Archive for the ‘Marketing & Advertising’ Category

Virtual Grafiti Activates São Paulo Street Festival

14:09

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YDreams Virtual Grafiti is being used as an alternative media to activate and promote the Guaraná Antartica Street Festival (GAS), an event created for lovers of action sports, street art and music. The line up, which includes artists like Bad Religion and Pitty to name a few, will take place next September 6 th at Chácara do Jockey in São Paulo, Brazil.

The Graffiti gives event-goers the opportunity to paint, draw and interact with a digital wall, promoting a unique experience between the brand and campaign concept.

Before moving onto the street festival, the Virtual Graffiti will be on exhibition for experimentation at Morumbi Shopping Center in São Paulo till September 4th. The entire campaign was created by DM9DDB in partnership with B/Ferraz, the company responsible for organizing the event.

Architek - DIY Interactive Instalations

19:05

Architek

Our Architek software is now ready to be released. Architek is a platform that allows users to create their own interactive installations, without having to deal with programming and algorithms. Basically, we’ve rounded up some of our most successful products, like the yWalk (Interactive Floors) or the yMagic line, and integrated them into a web-based content manager. Interesting to note, Architek started as an in-house project that was aimed to bring more efficiency to programming work on some of the less elaborate types of interactive installations. We will start by licensing it to authorized distributors and partners, expect more information about this product on our website soon.

Barclays Warmly Welcomes Arrivals at Lisbon Airport

17:15

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No need to wait for those sliding doors to part to be greeted by family, friends or the friendly driver holding up the huge sign with your name on it.

Barclays has done the next best thing. Along with YDreams, they’ve crafted an interactive walkway that welcomes passengers to Lisbon in 12 different languages. The 32-meter long walkway extends throughout most of the baggage claim section of Lisbon international airport and reveals the welcome note in a multitude of tongues as people stroll over the animated pathway.

For more details read here.

What really lies beneath Portuguese pavements?

18:55

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Few things are more characteristically Portuguese than the famed Calçada Portuguesa or Portuguese pavement. A joy to behold, there is nothing more picturesque than a stroll along our highly recognizable sidewalks, so long as you aren’t wearing stilettos. :)

With this in mind, YDreams and OMG Digital made sure the very first thing visitors set foot upon when entering Portugal, was exactly that – a virtual Calçada Portuguesa - created for Nissan, and aimed at promoting the brand’s recent launch of the Nissan Qashqai.

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The 34-meter walkway extends along most of Lisbon’s baggage claim area and surprises visitors by unraveling some very cool images of the Nissan Qashqai as they stroll over the virtual pavement, without the embarrassing risk of anyone getting their heels caught in the cracks of the pavement!

My Happiness Factory

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I´m very sad this week because the cutest project that I’ve ever worked on in my entire life … just finished. I literally shed a few tears once it was over because I don´t quite know how to explain my feelings about it. Maybe the child inside of me will miss the sensation of Happiness every time I saw the people interacting in front of the screen, taking pictures of the giant Coke bottle (with real coke inside … imagine the smell) or just laughing along with the TV Coke commercial.

The Happiness Factory from Coca-Cola was such a pleasure and a job perfectly done. Everything was perfect. Of course there were endless nights running tests and some nervousness, but from the very start, when we were invited to be a part of the it, we could see that this would be “The Project”, here in Brazil. One month of hard and pleasurable work.

I would like to congratulate every YDreamer involved. Capeta, Renan, Caetano and Daniel Prado, as well as the people at Gringo (our partner ad agency) and Coca-Cola, thank you for making my dream come true.

Straight From the Lab to the Big Screen

23:25

Recently, Engadget, a web magazine with daily coverage of everything new in gadgets and consumer electronics, picked up on our Flapi YouTube video, which gave viewers a look into what goes on at YLabs, our in-house R&D lab.

There’s more where Flapi came from, so we thought we’d share a clip about an augmented reality experiment involving foamy virtual bubbles. We stumbling upon the technology about a year back and at the time weren’t quite sure what to do with it.


YLabbies try out Virtual Bubbles

Below take a quick peak at how the creative use of an ingenuous lab experiment gave way to a fun interactive experience for movie-goers in São Paulo, Brazil:

Interactive Cinema Experience at São Paulo Movie Theaters

Is your brand really interactive?*

15:08

For many people interactive branding is still only about the Web.

