Here is the presentation I made at the Fundraising Ireland conference this afternoon. Thanks to everyone for attending and if you have any questions please feel free to drop me a line.
Monthly Archives: March 2011
Adidas Is All In
Adidas is launching their biggest brand campaign. Aimed at fusing the worlds of sport, music and fashion in which the operate.
(info below sourced from marketwire)
Captured in their natural, authentic surroundings, brand ambassadors from soccer stars Lionel Messi and David Beckham to NBA star Derrick Rose and pop icon Katy Perry to the adidas skateboarding team and many more show that when you love your game, whatever the game, you put your all into it.
“The campaign showcases adidas’ distinctive presence across and into different sports, cultures and lifestyles,” explains Steve Ralph, President of adidas Canada Ltd. “Its creative concept brings together the diversity of the brand under one strong roof. From the court to the catwalk, the stadium to the street, we are giving an authentic statement with credibility only adidas has.”
Montreal-based agency Sid Lee created and produced the global campaign.
“Passion is the driving force behind the creative and the adidas brands demonstrated by the game face, which is raw, spontaneous and speaks directly from the gut,” says Jeff Cooper, adidas Canada’s Director of Marketing. “Our consumers will love this campaign because we recognize they have the same kind of passion whatever their game may be.”
The “all adidas” campaign speaks to a broad consumer group with a clear focus on the 14- to 28–year-old consumers and the way they utilize and consume media today. Directed by Romain Gavras, the campaign is built around a 30- and 60-second version of the commercial for TV and cinema as well as an extended 2-minute version for Online.
Viewers and fans can then continue the conversation with adidas online through social platforms such as Facebook, where adidas serves up daily, in-depth exclusive content from the various parts of the brand – from new product releases to competitions for Katy Perry tickets and much more. adidas already engages in excess of 10 million fans of the brand on a regular basis across these platforms. In addition, the creative will come to life in a complete through-the-line offering, including mobile, retail, activation events and print.
The “all adidas” campaign takes place throughout 2011 in a mix of environments from sport to music, lifestyle to fashion with different elements rolling out over the year. It will be teased before it kicks off with the global launch of the hero advert film on March 16th, 2011.
Check out the ad below and then also check out the launch in Paris, really needs to be seen, here is the link.[Intro] adidas Is All In Projection Mapping feat. DJ Cut Killer from viacomit on Vimeo.
Product Placement – Bing it Dano!
By posting this I am admiting to watching the new series Hawaii 5-O! Yeh Sunday night TV fodder. In fact normally I fall asleep while its on waiting to do the late night feed (not of myself but my baby!). Anyway some how last Sunday I woke just in time to see this MASSIVE product placement. Now Im all for product placement, I love when I catch myself falling for it (saying stuff like, oh Id love a coke now!) but I like it to be a little more subtle than this
Social Media in Ireland
Nice piece by Edelman
“Brands move to widen online rewards model”: NMA reports
(original source: New Media Age, March 9th, 2011)
New Media Age is a great resource and yesterday they reported on how brands
…will dramatically reallocate their digital ad budgets this year as they move away from the traditional last-click-wins approach to attribution as more accurate models gain ground.
Brands are looking to reward online channels more accurately and reassess the influcene of each stage of the consumer buying process
Due to the advancements in tracking technology this is now more feasible and Alex Tait, head of ISBA’s Digital Action Group and head of digital marketing at the Post Office, said in the article
“More than ever, advertisers are realising that rewarding just the provider of the last click doesn’t make a lot of sense,” he said. “As digital channels have matured, from being the converter to a way of reaching new audiences, this older world of direct response is colliding with other media and calls for a more holistic way of understanding the customer’s journey.”
The article goes on to say that Virgin Atlantic is now looking to re-evaluate its model from a ‘best click’ one to reconsidering the rewards.
Its head of marketing systems Allison Wightman said, “We’re starting to understand what a move from a last-click model might look like. If you look at the pure results, we would have given up on display a long time ago. It’s easy to cut because it’s not that cheap, but we’re seeing that it does have a role to play.”
Brands are finding that quality news sites like The Telegraph and The Independent are playing a greater role in the customer journey, but they aren’t getting the credit they deserve.
According to Neo@Ogilvy MD Richard Wheaton, such news sites are being “drowned out” by networks which have reach and frequency and take “all the credit” but haven’t influenced the customer. Attribution has shown customers are coming from quality media sites.
