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Then we created a website where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets.

Since launch, dozens of marketers have contacted Time, Inc. We partnered with Time, Inc. In-book and online promotional units across Time, Inc.

As the sole advertiser, the four Lexus RX ads in each of the five issues were also customized to the subscriber, based on information they supplied at sign-up.

Eleven years later, it was beginning to lose its edge amongst the competition. To launch the all-new, RX, we needed to reinvent a distinctive point of view.

Tt necessarily like, or have the time, to figure it all out. We decided to frame the features and systems of the car as attributes that relate directly to the way people really live their lives.

In other words, completely inspired by the driver. When it came to print, Lexus needed to act, not just talk, in a way that conveyed a deep appreciation of the consumer as a unique individual.

So to celebrate a driver-inspired vehicle, we created a reader-inspired magazine. Since the channel has a predominantly class A viewership, we reached an important segment of possible Defender purchasers with a relevant message.

Creative Execution: Many off-road vehicles sell attributes like durability, performance and power. But how many deliver emotional attributes? With the concept - We Live to Tell Stories - we wanted to do more than just show the vehicle's features.

We wanted to position the brand with an emotional appeal that would leave the residual feeling that on board a Land Rover Defender we all become storytellers and protagonists of our own stories.

Insights, Strategy and the Idea: Launch the new Defender and celebrate the year history of Land Rover using an innovative mix of online and offline channels.

We needed to launch this idea to a broad target audience, with a specific requirement to drive word-of-mouth about T-Mobile.

Our strategy centred on creating highly-talkable content, building a community around the content, and making it easily shareable using digital and social networks.

The agency team created a dance event that would give commuters something unexpected to participate in and share, and which would make great content that a much wider audience would want to share with their friends.

We then used a combination of broadcast and on-line, editorial and advertising, to ensure that millions of people joined in with the sharing, creating a genuine word-of-mouth phenomenon.

Ts customers. Ts leading hearing aid companies. Each hearing aid is unique since it is tailor-made for every single client.

Just as individual as the made-to-measure hearing aid is the commercial that is played into the ear of its owner once the batteries have started to run low The commercial was programmed into the hearing aid as an MP3-file.

It started to play when battery voltage sank below a critical level. All this happens only a minimal distance from where we wanted it to go: the brain.

The user of the hearing aid is addressed by his name and reminded to have his hearing aid checked and batteries changed.

Insights, Strategy and the Idea: Rise in participation at Neuroth's hearing aid check. Target Audience: Hearing impaired, using hearing aid technology from Neuroth.

As fans continued to arrive to the YouTube channel, the community coalesced around answering questions and ultimately promoting the book themselves.

The average teen novel sells When campaign began the book had sold 18, units. To date, , have been sold. The book has reached 3 on the New York Times best seller list.

Creative Execution: The fictional book is about a girl who committed suicide and made 13 audio tapes listing each of her reasons why.

Our idea was to give Hannah Baker a voice by creating the tapes and releasing them to fans and non-fans completely unbranded in an air of intrigue that ultimately allowed them to be discovered.

Once production began, we began researching places where conversations about the book were already happening. Blogs, message boards, book groups, etc.

We then mapped out other places fans were traveling on the web -- adding to conversations, answering questions, etc.

Once the content was finished we began to launch the videos --first through a non-descript YouTube channel and eventually through other video distribution sites.

Insights, Strategy and the Idea: We wanted to sell more copies of the book. Our target was girls and boys, aged The book had some moderate success early on and there was evidence that it benefitted from word of mouth.

The publisher wanted to delay the release of the paperback longer than is typical and see if they could boost the sales of the more expensive hardcover.

Ts suicide note, you would probably be compelled to read it and would want to know more about the person. The Philadelphia campaign has contributed to measurable increases in brand awareness, positive perception of the brand, newsstand sales, direct mail response, and overall national paid circulation numbers.

Fifty-three percent of those aware of the Philadelphia campaign reported they were more likely to read the magazine.

Creative Execution: The agency was tasked with creating advertising that spoke to the target and was spoken about. It needed to create a buzz around the brand far greater than its media spend would suggest possible.

It had to be fresh and inventive. Thousands of potential Economist readers pass through the portals of 30th Street Station, Market East Station and downtown Philadelphia every day.

T brand awareness and encourage trial. T equally sharp views. As a target, Economist readers are united, not by age, occupation or demographics, but by how they think about and look at the world.

They love the reward that comes from being challenged by interesting thoughts and perspectives. And, the fullest and best-informed perspective is a global one.

More than one in three people in the UK have now watched the show. When viewers were asked which business software they would now consider purchasing, Sage came second only to Microsoft.

Creative Execution: So, how could Sage actually help customers achieve their goals? Ts about having brilliant people. Sage could help customers invest in the skills of their people.

