Rockcorps is a community-driven music festival with a simple concept; get tickets to watch a major band (like Coldplay or Snoopdogg) for free. The catch? Spend a few hours of your time doing something good for the community; sweep the streets, help out at an orphanage, recycle, and do something different for once in your life. It’s taken Europe by storm, with Orange (The Digi of Europe) leading the sponsorship efforts. And now, Malaysia.
A powerful and visible example of a brand that mobilizes thousands of people online to come together over a movement, a cause, an idea, and participate in the real world is coming to Malaysia. In the UK, Orange has long been the brand for the youth, and its belief in democratizing music works perfectly with RockCorps. We believe that if this festival gets off the ground, it has the chance to kickstart a new era in advertising for Malaysia.
True engagement is not getting people to win an iPad on Facebook. True engagement is when a brand stakes claim on a cause and mobilizes their target market to buy in to that belief, and take ownership of it. We watched in envy as Pepsi re-defined advertising with the refresh project, as Mountaindew mobilized millions to create a whole new flavor of drink, as Mini sent an entire city running, as CocaCola defines happiness for a whole new generation (or frankly any initiative on Digital Buzz Blog). We watch as these incredibly successful initiatives for the most part, blow past Malaysia.
We have talked repetitively about the enormous ROI waiting to be had for any brand that’s willing to move beyond web banners, Facebook apps, and into creating campaigns that truly engage people for the right reasons. Us marketers already know engagement and participation is the holy grail of branding, get it right and you can mobilize an entire demographic to love what you do, and the products you sell.
When Adidas came looking to increase its traffic and in store conversion rates, we knew for sure that it was a challenge with a digital solution.
Our Outrageous Idea
With the knowledge of how much the target markets love their social media, we really wanted to get the conversation online. To do this we challenged Adidas customers into outdoing each other through playful taunts to redeem exclusive rewards by using a multi-channel strategy via in-store QR codes, mobile platform, Facebook as well as the Adidas microsite.
Hence, ‘got game?’ – a simple phrase that pitted friends against each other in a show of sportsmanship and friendly competition, giving them the motivation they need to improve at their own sports.
Our little push in the right direction resulted in increased direct sales that recouped the project cost within 10 days. Digital coverage was astounding with thousands of Facebook shares and interactions on the first few days, while Adidas’ membership database saw a significant increase in hundreds of new leads
We had a great year at Antics. Made some consumers really happy, which made our clients happy, which made us happy. Happiness all around. We hope you had a great 2011 too. Now enjoy the last day of the year and tell us all about how your 2012 is going to rock.
Be Disloyal has great fans. Amazing and vocal fans that are incredibly supportive. It is thanks to these fans that we get picked up in the media.
After many online and offline mentions in the media we have just been featured on springwise. Not only have we been featured but within one day of posting it is the most popular post of the week! It even beats the second post by more than twice as many shares.
Springwise is a great place for a fresh dose of entrepreneurial ideas. We definitely suggest that you check it out and sign up for their newsletter.
We are very proud and very thankful to all the supporters and fans of Be Disloyal with whom this would have never happened. Thanks again!
Do you work with emotionally engaging narratives that capture consumers’ attention?
Are you looking to apply that creative thinking to client challenges?
With offices in Malaysia and Singapore, Antics is looking for a Senior Producer to join our international team in Singapore.
This is a senior position in which you will be working with some of the biggest brands in retail, FMCG, and finance. Expect to do some travelling, as you’ll be liaising with the KL office and playing a key role in our expansion across Asia over the next year.
Campaigns directly under your direction involve the full breadth of the digital arsenal; interactive, mobile, social media, and CRM; so management experience in most of these fields will help you out a lot. You will be managing projects internally and directly with clients, meaning you will need to be as confident with clients as you are with flowcharts, wireframes, and functional specifications. Our producers are there every step of the way with clients, able to adequately represent and fulfill their needs with an in-depth knowledge of digital media and production processes.
This position is only open for those of you who are passionate about digital media. A minimum of 4 years’ experience in the advertising industry is required (agency or client side) and at least 1 year working directly with digital media in a project management or strategic role is compulsory for this position.
Competitive compensation is proportionate with experience.
Interested? Please email Erik Posthuma
We at Antics love authentic business. We also love bringing different businesses together and growing verticals as a whole.
That’s why we’re working together with Cortadito.sg and 8 of Singapore’s best cafés to launch Be Disloyal.
The concept is simple; go to any of the 8 participating cafés – enjoy your favourite coffee, receive the disloyalty card and try out the other cafés. With each coffee bought at the other café’s you receive a stamp. Once the card is full, go back and claim your free coffee from your starting café.
If you love coffee, and love discovering new places, this is the card for you. Be Disloyal launches the first week of September and runs until the end of the year. Each café holds a limited selection of 100 cards.
Story telling is a powerful tool in anyones arsenal. Sales people use it to get clients emotionally engaged in the product, advertising uses it to change consumer behavior, and parents use it to put children to sleep (imagine such a powerful tool). Story telling has been around since the beginning of man kind when we were drawing how to’s of the hunt.
The last few years has seen a revival of story telling. People in marketing who talk about the importance of a narrative. But this has been around for so long, why suddenly the interest.
Every new medium has given rise to a new form of narrative.