Beyond the Like – Fundraising Ireland

 

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.

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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

 

“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