Showing posts with label Advertising 3.0.. Show all posts
Showing posts with label Advertising 3.0.. Show all posts

I hate your “ creative” .. give me something that sells or burst!

I'm a marketer not in the entertainment  business .. i dont sell art .. im not here to impress people and get a "WOW" effect!

Grow up Mr. or Ms. Kخreative ( Kخhara + Creative) in Arabic and the better English for it is " shitReative" ( Shit + creative)

The 7 Creative Elements That “Win” 


  • Focal Point -- Ads with an obvious focal point help to focus the person viewing your brand’s message.
  • Brand Link-- Ads, tend to perform better when it is easy for someone to establish a quick link between the ad and the brand being represented. This is especially true for more iconic brands.
  • Brand Personality -- How well does the ad fit with what users know about the brand? 
  • Informational Reward -- Does the ad have interesting information? 
  • Emotional Reward-- Ads with emotional reward tend to perform better, especially when the emotions are aligned with the true spirit and authenticity of the brand. Use of humor is a good way to connect with your audience.
  • Noticeability -- Think about what makes you pause and look at ads, especially on mobile. Video ads that grab your attention tend to perform better.
  • Call to Action -- Include a strong call to action like “Shop Now.” Your audience will be more likely to take action if you tell them what you’d like them to do. Call To Action options: Shop Now, Book Now, Learn More, Sign Up, Download, Watch More, Contact Us, Apply Now, and Donate Now.

Does Anyone Really Believe Advertising Any More?


Apparently consumers are taking this old saying to heart: "Believe only half of what you see and nothing that you hear." Market research firm Lab42 just released a study that revealed that 76% of its respondents think advertisements contain exaggerated claims, and a mere 3% think ads are "very accurate."
According to Lab42's survey of 500 respondents, while 38% wish for more accuracy in advertising, only 17% would like to see more laws in the United States that regulate advertising. In the U.S., advertising is seen as free speech, but that's not the case in other countries such as the UK, where ads are routinely banned for being misleading or exaggerated.


Best practice of site takeovers

Check these out first 




Cadbury Rollpack
After the success of the Gorilla of Zingolo, and kids eyebrow dance ,they have now, with help of Saatchi Australia, managed to customize a youtube page.










Click on the image to visit the dedicated page. You will find also a parrot who plays basketball, and a man in a dog that is shit in a giant wheel.



















YouTube Falling Apart

Ads are destroying YouTube, or so it seems with this current ad from Acciona. A Spanish sustainable energy advertisement makes YouTube break into pieces.
acciona
Once you go to the YouTube channel the page starts falling apart. 
http://www.youtube.com/experiencere
Agency : McCann Erickson
Brand: http://www.re.acciona.es/



24-hour Human Clock-Sprint, mobile phone operator








sprintyoutube2.jpg


As part of its 'Now Network' campaign, Sprint has staged a homepage takeover on YouTube using user-generated videos to create a unique human clock


Designed to highlight the relevance of Sprint's network to people's lives the campaign is part of an integrated effory to build buzz around the launch of its new Palm Pre smartphone. Selected participants used their web cam to capture a 3 second clip of themselves displaying their assigned number. The videos were then edited together throughout the day into a digital clock that showed the exact time (for example 12:37), and changed with each passing second.

The ideal fit for YouTube, the ad doesn't just demonstrate the central idea of 'now', but does so in a way that chimes perfectly with the platform's look-at-me community of contributors. Better still, the groundbreaking format is the first time user-generated content has been incorporated into masthead advertising on the site. It's just part of the wider picture, however; tailored homepage takeover ads are also set to appear on Yahoo, AOL,ESPN.com, WSJ.com, People.com and CNET in what is billed as Sprint’s most extensive web campaign to date.

More than 11 million unique users visit YouTube’s US homepage in one day, and the new masthead ad formats are encouraging experimentation and seeing good returns - 14%interaction rates, according to YouTube, compared to the industry average of just under 5% for similar-sized units.

The ad lives on after Takeover day too; it's now available as a widget at sprint.com/nownetwork, along with a host of other content intended to reflect the idea of 'now'. Goodby Silverstein & Partners are responsible for the creative.

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 Wario Land: Shake It!

