Advertising Agency: Circus, Lima, Peru
Creative Director: Juan Carlos Gomez de la Torre
Art Directors: Ifel Barrenechea, Oscar Paredes
Copywriters: Jorge Puccini, Javier Delgado
Post Production: David Vega / Midas Digital
Account: Johana Valencia
Production: Giselle Bedon
Advertising Agency: Circus, Lima, Peru
Creative Director: Juan Carlos Gomez de la Torre
Art Directors: Ifel Barrenechea, Oscar Paredes
Copywriters: Jorge Puccini, Javier Delgado
Post Production: David Vega / Midas Digital
Account: Johana Valencia
Production: Giselle Bedon
Honda has been busy “Starting Something Special” all over the country with its latest work from RPA. Most recently, it delivered a fleet of CR-Vs and other surprises to a Honda-loving husband and wife during their wedding, and now for Halloween, it has a treat unlike any other.
Honda driver Ernie Santos from Wilmington, Calif., left a comment on Honda’s Facebook page that his 1996 Civic was spooking him. Whenever he sat in the car, he’d feel a mysterious weight descend upon him. Items mysteriously disappeared and then reappeared in his trunk. He heard whispering. And his friends even complained of feeling hands on their shoulders when they were alone in the car.
So Honda, with the help of RPA, responded by sending paranormal investigator Erik Vanlier of Valley Investigators of the Paranormal to Ernie’s aid. This video shows what he found.
Ever hear an unexplained whisper or had objects go missing and reappear in random places in your car? We’ve heard of haunted houses before, but never of haunted cars. Until now. Honda is putting an end to the mystery for one spooked Civic owner. Ernie Santos from Wilmington, Calif., has long complained of paranormal activity in his 1996 Honda Civic, such as items disappearing and resurfacing in his trunk, and his friends feeling hands on their shoulders when no one else is in the car, not to mention the whispers and overall uneasiness. Ernie left a comment on Honda’s Facebook page and, in the spirit of Halloween, Honda sent a paranormal investigator to rid Ernie’s #HauntedHonda of the ghosts once and for all.
The New York Times Co. reported a lower-than-projected third-quarter loss as circulation revenue continued to grow but online advertising slumped.
Ad business at the Times, which is controlled by the Ochs-Sulzberger family, slid 2% from a year earlier to $138 million. That’s a smaller drop than the second quarter’s 4.7% decline. Even so, online ads fell twice as fast as those in the physical newspaper.
Digital advertising dropped 3.4% to $32.8 million, “due to ongoing secular trends and an increasingly complex and fragmented digital advertising marketplace,” the Times said. Print ads fell only 1.6%.
L’architecte Frank Gehry a imaginé collection de lampes représentant des poissons en mouvement. Une fois ces lampes éclairées, la lumière sort à travers les écailles et donne une magnifique impression d’incandescence. Des lampes à découvrir en images dans la suite.
BT has reported more than two million customers are directly subscribed to its TV service BT Sport three months after its launch, but hopes of halting line losses at the phone giant failed to materialise in its second quarter results today.
(TrendHunter.com) The BASF Mysetta is an updated version of the iconic BMW Isetta. BASF, the German chemical company, decided to show the world just what it can do when it comes to cars. The Mysetta has been given an…
Well, the Halloween candy is now on clearance and the plastic turkeys are on display. That can mean only one thing: we’re at the cusp of Holiday Shopping Season! As someone who spends all day, every day thinking about the best way to get the right message to the rightperson at the right time, the holidays keep me up.
Recently we all learned from the IAB that digital ad revenue is significantly up over previous years. Yet, despite the mind-blowing $20.1 billion spent in the first half of 2013 alone, I’m excited about the opportunity to help retailers make sense of all their options and use them in the most effective manner – especially, during the critical holiday shopping period.
Merchants and brands want consumers to visit their sites and complete transactions. That’s not new. What is new is how brands interact with consumers when they come to their site(s) and how retailers continue to interact with them after they leave.
