DIMITAR grozdev
30 Apr 2010
Carrefour in BG
DIMITAR grozdev
Mentos Full Cube: the chewing gum becomes square
20/04/2010
Perfetti Van Melle launches, under the brand Mentos, the first square chewing gum. The campaign was confided to Dufresne Corrigan Scarlett.
From April 21st, France is going to chew square! The group Perfetti Van Melle indeed develops its key brand and across generations Mentos, known for its round candies, by launching square chewing gum, sold in a squared packaging, Mentos Full Cube.
Loaded with the launch, the Dufresne Corrigan Scarlett agency chose as slogan " Chew square ", with a picture moved to impose the "cubic" shape of the product as a new evidence.
The media plan plans 15 000 posters throughout France, from April 21st, on networks JCDecaux and Clear Channel.
Emmeline Rousseau
Perfetti Van Melle launches, under the brand Mentos, the first square chewing gum. The campaign was confided to Dufresne Corrigan Scarlett.
From April 21st, France is going to chew square! The group Perfetti Van Melle indeed develops its key brand and across generations Mentos, known for its round candies, by launching square chewing gum, sold in a squared packaging, Mentos Full Cube.
Loaded with the launch, the Dufresne Corrigan Scarlett agency chose as slogan " Chew square ", with a picture moved to impose the "cubic" shape of the product as a new evidence.
The media plan plans 15 000 posters throughout France, from April 21st, on networks JCDecaux and Clear Channel.
Emmeline Rousseau
29 Apr 2010
Marketing for bags
Today companies make more and more hardly to communicate at best on their brand and their packaging.
To communicate in an original way on a support of the everyday life is a very good means of alternative marketing to leave a memory to the consumer. And what of better than a bag?! Besides, if the brand is rather visible and understandable on the bag, the communication will be all the more effective for the persons who will see this one.
To communicate in an original way on a support of the everyday life is a very good means of alternative marketing to leave a memory to the consumer. And what of better than a bag?! Besides, if the brand is rather visible and understandable on the bag, the communication will be all the more effective for the persons who will see this one.
This concept allows certain brands to distance itself and to pass on a message on a support used by all. According to the brand, the image of the company will be for a funny character or of raising awareness.
Most of bags are all the more funny as they deceive easily the eye with their visual effects!!
Maèva Blairy
Ecological Packaging
Puma pay attention to the ecological environment.
Fuse project and puma worked relentlessly on materials and fabrication methods to reduce material and shipping costs.
This innovative system will save 8500 tons of paper, 1 million liters of water.
They reduce their carbon dioxide by 10,000 tons.
Puma want to contribute to a better world.
The idea is new, innovative, original but especially ecological.
Puma threw a new packing and register completely in a step of sustainable development.With the shoebox, Puma shows a real ecological commitment.
Let us hope that mark will be show example to his competitors in the world.
Mylène ROELANDT.
27 Apr 2010
Diesel ‘Be Stupid’ Campagne
Diesel Stupid Philosophy
Like balloons, we are filled with hopes and dreams. But. Over time a single sentence creeps into our lives. Don’t be stupid. It’s the crusher of possibility. It’s the worlds greatest deflator. The world is full of smart people. Doing all kind of smart things… Thats smart.
Well, we’re with stupid. Stupid is the relentless pursuit of a regret free life. Smart may have the brains…
but stupid has the balls. The smart might recognize things for how they are. The stupid see things for how they could be. Smart critiques. Stupid creates. The fact is if we didnt have stupid thoughts wed have no interesting thoughts at all. Smart may have the plans… but stupid has the stories.
but stupid has the balls. The smart might recognize things for how they are. The stupid see things for how they could be. Smart critiques. Stupid creates. The fact is if we didnt have stupid thoughts wed have no interesting thoughts at all. Smart may have the plans… but stupid has the stories.
Smart may have the authority but stupid has one hell of a hangover. Its not smart to take risks… Its stupid.
To be stupid is to be brave. The stupid isnt afraid to fail. The stupid know there are worse things than failure… like not even trying.
To be stupid is to be brave. The stupid isnt afraid to fail. The stupid know there are worse things than failure… like not even trying.
Smart had one good idea, and that idea was stupid. You can’t outsmart stupid. So don’t even try. Remember only stupid can be truly brilliant.
http://www.diesel.com/be-stupid
I think this campaign is fantastic because it sets out to “change our perceptions.” And isn’t that what it’s all about, looking at something from a different perspective?
The Diesel campaign is fresh, lively, and although corporate types may not agree, they’re not the target. There isn’t very much “great advertising” today because agency’s and corporations are too afraid that something bad might be said about them or that they might say something wrong, or offensive. Campaigns die before ever getting mocked up, and that’s just ridiculous. We want to buy our way into everything, sponsor everything, but there’s no voice or continuity behind playing it safe.
Advertiser: Diesel
Advertising Agency: Anomaly London
Creative Type: Outdoor
Turcu Sandra
The power of Ikea as a brand – The importance of a brand related change
Why Should Ikea Listen to Designers?
Designers represent a secondary public which Ikea should take more interest in and this article is an example why this should be done.
Designers raged against Ikea’s decision to do a subtle change of their visual identity, by choosing Verdana as their corporate typeface, and dropping their traditional typefaces (Ikea Sans, based on Futura, and Ikea Serif, based on Century Schoolbook).
The old catalogue design, vs the new one
In an interview for CAP & Design, Ikea’s Ivana Hrdlickova argues that the decision was driven by the need to have a typeface that would support also Asian character sets. Another statement, by Ikea’s spokesman Monika Gocic, claims that the typeface choice has to do with efficiency and cost-effectiveness. “Plus, it’s a simple, modern-looking typeface.”.
