In this video, Winston Binch, Partner at Crispin Porter + Bogusky, talks with Yahoo’s Shane Steele at the Cannes Lions International Advertising Festival about the importance of Cannes and the science behind creativity. Cannes, says Binch, is “kind of like a digital Switzerland for our industry.” Competitors, he says, “can come here and just talk about what’s going on with our business… there’s some real, honest discussion…”
Some of his biggest challenges? “People tend to avoid advertising more than ever… Our work has to be smarter, it has to be bigger than a gimmick or a joke…” Embedding technology in everything his company does, notes Binch, is key not only to things like analytics and reaching audiences at scale, but also to helping develop creative that truly engages...Yahoo! Advertising Blog
Tuesday, July 6, 2010
JWT AnxietyIndex: Dunkin’ Coffee shows it’s in touch with Spain’s consumers—unlike politicians
The general sensation that politicians are disconnected from reality gets even more pronounced during a downturn, often contributing to anxiety. Several years ago an infamous incident showed Spanish Prime Minister José Luis Rodríguez Zapatero’s disconnect from everyday life: During a TV debate with citizens, a man asked him how much a coffee costs, and Zapatero answered “80 cents,” 40 cents under the actual price. “Zapateros’ coffee” became a classic media buzzword, indicating how out of touch politicians are with their countrymen.
Earlier this year, as Spain’s consumers continued to grapple with high unemployment and other effects of the downturn, JWT created an 80 cent “ZP’s coffee” promotion for Dunkin’ Coffee. Since this low price had existed only in the optimistic mind of the prime minister (nicknamed ZP), we made it real, demonstrating that a “better world” can exist! With only point-of-sale marketing—copy read “This month, have a coffee with a different frame of mind”—the “ZP coffee” got significant media coverage. This simple way of leveraging a catchphrase put a smile on people’s faces and transmitted the brand’s connection with its customers’ needs...JWT AnxietyIndex: Brand Answers for an Anxious World
DDB Creativity: Dream a little dream
It’s time to start thinking beyond viral and even beyond mobile, at least as we think of them now. In this blog post, I’ll talk about how to enable new forms of creativity by harnesssing emerging technologies to elevate the OOH consumer brand experience. Experience Proximity Series The Experience Proximity series is an interactive 3-D media platform designed to redefine the out-of-home consumer experience. The Experience Proximity series presents first-of-its-kind mixed-reality digital signage that is capable of transforming both time and three-dimensional space. The only limitation to augmenting any physical location is the creative vision of the designers. The Experience Proximity consumer experience platform uses proprietary technology to spatially register and align a targeted physical area with one-to-one, millimeter-to-millimeter precision. By tracking the dynamic viewpoint of the observer, the Experience Proximity Lens allows 3-D virtual content to be spatially aligned with and immersed within the surrounding environment. As the observer moves, the content is dynamically repositioned, creating a window-like viewing experience. OOH Interactive Signage KABOOM! This larger-than-life superhero smashes into your theater lobby. As an observer enters the “proximity zone,” the experience proximity display transforms into its immersive mode, engaging the movie patron by using full body tracking and in-world registration. Advanced 3-D rendering capabilities and dynamic gesture recognition allow the observer to cross into this imaginative world by interacting with the characters and engaging in a full micro-gaming experience. Retail Consumer Experiences Merchandise comes to life as stunning lifelike visuals and audio transport your customer into a remote natural paradise. By engaging the natural senses, experience proximity can capture the customer’s attention and provide an emotional connection to the product. Allow this experience to become reality by enabling the customer to book a campsite for the weekend. DDB Creativity
One Degree: Increase Sales with Case Studies
By Jesse Hopps
Case studies are an excellent way to profile your target customers while demonstrating how you solved their specific business challenge. They are often used by Sales to illustrate how an organization has helped clients in a similar industry, size, or other relevant demographic. Use our downloadable Case Study Template to save time & effort with building an effective case study that can help you win more new business.
What is a Case Study?
A case study is a communication tool that outlines how an organization solved a particular business challenge. Typically, case studies include: the problem, analysis of alternatives, recommended solution, implementation, and measurable results.