The skills required in the show Intelligence, Physical, Knowledge, Observation and Mental Agility perfectly matched those needed for business success.

This instantly created an emotional connection, and delivered huge amounts of positive PR. Crucially it allowed Sage to live in a mainstream TV environment, and create a cultural momentum a traditional media plan could not have generated.

Upon this, we created www. Extraordinary customer experiences with clear business benefits. For Sage customers, it was something extremely useful, highly entertaining, and compellingly sharable with their friends and colleagues.

Insights, Strategy and the Idea: Sage came to us looking to form deeper emotional ties with their customers, and to make the Sage brand interesting enough for people to talk about.

Which was a huge task; perceived as a large accountancy software firm, Sage also had a hugely disparate customer base. Everyone from bricklayers to Finance Directors of substantial businesses used Sage, yet none were hugely warm to the brand.

We needed to influence all of these people, yet they had very few unifying features. Except one. From the smallest to the largest businesses, from straightforward to complex products, an entrepreneurial spirit coursed through every Sage customer; every single one had goals they wanted and needed to achieve.

In order to be closer to their customers, we believed that Sage had to create extraordinary customer experiences which would help them achieve these goals.

T at HQ and helped turn our campaign into a movement. Creative Execution: It started as a campaign but has become a movement - by the youth, for the youth and about the youth.

Tve made their own. Ts 12 most popular bloggers to open live on their blogs, challenging their viewers to post videos and texts about who they really are.

They did And as intrigue built, clamour to reveal our identities intensified. T at our HQ to find out. After all, who better to champion the youth than a brand with the ultimate reason to believe in them?

After all, we have volunteers between 16 and 22 willing to risk their lives every day to save the lives of others. Insights, Strategy and the Idea: The Royal National Lifeboat Institution is a sea-rescue charity facing an unexpected crisis: donors were getting older; and the youth had a lower awareness of it than any other British charity.

So, how could we win their hearts? Research revealed that 1. The younger you are when you become aware of a charity, the more likely you are to donate when you reach an older age; 2.

Ts top three concerns is the way the media stereotypes them as a dumbed-down game-numbed knife-wielding generation; 3.

Tll ever need saving at sea. So we sought a higher purpose than sea rescue T of an island nation; values the media accuses their generation of betraying and values they aspire to now more than ever as they take on the mantle of a world ravaged by war, recession and environment destruction.

There was instantaneous contribution of money at unbelievable ZERO COST because we could get all partners to collaborate with us in this great fight at no charge.

New joinings? We also can't measure that because at this moment surely there is someone else joining. Join us as well.

After the posters were completed, the money was given to WWF. Insights, Strategy and the Idea: Brazil has one of the richest biodiversities in the world.

There is an estimate that in Brazil there is one in each existing species of plants and animals. Type of Entry:.

Even though it was broadcasted only on one medium, we were present in a lot more. With a little investment into projectors and slides we got several product placements during famous movies for free.

We used existing great movies with great actors in which IKEA products are seen accidentally. The simplicity of the idea helped women realise the importance of early detection.

We chose a medium that would help our target audience realise how easy it was to perform a breast self examination.

In the Middle East, breast cancer is among the most taboo subjects. This partnership is one-of-a-kind:. We enlisted Grazia magazine to help us bring Westfield to life.

In the unifying spirit of the Beijing Olympics, Nike wanted to create a historic event that would bring the entire world together, inspiring its active community of avid runners as well as inviting new runners to the sport.

At 11am on 15th January a single commuter started dancing. Many people distrust mobile operators. With the help of Amnesty activists, we launched an overnight offensive, planned to the last detail.

Every year, an estimated 2 million women and young girls are victims of trafficking. The campaign message spread like wild fire: Over 2.

Using a unique technology, we created an innovative banner which opened up on top of the comments and allowed surfers to white out the dirty words in the comments with toothpaste strips.

Colgate wanted to promote its new toothpaste, Colgate Total Professional Clean, via the internet. Fanta Stealth Sound System - a mobile application that utilises high frequency sounds to allow teens to communicate without adults listening in.

Teens are fundamentally important to Fanta. People saw the direct consequences of their actions, and we made them remember one message: Let it ring Calling and driving is responsible for more and more accidents a year in Belgium.

Transformed the sponsorship for consumers Objective: Following its acquisition of the Safeway franchise, Morrisons looked to change consumer perceptions south of Scotland and broaden its appeal.

The event was watched by more than six million people - higher ratings than the show it was placed in. One in three heart attack victims die before they reach hospital, mostly because they don't recognize the symptons and delay seeking medical assistance.

We had a challenge. With our program we impacted 4. Dirk Bossmann Front Desk Arwin Lobedann Front Desk Jutta Westphal Frau Liebling.

