Geometry Global HOME AGENCY WORK NEWS TALENT CONTACT Sanofi-Aventis Group GET WELL KIT How the iPhone can make living a healthier life that little bit easier. THE BRIEF We know pill organizers as special containers for storing scheduled doses of one’s medications. They have multiple sections for different times of day. Our challenge was to make it easier to lead a healthier life and use pill organizers as part of this. THE JOURNEY INSIGHT Pill organizers are supposed to prevent or reduce medication errors on the part of the patient. But we are all human and we sometimes forget. We needed to find an innovative way to encourage people to remember. THE IDEA We paired traditional pill organizers with the iPhone and its technology to help remind users to take their medications. Introducing the ‘Get Well Kit’ – an iPhone case which works together with an app, ensuring consumers’ wellbeing. The Get Well Kit allows users to customize dosage and intake to their requirements. It alerts users when medication is needed and indicates the number of pills per intake. The Get Well Kit keeps records of users’ prescribed pills so if they require the same medication again, the app will fill all the information automatically. RESULTS The Get Well Kit has now inspired Get Well Kit Friendly Packaging, where medication information will be programmed via QR-coding, immediately recognized by the app. Brilliant? Yes. Necessary? Definitely. Observator THE RGB NEWS How to drive blood donation in a country that has insufficient supplies THE BRIEF Romania is the European country with the most critical need for blood donors; it currently ranks bottom on the European list of donor numbers. Our challenge was to encourage people to visit their local centres to donate blood. THE JOURNEY INSIGHT The Romanian media regularly highlights the plight of thousands of victims due to the lack of the country’s blood supplies, but to no considerable effect: less than 2% donate blood. There needed to be a more impactful solution. THE IDEA TV station Antena 1 allowed Observator, its leading prime time news programme, to activate its strongest asset: the TV screen. During a week-long campaign, the red component was removed from the screen’s RGB colours for a three-minute news segment on the topic. A supporting Facebook campaign removed the colour red from the user’s profile picture and directed them to their nearest blood donation centre. RESULTS 1.4 million Romanians reached within four weeks, almost 33,000 removed the red from their Facebook profile picture, blood donations increased by 80% within six weeks and the government pledged to increase the 2015 budget for blood donations by 300%. Fedrigoni THE PAPER SKIN From packaging material to Leica’s iconic banderole: The Limited Edition Fedrigoni turned Second Skin into First Skin. THE BRIEF Fedrigoni’s Constellation Jade is a packaging paper with extraordinary material properties – it gives top, premium products a unique second skin. Our challenge was to create excitement around a sample book for packaging paper. THE JOURNEY INSIGHT To tell a craft story like no other, it required a brand experience like no other. So why not have it told by a brand like no other? We partnered with Leica X2. THE IDEA To address Constellation Jade’s assets a sample book was designed in the guise of a posh Leica X2 packaging. But not just any Leica X2. A limited edition was created by committing a design sacrilege: Leica’s iconic leather banderole was officially replaced with Constellation Jade. RESULTS A subtle design idea had turned a luxury brand into an ambassador for a low interest product, created enormous buzz amongst a design minded target and, finally, sold paper sample books for 3,900 EUR each. Moleskine UNDOODLER A public-spirited cause to rid books of doodles and instead put them where they belong – in Moleskin notebooks. THE BRIEF Moleskine, indispensible companions to the creative professions, approached Geometry Global to help promote their notebooks among students. THE JOURNEY INSIGHT We decided to target students where they were most likely to listen – while studying or choosing their book in the library. THE IDEA We went to libraries and placed our bookmarks in every vandalized book. Anyone browsing through a vandalized book would see our message and was invited to take the bookmark. The bookmark doubled as a voucher for a 30% discount at the Moleskine store. It was also possible to buy a discounted notebook directly using the QR code. RESULTS We precisely targeted Moleskine’s audience with a product that drives positive behaviour change to sell more notebooks. But more importantly, we preserved countless literary jewels for generations to come. Tide INVISIBLE EMAIL Creating innovative cut-through for Tide’s ability to make stains ‘invisible’ in the cluttered and saturated detergents category. THE BRIEF Tide, a leading Romanian detergent and fabric care product, tasked Geometry Global with raising awareness among Romanian housewives of its dry stain-removing capabilities. THE JOURNEY INSIGHT How could Tide stand out among the clutter of generic marketing messages about dirt removal and whiteness? Tide targeted Romanian housewives via a medium that they normally engage