The challenge was to promote the Nike Human Race in Istanbul to a population that did not see running as part of their sporting culture. The solution involved creating a paid-for media partnership including traditional advertising spots on TV, in newspapers, in magazines, online and on mobile with out-of-home activity on 150 bridges in Istanbul. Results were astounding with over 30,000 people applying to take part!
For three weeks Nike set up an urban race in which consumers could participate to win a new pair of the Zoom high performance shoes. The Bluetooth-enabled race started at an illuminated outdoor site up to 400m from the store featuring a line up of 21 new Zoom shoes and ended at the Nike stores. The fastest runner was given a pair of new Zooms and got their name placed in the illuminated site.
AMF pension invited people to MMS a picture of themselves and in return they would be sent a picture of how they might look when they are 70! A staggering 322 946 pictures were sent via MMS, exceeding their goal by 546%.
Rexona launched its teen range 'Rexteen' and need to engage a target group with notoriously short attention spans. They partnered with Friendster to create a branded 'Room Makeover' widget.
SPS wanted to raise awareness of its new rally racing game 'Motorstorm'. They integrated rear view and wing mirrors displaying scenes from the game into motorsport programmes in the exact place you would the real mirrors to be.
Knorr wanted to raise awareness about their range of health conscious, vibrant and natural soups. The advert appeared during a commercial break in colour....when all the other adverts appeared in black and white.
Unilever brand Omo and the Outside Play Foundation commisioned bespoke research that showed that children are playing outside less. A campaign by Mindshare was developed to highligh the importance of outside play and to inspire parents and children into action.
Raised cholesterol affects 2 in every 3 UK adults. The challenge was to cut through the wall of ignorance surrounding the subject to make Flora pro.activ the preventative solution.
Life on Board was a series of short documentaries portraying conversations between two interesting people who share their amazing life stories, while on a journey in a Volvo car.
Our brief was to bring back ‘the magic of cola’ and re-establish a thirst for Pepsi. MindShare created a catchy consumer one-liner: ‘Oye Bubbly’ and needed to ensure that it was all-pervasive, irreverent and youthful.
We were asked to position Northwest Airlines (NWA), the largest foreign airline in Japan, as a technology leader and to collect email addresses of their target market. We took advantage of the innovative ‘QR code’, developed in Japan, to do this.
HSBC needed to connect with a wider audience on a more personal level to embed themselves as truly relevant to individuals. The solution was to dramatise HSBC’s belief that 'differences create value' in a distinctive and emotionally engaging way; one that sparked conversation and debate.
Unilever needed a communication activity that would help grow Degree for Men faster than the antiperspirant/deodorant category, and increase the brand’s relevancy with men. Degree partnered with 24 to create online webisodes created by MindShare Performance/Entertainment.
Mothers are a key market for both
telecoms and consumer goods brands. The challenge was to create stand-out in this competitve
market. MindShare created a pioneering series of web films by mothers about mothers.