Smart stunt. Transavia, a low-cost airline run by KLM and Air France, offered seemingly high-cost potato chips, Gummi Bears, and granola bars in vending machines and grocery stores that doubled as tickets to European destinations.
A toilet paper gave babies a choice of touching something soft, like a doll, or touching something less soft, like a motorcycle or a leather bag filled with money. Whichever the baby touched, the parents took home. Of course, the baby went for the soft thing, disappointing parents and proving the advertiser’s point. While this makes a fun 2-minute film, they instead streamed each “contestant” live as an online game show. It’s hard to tell if it worked – is “160K live views” a lot in Singapore? http://www.canneslionsarchive.com/winners/entry/594965/the-softtest
Canal+, a premium cable service like HBO, sells its entertaining service with entertaining commercials, but the sign-up process was drudgery. As are ALL sign-up processes. But they took two characters from one of their properties to make the sign-up process more entertaining. I’m about to move. Perhaps our electric utility could get Key and Peele to make signing up more interesting. Agency: BETC, Paris. http://www.youtube.com/watch?v=E-viEhAx5JY (Skip to :43 to start.)
This is a simple, fun spot that’s executed perfectly. But what I especially admire is all the things this commercial ISN’T: demos of CGI stomach diagrams expanding and turning from blue to red, a woman at a party agonizing over how to handle the hostess offering her bruschetta, a man trying to hide his discomfort.
When you think of the commercials for urinary problems that feature pipe people, or the football-throwing big toe for a toe fungus remedy, this looks even smarter. A breath of fresh air even.
There are two other spots, but this one is my favorite.
Agency: adam&eveDDB, London. Directors: Kyra Buschor, Constantin Paeplow. Via: The Drum.
Serial showed that podcasts could get big audiences and impact the culture enough to earn an SNL parody.
While many companies offer podcasts, any that I’ve started to listen to sound more like the audio version of webinars (BOH-ring!).
But Slack, a maker of an interoffice communication platform, has created their first 28-minute podcast and I found it as entertaining my favorite public radio podcasts, Radiolab and Planet Money. I listened to it all the way through. A first for any branded podcast.
As Radiolab is to science and Planet Money is to economics, so Slack Variety Pack is to office culture.
Their first episode is fast-paced and engaging with really rich production value. And by “rich production value,” I mean that it sounds like it cost a lot to write, record, and mix.
What’s really interesting to me is how soft-sell it is. That is, there’s 28 minutes of production and about 6 seconds of sell — “…brought to you by Slack. If you don’t know what Slack is, go to Slack.com and change your working life forever.” And, at the very end, there's a tagline. Kind of. "Making work less worky." And that's it.
When I rip off their format for one of my clients, I won’t be so coy about the sponsorship.
The show is produced by a company in Vancouver with folks who used to work for the Canadian Broadcasting Corporation, Canada's NPR. So that explains the accents.
Get the free app. Pre-register your dog. If your dog goes missing, press “Lost” and a “Lost Dog” ad will be posted to Google’s display ad network to everyone in a 1.5 mile radius and push notifications go out to dog owners nearby who have signed up for the app.
That’s a nice bit of helpful utility that, along with their support of shelters and dog adoption, shows that Pedigree is on the side of dog owners and dogs.
But, be warned that you’re already too late to get on this bandwagon. Anyone from this point on who tries to do something creative with their pre-roll ad will be a follower and not an innovator. We'll all have to find something else.
Xbox is launching “Gears of War Ultimate Edition,” a remastering/upgarding of a popular game. So they offered to remaster/upgrade some fans’ Gears of War tattoos. And it culminated at Comic Con. I love the idea. But the video could’ve been a minute instead of 4:04.
You’ve seen them stalking you online. In a weak moment, you check out a shoe on Zappos or a mustache-shaped septum ring on Overstock (or maybe that’s just me) and it follows you around the internet the next couple of days in retargeted banners.
Post-It played with that diabolical digital functionality to demonstrate one reason why you buy Post-Its: to remind yourself of stuff.
So Post-It’s banners invite you to enter a reminder right in the banner and then that reminder will follow you around as you surf. Smart.
Omo detergent has a nice campaign that says, “Dirt is good.” Basically encouraging people to not hold back on account of your clothes. Because Omo (Persil in some countries) will clean your clothes, feel free to be creative, and get messy. They take it another step by featuring kids, who typically get far more messy than adults and are therefore a better torture test.
These ads take on an easy enemy. Free play outside versus screens is no contest really, but the ads still make their point beautifully.
But I’ll go ahead and stick my neck out and say that this will win.
I'm a curmudgeon when it comes to :90 cuts. Most of the time, the director and/or creatives have fallen so in love with their footage that they forget to make their spot last only as long as it needs to. (Case in point: https://www.youtube.com/watch?v=iccscUFY860) But I think this one holds up for 90 seconds.
I love the sets and how dark they kept the film. Very nice. Though the ending might have been different with the mention of air travel and the TSA, eh?
Regram or make a screenshot and play with the filters to reveal hidden messages. People who posted the revealed messages with the hashtag #Pinch_Me could win Ted Baker stuff.
This article from Simply Measured (click the image to read) points out that one key media outlet and two influencers contributed the most engagement. The numbers don’t look THAT impressive. And “potential” impressions strikes me as a little suspect as a measure of success. But it probably didn’t cost that much to create, so the ROI was probably good.
A simple, clean, smart campaign for taking the subway in Beijing. I like that they put the logo and tag in the photo instead on top of the photo. And I like the deadpan expressions of the firemen — it’s like they do this all the time.
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