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Recent Posts
- Clever creative – ANAR billboard: One ad & one media, but two targets and two messages
- Dove Real Beauty Sketches: a campaign or a movement?
- Creativity on the street: get noticed & get business!
- Mobile disruption: Are you ready to buy with a #hashtag?
- The power of storytelling + a dash of synchronicity
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Recommended blogs
Clever creative – ANAR billboard: One ad & one media, but two targets and two messages
Posted by Mary Charleson | Filed under Branding & competitive advantage, Great publicity campaigns, Mobile media, Outdoor advertising
This came to me via one of my students, and I thought it worthy of sharing with a larger audience – primarily for the creative approach to segmentation, but also for its message. This work comes out of Spain, and was done for the ANAR foundation (Aid to Children and Adolescents at Risk Foundation). In an effort to provide abused children a safe way to reach out for help, the ad actually shows a different visual as well as written message to children compared to adults, based on their height and viewing angle. While adults view an image of a child with the message “Sometimes child abuse is only visible to the child suffering it”, while children from a lower viewing angle see the same child with a bruised cheek and cut lip and the message, “If somebody hurts you, phone us and we’ll help you” along with a phone number displayed. It of course assumes that children under 10 can read the message and are empowered to make the cell phone call, which is perhaps a stretch for some, and it also assumes the kids understand that the adults can not see the message that they see. It’s particularly powerful if their abuser happens to be standing right next to them.
The very presence or need for this type of ad is disturbing, but it does highlight a very creative approach to segmentation and messaging, put to work for a good purpose. The possible dark side? Toy companies or fast food restaurants taking this approach to coax children into wanting something with a hidden message that their parents can’t see. Hmmmm…
Watch a video about the billboard here and see how it works: https://www.youtube.com/watch?v=ghCRskcOWyw
What do you think?
Tags: "5-Minute Marketing", "Five-minute marketing", "Mary Charleson", advertising, ANAR, billboard, marketing, Spain
Dove Real Beauty Sketches: a campaign or a movement?
Posted by Mary Charleson | Filed under Branding & competitive advantage, CSR (Corporate Social Responsibility), Great publicity campaigns, Marketing to Women, New media and e-marketing, social media
It features a forensic sketch artist creating images of women as they describe themselves, and as others who they have recently met, see them. All images where created without actually seeing the person, instead relying on how each person interview described them. Subjects were then shown the images created side be side, and asked to ponder the differences, and perhaps how their personal view is distorted. As a group of women, the outcomes are all similar – the images created as others saw them were always more attractive than as they saw themselves.
You can view the 3 minute video here:
http://www.youtube.com/watch?v=XpaOjMXyJGk
I interviewed Janet Krestin, at the time, the creative director at Ogilvy Toronto, shortly after Dove embarked on this approach with the “Campaign for Real Beauty” back in 2004. At the time she referred to it as a movement that would likely take 20 years and a generation to impact change, rather than a campaign. Although it sounded good, I had my doubts that any agency or client could sustain the same approach through various creative reiterations, little lone changes in staff, possible agency switches etc. I have to say that this is a completely fresh look at the same theme. They’re almost at year 10. Quite something.
I received a link to this video from a female friend, who had shared it with a large group of women. She wasn’t pushing product or advocating for a particular company. She was simply sharing something that she thought creative, interesting and worthy of our time. And that was exactly the goal of the campaign. Judging from the 9.1 million views to date on Youtube, I’d say she was one of many.
In the end on some level it’s about gaining market share and commercial interests. But on an altruistic level, which I think they can take ownership of with some authenticity, I’d like to believe it’s about a little bit more.
What do you think?
… And just in case you need a little contrasting view mixed with humour, the parodies to this spot have already hit Youtube. Check out the male version of this spot. And yes you guessed it, the guys are far less critical of themselves. In fact, they’re quite the opposite!
https://www.youtube.com/watch?feature=player_embedded&v=T8Jiwo3u6Vo
Tags: "5-Minute Marketing", "Five-minute marketing", "Mary Charleson", "social media", advertising, branding, Dove, Dove Real Beauty Sketches, marketing, Vancouver, youtube
Creativity on the street: get noticed & get business!
