S7 Airlines Travels Through Kids’ Imagination!

S7 Airlines Travels Through Kids’ Imagination!

What if you could travel in any place you could imagine? What would this world look like? How would children answer such a question?

S7 Airlines along with W+K Amsterdam decided to create the advertising “Fly to anywhere you can imagine” by relying on the vivid imagination of 20 children, with the results being pleasantly surprising! Children love using their imagination and this case allowed them to be as creative as possible, building a whole new world in their heads, trying to narrate them through the video. From mammoths and mermaids, to dragons, superheroes and chocolate lakes, the answers were definitely imaginative about the world they’d like to visit.

S7 Airlines Travels Through Kids Imagination! Guerrilla Marketing Photo

As the campaign was about the joy of travelling and exploring unique places, S7 Airlines and W+K Amsterdam travelled around the world to find anything similar to every child’s answer about their imaginative world, leading to a great video with impressive images that definitely spark the audience’s travel urge. Despite the fact that children admit at the end of the video that the worlds they mentioned are non-existing, this campaign wanted to prove that planet earth may always surprise us with its beauty, challenging us to explore every single place.

S7 Airlines Travels Through Kids Imagination! Guerrilla Marketing Photo

That’s why they named the campaign ‘Fly to any place you can imagine’, serving as a reminder to all of us and producing an advertising full of compelling images. What’s more, they expanded the campaign in print, OOH, digital and social form, even creating an interactive experience for the users, inviting them to “embrace their inner child and discover their own dream destination.”

S7 Airlines Travels Through Kids Imagination! Guerrilla Marketing Photo

This campaign was recently awarded with the Silver Lion in the Film Lions category in Cannes, with Tatiana Fileva, S7 Group Marketing Deputy General Director mentioning that “For many years Russian companies failed to get awards in the Film Lions category. To get an award in the most prestigious festival category is an honor for S7 Airlines. We are glad, that the advertising campaign was highly appreciated by international experts.”

As for the social success, the video on the Youtube channel of S7 Airlines reached more than 3 million views since March, contributing to the success of the whole campaign. See what a child’s imagination may bring?

Credits:

S7 AIRLINES
Chief Marketing Officer: Tatiana Fileva
Marketing Communications Director: Eleonora Romanova
Brand Manager: Alexandra Komarova
WIEDEN+KENNEDY AMSTERDAM
Executive Creative Directors: Mark Bernath & Eric Quennoy
Creative Directors: Daniel Schaefer & Szymon Rose
Art Director: Vasco Vicente
Copywriter: Evgeny Primachenko
Head of Content: Joe Togneri
Head of Interactive Production: Kelsie van Deman
Broadcast Producer: Lars Fabery de Jonge
Interactive Producer: Arnaud Ronquillo, Alex Grolleman
Planner: Nick Docherty
Group Account Director: Kirk Johnsen
Account Director: Nick Campion
Account Executive: Yulia Prokhorova
Head of Studio: Jackie Barbour
Art Buyer: Maud Klarenbeek, Stacey Prudden
Creative Retoucher: Dario Fusnecher
Studio Artist: Noa Redero
Project Manager: Stacey Prudden
Business Affairs: Kacey Kelley
FILM PRODUCTION
PRODUCTION COMPANY: SMUGGLER LONDON
Co-Managing Director: Fergus Brown & Chris Barrett
Director: Joshua Neale
Director of Photography: Mattias Rudh
Producer: Nick Fewtrell
EDITING COMPANY: TRIM EDITING
Editor Paul Hardcastle, Fouad Gaber (assistant)
AUDIO: POST WAVE LONDON, WAVE AMSTERDAM
Sound Designer/Mixer Aaron Reynolds – London
Alex Nicholls-Lee – Amsterdam
MUSIC
Composer / Title Philip Kay / Across Endless Skies
Music Company: Woodwork Music
POST PRODUCTION: MPC LONDON
Flame: Marcus Dryden
3D: William Lanham
Telecine: Jean-Clement Soret
Producer: Amy Richardson, Lisa Vaughan
FILM PRODUCTION (Russia)
PRODUCTION COMPANY: HYPE PRODUCTION
Executive Producer: Ilya Stewart & Murad Osmann
Producer: Julia Samoylova
DIGITAL PRODUCTION – CAMPAIGN WEBSITE
PRODUCTION COMPANY: WILD
Executive Producer: Thomas Ragger
Creative Technologist: Thomas Strobl
Creative Director: Thomas Lichtblau
Art Director: Matthias Mentasti
DIGITAL: BANNERS PRODUCTION
PRODUCTION COMPANY: Bannerboy
Head of Production: Henrik Anestedt
Producer: Alexandra Psalti

Arnold Schwarzenegger Pranks Fans In Movie Promotion Stunt

To promote Terminator Genisys and to support after school all-stars, Arnold Schwarzenegger decided to prank some people in Hollywood. He got his makeup done to look like a wax sculpture and set up shop in Madame Tussauds wax museum. He also roamed the streets and messed around with a bunch of strangers.

Arnold definitely pulls it off as so many tourists think he is just a wax sculpture.

Would you be fooled?

sxsw-hashtag

5 Hashtag Etiquette Rules For Social Media Marketing

Hashtags originated on Twitter but have since expanded to other social media sites. A hashtag identifies keywords or topics of interest within a post. Used correctly, they facilitate more efficient searches for social media content, but careless hashtag use is downright confusing. These rules will keep your hashtags in shape.

Focus on the Few

Assigning a creative hashtag to a movement, team, or special event is a great way to encourage social promotion. Assign only one hashtag to your campaign, though. Using dozens of catchy hashtags is overkill and will dilute your results when you could be using a laser-focused catch phrase instead.

Keep it Simple

There’s nothing worse than a hashtag that’s #UnnecessarilyLongAndDifficultToRead. Keep it short. If you can’t stick to a single word, don’t use more than three. Hashtags with more than one word should always use proper capitalization and no spaces. Running your words together without capitalization can result in some embarrassing misunderstandings, but using spaces to clarify actually defeats the purpose of the hashtag as only the first word will count for search results. Remember a Tweet is just 140 characters and your hashtag shouldn’t use them all. 

Use Smart Keywords

Don’t use a hashtag that has nothing to do with your post even if it’s trending. Your misleading messages will harm your public image. If you want to try riding on the tail of a big trend, you must first create content that’s relevant to it. By all means, do chime in on trending national news or celebrity scandals, just don’t tag them in your tweets unless you’re making a relevant comment. With every post, you should carefully consider keywords that are relevant to your topic, helping interested parties find your content even if they’re new to your brand.

