onechocolate loves… the view from Germany

Our colleagues in onechocolate’s Munich office selected this week’s round-up of inspiring PR and digital marketing campaigns, smart new apps and cool events…

#1 Karasek reviews IKEA 

Hardly a month goes by without IKEA’s marketing efforts catching our eye, and this month, it’s the launch of the Swedish furniture giant’s new catalogue. In a tongue-in-cheek promo video, IKEA has let famous German literary critic, Hellmuth Karasek, review it. As it is not the most highbrow piece of literature, he does not beat around the bush and is very critical – and very funny! A nice simple piece of marketing from IKEA, showing it’s not afraid to make fun of itself.

#2 McDonald’s takes a stance against xenophobia

With details of the atrocities of the migrant crisis hitting the headlines worldwide in recent weeks, McDonald’s has taken a stance against people who haven’t been welcoming to those displaced by violence. Highlighting its role as one of Germany’s most multicultural employers, it released a video message from CEO, Holger Beeck, with the accompanying title “Welcome to Germany” displayed on the company Facebook, Twitter and YouTube pages. Besides Holger Beeck’s message, the video also includes employees of the fast food chain saying “Welcome to McDonald’s” in their mother tongue.

#3 One hundred years of German beauty

As the esteemed Karl Lagerfeld already knows, fashion is a reflector of the current zeitgeist. So when we stumbled upon a YouTube video which showed a one hundred year recap of German beauty looks, we were impressed how much it reflected on Germany’s history. The clip attracted the media’s attention, with high volumes of coverage, including many of the online national newspapers. The clip is part of a series from video brand, Cut, called 100 Years of Beauty. Check out the website to find your country’s 100 Years of Beauty.

#4 Never compromise on quality

Us Germans love to see quality in our purchases, so it’s no surprise that VW’s campaign to communicate its key message, “never compromise on quality”, has caught our eye. The humorous clip, designed to promote its new Tiguan model, shows a man almost getting eaten by a bear after he skimps on a bear of binoculars. A simple, effective ad that plays on one of the nation’s famous qualities.

#5 Comical commuters

The local traffic carrier in North-Western Germany has created a comical PR campaign, comprised of a series of videos broadcasted exclusively on YouTube. Directed by Peter Thorwarth, the series shows the daily madness in public transportation in a very funny way. In the episode above, a group of chanting football fans enter a train wagon, where a student is talking on the phone. Of course she is not so excited and a funny conversation follows.

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onechocolate loves

Our weekly round-up of inspiring PR and digital marketing campaigns, smart new tech and cool events…

#1 Share the Force

September 4th 2015 is Force Friday, aka the highly-anticipated release of merchandise for Star Wars: The Force Awakens (a whole two and a half months before the film release!) Countless brands are jumping on the occasion, but our favourite is Target, which has created Share the Force – an interactive experience that invites fans around the world to take part in the first-ever collection of Star Wars memories. Users are able to upload and browse the pictures, videos and comments, which are stored in vast 3D virtual environments or “galaxies”. The contents will then be handed to Lucasfilm for permanent archiving. Supporting this, 207 Target stores will open at midnight on September 4th, with all the new Star Wars: The Force Awakens merchandise available to buy.

A great campaign from Target which taps into Star Wars’ huge fan base and celebrates the individual fan stories behind one of the biggest franchises of all time.

#2 Fashion to go

Wifi fashion

Contactless is very much on trend at the moment. From Apple Pay to bPay announcements, the world is going contactless. And now so can your fashion. Lyle & Scott and Barclaycard have launched the world’s first contactless jacket and is the first product from Lyle & Scott’s innovation team. There’s a cleverly concealed contactless card tucked into the sleeve that keeps you connected and flying through payment terminals. With the first autumn days beginning, this seems like as good a time as any to invest in a technologically advanced jacket. But what we’d really like to know is… does this come in pink?

#3 AI Wars

We’re loving Star Wars fever this week, especially where Artificial Intelligence (AI) news is concerned. A robotics company, in partnership with Disney, has announced that anyone can buy the “BB-8” – a droid the size a tennis ball. Who doesn’t love pet-sized, cute robots that hark back to the legend that is, R2-D2? Competition is certainly hotting up in the AI market!

#4 The Great British #CuteOffCuteOff

Nothing gets people’s attention quite like animals. Especially cute ones. This is a golden rule known by PRs and marketers worldwide, but when the hashtag #cuteoff went viral this week, it wasn’t powered by the flacks – biologists worldwide have been tweeting and Instagramming pictures of the cutest (and often relatively unknown) animals they have come across. Apparently the hashtag was born out of some friendly rivalry between baby bat-eared foxes and baby bears and then escalated to a worldwide campaign to find unsung animal heroes that make you go “awwwww”. The hashtag has already helped raise the social profile of countless hard-working biologists and the animals they work to conserve, as well as promoting research groups and animal centres across the globe. And, not wanting to be left out, some brands have already started jumping on the trend.

