Another great speaker. From someone who has made sense of social media for his business. One key lesson here: whatever you do what will your business be? Service. And you won’t succeed if you’re obsessed with selling first. You will sell if you take time, and if you care, really care...
vendredi 29 octobre 2010
jeudi 28 octobre 2010
Kronenbourg makes Motorhead sing heavy metal song as slow, great new ad to enjoy right here
It’s good to be able to enjoy great beer commercials, sadly we French cannot since they are banned, so here is the latest beauty for Kronenbourg. A beer that wants you to take it easy, a bit like all of us in France all the time as the beauty shots wants us to believe (and with very lovely bar attendants obviously). But the great part here is getting Motorhead to sing ‘ace of spades’ the normally very heavy metal song in a very slow, even mellow pace. SO enjoy the ad, and see the original song below, and stay tuned for more heavy metal song slowly.
I’m off for a beer and for the attendant now.
I’m off for a beer and for the attendant now.
mardi 26 octobre 2010
When a brand plays transparency to the full, an incredible programme to watch
Some of you may know this campaign since Domino’s pizza made corporate history when admitting how bad they pizza tasted and what they were going to do about it.
The story continues with a new opus reviewing their ingredients, but before looking at this new chapter (which by the way is interesting but not quite there-more on that later), here is a quick review of what had been done. A full programme that is I have to say very impressive. The story starts with social media, and people complaining that Domino’s pizzas tasted more like cardboard than...pizza. I haven’t eaten cardboard recently but I understand it tastes a little rough. Well, where most corporations would have briefed their agency to spend millions trying to tell people that in fact the pizzas tasted great, they decided to accept to ...accept. Yes their pizza did not taste great, and they were going to do something about it. For real. Just the kind of transparency digital natives expect of a brand (for thise of you who read our study on this blog) . The now famous pizza turnaround programme was born. (see video below).
The story then continued: the pizza looks like crap on arrival, so they’ll deal with it (see video again), the pizza in the ad looks fake, well see how they do it for real (slightly frightening though, although as someone who has shot food commercials before one has to admire how they do it with real products...)- video is also attached. And now the next stage. People don’t believe that the pizzas are made with real ingredients, so they are opening a site that helps you discover how through interactive games. And video to illustrate it with consumer groups discovering much to their surprise where the cheese was made: yes a real farm...
I have to say that although the idea is a relativelly good one, I am not a fan of how it’s been made. Why are these people surprised when they came to the farm in the first place. Well in short I can’t help to say that with something real to say, it might have been done better. A little easy from me you would rightly say, well I’m still a fan of how they are opening reality. And wishing more companies would have the guts, and the capability to do the same... So now the videos, starting from the end: the first of the last season: people on the farm, then the delivery, then the ad and finally the original turnaround.
The story continues with a new opus reviewing their ingredients, but before looking at this new chapter (which by the way is interesting but not quite there-more on that later), here is a quick review of what had been done. A full programme that is I have to say very impressive. The story starts with social media, and people complaining that Domino’s pizzas tasted more like cardboard than...pizza. I haven’t eaten cardboard recently but I understand it tastes a little rough. Well, where most corporations would have briefed their agency to spend millions trying to tell people that in fact the pizzas tasted great, they decided to accept to ...accept. Yes their pizza did not taste great, and they were going to do something about it. For real. Just the kind of transparency digital natives expect of a brand (for thise of you who read our study on this blog) . The now famous pizza turnaround programme was born. (see video below).
The story then continued: the pizza looks like crap on arrival, so they’ll deal with it (see video again), the pizza in the ad looks fake, well see how they do it for real (slightly frightening though, although as someone who has shot food commercials before one has to admire how they do it with real products...)- video is also attached. And now the next stage. People don’t believe that the pizzas are made with real ingredients, so they are opening a site that helps you discover how through interactive games. And video to illustrate it with consumer groups discovering much to their surprise where the cheese was made: yes a real farm...
