Asda 'Fright Night' (Integrated)

Asda has revealed its latest Halloween TV ad featuring the 80’s hit ‘Word Up’ from Cameo. The campaign, created by Saatchi & Saatchi London, is developed from insight that Halloween is increasingly becoming an event that is anticipated and enjoyed by multi-generations. It’s an exciting time of year, especially for kids, and an opportunity to step outside the rules and have some fun.

Filmed in the style of a music promo, the ad depicts a family who becomes ‘possessed’ by the ‘Halloween Spirit’ after listening to the iconic 80’s Cameo track on a ghetto blaster. Everyone from the young children to grandma start dancing while seamlessly lip syncing the words to the song.

Showcasing the wide range of products on offer at Asda from eye-catching costumes and trick or treat supplies to pumpkins, celebration cakes and everything you need for the perfect Halloween party. The spot positions Asda as the UK’s number 1 destination and one-stop-shop for all things Halloween. It is summed up in the strapline ‘Home for all things haunted’.

Asda has also teamed up with Shazam to launch a UK first, which will run throughout the spooky period. When anyone ‘Shazams’ the TV ad or code in Good Living Magazine they will be taken to a Halloween experience on their smartphone which lets them be part of the ad through a lip syncing spooky filter. This can then be saved and shared with friends across social media channels.

“Andy Murray, Asda’s Chief Customer Officer, said: “Halloween is increasingly popular in the UK and our through-the-line campaign aims to bring out the fun side of the spooky celebrations.”

“With the right mix of innovation, exclusive ranges and great prices, every touch-point of our campaign encourages the whole family to ‘get into the spirit’ and get involved - truly making Asda the home for all things haunted this year!”

The 30” TVC will run from tomorrow with 6” cut downs appearing on Asda’s social channels alongside a 20” radio spot and PR support.  

Direct Line 'The Smart Crossing' (Integrated)

Direct Line and Saatchi & Saatchi London have today revealed an innovative prototype pedestrian crossing aimed at reducing traffic and pedestrian accidents. With 7,000 annual road traffic accidents taking place at crossings due to a lack of visibility for cars, cyclists and pedestrians, this new campaign is a world-first and aims to tackle this pertinent problem.

The campaign forms the second initiative in a series of brand activations that demonstrate Direct Line’s high performance approach to fixing problems in the real world. As technology continues to progress, the brand is positioning itself at the very forefront of the insurance category with practical, problem solving solutions for the future.

Fleetlights was the first brand initiative executed last year, and was created to solve the safety issues that darkness causes across communities in the UK. It was awarded a Bronze and Gold Cannes Lions this year and also a Bronze at Creative Circle awards. Due to its high level of success, Fleetlights has garnered the interest of Caister Volunteer Lifeboat service to see how the pioneering drone technology can be employed to save lives at sea.

The prototype ‘Smart Crossing’ is a responsive road crossing that differentiates between vehicles, pedestrians and cyclists automatically. It uses computer vision technology to “see” exactly what’s happening around it and an LED road surface to adapt its markings and signals dynamically in real-time to keep its users safe, without manual input.

Addressing the current limitations of pedestrian crossings, the ‘Smart Crossing’, which spans 6m x 22m, will:

  • Widen to accommodate large groups, which could help in reducing the number of crowd related incidents outside schools or sporting events
  • Adapt to pedestrians who take unnecessary risks or those in emergency situations, such as a child chasing a ball into the path of oncoming traffic
  • Address the issue of high sided vehicles (such as HGVs and buses) which can obscure the view of the pedestrian who is crossing by lighting a 1m radius around pedestrians walking across the road. This will ensure they are not ‘hidden’ by these types of vehicles which can often cause a blind spot for other road users
  • Use colours to grab the attention of pedestrians engrossed in their mobile phones, urging them to ‘look up’ and focus on crossing the road safely and to make life safer for the ‘head down’ generation

The technology was developed using research from the Transport Research Laboratory and in partnership with urban designers, Umbrellium. It has also received positive feedback from road safety charity, Brake and the Parliamentary Advisory Council for Transport Safety.

Sam Wise, Head of Planning at Saatchi & Saatchi London said, “It is easy for people to put insurance into a box marked ‘problems with my car or house’ and only think about it once a year. Great insurance is actually something much bigger than that; it is the partner that allows us to meet the uncertainties of the future with confidence. With these activations, we are reminding people what great insurance should feel like and challenging them to reimagine what role we could play in a changing world.”

Usman Haque, founding partner of Umbrellium added, "This is an ongoing problem and we’ve developed a genuine solution. ‘The Smart Crossing’ dynamically responds in real-time using technology which has been designed with colours that road users know and understand, and practical designs that help those on the crossing feel comfortable, confident and safe.

