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T-Mobile – Talk Drop

From Germany, a tough challenge for those who love talking for hours and hours on their mobile. Organized by T-Mobile, the contest see teams of 2 people aged 18 to 25 constantly talk to each other, day and night. The team that shuts the talking for more than 10 seconds, is striked out. Every two hours, each participant gets a 10 minute break (eat/drink,toilet etc). The other talker has to continue talking to himself and if the team member doesn’t return on time, they are also striked out. The team that resists until the end wins 10 000 euro.

A very interesting way of attracting customers. The message this sends is very simple, you can call as much as you want with T-Mobile!

It’s basically turning a simple phone call into a tourney. But how can this be considered marketing? Very simple, because;
1. Participants create buzz.
2. It promotes T-Mobile as a brand.
3. It attracts young, competitive people.

Buzz is always good, and the more buzz, the better, unless it’s negative buzz of course. But that’s common knowledge, the problem is, how to create buzz within the right target audiences? Because a company can create a funny video, but if that only floats around between elderly women, but the target audience is young males, you’re doing something wrong.

This campaign doesn’t show any focus on a specific target audience, but it speaks for itself that only young people with time on their hands and that make a lot of use of their mobiles are attracted to tourneys like this. T-Mobile manages to find the correct target audience using a campaign like this, and that’s commendable.

Written on 01-05-2011.
Published on 01-21-2011.

Durex

I’ve to laugh a little before I can think straight. Hahaha, this is one very funny campaign, especially if you think about the location. This ‘art’ was made on some of the busiest streets in the Netherlands. Making normal street tiles look like condoms, it’s funny and creative.

Ribs or knobs? Which one do you prefer?

Well, it doesn’t really matter for Durex, they just want to sell them. And by creating a campaign like this even the shiest of people are confronted with condom usage, not only making people realize about the use of condoms, but automatically associating Durex with them.
It’s actually a very smart way to handle the target audience, by creating things like this, pictures being posted online, friends telling each other about ‘what’s painted on the ground over there’ is just the logical next step. Buzz.

But there’s no way this is legal, right? You can’t convince me that this is some kind of ‘removable paint’. Although very creative and effective, this mihgt not be a good idea for every company. Just slapping your name on every wall or street that has some open space is not a good idea, actually, according to almost every government in the Western countries, this is considered vandalism. I’d still do it though, because it’s just brilliant (I’m not advising you to do something like this, or at least, make sure you don’t get caught).

But to end this, :thumbsup: from me! Durex, please make sure to keep entertaining us with stuff like this in the future!

Written on 01-03-2011.
Published on 01-21-2011.

The Shopping Boys

Since last fall Les Shoppen Boys are a marketing case in France. A bunch of men, wearing only red boxers act as models in Celio stores (a mens clothing chain), and help women choose clothes for their partners. If you’re not sure whether a t-shirt will fit your boyfriend, you pick a “Shoppen Boy” who looks the same size as your man, and he tries the t-shirt on for you.

Basically the Shoppen Boys are the commercial version of the Full Monty…

Now the action has gone further, cashing on the PR. They’ve launched a site to recruit the 12 Shoppen Boys who will appear in the Celio 2008 calendar. Becoming one of the them is not easy, as men have to prove their skills sending a video in which they dance wearing only the boxers and following the music of the official soundtrack.

This campaign has become very successful, with women becoming curious and visiting the stores it creates new clientèle, buzz and traffic online. With calenders being sold it has even become lucrative.
It’s even gone as far as having been on the news and other television shows. This is one of those campaigns of which can be said, success!

However, it’s not very creative if you start thinking back. Hasn’t this been done before? Isn’t this idea old? If you’re thinking that, you are right. Remember Abercrombie & Fitch? Of course you do, it’s that brand with the strange store-formula. Models walking in and around the store, looking great while helping customers, whether they’re in their briefs or walking around in the latest pair of Abercrombie jeans. I have a feeling this idea might’ve been stolen.

Written on 12-28-2010.
Published on 01-21-2011.

Revero – Denim Benches

From Israel, a guerrilla marketing campaign for denim brand Revero. Maybe it’s not really groundbreaking, but given the product advertised, it’s obviously interesting. Actually what’s relevant to notice is that they spotted a new advertising space available in public spaces.

