Tag Archives: promotion

Ad Campaigns That Inspire

6 Jul

Great ads can inspire us and elevate the image of an organization and its brands. Unfortunately, in this era of heavy advertising clutter, “inspiring” ads are too rare. :-)

So, let’s look at several inspiring ads, as presented by Jami Oetting for the HubSpot Blog:

“A great idea can inspire. But it can also make you jealous of its simplicity, humor, emotion, and elegance. And no other event in the marketing and advertising industry brings so many jealousy-inducing ideas together as the Cannes Lions International Festival of Creativity. The event recently wrapped at the end of June and this year’s top winners — the Grand Prix recipients — provide us with another list of interesting and inspiring work.”

 
Here are inspiring ads in five different categories. [Click here to see 21 Cannes-winning ads.]
 
 
Film: “A new Leica ‘100’ advertisement, relating to the Leica 100 year centennial and celebrating the opening of the Leica Gallery in Sao Paulo, Brazil. It recreates 35 historical Leica photos.”


 
 
Cyber: Gisele Bündchen – I WILL WHAT I WANT.” “Gisele knows what it means to live under the microscope, amongst the noise of contradicting opinions. But will beats noise.


 
 
Radio: To mark the 25th anniversary of the fall of the Berlin Wall, Soundcloud and Grey Berlin created an acoustic reconstruction of the Berlin Wall.


 
 
Product Design: Geometry Global created a no-tech, simple product to help the people of Cambodia prevent iron deficiency. The fish-shaped piece of iron, which symbolized hope and good luck in the community, is cooked in the person’s meal for 10 minutes and can contribute 75% of a person’s daily required iron intake.”


 
 
Media: Y&R Istanbul created an app for Vodafone that allowed women in a domestic abuse situation to seek help from three pre-selected friend. But the app couldn’t be mass marketed, so it was promoted within makeup tutorials, on clothing tags, and when the person copied and pasted an offer code.”


 

Go Hofstra’s Zarb School of Business! See the Effie Video for the Target Challenge

22 Jun

Under the supervision of Dr. Songpol Kulviwat, one of the Hofstra University, Zarb of School of Business student teams earned semi-finalist status in the ©2015 Collegiate Effie Awards Target Brand Challenge: “Congratulations on your entry, ‘Perfect Spot,’ being selected as a Target Brand Challenge semi-finalist. Attaining semi-finalist status is a notable achievement and your team should feel proud of your success in this year’s competition.”

The Collegiate Effie competition (North America) is a National/International student competition open to both undergraduate and graduate students. This year, the competition was about the Target Brand Challenge (Back to College). To enter the competition, students were required to create a ‘mini’ strategic marketing plan/communication along with a 4-minute creative reel.

Members of the “Perfect Spot” team were Mara Weiss; Daniella Scaglione; Christina Cappucci; and Lilli O’Connell.

Here is their creative reel. :-)
 
 

 

Is Coca-Cola’s One Brand Strategy a Good Idea for Other Firms to Apply?

11 Jun

In May 2015, Coca-Cola introduced a new “One Brand” strategy for its Coke-branded soda in several countries around the world. As reported by Larry Lucas (of Vivaldi Partners Group) for Forbes:

“Coca-Cola launched a bold shift in branding, called the ‘One Brand’ strategy in 11 markets, starting with the U.K. The strategy calls for a unification of marketing under the Coca-Cola master brand for all its product sub-brands, including Diet Coke, Coca-Cola Life, Coca-Cola Zero, and regular Coke.”

“The decision and launch is an important one for Coca-Cola, as it is for any marketer who manages a larger brand or product portfolio. It offers the potential for greater clarity, synergy, and leverage. Advertising the four products together under the Coca-Cola brand communicates the breadth of offerings from full-calorie to low-calorie or zero-sugar versions and helps clarify consumer choices, which is important when only five percent of consumers today know that Coca-Cola offers lower-calorie and sugar-free products. It also creates brand-building synergies by bundling all marketing spend on a single brand, while driving greater penetration and trial of the product sub-brands. Finally, it creates leverage, with major initiatives such as the new multimedia platform Coca-Cola Journey benefiting the overall portfolio.”

But is this approach a good one for other companies to follow? Again, consider Lucas’ observations for Forbes:

“Should other marketers consider a similar move? Many companies are leveraging master brands through line extensions and integrated marketing programs. Vivaldi CEO Erich Joachimsthaler and Prof. David Aaker developed a spectrum that defines a continuum of strategies; at one end is the ‘House of Brands,’ where each brand has its own brand identity, often representing a separate demographic, need, or occasion. Head & Shoulders and Pantene, both owned by Procter & Gamble, are good examples. On the opposite end of the spectrum is the ‘branded house,’ where all products are marketed under a single brand. For example, all BMWs are BMWs regardless of the series.”

 

Click the image to read more.
 

 

Amazon and Its “Minions”

9 Jun

The ever-aggressive Amazon recently entered into its first promotional movie tie-in with Minions, an animated film opening in mid-July 2015.

As reported by Sarah Perez for Tech Crunch

“Forget billboards or magazine ads. If an advertiser wants to put its brand in front of a big audience today, you may as well slap that ad on an Amazon shipping box. Or, at least, that’s the mindset behind the new partnership between Universal Pictures and Illumination Entertainment and Amazon. The retailer has begun to ship customer orders in bright yellow delivery boxes featuring cartoon characters from the upcoming Minions movie. The deal represents the first time Amazon has ever allowed a third party to completely brand its delivery boxes, the company tells us.”

“The pairing between the movie makers and Amazon makes sense for this latest installment in the Despicable Me franchise of films. The popular movies, which to date have grossed over $1.5 billion at the box office worldwide, have already turned the film’s characters into merchandise.”

Click the image to read more.
 

 

And the Favorite All-Time YouTube Commercial Videos Are …

5 Jun

Last week, we posted about YouTube’s reader campaign to “help us pay homage to the greatest brand moments from the past decade” [the period of YouTube’s existence].

Here’s the list of the 20 nominees provided by YouTube.

Now, the winners are in. What do YOU think? Do you agree?

“The wait is over. The moment has arrived. We’re about to unveil your favorite ads from the last decade on YouTube. But first, we want to thank you. From ad makers to fans, you came out in droves to vote (and tweet) for your favorite ads and help us, in partnership with the Webby Awards, recognize 10 years of great branded videos on YouTube. So in celebration of YouTube’s 10th birthday, we’re pleased to share the results: Congratulations to Turkish Airlines and the teams at Crispin Porter + Bogusky and Starcom for making your favorite YouTube ad of the past decade: Kobe vs. Messi: The Selfie Shootout.

Here are the top five, in order. Note: “Combined, these five videos have been watched for over 7.7 million hours1. That’s over 875 years people chose to spend watching ads! Congrats to all of the winners and nominees and thanks again to all who voted.”
 

 

 

 

 

 

Retailing Leads U.S. Industries in Digital Ad Spending

3 Jun

Are you surprised by the title of this post? Or, is it something to which you were already aware?

According to eMarketer:

“U.S. retail industry ad spending on paid digital media will reach $12.91 billion in 2015 and grow to $19.98 billion by 2019, for a compound annual growth rate (CAGR) of 12.3% over the 2014-to-2019 period forecast by eMarketer. Despite a gradual leveling off of spending increases, retail will remain the leader among industries when it comes to digital ad spending during this time frame, according to a new eMarketer report, ‘The U.S. Retail Industry 2015: Digital Ad Spending Forecast and Trends,’ part of our “Digital Ad Spending Benchmarks by Industry” report series.”

Click the image to read more from eMarketer.

 

 

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