Watch this promotional ad from French pay TV channel Canal+ and see if you can guess what’s for before the ad ends. You’ve seen this activity before. But not exactly in the various scenarios the ad portrays. BETC Paris created the work
In a hilarious scenario that illustrates the horror a woman experiences when another woman shows up to an event wearing the same dress, this DDB Adam & Eve video for UK designer Harvey Nichols pits two women against each other in a Star Wars-style shoot out.
As one woman catches a glimpse of the other at the party, all hell breaks loose and the women engage in an all out laser fight that rips the venue to shreds and ultimately results in what appears to be the death one one of the women. Victory.
Well…not so fast…
– Israel wants to combat The Stigma Virus, a sort of reaction to the AIDS virus.
– How do you brew? Partnering with Boston-based strategic planning agency Blitz Media and its client, Breville USA, Struck created a :30 spot that features a colorful cast of characters that capture a particular style of coffee – bold, mild, intense, smooth, strong and light.
– ZenithOptimedia’s latest forecast predicts global ad expenditure will grow 4.1% in 2013, reaching $518 billion by the end of the year.
– Talking cookies tout HGTV shows. Love It or List It. Property Brothers.
The CLIO Awards has selected nine ad industry professionals to serve as jury chairs for the 2013 awards program. It also announced a number of new and updated media types to mirror the latest changes in an ever-evolving industry.
The 2013 jury chairs include:
– Film – Mark Tutssel, Global CCO, Leo Burnett, Chicago7Print – Amir Kassaei, Worldwide Chief Creative Officer, DDB
– Content & Contact – Rob Schwartz, Global Creative President, TBWA, Los Angeles
– Branded Entertainment – Bill Davenport, President, Wieden & Kennedy Entertainment, Portland
– Direct & Engagement – Nick Moore, EVP, CCO, Wunderman, NYC
– Digital/Mobile & Digital Technique – Malcolm Poynton, European Chief Creative Officer, SapientNitro, London
– Design – Joachim Sauter, Chairman & Head of Design, Art+Com, Berlin
– Public Relations – Matt Neale, International President, GolinHarris, London
– Audio & Audio Technique – Bill Cimino, CCO, Y&R, Chicago
The CLIOs have also announced seven new/updated media type categories:
– Branded Entertainment & Content
– Engagement
– Digital Technique
– Hall of Fame (updated to include Print, Out of Home (OOH), Audio and Design)
– Digital & Mobile (formerly Interactive)
– Direct (formerly Direct Mail)
– Audio and Audio Technique (formerly Radio & Radio Technique)
Categories that are unchanged include Innovative Media, Integrated Campaign, Print, Print Technique, Film, Film Technique, Public Relations, OOH and Student.
This guest post is written by Matt Murphy, President and CEO of Fusion92, a full-service marketing agency with a digital core that launched in 1999.
It’s fair to say that when it comes to product innovation, engineering has outpaced marketing. Over the last decade, technical innovation has accelerated dramatically, delivering new capabilities that would have been unthinkable only a few years ago, particularly in the mobile communications space. But while some consumers still camp out in front of stores to get their hands on the latest smartphone or tablet and others take pride in being the first in their group to download a new operating system, only a small subset of total consumers actually usea fraction of their new device’s capabilities.
That’s not because consumers and businesses don’t want to use innovative new features: It’s because they don’t know how to use them, and any attempt to address this knowledge gap will have to involve a significant change in consumer behavior. It’s not a failure of engineering – it’s a failure of marketing and education, and it must be addressed. The knowledge gap has profound implications for brands because consumers don’t value features they don’t use. Brands that find ways to elevate product feature adoption can find unprecedented stickiness by helping consumers see the value the brands are already delivering. They can also support continued innovation by driving demand.
Ways to Improve Feature Adoption
There are a number of ways marketers can get the word out on innovative new features. One key point is to realize is that the 80/20 rule comes into play: There is a subset of consumers who tend to be early adopters of new features. These early adopters can be influential with other consumers who are less likely to embrace new features on their own.
The challenge is to get early adopters to share the benefits of less-used product features. Rich media marketing in many forms can come into play here, with far-sighted brands promoting early adoption by using embedded video, links to consumer-generated tutorials on YouTube and reviews and sharing features linked to social media platforms like Facebook and Twitter.
