COPD (Chronic obstructive pulmonary disease) is one of the top three causes of death in China but only 7% of them are properly diagnosed. To raise the awareness and encourage people to do the self-check, GSK introduced “Breath of Life”, a program integrated into Wechat that allows to people to check their lung volume and to share it on social media. Inspired by the traditional Chinese ‘blowing-ink’ art, this program transforms users’ breath blew into smartphone’s microphone into soundwave, then via an algorithm, shows the soundwave in a more user-friendly and visualized way : an ink-tree.
By Mars, Inc. - Pedigree
The team united four of the biggest platforms for a completely unique user experience. Continuation rate was high : nearly all those opted to play Fetch across platforms chased the dog all the way across the internet until he reached the ball.
By Clear Channel
In response to research that named Stockholm’s population the most stressed in Sweden, Clear Channel has transformed Stockholm’s Metro into an emotion-triggered art exhibition, in a bid to combat commuter stress. The bespoke algorithm used for this installment analyzes dynamic, public data within Google searches, social media, news articles and travel traffic information to interpret if people feel sad, anxious, tired, stressed, irritated or afraid, then triggered artworks on digital billboards in response to emotions of people near the billboard.
By Red Rock Deli
Digital campaigns are widely used befor store opening ceremonies to generate flow of visitors. However, they are typically used to drive as much traffic as possible, instead of control the quality of visit experience. Red Rock Deli, as a premium chips brand, doesn’t want visitors to associate their pop-up store, thus its brand image with a chaotic food store, so they created an three-way-link digital campaign which used real-time sales data and machine learning to raise or lower the bid to buy digital media , in order to control the traffic, thus to offer enough quality visit time for every consumer.
In China, young adults always bring gifts to their elder family members when they go back to hometown during the holiday of Chinese New Year. However, most Chinese prefer « healthy and practical » gifts such as foods, electronics or cosmetics, and clothing is not at the top of the gift list. Uniqlo wanted to remind Chinese people that clothes could also be a relevant part of the holiday, by using location-based coupons and AI powered Wechat campaign to send them gift recommendations with one-click order button.
By Black et Decker
For Black & Decker, the manufacturer of housing and gardening tools, a great challenge in nowadays’ German market is that its products are available in fewer and fewer traditional stores. In another hand, more and more DIY amateurs are sharing their tools online. The brand decided to digitalize its image to seduce this young community by making a virtual smart cupboard of tools which allows users to borrow, reserve and exchange tools.
By PFLAG Canada
Every day in the US, more than 4,000 students drop out of school and thousands of kids miss school because they lack clean clothes. The Care Counts project involved installing washing machines in schools in order to reduce the rate of absenteeism of at-risk student in the classroom. For this, each student had an identifier linked to his name to correlate with their current presence.
By Dunkin' Donuts
National Donut Day was originally established in 1938 by the Salvation Army to honor women who served donuts to soldiers during World War I. Dunkin’ Donuts, the #1 retailer of donuts in America, has been serving guests signature donuts for 67 years. For the National Donut Day of 2017, the brand partnered with technology firms to engage its core audience via social media.
Every year when the holidays roll around, people struggle to find the perfect gift for their loved ones which often results in overspending. Jet.com teamed up with Facebook to create Careculator, a social tool that tells users how much to spend on friends and family based on how much they like, comment and react to you on Facebook.