Nike trade in sweat – it’s easier to get than cash!

April 30, 2012
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I really love this idea from JWT Mexico for Nike’s #makeitcount global campaign.

The basic concept is that in order to prove that effort counts, they created a Nike auction space, a place where instead of money, people use Nike Plus accumulated kilometers to bid for exclusive products. The more you run the better position you’re in for a winning bid.

Great idea – perfectly links in with the product, talkes to an already active user community, requires some effort – yes – but provides a reward for that effort and certainly stands.

In many ways looking at this campaign reminded me of the principals set out in Conversational Capital. It ties into Rituals, it certainly has an element of Initiation, I can see stories and Myths being developed, the idea brings you senses to life (RSO), and there’s Tribalism baked in – you’ve got to be a runner!

Great work!

Victoria Beckham created Range Rover Evoque

April 27, 2012

Somewhere in the back of my mind I always know that Victoria Beckham was a design genius. Yes it was a part of my mind that seldom gets accessed, and is often a little confused and misguided when it does see the light of day, but in the back of my mind it was. There, I’ve said it!

Maybe it was because of that infrequency of access that I was more that a little surprised when VB was announced as ‘creative director’ (or something like that) for the new Range Rover when the Evoque was first announced.

I thought, perhaps naively, that it was simply a ‘clever’ marketing stunt – aimed at grabbing some headlines and attracting a new demographic to this new class of vehicle. But no, I was wrong, as well as a flair for creating beautiful music and very wearable fashion, her creative talent also extends to that of automobile design.

Yes, they say it’s a collaboration between the Land Rover Design team and design genius that is Victoria Beckham, but we all know who would have done the lion share of the work. Don’t we?

Have I still not convinced you yet?

On April 22 the new Evoque Special Edition with Victoria Beckham was launched. As well as all the glitz and glamor of the launch event itself (I’m guessing here as I didn’t get an invite!), a new website was launched not only displaying the beauties of the Evoque and it’s special edition design styling, but also allowing us some insight into the thinking of the great designer herself.

The site, created by Blast Radius, is an immersive, highly visual parallax scrolling HTML5 experience, telling the story of the ‘collaboration’ that went into creating the Range Rover Special Edition with Victoria Beckham.

It is a beautifully crafted experience, and being HTML5 works as well on the iPad as it does on the desktop. The parallax is nicely done and certainly feels right for the product it’s selling.

It is a lovely site (I would be surprised if VB had a little design hand in that to? Anyone?), and I do have to say it is a lovely product.

What a talented family. Maybe I was right all along?!

I just want an honest cup of coffee

April 26, 2012

Saffron have posted an interesting view point on Starbucks ongoing efforts to connect with their coffee loving audience. It made me think…

As well as being an interesting observation, the post also adds to the growing body of evidence that the coffee corporate is willing to try anything to positively position themselves in the minds of their customer, despite the tide of negative publicity they receive from certain quarters.

As with any business there’s an imperative need to keep existing customers happy. In this respect the global corporate is no different from Cathy’s Coffee House (some local high street). The issue becomes, just how do you keep the love going?

Where Cathy can honestly say she passionately cares about her customers and the coffee they drink, can this really be true about the global corporate?

Cathy’s coffee house is her life, and coffee beans are her passion. She first brewed up her first pot of 100% organic java 10 years ago and served it, with a smile and a knowledgable chat, to John – who owns a design studio a mile away from the coffee house and simply lives for quality coffee.

Ask John what he loves about Cathy’s Coffee House and he’ll reply Cathy and her passion for coffee. Cathy believes that it’s her mission in life to educate and excite her customers in the diversity and wonders of the java, so along with every cup of perfectly prepared latte you get and piece of coffee lovers knowledge free of charge. And although it would be far easier and quicker for John to stop off at one of the big chains that have swamped the area recently, he always makes the trip to Cathy’s for his quality coffee kick.

Cathy knows John, she knows about the pitch he’s just won and the holiday he’s planning to take the family on (the same place they went to a couple of years ago she remembers), she knows the date of his birthday and always gives him a free cup to celebrate. Cathy also knows Jane – mum to Jessie, David – retired accountant, Sarah – the florist, Mike – the builder…. Cathy really does know all her loyal customers.

It’s a great story and one that so many brands are looking to emulate in today’s highly personalised world. But can brands really tell the same story? And would it be believable if they did?

In Saffron post they highlight – At my local Starbucks, there’s a giant banner delivering their (Starbucks) new manifesto “Our promise to you – every cup, every day”. It goes something like this:

We promise that only perfect espresso shots will go into your drink. (What’s the alternative?)
We promise perfection through innovation. (What?)
We promise never to settle for good enough. (It’s a cup of coffee!)
We promise that your espresso will not only taste great, but will do good too. (Really?)
We promise to make your coffee just the way you like it. (Thank you.)

Hmmm…

All this goes to show that you can brand yourself up like this, and promote yourself like that, you can even un-brand yourself if that’s what you believe in. But one thing remains true – you have to live up to the words say, be honest by your actions and have a brand proposition that’s truly believable.

The Smart way to play a computer game

April 25, 2012
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Mad idea from Smart – grab a couple of Smart Cars and kit them out to be the controllers for one big game of Pong.

Smart Cars has a new installation using real cars – using forward and reverse – to play a game of Pong on a big screen. You jump in a car and play against your mates showing the quick manoeuvrability of the Smart Car.

Certainly an interesting way to show off the car’s responsiveness, and generate a little buzz along the way!

via Adverblog

tags: Marketing

We no longer fear big ‘brand’ brother

April 18, 2012

New research from Experian reveals 84% of consumers would no longer buy from a brand that didn’t take into account their preferences and purchase history. (NMA article here)

It was always inevitable that the fear of big ‘brand’ brother controlling your digital life would fade, mainly because it’s so useful having some personalised filtering on all that information we get pushed.

Personalised marketing campaigns and the single consumer view (SCV) has, in a reasonable sort amount time, been accepted as a good thing by us – the digital consumer with little time to ‘sift’. And it’s great to see attitudes changing.

Ironically the fear should now be back with the brand, that they don’t mess up their golden opportunity by implementing a substandard data strategy. If we now trust brands to use their data wisely, then brands need to fully appreciate the responsibilities they have to ensure they use that data in a manor that’s solely focused on the customer need.

Brands – don’t get it wrong, you could feel the full force of the furious consumer…

by____ Gavin Johnson