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Mastering the Jedi art of Marketing
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Introducing the new Nike+ experience

Introducing the new Nike+ experience | The Marketing Suitcase | Scoop.it

Nike today unveiled Nike+ Basketball and Nike+ Training, two new experiences connecting digitally enabled footwear with interactive mobile applications that together deliver a revolutionary sport experience. Nike+ Training is your new personal trainer that delivers challenges and tracks your performance. Make your training experience inspirational, full of variety, competitive, and fun.

The new Nike+ Basketball experience breaks down the user’s game to deliver information and measurement, which in turn provides motivation. Nike+ Basketball measures how high, how hard and how quick players play each game.

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Citroën DS5 launch to be promoted through Twitter race | The Drum

Citroën DS5 launch to be promoted through Twitter race | The Drum | The Marketing Suitcase | Scoop.it

Euro RSCG Amsterdam and international creative studio Perfect Fools have collaborated to promote the launch of the Citroën DS5 through a Twitter race.

The one-day race will take place in the Netherlands on Thursday, and will involve a driver and co-pilot following directions sent via Twitter, giving users the chance to win a new Citroën DS5 by directing the car to where they are, with the most prolific tweeter persuading the drivers to come to their location.

 

read the rest of the story on The Drum.

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[En direct des agences] Les news de la semaine | FrenchWeb.fr

[En direct des agences] Les news de la semaine | FrenchWeb.fr | The Marketing Suitcase | Scoop.it

5 budgets pour Happy Together, l’Institut français opte pour Duke Razorfish, Dailymotion Cloud s’enrichit, Yahoo aborde le virage du mobile, Mediapart se mettrait aux e-books… Retour sur l’actualité de la communication, du marketing et de la publicité de cette semaine.

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Pourquoi Renault brade sa Twingo

Pourquoi Renault brade sa Twingo | The Marketing Suitcase | Scoop.it
L'un des véhicules phare de la marque au losange va être vendu moins cher que la Logan de Dacia. Contrairement à ce que l'on pourrait croire, il ne s'agit pas forcément de baisser les prix pour attirer le client.

6.990 euros, c'est moins cher qu'une Logan. Selon des informations de la Tribune, confirmées par Renault, la célèbre Twingo va être, pendant deux mois, vendue 31% moins cher que son prix de catalogue et 610 euros de moins que sa petite soeur roumaine, la Dacia Logan, qui fait pourtant partie de la marque à bas coûts de Renault. Une affaire pour tous ceux qui ont encore une voiture à mettre à la casse. En effet, cette ristourne sera conditionnée à la reprise d'un véhicule de plus de huit ans.

Pour le constructeur par contre, cela à tout l'air d'un aveu de faiblesse, face à une chute sans précédent de ses ventes sur les marchés européens et français. Selon les derniers chiffres du CCFA publiés ce vendredi, la marque a enregistré une baisse de ses immatriculations de 26% sur le mois de juin, contre 13% pour l'ensemble du marché. Depuis le 1er janvier les ventes Renault se sont effondrées de 10%, contre 1,8% seulement pour le reste du marché français. Même la marque Dacia, habituée à relever le niveau, accuse sur cette période une chute de 44%, faute de nouveauté cette année.

... lire la suite sur l'Expansion.com
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Tesco’s subway virtual store | Adverblog

Tesco’s subway virtual store | Adverblog | The Marketing Suitcase | Scoop.it
Ambient marketing meets mobile commerce. This project coming from Korea is awesome. It's an award winning campaign and a case-study to be analyzed by sociologists at the same time!
In South Korea people spend a lot of time commuting and they don’t really have much time (nor will) for super market shopping. So, here is the idea: Tesco (Homeplus in Korea) created a virtual store in the subway where commuters can buy their groceries out of a virtual wall.They just need to scan QR codes with their smartphones, products are added to their virtual cart and they get delivered to their homes as soon as they are back. I can only say “wow”!!!!
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The Tweeting Fridge ... the What??? Yes a fridge that tweets

Briefing:
The World Health Organization recommends drinking 2 liters of water each day. However, Brazilians average is only 1.2 liters a day.
The reason for the low average is simple: people don't remember to drink water, especially during work hours.
To change that, Bonafont, the market leader in bottled water, wanted to increase the consumption of its product by making people remember to drink more water daily.

