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21 April 2009: “Creative agency Saatchi & Saatchi Cape Town introduced the application of augmented reality (AR), as part of an experiential activation in selected malls, for literature retail outlet Wordsworth Books last week. Anton Crone, executive creative director of Saatchi & Saatchi Cape Town, says the campaign marks the debut of AR in consumer marketing in South Africa, and the African continent.

Wordsworth Books tasked the agency to engage consumers in the atmospheric setting of its stores - “a book lover’s universe where the written word comes to life,” which remains a salient feature differentiating the brand from its competitors. Saatchi & Saatchi brokered a participation deal with Apple Macintosh stores for Wordsworth, and then turned to AR, which has remained fairly unexploited in a commercial marketing context until now.” Read the full article at BizCommunity.com.

United Nations ‘Voices’

10 March 2008: Saatchi & Saatchi Australia this week unveils a groundbreaking campaign for pro bono client United Nations called “The UN Voices Project” in which you can actually listen to an outdoor poster and press advertisement via mobile phone technology.

Using an innovative new digital channel to connect and engage the public, the campaign features outdoor posters, print and online elements. These are combined to reinforce the message of giving a voice to those whose plight normally goes unseen and unheard.

People around Sydney are encouraged to take a mobile phone photo of the featured person’s mouth and send it to a number on the poster as a text message. Then using digital image recognition technology and an Australian first call back service, the sender receives a return phone call with a pre-recorded message from the person they have photographed, giving a brief insight into how they live and highlighting some of the issues they face. The message then directs people to a UN website where visitors can leave their own comments and thoughts, turning the original seven voices into thousands. Read full press release.

Tide-to-Go ‘Talking Stain’

03 February 2008: Today, Tide aired an advertisement for the #1 instant stain remover, Tide to Go, during Super Bowl XLII, marking the detergent category leader’s first foray into the Super Bowl and the first time for a Procter & Gamble brand since 2004. Tide to Go’s 30-second spot, created by Saatchi & Saatchi of New York, provided a humorous look at the consequences of embarrassing stains, with a “talking stain” overshadowing a job candidate’s interview. It was the national debut for the spot which received widespread industry recognition including a 2007 Cannes Silver Lion award. Tide to Go’s Super Bowl spot served as the launching pad for a new digital campaign and microsite - www.mytalkingstain.com - where consumers are encouraged to create their own ‘spoofs’ of the Talking Stain spot. The winning consumer ad will air on Primetime television later this year. Read full press release.

Quiksilver ‘Dynamite Surfing’

23 February 2007: To reach out to the community and make its brand applicable to the Nordic consumer, Quiksilver launched a viral campaign that received 10 million hits in the first 2 weeks; making it one of the fastest growing viral videos of all time. Campaign by Saatchi & Saatchi, Denmark.

Lexus IS ‘Hologram’

10 July 2006: Lexus re-launched its performance sedan - the IS - with a sisomo campaign that laid out the challenge - “Why Live in One Dimension?” Campaign by Team One, California, USA.

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