I was intrigued by AdZookie‘s marketing idea, promoting themselves with unique spectacular billboards … and reaching out to their small business target at the same time. Says AdZookie: “We’re looking for houses to paint. In fact, paint is an understatement. We’re looking for homes to turn into billboards.”
It definitely speaks to the times that the incentive is mortgage repayment …
Here’s their blurb: “Adzookie is a FREE mobile advertising network. If you have a website and want to increase your visibilty we can help. We place free advertisements for your business where ads get noticed the most … on smartphones.”
Their website is here.
A Load of Crap: Charmin’s Go Nation
“Never mind that those ads featuring bears that can’t wipe properly are odd enough. Charmin now is on a mission to start a movement, we’re sure pun is intended, in which the entire nation can enjoy a “better bathroom experience.”
“We’re calling it the Charmin Go Nation,” it says on the website “… it’s made up of people who actually enjoy going to the bathroom because they have Charmin bathroom tissue.”
Sounds like the client wrote it. Utterly Ridiculous.
While we’re at it – shout out to the guys at Kleercut for telling it like it is.
I am pretty jaded about advertising, but AMV’s effort for Walkers – featuring Crooner Lionel Richie and former England Captain Gary Lineker – is actually funny and well done.
Unlike AMV to use celebrities, I know … (irony dear reader).
Unilever Launches ‘Mad Men’ Blitz
Says a spokesman” “Unilever created the vignettes to showcase its iconic brands and celebrate their heritage on a hit show that is culturally relevant to consumers today. Consumers are craving nostalgia. The featured brands are prominent today and were popular in the 1960s, when ‘Mad Men’ is set.” Interestingly, the first reactions from viewers and bloggers haven’t been positive, with complaints about how the ads too closely mimic the show. On the “Mad Men” Facebook page: “Who is Dove soap trying to fool with that fake Mad Men commercial!? That is how I felt, like Dove was trying to steal Mad Men’s thunder!’.
And there’s more: “Despite hating the weak, we-suckered-you-into-watching-our commercial, Dove did generate some talk about … Still, subconsciously, I’m sure next time I buy soap I will see the Dove brand and automatically think SCAM ARTISTS and buy Ivory instead.” A blogger griped, “I usually love Dove commercials but I found this one to be way off-target from their ‘women loving themselves’ branding.
Dove ‘Mad Men’ Commercial Causes Controversy; Unilever Says It’s Witty Parody (stylelist.com)
Dove make ads just for Mad Men, women have the ideas, get no credit (adland.tv)
More Fake ‘Mad Men'; More Real Ads (mediadecoder.blogs.nytimes.com)
Advertising: Commercials in ‘Mad Men’ Style, Created for the Series (nytimes.com)
Hovis embarks on first ‘buzz marketing’ drive
Hovis is launching its first marketing advocacy programme, to promote its recently launched Hearty Oats product. The Premier Foods bread brand is mirroring initiatives undertaken by Procter & Gamble, which has also used word-of-mouth programmes to raise awareness of its products. The aim of the campaign is to recruit 8000 advocates to help support the launch of the product, as Hovis introduces a greater word-of-mouth element to its marketing activity. Hovis Hearty Oats is the UK’s first loaf baked with 50% wholegrain oats and 50% wheat flour. Premier Foods claims that it can help to maintain normal cholesterol; the company has received the backing of charity Heart UK. Meh. For me Hovis is still about the Hovis ‘Bike’ advert from 1973 (Britain’s favourite TV ad apparently)
is developing a marketing strategy with digital agency Firstborn, public-relations firm Weber Shandwick and promotional group TracyLocke. “We’re not tied to the old methods,” said a brand official, noting that no creative agencies were considered as SoBe looks to content rather than advertising.PepsiCo-owned brand had been working with Arnell Group to produce TV spots that ran during the 2009 Super Bowl and last spring, but while the ads generated “a ton of awareness,” the company said they didn’t deliver the engagement the brand was looking for. “The passionate fans weren’t saying the things we thought they should be saying,” said Angelique Krembs, director-marketing for SoBe. “Going forward we needed to get to engagement. That’s why we evolved our approach.”
Nissan shifts marketing budget to experiential projects
Japanese car manufacturer Nissan is shifting its communications strategy away from traditional advertising, towards a greater emphasis on experiential marketing. It follows the marque’s decision to become the official automotive partner of The O2, replacing BMW, and the announcement that it is to set up an interactive brand centre at the East London venue.
Apple unveils iAd
Apple has revealed details of its new mobile advertising platform, allowing advertisers to run campaigns that “combine the emotion of TV with the interactivity of the web”, as the company targets delivering one billion ad impressions a day. The platform, called iAd, will be pre-installed in the new iPhone 4.0 operating system, set to be released this summer, and will give advertisers the ability to run full-screen video and interactive ad content without requiring the user to navigate away from an app.
What iAd Won’t Do For Marketers
For online marketers, there is a lot to like about Apple’s mobile ad platform, the iAd: an ad that stays inside the app doesn’t force the consumer to choose between the app or leaving the app to satisfy a passing curiosity about an ad (and guess who usually wins in that scenario).
Breakfast Slogans of Champions
A look back at outdated ads. From quaint to outrageous to merely sexist, cereal advertisements from the past century offer a look at the evolution of well-loved brands.
A digital out-of-home campaign aimed at increasing awareness of Delta Airline’s flight schedule in the New York City area
accomplished its task – by a measure of more than 28%. From February to mid June, the airline and its ad agency, Digitas
, ran a campaign using both DOOH and traditional media. Edison Research, which surveyed consumers prior to the launch and during it, also found that business travelers’ perception of Delta’s international schedule increased by 26% and overall awareness by 15% (via Digital Sign Today).
How Delta Microtargets Business Travelers
When Delta Airlines wanted to reach business travelers just in the New York area last spring, it decided to test the idea of microtargeting with place-based media. So it teamed up with out-of-home vertical SeeSaw Networks to create multiple 15-second spots customized to a wide array of venues across five different digital out-of-home vendors.
ZenithOptimedia is predicting global ad markets will increase 0.9% in 2010 to almost $448bn (£274bn) and expects ad expenditure to show steady improvement over the next three years, with growth of nearly 5% by 2012. The global spending prediction is the Publicis
agency’s first upward revision in 18 months and comes after the worst ad decline in modern times. Zenith also predicts ad spend to fall 10.2% in 2009 to nearly $444bn.
US online advertising spending is set to drop this year for the first time since 2002. eMarketer
estimates online ad spending will be down 4.6% this year. However, the slowly recovering economy, combined with basic structural changes in how marketers and the public use media, will lead to Internet ad spending growth in early 2010.
“It’s been denied, but I would rebut the denial,” Sorrell said, calling the practice “extremely dangerous in my view. It’s particularly dangerous if we see media price inflation.”