with several times a day - an email. But with a difference… THE IDEA Tide made their communication ‘invisible’. By selecting the ‘invisible’ text on the email, the very stains that Tide removes in just one wash were highlighted. And they instantly got the message. RESULTS From a significant database, 83% explored the email while 10% emailed back to hear more about Tide and received a free Tide sample in order to experience the Tide effect first hand. Opel MINI WRECK The world’s first car-recycling programme aimed at children to promote Opel’s cars to parents in Romania. THE BRIEF German automobile manufacturer, Opel, wanted to elevate brand preference and sales as part of Romania’s national recycling car programme, The Wreck. THE JOURNEY INSIGHT In Romania, the owners of old, wrecked cars receive vouchers from the Government to buy new ones. To attract customers, auto brands start competing by cutting prices to outdo each other. But Opel realised it wasn’t going to cut through just by honking louder. THE IDEA To cut through the promotional clutter, Opel decided to invent a whole new game: Opel Mini Wreck, the first car-recycling program for children. Kids visiting the showrooms with their parents gave away old toy cars and received new Opel models in replacement. To entice parents further, colourful outdoor displayed toy cars and digital messages from the youngsters to their mums and dads. RESULTS On the first day, 25% of the audience signed up to the programme. There were over 90,000 Facebook impressions, a 25% increase in showroom visits and €1.7 million in earned media. The biggest reward? Opel made thousands of children smile. NaNe / Avon THE BOOTH How to raise awareness of domestic violence and encourage its victims to act by seeking help. THE BRIEF Avon, together with NaNE (Hungary’s largest organization that fights violence against women), asked Geometry Global Hungary to help raise awareness of their work helping victims of domestic abuse. THE JOURNEY INSIGHT Abused women generally endure thirty-five acts of violence before asking for help. NaNE needs to continuously raise awareness of this horror by appealing to these women to call for help. Sadly, abused women are usually too afraid to reach out. THE IDEA To inspire them to do so and to raise awareness of this problem, phone booths were placed in Budapest’s busiest locations. When passers-by answered the ringing phone, they heard a recording depicting a typical call to the NaNE helpline from a victim of domestic violence. The call ended with a clear message - there is a way to get help. RESULTS The campaign reached over 50 media channels (on and off-line). Thanks to coverage by the country’s largest television broadcaster, the message was heard by up to 1.5m people. Victims of domestic violence were reassured that there is help – all they have to do is make the call. Hamburg AIDS Foundation KAMA SUTRA TRAFFIC LIGHTS From multiplying content to quadrupling HIV consultations – we created The Kama Sutra Traffic Lights THE BRIEF As HIV declines, knowledge declines. The less people know, the less people care. Hamburg AIDS Foundation approached us to help bring AIDS front of mind once more. THE JOURNEY INSIGHT In order to reach a wide and varied audience we used the platform of World AIDS Day 2013. Along Hamburg’s infamous party-mile, the Reeperbahn, a medium for traffic safety was turned into a medium for safer sex. THE IDEA Ordinary sets of traffic lights were modified to become the Kama Sutra Traffic Lights. These activated tourists and passers-by to play safely, share the message and encouraged consultations by the Hamburg AIDS Support for those in doubt. Germany’s #1 red light district became Germany’s #1 green light district. RESULTS Using zero budget we generated 3,504 Likes and dispensed 3,000 condoms. There were also 4x more consultations within two months, exceeding all expectations. And if just one single life was saved, it all paid off. Suhanj! Foundation INTEGRATION TABLE SOCCER Encourage participation in integration sports and overcome boundaries between the disabled and able-bodied. THE BRIEF Suhanj! is a unique organization that helps the integration of people with disabilities by creating opportunities for them to play sports together with the able-bodied. Our challenge was to drive participation. THE JOURNEY INSIGHT We identified that, in order to recruit more participants for their sporting events, we must reach the general public with the message that playing together is fun. To highlight this point, we used one of the most popular and accessible sports: table soccer. THE IDEA We built table soccer figures with disabilities - including one in a wheelchair, another with reduced sight and one with a prosthetic leg - and integrated them with the able-bodied figures. By changing one of the many table soccer tables in Budapest’s most popular bars and adding a call to action, Suhanj! made their plea, driving players online to register and participate in their next event. RESULTS Suhanj! signed up twice as many participants for their next sporting event and media coverage exploded both online and offline, with Hungary’s largest commercial TV channel reporting it as their leading story. 