I have to say that although the idea is a relativelly good one, I am not a fan of how it’s been made. Why are these people surprised when they came to the farm in the first place. Well in short I can’t help to say that with something real to say, it might have been done better. A little easy from me you would rightly say, well I’m still a fan of how they are opening reality. And wishing more companies would have the guts, and the capability to do the same... So now the videos, starting from the end: the first of the last season: people on the farm, then the delivery, then the ad and finally the original turnaround.
Watch this great new pirate scam. And get your facebook page ready for letterbombing...
Ever heard of Leterbombing? Watch this video for a little serious fun. Fun because people’s creativity always pleases me, and serious because what they are doing is in fact pirating Sarah Palin’s and Fox’s Facebook page. So have you been Letterbombed, or should I say have you been lettrebombed yet. And what would yours say?...
lundi 25 octobre 2010
I admit, I am jealous. Very Jealous of him. Great lessons on making great ads.
I know I shouldn’t because he works at another agency, but I just love this guy. Here is a talk that Rori gave at Ted, and that shows the basics of our work: making people desire a brand. A few tips, and great listening.
Bill Gates tries to speak Arabic, and makes one mistake...
Celebrities. It isn’t always the same: proof here that Bill Gates has a sense of humour, and that there are creative ways to use celebrities in this spot for the TV station France 24
mardi 19 octobre 2010
How Pepsico understands you. Insights from their observation rooms, shops and labs
Here is an impressive example of a manufacturer looking at its consumers: building fake supermarkets, into your families, and technology labs.
It’s both refreshing and surprising to find this online, on Youtube. Refreshing because it’s so transparent, surprising because it’s here for competitors and consumers to see. Well I guess when you’re fighting Coke you’ve got nothing to hide, and is it probable that they have decided that making this available for to see all is the best prevention against getting called big brother? Unless of course this is all unwanted... Well its still reasuring to see that good projects come out of this research anyway. But being a man I use one third less words that women, so I’d better let you watch the video.
It’s both refreshing and surprising to find this online, on Youtube. Refreshing because it’s so transparent, surprising because it’s here for competitors and consumers to see. Well I guess when you’re fighting Coke you’ve got nothing to hide, and is it probable that they have decided that making this available for to see all is the best prevention against getting called big brother? Unless of course this is all unwanted... Well its still reasuring to see that good projects come out of this research anyway. But being a man I use one third less words that women, so I’d better let you watch the video.
lundi 18 octobre 2010
Pepsi and Doritos insights into digital. Or is it Youtube spying?
Well, if you wanted to kknow what Pepsico was doing with brands like Pepsi or Doritos in the web, see that internal video for a few insights. I won’t dwell on them you’ll see them right here, and I would love to have numbers on some of the things they show, but some of these are best in class, especially Doritos for me. But I think that this video also shows how digital is more than a media, it’s a spirit, one that combines fresher thinking. Thanks Claude for sharing. Enjoy.
What is the police doing on Twitter? Outsmarting marketers... Great campaign video
If you thought the police had nothing interesting to say on Twitter think again. And if the ultimate sign of the digital world is transparency, Manchester Police has just found a fabulous way to use it. Why? To let us see what they do. To fight the prejugés that they sit and do nothing (appart from annoy us citizen of course). How? Simply by tweeting every single call they get. Some are ridiculous, some ludacrous, some incredible. Great insights into what they do, to saving lives to getting someone out of the toilets (just by knocking...) Thanks to Claude for sharing this link, for the best insight into the police, and a great twitter campaign, see below:
jeudi 14 octobre 2010
Collision of giants: ultimate advertising blended
Well once more it’s Old Spice. Only this time it’s in collision with another advertising giant: will it blend? So does it blend, and look at my blender, now back at yours. This story never ends... And eneter the top 10 viral with 150000 views in its first day only... !
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Adweek's 2009 Global Agency of the Year
mardi 12 octobre 2010
Old Spice gets the Sesame Street treatment, and tops viral. I'm on a horse!
