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Space150 turned a random Idea into Reality by Flying Nike’s shoe into Space Using a Weather Balloon

Posted March 31, 2017 by Rashmi D @ 12:30 am

The occasion was celebration of the release of Nike’s new Vapormax as well as the 30th anniversary of the Nike Air Max

The question then arises right at the outset – why would anybody pull off a stunt like that? Ned Lampert, creative director, Space150, said this was how his agency thought and acted, by experimenting on the move with a random idea and quickly turning it into reality. However, there’s more to it than meets the eye. It’s Nike that Space150 is servicing and Nike says “Just do it.” So, if it means tying a Nike shoe to a weather balloon and fly it for over two hours to a height of 117,550 feet above sea level, right up to the stratosphere, so be it – just do it.

Lampert came upon the idea to try something different for the release of Nike’s new Vapormax after working on a poster project for Nike’s Air Max Day. He called Nike and asked for a pair of the highly coveted shoes for what he had in mind. Within two hours of Nike asking him to just go ahead and ‘do it’, he was in action. “We’re really inspired by Nike,” he said, “inspired by their approach to technology, their approach to culture and trying to push the limit as much as possible, and we felt this was the perfect intersection of sports and culture to tell the story of the lightest shoe in the world.”

Lampert recalled, “And then two hours later, I was on the phone with a weather balloon pilot and buying him an airplane ticket on that call.” Although the pair of shoes didn’t arrive in Los Angeles until Saturday night, Lampert’s space odyssey was ready to take off. He along with the balloon pilot attached the shoe to the balloon along with two GoPro cameras to capture the feat. This was obviously the most critical part of the experiment – the world of sport shoes needs to see this stupendous feat. Never have a shoe, let alone a sports shoe, scale those dizzying heights. This was a first and Nike did it, thanks to Space150. The balloon eventually burst and the shoe parachuted down safely back to Mother Earth. “It looks fake. Everyone I’ve shown the video to said it looks fake, but it’s very much real,” Lampert summed up.

Filed under: Digital

Shoppers on Instagram Can Now Shop on a Browser Window Without Interrupting Other Activities

Posted March 29, 2017 by Rashmi D @ 12:14 am

If the user doesn’t like the products on offer, they can easily tap back to their home screen and scroll on to other pages

Instagram recently announced that it is in the process of testing a new shopping application on the platform. With this new application Instagram will be able to map most of the user’s actions right from search to purchase even though the eventual purchase takes place on the website of the advertiser. Users on Instagram can review, understand and look up items of interest across posts of 20 US-based retail brands including Kate Spade, JackThreads and Warby Parker that will offer more depth in terms of information. Brands have very good reasons to add Instagram in their media mix because 32% of all adults who are active online and 28% of all Americans use Instagram. Brands targeting women need to note that 38% women users of internet are active on Instagram.

The user experience on Instagram’s new application is smooth and seamless. On the bottom left of a photo on every post, users can tap an icon to see a tag that will appear on up to five products and their prices. Once the user selects a tag he will see a new detailed view of the product. Importantly, the user won’t have to leave the Instagram app to search product information and this experience right at the beginning of the search makes it worthwhile. Thereafter, if the user chooses a product and taps the Shop Now link, he will land up directly on the advertiser’s website and complete the transaction. James Quarles, VP of monetization at Instagram explained that his company won’t ask for a share of the transactions but would implement plans to bring in ads on the Instagram advertising platform.

At the New York Fashion Week, Instagram became the preferred medium for marketing heads of various fashion brands. This is an acknowledgement of the fact that Instagram is the perfect platform for certain product segments like beauty and fashion. According to Mary Beech, EVP and marketing head at Kate Spade New York, Instagram allows her customers “to seamlessly tap and shop the product—going from inspiration to information to purchase in just a few steps—we’re excited to see where the feature continues to take us.”