10,000 people were reached and there was a seven-fold increase in visits to Suhanj!’s website. Kontor SAY IT WITH VINYL How to attract the attention of a hard-to-reach audience through technology and participation. THE BRIEF Kontor, the world's biggest dance music label, wanted to promote the new Boris Dlugosch track to the advertising industry. THE JOURNEY INSIGHT The biggest barriers to consider were awareness, relevance and appeal. These also happen to be the biggest challenges for new artists who want to break into the music scene. Creating involvement and participation, right from the outset, was key. THE IDEA Kontor gave busy creative directors control by giving them what real DJs use: real vinyl! But how could anybody play it? The answer was to make the record player part of the mailing itself. So we created The Office Turntable. With a special smartphone device, it combined analog and digital, the very essence of how artists make music today. RESULTS Seventy one percent of the 900 Office Turntables QR codes were activated — that's sixty five percent more than average response. Forty two percent followed the link to the Kontor Online Store. And, The Office Turntable features in the new Boris Dlugosch video on music channels, on and off line. This campaign was realized in collaboration with Ogilvy One Frankfurt. Huggies MY VERY FIRST FRIEND Friendship Day in Argentina. The perfect opportunity to create a new brand relationship at the moment that matters most. THE BRIEF Drive brand penetration and stimulate brand affinity among new moms (and dads). THE JOURNEY INSIGHT The most important moment of truth for a new mom is the birth of her baby — not standing in front of a wall of diapers in the supermarket, feeling overwhelmed, confused and sleep deprived. THE IDEA July 20 is Friendship Day. To celebrate, Huggies created the friendship crib designed for two newborn babies and presented it to the local maternity ward. Then everyone waited. Soon the brand had a story to tell. Bringing two boys together meant each now had their first friend. And Huggies had created a moment their parents would never forget. RESULTS Enzo and Thomas were Huggies' Very First Friends in Argentina, followed swiftly by many more, Capturing hearts and minds, the concept took Latin American markets by storm. Thousands of moms and dads were moved by the idea. The campaign resulted in over28 million web impressions. More than 200,000 friendly interactions took place in social networks and with 10,000 plus new first fans, the campaign outperformed any activation created by the brand over twelve months, and, was Latin America's most-seen activation ever. Enzo and Thomas celebrated their very first hours of life together as Very First Friends. Eight months on the friendship was stronger than ever. IKEA WELCOME TO THE WORLD'S SMALLEST IKEA STORE Space Unlimited. Helping people to find their happy place in a small space. THE BRIEF With city populations on the rise, living spaces are becoming increasingly limited. IKEA wanted to dramatize that no matter how cramped your space, there’s always a solution. THE JOURNEY INSIGHT The biggest triggers for furniture and interior purchases are when people are moving or looking for places to live. The first place they tend to do their research is online. THE IDEA To demonstrate this, we built an entire IKEA store in a 300 x 250 pixel web banner. We targeted people looking for studio flats as well as one/two bedroom apartments by placing our tiny stores in the real estate section of community websites. As with our full size stores, shoppers were able to browse by department, choose and buy any of our products on display. RESULTS Within one week of launch we recorded an impressive 16,273 hits. And with 16,382 click-throughs, a 101 percent click-through rate. Lifebuoy DID YOU WASH YOUR HANDS WITH LIFEBUOY? Activating over 100 million people at precisely the right time and place. THE BRIEF Poor hygiene kills over 1.1 million children annually in developing countries. Lifebuoy soap believes this tragedy can be prevented by creating high-impact hygiene awareness and brand preference. THE JOURNEY INSIGHT Changing the habits and behavior of over 100 million people is a marketing challenge beyond most brands and their budgets. Saying exactly the right thing, to the right people, at the right time and in the right place with pitch perfect creativity is the solution. THE IDEA The brand dramatized the importance of handwashing with soap at the Maha Kumbh Mela, India — the largest religious festival on the planet. The roti, or Indian bread, is a staple item served with every Indian meal. We decided to use this as our medium. We created a heat stamp to print our edible message directly on a roti: “Did you wash your hands with Lifebuoy?” RESULTS Over 30 days, 100 promoters stood in 100 kitchens at the festival, stamping over 2.5 million fresh rotis. For a total investment of $36,000, over five million people were directly impacted. That's a cost per contact of less than one cent! GEOMETRY GLOBAL The world's largest activation network HOME AGENCY WORK NEWS TALENT CONTACT FOLLOW US ON: facebook twitter linkedIn youtube instagram googleplus A WPP COMPANY TERMS & CONDITIONS PRIVACY POLICY CODE OF CONDUCT