Swisscom ‘Pulse Challenge’ is February’s best of global digital marketing
A long-awaited sequel to the notorious ‘All Eyes on the S4’ campaign from Heimat Berlin and Swisscom conquered our jury’s hearts to be recognised as the best digital marketing globally for February 2015.
European digital marketing research firm Best Marketing International monitors almost 300 digital award competitions worldwide. Based on the winners of these competitions, our research team shortlists 10 works and forwards them to International expert jury for voting. It was a quiet month on the award show front, which is about to change radically as the season kicks off. (It’s time to warm up for Cannes!) This month give very strong campaigns were shortlisted.
First place: ‘S5 Pulse Challenge’ for Swisscom and Samsung by Heimat Berlin (Switzerland, Mobius Awards 2015 winner)
The Swiss population speaks four separate major languages: French, German, Italian and Romansch, meaning all traditional media has to apply to these differences. With the launch of Samsung Galaxy S5 Swisscom wanted to engage people via multicultural media – web. The new S5 carries an integrated heart rate sensor. Swiss people were invited to participate in a game with a single rule: keep your heart rate under 100 beats per minute to win the S5.
The challenge gathered 3.18 million unique views, 9.8 million ad media contacts, and 4.375 million ad impressions on Facebook. More than 1.4 million people watched the S5 Pulse Challenge via livestream.
What the jury said:
Mike Berry, digital marketing lecturer, trainer author and consultant (London, UK):
“I like this because it was a clever idea; reminding me rather of “All Eyes On S4” an earlier promotion from these two partners. This time we’re looking at the Galaxy S5 and its unique feature: the built-in heart rate sensor. The client/s and their agency created an interactive experience which was unique to the S5 and promoted the device in a really entertaining and engaging way. Needless to say, the YouTube film went viral and reached a huge audience, far beyond those originally involved in the actual “S5 heart-rate experience”. It is true that we are seeing an increasing number of these “Viral PR stunts” but that doesn’t currently seem to be making them any less effective which is of course all that matters!”
Kusnadi Assaini, head of division at Digital One (Jakarta, Indonesia).
“The campaign strategy is too scary and will make my heart pounding but what a great campaign… Wanna try this? Not sure.”
Second place: ‘Battle of the Hands 2014: Posterpocalypse’ by SapientNitro (USA, Mobius Awards 2015 winner)
Agency self-promo B2B campaigns are a rare sight. SapientNitro has a delightful tradition of showcasing its excellent skills at the annual Adobe MAX event. Battle of the Hands is a competition held in the agency’s booth with the aim to determine the best designer from the crowd. This time, the contestants had only 8 minutes (but all thinkable Adobe products) to create an epic movie poster. The competition was supported by a beautiful website, combining classical event marketing with a seamless digital interface.
What the jury said:
Mike Berry, digital marketing lecturer, trainer author and consultant (London, UK)
“This one is my favourite this month. Adobe built on their credibility as a partner to designers globally in creating this engaging promotional campaign. The idea was that contestants had to design a movie poster for a randomly generated movie title: in real time, in public, using Adobe’s technology. It could have failed completely if no one had been bold enough to participate, but the whole process was carefully managed so that people did come forward and other people were attracted to watch their efforts. There was extensive use of social media and other promotional activity before, during and after the event itself. Imaginative, engaging and absolutely on-brand for Adobe; well done to client and agency here!”
Third place: ‘Being the Bear’ for Canal Plus by BETC (France, Mobius Awards 2015 winner)
Ever since Netflix was launched in France, Canal+ (key player on the TV market) has been fighting a gruesome battle to keep the business afloat. They re-introduced the popular Bear character from 2011 and created an interactive experience where users could become real movie directors. The site had more than two million visits and is actively running to this day.
What the jury said:
Gamze Gurbuzatik, JWT International, client services director (Istanbul, Turkey):
“We don’t see interactive websites enough lately, however the sequel for ‘Being the Bear’ campaign for Canal Plus is certainly entertaining and great to play around with. Very witty copywriting.”
This time the jury consisted of Mike Berry (digital marketing lecturer, trainer, author and consultant, UK), Hando Sinisalu (CEO of Best Marketing International, Estonia), Gamze Gurbuzatik (JWT International, client services director Istanbul, Turkey) and Kusnadi Assaini (head of division at Digital One Jakarta, Indonesia).