Forbes Russia has posted an interesting article with the most prominent street BTL-campaigns. Here is the brief for you, it’s a must-read one, don’t miss it
1. Flyvertising at the Frankfurt Book Fair
Client: Eichborn Publishing House
Agency: Jung von Matt / Neckar
7,000 companies from 100 countries and 300,000 guests. That’s a hell of a bunch of target audience for a BTL effort. German publishing house Eichborn and the agency Jung von Matt / Neckar have managed to surprise the visitors with a unique campaign, where the channel was…flies. They even made up a new word – flyvertising. 200 flies were attached small flyers with the House’s logo and stand location. The flies were set free inside and passed the message to people all around. Not sure how readable it was but it certainly made people smile
2. Trillion Dollars Campaign From Zimbabwe
Client: The Zimbabwean (Newspaper)
The opposition newspaper circulates in the Republic of South Africa. This campaign was set against the dictatorship of the president Mugabe. The idea was to demonstrate the weak management of the current president that resulted in the local currency becoming one of the weakest in the world. 1 trillion dollar notes were distributed to every single contact to remind that the figure is nothing in Zimbabwe. Short after the campaign the government cancelled the local currency shifting to US dollar, South African rand, Botswana’s pula and British pound.
The newspaper itself showed great results – its sales sored, the website hits increased heavily. The agency, TBWA\Hunt\Lascaris from South Africa, got 50 awards both in the country and at international contests. One of the banknotes is exhibited at The British Museum.
3. T-Mobile Dance
Agency: Saatchi & Saatchi London
The textbook flashmob at Liverpool Street station in London. All of a sudden music started inside the station and people around started dancing. Imagine what the station should have turned into with 350 people dancing. The video posted on Youtube got 20 mln hits.
A month later Universal Music released a soundtrack called The Liverpool Street Station Dance, consisting of 8 tracks. T-Mobile users could download the album free of charge.
4. Snickers Squirrels get arrested in Moscow’s Red Square
Client: Mars Russia
Agency: BBDO Moscow
Autumn 2008 Moscow was invaded by sqirrelmen. They made shows in metro, on bus stations near snickers billboards, and in the end they showed a battle right on the Red Square. Totally, there were around 20 videos of crazy squirrels, which got over 500,000 hits on Youtube.
5. Beware of D@G
Client: Ozon.ru (online store)
Agency: IQ Marketing
@ sign is referred to as “dog” in Russia. This wordplay was the main focus for IQ Marketing when developing the campaign. The dog got fed up with people buying offline, so she ran away from Ozon.ru to scare people away from the streets. The mad animal ran around in Moscow and Saint Petersburg attacking passers-by. The slogan: “Beware of a mad dog. Stay in at your homes”.
The agency got a Cannes Lions Grand Prix for the campaign.