Nivea XOXO Chain

It's the start of January and everyone's good intentions should probably still be strong. Give up this this, stop doing so much of that, avoid unnecessary..... etc. etc. New Years roles around and it's up to each of us to decide what we're going to do less of, in an effort to make ourselves better people. Is this such a good thing? Don't get me wrong, there's nothing bad about making your life style more healthy, about stopping smoking or getting more exercise, but for many of us I reckon we could do a whole lot more for ourselves if we looked at what we could be doing more of.

It seems I'm not the only one thinking this way. With the aim of encouraging the public to "have more love, hugs and kisses in 2010", Nivea has launched its New Year's Resolution, XOXO Chain campaign.

The campaign, which will run until Valentine's Day, was kicked off by actors Nick Lachey and Vanessa Minnillo. Centered around the Nivea website, users are asked to upload a digital hug or kiss, fo which Nivea will donate $1 to Big Brothers Big Sisters for each one.

"Nivea values the importance of human connections, an inherent aspect of the Big Brothers Big Sisters organization, We felt this was the perfect fit for us as a brand", said Nicolas Maurer, vice president of marketing at Beiersdorf, Nivea's parent company.

The campaign was launched via the onsite Times Square activation, a digital advertising suite, a number of Public Relations activation and during NBC's live New Year's Eve programme hosted by Carson Daly. The NBC element included promo ads and online banners. The Times Square activation was similarly part of a larger marketing initiative. Nivea were also official sponsor of New Year's Eve in Times Square, and as such had a branded stage called the Nivea Kiss Platform. this featured musical performances by Taddy Porter and Delfina.

In relation to the campaign timing, Maurer commented, "2009 has been a tough year for a lot of people, and New Year's Eve is a great time to share love with friends and family and look forward to starting off 2010 with the best foot forward."

Nivea are also promoting the campaign via in-store at point of purchase displays, sampling and specialised photo booths. The XOXO Chain Booths allow consumers to get their photo taken while hugging and kissing. These images are then shared and uploaded to the store's electronic billboard. A number of these booths also tied into the many large screens that lined Times Square on New Year's Eve.

Specsavers: 'Spermsavers'

To celebrate their 25th anniversary, Specsavers has created a comedy ad about a blind sperm. The ad, 'Spermsavers', is currently being shown on the Specsavers YouTube channel and will also run on the brands Facebook Page between 11th and 14th January.

'Spermsavers' tells the story of a sperm swimming to be the first sperm to get to an egg. Unfortunately it swims straight past the egg. The blind sperm then turns around to give it one more try but again swims past and this time ends up trying to impregnate the Specsavers logo that has appeared.

While it is primarily being driven online, the ad will also be adapted for cinema and TV.

I Am A Geek - The Society for Geek Advancement

I blogged this about 6 months ago but in the spirit of the New Year I thought I'd share it again. This is a collaborative video project by The Society for Geek Advancement, all about embracing your geekiness. The funny thing is, this is exactly how every geek I know would describe themself.

Society For Geek Advancement
The Society for Geek Advancement (SGA) was founded upon the principles that we should all embrace our inner and outer geek and have fun while doing it. As individuals who love learning, innovating and believe in possibility as well as change, the second step of responsibility is to be the geek that keeps on giving. As a member of SGA, we work together as a global community to help others realize their true potential too!

You can also find the society on Twitter.

Royal Navy: Life Without Limits

The Royal Navy has been a strong adopter of digital channels in the last year, to drive both recruitment and awareness. Now in their latest campaign, Royal Navy Careers has unveiled a new tv/web ad and a host of online and mobile interactives. Perhaps there's nothing surprising about a military force using online channels, but what's especially interesting in my opinion is their use of social channels. While so many mainstream businesses and brands are scared about using Social Media, here we have an organisation that, under certain circumstances, is directed to kill people, and they're using Social Media. It makes you wonder why a confectionery brand or soft drink would have any reservations?

Questions aside, I really like the new Royal Navy ad. The ad is based around the tag line “Life without Limits” and uses a voiceover inspired by the opening of the 1996 film Trainspotting. The voiceover is provided by Royle Family actor Ralf Little and uses two-word phrases to describe the defining moments in a Royal Navy recruit’s life. The full length version, titled 'Heartbeat', will be supported by nine 10-second adverts that each highlight specific Royal Navy job options.

A Royal Navy spokesperson said, “Digital channels are a key component of the Navy’s communications strategy. In the next two years the Navy will be re-launching its corporate site and is committed to exploring its use of the semantic web, email, mobile and various social media channels that are key to their audiences.”

The ad is part of a new £1.5m recruitment drive; with media planning/buying by Carat, digital development by Glue and 26 London, and digital media planning/buying by i-Level.

The campaign has also seen the introduction of a cross-platform interactive 'Engineering Challenge'. The challenge is available on the Royal Navy site, its Facebook Page, and as a iPhone App.

CA.LL - California Calling

I'd be very surprised if you haven't seen the 'California - Find Yourself Here' ad that is part of the VisitCalifornia.co.uk. As far as ads go, this may have the most impressive array of stars packed into a mere 30 second ad.

But so what you ask?

Well, California Tourism’s latest campaign has gone live and it's taking that ad to the next level. Introducing a seriously cool prize through a user generated competition mechanic, the campaign looks set to follow in the foot steps of a number of recent UGC campaigns that have proved extremely engaging. So what is this one all about? Check out Adam Buxton explaining exactly what's going on...

So essentially members of the public are being invited to audition for a part in the commercial by uploading videos. All you have to do is explain why you should be chosen to appear in the ad and then it's all down to a public vote. A winner will be selected in March and flown out to California to experience full VIP treatment whilst filming their part in the ad, which will be aired next April.

As well as the microsite and YouTube channel, the campaign is also live on Facebook and Twitter.

What you're really wondering though, is what's the prize? Well, as I said, it's a whooper. Basically it's first-class everything with a full VIP treatment to boot. You and a friend will be given USD$1000 and sent on a whirlwind tour of the Golden State. Full details are here.

Finally then it's just a matter of checking out the competition, so to speak. Here's the videos already uploaded.