Nintendo and YouTube collaborated to promote Nintendo’s latest Wii release Wario Land: Shake It!. The very unique site got about 1.3 million visits in one week time and blogs likeWiredKotakuJoystiqGameSetMatch and over 800 others wrote about the ad. The idea of trashing a site is not new though, check HemaClub Internet: Le Duel & Le Défi,Nationale VacaturebankThe Good FightJumperCarhartt and Netdisaster


Honda Let it shine on Vimeo


BRAND OWNER:Honda
CATEGORY:Automotive
REGION:EMEA
DATE:Apr 2009 - Dec 2008
AGENCY:Wieden & Kennedy
MEDIA CHANNEL

With the launch of Honda’s Insight hybrid car, the automotive brand wanted to make a big impact without a huge environmental impact.
It created Let It Shine – a 60 second TV spot which at first looks like a huge LED screen, but you soon realise the animation is being created by hundreds of car headlights. A matrix of hundreds of car headlights was created and animated with each set of headlights acting as a pixel. The ad was a huge viral hit and Honda wanted to leverage this in an online environment. It teamed up with high definition video hosting site Vimeo to create an experience which went beyond the borders of the usual flash player box, taking the traditional 
page takeover to a new level.People who went to Vimeo to view the Honda ad can press play to see the video and the whole page around the video also transforms.Just as the ad shows action taking place over a whole night until sunrise, so the background of the page goes completely black, blocking out all of the usual page inventory and comments.The animations created in the desert with the cars leak out into this expanded space. As dawn breaks in the ad, the background of the page also goes through the sunrise colours. Visit
http://vimeo.com/4281939 to see the experience.
The work echoes that of Nintendo’s Wario YouTube ad, where the violence of the game knocks all of the comments and buttons off the web page.



PSA ad on cyber-bullying by National Crime Prevention Council.




http://www.youtube.com/oceanking97


EA Sports Push with Joy



E




















A Sports Push with Joy






Samsung 3D takes over YouTube with game

Samsung is taking over You Tube with a game. The game-take-over starts with a film of the 3D projection on the Beurs van Berlage. Then it slowly takes over YouTube. The game is nothing special (click on as many butterflies as possible  and win a 3D LED TV), but the take-over makes quite good eye candy.




Samsung 3D YouTube - June 2010






http://www.youtube.com/Samsung3devent




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Shahrukh Khan gets candid while discussing Ra.One! Watch him share the behind-scenes experience live, at:
http://www.youtube.com/raonemovie




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Louder is Better
   

[CLIENT]
Virgin Radio
[AGENCY]
Buzzman
[PRODUCTION]
Film : Iconoclast Web : Lumini
[CREATIVE DIRECTOR]
Georges Mohammed-Chérif
[ART DIRECTOR]
We Are From L.A.
[PLANNER]
-
[PRODUCER]
Laurent Marcus, Julie Bourges




WHEEL OF CONCEPT: A NEW SPIN ON INSPIRATION


When the client presentation is an hour away and you need impactful ideas immediately, look no further than the Wheel of Concept. This digital tool serves up pre-packaged client-focused cutting-edge ideas, taking inspirational pressure off overworked creatives. Simply go to wheelofconcept.com, enter your client’s brand name and spin the wheel. Your concept will be branded with your client’s logo for you on a ready-to-print PDF presentation board. Making your client happy 100% of the time has never been easier. Now with the new Wheel of Concept, thinking is one less think you have to think about.
Credits:
Creative Director: Saman Rahmanian
Account Director: Joshua Lenze
Copywriter: Hunter Simms
Art Director: Sherina Florence
Sound Design: Antony Demekhin
Programming: Andronicus Riyono
Voice Talent: Steve Brauntuch


Outcome of many debates and disagreements



Agencies in this part of the world nobly take it up in the Ass .. agencies are becoming like retail shops in how they sell their products


The downgrading process started by giving away creative in exchange for media cut AKA media commission. Ideas were thrown in as added value  and for nothing.
So called marketers, ask for options and alternatives not smart cost effective and high return on dollar investment solutions.


Burning out client service and creative in 12-20 pitch a year while marketers mix and merge concepts AKA tweaking and twisting with their in-house creative-less designer in a very agonizing, exhausting process called creative services request for proposal leaves a few good people in emptiness,


Pitch fees
Agencies have to start asking for pitch fees regardless of whom wins even the top one need to charge for time and ideas presented.


Retainer structure
Should be exact response to a marketing calendar where agency and future client negotiate scope of work, planning caliber , creative resources and development process in details.


Going back to basis
Where the fuck quantitve, qualitative and usage trends gone? At least can I see a retail audit report or target group defining based on lifestyle , role or life status? Any thing boys and girls rather than our CEO thinks, feel -and the worst one- wants???


Extra work= extra budget for agency


The marketer adds extra work into the proposed scope, and the agency takes on all the work at no extra cost. So the agency comes to the party to help out hoping that they can make it up in production in another word takes from the value of the production which devalue the final output. Bad advertising!

I am talking to agencies here hoping to save the little lift with; marketers on the other hand are hopeless.

