We’ve taken a look at the Loeries finalists (which are being announced in instalments throughout the week) to pick some of the best uses of Technology in Advertising. Once the awards ceremonies take place on the 21st and 22nd September, we’ll be able to see how things pan out.
The Everywhere Library:
Believing that education is the answer to everything, MTN wanted to make education more readily available in Uganda. They partnered up with MetropolitanRepublic to help students gain access to the books they desperately needed with ‘The Everywhere Library’.
Each week, for four weeks, the relevant library books were printed on inserts which were distributed in some of Uganda’s largest newspapers. Students were then able to collect and stick these printed libraries up wherever they chose. To access a book, all they had to use their cellphones to punch in the USSD code found on the spine of each book, a technology which is compatible with any mobile phone.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=TIefZMqXHw4[/youtube]
MetropolitanRepublic – MTN, ‘The Everywhere Library’
Volkswagen Street Quest:
Ogilvy and Mather CT was asked by VW Corporate to find an innovative way to celebrate the impact that Volkswagen has had on South African streets.
They came up with the idea of creating a Facebook challenge, the ‘Volkswagen Street Quest’, to find as many Volkswagens as possible on the streets of South Africa using Google Street View. A custom gaming interface was designed, and the game was played over a four week period. The player with the most ‘Pins’ at the end of each week qualified for the Grand Final – a real life playoff in which finalists competed for prizes worth R50 000.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=AiL_Mw0H-7w[/youtube]
Ogilvy & Mather Cape Town – Volkswagen, ‘Street Quest’
Extra Cold Mind Reader:
Hellocomputer tapped into Castle Lite’s extraordinary beer drinking experience and broke new ground in innovation. They created a machine designed to read your thoughts and act on your will – ‘The Extra Cold Mind Reader.’
Basically, it’s an interface that dispenses Extra Cold Castle Lite by the power of thought. Hellocomputer paired up with Thingking to build the machine, which utilises an EEG headset to record brain waves along the scalp. By measuring the user’s concentration levels over a period of time, a draught pour was triggered – the more the user focused on Extra Cold, the more draught was poured.
[vimeo width=”640″ height=”400″]http://vimeo.com/68372352[/vimeo]
Hellocomputer – Castle Lite, ‘Extra Cold Mind Reader’
Light Up Your City:
To give their campaign flight, Red Bull invited citizens of Joburg, Cape Town and Durban to tweet using hashtags corresponding to their city. The city with the most tweets accumulated by the 5th November was “lit up in a way they’d never seen before” with a spectacular display of fireworks. Additionally, touch screens were connected to Special Edition vending machines around the cities, where users could learn more about the product and play an interactive game with the reward of a free drink to try out.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=6QAZ2LPpjkg[/youtube]
Trigger Isobar – Red Bull, ‘Light Up Your City’
The Democratic Republic of Design:
At Design Indaba 2013, Absa envisioned a virtual country called the ‘Democratic Republic of Design’ to show how design and creativity are the backbone of an economy.
To bring the campaign to life, The Jupiter Drawing Room and BNRY created a smartphone app allowing event-goers to earn currency by sharing their ideas and inspiration through tweets and photographs. Delegates were able to use this visual currency, “Design Dollars”, at Absa’s concept store to buy themselves a selection of products from up-and-coming South African designers. The highest earner for each day also claimed the title of President, winning a VIP experience at the night’s biggest parties.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=Ff0Z39LbvFs[/youtube]
The Jupiter Drawing Room, Johannesburg and BNRY – Absa, ‘The Democratic Republic of Design’
RAV4 Outdoor Website:
The vehicle is built for adventure, so the team decided to take adventurers away from their laptops to navigate a real-life website at the Bryanston Cycle Park. Using a mountain bike as a cursor, the outdoor website was set up on a 1500m mountain biking track as an interactive version of the actual website. There were several menu bars placed at various stages of the track. As a cyclist passed, an infrared sensor triggered the interaction which presented them with buttons for them to make a selection from. From pulley systems, to massive pinwheels and trees padded with blow-up airbags, the cyclists learnt about the assets of the new RAV4 in an entertaining and innovative way.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=0h5RIDciv1U[/youtube]
Hellocomputer – Toyota South Africa, ‘RAV4 Outfoor Website’
Loom Immersive retail:
To achieve this, technology was used both online and offline to create a re-imagined retail experience. Using NFC-enabled smartphones, passersby could interact with specially created window installations by playing with products and making purchases, even after closing hours. In store, the typical till slip was transformed from something easily discarded into something that gave customers information about their world. Also part of this ‘immersive retail’ experience was a tailored e-commerce platform and integration of RFID technology into selected product tags in the Loom store.