Well, here is a campaign that is not ready to stop becoming part of our culture. It started going viral with millions pf hits on youtube, got the interactive treatment with tweets leading to a dialogue a over 200 films produced to answer queries, it got a university treatment, and now Sesame Street. Absolutelly fabulous!! What is great with it here is that it absolutelly grows on you. It also shows that viral is never an instant thing, it’s about making it grow. It takes time, and it eneds to be nurtured to finally become where we like advertising, where Warhol saw it: pop culture. So hello ladies , look at the Sesame Street version, top of viral films this week with over 2,5million views in 3 days and growing fast. then back to me, then you’ll find the other inspired films. Sadly they are not the original so you’ll find the tickets to it below. Who’s next on a horse ? ! The tweet film:
The university:
The original:
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The university:
The original:
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Adweek's 2009 Global Agency of the Year
Consumer's favorite brands league. See who made the cut!
Consumers Cutting Back on Purchases, but Indulgences Stay
Leap Index Reveals Brands to Which Consumers Are Most Attached; Entertainment Still Rocks
By Jennifer Rooney
Published: October 11, 2010 NEW YORK (AdAge.com) -- IPod. IPhone. Xbox. Wii. These are the brands feeling the love -- consumers' love, that is, according to NewMediaMetrics' first annual Leap Index, a ranking weighing the relative emotional attachment of consumers to brands in various categories. Leave it to hard, plastic boxes to get all the warm fuzzies. "What's interesting is that in 2010, [based on] the top 100, with all the talk of recession and cutting back, America still loves its indulgences -- we still love our entertainment: iPod, iPhone, Disney, Xbox; we love our communications devices, we love shopping. Even if it is cutting back at a Walmart, still, things are being bought," said Denise Larson, NewMediaMetrics principal-founder. "What struck us is if you go and look, in 2010, Hellman's comes up at 72 out of 100," she said. "Twenty years ago, Hellman's was always the No. 1 brand. So what happened to mayonnaise? It got displaced by iPods and iPhones and XBox."
Leap Index
Also topping this year's list are Honda, Sony PlayStation, iPad and Google.
NewMediaMetrics has been creating syndicated databases that measure emotional attachment to brands and media for the past five years, linking the high-value buyers of tracked brands to media they're most attached to. This year the company compiled the brand data into the Leap Index (Leveraging Emotional Attachment for Profit), which enables marketers to compare their brands' strength vs. competitors. To compile this year's index, NewMediaMetrics surveyed online a representative sample of the U.S. population -- 3,500 people ages 13 through 54, with annual income of at least $35,000. The survey ran from March 17 to March 26, 2010. Consumers who are most emotionally attached to brands -- those most unwilling to give up a given brand, designated as those who select 9 or 10 on a 0 to 10 scale to indicate emotional attachment (or "9/10s") -- are obviously most valuable to marketers. They represent the consumers with the greatest likelihood to purchase that brand's products or services, go deeper into a product line, and spend more to get the brand. "In other words, they're not as likely to buy on the cheap," said Gary Reisman, NewMediaMetrics' principal-founder. "There's a tipping point, but they're less likely to be deterred by an increase in price. They'll spend more to get the premium package. They are two-and-a-half-times more likely to pay attention to an ad for that brand." And, he said, each percent of emotional attachment will equal revenue potential for a brand. Consumers who rank their emotional attachments to brands at the lower end of the 0-10 scale, dubbed "0-4s," however still can be important to marketers. "You can have some with a high number of threes and fours in a particular category or among a certain segment, and that's where the new-product opportunity is for those marketers," Ms. Larson said. "It certainly is better to move up the curve, go to the higher end of the scale. But the 0-4s can be very telling to a marketer strategically as well. Every point on the scale is important because every point tells you something about your positioning in the marketplace," she said. Many consumer packaged-goods brands, for example, receive a high percentage of fives, reflective of frequent couponing in the marketplace and purchases made based on that rather than emotional attachment to any one brand. Some brands, of course, dropped in EA rank between 2009 and 2010, most notably, Toyota, which went from eights to 36. "That's what happens to a brand when they have a problem in the marketplace. EA is just reflective of what happens when you have that," Ms. Larson said. "Their PR initially was terrible, and it's reflected [in their rank]." The Leap Index also enables marketers to compare consumers' emotional attachment to brands within categories, such as airlines. JetBlue, for example, has twice as much emotional attachment as United. Within the credit-card category, meanwhile, Visa has more emotional attachment than Capital One, "which means they probably have much less attrition," Mr. Reisman said. "We see a lot of Capital One advertising, which is probably because they have to work much harder at acquisition [compared] to Visa [because emotional attachment is much lower]," he said. Can a good marketing campaign lead to a higher EA score? "That's a hard one to extract out of this," Ms. Larson said. "The fact of the matter is they are all very strong marketers to begin with. They're spending money on marketing, they're spending money on advertising." Still, "spending doesn't always lead to EA," Mr. Reisman said. So what can marketers do to improve their EA rank? "They would take a deep look at their EA in the marketplace. They would benchmark it, analyze it and implement strategies to improve it because each percentage of EA in the marketplace is money in their pocket," he said.