TBWA turns its agency site into a slideshow



Tbwa
Agencies like nothing more than reinventing the agency site. We've seen the drab, Flash-heavy, barely usable site recast as a blog, a YouTube channel, a Facebook page and a Twitter stream


Now, TBWA goes with the slideshow. The shop created a new "storytelling platform" that underpins the site. The end result looks a lot like a slideshow to me, although it does have the flexibility of showing work in a coherent fashion with a mix of media. Overall, the navigation can be a tad confusing. It's still quite a bit better than your run-of-the-mill agency site with a runaway pencil.




Is the Flash-powered agency site obsolete?


There's something interesting going on with agency Web sites. Ironically, many of the shops that pioneered immersive Flash sites for clients are turning their backs on the high-tech immersive approach when it comes to their own sites.The Barbarian Group, EVB and Juxt Interactive are going this feeds-over-Flash route.
Big Spaceship, creator/builder of HBO "Voyeur," is the latest shop to use a simple WordPress blog to show off not just its portfolio but feeds from its blog, Twitter and Flickr accounts (including lots of photos from something called Moustache Day 2008). The idea is to show the company's thinking in real time rather than treat the agency site as a static art piece.

The bonuses: a WordPress site is cheap and easy to update regularly. Meanwhile, traditional shops are still generally going immersive. McKinney, Leo Burnett and BBH are examples of what some call Flashturbation. It all comes down to the purpose of the site, whether it's to impress potential clients, new hires or just be there in case someone gets lost coming to the office.





The agency site reborn as YouTube channel

It was inevitable. BooneOakley, an independent shop in Charlotte, N.C., has scrapped its Web site in favor of a YouTube channel. Visitors toBooneOakley.com are redirected to YouTube, where they are greeted by a three-minute clip showing the story of "Billy," a marketing director who hired an agency owned by a holding company, got fired and then got killed by his pissed-off wife. The site has links to work and partner bios, and it uses the YouTube ability to embed links inside videos. It's an interesting approach to build a Web presence directly on a platform rather than a stand-alone destination, but you have to wonder about choosing only video as a way for BooneOakley to tell its story. The news section, for instance, is a video clip about the Obamas using the agency's initials in naming their dog. And while YouTube's "hotspotting" is a clever way to move around to different videos, the navigation is far from straightforward. I kept having to click back to the Billy intro video to get to other parts of the site.


Agency sites reborn on Facebook, Twitter

BooneOakley won praise for ditching the tired agency site in favor of a clever YouTube channel to show off its stuff. With social all the rage, Grey Stockholm has taken the next step: It's traded itsdedicated agency site to go all-in on Facebook. There, users can "Like" Grey, see work, comment on posts and do the regular Facebook things. Not to be outdone, Argentine shop Kamchatka has recast its site as a Twitter account. Actually, several. Each section of the site has its own Twitter handle. On the surface, this makes lots of sense. Facebook pages are getting more and more powerful, and plenty of campaigns are ditching the microsite in favor of the Facebook platform. Twitter is the current belle of the ball. But at the same time, both sites feel unnecessarily gimmicky. Thanks to APIs, sites can have all the social functions of Facebook, Twitter and YouTube without having to choose one or the other. It would seem to make more sense to integrate all sorts of social tools into a destination site rather than choose one platform over another. 

Grey Stockholm moves their entire site to Facebook

I hate to make it sound predestined but I can say that I saw it coming! Brands are moving to Facebook (social media platform) and ditching known / familiar WWW .

I always thought a startup / small/ home business can do it but a BANK and a key advertising agency ..that’s a first and I hope many to come.
I think an agency can claim that they are innovative but Grey saw it as inevitable and moved to Facebook following simple philosophy /strategy “We want to be where people already are, and 2.5 million Swedes are on Facebook, so that's why we have moved our site to Facebook”

Flashmob






In March 2006, Bill Wasik, inventor of the Flash Mob, wrote a great report on how he created and grew the flashmob phenomenon - Harper's Magazine (March 2006 issue.)

He talks about how events moved from the original email he sent out ('Q: Why would I want to join an inexplicable mob? A: Tons of other people are doing it') through to discussing the MOBs at the New York shoe store, the Grand Hyatt next to Central Station and the dinosaur worshipping in Times Square Toys R Us. Bill discusses how the phenomenon grew and analyses the different stages of awareness, participation and media coverage.

Bill Wasik ran 8 MOBs and reasoned that the Flash mob craze would die out, thinking that 'co-optation of the flash mob by the nation's large conglomerates would, I reasoned, be its final (and fatal) phase.' This moment seemed to have come when in summer 2005 the "Fusion Flash Concerts" were announced, a 'series of flash mobbing events staged by the Ford Motor Company and Sony Pictures Digital to promote the launch of the new Ford Fusion car.'

