To promote the book by Elizabeth George, a thriller called This Body of Death (In Dutch Lichaam van de Dood), we came up with this easy to retweet, easy to email and Facebook-friendly approach. We let the readers experience the first part of Elizabeth George's book 'live': the discovery of a dead body on a cemetery. It started out on Twitter and Facebook with messages like ' Is that a dead body over there? Check the live webcam!' And we let curiosity (and social media) do the rest...http://www.stokenewington-london.co.uk/index.html Advertising Agency: Houdini, Amsterdam, The Netherlands
Creative Directors: Boris Peters, Wilbert Leering
Art Directors: Boris Peters, Jonathan van Loon
Copywriter: Wilbert Leering
Production: Area25
Online programming: Kitty van der Gijp
Published: July 2010
Ché Men's Magazine| rethinks role of babysitters Duval Guillaume imagines new work options for babysitters in this commercial for Che magazine, a "gentlemen's publication" in Belgium. The foxy babe in a mini-dress isn't there to watch the couple's kid. Mum takes the tyke and leaves the goofy smiling papa staring up at the sitter ... in a through-the-legs shot. Classy. Oh, I should've said "spoiler alert." I keep forgetting that. "Let us keep dreaming of a better world," says the onscreen copy. But actually, this scenario would've been way more sexy if Pops had sped off with Junior and left the chicks together for a night at the flat. Now that would be a magazine worth subscribing to! Che Magazine, the Belgian men’s magazine offers an online blow job for men. Oh, don’t be misled by the name, it is actually a more terrible one. You need to just blow a ladies skirt up. Lucky ones can see the perfect answer to the question- who wears the panties. This online ‘blow job’ offer has been arranged as part of the celebrations of the magazine’s 10 th anniversary. You can blow into your computer’s microphone to make a woman’s skirt rise. If you make it rise all the way up you get to register for a chance to win a free year of Ché. It’s part of the magazine’s long-running campaign Client: Ché Contact: Kathleen Colpin, Rik Vera, Wouter Delva
Agency: Duval Guillaume Antwerp
Account: Dimitri Mundorff
CD: Geoffrey Hantson
Copy: Dieter De Ridder
AD: Ad Van Ongeval, Jeroen Govaert
Production: Marc van Buggenhout
Graphic Designer: Niki Desiron, Michael De Boevé, Jesse Vanden Broeck
Director: Kurt Stallaert
Photographer: Kurt Stallaert
Website: Lansen Walraet (CD Interactive), Stijn Janssens (programming)
Media: Online
Ché Men's Magazine: The blow job
Let us keep on dreaming of a better world.
The idea is to be seen on the microsite: http://www.che.be/10years Other magazines might blow out some candles when celebrating their birthday. But when Che Belgiums favourite Men¹s Magazine celebrates it's 10th anniversary they allow everybody to blow something much more interesting: skirts! Aaah, let us keep on dreaming of a better world. Advertising Agency: Duval Guillaume, Antwerp, Belgium
Creative Director: Geoffrey Hantson
Art Directors: Ad Van Ongeval, Jeroen Govaert
Copywriter: Dieter De Ridder
Graphic Designers: Niki Desiron, Michael De Boevé, Jesse Vanden Broeck
Production: Marc Van Buggenhout
Additional credits: Kurt Stallaert
Media is one of the most exciting and fast moving forces in the world.
People spend more time consuming media than almost any other activity.
On average 18-24’s globally spend
-over 3 hours a day watching TV
-over 2 hours a day listening to the radio
-purchase 2 magazines a month (Source – Synovate, 2009)
The average UK Mum clocks up over 26 hours of time online per month (Yahoo, 2009)
2/3 of Europeans stream or download video content at least once a week (Future Foundation Entertainment Futures, 2008)
Media fulfils multiple roles and needs in people’s lives:
Entertainment, Information, Self expression, Relaxation, Belonging, Me Time, Communication
Media has become more complex – we think about the transformation of media in three ways - –technology, people and content.
Today’s media landscape is almost unrecognisable from 30 years ago.
Technology, people and content have all TRANSFORMED.
