Fanta: Official sponsor of Fantasy

With their new add, Fanta once again appeals children, which has been the target group of their campaigns for a long time. The company describes their product as the official sponsor of fantasy and attracts not only the kids, who influence many family purchases, but also the parents, who have the means to acquire the product. 

FANTA - official sponsor of fantasy from Alex & Steffen on Vimeo.

Inês Sá

#Facebook finally launched clickable hashtags

Facebook finally integrates hashtags. These markers are using metadata on the Internet to mark the content with keywords. A process that assigns the contents of additional information to be grouped by themes, places or events useful for the day on all kinds of subjects, and facilitate research.

Introduced on Twitter in 2007, about a year after the creation of the microblogging site, the hashtag was then released on other social networks like Tumblr, Pinterest, or Instagram. Composed of a sharp (#) and a word or group of words attached the hashtag became a fad, which began to spread on Facebook: so far as the social network did not offer this feature some users wrote "words-sharp" not clickable, rendering obsolete their presence. Introducing clickable hashtags, Facebook is catching up and gives meaning to these markers metadata.

What is the Goal of Facebook? The introduction of hashtag should be a source of revenue for the social network similar to those of Twitter advertising formats that will probably be developed. Facebook could also offer some of its advertisers appear in a list of "trending topics", a device that relates to Twitter about 150,000 euros per advertiser per day ...

ILBAY Ibrahim

Share a Coke with me!

 You all already have seen the recent and currently campaign “Share a Coke” of the Coa-Cola company.  This campaign was launched all over Europe

The question is why did they do the advert?

The aim of the campaign is to let every people taste a Coke once in their life. By putting their name on the bottle people wants to buy it! They printed the 150 most common names from each country over Europe and for the person who doesn’t have their name on the bottle; they can ask a personalized bottle by going to the special event organized by the company. Unfortunately, they are not coming to GhentL. So a last solution for you is to create a virtual bottle of Coke via the Facebook app of Coca-Cola.

We all saw these special bottles in stores, on the social networks,… but know why the company do this kind action is important: is it to be more close to their customers (affective objective) or get new customers (cognitive objective). In my opinion even if the company says it has a cognitive objective, the aim of this campaign is also to be also affective because it creates an emotion to people.

The big issue by doing kind of campaign should be the distribution of all these special bottles.

This campaign will end during of the beginning of September so move to get your own canJ

By Brice Visart

E-mail marketing

Many of us think that email marketing is not helpful anymore. I was also thinking like this because I rarely take a look at my emails that come from different companies and want to sell me a product /service. Nevertheless, e-mail marketing is still considered important. According to E-mail Marketing Industry Census 2013, we have the next results:
- over 55% of all companies respondents could attribute more than 10% of the total sales of respondent companies to the e-mail marketing channel;
- and 18% of respondents stating that e-mail accounted for over 30 %.
As a conclusion, bear in mind that e-mail marketing is still important and has real advantages as the census showed:
- email remains strong for return on investment and drives a large chunk of sales;
- real-time support is a top priority when selecting an email service provider.

Nevertheless, to carry it out how you have to know some tips from the next video: http://bit.ly/16nYc6w

 Maria Magdalena Baciu

About anti-drink campaigns and shock tactics. Is it sometimes too much?

    We have recently discussed about tactics and approaches that can be used in advertising. From what we've seen in the last years, all the anti-smoking and anti-drink advertisments try to be as shocking as possible in order to reach their targets. We think it is perfectly normal since those who smoke or drink in excess because they are not well informed about these dangerous habits are way too few, so playing the shock card is mainly the only way. But we've also noticed that people got used to the shock when it comes to this type of campaigns.
   Here is an example of an anti-drink driving campaign targeting men with a shock tactic which is a little bit exaggerated in our opinion, but since it's just launched, we'll wait for the results before judging it.
   THINK! Campaign was launched on 7th of June by the Department for Transport in UK with the aim to convey the potential drink driving after a night out. Using a false mirror with the shape and size of a car windshield installed in the men's toilet, a life size human mannequin was at some point smashed through the fake mirror when the men were washing their hands. Sound effects of a car accident were also added. The result is quite shocking, as it was intended.
       The credits for the creative concept and the execution go to the agency Leo Burnett London. The campaign will be also supported with print and radio.

