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Capturing brand awareness; a penny for your thoughts

November 21, 2013 |

At Nimlok we enjoy creative ideas that meet a purpose, and this example from one of our clients, Reckitt Benckiser, is a great one.

6x11 Reckitt Benckiser @ Pharmacy Show 2013 by NimlokReckitt Benckiser has turned the chore of implementing Captcha words into a visual reminder of its products. So rather than popping random letters and numbers into a box, the form filler cleans a virtual dirty penny by dragging it into a bowl of Cillit Bang. This interactive game helps prove that the user is human and not a computer, but in a far more engaging method of beating spammers than squinting at a series of illegible letters.

Some of our innovation ideas for this client, for whom we recently helped deliver a campaign at The Pharmacy Show, included augmented reality, animated motion graphics and a touch-screen video booth with a vox pops video. As part of our augmented reality work we created four triggers out of the Reckitt Benckiser icons used on the client’s new health website for healthcare professionals. These were accessed using ipads tethered to the stand and led users to content on the news health site.

Another campaign that we thought was rather nice – or rather ice – was this one by Magnum. Having developed a shooting game of our own recently, the Try-Shoot-Share approach caught our attention. The insight that their target audience enjoys using social media to share their love of food led to a campaign which saw key targets sent a box of 30 Magnums to try. They were asked to take a picture of themselves enjoying the product (shoot), and then pass on the remaining 29 in the box. With the next person shooting and also sharing …until the box was empty.

More than 100,000 fans took part in the campaign via Facebook in the first four months and the first year sales targets were achieved within the first month of launch. That’s certainly some ammunition for the power of social media brand engagement.

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