2011 Issue 55 - Internationalist

INNOVATIVE DIGITAL MARKETING SOLUTIONS
DGOLD
Deloitte Touche Tohmatsu “Green Dot Challenge”
The strength of the Deloitte brand is inextricably linked to its people-170,000
member firm practitioners from around the world working as one to achieve a
shared vision under one monolithic brand. But as a business-to-business
organization, how can Deloitte fulfill the mandate of its 5-year strategy to
behave "As One" through programs that bring the global community to life
across borders? The Green Dot Challenge digital media strategy was an
innovative opportunity to create awareness of the Deloitte global advertising
campaign, align the values of the brand with what's important to employees,
and extend the brand experience to our largest and most effective media
channel--our people, first hand.
The Green Dot Challenge became an online competition that utilized a cuttingedge
web tool to engage and educate Deloitte practitioners around the world
about the brand: how the Green Dot advertising style could be used to express
Deloitte's unique perspective to clients and talent, and what it takes to Step
ahead. More than 100 countries participated in the program across 52 member
firms, which amount to a total of 23,456 individuals that downloaded the Green
Dot campaign video to learn more about the importance and application of the
ad campaign. Nearly 15,000 total ad concepts have been committed.
T
GOLD
Chevy Volt/ “Kinect Joy Ride” — Starcom, Chicago
The new, electric Chevy Volt was making its entry into the
vehicle marketplace. The initial Volt production run had
only a limited amount of vehicles available and only in a
handful of U.S. markets, which created a challenge in
allowing consumers to see, touch and feel the vehicle.
Enter Microsoft and their new gaming console, Kinect.
Volt created a human experience within the Kinect game
that allowed consumers to actively download, explore
and engage with the Volt in an entirely virtual world.
Without a physical vehicle to put in front of them, this tech
savvy group needed a little more than a static piece of communication. A life-like Volt was available to
download to race in the Kinect launch Joy Ride game and became a virtual test drive environment within the game.
Without a physical controller in hand, the body becomes the controller and the user ended up driving the car in their
living room – blurring the line between fantasy and reality.
One in three people that own the Joyride game wanted to experience the Volt in the first month.
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