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Bullets from Gunn

The Gunn Report > Content > Bullets from Gunn

For the last 4 years or so, Emma and I have made it our custom to end off Gunn Report Presentations (at Festivals or other industry Forums or Agency or Client conferences) with a selection of rapid fire mini-cases.
These establish business results for a succession of the most famous campaigns of the moment from anywhere in the world. Their purpose is to provide evidence that virtually all of the work that our industry admires and applauds and awards the most is also highly successful in doing its job in the marketplace.

These mini-case features have come to be known as 'Bullets from Gunn'. This name was coined by Matias Palm-Jensen, co-founder of the renowned Swedish digital Agency, Farfar (top 4 in The Gunn Report's Digital Agencies table for 4 years in a row). And since May this year, Matias has been Chief Innovation Officer, Europe at McCann Erickson.

Matias saw the mini-cases feature in our presentation at the Wave Festival in Rio de Janeiro in May 2008. Liked what he was seeing and thought it was a message that our industry needed. And was waiting on the Copacabana Palace terrace afterwards with a big smile (like the one in the photo), a brace of Caipirinhas and a name for what we're doing.

matthias
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  • The Bullets Story
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  • <strong>BYO Cup Day</strong><br /><strong>7-Eleven Slurpee - Leo Burnett Melbourne</strong> <br />"Bring Your Own Cup" Day permitted customers to bring their own containers. 350 stores were slurped dry. Sales up 270% vs. same day last year. And rising monthly vs. year-ago since.
  • <strong>"I Have Already Died"</strong><br /><strong>ALS Foundation - Publicis Amsterdam</strong> <br />Patients suffering from ALS made campaign statements, aired after they had died. Awareness of ALS rose from 62% to 81%. Willingness-to-give rose from 27% to 40%. Donations rose by 500%.
  • <strong>"Like Brands But Cheaper"</strong><br /><strong>Aldi Supermarkets - McCann Erickson Manchester</strong> <br />Per Nielsen poll, "Gin" was UK's most liked ad of 2011 (relegating the meerkats and VW's little Darth Vader to 2nd and 3rd). Sales up 25.6% in Qtr after launch. Aldi UK share up 21%.
  • <strong>"Small Business Gets an Official Day"</strong><br /><strong>American Express Open - Crispin Porter + Bogusky/Digitas Boulder/New York</strong> <br />
Cannes Cr.Eff. Gold 2013. 500,000+ small business owners adopted Amex's marketing tools. US Senate voted in last Saturday in Nov. as a permanent part of the holiday shopping calendar. 103m. Americans proudly shopped small.
  • <strong>"Dads In Briefs"</strong><br /><strong>BGH Silent Air Conditioners - Del Campo Nazca Saatchi & Saatchi Buenos Aires</strong> <br />Sustained growth of recent years accelerated by 2011’s “Big Noses” campaign. In Qtr. after “Dads In Briefs”, 113,269 units sold (breaking BGH Record)- a 16% increase in market share.
  • <strong>"Cable Effects"</strong><br /><strong>DirecTV - Grey New York</strong> <br />Delivered a 5% year-on-year lift in customers coming from cable; indeed a 12% lift in the Qtr. directly after the commercials aired.
  • <strong>"Dip Desperado"</strong><br /><strong>Doritos - AMV.BBDO London</strong> <br />Smash hit online/mobile game (around virtually flicking chips into jars of salsa) and online film, rolled out into TV and cinema, delivered 25% uplift in sales of dips, biggest in Doritos history.
  • <strong>"The Return of Dictator Ben Ali"</strong><br /><strong>Engagement Citoyen - Memac Ogilvy Label Tunis</strong> <br />Polls showed only 55% would vote in Tunisia's first free elections in 23 years. Thanks to poster scam, aired repeatedly on all TV channels, 88% of voters turned out. (And Dictator Ben Ali did not return).
  • <strong>"Oil on Canvas"</strong><br /><strong>Greenpeace - Publicis Mojo Auckland</strong> <br />Exhibitions and artwork made using actual dead seabirds and oil from the M.V. Rena disaster ignited national debate. In a nation of 4m. people, in one week 100,000 signed petition against deep sea oil drilling.
  • <strong>"Three Little Pigs"</strong><br /><strong>The Guardian - BBH London</strong> <br />A sensation within UK and globally with 1.6m.+ online film views, 100m. twitter impressions and 65,000 tweets. Campaign delivered a 19% uplift in readership to the Guardian site.
  • <strong>"The Long Wait"</strong><br /><strong>John Lewis - Adam & Eve London</strong> <br />Cannes Cr.Eff. Gold 2013. Much lauded Christmas ad campaign helped deliver 9.3% rise in sales (to £596m) - vs. year-ago and +20% vs. two years-ago in 5 weeks to Dec 31. Week to Dec 17 was John Lewis' best sales week ever.
  • <strong>"Break Up"</strong><br /><strong>National Australia Bank - Clemenger BBDO Melbourne</strong> <br />Campaign let public witness NAB break up with the other biggest banks (over fee fixing and monopoly tactics). Attracted 180,000 new-to-bank customers over 11 weeks.
  • <strong>"Fuelband"</strong><br /><strong>Nike+ - R/GA New York</strong> <br />When it became available for pre-order online, it sold out in minutes. When it became available at Niketown, there were queues round block before doors opened.
  • <strong>Integration Day</strong><br /><strong>Onlus Down Syndrome - Saatchi & Saatchi Milan</strong> <br />On March 21st, World Down Syndrome Day, 5 top brands' TV ads substituted original actor for one with Down Syndrome. Enquiries from companies re integrating people with Down Syndrome up 600%.
  • <strong>"Book Burning Party"</strong><br /><strong>Troy Public Library - Leo Burnett Detroit</strong> <br />Scam poster campaign sparked public outrage. Changing debate from taxes to books/library. Voters flocked to polls at 342% more than expected. Library won the election by a landslide.
  • <strong>Just Dance 3</strong><br /><strong>Ubisoft Autodance - Crispin Porter + Bogusky Stockholm</strong> <br />Autodance could convert 4 short clips of any person moving into a branded dance video. With no media spend, over Christmas 2011, Just Dance 3 became the best-selling video game in Europe.


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