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Google – Favourite Places

I don’t know what’s happening with Google but there are definitely way too many things to demonstrate that they are going to be taking over the world very very soon!!! After Google Goggles, they’ve just launched a new marketing initiative together with Business Owners to integrate even more the offline/online brand experience, taking advantage of all their existing internal tools/resources. I am talking about the newly developed Google Favourite Places which allows users to scan a QR Code outside any participating business and receive reviews and ratings from the Google community.

Take a look at the demo-video below which will show you how it works in more details…

Overall I think this is an amazing idea and will hopefully increase QR codes’ penetration, however I am not really sure how it compares to augmented reality applications which do exactly the same and with an easier procedure (used on apps like Layar or the same Google Goggles)

What’s your thoughts?

E./

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Posted by on December 16, 2009 in Innovation, mobile, Personal

 

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Brave Smart Campaigns …

Hey peeps

I hope you are all keeping well. I’m sorry if I haven’t managed to write some more stuff in the past few days but it’s been extremely hectic. I’ve seen some amazing creative and strategically well thought campaigns this month and below you can find some of the ones I personally consider the best.

The first one is the latest by Skype called the Phone Box Experiment. Once again, through an experiential approach to their marketing initiatives, they enable users to understand the real benefits of using Skype to make cheaper international calls. Check the video below to understand what I’m talking about….

I wonder how many people will actually get to call him as you need actual Skype credits to make the call…. which I don’t – I believe that’s also part of the strategy to get first timers to buy credits, no?  The campaign has been put together by The Viral Factory.

The second one I wanted to showcase was the $500 campaign by Opticana by McCann Erickson in Israel.

The campaign is another example of ‘brilliant creative thinking’ and definitely something that I’m sure every person in my industry has thought about at least once…(the meerkat being another genius example playing with keywords) Campaigns like this definitely make you wonder if you really need $150,000 to produce an high-impact national campaign eh?

Last but definitely not least, it’s the experiential AR/Social Game put together by the Canadian MacLaren McCann group for the launch of HALO 3 ODST. The guys developed a very ambitious offline/online experience mainly aimed at geeks and game-addicts. Watch the video below to understand the campaign and see the results.

Generally speaking, the end results are not that impressive at first. However if you start thinking that it was mainly targeting the gaming community of Toronto – I’d have to take my hat off… Thumbs up for taking such a brave step, the agency is definitely proving to be extremely efficient in putting something like this together, as it’s definitely not an easy thing to do (especially the bit where you need to sell it into the client I believe… ?) ;O)

Cheerio folks…

Enzo

 

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Ford Fiesta – This is now

I have been meaning to blog about this very good campaign since it’s been out and after we discussed about

it at Profero in one of our recent Sunny Side Up sessions

For the promotion of the new Fiesta, Ford launched this unique European collaborative art project, in which the public are invited to co-create an interesting collection of images that capture the essence of ‘now’. The project’s four stages are:

1. Noah Harris, acclaimed stop motion animation artist (and director of the Fiesta TV ad), has commissioned a series of pieces from some of Europe’s most promising young artists.

2. Art students across Europe were asked to submit works that depicted their own interpretation of ‘now’.

3. The public are now invited to submit their own interpretations of ‘now’ to the This is Now Flickr group.

4. Launched in October, the Fiesta content portal enable visitors to browse the project’s entire collection of images, create a unique mash up that defines ‘now’ for them and share it with the world.

Some of the best art is being used in the pan-European launch campaign for the Ford Fiesta, with images and films from the first stage being used in the TV ad – available below:

The press and outdoor advertising features work from stage two – here’s a couple of examples:

http://www.flickr.com/photos/thisisnow/2870247978/sizes/l/

http://www.flickr.com/photos/thisisnow/2869420933/sizes/l/

The whole project is tied together with a blog – http://www.thisisnow.eu/ – where They highlight contributions from the public and provide further context on the project as it evolves. There’s also a Facebook page for the project and a Twitter account here http://www.twitter.com/thisisnow

They are also reaching out to art, design, fashion and photography bloggers from around Europe, asking them to get involved and contribute images. They are offering them the chance to be guest-curator of the This is Now blog so they have a chance to share their own unique interpretation of now with a wider audience…. SCHWEEEEEEETT!

The agencies involved in the project are:

  1. Ogilvy: TV & Print work

  2. Wunderman: Digital & DM

  3. MindShare: Media planning & buying

  4. Burrows: Brochure & POS

  5. We Are Social: Social media strategy and execution, including the project blog

I cannot go without saying that the campaign is definitely creatively challenging and it’s got that ‘something’ charming about it – the execution is simply fantastic with the right amount of thinking behind it!

The fit with their target audience is just perfect – young, funky, arty, free spirited individuals who would simply enjoy driving a young car like Ford Fiesta

Overall they get big thumbs-up from me on such a beautifully produced campaign on every aspect. Special big compliments to the people at We Are Social for the great work produced behind the Social Media aspect of the campaign … very well produced indeed guys!

Will be in touch

Enzo :O)

 
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Posted by on October 30, 2008 in advertising, Social Media

 

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