Most designers interviewed about this change are stupefied. Verdana is a typeface that was created in 1996 by Matthew Carter, specifically for making small text readable on computer screens—an it does that very effectively. But its print version is a compromise—common and ugly. Here are some more reasons why this change was not thoroughly analyzed:
• Why change something that works? Creating more alphabets for Futura would seem a more natural move.
• Verdana makes Ikea look common and amateurish, like thousands of small businesses that use Verdana as their default font in print, just because it’s there, in their computer.
• Verdana looks awful at large sizes, especially in headlines and signage.
• Verdana is a wide typeface, leading to a waste of space in print. Since Ikea’s catalogue is the third most printed publication (after the Bible and Harry Potter), you have to wonder whether this change shouldn’t have been made with sustainability in mind.
• I’m not sure why Verdana is effective (except for the fact it comes for free on most computers). But it’s definitely not a modern typeface.
Why all the fuss?
Although it might pass unnoticed to most consumers, many designer feel betrayed. Ikea has been seen, along with Apple and Braun, as the most important purveyors of design values to the masses. So this change is a step against their core design philosophy, and the only explanation I can find for this is that no designer was involved in the design process. If a company like Ikea can make this mistake, you have to wonder who is going to lead when it comes to design.
Ikea reacted to the unexpected coverage of this in Time magazine and throughout social media:
We’re surprised. But I think it’s mainly experts who have expressed their views, people who are interested in fonts. I don’t think the broad public is that interested. Verdana is a simple, cost-effective font which works well in all media and languages. Camilla Meiby, Ikea spokesman (quoted by Associated Press)
It’s sad that some people react negative. Still, we are very glad that people care so much. But what’s important is the message, not good looking fonts.Ivana Hrdlickova, Ikea (quoted by Swedish Wire)
I really appreciate Ikea’s intervention and their response. It shows an open mind and I really want to thank them for joining a conversation started by people who appreciate both their role in promoting design to masses, and design itself.
However, there are certain aspects that I would argue about:
• Indeed, the broad public is not interested. Although this change in identity rather makes Ikea look unremarkable (in visual communication), similar to tens of thousands of businessed in the world who only use Arial, Times New Roman or Verdana. This will impact on the long run on the perception.
• Verdana does not work well in print. Ask any graphic designer that has basic typography knowledge. And it does not work well in all languages (it only has Latin, Cyrillic and Greek letterforms)
• It’s not about good looking fonts. It’s about design, which is more about functionality and solving a problem, than just pure aesthetics. Would you argue similarly about any of your products—that it has to work, no matter how it looks? I think this undermines the whole philosophy Ikea is built around.
Turcu Sandra
Designers represent a secondary public which Ikea should take more interest in and this article is an example why this should be done.
Designers raged against Ikea’s decision to do a subtle change of their visual identity, by choosing Verdana as their corporate typeface, and dropping their traditional typefaces (Ikea Sans, based on Futura, and Ikea Serif, based on Century Schoolbook).
The old catalogue design, vs the new one
In an interview for CAP & Design, Ikea’s Ivana Hrdlickova argues that the decision was driven by the need to have a typeface that would support also Asian character sets. Another statement, by Ikea’s spokesman Monika Gocic, claims that the typeface choice has to do with efficiency and cost-effectiveness. “Plus, it’s a simple, modern-looking typeface.”.
Most designers interviewed about this change are stupefied. Verdana is a typeface that was created in 1996 by Matthew Carter, specifically for making small text readable on computer screens—an it does that very effectively. But its print version is a compromise—common and ugly. Here are some more reasons why this change was not thoroughly analyzed:
• Why change something that works? Creating more alphabets for Futura would seem a more natural move.
• Verdana makes Ikea look common and amateurish, like thousands of small businesses that use Verdana as their default font in print, just because it’s there, in their computer.
• Verdana looks awful at large sizes, especially in headlines and signage.
• Verdana is a wide typeface, leading to a waste of space in print. Since Ikea’s catalogue is the third most printed publication (after the Bible and Harry Potter), you have to wonder whether this change shouldn’t have been made with sustainability in mind.
• I’m not sure why Verdana is effective (except for the fact it comes for free on most computers). But it’s definitely not a modern typeface.
Why all the fuss?
Although it might pass unnoticed to most consumers, many designer feel betrayed. Ikea has been seen, along with Apple and Braun, as the most important purveyors of design values to the masses. So this change is a step against their core design philosophy, and the only explanation I can find for this is that no designer was involved in the design process. If a company like Ikea can make this mistake, you have to wonder who is going to lead when it comes to design.
Ikea reacted to the unexpected coverage of this in Time magazine and throughout social media:
We’re surprised. But I think it’s mainly experts who have expressed their views, people who are interested in fonts. I don’t think the broad public is that interested. Verdana is a simple, cost-effective font which works well in all media and languages. Camilla Meiby, Ikea spokesman (quoted by Associated Press)
It’s sad that some people react negative. Still, we are very glad that people care so much. But what’s important is the message, not good looking fonts.Ivana Hrdlickova, Ikea (quoted by Swedish Wire)
I really appreciate Ikea’s intervention and their response. It shows an open mind and I really want to thank them for joining a conversation started by people who appreciate both their role in promoting design to masses, and design itself.
However, there are certain aspects that I would argue about:
• Indeed, the broad public is not interested. Although this change in identity rather makes Ikea look unremarkable (in visual communication), similar to tens of thousands of businessed in the world who only use Arial, Times New Roman or Verdana. This will impact on the long run on the perception.
• Verdana does not work well in print. Ask any graphic designer that has basic typography knowledge. And it does not work well in all languages (it only has Latin, Cyrillic and Greek letterforms)
• It’s not about good looking fonts. It’s about design, which is more about functionality and solving a problem, than just pure aesthetics. Would you argue similarly about any of your products—that it has to work, no matter how it looks? I think this undermines the whole philosophy Ikea is built around.
