Age is nothing but a number. The proof.
The world-famous amusement park Tivoli in Copenhagen is turning 175 and has made a movie celebrating the fact, that age is nothing but a number. You’re only as old as you feel.
To prove the point in the life-loving spirit of Tivoli, a very, very senior cast was sent into the amusement park, among other things letting them experience a four G acceleration.
“Our target audience is ‘millennial moms,'” the CMO at a major CPG brand might tell their agency team. Yet, in today’s age of digital personalization, generalized media targeting and standard demographic descriptors don’t work like they used to. Smart planning is about honing in on consumers who are most likely to be receptive to your messaging, while still maintaining scale.
So we’re going to let you in on a little secreta faux pas that the CMO in our hypothetical scenario is guilty of: No two moms are alike, and the biggest mistake brands make is clumping them all together. Focusing solely on the “millennial mom,” for example, isn’t a surefire way to authentically connect with all millennial moms, because each mother behaves differently. Sure, millennial mothers might enjoy staying activebut are you more likely to find them at boutique fitness studios or mass-market gyms? Are they brand loyalists or bargain seekers? And is your answer based on a cultural stereotype or real data?
A chief issue that arises when targeting mothers, and any group of consumers for that matter, is that blanket terms are missing the behavioral insights that ideally should be constructing them. As not only a marketer but a mom myself, I know that details like these can make or break a campaign.
Direct Marketing, Design, Print
IKEA
After conducting research on sleep behaviour in the UAE*, we found that “About nine in ten people in the UAE are not getting the ideal eight hours of sleep a night”. In order to help those who struggle to get a good night’s sleep, we created SÖMNIG.
A print ad designed to do exactly what our range of beds and mattresses do – give you a great night’s sleep. Simply remove the ad from the magazine, switch on, and place next to bed. When activated, the ad emits a white noise frequency, which has been proven to aid sleep.** SÖMNIG also features an aromatic lavender port and was printed using lavender infused ink – a scent that’s known to help relax muscles and lower heart rate.
Advertising Agency:Ogilvy & Mather, Dubai, United Arab Emirates
Group Head:Gary Rolf
Art Director:Gary Rolf
Copywriter:Rohit Venkatesh
Additional Credits:Tarek Shawki, Ami Popat, Mahmoud Hassan, Tarek Bawab, Pierre Alkhoury, Ryan Gonsalves, Muhammad Umair, Inshad Usman, Aliza Siddiqi, Craig Fawcett, Mark Cruzem, Aurangzaib Zafar
Clients:Carla Klumpenaar, Amer Yaghi, Binita Chowdury
(TrendHunter.com) The top May 2018 games explore everything from mixed-reality formats to how certain parts of the real world can be gamified to make it a better place. In the same way that many gamers put a great…
(TrendHunter.com) These May 2018 editorial trends incorporate a range of covershoots, inclusive campaigns, moody menswear photography, obscure sneaker features, and much more.
In order to highlight the latest…
(TrendHunter.com) When it comes to engaging both existing and prospective customers, the May 2018 interactive ideas show brands turning to unique pop-ups, apps and campaigns that emphasize mindfulness. Some of the…
(TrendHunter.com) From eye-catching in-store displays to holographic palettes, this list of May 2018 cosmetic trends highlight some of the newest products to be hitting the shelves this month.
Spring is an exciting…
(TrendHunter.com) The top May 2018 branding ideas explore a number of over-the-top product combinations and better-for-you formulas, both of which put a spotlight on flavor.
One of the most prominent themes in…
Rumors that Facebook is pondering an ad-free subscription option have been around almost as long as Facebook itself, but with the weeks of privacy-related heat the social network has recently faced, perhaps this latest round of speculation should be taken seriously. Sources last week told Bloomberg’s Sarah Frier that Facebook has been partaking in market…
It’s not easy to be in the ad agency business these days, and it’s even tougher to be a small shop.
Client budgets are tightening, hiring is harder, new business is becoming scarcer and it’s getting more difficult to get paid fairly for the work you do.
We hear you.
(TrendHunter.com) Theme parks, laundromats, subscription services and loyalty rewards programs are just some of the May 2018 new ventures that creatively reinterpret familiar concepts.