Place Them Properly

It’s fine to use a few select hashtags within your message, but you shouldn’t hashtag every word in your tweet. To simplify reading, don’t use more than two hashtags mid-sentence. Apply these to singular keywords only. Save longer hashtags and additional keywords for the end of the post. Twitter limits your character count so you can only succumb to so many tags, but other sites like Facebook are more lax. Don’t abuse your ability to post a longer message by adding an excessive stream of hashtags. If they’re chosen carefully, two or three hashtags will work just fine.

Proofread Your Hashtags

Misspellings are always unprofessional, but they’re doubly so in a hashtag. The autocorrect features on the latest smartphones like the Samsung Galaxy S5 are handy, but even this can mistake your meaning. Triple check before you post. If you don’t spell the keyword correctly, no one will find it and your efforts will be wasted.

Hashtags are a powerful marketing tool when you get to know your audience and your keywords. The right phrases will do wonders for your posts. Just make sure you use them wisely so your social media marketing comes off clean and polished rather than messy and annoying.

googleseo

How To Attract Visitors Through Promotions When The Options Are Limitless

Websites require a specific content strategy in order to keep people engaged. This is an especially difficult feat when many sites are offering promotions of their own, trying to grab the attention of the masses. Sifting through options is a challenge for any consumer, but there are ways in which a website can attract visitors through promotions allowing it to stand out from the crowd of many. Read on to discover some tips and tricks on how you can successfully attract visitors through promotions.

Create Incredible Content

How To Attract Visitors Through Promotions When The Options Are Limitless Guerrilla Marketing Photo

Testimonials like these have given LuckyCow Bingo, and its promotions, credibility

Promotions in and of themselves are great, but without attractive and unique content, visitors might not latch onto their appeal. Content includes attractive promotional copy, customer reviews, statistics and vibrant wording. Sites like, LuckyCowBingo, have successfully achieved this in an industry saturated with bingo sites. Unlike other sites, LuckyCow Bingo uses customer reviews and clever promotional copy to attract the attention of users.

2. Be Bold

Graphics, colors and, visually appealing material is everything in the online world. Much like book covers, the visual component to your offering will often times be the deciding factor for those looking to choose the best promotion online. Go with bold colors and try something quirky, funny or even somewhat controversial, if you must, to attract attention. Whether you are planning a design strategy for the promotion itself, or your website’s logo, bold is the way to go.

3. Make it Worthwhile

How To Attract Visitors Through Promotions When The Options Are Limitless Guerrilla Marketing Photo

LuckyCow Bingo’s 500 free spin offer stands out from the rest

An offer is an offer, right? Not really. A great promotion truly gives others a run for their money. If you’re trying to get away with the bare minimum, customers will know and look elsewhere. To set yourself apart in the world of online promotions, you must offer the best. Be aggressive and make it worthwhile; people will keep coming back for more. In fact, with this in mind, LuckyCow Bingo’s 500 free spin offer on Fluffy Favorites has become one of the most widely recognized promotions within the online bingo space.

4. …But Don’t Overdo It.

Cut the fluff and avoid inundating customers or potential customers with too much content. The less you give, from a content standpoint, the more your promotional launch will stand out. On that note, avoid the noise, and create a promotional page that gets straight to the point, avoiding multiple promotions on one page or creating a busy site that users can get easily lost in. These days, people just want the hard facts and appreciate simplicity. So, keep it succinct, avoid too many promotions at once, and don’t overdo it.

5. Learn How to Go Viral

How To Attract Visitors Through Promotions When The Options Are Limitless Guerrilla Marketing Photo

SEO tactics will give you and your promotion a stronger online presence

It’s great if your loyal visitors are in the loop with promotions and new content on your site. But, what about potential new customers? Attracting new visitors is a tricky feat, but one that requires a skill in using various key tactics. Implementing Search Engine Optimization (SEO) strategies, creating viable email marketing channels and offering newsletter subscriptions is key in attracting new users. By implementing some of the tips we discuss above through these new channels, you will find yourself ahead of the promotional curve, with users flocking to jump on the opportunity to take advantage of your offer. Thus, learn how to be seen and learn how to go viral.

With a few simple strategies, you can easily stand out in the pool of overpopulated promotions online. With people always on the lookout for the next best offer, your tactics will make or break your promotional strategy and its attractiveness within the online space. So, go on and get creative, your business relies on it!

stock table coffee

How To Use The Power Of The Senses To Create Successful Experiential Events

People today have shorter attention spans than previous generations, and many people now feel more disconnected from brands and their products and services than ever before. One way in which businesses are attempting to solve this issue is through event marketing, offering customers real, tangible engagement.

Experiential marketing focuses on creating memorable ‘experiences’, which consumers are able to positively link back to a brand in the future. Unlike traditional marketing strategies, like radio, television or print advertising, the key to successful experiential marketing is fully immerse consumers in a marketing campaign.

So how can businesses use the power of the senses to create successful experiential events and create meaningful connections with their customers?

Multi-Sensory Stimulation

Research has repeatedly shown that experiences become more memorable when multiple senses are stimulated at the same time. Meanwhile, Martin Lindstrom’s 2005 book, BRANDsense, made the convincing argument that customer loyalty could be improved through the same method – multi-sensory stimulation.

Despite the overwhelming evidence supporting the effectiveness of sensory marketing, many businesses have been slow on the uptake and it remains somewhat underutilized. This means that companies who recognize the benefits of appealing to the senses have the opportunity to gain a significant advantage over their competitors.

The ultimate aim of any experiential event should be to stimulate as many of the human senses as possible.

Sight and Sound

Sight and sound are the two senses most commonly targeted by advertisers. All traditional forms of advertising have tried to appeal to at least one of these two senses and they should not be ignored by experiential marketing either. However, there are ways to make them work in conjunction with other senses, for greater gain.

For example, an experiential agency promoting a food product may experiment with sound and color to affect consumers’ sense of taste. Scientific research shows that serving food on a white plate can make it taste up to 10 percent sweeter than if it is served on a black plate. Furthermore, background music can have a role to play, with higher pitched sounds intensifying the sweetness of a product and lower pitched sounds intensifying bitterness.

Lighting can also be used to influence mood, with different intensities and wavelengths provoking feelings ranging from calmness and focus to high energy. Ultimately, businesses should consider the bigger picture and think about how the senses of sight and sound can be stimulated in order to heighten other senses. This can provide greater immersion and a more memorable experience for consumers to link to a product or brand.

Smell

Smell is an often-overlooked sense when it comes to experiential marketing, but it should be ignored at a business’s peril. The sense of smell is the only sense with a direct link to the limbic system, which processes emotions. This means stimulating the sense can encourage consumers to become emotionally invested in a business.

A Sense of Smell Institute study found that people are only able to recall half of the visual images they encounter after a three month period, but are able to recall 65 percent of smells after a full year.

Products like perfumes have an obvious reason to stimulate the sense of smell, but all experiential events can benefit from doing so. Research shows that lemon-based smells serve to heighten concentration, which is ideal for events which need to hold consumers’ attention for a long period. Lavender smells can also influence people, reducing anxiety and helping them to relax; an essential part of ensuring their experience is positive.

