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Universal Media New York, United States

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    Works in Advertising (2)
    Arctic Home: Saving the Polar Bears (Denmark) - Advertising
    The Vodafone Digital Library (Romania) - Advertising
    Clients in Advertising (2)
    VodafoneTelecommunications | international
    Coca-ColaBeverage | international

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2 projects performed by Universal Media

Arctic Home: Saving the Polar Bears (Denmark)
Arctic Home: Saving the Polar Bears (Denmark)

Project made for Coca-Cola in the Beverage industry for a B2C audience.A Denmark winter can be dreary, even for a global power-brand like Coca-Cola. The label needed ‘share of heart’ – an emotional peg – to connect with consumers and boost the bottom line. With the local population’s penchant for environmental activism in mind, UM and Coca-Cola launched a climate change awareness campaign featuring the plight of the beloved polar bear. Then, we created a spectacle in central Copenhagen: a two-ton polar bear ice sculpture equipped with a heating and cooling station, and a webcam synced with Facebook. This was the Arctic Home campaign. Over 60 hours, the more Facebook likes the brand earned, the lower the temperature stayed, ensuring the polar bear would not melt. The bear was streamed in real time and the people responded overwhelmingly! Not only did the campaign generate significant reach and garner pan-European media attention, but it also provoked action, and a 60% jump in awareness of our arctic cause! The direct engagement results were stunning; 13% of the target audience stayed involved through touch points. This social experiment was a huge success; when it counted most for the polar bears, the Danes took a stand.

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The Vodafone Digital Library (Romania)
The Vodafone Digital Library (Romania)

Project made for Vodafone in the Telecommunications industry for a B2C audience.Vodafone looked to UM Romania to come up with a campaign designed to increase the number of mobile Internet trials. Accepting the challenge, our Romanian team found a way to create a new product that would find its way into people’s everyday life. By creating the first digital public library in Romania, an out-of-home product that combined mobile technology with free education, UM found the perfect product to promote the mobile Internet trials while creating a new social habit in Romania: reading from smartphones and tablets. Through a series of custom-designed installations launched in high traffic areas such as train stations, malls, subway stations, city walls and stores, the campaign re-tooled the traditional library and offered people an easy way to get their favorite books quickly and easily. By simply scanning the book’s QR code, participants were able to enjoy their choice on their mobile device to read whenever and wherever they chose. The Vodaphone Digital Public Library was seamlessly integrated into the urban landscape as well as thousands of people’s lives, generating three times more downloaded books than the largest e-book retailer in Romania. It garnered over 61 million media impressions and registered 52% brand buzz – the highest level for any telecom company in Romania in 2012.

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  • HeadquarterNew York - NY (US)

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