Messages That Resonate

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

BMW has joined the wide array of brands looking to use Vine as a branding medium with a series of short videos to promote its  new i3:

Monster Energy isn’t one known for using subtlety in its brand communications and their latest video is no exception:

The launch of the new iPhone has prompted a lot of talk on what is the appropriate size for a smartphone. KPN in the Netherlands has looked to take advantage of this buzz with an experiential campaign offering to enlarge the size of customers pockets:

Whilst we’re on the subject of Apple’s iPhone 6 launch, KitKat showed a smart piece of real-time marketing to suggestions that the new handset was prone to bending:

Etienne de Crécy has looked to promote his Hashtag My Ass album with a music video which integrates users Instagram and provides users with the ability to share their personalised video:

There’s been a lot of talk about multiscreening over the last couple of years and we’re beginning to see interesting possibilities emerge although I would argue, we’ve still got a long way to go. Kenzo have released a microsite which asks users to synchronise their computers and smartphones as a means of navigating around their fall collection:

Kenzo

Orange have attempted to give consumers a window into their future with a campaign which imagines what you will look like in 20 years time. Interesting to see how you might look although the microsite is let down by poor voice recognition:

User generated campaigns are seemingly everywhere, but it’s not often you see a site as well executed as McDonalds‘ which looks to celebrate 40 years in the UK. Great use of typography, user input by voice or text and a webGL based site that provides users with the ability to readily filter content by time period or theme.

Celebrating 40 years together The Topography of Terror Foundation and the Warsaw Rising Museum have commissioned a wonderful website commemorating the 70th anniversary of the Warsaw Uprising:

Warsaw Rising

Creative Review profiles the work of TrenchOne, Elph and Purshone as they use giant projection covers a house, a barn and group of log cabins in the lead up to the Scottish Referendum. Dazzling stuff…

Leyden Farm

Whilst vinyl has made something of a resurgence in sales lately, music is now increasingly a digital medium, so why isn’t cover art animated GIFs? The Inspiration pulls together a collection of covers from jbetcom’s Music:

Random Access Memories

Stef Lewandowski has pulled together an interesting illustration of the Internet of Things by visualising the digital signals around you. You can see a demonstration of the process below although go to his website to see this demonstrated in your own environment.

The featured image is a piece by Nelio in Besançon

 

Thought Starters

A mixed collection of materials looking at societal trends and the impact of technology on the way we live.

The European Commission has released the Sixth Report on Economic, Social and Territorial Cohesion. The title might not roll off the tongue but it provides a broad range of European statistics including health outcomes, the environment, human development, demographics, crime, the economy and education among other things:

Change in Population The Economist has created an index of where the best country to be born is by looking at a range of quality of life indicators. Care to move to Switzerland?

Where to be born

Retale have pulled together an interactive infographic using U.S. Bureau of Labor Statistics data to providers users with the opportunity to see how the activities of different audiences vary by demographic in the US:

Time Survey

JWTIntelligence has pulled together a report looking at changing family structures in the US. Among the trends highlighted is the evolving nature of the nuclear family, growth in solo living, multigenerational and silver families and the rise of friends as part of family type networks:

The Internet of Things has been getting a lot of attention from the technology sector. The Wall Street Journal looks to pour some cold water on things by pointing out the failure to institute common standards as providing devices interacting that aren’t from the same brand:

Without a common software standard, devices will remain locked into what the German industry experts calls “island solutions”– brands that have a portfolio of products that can talk with each other but won’t be compatible with other brands.

The number of apps available to smartphone and tablet consumers keeps on expanding, but the average consumer only users four according to research from Nielsen:

App Usage

The GlobalWebIndex continues to infographics providing a window into global consumers use of digital.  Recent releases have looked at where WhatsApp, Vine and Pinterest are making an impact:

WhatsApp

Zeynep Tufekci gives an impassioned defence of Twitter in its current form, pointing to the advantages of surfacing content by the human flock rather than an algorithm:

I honestly doubt that there is an algorithm in the world that can reliably surface such unexpected content, so well. An algorithm can perhaps surface guaranteed content, but it cannot surface unexpected, diverse and sometimes weird content exactly because of how algorithms work: they know what they already know. Yet, there is a vast amount of judgement and knowledge that is in the heads of Twitter users that the algorithm will inevitably flatten as it works from the data it has: past user behavior and metrics.