Source: http://www.marketingweek.co.uk/news/anti-drink-driving-campaign-targets-men-with-shock-tactics/4006943.article

          Can anti-drink campaigns get more shocking than this one? Do they have to do it if they want to be effective? Shouldn't be a bottom line somewhere, though?

          Raluca Apetrei

Not your average coffee promotion

Would you pay your coffee with a passionate kiss, instead of money? Because that's the proposition a newly opened coffee shop from Sydney makes to all coffee drinkers. The aim of the owners, besides raising awareness over the new place? Bringing romance back, according to the Metro St James' Facebook page. And the invitation goes on like this: "Take your partner to the café from 9-11am in June and surprise them with a kiss when you order your coffee. We’re not accepting your money, just your kisses."

The promotion idea is original, funny, bold without being disturbing, and, at the same time, very appropriate for the romantic French-theme the owners picked for their coffee shop.

Mixing coffee with love is, indeed, a nice way to begin your day, don't you think?

Alexandra Marta

Source: huffingtonpost.com

Heineiken create the buzz with its own style of recruiting

A three-minute video, called The Candidate, shows job hopefuls undergoing a rather unconventional interview process to demonstrate their personality. For example, the brand tests their willingness to assist the fire brigade during an emergency.

Having conducted the interviews, Heineken posted the three most entertaining videos on an internal portal, where the marketing team voted for their favourite applicant.

The most highly rated candidate, Guy Luchting, was invited to Juventus football club's stadium in Turin during a UEFA Champions League match, a competition that Heineken sponsors. Whilst he was performing another task (holding the giant competition banner in the centre-circle of the pitch) a video on the big screen announced that he had got the job.

Heineken's job opening reportedly attracted 1,734 applicants, and the video itself has attracted 816,000 views in three days.

Contagious Insight   

  Internships have become the norm when it comes to securing jobs for recent graduates, and this video is likely to bring a smile to people's faces who have sat through tedious interviews before.

It's also an entertaining demonstration of Heineken's culture and approach, and refreshingly pushes branded content beyond the traditional remit of product placement and sponsorship.

It's also nice to see the brand involving current Heineken staff members in the process, by giving them the opportunity to vote for the person they deem most suitable. This, in turn, reflects well on the company, and their broader recruitment objectives.

Link of the video: 

By Brice Visart

The Power of Technology

Maybe you have already heard about this application, which can be found in China. Upsetting, but at the same time, very useful.

There are 1.4 billion of people in China. Each year, more than 20,000 children are kidnapped. How do parents expect to find them? The Chinese Association "Baby Back Home" tried to answer this question. In order to help missing children, they built a statue of a desperate couple. Between them, we see a child silhouette.

Placed in various public places, this sculpture has obviously attracted the people’s attention. When the sculpture is scanned by a mobile phone, a real missing child appears in the picture. Hundreds of children's faces have been reproduced in this application in order to find them. Each person using this application becomes a search volunteer.

In one week, more than 20,000 people have downloaded the application. This means more than 20,000 search volunteers to help to find poor children and bring them back to their parents.

Let’s hope this amazing application will achieve its goals.

Source: http://mdelmas.net/en-chine-une-extraordinaire-sensibilisation-fait-apparaitre-des-enfants-perdus-en-realite-augmentee-2/

Stéphanie VILLENEUVE

If there's no solution, Spiderman is gonna Bing it

A brand comes as a good thing when its presence gives a touch of realism to a movie scene. However, when a brand is used in a film with the obvious intention of attracting the viewer's attention, even though its placement is questionable, the reactions generated might not be as good as expected. And this is the case with the American superhero movie "The Amazing Spider-Man". A scene that shows the main character, Peter Parker, doing a Bing search was heavily criticized online by the viewers who were trying to suspend their disbelief.

