Archive for the ‘Ads cetera’ Category
And previously, Liverpool Street Station:
A common advertising anomaly in marketing is that whilst it does wonders for brand communication, it’s extremely hard to quantify – in monetary terms – the sales they might generate. It would be sweet if we could say with full confidence “$xx buys us exactly x% sales”. The reality is that it doesnt translate quite as well and clear cut as that. Which sometimes makes me wonder about ROI projections and what the margin of error is.
On the other hand, you can imagine the T-Mobile execs going “yes! let’s do this!” since guerilla campaigns are quite cheap to make. That is, assuming the agency hasn’t actually hired the first few hundred people to gather and get the ball rolling in those venues (It’s not surprising that people do hire these people and make them seem random).
Grab ’em, then stun ’em
Two most important things to remember developing a campaign idea is Impact and Relevance (Thank you, Gareth, if you’re reading this).
This campaign definitely does not lack any impact or relevance.
The soundtrack, the venues, the ambience definitely appeals to T-mobile’s target market; mainly the young adults.
The ads also conveyed how communication and togetherness are important to these people and how T-Mobile can help to bring them together and all that jazz. Then again, most VMNO (virtual mobile network operator) say pretty much the same thing. The one thing that makes this campaign different is that it’s emotionally engaging, pulling at the heartstrings seeing so many different people coming together, literally in harmony (or somewhat slightly off). And that’s impact!
Incidentally, these ads remind me of the Network 3 ads, one of I’ve added here. The last sequence is what everybody remembers most.
I now cannot listen to that song without recalling that sequence. Or that cherry!
Freckly faced Audi come in with pigtails, sees BMW, and sticks out her tongue.
BMW, with her beret and larger build, throws her lollipop onto the ground and flicks Audi.
A fight ensues.
Both juvees pull each others’ hair.
Playing in a nearby sandbox is our Asian weird-girl with a huge ass, thick glasses and braces (a good heart nonetheless) who sees this and tries to stop the fight.
They wouldn’t let go of each other so our asian weirdo pulls both their ears.
As Godzilla give a lecture, a shadow creeps up from behind and towers above all three.
They all look up.
Eclipsed by the scorching sun, they see a grinning British bulldog, doll’s head in one hand and body in the other.
Audi, BMW and Subaru split in 3 different directions at 120mph.
British fatty wins the day.
In Europe and Asia, Audi and BMW have never been openly seen to go head to head this conspicuously.
But in America, they do things somewhat differently.
All via MarketingGuy
(image courtesy of 37Signals)
(image courtesy of thetalentjungle)
(image courtesy of thetalentjungle)
(image courtesy of thetalentjungle)
(image courtesy of thetalentjungle)
Jason of 37Signals asked “What would you do if you were Audi?”
Truth be told, I’d be tempted to put up a new billboard with the same car but with the price actually advertised. Typically Audi has better value for money, spec-wise.
So, the billboard could say:
“o-60 in $43,000”
(the M3 costs almost 50% more at $67k+)
Well, asking the same question, what should Audi do?
Some entrepreneurial start-ups are extremely innovative when it comes to naming, like in this post.
Again, this was taken when I was stuck in traffic. People ask me, “how do you get these things”. I haven’t got a trick really, just open your eyes and don’t accept the face value of things. Remember, there are two sides of a coin. Anyway, what’s funny about this company, is that if you are old enough or are familiar with the software, you’ll recognise that the logo actually came from Microsoft PowerPoint.
The irony, of course, is that this company sells windows!
Apparently in Europe the PS3 will take over the XBox 360 this summer and in France and Spain, it already has. But nothing compares when we’re told that Wii whoops both their bums, by outselling
the PS3 4 to 1! This ration was 3 to 1 in January and Xbox only managed to sell less than 15,000 whilst Japanese sales of Wii surpassed the 350k mark. The question that I’m asking here is that whether or not the Wii should be thought of as a competitor for the PS3 and the XB360? Continue Reading »
I am pretty – I am pretty iconoclastic and cynical, but somehow I don’t seem to mind Google that much, although it is a behemoth growing at the speed of light. In fact, I use MANY of their web apps, which I find to be very handy, and because they’re not as “pretty” as physical apps, tend to be a lot faster.