Turcu Sandra
Buzz in progress? Heineken - Men with talent
As you might know, last Heineken commercials had a great success. You can take the example of the last year's ad, "walk in fridge", which had more than one million views on Youtube, if you are not convinced yet. Here is the last new commercial from this beer brand, which might be able to make men weeping.
To make it short, it's taking up the concept of the shows where people are expected to demonstrate their awesome/strange/useless/freaky talents (delete whichever does not apply), such as "Britain's got talent".
It's funny, creative, and people already talk about it, referring to the last commercial's success. Would this one be able to be even more successful than its predecessor? Wait & see...
Angèle Rebergue
Article on popsop.com
Creative: Cor den Boer, Jorn Kruijsen,
Jeroen van de Sande
Production Company: Czar.nl
Director: Bart Timmer
Director of Photography: Alex Melman
Producer: Hein Scheffer, Robert Nan
Editor: Annelien Wijnbergen
To make it short, it's taking up the concept of the shows where people are expected to demonstrate their awesome/strange/useless/freaky talents (delete whichever does not apply), such as "Britain's got talent".
It's funny, creative, and people already talk about it, referring to the last commercial's success. Would this one be able to be even more successful than its predecessor? Wait & see...
Angèle Rebergue
Article on popsop.com
Credits:
Agency: TBWA, NebokoCreative: Cor den Boer, Jorn Kruijsen,
Jeroen van de Sande
Production Company: Czar.nl
Director: Bart Timmer
Director of Photography: Alex Melman
Producer: Hein Scheffer, Robert Nan
Editor: Annelien Wijnbergen
26 Apr 2010
In this advertising we can see a man and a woman having sex. The woman’s face is hidden by a magazine on which there is a BMW car. We can understand that the man is more interested in a beautiful car than in a beautiful woman.
Through this ad we understand that some men are said to take more pleasure by driving a BMW car than by making love. The “welcoming” position of the woman can be interpreted as an invitation to drive, and so as an invitation to buy this car. The slogan “the ultimate attraction” could define the relationship, but actually the attraction is here the car… In this advertising there is nothing about the qualities of BMW cars, only the esthetic and attractive aspects of the brand are pointed out. This is quite rare for an ad for a car in which we used to see options, price, etc. So, the target group would be superficial people as there is nothing about the practical side of the car. Of course here, men are targeted, but this ad also exists with the opposite: a woman is having sex with a man having the image of a BMW on his face…
Elise Madacsi
25 Apr 2010
Between the jokes and the fallacy
"We read the world wrong and say that it deceives us." Rabindranath Tagore (Stray Birds)
Few months ago was created this video in the australian program HungryBeast, of the ABC1. In this spot, that seems as a Google's ad (simple and white), the program attack Google with some "arguments".
Few monts ago, too, I read an article in the website Young australian skepticks where they do A Simple Guide For Proving Anything.
Reader, try to see the video and later read the article, and if you need it, see the video again. What do you thing? Ok, maybe you need some proves, I needed it, in concequence I looked for it, finally, between some pro-Google pages it appear, I found this blog, Google Operating System. Here you have a little response to this video.
A lot of people commented this "ad" because attacks a company as Google by lies. I want to comment it because accuse Google with fallacy, without proves and non-actual dates.
But wait a minute! This Hungry Beast is an humoristic show, maybe is only a bad joke. They are comparing Google with the worst villian ever, Darth Vader. But well, say that Google "wants to own your phone, your email, your computer and your entire digital life" it's a big rude, isn't it?
David Martinez
David Martinez
22 Apr 2010
Philip Kotler
Philip Kotler was born on 27 May 1931 in Chicago. He received his master's degree at the University of Chicago and his PhD at Massachusetts Institute of Technology, both in economics. He did postdoctoral work in mathematics at Harvard University and in behavioral science at the UniversityofChicago. Professor Philip Kotler is the world’s foremost expert on strategic marketing, voted the first Leader in Marketing Thought by the American Marketing Association and named The Founder of Modern Marketing Management by the Handbook of Management Thinking.Also Kotler is the first one who speak about the 4P of the marketing. But in one of his books he says that these 4P are not enough and the marketing needs 7 even 12P.In his latest book Chaotics he speak how to make business during crisis.
DIMITAR GROZDEV
Marketing guerilla version graffiti in the subways of Rumania
The brand Aspirin 500 of Bayer is emphasis through a poster campaign 4×3 representing funny characters covered with graffiti which suffer from troubles of head, from back or from muscular pains. The various pictures were put near noisy places (escalators or simple staircases) being able to provoke these various pains. Now, there where the originality is present, it is that these characters in graffiti are more represented on the walls of the subway than on the advertising hoarding!
This action is original all the more as it does not reflect necessarily the image of pharmaceutical products; serious, medical, classic emphasizing the benefactions of the medicine. It is not in France where this campaign would have had this success!
The advertising campaign received the price of the category Outdoor during the ceremony of Goldens Drum Awards last October.
Maèva Blairy
Everybody wants to be a dog!!!
We perfectly know that there are different target groups in advertisements: women, men, young people, people who care for the weight, etc… But some adverts are said to be directly addressed to our pets! Indeed, ads should be made for the consumers. In this case, the consumer is a dog, so the ad addresses to dogs!!!!
The slogan is “everybody wants to be a dog” (to understand: in order to eat these so delicious croquettes for dogs!). So we see a cat imitating a dog: he is swimming and bring a wood stick.
Of course this aim of this ad is to attract people who are buying dog food; these will find the advert funny and maybe cute,…
So, it is possible to convince people making them believe they are not targeted...
