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The future is bright…

Picture 14Last night I had the great opportunity to sit within a judging panel at the University of the Arts London (London College of Communication) where students had been asked to showcase their own visions for an advertising poster to promote the London 2012 Olympics.

Because I was approached by the Olympics’ social media team  few weeks ago for a bloggers’ tour of the Olympic Park (which was awesome) and also because being myself a big follower of the Games and a massive fan of their current actvities, it was rather odd, and of course a rare coincidence, to be judging on such topic!

With me on the panel there were Claire Tritton, Account Manager on Ford Europe at Ogilvy, and Deborah from ERM Recruiting (both ex-graduate at LCC)

We had around 30 entries in total to go over and analyze – which wasn’t too bad at all! While some tried too hard to impress, not exactly meeting the brief, and with some others not really getting a clear message across – the ones which stood out definitely had a very clever approach to the brief with some very good thinking/strategies behind them (some of them quite impressive actually).

Apart from the winner entry (picture above in the title) which had a very straightforward and insightful message above and beyond the simple concept itself (ask away), two very good ones I remember were a Blackberry Sponsorship-Ad trying to reposition the smart phone as an entertainment device (therefore fighting for a piece of the iPhone’s market share) and the ORANGE one, where the heritage of ‘Building a Brighter Future’ embodied perfectly both the brand and the Olympics’ values with an hopeful message in bringing people together in such horrible times (economic downturn)

Overall the evening was great, very good to meet some ex-graduates who are doing exceptionally well in the industry, a very good catch up with some ex-tutors, and definitely an excellent and hopeful glimpse into what such young talents have in hold for the future of our industry

I will be posting all the entries on a designated Flickr group once I have them all in, it would be great to hear your opinions

Any questions, give me a shout! To all the students who were part of it, a very well done to all of you out there and good luck with the rest of your course…

Cheerio and be in touch

Enzo

 
 

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British Council – Projectorhead

picture-121It’s all over YouTube today and thought about giving it some credit as I think it’s a great achievement for a government body to get into social media and getting it right…

This week, British Council launched a YouTube competition for existing international students to promote and create a positive buzz around “the life as a student in the UK”.

The competition is very simple and evolves around uploading a short video about your own experience as a person living and studying abroad in the UK, for the chance to win cash and/or an iPod Touch

I have to say, at first I was a bit confused as I couldn’t understand why I should think about existing international students in the UK as my first target audience for such campaign, when they are probably the last people i should convince to come and study over here….

After thinking about it for a second, the whole thing became clear… they simply need advocates; and being social media probably the best and first way for these students to be in touch with their friends back home, it becomes both the most relevant and important space for them to share this experience with their peers.

There is a simple strategy here which sits on a loyalty ladder: from non-existing consumers all the way up to advocates… (Thanks Lydia to remind me about this!)

The British Council are not communicating straight to the ones who could potentially become international students in the UK (non-existing audience/prospect) but they are simply creating a two-way-conversation between the brand and their existing ‘consumers’ to facilitate a stronger relationship and turn the latter into loyal advocates.

These are the ones who are going to upload their experiences as students abroad in the UK, sharing their videos throughout their social media spaces, allowing their experience to be shared and talked about… They are the ones who are going to create a nice positive feedback about the whole experience, which is going to be appealing enough to the ones who haven’t experienced this yet!

Easy Peasy eh?

The moral here is: “To reach your marketing objective, always think very carefully about the ones you want to engage in the conversation. The people you may want to reach in this case are not necessarily the ones to talk to…”

This is definitely something loads of brands tend to forget… what do you think?

 
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Posted by on November 5, 2008 in Social Media

 

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