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Often these comments include inappropriate and offensive words. Based on this insight we decided to help surfers avoid these words- we enabled them to clean up the comments!

Ts brilliant. So, I mean, how cool is that? The wap site had 75, hits in the first week. Directions to the wap site and application feature on over 50 million cans.

The viral has already had , views. These figures will be updated on 1st may Creative Execution: Fanta Stealth Sound System - a mobile application that utilises high frequency sounds to allow teens to communicate without adults listening in.

The application lives on a Fanta branded wap site. On-pack labelling and a viral film were created to drive teens to the wap site and download the application.

In-store radio was also used to drive teens to purchase Fanta and engage with the on-pack messaging. Insights, Strategy and the Idea: Teens are fundamentally important to Fanta.

Mobile phones are vitally important to teens. T, but also gave teens something they need. Tre in a state of constant communication.

They want to talk freely, without adults listening in. Ts a little known fact that teens can hear higher pitch frequencies than adults.

In some parts of the UK these frequencies are used against them as ultrasonic alarms, to deter them from public spaces.

Tt hear. It averaged 3. The campaign garnered a record number of widget and application downloads, and thousands of hits and friends on CW community pages.

We exceeded expectations with a total of 30, participants, total opt-ins and total IVR calls. Ts pivotal moments. Once viewers opted in, they received texts that synched up with dialogue happening on-air.

Ts eponymous character. Ts Dart for Advertisers to provide third-party visibility into the performance of the mobile web campaign. Ts a lifestyle.

Ts characters. There was only one communication method sure to generate instant response and buzz: cellphones.

Our media-first mobile idea engaged the audience and drove live-interaction during the show. We got the attention of thousands of persons, in only 2 weeks after launch.

Numerous newspapers and blogs spread the message. And the campaign is still running Ts most used video sharing website, GarageTV, we turned what seemed a normal internet video into an interactive experience.

On the website www. Their friend receives an e-mail with a link suggestion to what seems a typical internet movie.

Tt know, is that he is playing the main part in it. When he is watching the video, his cellphone starts ringing. If he picks up, he generates an accident in the viral movie.

Insights, Strategy and the Idea: Calling and driving is responsible for more and more accidents a year in Belgium.

Tt seem like something harmful. We wanted people to experience the direct consequences of their actions. An accident is always unexpected, therefore we choose an unexpected way to communicate our message.

You have totally delivered on these objectives, with seamless integration and outstanding results Ts top ten favourite songs of all time. We released a clue on Australian Idol each week to help our audience solve the puzzle and another in NW magazine.

There was also the opportunity to receive the clues direct to your mobile. T promotion was brought to life on the show and each of the Idols told us what they thought the number one song would be.

They also discussed their personal favourites on the website. When it finally came to revealing the order of the top ten and the ultimate winner of the major cash prize, the Australian Idols and judges sang each song in an entertaining 10 to 1 countdown.

Ts sixth year as a major sponsor of Australian Idol. Ts recognised that they needed to make their sponsorship dollars work harder and move from being the third most recalled sponsor to number one.

Ts experience, and in turn increase overall sales of their core menu: Big Mac, Fries and Sundaes. Our strategy was to bring the sentiment of that campaign to life for our core Idol audience.

We soon discovered that when we asked them about the music, there was a wealth of personal experiences and memories that they were passionate about sharing.

By asking people to think about their most loved song, we were able to focus our presence in Australian Idol and seamlessly connect with the above-the-line advertising.

Ts Grow has involved more schools, more seeds and more sales than could ever have been anticipated. So far, there have been over 40m vouchers redeemed with some even traded on eBay , 15, equipment orders and press articles with MPs applying to visit participating schools.

T programme should engage families and local communities by supporting primary schools. After thorough analysis of competitor activity in and out of store, we found open territory in an idea rooted in food and the environment.

T in their own classrooms. Ts Grow was an online interactive hub, which became the main interface between Morrisons and the participating schools.

Ts Grow, a two-tier marketing campaign was launched targeting teachers below-the-line and consumers above-the-line, fronted by celebrity gardener Diarmuid Gavin and supported by key government bodies to encourage online programme registration.

Insights, Strategy and the Idea: Objective: Following its acquisition of the Safeway franchise, Morrisons looked to change consumer perceptions south of Scotland and broaden its appeal.

With its greengrocer heritage, Morrisons was keen to bring its Fresh Choice for You proposition to life, engage local communities and to increase shopper loyalty amongst its core audience of year-old mums.

Insight: A traditional advertising campaign was insufficient to shift brand perceptions. T in a tangible, engaging and real-life way.

Ts children, educate them on the origins of their food, enable them to grow their own food at school and inspire healthy eating.

