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OpenTable Launches Largest UK Marketing Campaign To Date



OpenTable, the world’s leading restaurant booking platform, today reveals its new summer marketing campaign. Designed to ensure the ‘OpenTable’ name is top of mind for diners and synonymous with discovering great dining experiences, the campaign roll out includes new countrywide broadcast adverts and sponsorship deal with Sky Pick, as well as taxi wraps and out-of-home in the capital.

“This campaign is the most comprehensive we have ever run in the UK,'' comments Adrian Valeriano, VP EMEA, OpenTable. “Summer marks the perfect time to remind diners of the variety of restaurants that are easily bookable via OpenTable. We are continually adding to the offering available through our platform from award winning restaurants to new hots spot and neighbourhood gems, and we want this campaign to inspire and encourage as many people as possible to delve into the wonderful food scene that the country has to offer.”

Valeriano continues, “We knew when putting together this campaign top-of-mind recognition for our brand name and what we do was crucial. So, we landed on the concept of ‘open’ signs and restaurant tables as a way to reinforce our brand and how we are uniquely placed to help diners secure instant restaurant reservations, but also as a way to show the choice and quality of the dining experiences available”.

Launching today, the broadcast campaign will feature three (1x20 second, 2x10 second) spots reinforcing the brand name through a series of revolving ‘open’ signs and different restaurant table settings, before going on to highlight OpenTable’s capability to provide a restaurant for any dining occasion. The broadcast campaign will run for eight weeks across multiple terrestrial and satellite channels.

The campaign creative was put together by Carmichael Lynch. Chief Creative Officer, Marty Senn, comments: “With OpenTable, it’s all right there in the name. It really is the brand diners can trust, so our goal was to help OpenTable become synonymous throughout the UK with finding the best restaurants for any kind of occasion.”

The campaign’s first creative began rolling out on June 1st across branded black cabs in London and Sky Pick as part of a nationwide sponsorship deal. Out-of-home will launch throughout the capital from mid-July. In addition, the campaign will be supported by PR, consumer marketing, social and digital activations. The campaign will come to a close at the end of August.


About OpenTable:
OpenTable, part of Booking Holdings, Inc. (NASDAQ: BKNG), is the world's leading provider of online restaurant reservations, with more than 50,000 restaurants globally using its software to seat over 120 million diners monthly. OpenTable helps diners discover and book the perfect table and helps restaurants deliver personalised hospitality to keep guests coming back.


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Apple Inc. trivia: 60 amazing facts about the famous company!

Apple Inc. is an American multinational technology company and one of the biggest companies in the whole world! But do you know everything there is to know about Apple Inc? Apple Inc. is an American multinational technology company Its headquarters are in Cupertino, California The compnay designs, develops, and sells consumer electronics, computer software, and […]

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Apple Inc. trivia: 60 amazing facts about the famous company!

Apple Inc. is an American multinational technology company and one of the biggest companies in the whole world! But do you know everything there is to know about Apple Inc? Apple Inc. is an American multinational technology company Its headquarters are in Cupertino, California The compnay designs, develops, and sells consumer electronics, computer software, and […]

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Plan.Net Develops the ‘Butterfly Coach’ Fitness App: A Digital Personal Trainer Providing Individual Workouts



Butterfly Coach is the first digital fitness chatbot that turns 100 % personal data into 100 % personal workouts. Motivational quotes, nutrition facts and challenges – adopted to each users’ preferences – help them to make better decisions for themselves every day.

Thanks to an intelligent AI evaluating feedback and personal information for anyone on any level on any day, each workout is unique. Just like a real personal trainer. But as an app with a bold design that sets new standards. To make the user experience of Butterfly Coach truly unique, Plan.Net used smart data, a new kind of user interaction, and bold and innovative UX design.