This transmission is intended solely for the person or organization to whom it is addressed and it may contain privileged and confidential information. If you are not the intended recipient you should not copy, distribute or take any action in reliance on it. If you believe you received this transmission in error please notify the sender.
Leap Index Reveals Brands to Which Consumers Are Most Attached; Entertainment Still Rocks
By Jennifer Rooney
Published: October 11, 2010 NEW YORK (AdAge.com) -- IPod. IPhone. Xbox. Wii. These are the brands feeling the love -- consumers' love, that is, according to NewMediaMetrics' first annual Leap Index, a ranking weighing the relative emotional attachment of consumers to brands in various categories. Leave it to hard, plastic boxes to get all the warm fuzzies. "What's interesting is that in 2010, [based on] the top 100, with all the talk of recession and cutting back, America still loves its indulgences -- we still love our entertainment: iPod, iPhone, Disney, Xbox; we love our communications devices, we love shopping. Even if it is cutting back at a Walmart, still, things are being bought," said Denise Larson, NewMediaMetrics principal-founder. "What struck us is if you go and look, in 2010, Hellman's comes up at 72 out of 100," she said. "Twenty years ago, Hellman's was always the No. 1 brand. So what happened to mayonnaise? It got displaced by iPods and iPhones and XBox."
Leap Index
Also topping this year's list are Honda, Sony PlayStation, iPad and Google.
NewMediaMetrics has been creating syndicated databases that measure emotional attachment to brands and media for the past five years, linking the high-value buyers of tracked brands to media they're most attached to. This year the company compiled the brand data into the Leap Index (Leveraging Emotional Attachment for Profit), which enables marketers to compare their brands' strength vs. competitors. To compile this year's index, NewMediaMetrics surveyed online a representative sample of the U.S. population -- 3,500 people ages 13 through 54, with annual income of at least $35,000. The survey ran from March 17 to March 26, 2010. Consumers who are most emotionally attached to brands -- those most unwilling to give up a given brand, designated as those who select 9 or 10 on a 0 to 10 scale to indicate emotional attachment (or "9/10s") -- are obviously most valuable to marketers. They represent the consumers with the greatest likelihood to purchase that brand's products or services, go deeper into a product line, and spend more to get the brand. "In other words, they're not as likely to buy on the cheap," said Gary Reisman, NewMediaMetrics' principal-founder. "There's a tipping point, but they're less likely to be deterred by an increase in price. They'll spend more to get the premium package. They are two-and-a-half-times more likely to pay attention to an ad for that brand." And, he said, each percent of emotional attachment will equal revenue potential for a brand. Consumers who rank their emotional attachments to brands at the lower end of the 0-10 scale, dubbed "0-4s," however still can be important to marketers. "You can have some with a high number of threes and fours in a particular category or among a certain segment, and that's where the new-product opportunity is for those marketers," Ms. Larson said. "It certainly is better to move up the curve, go to the higher end of the scale. But the 0-4s can be very telling to a marketer strategically as well. Every point on the scale is important because every point tells you something about your positioning in the marketplace," she said. Many consumer packaged-goods brands, for example, receive a high percentage of fives, reflective of frequent couponing in the marketplace and purchases made based on that rather than emotional attachment to any one brand. Some brands, of course, dropped in EA rank between 2009 and 2010, most notably, Toyota, which went from eights to 36. "That's what happens to a brand when they have a problem in the marketplace. EA is just reflective of what happens when you have that," Ms. Larson said. "Their PR initially was terrible, and it's reflected [in their rank]." The Leap Index also enables marketers to compare consumers' emotional attachment to brands within categories, such as airlines. JetBlue, for example, has twice as much emotional attachment as United. Within the credit-card category, meanwhile, Visa has more emotional attachment than Capital One, "which means they probably have much less attrition," Mr. Reisman said. "We see a lot of Capital One advertising, which is probably because they have to work much harder at acquisition [compared] to Visa [because emotional attachment is much lower]," he said. Can a good marketing campaign lead to a higher EA score? "That's a hard one to extract out of this," Ms. Larson said. "The fact of the matter is they are all very strong marketers to begin with. They're spending money on marketing, they're spending money on advertising." Still, "spending doesn't always lead to EA," Mr. Reisman said. So what can marketers do to improve their EA rank? "They would take a deep look at their EA in the marketplace. They would benchmark it, analyze it and implement strategies to improve it because each percentage of EA in the marketplace is money in their pocket," he said.