Elise Madacsi
21 Apr 2010
An example of emotional advertising: Magistral and Snowmen
As you might now, advertising uses many ways to attract and to appeal consumers. Many factors can be used (sometimes several of them). We call them creative appeals, in the way it's a good use of arguments/emotions to catch the consumer. We can distinguish rational and emotional appeals. (For more details, see in the book, page 112-118)
Here is and advertising I've just seen, and I would like to share with you. It's about a dish cleaner product, Magistral. It tells the love story of two snowmen... and since I don't like to spoil, I'll let you discover what happens next. I'll just mention that this ad is seen to be a heartbreaking one: the tone, the music, the story... it's a really emotional and sensitive one. However, I would like to raise a question. Is it relevant to use this kind of emotional advertising in order to make the consumer purchase the Magistral products?
Angèle Rebergue.
The video:
Advertising Agency: Grey, Buenos Aires, Argentina
Creative Director: Daniel Fierro
Creatives: Matias Aguilu, Lisandro Cardozo, Tomy Duhalde, Rodrigo Greco, Hernan Kritzer
Director: Andres Salmoyragui
Agency Producer: Topo Barrios, Negro Ibanez
Production Company: Rebolucion
Producer: Marcelo Dovidio
Executive Producer: Patricio
Music: The Hill
20 Apr 2010
This is a simple but emotional street marketin action. One of those that touchs you.
I know that some of you understands Spanish, however, I will translate it.
The objective of this action was to make people feel what people with Alzeheimer´s dissease feel.
Just imagine that you are walking trough your city, you are thinking on your own stuff and suddenly someone that you do not know of NOTHING stops you and says: (read and watch video, you will understand better)
(lady) HEY, WHAT ARE YOU DOING HERE?
(man): Excuse me, but I think we do not know each other"
(lady) Oh c´mon, you don´t remember me?
(man) of what?
(lady) I haven´t change so much...
(lady) But...are you living here?
(man) Yes..I live here in Madrid.
(lady) ¡Oh my God!
(man) yes..
(lady) oh..I didn´t know about it..
(lady) Oh..how long without seeing you...really, you don´t remember me?
(man) No...I don´t have any memory of you...
(man) what´s your name?
(lady) ok, don´t worry abou it..
(lady) thank you very much...
She leaves and gives him a paper that says.. "In this way it feels a person with Alzeheimer, help us to finish with it"
http://www.youtube.com/watch?v=XwlcweCdSnI
I hope that I have explain it well. I love this street marketing action because it´s cheap but powerful.
Blanca Vidal
I know that some of you understands Spanish, however, I will translate it.
The objective of this action was to make people feel what people with Alzeheimer´s dissease feel.
Just imagine that you are walking trough your city, you are thinking on your own stuff and suddenly someone that you do not know of NOTHING stops you and says: (read and watch video, you will understand better)
(lady) HEY, WHAT ARE YOU DOING HERE?
(man): Excuse me, but I think we do not know each other"
(lady) Oh c´mon, you don´t remember me?
(man) of what?
(lady) I haven´t change so much...
(lady) But...are you living here?
(man) Yes..I live here in Madrid.
(lady) ¡Oh my God!
(man) yes..
(lady) oh..I didn´t know about it..
(lady) Oh..how long without seeing you...really, you don´t remember me?
(man) No...I don´t have any memory of you...
(man) what´s your name?
(lady) ok, don´t worry abou it..
(lady) thank you very much...
She leaves and gives him a paper that says.. "In this way it feels a person with Alzeheimer, help us to finish with it"
http://www.youtube.com/watch?v=XwlcweCdSnI
I hope that I have explain it well. I love this street marketing action because it´s cheap but powerful.
Blanca Vidal
Wikipedia and 3.0 Web by Jimmy Wales
Here we have a presentation of Jimmy Wales about Wikipedia, 3.0 Web and the fabric of the life, in Festival of Media in Valencia (Spain) the 19th April.
Is an interesting video of almost 40 min, where Mr. Wales talk about the importance of Internet and the new digital tecnologhies and their action and its impact on communication and society in general.
David Martinez
Blizzard: How to make millions in minutes?
Today, let's do a hat trick! We are going to need a big, big hat! Let's call it Blizzard Entertainement, would you? Now, let's put something inside that hat. Let say... a huge community of fanboys (and fangirls as well), which has its own rules, and its economy (or kind of). Ready? Now let the magic begin... but, wait! We need magic words! Here they are: "World of Warcraft". And now, what do you obtain? A little shiny pony!
I'm not kidding. Okay, the pony hadn't really this design. Nontheless, that what happened on 15th April 2010. Blizzard Entertainement decided to propose to sell a limited edition of a mount (understandable as a ridable animal friend), whose design was quite... unusual... in his massively multiplayer online video game World of Warcraft. The virtual pet was sold massively, some bloggers entered the virtual queue in order to make some calculations (people waiting for it, price and products still available), and they estimated Blizzard made some millions in a matter of minutes.
Is this madness? Instead of replying "No, this is Sparta", I would rather say, that could be related to the luxury market. To make it simple: "this item/product is rare and expensive, so not everybody would have it, so I have to buy it". In real life, the same goes for people... okay, girls and women who can spend huge amounts of money in some clothes or only one bag. The same for expensive cars, men.
The pony was sold for 25 dollars, and I don't think it's necessary to recall that WoW players already pay a monthly subscription to play the game (around 12 euros per month). It's easy mathematics to know the average budget of regular gamers.
The Blizzard store page of the mount
The article
Two bloggers who made calculations of Blizzard sales: here and here.
Angèle Rebergue.