"The ubiquitous product placement was disgusting and absurd," wrote the film critic Nigel Floyd on Letterboxd, a social network entirely dedicated to movie lovers."Peter Parker, a science-loving nerd, uses Bing as his default search engine? He's a nerd! Nerds don't use Bing. Nobody uses Bing!" On Twitter, Chris Baker, a freelance ad agency executive ironically posted: "The Amazing Spiderman is set in an alternate universe where people use Bing to search the Internet."

It's no secret that Microsoft has been trying to introduce the word "bing" into the English language, as a substitute for "search" and "google." Though that hasn't happened, Microsoft keeps insisting, inserting the term in various entertainment properties. Microsoft has paid for Bing to appear in the movie Source Code and the TV show The Vampire Diaries, among others. Microsoft tried, as well, to insert Bing into the AMC drama The Walking Dead, but was unsuccessful. Instead, the company ran an ad that showed two actors in zombie costumes. One, however, just appeared to be an actor and was "binging" the term "eating an actor", as his admirer binged "dating an actor."

If you count the Bing-powered Yahoo, Bing now has about 30% of the search market. Yet, Microsoft's wish to transform Bing into a daily used word still remains unaccomplished.

In the following video, the scene where Parker uses Bing is included among the other errors of the movie. We'll see if, in the next movie that has its release in 2014, the superhero remains faithful to his search engine.

Alexandra Marta

Source: Mashable

When being digital doesn't help

    The French toilet paper brand Le Trefle expresses in a very creative way why paper is still necessary. The credits for the funny video spot, in which the husband and the wife fight to each other to prove the classical paper or the digital supremacy, go to Leo Burnett Paris.

   A distraction from serious matters on one hand, but also a lesson that we learn, on the other hand: even small, unknown or "not fancy" brands can use creativity to make good advertising.

Source: http://adage.com/article/creativity-pick-of-the-day/french-toilet-paper-brand-shows-shortcomings-digital/240247/

Raluca Apetrei

Oops! Me again

How to stand out from other light drinks? 

By creating the leanest beverage dispenser. 

Coca Cola has done it with his agency Ogilvy Paris 

#streetmarketing

Coppelia

Our jokes aren't like your jokes - Intel

Only because we hate Monday and because it is cold, again. And mostly because I found it again by chance.

 

An excellent corporate ad that create sympathy for the brand.   

Even if the briefing emerges a lot. (sympathy and expertise) 

   

Coppelia 

Mentos Fresh Filter

Mentos launched the Fresh Filter. 

http://www.mentosfreshfilter.com/

As we can often see, brands are more and more trying to build communities around their brand or products to make the people involved in their brand more than in an other. While some create strong communities linked to what they are actually doing as Nike does with the running and training applications, some are missing the point. 

 

And from my point of view, this is Mentos case here. There is no need to do like the others if the right concept doesn't come out.

Coppelia

Coca-Cola takes `Share Happiness` literally

Coca-Cola has already proven very often that they take their claim `Share Happines` seriously, i.e. with the Coca-Cola hugging machine or the Coca-Cola large machine. This time Ogilvy & Mather Singapore substantiated an idea which is literally meant by `Share Happiness`: The US company produced a Coke machine, full of 330ml cans which can be seperated through a spinning. One can for yourself and one can for your friend! 



A so called `Happiness Truck`brought the seperable cans to the people in singapore. Unfortunately it is a onetime campaign. It is not expected that the cans will be available in the retail industry, but it's still a nice and clever idea and perfect in the meaning of Sharing Happiness. 

Source: WUV

Sina Sommerfeld

Two ads. Same product. Same idea. Different Execution.

I found this article and I think his analysis of the TVC's is worth reading:
Check out this video first. It’s from Germany, and a pretty memorable little viral video...



Now have a look at this one, this time from the UK... 



It’s the same product, the same basic creative idea, and a very different execution. It’s not often that you get an apples-to-apples comparison like this, so it piqued my curiosity right away.

