Hasta La Creative!

Here's your curious advertising case study of the day. Food-delivery app Eat24 has written a lengthy blog post detailing, from start to finish, why and how it went "where no marketing team has gone before. Well, at least not without clearing their browser history afterward."

Eat24, which apparently had something of a following among porn stars already, decided to advertise on adult websites. Its rationale? Almost no mainstream brands want anything to do with the XXX world. And yet the traffic figures are through the roof, and the CPMs are low. What's not to like?

Below are a few excerpts from the case study. Here's the whole thing. Via @hollybrocks.

The idea:
"If you ever take two seconds out of your naughty time to glance at the ads on porn sites, you'll notice that 99% of them are for more porn. It's a world where no one besides male enhancement pills and adult friend finders have dared to go. Not a single mainstream brand advertising there. We could be that 1%."

The creative:
"We wanted to make a connection between the pleasure you feel when eating a bacon double cheeseburger, and the pleasure of having sex. Everyone knows nothing makes people want to order food more than pictures of food, but we had to be careful with our dish selection. The sight of a seductive salmon skin roll next to a naughty nurse video might enhance the whole experience, while a hearty plate of chicken tikka masala might turn you off entirely, except in certain fetish categories. We need food that puts you in the mood."

The results:
"No matter what metric you want to use to define success, our campaign kicked ass all the way across the board. Impressions? Our porn banner ads saw three times the impressions of ads we ran on Google, Twitter and Facebook combined. Click through? Tens of thousands of horngry Americans clicked our ads. Yeah, but did they convert? Psshhh, please. We saw a huge spike in orders and app downloads during the time our ads were live, especially late at night when that insatiable desire for DP (double pepperoni) is at its most intense.
     Did we mention the cost? We did? Well, it bears repeating. We were able to achieve the stellar metrics mentioned above all for the low low price of 90% less than what the big guys charge per 1,000 impressions. That's right, we saved 90%. Nine zero."

(TrendHunter.com) The smartphone just got smarter. With intuitive touchless controls and smarter notifications, you’ll wonder why all phones aren’t as smart as the Moto X. 

In this video, we see…

O que você acha de enviar uma mensagem sua pro futuro? Pode parecer coisa de ficção científica mas é verdade! Uma mensagem escrita por você será colocada em uma Cápsula do Tempo que será fixada por robôs operados remotamente (ROVs como os utilizados pela NASA na exploração espacial. Lembram do Wall-E?) Tudo isso a 300km da costa e a 2 mil metros de profundidade, no fundo do Oceano Atlântico, bem na região do pré-sal.

É a Petrobras que está oferecendo essa loucura toda, essa verdadeira jornada submarina crono-tecnológica. E todo mundo pode participar. Basta entrar rapidinho no site petrobras.com.br/meinspira até o dia 15 de setembro e enviar sua mensagem. Além disso, estudantes de 60 escolas das cinco regiões do país vão receber a visita da Missão Netuno, que vai recolher mensagens escritas à mão e esses papéis serão depositados dentro da mesma cápsula do tempo.

Essa cápsula do tempo será resgatada daqui a 10 anos e revelará quais eram as inspirações dos brasileiros em 2013. Já pensou comparar seus sonhos e aspirações de hoje uma década depois, até para ver se eles se realizaram? Então vá lá e mande sua mensagem pro futuro! É até o dia 15! Manda logo pra não esquecer.

Ah, e todos esses detalhes da Missão Netuno Petrobras serão registrados e divulgados em um minidocumentário que irá ao ar a partir do dia 2 de outubro, véspera do aniversário de 60 anos da Petrobras, no mesmo site petrobras.com.br/meinspira

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[Esse post é trazido a você por Petrobras. Texto de responsabilidade do anunciante.]

Post originalmente publicado no Brainstorm #9
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Conhecida como “The Catalogue Aria”, a composição “Madamina, il catalogo è questo” da ópera “Don Giovanni” de Mozart – uma de suas arias mais famosas, aliás – ganhou um remake publicitário da IKEA.

No meio de uma praça em Estocolmo, na Suécia, um baixo-barítono sai apenas de toalha na janela de seu apartamento e canta o catálogo da loja. É uma popup opera. Pena que o tempo não ajudou.

Ao dar o play no vídeo, lembre-se de ativar as legendas. Criação da agência Futurniture.

Post originalmente publicado no Brainstorm #9
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I sometimes think billboards are watching, beaming out messages meant just for me. Then I get back on my meds, and everything seems fine. Anyway, BMW's Mini, as part of its "Not Normal" campaign, worked with agencies Iris and Vizeum over the summer to personalize content to drivers of its cars on nine consecutive digital billboards along a busy London motorway. Spotters armed with iPads identified approaching Minis, and the text and images on the boards were then tailored to the individual cars. Drivers' photos were even flashed on signs further up the road. Offers of commuting snacks, car washes and flowers were also in the mix. For example, a driver in a grey Mini drove past successive signs that read, "Early start, Mr. Grey Mini driver? … Need a pick me up? … Fancy a tasty bacon butty? … Mini's buying … See you at the next garage." Nearly 2,000 Mini drivers received such personal greetings in a week. All those folks driving Vauxhalls probably felt sullen and neglected. But that's nothing new for them, now is it?

Creative agency 101 has hired Simon Schmitt, a creative director at Sid Lee Amsterdam, to the same role at the shop.

The British Red Cross has launched an app that lets users witness a knife attack on a bus, using Facebook data to personalise an online film.

Counting down the 10 most-recalled ads, in association with TNS and Ebiquity.

Leo Burnett’s “Design Your Life” campaign for the new Galaxy Note 3 and Galaxy Gear, which the agency hopes to present as “vehicles of inspiration,” kicks off with the 2:51 length “Sweet Dreams.”

“Sweet Dreams” tells the story of a young woman who wants to save her grandfather’s failing toy shop. The ad follows the woman around as she utilizes six of the phone’s distinct features, all leading to a puppet performance that presumably will help revive the shop (somehow). While “Sweet Dreams,” directed by music video veteran Paul Hunter, sets the bar very high in terms of production, direction and cinematography — Samsung and Leo Burnett go as far as to call it a “digital short film” (a bit self-congratulatory if you ask me) — the writing and overall concept are a bit of a head-scratcher. Why isn’t anyone going to the toy store, it looks awesome? Is the puppet show really going to help? The store is closed at the time of performance and the stage seems to be blocking any view of the store itself.

If you can put aside the strange and poorly realized premise, the stylization works well, and Leo Burnett does a good job of showing the phone’s features in action. Plus, what’s not to love about dancing puppets? (Although the “puppets” in question were actually real dancers converted to CGI, rather than actual marionettes.) Whether or not it works as a story (or “digital short film”), “Sweet Dreams” does a good job of showcasing Samsung’s Galaxy Note 3 and Galaxy Gear. A promising start to the campaign, hopefully next time Leo Burnett can pull off a better realized concept to fulfill the potential of their impressive production.  continued…

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