Classic Ads Get the High-Tech Treatment

Advertising isn’t just tailored to the audience or the product, it’s tailored to the medium in which the brand is presented. From computers to tablets to smartphones, technology is completely restructuring the frame of modern advertisements. Recognizing this tremendous evolution of advertising, Google created Project Re: Brief. The project asks: “What would some of the most iconic television advertisements look like if they were redesigned for our modern devices?” Here’s what they discovered.

Coca-Cola “Hilltop”

In 1971, a song now recognized by Baby Boomers and members of Generation X alike started out as a scribbled line on a napkin: “I’d like to buy the world a Coke.” Stripping away the fuzzy camera lens and retro fashion, the commercial sent a truly timeless message of unity, tolerance and hope. This core message still shines through in the updated ads, but in a more tech-friendly way. The reinvented ad combines the classic ad with an an interactive sidebar that invites you to literally buy the world a coke by clicking on an international destination on a GPS-activated map.

Volvo “Drive It Like You Hate It”

Without even the visual aid of color television, Volvo’s classic advertisement captured the hearts and minds of viewers across the country with the clever slogan “Drive it like you hate it.” The new advertisement takes a more sentimental approach about Volvo’s longevity with a video of Irv Gordon’s three million mile journey in his 1966 Volvo. Also incorporating GPS technology, the advertisement allows viewers to explore the stops by clicking along the way with Irv.

Alka-Seltzer “I Can’t Believe I Ate the Whole Thing”

Echoing a phrase that everyone can relate to, Alka-Seltzer’s droopy-eyed, raspy-voiced Ralph still can’t believe he ate the whole thing. The re-imagined ad offers several customized versions of “The Day Ralph Ate the Whole Thing,” which vary depending on the viewer’s location, interests, time of day, and other personalized factors. The new desktop and mobile ads even allow viewers to interact with Ralph, including features like shaking your smartphone to wake him up.

Avis “We Try Harder”

You wouldn’t think that an advertisement slogan recognizing the brand’s second-best status would take off with as much success as it did, but the phrase “We try harder” is still used in Avis ads today. For the Google Project Re: Brief, Avis sets out to prove that, 50 years later, they still do try harder. Using humble, hand-drawn animation, the new interactive ads allow viewers to see for themselves how people like them have benefited from personal experiences with Avis.

After overwhelmingly positive responses to Project Re: Brief, Google is expected to see even more success with projects like Google Glass and Fiber. Internet Providers claims that Fiber is already rapidly expanding from its Kansas City startup base. After already taking home the Advertiser of the Year trophy during the 54th annual Clio Awards, there’s no stopping this innovative company from changing the world.

Charles Clark – Chuck is a technical writer who lives in the Ft. Worth, Texas, area.

Top Trade Show Booth Designs of 2012

Industry trade shows can be an excellent way to present a new side of your organization directly to a market of interested consumers. By participating as a vendor at a trade show, you are often given the opportunity to display your company and its offerings with a unique trade show booth. This is not something to take lightly. How you present your business to others at trade shows can make or break even the best marketing campaigns.

To help you put your best business foot forward at upcoming trade shows this year, here are the top trade show booth designs of 2012 as voted by several trade and event show associations around the world.

Taking visual impact to new heights. In 2012, Exhibitor Magazine voted the trade show booth design of Brunner GmbH, a German chair designer, as their top award winning trade show booth display; this was based on their clever use of height to make an impact on visitors. As part of their booth, they suspended colorful plastic chairs on wires to make an arrangement high overhead their booth, which provided a wildly artistic impact based on the proverb of “When fortune calls, offer her a chair”.

Giving back to the earth in green trade show booth designs, the 2012 EXCITE award winner in the Environmental Category went to Navistar, a manufacturer of industrial vehicles and engines from Illinois, at the Mid-America Truck Show (MAPS). By displaying their commitment to eco-friendly technology and design, they went over and beyond what their competitors are doing.

Integrating technology with the human element in trade show booth design is what elevated Visio, a consumer electronics manufacturer, to the top of their category to win the 2012 Event Design Award. By creating actual full size representations of business meeting rooms for guests to experience in person, they tapped into the essential need for humans to interact not only with each other, but also by using the latest in technology tools.

While these are just a handful of the top trade show booth designs for 2012, there were several winning elements that set the stage for the best trade show displays and booth design overall. These elements should not surprise you, but here is a rundown to help you launch your own trade show booth design for the coming year.

  • Colorful and clean graphics with a modern, yet classic tone that brands the company effectively.
  • Hands on interactivity between trade show visitors and technology to encourage a level of comfort.
  • Reactive trade show booths that respond to the movements of consumers.
  • Integrated social media allowing visitors to share their favorite trade show vendors.
  • The use of impactful imagery and lighting to draw the eyes up to ceiling displays.
  • Real world scenarios displayed prominently for the benefit of consumers to try before buying.
  • Inviting displays that encourage onlookers to enter trade show booths and participate in hands on activities.

For your next trade show, take clues from the award winning trade show booth designs of 2012, and be sure to locate a qualified trade show booth design group to aid you in the branding of your organization on the trade show floor.

Benz Inc. 20x20

Paul Russo has been writing about trade show topics, including those like Nimlok’s tabletop trade show displays for more than 15 years. When not writing, you can find Paul at home with his family, or out on the Golf course trying hard to lower his handicap.

Feminine Hygiene That People Want To Talk About – Farting CEO Goes Viral

Bodyform Marketing Video

Who said feminine hygiene wasn’t marketable?  Well, timing is everything.  And while successful viral marketing campaigns usually occur once in every thousand attempts, this is one that can truly be called the “time of the month.”

