Hasta La Creative!

If there’s one thing marketers love, it’s getting other people to do their jobs for them. That’s been the tempting lure of Word of Mouth Marketing (WOMM) for years, particularly with the rise of social media. But like all other marketing initiatives, it requires strategic thinking, planning, and discipline. Ted Wright lays out the principles […]

The post Fizz Lays Out The Word Of Mouth Marketing Strategy Basics appeared first on AdPulp.

TBWA DANParis launched a new campaign for OPI, creating an alphabet and language using shades of the brand’s nail polish.

The brand introduces the idea with the 90-second launch video above. In it, a red drop introduces itself as the letter “A,” saying, “My mom thinks I’m very classy, but I can also be pretty naughty.” From there, all the other letters are presented, and the idea really starts to come to life when they are used to form words and sentences. These range from “Hello world,” to “Happy birthday Grandma,” to “Marry me now” and a certain four-letter word (you can find out which one for yourself). At the center of the campaign is an app which allows users to send messages using the language, and translates incoming messages. The campaign also includes print and OOH executions that make use of the same branded language, as well as merchandise like a t-shirt, mug and tote featuring different executions of the idea.

Credits:

Client: OPI
Agency: DANParis
Client Managers: Suzi Weiss-Fischmann, Ruthi Stirling, Marleine Pacilio, Katie Barth
Agency Managers: Julie Hardy, Philippe Simonet, Hugues Cholez, Franck Botbol
Creative Directors: Franck Botbol, Hugues Cholez, Nathalie Huni
Conception/Copywriter: Glen Troadec
Artistic Directors: Nicolas Cremmydas, Nicolas Barres
Movie Producer: Christophe Courty
Photography: Baptiste Massé/Mécanique Générale
Producers: Justine Myard-Guidi, Mathieu Gauchée
Chief Technology Officer: Ivan Zindovic
Lead Developer: Sidney Bourgallé
Social Media Planning: Lydia Faraj
Music Production: Benoît DunaigreElse

Groupon knows social, as you can see with its latest Facebook post of a Banana Bunker: a container for a single banana, which you can absolutely purchase on the Groupon site.

Fans are going wild with the clever commentary about the product. And Groupon is responding to every single comment, as innocently as a brand can while discussing what could easily be mistaken for a sex toy. Instead of a Banana Bunker. Because it’s definitely a Banana Bunker.

If you were hoping to buy one, it’s currently sold out. But keep hope alive, reader.
 

Music to the ears of people who buy and sell print ads: Martin Sorrell, the chief executive officer at WPP, says newspapers and magazines might not be getting the credit they deserve.

According to a report in the Times of London, Mr. Sorrell told an audience this week at a Broadcasting Press Guild breakfast in the U.K.: “There is an argument at the moment going on about the effectiveness of newspapers and magazines, even in their traditional form, and maybe they are more effective than people give them credit [for].”

Mr. Sorrell cited research showing that traditional media is often more engaging than digital content. His remarks are important because WPP, which owns media-buying powerhouse GroupM, steers billions in advertising budgets to various media.

Continue reading at AdAge.com

Typically the bigger the brand, the longer it takes them to adopt the hottest new social app. Case in point: trendy live-streaming apps Meerkat and Twitter’s Periscope.

Meerkat launched in late February as a way for people to stream live broadcasts from their phones that would cross-post to Twitter so that anyone could tune in. Many did. By March 16 the app that became the toast of tech festival SXSW had registered more than 91,776 livestreams and more than 293,800 views since launch, according to social analytics firm Simply Measured.

Then on Thursday Twitter officially launched Periscope, a Meerkat-like livestreaming app the social network had acquired in January. That same day, there were almost as many tweets containing the hashtag #periscope as those containing the hashtag #meerkat, as Quartz’s Dan Frommer pointed out on Twitter.

Continue reading at AdAge.com

72andSunny launched a new ad introducing the Thickburger “El Diablo” for Carl’s Jr., following up on the brand’s regressive boob-flaunting regional Super Bowl spot with a regressive boob-flaunting product launch spot.