This is about bringing pedestrian crossings up-to-speed with the rest of a modern-day city. Pedestrian crossings as we know them were made for a different age, when the human relationship with the city was completely different.

Our prototype is waterproof, can hold the weight of vehicles and can recognise the difference between pedestrians, vehicles and cyclists – it’s ready to change the future of how we cross the road.”

Will John, Creative Director at Saatchi & Saatchi London said, “Roads are the beating heart of any city. They are full of life. But they don’t adapt or respond to that life. Sure, we put signs and marking down to guide people at crossings. But a smarter solution would be a smarter road; a road that can look out for you and keep you safe. With Direct Line, we’re looking to prevent accidents from ever happening, by reimagining road safety and what a crossing can do.”

By harnessing their ‘high performance’ approach, Direct Line looked at all types of pedestrian crossings with the aim of re-inventing them with a smarter (and safer) solution. We take crossings for granted, placing huge amounts of confidence in them because of their very purpose of keeping us safe. However, the limitations of current crossings have enabled accidents to occur – many of which could be preventable.

Rachael Lynch, Innovation Marketing Manager at Direct Line said, "Direct Line develops high performance solutions to everyday challenges and ‘The Smart Crossing’ is the latest example of this. We’ve developed a world-first piece of technology to address the problems that arise when pedestrians, cyclists and vehicles meet at pedestrian crossings.”  

"Cities across the world are future proofing and we believe our model could be an essential part of everyday life. In a world where we are immersed in mobile technology, ‘The Smart Crossing’ can pre-empt danger and urge pedestrians to look up before crossing a road.”

The digitally-led campaign launches today with a “20 teaser and will be followed by a longer form storytelling spot and a “40 campaign film exclusively for cinemas later in October.  

Deutsche Telekom ‘Sea Hero Quest - Virtual Reality’ (Integrated)

DEUTSCHE TELEKOM LAUNCHES REVOLUTIONARY VIRTUAL REALITY GAME THAT AIDS DEMENTIA RESEARCH

Following the astounding success of the mobile game Sea Hero Quest, launched in 2016, today Deutsche Telekom and Saatchi & Saatchi London launches the world’s first consumer focused Virtual Reality (VR) game where anyone can help scientists fight dementia through gameplay.

Sea Hero Quest VR aims to harness the power of VR gameplay to aid dementia research by helping to further advance our understanding of spatial navigation, and therefore understand one of the earliest symptoms of dementia.

As Deutsche Telekom continues to connect people through technology this next iteration represents the second instalment in Deutsche Telekom’s #gameforgood initiative and its continued commitment to pushing technological boundaries to solve some of society’s biggest problems, transforming people’s lives for the better.

Sea Hero Quest VR presents scientists with the opportunity for cross validation of the data collected by Sea Hero Quest mobile. They will build on the rich data set collected by the mobile game by using the latest in virtual reality technologies to gain greater insight into human spatial navigation behaviours.

Providing data that is 15x more precise than that of the mobile game, Sea Hero Quest VR will bring scientists one-step closer towards helping doctors detect dementia earlier. An important development, this is likely to provide the format of a diagnostic tool yet to be developed.

Just 2 minutes spent playing Sea Hero Quest VR collects the equivalent of 5 hours of lab based research.

VR based experiments within a lab-based setting are already in existence, however this initiative marks the first time that such a study has been designed for a mass market consumer audience, able to provide much needed scientific data from the comfort of their own home.

“Whilst Sea Hero Quest mobile gave us an unprecedented data set in terms of its scale, allowing us to gauge spatial navigation abilities at a population level, the VR game allows us to build on this by measuring subtle human behavioural reactions with much greater precision.” explains Dr. Hugo Spiers, of University College London. “With Sea Hero Quest VR we have also been able to replicate highly credible lab based experiments such as the ‘Morris Water Maze’ (winner of the 2016 ‘Brain Prize’) that would not translate well to video or mobile game format. The intuitive nature of VR means that the study can be opened up to those who might not be able to grasp the function of the mobile game – some people with advanced dementia for example.”

Sea Hero Quest VR is made up of 6 challenges in total. In a clinical environment, it allows for a more immersive and intuitive diagnostic assessment of spatial navigation ability in people who may potentially develop dementia.

Michael Hornberger, Professor of Applied Dementia Research at the University of East Anglia, commented, “Sea Hero Quest VR allows us to measure more intuitively when people are not sure of their bearings, for example by stopping and looking around. VR therefore has the potential to capture additional complementary data to Sea Hero Quest mobile.”

The 2016 Sea Hero Quest campaign became the world’s largest dementia study of its kind, collecting the data of nearly 3 million people worldwide and generating the equivalent of over 12,000 years’ worth of research. The mobile game inspired millions of people across the world to share their time and their data to help fight dementia, by tapping into an existing consumer behaviour.

