FBO references & Case Studies

When the Ministry of Transportation made an extremely overpriced contract to build an e-commerce platform worth 16000000 EUR without an open bid, the anticorruption group Znamkamarada decided to act. They organized a public anti-corruption hackathon to build this platform for 48 hours for free. And that put the whole country and the faith in democracy back on its feet. With the whole country watching, 194 coders came on board to make this happen, the government had to react. 

Results: Starting with a LinkedIn post calling for developers to complete the site for free in 48 hours, the site was completed, 1 million impressions were reached within the first 5 days, with a daily average reach of 100 000 – more importantly, the original contract was cancelled saving tax payers 11 000 000 Euros, the minister of transport fired and a new law for contracts was put in place. Watch the case study video here.

UNCRC states that “every child in this world has a right to a name & nationality” and one’s national identity is crucial to social, political and economic inclusion. It’s a child’s passport to protection against underage labor, child marriages & trafficking. Despite this 60Million Pakistanis lacked an official identity and were devoid of basic rights because of inaccessibility and complexity of the registration process. 

Together with Telenor, we capitalized on Pakistan’s transformative Tele-density (80%) to empower untapped rural communities, invisible for the Government by giving them a passport of hope - Digital Birth Registration (DBR). A simple but highly effective media channel, in the form of an Android mobile application, leapfrogged outdated, paper-based birth registration systems to reduce inequalities on a phenomenal scale. No office trips! No paperwork! Just a tap from the palm of their hands now gives access to 58.7 million unregistered Pakistanis a basic human right – their identity!

Results: 

• 426 villages in Pakistan are DBR enabled (1083% more than planned)

• So far, over 1.2 million children (50% girls) are no longer invisible in Pakistan!

• Application time takes 10 minutes, down from 4230 mins (72 hrs ˜ 3 days). 

• Pakistan ranks among the top 6 countries by UNESCAP to increase CRVS indicator's shared goal of 'getting-everyone-in-the-picture'

• The Government plans to scale DBR to 36 more districts

• A significant increase (12%) in the number or people who associate Telenor as a brand with a positive impact in Pakistan 

• Due to the subsequent uplift of these provinces, Telenor also earned data revenue of PKR 15.8 million in 2020 & avg. revenue per user in DBR-enabled districts has increased by 100%

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Watch the case study video here > 

Tens of thousands of local producers rely on the side of the road to sell the products of their hard work. As economies are becoming cashless, thousands of local producers are squeezed out of markets by their lack of digitalization. Cast away from city markets, these farmers needed to bring the market to them and get visibility in order to reach potential clients. 

Aiming to equip small businesses with modern payment solutions, Mastercard needed to reach out to even the smallest local producers and bring them into the digital economy. And the most popular digital network for drivers, Waze, became the media to bring customers to local producers, as a digital market for roadside-selling farmers. 

Results: 

• The first farmers became an instant hit, making the news on top 5 national TV stations and an estimated 28 million views in the first 48 hours. 

• On Waze, the farmers got 3,6 higher engagement than average, with 18% of drivers changing their routes towards them. 

• Earned media return of investment 142%. 

• With 300+ weekly sign-ups, the project is attracting governmental support. Roadside Market will become part of the national strategy for small business support.

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Watch the case study video here > 

Interactive media is successful in the retail and beauty industry, where replicating in-store trials and sharing customised information delivers better results than push messaging.  In this campaign for Avon, the goal was to increase brand awareness by promoting the new brand of lipsticks of Avon among women between 18 to 40.

YDigital Media developed an interactive online ad connected to the device’s camera, enabling users to take a selfie and choose the perfect lipstick to add to the photo. Customers could also share the selfie on social media using the campaign hashtag to win a free make-up session.

Results:

The campaign had an interaction rate of 23% and the average time spent with the ad was 2’30’’.

Try the mobile-friendly version here > or visit https://ydigital.solutions/en

The 2023 IAB Brand Disruption Report identified four key disruptions challenging brands, retailers, and the digital ecosystem, including H-Commerce: Growth powered by the fusion of online and offline shopping.