“For a lot of our clients it’s about understanding and justifying why they’re doing display. Some of their best performing customers sign up not having clicked but having viewed. If this is what’s happening, we’re not optimising our best-performing media,” said Wheaton.
You can read the full article here
Most Honest City in America
This was on the BestAds on tv site last week. I really like most of it, not sure Im so keen on the hidden camera, feels maybe a bit sneaky to show the people that didnt pay? (I get that the hidden camera is central to the campaign, just thought blocking faces may have been nice). I also think there could be more at play to those that didnt pay, maybe they were first there and there was no other dollars in the box signalling what to do?
Anyway aside from that, I think its a good campaign, overall had a nice “feelgood” sentiment about it and the results are pretty impressive.
Coca-Cola ‘Walls’ Music Commercial
Having worked for an American organisation in the UK and Ireland I know how hard it can be to get messaging consistent and appropriate across different markets. So having to come up with an ad that can connect with teenagers in over 100 markets across the world can’t have been an easy task.
Wieden + Kennedy (Amsterdam) have managed it with this ad (scroll down to see it) for Coca Cola music. Information from the Coke site gives some insight into the campaign, thats worth sharing.
the “Walls” commercial brings to life the sacred teenage ritual of grabbing a Coke, cranking up the stereo and enjoying a moment of release through music at the end of their day.
Though they might feel like they are on their own, the teen ritual is one that takes place in homes across the world. Featuring hundreds of teens of different nationalities alongside One Night Only, the ad portrays this universal moment, bringing down the boundaries and uniting teens all over the world through their love for Coke and music.
“Navigating the insecurities that inevitably come with the teen years is never easy. Coke is unencumbered by the drama of life, it is a simple moment of happiness, not unlike rocking out in the privacy of your own room.” comments Mark Bernath, Executive Creative Director of Wieden+Kennedy Amsterdam.
An interactive music video for “Can you Feel It” was also shot on the same set. Accessible online on Coca-Cola music sites around the world*, teens will be able to see themselves in the video with the band by filming and uploading their own footage, which can then be shared with friends through their social networks.
“Walls” is the latest work created for the Coca-Cola Open Happiness campaign which has now launched in over 200 markets.
“The work created for ‘Coca-Cola Music’ is perhaps one of the broadest spreads of content that the Company has ever produced that hasnʼt been associated with a global event like the Olympics or the World Cup,” said Jonathan Mildenhall, VP, Global Advertising Strategy and Content Excellence, The Coca-Cola Company, “Teens are the most demanding target audience as far as creativity is concerned and in the way they engage with a brand or campaign. They demand to interact and participate with brands and be a part of the conversation. This program has been designed with that understanding and to enable teens to view, participate and share the content and experiences.”
“Coca-Cola Music” broke first in Germany in January with the launch of the “Walls” TVC. The program will have launched in over 100 markets by the end of 2011.
Ok so maybe we all don’t have the global Coca Cola budgets at our disposal, but its the thinking thats impressive, finding those shared moments that people connect with. You can also see how they are making sure that this lives in more than one place. All very clever and one worth following
Starbucks Snowflakes
Happened across this and really liked it, Im about 4 months late!
The Future of Print ads – Part 2
Last October I posted about this ad AXA did and now Volkswagen have done something very similar. I really like these ads and the approach. At the time of the AXA ad a few people suggested it would marginalise those without iphones, but I would assume this would work for androids too. Maybe there isnt 100% market penetration of these phones, but I really like these kinds of ads, and if you don’t have a smartphone would you ask a friend to show this ad using their phone?
Any other examples out there?
Adidas: Bring It On
I know nothing about Cricket, find it kind of boring (my lack of knowledge about the game) so well done Adidas for making it interesting. Check out their new Bring It On ad below. It will be interesting to see the digital side to this. I came across some information from Best Media Info that I thought was worth sharing (below):
adidas unveiled ‘Bring it on”; an athlete studded campaign that seeks to inspire athletes and remind them of the significance of hard work, focus and self-belief in sports. The visually compelling 4-ad campaign features Sachin Tendulkar, Virender Sehwag, Kieron Pollard, Lasith Mallingaand Dwayne Bravo. The film was launched onwww.facebook.com/adidascricket and then aired on TV last weekend.
