Filed under: Uncategorized | Tags: advertising, facebook, facebook advertising, mazda
I think the conversation went something like this…
“Guys, we need a Facebook campaign. But don’t worry, I’ve got it!
What kind of people do we want to attract? Party people!
What do party people do on Facebook? Post photos!
So…let’s run a party photos competition on Facebook!
It’s going to be legen– wait for it… DARY!”
Mazda has developed an app for submitting any party photo you choose, and best one each day gets a prize. Easy to get involved and spread the word to all the other ‘party people’ you know.
I guess we get all tied up with brand engagement sometimes. But does this activity really promote our brand values? Then it just gets too hard for people to come up with a video to outline your 3 core values and second tier of 5 other brand wanks for the 20-28 age group in exactly 28 seconds. So nobody gets involved.
Here it’s just fun, free stuff and some zoom zoom. Simple.
Thanks Mazda for making it fun!
Filed under: 1 | Tags: advertising, Lady Gaga, product placement, Telephone, Virgin Mobile
If I had a dollar for every time I’ve heard someone rave about Lady Gaga’s new music video this week…
Well, Lady Gaga is no stranger to product placement, and it certainly makes sense to have a phone featured in a song called ‘Telephone’, but the close-up around 2:06 really gives a whole new meaning to ‘product placement’. I wonder how much Virgin Mobile paid for THAT location.
Gratuitous is just about the only word for it…
Filed under: 1 | Tags: advertising, direct mail, election, Isabel Redmond, Mike Rann, South Australia
As you may know, South Australia is in the grips of an election. The choices are the super-slick media-savvy Premier of 8 years (aka Mike Rann) and new kid on the block Isabelle Redmond.
Both are struggling with trust issues; one an alleged sex scandal and the other hardly in the public consciousness until last year.
Enough background; in a nutshell, it will be a close contest.
It’s in this situation that I opened my mailbox a couple of days to find several plain envelopes, one for everyone in the family. And who is it from but…Mike Rann!
What have I done to deserve such an honour? Been ethnic, apparently…
Mike askes that I endorse his friend for the Legislative Council, a Vietnamese immigrant who ‘does know what it is like to hop into a rickety boat […] master a new language and relearn all those things you need to survive in the modern world’. (There is a handwritten postscript saying Mike’s friend is both hardworking and courageous in case you weren’t sure.) Mike is delighted that his friend wants to run for Parliament, to be a key member of the team and represent all people from non-English backgrounds…
…serving a secondary purpose of trying to convince a migrant population that all you have to do is tick the ‘ALP’ box at the top of the voting form.
I don’t know whether to be impressed or sick.
I assume that this DM was sent out to everyone with particular surnames. You need to suck up to everyone in politics, but it seems to me that there are a lot of migrants who will be less educated about Australian politics and more open to manipulation. (His wordy 1 page letter would be challenging for those of us with poorer language skills, but luckily there is a Chinese version on the back.) For Asians relationships are important – we like friends in important places. It may well gain him some of the votes.
The final straw for me is the encouragement to use this one guy as a reason to vote the entire party in. I’m half of the mind that even if I wanted to vote for him, I would feel too manipulated to be able to do it.
Am I the only person who thinks that if you need this much spin to distract from your policies it’s not a good sign?
But let us be fair, it happens on both sides. I for one am still suffering mental recoil from the rather arresting interview headline “Redmond bares all”.
Less PR, more policies, please!
Ads have become an expected part of our lives. We just expect them to yell ‘buy me!’ at us, so we’ve learned to ignore them unless they’re really interesting or something we’re looking for. (Or bored.)
So ad agencies crank it up all the time; it’s got to be more inventive, more sparkly, more entertaining, and of course artsy enough to win some awards.
But it’s interesting to see when they decide to go the other way. Like this bus stop ad:
Part of me wants to say, “You spent heaps of money buying all that space, and you’re not even using it??”
But I think in this case, ‘less is more’ rings true. Seeing these ads had me curious for weeks. In what I think of as the Apple syndrome, simplicity and sans serif is now a differentiator. It’s more effective for the ad-wearied because it’s less like a pushy salesman in paper form.
Only I would have to repeat that classic client line: make the logo bigger!
I didn’t know what the ad was for until I found I’d been invited to the event on Facebook. Fail.
Hope for their sake that it works, our casino is the only one in the nation to be losing money. I do like their current TVC, though I can’t see it appealing to anyone I know who currently hangs out at the casino (which I guess would be the point).
