21.5.09

Using social media in increasingly potent ways


Josh Bernoff is Vice President and Principal Analyst at Forrester Research and co-author of the book "Groundswell." Keynoting this week's Interactive Advertising Bureau's Social Media Conference, he discussed how major marketers like Procter & Gamble are using social media in increasingly potent ways. With the social community effort detailed here in this video, P&G significantly increased sales of its tampon products.







the Arabic version










5 Lessons in Youth Marketing

Marketing communications planning tools



Band-Aid:::Stuck on me

Johnson & Johnson’s new Band-Aid Perfect Fit bandage was a high-tech adhesive plaster that used advanced Japanese technology. Band-Aid wanted to launch the product in a way that would remind one generation of a trusted brand they grew up with and win over a whole new one.

Band-Aid decided to reintroduce a much beloved and previously successful brand jingle “Stuck on Me” to a new generation of Canadian families. Band-Aid products are usually purchased by mothers during the summer, when outdoor activities are in full swing. Band-Aid decided to team up with Canadian Idol, the top-rated music show in Canada to launch the Perfect Fit plaster. It launched a nationwide talent search that would offer consumers the opportunity to give the Stuck on Me jingle a musical makeover. Canada would then vote and pick a winner online. A series of TV spots were created  that mimicked Canadian Idol’s talent search, featuring performers singing their own rendition of Stuck on Me. All communication drove people to Stuckonme.ctv.ca and encouraged families to audition by recording a video and uploading their performance to the website. As an added incentive, the winner would receive a holiday for their family.

As a result Stuck on Idol became the most successful cross-promotion in the history of CTV. There were more than 155,000 this and 13,000 votes on the stuckonme.ctv.ca site. The brand experienced a $5.3 share gain.


BRAND

Band-Aid

BRAND OWNER

Johson & Johnson

CATEGORY

Pharmaceuticals/ Healthcare

REGION

Canada

DATE

Jun 2008 - Jul 2008

MEDIA AGENCY

Universal McCann

MEDIA OWNER

CTV

MEDIA CHANNEL

Mobile or InternetTV








20.5.09

Turkcell:::Tone & Win

Turkcell wanted to increase mobile marketing revenue and create customer loyalty.

Turkcell launched a ring-back advertising platform, Tone & Win, which rewards customers with credits or minutes for willingly allowing their phone to become an advertising medium. By opting in, the customer’s incoming ringtone when a friend calls them is replaced with a brand’s jingle instead. This means that anyone calling the person who has signed up to the service, even if they are signed up to a competitor mobile phone operator, will hear this advertising. The consumer can select which sort of advertising jingle to use as a ring-back tone, thus essentially recommending that brand. Some ads get more rewards than others.

So when Whirlpool ran a campaign during Christmas, listeners heard an actress wishing them Merry Christmas. Meanwhile Turkish bank Isbank ran a message wishing people a happy near year. The payment model works a bit like Google Adwords – they get more availability by offering higher rewards than the rest. The cost per listen model charges the advertisers based on the amount of ring-back tone (RBT) the caller hears. Advertisers include Axe, Adios, Turkcell, Dacia and Pinar.

As a result, Turkcell has achieved a 338% monthly increase in Tone & Win members. They create a monthly impression rate of 100,000,000.



















BRAND

Turkcell

BRAND OWNER

Turkcell

CATEGORY

Telecoms/ Mobile

REGION

Turkey

DATE

Mar 2008 - Dec 2007

MEDIA CHANNEL

Mobile or Internet

Direct mail with embedded video

Brand movie::: New trend in luxury advertising

Lagerfeld




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CHANEL N°5



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Dior





The latest Lady Dior film already looks like it is going to eclipse the much anticipated (and deeply disappointing) Coco Chanel spot

Titled, The Lady Noire Affairs and shot in a Hitchcock style the six and a half minute short will include romance, gangsters, the Eiffel Tower and of course a beautiful heroine in Marion Cotillard.

One clue to the story being released each day over the coming week via a Twitter account and a widget is available to embed into sites and blogs.

Directed by
Oliver Dahan of the BAFTA nominate La Vie En Rose, the preview is available online now, with the film being released on May 20th at ladydior.com. It will also be backed by a print campaign, shot by Peter Lindbergh atop the Eiffel Tower.

www.ladydior.com
twitter.com/lady_dior
www.balistikart.fr/_lady_dior/

Hall of Shame:::someone is calling these things ...Ads

 


The Holy [thing]


Climate Coolers | 1 Million Women

1millionwomen.jpg

I will never do cliche’ ads again

A cliché (from French, klɪ’ʃe) is a phrase, expression, or idea that has been overused to the point of losing its intended force or novelty, especially when at some time it was considered distinctively forceful or novel. – Wikipedia.

 amhistory.fullsize  amkate.fullsize 

Advertising Agency: Leo Burnett, Beirut, Lebanon

Creative Directors: Bechara Mouzannar, Chermine Assadian
Art Directors: 
Joumana Ibrahim, Nayla Baaklini
Copywriters: 
Samir Fayez, Amin Kurani
Illustrator:
 Mark Calina
Photographer: 
Jihad Hojeily

Year: May, 2009.

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Agency: Team Y&R

Published in Arab Ad magazine on December, 2003. Vol. 13. No. 11.


7 Skills for a Post-Pandemic Marketer

The impact of Covid-19 has had a significant impact across the board with the marketing and advertising industry in 2020, but there is hope...