GLOBAL MOOD CLOCKS by Grey Toronto for Grey

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GLOBAL MOOD CLOCKS

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Industry Advertising agencies, Business equipment & services, Corporate Image
Media Promo & PR, Case study
Market Canada
Agency Grey Toronto
Executive Creative Director Carl Jones
Art Director Todd Lawson
Copywriter Amy Jacobs
Released December 2010

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: GREY CANADA
Product/Service: GLOBAL MOOD CLOCKS
Agency: GREY CANADA
Date of First Appearance: Dec 24 2010
Entrant Company: GREY CANADA, Toronto, CANADA
Entry URL: http://moodclock.greycanada.com
Executive Creative Director: Carl Jones (Grey Canada)
Art Director: Todd Lawson (Grey Canada)
Copywriter: Amy Jacobs (Grey Canada)
Agency Producer: Carla Smith (Grey Canada)
Director of Development: Toby Pilling (Grey Canada)
Flash Developer: Christopher Lewis (Grey Canada)
Media placement: Website - Moodclock.greycanada.com - Online - December 24, 2010
Media placement: Desktop - Moodclock.greycanada.com - Download - December 24, 2010
Media placement: Mobile App - IPhone - IPhone - ITunes - March 10, 2011
Media placement: Mobile App - Android - Android Phone - April 27, 2011

Insights, Strategy & the Idea
In 2009, our worldwide network adopted a new mission: “Famously Effective.” It leverages our heritage of producing communications that get results while acknowledging our growing cachet for famous, engaging work.
With new agencies forming every day, we wanted to show prospective clients how well we can work with social media. We wanted to create an innovative way to promote our social media capabilities, drive more people to our website and make the industry take notice. Rather than advertise our agency with a traditional ad, we created a viral social media app downloadable through our company website.

Creative Execution
Building on the online behaviour of the need to be ahead of the curve and in the know, we created a tool that aggregates and displays what’s going on right now, to the very second.
The Global Mood Clocks tell more than just time. They’re the world’s first dynamic virtual clocks that tell you what’s going on in 16 cities around the world at that instant. They tell you what’s being tweeted, what’s being searched on Google and which GPS and geo-tagged pictures are being uploaded to Flickr. The clocks’ colours are constantly changing, reflecting the dominant colour from the latest Flickr photo uploads. For example, the earthquake hit Japan on March 11th at 3pm and by 4pm we saw people in Tokyo tweeting about it, googling it, and uploading Flickr photos of the disaster.
The clocks are available online and can be downloaded to your desktop, iPhone and Android.

Results and Effectiveness
The buzz and attention surpassed what we had set out to achieve. The Mood Clocks were featured in hundreds of mainstream websites and blogs worldwide. They were projected in night clubs around the word, displayed on billboards, used as a social media research tools and replaced digital clocks in metro stations. Within a short period of time there were 26,000 page views to the Mood Clock website from 87 countries speaking 61 different languages. Our name was out there for potential clients and we were repositioned as a social media capable agency.