MostContagious2012.pdf - Contagious Magazine

escue company towed their faulty car away, Orca Chevrolet
allowed motorists to drive themselves home in the new
Cobalt.
At its core, Rescue Drive was a smart way to add value
to people’s lives while also running a product demo precisely
at the time when drivers may be considering a new
purchase, i.e. when their old car had crapped out on them.
Go-getting managers looking to maximise productivity will
no doubt like the way it mobilised showroom staff and stock
into action instead of passively waiting for customers to
come to them. Featured in Contagious issue 32.
www.orca.com.br
Dermacyd / Teen Code
In an attempt to become part of Brazilian girls’ conversations,
intimate soap Dermacyd Teen with Publicis, São
Paulo created an online tool which allowed people to translate
social-media posts into Teen Code – a secret language
of symbols, numbers and letters. In order to write in Teen
Code, people first had to gain access to the site by proving
they were a girl – answering questions such as ‘When is
the best time to moisturise?’ Highly secret messages could
then be encoded and posted publicly across social networks,
allowing friends to copy them and translate using the
same Dermacyd site – as long as they could pass the ‘girls
only’ entry criteria.
With more than 498,000 coded messages written and
an average site dwell time of five minutes 30 seconds,
the brand not only positioned itself as a trusted friend to
teenage girls, but potentially provided it with a huge quantity
of personal insights about its target market. Featured in
Contagious issue 31.
www.dermacydteencode.com.br
Bupa / FoodSwitch
In a bid to help Australians make healthier food choices,
medical health insurance provider Bupa launched its
FoodSwitch app in January. Supermarket shoppers can
use the app to scan food to view traffic-light coded info
about the saturated fat, sugar and salt content in more
than 20,000 products, as well as receive suggestions for
healthier options. The app, based on three years’ research
by The George Institute for Global Health, was downloaded
26,000 times in the first 24 hours of its release – a
figure which rose to 75,000 in just five days, making it Australia’s
most downloaded free app on iTunes.
Unlike traditional advertising, services are able to truly manifest
brand promise and FoodSwitch is a great example of
this. As a medical health insurance provider, Bupa’s marketing
may encourage, persuade and influence people to
adopt a healthy lifestyle. This app goes one step further, actually
helping people to attain it. Featured in Contagious 30.
tinyurl.com/foodswitch
MOVEMENTs purpose sErVicE data technology design social biz sharing amplified screens augmented retail personalise new loyalty payment sbpf
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