Filed under: Blogroll

Bolt from the Blue – Established Brands Facing Disruption by Startups

Posted March 28, 2017 by Rashmi D @ 3:04 am

Old style head on clashes of the titans are over…startups, the new kids in town, play by a different set of rules

Old style brand wars were almost like ancient gladiators going at each other head on. While it made for exciting contest, there was also serious cash involved in playing such high stakes games where millions of dollars need to be pumped into promotion alone. As a result, the price of the products for which these brand wars were fought, always kept going up, apparently to meet the cost of the high stakes brand war games. Such brand wars are now outdated because a new set of players have arrived on the scene – the startups, who play by a different set of rules that resemble modern day guerrilla warfare more than the head on clash of titans, e.g. Coke vs. Pepsi, Crest vs. Colgate or Ford vs. Chevy, etc.

Take the case of Gillette which was the undisputed lord of the shaving segment with 71% of market-share. Not anymore, because it has dropped to 59% and could go further down, thereby ending Gillette’s monopoly of the shaving market. Over the years, Gillette focused intently on product innovation, its strength and leveraged it by launching new and presumably more efficient products at an ever increasing premium price. In a way, Gillette set the agenda and the rest followed because they weren’t able to move out of its shadow and think differently. Then came Dollar Shave Club in 2011 with a new game plan that targeted the only weakness in Gillette’s armory – its high price. This caught Gillette unawares and in just 5 years it lost over 15% of its share of the market.

In July 2016, Dollar Shave Club was acquired by Unilever for $1 billion, which pretty much gives an idea of how startups think and operate. They are driven by determined young entrepreneurs who start from the coffee shop or garage, with no hang ups about big business frills like up-market office, huge ad budgets, hot shot marketing team and so on. They do their research well, identify the gaps in the market where they can step in and then go for the knockout blow that momentarily stuns the biggest of the players in the market. They create assets worth hundreds of millions of dollars in the space of a few years and then sell it to a suitor before moving on to another project. Thanks to Dollar Shave Club, the shaving market has leveled out considerably and new startups will arrive with newer ideas to eat into the 59% market share of Gillette, which is still huge.

Filed under: Blogroll

Google Needs to do Something about Offensive Content say Advertisers

Posted March 27, 2017 by Rashmi D @ 5:15 am

Advertisements running over terrorist videos alarmed brand owners and annoyed them enough to begin avoiding YouTube

No advertiser spending hard earned money to advertise on Google would like his ad to run over terrorist videos on YouTube. There’s simply no scope for any rationalization here; such offensive videos just shouldn’t be on there on YouTube. So, what is Google doing about it? It has done almost next to nothing say the media agencies and the brands they service. The result – advertisers have begun moving away from Google and won’t return until terrorist and other offensive content is shut out. AT&T, Verizon, J&J and GSK are some of the major advertisers that have pulled out of YouTube and although it’s a trickle now, Google can’t afford to overlook their grievance because they have a strong case. Google can’t afford to wait till this trickle turns into a tide.

David Cohen, North American president of IPG’s strategic global media unit Magna, said, “This is not a new topic; I’ve been talking about brand safety in the digital space for 20 years.” Google had it all and it now seems determined to lose a huge slice of it with its bizarre inaction in shutting out terrorist videos. According to Melissa Lea, US managing director at global consultancy, R3, “Developments in advertising technology also played a key role. The programmatic world is evolving so quickly that tech is moving faster than humans can manage it.” And Denise Colella, Sr. Vice president, ads, at NBC Universal, reckons programmatic is “A double-edged sword and there is a lot of efficiency and automation to be had, but then there’s also the danger of open market places.”

While other platforms are tackling the problem as best as they could, considering the seriousness of the situation, Google appears to have adopted a defensive position. The best that Google could do so far is to issue unclear statements to media outlets, a couple of blogs aimed at pacifying advertisers and an email that it sent to industry stakeholders in which it tried to explain some policy changes that it had supposedly planned. Magna’s Cohen says, “Their post was pretty light in terms of details. I think, had they implemented these changes, 90 percent of the placement of ads in non-safe environments over the past month could have been prevented. We are pushing them hard to allow third party companies into the Google ecosystem—not to report after the fact, but as a preventative measure. That is not available today.”

