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| THE ORIGINAL? Mc Donald’s « Now serving salads » – 2003 Source : Cannes Archive, Agency : DDB Auckland (New Zealand) |
LESS ORIGINAL Farmers Market – 2013 Source : Adsoftheworld Agency : FireHouse (USA) |
Escolher o que você vai comer em um restaurante ou lanchonete somente com base nas fotos do cardápio costuma ser garantia de decepção. Se você já esteve em uma sessão de fotos publicitárias, sabe o que é preciso para criar uma imagem apetitosa. Ou, então, você pode conferir o vídeo lançado pelo McDonald’s no ano passado, com apresentação de Hope Bagozzi, diretora de marketing da rede no Canadá. O artista multimídia Dario D. resolveu explorar um pouco mais o assunto com uma galeria no Imgur, onde mostra as fotos produzidas e a realidade de diferentes lanches.
De certa maneira, lembra um pouco aquelas fotos de celebridades, em capas de revista ou tapetes vermelho, colocadas lado a lado com as imagens delas sem maquiagem, Photoshop e afins. E olha que Dario D. ainda foi legal e tentou mostrar o ”melhor” ângulo de seus lanchinhos.
Post originalmente publicado no Brainstorm #9
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“No one is buying right now. Business will come back in Q4. It’ll get better. Our clients aren’t spending at the moment.”
Is that what you are hearing from agencies? Is that what management is saying? That’s like me stating that I can’t get a job because no one is hiring. But companies are hiring, and businesses are making money. The reason that your clients aren’t spending ad dollars is because they’re scared. Scared brings out their conservative side.
Fear, unless it’s for your life, is not the best basis for decision-making. Fear is an anxious state. Think back on the all the right decisions you’ve made and determine how many were based on fear. Probably not many.
So, while many businesses have their heads in the sand, others are using ingenuity to overcome. Enter The Taco Maker:
The Taco Maker, a Puerto Rico-based fast-food chain, ran a combination radio and mobile-marketing promo in which they gave away free burritos.
The Taco Maker and their agency, BxP, created a character named “Juan Maker” who made radio appearances to talk to local DJs about free stuff. The broadcasts were all recorded and then made into ten 60-second spots that offered a free one-pound burrito to Taco Maker aficionados that texted in the correct answer after hearing the spot.
The agency declined to specify the price of the promotion, but said it cost less than $50,000. For that amount, the agency was able to track consumer response by station, time of day and even DJ. The company focused its ad dollars where they were doing the most good in real time.
Five-thousand texts and 2500 burritos later, the chain reported a 21% sales increase for the region where the promo took place. Hmm, that is so weird.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you, so leave a comment or follow the links: linkedin.com or twitter.com.
One of the best perks about writing for (or with) the advertising industry is that there is always enough news to regurgitate without beating a story into the pavement. Especially during these economic times when many companies find themselves struggling to stay in the black. There are new campaigns launched every week, agency shake-ups, ethical questions to answer-it’s like having a gold mine of RSS data-feeds loaded in the Google Reader. This morning, over 2000 stories had come in over RSS since yesterday.
The other fantastic reason to work in this business is the community that surrounds: creative, strategic, deep-thinking people that fuel the business with inane, often stupidly funny ideas. Immersed in client strategy and brand building, these ideas that seemed so idiotic during the creative kick-off meeting actually transform in to fantastic campaigns. The latest campaign that comes to mind is the Kentucky Fried Chicken grilled chicken spots, replete with a new website, a social media following on Facebook (and the obligatory anti-group “Keep KFC Fried”), integrated games, and three new TV spots that engage consumers rather than talking at them.
But, there are also “best and brightest” ideas that start poorly and end with company damage and public relations stepping in to help stop the blood flow. The ideas were innovative and innocuous when they started, but resulted in offending consumers so quickly that public outcry was immediately heard. This week the award goes to Apple’s iPhone App, Baby Shaker
. The premise of this “game” was that the iPhone ”baby” cried and fussed loudly, not stopping until the iPhone user shook the phone vigorously.
Although not created by Apple, (the application was the brain-child of Sikalosoft) they are taking the heat for it due to the rigorous vetting process applications receive before approval. Parents aren’t the only offended parties; reviewers, other developers, and many consumers expressed their disgust on the web. The public has suggested that the employees who approved the application lose their jobs.
Application-review site Krapps wrote in a review before the app was pulled: “Maybe it’s just us, but we would never even joke about child abuse and use it as a form of entertainment. Maybe we’re just square pegs and out of the norm because apparently Apple and the folks at Sikalosoft think shaking a baby is funny.”
Neither Sikalosoft nor Apple responded to requests for comment.
Jeff Louis is a Strategic Media Planner, Project Manager, and New Business Coordinator. His passion is writing, contributing to BMA as well as freelancing. He’d love to hear from you: www.linkedin.com/in/jefflouis or on twitter.com/jlo0312
A few days ago I wrote about the Subway commercials advertising $5 foot-long subs with the annoying yet catchy jingle. Well, what do you know. Today, just now, I got home from work, find an excellent rerun of Top Chef and the firs thing I see is an ad from Quiznos for $5 foot-long subs. However, this one is lacking a little jingle. Instead I find myself in a laundromat where the lady behind the counter peels a five off the wall and eats it. The payoff? There is a better way to “eat five dollars.” They also boast more meat than Subway, which is why you are getting more bang for your buck. When it comes down to it and the battle of the $5 foot-long, Subway did it better. Quiznos strikes me as overdone and obvious (and what seems to be done in a crunch to compete with Subway’s offer). But take a look for yourself. I’ve even posted the Subway spot again.
Technorati Tags: Subways, Quiznos, sandwiches, commercials, food, offers, specials, fast food
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