The Ad Makeover

I’m not mad on the whole thing that Dove are saving women from beauty ads, just doesnt feel authentic. But the idea here about the ad makeover I like

Ikea store in a banner ad

Ikea do great advertising, here is a fantastic banner ad, with an entire store in it! Clever

(via Goodbuzz)

Digital Fundraising Conference at your desk

Conferences are often hard to get to, a few days out of the office, then there is the expense of travel and hotels. That is one of the things that makes the Resource Alliance Fundraising Online Conference so clever! You can attend an amazing conference, with presentations on the latest ideas and initiatives in digital fundraising by top global speakers, from your own desk!

The conference takes place on May 15th & 16th.

The cast of presenters will include

  • Jonathon Grapsas of flat earth direct (Australia) inspiring delegates to “Think Mobile’
  • Marcelo Iniarra, one of the global pioneers of digital mobilisation within the social sector who will share fundraising concepts for new media
  • Leah Eustace from Good Works (Canada) who will talk on the use of narrative to increase fundraising online.

All the sessions can be attended live (with the opportunity for questions) or watched as video recordings to allow for the different time zones of worldwide delegates. Find out more here

Being able to react

It’s hard for brands to be able to react to situations in the marketplace. Most just aren’t set up to be nimble.

It’s a real challenge, because you miss some amazing opportunities. One great example I know of is from O2. A few years ago when over 140,000 of their customers were stranded by the ash cloud, their marketing team saw an opportunity to drive loyalty. They moved quickly to get the lead on their competitors. They invested heavily in the short term (loses massive amounts in roaming charges) to build loyalty in the long term. What did they do?

They offered all their stranded customers free texts for a week.

Simple, but the impact was huge. The buzz around the brand “did you hear what O2 are doing” was incredible. People who were on O2 loved them for it and those who weren’t on O2 wished they were, I mean after all this is a brand that cares about you.

Genius move that worked because they were nimble enough (and smart enough) to tap into something that was going on.

Someone that knows more than me is P&G’s Global Marketing and Brand Building Officer Marc Pritchard, and he says that marketing teams need to be set up like a newsroom, (an analogy which I love). In a piece on the brandgym blog he is quoted saying:

You have to be asking ‘what’s happened in the past 24 hours, how do we need to respond to it?

He says that

“You can still plan a lot – 80% of your activities – you just have to be ready for the unplanned activities.” This means having some budget and time allocated to be responsive. Pritchard gives the Olympics as an example: “We’re ready to see how our athletes do, ready to see how our brands do.”

He also says that you need to be able to move quickly when something isn’t working;

“I know if we put a YouTube video out there and it gets 7,000 hits in three days, it’s a pig! Take it down. Do something else.”

Of course you aren’t going to do this alone, your agency is central to this. So your relationship with them needs to be set up to allow this kind of thinking to thrive, not at the expense of your other requirements but in a way that amplifies and compliments them.

How are you set up to react and respond? If you aren’t are you set up to miss out?

AOP Study of Online Engagement

A new study of Irish websites, by AOP, has found that Irish Internet users are over three times as likely to trust Irish content sites compared to social networks and almost twice as likely over portal sites. This in turn has led to greater levels of engagement and responsiveness. You can look at the research findings in the presentation below:

<div style=”padding:5px 0 12px”> View more <a href=”http://www.slideshare.net/thecroaker/death-by-powerpoint&#8221; target=”_blank”>PowerPoint</a> from <a href=”http://www.slideshare.net/AOPIreland&#8221; target=”_blank”>Association of Online Publishers Ireland</a> </div> </div>

Selling Hope

Two chains of supermarket Budgens are selling blocks of “hope” alongside its baked beans and bananas.

Shoppers will be urged to take them to the till where they will be charged £1 per block which the retailer will forward to the Alzheimer’s Society – the block is then returned to the shelf.

The guardian quote Simon Horton of JWT saying:
“We are putting charitable giving in the context of people’s everyday routines and it makes it more accessible,” said Simon Horton, part of the creative team at the advertising agency JWT which devised the “hope” idea. “Everyone goes shopping and while you are in the mindset of spending money it is easy to put £1 on your bill. You are not being bombarded by anybody on the street and it is on your terms. We are making hope a commodity. You are buying a bit of hope in the same way as you are buying your beans.”
Horton said that if the idea takes off, the blocks could be branded for different charities and distributed appropriately in store, for example those in aid of children’s charities could be stacked next to nappies and baby food.

It’s great to see Budgens buy into this idea, even picking up the admin costs

“Customers are very focused when they come into the supermarket,” said Andrew Thornton, owner of the Budgens branches where the scheme will be tested. “So it makes sense that this method of donating is very quick.” He said they will try placing the blocks in different locations, starting with beside the impulse-buy chocolate bars at the till queue. Budgens will cover the administration cost of the scheme and the advertising agency will pay for the blocks.

I love this kind of initiative. Creative, stands out, simple. What do you think?

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Should Tippex just left it well enough alone?

I was talking about the Tippex youtube campaign last week and yesterday morning I was looking at it again. It was great (check it out below) and really effective, 19 million views!

Then yesterday I saw they had released a second version of the campaign on you tube. I just wonder should they have left something brilliant alone and not gone back to try and re-live their success. Surely the success of the first campaign was in its originality? This one is, unfortunately, not original. It is using the platform brilliantly, but its been done. It feels like a film that was successful that does a sequel to rake in the cash. Maybe, given there is a two year gap, enough time has lapsed to justify the spend here. But I just wonder should the brief been to move it on by two years, not just replicate what was already done.

In my humble opinion, I think they should have either moved this on, or left it alone.

What do you think. (watch the two ads below):

2010 Ad

 

2012 Ad