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Adweek's 2009 Global Agency of the Year
samedi 9 octobre 2010
Girls play with 'I love' on facebook. But can they make a dog sayit?
As all girls seem be facebooking 'i love it...' ( a little like the clours last year, but we meb are not allowed to say what it is)here is someone who got his dog to say it.
vendredi 8 octobre 2010
Try to keep you hands of that video! Google and Pizzas have much in common....
Now can you find the hidden videos in this obsessive video? Ghislain and
Charlotte have found them all for you to enjoy, just in case. You'll need to
be quick, or to pause.
A couple of technologies that we'll be able to enjoy soon in new ways: first
voice recognition (also to be found on the dragon app for iphone that types
your sms's or tweets as you speak) and the inbedded videos, seen recently in
an addidas spot, but that opens to way to a lot of new opportunities in
making films interactive, or even in helping you buy what you are looking
at. Enjoy
eature=iv#t=42s Click on: The basketball at 0:42 The word “azzip” at 1:33 The fire at 1:47 The weights at 3:29 The word “Florida” at 4:39 The horse at 5:49 The dinosaur at 6:36 Santa at 7:58 The toast at 9:06
This transmission is intended solely for the person or organization to whom it is addressed and it may contain privileged and confidential information. If you are not the intended recipient you should not copy, distribute or take any action in reliance on it. If you believe you received this transmission in error please notify the sender.
Charlotte have found them all for you to enjoy, just in case. You'll need to
be quick, or to pause.
A couple of technologies that we'll be able to enjoy soon in new ways: first
voice recognition (also to be found on the dragon app for iphone that types
your sms's or tweets as you speak) and the inbedded videos, seen recently in
an addidas spot, but that opens to way to a lot of new opportunities in
making films interactive, or even in helping you buy what you are looking
at. Enjoy
eature=iv#t=42s Click on: The basketball at 0:42 The word “azzip” at 1:33 The fire at 1:47 The weights at 3:29 The word “Florida” at 4:39 The horse at 5:49 The dinosaur at 6:36 Santa at 7:58 The toast at 9:06
This transmission is intended solely for the person or organization to whom it is addressed and it may contain privileged and confidential information. If you are not the intended recipient you should not copy, distribute or take any action in reliance on it. If you believe you received this transmission in error please notify the sender.
Get people's attention? Here is how Cebu airways get you to watch. And a top 5 viral this week
Ok it’s Friday so here is something more relaxxing. It does not hurt but has broken the 8millions views barrier, and is in the top 5 most shared videos this week. Here is a good way to ensure that passengers pay attention to the safety demonstration which normally get as much attention as...most ads...
mercredi 6 octobre 2010
Comment un procès a fait un héros d’une vermine?
A la lecture des résultats du procès Kerviel, je ne peux faire qu’un seul constat. La SG a réussi à faire d’un minable escroc un Héros national.
Pourtant me direz vous la SG a bel et bien gagné son procès...Oui c’est vrai.
Pourtant Mister Kerviel est condamné à 5 ans de prison...Effectivement.
Pourtant il va devoir rembourser 4,9 milliards d’euros... Précisément.