‘Bring it on’ presents the doubts, insecurities and fears that cloud the minds of even the greatest athletes and how they overcome these by honing their abilities. Wearing the country’s crest on the field of play is a dream only a select few fulfill but to continue playing on the biggest stage and redefining the game is demanding. Athletes have to face up to the opposition who constantly pry their weaknesses, to critics, to the love of expectant fan’s, to injuries, to inexplicable loss of form. ‘Bring it on’ captures the essence of this struggle and illustrates how great athletes confront doubt and celebrates the indomitable spirit of the world’s greatest athletes.
Speaking on the campaign, Shiv Sethuraman, CEO, TBWA India Group said “adidas is the athlete’s brand. It has a unique perspective. While most other brands look at cricket from the outside, adidas looks at the game inside out. The ‘Bring it on’ campaign seeks to leverage this perspective to show the athlete’s as they’ve never been seen before. The campaign demonstrates the passion and will that enable great cricketers to triumph over the doubts, fears, criticisms and expectations”
The campaign is being launched across various mediums. The digital medium will be one of the key drivers of the campaign and consumers can engage with the adidas brand and be a part of the larger conversation around Cricket on Facebook.com/adidascricket
“As an authentic sports brand, we understand the mind of an athlete and the hurdles they deal with. Last year, our ‘Pure Cricket’ campaign showcased the grit, irreverence and passion of everyday Cricketers for the game. ‘Bring it On’ is a result of the insights we gained through conversations with cricketers. In our constant endeavor to inspire and create strong emotional engagements with consumers, this campaign explores the challenges and fears these great athletes face and the journeys they take to overcome them. The insight is conveyed using our fantastic portfolio of top cricketers from across the world.” said Tushar Goculdas, Director – Sales & Marketing, adidas India.
Credits:
Athletes: Sachin Tendulkar, Virendra Sehwag, Lasith Malinga, Keiron Pollard and Dwayne Bravo
Creative Agency: TBWA India
Film Director: Uzer Khan
Golf Digest Campaign
Red Nose Day Augmented Reality
I am a huge fan of Red Nose day. Every year they up their game. They engage with people so well, I follow them on twitter and even when things are slow (ie out of campaign) they will pop up every now and then with little updates. They did fantastic stuff last week around their celebrity trek (there is another thing they do really well, celeb endorsements).
They also do digital really well. On their site there is a section where you can get code to embed some really nice online ads.
The site itself is well laid out, they have lots to say, which could become overwhelming and confusing, but they manage to keep it interesting and engaging. I am always tempted to go back and see what else I can find. Today I came across their Red Nose Augmented Reality game. Clever, fun, engaging. Check out how some random group of lads (oh they are a boyband) get one with the game.
Well done Red Nose Day, any wonder you keep breaking your previous years record!
Gripe
I came across this site, Gripe, at the weekend. The idea of the site is that you can have a gripe about something and then say what it would take to resolve your gripe. Ideally the brand is listening and they will then resolve it. At first I thought it was a bit negative perhaps, but then I saw that you can also have a cheer, so praise a brand for something good they did.
This is one of those sites that will take off if lots of people use it and brands respond. To be honest if I was a brand I would actively sign up to listen on this site.
What do you think? Here is how a gripe looks on your phone
Coke Happiness Machine
My good friend Karen sent me this just before Christmas and I have just had a chance to look at it now. Talk about feel good! Would love to see more of this kind of thing
You need to move people to the norming & perfoming stage.
In a 2009 paper Ogden and Stratia (2009) discuss Bruce Tuckman’s model for how effective groups are created, which he developed in the 1960’s. Tuckman proposed four stages in his model:
- Forming: like minded people come together based on mutual interest into loose groups
- Storming: the members of the loose group experiment and test ideas about what they will do and how
- Norming: effective groups then move on to create norms of expected behaviour and commitment
- Performing: the most effective groups channel these norms into sustained action
According to Ogden and Stratia to date social technologies have tended to fit into the forming grouping while the best users of social technologies have helped to move groups to storming. But it is only when we get to Storming and Norming that we see action outside of the online world. Here network members migrate from having an awareness of an organisation to having some kind of tangible real action that goes beyond clicking a like button, actions like advocacy, volunteering or even donating. The ultimate goal of organisations on social networks should be to get to norming and perfoming stage.
Conor Byrne's Blog 