Touch and Taste

The senses of touch and taste are also important when trying to create an immersive and memorable experience. These two senses can often work in conjunction with one another and businesses should try to stimulate one to improve the other.

For instance, food companies have found that the sense of touch significantly affects the sense of taste. If a person eats a dessert with a heavy, silver spoon, they associate the taste with luxury and quality, whereas eating the exact same dessert with a cheap, plastic spoon produces considerably lowered taste response.

In fact, the sense of taste is intrinsically linked to all other senses, meaning that the best way to positively stimulate the sense of taste in a person is to make sure their other senses are engaged.

Sarah is Brand and Business Development Director of a leading global events company – TRO, specialising in creating face-to-face live experiences that stand-out, and are relevant and authentic to the brand and product story. Sarah is passionate about the power of experience – in traditional events, experiential marketing and within the retail environment – providing a platform for brands to engage physically with people beyond a purely transactional relationship. Feel free to connect with her on Twitter.

What3words Is Awarded for Its Innovative Addressing System

What if you could rename your current home address in a simpler and memorable way? What3Words has found a way to change the current addressing system! All you need is 3 words for each 3-meter square space area and your new address is ready!

What3Words is an addressing system that was created by a British startup, as a way to assign an address to every single space around the world, which may turn really useful in underdeveloped countries that struggle to define an area. According to the United Nations, there are 4 billion people that don’t have a reliable address, house number, or postcode. In fact, 75% of the world has poor, or no addressing. That’s what led What3Words to the idea of dividing the globe into 57 trillion three-meter squares, with the platform being available both for iOS and Android, using just 10 MB of memory.

Although latitude and altitude corners may be precise for universal reference, the idea behind What3Words was to assign an address that relies on common words, with an area being named for example karaoke.novice.doing.

What3words Is Awarded for Its Innovative Addressing System Guerrilla Marketing Photo

What3Words in developing countries

What3Words is significantly important for the developing countries, as it assigns a unique address to every place, which facilitates the monitoring and fixing of water points, the delivery of humanitarian aid when needed, but also the scaling of microfinance, along with the creation of hospitals and schools.

What3Words in developed countries

What3Words may help developed nations expand their deliveries in a faster and efficient way, driving the economy, bringing more customers to a business, while people may also use the new addressing system as an easier meeting point, or as a way to remember the destination they are heading when they are exploring a new city. What’s more, local shops are now able to promote their business in an even more reliable way, exploring new opportunities of marketing, even for the more reluctant ones.

What3words Is Awarded for Its Innovative Addressing System Guerrilla Marketing Photo

Promoting What3Words

The campaign for What3Words relied on the description of the concept, targeting a wide audience all over the world, relying on the innovative and easy way the new addressing system works, in order to convince more people to try it out.

Apparently the promotion combined with the concept were rather successful, as it won the Innovation Grand Prix at the Cannes Lions International Festival of Creativity this year, hoping to use their recognition in a way to attract a new audience. What3Words is already accepted in several services, including taxi driving, navigation, mapping, sports, but also government services, with the goal being to expand the concept of 3-word addresses even more.

What do you think of the advertising? Are you convinced to change your address?

Credits

Category: Telecommunications
Client: What3Words
Agency: What3Words
Country: United Kingdom

lovely-package-family-biz-1-e1400793579860

Why Packaging Still Matters in the Digital Age

The Marketing world is bursting with hype in the realms of social media, digital, and content marketing. In the current environment, you can’t go anywhere without hearing about strategies for growing your social media following or how to create viral content. Of course digital and social media marketing strategies are incredibly important for all marketing enthusiasts, but does the emphasis put on these trending marketing tactics imply yesteryear’s marketing principles are dead?

Don’t start mourning yet. While many classic marketing and advertising trends may be passé today, packaging is one element that has withstood the test of time. According to Adage, 64% of people say they often consider buying a product as a direct result of being attracted to its packaging, even without previous knowledge or research on the product itself. This means, that even with everything going digital, packaging still has the power to make or break a company’s sales.

The power of packaging

Packaging and logo design are a huge part of how we view brands. We find comfort in their familiarity, shock in the changes, and entertainment in new and interesting features.

From a marketing standpoint, a brand’s packaging is in essence what makes products fly off the shelves. Because packaging is the main marketing element consumers see while they are in purchasing mode, stand-out package design remains a vital part of a brand’s overall marketing strategy. People are drawn to the colors, patterns, logos, cut-outs, and intricate design elements found in packaging, and tend to associate all of that with the product itself.

Remember, your packaging represents your brand’s persona. Bright colors, fun details, and intriguing textures all communicate quality, while also adding a bit of pizazz and the ever important “cool factor”. For marketers and package designers this means you must incorporate unique design elements in order for your product to get noticed. Being clever and playful with design through humor also doesn’t hurt to help you stand out.

It’s not enough nowadays to use basic colors and shapes. Instead, it’s vital to come up with the ultimate sleek and stylish shapes, vibrant colors and textures, and innovative design elements such as cut outs to make your product truly one-of-a-kind.

Packaging that does it all

While it may seem that packaging is all about the visuals, it is actually so much more than that. Packaging has the ability to be more than just a pretty face, and package functionality is becoming increasingly important to the perceived value of the product itself.

How many times have you been in a situation in which you buy a product, but are unable to even get it out of the package without cutting it into pieces? How about when you can’t get the remaining ketchup out of the bottle? While these frustrations may seem petty, solving these woes can be a huge win for your overall marketing strategy.

For example, when peanut butter became squeezable, it offered consumers a new convenience, solving the problem of trying to scrape the last drops from the bottom of the jar. Additionally, portioned packaging such as 100 calorie packs contributed to huge profits for a variety of snack manufacturers.

So what can we learn from these cases? Creating packaging that actually solves your consumer’s problems and makes the product within easier to use can actually help your brand win more customers and blow away your competition.

New trends in packaging

Like everything else, packaging goes in and out of fashion.  What was cool 15 years ago would look a bit ridiculous nowadays.  As you have probably noticed, it is important to incorporate sleekness into your design. People are no longer into gimmicky or obtrusive looks.

Instead, using beautiful colors, patterns, and textures for quality, simplistic design can go a lot further. Other key trends in packaging include environmentally sustainability, adding culture and personal stories, utilizing clear design which focuses in on the product itself, and hand illustration.

By keeping up with the trends, your brand and product will be perceived as being modern, and aware of the times–both elements that are  essential to driving purchases.

Shockingly, despite the importance of packaging in today’s digital age, less than 20% of consumers from Adage’s study report being satisfied with the packaging they see in stores. For marketers and package designers, this means there’s tons of work to be done. Thankfully though, by staying trendy, incorporating functionality, and adding some creativity to your packages, you can easily promote a more complete, well-rounded marketing strategy to increase sales and improve brand loyalty.

