This is pretty interesting. The Spanish child advocacy organization, ANAR, launched an outdoor campaign that uses lenticular technology to deliver different messages to children and adults. Lenticular technology is that thing that makes what you see change based on the viewing angle.
Grey Spain created messaging that only children -- or anyone under 4' 3" -- can see and a separate message for those who are taller. The message seen by taller folks is "Sometimes child abuse is only visible to the child suffering it." The message seen by shorter children is, "If somebody hurts you, phone us and we'll help you."
The differing messages reinforces the underlying fact that many times child abuse is, in fact, only realized by the child and not the adult. Nice work.
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A recent IPG Media Lab eye-tracking study of 4,770 consumers found native ads are seen 53% more frequently than banner ads -- 4.1 times per session as compared to 2.7 for banners. As well, the study found 26% of people looked at native ads as compared to 24% who looked at editorial content.
The study's co-author and IPG Media Labs VP of Consumer Research Strategy Kara Manatt notes native ads may be the happy medium marketers have been looking for saying, "Past research shows us that neither overly intrusive nor easily ignored ads are effective. This study validates that we are on the right path to finding that middle ground."
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Oh have we got something fun for you! It's a little bit Mad Men and a little bit Google Glass. What would happen if iconic ad campaigns like VW's Think Small, Clairol's Does She or Doesn't She, Keep America Beautiful's Crying Indian, Wendy's Where's the Beef and Brooke Shield's sexually-suggestive Calvin Klein campaigns were to play out today?
Working with HubSpot's Shannon Johnson, I co-authored a report entitled Traditional Turned Inbound: Re-imagining 5 Iconic Ad Campaigns From the Past. But first, let's be honest. While I came up with the five campaigns, reached out to the industry for comment and took a stab and re-imagining the campaigns, it was the brilliant Shannon Johnson who brought this report to life with uber-intelligent insight on how these iconic campaigns from yesteryear would play out in today's very different media landscape.
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Recently, HubSpot published its 2013 State of Inbound Marketing Report. The report is a comprehensive look at , well, the state of inbound marketing. What's inbound marketing you ask? Inbound marketing is a data-driven strategy that attracts and converts visitors into customers through personalized, relevant information and content. It's less about interrupting the consumer during their media consumption and all about being there with informative content when they have a particular need.
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Here's an interesting addition to the "brands make products" trend. Audi, with help from DDB Spain is out with a mobile Android app called Start-Stop that mimics one of the features in new Audi vehicles; smart technology turns off the engine when not in use (at a stop light, etc.) and turns it back on when needed so that energy is saved.
The app monitors which apps have been running the longest in the background and sends an alert to remind the user to quit the app, thus saving valuable battery life.
It's a perfect tie in with the brand and a practical and useful product all in one.
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Can't wake up in the morning? There's an app for that. No, not your builtin, boring alarm app; an app that will play increasingly "harder" music if you don't respond to the initial soft nudges.
Created by JWT Brazil for radio station 91 Rock, the song that finally does awaken the heavy sleeper can be shared with the user's social followers.
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Way back in the day, ice cream cake maker Carvel marketed a cake called Fudgie the Whale. Just as you might assume, it was a chocolate cake shaped like a whale.
Today, the brand has resurrected Fudgie the Whale in the form on an animated spokesman. In two new Focus Brands-created commercials, Fudgie can be seen touting the brand's two for one Wednesday Sundae special and specially designed Mother's Day cakes.
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Old Spice guy, Isaiah Mustafa has whipped out his Old Spice persona and lent it to Israeli beer brand Maccabee for an ad created by Allenby Concept House. In the ad, a man's distaste for Maccabee results in Mustafa -- acting very Presidential in an oval office of sorts -- turning the situation into a national issue of epic proportion.
It's garnered 572,000 views on YouTube so it can't be all bad, right? That man's gotta work and what better gig than an overly long overseas commercial in which he can turn his towel-wearing Old Spice character into Presidential stateliness?
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A multistate bank in the US saw a 55 percent increase in the profitability of its direct marketing program, repaying its system investments in only four months. A multinational telecommunications company increased response rates by 300 to 1,000 percent, improving campaign ROI 400 percent while reducing campaign costs by 30 percent. A multinational financial services provider with more than 1,000 branches improved campaign ROI by 50 percent.
A major US insurance company achieved a 12 percent increase in revenue, a 52 percent increase in earnings, and saved more than $4 million a year. A major US telecom service provider gained an incremental $6 million in lifetime value (net present value of the profit it expects from a customer) in the first month. A global telecom provider reduced call center contacts by 25 percent without decreasing effectiveness.
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Just a step above watching water boil, Domino's has gone live with, well, Domino's Live. The brand has outfitted a Salt Lake City Comino's location with five webcams that allows people to view the pizza making process. Visitors to the site can also Like the brand's Facebook page and have their name appear live on a screen in the store...which also has a webcam on it so the entire world can see as well.
Of the work, Domino's CMO Russel Weiner said, "We at Domino's have made continued efforts to open our doors and be as welcoming as possible. This is simply the next step, and we are very excited to merge the visual tradition and spirit of the pizzeria with today's digital capabilities."
Following this pilot program, the brand may roll out the program to other stores across the nation.
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