#5 XYZ scanner

3D printing

Exciting new technology to advance 3D printing has been unveiled by XYZ Printing at IFA 2015 this week. The handheld scanner captures your surroundings as you slowly wave it around and you’re then able to print the results on an XYZ printer. Mashable’s Lance Ulanoff tried out the technology and was impressed with the results. The scanner is expected to ship sometime later this year for the holiday season – we know what’ll be on our Christmas wish lists now!

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onechocolate loves… the view from France

Our French office selected this week’s round-up of inspiring PR and digital marketing campaigns, smart new tech and cool events…

#1 Move my city


As part of their #MoveMyCity tour – running until October 10th – Coca-Cola and Ubisoft are touring the roads of France to encourage thousands of young people to dance. The aim is to find the most dynamic and festive town in the country. Six French cities will battle for the title. Professional dancers and local troupes will perform at each event and will compete by playing Just Dance Now. Participants will see their performance and score in real-time on a giant screen. Each city will have its own unique hashtag and the one with the largest amount of engagement will win the title of “Most Dynamic City”. The prize for the triumphant city is a special award for a project around movement and dance.

# 2 #WSJScoops


This summer, the Wall Street Journal has jumped on the food truck trend to revitalise its image. With its own branded van, the magazine toured the streets of New York for five days offering a free scoop to readers. Visitors could also follow the campaign using the hashtag #WSJScoops, which attracted 8,900 followers on the Twitter page dedicated to the event. A great campaign from the Wall Street Journal to talk to the new digital generation.

#3 Big Data gets delicious

Big Data has infiltrated into many areas of business life, but one surprising sector getting on board the Big Data bandwagon is the restaurant industry. This is certainly the approach of Chef Damien Duquesne aka “Chef Damien”, well-known to food lovers for his French recipe website, 750g. Why Big Data? “Because we know what they like, what recipes they consult and this mass of data will help us to open a restaurant.” With the help of Big Data, Chef Damien is going to launch a new concept: a fully-connected restaurant. Guests will be served starters, main courses and desserts every week, created through interactions between the Chef and users on Facebook. In addition, they will receive recipe sheets with flash codes they can scan to discover videos created by the chef.

#4 #RentréeCanal 

TV channel Canal+ has created a lot buzz on the internet this week when it announced its programme schedule for the rest of the year. Instead of revealing the line-up in the usual preview format, they created mini trailers in retro 8-bit video game format. The accompanying hashtag, #RentréeCanal, has also proved to be very popular on Twitter. A simple yet effective campaign, using nostalgia to take its audience back to their youth.

#5 Super-charged denim

Joes Jeans

Jeans that can charge your iPhone? We must be dreaming. While finding that perfect pair of denim trouser can be difficult, nothing is worse than searching for a charging outlet when you’re powering down. In an attempt to solve this problem, Joe’s Jeans – a Los Angeles-based apparel company – has developed a new denim line it calls #Hello-Charged, which will let you charge your phone on the go. With a hidden iPhone pocket tucked into the waistline, the trousers provide an extra compartment to hold a slim battery, designed exclusively for the brand. Just be sure to remove the phone and battery before throwing the jeans in the wash!

#6 Triber


New app, Triber, has found the solution to losing your friends in crowds: geolocation. During this summer period of festivals, picnics and tanning sessions on the beach or Paris Plage, the app is ever more useful. Offered as a free download on iPhone and soon on Android (end of 2015), Triber operates like a compass and tells you exactly how many meters away you are from the person you seek. It might sound slightly creepy, but in order for it to work, both parties must have the app on their phones and users are able to switch to invisible mode when they don’t want to be found. Triber’s geolocation also allows users to select a specific meeting point to share with an entire group of friends – especially useful if you decide to join your friends last minute or are running late.

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onechocolate loves

Our weekly round-up of the most inspiring PR and digital marketing campaigns, smart new tech, cool events, ventures and happenings that have caught our eye…

#1 #ShareHumanity

Here at chateaux onechocolate we have great admiration for campaigns that set out to inspire and make a real difference. That’s why we are fully behind a new U.N. campaign that sets out to highlight stories of survival and humanitarian activism in conflict-torn and disaster-hit countries to mark World Humanity Day (19th August).

The U.N. is asking for the digitally connected to go to its website and sign up to the #ShareHumanity app. The app will automatically post stories of men, women and children “who have hit the worst days of their life, and have come through them” on their social media feed.

The goal here is to spur action en masse and inspire the Facebook and Twitter-verse to donate to the U.N. fund for global emergencies. The U.N. humanitarian office needs to raise $20 billion this year to keep 100 million people in need alive – double what it asked for in 2009 – and so far it’s received less than 30 percent.

We’ve already joined the huge number of celebrities that have signed up to support the message, have you?

#2 #ILookLikeAnEngineer – do you?

I look like an engineer

We love the power of Twitter to demonstrate diversity in the tech industry. After a U.S. company posted an ad using one of its female engineers, the hashtag #ILookLikeAnEngineer has spread like wildfire with thousands of other female engineers posting images of themselves to dispel the myth that all engineers are male. Our client, @ness_tech also had their say! Great spur of the moment social campaign, with a ‘feel good’ factor.

