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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.

img_0226

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

img_02321

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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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)

 
2 Comments

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

 

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