The ad opens by announcing “The Norpoint Ice Hotel” as its setting, followed by model Sara Sampaio walking into the establishment holding the Thickburger El Diablo. Of course, this is a Carl’s Jr. ad, so we then get a series of double entendres about how hot the burger is. She picks off a jalapeno and jalapeno popper from the burger (complete with suggestive close up of her mouth, of course), as the ice around her begins to melt. Disrobing (obviously), she takes a big bite of the burger and sweat drips down her body (cue close up) as she writhes suggestively and further melting ensues. It’s more of the same for Carl’s Jr., with the spicy burger launch providing further excuses to conflate temperature with sex.

Brad Haley, chief marketing officer for CKE Restaurants, told Adweek that “the new burger came out of an assignment to appeal to the large and growing Hispanic market in Carl’s Jr.’s core Southwest market” but the chain then decided the burger had national appeal as a limited-time item, and could even become a regular menu option if it proves popular enough.

“Americans’ tastes are getting more and more comfortable with flavor, with spice,” Haley told the publication. So instead of marketing to a Hispanic audience, they just had 72andSunny find the nearest pair of boobs.

Wieden & Kennedy has been named the lead agency on General Mills’ Yoplait brand.

Publicis Groupe’s Saatchi & Saatchi has been handling the Yoplait brand. The company confirmed that it will continue to work on portions of the Yoplait business, including the Go-Gurt kids variety as well as innovation. Saatchi also continues to work on significant chunks of business including Cheerios, Progresso, Green Giant and Fiber One. Interpublic’s McCann Erickson in New York also has a large piece of business at General Mills including the Pillsbury franchise, as well as Nature Valley, among others.

“We are very pleased to say we have selected Wieden & Kennedy, Portland, as a partner on the Yoplait brand,” said a General Mills spoleswoman in a statement. Wieden & Kennedy also confirmed the new relationship. A Saatchi spokeswoman referred calls to the client.

Continue reading at AdAge.com

With “If I Only Had a Heart” from The Wizard of Oz serving as an ironic soundtrack, New York agency DeVito/Verdi and bi-coastal/Cape Town-based production company Backyard introduce us to a handful of heartless bankers who can’t help but show off their Broadway chops for NEFCU.

In case you didn’t know, NEFCU is a Northeastern credit union aiming to distinguish itself from proper banks with a dose of theatricality caricaturing the archetypal greedy finance guy.

Regarding the spot, DeVito/Verdi creative director Wayne Winfield says:

“There is power in clichés and stereotypes. Initially, we were looking for variations of the smug, silver-haired, well-fed banker (in other words, someone who looked as if he didn’t have a heart). Then, of course, there was the issue of being able to sing and dance. It was something of a fine line: We didn’t want polished performers, but at the same time they had be able to carry a tune and move in a way that looked natural and elicited a smile.”

We’d be glad to make the extra effort if a trip to the bank were this entertaining.

Agency: DeVito/Verdi

Creative Director: Wayne Winfield

Agency Producer: Karen Tomlin

Account Supervisor: Andy Brief

Vice President of Marketing & Community Relations: Valerie Garguilo

Senior Marketing Coordinator: Trish Graffingino

Production Company: Backyard

Director: Greg Bell

Director of Photography: Kris Kachikis

President/Partner: Blair Stribley

Managing Director/Partner: Chris Zander

VP/Executive Producer: Kris Mathur

Head of Production: Emily Malito

Line Producer: Candace Tomarken

Production Designer: Justin Trask

Editorial: PS 260

Managing Partner: Zarina Mak

Lead Editor: Dustin Stephens

Music Production: Duotone Audio Group

Executive Producer: David Leinheardt

Producer: Lissa Farquhar

Creative Director/Composer: Brian Deming

Composer: Brad Fischer

Music Supervisor: Karen Miller, The Albert Company