Challenging the advertising triangle: How AOL’s Inspired by Iceland digital-only campaign has delivered powerful results.
Client (Inga Hlín Pálsdóttir, Promote Iceland - pictured), creative (Laura Wood, The Brooklyn Brothers) and media (Mads Holmen, AOL) took the stage to share how this pan-European campaign reshaped the media triangle to deliver an exclusive and integrated campaign that has incorporated all aspects of digital. Coming together at the concept stage, enabled the partners to produce a campaign using multiple products including premium ad formats, branded video content and sponsored blogs – to deliver some fascinating results. This was an energetic session, packed with examples, comparisons of formats across market and results from a campaign that has been running since February.
In September last year Carlsberg launched the Bikers viral as part of their plan to create awareness of their new positioning and proposition – ‘That calls for a Carlsberg’. With more than 16 million views on YouTube to being aired on web TV shows everywhere from Germany, to the UK and Japan, many millions of people saw the video.
Carlsberg's share of choice in online video for the alcohol category worldwide rose to 38% in the quarter after its release. That's a phenomenal result in a fiercely competitive marketplace which boasts some of the world’s most well-known brands.
Part of the strategy for the Bikers viral was to gauge the online reaction before deciding whether to embark on a cinema campaign, which we did. However, the biggest impact was what we call “social currency”. When the Bikers video views peaked, so did views on the previous Carlsberg videos giving us clear proof that if you can create conversation value, it becomes a currency that you can build on.
Presented by Bart Creemers (pictured above), Senior Brand Manager for Benelux, Carlsberg and Kris Hoet, Head of Digital at Duval Guillaume Modem (pictured).
Guy Phillipson (pictured) moderated a discussion about the contribution premium digital ad formats make to key brand measures: from driving brand awareness to changing perceptions, from accessing hard-to-reach audiences to delivering uplifts in favourability and purchase intent, which premium formats work best and when?
Guy set the scene with a presentation of exclusive research of over 700 international campaigns that delves in depth into which formats work for which branding tasks. He then moderated a discussion with researcher Mark Husak from Millward Brown (pictured), a brand advertiser, an agency creative (Chris Clarke from LBi) and a publisher (Nick Hewat from Telegraph Media Group) to share their experiences and perspectives on premium formats in the digital brandscape.
What are the opportunities for mobile have in the grocery retail sector? Omnicom Media Group and Microsoft Advertising conducted research in Brazil, Japan, Korea, USA and UK to understand how shoppers were utilising mobile within their research and purchases, and how this compares to how mobile is being used as a communications and e-commerce channel.
Jo Rigby, Global Insight Director at the Omnicom Media Group and Tim Jones of Microsoft Advertising, will outline how the innovative ideas generated from Omnicom’s research into m-commerce and consumer behaviour is helping its clients, including PepsiCo, SC Johnson, Hershey, Unilever and GSK, to increase revenues and build customer loyalty.