The agency behind it is Dear Communications Hub, you can find more images from the campaign on Flickr.

I think this is one the better guerrilla marketing strategies, actually giving to the community, helping out local governments and creating buzz. These pictures have been floating around the internet for a while now and have had a lot of impressions.

For Revero this is ideal, the idea is new and hip and creates buzz,  but not only that, they managed to spot new places to advertise.
Local governments can use the revenue from these campaigns to actually fix broken benches, build more benches, and thus create more places for advertising and recreation.

Actually, with the main focus of this campaign being the placement of the advertisements, it can make one think of what other public places could be used for marketing. Even the smallest companies could make use of public property (with permission of course), without very high costs, and even more, advertising can remain very local, which nowadays is becoming rare.

Written on 12-27-2010.
Published on 01-21-2011.

Sidewalks of Paris

A strong guerrilla campaign done in France by Médecins du Monde to get people’s attention on the drama of clochards sleeping and dying on the streets every winter because of the cold.
Copy says: Every winter, hundreds of homeless die on the sidewalks. React.
The agency is Euro RSCG C&O.

A very clear way of presenting a message is what this is. Making the street poles look like crosses definitely attracts attention. Although the presentation is not a very original idea, the usage (message) is.
The ‘crosses’ give the message a deeper feel, it’s not as simple as a poster with big letters on it saying HELP, it actually gives the reader the feeling that he/she is confronted with the actual scenario of someone dying in the cold somewhere on the street.

I think this strategy, albeit not very original, was used in the correct way. By deepening the feeling the message gives it forces ‘those feelings’ onto everyone reading it.

The location is also perfect, near a church where a lot of people cross. The church makes the message all the more heavy. Forcing one to think about life and death.

Written on 12-25-2010.
Published on 01-21-2011.

Fat Missing?

From Australia an original and ironic campaign to promote milk’s benefits. By Marketforce, West Perth.

[via Advertising/Design Goodness]

Created for ‘Brownes’, a company that produces dairy products and is located in Australia.

The message that this campaign sends is very simple ‘Milk is good for you’. It’s definitely a very well thought off campaign and it managed to attract a lot of attention, and of course, very creative and original.

But there are 2 things I don’t like about this campaign;
First, if you look at the images used on the cartons, if these packages were really to be put on the shelves that would be plain disgusting. No offense to the models or fat people in general. But I like to drink milk straight from the carton, and the first thing I think of when putting my mouth on the edge of this carton would be the image on the side. It’s a funny campaign and very creative, but the packaging just turns into something very unattractive for me as a consumer.
Secondly, the message is a bit of an exaggeration,  if people were to slim down from milk, every fat guy in the world would be drinking it. Milk isn’t slimming, even though proteins are helpful when building muscle, recovery, stamina and after your workout, that doesn’t necessarily mean drinking milk will help you lose fat, working out does, there is no magical way of losing fat (unless you count surgery as magic). Personally I have a feeling the main message is somewhat misleading.

 

Written on 12-22-2010.
Published on 01-21-2011.

Black Eyed Peas – Oprah

The Flash Mob performed during the Black Eyed Peas concert in Chicago (in honor of Oprah Winfrey) was one of the biggest ever performed and is currently known all across the world.

It all started out with a small group of dancers, these dancers went up to people before the start of the concert and asked them to participate in the flash mob, as more people were mobilized everyone started teaching each other a simple dance that was to be performed during the concert. This way more and more people were drafted and the amount of participants become astoundingly large.

A few factors attributed to the fact this became an extremely successful strategy;
1. The song was already known worldwide, and of course, it’s a great song.
2. It went from guerrilla marketing to viral marketing as millions of people watched the video’s posted on the net.
3. It was re-watchable, basically, once you’ve seen it, you’ll probably want to see it a couple more times.
4. The amount of buzz created from the video’s posted online was tremendous, people all across the world started talking about it and the link was shared on almost every social networking site.
5. For marketeers, this was a brilliant strategy. It was thought-provoking, people started thinking ‘How can I make something like this happen?’. And of course for marketeers, the question was, how to link a brand to something like this?

It was a memorable marketing strategy, whether or not the original idea was meant for marketing usages, it became one in an instant.

 

Written 12-19-2010.
Published on 01-21-2011.