February 2009 Archives

Finally, somebody in the marketing world overtly recognises the fact that tobacco marketeers are perhaps at the cutting edge of Brand Marketing. Necessity has been the mother of Invention/inventiveness in this category.

http://adage.com/cmostrategy/article?article_id=134848

 While the article is not an holistic assessment of the industry's marketing practices and  just focuses on the "existing customer" bit , those in the know are aware that the sophistication extends to understanding and using non-traditional touch-points to drive brand switching efficiently.

Time for some in the marketing industry to re-assess their view on tobacco marketeers,  look beyond 30" TVC /conventional touch-points ( though in certain categories and countries, TV still is perhaps the most efficient and effective media), and connect with  people who have been building and growing FMCG brands without mass-media for over a decade now.

 If one disregards WHAT is being marketed and purely focus on HOW the marketing is being done, it will be easier to see the light.

Innovation is the buzz word of the decade, and it cuts across all product categories. Within packaged consumer goods the rate of NPD has never been higher, but the success rates of new products is still very low (less than 10% according to a WARC paper based on UK market).  The main reason for this low success rate is the absence of a real consumer need. Most NPD is being driven by the need to
a.    Trade consumers up as margins get squeezed due to retailer power
b.    Switch  consumers to  your brand by offering "news", novelty.

Ask any FMCG CMO about where is he focusing and spending more :
a.    on developing better Brand ideas and insights or
b.    on developing and researching new product ideas and concepts.
 Chances are in the majority of the cases it is the latter.

Arguably both are needed for sustainable business growth. However given the recessionary environment and budget cuts, choices will need to be made. I thought it will be useful to highlight some good examples where growth has been delivered largely via a strong communication idea without significant "innovation" investment.

4 recent global campaigns jump to my mind,

1.    Dove - Campaign for real beauty
Enough has been written about this campaign. It speaks for itself. Olay's "Be comfortable in your own skin" is also playing in the similar territory but DOVE's creative expression and activation is perhaps superior with greater level of emotional engagement

2.    Persil - Dirt is Good
Brilliantly resolves the creative tension between "Playing is good for child's development" but "When they play they get dirty".


3.    HP  - Computer is Personal again
HP became the no 1 PC seller a couple of years back. While everyone was talking about technology and features, HP tapped into the insight that technology needs to be made more accessible and less intimidating.

4.    SONY BRAVIA- Color like no other
Till 2005, SONY was nowhere in the plasma and LCD TV category with Panasonic and Sharp way ahead. With the launch of the BRAVIA range supported by the brilliant 'color like no other" campaign, SONY has grown market share faster than anybody else and is now a serious player. Most technical people will perhaps tell you that BRAVIA is not superior to other competitive TV offers, i.e product superiority hasn't driven growth. It's the singular focus on COLOR (a category generic) and owning the high ground on it via a superb creative campaign.

I am sure there are other examples. I would love to hear about them, especially from the China market as the pace of new product introduction is staggering here.

This also highlights the need for brand owners to again start "loving" their original partners in crime - the communication agencies- and not push them down the food chain. Advertising agencies still perhaps know more about the brand than media, research, innovation agencies who work mainly on a project basis. Leveraging this knowledge with the inherent "creativity" in the agency teams to develop big brand ideas to me is the most efficient way to deliver business growth. Agencies also need to get back to the core and not run after extending their offer to areas where they will always struggle vs the specialists i.e media agencies, research agencies and brand consultancies.

Guys,

 

Have you seen the Australia movie? Yes or no, you should have a look at the Tourism Australia Website.

 

We have accomplished the website of Tourism Australia, now it's your turn to leave a footprint on it! In the site, you will see lots and lots discoveries and beautiful scenes for you to experience!

No matter you have been Australia or not, this site is the one you can explore on line.

 

Just click in and enjoy the process, you will finally have a simple album for your own in Aussie experience .

 

Send your Aussie album and refer to your friend, asking them to have a on-line trip in Australia as well!

 

The site:

www.mytrueself.australia.com

 

Come on click in!!

 

 

 

Sport Chalet

From:David

一个服装网站，3D和视频的结合，给用户不同寻常的体验

 

 

 

 

 

 

 

 

 

 

FONTPARK 2.0
From:leo
其实这个一开始你只会觉得还蛮有意思的，用文字做画，然后可以自己ｃｒｅａｔｉｖｅ。但是知道它是个印刷公司的网址时我就觉得，恩，不错，蛮赞的。因为印刷公司的网站听起来多无聊啊，任谁都懒得去浏览个印刷公司的网站吧。所以呢想到这我就觉得还蛮有ＢＩＧ ＩＤＥＡ的。它把字体做的很可爱，字体的动画做的软软的很生动，好像有生命一样。还有你要去做了才发现用文字组张像样的画还真的需要你好好构思下ｉｄｅａ的。

 

 

 

 

 

 

 

 

 

 

Underworld
From: nemo
"黑暗传说3"的宣传网站。在影片没有公映之前，大家不妨来这里先睹为快吧。不单单有精彩的影片片花，更有惊险、刺激的flash游戏等你玩（不得不钦佩big space，每次推出的flash游戏都那么有趣）。

 

 

 

 

 

 

 

 

Magnivate
From: Patrick
一家互动公司的网站。网站会为每个来访者生成一个可爱的小人（你可以为小人上传自己的头像）。亮点：支持多人同时在线，聊天；精致的动画细节让这个网站变得格外生动；另外，导航的切换很值得借鉴。

 

 

 

 

 

 

 

 

Pattern Tap
From: Tengchuen
网站收藏了许多风格的网站模版和网页设计元素，供广大视觉设计师参考。此外，针对如何设计功能性页面的问题，比如，如何设计搜索、注册、登录页面，该网站都提出了不错的解决方案。

Stay connected with the latest DDB China Group news...find us on Twitter!

  

   Talk to the plant

From:Angel

一个加入人性感性互动的番茄和另一个正常生长的番茄试验。 通过互动, blog鼓励更多人去了解与参与， 并传达了品牌的人性化和不同性。不好的方面是这个idea后没有viral和media的支持， 削弱了活动的推广力。

 

UNIQLO TRY

From:Alven

矩阵转换加上镜头锁定效果非常震撼,飞速的旋转和排列在体现数据内容的同时也散发出绝对的控制能力,如果作为宣传站点很有说服力。适合范围:商业性宣传,新品推广,尤其适合用来做问卷调查的展示。

 

Mentos KissCam

From:Dola

喂他/她MENTOS，他/她就会和你不断拉近距离，还会跟你KISS噢（法式哒）。简单的机制，但是有非常HOT的女主角。如果你有摄像头，就能享受她的热吻，她还会喷你一屏幕的水（哈哈，是海水，表想歪了。）

  

Porsche 911

From: Jackie

"Draw your road"只是比一般的Feature Demo多一点互动，就有不一样的效果   Love at first site From: Jay 如果你有玩过Get the girl, 会发现这是另一个以互动爱情故事为主线的活动网站, 但不同的是, 這活动跳脱了平淡的选择方式和牵强做作的剧情, 在细节中体现了制作的用心. 产品自然的出现[镜头不多但份量十足], 以及网站最后的小手段将浏览者的心情与好奇完美拿捏! 不多卖关子, 请大家用心感受[可能也要点耐心, 哈哈]