Solution:
We started by sending a desktop mini fridge with 2 liters of Bonafont to one of the most influential twitters in the country.
So far, it was only an innovative gift. But the story changed when the fridge was opened. Thanks to technology, we gave the device a digital life.
Every time the fridge door was opened, a tweet was automatically posted on the celebrity's timeline, telling her thousands of followers she was drinking water, and motivating them to do the same.
With hundreds of predefined messages, every day her network was reminded to take an extra sip.
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Nike iD real-time customized billboard - The Celebration

A 1000 design submitted online | One winner | A real time customized billboard and a video worth sharing... not bad!!
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SCHWEPPES - What did you expect ? Great work cannot be denied!

Schweppes, What did you expect ? by Fred + Farid Group the Schweppes 2011 campaign introduces you to the universe of David LaChappelle guided by the much charismatic Uma Thurman. An entertaining ad campaign that could leave you ... agreably confused!!
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The best display ad I have ever seen so far... Will you chase pleasure as well

The best display ad I have ever seen so far... Will you chase pleasure as well | The Marketing Suitcase | Scoop.it
I have completed Magnum Pleasure Hunt across the internet. Beat me if you can.
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5 YouTube Marketing Tips for Better Engagement

5 YouTube Marketing Tips for Better Engagement | The Marketing Suitcase | Scoop.it
In addition to its incredible success as the de facto portal for video uploads and viewing, YouTube is itself a community. For brands, it provides an additional viable opportunities to spark discussion with followers. It’s a place to build relationships and create a space for users to converse with each other about branded content.

Just as Facebook has become an incredibly popular place for brands to maintain a dialogue with their customers, YouTube offers a similar opportunity, although the conversation is driven primarily by video content. Treating YouTube not only as a platform for video distribution, but as a forum for engagement deepens the customer experience.

So how do companies make the most of the conversations happening on YouTube?
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Adidas – All In 3d Show [Video]

Adidas – All In 3d Show [Video] | The Marketing Suitcase | Scoop.it
Adidas put together a sick 3d show to advertise themselves and what seems like what they have coming out for 2011. To bad Ralph Lauren flipped this same concept before Adidas, guess those 3 stripes stand for 3rd place when it comes to bringing something new.
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Kobe Bryant is, "The Black Mamba".

This trailer is a ginormous production starring Kobe Bryant along side celebrities, Bruce Willis, Danny Trejo and Kanye West directed by Robert Rodriguez. Once again produced by Nike with just Big names behind a marketing strategy that has made wonders for the Beaverton company over the years. But just as some people wonder what makes the success of Nike, I do as well.... Yes, Nike has always sponsored the best athletes sports disciplines had to offer. And let me tell you one thing: they do not so much focus on products... One of the major brand values Nike has always tried to convey is "providing exceptional success to whomever sports a Nike product". Following that logic, Nike focuses the camera on legends that sports their products: Michael Jordan, Kobe Bryant, Lebron James in Basketball; Michael Johnson and Team USA in track & field; Tiger Woods in golf; Paul Rodriguez in Skateboard; Rafael Nadal & Roger Federer in tennis; and the list still goes on. As a matter of fact this strategy cannot possibly go wrong (Even when the private life of these players get in the mix, ie Tiger Woods or Kobe Bryant) because since a myriad of consumers look up to these legends, they might as well try to reproduce, mimic and buy the same things that these legends do to get a bit of their success. But all in all what I am doing is just underlining the light and shining aura of all these celebrities and brand. Behind this is more than that. It is a philosophy of success, because all the names I have mentioned above have a common stand point. They have not achieved success because of Nike in itself. Nike arrived much afterwards. These sports legends, movie stars, and singers managed to have their names carved in gold plates because they have put the bar VERY high, then kept their eyes on the prize. Constant WORK, DISCIPLINE and DEDICATION has done the rest until they have reached the mountain tops. But if you look at the mountain top first you're going to think that it is an unachievable feat, so I would. In the end they "just did it", step by step but with high hopes in their minds. Muhammad Ali used to say that “Champions aren´t made in the gyms. Champions are made from something they have deep inside them - a desire, a dream, a vision.” And I think Mr Bowerman and Mr Knight had this vision from the very beginning just as the legends they are sporting today.
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BMW i. Born Electric.

