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November 17, 2011

Winners of the 2011 Forrester Groundswell Awards: Consumer International

This is our last installment of the Forrester Groundswell Awards: the International division, for entries from outside North America. If you think the US is where all the action is in social applications, you're way off. As you'll see from these entries, there's innovation happening in Singapore, Brazil, The Netherlands, and all over Europe that's arguably beyond anything we've seen in the states. While there is plenty of diversity here, one agency -- DDB -- had an awful lot of winners and demonstrated a competency that other agencies should at least take a close look at. These winners are being announced today at the Forrester's EMEA Marketing & Strategy Forum.

Listening (Consumer International)


Accor Manages Online Reputation and Customer Service by Sythesio

Synthesio created a tool and system designed to track the online reputation of 12,000 of Accor's and competitors' hotels worldwide in 8 languages. This included a single global dashboard, 40 country-specific dashboards, and 4,000 dashboards for individual hotels with detailed data on 30 topics for local geographies. As a result, the volume of positive feedback online increased by 55%, online sales are up by double digits, and Accor now better understands what its customers want and can identify. Accor has also improved training and employee rewards based on this listening program.

Talking (Consumer International)


Cisco Flip Your Profile by DDB and Tribal DDB Singapore

McDonalds Nuernburger Social Product Launch by Neue Digitale/Razorfish GmbH

Audi Q3: Social Car Launch on YouTube by Neue Digitale/Razorfish GmbH

Smirnoff Bangkok Remix by Winderman Bangkok


KLM Tile & Inspire by Tribal DDB and DDB Amsterdam

KLM’s social program asked social network members around the world to convert their profile picture into a Delft Blue tile holding their face and their personal inspirational words, to be painted onto an airplane. The animation film around "Tile and Inspire" reached half a million views on Youtube. After three weeks, more than 120,000 tiles were created in the campaign's 8 key countries. In key markets KLM's brand preference rose from 15% to 19%. And the tiled plane itself keeps drawing interest on airports around the world.

Klm tile

Energizing (Consumer International)


Black Eyed Peas Roadie by DDB Brazil

Cara a Cara by DDB Brazil

The Morning Line by KalkaHensel


How the Marmarati Launched Extra-Old Marmite

To launch the extra-strong variant of Unilever’s breakfast spread Marmite, We Are Social invented the Marmarati, a Victorian-style secret society of super-fans. These Marmarati recruits posted 150 blog posts and 6,000 tweets, reaching about 2.4 million online readers. 67,000 people voted on the entries on the Marmarati web site. Most importantly, the campaign generated $600,000 in sales for the first six months, at only 20% of the cost of a typical product launch.

Supporting (Consumer International)


TOK&STOK Twitter Manuals by DDB Brazil

The Tok&Stok furniture chain in Brazil wanted to find the greenest possible way to provide instructions for its easy to assemble furniture. They used Twitter: manuals were reduced to 140 character tweets with a link to the assembly diagram. Consumers simply have to look for the hashtag with the name of their furniture and follow the instructions.


Embracing (Consumer International)


Come Back Ferrorama by DDB Brazil

The toy company Estrela challenged the fans of Ferrorama, a toy train, on Orkut, which is Brazil’s biggest social newtork. The challenge – prove their dedication by running the train on a torturous pilgrimage across 20km, using and reusing 120 meters of track, and never stopping. The group involved the public uploading video, tweets, and photos of the five-day journey. Their success led Estrela to relaunch the toy. It sold out within a month, including 1230 pre-orders, and has transformed the company’s marketing and business strategy to embrace the digital and social world.


Social Impact (Consumer International)


MADLTD (Make a Difference, Lead the Difference) by HCL Technologies


A Singapore Spring by Tribal DDB Singapore

The site about the elections aimed to collect all the conversation and allow people to see and comment on it. In the week leading up to polling day, the site tallied 44,000 instances of political buzz on social media, blogs, forums, and other sites. When it opened, it tallied 80,000 page views in the first three minutes. In 7 days of campaigning, it hosted 252,000 page views and 6,000 visits a day, and was shared over 2,000 times on Facebook.

Singapore spring

Mobile Application (Consumer North America)


Sotheby's International Realty Mobile Campaign by Smarter Agent


Starhub "Musical Fitting Rooms" by DDB and Tribal DDB Singapore 

This program is just amazing. Starhub’s program used fitting rooms in clothing stores and near-field communication to sell music downloads. To reach youth buyers, the music download site StarHub in Singapore hired DDB and Tribal DDB. They worked with clothing stores to put RFID tags on clothes. When the buyer enters the fitting room, a device in the room detects the piece of clothing and plays music that matches the clothing in style – say, country music for a flannel shirt. Then they beam a text message to the mobile phone asking if they customer wants to buy the song. Results: 84% click through rate, and music downloads increased by 21%.






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That's impressive. How do they beam the notification to the mobile phone using just RFID?


Congratulations to all winners! You deserve it!

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