… that this kind of stuff WORKS!
http://www.superimportanttest.com/
Nice find, Fitz!
M. x
Back to basics: Weed Killer product packaging for the domesticated man. While he might help out with the washing, change nappies and cry during The Notebook, in his mind he’s still all bad-ass action.
Check out the case study vid, it’s hilarious. Just goes to show, again, that consumers really appreciate brands who don’t take themselves too seriously.
M. x
Heineken invites you to design the future limited edition bottle. Things that are great about this campaign:
Check it out at http://apps.facebook.com/heineken_ltded/
M. x
Pepsi Litre of Light - what a fantastic initiative.
Here’s a great tie in from Carlton Mid Beer to help the environment and the local community. They’ve incentivised fishing in the Burrendong Dam to catch Carp which are considered pests and damaging the natural ecosystem. They have tagged one Carp and named him The Duke of Burrendong, which, when caught will earn the catcher a $10,000+ cash prize. Tieing in with the competition, Carlton are giving $1 off 6 packs for people than can show their carp at any participating retailers.
It’s quite a local campaign, but very PR-able and on brand for a Victorian Brew: http://dukeofburrendong.com.au/
M. x
Design consultancy Webb deVlam and packaging manufacturer Karl Knauer have created a special Global Travel Retail pack for Bombay Sapphire, with an illustration by Yehrin Tong that lights up whenever someone touches it.
Design Week reports that the illustration was produced in electroluminescent ink, and a battery is hidden in the bottom of the packaging. When you pick it up off the shelf, a hidden mechanical switch triggers the electric current. This runs through different paths at different times to create the visual effect, which lasts for 18 seconds before stopping until its activated again.
Very swish!
M. x
Absolut Unique - I just LOVE this!!
- surround yourself with creative goodness
- no trashy TV and magazines
- do different things and get inspired
Account directors should have a reel of portfolios!
Using research to create strategy. Research = starting point for all strategy
The brief contains all the info needed to solve the marketing problem used as a reference to judge the final concepts.
Debate all views up front before starting on creative. This strengthens brief and streamlines the creative process.
Single mindedness = one message. Single minded brief leads to a single minded ad. More than one idea being communicated? create a campaign.
The proposition - unique, believable and substantial. A good proposition can only belong to one brand. A proposition has to come from a truth about the product or brand. You can’t lie, but you can exaggerate the truth.
Excite your creative team by getting excited!
ROIC - Relevance, Originality, Impact, Creativity
No clichés!!!
Proposition + support = ad. Tell me something I don’t know. Cut the words in half. A short brief is a good brief. Only include what you need. Don’t add what’s not necessary! will dull the idea and confuse and clutter. Play on the point of difference. Only the mandatories are mandatories. Don’t talk down to the reader. Talk to them as if you’re having a conversation.
B2B is still C2C (or person to person) st george home loans - niggling doubt played by martin (great insight)
Proposition: you’ll feel safe about our home loans. think about how you think!
Branding into the ad - logos clearly displayed - unless the brand is clear, the idea is wasted - musn’t be able to replace the logo with another logo.
Consistency builds confidence and trust.
This was from July last year, but had this in Evernote, along with a bunch of other course and workshop notes I’ve been taking, so I thought I might share them rather than keep them locked away, rotting in Evernote for eternity.
Hope they are of some use for someone out there. :)
M. x
—
Above the line = brand
Below the line = behaviour/relationship development
Matching luggage = through the line integration
Big idea must be media neutral
Creative teams need to be able to think of an idea that works across all platforms, not just traditional TV & Radio
Participation branding
“What we lose in control, we gain in brand engagement”
Content on demand
Personal content —> Niches of the longtail
Encouraging, not controlling online conversation
Negative comment said by consumer online - company pauses, first action is to plan the response and check with management and stakeholders, also to see if a brand advocate sticks up for the company, or if other people agree with the negative comment.
“Viral is not a brief, it’s a bonus”
“A commitment, not a campaign”
3 C’s - Content, communication, conversation
Bough + owned = earned
Prequel video ads on ninemsn etc, selector before = 25% abandon website
with selector = 10% abandon website
Community Managers - own role. Not client or agency, journalists can do though. New role within an agency.
Internal social communication sites
- Yammer
- Social Text
- Social Cast
- Social Mention
FAIL FORWARD!
Check your brand positioning stands for something meaningful.
Facebook plugins/social plugins on sites - comment/like on page without leaving site, live twitter feed. Facebook advertising - can measure demographics without paying
We all know the new Coke campaign in Australia.
Facebook group: Accepting the fact that your name is never going to be on a Coke bottle.
And a new one from Heinz - get well soon soup.
Alright, who else is going to jump on the bandwagon then? :)
M. x
The brand alphabet!
WOW! I’m loving AdSchool! I got to sit in on the Digital Marketing workshop with Heather Albrecht last Friday. She was such a fantastic lecturer, the workshop was so insightful and inspiring. I came out of it feeling so energised! I couldn’t wait to get cracking on my blog again. And now I finally have some more things to add to my brain-bank. Some memorable points:
Participation Branding - “What we lose in control, we gain in brand engagement”
Matching luggage - through the line integration. Big idea = media neutral.
Viral is not a brief, it’s a bonus.
It’s a commitment, not a campaign.
The three C’s - Content, Community, Conversation.
Bought + Owned = Earned (media).
Facebook marketing – use to measure demographics!
FAIL FORWARD!
Prequel ads (ninemsn etc)
Before selector = 25% abandon website
with selector = 10% abandon website
Facebook plugins/social plugins - iframes
Comment/like on page without leaving site
Community Managers - not marketers/ad agency. New jobs opening up - Journalists?
Three things I’m going to do differently:
Create more online participation - ask more questions, get feedback
Try to get advertising/bought media, send to (hopefully new) website, and facebook/twitter
Get video marketing material
Get onto podcasts!
Netvibes homepage – personalised content on demand.
Social influencers – dance party video! Have to find this!
“Publicis Mojo’s Australian Chief Creative Officer Craig Davis is out to help everyone make better brand choices and influence brand behavior for good”.
“My issue with Brandkarma is not what it’s nobly trying to achieve, but simply this: 99.9% of consumers, the regular mums, dads and kids out there, couldn’t care less about contributing to sites like Brandkarma. As usual, the committed - from genuinely interested to zealots on a mission - will dominate and sway the findings accordingly.
For instance, I reckon 90% of Australians don’t have any problems with Nestle - but according to BK they obviously do.”
At least someone is giving it a crack. It’s a good start anyway. For a personal project it is actually a great start! Maybe if there was some incentive for any consumer to log their opinions on brands, rather than just them putting in their two cents for nothing in return other than to see what others think, too..
Definitely raised a few eyebrows on Campaign Brief!
http://www.brandkarma.com/
Cute little intro video as well!
http://www.brandchannel.com/brand_speak.asp
I want to learnnnn!!!!!
Stumbled upon this awesome site run by a chick called Gwen Bell, who blogs daily on branding, social media and creativity. There’s heaps of interesting articles in there, she’s a young hot head, a university lecturer on social media, a fantastic writer and an inspiring individual.
One thing that caught my eye on her site was a blog about Personal Branding..
6