Lowe Bangkok, working on behalf of Unilever’s Breeze Excel detergent brand, mailed a T-shirt wrapped box containing a product sample to women in Thailand. The box - not surprisingly for any country’s postal service - would arrive dirty, thereby enticing consumers to try the product. “It’s the simplicity of the idea that makes this campaign so brilliant, says Blake Ebel, executive creative director at Euro RSCG Chicago, who came across the campaign at Cannes.


2. New test for mobile text

The competition to get noticed among all the diet-related messages can be fierce in January. Which is why it’s great to see Kellogg pull out all the stops in what the company is calling its most significant campaign for the Special K Challenge. However, is anyone really going to text their weight loss goals and have them displayed on a billboard in Times Square, New York?



3. Caring and sharing in VA

When direct marketing tactics and the urge to do good match up as well as they do in this social networking-based blood drive campaign from Virginia Blood Services, the results can be significant. By indentifying influencers on its Facebook page and encouraging them to spread the word, a blood drive on the University of Virginia campus had a 25% response rate.