It’s true that the Internet is full of exciting new possibilities, like viral marketing or the social media channels. But outside the two dimensional web there is a real world full of interactive possibilities.

The creative use of technology and new interfaces are changing the way people can be digitally approached in the physical realm. Intelligent Billboards, Digital Signage or Interactive Catalogs, controlled by gestures or multi-touch systems, are some of the solutions that we are starting to see on the streets, stores and public spaces that are part of our daily routine.

If the Internet was a milestone in the development of Permission Marketing, this new tangible interactivity allows us to go even further. You don’t force people to touch an interactive shop window or play a game at a cinema venue. So the challenge is on for marketers, copywriters and art directors, to create engaging content that people choose to activate. The result is a dynamic dialogue between the consumer and the brand. And this dialogue takes place within the physical world, making it even more remarkable than interacting on the virtual world of the web.

It is exciting to think that we can integrate some of these new tools with what web 2.0 has to offer. Particularly, the power that consumers are developing in defining the terms and conditions by which they want to be approached by brands, which will hopefully grow online and offline.

Imagine, for instance, having an online store’s characteristics in the physical world. Innovative interfaces would allow you to instantly compare items, browse suggested related articles based on datamining and other people’s suggestions. Clients could even write and leave reviews for others. Products and brands risk being more vulnerable, but quality standards would sure go up - and in the end we’d all benefit.

*(adapted from here)

Thinking about tomorrow

15:13

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The Wall Street Journal looks 10 years ahead and imagines how technology will change the way we shop, learn, entertain ourselves, get news, protect our privacy and connect with friends. The long article is structured in seven sections, each written by a different WSJ staff writer:

  • How we shop
  • How we play games
  • How we watch movies and TV
  • How we make and keep friends
  • How we search online
  • How we get news
  • How we protect our privacy

Full article:

http://online.wsj.com/article/SB120119369144313747.html?mod=hpp_us_inside_today

The Latest Trend: Reality Computing

19:23

Looks like companies are catching onto the idea that people really enjoy interacting with on-screen content and information through simple hand gestures or natural body movements, minus the hassle of mice, keyboards or complicated controllers.  It’s all the rage, and many companies are creating products that mimic the experience as recently witnessed at the Consumer Electronics Show in Las Vegas.

We’ve been creating natural interfaces for computing and entertainment experiences that work with gesture-based controls for some time now, only we call it Reality Computing – user interfaces that are natural, intuitive and instinctive. We pretty much made it our guiding principal.

We won’t say we set the trend, but we definitely realized things were headed this way early on in the game.

Video: Reality Computing in action, VIVO Campaign at Cirque du Soleil in Brazil

Tube for thought

20:01

Blendtec is a great example of the viral video ad phenomenon. Reportedly starting with around 50 dollars, these blender manufacturers created buzz and hype all throughout the web, establishing their product as a synonym of high-quality blending in a fun and appealing way.

The concept of the Will It Blend? videos was quite simple: Blendtec’s CEO wears a lab coat and proceeds to blend anything to test the company’s machine. Marbles, golf balls, even the iPhone was blended.

The videos were a big success and began spreading around the Internet carried by one of the top advertisers in the world: the people. People were even keen to suggest items to blend. Blendtec’s videos and product were then pushed to the mainstream, with appearances on Jay Leno and the Today Show. All they needed was some basic video equipment and a great idea. Of course, some smart online PR strategy doesn’t hurt either.

There are other examples of course, one of my favourites is Draftfcb/paris’ funny spoof on second life, now counting more than half a million views on YouTube.

Neverthless, in these kind of campaigns some problems are bound to occur, and Blendtec found this out the hard way when they tried to blend Chuck Norris:

‘Why not be great?’

18:27

Seth Godin, über-marketeer and coiner of the Purple Cow term, (re)posted quite an inspirational end-of-the-year piece, which I leave you with as the year draws to an end (or as a new year is just starting). Enjoy and have a great 2008:

Taken from Seth’s Blog:

«Here’s a question that you should clip out and tape to your bathroom mirror. It might save you some angst 15 years from now. The question is, What did you do back when interest rates were at their lowest in 50 years, crime was close to zero, great employees were looking for good jobs, computers made product development and marketing easier than ever, and there was almost no competition for good news about great ideas?

