Singapore Tourism Board :::MAD in Singapore

BRAND OWNER :Singapore Tourism Board
DATE:Feb 2008 - Jul 2008

In India, Singapore was not on the radar as a holiday destination for the entire family. Singapore Tourism Board's challenge was to reposition the way Singapore was perceived - from being a business destination to a family destination.

Singapore Tourism Board realised that the best way to influence India's holidaying habits, was to make Singapore a cool destination for children.
So Singapore Tourism Board partnered with POGO's (a top rated India Kids' Network) program MAD (Music, Art & Dance) and its popular anchor Rob, to take the show on location in Singapore in the summer of 2008.

After fervent negotiations MAD - the highest rated show in the key Sunday morning time period - was rebranded MAD in Singapore. "MAD in Singapore" kicked off in February with a competition - on-air and on-line - that would give the lucky winners the chance to travel to Singapore with Rob on POGO's 2008 "Summer Special".
Six half hour episodes were created, following the kids' adventure-laced journeys. Each show promoted a different aspect of the island city. The episodes aired every Sunday morning throughout May-June, with midweek repeats.
The programme reached 1.3 million children on average each episode. Research following the campaign revealed that 1 in 3 families were pestered by their child to take the family to Singapore.
Actual travel to Singapore converted to an overall 9% year over year increase versus the previous summer.

Best Ads April 15, 2009

American Express:::Members Project

BRAND OWNER:American Express
DATE:Mar 2008 - Nov 2008

The American Express Card was struggling to maintain its uniqueness in a flooded credit card category. Its competitors were also beginning to target a more affluent customer – Amex’s traditional target. American Express needed to differentiate itself and establish new relevance with today’s consumers in sensitive economic times.

Amex decided that what made it unique was the community of card members, which it decided to activate to make ‘the value of belonging’ central to American Express’s core value proposition.
Digitas identified a strong “sense of purpose and moral integrity” among American Express Card-members. Members Project had launched in 2007 to allow Amex cardholders to channel donations to specific charitably causes. MP ’08 saw those who participated the previous year contacted at a grassroots level and then activated via social media. They were invited to submit their project ideas and use a wide range of promotional tools, including Facebook pages, project widgets, HTML emails, IM techniques and video to rally support for their favourite projects.
Having submitted their cause ideas they were hosted on a powerful Web 2.0 platform and voting was encouraged by the project owners themselves, promoting their entries and buoyed by paid media tied to milestone voting dates. The winning causes received up to $2.5m from American Express.
The social and self-promotional elements of the communications strategy increased organic visitation and engagement with MembersProject.com over 500% from previous year. Participants in MP ’08 were also more than 5 times as likely to socially promote the program compared to previous American Express marketing efforts that did not contain an appeal to the collective power of Membership.

Vaseline:::Getting men to moisturise

CATEGORY:Toiletries/ Cosmetics
DATE :Oct 2008 - Nov 2008

When Vaseline launched its men’s range of hand and body lotion, it wanted to raise awareness about the product and ensure that men connected the dots between skin health and body health.

The idea was that Vaseline Men helped fortify men’s skin to help it perform more efficiently.
The target audience was an average guy in his mid-30s with a family who used lotion every so often. He loves sports and is picky about his media usage.
Vaseline's main challenge was to differentiate Vaseline’s sports theme from other brands such as Gillette and Gatorade..
Vaseline chose athletes as brand ambassadors whose sports seasons were peaking during the Q4 launch: baseball and football.
The campaign idea was “15 seconds a Day to Stronger Skin”.
Athletes spend countless hours practicing their sports and preparing their bodies to deliver strong performance. But it only takes them 15 seconds a day to strengthen their skin.
Vaseline partnered with ESPN and worked across TV, radio, digital and print to create content featuring New York Giant’s football star Michael Strahan and Philadelphia Phillies baseball champion Chase Utley.
Not only were there TV vignettes about the sportsmen’s off-field regime, but there was also a digital hub and radio sponsorship of ESPN’s top-rated radio broadcast. There were also advertorials in ESPN magazine with a Vaseline ad on opposite page.
Additionally, content was delivered beyond ESPN properties to a broader audience with a homepage takeover of both YouTube and AOL, as well as Broadband Enterprise, and NFL.com. This was the first time ESPN created non co-branded content and allowed it to be syndicated across multiple channels.
As a result, Vaseline Men ended the year 40% ahead of the share target. The 24.5oz (lead product) was in the top 3 selling Unilever variants for 12 straight weeks at WalMart, making it one of Vaseline's most successful launches.

Hapoalim::: Wedding direct

BRAND OWNER :Hapoalim Bank
CATEGORY :Financial
REGION :Israel
DATE :Nov 2008 - Dec 2008

Setting up a new home is an expensive business and it’s top of mind when young couples get married.