Shelagh Hammer, Marketing Manager, Highcon, the experts in digital finishing solutions. Their Euclid printer is the first of its kind to digitally cut and crease paper, labels, cardboard and microflute easily and efficiently–making designing high quality, customizable packaging easier, quicker, and more cost-effective than ever before.

 

Nestlé Uses Nude Baristas to Sell Coffee Creamer

How can models in body point make an ad go viral? Nestlé has found the right way to combine naked baristas with the promotion of a coffee creamer!

It was back on April 24 when Nestle along with the agency 360i decided to set up a shop named Natural Bliss Café, serving free coffee for a day, hiring models and actors that turned into baristas, wearing nothing but their smile, decorating their bodies with paint.

Nestlé Uses Nude Baristas to Sell Coffee Creamer Guerrilla Marketing Photo

The previously known as Irving Farm Coffee Roasters Manhattan’s Lower East Side turned into the talk of the day, with customers arriving for their daily dose of coffee, realising in just a few seconds from their entrance that this café is all about naturalness. In fact, the idea of the concept was to highlight that the creamer is “all-natural”, with the newly-hired baristas informing their customers (in their also natural looks) that this is ‘surprising natural, as is our creamer’.

The marketers of Nestlé along with the creatives from 360i stayed at the basement of the coffee shop during the day, where they could analyse the reactions of the customers, turning the best ones into a video. From awkward smiles to laughters and the general feeling of surprise led to engaged customers that were happy to taste the Natural Coffee Creamers, especially when they realised that they’re free.

Nestlé Uses Nude Baristas to Sell Coffee Creamer Guerrilla Marketing Photo

The summary of the day turned into a minute-and-a-half video, while there was also a 30-second preview clip that was pushed on social networks. The “Surprisingly Natural” campaign was Nestlé’s effort to approach a younger audience through digital media, that’s why they relied on stunt marketing, adding a shock value, in order to make sure that their new product won’t be unnoticed.

View post on imgur.com

And it certainly wasn’t, as the preview clip led to 280k Facebook views in just 3 days, increasing the reach and the exposure of the campaign. #NaturalBlissCafé was also used on Twitter and other social networks, contributing to the success of the campaign, especially when combining it with paid ad slots that will run until September.

In a world that is becoming more and more difficult to grab someone’s attention, brands keep looking for creative ways to promote their products, leveraging the power of a unique campaign, along with the potential virality that may be reached with the right social promotion. Nestlé thought of promoting their “all-natural” products in an (indeed) surprisingly natural advertising that uses naked body painting as a way to reach a wider audience that won’t be able to ignore the product, despite the distraction of the actual campaign.

Nestlé Uses Nude Baristas to Sell Coffee Creamer Guerrilla Marketing Photo

Nowadays, stunt marketing has to be more creative than ever, creating a buzz in any possible way, in order to gain the audience’s valuable attention, with the emotional appeal being an effective technique. The element of surprise when facing something really unexpected (which is the core of ambient advertising anyway) allows you to be more willing to learn more about the product and that’s exactly what these ads expect. It’s all about knowing how to surprise the audience!

Credits

Client: Nestlé
Agency: 360i

stock woman using laptop

Starting your Own Business and Cheap Ways to Start Marketing Online

Almost everyone dreams of starting their own business. Why work for someone else when you could be the one setting the rules and signing the checks? Though, the unfortunate truth is an overwhelming majority of many new businesses fail. While there is no way to completely prevent this from happening, there are steps every new business should take in order to minimize the risk of failure and financial collapse.

Hone in on Your Core Demographic

A small business is more likely to succeed if it finds a niche audience. Major success comes later, but the first priority should be cultivating a base of diehard fans. These are the people who will adopt the brand as part of their lifestyle, tell their friends about the company, and make the largest purchases. Putting a little bit of effort into catering to the biggest customers goes a long way toward building good will and marketing to more people.

Build Webpages

An easy way to gauge interest in the new business is to launch a Facebook page and see how people respond. You might also want to set up a proper website right away, even if it is just a temporary dummy page. Ask an SEO expert where to start, and make sure there is some high-quality content that includes popular SEO keywords. This is the best way to see whether people are searching for the products or services your business is selling. If the page gets a lot of unique visitors, prospects for the business are good.

Do Not Neglect Visuals

Instagram is great for encouraging customer interaction. People are always excited to see new products, especially exclusive sneak peak of things that aren’t yet available. Their comments will be good indicators of how well new items will sell, and encouraging customers to post pictures of their favorite products, especially in conjunction with the brand’s name as a hashtag, leads to more people learning about the company and seeing how the products are used by real people.

Start Selling

Once the website’s shopping functionality is in place, the company can encourage a large rush of initial sales by offering introductory coupons or private VIP early shopping for people who signed up for the mailing list. It can also be beneficial to set up a pop-up shop in a centralized location so people can see the products in person before they purchase. Pop-up shops have been shown to be very beneficial to companies that do most of their business online and help to sell product launches as exciting events.

Achieving success with a new business requires good judgment and the ability to predict the long-term results of promotional efforts. Becoming acquainted with your industry’s latest trends can be a difficult task but obtaining a Rutgers masters of business administration can go a long way towards helping your next venture succeed. By taking customers seriously and learning how to reach them effectively, a business can increase its chances of beating the odds.

male hands with white smartwatch with mobile app health sensor on the screen over a wooden table

Marketing Lessons From the Wearable Tech Boom

In 2014, wearable tech generated $29 million in sales, according to CCS Insight. That number is expected to jump over 150 percent in 2015 and reach $350 million a year by 2018. Wearables are a new tech, fashion and sports frontier, and the biggest names in all three industries are jumping on the bandwagon to get a piece of this huge new pie.

As a marketer, it’s a great time to learn from the multi-million dollar ad and marketing campaigns. Here are three tactics used by big names that you can apply to your own marketing strategies as your industry evolves:

Apple: Keep It Classy and Simple

Apple took out 12 pages in Vogue, which is no small feat. According to Vogue.com’s rate card, a single-page advertisement goes for almost $200k.

Even though the new Apple Watch can unlock hotel rooms, locate your BMW in a crowded parking lot and receive push updates from airlines, you wouldn’t know it by looking at the 12-page ad campaign. Apple didn’t clutter the precious ad space with features or specs. These ads don’t even give you a price.

This is because the almost 12 million readers have a median household income well over $60k, according to Condé Nast, so Apple is talking to an audience that can afford a $350 watch. Apple also shows off its best features, mainly being its modern designs and elite reputation. It doesn’t need to show off all its features, it simply needs to advertise to one of its largest markets, which is exactly what the Vogue campaign does.