The app asks for the fitness goals of the user and can adapt and learn along the way. To do that, AI analyses data from the individual user and the whole community as well. For every new workout, strength and relaxation exercises and nutrition tips are individually selected for each user. The user interacts with Butterfly Coach through an innovative Personal Trainer Chatbot. That way, a virtual coach is there for the user 24/7 and provides motivation, tips and ideas for a healthier lifestyle whenever they are needed.



The design is bold, fun, and breaks conventions to create an unseen, engaging experience for the user. Vibrant colors and gradients do away with the neutral, monochrome design of the other fitness apps in the market. Interactive elements in the app help users to reach their goals playfully and stay motivated for the long term. Experience points can be collected by working out, partaking in weekly challenges, answering quizzes correctly and more. Over time, users reach new levels and unlock the most beautiful trophies on the market.

Technical background

The Buttefly Coach app relies on data and machine learning to provide users with the most unique workouts they can get. The data driven strategy builds on four main pillars:

  1. The expertise of the Butterfly App personal trainer Philipp Voß: His insights were crucial in developing the general structure of the workouts, pick the right exercises and work out fitness tips, nutrition tables and motivational content for the app. His method was the starting point for the AI to expand on.

  2. The individual user data: Every user enters information about their goals, their body, their preferred way of exercising, their age, weight, height, etc. into the app. That allowed Plan.Net to create perfectly customized workouts for them.

  3. User feedback on workouts and contents. The user evaluates their exercises after each workout. That way Plan.Net made sure that every new workout in the app suits them better than the one before.
  4. The accumulated feedback from all users allows the AI to learn and adapt its method on a bigger scale. With thousands of users participating and more workouts generated every day, Butterfly Coach learns from more experiences than any real-life personal trainer could.
Michaela-Johanne Meindertsma and Philipp Voß are the founders of Butterfly Coach. 
Philipp is an independent personal coach and takes care of everything related to training and nutrition. Michaela works in project management and masters all challenges at Butterfly Coach in the area of Business Development.

CREDITS

Client:
BF Coach GmbH & Co. KG
Brinkstraße 25
27245 Kirchdorf

Managing Director: Michaela-Johanne Meindertsma
Chief Health Officer: Philipp Voß

Agencies:
Plan.Net Campaign GmbH & Co. KG
CCO: Markus Maczey
Managing Director: Oliver Bruckner

Digital creatives:
Markus Maczey
Richard Wegele
Friederike Fröhlich
Tobias Mayer
Helena Mertig
Jonas Heitzer
Alexander Kneifel
Philipp Stremlau
Laura Bergler
Philipp von Mauch
Volker Heine
Christian Mittelmaier-Ludwig

Digital consulting and project management:
Oliver Bruckner
Marina Ludwig
Marco Dinoto
Nicolas Holtzmeyer

Social Media:
Verena Letzner
Theresa Timnik
Carolin Lubritz
Markus Windisch

Neverest GmbH & Co KG, film production:
Roman Prochnow, Nicole Ostermeier

Mediaplus Gruppe
General Manager: Dennis Bono
Director Strategic Buying: Emanuele Fino

Development:
Atlant Development e.K.


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The Flavor of Songs – Spotify and JWT Brazil Helps Transforms Music into Flavor


What does music taste like?
J. Walter Thompson Brazil and Spotify are exploring this question by launching a new campaign called the ‘Flavor of Songs’ for Brazilian cookware brand Tramontina. The project is driven by an algorithm that can turn any song from the Spotify platform into a different recipe – and which is capable of generating 44 million possible gastronomic combinations. The concept is based on synesthesia, the phenomenon where the stimulation of one sensory or cognitive pathway leads to a similar experience in a second sensory or cognitive pathway. One sense involuntarily influences the other. In this case sound informs taste.

The Flavor of Songs is the culmination of a six-month long study, where Tramontina – one of Brazil’s leading brands of cooking utensils—Spotify and J. Walter Thompson Brazil brought together neuroscientist Dr. Marcelo Costa, Head of the Neuroscience Department at the University of São Paulo, conductor João Rocha from the University of Kentucky, and Renato Carioni, chef and coach of team Brazil in the Bocuse D'or, to give flavor to songs and create a dish for each of them.

