Soap Creative delivers new projects playing in both the real and digital space for Unilever
Soap Creative is mid-way through the release of a series of Unilever projects which play in both the real and digital space.
The projects include a suite of digital first for Cornetto, a
high-tech sampling tour for Streets, an interactive above the line campaign for Impulse, a content-rich SEO play for Rexona Clinical and a hormone-fueled integrated orgy of creativity for LYNX.
Cornetto Enigma
Unilever is testing new methods of technological integration with Cornetto’s ‘Reveal Your Soft Side’ campaign. Cornetto’s ATL messaging was extended to music festivals this summer, where festival-goers could see themselves turned into the enigmatic Enigma Bear thanks to an Xbox Kinect hack. VIEW THE CAMPAIGN
Currently running is a Shazam call to action in all tvcs inviting viewers to ‘Shazam’ the tvc’s song. This then takes users to a mobile optimised site where they can send customised ‘soft side’ video messages. Over 50,000 ‘Shazams’ have already occurred.
Streets Share Happy
After attending too many conferences about ‘360 degree marketing’, Soap and Streets decided to take action and create a 360 degree photo booth at Streets Share Happy sampling events across the country.
People could take their 360 degree video then retrieve it as a YouTube clip
Impulse Love Story
Impulse used Valentine’s Day weekend to launch their new fragrance ‘Love Story’ – and to make this known they installed interactive jumbo billboards, controllable via a mobile HTML5 site, at shopping centres across Australia.
Rexona Sweat Clinic
The Rexona Sweat Clinic is a content rich website containing all questions and answers to do with sweat. It accompanies the launch of Rexona’s strongest anti-perspirant yet – Rexona Clinical – a product aimed at excessive sweaters. The SEO focused site was created after investigating the target’s unique online search behaviour – and will operate as a platform for future online efforts.
LYNX Anarchy
Launched just a few days ago is the apocalyptic new campaign for LYNX Anarchy.
It’s LYNX’s first foray into a male and female variant and they’re predicting mating game mayhem via the new mobile led HTML5 ‘Spark’ experience accompanying it’s launch.
The more people spark, the better their chance of winning prizes, including a private gig by Aussie rapper ‘360’.
The campaign will be supported by content and conversation on LYNX’s 184,000 strong Facebook page , sampling packs, a Shazam ATL integration and a yet to be revealed installation piece.
3 Comments
That’s a whole load of nothing right there.
Okay, so this press release makes me want to stab someone in the neck as do a lot of the ideas, buuuuut, I will say that Soap has a strong handle on the proper use of technology to integrate their ideas. It wouldn’t hurt some agencies to take a deep, albeit painful look at some of this work.
I just wish they would shut up about the technology side of things a little bit….Shazam, content-rich, SEO, integrated orgy, HTML5, mobile optimized…STOOOOOP!! We get it.
Oh, and the 360 video clips thing was done in the exact same fashion but better for DeBeers by JWT (a ‘dinosaur ATL agency’) …three years ago.
http://www.behance.net/gallery/Debeers-Unbreakable-Kiss/614525
I think it boils down to whether or not you believe an experience facilitated by new technology can be the idea. It seems the majority of readers (or at least the vocal ones) of this particular blog don’t think so.