Continued e-commerce growth combined with the resurgence of in-store shopping has ushered in the era of hybrid shopping or “H-commerce".

This report covers insights from the leading brands and retailers who are investing in technology to provide seamless H-commerce shopping experiences.

Read more here >

Predicting the future (of commerce) has never been so clear. The massive changes that 2020 brought to the retail industry are here to stay. And now that parts of the world are opening up, and consumers are craving opportunities to shop in person, they expect the buying experience to be consistent both online and off.

In this 2022 report from Shopify on the Future of Commerce, you’ll discover 3 unique chapters, 9 trends, and 27 key takeaways to put into action today.

Download the full report here >

The smart money for 2022’s Word of the Year may very well be on “hybrid.”  It encompasses so much of our current multi-front transformation where we are neither back to old forms of communication, energy, shopping and working, yet neither are we fully green, virtual or automated. We are living in a world of hybrid working, hybrid cars and hybrid shopping behaviours.

Retailers who spun up or invested in e-commerce capabilities during the pandemic (2020’s Word of the Year) are continuing to target ever-greater ratios of e-commerce sales. And yet the trend line isn't simply "up and to the right" as some physical shopping has returned in markets with high production and adoption figures for the COVID-19 vaccine (2021’s Word of the Year).

Access the report here.

Samsung Electronics demonstrated the power of its advanced low-light smartphone photography capabilities with an eye-popping 3D billboard campaign. The star of the campaign is an animal known for its powerful night vision and vivid colouring: the tiger. 

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Samsung’s “Tiger in the City” campaign included a giant 3D tiger roaring to life on digital 3D displays in five of the world’s most vibrant cities – New York, London, Dubai, Kuala Lumpur, and Seoul. The disruptive 3D tiger burst through digital barriers to showcase how Samsung’s next smartphone line-up is set to help users own the night with new advancements to its low-light smartphone photography technology.

See the video here.

This campaign was delivered as a highly unique multimedia activation, combining radio, social and DOOH. Every photo shared on social media was automatically displayed through DOOH across the Emirate and the content was then re-shared back on social to excellent effect. Each billboard in return became countless pieces of social content, starting conversations about making sports more inclusive across 25 countries. The creative inspired the Middle East to change how they see women in sports through powerful messages and user-generated content. See the video here.

The participation was incredible:

1.With more than 100 billboards across Dubai, 

2.Over 240M in total reach and

3.25 countries joining the conversation.

For the launch of the electric VW ID.3, outdoor murals used paint that cleansed the air. Typing that again... paint that cleansed the air. Just as the product was carbon-neutral, the OOH activation media doubled down and was carbon-neutral too, as DOOH executions also used screens powered by green energy.  

Exceeding sales targets by 9%, the ID.3 is the best-selling electric car in its second month on the market. 

Watch the case study video here.

With hyper-local targeting and dynamic creative, Albert Heijn, activated programmatic billboards that offered exclusive discounts and drove footfall to the supermarket.

RESULTS: 

-The campaign resulted in a 26% uplift in footfall, 

-Activating more secondary and tertiary customers to visit an AH location compared to the control group.

-There was an additional 30% uplift of new customers from the target group to the selected AH locations. 

An optimised buying process also assessed and analysed CPM per play-out and opportunity to see (OTS) to drive reach, with 

-A 35% increase in planned impressions through budget optimisation

-Increased overall reach by 44%. 

-The campaign won in the category ‘Best Use of Digital’, selected by the Chair of the judging panel Anna Bager, president & chief executive officer at OAAA.

Chicago has always been one of the most diverse cities in the world, but also one of the most segregated. The city’s brand purpose is to acknowledge its past and use that tension to build a better, more inclusive place to live and visit. Boards of Change ladders up to that purpose. With Boards of Change, the City of Chicago aimed to bring the energy and engagement seen during the George Floyd protests from the streets to the polls. Voting booths were created from various pieces of graffitied plywood boards that were used to barricade storefronts during the civil unrest. All the different booths formed an impactful installation that traveled to dozens of Chicago’s low-turnout neighborhoods, to inspire residents to use the power of their vote at the 2020 U.S. Election. The booths also initiated the crucial first step in the voting process: registration, through a simple smartphone scan.

