24.5.09
Does honesty sell?
"Men Wanted for Hazardous Journey. Small wages, bitter cold, long months of complete darkness, constant danger, safe return doubtful. Honor and recognition in case of success."
Ad written around 1900 by the famed polar explorer Sir Ernest Shackleton.
"???" in today's context of consumer cepticism and distrut, would plain honesty without the hyperbolic adjectives we're used to hear on brands' speeches, be the best and more effective way to reach people?
23.5.09
Afia TVC executions
When you are a pan Arab mega brand? What is the best strategy of your TVC’s communication
- 1. Do you produce one and hope that “one size fits all”?
- 2. Do you isolate the audio element and adapt it to local dialect?
- 3. Or do you produce market specific communication while maintain core values?
Telecoms Viral
This viral is widely forwarded among Saudi Arabia forums, it adds another layer on marketing offering war between providers.
Simply it mocks up all mobiles there is and conclude with one to one assessment with blackberry powered by Mobily.
No official proof or statement that Etesalat is the creator/ promoter of this viral , however it’s mark is all over the place..
22.5.09
Kellogg's:::Football Superstar
Kellogg recognized that teens were spending less time with traditional media, and so wanted to create engaging content for them.
As a result, Football Superstar became the most successful series in terms of viewers across all FOX8 local productions, with an average of 120,000 viewers per episode. The online campaign reached more than 1.8m teens and ther were 26,125 visitors to the mobile site.
BRAND
Nutri-Grain
BRAND OWNER
Kellogg's
CATEGORY
Food
REGION
Australia
DATE
Feb 2008 - Oct 2008
MEDIA CHANNEL
human leadership::: What is common between Pepsi & Obama
Both "Brands"managed to read and analyze current people needs and wants.
Expressively, they taped into cultural –hopefulness, brightness-movement, spirit of optimism, thirst for positive change and Intense -passionate-desire of active participation.
In the core, they symbolizes and amplifying our crave for happiness , sense of achievement by releasing and realizing dynamics of change.
Pepsi plugs into a classic teenage dream with “Rising”, a TV advert in which a young man climbs a pile of seemingly impossible odds to fulfil his goals, finally reaching the mantra, “I can”. A young man sips on a can of Pepsi as he surveys a huge mound of objects. He sets off to climb through the symbolic collection, yelling “I can’t hear you” every time his peers, family and teachers discourage his dream.
21.5.09
Using social media in increasingly potent ways
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
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
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