For the month of December, Hailo and Molson have teamed up to offer $10 free taxi credit to their users during this season of holiday parties and celebrations. The campaign gives users going to select establishments (map below) a $10 credit that they can access through entering a unique promo code into their app before they hail a cab.
If you’re not familiar with Hailo, the service allows users to hail a cab and also to pay automatically for their cab fare with a few taps of their finger through a phone app. Users can see who the driver is going to be, call them, and follow their driver’s progress to their location on a map. The service launched in Toronto a little over a year ago and was met with huge fanfare and open arms. I was certainly one of those fans. And why not? A more convenient, reliable, faster, and safer way of hailing and traveling in cabs? Fantastic.
But back to the campaign – it’s a brilliant example of a triple win campaign. Molson gets customers going to Molson establishments that serve their beer. They also have the opportunity to demonstrate their commitment to their “celebrate responsibly” messaging in a very direct and active way. Hailo gets users using their app – potentially new users who have never tried their app before. And finally, all users who participate in the campaign get $10 off their cab fare after their night out.
For marketers, campaigns of this nature are not always easy to create as it’s important to find the right alignment of strategy, opportunity, and channel. However, a strong focus on the end user and what adds value to them is a great place to start. This joint campaign is a great example of providing value to customers in a relevant and integrated way that makes great use of the social and mobile channels.
Happy holidays, everyone!
Every year, UK retailer John Lewis launches a holiday campaign that tends to melt the hardest of hearts. This year, they did not disappoint. In true John Lewis style, they launched The Bear and The Hare, carrying the message: “Give someone a Christmas they’ll never forget”.
At the campaign’s core is their television spot: a beautifully hand-drawn partial stop-motion animation about two dear friends, the bear and the hare. It’s simple, captivating, and moving. (I’ll let you watch it to see for yourself.)
The TV spot is fantastic on its own and is only strengthened by the layer upon layer of digital and offline extensions John Lewis has wrapped around it: each encouraging further exploration, engagement, and reminders of their lovely tale. And with reminders of their tale are also reminders of John Lewis as a retailer for families out shopping. (I have to confess, I wish there were one in Canada.)
As a story, The Bear and The Hare is very accessible to families and children and lends itself exceptionally well to family oriented extensions like: Read more
Toyota’s new Auris hybrid has an attractive claim to fame: it recycles energy while you drive. So when Toyota launched their the hybrid in the UK earlier this season, they decided to use technology as innovative as their car: 3D projection mapping. 3D projection mapping has tended to find its way on to buildings up to now, and is becoming increasingly popular. But for Toyota, there was a catch. They wanted to project right onto the car itself, and they wanted it to be a 360 experience. It might seem like a slight modification, or even natural evolution of the existing technology, but if you consider how difficult is to effectively execute 3D projection mapping on the usual 2-dimensional plane, it would be infinitely more complicated and challenging.
In the end, with the help of Glue Isobar and production agency, Superglue, Toyota successfully launched the Auris in the way they had envisioned. They needed to use 7 different projectors around the car for a full 360 degree projection. The result, no matter where someone from the audience stood around the car, he or she would get the same experience.
The final product is shown in the video below:
And if you’re interested in how the projection mapping was done, Toyota’s posted a video about that:
Find out more about the campaign at: http://www.getyourenergyback.co.uk/
If you’re interested in finding out more about 3D projection mapping, Social Times has a great article on it.