sisomo | interviews

9 February 2012: Saatchi & Saatchi Fallon Tokyo announced today it would partner with Digital Jungle, a social influence digital marketing agency to provide clients with social media analytics technologies and social marketing services. Digital Jungle already has an existing relationship with Saatchi & Saatchi in China.

Phillip Rubel, Saatchi & Saatchi Fallon Tokyo’s CEO stated, “Penetration of social media is proliferating within all aspects of people’s lives in Japan. Prior to March 2011, social media activity was inherently a local Japanese one. But since last March, we’ve seen a huge spike in people adopting a more internationalized approach, particularly in their usage of Twitter and Facebook. The challenge for marketers is how to participate in the conversations going on, recognize the opportunities and then how to measure the impact of what they do.”

Read full press release at saatchi.com

Toyota Announces Second Annual Shareathon Program

15 December 2011: Toyota Motor Sales, U.S.A., Inc. today launched the second annual Shareathon program, where customers can tweet about their plans to buy or a lease a new Toyota during Toyotathon and earn a $500 prepaid debit card. Building on the success of last year’s program, the 2011 Shareathon has announced an additional reward program for those who rally their followers to retweet the original message. Each retweet increases the debit card amount by $50, up to a maximum of $500 from these retweets, for a total of $1,000.

From Dec. 12 through Dec. 21, shoppers who register online at http://www.toyota.com/shareathon, tweet a scripted Shareathon message, and then purchase or lease a new Toyota vehicle on or before Jan. 3, 2012 will be eligible for a certificate and unique coupon code redeemable for a $500 prepaid debit card. Participants will then have 48 hours to encourage their followers to retweet the initial message. As an added bonus, those followers who retweet the message will be entered to win a 2011 Prius from Toyota.

Campaign by Saatchi & Saatchi Los Angeles.

Read the full press release at www.newdesignworld.com

Technology Leaves Your Hands Free and Gives Control to Your Mind

30 November 2011: Judging the Interactive Mobile category at the 2011 Eurobest Festival, Tom Eslinger commented that the high levels of interaction we currently have with digital technologies come through our physical integration with the objects, but with time and the colossal amount of money being poured into this new realm of technology, there will soon be a time where we will be able to control those ‘hands free’ devices with our minds.

Read full article at Marketing Directo (in Spanish)

Holographic World First from Deutsche Telekom and Saatchi & Saatchi

21 November 2011: Saatchi & Saatchi created a multi-city, multi-media spectacular for the next instalment in Deutsche Telekom’s ‘Life is for sharing’ campaign that unfolded simultaneously across five markets tonight starring the world’s biggest selling female artist of all-time, singer-songwriter Mariah Carey.

Mariah Carey appeared before audiences in Germany, Croatia, Macedonia, Montenegro and Poland simultaneously in the form of a hologram interacting with real dancers and live audiences in each location, creating a unique ‘life is for sharing moment’.

Appearing to the audience as if she was live in concert for the first 10 minutes of the show, her hologram form then exploded into the sky, revealing the surprise, before she reformed to lead all the countries in a moving rendition of the traditional carol ‘Silent Night’, then finishing with the all-time favourite ‘All I Want for Christmas is You’.

Read full press release at saatchi.com

Del Campo Saatchi & Saatchi Makes Microwave History for BGH

21 November 2011: Del Campo Nazca Saatchi & Saatchi, led creatively by Maxi Itzkoff and Mariano Serkin, have created a new breed of microwave for BGH. Quick Chef Music is the first-ever microwave that plays music when food is ready. The idea is the result of the agency’s belief that ‘Nothing is Impossible’. To modify a microwave to include the element of sounds required intensive product innovation, months of testing, plus patent and legal approvals. The cooking abilities of BGH Quick Chef didn’t change, but six months of testing culminated in a revolutionary invention, unprecedented in the history of the microwave oven: a microwave equipped with speakers and a USB port, so that each person can upload the song they want.

Read the full press release at saatchi.com

Agent of Change

10 October 2011: Tom Eslinger, Digital Creative Director at Saatchi & Saatchi talks to Figaro about the interface between social and search and explains why marketers need to shift their focus away from specific channels and towards specific sets of behaviour.

