The German way of comparative advertising:
Mercedes-Benz agency Jung von Matt initiated an unusual test-drive for the New Actros to convice even the hardest critics - the competitors. The truck was redesigned to assemble a usual German cab - in color and signage. Cab-requests from the MAN and Volvo headquarters were serviced with this “unusual ride”.
Result: Positive feedback by competitor’s employees for the vehicle overall and quite some public attention.
Soundcoud.com. Music goes Social Media.
I love the concept. Definitely an “idea worth spreading”.
Can’t stop laughing!
Incredibly funny ad, that falsifies some prejudices & connects strangers. Nice messaging for a beer.
How to explain a complex safety feature to the consumer in an easy, creative, innovative way?
For example that way.
Created by Jung von Matt.
“My desk offers my thinking a home.”
A little homage to the desk.
“BMW Germany is literally getting into consumers’ heads, by burning its logo onto the insides of their eyes”, using flash projection. This ad was created by Serviceplan in Munich. An interesting concept, that is very well integrated into the storytelling of the ad.
When watching the ad and reading the article on AdAge, I was bound to think of James Vikary and his experiments of subliminal advertising in the 50s, which led to the ban of subliminal cuts in the U.S.. Is this the 21st century version of subliminal cuts?
A BMW spokeswomen said: “We literally got inside people’s heads.” In my opinion this is the goal of every marketing effort. But this technique has the potential to be used without the consumer knowing, below threshold.
In this case I see a fine line between creativity and manipulation. The further development of this technique and integration in more ad campaigns has the potential to become a question of ethics.
via: Harvard Business Review, Vision Statement. Mapping the Social Internet. A very interesting depiction about the different ways people around the world adopt Social Media and another hint for marketers that although we are living in a globalized world the old rule of traditional marketing still exists. “Every market is different and a good idea can’t be transferred directly from one market to the other.” A Social Media campaign can “fly” around the world but market research helps you anticipate where it goes and in which area you might need other support.
Social Media is not the solution…
… it’s just the tool that get’s you there.
Just recently a friend of mine posted this question on Facebook. “How would you best convince a company to start using social media? If you had to, why would you tell them to use twitter?”
I gave him this answer:
The big question is not, whether or not they should use social media/twitter. Twitter is just a tool. The big question is, what do they want to accomplish and how Social Media/Twitter can help?
Social Media is a great tool but we all know, it is not for everyone. If you want to enter a conversation with your customers you better be prepared.
If you have identified a company’s/brand need, the rest is, in my opinion a piece of cake. Show them the numbers, demographics, leads generated and best practice solutions.
Social Media can be a success story, if you know what you want to accomplish. If you don’t know it and you just want to be in it, you better leave it. It takes a village to monitor social media and keep the conversation going. You have to be quick. It’s not like advertising, where you have time to perfectionize the message you are sending out to the public for months. It is more like Public Relations. Only that the public are not just some stakeholders, it is literally “the public”. A lot of company’s are out there but only few have mastered social media, yet.
If you have identified social media as a potential tool to support your goals, decide on how you want to present yourself and what would be most valuable to your customers. Do you want to establish yourself as a thought-leader in the business, or do you want to give your company a face, a persona. Do you want to act rational or emotional? What works best for your company to achieve your goals? Treat social media as “normal” life. You don’t want to interact with someone who is changing his/her mood or tone of voice all the time. Do you want to enter a conversation with someone who is unpredictable? I don’t. I want to talk to people I trust to give me input and answers I might not have thought of. But I have to trust them first.
You can transfer people’s needs in conversations from “real” life to “online” life. That means, that you have to talk in one voice to establish trust. When trust is established you can send your valuable messages out and will reach people who are interested in what you have to say.
Take my advice: Social Media is nothing you want to rush into. It’s a strategy that leads you to your goal. But it might not be the right strategy for you. If it is: You better make sure you do it right. We don’t want you to get burned!
Revealed on Monday, June 28 this spot made it #2 in Adweek’s Top 10 Viral Ad Campaigns Chart in just 4 days. 1.8 Million people have seen it since Monday. Quite a success story! It can be anticipated that this spot fuels sales even more. TiPB reports 1.7 Million iPhone 4S sold until monday since it went on sale on June 24.
Louis Armstrong’s song “When you are smiling” fits perfectly. No single word is needed to express the emotion, which makes this Ad a perfect candidate for a global (viral) campaign. although it ads a strong American touch to it when showing the “father-to-be” who is serving the military abroad. I am curious whether Apple might alter this scene, which is in my eyes the most powerful one, in different markets.
Creative Guerrilla Marketing.