Case Study Best Practices:
* Always base your case study on an issue that has a significant impact on your target audience. What are the problems that your solution solves?
* Support your case study with hard numbers. Use charts, tables, figures or statistics where applicable to enhance your credibility, but don’t overload.
* Avoid using proprietary terms or technical jargon.
* Insert names, titles, and quotes from customers or partners involved.
* Communicate both the expected and achieved Return on Investment.
Action Plan:
1. Profile your Target Customer – every organization finds a sweet spot in the market that is particularly suited for their products/services. This demographic may be based on Annual Sales, or industry, or any other relevant characteristic. Identify a prototypical customer who had a very strong need for your solution.
2. Contact & Gain Permission – contact your target customer and ask them if they would be willing to work with you to complete a brief case study. They will need to provide you with a quote or testimonial and/or act as a reference.
3. Develop a Case Study Template - you may wish to build more than one case study, so keep them consistent. Use Demand Metric’s downloadable Case Study Template to quickly format your case study.
4. Complete & Sign Off – complete your case study and send a proof to the profiled customer for sign off. Never post or distribute a case study that has not been approved, as many companies restrict marketing collateral rights.
5. Launch your Case Study - ensure your case study is easily accessible to your Sales, Management, or Services staff. Consider sending your case study out in a company newsletter (internal or external) or to potential prospects. Be sure to post your case study on your corporate website under ‘Customers’.
Bottom-Line:
Case Studies can be a very effective method for strengthening your relationship with key accounts, and increase new sales. As these don’t need to take a long time to complete, consider developing a different Case Study for each business problem your solution can solve...One Degree
Case studies are an excellent way to profile your target customers while demonstrating how you solved their specific business challenge. They are often used by Sales to illustrate how an organization has helped clients in a similar industry, size, or other relevant demographic. Use our downloadable Case Study Template to save time & effort with building an effective case study that can help you win more new business.
What is a Case Study?
A case study is a communication tool that outlines how an organization solved a particular business challenge. Typically, case studies include: the problem, analysis of alternatives, recommended solution, implementation, and measurable results.
Case Study Best Practices:
* Always base your case study on an issue that has a significant impact on your target audience. What are the problems that your solution solves?
* Support your case study with hard numbers. Use charts, tables, figures or statistics where applicable to enhance your credibility, but don’t overload.
* Avoid using proprietary terms or technical jargon.
* Insert names, titles, and quotes from customers or partners involved.
* Communicate both the expected and achieved Return on Investment.
Action Plan:
1. Profile your Target Customer – every organization finds a sweet spot in the market that is particularly suited for their products/services. This demographic may be based on Annual Sales, or industry, or any other relevant characteristic. Identify a prototypical customer who had a very strong need for your solution.
2. Contact & Gain Permission – contact your target customer and ask them if they would be willing to work with you to complete a brief case study. They will need to provide you with a quote or testimonial and/or act as a reference.
3. Develop a Case Study Template - you may wish to build more than one case study, so keep them consistent. Use Demand Metric’s downloadable Case Study Template to quickly format your case study.
4. Complete & Sign Off – complete your case study and send a proof to the profiled customer for sign off. Never post or distribute a case study that has not been approved, as many companies restrict marketing collateral rights.
5. Launch your Case Study - ensure your case study is easily accessible to your Sales, Management, or Services staff. Consider sending your case study out in a company newsletter (internal or external) or to potential prospects. Be sure to post your case study on your corporate website under ‘Customers’.
Bottom-Line:
Case Studies can be a very effective method for strengthening your relationship with key accounts, and increase new sales. As these don’t need to take a long time to complete, consider developing a different Case Study for each business problem your solution can solve...One Degree
Partners and Edell Blog: Charm’s Cool
So there’s this company that has an ad campaign.
And it’s the nastiest ad campaign ever aired. How nasty? It presents the competition as complete bumbling shovelheaded buffoons. Commercial after commercial, at great media weights, it humiliates the competition.
And it does so to unprecedented success. Sales are up 46% in the latest quarter. Their stock is up 100% since the same time last year.
It’s competition at this point doesn’t know whether to poop or go blind.
So who’s that psychotically competitive company?
