Campaign examples
Oral-B iO 10 launch
Client: P&G
Locales: IT, DE, UK
Involvement: Concept, Art Direction, Visual Design
Full funnel product launch
Oral-B introduced its newest iO 10 model in late 2022, so we needed to grab everyone’s attention with maximum awareness placements and initiatives including a live-streamed launch event, Amazon homepage hero placements, Black Friday deals, influencer unpacking livestream, Amazon Fresh bags and even an Augmented Reality game.
Italian homepage hero placement
Influencer unboxing livestream on Black Friday
Unboxing livestream
Amazon Fresh bag print
Amazon Fresh flyer to advertise the Augmented Reality game offer
Strategy
With the price of the toothbrush at launch being at 499€ we planned the campaign to have different phases aligning with specific goals for each phase. An awareness phase to assure maximum reach, a consideration phase with interactive elements and a conversion phase to drive purchases with deals. By placing the lower priced older models of the iO family next to the new iO 10 in a comparison table, customers were attracted to buy from the whole range.
Visit the live page: www.amazon.de/oralb-io10 (link will expire at end of campagin)
Results
The use of the iO 10 as a flywheel to drive sales for the iO family and other Oral-B models turned out to be a winning strategy. New-to-brand customers reached were above average and the high awareness placements drove the highest ever CTRs for P&G. The AR game saw a 220% increase vs. previous years activations.
Windows 11 Livestream Launch Campaign
Client: Microsoft
Locales: DE, UK
Involvement: Concept, Strategy, Art Direction, Visual Design, Motion Design, Live Production
Live demo product launch
Microsoft’s Windows 11 launch in October 2021 was mainly anticipated by tech and gaming enthusiasts. With the help of influencers we’ve created live-streamed demo content that interested all audiences during 3 campaign phases that covered the full funnel. Social posts, high awareness homepage placements, a dedicated landing page and a Twitch activation summarized the holistic 360° awareness campaign that we executed in DE and UK.
Launch livestream phase
DE Livestream preroll animation
Social amplification
Post event highlights and Twitch demos
Strategy
Exciting regular customers about an OS launch is challenging, so we wanted to demonstrate live how Windows 11 can support you in your everyday life. Credibility was key when choosing tech and gaming influencers for the live demos in each locale. With their reach and community support we could bring attention to the event and create content that is usable across all platforms and beyond during the whole campaign life-cycle.
Results
Especially the Twitch streams showed very positive results with concurrent viewers up to 3x higher vs. benchmark. The different phases of the campaign showed page interaction and dwell times above average and featured product sales including Windows 11 pre-installed ranked highest during launch phase.
Horizon Forbidden West
Client: Sony PlayStation
Locale: DE
Involvement: Concept, Strategy, Art Direction
PlayStation game release campaign
Building on the huge success of the first edition “Horizon Zero Dawn”, the highly anticipated sequel “Horizon Forbidden West” needed to create excitement among fans and raise awareness for interested gamers equally. Sony wanted customers learn about the key features of the game and drive pre-orders. By inventing a highly interactive quiz to explore both, the game features and Amazon’s universe, the campaign created a viral buzz and delivered best-in-class results.
Campaign landing page with educational sections
4 sections to dive into and learn from
Win a PS5 by completing the quiz
Answer 4 questions correctly to enter the prize draw
Hero feature ad on Fire TV homescreen
Fire TV landing page
Navigate to the quiz page via QR code
Strategy
Speaking to the heart of all passionate gamers, we created a mission for them to interact with the campaign content that featured the core elements of the game. By completing a quiz at the end of the mission you would get the chance to win a collector’s edition of the game including a PS5. Triggering the natural instinct of gamers wanting to explore and win, we were able to combine the educational part of the brief with the hype this campaign was supposed to create.
Results
After campaign start the games press got aware of the sweepstake and shared multiple posts leading to a +500% increase of page views, a +33% longer dwell time vs. goal and a +170% increase of sweepstake participants than expected. The individually designed creatives outperformed all benchmarks for each platform (Fire TV, Amazon owned and DSP).
Amazon Goes Bananas: Minions movie release
Client: Universal Pictures
Locale: DE
Involvement: Concept, Strategy, Art Direction, Visual Design
First time ever Amazon.de takeover
For the movie release in July 2015, the Minions took over the whole Amazon.de homepage going “TOTAL BANANA” creating the highest awareness campaign so far. All placements - retail and advertising - offered Minions related products for one whole day. A custom landing page showed the movie trailer and offered customers to buy cinema tickets. On top, the three main characters recommended their favourite Minion products.
Campaign case study video
Custom landing page with trailer, ticket sales and more
Facebook amplification
Custom mailing
Strategy
In order to build a truly unique Amazonian experience for Universal’s biggest movie release of the year, we figured we have everything to offer around Minions (except the actual movie). So let’s just do that and showcase everything as most prominently as it gets. How? Let’s go bananas and have the whole Amazon.de homepage taken over by the Minions. To even support the cinema release, we implemented a cinema finder to buy tickets.
Results
Running on all homepage placements on every Amazon platform, the campaign reached the highest awareness any campaign got to date. Amplifying the experience through Amazon’s social channels the campaign got plenty of positive feedback from fans and customers. Media outlets across Germany covered the event and supported the hype around the movie and drove traffic to the site.