The Lesson: Get outside the box. In new competitive markets, you have to drop your preconceived notions to find your market. You can market the same product to both sci-fi nerds and fashionistas if you know how to sell it to them.

Fitbit: Bring on the Celebrity Endorsements

There’s nothing like a big celebrity to attract the attention of the general public. In 2014, Fitbit enlisted the help of Tory Burch, a name that gave them instant clout among the high-end consumers. Burch was awarded Accessory Designer of the Year by the CDFA and has been called one of the most powerful women in the World by Forbes. She’s respected in the business community as well as the fashion industry and has been there for less than a decade.

But Burch is not just a name for Fitbit to associate themselves with. Burch understands business marketing. Her debut brand, the Reva ballet flat, sold over 250,000 units in two years at almost $300 a pair. Burch employed old-school supply-and-demand tactics with retailers to keep sales strong. She often sent retailers only 90 pairs when the order was for 100, which helped helped build anticipation, and she sold 5 million pairs of the Reva shoe between 2006 and 2013. So, by collaborating with Burch, Fitbit now has its product in the highest-end retailers in just about every mall in America.

The Lesson: Borrow credibility from a familiar, fashionable and financially-viable face to connect with a new audience.

Samsung Gear S: Do Something Different

Samsung knows it’s not the biggest fish in this pond, so it aims to be the best swimmer. With a giant 2-inch, curved display and the ability to function without a cellphone companion, which is unheard of in this market, the new Gear S has carved out a place for itself in the wearable market. And it’s leading the Android wearable tech market with a 61 percent share, according to research Strategy Analytics’ Wearable Device Ecosystems service.

You have seen its ad campaigns range from techie to vintage to non-nonsense simplicity. And in a sea of fashion-tech advertising, Samsung stands out from the crowd.

The Lesson: Not everyone wants the status quo. Don’t try to be like everyone else in your industry. Embrace what makes you unique, and present that honestly to your consumer.

McDonald’s Largest #Selfie Stick Puts All Other #Selfie Sticks to Shame

A couple months ago, McDonald’s ran a global campaign called #imlovinit24 in which they created 24 unique experiences in 24 cities in over 24 hours. All around the world they created unique experiences such as large mazes, massive ballpits and more. In Dubai, they decided to create a large selfie stick as a part of the #imlovinit24 campaign that measured over 15 meters in length. Together they were able to complete this challenge with the largest selfie stick. McDonald’s fans came together to share their love for the brand by posting for this large selfie.

Are you lovin’ it?

McDonalds Largest #Selfie Stick Puts All Other #Selfie Sticks to Shame Guerrilla Marketing Photo

Kleenex Tells the Most Heartwarming Story of a Man and His Dog

Kleenex presents a heartwarming TV commercial ad, moving the audience and reminding us that we’ll probably need their tissues after watching this emotional story.

“Unlikely Best Friends” narrates the story of a dog named Chance that was hit by car and was thought dead for days, until San Antonio Pets Alive helped him recover. Chance was indeed given a chance and was full of life, despite losing his rear legs. He was able to move through a special wheelchair, which moved Michael and decided to adopt him.

“I deal with the same struggles that he deals with,” Michael says in the spot and that’s what led to their special bonding. Michael and Chance end up helping each other in life, overcoming obstacles when dealing with everyday struggles. According to the man from San Antonio, Chance taught him that “There isn’t anything that anybody can’t do.”

Just when you’re already moved by this touching story, Kleenex reminds you that they are promoting their tissue products, ending with the “Someone needs one”, being aware that the story of this great friendship struck a chord for every single viewer.

Kleenex Tells the Most Heartwarming Story of a Man and His Dog Guerrilla Marketing Photo

In fact, ‘sadvertising’ has been rather popular lately in advertising, with many brands relying on storytelling and the emotional appeal a powerful campaign may bring to the audience, although this is not necessarily negative. It actually reminds us that a powerful emotion is more important than ever, as consumers are no longer interested in the direct promotion of a product, rather than a story that is somehow linked to it.

That’s what VSA Partners thought when they teamed up with Vimby/Facebook Creative Shop for this ad, which is part of Kleenex’s bigger “Someone needs one” campaign. They have even created a personal Kleenex Careboard, encouraging users to create and send their own personal message spelled with the soft touch of Kleenex tissues, linking care with the soft touch of the tissues.

Kleenex Tells the Most Heartwarming Story of a Man and His Dog Guerrilla Marketing Photo

This led to a more human side for the brand, which proves that powerful storytelling may be the most effective advertising, especially when involving a heartfelt story. Michael and Chance remind us that companionship and positivity allow everyone to appreciate life and overcome any possible obstacle that shows up on the way.

The video of the ad was more than successful, as it led to 25 million views on Facebook in just a week, counting more than 700k shares. What’s even more impressive is the fact that users felt the need to share their own stories with their pets, posting photos of them in the comments section, with Kleenex replying to all of them.

That’s how the human side of the brand along with a great story lead to an effective campaign!

Kleenex Tells the Most Heartwarming Story of a Man and His Dog Guerrilla Marketing Photo  Kleenex Tells the Most Heartwarming Story of a Man and His Dog Guerrilla Marketing Photo

Credits

Client: Kleenex
Agency: Vimby, Facebook Creative Shop
Media Agency: Mindshare
Kleenex Agency of Record: VSA
Executive Creative Director: Adam Reno
Producer: Carrie Stett
Director of Photography: Ed Wu
Production Company: Vimby
Editor: David Rowe

Neutrogena Creates “Sea Radio Station” That Can Only Be Heard Under Water

Neutrogena has decided to promote its suncream product in a creative and fun way, by launching a sea radio station!

Neutrogena has decided to think differently in order to appeal to the beachgoers of San Juan in Puerto Rico and that’s why they were looking for something that would fit perfectly in the summer spirit. The decided to team up with the advertising agency DDB Latina, launching a Sea Radio Station that could only be heard underwater!

Neutrogena Wet Skin is about being protected from the sun, whether your inside, or outside the water. Thus, except for the group of promoters that gave free product samples on the beach, they decided to take the promotion of the brand a step further, by encouraging beachgoers to enjoy their underwater experience even more, this time by also enjoying their favourite music!

Sea Radio Station was created in partnership with “La X” radio station, offering real underwater sound capture with the help of GoPro, turning into a station that could only be heard underwater. It was functioning with Oceanears speaker, the one that is also used by marine biologists when communicating with dolphins, proving that there is always a way to keep partying, even when being underwater.

The station included content-mixed music, along with brand message and education, in order to ensure that the fun is combined with their actual branded message, informing the consumers about the Neutrogena product and the ways they could still enjoy the sun safely.

Neutrogena Creates Sea Radio Station That Can Only Be Heard Under Water Guerrilla Marketing Photo

According to the ad, they wanted to “show that Neutrogena stays put and protects people in and out of the water”, since Neutrogena is happy to offer “superior protections for every moment”, proving that the fun under the sun should never stop.