Many people will have to answer that question by saying, “I spent my time waiting, whining, worrying, and wishing.” Because that’s what seems to be going around these days. Fortunately, though, not everyone will have to confess to having made such a bad choice.

While your company has been waiting for the economy to rebound, Reebok has launched Travel Trainers, a very cool-looking lightweight sneaker for travelers. They are selling out in Japan — from vending machines in airports!

While Detroit’s car companies have been whining about gas prices and bad publicity for SUVs (SUVs are among their most profitable products), Honda has been busy building cars that look like SUVs but get twice the gas mileage. The Honda Pilot was so popular, it had a waiting list.

While Africa’s economic plight gets a fair amount of worry, a little startup called Kickstart is actually doing something about it. The new income that its products generate accounts for 0.5% of the entire GDP of Kenya. How? It manufactures a $75 device that looks a lot like a StairMaster. But it’s not for exercise. Instead, Kickstart sells the machine to subsistence farmers, who use its stair-stepping feature to irrigate their land. People who buy it can move from subsistence farming to selling the additional produce that their land yields — and triple their annual income in the first year of using the product.

While you’ve been wishing for the inspiration to start something great, thousands of entrepreneurs have used the prevailing sense of uncertainty to start truly remarkable companies. Lucrative Web businesses, successful tool catalogs, fast-growing PR firms — all have started on a shoestring, and all have been profitable ahead of schedule. The Web is dead, right? Well, try telling that to Meetup.com, a new Web site that helps organize meetings anywhere and on any topic. It has 200,000 registered users — and counting.

Maybe you already have a clipping on your mirror that asks you what you did during the 1990s. What’s your biggest regret about that decade? Do you wish that you had started, joined, invested in, or built something? Are you left wishing that you’d at least had the courage to try? In hindsight, the 1990s were the good old days. Yet so many people missed out. Why? Because it’s always possible to find a reason to stay put, to skip an opportunity, or to decline an offer. And yet, in retrospect, it’s hard to remember why we said no and easy to wish that we had said yes.

The thing is, we still live in a world that’s filled with opportunity. In fact, we have more than an opportunity — we have an obligation. An obligation to spend our time doing great things. To find ideas that matter and to share them. To push ourselves and the people around us to demonstrate gratitude, insight, and inspiration. To take risks and to make the world better by being amazing.

Are these crazy times? You bet they are. But so were the days when we were doing duck-and-cover air-raid drills in school, or going through the scares of Three Mile Island and Love Canal. There will always be crazy times.

So stop thinking about how crazy the times are, and start thinking about what the crazy times demand. There has never been a worse time for business as usual. Business as usual is sure to fail, sure to disappoint, sure to numb our dreams. That’s why there has never been a better time for the new. Your competitors are too afraid to spend money on new productivity tools. Your bankers have no idea where they can safely invest. Your potential employees are desperately looking for something exciting, something they feel passionate about, something they can genuinely engage in and engage with.

You get to make a choice. You can remake that choice every day, in fact. It’s never too late to choose optimism, to choose action, to choose excellence. The best thing is that it only takes a moment — just one second — to decide.

Before you finish this paragraph, you have the power to change everything that’s to come. And you can do that by asking yourself (and your colleagues) the one question that every organization and every individual needs to ask today: Why not be great?»

On the road!

16:19

On the past 6 weeks i have been on the road a LOT.

7 countries: Portugal, London, Paris, USA, Mexico, London (again) and Germany! So what i thought i would do is share…..So let me start with the really interesting.

On the second week of November we were invited to present at the WPP Store Latam forum in Mexico City.There were many cool people presenting, among them: Chris Borek – Senior Manager In Store Digital Marketing, Target, Juan Carlos Contreras – President, JWT Glue/LATAM, Atus Palomo – Trade Marketing Director, Whirlpool, Alex Norman, CEO, LiveWorld-WPP among many others :)

Now the cool thing about these events is that not only do we get to present but you also get to watch other people’s presentations :D Mac guys note: i used Keynote which is MUCH cooler than ppt. Also find a couple of pictures of the stuff i saw in Mexico:

Digital billboards arrive for the Cucaratchas

Interactive Shopping center directory

Wal-Mart Mexico and its Merchandising

El Ojo - The best conference was JAB’s by far

20:53

Joakim Borgström (JAB*), creative director of from Wieden+Kennedy Amsterdam offered us a great performance.

