The study looks at 24 award-winning campaigns from around the globe, from brands such as Heineken, Puma, Volkswagen, and more. Each of the report’s case studies includes commentary from big-name agency and brand marketers.
Take a look at nine of the best digital ads of 2015, and find out why they worked so well.
COCA-COLA: “AMERICA IS BEAUTIFUL.” This ad was Coca-Cola’s Super Bowl commercial, and the title became the top-trending topic on Facebook during and two days after the big game as the internet exploded with both positive and negative reaction on seeing “America the Beautiful” sung in several different languages. Coke used digital to steer the conversation towards inclusiveness by sending personalized versions of the video (LGBT, Native American, parents, among others) to people based on their Facebook data.
WHY IT WORKED
“Coke stands for happiness, but that doesn’t mean everything it does is always bubbly and fun. Happiness can also come from resolving tough issues. Taking something as iconic as the song ‘America the Beautiful’ and singing it in several different languages is strongly provocative, and created significant controversy in social media,” said David Roman, senior vice president and chief marketing officer at Lenovo.
“But it’s also a perfect reflection of Coke and the U.S. as a multicultural and multilingual society. It’s a perfect balance — bravery, beauty, on-brand and well-targeted. This execution wouldn’t have worked anywhere else in the world. Best of all, the people who complained about it, aren’t Coke’s target consumer anyway,” he added.
RIP CURL: “SEARCH GPS.” This Australian campaign saw the brand make a smartwatch that measured users’ surfing activity, and allowed them to share it with their friends, as well as following their peers and pros. 30,000 pre-orders of the watch were sold in the first week of launch.