Orange (with a whole bunch of their charitable partner organisations) this week – but I loved it!
The idea of offering people ‘bite-sized’ volunteering opportunities which they can do from their phones and fit in at any time during their day, is great. The app itself is really simple to use, allowing you to browse through the various tasks or choose from the type of activity you want to do – such as completing surveys which help charities to develop their messages, taking or uploading pictures which can be used royalty free by charitable organisations, locating and helping to ‘map’ outdoor spaces which people can enjoy and where kids can safely play, sharing an ‘urban oasis’ or even offering your language skills to help translate something useful.
The Orange Rockcorps Collective (the division behind this concept), will then reward you with music downloads or tickets to gigs once your ‘bite-sized’ activities add up to a total of 4 hours. Seems that The Collective also have a great website and Facebook page to showcase their mission and entice more people to join and share their volunteering experiences. No mention of the Do some Good app on there just yet, and no link to any other digital platforms from the app itself, but it’s early days and hopefully there will be more tie-ins further down the line.
I’ve already filled in a survey about my (non-existent) cycling habits and taken a few pics of the local beauty spots, so feel quite good about myself! You should give it a go!
2. Kotex – Ban the Bland
Crowdsourcing sanitary pad designs? This is where I lose my male readers……
Kotex have taken the brave step recently in the US to challenge the traditionally white and ‘sterile’ design of feminine hygiene products, and their latest campaign opens up the redesign to their consumers.
Using their online design tool, you can choose from various patterns, colours, brush effects and sizes, as well as various graphics – including the option to upload your own – to create either a pad or a tin design. Once you have completed your ‘masterpiece’ you can add it to the gallery where others can then ‘like’ your design (or not!). There is even the option to create a mood board for those who are really serious about winning the prize of designing the final products with leading fashion visionary, Patricia Field.
I’ve worked on a similar ‘design your own’ tool in the past, but for flooring, and know how difficult they can be to create – especially if they include an ‘upload your own image’ option and a gallery. It seems that Kotex have done a good job with theirs and it is fun to play around with.
It would have been good to see more of a link to social channels so that users could share their designs (and therefore the campaign) with their networks. Perhaps the option to replace your Facebook profile picture with your pad design? mmmm…on second thoughts,maybe not!
However, I did notice whilst looking into this that the Facebook page they run is actually really well managed even with the lack of a direct tie-in to their latest ‘push’. They do share the campaign – even if only via the wall – and respond quickly and intelligently to peoples questions and comments.
The campaign also includes a big investment in offline advertising, including TV, billboards and in-store, which is sure to drive people to the online tool. The brand are (not surprisingly) claiming interest so far has been very high.
3. Desperados – The Desperados Experience
I could not write my weekly round-up this week without including something about the amazing You Tube take-over by Desperados.
The Tequila-based alcohol brand have created an inspired interactive experience which asks the user to reveal their age (for legal reasons I guess), select if they want to party with men or women, and then invites them to ‘join the party’. You can then ‘break through the wall’ by using interactive ‘sliders’ in order to open out the standard video viewing area to a much larger and wilder ‘party’.
The TV ad version is below, but you really need to check out You Tube in order to see what a great job they have done of taking this concept and developing it for digital use. It no doubt involved detailing both offline and online requirements ahead of filming, in order to make use of the set, cast and props for all needs.
Good on them for thinking ahead! So many brands simply stick their TV ad on the web and expect it to work just as well and go viral, without truly thinking about the medium and planning ahead.
Out of interest, the brand also seem to be doing the ‘design by crowd’ thing on their website, where you can design your own bottle and accessories etc. Jumping on the crowdsourcing bandwagon? Why not!