LONDON – The use of comparative advertising has been called into question by a long-awaited European Court of Justice ruling on a case between L’Oreal and Belgian perfume manufacturer Bellure.
Para comemorar os 100 anos da cidade de Tel-Aviv, capital de Israel, a companhia aérea israelense El Al e o Ministério do Turismo de Israel farão uma instalação de uma praia artificial no Central Park, o maior e mais famoso parque público de Nova Iorque, Estados Unidos. A razão pela qual os turistas norte-americanos estão entre os que mais visitam a capital judaica, a intervenção também faz parte de uma campanha que busca impulsionar o turismo em Tel-Aviv.
A praia artificial é semelhante a ensolarada praia da cidade. Com o aumento da temperatura nos Estados Unidos, a praia de 120 metros quadrados vai favorecer os nova-iorquinos que adoram passar seu fim de semana no parque.
Foram necessárias 30 toneladas de areia, além de cadeiras e chapéus-de-sol. Ainda vai ser possível praticar modalidades típicas das praias de Tel-Aviv, como o tênis de praia. Concertos de bandas israelitas e muitas outras atrações surpresas também devem acontecer.
A praia artificial de Tel-Aviv também foi instalada em Viena, Áustria (aqui). Em breve, outras cidades do mundo deverão receber este “presente” tão simpático.
LONDON – Borro.com, the UK’s first online pawnbroker brand, is launching a TV campaign targeting its services at middle-class consumers struggling in the recessionary environment.
LONDON – The European Court of Justice has ruled in favour of cosmetics company L’Oreal in its trade mark battle with Belgian perfume manufacture Bellure, in a case that sets a precedent for penalising look-a-like products for free-riding on the marketing of those they copy.
LONDON – The final entry deadline for this year’s Media Week Awards, to be held on 29 October at London’s Grosvenor House, is tomorrow, 19 June.
LONDON: The Institute of Sales Promotion is considering whether to drop the term ‘sales promotion’ from its title as part of an ongoing review into the trade body’s positioning.
A campanha viral de “Transformers: A Vingança dos Derrotados” continua. Quando fiz o post sobre os sites The Real Effing Deal e Giant Effing Robots, disse que imaginava que provavelmente não veríamos muito mais dentro dessa ação, justamente pela proximidade da estréia do filme.
Porém, uma série de vídeos que “flagram” aparições de robôs em diversas partes do mundo foram espalhados pela internet, via YouTube, DailyMotion, etc. Tem esse do avião, esse outro na final da Champions League, um que aparece durante uma reportagem no Japão, mas o mais bem feito e interessante é esse da scooter, que você pode assistir abaixo.
Segundo Heath Tyldesley, diretor de marketing da Paramount Pictures, essas brincadeiras são uma forma de estender a narrativa do filme para o mundo real, gerando buzz entre os fãs de Transformers. Tyldesley revelou também que o diretor Michael Bay está diretamente envolvido com as ações online envolvendo o filme.
Post originalmente publicado no Brainstorm #9
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When the going gets tough, the tough get going … to Cannes.
LONDON – Spam filters be warned, new research predicts the amount email marketing is due to explode over the next five years, estimated that the average email inbox will receive more than 9,000 marketing messages annually by 2014.
LONDON – The American History X director Tony Kaye has posted a song on YouTube, written in tribute to Paul Arden, the former Saatchi & Saatchi creative director who passed away last April.
LONDON – Isobar-owned digital agency, de-construct, is overhauling Scottish Whisky brand Chivas Regal’s digital strategy, focusing on its social media and mobile activity.
LONDON – TweetDeck, the popular Twitter client, launched its first iPhone app today to complement its updated desktop offering, and compete with other third-party clients Tweetie and Seesmic.
(TrendHunter.com) Body inflation is no new concept, and has been used in traditional medicine for many years to ‘grow’ extra skin or hair. However, this is the first time I have seen self-inflation emerge in body modification…
Major economic downturns are like one of those thunderstorms where everyone makes a mad dash for shelter. Agencies ultimately adapt, but not before embracing more cautious versions of themselves. Pretty soon that caution becomes a reality that everybody accepts. What we forget is that there's a flip side to a bad economy. This may be counterintuitive, but just as you must retool your business during a recession, you need to plan for an economic recovery. I think it's time to start planning.
