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May 2013

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Coca Cola Happiness Flag Greets Arriving Passengers

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Coca Cola keeps working on small heart warming insights and comes back with innovative campaign executions. Denmark has been named the happiest country in the world in several global surveys; and this gave the remarkable people working at Coke an idea to do something nice. Here is “yet” another campaign that hid the Danish flag in a Coke flag dispensing machine. They decided to place this machine at the airport where it’s a Danish tradition to welcome the arriving people with flags. In one day, 2,400 flags welcomed 25,000 arrivals from 30 different countries.Credit goes to McCann Copenhagen for the agency behind the idea.

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Volkswagen Shoulder Pokes Its Audience

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To register a new side assist feature they came up with, Volkswagen made a simple yet mind jolting guerrilla marketing campaign. The side assist is a type of side mirror that let’s drivers see their blind spot, hence reducing the possibility of potential accidents. The campaign was based on this guy who pokes people from the side and avoids himself to be seen. When people turn the other way to find him, he gives them an information card. Pedestrians in front of one of the Volkswagen showrooms were victim of the famous shoulder poke joke, who were then offered a card explaining the Side Assist technology with a short sentence (in Spanish): “A sign when you can’t see,” informing them about how side assist is a live saving feature offered by Volkswagen. It is a smart and an effective way of guerrilla marketing where technically there is no cost involved, yet…

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Global Advertising Spend 2012 vs 2015 [Infographic]

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Advertising is a multi billion dollar industry with global advertising spends consistently growing every year. ZenithOptimedia released some key figures last month with a snapshot of the changes that we can expect in the layout of the global advertising spend from 2013 to 2015. The global advertising spend in 2013 is expected to grow by 3.9% closing at about $518 billion; the growth forecasts for 2014 and 2015 are at 5.0% and 5.6% respectively. The global economy is expected to improve in the next 3 years specially with the anticipation of Europe pulling out of a recession by the end of this year. Digital is expected to grow even more with an influential share in the global advertising spend. Why is global digital spend expected to grow? Because of increasing global internet penetration rates, evolving consumer habits and innovative offerings to target consumers. Global digital spend is going to take…

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Censorship Tells the Wrong Story – Reporters Without Borders

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This is an old campaign by Reporters without Borders, that I remember seeing across the web. Media can be used (or rather is being used) as a mass manipulation tool and can skew audience beliefs at large over a period of time. A strong message is conveyed through this advertising campaign. This print advertising campaign was designed by Memac Ogilvy & Mather Dubai. I thought it will be a good share as our advertising inspiration for today. Censorship really does tell the wrong story.

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What are Gross Rating Points?

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For professionals working in broadcast networks and media agencies, answering a question like: “What is a rating point?” is fairly easy to answer. Why? Because that’s one of the most important KPIs that they have to deliver to reach client goals, report great numbers and… well make money of course! The rating point is one of the most important metrics that is on the tip of all the media planners and media buyers working in media agencies. Many media and content deals across various global markets are planned on targets based on the rating point. We can safely assume that the global multi-billion dollar broadcast and media industries revolve around the rating point metric. That was quite a dramatic start, but was well worth it because of the importance that this metric holds. In the most simplest terms, a rating point is a metric to measure the size…

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Amnesty International Asks You To Sharpen Your Pencil

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Amnesty International organizes writing marathons each year where people write letters to ask for the liberation of prisoners. They wanted people to realize and take part in these writing marathons, and they did that through illustrated pencils and pencil sharpeners with images of an oppressor torturing people. The audience was expected to sharpen the pencil to make the oppressor disappear. The video concludes with a commercial, which literally gave me goosebumps! This is a must watch.

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Coca Cola Recharging Happiness

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It’s amazing to see how Coca Cola is picking up meaningful consumer insights and turning them into full fledged campaigns. I’ll call it smart marketing because these small things are helping the brand to establish strong bonds with its consumers at large. Even the audiences viewing these happiness videos will eventually develop a soft corner for Coca Cola, entirely based on the respect they have for human values. This small campaign focuses on Coca Cola giveaways that are based on the insight of “youngsters phone battery running out.” Coke gave out branded charger extensions to prolong smart phone battery lives knowing that phones are a major need for their audience. A very simple concept but amplified quite well blending it with the brand strategy.

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