Tech Innovation | Future 5 Awards

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We want to find a brand that has applied technology to deliver or enhance their marketing campaign beyond the usual use of digital and social platforms.

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Energy of the Nation

As the official electricity supplier of the London 2012 Olympic and Paralympics, EDF Energy wanted to bring the link to life in conjunction with its ‘Feel Better Energy’ brand positioning as well as promoting its sponsorship of the London Eye. The solution found was to light up the London Eye in a way which mirrored national feeling as the Games progressed. An algorithm was developed that analysed the sentiment of tweets – this delivered a positivity score which was then fed into a nightly light show on the Eye. This barometer of national emotion was then amplified via engagement with bloggers and journalists. Given that this was EDF Energy’s first foray into social media it delivered some significant successes – the brand became the most recognised Olympic sponsor (Ipsos), Twitter reach was 13.6 million. To read more, click here.

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Mercedes-Benz UK needed to change perceptions amongst 25-44 year olds that its brand was old-fashioned, as well as prepare the market for the launch of its new A-Class. It wanted to avoid a campaign that relied on the vagaries of viral sharing, preferring to harness the predictability of TV advertising. The idea which addressed all these aims was YouDrive – a way TV viewers of the brand’s ads could influence them via social media. To read more, click here.

Hair transplant surgery

To promote the hair transplant work of the Farjo Institute, and drive at least 3,000 visitors to its website (three time the usual monthly figure), the first live hair transplant surgery was broadcast over the internet. Both surgeon Dr Farjo and the patient, ex-England footballer Michael Gray, tweeted during the eight-hour procedure. This was key in attracting the 11,000 viewers who tuned in, and subsequent coverage in ‘new’ areas for the brand – on sports pages and in foreign press. In the month following the broadcast, the Institute received 926 enquiries (compared to 114 the previous June), and a third of these went on to book surgery. Thus the £2m revenue dwarfed the £7,000 budget. To read more, click here.