Eu já devo ter dito por aí o quanto não gosto do uso de animais em publicidade. OK, a experiência foi controlada, gravada, nenhum animal ferido, mas não importa. Tirem dinheiro do cliente e usem CGI! Sim, eu penso como os “ecochatos” do PETA. Mas enfim, a discussão sobre isso é muito mais profunda do que posso fazer em um post.
De qualquer forma, é criativa e integrada a ação online do Terra Loterias criada pela DM9DDB. Baseado na teoria de que um macaco, digitando aleatoriamente por um período indeterminado, seria capaz de escrever uma obra de Shakespeare, o “Macaco da Sorte” calcula a probabilidade do animal digitar o seu nome.
Tudo isso para provar que você tem mais chances de ganhar na loteria, do que um macaco digitar o seu nome. Se mesmo assim você quiser apostar, pode seguir Jimmy no Twitter e esperar. Esperar muito. O site ainda inclui um jogo caça-palavras e a corrida do macaco para alcançar as celebridades do Twitter em quantidade de followers.
Além da aposta em loterias, a ação obviamente é uma das apostas da DM9DDB (tem até versão em inglês) para Cannes Lions 2009. Será que leva?
| Via Paula Rizzo
Post originalmente publicado no Brainstorm #9
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They don’t have a cool name, like Razor Burn, Cloud Nyne, or inVisible. In fact, they sound like an accounting firm. Thankfully, they’re not into accounting. What they are into is corporate survival, and other things that will make your accountant giddy.
Atlanta-based Nolen & Associates is proof-positive that contempt prior to investigation is foolish. Judged solely by name, they’d never be classified as an agency that is boldly progressive, unafraid of saying “no.” Yet, that’s exactly what they are, and they have a simple message: Market through the tough times and emerge stronger.
And that, in a nutshell, is Cricket Theory. They call it a brochure, but it’s so much more…
Available on the Nolen & Associates site, The Cricket Theory is tightly written, steeped in fact, and delivers a powerful message:
“Make as much noise as Possible in Dark times. You will be remembered when it is Light Again”
The Cricket Theory becomes less theory and more fact as various case histories and studies are highlighted. Yet, the marketing budget is the first to get cut during economic uncertainty.
The Cricket Theory is a short, insightful tool that disproves this practice in a convincing, yet subtle, manner.
Over their 23 years in operation, Nolen & Associates observed as companies eliminated entire marketing plans out of fear. Yet, it was a fear rooted in uncontrollable, intangible factors.
So, the agency searched for information to determine which strategy performed better; shouting in the face of recession, or silent waiting.
The result: companies that “Chirp Loud” and “Chirp Often” come out ahead of those that remain quiet…both during, and following, a recession. There are a couple reasons for this;
“When your message is one of the few reaching the audience, your odds are much better for a greater return on your marketing and advertising dollar. When the upturn does come around– and it will – and your prospects and customers are looking to increase spending, your company (or your brand) will likely be the first one that comes to mind…”
Perhaps the most interesting fact listed in The Cricket Theory is that, contrary to popular belief, spending actually increases during a recession.
The Cricket Theory has become part of Nolen & Associates’ DNA, and is a testament to their progressive nature; while other’s founder, one agency has a plan to enable success during the best, and worst, of times. And no, it’s not your agency.
Jeff Louis: Strategic Media Planner, Project Manager, and New Business Account Coordinator. His passion is writing. If you would like to get in touch with Jeff, please leave a reply or follow the links: www.linkedin.com or www.twitter.com.
advertiser: Vodafone
LONDON – The president of Future’s US operation, Jonathan Simpson-Bint, is stepping down from his role at the specialist publisher, to start his own business.
Un superbe spot HD retraçant brièvement l’évolution du design de Porsche. Il s’agit d’une collaboration entre le studio The Brigade à New York et Monovich, dirigé par Stephen Fitzgerald. Une post-production réalisée avec Lightwave 9 et After Effects CS3.
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.