Filed under: 1 | Tags: advertising, co-branding, Coles, Continental, Masterchef, supermarkets, Unilever, Woolworths
The Australian supermarket playground is notoriously small. Woolies and Coles are the big bullies, currently at a stalemate for who can build the biggest sandcastle.
So if you can’t win on your own…get a partner.
I don’t mean another shopping chain – the ACCC is already turning some of its attention to some of the tactics used to keep smaller players like Aldi out.
No, I’m referring to the recent ads which seem to be co-financed by Woolworths and Continental (Unilever).
The ads themselves are largely unremarkable; I couldn’t find them online. Essentially, there’s a product demo for Continental, followed by a message that you can find the products at Woolworths.
++ In a recession, particularly when you’ve just undergone high capital investment, partnering up might help stretch that ad budget further.
-+ Sharing ad time might confuse viewers, or lose the message completely. On the other hand, it’s more subtle and modest.
— As a retailer, promoting a household brand could encourage consumers to buy it…elsewhere.
Neither *seem* to be short on ad spend, with Continental’s ‘three-thirtyitis’ campaign** (DDB work I believe) and the re-done Woolworths ‘fresh food people’.
Perhaps Woolies feels that it needs to raise its publicity, since rival Coles backed winning horse ‘Masterchef’. This campaign certainly takes a similarly indirect approach, though whether it has helped flailing Coles remains to be seen.
++ Coles should benefit from the greater opportunities that arise from TV shows, such as recruiting judge George for product development.
— Two’s company, three’s a crowd. Just from viewing the show, you can tell that Coles isn’t the only organisation that put money behind Masterchef.
[I realise that I always seem to be commenting on Woolworths and what they’re doing, not Coles. Perhaps that tells you something…]
**I suspect that some of the ad budget has come from lowering production costs, if the Pasta Flakes Pasta & Sauce is anything to go by.
Filed under: 1 | Tags: advertising, Australian Marketing Institute, Emerging Marketers, television
“Why is television advertising important in a recession?”
If Channel Nine doesn’t know, they should start getting worried.
They’re running a competition through Emerging Marketers (the youth branch of the Australian Marketing Institute), getting students to come up with creative ideas answering that question.
I haven’t got an answer yet, but it prompted some thoughts on how difficult an industry television is…
Maybe I’m wrong but TV seems to be one product where branding is purely on evaluation of the product. You watch a channel because they’ve got your favourite program, not because they have an animated television jumping around the screen.
Sure, you might end up watching one channel more because you can’t be bothered changing or you see more of the ads for new programs and end up watching them, but there’s no conscious brand loyalty.
Reasons for watching a program:
- you wanted to watch TV and it was the best thing on
- you saw it in the paper and it looked interesting
- someone else recommended it
Given that so many of our programs are imported, station choice it doesn’t even come down to production company.
I’d like to see more branding in TV, but it would be incredibly hard to pull off.
So, why is TV advertising important in a recession? Because otherwise a lot of people are going to be out of a job…
In true Gen Y apathy**, two campaigns confusing me at the moment:
Hungry Jack’s – that’s Burger King for the rest of the world
…has recently launched a campaign taking advantage of the new demand-based pricing strategy by their competitor who will remain anonymous. HJ/BK’s proudly says they will offer you the same price for the same product in all stores.
Really? That’s lovely. Know anybody who actually cares?
It’s not the Cola wars, and this is no Pepsi taste test. The media caused a bit of a ruckus about the new pricing but McDonalds regulars haven’t really raised their voices in complaint.
Same as when McDonalds went healthy and HJ/BK’s said ‘we don’t care, our burgers taste better’. Nobody ever picked on them for health – it’s all Micky D’s. So…same price is nice, but you’ll need more to get them in the door.
Twix, by the lovely people from Mars
If you happen to be bored and preferably not hungry, head over to the Twix website. They’ve designed a game where you have to ‘help the guy get the girl’.
It’s pretty simple…average American college guy goes to party, really wants to pick up girl. He is beset on by several obstacles in his quest, but lucky for him he gets time to ‘chew it over’ and decide what to do (while you hear glorified munching and wish this guy had never been born).
Perhaps I set my standards too high for hypothetical women in advertising, but by the end of the game the only thing that impressed me about the main character was his complete lack of charisma. Didn’t want to help him. Also very sick of munching noises.
What I’m trying to say is: make me care. I – your hypothetical consumer – am not sitting here hanging out for your next move, hoping you’ll succeed. I don’t make it my business to know everything going on in your industry. If you bore me, I go away.
[**NB: also strongly versed in Gen Y irony.]