Archive for July, 2011|Monthly archive page
Storytelling Technique Nicely Applied
Filed under: Agency, Campaigns, Strategy | Tags: Fabio, Old Spice, Old Spice Guy, W+K, Wieden+Kennedy
Leave a Comment In the new Old Spice development:
- introducing a challenger:
- the battle (click “Continue” button on bottom right corner till the battle ends) :
Quite an epic by W+K!
Personal Names & Branding
Al Ries & Jack Trout have a significant chapter names in their “Positioning. The Battle for Your Mind”. They actually talk about personal names and finish the chapter (if I remember correctly, don’t have a copy on hand) with the advice to change your name if it does not sound good.
While I empathize with not changing one’s name, the least one can do is not use it in advertising & branding. I mean, who wants to talk real estate with a lamb?
My Cannes 2011 Picks (2)
As promised, my other 5 Cannes picks (see last post for reference)
1. Tesco – Homeplus Subway Virtual Store: because they seemed to have invented a feasible mobile shopping solution (that has actually the chance to change the way we shop):
2. Dortmund Concert Hall – Concert Milk: because they use a different category to promote their main business and in the process have actually launched a potentially successful brand of milk:
3. 4th Amendment Wear: because I actually empathize, as a frequent traveler, with the issue they’re tackling, but also because of the innovative solution they found:
4. USG People – The Crying Invoice: because money is hard to collect and calling to ask for money is embarrassing – so the idea of an invoice that “speaks” for itself is brilliant:
5. Gatorade Replay: because they’ve found a nice way to emotionally engage consumers – and because they had the courage to build an event that is far bigger than the usual sponsorship:
My Cannes 2011 Picks (1)
I, too, enjoy Slow Motion, VW The Force and Nike Write the Future (among others). But I’m going to list a couple that have a rather more special meaning to me, usually linked to some kind of strategic innovation.
1. Bolthouse Farms Baby Carrots – Eat ‘Em Like Junk Food: because they changed the category they’re playing in:
You watch the other mock commercials here and here. And they also have their own youtube channel here.
2. Westpac – Impulse Saver: because they’ve found a smart and insightful way to increase the frequency of the interactions between their customers and their products. This, in a category where idiosyncrasy is high and differentiation and innovation quite low:
3. Pacific Brands – Dated Pillows: because it’s more than a communication solution (adding an expiry date on each pillow) that has a potentially huge impact on the business.
4. Papercut Shop – Speed Sale: because they took further (to the limit?) the classical insight that a limited time offer works wonders in the digital realm. Groupon is another digital player who in my opinion is mainly taking advantage of this, rather than the “group purchase” side of the explanation.
5. Innovative Thunder – Pay with a Tweet: because they’ve invented a new internet tool (and business model)
I’ll soon post my next five picks.
