Despite being back in Bournemouth for 3 weeks, working on assignments and sitting exams (all the fun stuff), today was AMC Level 3′s first day back in Uni. For the final term alongside our dissertation we’re working on a Campaign Planning unit, which is a tad different from your typical University modules. The unit is a chance to set up our own ad agency, and put into practice all of our knowledge and experience to date.
Thursday brings our first assignment, a 24 hour challenge (actually, a 25 hour challenge but that doesn’t quite have the same ring to it). We will be given a client brief and will have a day to come up with a strategy, creative solution and a persuasive pitch.
Another interesting aspect is the chance to win and lose marks during workshops, and to win points via bonus tasks. Currently 1% is up for grabs for anyone who posts an insightful and thought-provoking review of an advert on AdReview, resulting in a comment from an industry professional. 1% may not sound like a lot, but this is a great way to gain recognition for dedication to the course, and engagement with activity outside the Unit.
I have just written a review of the UK ‘Open Happiness’ Machine by Coca-Cola so if any industry professionals out there fancy getting me an extra percentage point towards my mark feel free to comment and offer your opinion:
In case you missed any of these fantastic campaigns, here is a recap of some of the most innovative and memorable campaigns of the past year. Enjoy!
Digital Death
In 2010, in a campaign by TBWA\Chiat\Day New York, celebrities including Kim Kardashian, Alicia Keys and Lady Gaga ‘killed’ all of their social networking platforms including Twitter and Facebook in support of World Aids Day. The celebrities would only be ‘brought back to life’ when $1 million was raised for the charity. Of course, the celebrities could quite easily have donated $1 million of their own fortunes, but then we wouldn’t have been able to look at this campaign and think ‘I wish I’d thought of that’.
Volkswagen Fast Lane
Following on from its Fun Theory campaign, the Fast Lane seemed more relevant to the brand and gave viewers the same feel good feeling which they immediately wanted to share with their friends. Would love to see them try this in the UK, I’m sure it would be a ‘Health and Safety’ risk.
Coca Cola Happiness Machine
One of my personal favourites. This viral is best the first time you watch it, another feel good viral and its the ‘unexpectedness’ that makes this a great campaign. Completely in keeping with the brand’s ‘good times’ philosophy, and had students everywhere wishing the Happiness Machine would visit their college.
Salvation Army Within Reach
Repetitive, guilt-provoking TV ads are losing their effect as we become ever more skilled at tuning out their messages, so I thought this US campaign was a great way of getting the message heard, and making people stop and take notice.
Old Spice Responses
And of course, one ‘ridiculously handsome man’ that needs no introduction. This man showed us the power of social media, and had thousands of Twitter followers clamouring for an Old Spice response video.
Jimmy Choo Foursquare
Jimmy Choo organized a treasure hunt in London via Foursquare- apparently its Jimmy Choo trainers were the first object to check into Foursquare. A great way to get people involved offline aswell as online, and although probably only a small minority took part in the treasure hunt the campaign got people talking about the brand.
The Year of the Flashmob
Love it or hate it, T-Mobile’s ‘Life’s for Sharing’ campaign got us talking, and has shifted perceptions of the brand. One thing’s for sure: no-one’s safe from T-Mobile’s Flashmobs
The Year of the John Lewis ads
I’ve made no secret of the fact that for me, music can make or break an ad. When I think back to my favourite adverts, the one thing they have in common is emotive music. For me, John Lewis stole the show this year when it came to TV ads. After seeing the ‘Never Knowingly Undersold’ ad I applied for work experience at Adam and Eve London, where I was lucky enough to have a chance to intern whilst the team were working on ‘John Lewis Christmas 2010′. Adam and Eve have a fantastic knack for A) Basing campaigns on an emotive insight and B) picking fantastic songs for their ads. If you haven’t already, watch the ads below to see what I mean.
Following the phenomenal success of the ‘Happiness Machine’ in the US, Coca-Cola decided it was time to spread some happiness across Britain, and today unveiled a UK version of its ‘Happiness Machine’ viral.
I was a big fan of the original viral, created by Coca-Cola’s in house team, and I challenge anyone to watch it without a little smile! Coca-Cola created the viral in an attempt to engage with teens in their natural habitat (online) and tie into its recently launched global ‘Open Happiness’ campaign. Coca-Cola surprised college students at a US college by inserting the Coca-Cola ‘Happiness Machine’ which gave students much more than they bargained for (armfuls of free cokes, pizzas and finally a twenty foot sub)!
One of my career ambitions is to one day work on a Coca-Cola campaign. Not merely because Coca-Cola is one of the world’s most prestigious brands, the holy grail of our branded world (although I would be lying if I said this wasn’t a contributing factor) but because it presents a challenge to the advertiser. Not only are you faced with years of successful and influential campaigns to live up to but you have a fantastically large budget with which you are expected you to do great things. The ‘Happiness Machine’ is one of these great things – fresh, quirky and creative way to connect with their young target audience whilst all the time reinforcing Coca-Cola’s ‘Open Happiness’ ethos.
As for the UK version, I feel that it doesn’t quite live up to its American predecessor. The ‘Happiness Machine’ surprised students at London’s Imperial College with popcorn, cakes and a game of Twister, among many other gifts designed to spread happiness throughout the student body. I love the British twist of strawberries and cream, but the viral seems less genuine- the students don’t seem as surprised as in the US version, and if you have seen the US version, the novelty factor has also worn off for the viewer.
Conclusion? Still buzz-worthy for ‘Happiness Machine’ novices but a slightly disappointing sequel. Having said that I wouldn’t complain if Coca-Cola wanted to spread some happiness around my Uni! Watch the videos below and decide for yourself…