A retailer, for example, could see that a consumer clicked on and researched a light-weight laptop but didn’t purchase it. After this costumer leaves the site, the retailer can expose him or her to ads for that exact product while on other sites, so that the consumer can be brought back to complete the purchase. This is called product re-targeting and is fairly common place.
Similarly, if the customer bought the laptop, then the brand/merchant would have an opportunity to up-sell additional items (laptop bag, multi-purpose charger, extended warranty, etc.) Brands call this up-selling or re-marketing.
Taking things a step further brands can implement what’s called “cognitive remarketing” strategy. This leverages a brand’s outreach to their target audience from prospecting to re-marketing and everything in between. From custom and targeted emails fully embedded with click-trackers (vs. generic multi-product email spam) this technique can help the marketer tailor the message to appeal to the recipient. They can then track the user’s interaction with the email and leverage the info to customize the ad messages with offers and info that appeal to them.
This way, the marketer can engage the customer with relevant advertising as they browse the Internet with the intent of pre-qualifying them before they even land on the retailer’s site. Marketers “learn” from their interaction with the various brand touch points and leverage that to fine tune the advertiser’s messaging.
These techniques have a direct impact on revenue as they prequalify customers before they arrive and eventually drive customers back to a retailer’s site so they can take another run at redeeming the lost transaction. Using technology Brands can maintain mindshare and a dialog! That is powerful. Many studies have iteratively shown that targeted messaging has a measurable lift in user engagement. Because this technique is such an efficient way to advertise, it controls advertising costs and maximizes return on ad spend. Think of it as Search Engine Marketing or mass marketing on steroids!
So, what do brands and sellers need to do to make the most of their big ad tech investments this holiday season? Retailers first need to invest in user data collection and develop an understanding of behaviors that take place before, while and after costumers are on their site. What brought the consumer to their site in the first place? What was the obstacle to completing the purchase? What else did they look at? What device were they on?
At the same time, retailers need to work with a data company that is highly regarded and trustworthy. Brands need to safeguard consumer privacy; consumer privacy is crucial to brand reputation and brand perception. And it’s part of a brand’s contract with a consumer.
Brands and retailers should also limit the number of buying agents (Networks, DSPs, etc.) they use to buy media and distribute their advertising. If you go with too many intermediaries, you will barrage your consumers and irritate them. This is Reach and Frequency management – and a brand can only effectively manage this if they have one or two main buying partners.
During the holiday season, consumer intent is primed to spend a lot of money online. For retailers, it’s a mad dash to be the chosen site. The more targeted and customized the message, the higher its chances of winning the consumer’s attention. Larger retailers recognize the value of understanding user data segments and the value of highly targeted messaging. These retailers have been using that approach in recent years and will continue to do so this holiday season. Less prepared retailers, the ones who do not understand these processes, will miss out on the sales garnered through personalized, highly targeted advertising and a positive user experience created by such an approach.
The shopping frenzy is almost upon us and retailers have a great opportunity to leverage technology to their benefit like never before! With that in mind, I wish you good luck and happy shopping!
This guest article was written by Hardeep Bindra, EVP at Collective, a big data-fueled, audience-centric agency that works with Chase, American Express, KFC and others.
Heineken has extended its multi-million pound sponsorship of the Uefa Champions League to the end of the 2017/18 season.
Pop Tarts, Burger King and Samsung could start popping up more often in some of your favorite TNT and TBS shows soon.
That’s because a deal between Starcom and Turner Broadcasting, which was struck during TV’s annual upfront negotiations and is taking effect now, that encourages the Turner networks to use Starcom clients in their original shows. It follows a similar, earlier product placement pact between Turner and MillerCoors.
Starcom’s general deal doesn’t preclude clients of other agencies from striking their own deals with TNT and TBS series where they don’t conflict with other integrations that have been nailed down. But over the next year, Starcom’s portfolio of brands will be considered and available to use while writers and producers are drafting storylines for TBS, TNT, Adult Swim and TruTV.
VigLink, a company that makes it easy for websites to automatically incorporate affiliate links within their content, is out with its VigLink Advertiser 50, a ranking of the top 50 brands ranked by their earnings per click. Earnings per Click, a VigLink metric, is defined as the average earnings a publisher receives for sending a click to an advertiser.