With the aim of using innovation and pop culture to inspire people to cook more – showing that stainless steel is much more than just pots and pans.

How does it work?
The six-month process started with neuroscientist Dr. Marcelo Costa and conductor João Rocha. They used the principle of synesthesia to classify the millions of songs available in Spotify’s database. "If you consider a samba school with its various instruments, that really dense part in terms of sound, you can relate that to dense food," explains Rocha. Thus, Spotify’s parameters became ingredients; dance music was associated with temperature; energy as density/texture; positivity became bitterness/acidity, and musical notes became harmonization.

Based on these parameters, Chef Renato Carioni classified all the main culinary ingredients by assigning notes to each one of them. "If a song is not at all positive, its taste is bitter," says Carioni.

This entire database was put together and originated an artificial intelligence that has the same technology used in financial systems, to "match" Spotify's classification parameters and the different combinations of ingredients cataloged by Carioni. Thus, it was possible to come up with the different dishes. Beethoven's Symphony No. 5 in C Minor, for example, became a Foie Gras Terrine with Salmon caviar and Cold Barley.

"Our brief was from Tramontina was to appeal to a younger and more techy audience and get them excited by its stainless-steel line of products. We didn’t shy away from a technologically complex route, which has resulted in a project that appeals to all senses.” says Rodrigo Da Matta, ECD at J. Walter Thompson Brazil.

The campaign is featured on Spotify, via display banners and audio spots, always with a simple message: if this song had a flavor, what would be? And via a website which gives not only the gastronomic match for for each song, but also the ingredients, the cookware and the entire recipe, divided in simple and clear steps, so that the user can cook it at home. All that users have to do is log in with their Spotify account, type the name of the song or artist they want to discover the flavor, choose the track and see the result.



Credits:
Creative Agency: J. Walter Thompson Brasil
Client: Tramontina
Title: Flavor of Songs
CEO/CCO: Ricardo John
ECD: Cassio Moron e Rodrigo Da Matta
Copywriters: Rodrigo Da Matta, Kiko Borger, Heinz Boesing
Art Directors: Gustavo Rates, João Mendes, Marcus Prado, Cristiano Schein
Designers: Gustavo Rates, João Mendes, Marcus Prado
Creative Technologist e Creative Data: Sergio Costa e Tom Corral
Editing: Marcus Prado
Motion: Marcus Prado
Head of Production: Maisa Delgado
RTV: Carolina Pivato
Digital Producer: Sergio Costa e Tom Corral
Photographer: Régis Fernandez
Head of Client Services: Felipe Giacon
Operations Director: Thiago Segundo
Executive Director: Renata Dall Onder
Account Management: Fabricio Soares, Ricardo Montezuma, Rochele Pahs
Media: Giovana Venturelli, Maria Fernanda Galetti, Carolina Lopes, Ana Paula Rotta,
Nathalia Silva, Luisa Maia
Planning: Stella Pirani, Marcus Pesavento
Client Approval: Darci Friebel, Rosane Fantinelli, Joice Patzlaff e Josiane Lamera Toazzi
Technology Producer: Casion
PR: Andrea Assef, Vivian Zeni, Livia Martins, Jessica Hartley
Extra Credits: Chef Renato Carioni, Maestro João Carlos Rocha, Doutor Marcelo Fernandes da Costa

TEASER
Production: Landia
Director: Aline Lata
Executive Production: Carol Dantas, Sebastian Hall
Assist Executive Production: Larissa Delfini
Head of Production: Camilla Bastos
Photography direction: Erico Toscano
Production: Natalia Petrechen
Editor: Wellington
Post-production coordinators: Elton Bronzeli, Rafael Malavazzi
Post-production/Finishing: Landia, M&A
Color Grading: Marla Colour Grading

