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Forward Living
The brief Lexus needed to launch its flagship 4x4, the RX450h, across Europe. The challenge The car’s main attraction is its advanced technology. The hybrid engine works on both petrol and electric power, providing powerful performance with low CO2 emissions. The solution We wanted to use technology to demonstrate how revolutionary the car was. So we created the Forward Living experience. It’s a virtual test drive - showing how the New RX450h will perform in a consumer’s everyday journey. Unlike most car sites, it presents all the car’s information from a completely user centric perspective. How it works By entering the start and end points of a route they drive frequently, users can see how the car would behave on it. Every point in the journey represents a relevant car feature. A corner might reveal how the headlights bend, a long straight road how the electric motor works, and a roundabout can be the setting for a pre-emptive safety demonstration. All the features are presented in the most appropriate way: movies, interactive flash demos and statistical data bring each car feature to life in the best possible way. Along the journey we also introduce interesting Forward Living content. Surprising the consumer with suggestions of places to see and interesting activities around their daily drives. Google Earth driving simulator To make the experience more tangible and exciting we pioneered the use of revolutionary Google Earth driving simulation to show how the car would drive in a real, three-dimensional landscape. At the end of their drive, users can see how the journey would compare if driven in some of the RX450h’s key competitors, and how much lower their fuel consumption and CO2 emissions would be per day, month or year. -
The Forever Story
When TalkTalk asked us to help raise awareness of it’s affiliated charity - Treehouse, the charity that helps children with Autism; we created the Forever Story. It is a new way to raise money for a charity – it invites people to create something fun and rewarding, and helps the charity at the same time. Using Talk Talk’s area of expertise, mobile and broadband technology, the Forever Story gets people to join in, in the writing of a story that will hopefully go on forever. And in so doing, do no-end of good for autistic children – children who find it hard to join in. Everyone can become an author, simply by going online, listening to the story and then continuing it by writing their own 30 or so words at the end. Every contribution to the story generates a one pound donation to Treehouse. We asked famous writers like Nick Hornby, Robert Harris, Richard Curtis and Tom Stoppard to write sections, and this has helped launch the idea and attract thousands of would-be-writers. Once people have added to the story, they have then found themselves sending it on to their friends, and adding it to their Facebook pages and blogs. Then, those friends have also found themselves wanting to co-author a story with the likes of Nick Hornby, and wrote their own contributions. We also produced podcasts, in which the most interesting developments in the story were discussed by famous presenters. All of this has made the Forever Story grow exponentially. The fun and interactive nature of this unique piece of literature resulted in over 8,000 co-authors in the first two months of going live, making it already the longest multi-authored story ever written. (Getting into the Guinness book of records has been another attraction to joining in.) It has featured in a multitude of blogs, facebook profiles and news articles, attracting whole new audiences. The overall result has been to create huge amounts of awareness and money for Treehouse. And an engagement with Talk Talk and it’s mobile and broadband services at the same time. All of which, will hopefully keep going….forever. -
X-Factor Challenge
The X Factor is Europe’s biggest singing contest, so when The Carphone Warehouse decided to sponsor the show we knew we needed to make the experience bigger and better than ever. The X Factor Challenge lets viewers sing and draw themselves for a chance to appear on TV during the show’s ad breaks. Having the web experience at it's centre, the campaign uses TV, mobile and social media to engage the user in different levels. From simply watching and judging someone's performance to creating their own, sharing it via their mobile and, ultimately, starring on TV. On the site users can get the lyrics for eight classic sing along tracks and then choose to record their performance via a freephone number on their mobile or their computer’s microphone. Afterwards they need to choose a character to audition. It can either be a predrawn character or they can create their own by drawing it. Their creation then gets animated and combined with their voice recording to create a truly unique performance which gets judged by the public. Each vote comes with a series of fun animated consequences depending on just how good or bad the performance is judged to be. They can then send performances to friends as an email, upload it as a personalised message to Facebook and even send it on, for free, to their mobile as a video ringtone. Each week over the duration of the show, contestants will be picked from the website and their animations and singing performances used as TV idents, which can be viewed in the websites TV winners section and will then be seen by up to 12 millions viewers during in the Saturday night X Factor shows. -
Tango Bravo
Brief: Tango Clear gives you a refreshing fruit hit, so market the drink in a refreshing way. Solution: Create a spoof community that has been devastated by fruit hits during the filming of a Tango Clear ad. We went to Swansea (not San Francisco, like Sony did) and dumped loads of fruit. Then we filmed it. However, we created much more than just a viral spoof. We created a fake local community. Through The 'Swansea North Residents’ Association' website they protested against the damage caused by the Tango film crew. The site was designed and written to be authentic, detailing the devastation caused and encouraging others to join their protest. We created fake press coverage on other imaginary news sites. As evidence, the residents put photos of the damage on Flickr. And they tried to recoup losses by selling items broken during filming, on Ebay. We also made sure everybody could watch the ad, providing PSP and iPod versions that could be downloaded and watched anywhere. All of which proved that you don’t need a big TV budget to have a big impact. A truck full of fruit and some non-traditional online media will do just fine.
Agency profile
CHI & Partners
Get in touch with CHI & Partners
Contact Email:
info@chiandpartners.com
Website:
www.chiandpartners.com
Address:
7 Rathbone Street
London
W1T 1LY
Telephone:
0207 462 8500