Topping the list is Nuance, a healthcare technology company that builds systems to help healthcare professionals and consumers manage their healthcare data. Second on the list, is GoPro, that awesome camera company that makes impossible-to-break, use-anywhere cameras.
Check out the full list here.
Here’s a quick bit of help for you on a Friday. As part of our Adrants whitepaper series, we have for you a two page tip sheet from Spredfast entitled 10 Tip to Rock the Twittersphere. Even if you dub yourself a Twitter rock star, it can never hurt to brush up on your skills.
Download this tip sheet now to ensure every 140 character message resonates with your audience and impacts your brand in a positive way.
Once, YouTube begged the TV networks to put their content on YouTube and lured them with ad splits much more favorable than amateur or web-only content.
But that’s about to change. As contracts come up for renewal, YouTube is treating Hollywood the same as online video producers, with 45% of ad revenues going to YouTube, meaning CBS or Warner Bros. would get the same terms as, say, Machinima or AwesomnessTV. YouTube plans to have transitioned all partners to the new split by January, said sources close to the talks.
The transition ends what the online video world referred to as “sweetheart deals,” where producers of TV and film would keep up to 70% of ad revenues, similar to the networks’ deals with distributors like Hulu. It’s unclear whether network execs will balk at the new figure; for most, revenue from YouTube represents a trickle anyway.
O astro do Miami Heat pode ser considerado o Neymar dos Estados Unidos, publicitariamente falando, pelo menos. Assim como o jogador brasileiro, LeBron James protagoniza inúmeras campanhas, e num intervalo de apenas três dias apareceu em comerciais de duas grandes marcas.
Coincidentemente, ou não, ambas as produções são focadas no dia a dia do atleta. “Training Day”, da Nike, é voltado para sua rotina profissional, acompanhando um dia inteiro de treino de LeBron. Mas ele não está sozinho, sendo quase sempre acompanhando por uma multidão nas ruas. Assista acima. Criação da Wieden+Kennedy.
Já “Always On”, da Samsung, mostra também um pouco da atuação como jogador, mas se volta ainda mais a vida pessoal de LeBron e como ele se mantém o tempo conectado com gadgets da marca. A proposta “um dia na vida do astro da NBA” é repetida desde que a Samsung contratou o jogador, há quase um ano.
Para os fãs do cara, a abordagem da Samsung pode ser tão divertida quanto a da Nike, mas continua exagerando na repetitiva exemplificação de usos de seus produtos. Assista abaixo. A criação é da 72andSunny.
Post originalmente publicado no Brainstorm #9
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This past Sunday, Minneapolis-based space 150 launched its #tricksasquatch or #treatsasquatch social campaign for Jack Link’s, for which it serves as digital AOR.
I’m not sure if Sasquatch or beef jerky have all that much to do with Halloween, but I wouldn’t have minded getting beef jerky while trick or treating as a kid, so it kind of works I guess. After asking fans of the brand whether they would trick or treat the Jack Link’s mascot, Sasquatch is sending personalized responses based on whether fans want to trick or treat him. Fans could even receive a photo or video response from the hairy jerky mascot. Jack Link’s is also ”engaging fans through a brand and Halloween relevant keyword strategy.” They are retweeting the responses from @mesasquatch at @JackLinks and posting photo and video responses on Facebook.
Kevin Papacek, director of marketing for the brand, says, “We love Halloween and our fans love Halloween, which is why we have created an engaging and delightful experience for fans that embodies the Halloween spirit,” in an experimental announce determining how many times the word “Halloween” could feasibly be worked into a sentence.
Pro wrestler James Storm replied to Sasquatch with a video (featured above) in which he leaves the beast a beer and a bag of jerky. How sweet. Or should I say, salty?
New Career Opportunities Daily: The best jobs in media.
Non sans rappeler le projet de Beth Galton, Nathan Myhrvold a écrit un livre appelé Modernist Cuisine: The Art and Science of Cooking dans lequel le photographe Ryan Matthew Smith propose des clichés de plans de coupe de nourriture et de cuisine très réussis. A découvrir dans une sélection d’images.
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