“We’re only seeing the very tip of social media’s impact,” says Tom Eslinger, Digital Creative Director at Saatchi & Saatchi, the agency who rolled the royals down the aisle to East 17 for T-Mobile’s massively successful viral campaign earlier this year.

“It’s going to change the tools we use. The way the money’s spent. It’s going to change the way businesses are structured. Our tools and experience have been based on the idea that users are sitting at a PC in a single place. That entire experience will change to become absolutely location based. What’s exciting is this is the first time so many disciplines have been working together at once. Exciting - but for clients a little scary.”

Eslinger is well-placed to judge. He’s been on Saatchi’s worldwide creative board since 2002. A passionate advocate and theorist of innovation in technology and design, he’s picked up multiple Cannes Lion Awards, done several stints as a juror at the festival and still finds time to design his own fonts, some of which have featured in Saatchi campaigns. Marketing’s focus in the 21st century, he says, needs to shift away from specific channels and instead focus on specific sets of user behaviour.

Read full article at figarodigital.co.uk

Saatchi & Saatchi New Zealand Creates Toolkit to Help Kiwi Referendum Voters Navigate Complexity

5 September 2011: Saatchi & Saatchi New Zealand has created an online interactive toolkit for the Electoral Commission to help voters understand the complex range of electoral system options to vote on in this year’s Referendum. Animations, videos, quizzes and interactive tools allow voters to profile and compare each electoral system, and assess them according to their personal values and preferences.

Says Chief Electoral Officer, Robert Peden: “With several unfamiliar options on offer, the toolkit delivers information to voters in an uncomplicated, unbiased and accessible way which we think will give them the confidence to make an informed choice in the Referendum.

Read full article at Campaign Brief

Ariel Creates Live Fashion Shoot Controlled by Facebook

4 September 2011: Procter & Gamble have teamed up with Saatchi & Saatchi to create a unique real-life gaming experience for their washing powder brand – Ariel – that is controlled completely by Facebook.

Washing powder is pretty much just a necesary commodity, it’s not really something that invokes a lot of excitement or that you even really think about that much, so Saatchi & Saatchi wanted to do something that would get people talking. They created a live gaming experience in the middle of Stockholm Central Station, where you can control a ‘stain gun’ to squirt jam and chocolate at clothes as they revolve on the washing line. And it’s all controlled via an app on the Ariel Facebook Page in Sweden, Denmark, Norway or Finland.

Read the full post at SimplyZesty.com

The Changing Landscape of Advertising

22 August 2011: Aimee Groth, Editor of Business Insider, speaks to Con Williamson, Chief Creative Officer of Saatchi & Saatchi New York, about the future of television and the nature of social media and its place in advertising campaigns. “Social media is certainly changing the advertising landscape - and some companies are handling this shift better than others. Beer companies, for one, are dominating. People are out drinking, and they’ll respond quickly on Twitter”, says Williamson.

NZ Air Force Invites Recruits to Step Up With Innovative Campaign

8 August 2011: Saatchi & Saatchi on behalf of the Defence Force and working with local partners’ RESN (interactive vendor), Paragon (mechanical engineers) and Kennedy Model Making, have created a unique interactive gaming environment to launch the Royal New Zealand Air Force’s recruitment campaign via a branded YouTube channel, “Step Up”.

Building on the learnings of the Army’s highly successful “Get What It Takes” YouTube channel launched by Saatchi & Saatchi for the New Zealand Army last September. The new campaign offers users the chance to experience four live simulated challenges that test their skills against everyday situations a career in the Air Force has to offer.

The interactive environment enables a user to remotely control a streaming video camera in real‐time over one of four different miniature models of New Zealand. The challenges involve piloting a helicopter in the mountains or over farmland, flying a plane over a coastline or driving a forklift in an aircraft hanger.

Through a mix of 15 second TV spots and online promotions, viewers are drawn to a dedicated RNZAF branded YouTube channel. Once a user has completed each challenge they receive a video of their challenges to share via Facebook and Twitter.

While the captivating gaming opportunity is expected to draw people to the site, the campaign encourages viewers to learn more about the skills and careers related to the challenge, and watch videos that depict trades the Air Force is recruiting for.

Read the full press release on Saatchi.com

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