#3 Robot evolution

A robot arm programmed by researchers at the University of Cambridge has surprised scientists by building a series of “robot babies”, which evolved successfully over each generation to produce smarter and more capable versions each time. A clear indication that natural selection exists even in the robot world! The mother robot was able to analyse how each of her baby robots performed and used this to slightly alter the programme elements within the next generation she built, keeping the elements that worked well and changing those that didn’t.

Although the idea of an army of robot babies might scare some, this technology could help our workforces become much more efficient in the future, as the mother robot was able to suggest configurations that may never even occur to the human mind!

#4 Ad-less Tokyo


We’ve been captivated by the eerie images of an ad-less Tokyo, created by French graphic designer, Nicolas Damiens, and published in the Guardian this week. In an age where internet advertising and social media promotion dominate, it’s sometimes easy to forget that the billboard still rules in many of our largest cities. The billboard has been reinventing itself for the modern era too. Lights and colour are of course established features of city advertisements, but brands have been trying more innovative ways to engage their audience – for example, the recent Carlsberg beer-dispensing billboard, which was powered by social media. While there are campaigns underway to ban urban billboards, it’s pretty hard to imagine our own Piccadilly Circus devoid of the colourful ads that have helped make it so famous.

#5 How cats took over the internet


For years now cats have ruled the internet and with more than two million views on YouTube, incorporating the right cat into a campaign can create a viral sensation for brands. But what is behind the fascination with our feline friends? You can now find the answer, thanks to a new exhibition called “How Cats Took Over The Internet“, which opened at the Museum of Moving Images in New York. The exhibition examines how cats’ online dominance began over twenty years ago in internet chat rooms and the psychology behind phenomena such as Caturday, LOLCats, cat videos and the celebrity cat.

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onechocolate loves

Our weekly round-up of the most inspiring PR and digital marketing campaigns, smart new tech, cool events, ventures and happenings that have caught our eye…

#1 Unlikely best friends 

This week, Kleenex’s video “Unlikely Best Friends” topped Brand Republic’s campaign viral chart. The moving clip shows the bond between a man and his dog, Chance, who face the same struggles with disability. The video is part of the tissue brand’s “Care” campaign, based on Kleenex’s research which found that almost 50 percent of Americans feel that they have “missed an opportunity to show someone they care, especially when it comes to everyday moments”. According to Kleenex, the tissue “is so much more than a tool to wipe a nose or dry an eye—it’s a gesture of care that, given the chance, has the power to connect and uplift us all”. The campaign is also supported by a ‘messages of care’ board, which allows users to create a personal Kleenex Cardboard Message to show someone they care, and can be shared on social using the hashtag #ShareKleenexCare. 

#2 So Fast 

Nike has launched its summer campaign, “So Fast”, which challenges the Nike+ community and professional athletes to increase their speed by providing advice, workouts and music for motivation, through its apps and training programmes. Thirteen elite athletes including Rafael Nadal, Serena Williams, Wayne Rooney, Mo Farah and four-time Olympic gold medal winner, Michael Johnson, have collaborated in the campaign to help inspire others to run, train and play faster.

#3 Destination #SummerStreets

Regent Street

On Sunday 5th July, London’s Regent Street kicked off its ‘Summer Streets’ pop-up event – taking place every Sunday in July – to celebrate the start of the summer. Each event is themed and last week’s was a traffic-free, garden-style theme with luscious green lawns, live music, food and drink stalls and cool installations. Many retailers joined in the festivities, from Tommy Hilfiger deckchairs for soaking up the sun, to car simulators at Tumi. Next Sunday will focus on health and fitness, featuring a cycle roadshow and DJs playing the ultimate summer playlist. There’s something for everyone this month on the iconic London Street, with other themes including fashion, arts and culture – there will even be a sustainable Bee and Butterfly Zone for nature lovers! Summer is definitely here… and we are loving it!

#4 The #suitfie


Gents (and ladies who are fans of a fabulous power suit) behold, there is a new craze in town with your name all over it… the #suitfie. Whether it’s pinstripes or tweed, work or weekend, Twitter and Instagram have been flooded with images of suit enthusiasts showing off their most dapper looks for all to see. This new trend ties in perfectly with summer wedding season, and has great potential for brands, fashion or otherwise, to jump on. What’ll be next in this nod to classic tailoring? Pocket handkerchiefs? Monocles?! We can’t wait to find out…

#5 Fun with Siri


While t’internet is rife with rumours for the iPhone6s launch, we’ve been enjoying the delights of Siri on current Apple devices, as some very generous soul has shared funny things to ask Siri. Aside from the reactions that swearing attract, current favourites are “Mirror mirror on the wall, who’s the fairest of them all?” (Ask more than once for desired response), “what’s 0 ÷ 0?” and “How much wood could a woodchuck chuck if woodchuck could chuck wood…?”

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