Apple. That poor sad competitor—Microsoft.
And how did they manage to get away with such an aggressive (and I mean North Korean level aggressive) campaign.
Charm.
The campaign is simply charming. The music is charming. The characters as performed by actors John Hodgeman and Justin Long are charming. The writing is charming. The tone, the sensibility, all charming.
To me it’s an absolutely perfect campaign. It’s got incredible longevity. It breaks down product benefits one at a time. And are those benefits clear? Clear as an azure blue sky on a December morning.
And the greatest accolade—it’s become part of popular culture. Not in a Burger King is-the-King-cool-or-just-really-creepy kind of way. It’s just sweet.
And charming.
Nothing cuts a gigantic wildly innovative market dominant software juggernaut down to size quite like presenting them as a cuddly incompetent dork.
And Microsoft still doesn’t appear, after all these years, to know how to deal with it.
Frankly, if I was up against a campaign this good, I wouldn’t know how to deal with it either. Their response still seems to be to just hope it goes away. Which to me, just makes it funnier.
Microsoft’s hugely expensive let’s bring in Jerry Seinfeld and Crispin Porter to go medieval on their collective Apple asses flamed out almost before it began.
And their current “I’m a PC” and I’m human and I’m interesting and I’m…trying way too hard, just doesn’t seem to be cutting it.
That’s how effective charm is.
But the charm also masks how incredibly brave this campaign is.
I have sat in endless brainstorming sessions where companies have clear benefits over the competition. The question inevitably will come up “why don’t we just show people how we’re better—you know, a side by side comparison.”
The client says “No. Why spend money to advertise the competition.”
The lawyer says “No. We’re opening ourselves up to litigation.”
The creative team says “No. It’s just so, y’know, old school.”
And if there’s anything that creative teams dislike more that being seen as unhip it’s being cute. Charm sits precariously on the borderline of the creative purgatory of Cute. Charm is a slippery slope. And no self-respecting creative person ever wants their work to be called Cute. Cute is kittens in baskets with yarn. Cute is babies in plant costumes. Creative people like to be funny and Cute isn’t funny. People will laugh at your Cute commercial, but it’ll be behind your back. Cute is creative death.
But Charm, as with all weapons, is incredibly effective when aimed accurately.
For example, what happens when Charm gets mixed together with wildly eccentric?
You get The Most Interesting Campaign Of The Year for The Most Interesting Man In The World. How interesting is he?
“His blood smells like cologne.”
“He lives vicariously through himself.”
“He once had an awkward moment just to see how it feels.”
“His reputation is expanding faster than the universe.”
“His beard alone has experienced more than a lesser man.”
“The police often question him just because they find him interesting.”
That’s the campaign for Dos Equis. And that’s the legend of The Man. We’re captivated. We’re entranced. And when he finally speaks to us in this TV commercial, does he go for a call to action? Does he extol the virtues of the beer? Not for him to stoop to such corporate stoogery.
“I don’t always drink beer, but when I do, I drink Dos Equis.”
Don’t always drink beer? In a beer commercial?
Now that’s a charmer
In an ad category of manscaped smugsters and beer-swilling bubbahs, The Most Interesting Man In The World uses wit as a weapon. Rather than celebrating the stupid and puerile, the appeal to the 12-year-old mind in an adult body, this advertising recognizes the fact that your voice has changed, you’ve got body hair and your testicles have descended. It’s a campaign for grown up men.
And the charming man gets the girl. Not the pull my finger guy.
Apple and Dos Equis. Charm rules.
So why aren’t there more charming campaigns? The most obvious reason is that they’re really really hard to do. They rely heavily on tone of voice, wit, style, incredible casting and great restraint. All elements that are hard for a lot of marketers to get their heads around. It all feels kind of touchy-feely in the hard-charging, media-neutral, results-oriented, innovate-or-die world of marketing today. And charming campaigns don’t test particularly well. So much is reliant on nuance. Sitting down 15 guys at $100 bucks a crack at a shopping mall on a snowy night in Regina virtually guarantees focus group suicide. Go ahead, ask them if they find it charming.
But when it’s done right. When all the precarious elements work together, charming campaigns are the ones that stand out, that really differentiate and captivate.
