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Tell Gillian
For the launch of Gillian Wearing’s new exhibition at the Whitechapel Gallery, we asked Facebook users ‘What are you actually thinking’? Turner Prize winning artist Gillian Wearing explored people's inner thoughts with her iconic 'Signs That Say What You Want Them To Say...' work in 1994. We looked to explore these themes with a social media campaign by delving beyond the superficial status updates and tweets. People were encouraged to upload what they were really thinking via a Facebook app in either photo, status update or tweet format. These were then collated on the Whitechapel Facebook page and fed through to the Gillian Wearing exhibition page. The activity culminated in a week-long takeover of The Guardian's Culture section by Wearing, including the selection of her favourite photos from the campaign. -
Get lost
We know smart owners are impulsive people who enjoy the unexpected and unusual. After all, that’s why they bought a smart car. So we created a GPS-based smartphone app that encourages drivers to take an adventurous road trip in their smart and ‘get lost’. -
Ask Alfred
To promote the new Batman: Arkham City Xbox 360 game, we created a campaign that gave access to game-related content through a search engine fronted by Batman’s butler Alfred. As well as being a fully functioning search engine, specific search terms returned exclusive results only available from Alfred himself - including information about characters in the game, screenshots, Xbox 360 avatars and even the chance to own an ultra-rare Batman-branded Xbox 360 console. Gamers were directed to the website via Twitter, Xbox Facebook pages and game forums, which were also used to hint at the search terms which would trigger exclusive content. -
Virtual vs Reality
On the 5th September the virtual and real world collided head on in a race. David Coulthard competed in a SLS AMG supercar at the world famous Dunsfold, TopGear test track and competition winners drove their own SLS AMG on the same track at the same time in Gran Turismo® 5 pods at Mercedes-Benz World. We created a fully integrated campaign to promote the race. A range of touch points including a YouTube takeover, online ads, point of sale, social media channels, national press and advertorials were used to drive people to watch the action. Martin Brundle provided pre-race, trackside commentary, while Jonathan Legard was on hand for the build-up at Mercedes-Benz World. The race was streamed live on mercedesliverace.co.uk, as well as the TopGear and Telegraph websites. Traffic to the Mercedes-Benz site rose by 80% and more than 30,000 people have viewed the highlight videos on YouTube. -
Guzzle Puzzle
Guzzle Puzzle are unique sweets that you can combine to create magical new flavours – lime and cinnamon become cola etc. We dramatised this with playful, interactive online executions. The first takes the TV ad where two sweets sing a duet and invites you to remix it for yourself on an innovative YouTube jukebox. You can create all sorts of bizarre new soundtracks for the ad by mixing up different vocal and backing styles, such as Country and Rap. Another is a game of pairs – the twist being that it’s not matching sweets you’re after, but two that form a flavour together. This was hosted in expandable display formats and on Facebook. -
Flavour Of The Month
The Natural Confectionery Company wanted people to know that just because their sweets are made from natural ingredients, it doesn’t make them any less delicious. We created a campaign called Flavour of the Month, where individual sweets took the spotlight to demonstrate what makes them so tasty – from the sourness of jelly Squirms to the sheer size of Megasaurus gums. Playful, interactive banners led to a colourful site packed with content. Each sweet’s section featured activities that could be shared by parents and children. These included height charts, flash games, videos, downloadable boardgames that use actual sweets as playing pieces and even a branching YouTube easter egg. The design of the site was simple and playful, bringing to life areas of interest on rollover and rewarding continued exploration with more and more sweet little bites of content. -
Don't Ignore The Elephant
Mind believes the issue of mental health in the workplace is the ‘elephant in the room’. So we created a way to get people to notice an invisible elephant, and by acknowledging its presence, to discuss the subject. You can befriend the elephant on Facebook, then tag him into the background of friends’ photos. They receive an alert that the elephant is in their pictures. Clicking his name links back to a ‘don’t ignore the elephant in the room’ message on his page. The elephant also checked into offices on Foursquare and posted on Twitter. -
Mercedes-Benz C 63 AMG - It delivers.
Rather than demonstrate the C 63's speed and precision on a racetrack, we arranged for a more unexpected circuit – around an amazon.co.uk warehouse. We liased with amazon.co.uk to create a landing page on the site itself. We also ran teaser banners showing clips from the film throughout the site, which pushed to our landing page. This in turn linked back to the C63 AMG page on the Mercedes-Benz site. -
The new CLS. Beauty engineered.