Posted by Mary Charleson | Filed under Great publicity campaigns, Outdoor advertising
Here’s another interesting one, courtesy of an effort to clean up the Milwaukee River, by driving people to a website to donate. Again, the juxtaposition of objects being used out of context pushes the creative to be noticed.
And here’s one from downtown Vancouver. Art Stafford is in the tax preparation business, and he borrowed this idea from an application his son saw in Britain.
He’s found a clever way to get around street sign bi-laws that would normally prohibit such signs being attached to poles. Mounted to the back of a bike, which is then chained to the pole, it becomes a free ad complete with take away business cards. Art has been putting the bike ad out for the last 5 years, during 3 months leading up to tax time. He claims to get about 100 clients/year from the stunt.
Bottom line? Creativity = business! Let us know if you have seen street based creative advertising that should be shared. I’d be happy to post the links.
Tags: "5-Minute Marketing", "Five-minute marketing", "Mary Charleson", advertising, Art Stafford, marketing, McDonalds, Milwaukee River, taxes, Tim Hortons
Mobile disruption: Are you ready to buy with a #hashtag?
Posted by Mary Charleson | Filed under Branding & competitive advantage, Mobile media, New media and e-marketing, social media
According to the recently released Comscore 2013 Digital Future in Focus Report, smart phones in Canada now represent 62% of the market, up from 45% in 2012. This is significant in that we have now passed a tipping point where the majority of phone users are mobile internet enabled. Couple this with Canadians spending on average 41 hours/month online, second only globally to Americans at 43 hours/month, and the stage has now been set for market forces and opportunity to collide with new disruptive offerings. Here are a couple early examples:
Twitter has paired up with American Express to enable purchases to be completed with the use of a hashtag. Essentially once a consumer tweets a specific hashtag to the company requesting a purchase, the transaction would be completed once acknowledged by the company and then confirmed by the customer. Online shopping with all the extra hassle of security and transactions would be taken out of the system. It’s a bold social media move by American Express, and could indicate a disruptive shift in the way commerce will be conducted online in the future. It does however beg some privacy and ethical issues. Will people want their purchase history on Twitter? Does this make impulse shopping too easy? But beyond this dark side, there is certainly opportunity. Consumers will automatically be promoting brands to their followers while buying them. Suddenly there is equity to a company in how many followers a purchaser has, and that could lead to some interesting promotional offers to prospective customers. Privacy and ethics aside, there is a solid win/win formula potentially in there, as marketers look for ways to leverage their brand within social channels. Read more here: http://www.forbes.com/sites/boninbough/2013/02/13/from-hashtag-to-purchase-twitters-newest-partnership-with-american-express/
Apple has applied for a patent to get into the mobile micro-lending banking business, via an innovative APP. They want to be able to turn iPhone users into potential ad-hoc cash dispensary locations. Essentially a consumer, who needs, say $20 but is not close to a bank machine, could use their APP to find another iPhone user in close proximity. They would receive the offer to lend that person $20 cash, which would then appear as an Apple credit on their iTunes account, plus a bonus transaction fee for having facilitated the exchange. This essentially makes everyday consumers into cash machines, while denying the banks their exorbitant service charges. You can bet that Apple plans to sell more than music in their iTunes commerce site, and I would think this signals a major move to tread into Amazon territory. It certainly would be more appealing to accumulate credits that could be used to purchase a broad range of things beyond just music. Read more here: http://techcrunch.com/2013/01/31/apple-patents-crowdsourced-peer-to-peer-mobile-banking-that-could-use-itunes-to-provide-cash-on-demand/
Both of these examples work in a mobile enabled consumer environment. Expect more of this type of innovative thinking from companies as technology, market forces and opportunity disrupt traditional distribution channels.
Tags: "5-Minute Marketing", "Five-minute marketing", "Mary Charleson", "social media", American Express, Apple, speaker, Trends, Twitter, Vancouver
The power of storytelling + a dash of synchronicity
Posted by Mary Charleson | Filed under Mobile media, New media and e-marketing, social media, Uncategorized
Most flights in and out of Toronto were not going anywhere anytime soon. Looking like it had been pulled from the screen of Planes, Trains and Automobiles, the departures board didn’t look promising.