I'm not kidding. Okay, the pony hadn't really this design. Nontheless, that what happened on 15th April 2010. Blizzard Entertainement decided to propose to sell a limited edition of a mount (understandable as a ridable animal friend), whose design was quite... unusual... in his massively multiplayer online video game World of Warcraft. The virtual pet was sold massively, some bloggers entered the virtual queue in order to make some calculations (people waiting for it, price and products still available), and they estimated Blizzard made some millions in a matter of minutes.
Is this madness? Instead of replying "No, this is Sparta", I would rather say, that could be related to the luxury market. To make it simple: "this item/product is rare and expensive, so not everybody would have it, so I have to buy it". In real life, the same goes for people... okay, girls and women who can spend huge amounts of money in some clothes or only one bag. The same for expensive cars, men.
The pony was sold for 25 dollars, and I don't think it's necessary to recall that WoW players already pay a monthly subscription to play the game (around 12 euros per month). It's easy mathematics to know the average budget of regular gamers.
The Blizzard store page of the mount
The article
Two bloggers who made calculations of Blizzard sales: here and here.
Angèle Rebergue.
A different way to know the world
I guess we all know the british editorial "penguin books", their last advertising campaign is a perfect work with typography representing the most popular emblems of each city. Simple but meaningful.
"Travel with words, meet the world"
You can watch it better in this website: http://www.advertolog.com/penguin-books-384221/print-outdoor/travel-with-words-paris-384555/
Can we say more with less?
I advise you to take a look to the website too, it is an advertising archive, quite useful for works or just to entertain you watching fun, interesting, controversial or any kind of ads.
Rocío Leza
"Travel with words, meet the world"
You can watch it better in this website: http://www.advertolog.com/penguin-books-384221/print-outdoor/travel-with-words-paris-384555/
Can we say more with less?
I advise you to take a look to the website too, it is an advertising archive, quite useful for works or just to entertain you watching fun, interesting, controversial or any kind of ads.
Rocío Leza
New medias: VIDEO IN PRINT
I have just found this link and I wanted to share it with all you.Technology is constantly advancing and it always surprises us. The 2nd of April, for the first time in France in the magazine "the Echos". Video, sound and the possibility to chose what you want to watch. Here you have the link: VIDEO PRINT. The best ideas are the ones we haven't had yet. Paula Cid
The Fun Theory: Who wants to win the pot?
The advertising online continues giving lots of surprises.
The Swedish agency DDB Stockholm for its client Volkswagen started an initiative last year, with a contest in which people could send their ideas, thoughts and inventions that could change people’s behaviour for the better.
Here you have the fun theory award winner 2009/10: the American Kevin Richardson
Although this idea and the rest presented to this contest are not really viable, we see how through the creativity people can get surprising, funny, creative and helpful inventions and ideas. Let’s be creative!!
19 Apr 2010
Mc Donalds - Director of Social Media
Social Media is growing and growing. A couple of years ago facebook was mainly started as a network for students and some nerds. Nowadays there are more and more older people who start to discover the advantages of Social Media. There are students telling stories about their parents who are joining Facebook now:) Today Facebook has more than 400 million users!
Mc Donalds wants to participate by this trend and tries to expand their online marketing. Therefore they have named Rick Wion Director of Social Media. Rick Wion is already involved in Social Media projects by Mc Donalds since 2006.
We will see how effective Rick Wion is using the possibilities of Social Media.
Cheers
Niklas Dorn
We will see how effective Rick Wion is using the possibilities of Social Media.
Cheers
Niklas Dorn
18 Apr 2010
Nike 20 km of Brussels
Everyone knows that Nike is a solid and consolidate brand. However, the company keeps making great events to maintain their clients but also to gain others. Brands of this magnitude have the obligation to make such actions from time to time. They cannot stay quite.
Bananas (a Belgium company of communication) took care of the Nike visibility at this yearly Brussels running event. All people who ran on Nike shoes were INVITED to the Nike welcome zone for massages, food, drinks, and relaxation. Demo´s of Nike were given, and people could try the products in the Nike van.
This event made everyone be curious about it. Finally, Nike was succesful! The place was crowded be many people. Everything was free for those who weared Nike shoes, they had a positive experience with the brand. Moreover, Nike managed to appear in the media due to de great event they developed.
Blanca Vidal
Bananas (a Belgium company of communication) took care of the Nike visibility at this yearly Brussels running event. All people who ran on Nike shoes were INVITED to the Nike welcome zone for massages, food, drinks, and relaxation. Demo´s of Nike were given, and people could try the products in the Nike van.
This event made everyone be curious about it. Finally, Nike was succesful! The place was crowded be many people. Everything was free for those who weared Nike shoes, they had a positive experience with the brand. Moreover, Nike managed to appear in the media due to de great event they developed.
Blanca Vidal
The laughing cow House
The laughing cow, in french is : La vache qui rit.
Since May 2009, La maison de la vache qui rit invites children and all who have preserved their child within to enjoy an unforgettable experience in a delightful and friendly environment.
La maison de la vache qui rit is the gothering place for laughter, emotion, and fun. It is also a reference in environmentally respectful architecture with its solar panels, low consumption lighting, geothermal power, larch roof frame, living wall, and more.
The company Bel created for the brand La vache qui rit a place for people who likes La vache qui rit.
This house give a good image of the brand, with the respect of the environment.
It give a good image to La vache qui rit and to say that Bel has values : the environment, the family.
The website is :
http://www.lamaisondelavachequirit.com/
It is a good site to speak about La maison de la vache qui rit and to promote the values of the environment and family.
Mylène ROELANDT.
Since May 2009, La maison de la vache qui rit invites children and all who have preserved their child within to enjoy an unforgettable experience in a delightful and friendly environment.