Technology has changed – There are new devices, and more devices
iPod – 2001
Sky Plus - 2001
Nintendo DS – 2004
X-Box 360 – 2005
PS3 – 2006
Wii – 2006
iPhone – 2007
iPhone 3G – 2008
Nexus One – 2010
iPad – 2010
Web applications which are part of our daily lives are still in infancy….
Facebook – 2004
YouTube – 2005
Twitter – 2006
iPlayer – 2007
Hulu – 2008
iPhone App Store – 2008
“In the last few years Facebook has been the most important thing in my free time activities.” (Source - Synovate, 2009)
People have changed
In 1950 29% of the world’s population lived in cities – now it’s more than 50% (Source – UN Dept of Economic & Social Affairs, 2005)
In 1960 the average age for a woman in America to marry was 20 – now it’s 26(Source – The Rise of the Real Mom, Advertising Age, 2009)
In 1960 38% of women in America went to college – not it’s 66%(Source – The Rise of the Real Mom, Advertising Age, 2009)
The number of single person households in the UK has doubled between 1971 and 2008 (Source – Social Trends, ONS, 2009)
The average French midday meal now lasts 38 minutes, less than half the time taken in the 1970s (Source – Datamonitor, 2006)
In 1997 34% of women in Spain worked; in 2008 it was 55% (Source – Eurostat, 2006)
In 1960 Americans spend 24% of their income on food – in 2002 it was 12% (Source – US Department of Labor / VisualEconomics 2009)
Content has changed:
Content can be consumed any time, any place, any device Channels have fragmented Content has become social in new ways
In 1979 there were 3 UK TV channels; in 2009 there are 512 (Source – Aegis)
The number of channels available on Pay TV in Italy is rising: from 120 in 2003 to 199 in 2009 (Source – Aegis)
Formats are proliferating in TV – 445 original programme formats were exported globally in 2006-8, twice the number from 2002-4 (Source – The Format Recognition and Protection Association (FRAPA) 2009
Online videos have driven broadband uptake, and led the demand for cheap access devices
Talent shows have increased interactivity with media, for example through texting
Social networks have driven mobile internet adoption, and daily internet usage
24 Hours of video were uploaded to YouTube each minute in March 2010, up from 6 hours per minute in 2007 (YouTube, 2010)
Content is “always on” – there is more content available and more ways to consume it
Understanding how people choose, engage, create and interact with content has become more complex
Media is transforming, communications are transforming….
“The world will go faster. Something that takes 30 minutes today will take 10 minutes tomorrow. We’ll save time.” Italian male
‘’Death Doesn’t Take No For An Answer.'’ Titanic ‘’Collide With Destiny'’ Phone Booth (2002) ‘’A ringing phone has to be answered'’ Death Proof (2007) ‘’These 8 Women Are About To Meet 1 Diabolical Man!'’ Demons (1985) ‘’>They will make cemeteries their cathedrals and the cities will be your tombs.'’ kill bill-1 ‘’Here comes the bride'’ Forrest Gump (1994) ‘’The world will never be the same once you’ve seen it through the eyes of Forrest Gump.” Adam’s Rib (1949) ‘’It’s The Hilarious Answer To Who Wears The Pants!'’ Dracula (1931) ‘’The story of the strangest passion the world has ever known! ‘’ Out Of The Past (1947) ‘’A MAN - Trying to run away from his past... A WOMAN - Trying to escape her future!'’ Apollo 13 (1995) ‘’Houston, we have a problem'’ Four Weddings and a Funeral (1994) “Five good reasons to stay single.” BAD BOYS (1983) “In their world, if you’re 17 and still alive you’re a survivor”. BEACH PARTY (1963) “It’s what happens when 10,000 kids meet on 5,000 beach blankets” The Big Lebowski (1998) “Her life was in their hands. Now her toe is in the mail.” Bonnie and Clyde (1967) “They’re young...they’re in love...and they kill people.” Camille (1936)
“You who are so young–where can you have learned all you know about women like me?” Chopping Mall “Where shopping will cost you an arm and a leg!” Double Indemnity (1944) “From the Moment they met it was Murder!” FINAL DESTINATION-4
‘’Rest in Pieces'’ Ghost (1990) “Before Sam was murdered, he told Molly he’d love and protect her forever.” Gilda (1946) ‘’There NEVER was a woman like Gilda!” Gladiator (2000) ‘’Father of a murdered son, husband to a murdered wife and I shall have my vengeance in this life or the next'’ I Am Legend (2007) “The last man on Earth is not alone. Jaws 2 (1978) ‘’Just when you thought it was safe to go back into the water.”