Filed under: Blogroll

Adobe is Embodying Brands and Agencies to Plan and Optimize their Global Advertising under one Umbrella

Posted March 24, 2017 by Rashmi D @ 2:29 am

Adobe acquired TubeMogul and enabled an ad campaign across digital screen, television and other media from one platform

Cloud based services are now in demand as these are independent, transparent and pay-per-use services; so agencies and brands can plan, buy and optimize their global advertising from a single platform. Adobe is moving towards digitization and changing the world through integrating its media optimizer tools with technology and acquired TubeMogul in 2016 for $540 million.

According to Eadie, former CEO of TubeMogul most of the agencies and brands want to be in the association of those companies who offer them more transparent and independent platforms, where they can launch their ad campaign across several media like television, digital screen and out of home channel from one platform. During the annual Adobe Summit conference for customers in 2016, Adobe took the membership of “data co-op.” The idea behind being a part of data cooperative is to have shared data amongst similar retail segment businesses and build campaigns with more accurate content and personalized experience for their target customers.

Adobe marketing cloud is also known as experience cloud; it is a one-stop shop which gives complete marketing solutions to all businesses so that they can make more personalized campaigns and thereby impart amazing digital experiences that propel brand loyalty and growth of the company.

Using artificial intelligence and machine learning along with massive volumes of content and data assets, Adobe Sensei tackles most of the complex experience challenges today. As the intelligence layer in the Adobe Cloud Platform, it provides customers a unified AI and machine learning framework as well as intelligent services to help them work smarter and faster. Adobe Sensei already powers more than 100 intelligent capabilities including Intelligent Alerts, Automated Advertising Insights, Anomaly Detection and Lookalike Modeling, to help brands better understand and meet their customers’ needs.

Filed under: Blogroll

It’s Now Possible to Stream Live Videos on Twitter and Interact with Viewers in Real Time

Posted March 22, 2017 by Rashmi D @ 11:48 pm

To Make Livestreaming Easier Users can Also Plug into Periscope, Twitter’s Video Streaming App

The microblogging site, Twitter is betting big on video – it will offer an API or application program interface, as an advanced and simpler option over its live video app, Periscope. This new API will make it easier to stream video from cameras and other equipment. It remains to be seen in what way and how effectively the new API will help journalists and brand managers create new instant content. Twitter has been looking at live streaming of video in order to attract more users to sign up for newer accounts. It has signed deals with the National Football League, Major League Baseball and the National Hockey League which indicates its confidence about the API helping it get more users to sign up.

With the new API, users will now be able to stream live video right from Twitter, without even having to download its video app, Periscope which Twitter acquired two years ago. The new API has enabled Twitter to plug in streaming technology into hardware, software and cameras that allows users to broadcast videos live without using either the Twitter or Periscope apps. The API has Switchboard Cloud, Telestream, Teradek, BrandLive and Livestream. The Switchboard Cloud software allows users to stream videos to both Twitter and Periscope together; it also supports YouTube and Facebook. On the other hand, Livestream has a Mevo camera that uses Wi-Fi and LTE to shoot live footage that can be shared to the Livestream platform, Facebook and now on Twitter.

The investment in Periscope is not the first time Twitter tried to loop in video streaming. Prior to that, Twitter had acquired Vine, in 2012. It’s an app that allowed users to make 7-second looping videos but for reasons best known to Twitter it neglected the service, and eventually shut down the app. Thereafter, in late 2014, Twitter quietly acquired Periscope which was at that time a startup that had barely come out of incubation and was still some time away from releasing a product. Now, on Twitter’s new API, to broadcast live videos, tap “compose new tweet” then tap the “LIVE” button; this will bring up the pre-streaming frame. When you’re ready to shoot the video, tap the “Go Live” button. One very good feature of the new API is the interactivity it offers. Users watching your video broadcast can interact with you by sending comments and likes in real time.

