Marketing 3.0.

6.8.10

Why would an energy company want us to use less energy?

Talking Energy’s a great little interactive campaign, and nice to see that E.ON is helping to raise public awareness of what it calls the Energy Trilemma – i.e. how to balance security of supply, reduction of carbon emissions, and affordability.
The campaign’s all about encouraging consumers to use less energy, and E.ON hopes that by doing this it will help reduce household bills, engender loyalty and customer support, and ultimately drive long-term profit.

This Body of Death (Lichaam van de Dood): Is that a dead body over there?

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

4.8.10

"Did the Old Spice campaign really work?"

Old Spice says it's ecstatic with the results, and most independent analysis appears to back them up. Until now, Old Spice agency Wieden + Kennedy has generally stayed out of the effectiveness debate. But now the shop has released a video case history of the campaign, shown below, explaining how it sought to reach women and men simultaneously.

It's mostly a sizzle reel of the spots, their many imitations and the campaign's impact in pop culture. W+K marshals an array of data points to buttress the it's-a-success side. The agency's video doesn't provide source citations for the facts, so I guess we'll put them in the "assertions" bucket. With that caveat, here are some of the key stats highlighted by the agency:

• Old Spice accounted for 75 percent of conversations in the category in the first three months of 2010.
• Half the conversations came from women.
• The YouTube/Twitter social media response campaign was "the fastest-growing and most popular interactive campaign in history."
• More people watched its videos in 24 hours than those who watched Obama's presidential victory speech. (Which most of us can agree is kinda sad.)
• Total video views reached 40 million in a week.
• Campaign impressions: 1.4 billion.
• Since the campaign launched, Old Spice Bodywash sales are up 27 percent; in the last three months up. 55 percent; and in the last month up 107 percent.

1.8.10

Celcom Broadband| Selling connectivity

Selling connectivity was seen as an easy task as i over and over again discussed with some creative heads... think again the shit advertised by STC, DU, Mobily is not creative. Wake up and please stop using ready made victor icons of social media.

Celcom Broadband connects users to the Internet wherever they are and whenever they want with ease. The use of paper projected from the dongle portrays an endless world of fun and limitless imagination, sending the message of the products ability to deliver the fastest speed, widest coverage and the most entertaining contents anytime, anywhere.

Content

Plug in. Watch away.

Coverage

Plug in. Far out.

Speed

Plug in. Blast off.

Advertising Agency: M&C Saatchi, Kuala Lumpur, Malaysia
Creative Directors: Henry Yap, Jeff Ooi
Art Director: James Seet
Copywriter: Casey Loh
Illustrators: James Seet, Pui Fun Tham, Violet Tan
Photographer: PASHE Studio
Published: 2009

31.7.10

Prajwala|A prostitute only becomes one when you hire her.

You don't need a network ad agency to tell a straight forward messages. Small shops for some reason are doing better.

This ad campaign done for a NGO called Prajwala, which deals with human-trafficking/prostitution. They spread awareness and also provide care for rescued girls. We had kept the copy in a clean font and background, but the client wanted it to be more visually appealing. They were put up in railway stations/truck stops/taxi stops.

Advertising Agency: Bushtail, Bangalore, India
Creative Director: Jeevan Sebastian
Art Director: Deepak P.
Copywriter: Shikha Gupta
Published: May 2010

Job benefits include STDs, cancer, trauma, humiliation, and multiple abortions. Please apply in person.
A prostitute only becomes one when you hire her.

Women candidates between the age of 6 to 57 can apply in person.

A prostitute only becomes one when you hire her.

Prajwala: Abused

Candidates willing to be abused, raped and locked up, may apply in person.

A prostitute only becomes one when you hire her.

Why you should not pay me 15% media commission !?!?

[MBU] listen before its too late

Media planning & buying rising cost. MBU are media incentive driven not brand objectives.
MBU's recommend expenditure in a medium that would best benefit them by ignoring emerging new media. Stands very true when you see the portion of innovative media or special operation in any media plan.
To reduce costs on all fronts, cut the additional layer. Buy media directly and have the balls to commit to 12 months investment and get your AVR (4-8%).
Use ATL and focus on initiating a dialogue with your users . Something MBU's don’t believe in, they think hammering MASS audience will get brands somewhere... it does not.
Lack of ‘value add’ in planning.. get your own media audit and analysis software’s/ links.
To me most important is return on investment on each $ spent and why I don’t get an army of journalists as my brand advocators as long I am paying their salaries with my ads.

30.7.10

Satisfied Users

D.Vice is an online adult store.

Advertising Agency: BBDO, Auckland, New Zealand
Art Director: Lisa Fedyszyn
Copywriter: Jonathan McMahon
Photographer: Stephen Langdon

24.7.10

Extra Strong Copycat

Original

Via: THREADLESS SUMMER SEQUELS 09

The ugly copy

Advertising Agency: JWT Mumbai, India
Creative Directors: Tista Sen, Nandita Chalam
Art Director: Monica Parag Patil
Copywriter: Monica Parag Patil
Illustrators: Umesh Wadaye, Dipak Jadhav
Photographer:Avadhut Hembade