Aap! - Alternative Advertising Possibilities

Last year at the 2006 Games Convention in Leipzig Germany Sony executed an excellent and creative ambient campaign for its horror title Forbidden Siren 2 by handing out disposable cameras. To the surprise of party goers the little disposable trinkets weren’t simply Playstation branded trinkets but instead special cameras that when developed displayed horrific spooky figures in the printed film. On every picture taken, ghosts and frightening faces appeared on the pre-expose film. The last picture of the series woudl reveal the mystery pitch - “The Horror is closer than you think” Forbidden Siren II - Out now for Playstation 2

This promotional campaign was created and executed by the German offices of TBWA.

Agency: TBWA\ Germany
Creative Directors: Philip Borchardt, Dirk Henkelmann
Art Director: Leila El-Kayem
Copywriter: Friedrich Tromm

Via - [Kotaku]

Today’s campaign of note is Common Design Room’s integrated campaign for popular sports drink “Pocari Sweat.”

Trying to capture the teenage market - Common Design Room, the agency behind this campaign attached removable “Puri Kura” or print club stickers with girly handwritten notes written to Pocari Sweat bottles in supermarkets shelves. Purikura is very popular among young girls who often carry around books containing purikura to show and swap with their friends. The intention of the campaign was for teenagers and other fans to collect the bottles and attach pictures of the starlet to their “techo” or schedule books.

The campaign integrated well across television and other media spots which featured the young starlet who would voice small heartwarming messages about the drink. The campaign stickers mirrored televsion copy like “I’ll protect you with Ions and Water Content (Heart)” and “Tangerine, Kotatsu (Japanese seat) - Pocari)”

Why it works:

Japanese teenagers often shoot themselves with superimposed stars, celebrities and more - in this campaign , individuals have a real print club with one of the fans. Fans then feels as if they are friends with the star and the brand integrates into some of the most personal spaces.

A simple, light campaign. Highly Commended.

More info:

“PuriKura” - Wikipedia provides you with info on this popular Japanese teenage obsession.