Filed under: Blogroll

A Wellness Conscious America Forces Beverage Companies to Spend More on Bottled Water

Posted by Rashmi D @ 4:01 am

In 2016, for the first time, the average American consumed more bottled water than soda – the trend is unmistakable


Major beverage brands like Pepsi, Coca Cola, Nestle and many others are adjusting their marketing efforts in relation to the new reality – growing health consciousness and awareness of the negative effects of sugar drinks among Americans. Nestlé’s “Greatness springs from here” campaign is a good example of the wellness reality as it shows how an 88 year old volunteer ambulance driver in Maine is leading a healthy and energetic life of service to society…and yes, she prefers Nestlé’s bottled water, Poland Spring, Nestlé’s bottled water brand in Maine. PepsiCo, the aggressive marketer, as always, likes the big stage and it was no surprise to see it launch its new premium water brand, Lifewtr at the Super Bowl on February 5, 2017. In fact, rival Coca Cola is matching the aggression and its promotional spends on its bottled water brand, Smartwater has doubled like that of PepsiCo and Nestle. It’s a water war that’s gradually taking over the sugar drinks market in the United States.

Annual bottled water consumption is more than that of sugared soda drinks for the first time in 2016 – 39.3 gallons of water consumed by the average American against 38.5 gallons of carbonated soft drinks. This is the finding of the Beverage Marketing Corporation whose chairman and CEO, Michael Bellas, stated, “Water became No. 1 last year on a volumetric basis. It’s being driven by health and wellness trends, it’s natural, local and has this wonderful good for you halo. It hits all of those buzzwords.” Speaking about the promotional spending on bottled water by major brands, he said “The marketing support has been relatively small. “It’s a very tiny amount compared to the other beverage categories, but certain companies are really leading it—Coca-Cola, Pepsi, Nestlé. It’s not so much that the category is exploding but that certain companies are spending more.” These are early days though.

However, it isn’t just about spending more; it’s about creating a brand that consumers want to connect with, explained Nestlé Waters’ CMO Antonio Sciuto, “What’s happening in the consumer landscape is that consumers are increasingly growing cautious in what they are eating and what they are drinking. The new focus on wellness is changing the habits of the American consumer where they are consuming more fluid, more vegetables and a lot more water.” Ruth Bernstein, co-founder and chief strategy officer at Yard, a strategic image-making agency, summed up the future of carbonated sugar drinks candidly; “It’s clear that soda sales are suffering in the US. From heightened consumer awareness on the health implications of sugar drinks, to government interventions in the forms of sugar taxes, it’s not an easy time to be in the business of selling a soda. It’s no surprise then that the big players are broadening out their offering.”

Filed under: Blogroll

Burger King Wins Yet Another Cannes Lion – 2017 Marketer of the Year

Posted March 21, 2017 by Rashmi D @ 3:00 am


The Cannes Lions International Festival of Creativity has announced its choice of the Creative Marketer of the Year 2017 – it is Burger King, the global restaurant brand for its inspiring creative communications. The award will honor Burger King for its campaigns like Proud Whopper, McWhopper Proposal, #WhoIsTheKing, Whopper Freakout, Whopper Virgins, Whopper Sacrifice, King Games and Subservient Chicken. According to Fernando Machado, head of brand marketing for Burger King, “This award is a tribute to the consistently strong creative work done by the Burger King brand over time, and we look forward to celebrating it with all of our partner agencies during the Cannes Lions festival.”

At the Cannes Lions International Festival of Creativity, Burger King has won 76 Lions which includes the 2016 Grand Prix in Print & Publishing as well as a Grand Prix in the Media category for Y&R New Zealand’s “McWhopper” campaign. “Creativity is a critical factor when it comes to helping us stand out from the pack and punch higher than our weight. This principle is applied to everything we do, from the way we differentiate ourselves by flame-grilling our burgers to the groundbreaking advertising campaigns we create,” said Burger King CMO, Axel Schwan, in a statement.