BMW i. Born Electric. | The Marketing Suitcase | Scoop.it
The international BMW i Website - A great exemple of a corporate website gone social to connect with its advocates by making the best of the most used social media widgets.
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Midget Parkour & Freerunning

You might have heard about Free running, or Parkour. If not you may have seen movies featuring this underground spectacular discipline like Taxi 2, Yamakasi, District 13 or Casino Royale!! - Now however cool and hectic it is, please DO NOT TRY THIS ON YOUR OWN !! It takes hours of training with tatamis in gymnasium. If you don't believe me watch the latest video of Damien Walters 2011. However if you try the experience with your fingers a bit like fingerskating you might become ready by the time finger free running becomes an Olympic discipline. Anyway, this video portrays the journey of two fingers free running in a flat somewhere in Paris. Apparently there are reasons to believe Ogilvy would be behind the production of the video but for some reason they wouldn't not want to endorse the video. Certainly, pushing it from the YouTube account of a freerunning specialist (Tim Shieff) is definitely a more subtle way to make the video legitimately viral.

 

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[Pub vidéo] Adconion Media Group rachète smartclip | FrenchWeb.fr

[Pub vidéo] Adconion Media Group rachète smartclip | FrenchWeb.fr | The Marketing Suitcase | Scoop.it

Adconion Media Group, plateforme de distribution digitale, plus grand réseau indépendant d’audience et de contenus à travers le monde annonce le rachat de smartclip, le 1er réseau publicitaire vidéo premium et multi-écrans en Europe.

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Sneakerology, A Sneaker Store Where Kicks Get Museum Treatment | Co.Design

Sneakerology, A Sneaker Store Where Kicks Get Museum Treatment | Co.Design | The Marketing Suitcase | Scoop.it
What would a hip sneaker boutique look like if it had the same display aesthetic as a museum? Answer: Sneakerology. The 600-square-foot retail space in Sydney, Australia, was designed by Facet Studio to house 281 pairs of kicks in perfect order -- no fussy tissue paper or messy boxes here. Each shoe occupies a numbered plywood cell on the wall. Shoppers can request the pair they like via one of two pedestal-mounted touchscreens facing the display.

Facet says Sneakerology is "an attempt at capturing 'sneakers' in a scholarly fashion." It's an apt term -- the shop looks like a museum display where you wouldn't want to raise your voice too much for fear of catching a contemptuous look from a fellow "scholar." In addition to letting customers select and buy the shoes, the touchscreen displays also impart "background stories of the merchandise," says Facet in their press release. Forget that -- you'll have plenty of stories to tell on your own after visiting this place. Just make sure you don't nudge any of these objets d'art out of place on your way out.
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Sponsorship advertising is dead | The Lift

Sponsorship advertising is dead | The Lift | The Marketing Suitcase | Scoop.it
The importance of a diversified cultural knowledge for marketers and advertisers.

The importance of a diversified cultural knowledge for marketers and advertisers.

Consider the following dialogue:
-”Hey… Did you know Rafael Nadal was featured in the Gypsy movie clip of Shakira?”.
-”Say who?”
-”Rafael Nadal!!”
-”I don’t know him. Who is that?”
-… Put on the best surprised look that your acting skills may allow you to pull off. Sounds a bit like… Ouch!!! Right? If you do not know him, I will forgive you because nobody is perfect and I am glad I made you discover about his outstanding tennis career.
You might argue that it doesn’t matter to you because you don’t care about this sport, which I totally understand. Before coming to Bulgaria, I did not know who Dimitar Berbatov was because I am not interested in soccer at all. Ironically enough, I ended up using his face as the key joke of the first episode of the 4D show. And people loved it.

Now why do I bring this subject? This is not about liking a celebrity or a particular sport; Maybe more, because in our business knowing what appeals to the masses is utterly important. Celebrities actually do matter, simply because people connect with what they are most familiar with. And we are all deep down inside fanatics. And if a celebrity allows your product to win this split second of attraction that matters, then go all in. Heard about Li Na? On Friday 24th June 2011 we learnt that Mercedes-Benz VP of Marketing China had signed the tennis player as the first global brand Chinese ambassador. Coincidence or was it related to her recent win of Roland Garros 2011?

Ace Matrix’s study underlines the fact that using celebrities in commercials do not boost sales. I do not agree with the study. It only does not work when the ad is not related. It is like putting a hot girl next to an unsexy item such as an old school cash machine. It is totally irrelevant. Sponsorship advertising works when the celebrity is related with the product being sold or with the values the product represents.

