Dancing babies helps get ad noticed

Another ad with dancing babies.

It seems to be an effective way to get this Kit Kat ad noticed (disclosure: Kit Kat are a client).

The PR Newswire article says: Creative, Cute, Cool are the 'cornerstones' of this campaign.

1.6 million views in 2 weeks.

I can't argue with that.

This great Fiat ad is being noticed by 'The Motherhood'

I love this car ad. 

It is fun and full of entertaining insight. 

The role of the Fiat 500L is relatively incidental but I am not sure that matters given that 'The Motherhood' - arguably the most important decision makers when it comes to car purchase - (and a lot of dads) are sharing it (over 2 million already).I am sure this ad will continue to get noticed and talked about.

Thanks to the Huffington Post for highlighting some other fun rap videos that are also worth watching:

• Swagger Wagon (disclosure: Toyota are a client)
• The Parent RAP
• Dad Skills

Nice one.

Hot models get Abercrombie & Fitch video noticed

What can I say...


I guess this Abercrombie and Fitch video is spot on for it's brand and should appeal to it's core target consumer.


It is getting the brand noticed with an impressive 7 million+ Youtube views.


The store brand experience they deliver consumers - ' hench' models, queues to get in, dark lighting, loud music and indifferent customer service - isn't an approach that I'd typically recommend, but it seems to be a successful formula.


At the very least it seems to be  a film that people are sharing. A positive indicator of advocacy.

Time shift viewing is fast becoming a real challenge for brands

A Guardian article recently pointed out that in UK TV time shift is now 10% of viewing.

This is not a new news.

The media communications industry - and our clients - are very aware of this challenge.

What is new is that distribution is accelerating (Tivo, Sky +, etc) and viewers are fast starting to learn new habits - so things are changing very rapidly.

To be honest, based on my observations (albeit sample size of one) 10% seems small.

In my household on Saturday night we record X factor and, as a family, sit down to watch the programme 15 minutes behind real time. That way we can fast forward through all the ads but still get to the end by the time it is broadcast live.

The recent rugby world cup was another example about how my family viewing habits have changed. Again, we start viewing 15 minutes late so we can fast forward through the annoying ad break just before kick-off and the subsequent half time breaks. That way by the second half we are watching the game in real time.

I think we are at a tipping point and acceleration over the next few years will become even more rapid - particularly with the important younger targets (everyone under 35s).

So, what to do?

TV remains one of the most effective communication channels to deliver mass awareness to attract new customers/acquisitions.

It is therefore becoming even more critical that brand organisations consider how to deliver life beyond conventional TV.

This is where digital come in.

Brand organisations need to review the first to stages of the path to advocacy (notice and choose) - and work out how to deliver persuasive brand experiences using TV content that will have a life in social media beyond paid for advertising.

Kia nail ad will get noticed

This is a nice ad for the Kia Picanto.


It is getting noticed on You Tube (over 3 million hits) and uses stop motion technique to promote Kia's small is beautiful message.


It delivers a fun, clever and easy to watch brand experience.


I like it.

Wrigleys car park ticket trick

Wrigley's flavoured parking ticket from Gustavo Vieira on Vimeo.

This is a brilliant way for Wrigleys to deliver a brand experience that will surprise and get noticed.

It may even delight and get consumers to talk about it (the brand experience).

This should be the objective for all brands.

BMW experience that will get noticed

This is an interesting approach by BMW. It is a legitimate form of the famous Coke subliminal advertising.

What better way to deliver a brand experience that will get noticed than to create an 'after image' (on the inside of viewers eyelids) effect of the brand logo during an ad?

As they say in this film...it generates a "more intensive connection with the target."

This is clearly not a experience that is scalable but this film has by 300,000+ hits so it is getting BMW noticed.

Nice one.

Tipp ex video becomes highest viewing film on Youtube?

This brilliant video is currently getting a lot of views.

It will cleverly get Tipp ex noticed by millions of people.

Not only that, it is highly effective at communicating a brand message because it is relevant, original and interactive, thereby engaging consumers in what is a low interest category.

While it is a challenge to get the balance right when trying to create a contagious viral ad maybe they could have put a bit more brand into the story.

That said, it delivers a great brand experience.

Good stuff.

Wow - this ad that will get noticed

I love this.

It is simple.

It is engaging.

It is topical.

It will work.

BMW stunt in Singapore

I came across this film about a BMW media stunt in Singapore thanks to Truly Deeply.

It is a good example of how a media innovation and some creative messaging will get noticed and can even get talked about (in this case on-line).

I am not generally a fan of stunts but I think this one works.

It delivers a brand experience that will make people smile, it is probably 'on strategy' but I don't think it will make people choose to buy BMW.

Enjoy.

Top 10 viral videos (UK)

There is a great article by Goviral in Media Week (UK).

It is clear that great content and a smart seeding strategy can make viral ads really effective way to get noticed.

If you are interested in viral ads and/or enjoy watching them go-read-it.

Here is the list of the UK current top ten.

