Agency: Johannes Leonardo
Director: Andrew Wonder @ Station Films
Editor: Jason Sager @ Wax
My Role: Agency Senior Producer and Line Producer
At Johannes Leonardo, I produced an Advertising Week New York digital activation and case study video.
A little background from Ad Week's website: "Advertising Week is the premier event for marketing, brand, advertising, and technology professionals. Now in four major cities ... Ad Week presents endless opportunities to learn, network and liase with the industry's best."
Google enlisted us to showcase their mobile-first ad offerings and capabilities to the C-Suite and brand managers who attended events in Midtown. This entailed concepting and building a week long event that these visitors would access from their phones.
Dunkin' Donuts activation:
Midtown being the busy, on-the-go neighborhood that it is, we used data from DD's store fronts and Google Maps to show customers where the nearest cup of coffee would be. When tired conference goers typed "coffee" into their phones (or something similar), we served up an ad that showed them their nearest Dunkin' plus how long the line was. You might be 5 minutes from one store, with a line that's 7 minutes long, or 7 minutes from another store, with no line at all. This showed how Google could help brands reach consumers in a moment of need.
We spent the month of August, prior to AdWeek 2015, building a site that integrated Google Maps with Airbnb superhosts' favorite places. The idea was to help conference goers in Midtown see more of the often overlooked Midtown neighborhood. If you were in Midtown for the conference and opened your mobile browser to search for a tourist destination, we served up an ad suggesting our curated map, which would plan a route for you that included "hidden gems" along the way to your chosen tourist destination. In essence we created an audio tour using Airbnb hosts as guides.
Article in AdWeek:
Airbnb aspires to create a world where everyone can belong anywhere. That means visiting cities not as travelers, but as locals. “Hosted Walks” tapped into Airbnb’s passionate network of New York City hosts to help travelers do just that.
“One of the things that’s most valuable to us, in terms of mobile, is the opportunity to be there in the moment of intent.”
—Peter Giorgi, Global Head of Advertising and Content for Airbnb