will.i.am launches eyewear brand, asks for “dedication and passion”

Musician, entrepreneur and general techie will.i.am has today unveiled his eyewear brand, ill.i Optics, with a promotional video and campaign as part of the launch.

The product, created in conjunction with Australian designer George Gorrow, features a video where will.i.am is sat at a recording desk, yet cuts to various eyewear paraphernalia – will.i.am’s personal collection, spanning 20 years.

“I see a gap in the world of eyewear, and this is my instalment of what I feel is missing,”...

By James Bourne, 16 September 2014, 0 comments. Categories: Advertising Technology, Campaigns, Publishing.

Why students love Coca-Cola’s “Friendly Twist” marketing campaign

Have you seen Coca-Cola's “Friendly Twist” advert?

If not, we recommend you check it out before you read the rest of this article:

Coca-Cola’s effective marketing techniques show how they have cleverly targeted college students by using their product to create new friendships, to help students communicate and interact with their fellow peers.

Good communication is the best solution for anything to be successful, so you need to know

By Tina Chohan, 16 September 2014, 0 comments. Categories: Campaigns.

TalkTalk unveils latest billboard campaign for TV offering

Telecoms provider TalkTalk has unleashed its latest billboard campaign specifically targeting its TV packages – with a more than apparent nod to rivals Virgin Media.

The billboards are being rolled across almost 20 sites in London, including a six sheet banner at Euston Station. The campaign will be seen from Elephant & Castle, Edgware Road, and Waterloo Bridge among others.

This campaign follows ‘The Mission’, a TV campaign “in which five household objects embarked on an odyssey...

By James Bourne, 15 September 2014, 0 comments. Categories: Advertising, Campaigns.

Applying traditional comms thinking in the digital age

The gloomy reports about dwindling newspaper circulations could lead some to believe that traditional media and the journalism that powers it are on the wane. ABC’s readership stats identified an 8.1 per cent drop in February 2014 compared with the same period last year. While this certainly places traditional publications under pressure, the fact is that journalism itself is now being carried...

By Alastair Turner, 09 September 2014, 0 comments. Categories: Advertising Technology, Campaigns.

Microsoft reskins MSN for mobile, cloud branding ethos

Microsoft has announced it is to rebrand MSN, bringing the service forward as a new site featuring Bing apps such as News, Sports and Travel.

The new MSN moves into preview mode today – or it should do, as at the time of writing you get a nasty parsing error – with a glut of new features, including the dubiously named ‘services stripe’, linking back to Office, Outlook and OneDrive.

Looking at screenshots of the new MSN (top) compared with the current version (bottom),...

By James Bourne, 08 September 2014, 0 comments. Categories: Advertising Technology, Campaigns.

Gone in 6.0 secs: 5 auto brands that are winning on Vine

Since it was launched in January 2013, Vine has become a hugely popular video sharing app, with approximately five vines tweeted every second.

Vine's appeal is simple, short and sweet six second clips which play on a loop and offer wannabe filmmakers the chance to experiment with witty one liners, stop-frame animation and creative cutaways, all in an easy-to-shoot and share format.

Not surprisingly then, Vine has attracted a lot of attention from advertisers who see...

By Hurricane Media, 05 September 2014, 0 comments. Categories: Advertising Technology, Campaigns, Social Media Marketing.

The half time team talk: A tactical response to social hijacking

In the digital world we live in, the appeal of high-profile sponsorships is irresistible for brands; from London 2012 to the recent 2014 FIFA World Cup, brands can’t resist the mass reach that platforms such as these provide.

The worry is that after months, possibly years, of planning and significant investment, something outside of a sponsor brand’s control may suddenly throw a spanner in the works. So what happens now? How do brands ensure they are flexible enough to re-think a pre-planned...

By Emma Martin, 04 September 2014, 0 comments. Categories: Advertising Technology, Campaigns.

9 things every online brand could learn from The Wire

Did you know that there are a number of prescient parallels between the world of online marketing and the bloody streets of David Simon's Baltimore?
 
I’ve listed some of them. Some are more tenuous than others. 
 
WARNING: May contain (starred-out) F-bombs, spoilers and Baltimore vernacular: 

"Pawns, they get capped quick. They're out of the game early. Unless they some smart-ass pawns” – D’angelo Barksdale / Bodie 

 
The beauty of the internet is that smaller...

By Gareth Morgan, 03 September 2014, 0 comments. Categories: Advertising Technology, Campaigns.

RNIB launches ‘audio logo’ campaign, invites musicians to take part

The Royal National Institute of Blind People (RNIB) has announced a revamp of its branding, with an innovative ‘audio logo’ being mooted to use across all of the charity’s communications.

According to a press release, the audio logo “will need to reflect the organisation’s human, positive and can-do values in just a few seconds.”

“Blind people are at the heart of everything we do, so it makes absolute sense that we have an audio logo as well as a visual one,”...

By James Bourne, 01 September 2014, 0 comments. Categories: Advertising Technology, Campaigns.

Bombardier vows to restart its consumer marketing after Rik Mayall’s death

Real ale brand Bombardier Beer has revealed it is to restart its consumer marketing push, nearly three months after the death of actor Rik Mayall.

Mayall, who passed away in June at the age of 56, had played Bombardier’s brand character, William Charles Bedford, since 2011. Since then Bombardier has continued its B2B and trade publication marketing campaigns, but had stopped posting on its Twitter as a mark of respect to the late star.

Yet a statement released by Bombardier from Mayall’s family...