Today, Boards of Change lives on at the DuSable Museum for African American History, as part of a historic moment for the Black community. Most importantly there was a big increase in registrations and an overall turnout of 73%.

The central office of public interest (COPI) collaborated with Kings College London on developing a five-tier-A-quality-rating system that linked pollutants to specific addresses in the capital. It ignited interest around the high pollution levels in London by leveraging the British obsession with house prices. 

By linking air quality to house prices copies address pollution.org found a new way to engage audiences in pollution. Think about how you could find a new angle on an issue, refining it in a new way to prompt engagement and change. Visit the site here.

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Read more here.

Human potential is great, and ever growing. This is reflected in diversity in thought, action, and opinion. It’s time to unpack the boxes we put people in, and work across other dimensions than traditional segmentation categories. Demographics are helpful in finding people – but they are not enough to understand what drives them to act, react, or make decisions when triggered. We live across multiple dimensions. By thinking across dimensions, we can design for those on the fringes.

Leverage the Dimensional Design Framework to help choose the more relevant dimensions. The tool also nudges you to reflect on how well your business’ value proposition overlaps with consumers’ needs.

Companies that integrate creativity, analytics, and purpose are delivering at least two times the growth of their peers. What better way to demonstrate this growth triple play than in the company’s Annual Report.

Often assigned as an unwieldly administrative task required to present the financial position of the organisation, its true power to share a companies vision and purpose while acquiring aligned partners can be overlooked.

This innovative example by MILK for &Green shows us how including a digital, interactive version of the report is good for business - especially, a business for good! Customised, sharable and content-managed capable - and asap (as sustainable as possible) too.

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Access the &Green Annual Report here.

Spotify’s engagement levels are 23% higher than any other medium, yet digital audio represents only 2% of the media buy. Spotify demonstrated the channels strength with their Song for every CMO B2B campaign. Most campaigns aim for as large a reach as possible, but focusing its creative effort on only 14 select CMOs, the brand was able to demonstrate the depth of its cultural insight: hyper-targeting. Spotify Advertising achieved a 75% year-over-year growth following the campaign - its best year ever.

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"A Song For Every CMO' is trying to show marketers how fun and effective the platform can be, how their message can be so tailored to one's audience, and how it can bridge music and creativity in new ways,” Michael Aimette, co-chief creative officer at FCB New York

Read more here.

For Cheetos, a simple consumer product insight was critical to the successful launch of their Cheetos popcorn. "Cheetle" or Cheetos orange dust was seen as a product flaw that left your hands with an orange stain after eating them, leaving you unable to touch anything else. Cheetos turned this into a benefit that got you out of boring tasks. This simple insight drove a creative strategy that powered 75% of the ready to eat popcorn market in 2020 and achieved a 1.4 lift in Cheetos household penetration. Watch the #Cannes2021 award winner here.

Every year, 8 million tonnes of plastic are dumped in the ocean. We need to change the world’s behaviours when it comes to single-use plastic. Enter Notpla: a revolutionary, seaweed-based material that naturally decomposes in weeks (700 years for plastic). Notpla has produced 400,000 sachets so far.  Notpla also partnered with Just Eat and Unilever to provide more sustainable food packaging solutions across the takeaway sector. 

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Read more here.

It started with an insight: Burger King customers didn’t feel good about BK’s food, despite all the work they’d put into removing preservatives, colorings and artificial flavors. A new goal was set to transform the brand identity to change quality and taste perceptions. The new Burger King brand is taste-first design. The new identity scored 1.1 billion impressions in the first five days, with headlines in Fast Company, CNN, Forbes, Adweek, Ad Age and more. Stock prices jumped 7.8% (in a pandemic), out-performing the McDonald’s rebrand with a 66% increase in purchase intent. Visitation intent went up by 39%, and overall sentiment was 98% positive.