La maison de la vache qui rit is the gothering place for laughter, emotion, and fun. It is also a reference in environmentally respectful architecture with its solar panels, low consumption lighting, geothermal power, larch roof frame, living wall, and more.
The company Bel created for the brand La vache qui rit a place for people who likes La vache qui rit.
This house give a good image of the brand, with the respect of the environment.
It give a good image to La vache qui rit and to say that Bel has values : the environment, the family.
The website is :
http://www.lamaisondelavachequirit.com/
It is a good site to speak about La maison de la vache qui rit and to promote the values of the environment and family.
Mylène ROELANDT.
16 Apr 2010
3D 3D and another 3D
Ever wonder what goes on behind the scenes of a classic painting? Well, Samsung gives you a look with their "Factorial Analysis and Kaleidoscopic Examination" (FAKE) technology.
History according to Samsung 3D TVs:
- The Vitruvian Man is really Vitruvian MEN
- Reverend Robert Walker Skating is also fighting off alien/robot/creatures with a laser gun
- The Girl With A Pearl Earring actually isn't wearing an earring. Instead, she's stopping bullets ala Neo from The Matrix.
Leon Cristian (3)
Honda the REAL power of dream...
The first Hybrid car wasn't released by Lexus, or Toyota with the Prius but by Honda with the Civic IMA (Integrated Motor Assist) but due to a bad communication, its competitors stole the show. Same thing for the self parking car...but it's not the point!
Now, The japanese company comes in the market with a totally new product, i think lazy people who hate walking (especially in Ghent!!!) will appreciate! but more than words, just take a look at this:
http://www.youtube.com/watch?v=PENSEenxRQo
Well these unicycles have a top speed of 6 kmph and are not exactly as light as they seem in the video (22 pounds). Plus the max charge duration is 60 min. So it sure needs some tweaking...but the inclinometer and the traction drive system in this bike is pure genius.
I LOVE HONDA!!!!
Yann Adotevi
Is the brand off if the sportman/woman is over?
Is an question for all the sportmen and sportwomen, “What I should do when my career is over in my 40s?” Some people work in the same sport but in other function, others sportmen continue with their “other job” (as, for example, doctor or teacher), others can be coaches. Yes, OK, but, What happen with the superstars? They have an image, they have values.
For this case we can talk about David Beckham, a football player of 35 years, that in this moment his career is declining, and more with the last injury that prohibits Beckham to be in the World Cup this year in South Africa, that would be the great goodbye for the player.
With this black future some people can think that the Beckham image is over, that is going to be an old legend wandering in some getaways with his wife, and being in different sport events and shows. And, maybe I’m wrong but I’m with them. I think that David and Victoria Beckham (because they are a pack in the image business) are declining. Actually, I think that Victoria it’s over, but this is not our point.
Certainly, David Beckham always was well considered for the men like a very good football player; and for the women, he always was, and is, well considered like a fashion victim and a sex symbol. This thinks do the history of David Beckham still alive, but this years of glory is going to pass if he don’t do anything special and productive. In this moment David is living the sport and fashion, and in a few years (or months, who knows?), the sport is going to disappear; and for the fashion world, now he’s beauty, but with years is going to disappear to, and later what?
This is the moment of redirect the image of David Beckham, he’s not a football player anymore, is the moment to change. In this change Simon Fuller, an artist manager, leave David. But, wait a moment, if Simon leave David, is an strategy?
David Martinez
Source: MarketingDirecto.com
15 Apr 2010
Home is the most important place in the world
Here is my choice to show you one very strong expression about us, about the world, about the essence of our existence, and the company behind every of this is not random at all! This is IKEA ladies and gentlemen and its advertising remain us how important is our home for us.
The video clip looks little sad but it is also beautiful. It has a lot of different sorts of houses like: shacks, boats, blocks, bungalows, caravans, etc..
There is no matter where and in what you live, the most important thing is to feel happy and comfortable in your place ( your home). This is the main idea of this advertising. The second idea of course is to go to IKEA and buy your furniture from there.
No more words just follow the link and watch :)
Georgi Dimitrov
DIMITAR GROZDEV
14 Apr 2010
Geek's flip-flop
The summer will arrive! To us : barbecues and beach!! We want to take out undershirts, swimsuits and flip-flop!
Here, you have the new gadget which goes delight the geek community. There is the flip-flop of the geek! For all the addicts of computers , this mouse flip-flop is made for you!!!
Certainly a mouse for feet exists already. But this one seems much better thought and more aerodynamic.
In reality, this concept of Yanko Design was conceived to disabled persons who cannot use hands. The mouse guzzles as a flip-flop. Next, you have to rest with the big toe to click left and with the 2nd toe to click right.
Regrettably, this great mouse did not find a manufacturer for the moment.
Maèva Blairy
Microsoft Gets Social for Kin Phone Launch
Microsoft is out with a new campaign to tout two new phones: Kin One and Kin Two, designed to facilitate the process of using a social media interface. They are going to promote their new products by sending a girl named Rosa on a trip across the globe to meet her social network friends in person - all 824 of them, starting from an old boyfriend to all celebrity she added in her list. Rosa will find out who her true friends are and perhaps once and for all end the silliness of collecting "friends" online just to have more than everyone else. Beginning today, the campaign will release two new episodes a week for the next 8 weeks until the 3rd of May, at which point TV and cinema ads will start and the Kin will be released.
Fallow it on Facebook
13 Apr 2010
3D is on fire!
I don’t think I exaggerate when I say that we are being whitenesses of one of the most significant technological change in the “image”industry in the beginning of the century: 2D is being replaced be 3D. Although the process is slowly, it already jog the attention of the main actors in the industry: movie industry, television manufactures, TV companies and of course, advertising.
