Whenever a new Apple product is released, people camp out for it. New Zealand's Colenso BBDO came up with a clever, tech-savvy take on that phenomenon to promote the Samsung Galaxy S4 -- a virtual product line, with people jumping ahead by plugging the brand on social media.
A huge outdoor LED screen broadcast their avatars standing in line. The digital customers even pulled out umbrellas when it rained. About 12,000 people queued up for two weeks and mentioned the campaign 85,000 times on social media.
Revenue in 2013 grew 23%. The agency picked up New Zealand business from brands including Volkswagen and Fonterra and global projects for Snickers, Pepsi, Mountain Dew and 7Up.
Besides work for big global marketers, Omnicom's Colenso BBDO helps local brands like Tip Top ice cream compete and win. With the insight that people like to share ice cream, the agency encouraged consumers to use Facebook to send Tip Top ice cream to their friends. Tip Top made 20,000 Facebook-requested deliveries, and local TV and radio stations covered the ice cream truck's arrival in their communities. And Tip Top sold an extra 1.5 million units, in a country of 4.5 million people.
The agency expanded from 80 to 130 employees last year, with hires including Creative Director Wayne Pick, formerly executive creative director of Rapp New York.
Colenso BBDO is one of two runners up to Ad Age's International Agency of the Year; the other is We Are Social London. This year's International Agency of the Year is Africa, a Brazilian agency based in Sao Paulo.
Colenso BBDO says its focus is "progressive work that creates conversation around our clients' brands." In another campaign, the agency posted mysterious messages on billboards and on various platforms, reading "Money is good," and "Money is bad."
The teasers sparked questions on social media before BNZ bank appeared on TV with the slogan: "Money is neither good nor bad, it's what you do with it that counts. BNZ, Be Good With Money."
The campaign boosted the bank's image, brought new customers, and inspired one out of four people in New Zealand to do something about their money.