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Category Archives: advertising

Give Animals a Voice

picture-3Really liking the new site developed by RSPCA Give Animals a Voice

It’s a very different approach from any other RSPCA piece of marketing I’ve ever seen and it’s an interesting one as pet obesity is actually something that many people don’t really think about! The aim of the website is to change this – trying to make pet owners aware of the fact that stuffing up your pet is not that ideal!

The Simon’s Sister Dog animation by genius Simon Tofield is very well produced and bring the concept to life perfectly

I am not sure if RSPCA has produced any online display or offline advertising for this – if they haven’t, I reckon they should.

It’s a very important issue which definitely needs tackling as it’s not anywhere far from the bigger issue of animal cruelty. In fact, within the website you’ll still find a section about the latter problem (well it’s still RSPCA) – there is a shocking video, I’ve warned you!

Because it’s Xmas, the website appears to be totally relevant (it also has a section to remind people pets are scared by fireworks), although I really hope this is not going to be forgotten once we are done and dusted with the holidays

Everyone seems to be actually aware of animal cruelty but overall I still reckon people are not doing much about it at all – probably me being the first one… ;O(

I reckon it’s time we act on this & pet obesity is only part of the bigger picture – but still, let’s start from somewhere! Eh?

E

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Posted by on December 16, 2008 in advertising, Creativity

 

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Whopper Virgins

picture-14The new controversial campaign by Burger King ‘Whopper Virgins’ is probably joining, together with the Motrin Case, the ‘most talked about campaigns in the blogosphere’ category

Because it’s generating so much buzz and I’ve been reading so many mixed reactions – as you usually do – I wanted to give my opinion on this; although i have to say i still have mixed feelings myself…

From a moral point of view, it feels totally outrageous to invade under-developed countries with drastically different cultures and try to change their eating habits. I find it kinda crazy to be spreading this ‘burger love’ in these remote lost areas, especially when nowadays burgers are the reason why so many people are so obese and unhealthy in this world

picture-121On the other side, i do like the experiment itself – the concept has something appealing about it but it’s the whole tone of voice and the way it’s been produced that just doesn’t work for me

To get people from different cultures to try for the first time a burger is definitely a courious experiment, however why invading an entire country, trying to create this horrendous cultural backlash – when they could have simply flown over to America ten different citizens selected from these remote areas and do such experiment – it would have probably received a better PR for giving these people a chance to travel the world  – no?

I am not sure they chose the right path, however lookin at this graph below it kinda shows how people are reacting to this campaign in a totally different way, and positive feedback is actually on the increase…

picture-111Overall, I am not sure how Burger King is actually behaving towards these conversations online – I haven’t seen yet any response directly from the brand but – be this negative or positive – they are definitely receiving an enormous level of attention.

To prove this I did a Search Trend for ‘Whopper’ and look at the graph below – the slope is getting higher day by day after a very consistently flat period – not surprising eh?

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Posted by on December 12, 2008 in advertising, Creativity

 

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Observations from NYC

I have to say… it feels very weird to come back to New York City and start noticing things that I’d have never looked at before I got myself into the crazy world of advertising – I guess it’s common sense!

But anyway let’s give this blog-post a go…

dscf2919First thing that came across my mind is how advertising here seems so much more simple and mainstream, especially the outdoor activity – I know there is Time Square but even such a space seems to be filled with just flashy, huge and very confusing advertising messages… as a brand manager for a specific brand I would think twice about a big placement there (not only for the money :OP ), as much as it gives you huge visibility, the space is too crowded and your message will probably get forgotten immediately. I guess it’s great on the other side for  brands having TOO MUCH money to spend on advertising or looking to reach a massive audience for an awareness campaign or a product launch.

Not surprisingly we have the likes of Coca Cola, GAP and Disney up there … and honestly I need to look at the photos to remember who else was on! This totally proves what I am saying… I remember Nike launched a campaign on the big multi-billboard space few years back for the NIKE I:D service, where people were texting their preferences and their shoes would appear in Time Square … see the video below; this is exactly what brands should be doing in such a cluttered environment: try to be engaging, which is not easy and definitely a huge challenge in a place where people are litterally ‘running around’!

If you look at the picture further down below, this is a poster I’ve seen around many Subway stations and it promotes Christina Aguilera’s new album in partnership with TARGET stores.

In London, we’ve seen many interactive billboards to listen to audio files or watch videos but, from what I remember, you always have to use your phone, download the content and then watch it on the go… well, what you see down here is what I’d call a “non-so-innovative-but-truly-efficient-and-simple” technique to reach your objective.

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What you do is:

  1. you plug your earphones in the poster,
  2. press the Start button
  3. choose your tracks
  4. and you are all set up to start listening to the ‘dirrrrrrrty’ new songs

I’d say pretty efficient method instead of getting ur mobile, set up your bluetooth, download the content and by the time you are doing this the train is in front of you… :O( – I have to say trains in New York are not as frequent as in London, so I guess this would work even better… I kinda listened to the whole album while waiting for mine (not that I love her… ) !

Last thing is something that I really think about constantly – the fusion of Art and Advertisin

I have to say that recently in our industry we’ve seen few good innovative ideas on this subject. Established artists starting cooperating with brands, companies seeking new talents to be showcased within their advertising campaign, branded art initiatives and so forth….

Well, it’s already happened twice in New York – and I’d love to see more of this – but some outdoor content, which is usually showcased through print or digital, was actually fully painted on the placement.