Since its launch, the campaign has been honoured with 61 awards worldwide including 11 Cannes Lion awards and three D&AD pencils. It has also garnered over €30m of earned media in press coverage and has been shared by over 2,700 media outlets to date.

From the results garnered, scientists were able to establish the first worldwide, cross-cultural global benchmark for human spatial navigation and formed the largest dementia study of its kind in history - the largest previous study comprised only 599 volunteers.

Preliminary findings from the analysis of the data set were presented at the prestigious Neuroscience 2016 conference in San Diego and the game is now being trialled for use within a clinical setting. Initial results are groundbreaking, showing a fundamental difference in the navigational strategies of men and women, players from Nordic countries have particularly notable spatial navigation abilities and that on the whole, our spatial navigation ability declines after age 19.

“The response to our mobile game was incredible,” says Hans-Christian Schwingen, Chief Brand Officer at Deutsche Telekom. “Millions of people across the world were inspired to share their time and their data to game for good. As more people start to adopt new technologies such as VR, the demand for new and exciting content grows – we want to meet this demand whilst at the same time empowering players to contribute to a global dementia research.”

Like with Sea Hero Quest, other scientists can apply for permission to use the data collected from Sea Hero Quest VR in their own research.

Tim Parry, Director at Alzheimer’s Research UK says, “Dementia is already one of the greatest health challenges we face and is predicted to affect over 130 million people worldwide by 2050.  Research holds real power for creating more accurate diagnostics and effective treatments that those living with dementia and their families really need. The reaction to Sea Hero Quest illustrates the public appetite to get involved in research and be part of ongoing efforts to tackle the condition. Deutsche Telekom’s ‘Sea Hero Quest’ project is just the kind of innovative cross sector partnership that we need to accelerate progress in this important area.”

Sea Hero Quest VR has been developed to work with the Samsung Gear VR and up to 10 people can play the game, with individual profiles, on each device. VR is a relatively niche market compared to mobile gaming. With this in mind Sea Hero Quest VR will use paid media activities to mainly focus on VR users to drive downloads.

The VR game will be available globally but the campaign is being targeted in Deutsche Telekom’s key markets. Paid media and shop activation will be focused in the following countries: Germany, Austria, Netherlands, Hungary, Slovakia, Poland, Montenegro, Macedonia, Slovakia, Croatia, Czech Republic, Albania, Romania. Other campaign elements will include online, digital display ads - targeting to drive downloads, as well as press activities and re-targeting in-app Sea Hero Quest mobile user.

Jan Teulingkx, Executive Creative Director, Saatchi & Saatchi added, “Sea Hero Quest VR is exactly the kind of work you can expect from a modern creative department. It translates incredibly complex matters into an irresistible gaming experience to a mass audience. That in turn, provides top academic scientific researchers with data they could only ever dream of. Everything about the campaign is remarkable. Sitting around a table having passionate discussions about sea creatures with university professors, game builders & dementia organisations and making sense of it all, is what makes this job completely unique. I take my hat off to Deutsche Telekom for continuing this journey and not hesitating to push forward with this next stage. The result is a breathtaking VR game that everyone will love for all the right reasons.”

The legacy of Deutsche Telekom's ‘Sea Hero Quest’ forms part of the company's commitment to technological innovation and its digital responsibility ethos. The initiative demonstrates how digitalisation, particularly Cloud Services can support science in a positive way. The data collected by Sea Hero Quest is stored in a secure T-Systems server in Germany an all analysis by the UCL / UEA team is conducted on entirely anonymous data.

Developed in partnership with University College London, the University of East Anglia and Alzheimer’s Research UK. The VR game was developed jointly with independent game designers, Glitchers.

Sea Hero Quest VR has been developed to work with the Samsung Gear VR and will be available for free from 29th August 2017 via the Oculus Store. Samsung Gear VR has the largest, active global audience, with over 5 million owners worldwide in 2016.

Further information about the initiative is available at:

http://www.seaheroquest.com

Sea Hero Quest mobile is still available to download for free via the App Store and Google Play.

JOIN THE VIRTUAL QUEST. MAKE A REAL DIFFERENCE.

#gameforgood #digitalduty #vr

Pampers 'Little Fighters' (Integrated)

Little Fighters has been created by Pampers and Saatchi & Saatchi London to mark the launch of its Preemie Protection nappies for premature babies. Championing the most vulnerable babies as powerful fighters, the campaign aims to drive awareness of its smallest nappy yet — made especially for the tiniest premature babies.

The TVC was filmed at Southampton Hospital in their Neonatal Unit. Nine real families and their premature babies were followed and filmed, including the staff of the hospital, catching the true essence of what it’s like for both baby and family from birth to their journey home.