Twelve hours and numerous delayed, cancelled and rebooked flights later, I was on my way to Montreal. While I always travel with a carry on for business, I had checked a bag of gear for a day skating on the Ottawa canal with a friend during the return leg home Monday. I had tagged it well and secured the handles together, a key factor, as you’ll see later. Of course no Air Canada flight experience is complete without a delayed flight and lost luggage, and on both counts, the airline delivered.
With no bag in sight in Montreal, I filed forms, got my reference number, and headed to the hotel, now 24hr since departing Vancouver.
But that’s when the story deviates from the usual lost bag tale. The following day a friend departed Vancouver bound for Toronto also with Air Canada. While we learned of her time imposition on Facebook with flight delays, it was the photo that she posted that caught my eye later that evening. She had taken a picture of hundreds of bags pulled from the carousel in Toronto without an owner in sight. While I was out having dinner, prior to seeing the post, a lengthy discussion had broken out on her wall musing whether one of the bags could possibly be mine. I picked up the thread later that evening, and was quite amazed to see what was most certainly my bag – the blue one, now marked in the photo, with the handles tied together -remember?
What makes this story so memorable to this point is the fact that prior to having gone out for dinner, I had logged into Air Canada missing luggage site, and had been greeted with the message that my claim had “no matching record” meaning the name and claim number did not match and the bag did not exist. To now see my lost bag in Toronto airport via Facebook, was quite something!
Of course my initial euphoric call to Air Canada to share my news was met with a guarded response. Just how many bags get claimed via a Facebook photo ID?
But I decided to call back an hour later and re-frame the story, stating, “I have managed to track my lost bag in a rather unconventional way, and I would like to MAKE YOU THE HERO of my story.” Simply by adding a personal touch and involving this person in the tale, they became engaged and wanted to help. They promised to see what could be done.
When I arrived at Montreal airport the following day to catch my flight to Ottawa, I checked on my bag status. It still officially had “no matching record”, however my ticket name reference had a field note that said a bag had been put on a Toronto – Montreal flight and should arrive in time for my connection to Ottawa. Clearly the hero of my story had something to do with this!
While the bag missed that flight too, it did eventually reunite with me in Ottawa. And I can say with certainty, that although it did have a name and address attached to it, it’s quite likely it would have been days before that bag would have seen Vancouver if not for Facebook and my friends photo.
The technology of smart phones and Facebook certainly facilitated the exercise. But in the end it was the power of storytelling and involving others in the message, that helped spread the word. I think there’s a powerful marketing message there. While we should certainly keep up with technology and utilize the latest tools, they in themselves are not marketing. It is the human touch and storytelling that should be at the heart of your message.
And yes, despite the routine customer service issues that seem rife at Air Canada, there is a hero there with a story to tell!
Tags: "5-Minute Marketing", "Air Canada", "Five-minute marketing", "Mary Charleson", "social media", Facebook, marketing, speaker, Vancouver
8 trends to track in 2013
Posted by Mary Charleson | Filed under Branding & competitive advantage, Mobile media, New media and e-marketing, social media, Trends
How many gurus of trends and forecasting actually spout evidence, albeit applied to the future, of what has happened? And how many truly listen, often beyond their industry, for what is actually apt to be coming next? My guess is few.
In marketing, it is our job to know what is trending, and to be alert enough to utilize that knowledge to our client’s advantage.
Here is a mash up from the BCAMA 2013 ad agency panel, of observations gained from four presenters: Lance Saunders, VP Managing Director DDB Canada, Ute Preusse Director Strategic Planning, Cossette, Lance Neale, President, Station X, Alvin Wasserman, President, Wasserman + Partners Advertising.
1. Marketing is liquid. Strategy, creativity and execution are no longer written in stone. Good marketing is now interactive and utilizes multiple media. That also means that traditional silos within agencies need to be liquid. Good ideas can come from anywhere.
2. Brands need more full-frontal nudity. Some brands have lost trust because they are NOT having conversations with their customers, or are either continuing a traditional one-way push of their message, or worse, are pretending to engage while spouting corporate-speak. The McDonalds “Our food, your questions” campaign that encouraged customers to ask questions about food, nutrition, and photography used in advertising was cited as a good example of having an authentic conversation. http://strategyonline.ca/2012/12/07/bravest-campaign-of-the-year-mcdonalds/ Bottom line: be transparent.