Read more here.

The Philippines is commonly called a “sachet economy”. This is how most people purchase their toiletries, with little education on the impact of single-use plastics on the environment. And when the shampoo is a soap-bar, use by consumers was limited. BBDO redesigned the shampoo bar into the shape of a bottle to make it more intuitive. A 3D-printable mold was developed for easy replication, along with a Dissolving Font to push education on sustainability. 

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Read more here.

Pocky sticks have been Japan's top-selling chocolate snack for decades. Sales to adults had historically been weak, struggling for years to expand sales, trapped in a costly cycle of new product launches and package redesigns. Enter Pocky The Gift: A cost-effective solution to boost sales to young adults and achieve stable, long-term growth. To promote the idea of gift-giving as a form of creative self-expression, Dentsu Inc. Tokyo created a branded microsite and newspaper inserts that suggested innovative ways to create gift assortments themed to suit various occasions. It not only delivered on sales to adults, it also generated 120 million yen in additional new sales in just five months. And what’s more, it serves as a sustainable model that can be applied to other brands and products in the future. Read more here.

A study by Kantar and Mirriad Research suggests that the use of virtual in-content advertising combined with television ad spots can increase brand awareness and engagement among audiences.

A spokesperson notes that physical product placement can also provide a similar effect.

For a deep dive into the effectiveness of virtual in-content advertising validated through new bespoke research methods, download the report here.

The second screen is quickly becoming a first consideration for TV advertisers. The ability to turn what is otherwise a destructive distraction into a creative asset has become an essential skill. This is great news for marketers who understand how to create immersive consumer experiences. But it’s only great news when there’s a strategic approach. Otherwise, the opportunity to create this kind of immersive experience can be squandered.

Read more by on Forbes here.

In just 5 years, TikTok, the video-sharing app, owned by ByteDance, has been downloaded over a billion times. Immensely popular with Generation Z, TikTok hosts short clips in which people lip-sync, perform skits, or take on challenges. Yet it is dancing that TikTok is best known for. Every week, a different dance craze goes viral, prompting living rooms around the globe to shake as viewers join in the fun. Read more on Wired here. 

Activities involving synchronised movement can create powerful feelings of unity, and these practices are often the focus for feelings of group solidarity. On TikTok, the mass grouping of people together in space is replaced by a more subtle form of togetherness through imitation and synchronised movement. These dancers are separated through time and space, but they create solidarity and positive feeling by moving together, mediated by the structure of the platform.  With the mass imitation of synchronised movement in the viral dance routines, TikTok and those seeking to exploit it are tapping into the deep-seated psychology of how we connect. Read more on TheConversation.com here

Case study partnership with YDigital Media:

Disney wished to promote the release in Cinema of the latest DR Strange Multiverse of Madness installment. Objectives included increasing awareness and conversion to ticket sales.  YDigital Media set up a mixed-media campaign including rich media display banners, which were served programmatically using mobYD. The rich media banners were integrated with the Above the Line TV Campaign by deploying Media Sync. Supportive SMB and video were deployed for re-marketing. 

Media Sync proprietary technology scans and detects ads flighting above the line and then triggers your digital campaign to serve targeted assets in real time, increasing the visibility of your brand on a user’s second screen when watching TV or listening to the radio. 

All benchmarks set against reach and awareness were met. AB testing results demonstrated rich media display assets integrated with Media Sync delivered a 3 x higher interaction than the always on rich media media assets. Email Tamaryn or visit YDigital Media here.

Tech Crunch shares their article on Meta CEO Mark Zuckerberg's reactions and comments after receiving some critical feedback on his avatar selfie-post, with Zuckerberg reassuring his followers that Meta’s graphics and avatars are “capable of much more — even on headsets — and Horizon is improving very quickly.” Soon to be discussed at their Connect developers conference.

Read more by on Tech Crunch here.