Jaws (1975)
“See it before you go swimming.” The Lady From Shanghai (1948) “I told you... you know nothing about wickedness” The Lift (1983) “Take the stairs. Take the stairs. For God’s sake, take the stairs!!!” Maniac Cop “You have the right to remain silent. Forever.”
Mars Attacks! (1996) “Nice planet. We’ll take it!” There’s Something About Mary (1998) ‘’Love is in the hair.” Night of the Creeps “The good news is your dates are here. The bad news is…they’re dead.”
North by Northwest (1959) “It’s love and murder at first sight!” High Noon (1952) ‘’The story of a man who was too proud to run.” Psycho (1960) ‘’Check in. Relax. Take a shower.” Re-Animator (1985) “Herbert West Has A Very Good Head On His Shoulders... And Another One In A Dish On His Desk” Rosemary’s Baby (1968) ”” Pray for Rosemary’s Baby'’ Sleepless in Seattle (1993) “What if someone you never met, someone you never saw, someone you never knew was the only someone for you?” The Step-Father “Daddy’s coming home and he’s not very happy.” TerrorVision “People of Earth: your planet is about to be destroyed…sorry for the inconvenience.” The Birds (1963) “...and remember, the next scream you hear may be your own!” The Exorcist (1973) “Something beyond comprehension is happening to a little girl on this street, in this house. A man has been called for as a last resort to try and save her. That man is The Exorcist.” The Godfather 3 ‘’All the power on earth can’t change destiny.'’ Thelma & Louise (1991) “Somebody said get a life...so they did.” The Postman Always Rings Twice (1946) “Their Love was a Flame that Destroyed!” The Searchers (1956) ‘’He had to find her...he had to find her.” The Third Man (1949) ‘’Hunted by men...Sought by WOMEN!” Tootsie (1982) “What do you get when you cross a hopelessly straight starving actor with a dynamite red sequined dress? You get America’s hottest new actress.” What Ever Happened to Baby Jane? (1962) “Sister, sister, oh so fair, why is there blood all over your hair?” Pulp Fiction (1994) “You won’t know the facts until you’ve seen the fiction.”
A quietly powerful metaphor for prejudice in this effort for the Zamannewspaper in Turkey. We get surreal scenes of average folks who literally run up against their ignorance in the form of unseen, transparent barriers that inhibit their progress. They become trapped, unable to move forward or connect with others. In effect, they are no longer full and active participants in daily life. They've exiled themselves to a no man's land where they're on the outside looking in. The ambient soundtrack works with the bleak visuals to evoke a mood of sad isolation. The climactic "breakthrough," though predictable, provides catharsis and hope. "Our prejudices. Our invisible walls. Isn't it time to demolish them?" says the copy. At 1:45, this is the director's cut (there's also a :60), but the length allows for an almost hypnotic effect to take hold.
Problemo: My Year Without Sex was a new Australian film, which was hard to market as it didn’t fit into one specific category. The trailer was not going to be enough to get people to watch it. Working on a small budget we needed to get people to talk about the film.
Strategy: Use word of mouth to help fuel discussion around the movie
Implementation:
Identifying Key Environments
We identified the target market as mothers. Using Google Ad Planner and a number of other tools we looked for the environments where mothers were most vocal online and three environments stood out; Facebook, Mothers Forums and Mother Blogs.
Part 1: Mothers Forums
We went out to a number of the major mothers forums and offered the Moderators of the sites free double passes to see the film. Forums host some of the liveliest discussions online.
Part 2: Blogs
We identified a number of influential female blogs that we thought would enjoy the film. These bloggers were found using the Top 100 Australian Women Bloggers list. From this list we got a number of high profile bloggers to go and see the movie. We also used the NuffNang to outreach to a further 20 bloggers.
Part 3: Facebook
There was an opportunity to get a number of people along to a pre screening for the film in each major cities. We used Facebook Advertising and a Facebook Event to set up an exclusive Facebook Pre Screening for 500 people. We also ran a Facebook Page which had further information about the movie.