All his presentation was focused on interaction and experience. To explain it better, he used some interesting concepts as

  • “Kansei”: The main ideas are: the product design matching perfectly with the user expectation and create advertising that involves the consumer in an emotional way.

The word comes from the expression “Kansei Engineering System” (KES) that means incorporate emotion and feelings at the design process.

Kansei Kansei es un término japonés donde la sílaba kan significa sensitividad y sei significa sensibilidad. Se usa de forma polisémica para expresar la cualidad de un objeto de despertar placer en su uso.”

  • “FFF”: Fast. Immediate Consumption | Forwardable. I want to share it | Fun.(?) Tactile Experiences.
  • Cross Border Communication
  • Real Time
  • Advertising + Entertainment
  • “Wow Effect”

For each topic, he presented demos and cases (out of the presentation), everything reacting in real time.

There were 2 funny online cases from Carlsberg website, called “Trials of Friendship”

- Please hold my beer: a virtual friend asks you to hold his beer while he goes to the bathroom, you cannot stop clicking the mouse, if you relax your mouse finger, the beer falls in the floor. You can be clicking for hours, and there are a lot of funny situations that appear during it. The record is more than 12 hours without take the finger out of the mouse!

- Don´t touch my sister: it is similar, but the friend ask you that, and the cute sister stays in front of you smiling, if you click, she hits you. If not, you start to have deliriums about her. It is really funny.

:)

Karina

*JAB Personal website: http://www.borgstrom.com/

**The agency that created and produced “the Coke Side of Life” and much more. Take a look: http://www.wk.com

***Kansei Information:

http://www.terremoto.net/x/archivos/000052.html

http://www.unizar.es/

The Human Element in Advertising

11:33

Remarkable and with a perfect concept is the Dow Chemical Campaign presented yesterday by Mr. Howard Draft, Chairman of Draft FCB.

http://www.youtube.com/watch?v=3ylKTkp9to0&feature=related

http://www.youtube.com/watch?v=i3byt7xMSCA

Nothing is more fundamental.

YDreams Advertising Strikes Silver and Bronze at El Ojo de Ibero-America

19:15

Hello Hitty Store, Lisbon

The verdict is in! YDreams Advertising racked up two awards at this year’s El Ojo de Ibero-America with the affable Japanese cartoon character, Hello Kitty. The yWalk and yLight Solutions, created a media-rich store environment by playing up the fun-factor and colors associated with the brand at Lisbon’s first Hello Kitty store, and were distinguished with a Silver and Bronze award for Point of Sale Promotion and Activation in the El Ojo Promo category.

In fact, overall Portugal did particularly well in the Promo category, accumulating a total of three awards including a Gold for BBDO Portugal’s Optimus campaign.

El Ojo de Iberamerica, one of the most reputed advertising festivals in Latin América, celebrates its 10th edition this year. The festival currently underway in Buenos Aires, the Argentine capital and will run till Wednesday, November 21st.

Congratulations guys!

Waiting to Hear from Los Porteños

12:51

It’s on people! So, to get the ball rolling I’d like to remind you all that as I write this post our very own Karina Israel is on the jury panel of the El Ojo de Ibero-America, one of Latin America’s most dynamic Advertising festivals, which distinguishes works in areas that range from traditional and interactive advertising to creative media, direct marketing and promotions.

Although we were delighted to have been asked to sit on the jury, the fact of the matter is that we are thrilled that YDreams Advertising is a runner-up in the El Ojo 2007 Promo category. And get this, with three nominations in two different sub-categories – drum roll please – the categories are: Point-of-Sale Promotions (Hello Kitty Lisbon Store) and Activation (Hello Kitty and the New Toyota Showroom in Lisbon).

So, Karina, soon as the verdict is out, send us news from sunny Buenos Aires because we can’t wait to hear how we did.