However, this did not mark the end of flash mob gatherings. If anything 2009 has been the year of the flash mob - albeit slightly removed from the purity of the original mobs. The MOBs of 2009 have tended to be ad funded and corporately organised displays intended to surprise those who were not in the know, rather than random spontaneous assembly for no obvious purpose.

T-mobile were largely responsible for the re-birth of flash mobbing with a TV ad (subsequently uploaded to YouTube) filmed in Liverpool St station in London - now with over 15m YouTube views:





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In March a Belgian TV channel then created a mass performance of 'Do-Re-Mi' in the Central Station in Antwerp:





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In April Trident Unwrapped used 100 Beyonce lookalikes in Piccadilly Circus London:

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Michael Jackson's death sparked global 'flash mob' performances of his dance routines - the highlight (probably) being this performance in Stockholm:





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In September 2009, to launch the new Oprah season, Oprah hosted a Black Eyed Peas outdoor concert in Chicago - where to her surprise the crowd turned into a huge flash mob:





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In October 2009 HTC ran a flash mob at Raffles Place in Singapore:

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In October the Bondi Beach 'Say Cheese' performance became Australia's most significant contribution to the flash mob craze (a stunt to promote Flip):





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Earlier this month Elf Yourself ran a flash mob in Union Square in New York to promote the fact that Elf Yourself is back for 2009:





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3 days ago Janet Jackson appeared at a Janet Jackson flashmob in Los Angeles (a series of MOBs occurred across LA on the same day to promote her new album):





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and Flash mobs are even now happening inside retail stores!





In October TV2 in Sweden ran a MOB in a Swedish IKEA store to promote the new series of 'Skal vi danse' ('Shall We Dance'):





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and now we have Microsoft store staff dancing to the Black Eyed Peas too:

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So why didn't mobs die when Bill Wasik predicted they would? The above are only a few of the mobs from this year, so why has 2009 seen so many? I think there are two main reasons:





1) Joy. It doesn't matter how many times this is done, being near or part of a flash mob / spontaneous outburst of performance raises a smile. With so many economic issues in the world this year, bringing happiness to people (no matter how tenuous the link) creates a positive feeling - a good context for an advertiser message.





2) Social. A flash mob creates Conversation. Those people who are present tweet about it, update their Facebook, take videos and upload to YouTube. Some of these films (or associated UGC versions) have huge, huge view numbers. Often the most effective way of creating buzz in online communities and social networks is to do something in the real world that then prompts people to share it in their virtual ones. Being part of an event gives participants something to talk about and the act of sharing with friends increases buzz and awareness (invariably it will prompt them to search out the info for themelves.)





Conversation (talking about the event) drives people to The Destination (the relevant video, channel, Facebook page etc). If the content is good, these visitors will then share it with their friends, who then talk about it, prompting even more people to visit the Destination. Thus an event can be far more cost-effective at driving coverage than a traditional campaign. (Not forgetting that it also instills joy and positive feeling into the message too.)





In 2003 Bill Wasik was surprised to see his MOB events featuring on blogs who were syndicating the email instrutions - but he did not object. He 'did not want anyone to learn the mob details without making human contact with another mob member, but blogs are by their nature such intimate endeavours that even the most widely read among them seem to foster a sense of close connectedness among their readers.' 'A mob spread partly by blogs was still, as I had intended, a virtual community made physical.'





MOB founder Bill was forward thinking, but in his mind it was all about email / blogs / WOM etc pushing people to the event. In today's media model it's the other way round. Advertisers are creating events to push UGC coverage, a physical community made virtual . The event drives the Conversation, rather than the other way round as Bill intended.

'Social media' doesn't happen in isolation, Conversation needs to be driven and then end up somewhere - and if the Destination is strong enough it will fuel further Conversation and keep looping and growing.







Nokia Snake in Bogotà


Flashmob action by Coke









Surprise Wedding Reception
we picked a random couple getting married at the City Clerk’s Office in Manhattan and threw them a surprise wedding reception. The couple was treated to dancing, toasts, cake, and gifts, all with complete strangers.


Hammer Pants Dance















Beyonce 100 Single Ladies Flash-Dance

Piccadilly Circus, London for Trident Unwrapped





I Gotta Feeling - Lipdub - One Take Music Video in University Of Quebec




FLASHMOB.CL - Aprendiendo a volar
Agencia El Traductor de Donald Paseo Ahumada Chile

Untitled from ortegaxpriest on Vimeo.




The Condo mob














Greenpeace shock Zurich

Activists from Greenpeace and the alliance "No to nuclear" , as part of a campaign against the use of nuclear energy, produced on May 25 last flash mob who knows some success, especially on the Internet .Flash mob in question uses the lever action shocking, and not surprisingly, the video displays 370,000 views in six days. 



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