3. Big data as a force of good, not evil. Today companies have incredibly rich profiles of customers gained through online interaction and purchases. Using that data respectfully is key. Target got into trouble last year when their data tracking allowed them to profile customers purchases, to the point where they could actually predict if a customer was pregnant – thereby allowing them to engage on a personal level with offers appealing to an expectant mother. Trouble was, they sent a card to a teen girls home, and her father intercepted questioning why it had been sent. Turns out Target know something Dad didn’t. Ouch. That’s just too personal. http://video.foxnews.com/v/1470704607001/target-knew-teen-was-pregnant-before-her-dad/ Google on the other hand were able to track flu outbreaks globally more accurately than the World Health Organization, simply by aggregating flu symptom search data by region. That’s data being used for a force of good. http://technorati.com/technology/article/google-and-flu-tracking/
4. Everything has changed, and nothing has changed. While technology has enabled so many things we could have only dreamed about decades ago, our fundamental values as humans have not changed. We still want to connect, share, and tell stories. We need to understand technology from the perspective of the NEED it fulfills.
5. Retail is everywhere. The ability to browse, shop and buy is no longer grounded just in brick and mortar stores. Increasingly shopping will be facilitated by mobile devices, whether via online sites, apps, near field communication, or creative applications in unexpected locations. Tesco installed a Homeplus virtual subway grocery store using photo images of products in South Korea. Users could purchase items via QR code scans from their mobile phones and have the items delivered to their home later that day. http://www.youtube.com/watch?v=fGaVFRzTTP4
6. Emerging markets need to be on your radar. The world has become more connected with brands going global for both opportunity and economy of scale. Time to learn Portuguese, Mandarin and Panjabi as the emergence of the middle class continues in Brazil, China and India.
7. Going private in public. As we become increasing more connected, the ability to unplug will become coveted. There are few places where urban dwellers can escape the temptation of checking in, posting, or responding to email. With the exception of boarding a plane, or wandering off into the wilderness, the expectation of being “on” has overwhelmed many. Kitkat in Amsterdam created Wifi free zones where benches had Wifi jammers that blocked signals within a 5-meter radius. Of course, the brands tagline, “Have a break, have a Kitkat” was well aligned with the effort. http://www.psfk.com/2013/01/kit-kat-wifi-free-zone.html Norte Beer in Argentina offered an escape from photo indiscretions friends might capture at a nightclub and post to Facebook, by inventing a “Photoblocker” beer sleeve that detects a camera flash and emits a blast of light to make the photo contents indistinguishable. http://www.youtube.com/watch?v=h5DJbKPS8d4 Both of these brands have successfully provided an escape from technology that hounds us, while positioning themselves as being on the consumer’s side. Brilliant.
8. Storytelling matters. In the end we are ruled by our hearts, not our heads. Use data to see what matters. Use technology to facilitate the connection. But remember that it’s the emotional connection and a basic human instinct to engage in and share stories that should drive campaigns. Brands with purpose that connect on an emotional level through storytelling will always rise above others.
And remember above all to listen for what is next, rather than seek evidence of what has happened.
Tags: "5-Minute Marketing", "Five-minute marketing", "Mary Charleson", "social media", 2013, advertising, BCAMA, speaker, Trends, Vancouver
Newspapers in 2013: Not dead, just different
Posted by Mary Charleson | Filed under Branding & competitive advantage, New media and e-marketing, social media, Trends
For much of the last century, print media organizations have staked their revenue success on the business of selling readers to advertisers. Circulation, readers per copy and time spent with the publication has always been valued metrics. Demographic profiling that touted the spending power of readers was paraded before potential advertisers in the hope they would pay to have their message in front of this desirable group.
While many of those same publications have struggled with the shrinking advertising budget of clients, increased fragmentation of media, and the limits of the traditional one-way pull strategy of print ads, quietly a shift has been taking place.