Neutrogena Suncare was effectively promoted in one of the most popular beaches of Puerto Rico, demonstrating the actual results of their product during exposure to the sun and the water, rounding up the experience both with free samples, but most importantly, by inviting people to join their own exclusive underwater party!

Neutrogena and DDB Latina relied on ambient advertising, connecting the brand with the consumers in the least expected way, while still taking into consideration the context of the promotion. It was not just about promoting the brand, but more about creating a memorable experience, one that would happily surprise the beachgoers, willingly accepting to try the product and have fun with the exclusive party.

Ambient marketing is about catching the consumers’ attention, improving the retention rate for the advertising message and creating a unique experience that leads to way better results than a traditional advertising campaign. It’s not easy nowadays to offer a memorable message, that’s why creativity and place-based marketing tend to lead in more effective results.

After all, unique and eye-catching marketing always works better with consumers, which is what the brands (and the agencies) really want for their product!

Credits

Advertising Agency: DDB Latina, Puerto Rico

stock people working together

Presenting Proposals Over Video Conference

Sales and marketing opportunities have expanded thanks to video conferencing technology. Sales professionals can now reach out to new customers around the globe, without ever leaving their home base. This helps maximize profits by cutting down on travel expenses and is more convenient for both the sales person and customer. The new technology does bring its own challenges, though. Video conferencing has its own dynamics and knowing how to present a proposal over video conferencing is the key to being successful.

Timing

It may sound like common sense, but since many representatives don’t do this one simple thing to garner the good opinion of customers, it bears stating: be on time. Sales2.0 explains that whether you are presenting in person or via video conferencing, the first step to a successful proposal is to begin on time. They go on to say that sales professionals should have a prepared presentation template, allowing time for questions, so that you can give the client an idea of how long the conference will take and then stick to the estimate you give them. Showing that you value your potential customers’ time is part of showing that you value the customer overall.

What Makes Great Proposal

Using a reliable service like Blue Jeans for sales and marketing video conferencing is an important part of looking professional. If your video conferencing service works well, you will avoid having communication issues. Then, once reliable communication is established you’ll need a pristine proposal. The majority of your proposal should focus on what your potential customer needs: familiar situation, key concerns, solutions to their problems.

Before meeting with clients for a video conference, send out an  email asking a few short survey questions to assess what the customer likes about the product and what they need. This information will help you get a feel for how your product or service can be of use to the client. Open you presentation with a situation summary giving a real-world example of how someone your customer can related was able to solve their own problem with your product. Second, in four to six bullets, outline the key concerns users of your product face and features that help alleviate their concerns. Third, explain how your product can solve the client’s problems or meet their needs, highlighting the overall value of what you are proposing. Fearless-Selling.com explains that if you satisfy the needs of the client in your proposal you exponentially increase your chances of making the sale.

Keep it Short

Bill Rolland, a seasoned sales professional, explains that you should make your marketing proposal short and sweet. During a video conference you have a unique opportunity to create a call to action. Make the presentation visual and dramatic by using a short video clip to show someone using your product or service. Mr. Rolland also states that you should not expect to be able to tell the whole story of your product or service in one presentation, but instead provide your customers with a white page or other supplementary documents via email or standard post to give them some hard facts. Use the video conference to show off the highlights of your product or service and how it can be used to solve the customers problem or fill their need. End the presentation with a call to action, either asking the customer to go to your website to read more and make their purchase, or making the sale on the spot. Additional online tools such as Google Docs, GoogleSign, and PayPal can assist with the signing of contracts and sending of invoices and payments, so that all of the details of your sales transaction can be handled online.

Sales and marketing is a complex field and presenting proposals requires an understanding of how customers think, what they need, and what they expect from a professional company. Even though you are not technically meeting a customer in person, video conferencing can give your meeting the feel of face-to-face, individualized attention. Customers like to feel like they are important and like you companies are customizing their sales pitches and even their products to each customers needs. Video conferencing can help you show each customer this attention by giving you the opportunity to give a customized proposal. Start by relating a situation to your customer’s needs. Follow through by highlighting how your product or service can solve their problem. Show the value of your product or service by using a short video clip to show someone using the product or service to their advantage. Close your proposal with a call to action that leads the customer to purchasing your product. By following these proposal presentation techniques and being timely and professional, you will meet with better success and greater acceptance of your proposal when using video conferencing for sales and marketing meetings as well as in person meetings.

Honey Beer Creates ‘Buzz’ with Bee Drones!

Honey Beer Creates Buzz with Bee Drones! Guerrilla Marketing Photo

Every new product needs to be promoted with some kind of ‘buzz’, but Honey Beer decided to create an actual buzz!

Taiwan beer was ready to launch a new kind of beer, a honey beer freshly brewed with local honey, and was looking for a way to link the product with a clever marketing stunt. That’s when they decided to ask for the help of Wunderman Taiwan. Wunderman has created a unique online-to-offline experience by dispatching drones to deliver six-packs of Honey Beer.

As the target audience was primarily office workers, the idea was to use the online registration, asking them to show their interest through the website, adding their address for the delivery of the Honey Beer. Just like that, Wunderman used the technology of Google Street View to deliver efficiently each Honey Beer, while the office workers were surprised to see the bee drones arriving at their workplace. It didn’t take long for the Bee drones to go viral, as everyone wanted to share the moment online with their friends, increasing the reach of the brand new product that Taiwan beer was launching.

Honey Beer Creates Buzz with Bee Drones! Guerrilla Marketing Photo

According to Jeff Wen, vice president of accounts, Wunderman Taiwan, “The liquor market in Taiwan is quite mature and new products are easily overlooked,” adding that “Our client had also launched fruit-flavoured beer before, and was worried that the new Honey Beer would get lost in the mix. The challenge we faced here was having to draw consumers’ attention and create social buzz before the product was even released.”

The actual goal was not just to spread a word about the new product, but also to make people try it.

“There’s great power in fan advocacy and peer reviews,” said Paul Hung, executive creative director, Wunderman Taiwan, “and the first step to turning people into believers is having them try the product out for themselves. This is why we wanted to encourage as many people as possible to try Honey Beer and share the news with their friends.”

Honey Beer Creates Buzz with Bee Drones! Guerrilla Marketing Photo

Except for the unique delivery of the beer, Honey Beer was also tasted in blind-tasting events in Taipei. adding a QR code to the cans that were unbranded, directing the curious users to a website that provided more details, combining offline-to-online promotion. What’s more, they even pushed their marketing campaign with the help of influential bloggers, making sure that Honey Beer reaches even more consumers.

As it seems, the marketing stunt with the drones dressed as beers was successful, as it let to 15,000 online registrations to the site for a free sample in just 10 days, while the sales have been four time higher than other product launches.