And boy do they work.
Like a, you know, charm...Partners & Edell Blog by John Farquhar
And it’s the nastiest ad campaign ever aired. How nasty? It presents the competition as complete bumbling shovelheaded buffoons. Commercial after commercial, at great media weights, it humiliates the competition.
And it does so to unprecedented success. Sales are up 46% in the latest quarter. Their stock is up 100% since the same time last year.
It’s competition at this point doesn’t know whether to poop or go blind.
So who’s that psychotically competitive company?
Apple. That poor sad competitor—Microsoft.
And how did they manage to get away with such an aggressive (and I mean North Korean level aggressive) campaign.
Charm.
The campaign is simply charming. The music is charming. The characters as performed by actors John Hodgeman and Justin Long are charming. The writing is charming. The tone, the sensibility, all charming.
To me it’s an absolutely perfect campaign. It’s got incredible longevity. It breaks down product benefits one at a time. And are those benefits clear? Clear as an azure blue sky on a December morning.
And the greatest accolade—it’s become part of popular culture. Not in a Burger King is-the-King-cool-or-just-really-creepy kind of way. It’s just sweet.
And charming.
Nothing cuts a gigantic wildly innovative market dominant software juggernaut down to size quite like presenting them as a cuddly incompetent dork.
And Microsoft still doesn’t appear, after all these years, to know how to deal with it.
Frankly, if I was up against a campaign this good, I wouldn’t know how to deal with it either. Their response still seems to be to just hope it goes away. Which to me, just makes it funnier.
Microsoft’s hugely expensive let’s bring in Jerry Seinfeld and Crispin Porter to go medieval on their collective Apple asses flamed out almost before it began.
And their current “I’m a PC” and I’m human and I’m interesting and I’m…trying way too hard, just doesn’t seem to be cutting it.
That’s how effective charm is.
But the charm also masks how incredibly brave this campaign is.
I have sat in endless brainstorming sessions where companies have clear benefits over the competition. The question inevitably will come up “why don’t we just show people how we’re better—you know, a side by side comparison.”
The client says “No. Why spend money to advertise the competition.”
The lawyer says “No. We’re opening ourselves up to litigation.”
The creative team says “No. It’s just so, y’know, old school.”
And if there’s anything that creative teams dislike more that being seen as unhip it’s being cute. Charm sits precariously on the borderline of the creative purgatory of Cute. Charm is a slippery slope. And no self-respecting creative person ever wants their work to be called Cute. Cute is kittens in baskets with yarn. Cute is babies in plant costumes. Creative people like to be funny and Cute isn’t funny. People will laugh at your Cute commercial, but it’ll be behind your back. Cute is creative death.
But Charm, as with all weapons, is incredibly effective when aimed accurately.
For example, what happens when Charm gets mixed together with wildly eccentric?
You get The Most Interesting Campaign Of The Year for The Most Interesting Man In The World. How interesting is he?
“His blood smells like cologne.”
“He lives vicariously through himself.”
“He once had an awkward moment just to see how it feels.”
“His reputation is expanding faster than the universe.”
“His beard alone has experienced more than a lesser man.”
“The police often question him just because they find him interesting.”
That’s the campaign for Dos Equis. And that’s the legend of The Man. We’re captivated. We’re entranced. And when he finally speaks to us in this TV commercial, does he go for a call to action? Does he extol the virtues of the beer? Not for him to stoop to such corporate stoogery.
“I don’t always drink beer, but when I do, I drink Dos Equis.”
Don’t always drink beer? In a beer commercial?
Now that’s a charmer
In an ad category of manscaped smugsters and beer-swilling bubbahs, The Most Interesting Man In The World uses wit as a weapon. Rather than celebrating the stupid and puerile, the appeal to the 12-year-old mind in an adult body, this advertising recognizes the fact that your voice has changed, you’ve got body hair and your testicles have descended. It’s a campaign for grown up men.
And the charming man gets the girl. Not the pull my finger guy.
Apple and Dos Equis. Charm rules.