Some early mavericks, brave enough to erect pay walls to access valuable content, are now seeing success. Believing that publishing on digital platforms doesn’t mean you have to give away content, they have seen a steady increase in paid digital subscriptions. The New York Times announced recently that revenue from circulation exceeded revenue from advertising for the first time ever. Yes, you may want to read that again. That is a major shift, and the Times is likely an indication of an early tipping point. (http://www.forbes.com/sites/zacks/2012/07/06/the-new-york-times-companys-rise-in-circulation-revenue/)
So how exactly did this happen when many media watchers were announcing the imminent death of newspapers and magazines? While we have generally become accustomed to information on the web being accessible for free, those pundits simply assumed the revenue model of the last century, essentially one honed post industrial revolution would continue. Clearly a shift is taking place. And it just might be those tablets, heralded as the death nail of print, that actually become the savours, offering the platform to consume digital content on the go.
As print media companies struggle to adapt to the shifting revenue model, good content, as it always has, will sell.
Tags: "5-Minute Marketing", "Five-minute marketing", "Mary Charleson", "social media", advertising, branding, marketing, New York Times, newspapers, Trends, Vancouver
Super Bowl Sunday: The battle for eyeballs and wallets is on. How will RIM and BlackBerry 10 hold up?
Posted by Mary Charleson | Filed under Branding & competitive advantage, Great publicity campaigns, social media, Uncategorized
It could be argued however, that increasingly the Super Bowl is less about football, and more about the half time show, and the advertising that runs during the big game. With an average of $3.7 million per 30 second spot being spent this year, the battle for eye balls, and the wallet that accompanies them, has hit a high mark. The usual suspects such as Pepsi, Coke, Bud Light, Century 21, Go Daddy, Audi, Toyota, Axe, and Volkswagon, all big national brands, have returned. See a sneak preview of some of them here:
http://www.youtube.com/watch?v=8IUXOuULTL0
But it is the premiere appearance of RIM and the launch of the BlackBerry 10 that has caught my attention. The 30-second spot was created by London-based creative agency AMV BBDO.
“A Super Bowl commercial is a great opportunity to show the redesigned, re-engineered and reinvented BlackBerry to tens of millions of consumers on the largest advertising stage of the year,” RIM CMO Frank Boulben said in a statement.
Of course, like most Super Bowl spots, a social-media campaign is slated to run alongside the commercial using Twitter and Facebook throughout the game. Selective leaks on Youtube pre-game are likely. And they can count on an even larger audience realized through Youtube and social media as winning creative gets viewed again and again, and both discussed and shared online after the game. Or let’s hope, for the sake of our good old Canadian home team company RIM, that that is what actually happens. RIM risks having come to the party about a year late with their Black Berry 10, having lost customers to Apple and Samsung, as business and their IT departments (RIM’s traditional core market) increasingly have allowed employees to bring their own devices to work. This is a big stakes play for RIM on the world’s largest advertising stage. Let the circus (or should I say game?) begin!
Update: January 30th – news coverage of the release: http://www.cbc.ca/news/business/story/2013/01/29/business-rim-blackberry.html
Tags: "5-Minute Marketing", "Five-minute marketing", "Mary Charleson", "social media", advertising, Apple, BlackBerry 10, branding, Facebook, RIM, Super Bowl 2013, Twitter
Will we ‘Graph Search’ instead of Google search soon?
Posted by Mary Charleson | Filed under Mobile media, New media and e-marketing, social media, Trends, Uncategorized
Suddenly a Google search could go from yielding 1,000 results for “Best restaurant in Paris” to perhaps the top 5 as aggregated by recommendations based on your friend’s personal experiences. That in it self is a pretty compelling draw, but if you add an additional layer of localized search enabled from mobile devices, where your physical proximity, is further aggregated with results to suggest the restaurant recommended by friends that is within walking distance at that very moment, that is the wholly grail. It is at that point that search not only becomes personal, but also location based, and in an increasingly mobile web environment, that is where all this is headed.
Local services such as lawn care, roofing, decorating, plumbing, dry cleaning or shoe repair have not by and large, adopted Facebook pages and social media campaigns yet. However, search tied to location and aggregated data, including friend’s recommendations, could dramatically change that. Want to find a roofing company that did work for your neighbours and was recommended by your friends? You’ll be able to do that on Facebook. Makes a simple Google search for roofers and Vancouver, where I live, seem passé.