For now the only 3D ads are transmitted in cinemas and they are manly focusing on 3D products (TV sets), but for sure, taking into account that it is already planned for TV channels to offer 3D programs, the new dimension is going to be available for us more currently.
This change of dimension is a really great opportunity for advertising to reinvent itself, to capture the attention of the public in a more interactive ways. The new ads would probably be more about image and dynamism. The consumer will be invited to connect with the product in a more physical way. The advertising product is going to be created in order to involve in a more direct and obvious way the consumer into its story.
It’s really interesting to observe this changes and it would probably be more than captivating to fallow the whole process. I’m sure that in 30 years or less, 2D will be forgotten. I can picture the ironic comments of the younger generation from the future regarding to our out-of-date habits of watching television.
Alexandra Ionela Popa
Positive ideas
Maybe you already know this inniciative by Volkswagen because it is a bit old, but I have just been checking it again these days and I had to share it with you. Some effective, possitive, motivating campaigns to solve real problems!
Check the site and some of the actions taken: http://www.thefuntheory.com/
This is how they define the basis of the idea: This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better.
I couldn't agree more with them. Each action is just a brilliant way of making daylife issues better and fun! Of course it is also good promotion and image for the brand, but I wish all the brands made something like this to improve their image.
Did any of you experience any of this actions in person? If so, please tell us about it!
Have FUN watching it and, maybe, get some inspiration for your own projects.
Rocío Leza
Check the site and some of the actions taken: http://www.thefuntheory.com/
This is how they define the basis of the idea: This site is dedicated to the thought that something as simple as fun is the easiest way to change people’s behaviour for the better.
I couldn't agree more with them. Each action is just a brilliant way of making daylife issues better and fun! Of course it is also good promotion and image for the brand, but I wish all the brands made something like this to improve their image.
Did any of you experience any of this actions in person? If so, please tell us about it!
Have FUN watching it and, maybe, get some inspiration for your own projects.
Rocío Leza
Twitter unveils advertising plan
Twitter unveiled a plan Tuesday to use advertising to turn its massive popularity into cash.
Biz Stone, one of the three co-founders of the micro-blogging service, provided details of the long-awaited revenue-generating plan for the San Francisco-based startup in a post on the Twitter blog.
Stone said the advertising service, called "Promoted Tweets," will allow businesses and organizations to highlight their 140-character-or-less messages known as "tweets" to a wider group of users.
He said a number of companies, including Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America, had signed up to take part in the first phase of the advertising program.
Stone acknowledged that Twitter has been slow to add a money-making aspect to the service. But he said the four-year-old company, which has survived on tens of millions of dollars in venture capital funding, "wanted to optimize for value before profit."
"Stubborn insistence on a slow and thoughtful approach to monetization -- one which puts users first, amplifies existing value, and generates profit has frustrated some Twitter watchers," he admitted.
Stone said "tweets" sponsored by advertisers will be featured at the top of Twitter.com's search results pages with only one "promoted tweet" being displayed per page.
"Promoted Tweets will be clearly labelled as 'promoted' when an advertiser is paying, but in every other respect they will first exist as regular tweets and will be organically sent to the timelines of those who follow a brand," he said.
Twitter has allowed Google and Microsoft to index Twitter messages in their search engines for an undisclosed sum of money but the advertising service unveiled on Tuesday is the company's first serious money-making venture.
Source: AFP
Is it going to change our use of Twitter? Will people stop using it to go for another mini-blogging engine? Wait and see...
Elise Guillet
@addition
Biz Stone, one of the three co-founders of the micro-blogging service, provided details of the long-awaited revenue-generating plan for the San Francisco-based startup in a post on the Twitter blog.
Stone said the advertising service, called "Promoted Tweets," will allow businesses and organizations to highlight their 140-character-or-less messages known as "tweets" to a wider group of users.
He said a number of companies, including Best Buy, Bravo, Red Bull, Sony Pictures, Starbucks, and Virgin America, had signed up to take part in the first phase of the advertising program.
Stone acknowledged that Twitter has been slow to add a money-making aspect to the service. But he said the four-year-old company, which has survived on tens of millions of dollars in venture capital funding, "wanted to optimize for value before profit."
"Stubborn insistence on a slow and thoughtful approach to monetization -- one which puts users first, amplifies existing value, and generates profit has frustrated some Twitter watchers," he admitted.
Stone said "tweets" sponsored by advertisers will be featured at the top of Twitter.com's search results pages with only one "promoted tweet" being displayed per page.
"Promoted Tweets will be clearly labelled as 'promoted' when an advertiser is paying, but in every other respect they will first exist as regular tweets and will be organically sent to the timelines of those who follow a brand," he said.
Twitter has allowed Google and Microsoft to index Twitter messages in their search engines for an undisclosed sum of money but the advertising service unveiled on Tuesday is the company's first serious money-making venture.
Source: AFP
Is it going to change our use of Twitter? Will people stop using it to go for another mini-blogging engine? Wait and see...
Elise Guillet
@addition
12 Apr 2010
Apple vs. Google: Steve Jobs strikes back!
For those who know about it, it's not surprising to learn that the two giants, Apple and Google are conducting a fierce struggle against each other. Here is the next stage in this competition: Steve Jobs is currently re-building the Death Star with some change in design.
Oops, my mistake: April Fools' Day was several days ago. More seriously, the struggle between Apple and Google goes on. Next stage now concerns the mobile advertising market, which is considered by Steve Jobs as a growing market and a really good opportunity. That's why Apple chief executive decided to place himself head-to-head with his rival Google.
Mr. Woods, consultant at CCS Insight adds that a mobile is so personal that it constitutes alone a market segment of her/his owner.
The struggle between the two giants is apparently destined to continue on our mobiles. However, would the advertising on this support be as successful as predicted? Or is it already over?
