Messages that Resonate

This is part of an irregular series of blog posts looking at marketing communications which have caught my attention. This will complement Thought Starters which will look more at trends, strategies and ideas.

Red Bull is a leader in the world of branded content and it continues this approach with the latest Danny MacAskill short film and accompanying microsite set in the desolate Argentinean village of Villa Epecuén…with the obligatory shots of Danny swigging on a can of Red Bull.

A microsite was created to help raise funds for the 2014 ANZAC Appeal, whose centrepiece was the recording of a minute of silence. Australians were able to show their support for returned servicemen and women by paying for a download of the minute silence through a text or phone call. More information on the initiative over at Campaign Brief.

Minute of Silence

Sony takes a visit to the world’s largest model railroad, uses video and microsite to publicise its QX100 camera range. This all makes for an enchanting visit to another world whilst also amply demonstrating the product’s capabilities.

In another case of a brand wanting to demonstrate a camera’s potential, Nokia partnered with Paul Trillo to develop the Lumia Arc of Wonder which led to the intriguing video below. You’ll get some sense of how much effort went into producing it in the Behind the Scenes video.

visitBerlin commissioned an installation along the Berlin Wall which projects images only when visitors take photos with a camera flash. A great way of enhancing a visitor experience and brings to mind Museum of London’s Streetmuseum app, although my opinion would rapidly change if it was a more commercial message (eg Big Mac around the corner at Alexanderplatz branch of McDonalds).

The Japanese salarymen (and women) are known to occasionally overindulge on a nights out which has the unintended impact of leaving people sleeping on the streets. In a case of ‘name and shame’, a campaign has turned sleeping drunks into PSA announcements — framed within a square of white tape and adorned with the hashtag #NOMISUGI. Not a situation you’d want to see yourself publicised in on a friend’s Instagram feed.

UNICEF New Zealand looked to illustrate the plight of children in need by targeting photographers of food porn on Instagram. A great way of leveraging people’s curiousity about strangers following them on social media.

Audi used RFID tags to deliver personalised messages to drivers with digital outdoor media assets. Another indication that we’re getting closer to the Minority Report vision of personalised advertising.

Mercedes-Benz has partnered with Nintendo to offer consumers a DLC (downloadable content) pack for Mario Kart 8 that will enable gamers to hop behind the wheel of a Mercedes-Benz. A case of looking outside the usual media channels to increase consumer exposure.

Another interesting partnership to emerge recently can be seen with Jaguar and Pinarello working closely together. Both are sponsors of the Team Sky cycling team and Pinarello is now taking advantage  of Jaguar’s expertise in computational fluid dynamics to finetune its latest offering. A win-win scenario, with one party comes out with an improved product and the other party having a public display of its expertise which is getting them both a lot of coverage in the cycling press showing that sponsorship can go much deeper than simply financial support.

Thanks to FWA, AdWeek, The Inspiration Room and Campaign Brief for the heads up on these campaigns.

The featured image is a piece by Aryz in Lagos Portugal for the ARTURb ’14 Street Art Festival and found on StreetArtNews.

Messages that Resonate

This is the first of an irregular series of posts looking at communications which have caught my attention. This will complement Thought Starters which will look more at trends, strategies and ideas.

A recent trip to a local hospital made me acutely aware of the dehumanising experience that these institutions provide, despite the best efforts of the staff. Dignity Health is looking to reposition itself as a more humane experience with KindVines.  Consumers are being encouraged to submit Vines  that show moments of human kindness in their community.

Kind Vines

Another brand doing interesting things with Vine is Lowe’s with its Fix in Six campaign which provides six second DIY tips. It shows you less can be more sometimes.

NOMOS Glashütte’s video Look over the watchmakers’ shoulders provides a great example of how beautifully long form video can be used to increase the perceived value of a brand.

American furnishings retailer CB2 is looking to use Pinterest plus a dose of consumer feedback to decide how to decorate a New York apartment.

The election of Tony Abbott as Australian Prime Minister has reinforced some of my more negative associations of the land down under. So I was intrigued to see NAB recruit locals to offer live commentary of that most quintessential of Australian events the Aussie rules final. A great way of reflecting the diversity of Australia where 27% of the population are born overseas.

UNICEF has a campaign to promote access to  clean water by asking consumers to download an app and not touch their smartphones. For every 10 minutes you don’t touch your phone, sponsors will donate one day of clean water to UNICEF.

Amazon’s move to enable ecommerce functionality within consumer’s Twitter stream may not be groundbreaking for Chinese consumers but it does provide an example of expanding what brands can do in social media.

Optic Square in Thailand provide a great example of using the characteristics of an out of home environment to add impact to a creative execution.

Providing something of an antidote to the world of marketing is Honest Slogans which looks to give a more consumer centric view of the brands many of us live with.

Perrier

Feel free to chip in with campaigns that have caught your attention lately.

The featured image is a mural by French artist Mist and was photographed by Big Addict for StreetArtNews.