Depending on the product, marketers can reach out to new customers to improve their experience and promote feature adoption in all these ways and more. Marketers can leverage consumer-created media by providing a platform for consumer-to-consumer education. Not only can such outreach efforts provide the needed training to promote feature adoption, they can drives sales since consumers who receive notification that a friend has recommended a product and embraced and positively reviewed new features are more likely to explore those products and features themselves.
Marketers can also play a greater role by realizing that their job is bigger than just getting the product name out there and driving initial sales – marketing professionals need to find new ways to educate consumers on specific product features. Rich-media marketing and education tools can play a major role in this effort too, giving marketers affordable ways to reach consumers and opportunities to better target potential and existing customers by focusing on platforms and venues designed for consumers with specific interests.
What’s at Stake
There’s a strong correlation between feature adoption and customer loyalty: Research shows that consumers who adopt and use specific technology features tend to assign higher value to the products they own and have a greater tendency to purchase products from that brand in the future. Feature adoption results in stickiness and repeat business.
It’s important for marketers to expand consumer knowledge about new product features to effect behavioral change, which can help manufacturers build customer loyalty and capture repeat business. Rich-media educational outreach, consumer-to-consumer communication platforms, social media and educational marketing strategies can all facilitate this process.
But the implications of lagging feature adoption go beyond market share and revenue generation: If consumers don’t understand product capabilities, a specific brand’s offerings will be undervalued, which is obviously a problem for that brand. But technical innovation itself may also be affected. Depressed demand for innovative features can result in a decreased focus on research and development, and that’s an issue that affects everyone.
DDB Chicago and Thornberg & Forester created a touching video for the Ronald McDonald House that tells the story of a mother (Erin Maley), a tragic car accident and how the Ronald McDonald House came to her assistance.
The work is part of a campaign that aims to raise $1 million for the charity by December 31.
Of the work, Thronberg & Forester Co-Founder Scott Matz said, “Our friends at DDB Chicago conceived a very thoughtful campaign to elegantly connect images and textures that manifest in sync with the audio story. The ribbon ultimately wraps a special gift, initiating a call-to-action to support Ronald McDonald House Charities by inviting donations… and to get there, we follow Erin Maley’s powerful testimonial.”
So for years everyone’s been singing the Social Media Hallelujah chorus. More recently, many have realized that’s social is not just about media but about the entire business. While it’s yet another in a long line of buzzwords, there is substance to this one.
Becoming a social business is much more than acquiring followers, likes, plusses and re-pins. It’s about enabling the entire business to function in what has become an interconnected, always-adapting, inbound marketing-based, social landscape where consumers (and other businesses) have come to expect instantaneous and personalized attention.
In this whitepaper, part of the Adrants whitepaper series, Hootsuite provides eight tips brands can implement in order to progress from “doing social media” to becoming a full fledged social business.
Download the whitepaper now and learn how you can transform your brand into a social business.
If you’ve watched Mad Men or worked in the advertising industry prior to, say, 1993, you are probably familiar with the concept of the ad campaign. Actually, if you’ve worked in advertising since 1993, you’re familiar with the term, too – although in a different context. Why? In 1993, the Mosaic web browser was launched and it, forever, changed the concept of the advertising campaign.
Prior to 1993, developing an ad campaign boiled down to the most simplistic basics: determining who to reach, how to reach them and for how long. It was a set it and forget it mentality. After 1993, the web and social media shifted the concept of the advertising campaign from “set it and forget it” to “always on.”
Read the rest on the Central Desktop blog.
If you’ve watched Mad Men or worked in the advertising industry prior to, say, 1993, you are probably familiar with the concept of the ad campaign. Actually, if you’ve worked in advertising since 1993, you’re familiar with the term, too – although in a different context. Why? In 1993, the Mosaic web browser was launched and it, forever, changed the concept of the advertising campaign.
Prior to 1993, developing an ad campaign boiled down to the most simplistic basics: determining who to reach, how to reach them and for how long. It was a set it and forget it mentality. After 1993, the web and social media shifted the concept of the advertising campaign from “set it and forget it” to “always on.”
Read the rest on the Central Desktop blog.
Sharing it’s up to the minute Cyber Monday shopping metrics, IBM has pegged this year’s Cyber Monday sales up 24.1 percent through 12PM EST today. Contributing to that figure are several mobile metrics: 22.4 percent of consumers used a mobile device to shop, 12 percent of purchases where made using a mobile device and the iPhone tops all devices used to shop with an 8.7 percent share.