The new CLS is a beautiful vehicle. But what stands out most to people who aren’t in the car industry? We invited a photographer, an architect, a furniture designer and a model agent to give us their first impressions of the car, filming their reactions. These films featured on our launch site alongside articles and quotes from the motoring press. Our site has no navigational structure, instead a blend of magazine layout style, iPad app and device-agnostic website allows it to be viewed on any device the viewer chooses. -
Capacity
The E-Class Estate is not about how many shopping bags or dogs you can fit in the back. It is about how the style, engineering and quality of the car allow you to enjoy the luxury of space and sheer driving pleasure. While the E-Class Estate can accommodate a best in class load, it also offers an increasing sense of capacity on every journey. Just as the site itself does. Each page leads to an interactive space with features that only reveal as you explore further. The navigation emphasises the capacity of the car, as does the soundtrack which increases in depth the more you explore the site. -
London Fashion Week
Mercedes-Benz is the main supporter of British fashion during London Fashion Week. The campaign idea is based around the ‘voices’ that will define this year’s LFW. The site will filter through the avalanche of fashion blogs, celeb gossip and stylist advice from the shows, offering only the best options, news and advice. -
Aircap
The new E-Class Cabriolet features Aircap technology, which directs airflow above the passengers to reduce turbulence & noise. Every bit of content on this site aims to bring this fact to life. -
Customise
With smart BRABUS tailor made, you can have anything in literally any colour you want. To emphasize this point, the idea was to let users also customize the MPU, website and iphone app – as well as the car within them. -
The Natural Favourite
Is yours the natural favourite? Insight tells us that fans of The Natural Confectionery Company all have their own favourite sweet. So our idea was to give each sweet a distinct character and encourage people to help make their favourite the most popular across social networks. Supported by a TV campaign, our site shows which character is currently the most popular. We created a profile page for each character where visitors are able to find extra content including audio, video and images, which they can then share with friends. The more the characters are shared and interacted with, the more popular they become on the social media-fuelled ‘Splendiferous’ scale. Delish. -
It's your city
With an impressive new multimedia system, the new generation smart fortwo is capable of bringing any city to life, keeping you entertained, your way. To dramatise this, we created a banner containing a 3D cityscape that could react to music in much the same way as a graphic equaliser. Users were invited to make the city come alive with a track from the We7 database – over four million tracks to choose from – for a truly immersive experience within the media space itself. Early indications show click throughs as high as 1.39% (six times the industry average) and interaction rates of up to 4.61%. -
Google Maps Banner
The new smart fortwo diesel is a very small car with a very big point of difference: it can travel up to 621 miles on one tiny 33 litre tank. Using a little help from Google Maps, we brought this great product feature to life. Just enter your postcode - and go! -
E-Class Launch
An integrated campaign to launch the new Mercedes-Benz E-Class saloon and coupe, revolving around the central idea of all the types of pleasure the cars bring to their owner. -
THINK!
Drinking and driving is a stupid thing to do. Apart from all the people you might kill, there's the fine, the criminal record and the year’s ban you'll get just for being caught. People don’t think about this side of it very much. This Christmas, the Department for Transport wanted to change that, and they asked for our help. What we came up with was an ad. Just one. No car crash, no punchline, no money shot. Just something to make you think. The ad ran across MySpace and MSN Messenger all over Christmas, and received an unprecedented interaction rate of over 3% -
SLS AMG: Rare Experiences
The SLS AMG is a rare car indeed, from looks to performance and most certainly availability. Weapon7 were asked to create a massive online, traditional, mobile and social media campaign that led to rare chances to experience it. We created exclusive videos, blog content, an interactive Google Map that pinpoints places to see the car and experiential activity involving Gran Turismo 5. We tied in the BBC’s TopGear magazine and commissioned a 3D film/viral. Exploring the content could lead to hidden entry forms for chances to drive the car on amazing circuits around Europe.
Agency profile
Weapon 7
Weapon7 is made up of more than 50 enthusiastic people from a wide variety of backgrounds. We are an integrating agency. This means we collaborate closely with our clients, our suppliers and our partner agencies to create joined-up communications that inspire consumers to engage with brands. The agency began in a living room in 2001 with two people who saw an opportunity to develop creatively-led digital TV advertising. In 2006 we were acquired by Omnicom, and we are proud that we’ve kept the love of invention, creative energy and entrepreneurial approach that served us well. We’ve won many creative and strategic awards (we were even given a BAFTA nomination for the world’s first interactive music video). Whilst it’s great to have other people recognise what we do, our goal is producing work we’re proud of that delivers results. Work for people as diverse as Cadbury, DHL, Mercedes-Benz, COI, Ubisoft, smart, and TV Licensing. And we still have a living room in our office. The technology has changed, but it’s good to remember where you came from.
Get in touch with Weapon 7
Website:
www.weapon7.com
Address:
3rd Floor
196 Tottenham Court Rd
London
W1T 7LQ
Country:
United Kingdom
Telephone:
020 7074 3555
