5 Projects by Naked Communications in 2012
1. Art Series Hotels, The ‘Overstay Checkout’
This campaign is more of a business idea we have developed with Art Series Hotels. The Overstay Checkout is part gamification of the hotel experience, and in-part behavioural economics. In essence you don’t have to check out of your room until the next person checks in. Ring every morning and if no one needs your room you can keep on staying, for hours,days, or weeks. It’s received interest from Fast Company, Conde Naste, The Australian, PSFK, and so on. The Overstay Checkout is still running, go and stay so far they’ve given away 77 room nights and 700 hours of free accommodation. Chances are you’ll get something.
I like it for its simplicity. We are giving away something that does not cost the hotel anything, yet is highly desired by people. It’s a world first, and has already been copied by a resort in Thailand (word for word!!).
2. Southern Comfort, ‘Whatever’s Comfortable’
I like this because Southern Comfort was the drink I discovered the boundaries of acceptable and unacceptable behaviour on. The insight rings true to me, The end line ‘Be yourself, because everyone else is taken’ is orginally oscar Wilde’s, and it’s a nice message to have out in the world.
Here’s the USA version
3. Who Give’s a Crap, Crowdsoursing Finances for New Business (Crowd Funding)
So a very smart guy called Simon Griffiths came to us and said he wanted to launch a toilet paper but only had limited funds. We suggested he launch via crowd funding the money on Kickstarter or Indigogo. We came up with the stunt, and the incentives (a lot of work went into thinking how to frame these to motivate action), and the video. It was nominated as one of Indigogo’s top 12 campaigns of the year, and raised over $65,000, as well as receiving world-wide attention from the likes of Creativity and Adforum. Finally, I love the idea of a toilet paper that guarantees a ‘feel good toilet experience’ every time’.
4. Renault. Made For You
Ok it’s a very simple car ad, but shot beautifully, and with a fantastic sound track (the song is from a band called Nantes who coincidently named themselves after a region in France, and doubly coincidently used an old version of the Renault logo for their brands logo (I kid you not!). The brief, get Renault on the consideration set of everyday Australians. Sometimes, advertising is the solution (who would have thought!)
5. TAC, #Homesafely
So this is the latest campaign we’ve been involved in, and broke a few days ago. It’s still live. Go to the website www.homesafely.com.au and you can a) create your own billboard or radio ad about road safety, but also, b) program it to appear on an outdoor sign or radio station where and when you want so that you can target a specific person whilst they are driving. I like this as a behaviour changing idea because it combines the influence of social media (we listen to those we love) with the power of broadcast media.
So far it has again received global attention from Fast Company, PSFK, Creativity, and The Australian.
Send a message of road safety directly to your mother, your brother, your lover or your wife, give it a go at www.homesafely.com.au
There have been lots of other projects, and behaviour changing initiatives we’ve developed over the year. However, for now these 5 feel like a pretty good mix.
OK You’re still reading here’s a bonus track.
6. Worksafe, A Shocking Experiement
This was something we did for Worksafe Victoria to remind employers not to ask their employees to do dangerous things. If you do, people will do them. What better way to prove this than to recreate Stanley Milgram’s classic experiements into authority. The results were amazing (but check out the second video for something truly scary!
Fritz Bachen is a Consumer Psychologist and Founding Partner at Naked Communications. Fritz can be seen, read or heard at; The Gruen Transfer, ABC Radio (Sunday nights), Adnews columnist, as well as The Australian, Cleo, Mumbrella, Shop Till You Drop and so on. He speaks at numerous conferences on marketing, ideas, contemporary culture, and consumer behaviour. Fritz has degress in clinical psychology and commerce (marketing). A registered psychologist and has worked in private practice, forensic settings, advertising (Saatchi & Saatchi) and marketing consultancy (Added Value). He was also state under 12 chess champion on WA, and has a board game called The Analyst selling well in the Benelux countries.
Comments
The Monk
Dec 24th, 2012I like some of these a lot. Especially hotel and worksafe.
Peter
Dec 29th, 2012Love it. Some nice examples of social here too.
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