Iliyana's Blog

PR Campaign Gives Free Shoes Away In Exchange For A Photo

[fa icon="calendar'] 02-Nov-2012 21:15:00 / by Iliyana Stareva posted in Creative Campaigns

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You may already know what a fashion fan I am, but my shoe addiction is unrivaled :P In this blog post however I am not going to talk about how many pairs of shoes I have (yes, you’d be shocked!). I will instead share with you a great PR stunt that really got my attention as the campaign gave free shoes away! And this in exchange of a simple photo! Amazing, right?!

The cute out-of-home stunt, called ‘Ring My Bell’ (reminds me of a popular song), was aimed at promoting the footwear brand Aldo in Israel, where the campaign was staged. People who passed by Rothschild Street in the middle of Tel Aviv were invited to take a photo of their shoes, upload it on Instagram including their shoe size and the tag #aldo, and then ring the bell in front of them. Briefly after that a big, rolling and prettily wrapped up present box would appear containing a brand new pair of Aldo shoes in the specified size! How adorable! I wish I was there too! Definitely wouldn’t mind a new pair of shoes!

The campaign was created by Smoyz - a boutique creative agency from Israel - and it drew a lot of attention offline and online. As the agency said, the bell rung more than 450 times and 500 photos were uploaded on Instagram, which led to nearly 800,000 interactions.

Check it out!

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The First Eco-Friendly Print Ad

[fa icon="calendar'] 16-Sep-2012 16:10:00 / by Iliyana Stareva posted in Creative Campaigns

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I’m becoming more and more interested in sustainability, so when I saw this campaign I was thrilled and frankly quite happy that big corporations are taking a step away from being massive profit machines to more human and caring organisations not only when it comes to production, but also when they make marketing decisions.

To promote the eco-conscious nature of its BlueMotion vehicles, which are powered by innovative, energy-saving technologies specially designed to reduce both fuel consumption and harmful emissions, Volkswagen and Ogilvy Cape Town created a very smart print ad campaign to reinforce recycling in South Africa. The idea behind it was to develop print inserts that help save paper, not waste it.

“The BlueMotion Label” advert allowed people to easily recycle their magazines once they’ve finished reading them by sticking the inserts onto the front cover and dropping the magazines into a post box to be sent to a recycling plant.

Volkswagen and Ogilvy Cape Town saw an opportunity in the lack of recycling options in South Africa. People there have easy access to post boxes, however not every neighbourhood has formal recycling bins – 77% of magazines in the country are thrown away. The campaign effectively turned post boxes into community recycling bins.  

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Changing People's Behaviour for Better

[fa icon="calendar'] 17-Aug-2012 11:19:00 / by Iliyana Stareva posted in Creative Campaigns

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I often come across brilliantly creative ideas and today I decided to share with you another great campaign that managed to change people’s behavior in a fun, new and unexpected way.

The Fun Theory, an initiative of Volkswagen, performed an impressive experiment to find out if people would choose the stairs over the escalator if there were a fun way of doing so. They succeeded. And they made people laugh.

What’s astonishing is that even after 3 years people are still talking about the campaign (I saw it in a tweet last week) and are commenting daily on YouTube, where it has ca. 18 million views. This only proves what an impact it has.

Enjoy the video! 

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The Most Popular Song

[fa icon="calendar'] 01-Jul-2012 13:49:00 / by Iliyana Stareva posted in Public Relations, Creative Campaigns

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This year’s Cannes Lions Festival showed again how creativity can make an impact. I was particularly happy about the Grand Prix winner in the PR category even from a very personal perspective. A role in the whole PR campaign that won played salsa – one of my biggest passions.

The so called ‘The Most Popular Song’ campaign was created by JWT San Juan for the Banco Popular De Puerto Rico Bank. The aim was to persuade society that working is actually good, as it seems that Puerto Rico’s problem is not people struggling to find jobs, but the country itself struggling to find people willing to work. Living on government help has become the way of life there (shocking, huh?).

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Drama, Action, Drama in a Brilliant Campaign

[fa icon="calendar'] 15-Apr-2012 12:41:00 / by Iliyana Stareva posted in Creative Campaigns

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More than 18 million views just on YouTube in only 4 days! Now that's viral!

I saw the querilla marketing campaign below the other day and I thought "WoW!" It's so cool and so good that I simply had to share it even if some of you might have already seen it. 

While watching, I was staring at the screen, no blinking, just staring at all the dramatic stunts: ambulance, fighting, half-naked girl, police, guns, shooting, blood, rugby players - absolute action happening live on a quiet square in a small Belgian town. 

When I saw the last few seconds, I was laughing like crazy, completely surprised by the unexpected outcome - turns out it's a promotional campaign by TNT. I was shocked, but imagine how shocked the people at the square were!

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