“The Durex video was sent to your beloved or beloved. I sent to whom I need, and you? "

Every Monday experts evaluate the most noticeable marketing campaigns. In the next issue - Anna Korzun (Ailove) about the pleasure of communication in the underwear of Durex, meaningless penguins, frands in a beer bar and other advertising tricks of the week

Every Monday Slon chooses the most interesting marketing campaigns of the past week and asks for advertising experts to comment on them. Today, Anna Korzun, the creative-strategic director of the Ailove agency, shares its considerations.

Everything is transparent

The World End IT slavery movement in one of the United States has held a social action dedicated to the problem of human trafficking and sexual slavery. A van with a transparent body drove along the crowded streets, where beaten powerless girls sat. The slogan at the van said that the civil war would not put an end to slavery, and many women become victims every year.

http://www.youtube.com/embed/jpjxqke5eta

Anna Korzun : “A wonderful mission, a good and understandable idea, a visual contextual implementation, but in general, the case is not fully implemented. The campaign took place during a major sporting event and was designed to draw the attention of the audience to one of the aspects of slavery - to the fact that it was during such events that many girls are forcibly retained and sold. At the same time, on the website of End It itself is not posted (at least I did not find) more detailed information (and the video itself too). But in addition to the awareness, the organization must collect funds to combat the problem, and such a discrepancy, in my opinion, slightly reduces the conversion to donations. They did not take the case. Subject to the great involvement of the Americans in such initiatives, the viral interactive part on the site suggests itself, as well as work to achieve additional coverage due to the spread of the video. ”

Skypa sex

Now you can finally touch each other at a distance. Durex created underwear specifically for those who live far from their second half and communicate with it on the Internet. Vibration sensors are built in linen, and the smartphone acts as a remote control.

http://www.youtube.com/embed/qb7DN3KPL2O

Anna Korzun : “A great example of creating a supplemented brand value and fixing the large good territory of ForePlay. I generally like almost everything that Durex does is even such cases for the sake of cases. They are especially. 4.4 million views in 1.5 weeks, and this is only on the official Durex Australia channel. The video, for sure, was sent to the beloved or beloved. Such bilateral loyalty arises. I sent to whom I need, and you? "

The invasion of the penguins

The penguins attacked the St. Petersburg metro and one of the shopping centers. A joyful viralnyak was created thanks to the gas-bru-bru carpet drink, which supposedly unites, despite some pranks of the penguins.

http://www.youtube.com/embed/lrgz2pdjfki

http://www.youtube.com/empted/fmamqgr7nw70

Anna Korzun : “A funny video that can be watched in the VKontakte tape to please the agency and client with numbers. But it is not clear how this can affect marketing indicators: recognition and sale. The result is predictable - 12 thousand members of the group, people were amused by penguins, but they did not cause delicate attachment to the brand and even to the campaign itself. ”

Sounds ko

What if the sound when opening a bottle of cola (“p-sh-sh-sh) will become completely different? The Japanese inventor created a bottle that first records the sounds of the surrounding world, and then when opening it reproduces everything in remix. This really unites people, as we see on the video.

http://www.youtube.com/empted/fbj3b2eutlu

Anna Korzun : “The natural development of the musical direction of Coca-Cola after The Beat of London. I like that they concentrated on the moment of the first opening of the bottle (sound, smell that cause a pleasant expectation of the first sip): opened - and Happiness. In general, the case did not hit me, unlike most works for Coca-Cola. ”

You can fuck

Budweiser simplified the method of acquaintance: no longer need to find out the phone number or page in social networks. The brand created a mug that can be tied to a Facebook on a QR code. At the moment when you clink with a neighbor, you automatically become friends. Only now in the morning I want to remember all the strangers with whom I drank in the bar.

http://www.youtube.com/embed/9fdnsshlcrk

Anna Korzun : “An interesting territory of new friends, not characteristic of Budweiser. It, of course, is connected with Great Times Are Waiting, but not directly. If they continue in the same spirit and enrich the main idea, it may turn out to be interesting. As for the technology itself, BUMP and the like have long been hung around an alcohol theme (contacts of contacts, checks), but the implementation of this case is very successful. ”