This is another example of how clever stunts and guerrilla marketing may help a brand reach a wider audience, surprising the consumers and boosting their sales!

CREDITS

Advertising Agency: Wunderman, Taipei, Taiwan
Executive Creative Director: Paul Hung
Vice President, Accounts: Jeff Wen
Published: April 2015

Brazilian Symphony Orchestra Gets Kids Interested in Classical Music with Interative iPad App

Many kids nowadays are not familiar with the appeal of classical music and this observation turned into a challenge for the Brazilian Symphony Orchestra. It has been noticed that the majority of the Brazilian Symphonic Orchestra’s audience is older than 65 years old, and that’s how they decided that it’s time to attract a younger generation.

Not many children are aware of how powerful and interesting the classical music may be, while others may even consider it boring. Whether it’s the lack of familiarisation, or its non-commercial status (comparing to other music genres), classic music does not attract kids and teens, with this fact turning into a challenge. The Brazilian Symphony Orchestra has teamed up with the Brazilian advertising agency Artplan, looking for a way to grab the kids’ attention presenting a new music genre to them in the most engaging way.

They decided that the best way to do so is to integrate classical music into their daily life, with Popeye being rather ‘helpful’ on their effort. They created the “Class of Classics”, which combines technology and music, in order to educate children on how classical music may be part of their favorite cartoon. That’s how they decided to record the complete soundtrack of the Popeye episodes with the Brazilian Symphony Orchestra, including even the sound effects. They also collaborated with the largest Brazilian kids’ channel, creating an application that would enhance the classical experience for children. Thus, kids were watching Popeye, while they were using the app, which was easily synchronising the image and the sound, in order to allow them to watch the cartoon, but also hear the orchestra that was playing everything through their tablet.

Brazilian Symphony Orchestra Gets Kids Interested in Classical Music with Interative iPad App Guerrilla Marketing Photo

‘Class of Classics’ manages to introduce classical music to children in a very effective way, helping them to discover every session and instrument, and even to find out the date and location of the nearest classical concerts!

The campaign’s slogan is: ‘Classical music, since childhood, you already like it, you just didn’t notice it’ and it’s a very clever way to prove that the right interaction is able to win even the most demanding audience.

It was indeed challenging to promote the classical music to such a young generation, but the key to a successful campaign is to ‘play by the rules’ of the target audience, and in this case it was very effective to combine technology with music, also through a cartoon show that is already popular to the desired target audience.

How can you make a target campaign if you’re not able to understand your audience? Keep that in mind for your next idea!

Credits

Advertising Agency: Artplan, Rio de Janeiro, Brazil
Chief Creative Officer: Roberto Vilhena
Creative Directors: Alessandra Sadock, Gustavo Tirre
Art Directors: João dos Santos, Augusto Correia, Igor Hermes
Copywriters: Leonardo Marçal, Guilherme Machado, Roberto Vilhena, Rodrigo Lopes
Illustrator: João dos Santos

Computer Desktop Background Changes Based on How Many Pages You Print

What if you could increase your environmental impact straight through your desktop? If you’re looking for an encouragement to become more aware about important environmental issues, then Green Nation found a great way to help you.

Whether we are informed or not, there are thousands of trees that are cut down every day, in order to meet our demands for paper that keep increasing. This leads to a huge environmental problem that only gets bigger with our ignorance, and possibly our inability to realise that we could all tackle with it. As we are lost in our routine, we tend to forget how our habits affect the ecosystem, leading to irreversible problems.

Computer Desktop Background Changes Based on How Many Pages You Print Guerrilla Marketing Photo

Green Nation has created “Deforested Desktop” in order to serve as the perfect reminder for the paper waste on every office and how this affects a forest. By installing this app on your computer’s desktop, you are able to monitor how your paper printing actually impacts a forest and what it’s like printing one, ten, or fifty pages.

Computer Desktop Background Changes Based on How Many Pages You Print Guerrilla Marketing Photo

The more you print, the more you deforest, which is something that not all of us realise as we actually print a page, which could even be avoided at some cases. As you print, the trees on your computer’s desktop are reduced, representing their actual cut down and the massive environmental impact. Thus, a visual representation of your impact to the environment helps you to realise that even your own contribution is enough to maintain the problem.

Computer Desktop Background Changes Based on How Many Pages You Print Guerrilla Marketing Photo

Deforested Desktop has already been installed in some of the 50 largest companies in the country, impacting thousands of people everyday and it is estimated that by the end of 2015 it will be running in more than 1,000 companies, reminding millions of office workers what they easily forget:

“What happens on your desktop, happens in nature. Think before you print.”

Computer Desktop Background Changes Based on How Many Pages You Print Guerrilla Marketing Photo

Green Nation’s campaign was both interesting and successful, sparking more interest between Internet users that wanted to contribute as much as possible, in order to be part of a better world.

It promotes:

  • awareness of responsible paper use
  • reduction in the need of reforestation areas
  • corporate social responsibility
  • corporate cost reduction

 

Green Nation’s initial goal was to change our behaviour regarding sustainability, adapting our lifestyle and increasing our awareness and it seems that they find the right way to do so.

In the era of social media and a united world, people love to be part of a bigger community, caring for global issues and feeling the need to take on their own responsibility. Maybe we just need a reminder from time to time!

If you’re interested to download Deforested Desktop, visit their site.

CREDITS

Advertising Agency: Grey Brasil
Chief Creative Officer: Rodrigo Jatene
Creative Director: Federico Russi
Creatives: Pedro Rocha, Fabio Barbato
Account Team: Sylvia Panico
Producers: Natacha Veiga, Renata Ruas, Ian Inglez
Digital Production: Studio Manga
Production House: Stage 25
Executive Producer: Filipe Godoy

Vodafone Romania Launches “Sunday Grannies” to Beat Loneliness

How do you reach an audience that is not your usual target group, in a way that is also listening to their actual needs? Vodafone Romania has decided to approach the senior Romanian citizens in a very touching way!

It is estimated that there are over 4 million people over 75 that live alone in Romania, asking for a human connection, a way to somehow beat their lonely moments. Parents and grandparents tend to feel alone and that’s why Vodafone took on the challenge to use technology and mobile Internet in order to fight loneliness.

Vodafone Romania Launches “Sunday Grannies to Beat Loneliness Guerrilla Marketing Photo

That’s how they decided to experiment with an unusual campaign named “Sunday Grannies”, featuring two widowed grannies that live together, wishing there were more people joining their home. Despite their loneliness, they are used in cooking for large tables and this inspired the concept of the campaign. Vodafone along with McCann Romania have decided to connect these two lonely grannies with students that miss home-cooked meals, in an attempt to keep everyone happy.