As Twitter broadens its offering to partners by integrating ecommerce functionality with consumers’ Twitter stream with the  trialling of a Buy now button. Whilst the trial is relatively limited in scope at this stage, we can presumably expect to see it rolling out more widely soon:

Research from AOL Platforms points to Youtube as having an important role in introducing products and closing the sale when compared to other social media:

Purchase Funnel

Facebook’s quarterly earning figures released in July pointed to the company as doing a good job of growing its revenues. Analysis from Neustar suggests this position may well continue given that Facebook’s network offering is proving a leader in terms of reach efficiency and average cost although its position is trumped by ad exchanges in the quality of its audience:

Cost Index Online Advertising

Facebook is looking to be more sensitive to consumers’ privacy concerns with the  launch of its  Privacy Checkup to help users better manage their privacy settings:

A report from PageFair points to a 69% increase in the number of consumers using adblock software in the US, raising concerns that online media may be increasingly threatened by declining ad revenues.

Adobe recently released its U.S. Mobile Benchmark Report providing a range of charts shedding light on how users and marketers are taking advantage of mobile. Among the interesting statistics is the use of GPS location data and use of beacon technology:

Location Data

Another interesting data point to emerge from the Adobe presentation is the flatlining of tablet’s share of page views. This provides further ammunition to some commentators’ arguments that tablets are getting squeezed between phablets (smartphones with screen size between 5.01 to 6.9 inches diagonally) and PCs:

Tablet vs Mobile Usage

The growing importance of phablets is given further credence by Flurry’s recently released figures which point to growing market share and TECHnalysis Research’s forecast for forecasted sales in the coming years:

Unit Forecast by Sales notebooks desktops tablets smartphones phablets
Unit Forecast by Sales notebooks desktops tablets smartphones phablets

Apple’s launch of the iPhone 6 and 6 Plus is likely to provide a boost to its smartphone marketshare.  Samsung on the other hand is likely to find itself increasingly squeezed between Apple above and a growing array of Chinese based manufacturers (Xiaomi, Lenovo, Huawei, Coolpad etc) at the mid to lower end:

Smartphone Market Share

Amazon’s Fire Phone was released with much fanfare in late July but the fact that it’s now dropped the price by $200 suggests it hasn’t been a winner among consumers.

Putting this all in perspective is Benedict Evans’ valuable blog post looking at Amazon’s failure to post a substantial profit despite its large revenues:

Amazon Revenue vs Income

Evans points to Amazon’s willingness to reinvest any potential profits back into the business. Some of these investments aren’t going to be an immediate success, but others such as the Kindle have enabled Amazon to gain a market leading position:

Amazon Profit Model

Reddit gets strongly criticised by T.C. Sottek following its failure to take action on the release of nude celebrity photos:

Reddit, he wrote, is “not just a company running a website where one can post links and discuss them, but the government of a new type of community.” So, then, what type of government is Reddit? It’s the kind any reasonable person would want to overthrow.

Tim Harford looks at how we can improve our forecasting, pointing to better understanding probabilistic reasoning, working collaboratively and being open minded as key contributors:

Masha Gessen looks at how the Russian population is being squeezed between declining birth rates and falling mortality rates, pointing towards a loss of hope as a key contributor:

If this is true—if Russians are dying for lack of hope, as they seem to be—then the question that is still looking for its researcher is, Why haven’t Russians experienced hope in the last quarter century? Or, more precisely in light of the grim continuity of Russian death, What happened to Russians over the course of the Soviet century that has rendered them incapable of hope?

The featured image at the top of the page is a PARKER by GoddoG and DelwooD in Biarritz and found on GoddoG’s Flickr stream.

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.