UK Version:

1. Good? Yes, it caught my eye and clearly stood out for me, it “broke through the clutter”.
2. Sticky? Yes, the visual gag of the vacuum cleaner sucking the toupee, moving it across the ceiling, and then dropping it on the other, sullen looking bar mate…well it worked for me. It was funny and unexpected.
3. Branded? Yes, the link between the creative hook and the brand/product was obvious and very linear. This is one powerful vacuum cleaner. (obviously shown via an exaggeration, but that’s creative license).
4. Persuasive? If I were in the market for a vacuum cleaner, I’d probably want more “real” proof-of-benefit than the hyperbole shown here. But I take their overall point that this vacuums well, and the machine itself looks nice. So I’d give them a half-mark on this one.
5. Stretchy? Not so sure. Once the gag is revealed the impact is greatly reduced. And the ability to take this outside of TV might be limited (although I’m sure I could be proven wrong on this one).
6. Wow!? Not really. Beyond the fact that I appreciate the humor, there’s not much else that stirs the soul, that touches me emotionally

Now let’s take a look at the German version

1. Good? Same as above
2. Sticky? Same as above.
3. Branded? Yes…but far less so than the UK version, and this is the critical failing. Why? Because the ad is, in my opinion, edited in a way that puts the all the emphasis on the fantastic atmospherics, the engrossing setup, the cinematics of it all…leaving precious little oxygen for the payoff where the brand linkage happens. Once it was over, what remained was the fright at reliving “The Exorcist”…not the product benefit! If this was a 30 second ad it would likely be vastly improved in this regard. As it stands…it looks like this was a mini-film waiting for a brand/product to attach itself to it (which it did quite cleverly…but this is not enough!)
4. Persuasive? Once you lost me on the linkage to the brand or product, it’s hard to persuade me to want to buy it.
5. Stretchy? No. This (even more so than the UK version) is a one shot deal.
6. Wow!? Not really. Gave me that angst that scary movies do…but if I can’t/won’t link this back to what the product offers me…then what’s the point?

What is the lesson here?  A careful comparison helps bring to light how an executional choice (length, editing, atmospherics) left no oxygen for the brand to thrive, turning the German version into a cool viral film for Halloween…but no more than that. And that’s a shame, because the very thing that makes this an admirable mini-film is what makes it a mediocre advertisement. 
Source: http://adboardingpass.com/2011/10/25/two-ads-same-product-same-idea-different-execution-vastly-different-results/

Vincent Mammone

Neymar, Brazilian soccer star, to the conquest of European market

In Brazil, Neymar, young football icon.

Neymar's transfer from Santos FC to Barcelona aims to conquer the European market, where the competition is harder between the stars.

Every day, the advertising pages of any Brazilian TV channel recorded at least one image of 21-year-old striker, already described by the press as "jewel", both for his performance on the field and in front of cameras.

The O Globo newspaper had called Wednesday "Neymarketing" an article in which it said that even before wearing the jersey of Barcelona, Neymar already shaken his millions of fans in Catalonia on social networks.

The jerseys flocked "Neymar" have been sold by the thousands.

Brazilian multiplies advertisements for sportswear, televisions, cars and mobile telephony companies. The player now has its own comic Neymar Jr., a guy full of talent.

Santos Football Club has quintupled its revenue jersey sponsorship, spent three million dollars (2.3 million euros) in 2009 - when Neymar turned professional - to 17.5 million (13.5 million) in 2012, says the daily Folha de Sao Paulo.

"It is a machine to make money, but it is not (Lionel) Messi or Cristiano (Ronaldo). Neymar is a star but at Barca he will find other stars, "said a sports analyst.

Neymar has nevertheless been designated for the second consecutive year (by the British monthly Sport Pro) as the greatest marketing potential in the world .... Messi (2nd) and the Portuguese Ronaldo (8), with an exceptional popularity among young people.


"He represents everything that wants a brand's image, and everything indicates that his career has not yet reached its peak," explained SportPro Magazine.

ILBAY Ibrahim.