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22nd August 2011

1. ING Direct ‘Human Billboard’

ING Direct in Italy discovered that positive testimonials from current ING customers were responsible for

bringing many new customers into the bank. In order to highlight how word of mouth referrals were driving the bank's business, Leo Burnett Milan decided to create a

series of live executions, featuring real customers framed against bank billboards, thus giving potential customers on the street the opportunity to talk to ING clients firsthand. These interactive billboards featured

people sitting and standing, and lying against a bus side in one instance, conversing with and engaging with

people passing by. The banter and dialogue between people on the street and the live billboards made this

an effective, attention-getting stunt.

1. ING Direct ‘Human Billboard’

http://www.youtube.com/watch?v=TbCZta6N9iY&feature=player_embedded

2. Fifty people- One Question

Short video which connected people from the furthest parts of the world...

Its popularity, impact on the audience, inspirational content, media coverage it is receiving on different continents, and

popularity all over the globe - is shocking to the makers of this short production.

• . Everyone is invited to see, hear, and explore our deepest human connections. And please, share your response to these simple, timeless questions.

2. Fifty people- One Question (Galway)

http://www.youtube.com/watch?v=LP7pdAn3foE

C 3. IKEA Have a Go!

IKEA mixes Braveheart and interior design in this new ad from The Monkeys in Australia,.

The spot is the first part of a new brand platform, called "Have a Go," which encourages customers to take

charge and fight against humdrum interior design. The spot stars some actual real-life IKEA customers,

chosen after an electronic direct marketing casting call was sent to IKEA FAMILY loyalty card members in

NSW to recruit thirty extras for the commercial. Within 48 hours of the E-DM being distributed, IKEA received

over 900 responses from IKEA fans, resulting in 50 IKEA family members starring in the final ad.

IKEA is developing a ‘have a go’ page on the Australia website offering consumers tools to experiment with

products. Other activity includes radio, print, outdoor, online and social media.

This is all in the lead up to the launch of two new IKEA stores in Australia.

3. IKEA Have a Go!

http://www.youtube.com/watch?v=f9NsGytJz3I&feature=player_embedded

4. Tetley Infusions: break your routine

Breaking monotonous routines was the idea behind the summer campaign for Tetley Canada’s Infusions.

Tetley Canada wants to help women shake up their everyday routines with a new campaign for its Infusions water flavouring

product line. To successfully implement this, the Tetley Facebook page will show “routine-breaking experiment” videos, where a

simple daily routine is interrupted and the results are shown off online.

When you head out to the grocery store, what’s one of the first things you get? Not a food related product but a shopping cart! The first experiment takes place at a local supermarket. Tetley Canada removes all the shopping carts and replaces them with “personal butlers” carrying shopping baskets. The second thing you will be getting your hands on in the grocery store now? The liquid tea mix - Tetley Infusions. A fresh and unique way to not

only sell a product, but catch the consumer's attention

4. Tetley Infusions: break your routine

http://www.youtube.com/watch?v=AdRbT-KW4CI

http://www.youtube.com/watch?v=uBjF7Be9Fr8

4. Tetley Infusions: break your routine

5. Ryanair- Quick to take advantage of Media Story

Michael O’Leary’s Ryanair has moved swiftly to capitalise on the drama surrounding actor Gerard Depardieu’s antics on

a CityJet flight on Tuesday.

Depardieu was removed from a CityJet flight between Paris and Dublin on Tuesday night for reportedly urinating into an empty bottle at the back of the plane after announcing to the entire cabin that he needed to go to the bathroom

before the flight reached a cruising altitude.

The homepage of Ryanair’s web booking site was changed.It is in keeping with Ryanair’s tradition of using the latest

controversy to sell flights.

5. Ryanair- Quick to take advantage of Media Story