Make a cup of tea, turn-off the phone/emails and enjoy (leave the gentle Stella 12 minute documentary until you have more time...particularly if you are into poster advertising. In my view it delivers a very rich and powerful brand experience)

1. Nike – Write the Future (Wieden+Kennedy Amsterdam)
2. TomTom - Behind the scenes of Darth Vader's voice recording (Pool Worldwide Amsterdam)
3. Olympus -OPEN Giant (DSG)
4. Hi-Tec - Walk on water (Liquid Mountaineering) (CCCP Amsterdam)
5. Arriva/Movia - Mukhtars Fødselsdag - Bedre Bustur (Mukhtar's birthday - better bus ride) (bybird/cadaver)
6. Toyota Sienna "Swagger Wagon" (Saatchi & Saatchi Los Angeles)
7. Sony - 3D TV (Anomaly London)
8. Nissan Qashqai - Urban Bowling (TBWA\G1)
9. Stella Artois - Up There (Mother New York)
10. Google Chrome - Speed Tests (BBH New York)

I have logged below how many viewings these films have achieved to date and will check the numbers again then report back later this year.

Anyone want to predict which will have the highest increases?

Beer brand mischief

This is a great idea.

Picture the scene.

You are in the bar with your mates.

Your mobile rings..it is your girlfriend, wife, partner...

What do you do?

You step into an sound proof 'excuses booth' that provides a range of background sound effects (hospital, traffic jam, gym, etc) that you can play as you answer the phone - this enables you to create the impression that you are not in a bar with your mates..

This tactic is harmless fun that will get a brand noticed in a bar (a key moment of truth) and talked about.

Hugo Boss gets noticed with Augmented Reality stunt

As Augmented Reality starts to become more mainstream brands need to be thinking how to use it strategically - not merely as a stunt.

I think the way Hugo Boss have used it in their London shop window is disappointing.

Okay, it will get noticed....but is that good enough?

Take a leaf out of Selfridges book. They are the masters of getting their shop windows noticed...but they always do it in a way that is clever, elegant and 'on-brand.'

What Hugo Boss have done on the other hand, in my view, is not subtle or on-brand. It does not deliver the kind of brand experience that will get their consumer talking about it.

That said, full marks to Hugo Boss for for experimenting with this exciting new technology.

Remember how Christmas used to feel

I love this TV ad.

It has a whole load of winning ingredients: A gentle sound track, sweet footage of kids, strong emotional Christmas cues, brilliant production values, all inter-woven with some interesting gift ideas.

The result is a simple, charming and powerful message that will get John Lewis (UK Retailer) noticed during the important December gift season.

For me it definitely delivers a brand experience that makes me want to rush straight down to the store and start my Christmas shopping.

Flash mob hits the beach in Australia

I think this is a cracking film.

It is great entertainment that will get the brand (Flip MooHD digital video cameras) noticed.

It delivers a message that is completely relevant to what brand is all about.

I would love to have been at Bondi beach to watch it being made (rather than at Leicester Square watching the making of the T-Mobile event).

Pepsi video ad in a magazine will be deliver a super-charged brand experience

This sounds incredibly smart.

In September CBS magazine Entertainment Weekly will insert a mini screen that plays 40 minutes of TV show clips and an ad for Pepsi.

Wow. Top marks to Pepsi.

This is will deliver a very powerful brand experience that undoubtedly will get noticed and talked about.

I hope I can get to see a copy.

This film (for Dream Job Brazil) should get noticed

This is a good way to get noticed.

It's a simple formula. 

Make a film that viewers will:

• enjoy watching (in this case I guess it will be mainly men)
  
• laugh at 
• pass on to their mates
  

That's how social marketing works. It can be a very effective way to deliver a brand experience. 

[Read previous post about how other brands have done this well]. 

Fun with South West Airlines

This is fun.

During a shareholder meeting this is a great way to cover-off the dull matter of: ‘Generally Accepted Accounting Principles’ (GAAP). [watch video]

I think it's targeted more at YouTube than the shareholders.

It's a clever way to get noticed.

I don’t travel much in America but if I did I would consider South West Airlines.

Marketing departments must look beyond making the Brand Promise

For years marketing department focus – in terms of time and money – has been on promoting the Brand Promise (typically via traditional media).

This is the stage where the brand is making a promise to the consumer about what the brand will deliver.

This stage has two parts. The first part, and the very least a brand wants to do, is to get noticed, to get on the radar of the consumer (i.e. they see it/hear about it) so they will give some though as to whether it is right for them.

The next part of this stage is to persuade the consumer to select their brand. This is the part where consumers are actively making choices about which brands they want to buy.

Successful marketing people have a clear view, and are involved with, the delivery and also the delight part of the business because they know consumers will not be duped. It’s simple, if consumers don't get what they are expecting, they will not buy again.

Successful marketing people also know that when a brand delights a consumers it they will talk about it. The explosive growth of the internet has given these advocates a platform that makes them even more powerful.

The worry is that many marketing people don’t consider the delivery and delight parts of their business. They leave it to the sales and customer service people (who have different KPIs).

The world has changed. This provides a great opportunity for brands operations to re-evaluate their operational processes and if necessary to change.

A good place to start is to review your operational balance using the PDD framework, and consider ways to collaborate closely with other parts of the business that play a role in moving the consumer through the path to advocacy.