Important insights and learnings on the value of merging brand strategy with business strategy in this 5 minute read with Contagious and Jonny Bauer, MD of portfolio operations at Blackstone (previously Droga 5 Global Chief of Strategy). Specifics include highlighting the importance of moving brand strategy upstream to the C-suite to build business growth. 

Access the article on Contagious.com here.

The report is the fifth annual study of “the Direct Brand Economy,” the snowballing effect of changes in digital consumers, digital supply chain management, digital distribution, digital selling, and digital marketing.

Download the report to learn more about the study’s key findings.

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With a note on slide 3 and 4 that outline the transition from the Indirect Brand Economy, that our industry followed for 100 years, to the Direct Brand Economy that came to be in about 2010. 

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Download the report here.

What we spend our money on tells us a lot about ourselves. This is no different when it comes to NFT's. When the metaverse goes mainstream, our virtual wallets, and whatever is in them, will be one way we’ll communicate who we are to these virtual worlds.

 'The First Meta Sneaker' by Berlin Cameron NY for Under Armour already blurs the lines on how we are able to choose to portray ourselves in reality versus in the metaverse. Watch more on Youtube here. The First Meta Sneaker is a Cannes Lions 2022 award winner. Read the #Cannes2022 Wrap Up report here. 

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When journalists from oppressed countries were unable to publish vital news about what was happening in their countries, DDB Germany found an online loophole and recruited Minecraft to create The Uncensored Library achieving a total media reach of 2.7B ; +3500 new membership requests and a 62% increase in donations for RSF. The library even became a teaching tool in many schools & universities and the Design Museum London made it a permanent part of their exhibition. For the first time ever, a game became a tool to overcome censorship.

Fjord see five major trends emerging that have significant implications for the year ahead. Including the New Frontier and how the metaverse is a new convergence of physical and digital worlds, an evolution of the internet that enables people to move beyond “browsing” to “inhabiting” in a shared experience—enhanced by advancements in 3D, Augmented Reality and Virtual Reality.

This is the 15th trend report from Fjord. Access the full trend report here. 

Did you know that 50% of digital device consumers will make a purchase and become brand loyal if they receive personalised brand content?

Personalisation is so key to building brand trust that 10% more DTCs are allocating budgets for personalisation. Read more with IAB here. And Forbes here.​

Get your own personal avatar here! 

Ozworld by Jam3 for adidas built the world's first personality-based, AI-generated avatar creation platform. While this campaign for Adidas required some complex tech development, the personalisation mechanic can be replicated in rich media, email, video and display marketing. Watch more about why, how, when Youtube here.

Personal insight development tests receive mixed feedback, but it's never not interesting to just have a quick check... Companies also successfully invest in long-term programmes built around personalised development insights to help teams communicate better and go from good to great. The 16 Personalities test covers five broad personality aspects: mind, energy, nature, tactics and identity. The test is based on Carl Gustav Jung’s study of psychological traits and the Myers-Briggs test. Among other things, the test will cover how you communicate and relate to others,  both professionally and personally, what you value and strive for, and how you make decisions.  Take the free test here.

'DojaCode' by Mojo Supermarket New York for Girls Who Code echoes the change in Gen Z learning behaviours with a push for girls to code in a Doja Cat music video. It won Gold in the Brand Experience & Activation Lions.

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Simple and effective, this interactive campaign introduces new skills in a culturally relevant context. Give it a try - code your own version of the music video here. 

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Read more about the campaign and it's impact here.

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Our new favourite acronym is ASAP: As Sustainable as Possible! So we love the The Billion Dollar Collection project where the H&M Foundation aims to accelerate the fashion industry’s sustainable revolution by identifying & investing in startups pushing boundaries. The price tag of each garment corresponds to the support that each start-up estimates is needed to create large-scale impact until 2030 #Cannes2022 

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Read more here.

We often hear about other industries and their contribution to accelerating climate change (agriculture, fashion, food), or their use of environmental profit & loss methodologies to measuring the success of their business (i.e. not just profit).

We are excited about how the creative industry impacts our earth positively as a force for good and how we too can look at our own companies to create a cleaner future for all. Read the report here.