I’ve firstly seen a whole building wall covered with this gigantic Game advert in Chelsea (I will post the picture asap as I’ve gotta go back and make a picture of it)  and then – see below – I was totally surprised to see a billboard for the new series of DEXTER done with paint, and I am sure you all know the amount of digital and innovative activity Showtime has invested on this program

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I reckon this is pretty sweet and, in a strange way, very innovative – definitely something which stands out from the mass and very often a crowded advertising space.

I guess this is it for now … I will be back on here soon though, I am sure New York City is holding something else in the sleeves :O)

Cheerio

E

 
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Posted by on November 27, 2008 in advertising

 

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BA Terminal5 – T5 Today

picture-53I have quite mixed feelings about the new website launched yesterday by BA for the new Terminal5 – The campaign is called Today and apparently it’s all about ‘emotions

British Airways is asking some of the T5 travelers to pick from a list of ’emotions’ how they feel at that specific time in each of the Airport’s areas – Departure, Arrivals and Check-in. These feelings (shame users can only choose from 7 given ones) are then visually expressed  within the microsite (through a live-feed) as a TAG cloud, with a very pleasant musical background which will change based on people’s mood.

The site is very well produced but I reckon there are many elements missing, especially related to engagement and user retention…
Why would I want to spend more than one minute on the site? And how do I know the chosen emotions have actually been picked by real travelers?

I like the idea of knowing how travelers are feeling at T5 as it demonstrates me the terminal is working efficiently (ultimate objective for BA) but let me see it!

I think the concept behind it it’s actually good but the website, if including the right elements, could have been potentially great!

Let me know what you think,

e

 
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Posted by on November 18, 2008 in advertising

 

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Know the Signs

picture-301It’s definitely a brave move from a beer brand to develop a site on the different characters we become after had one too many… Know The Signs is the latest website created by Heineken

When you enter the site, you are welcomed by the bar owner and handed the CCTV camera controls to try and guess if you are able to spot the people who fit those ‘characterstics’, carefully analyzing what’s happening in the bar! Sounds confusing I know but you gotta try to get it…

The site has a nice engagement level – which I am sure can get people glued to the screen for quite a bit

Also, there are some nice social media elements to make the campaign quite a good one. You can add a photo of your friend who fit the bill and send that to them – is he/she a crier, a groper or an exhibitionist… You can let them know what you think! picture-32

picture-31To embarrass your friends even more in an actual bar environment, you can also download an interactive wallpaper to go full screen on you iPhone saying: ‘Water (your friend’s name) ?”



The site is backed by a TV campaign – which kinda reveals it all to be honest – but still quite good

Let me know what you think…

E

 
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Posted by on November 12, 2008 in advertising, Social Media

 

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Advertising and Emotions

All of us are often struck by something or someone in the most intimate way – let this be a special gift, a wedding ring, losing your dream job or the most-loved ones…

Emotions can be tickled in very different ways, very often incurring into both positive and negative reactions. Ambidextrous people often have the power of understanding both sides of ‘a medal’, Instinctive people don’t and un/consciously react in a way or another…

I’ve been exposed to a myriad of advertising in the past month where the emotional chord has been played in excess, often causing my ambidexterity to disappear completely and letting my inner feelings to be instinctively challenged

Advertising is always challenging this aspect. We are all pretty aware that every single communication out there is aimed at generating a reaction; and especially in the last few years, with the booming of conversational platforms in social media, brands are always more and more looking forward to listen to such reactions from their consumers.

We all know how important planning is when developing a marketing strategy or a creative concept…however, as of lately, with this bunch of advertising messages striking my emotional chords in totally clever and indirect ways I have started thinking about the role of ‘planning’ when using such strong and emotional messages/concepts?

These are some TV ads which I think are beautifully executed and emotionally charged

This is a highly provocative campaign for the results of global warming suggesting animals will suicide themselves if conditions gets worse… very plaintive but simply emotional

The one i saw today was the new ad by SKY TV, very damn sweet with the intent of ‘inspiring through unlimited imagination’

Also, the other day I talked about the MasterCard Pep Talk ad where silence was used for the first time by the brand to create a beautful emotionally charged moment, as opposite to the now-known humourous element used by MC in years. I don’t mind pasting this here again as I love it, so here you go:

My quetion here is: What is the planning behind these?

Would I really have to look at audience profiles, buying behaviours or target audience habits when simply striking the emotional chord is all it takes somehow to be remembered?

Most propbably awareness campaigns, and the ones aimed at changing specific behaviours, are very much thought this way and honestly speaking, they often truly work!

What do we think?

e

 
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Posted by on November 6, 2008 in advertising

 

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I – Sony Ericsson – James bond

I really have to give full thumbs-up to the site developed by the chaps at IRIS to promote the new Sony Ericsson mobile phones in conjunction with their placement within the James Bond movie “Quantum of Solace”

The aim is to be a James Bond using your brain, your mouse and obviously your Sony Ericsson

The overall User Experience is terrific with neither technical glitch nor  repetitive non-sense routines. Also, through the advergame, you really get to understand the product and all the new advanced functions; you experience the phone itself which I guess was the main objective for this website…

Very well produced, highly engaging and straight to point with the product features…

Once again, well done on Sony Ericsson!

e

 
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Posted by on November 3, 2008 in advertising, Social Media

 

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