Client: Diesel
Agency: Marcel, Paris
September 06, 2007
"Go home ... or to Spain"
Luca Vergano from Blurb has kindly sent me this picture taken in the streets of Lisbon. An interesting "welcoming souvenir" for all the tourists visiting Portugal, I say :)
August 08, 2007
"Smiling Lego"
Guerrilla marketing?
AMSTERDAM (Reuters) - A giant, smiling Lego man was fished out of the sea in the Dutch resort of Zandvoort on Tuesday.
Workers at a drinks stall rescued the 2.5-metre (8-foot) tall model with a yellow head and blue torso.
"We saw something bobbing about in the sea and we decided to take it out of the water," said a stall worker. "It was a life-sized Lego toy."
A woman nearby added: "I saw the Lego toy floating towards the beach from the direction of England."
[Via: Yahoo News]
"Visa Swap"
"Temporary ownership", as coined by Daniel Nissanoff in his "Futureshop", is indeed one of the most interesting consumption trends.
The "disposable" is here to stay. In modern affluent societies the consumer gets bored more easily and is becoming a colector of temporary experiences, instead of a collector of objects.
If you look at the fashion & clothing category this is even truer: Why have the same bag for more than 2 years or keep a pair of jeans from last season in the wardrobe, when you can swap them and have something constantly new to wear and show?
Look at what Visa is doing with its “Visa Swap” a “clothing event to encourage sustainable fashion through ethical swapping activity”.
“Swaping” has become the new “shopping”.
"Billboards"
[Click on image to see the film]
Taking advantage of São Paulo's Clean City law, that banned more than 8000 advertising billboards in the beggining of the year, WCRS shot this great TV spot for Sky Movies:
"Because you like your movies with no interruptions, we took the ads."
"Boyz in the Hillz"
Rethorical question, do you remember BBH's "Tea Partay" video for Smirnoff?
Here's the "West Coast vs East Coast" sequel.
August 01, 2007
July 31, 2007
July 30, 2007
"Planners at a Crossroads"?
"Pity the poor account planner. Not long ago, planners were the undisputed rock stars of the agency business. But they're now mere mortals in "the middle of the maelstrom of everything going on -- what communication, what media, how to compete and how to become versed in multimedia".
Am I missing something here?
The «what to be said» (message/insight) and «how to say it» (media/connection channels ... be it TV, viral, ambient, guerrilla, poster, radio) has always been part of the planner's competences whithin the advertising agency.
Planners (past, present, future) know where consumers are and how to reach them.
July 29, 2007
July 27, 2007
July 26, 2007
Marketing 2.0
"Marketing 2.0 – New Rules, Tools, Skills"
10 Conclusions:
1. Customers are becoming more powerful. They can draw comparisons.
2. The right content. Moral behaviour pays. People will no longer stand for being deprived on their rights.
3. Facilitate discoveries. People want to participate and not merely be the recipients of messages.
4. Facilitate conversation. Engage people in a dialogue.
5. Get people hooked. Useful information brings customers back again and again.
6. Grant recognition. Bonus programmes are made by machines for machines. People, however, want to get to know themselves. Self-esteem is more important than points.
7. Be motivational. "Customer loyalty" is one of the most abused terms of the past 20 years. Lower the barriers to entry, rather than raising them.
8. Shift happens. Creativity is migrating from the agencies to the customers.
9. Experiment. Without experiments there is no innovation.
10. Societing instead of marketing. Understand your customer, allow him to be involved. This creates trust.
[Source: David Bosshart, Gottlieb Duttweiler Institute]
Gen Y, Brands and Trust
Apple, Trader Joe’s, Jet Blue, In-N-Out Burger, Ben & Jerry’s, Whole Foods, Adidas, American Apparel, Target, H&M, Levi's - are some of the most respected brands by the American youth.
Quite interesting to see an air company and a supermarket chain in the list.
[Source: Outlaw Consulting | Via: Fallon Trend Point]
July 25, 2007
"The 12 Kinds of Ads"
Just like when you're working on a brand positioning you know that you can do it by «focusing on one specific attribute», «staking out a point on the price/quality relationship», «associating the brand with some particular usage», «disrupting the codes of the product class», «projecting the image of the user», «associating the brand with objects or symbols» ... there are 12 formats of how you can express a brand idea or point of view:
1) Demo
1) Demo
2) Need/Problem
3) Problem analogy
4) Comparison
5) Benefit illustration
6) Benefit causes story
7) Testimonial
8) Characters/Celebrity endorsement
9) Benefit analogy
10) User imagery
11) "Unique personality property"
July 23, 2007
"If you never change your mind, why have one?"July 20, 2007
July 16, 2007
Peter Drucker (isms)
"The customer never buys what you think you sell. And you don't know it. That's why it's so difficult to differentiate yourself."
-- Peter Drucker
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