Hasta La Creative!

Uma instalação interativa precisa ser muito mais do que uma simples instalação interativa. Inicialmente, ela precisa ser divertida e óbvia. Ela tem que fazer as pessoas quererem passar mais tempo com elas, sem que a empresa deixe de mostrar as propriedades da tecnologia e features do(s) produto(s) ou serviço(s) que deve ser ressaltado ali na tela.

A boa instalação interativa também é auto explicativa. A pessoa logo identifica como deve proceder para se envolver com a peça exposta. Um exemplo que eu gostei bastante é o do túnel interativo da Audi, colocado no evento automotivo Goodwood Festival of Speed.

Ao passar em frente da instalação openFrameworks, os transeuntes podiam interagir facilmente com uma espécie de vento que simula velocidade. Uma experiência colaborativa concebida pela HCM Interactive. Muito legal!

LONDON – Diageo is revamping the primary and outer packaging of its Guinness Draught in a Can to improve standout in the run-up to Christmas.

LONDON (AdAge.com) — Google has won the latest round of a long-running legal battle against Louis Vuitton Moet Hennessy, but courting premium brands may now be more difficult for the search giant.

A Adidas quis lançar a sua nova linha de artigos esportivos Gazelle com tecnologia Cool Climate, que ameniza a temperatura quente dos atletas quando eles estão correndo em dias de calor, em algumas cidades da Colômbia. E para vender os benefícios desta tecnologia, as lojas estavam equipadas com refrigeradores. No interior de cada uma das geladeiras, eles colocoram peças da nova linha esportiva (tênis, camisa e calção).
Esta estratégia alternativa comunica que ficar “refrigerado” durante o exercício é essencial. Kudos para a  Pull & Push Y&R, Bogotá.

:: Via I Believe in Adv

LONDON – Xbox has launched online communities on Facebook and Twitter to support a series of music gigs around the UK called Reverb.

LONDON – Havas Media’s MPG and WPP’s Mediaedge:cia are involved in a head-to-head battle for Danone’s £25m media planning and buying business in the UK.

LONDON – Market research firm Mesh Planning has launched an independent database of international touch point data, featuring over 100,000 consumer touch points, each with a positivity rating.

A recent video making the rounds detailed a young woman who, after having a one-night stand and becoming pregnant, decides to find the father. It spawned some rather funny follow-ups (the ex-boyfriend, below, etc.) but outraged many, and it was removed from YouTube.

After many comments on the video, it was finally announced the video was a gimmick to entice people to visit Denmark. While the company might have had the best initial intentions, it fails to spark my interest to visit. In fact, it actually makes me want to stay far, far away.

However, the advertising agency Grey said it was a hit, and it did create quite a bit of buzz, although, not the best kind.

“It is the most successful viral advertising ever,” said Peter Helstrup, Director of Grey Copenhagen. “We have cut through the media clutter. It has cost us the same as a 30-second commercial, aired a few times on TV2.”

Viral videos are always a great marketing campaign, but why did they think this situation would make someone want to visit Denmark?

“Karen’s story shows that Denmark is a free place with space for you to be who you want,” VisitDenmark CEO Dorte Kiilerich said in a news release. “The film is good exposure for Danish self-sufficient and dignified women. We’re telling a nice and sweet story about a modern responsible woman that lives in a free society and takes responsibility for her choices, and she uses a modern and social media.”

Really? This is actually hilarious, but can you really label it a sweet story? If she was responsible, then having a child without a father wouldn’t have happened, correct?

VisitDenmark went a new route with their marketing, and although it may have had the best of intentions, they missed the mark. Do I want to visit a place where it’s advertised I can become impregnated? It doesn’t give me the best of impressions of the country.

Megan Green is a freelance propagation planner who has had her work published on PR News Wire, as well as many other outlets. Contact her on LinkedIn, Facebook, Twitter, or at megankategreen@gmail.com.

Adidas wanted to launch its new sportswear Gazelle with Cool Climate technology, that keeps the users fresh while running. This product was being launched in hot climate cities such as, Cartagena, Barranquilla and Bucaramanga (Colombia). In order to sell the benefit of this technology, the stores were equipped with refrigerators. Inside, laid the Cool Climate outfit (shoes, shirt and shorts). Once the user opened the refrigerator he/she obtained the outfit in a cool temperature. In addition to this, ventilators were situated below the clothes, a constant movement of the clothes supported the freshness concept. This strategy communicates that staying fresh while exercising is essential. The runners that took part of this experience are now Gazelle users. Therefore the Cool Climate sportswear is now seen as the ideal gear to exercise in hot climates.

Advertising Agency: Pull & Push Y&R, Bogotá, Colombia
Creative Director / Copywriter: Carlos Espinosa
Art Director: Fabián Marrugo
Account Manager: Tulio Jiménez
Released: February 2009

LONDON – ESPN, the Disney-backed sports broadcaster, has overhauled the mobile version of cricket website, cricinfo.