Chuck McBride, founder of creative agency, Cutwater, referring to BK’s King Games campaign, noted, “They took an advertising icon and turned him into a real character, and turned the character into a game, and the game into a real business model.” He was all praise for the agency in this case Crispin, Porter and Bogusky, who did what shops weren’t able to figure out. Summing up, Jose Papa, managing director of Cannes Lions, said, “Burger King is a brand that’s built a reputation for marketing campaigns that are bold, courageous and innovative, constantly challenging the limits of creative excellence. Burger King believes that being a brand with purpose can achieve long-term advantages and deliver strong business results. That’s why the company is making such an impact.”

Filed under: Blogroll

LG’s exciting Campaign for its New Refrigerator and Pedestal Washer with NCAA Mascots

Posted March 20, 2017 by Rashmi D @ 12:38 am

72andSunny created the spots for LG to present the innovative appliances

LG is showcasing its newest home appliances, and how they fit into your busy life, in yet another new campaign launched during March Madness. Created by the ad agency 72andSunny the campaign, “Life’s Not Perfect. Life’s Good,” showcases LG’s appliances, the SideKick pedestal washer and the InstaView door-in-door refrigerator. The campaign has eight TV spots, and the first two will run during the NCAA Final Four tournament featuring college mascots like Ralphie the Buffalo of University of Colorado, Spartan of Michigan State, Benny Beaver of Oregon State and Wildcat of University of Kentucky.
The ad spots show the mascots knocking on the refrigerator door to see what’s inside. Each mascot finds food that is appropriate for him. For instance, the refrigerator stocked with chunks of wood is for the Beaver, while the refrigerator filled with protein shakes is for Spartan. David VanderWaal, VP of Marketing at LG Electronics USA, says, “Authenticity, and recognizing that life’s not perfect, is at the heart of our brand promise. We coupled that with the passion points of where our consumer lives, and entertainment, sport and culture are all things they’re invested in.”
Hosting a “Knock for Beats” activation in New York on March 7, LG presented the features of the InstaView refrigerator with an interesting theme. Using the “knock knock” beat, it recreated covers of pop songs that start playing whenever anybody knocks on the door of the refrigerator. “It’s a unique opportunity for us to showcase our products. We’re entertaining our customers in a new and disruptive way,” said Peggy Ang, Senior Director of Brand Marketing for Home Appliances at LG.

Filed under: Blogroll

Creativity is the Art and Science of Achieving Objectives Effectively and in an Interesting Manner

Posted March 17, 2017 by Rashmi D @ 2:58 am

It requires lateral thinking which may or may not adhere to conventional rules and norms

A direct marketing company had a poster at its front office which showed an illustration of a scene from a forest. A lion was watching some deer at a watering hole from behind tall grass. The caption read – ‘In the African Savannah, a gazelle wakes up to realize that he will have to beat the fastest lion to see the next sunrise while a lion wakes up to realize that he will have to beat the slowest gazelle to see the next sunrise.’ The target audience in this case is the sales staff of the organization and the message was – this market is like the jungle where only the fittest survive. Of course, it is a metaphor, but it conveyed its message in a rather interesting way and also quite effectively.

Remove the burden of orderliness

This was a typical case of a direct marketing organization telling its team members to make every effort to perform as per the company’s expectations or perish. At the workplace, every action has an objective and there are two ways to achieve it – conventionally or creatively. Because the objective involves interaction with a demanding target audience, there has to be style and substance in how the job is delivered. A study by the University of Minnesota found that people are more prone to think creatively in an untidy environment where every object appears to be out of place. One of the likely reasons for this could be that the untidy surroundings remove the burden of orderliness in an individual. Creativity requires one to unshackle his mind from the burden of boundaries, processes, systems, logic and reasoning among other virtues. There is no particular process that one needs to follow in order to get his “creative juices flowing.” He just needs to remember his priorities and objectives and try to achieve them in the most efficient and effective way. At the same time, his effort should convey the benefits of his action in an interesting if not exciting way.

Filed under: Blogroll
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