The only dangerous aspect of Sponsorship advertising is that the brand is linked to the image of a human being that do not always follow the path of the virtuous; Say Tiger Woods in 2010, Kobe Bryant in 2006 or Lance Armstrong, they are all Nike athletes by the way – And where is Nike today? It is still leading the sport retail market. Even its competitor Adidas used each of its brand star athletes to take visitors of the corporate careers website on a virtual interactive tour.
Recently Fibank hired Berbatov in their latest Mastercard Fibank campaign. Were they right to do so? Considering the tongue-in-cheek humour used to parody Dimitar’s celebrity status, my answer is YES.

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Europcar combines Twitter and digital outdoor - Brand Republic News

Europcar combines Twitter and digital outdoor - Brand Republic News | The Marketing Suitcase | Scoop.it
Europcar, the car hire company, has kicked off outdoor activity to promote freeDeliver, its new hire car delivery and collection service, which it claims will "save an hour in your day".
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Ikea is Cannes' 2011 'Advertiser of the Year'

IKEA LAMP COMMERCIAL - Don't feel bad for the lamp. Ignore the sad music. The new lamp is much better.

Ikea is the ‘Advertiser of the Year’ at next month's Cannes Lions International Festival of Creativity.

The Swedish retailer works with agencies around the world, but Cannes organizers noted Ikea’s film Grand Prix in 2003 for “Lamp,” from Crispin Porter +Bogusky in Miami and “Facebook Showroom” produced by Forsman & Bodenfors, Stockholm.
Since winning its first Cannes Lion in 1991, the marketer has gone on to be awarded 50 Lions across all festival categories.
More generally, Cannes officials lauded Ikea’s willingness to encourage “creative, unconventional and humorous advertising to

About the Author

Noreen O'Leary is a staff writer for Adweek. Follow Noreen O'Leary at noreenoleary.
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5 Branded YouTube Channels That Get it Right

5 Branded YouTube Channels That Get it Right | The Marketing Suitcase | Scoop.it
By now, pretty much every major brand has a presence on Facebook, Twitter and YouTube, but the latter is definitely more of an afterthought.

A surprisingly high number of branded YouTube channels — like Amazon’s and UPS’s — are sparingly updated and have few followers. Meanwhile a handful of brands — including Visa, Oracle and ExxonMobil, don’t appear to have branded YouTube channels at all.

The following brands demonstrate why Amazon et al. are missing out on a big opportunity. As these examples show, a YouTube channel doesn’t have to merely be a vehicle for new commercials. It can house games, behind-the-scenes stories and, best of all, a new, visual way to interact with your fan base.
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evian baby inside - Director's Cut - version française

Faites partie du clip sur http://www.letsbabydance.evian.com 2 ans après les bébés rollers, evian propose une nouvelle expérience Live young : un film dans sa version longue et un clip participatif.
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Mapping Projection 3D by Fanta | Zeutch

Mapping Projection 3D by Fanta | Zeutch | The Marketing Suitcase | Scoop.it
Fanta se fait une cannette sur la plus haute tour du monde, Burj Khalifa à Dubaï, en réalisant une Mapping Projection 3D.
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You Tube - L'Oreal Case Study

You Tube - L'Oreal Case Study | The Marketing Suitcase | Scoop.it
Juste before Xmas 2010, L’Oréal luxury division was launching on YouTube a 5 day display campaign in 5 countries (France, Spain, Italy, UK and Germany) around the brands Lancôme, Diesel , Armani et Ralph Lauren.
Three months later, l’Oréal uploaded a video - on YouTube ( Where else?!) analysing the initiative and the feedbacks that happened to be quite positive. See it for yourself.
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AXA Bank creates giant QR code from thousands of paint pots

AXA declares 2011 as the year of renovation.
And for the launch of their respective renovation loan, AXA has again come up with a - for the financial sector - awesome campaign. They have created one of the largest and possibly also one of the most beautiful QR codes in Belgium. They have achieved this by placing thousands of different colours of tins of paint to form a gigantic QR code.

Anyone who would like to see these gigantic QR codes for themselves can find them in the Dansaertstraat or the Charles Quint Avenue in Brussels from 23 February 2011.

For more information about the renovation loan, surf to http://www.axa.be/renovatielening or http://www.axa.be/pretrenovation
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Volkswagen goes at it again with its cool Black Beetle YouTube twist

Volkswagen goes at it again with its cool Black Beetle YouTube twist | The Marketing Suitcase | Scoop.it
In the first spot for The 21st Century VW Beetle, cutting-edge CGI creative goes entomological, creating a photo-real lush kingdom where the Black Beetle rules, runs, navigates and out performs all the other creatures... Watch out for the dirt.
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