Some innovative campaigns
Client: Burger King
Media: Internet/interactive/integrated
Campaign: "Subservient Chicken"
The goal was to introduce the new 'Tendercrisp Chicken Sandwich' to Burger King's target market -- males 18 to 34 -- and drive traffic into stores while reinforcing the overall "Have It Your Way" brand positioning. CP+B created a website so consumers could interact with the product and overall brand. At the site, visitors entered what seemed to be a cheaply decorated living room. A chicken, the size of a grown man, dressed in Victorian-era lingerie, stood ready, waiting for commands from viewers to tell it what to do: sit, stand, lie down, dance, et cetera. A TV campaign supported the site.
CP+B launched a beta website by emailing the URL to a small group of friends of the agency. Within 24 hours there were more than 193,000 unique visitors and more than 8.2 million hits, with each visitor averaging seven minutes on the site. Two weeks after the launch, there were more than 100 million, 7 million broadcast impressions, 30,000+ number of results from a Google search of 'Subservient Chicken,' 63 broadcast segments and 20 print/online articles. To date, the site has had more than 459 million hits and over 19 million unique visitors.
Client: Method
Media: Internet/interactive/integrated
Campaign: "Come Clean"
CP+B created the "Come Clean" viral campaign for Method's 'Holiday Cleaning Kit.' The website lets people start the New Year fresh by allowing them to confess (come clean) about anything they may have done during the past year that they wish they hadn't. Once on the site, they have the option of making their own confession or listening to someone else's. A woman with a pleasing voice reads the person's confession, and then washes her hands, washing away whatever the person has done wrong. The viewer can also view and buy the Holiday Cleaning Kit on the site. The campaign won this year's Interactive Grand Prix at Cannes, France.
CLIENT: Volkswagen
Media: Internet/interactive/integrated
Campaign: "Project Fast"
For the launch of the fifth-generation Volkswagen MK V, CP+B focused its efforts on the GTI enthusiast base: young, mostly male "tuners" who had been with the brand for years. Prior to the launch of the GTI, the agency sent a series of emails to a few thousand loyal enthusiasts. The emails directed users to projectfast.com. At the site, users were asked to answer questions about things like the shape, size and color of their "Fast," the idea being that from these comments, VW would create the perfect incarnation of "Fast."
The agency sent the final email blast introducing the VW "Fast" to coincide with the launch of the car. The "Fast" took the form of a small black totem with rabbit-like features (a nod to the original Rabbit GTI) and a mischievous red smile (suggesting the signature red grill stripe of the GTI). Then VW and CP+B invited enthusiasts to "make friends with your Fast."
In addition to this email, a television campaign depicting the "Fast" as the GTI driver's maniacal alter ego began running. "Fast" debuted at the 2006 Winter Olympics in Torino. CP+B also allied with Vice Magazine's guerrilla marketing team to strategically place 50 limited edition "Fast" totems in high-end boutiques and specialty stores. Each totem sat on a platform with an engraved plaque that read, "Inside most, but not all of us, there is a Fast. We believe it may look something like this. Rub it for good luck."
In dealerships, GTI brochures include a "Fast"-compatibility quiz. Brochures also include a 16-minute interactive DVD in which a German engineer discusses tongue-in-cheek Project "Fast" research and shows the accompanying research techniques and how they were performed. In terms of the cars, about 17,000 vinyl "Fasts" were produced as a standard feature for the GTI. Each GTI comes with a "Fast," a "Fast" care and feeding manual and four interchangeable tails.
The launch of the GTI MK V was one of Volkswagen's best ever: CP+B said sales exceeded expectations by 80 percent.
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