The initiative forms part of Pampers ongoing commitment to help every baby’s happy, healthy development and part of the ‘The Power of Babies’ campaign which centres around the belief in the amazing power of babies. In the case of premature babies, they have the power to fight against the odds.

Approximately 1 in 11 babies (60,000) are born prematurely in the UK every year and due to advances in medical science, survival rates are increasing. The new product inception came as a result of an in-depth study, spanning three continents, in which nurses told Pampers that nappies currently available do not fit the smallest babies and are often cut and folded to size.

Pampers Preemie Protection nappies are designed to minimise disruption to help with sleep, positioning, and medical care for premature babies. Regular newborn nappies currently used by Neonatal nurses have a wide core that can push baby’s legs apart, not allowing baby’s hips and legs to rest comfortably, which 99% of nurses agree disrupts healthy growth and development.

In addition to the launch, Pampers have partnered with UK charity, Bliss, to help further support the littlest fighters in Neonatal Units across the country and also for those who care for them. Not available for consumer purchase, Bliss will help get nappies to the babies that need them by initially partnering with a limited number of hospitals across the country, before rolling out nationwide to all UK hospitals from summer 2017. Pampers aim is to supply free preemie nappies to every premature baby in the UK through a donation of 3 million nappies to hospitals over the next year.

The happy and healthy development of every baby, including the tiniest little fighters, is our priority, that is why when nurses asked us to design a nappy for the most vulnerable babies, we rose to the challenge” said Ian Morley, Commercial Director at P&G. “It took us three years and over 10,000 hours of research to develop the new P3 nappy, which is designed to provide comfort and protection for the smallest babies. As a parent of two preemies myself, I am extremely proud that we have created a nappy which meets the very unique needs of premature babies and those that care for them”.

Rob Burleigh, global executive creative director Pampers at Saatchi & Saatchi added, “‘This tiny nappy is the ultimate expression of Pampers’ commitment to care for every baby.”

Launching tomorrow in the UK and Ireland, the 60” and 30” films will run on TV until October with the rest of Europe launching this July. The integrated campaign will also roll out in print, social with a targeted consumer PR strategy.

The Size P3 nappy is suitable for babies weighing as little as 500g and is three sizes smaller than a regular newborn nappy. The new Preemie Protection range also includes P1 and P2 sizes.

As part of the campaign Pampers are asking parents to share images of their newborns with a clenched fist on social media in order to show the fighting spirit of babies. For every #powerofbabies image shared, Pampers will donate £1 to Bliss.

EE 'Bob's Bath'

EE, the UK’s largest mobile network operator, supports the launch of iPhone 8 and iPhone 8 Plus with a multi-million pound, multi-channel brand campaign that highlights the benefits of its new 4GEE Max plan and the UK’s best network with 4G in more places.

This time around, Kevin Bacon returns to join EE customer ‘Bob’ in the bath, upgrading his experience to tell him all about the benefits of the EE Max plan in conjunction with the launch of iPhone 8 and iPhone 8 Plus. The ad creative is designed to highlight how EE customers continue to enjoy a better class of service and more benefits than on any other network, and that the new 4GEE Max plan is the best way to get the most out of the next generation iPhone.

In the bathroom, Kevin continues to explain how the 4GEE Max plan allows customers to enjoy the iPhone 8 with annual upgrades to the latest iPhone, six months of free Apple Music, as well as 100GB of data for the price of 25GB – something he illustrates by replacing Bob’s small toy boat with a much bigger sail boat that floats in the bath with him.

The ad ends with Bob bolting out of the bath, desperate to get iPhone 8 on a 4GEE Max plan for himself. Kevin manages to protect Bob’s modesty with an aqua towel as he wanders past his bemused family who have been queuing to get in to the bathroom.

Max Taylor, MD of Marketing at EE, said: “We’ve put together the best deal ever for iPhone customers in time for iPhone 8 and iPhone 8 Plus, and Bob and Kevin team up to help tell customers about the better class of service at EE. Only on the new 4GEE Max plan can customers get the latest iPhone every single year, a huge 100GB of data and six months of free Apple Music with inclusive data all on the UK’s best network with 4G in the most places.”

The integrated campaign will run across TV and digital channels and continues to highlight the free Apple Music offer for all EE pay monthly mobile handset and SIM-only customers, inclusive of data – allowing EE customers to enjoy more of the content that they love.

The 30 second TV ad will air across highlight spots following the premiere on Friday 22ndSeptember, including a spot during Saturday night’s primetime X Factor slot. The 20 second ad will be shown across Facebook, Twitter and VoD.

The campaign was developed by EE’s advertising agency, Saatchi & Saatchi London. EE’s media buying agency, Maxus, has led the multi-million pound investment in placement.

For more information about iPhone on EE, please visit ee.co.uk/iPhone