[vimeo width=”640″ height=”400″]http://vimeo.com/68217015[/vimeo]
iKineo – Loom, ‘Immersive Retail’
MTN Connector Bot:
Using MTN telecommunications, MetropolitanRepublic enabled design students at the Tshwane University of Technology to experience the inspiration of Design Indaba for the very first time through the “Connector Bot” programme.
The Connector Bots were engineered by the Council for Scientific and Industrial Research (CSIR), as a way to connect the disconnected. During the Design Indaba, several beta test proxy droids shared the floor with delegates, running a live, two-way uplink that streamed footing from the event to students over 1000km away. These bots became the eyes and ears of the students, who were able to pilot them using intuitive touch-screen controls.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=jHbn62-Ubzo[/youtube]
MetropolitanRepublic – MTN, ‘Connector Bot’
South African author, Fiona Snyckers, approached Native to launch her new novel “Team Trinity.” The problem identified was that kids don’t read as much as they used to, so Native had to find a way to successfully compete with everything that claims today’s tween’s attention.
They came up with the solution of “Bookly” – the most sophisticated e-book reader ever developed for Mxit, bringing smartphone functionality to the feature phone. Bookly offers free, quality literature to the South African youth at no cost and has expanded to contain a database of over 250 books to date.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=rMMlqRHLjZs[/youtube]
Native – Modjadi Books, ‘Bookly’
Hyundai i30 Light Drive:
To launch the new generation i30 in South Africa, The Jupiter Drawing Room CT and iLogic Agency helped Hyundai reinvent the test drive. They did this with the ‘Hyundai i30 Light Drive’, an innovative virtual racing game what was projected onto the i30’s front windscreen and played by passengers inside the car.
The hottest nightspots in SA were targeted, where anyone was able to experience the cars dynamic features while competing for the top spot on the leader board. While people played in teams of two, their performances were recorded and streamed onto a large screen outside so the audience could watch them compete.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=3eaAQzCwrCs[/youtube]
The Jupiter Drawing Room, Cape Town and iLogic Agency – Hyundai SA, ‘i30 Light Drive’
With an unsafe and in some places non-existent banking system in Uganda, MTN saw an opportunity to encourage people to use mobile banking instead. With the help of MetropolitanRepublic they took the banks to the people in the form of printed virtual ATMs inserted in Uganda’s largest newspapers.
The technology used is compatible with all phones, and mobile money has become the fastest growing way to bank in Africa.
MetropolitanRepublic – MTN, ‘Printed Banks’
Stethoscope Audio Ad
One of Africa’s biggest problems is a severe shortage of doctors and healthcare professionals. Africa Health Placements is an organisation that recruits international doctors to work in Africa. Boomtown created the world’s first stethoscope audio ad that was sent in a package to foreign doctors.
Once opened, a message prompts doctors to place their stethoscope on the pressure-activated device, this activates a pre-recorded MP3 that speaks directly to them. The audio for the ad was recorded at a low level so that it was only audible through a stethoscope, turning something that every doctor possesses into an advertising medium.
Boomtown – Africa Health Placements, ‘Stethoscope Radio Ad’
Isuzu Trail View
Isuzu approached digital agency NATIVE to create an exciting campaign to launch their new range of Isuzu KBs to 4×4 enthusiasts. The result is Isuzu Trail View, a Google Street View-style campaign that allows users to ‘go off-road, online.’
Isuzu provided vehicles, the Offroad Academy provided drivers and NATIVE climbed on board to map out 4X4 trails around the country with an innovative 360-degree camera mounted to the vehicle.
NATIVE – Isuzu, ‘Trail View’
Live Tweeting Badger:
Of course, this post wouldn’t be complete without the live-tweeting honey badger, the world’s first in fact, which was implemented by the combined Hellocomputer/Draftfcb team and some help from BinarySpace.
The campaign was put in place to help the Joburg Zoo build their online presence, using the zoo’s mascot and resident honey badger, BG. With smart thinking and innovative technology, the team has come up with a way for BG to “tweet” by rigging his enclosure with infrared sensors that pick up his location and automatically trigger pre-written tweets from his Twitter account.
[youtube width=”640″ height=”400″]http://www.youtube.com/watch?v=xGTptt7iwj8[/youtube]
Hellocomputer – Johannesburg Zoo, ‘World’s first tweeting badger’
Any great use of tech in advertising that we’ve missed from the finalists? Let us know! Also, take a look at the rest of our Loeries coverage here: 10and5.com/loerieawards