They are young – both the company and the people working there – they are rich, they have fun, and they are powerful. They are as powerful and as gigantanormous (beat that!) as Microsoft, but not at all scary. In fact, I would even say friendly, sort of like a squirrel, who comes to you and takes a peanut off your hands. And then sometimes, without you knowing, nips a little bit of your finger but you don’t notice it. Then a little more, and then a little more, ’til you have no finger left! In fact all large companies are the same, regardless of the facade and the corporate social responsibility hoozah. But, that don’t mean folks all over the dang world don’t like ya – cuz Google’s number one across the pond, ya see?
Yep, Superbrands has listed the top 100 brands in the UK and Google’s number one! After that it loses comprehension. By what count, is Microsoft the second most popular brand? The number of hate mail it gets? I’ll vouch for that. And BP!? What in the name of all that’s good is that giant no-gooder doing on that list? I used to really like Superbrands, now I think they’re just getting paid to feature these brands, which incidentally are listed below:
Recently I posted an entry about Harrod’s “interactive” windows and lambasted them saying that three window displays with free lollipops ain’t gonna make people spend more there or “feel” what Harrod’s is about. They’ve now given an update on more installations by famous people. You still wouldn’t know what the whole campaign is about, since they call it “feel” but they’re all abstracts. Ideally when you have a campaign like that, you’d want to “feel” the brand, and just by having lollipops and fish (more on that later) isn’t going to give Harrod’s patron a better idea of what the store’s about. Since its sale to Dodi, it has lost it’s Britishness and although still a very famous landmark, I fear it has lost its position in the clouds it used to enjoy.
I’ve mentioned how window displays for these retailers are not going to make a huge impact especially these
“interactive” ones. The problem with it is that the return on investment on such projects are not measurable. How do you clearly measure a person’s receptiveness and patronage just by the window display? My opinion is that interactive and large-scale installation window displays are nothing but a PR stunt. Some are really good, like the nude woman at Selfridge’s. Are they really catered to Selfridge’s shoppers? Regular visitor to Harrod’s, Selfridge’s and Harvey Nicks will agree with me on this one: It’s going to make us talk, but it probably won’t make us buy.
Cheaper than above the line advertising but heck a lot more expensive than PR campaigns, the good thing about window displays, if you think of them as adverts, is that they create buzz. And although they are right where you want them to be, no one can be sure exactly the target catchment area of these large-scale upmarket malls. Tourists? London suburb well-off shoppers? Young kids form Chelsea? Who knows.
In summary, window displays are huge PR stunts and should only be ventured into if a. you have the cash b. buzz is the only thing you’re looking to generate c. you are 101% that your designers are going to cause some stir. Otherwise, forget it.
So going back to Harrod’s – two of the new installations they’ve come up with are pretty nifty. One of them is an interactive projection of fish swimming on the ground and as you walk near the fish (or on the fish, if you have sick tendencies like me) they swim away and create ripples on the “water”. Pretty nice. But what happens on a Saturday when they have max capacity? The fish are going to have nowhere to go!
The other nifty installation is one that I’ve experienced several times and still quite like. As you get into the lift (elevator) the lights go off, LEDs – I mean stars, come out to play and you are “transported into space”, giving you a “sixth sense-like cosmic experience”. I hope they give advance warning to those who are claustrophobic or are scared of the dark (what -phobia is that? Comments please). In Tokyo, where I experienced a similar lift, is a tower that goes up to 40 storeys. Half of the lift is glass and you can view the outside world as you go up. After the 10th floor, lights go off and you are transported to space. Until the 40th floor. I went there with a friend who was both claustro- AND dark-phobic. I’ve never felt more sorry and tickled at the same time. He was shaking so hard the lift started to feel like we were in an asteroid field and as soon as the door opened on the 40th, he threw up, just next to the uniformed lift attendant, just as she was about open her mouth and say “WELCOME!”.