Some of the most notable new…
Welcome to Ad Age’s Wake-Up Call, our daily roundup of advertising, marketing, media and digital news. What people are talking about today: Nestle and Starbucks just inked a deal to form what they’re calling a “global coffee alliance,” and that’s not just corporate hyperbole it’s a big deal. Nestle will pay Starbucks $7.15 billion upfront in cash for the right to sell Starbucks packaged products in places including supermarkets, Bloomberg News reports. And people will be able to buy Starbucks capsules to use in their Nespresso and Dolce Gusto coffee machines. “With Starbucks, Nescafe and Nespresso, we bring together three iconic brands in the world of coffee,” Nestle Chief Executive Officer Mark Schneider said in a joint statement. The deal doesn’t include ready-to-drink products. Read more on Bloomberg News.
Fresh beef
McDonald’s is launching a big marketing push for its fresh beef, cooked-to-order Quarter Pounders this week, and as Ad Age’s Jessica Wohl writes, “bringing fresh beef patties to nearly all of its U.S. restaurants has been in the works for years.” (That’s fresh beef, as opposed to frozen.) For the ads, McDonald’s tapped the star power of Charles Barkley, Luis Fonsi, John Goodman and Gabrielle Union. The creative, from dedicated Omnicom Group agency We Are Unlimited, features people left speechless as they savor the burgers, with random celebrities doing the talking for them. It’s sort of like Amazon’s Super Bowl spot “Alexa Loses Her Voice,” but it’s about Quarter Pounders instead of smart speakers. Confused? Watch it here.
The sale of The Phnom Penh Post to a Malaysian investor whose firm has done public relations work for Cambodia’s prime minister comes as he seeks re-election.
Bonobos has a few good men in its new campaignactually, a lot of them. To show off that its pants cover 172 sizes and fits, the 11-year-old menswear brand is debuting a campaign featuring 172 men of varying shapes, sizes, ages and ethnicities in a 30-second TV spot. “However you fit, Bonobos fits you,” reads text in the commercial, which will run in Austin and Chicago markets.
“There’s a really interesting conversation to be had around the evolution of masculinity, and the power of diversity and incuslivity,” says Micky Onvural, co-president of the brand, which was bought by Walmart last year for $310 million. The company has been exploring “how Bonobos as a brand could not just have an impact on the men that [it sells to] and how they see themselves, but have an impact on the conversation,” she adds.
Onvural was Bonobos’ chief marketing officer before the Walmart purchase and is still handling the role’s responsibilities while the company searches for a new CMO. The campaign, which begins airing on Monday, is the brand’s second push from Observatory Marketing, formerly known as CAA, following “Role Models,” which aired last fall.
The campaign has good timing: Goodman’s back in the spotlight with the return of “Roseanne,” while Barkley’s presence on air during the NBA playoffs gives McDonald’s the chance for media integrations and ads during the games.
Barkley and Goodman each have two 30-second spots. Fonsi, whose hit song “Despacito” is still stuck in people’s heads more than a year later, appears in two Spanish-language spots, with one of them also set to run in English.
TV spots are set to air once each night this week during every primetime show on ABC, CBS, FOX, NBC and Univision.
Film
Hospital de Amor
Advertising Agency:WMcCann, Sao Paulo, Brazil
Chief Creative Officers:Hugo Rodrigues, André Marques
Creative Directors:Eiji Kozaka, Marcelo Conde
Creatives:Gustavo Cavinato, Francisco Oliveira, Eiji Kozaka, Marcelo Conde, Ian Hartz
Account Service:Rafaela Reis, Catarina Trajano, Luís Figueira, Mariana Rissi
Projects:Jaqueline Travaglin, Denise Kotsubo
Media:Horácio Rosário, Daniel Neves, Vitória Lobo, Lucas Gonçalves
Rtvc:Marcelo Hack, Julia Seligmann, Viviane Guedes
Production House:Zombie Studio
Film Director:Paulo Garcia
Client Service:Victoria Scaff, Leticia Baptista
Sound Production House:Loud
Sound Production:Loud
Client Approval:Henrique Duarte Prata, Henrique Moraes Prata, Karina Carreira, Patrícia Moura
Direct Marketing, Design
Puma
Advertising Agency:Publicis Pixelpark, Berlin, Germany
Rory Sutherland, vice-chairman of Ogilvy Group UK and co-founder of Ogilvychange, reflects on the how his career has been influenced by Sir Martin Sorrell.
For all the talk about ‘legacy’, industry experts are struggling to agree on how Sir Martin Sorrell will be remembered in years to come.
(TrendHunter.com) The top may 2018 mobile ideas show mobile devices replacing everything from restaurant menus and movie posters to entertainment speaker systems and event paint chips for home decorating.
At…
This is site is run by Sascha Endlicher, M.A., during ungodly late night hours. Wanna know more about him? Connect via Social Media by jumping to about.me/sascha.endlicher.