Part 4: Youtube - Creating a piece of passable content
We decided to create a piece of content around the film which we believed could have mass appeal online. We created the ‘5 Things that get in the way of Sex’ video. We were able to get this video to the front page of Digg and then Youtube Honour Board with 25,000 views in one week. This ended up being the feature of a blog post inSydney Morning Herald Ask Sam Blog.
Result:
In its opening week MYWS took $177,522 and has currently grossed $1,127,838 in box office sales.
Learnings:
Facebook Page
It is really hard for someone to become a fan of a product that they have no knowledge about. We did not see growth in the Page until after the release date which usually does not work with the timings/budgeting of films.
Facebook Advertising
This campaign ran from early April to May this year, this was before the upgrade to the Facebook advertising model. We were only able to manage to get 900 people into the Page for the movie, when we promoted Cedar Boys another Australian film we were able to get 2,000 easily into the Page. So this new upgrade has definitely made a difference.
Yahoo outlined its new global branding campaign today, dubbed “It’s You!”, which is focused on the personalization of its homepage and products. The campaign, which has a budget of more than $100 million, includes tag lines that will be featured on the homepage such as “It’s time to get personal” and “The new Yahoo lets you do it your way every day.” The company also released an updated version of its Yahoo search product. The update, shown to the media last month, includes a left-hand column that lets users filter their results by using Search Monkey data. The layout resembles Microsoft’s Bing, which is interesting since the two companies inked a search deal in July.
Yahoo CEO Carol Bartz said that the ad campaign isn’t a short-term marketing scheme, but a harbinger for the company’s new direction and its products going forward. “What we want to do is show (people) what the new Yahoo is about so they come (to the site) all the time,” she said.
The ad campaign will launch in the U.S. on Sept. 28 and in the UK and India on Oct. 5. Yahoo will roll out the campaign to other markets, including Brazil, Canada, France and Hong Kong, throughout the next year. “It’s you!” will be featured online and through a variety of other mediums such as TV, print and radio. Yahoo said it expects to see a shift in consumers’ perspective of the company brand within 12 months as a result of the campaign.
Reports surfaced earlier this week that Yahoo was preparing to unveil a marketing campaign focused on the size and scale of the company and personalization of its products. Examples of the campaign have already sprouted up in New York, according to the Wall Street Journal. Bartz hinted at the upcoming “It’s You!” campaign during the company’s July earnings call, saying that Yahoo’s “Q3 plans include an initial wave of incremental marketing spend which will increase substantially into Q4 and next year.
When asked to confirm whether the company is selling Zimbra, Bartz said, “We don’t comment on whether something is being shopped or not. What I can tell you in the spirit of the question is that Zimbra technology is very, very important to our mail system.” But she added, ” The technology is already integrated into our system.”
According to Bartz, 76 percent of the U.S. population are Yahoo users and 581 million people visit the site each month.
TV companies are increasingly finding themselves in competition with a raft of digital and ‘on demand’ options.
To ensure its top programmes get the viewing figures it wants this Autumn, CBS is pulling out all the stops and putting a paper-thin interactive video player into the pages of Time Inc.’s popular magazine Entertainment Weekly.
Gone are the days when TV companies could place print ads in TV Guides and expect an audience to drop everything and tune in - viewers are increasingly in control of when and where they watch their favourite programmes. In recent years, CBS has resorted to increasingly bizarre methods of generating publicity for the launch of its new shows, including advertising on the shells of supermarket eggs.
Its latest idea is certainly more hi-tech. The interactive video-player insert, designed by Americhip, triggers automatically when readers turn to the ad page. The player is rechargeable by USB, and extra footage can also be downloaded in this way too. Likely to cost CBS millions of dollars, it will come loaded with a montage of clips from shows promoting the TV programmer’s ‘Monday to the Max’, which features season debuts of ‘How I Met Your Mother’, ‘Two and a Half Men’, ‘The Big Bang Theory’ and its new series ‘Accidentally on Purpose’. To go alongside the insert, CBS will also screen the pilot of ‘Accidentally on Purpose’ at college campuses. An online microsite will be launched featuring teasers for the show and red-carpet interviews from a Los Angeles premiere party.
