As much as things like this make me cringe, you have to give it to Lynx for sticking to their guns when it comes to their branding. Of all the deodorant brands on the shelves, I can’t think of any brand that has so vehmently crafted their space in the male deodorant market. And they’ve been doing it for years -- a clear voice, a simple idea, relevant differentiation and a consistent delivery of promise. Classic branding, done well. And while this particular execution reeks of Jeremy Beadle, it’s an original and very loyal idea. Pat on the back for integrated marketers Lounge Group for coming up with this.
Here’s a very powerful ‘interactive’ campaign from Denmark -- http://www.hitthebitch.dk/. Although the idea is clear as day, I’d love to know what she/it exactly says -- anyone Danish out there, do get in touch if you feel like doing some translating. Courtesy of Adverblog
With what seems to be some solid social media integration, something as novel as this should get around -- and rightly so.
Here’s something else that we had in the UK quite recently that starred Keira Knightley. Different approach, equally memorable.
With a really diverse client list (Barclays, Becks, H&M, X-Factor) -Projection Advertising are doing some extremely creative work in a whole manner of ways. Building projections, interactive walls, interactive displays, speaking walls, interactive floors -- it’s a veritable orgy of outdoor messaging.
Here’s their info :
Projection Advertising supplies light projection solutions for retail promotion, advertising, PR and event branding. We work with the latest interactive technologies and the brightest projectors to create engaging, memorable experiences. Our goal for all our clients is to deliver a return on your investment, whether it be a 1 day hire or a permanent installation.
We work with agencies planning and producing outdoor advertising campaigns, public displays and PR stunts for some of the world’s biggest brands.
We manufacture interactive tables for a wide range of applications and with a massive choice of finishes. We hire and install interactive projection systems for trade shows, exhibitions, retail stores, conferences and other venues.
And we also supply custom gobos and entry level projection systems, for both digital and gobo suited applications.
In fact we go further, if you’re looking for any light projection solution Projection Advertising has the experience, technology and enthusiasm to turn your vision into reality.
Now with their new AdTrace technology -- complete with all kinds of technical voodoo wizardry, they can map visuals onto any surface and use that as a canvas for creating dynamic visual displays. I don’t live too far from Waterloo, so was disappointed that I couldn’t get to see their AdTrace premier at Waterloo station a few days ago. Check it out :
There’s a lot of interesting applications that can be made with this kind of medium that Projection Advertising are pushing -- exhibitions, outdoor events, retail environments, experiential branding exercises..a truly limitless medium in theory. In an age where brands are all jumping into the online space to engage and interact with consumers, it’s very refreshing to see such a dynamic and interactive offline approach.
Old school critics will always slate things like this. But let’s think about some things:
Spend a couple of hundred thousand on a one dimensional print/poster campaign with traditional media planning
Get seen by a lot of people…
…but get forgotten by a lot of people
or
Spend thousands on an engaging, entertaining and INTERACTIVE campaign in places where people aren’t used to seeing communications
Get seen by hardly any one….
..but create lasting, memorable engagement with your customers.
oh..
And chuck in the turbo charged WOM the digital age has kindly provided us.
Here’s their 2009 reel, showcasing some of their key technologies used.
Welcome to the 711 club – where if you play your choices right, you might just wake up with a hot Brazilian…
…coffee that is.
I got quite hooked into this online advergame from 7 Eleven. Despite being a bit tacky, it’s well produced, entertaining and definitely an original way to drive product awareness. However, I would liked to have seen tighter social networking integration. These kinds of execution rely almost entirely on ‘share-ability’ and despite the photo sharing feature and a ‘post-to-profile’ Facebook/Myspace link – it seems a little weak. I think something where the content was more integrated with Facebook would have been a wise idea. Still, despite this oversight it’s a neat little piece of work and I can see this getting around.
This week has seen a couple of campaigns making use of people’s phones in order to engage an audience..
A few months ago Toyota released an iPhone app as part of a digital push to draw attention and educate people about the Prius. It allowed you to do a whole bunch of quirky things; a 360″ tour of the interior, the ability to play games, watch ads, draw pictures….. cute little things -- all in-sync with the green natured Hybrid category.
But now Toyota have increased the scale a bit. If you have the app, you can now send pictures that you’ve drawn and get them uploaded onto a giant screen in Times Square for all to see. Watch the vid below for a better idea.
A lot of buzz will come out of this, however I can see it wearing out quickly. After all, how many scrappy drawings can you admire before it all becomes a bit samey? It’s also not going to be live in any sense -- I imagine there will be a HUGE cue of people wanting to get their images broadcasted. It would definitely be more interesting if they could do it so it was more instantaneous and perhaps involved people working together in some way..
Next up is something from Axe Uruguay . Though less green…more blue.
In support of two new fragrances of deodorant spray (one for the day time, one for the night time) a cheeky little print campaign (Lowe Ginko) provides the creative synonym to the sell. The idea, is that after a certain time of the day, sending an SMS text to a designated number will result in you being sent the missing pieces of the picture on you mobile phone. See scantily clad woman below.
Although it feels a little confused to me (day time/night time fragrances = quite premium, mobile phone & voyeurism = not quite premium), it fits perfectly with Axe’s brand promise and the Nuts reading/Dixons employed demographic that tend to buy into this kind of brand (if they have such a thing in Uruguay). I think Axe has pulled this off.. Just. From a measurement perspective there’s also an implication for getting hold of some hard engagement measures using this kind of SMS mechanism -- I’m sure the media bods at Axe will be keeping abreast of all things in that area.