In my opinion, this kind of advertising is not the most successful, nor the most appreciated amongst owners of mobiles, except if they make the choice of receiving advertising. Who do that, say ok to advertising on his/her own mobile phone, accepting to be reachable whenever your phone is running? Not me, thanks...
By the way, this fight is said to be continued...
The article on BBC News
Angèle Rebergue.
Oops, my mistake: April Fools' Day was several days ago. More seriously, the struggle between Apple and Google goes on. Next stage now concerns the mobile advertising market, which is considered by Steve Jobs as a growing market and a really good opportunity. That's why Apple chief executive decided to place himself head-to-head with his rival Google.
Mr. Woods, consultant at CCS Insight adds that a mobile is so personal that it constitutes alone a market segment of her/his owner.
The struggle between the two giants is apparently destined to continue on our mobiles. However, would the advertising on this support be as successful as predicted? Or is it already over?
In my opinion, this kind of advertising is not the most successful, nor the most appreciated amongst owners of mobiles, except if they make the choice of receiving advertising. Who do that, say ok to advertising on his/her own mobile phone, accepting to be reachable whenever your phone is running? Not me, thanks...
By the way, this fight is said to be continued...
The article on BBC News
Angèle Rebergue.
Sharing knowledge
In this post i'm going to tell you about another blog, not about a specific post but every single one. Since a friend showed it to me the first semester I keep checking from time to time, basing on my experience I advise you to do the same ;)
http://prblog.typepad.com/
It's a blog about marketing, public relations, social media and many many experiences from the author. Every post is always interesting, maybe some times a little bit dense but it's always worth it to take a look.
In my opinion this post is specially good: http://prblog.typepad.com/strategic_public_relation/2010/03/finding-your-social-voice.html
And so that you see I'm not the only one with this opinion about this blog, check this: http://prblog.typepad.com/strategic_public_relation/2010/02/can-i-pick-your-brain.html
I'd love to have his brain also, but I guess I have to saty with mine and try to learn from experience :)
Once again, I hope you like it and give it a look sometimes.
Rocío Leza
http://prblog.typepad.com/
It's a blog about marketing, public relations, social media and many many experiences from the author. Every post is always interesting, maybe some times a little bit dense but it's always worth it to take a look.
In my opinion this post is specially good: http://prblog.typepad.com/strategic_public_relation/2010/03/finding-your-social-voice.html
And so that you see I'm not the only one with this opinion about this blog, check this: http://prblog.typepad.com/strategic_public_relation/2010/02/can-i-pick-your-brain.html
I'd love to have his brain also, but I guess I have to saty with mine and try to learn from experience :)
Once again, I hope you like it and give it a look sometimes.
Rocío Leza
11 Apr 2010
Coca-Cola Light
Coca-Cola Light exists since 1988. The aim was to attract women aged between 25 and 35 year-old. So, the target group was quite big and especially feminine. The brand also wanted to attract women who were on a diet. Thanks to this new product, they could drink Cola without thinking about their weight.
Today, Coca-Cola Light targets a larger group: women and men from all ages.
In 2006, Coca-Cola Zero was adressed to men from 16 to 24. So, Coca-Cola Light became younger, sexier and more trend.
This ad from YouTube shows us how trend the drink became!!! The « fashion » drink is drinken during the day, as well as at night and in parties.
Here we can see that brands change their target group to adapt to the new tastes. Nowadays, women as well as men worry about weight.
http://www.youtube.com/watch?v=NU_gZfmr1Jk&feature=player_embedded
Elise Madacsi
9 Apr 2010
IKEA
The IKEA vision, business idea and market positioning statement provide a framework for all IKEA marketing communication worldwide.
The IKEA vision is "To create a better everyday life for the many people."
Our business idea is "To offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them."
Our market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money."
It is true that in IKEA the prices are really low and when we do our shops from there we save money. But lets speak about the quality of the products. Because of the lower price many thinks there are with low quality. IKEA also use materials which are practically unusable and instead to try them out they produce furnitures from this product. And you still like IKEA? I do not think so
Dimitar Grozdev - MOCOMA
The IKEA vision is "To create a better everyday life for the many people."
Our business idea is "To offer a wide range of well designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them."
Our market positioning statement is "Your partner in better living. We do our part, you do yours. Together we save money."
It is true that in IKEA the prices are really low and when we do our shops from there we save money. But lets speak about the quality of the products. Because of the lower price many thinks there are with low quality. IKEA also use materials which are practically unusable and instead to try them out they produce furnitures from this product. And you still like IKEA? I do not think so
Dimitar Grozdev - MOCOMA
Kinds of marketing
Party: You see a beautiful woman. Going to her and say: "I'm fantastic in bed." This is direct marketing.
You're at a party with friends and see beautiful woman. One of your friends go to her, pointing at you and says: "He's fantastic in bed." This is an advertisement.
Party: see a beautiful woman. Going to her and want her phone number. The next day call to her and say: "Hello. I am fantastic in bed." This is telemarketing.
You're at a party and see a handsome young man.You stand up from your seat watch him all the time and slowly go to him. Pour him a drink, and submit it to him in reply, "Can I?" Smooths creases's on his tie, lightly touching the body with his hand. Then tossed casually: "By the way, I'm fantastic in bed." This is public relations.
You're at a party and see a beautiful woman. She approaches you and says: "I heard that you are fantastic in bed." This is brand recognition.
You're at a party and see a handsome young man. Convince him to come home with your girlfriend. This is a sales representative
Your friend can not satisfy him, so she calls you. This is technical support.
You're on your way to an organized party when you realize that the houses along that passing should be a beautiful young men. So climb up the roof of one of them settling in the center and yelled with a full throat: "I'm fantastic in bed!" This is spam.
GEORGI DIMITROV
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