Case studies

• Nike Human Race

  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!

• Nike Zoom - Quick is Deadly!

  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.

• Rexteen creates a virtual sanctuary

  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.

• Motorstorm

  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 - Eat Colour

  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.

• OMO – Dirt is Good – Outside Play Foundation

  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.

• Testing the Nation's hearts

  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.

• Guitar Hero 2

  MindShare went beyond the role of the traditional ‘media’ agency, creating a unique promotion on MTV and in the absence of a creative agency, created a number of viral films, from concept to production that engaged consumers and drove traffic to the promotion.

• German Coastguard

  Berlitz, the market leader in travel and language-related products asked Mindshare Norway to air a film only once on TV. We had other ideas and used the film as a small viral to produce big results.

• Ben & Jerry’s in Second Life

  Ben & Jerry's enter the 3D 'metaverse' with an engaging eco-friendly island location in Second Life. Is this the future for brands?

• Dove Calming Night

  Branded Hollywood-standard mini-movies tap into iconic TV programmes to convey Dove’s new night time beauty message to American mums.

• Everday Accountability

  Sprint and Nextel joined forces to create the number 3 wireless communication brand in the USA. However, operating two network technologies and different operating systems meant accountability was a significant challenge. MindShare ATG created a go-to-market decision making web portal to overcome this.

• Life on Board

  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.

• Oye Bubbly

  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.

• QR code

  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.

• yourpointofview.com

  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.

• 'The Rookie'

  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.

• In the Motherhood

  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.