Category Archives: Advertising

Stop Nurturing Your e-Brand on social

If you do this…

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And that’s okay, if you understand how the digital ecosystem works.

Since 1920’s Australians have been encouraged to consume. Initially through the power of print media, then radio and television. 

Convenience has driven consumption of products and services for a hundred years, but somewhere in the last decade,  you and I became the product being sold, under the guise of community and human’s inherent (or learned) desire for connection.

Social media and technology platforms have so expertly distracted us from realising our digital selves are a mirror of our most vulnerable selves, disguising itself as a free solution to building our networks.

However, social technology and mobile media doesn’t connect us, it ‘distracts’ us and from it new daily habits and new norms formed.

Not sure, what I mean…?

Imagine there is a black out for 24 hours. Your phone has just run out of battery and there is literally no way to charge your devices. Even if you could, there is no internet connection.

You’re officially (and without warning) disconnected with no control over when reconnection will occur.

Think about that.

As an individual, How will that impact your mobility, your connection with your partner, children, local community, friends, extended family? How will it affect your earning capacity, ability to be on time (or even know the time), your access to money…?

Can you thrive, your way, in your everyday without being ‘plugged in’?

For most, the simple loss of electricity, paralyses our ‘normal’ everyday routine.

If you’re a small business owner paying ‘influencers’ to do this:

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Ask yourself how sustainable your approach to the market really is.

Social media nurtures a public profile for all to exploit.

It doesn’t organically provide you with community and opportunity or knowledge, merely access to information curated by an algorithm that it thinks you should like… and so you do.

The operational cost of participating is not just your privacy. It’s your intelligence. Now this is nothing new and you probably have felt very comfortable handing over your personal and business data to the AI-driven bots of the Big 7 for years.

But in the absence of legal protections and faint attempts by the ACCC to protect the business interests of media organisations above and beyond the actual human right to privacy for all Australians, your data will continue to be sold back to you, to increase your consumption of mobile and social platforms, because you continue to ride them.

Why do we capitulate so easily to being ‘dumbed down’ as both individuals and society?

The tide needs to turn and although an ethics discussion has been simmering, it is falling largely on deaf ears, possibly because of our collective apathy and the economics of a challenge seem unviable.

Civilisations have crumbled repeatedly throughout the history of man. Why?

Maybe it’s because we fail to recognise the patterns of history do apply to the living and rather than seek to amend our ways intelligently, sustainably and purposefully we default to the convenience of consuming the information provided to us, rather than proactively seeking what is in our collective best interest.

Do you care enough about yourself and your loved ones to seek out a future where your daily actions are your own, or don’t you feel your privacy is worth anything anymore…?

This week’s Challenge: Remove your social media platforms from your phone for a week and see what you are really missing out on.

‘Tis the Season for Christmas Ads

In the US Super Bowl advertising can make and break careers.

In the UK, the advertising heavyweights concentrate their efforts (and a large percentage of spend) on Christmas.

This year Marks & Spencer (or M&S as it is more commonly referred) released their contribution to the corporate advertising ‘Christmas cheer’… and it’s an absolute winner.

Not only is it beautifully shot, its originality is decidedly refreshing… and VERY clever.

Don’t take my word for it though, judge for yourselves… and enjoy:

#UrWelcome

Snap gains sight, as it farewells chat

Snapchat launches Spectacles – its video and audio recording wearable for funsters

and parents…

While the yet to be discussed personal security implications of Spectacles is yet to be  acknowledged, let alone realised by the majority, they hint towards a very near future of integrated wearables.

Much in the same vein as mobile phones effortlessly transformed into smartphones and an extension of mankind, are Spectacles the next step in new media?

#WatchThisSpace

In other SnapChat news, SnapChat is no longer and Snap Inc. it is.

‘When we were just getting started it made sense to name our company Snapchat Inc., because Snapchat was our only product! Now that we are developing other products, like Spectacles, we need a name that goes beyond just one product – but doesn’t lose the familiarity and fun of our team and brand’ said Snapchat founder (and Miranda Kerr’s finance), Evan Spiegel.

‘Changing our name also has another benefit: when you search for our products it will be easier to find relevant product information rather than boring company information or financial analysis. You can search Snapchat or Spectacles for the fun stuff and leave Snap Inc. for the Wall Street crowd 🙂

Given the recent intro of Spectacles, it seems not only a timely re-brand, but a prelude to a product range of integrated wearables.

Snap Inc.’s approach, also highlights the importance of search in locating company products, no matter what the size, shape or form of your company.

History is made @ #SB50

When the Carolina Panthers took the field for SuperBowl 50, it was the first time ever, ranked #1. The fact it was at Levis Stadium, probably meant it tasted a little sweeter.

While the media fixated on the oldest starting quarter-back in SuperBowl history, the Bronco’s 39 year old Peyton Manning’s arm strength and possible storybook career ending with a championship ring (which would also see him claim another record 200 games);

Sports lovers settled back from sponsor – led commentary to consider the stats and if a herd of (Denver) Broncos really is strong enough to defeat a pride of (Carolina) Panthers.