These provided schools with everything from seeds and spades to greenhouses. There was an increased awareness of symptoms.

The best endorsement is BHF who have received personal letters of thanks from individuals citing this campaign as having saved their life or a life of loved ones.

Ts interactive red button service. Insights, Strategy and the Idea: One in three heart attack victims die before they reach hospital, mostly because they don't recognize the symptons and delay seeking medical assistance.

The single best way for people to recognise heart attack symptoms is to experience them for themselves.

This campaign allowed people to experience their very own heart attack in the safety of their living rooms, so they were better prepared if it happened for real.

Ts perspective, saw Steven Berkoff vividly make the viewer suffer the common symptoms of a heart attack. Screened only once, and uniquely solus in break, at 9.

Viewing figures actually went up in the break. Awareness doubled! And The program has been a very innovative, business building program that has had impact on brand equity and trial.

An inspiring combination of educating and entertaining the consumer. Well done. Great idea and excellent execution. Ts attitudes to shaving. Research highlighted a series of controversial points.

Were clean-shaven men more successful? Did the nation prefer clean-shaven celebrities? And the big one: did women prefer clean-shaven men?

The provocative results created immediate interest and hit primetime news. As expected, people were ready with their point of view!

And the Great Indian Shaving Debate was on. For 8 weeks, leading TV news and radio stations ran celebrity interviews, panel discussions and news stories.

Ts magazines carried editorial features and reader polls. In a PR event, Bollywood stars shaved off their famous stubbles in front of the media.

Live polling conducted in malls, gyms, cinemas and offices kept the debate raging, and offered men a chance to trial the product.

All media directed people to www. Ts traditional shaving device, the double-edged razor, could not be dislodged by newer and better shaving systems like the Gillette Mach3.

The Gillette Mach3 is 10 times more expensive, and, despite being able to afford it, Indian men did not consider shaving to be a significant enough activity to justify such a premium.

Ts trials and sales were flat. Ts inertia and indifference to shaving. Ts love for voicing their opinions on everything.

We needed to get shaving out of the bathroom and into the living-room, chat-rooms and conversations. According to Millward Brown in a few months Pampero reached the sales expectation for the whole year, duplicated the Trial, and triplicated the Top of Mind.

Pampero matched his competitor in sales and in awareness. Remarcable considering that the competitor is in the market for 15 years. Quickly we had way more visitors than any museum around.

Hundreds of articles around the globe talked about it. Including several tourist guides. COM, a site with all the material needed to enjoy the Ephemeral Museum.

The site is constantly updated and soon became a cult place where artist and people interested in street art share opinions, information and fresh pieces of art.

For the inauguration day, jornalist received a diferent direct marketing: a tile typical on portoguese walls decorated with a piece of street art.

We also made happenings in bars presenting different artist painting live, to promote the museum. The Ephemeral Museum was communicated traditional media too.

Such as magazines, online, and with posters in every bar and street in Bairro Alto. Insights, Strategy and the Idea: We had a challenge.

To launch Pampero rum in Portugal, a place where rum is for old and boring people. We nedeed to make Pampero cool. Why them?

Tre opinion leaders and trendsetters. Ts not. So, if they say Pampero is cool, everybody will follow them. The job is done. First, the best pieces of street art at the Bairro Alto district were tagged.

Then we created a website where you can download an audio-guide and a map with the pieces location. So you can go out with your mp3 player and walk the museum streets.

Since launch, dozens of marketers have contacted Time, Inc. Robert Bienas Alpine Hiker. Manfred Lindner Front Desk Bernhard Kremser Businessman.

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Matthias Holfert Gisela Bech Grande Dame. Ursula Kuhnt Grande Dame. Wolfram Nielacny Herr Becker. Reinhold Hegelow Head Waiter We are proud to invite you to the 46th annual meeting of the Swiss Society of Nephrology.

It will be a great opportunity to share your research, to exchange views, and to meet old and new friends. Andreas Bock Prof. Thomas J. Places are limited and a reservation is required.

Cancellation Written notification is required for all cancellations and changes. Cancellations of registrations should be sent to the Congress Secretariat.

Thereafter no refunding. Industrial exhibition An industrial exhibition will take place at the Congress Venue. It will be open throughout the congress.

Coffee breaks will be offered by exhibitors. Hotel booking Hotel reservation possible online on www. Congress management Meeting. Registration fee for parallel symposia Early fee Late fee Onsite fee before Oct.

Payment by credit card upon registration possible. The abstracts accepted as poster will be presented in the poster exhibition.

Confirmation Scientific contributions oral presentations and posters will be reviewed and confirmed by e-mail by beginning of October, Authors presenting an accepted paper or poster must register to attend the meeting and pay the appropriate registration fee.

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