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One of the last projects I worked on at OgilvyOne was Motorola's Q9 campaign. The Q9 is a PDA phone similar to the Blackberry. We were looking for an idea that would connect with the online Zeitgeist in China, and after a bit of research, Momo's Tuzki became the personification for the product: An omni present bunny that around 50 million Chinese netizens use to express their emotions instantly.
Here is an article from Asian Wall Street Journal about the Tuzki campaign.
So this is my sixth week into the new job. It's been great to see a few of the 14 offices in Asia (so far I've been to Shanghai, Hong Kong and Kuala Lumpur) and meet all the new people. Everyone is very excited! The offices are all very young and so are the creative teams. But what they lack in size they make up in passion. I haven't experienced so much positive thinking and excitement for the work in a long time. I don't think it will be that difficult to create a few campaigns that get talked about. And that's really the thing with DDB, they call it talkvalue. I think it makes total sense, the idea is not to spend all the money on media but rather create something that is culturally relevant that the community is so interested in that they start to spread it on. Tribal DDB in the US and especially also in Germany is doing some great stuff in that direction. A good example is the now quite old Philips Bodygroom site which basically everyone in the industry knows of.
But even more remarkable was the Horst Schlaemmer campaign in Germany, where Tribal signed Hape Kerkeling, one of Germany's most famous comedians, to play Horst Schlaemmer, a small town journalist on his quest to get a driving license. Basically the whole nation logged on to his blog (now hosted on MSN's comedy channel) and fevered with him to pass his test. Once he got his license, Volkswagen made him an official present with a brand new VW Golf and it turned out the the brand was all along behind the campaign.
It might be a bit too German for any non German to get this, but if you want then check his youtube hits here, some of them have well over a million views.