Out of context, this type of talk might get one investigated by animal services, in sportstalk – it’s the most logical question of the year.

Based on form, and the rise of the Panthers, you might be likely to give them a headstart, but this is Super Bowl and on game day anything can (and usually does) happen.

The Super Bowl pre game hype is all about the advertisers, and while the revealing of the Super Bowl ads are a huge part of game day, the focus turns to the form, fitness and delivery of the players and how they deal with the pressures on the SB50 field.

Well…at least until The Pepsi Halftime Show – featuring Coldplay, Beyonce and Bruno Mars begins.

The Mother of Little Monsters, Lady Gaga – was a walking tribute to the nations flag and the consummate professional artfully delivering a rousing rendition of Star Spangled Banner.

The accompanying fighter jet fly over reinforcing what we already know: there isn’t a bigger spectacle on the annual sporting calendar than the NFL’s SuperBowl.

Where even the players have to wait 10 minutes or so after running onto the field – while the coin toss is conducted with NFL legend Joe Montana doing the honours this year – for play to get underway.

But when the kick-off whistle finally blows and the bucking Broncos take an early lead with the meeting of the first and second picks of the 2011 NFL draft,  Newton and Miller wrestling the ball loose for Johnson to head over the line (in his 70th career game) for his first career Touch Down- and the first of #SB50 in only the 7th minute of play…

SuperBowl 50 really is where history is being made…

Half Time:

The #PepsiHalfTimeShow featuring a Coldplay, Bruno Mars, Beyonce #MashUp was a true entertainment highlight that set the Twittersphere alight.

Full Time: Denver Broncos 24 def Carolina Panthers 10

#MPV @ #SB50 = Denver Broncos’ Von Miller #58

History is made:

 

  • Von Miller, LB, #SB50 stats: Tackles 50, Sacks 2.5 Forced Fum 2]
  • Denver Broncos quarter-back, #18 Peyton Manning earns 2nd SB victory in career
  • Manning equals NFL’s 200 game record at SB50
  • Manning’s SB50 stats: COMP 13 ATT 23 YDS 141 TB 0 INT 1
  • Denver Broncos coach, Gary Kubiack is the first man in the history of SB to have played with the team he’s now coached to #SB50 victory.
  • Coach Kubiack, joins D. McCafferty, G. Seifert and J.Gruden to be the 4th head coach to win a SuperBowl in his 1st year with the team.

Air New Zealand Marketing = One of the Best

Air NZ are fabulous at integrated marketing communications.

The Bear Grylls safety brief is the latest example of how a company makes old information we’ve all heard a million times, fun, relevant and engaging.

Super Bowl 2013: Creative is King

Super Bowl advertising is expensive and represents some of the best known ‘spots’ in global advertising.

Traditionally, it is the best cocktail of TV and outdoor that has the power (audience) and prestige (position) to make or break a brand, but cash alone (approx. USD 3.5 million for 15 second spot) does not guarantee position. That comes down to creative (and relationships).

With Super Bowl kicking off in the wee hours of Monday morning (Sydney, Australia time), Super Bowl creative is top of mind in corporate and creative circles around the world.

This year, Visa declined a spot in favour of social, while  Kia and Budweiser have put together some key spots.
Although, Mercedes inspite of the the use of fire, not so hot.
And while fellow automotive VW creative was controversial,  GoDaddy.com ‘s shock and awe tactics won out, by pairing a Sports Illustrated Swimsuit model and nerdy computer type in a raunchy game of tonsil tennis.

Samsung, put a fresh spin on the use of celebrity ambassadors, as Coca-Cola raised the engagement stakes for gamification, but potentially at the cost of the creative. While also highlighting why Super Bowl ads are not always broadcast outside of the USA, with this gem. Anyone else thinking Bundy?

While Doritos reverts to its original point of (campaign) origin for Super Bowl creative: story-telling by an amateur creative and Doritos Crash the Super Bowl competition winner,  Pizza Hut keeps it simple in a fabulously contextually relevant way.
When it comes to ad creative EVERYONE has an opinion. Talk Super Bowl and quite frankly, it doesn’t get much bigger.
But as with all marketing communications, what works, and what doesn’t is personal.
So what works for you this Super Bowl final advertising season? And most importantly, Why?
For the Quantitatively-minded: Check out the latest Super Bowl consumption infographic from Nielsen:

Media Consumption by Nielsen

Media Consumption by Nielsen

New Media Advertising: Coca Cola 2020

I was originally excited about this piece of creative. Then I watched it.

I am still struggling to see how this is ‘new, let alone something to strive for in 2020 – 8 years in the future!

Messaging should always have stretch. Storytelling should always be robust and timeless…

Come on corporate lions, let’s think outside the agency capabilities #IDareYou

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