Ha’Poalim Mortgage Bank identified weddings as a key moment in which to reach out to this potential target market.
It created a special product designed to appeal to newlyweds, offering a competitive rate, the ability to take a payment holiday and no penalties for early redemption.
The bank then sent out dozens of representatives to weddings across the country to spread the joyful news.
Taking advantage of the tradition of putting cash or cheques in envelopes into gift boxes, it posted a congratulations card, an Ikea gift voucher and an invitation to meet with the Ha’Poalim mortgage team to discuss the special mortgage package.
On the evening of the wedding when families were noting the generosity of family and friends they would discover the gift from Ha’Poalim as well as a personally signed card from their representative wishing them future happiness.

For eight weeks representatives targeted hundreds of weddings in the Tel Aviv area on Thursdays – the traditional day for weddings.
Twenty-five percent of the couples approached called to set up a meeting, and many more came into bank branches. Ha’Poalim will be targeting weddings again in 2009.

Staircase to heaven

Product: Voltaren Pain Relief Gel
Advertiser: Novartis 2008
Agency: FP7 Doha
Creative Director: Fadi Yaish
Country: Qatar

Product: Voltaren Pain Relief Gel
Advertiser: Novartis 2008
Agency: FP7 Doha
Creative Director: Fadi Yaish
Country: Qatar

Product: Voltaren Pain Relief Gel
Advertiser: Novartis 2008
Agency: FP7 Doha
Creative Director: Fadi Yaish
Country: Qatar

Advertiser: COCA-COLA
Country: Spain (Tag)
Awards: Cannes Lions 2003 Press No-Prize

Advertising Agency: Jung von Matt/Alster, Hamburg, Germany
Creative Directors: Daniel Frericks, Thimoteus Wagner, Götz Ulmer
Country: Germany
Year: February 2008

Online marketing glossary

"Above the fold"
Refers to banner ads that can be seen by the user without scrolling down the webpage. It's not a fixed line, though, because a user's monitor size and resolution can vary.
"Below the fold"

Refers to banner ads that can only be seen if a user scrolls down the webpage. It's not a fixed line, though, because a user's monitor size and resolution can vary.
Ad network

A company that aggregates available ad space across a large number of websites and sells it to the advertiser. There are many types of ad networks, from the very large to those targeted on a particular audience.
Ad server

A program that manages the delivery of ad banners for a web site or advertising network.
Ad space

The location on a webpage where a banner advertisement can be placed.
Ad Specs

See 'creative specs'.
Banner ad

A graphical advertisement that appears on a web page or email newsletter. When clicked, a user is brought to the advertiser's website.
Behavioral targeting

A strategy that determines which banner ad to show a user based on that user's observed behavior (such as the pages they've visited or searches they've made). By making the ad more relevant to the user, behavior targeting tries to improve the performance of that ad.

When a user clicks on an advertisement and follows it through to the resulting webpage.
Contextual targeting

A strategy that determines which banner ad to show based on the content (text) on that webpage.
CPA (Cost per action)

Cost of advertising based on a user taking a particular action (such as a purchase, download, or sign up) in response to a banner ad.
CPC (Cost per click)

Cost of advertising based on the number of clicks your banner ad received.
CPM (Cost per thousand)

The cost associated with 1,000 views of your banner ad. For example, if a publisher charges a $10 CPM and there were 10,000 views, the cost of your ad is $100.
Creative specs

Guidelines for the type of advertising that a certain publisher will accept. For example, their ad specs might say they accept banner ads that are certain sizes or file types. adcherry helps make it easier for you to find creative specs by linking you directly to them (when they're available online) from our ad listings directory.

As a noun, refers to the actual banner advertisement.
Demographic targeting

A strategy that determines which banner ad to show a user based on attributes of the audience such as age, gender, income, etc.
Display ad

See 'banner ad'.

The number of times a banner ad is shown to the same user in a single session or time period.

Choosing what banner ad to show based on a user's location.

A measure of the number of times a banner ad is served to a users' web browsers.
Insertion order

A purchase order between the company buying ad space and the company selling it.

The number of ads available for sale on a website.

A wide banner ad often seen at the very top or bottom of a webpage. It measures 728 pixels wide by 90 pixels tall.
Rate card

A list of the prices of advertising available at a given website or ad network.

The total number of unique users who will be served a given banner ad.
Run of Network (RON)

When an ad network shows your banner ad across its network of websites based on what space is available. Usually less expensive than 'premium' ad space on those websites.
Run of Site (ROS)

When a website shows your banner ad across its entire site. Run of Site may be less expensive than choosing only to run your ad on a certain section of the website.

A banner size that's tall and thin, often seen along the left or right hand side of a webpage. It could measure either 120x600 or 160x600 pixels.
Wide skyscraper

A tall banner ad that is 160 pixels wide by 600 pixels tall

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