“They will relay the notorious user Experience on the streets of the city. Sex, in short "

Every Monday Slon chooses the most interesting marketing campaigns of the past week and asks for advertising experts to comment on them. Today, the creative director of the agency "Next" Andrei Lebedev shares his considerations.

The towels attacked Avenue

100 people went out in green towels to the street to prove how comfortable the Consul washing machine is and how much washing powder with the air conditioner fits into it: for several cycles you can wash the same hundred towels.

https://www.youtube.com/embed/s8fv9hsykn4

Andrei Lebedev: There are Consul washing machines in which so many linen and detergents fit that 100 towels can be washed very quickly, this is their competitive advantage. Therefore, 100 people wrapped in branded towels were generated by a flash mob and walked along the streets of San Paulo. On the one hand, I envy the perky Brazilian features that walk in towels, and they are not taken to the Brazilian police department. And it looks pretty nice compared to such hits of our BTL as growth dolls, people-hotdogs and other samples of elegant arts. And in general, they are trying to relay the notorious user Experience volume of washing to the streets of the city. Sex, in short. But in fact, this is a virus, it is much more important to cover with these videos more to the people, to provoke the newsletter. And for this it is too toothless. 2450 views on YouTube. Erotica is not enough.

How not to lose keys

Are you a person who is constantly losing the keys to the house? The insurance company, together with the Happiness advertising agency, came up with a solution to your problem. You can make a 3D scan of the key and store this cast in a safe place. If you lose the real key, you will need to download the file through the mobile application and print the new key on the 3D printer.

Andrey Lebedev: I have a cognitive dissonance from this project. No, this is a good deed, a real useful digital. I even believe that these 3D keys will not break in the old castle. But when my old-wcked analog warm tube keys scan in such high-tech pieces as a 3D scanner, and then print on a 3D printer (OMG) so that after I put them into rusty keyhouses ... I am in a loss. About 10 years in no hotel I did not receive ordinary keys from the room, only electronic. If you are such a guest from the future with Local 3D-SHOP around the corner, maybe immediately change the castle for electronic?

Casino at the airport

Heineken is again pleasing with experiments! This time, people at the airport were offered to play a tourist roulette. A random country fell to the participant, the flight into which he had already paid for him. It was necessary to fly right away. One condition: abandon your tickets. Who has the courage?

https://www.youtube.com/embed/penroorvlyw

Andrei Lebedev: These are my favorite communication stories - when the brand gives people a dream. Heineken put at the airport a kind of roulette, where travelers are invited to click on the button, score on their current flight and fly with Heineken The devil knows where. Where there will be more adventures. This is very cool, it makes people think: am I ready to quit everything and fly from my comfort zone right into the unknown? These thoughts can become a vaccination of positive for a very long time, become a shy bomb. And, if Heineken is lucky, then the brand will be associated with this.

Instaphilm from the photo

200 Instagramers, 200 photos of one Lexus Is F Sport. An unusual video was glued from the frames.

https://www.youtube.com/embed/dgmqv7hgqxm

Andrei Lebedev: Lexus is true to himself, trying to communicate innovations. But in this case, the result seems slurred to me. The information water is good, but the video does not excite at all. Sports IS, processed by Instagram filters, received some ridiculous vintage bow, as it is now customary to express, and I no longer want to pay the original cost for it. We open the account of this project on Instagram , where there should be flesh from the flesh of Core Audience. 272 posts and 167 followers. About 2 pictures on those who want to look at them. Somehow it's not about Lexus.