The world will soon bow down to awesome might of Tesco (and/or Wal-Mart, too, my American counterparts). Tesco, as we all know, expands their business like crazy, like a plague! Recently, like bunnies on Viagra, they’ve introduced more virus into the marketplace. First car insurance comparison website – because their car insurance is quite well regarded, hey, let’s do a comparison site. Then came the Tesco shopping comparison site! Hey, we’re a retail outlet, let’s do a shopping comparison of our products. But most profoundly, they’re taking on Adobe and Microsoft as well. See for yourself:
A month ago, I started posting some funny signs that I’ve come across. Of course, I probably have come across hundreds, if not thousands, but this has only become one of my obsessions recently. And so I started sharing pictures of these wonderful nuggets here. Have you ever wondered where #1 – #8 are?
Traffic jams: Bad.
Traffic jams with things to see and do: Not so bad.
Traffic jams with funny things to see: Good
A brilliant follow up to my previous post; an ad for the brand I picked up in branchannel.
My question: why did they not pick prettier looking asses.
Is it because prettier looking asses will be picked up as explicit sex in advertising? And that by using “normal” asses, it is more representative of the general public and therefore more acceptable?
With technology we can use and spell (thank god for TLAs – Three letter acronyms) and nanotech,the only faces that we’re likely to see in future retail establishments are machine interfaces. We won’t need shopping lists and the Wal-Marts and Tescos can be as big as A city itself and we’re still going to be able to navigate the place and find what we’re looking for. The environment will be sterile and a playground for your senses with extra helpings of inner aurial and enhanced touch, even sixth sense, artificially induced. Retail heaven or sci-fi hell? The only difference is we won’t all be wearing white. Or will we? Continue Reading »
A follow-up to Lunar BBDO’s post.
Remember super ads like Sony’s “Balls” and Honda’s “Cog“? The follow up to Balls was tepid at best – which was disappointing – but Honda Civic’s, with an orchestra emulating the roars and squeaks and booms made by the Civic was, I thought, brilliant!
Then came that ad by Orange, of people expanding and continuing the colours of the rainbow (tagline: don’t let good things end, or something like that). I thought this was alright, because I was indifferent to the brand Orange, and I quite like the colour orange. And the fact that the art direction for the ad was quite good.
From then on, advertising creativity just went down the drain. This was demonstrated by the new Ford Focus ad, which seemed to me like a combination (and complete rip-off) of both Honda’s Cog and Civic adverts. And this has just made me even more loathe to buy a Focus – and I used to think that the RS was alright.
But, occasionally, you get something along the same lines, which, because of one reason or the other, you quite like. This time around, it could have been the brand. Most of my friends know that I am an assman, I mean Audi guy, and the new range has not changed my mind. And the ad, which does have some resemblance to the ads mentioned above. But I suspect that because it’s Audi, I am not complaining about it. Not dissing you, Lunar!
What do you think?
A word to creatives out there: when you want to pay homage and the characteristics of your brand allows it, do a complete spoof. Otherwise, lay off. One of my favourite spoofs come from my one of my favourite brands: 118118. And it’s a spoof – a very good one – of one of my favourite ads of all time. Well done, Fallon (or was it W+K?) and WCRS!
Remember when I posted a video showing an interactive display in the Shibuya district of Tokyo? Well now Harrods has launched their own interactive display too. It will have 60 installations and one of them contains vinyls strawberries and strawberry lollipops that customers can take away.
Apparently these “interactive windows are the future of window display” and are intended to “encourage customers to enjoy the sights, tastes, sounds, touch and smells of the luxury store” and that they “engage target customers and make them remember a brand.”
source: retail week
Walk into a window display to get a lolly? Truly engaging, very futuristic.