Et c’est exactement le problème: si la SG a réussi à se laver de toute culpabilité vis à vis de la communauté financière, si cette dernière à travers ce procès a réussi à prouver que le système financier n’était pas en cause, elle a aussi 'gagné' l’occasion de perdre totalement la face vis à vis du public.
Pourquoi affirmer ça?
C’est assez simple. Demander à J. Kerviel de rembourser l’argent qu’il a fait perdre à la SG, vu les sommes en jeu le transforme immédiatement en victime. Comment penser que ce soit simplement faisable? Le grand jeu des medias et des posts FB est aujourd’hui de calculer le nombre d’années où la somme mensuelle à rembourser s’il doit le faire avant de passer l’arme à gauche. Les appels à un Kervielothon se multiplient (les adresses web sont déja déposées...) dans un grand jeu désinvolte de moqueries pour la SG. Plus tristement le reportage diffusé sur France Info hier soir a bien montré que le public se rangeait autour d’un trader qu’il aurai naturellement du détester.
Nous assistons à une farce qui risque bien de faire beaucoup plus de mal à la SG et au système financier dans l’opinion qu’il ne semble aujourd’hui. Car à gagner légalement de cette façon, la SG a perdu une belle occasion de gagner une bataille d’image. De montrer qu’il existe des sales traders ambitieux et malhonnêtes qui doivent être écartés. Qu’il existe donc aussi un autre type de traders (il en existe bien non?...). Et qu’en bon employeur elle prend ses responsabilités.
La SG a aujourd’hui à gagner la bataille avec un public différent: non pas les autorités, mais le grand public. Celui qui au bout du compte lui permettra aussi de ne pas chuter sous les feux d’ogres gourmands. Celui qui va maintenant réagir. Car en gagnant une bataille juridique elle a perdu une bataille d’opinion. Car en écrasant J.Kerviel elle a transformé un mauvais Gordon Gekko et un attendrissant petit chaton. Ce qui tient tout de même du grotesque. Une opportunité que J.Kerviel a bien compris en déclarant que la banque avait ‘tué le soldat Kerviel’.
Il faudra à la SG beaucoup plus de finesse pour se retourner aujourd’hui et un effort considérable pour que cette bataille juridique ne se retourne pas contre elle en appel. Messieurs les dirigeants, vous avez à faire à un public qui avec l’avènement du digital se voit en égal des puissantes entreprises. Rien ne sert donc d’écraser tout simplement le coupable, on vous demande aujourd’hui un comportement d’entreprise différente. Pourquoi donc ne pas prendre Mr Kerviel à son propre jeu? Pourquoi ne pas en faire un fer de lance contre les mauvais traders? Pourquoi ne pas l’utiliser en échange d’un blanchissement de sa dette? Ce qui semblerai bon joueur où même tout simplement utile tout en l’empêchant de se faire de l’argent sur le dos de son histoire? Car cet argent ne reviendra jamais vous le savez bien, alors autant que cette dette soit utile.
When cutting emissions is taken rather...seriously. No watching if you have a sensitive mind...
Let this spot go for a samll 4à seconds or so and you’re in for a surprise. It’s cut your carbon emission by 10% or else...
Blymee... Thanks Charlotte again!
Blymee... Thanks Charlotte again!
Axe prank, be careful you're on video
Well, this one will surprise you. It’s simple but fun, although I would have wanted a little more. But still, bravo...
http://dirtymorningtest.com/
http://dirtymorningtest.com/
mardi 5 octobre 2010
WWF shows great use of technology. See yourself experience a Tiger's life. In video.
Here is a very bright, and effective campaign for WWF in Russia that really makes great use of technology. It literally puts you in the shoes of hunted Tigers (well if they had them). So see yourself getting shot at in this video.
Courtesy Charlotte Saint Paul
Courtesy Charlotte Saint Paul
vendredi 1 octobre 2010
Allez zou la mouche. Une campagne d'un nouveau genre...
Voici une idée comment dire... Bizarre, incroyable et innovante à la fois. Toute simple et plutôt très efficace ceci dit.
Courtesy Peggy
Courtesy Peggy
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