While most men hide from the truth, one man had the valor to face his fears and look for the truth.  On October 8th of this year, Richard Neill wrote to British feminine hygiene manufacturer, Bodyform, via Facebook, expressing his disappointment and misperceptions of a woman’s “time of the month.”  Here’s his comment, reflecting the disillusionment as he realized after all these years that Bodyform’s advertisements made light of the reality of a female’s period.

Hi, as a man I must ask why you have lied to us for all these years . As a child I watched your advertisements with interest as to how at this wonderful time of the month that the female gets to enjoy so many things, I felt a little jealous. I mean bike riding , rollercoasters, dancing, parachuting, why couldn’t I get to enjoy this time of joy and ‘blue water’ and wings !! Dam my penis!! Then I got a girlfriend, was so happy and couldn’t wait for this joyous adventurous time of the month to happen …..you lied !! There was no joy, no extreme sports , no blue water spilling over wings and no rocking soundtrack oh no no no. Instead I had to fight against every male urge I had to resist screaming wooaaahhhhh bodddyyyyyyfooorrrmmm bodyformed for youuuuuuu as my lady changed from the loving, gentle, normal skin coloured lady to the little girl from the exorcist with added venom and extra 360 degree head spin. Thanks for setting me up for a fall bodyform, you crafty bugger

After Richard’s post went viral, getting nearly 102,000 likes and generating 4,688 comments, Bodyform responded.  They released a video response, informing Richard and his male compatriots who have also felt misguided all these years by Bodyform’s positive spin on a female’s time of the month.  They did so by sharing on their Facebook “We are always grateful for input from our users, but his comment was particularly poignant. If Facebook had a ‘love’ button, we’d have clicked it. But it doesn’t. So we’ve made Richard a video instead.”

And the response was tremendous; it consisted of a confession by fictional CEO Caroline Williams delivering a faux apology to Richard and all men who felt duped by the “blue water swimming, rock climbing, parachuting, and beaming women” as well as the various positive euphemisms for menstruation portrayed by feminine hygiene advertisers.  However it may not have put Richard and friends at ease.  Instead it continued to expose myths men would particularly prefer to ignore.  Hilariously, the Caroline reminds us that women also do fart.

[youtube http://www.youtube.com/watch?v=Bpy75q2DDow&version=3&hl=en_US]

Of course the video is entirely fake, provide a self-mocking tone from a confessional CEO, albeit fictional CEO.  But it’s the tone and humor of the video, combined with its timeliness that makes the video so intriguing, and is the reason it’s garnered over 3.5 million views.  It’s provides its own entertainment, as the general public is all too aware of the positive spin used in tampon ads that go to support the illusion of happy times surrounding women’s menstruation.  Bodyform comes straight out confessing their role in disguising this time, all for it to be exposed by Richard’s one comment.  “You Richard, have torn down that veil and exposed that myth, thereby exposing every man to a reality we hoped they would never have to face” states Williams.

Apart from the humorous, satirical and sardonic tone of Williams and the position of Bodyform, the company utilizes a few reinforcements to convey the humor behind the message.  My favorite, is when upon the end of the apology, Williams shatters the myth surrounding whether women pass gas or not.   Additionally, they play on tons of stereotypes surrounding the industry, and make a mockery of the blue liquid that has become a staple in feminine hygiene commercials as a blood substitute.  This comes when Williams takes a moment to rehydrate herself and drinks the very clearly dyed liquid.  Also they updated their own cover photo, with images debunking the enjoyment of biking, parachuting and running women during their time of the month.

As a result, it’s apparent that you don’t need a naturally appealing product to go viral.  In fact, I think few people would say that feminine products are appealing at all.  But by employing certain tactics and thinking outside of the box you can make anything successful.

You can find similar examples all across the web.  As it would appear the trick is surrounded by timeliness!

CJ Pony Parts, a mustang car parts seller, managed to utilize the social conversation surrounding the death of Carroll Shelby, the creator of the original Mustang, to create content interesting to their viewers.  By acting quickly after his Shelby’s death, CJ Pony Parts managed to build discussion from Auto enthusiasts all across the web regarding their brand, and their content.  Here’s the interactive infographic they created highlighting Carroll Shelby’s accomplishments.

Great QR code campaign Portugal

The idea was simple; Launch a QR code, one of the most innovative technologies of the 21st century, made by Portuguese cobblestones, one of the most ancient Portuguese traditions. From the fusion between technology and historical traditions a new and innovative way was born to promote Portugal abroad and to provide relevant cultural content for tourists visiting Chiado.

Well done! This method of this campaign has been picked up by various media and the content behind the QR codes are relevant for people who are looking for cultural information about their destination!

[youtube http://www.youtube.com/watch?v=_uEAfTrCYpk]

MEXX Guerilla Event For New Shop In Zürich

Mexx, a woman’s clothing store, is opening a new store in Zürich, Switzerland. With the help of marketing agency hipeak BTL, they ran a street guerrilla marketing campaign in which they pulled people off the street for a small challenge.

The agency hired several people to wear shirts with letter on them and the challenge for the participant was to arrange the people to display the correct advertising message under a timeframe. The winner would then get a small cash reward.

This was certainly an interesting idea to engage the public, encourage them to shop and spread the word!

Young Metopolitans showing their ability to move the City on an everyday afternoon to drive attention to the recently launched Mexx Women store in Zürich.

Advertising Agency: hipeak BTL, Zürich, Switzerland
Agency website: http://www.hipeak-btl.com
Creative Director / Managing Partner: Daniel Rasumowsky
Copywriter / Project Manager: Oliver Scherrer
Production Company: CorpMedia
Company website: http://www.corpmedia.ch/
Published: October, 2012