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Russia (82)

Hurricane power

Hurricane power

Duracell supported victims of hurricane Sandy in New York and New Jersey with a rapid response team. They set up mobile stations to allow people to charge their electronic gadgets, get access to the web and gave away free batteries for torches and other devices. 
 

Why it matters

We’ve seen brands use natural disasters to do shameless and dubious marketing before, but Duracell aptly reached out and created a great opportunity to help victims and raise its brand image at the same time. Should brands have a plan in place to respond quickly and help out in times of crisis?
 

Connectivity
Russia
Social Cause

Digital sweets gumball machine

Digital sweets gumball machine

The interactive agency Razorfish  have created a digital NFC-enabled gumball machine. Simply insert a coin in the machine and you will receive a digital gift (music, apps, ebooks, etc.) by tapping your smartphone on the release chute.
 

Why it matters

This idea combines a classic object with modern technology. While people usually get digital objects through app stores, there remains an element of surprise about what you might get from the machine. Could this be an interesting tool for short promotions and get customers sharing what they’ve received through word of mouth?

Connectivity
Instant Gratification
Russia
Telecommunications

An advertising hangover

An advertising hangover

The introduction of a new law in Russia has banned all alcohol advertising since 23 July. Stores remain the only place where alcoholic drinks can be promoted. The law also applies to online marketing.
 

Why it matters

Alcohol companies spend a considerable amount of money on advertising. In order to support brand awareness, they will need to develop new tools and channels to reach consumers. Are there ways global brands can transcend regional advertising restrictions digitally?
 

Conscious
Food & Drink
Russia
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