By James Bourne, 27 August 2014, 0 comments. Categories: Advertising Technology, Campaigns.

Samsung gets one up on competitors with Galaxy S5 Ice Bucket Challenge

If you’re getting a little jaded of celebrities, friends and co-workers voluntarily dousing themselves in ice water, albeit for a very good cause, here’s a novel twist on it from Samsung.

The Samsung Galaxy S5 has officially taken the Ice Bucket Challenge, raising awareness for ALS, or motor neurone disease, and nominated the iPhone, the HTC One and the Nokia Lumia to go next.

It’s worth noting that

By James Bourne, 22 August 2014, 0 comments. Categories: Campaigns, Social Media Marketing.

Here’s the deal: no ads on the ‘net, but it’ll cost you. Erm, cost me?

Adverts on the Internet are like mothers in law: you can’t live with them, and you can’t live without them. But what if you could have an ad-free browsing experience? The only catch is you’d have to pay something in the region of £140 a year.

Yet according to survey data released by social bods Ebuzzing, a whopping 98% of UK web users said they wouldn’t pay the hypothetical ad tax.

The survey, which polled 1400 consumers, found that users were between a rock and a hard place,...

By James Bourne, 21 August 2014, 0 comments. Categories: Advertising, Campaigns.

100 ways to create a great ad: Challenges

Shredded Wheat – Agency: Colett Dickinson Pearce

Writing a headline or endline in the form of a challenge or dare can help an ad cut through.

A Western Union ad from the early sixties showed a picture of a telegram under the headline ‘Ignore it’. Rather than just claiming that telegrams are hard to ignore, the ad proved it.

 

Western Union – Agency: Benton & Bowles

Several classic campaigns of the sixties,...

By Tim Collins, 20 August 2014, 0 comments. Categories: Advertising, Campaigns.

Alan Trefler book extract: Generation D and brand identity

In Alan Trefler’s new book, Build for Change, the Pegasystems CEO asserts that “a lot of companies across the globe are going to die over the next few years – not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.” In the last extract, Trefler defines Generation D, a new type of customer threatening to fundamentally change how companies do business. Here, he examines how Gen D relates to traditional brand...

By Alan Trefler, 19 August 2014, 0 comments. Categories: Advertising Technology, Campaigns.

Why honesty is an all important policy for brands in the digital world

Four out of five consumers are more likely to “respect” an honest company, according to survey data of over 2000 consumers published today by Intent HQ.

This means being upfront and honest about how a user’s personal data is being used - and according to the social data analysts at Intent, it’s a key point for brands to unlock consumers’ trust, as an honest customer will reward your endeavour.

This comes from such basic best practices as adding social logins to your brand’s...

By James Bourne, 18 August 2014, 1 comment. Categories: Advertising Technology, Campaigns.

PC World’s Surface 2 fruit machine screen stunt pulls in the crowds

Shopping just got a little bit more fun. Patrons who visit the Bluewater shopping centre in Kent are being given the opportunity to win a Microsoft Surface 2 tablet by chancing their arm on a one-armed bandit – with overwhelming engagement levels the result.

The promotion, for Curry’s PC World, was put together by retail marketing bods NexusEngage, and offered passing customers a gamble based on the feature they liked most about the Microsoft slab. Match four in a row on the fruit machine, and...

By James Bourne, 15 August 2014, 0 comments. Categories: Advertising, Campaigns.

100 ways to create a great ad: Killer facts

Copywriters are sometimes criticised for writing flat, straightforward headlines that present facts without any sort of rhetorical twist. But sometimes you’ll come across a fact so compelling it doesn’t need a twist.

The BMW that retained its value better than most stocks. When you have a fact as compelling as this, why not make it the focus of your ad?

BMW - Agency: Ammirati & Puris

In 1981, BMW ran an ad explaining...

By Tim Collins, 12 August 2014, 0 comments. Categories: Advertising, Campaigns.

Alan Trefler book extract: Welcome to the nightmare of Generation D customers

In Alan Trefler’s new book, Build for Change, the Pegasystems CEO asserts that “a lot of companies across the globe are going to die over the next few years – not because of macroeconomic stress, but because there is an entire emerging generation of customers who hate doing business with them.” In the first extract serialised by MarketingTech, Trefler explains how easily organisations in today’s market can lose customers; now, he analyses today’s new brand of customer –...

By Alan Trefler, 11 August 2014, 0 comments. Categories: Campaigns.

100 ways to create a great ad: Playing with the logo

Friends – Courtesy of 4Creative

It’s sometimes possible to crack a brief with just a minor alteration to a logo.

In the UK, the last ever episode of the sitcom Friends ran on a Friday. The poster rearranged the show’s logo to read, ‘ENDS FRI’. Hats off to the creatives for spotting that one.

The McDonald’s ‘golden arches’ logo has a simplicity that’s allowed it to be used as a visual simile for things such as mustard on a hotdog and the string of a...

By Tim Collins, 07 August 2014, 0 comments. Categories: Advertising, Campaigns.

The UK energy Big Six: Why the wrong reputation means the wrong story

The BBC has reported that, according to Ofgem estimates, the UK’s infamous ‘Big Six’ energy suppliers are set to double their profit margins for next year (8%) as compared to a year ago (4%). In a hostile environment (to put it mildly), it’s a headline statistic that’s sure to rankle and makes for yet more bad publicity for an already unpopular group.

In a sense, the raised hackles are understandable: consumers living through a...

By Alastair Turner, 06 August 2014, 0 comments. Categories: Branding, Campaigns.