Vodafone Romania Launches “Sunday Grannies to Beat Loneliness Guerrilla Marketing Photo

Hence, they showed them the basics of social networks, they created a Facebook Page for them and they updated it every Sunday with their meal of the week, inviting students that wanted to join them. Just like that, their page saw an impressive growth, reaching more than 430k likes, turning into the second largest campaign page in the country. The two lonely grannies suddenly got digitally savvy, finding a purpose in life, cooking and meeting new people. Suddenly the empty apartment turned into the hottest spot in the city, flooding with people every Sunday and gaining new likes every day through their Facebook page!

Vodafone Romania Launches “Sunday Grannies to Beat Loneliness Guerrilla Marketing Photo

As if this wasn’t enough, “Sunday Grannies” became a documentary that played in television, they were asked for interviews, they hosted tables even to celebrities, they launched on all supermarkets their famous lemon pie, while they even started producing their own cooking show! Nobody could imagine that an experiment could turn so successful, with Vodafone and McCann taking it a step further through Facebook, by creating a special app that invites more grannies from all over the country to turn into Sunday hosts. This inspired so many others throughout the country, filling their homes again full of happy people, using their cooking skills for good!

Vodafone Romania Launches “Sunday Grannies to Beat Loneliness Guerrilla Marketing Photo

According to Vodafone Romania, this smart campaign reached over 380 million media impressions, with a tripling social media adoption rate among seniors and an impressive growth of 78.8% on the purchase of 4G smartphones. What’s more, it even led to an increase of 20% in the creation of Facebook accounts by Romanians that are over 65, proving that technology may indeed connect people and bring them closer, even if they didn’t previously know each other.

Vodafone Romania Launches “Sunday Grannies to Beat Loneliness Guerrilla Marketing Photo

Vodafone and McCann experimented with an inspiring initiative that was different from any other campaign, focusing on people, rather than the product, proving with its success that social good and smiles on people’s faces are the best ROI for a brand!

CREDITS

Advertising Agency: McCann, Bucharest, Romania

This Insane Bungee Jump Without a Bungee Will Blow Your Mind

When a video with a title like “The First Wireless Bungee Jump” starts making waves online, you just know you have to check it out. There’s a lot happening in this little video, which is actually an advertising mockumentary for IKEA, that makes you question where reality stops and fantasy begins. So, is this really the future of advertisement? Or is it one step too far in the tricks of the advertising trade? Let’s have a look at the campaign.

This Insane Bungee Jump Without a Bungee Will Blow Your Mind Guerrilla Marketing Photo

The Campaign

The Wireless Bungee Jump campaign was a recent release by DDB Brussels and IKEA that saw a volunteer willing put himself in the hands of progressive scientists to be the first to ever make a wireless bungee jump. Although viewers may be thinking that the correct term should be cordless, it will all come together in the end. The secret here is magnets, so powerful that their opposing polarity will function like a force field to stop said volunteer from hitting the ground. In preparing for the jump in scenic Normandy, the volunteer rings his loved ones, and promises to get in touch as soon as the jump is completed. It’s a adrenaline moment when he seemingly falls through the void, but he manages to survive it, and make the call. How’s he charging his phone? Wirelessly.

The Product Motivator

The product at the centre of all of this is IKEA’s wireless charging collection. Admittedly, its something of a tenuous connection between the wireless bungee jump in Normandy and the local IKEA, but DDB Brussels manages to run with it. There’s a definite feeling throughout the video that this is the future, but right now. No modern furniture, no spaceships, it’s the world we’re already living in, but better thanks to IKEA.

This Insane Bungee Jump Without a Bungee Will Blow Your Mind Guerrilla Marketing Photo

A Risky Move

That being said, we have to admit that as an advertising method, the mockumentary is a little flawed. It’s three minutes long, which is way beyond the attention span of most internet users. There may be a feeling, among some users, that they’re being unfairly tricked into believing that a wireless bungee jump is possible. And, the product placement is minimal at best, only a few seconds at the end, which means if viewers stopped watching the video early, they would have little idea of what the goal of the video was.

So What Works?

What’s working in this campaign is a really unique idea, and very unusual expression of that idea. The concept of the wireless bungee jump is definitely new, and on that alone the campaign is memorable. People who view the entire video will likely enjoy the ‘short and sweet’ tagline at the end:

Wireless bungee jumping: one day | Wireless charging: today

And perhaps that very short view of the product is working on human curiosity. We know that as soon as we had finished we went looking for what exactly wireless charging was, how we could use it, and where it was available. So, in this regard is does draw people in to the concept, and then display IKEA prominently as the supplier. We aren’t saying it’s going to work for everyone, but it does make an impression.

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The Power of Video: How It Can Help Your Business

Video marketing was once a luxury reserved for large companies with sky high budgets, but technology has made it easier for anyone to make high-quality videos with relatively inexpensive gear. The equipment is only part of the struggle when creating a strong video marketing campaign for your small business, however.

What makes for good video marketing? Here are some tips to get you started:

1. Why Video?

If you haven’t been utilizing video to get your products or services out there, you might be asking yourself why video marketing is so important. Video is digested quickly and easily by potential customers. When battling the rest of the web for customers’ attention, video will commonly win out over a written campaign. You can pack a lot of information into a short video, and reach a vast audience without taking more than a minute or two out of their day. In a nutshell, video can increase the exposure of your brand.

2. Engagement & Relevancy

While some marketing campaigns can become stagnant with a lack of interaction from customers, informative videos can be used to spark questions and discussion about your brand. For example, Apple Rubber has created an active customer base through their technical videos. On the company’s site where videos are hosted, customers are encouraged to ask questions, give suggestions, and play an active role in the direction of the brand’s products. When customers feel as though they are being heard, brand loyalty follows.

3. Attitude

No matter how well a video is shot, if you don’t include some entertainment value, your videos won’t hold a viewer’s attention. Add elements of style and humor to complement your information. For example, Dollar Shave Club uses the humorous slogan of “Our blades are f***ing awesome,” at the start of one of their videos, and features the company’s founder delivering the message with swagger and a straight face inspired by hard-boiled detective films. His playful attitude makes what might otherwise be a boring topic, fun.

4. Information

While humor can go a long way in attracting views to your video, be sure that the critical information is still forefront. Before the camera starts rolling, and even before writing a script, be prepared with a solid message. Craft between three and five bullet points that emphasize to the viewers what your message is, why it’s important, and what it means to them. Next, draft a script using a helpful template from Hubspot.

5. Call to Action

Your video may be entertaining and educational, but make sure it also includes the final important element, which is a call to action. Leave your viewers with a clear understanding of what you want them to do next. If it’s a technical video, ask for input and an open discussion; if it’s an advertorial, explain why customers need to go out and buy the product.

Remember these five tips when creating your own marketing video. Be sure that the final product is engaging, entertaining, informative, and clear on what to do next—your video campaign’s success will follow!

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