Google of course is the king of search. However, Facebook took a shot at them when they declared, “The difference between web search and Graph Search is that Graph Search shows you the answer and not links to answers.”
One benefit to marketers is that Facebook will be conditioning its billions of users to search for what they’re looking for, thus divulging intent, something they have never before been able to capture. The combination of social context (what your friends like) and intent (what you’re looking to buy) will make it possible for advertisers to take Facebook’s already amazing targeting to the next level.
I’m not sure where all this leaves Google+ but I would be very surprised to not see Google attempt to unite their own properties in a similar offering.
It’s a high stakes game, and this major move by Facebook puts them squarely in Google’s search territory. Currently Graph Search is in Beta form available to limited users. That won’t last long.
Look out. This could get interesting.
Tags: "5-Minute Marketing", "Five-minute marketing", "Graph Search", "Mary Charleson", "social media", Facebook, Google, marketing, Trends
Tracked, targeted and tired: Consumer prey dons camouflage to go private in public as a leading trend for 2013
Posted by Mary Charleson | Filed under Great publicity campaigns, Mobile media, New media and e-marketing, social media, Trends
Turns out, he might be a renaissance man after all, being ahead of an emerging trend for 2013 where consumers increasingly look to guard their information and digital persona.
After several years of displaying our lives publicly online, the wholly grail may now be finding privacy on your own terms.
However, short of cutting yourself off from all social media and rejecting a Smartphone, maintaining privacy has become a challenge. As companies change their settings and data use policies, finely tuned privacy walls can be destroyed with a few lines of code. As consumers we are encouraged to read updated use statements, but we all know how easy it is to just press “accept”.
And it’s not just social media titans we now fear; it’s our own “friends” who share, post, tag and comment. Just because something was done in public does not mean it should receive public promotion. From Facebook updates, to Tweets, and photos shared on Pinterest, we are a society verging on over share. So what are creative consumers doing in response? They’re creating Facebook identities with pseudonyms to guard against current and future employers. They’re trimming friend lists back to actual friends rather than an extended ring of acquaintances. They’re hosting “photo free” and “social sharing free” parties where Smartphones are checked at the door. They’re creating “dark rooms” at social gatherings where no photos are allowed. They’re making actual phone calls, rather than producing something that can be digitally shared. If it sounds like a rejection of technology, think again. It’s the use of technology but on your own terms.
There of course is marketing opportunity in this trend, for the company or brand that recognizes it and taps into the sensibilities by “playing on your team” to help protect that identity.
Norte Beer in Argentina invented a clever device called “Photoblocker” which is basically a cooler sleeve for your beer at a nightclub. Photoblocker detects when a camera flash is about to capture a photo and emits a blast of light to make the photo contents indistinguishable, thereby protecting whatever indiscretions about to be captured. The brainchild of Del Campo Nazca Saatchi & Saatchi, Buenos Aires, one could argue the morality of such a device. But you can’t argue how it puts Norte Beer on the consumer’s side of the battle for social media privacy. See video of Photoblocker in action here: http://www.youtube.com/watch?v=h5DJbKPS8d4
In yet another beer company application in Argentina (please reserve judgment on the need for such a device in this country), Andes Beer invented a soundproof “Teletransporter” allowing guys to place calls from a sound proof booth to their girlfriends while at a nightclub, appearing to be somewhere else. See video here: https://www.youtube.com/watch?v=iKDgYKSEN6M
While these two examples obviously target a young male demographic, they represent examples of creativity in action that is right on trend.
Finding ways to be private in public is just one of 10 highlighted trends in the JWT Top Trends for 2013 report. The report is an annual forecast of key trends that will significantly impact consumer behavior for the near future. Check out a short video summarizing the trends here: http://www.youtube.com/watch?feature=player_embedded&v=bCDs7zQELpM
JWT invests a tremendous amount in researching social and cultural trends, which they release in their annual study. Link here to buy the full 2013 report: http://www.jwtintelligence.com/shop/10-trends-for-2013/
We’ll look at some of the other top 10 trends in future posts and how leading companies are connecting with their customers.
Tags: "5-Minute Marketing", "Five-minute marketing", "Mary Charleson", "social media", a, advertising, Andes Beer, Argentina, branding, marketing, Norte Beer, Trends, Vancouver