Wednesday, June 27, 2012

The Future of Renting Things

V, the energy drink has launched a muti-platform campaign offering customers (albeit quirky) experiences that money can by in the form of V Rentals, a make-shft company that offers body building removalists, a pimped out Jacuzzi truck, a puppy wingman (etc) to V customers who collect barcodes found on the can.

Done by Clemenger BBDO Sydney (Disclaimer: I work for BBDO/Proximity Singapore) It's a high energy, irreverant campaign that reflects the brand ethos and the product truth which makes "everyday more awesome".

The best takeaway, was this quote made by the brand marketing director who said "Brands today can’t just say, they have to do, but you have to do in a way that only your brand can. You have to go beyond advertising and create experiences and memories that brings your product and brand promise to life."

That sums it all up and should be what all brands seek to do beyond traditional print and TV ads. Spoken by a true client marketer that gets it.

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Tuesday, June 26, 2012

How and Why People Overshare Online

This is a useful infographic (below) that shows how what people are sharing online and qualifies the reasons for such behavior. The end message is clear, as social media becomes more pervasive in our lives, our willingless to share personal information as part this social appetite has also risen. 

In this chilling reference, photojournalist Hana Jakrlova took series of photos at a Prague brothel where customers could trade their privacy for free services. If you think about it, in a way, this policy is an extension of the deal we all make online. We essentially give up our privacy in exchange for the free use of our favorite sites.

Oversharing-on-facebook

via http://www.online-education.net

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Thursday, June 21, 2012

The Smoking Kid

Great activation idea created around a unique point of view - Surface what smokers in Thailand already know by getting them to think about themselves instead of others

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Happiness is 100% recyclable

The Coke Happiness Machine is a great platform for Coke to activate its brand purpose of creating happiness with every can of Coke opened.

This time the Coca Cola Happiness Machine strikes in Singapore with a nice tie in with the National Enviromental Agency to encourage Singaporeans to recycle. All this wrapped around a nice point of view: Happiness is 100% recyclable

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Monday, June 18, 2012

The 22 Rules Of Storytelling

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Pixar's storyboard artist @lawnrocket  compiled this list of narrative wisdom she's received working for the animation studio over the years. It's an amazing list and the rules are applicable to any form of content creation from movie scripts to digital story stories. My favorites in bold.


 

1.     You admire a character for trying more than for their successes.

2.     You gotta keep in mind what's interesting to you as an audience, not what's fun to do as a writer. They can be v. different.

3.     Trying for theme is important, but you won't see what the story is actually about til you're at the end of it. Now rewrite.

4.     Once upon a time there was ___. Every day, ___. One day ___. Because of that, ___. Because of that, ___. Until finally ___.

5.     Simplify. Focus. Combine characters. Hop over detours. You'll feel like you're losing valuable stuff but it sets you free.

6.     What is your character good at, comfortable with? Throw the polar opposite at them. Challenge them. How do they deal?

7.     Come up with your ending before you figure out your middle. Seriously. Endings are hard, get yours working up front.

8.     Finish your story, let go even if it's not perfect. In an ideal world you have both, but move on. Do better next time.

9.     When you're stuck, make a list of what WOULDN'T happen next. Lots of times the material to get you unstuck will show up.

10.   Pull apart the stories you like. What you like in them is a part of you; you've got to recognize it before you can use it.

11.   Putting it on paper lets you start fixing it. If it stays in your head, a perfect idea, you'll never share it with anyone.

12.   Discount the 1st thing that comes to mind. And the 2nd, 3rd, 4th, 5th – get the obvious out of the way. Surprise yourself.

13.   Give your characters opinions. Passive/malleable might seem likable to you as you write, but it's poison to the audience.

14.   Why must you tell THIS story? What's the belief burning within you that your story feeds off of? That's the heart of it.

15.   If you were your character, in this situation, how would you feel? Honesty lends credibility to unbelievable situations.

16.   What are the stakes? Give us reason to root for the character. What happens if they don't succeed? Stack the odds against.

17.   No work is ever wasted. If it's not working, let go and move on - it'll come back around to be useful later.

18.   You have to know yourself: the difference between doing your best & fussing. Story is testing, not refining.

19.   Coincidences to get characters into trouble are great; coincidences to get them out of it are cheating.

20.   Exercise: take the building blocks of a movie you dislike. How d'you rearrange them into what you DO like?

21.   You gotta identify with your situation/characters, can't just write ‘cool'. What would make YOU act that way?

22.   What's the essence of your story? Most economical telling of it? If you know that, you can build out from there.

 

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Ford Keyfree Login

A great way to demonstrate how useful your product or service is will be to show how pervasive it can be in the context of everyday life.

Leveraging on the point of view that its new keyless car entry allows for "no loss of time", Ford creates an everyday life example of how useful its keyfree technology is: In the form of  a mobile app that uses proximity sensors to automatically log in and out of all your web accounts

 

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Friday, June 15, 2012

Puma Social Dream Team

Puma has been able to put a unique point of view around sports that is intrinsically linked to the brand purpose: The After Hours Athlete. Honoring the heroes of after hour sports, these are unconventional individuals who shun calories counting, fitness training for ping pong, ten-pin blowing, foosball, darts and karaoke. Just like regular athletes, they keep their eye on the prize – the goal of scoring a phone number precedes the goal of winning a basketball game.

 

This POV is wrapped around a truly social platform aptly branded Puma Social.

 

In its current form, Puma has launched Puma Social Dream Team in Asia. User engagement comes in the form of a Facebook app which leverages on your social graph to determine your social traits within a team setting and goes on to help you put together the right group of friends (leveraging on their social graph) for every social situation possible ranging from a night out in town, a bowling match to a Karaoke session.

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A retail marketing strategy is tightly weaved into the experience with the app making recommendations on customized products for you and each friend in your dream team.

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One of the truly “social” aspects of this is that it allows you to discover interesting social facts like friends who have checked-in with you most often or who has “liked” your Facebook posts the most.

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There’s a also a clear call to action and retail push in the form of a downloaded coupon that gives you 15% discount on Puma merchandise. Check it out here

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Daybreak: A Transmedia Campaign of Epic Proportions

AT&T together with Tim Kring and BBDO launched Daybreak, a transmedia campaign that marries digital content, storytelling and engagement across multiple platform and device.

Daybreak is a layered digital campaign for AT&T's "Rethink Possible" platform that highlights its 4G netwrok and product innovations. It's a transmedia campaign of epic proportions, starting on TV with Touch the Fox series created by Tim Kring and continued online across two dedicated sites and mobile apps, creating an immersive entertainment experience that gives users a new way to expereince storytelling across mutiple layers of media and devices.

Check it out here

Daybreak

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Thursday, June 14, 2012

Coca Cola Security Cameras

I've said this many times: Coca Cola is one of the world's most well known and loved brands for a reason. One single minded brand purpose - Open Happiness. A brand platform that can be communicated in so many different ways and that resonates to consumers emotionally. 

In this series, Coke shows us how happiness can come from looking at the world a little differently.

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Monday, June 11, 2012

Tourism British Columbia: Giant Vending Machine

I really like the feel good factor and goodwill that brands generate when they do on-ground activation programs that generate surprise and delight moments for consumers. These are acts of generosity that are performed by brands that can help or cheer up an individual or groups of people.

The important thing for brands to remember is that these moments should not be frivolous and should be tightly weaved into the brand purpose or the product proposition. This giant vending machine activation by Tourism British Columbia (which is similar to Coca Cola's Happiness Machine) surprises passerbys with random surprises that tie in with their 100 "British Columbia Moments"

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