So why aren’t there more charming campaigns? The most obvious reason is that they’re really really hard to do. They rely heavily on tone of voice, wit, style, incredible casting and great restraint. All elements that are hard for a lot of marketers to get their heads around. It all feels kind of touchy-feely in the hard-charging, media-neutral, results-oriented, innovate-or-die world of marketing today. And charming campaigns don’t test particularly well. So much is reliant on nuance. Sitting down 15 guys at $100 bucks a crack at a shopping mall on a snowy night in Regina virtually guarantees focus group suicide. Go ahead, ask them if they find it charming.
But when it’s done right. When all the precarious elements work together, charming campaigns are the ones that stand out, that really differentiate and captivate.
And boy do they work.
Like a, you know, charm...Partners & Edell Blog by John Farquhar
Business Insider: 10 Things You Need To Know This Morning
Good Morning! Welcome to the news:
* Twitter's next revenue plan is reportedly to use the account @earlybird to tweet daily deals.
* Netflix entered into an agreement with movie maker Relativity Media, giving it exclusive streaming rights to Relativity movies.
* Prince says the internet is toast. Prince says it's like MTV. It was once hip, but now its outdated.
* MySpace is looking to sign a new ad deal to replace the Google deal which is ending.
* News Corp is looking to sell the Fox Audience Network (FAN), which runs many of MySpace's ads. If News Corp. sells FAN, then expect it to sell MySpace, reports Michael Arrington.
* The Apple versus Google battle is expected to dominate conversation at the annual Sun Valley mogul-fest.
* Apple is reportedly planning for iPads to hit a run rate of 2 million per month now.
* The price of labor in China is about to rise, and along with it, the price of smartphones, netbooks, and digital cameras will also rise.
* Daily Deal site Woot! (recently acquired by Amazon) wants the AP to pay it $17.50, for using too much of a Woot blog post in a story.
* Watch out for earnings estimates to start getting cut by analysts.
Read more: Business Insider
* Twitter's next revenue plan is reportedly to use the account @earlybird to tweet daily deals.
* Netflix entered into an agreement with movie maker Relativity Media, giving it exclusive streaming rights to Relativity movies.
* Prince says the internet is toast. Prince says it's like MTV. It was once hip, but now its outdated.
* MySpace is looking to sign a new ad deal to replace the Google deal which is ending.
* News Corp is looking to sell the Fox Audience Network (FAN), which runs many of MySpace's ads. If News Corp. sells FAN, then expect it to sell MySpace, reports Michael Arrington.
* The Apple versus Google battle is expected to dominate conversation at the annual Sun Valley mogul-fest.
* Apple is reportedly planning for iPads to hit a run rate of 2 million per month now.
* The price of labor in China is about to rise, and along with it, the price of smartphones, netbooks, and digital cameras will also rise.
* Daily Deal site Woot! (recently acquired by Amazon) wants the AP to pay it $17.50, for using too much of a Woot blog post in a story.
* Watch out for earnings estimates to start getting cut by analysts.
Read more: Business Insider
Monday, July 5, 2010
Profectio: National Film Board of Canada Launches iPad App, Instant Access To Over 1,000 Documentaries
The National Film Board of Canada (NFB) launched its own iPad app last week that gives Apple iPad owners access to over 1,000 NFB documentaries, animated shorts and trailers, streamed over Wi-Fi and 3G wireless networks. It includes a selection of films in 3-D and stunning high definition. Users will also be able to download and store a film for up to 48 hours, for off-line viewing.
The app has the same features as the NFB’s iPhone app but has been optimized to take advantage of the inherent qualities of the iPad.
Features:
* Watch over 1,000 free movies
* Access a kids’ channel with fun and educational content for children
* Store films for up to 48 hours for off-line viewing
* Browse films by channel/category
* Search for films by title
* Bookmark your favourite films
* Browse related content while viewing a film thanks to split-screen technology
Profectio
The app has the same features as the NFB’s iPhone app but has been optimized to take advantage of the inherent qualities of the iPad.
Features:
* Watch over 1,000 free movies
* Access a kids’ channel with fun and educational content for children
* Store films for up to 48 hours for off-line viewing
* Browse films by channel/category
* Search for films by title
* Bookmark your favourite films
* Browse related content while viewing a film thanks to split-screen technology
Profectio
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