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Coca-Cola gives beach revellers in Rio a refreshing experience

To promote Coca Cola’s new packaging which launched earlier this year in Brazil, Posterscope and DAVID agency created an icy show-shopper.
A giant ice block (2 metres deep and weighing 8 tons) with 500 cans of Coca-Cola embedded into it was placed on Ipanema beach.  As the ice melted beach goers were rewarded with a can.
According to Patricia Pieranti, communication manager “Coca-Cola has always been part of the summer and our goal is providing a refreshing experience, in addition to presenting the new taste of Coca-Cola zero sugar to consumers. ”
The action reinforces the launch of the new packaging launched earlier this year in Brazil, part of the original Coca-Cola, Coca-Cola zero sugar and Coca-Cola with Stevia and 50% less sugars in the positioning of the iconic brand Coca-Cola. Thus, the portfolio no longer has three independent brands and is replaced only a great brand “Coca-Cola” with different versions.
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Can Media Campaigns Perform 13% Better?

Often I wake up thinking, ‘wouldn’t it be great if my integrated campaigns could perform 13% better!’
If you are often asking yourself the same question, Carat Insight’s ICE (Integrated Communications Evaluation) study has the answers.
ICE is an award-winning methodology designed to understand the impact of individual campaigns and activations. ICE provides marketers with the understanding of what different media channels contribute to integrated campaigns. The research also takes into account all touchpoints a consumer has with a brand and identifies other influences such as brand experiences and competitor activity.
Here at Posterscope, we’re always trying to improve our understanding of how out-of-home (OOH) contributes to campaigns, and how it impacts and influences people. This is because the more we understand how people view, react to and identify with OOH campaigns, the better we know where to deliver ads they’re going to love, so that we can drive a real benefit for our clients.
Posterscope commissioned Carat Insight to conduct a database analysis of all individual ICE studies ever run to generate universal insights about OOH’s role within integrated campaigns. This was a five-year study that analysed 50 individual integrated media campaigns across this time period. The study tested more than 1,500 different creative executions, and surveyed a substantial sample group of more than 20,000 respondents to find out how these ads drive purchase intent. The campaigns were real life executions for clients including Phillips, British Gas, Lurpak and Kellogg’s.
The study told us a great deal about where OOH sits in the wider media mix, and how it influences and is influenced by other media channels, but the big reveals were all about the effect it has on people.
In particular, the study showed that campaigns with OOH perform 13 per cent better than those without. A great finding for OOH, this insight illustrating OOH’s impact on purchase intent, measured the extent to which someone is moved to make a purchase after seeing an ad.
Now an argument could easily be made that the kind of campaigns that use OOH are usually allocated a larger budget and therefore are in a better position to improve media performance. However, the ICE study takes this into account, removing the media budget bias by bringing campaigns that feature OOH and those without to the same starting point.
We also learnt a great deal about what drives purchase intent. OOH was found to have a major influence on interpersonal relations – which is the emotional connection people feel with a brand on a personal level. When looking across the media mix, OOH was found to proportionately impact interpersonal relations more than any other media channel at 45 per cent.
Across the five year period, this emotional connection people feel for brands was found to be the most important driver of purchase intent, accounting for an average of 44 per cent. We also found that its importance is growing, it improved by 14 per cent over 4 years.
The two emotional connections that the ICE study found OOH impacted the most was trust and relevance. As a broadcast medium, with large stature sites that are viewed in the public space, it makes sense that OOH instils trust. Relevance to consumers comes from the way OOH is planned to maximise its ability to reach consumers in the right place, time and mind-set.
 
OOH’s advantages extend beyond delivering trust and relevance. ICE rated the impact of creative on all media formats and OOH was found to have 3 out of top 10 most impactful creatives. 2 of these were on broadcast, large format OOH sites, relating to the findings on trust above,  whilst one was a very small advert in a doctors surgery, illustrating that if OOH is contextually planned, it also delivers effective relevance.
These insights will enable us to further improve the service we provide for our clients and is great news for the wider industry.
Harriet Swinburn – Posterscope

Greater Palm Springs – Ice Block Challenge

To help promote JetBlue’s new non-stop service from NYC to Palm Springs. Ignited USA set up two giant ice clocks and invited NYC locals to break out of the chill and win various prizes.

Video Below

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Via: Best Ads on TV

Frozen Foosball With Coors Light

Coors Light created the world’s first “Frozen Foosball” table. The hotter the game gets, the bigger the refreshment.
Video below:
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Agency: Bravo/Y&R Miami.
Via: Best ads on TV

Ice Statues that leave behind organs encourage us to donate

Beneficência Portuguesa Hospital in São Paulo, Brazil has launched a campaign to encourage more organ donations. The hospital is seen as a benchmark when it comes to organ transplants in the area as it boasts renowned medical staff that performs heart, liver, kidney, bone marrow, cornea and pancreas transplants, among others.
To raise awareness of the importance of this life-saving act, an urban intervention called Ice Men was placed on the city’s streets in three of the busiest locations by agency DM9DDB. Ice statues of people with visible internal organs were seen by hundreds of people in downtown São Paulo, and they melted away, leaving just organs behind.
These life-sized transparent sculptures with red acrylic organs inside aimed to show that life goes on after a person dies, and if they donate their organs they could help save someone else’s life.
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The ice statues were made with reclaimed water and the water that melts from the statues is then reused to make other statues.
Manuel Coelho, Executive Superintendent of Marketing at Beneficência Portuguesa of São Paulo, said: “We used them as an analogy to the human body. As the ice melted, the organs remained intact, and each featured the message ‘Life goes on. Be an organ donor’
We at health institutions have the obligation to encourage the population to discuss the issue with their families. Open and honest dialogue about organ donation will in itself greatly boost permissions in case of death.
One of the main reasons for organs not being donated is due to the lack of family consent. According to Coelho, many families don’t authorize their relatives’ organs to be donated either because of a lack of information or because they don’t know whether it would be the wish of their deceased relative”.
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Via: psfk