AUDIO
Production: A9 Audio
Soundtrack: Apollo 9 e equipe A9
Account Management: Renata Schincariol e Guta Lima

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Samsung Campaign Showcases Apollo 11 Documentary to Launch Global QLED 8K TV



Samsung has today announced the launch of its global “TV Is Making History Again” campaign to celebrate the newly released QLED 8K TV, created in partnership with adam&eveNYC

The “Making History Again” campaign, which first aired on May 15 in the US, draws its story from the Apollo 11 moon landings of 50 years ago. A 60-second TV spot shows how the world gathered together to witness 1969’s historic moment of human achievement on televisions around the world. This is then brought forward to the modern day as we witness those same characters watch this era-defining moment 50 years later, now in stunning resolution and full color, on the new Samsung QLED 8K TV.

As part of the campaign, Samsung has partnered with Statement Films and CNN on the “Apollo 11” documentary. This feature film created from newly-discovered, never-before-seen 65mm and 70mm archival footage from NASA and the National Archives and more than 11,000 hours of uncatalogued audio recordings, remastered into a remarkable 8K film, and premiered at film festivals and in IMAX theaters. As part of the partnership, the :60 spot will also air within CNN’s broadcast premiere of the documentary.

“TV technology has been essential in bringing the world together to experience critical moments in modern history,” said Grace Dolan, Vice President, Home Entertainment Demand Generation, Samsung Electronics America. “As we mark the 50th anniversary of Samsung Electronics and the first steps on the moon by a human, it’s only fitting that our “Making History” QLED 8K TV commercial and multimedia campaign with CNN celebrates the past while giving a glimpse into how Samsung will continue to bring people together in the future through the power of 8K.”

David Brown & Daniel Bonder, ECDs, adam&eveNYC added: “Apollo 11 was one of those unforgettable moments where the world came together to watch something beyond anything they’d seen before . Samsung QLED 8K TV is allowing a new generation to experience the power seeing something truly groundbreaking.”

In addition to “Making History Again” creative running across broadcast, OLV, digital, in-store and social, the cross-platform campaign also includes globally-produced branded content featuring astronaut Scott Kelly, and a globally-led sponsorship of a three-part digital video series spotlighting a new generation of female leaders who are determining where the next great discoveries will be made, developing the groundbreaking technology to send humanity to the farthest reaches of the universe, and tapping a younger, more diverse recruiting pipeline that is opening doors for the next crop of dreamers.


Credits

Client: Samsung
Brand: Consumer Electronics
Project name: QLED 8K

Clients:
Jesse Coulter, CCO
Grace Dolan, VP of Marketing, Demand Generation
Brian Choi, Director of Marketing, Demand Generation
Nicole Murakami, Marketing Manager

Chief Creative Officer: Richard Brim
Executive Creative Directors: David Brown, Daniel Bonder
Associate Creative Directors: Jordy Molloy, Toby Kennedy
Head of Design: Mitch Horton

Agency Head of Production: Victoria Bennett
Agency Associate Producer: Erica Serio
Digital Production: Sion Prys

Group Strategy Director: Stuart Harrison
Comms Strategy Director: Lindsay Orosco

Managing Director: James Rowe
Group Account Director: Lily Waters
Account Supervisor: Erin Brogan

Media agency: Starcom

Production company: Pulse Films
Global President: Davud Karbassioun
Producer: George Saunders
Director: James Marsh
D.O.P: Alwin Küchler

Editing Company: Work Editorial
Editor: Neil Smith
Post Production: The Mill
Post Producer: Luis Martin
VFX Supervisor: Kshitij Khanna
2D Artist: Krissy Nordella
Colorist: Fergus McCall

Composer: Benjamin Wallfisch
Music Supervision & Licensing: North America - R 3 D Music (ASCAP), Global Du Vinage Publishing Ltd. (PRS)
Audio Post Production: Wave Studios
Sound Design: Aaron Reynolds


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