Latest Entries »

Guerilla marketing and PSA’s/social issues go hand in hand when making consumers think about their surroundings. Sometimes they’re disturbing, enlightening, and overrated.  Here are some of the highlights:

 

You would never think that a PSA would have as great of an affect as this one did in Ukraine. Pedestrian ghost is one of THE BEST guerilla marketing campaigns that I have ever seen due to its ingenuity and impact – it got people to slow down.

The point of these efforts was to have drivers slow down on a main roadway that had a pedestrian crossing.  As a result of too many people getting injured, the JWT office in Kiev decided to make an impact on drivers without the fatalities. The creation of a manhole cover that released a helium person in front of the cars of speeders forced people to thinking while driving. The campaign did make a difference, and made people more aware of their surroundings in a new and innovative way.

 

http://www.youtube.com/watch?feature=player_embedded&v=hcUBzCG97HE

 

This link will send you to the making of this guerilla campaign.

 

Another social issue that made a disturbing impact was the Timeline for an Anti-Drug campaign. The purpose of the campaign was to make Facebook users aware of the consequences of using drugs. Due to its disturbing images, the website quickly put a stop to the guerilla campaign because it was make users feel uncomfortable…. I feel that anyone whom was uncomfortable either has done drugs, or know someone who does them. It was a harsh reality consumers needed to see because it affects the lives of not just the user, but their friends and family around them.

 

http://www.youtube.com/watch?v=yL2LzEWedJg&feature=player_embedded

 

Due to it being removed form Facebook, this link will take you to the YouTube showing you what the webpage had on it.

 

Help someone far away is another guerilla campaign that made an impact on the consumers involved. The idea of the campaign was that everyone always helps people around. An example? Oh! I’ve got one: I fell while walking in heels the other day at the College. Mildly painful, very embarrassing. In the end, I had five people whom came over peeling me off the floor and picking up my stuff. In the end all was good, and everyone was really nice about the situation.

Back to the campaign: the point is to have consumers to think not only of the people around them,  but the people that are suffering form poverty around the world.

The actors would trip and fall, dumping their groceries everywhere. The people around them would be kind and pick their stuff up for them and check to see if they’re ok. Now, before the person leaves, the actor would give a hand out to the person saying to help others like they help their communities. It carries a powerful message and gets consumers participating without even knowing it. They think they are doing their good deed of the day, when really they were a part of a social statement.

 

http://www.youtube.com/watch?v=Cy0JduNZom0&feature=player_embedded

 

Here is a video showing how people can really help in two ways: Locally, and Globally.

 

Advertisements

Branded utilities are those things that make us product choosy. You know – the little things that make us all love the brands that we love.  Johnson & Johnson, Nike, and other well-known brands are just some examples of the hundreds that are apart of our lives on an every day basis.

 

A branded utility I have used before is the Domino’s Pizza trackers. This product allows you to track every step of your order from the moment the pizza is made to when it arrives at your doorstep.  This specialty and unique service went viral upon public release, spiking sales through the roof. Unfortunately, it hit a downfall once the buzz wore off as it  was considered “cool” for the consumer the first time they used it. Once the fad wore off, consumers like myself began to ignore the live time of the pizza delivery or chose to go back to their favorite pizza joint (For me, it was Pizza Pizza due to its location and prices!).

 

Kraft also brings fun to the table with their new application.  The iFood Assistant is here for you to let you come up with recipes for dinner, how to videos, a built in shopping list, and much more.  These options are also available on their website. I have seen this app in action at a friends place.  It brought simple things together to make a delicious. Unfortunately, I am a not to technologically advanced person because I have… a not so smart smartphone. As a result, I have gone to the Kraft website to get the information I need to cooking and baking needs time and time again. In the end, my friend was the one whom made me look into the application and the website. I would not have learned of its convenience otherwise.

 

Jamie Oliver – everyone knows him for his class and cooking skills. What many people don’t know is that he has lots of apps that do lots of different things. One of these apps, 20-minute meals, has become a great success! This app has many things including tips and tricks from the man himself! The only thing I feel this application is missing is not technical, but recipe accuracy.  When using the application, all of the 20-minute recipes are cooked within Jamie Oliver time and not by the average person. From what I have seen, some recipes can take over an hour! That’s nuts! Therefore, so changes in accuracy need to be made to this app so that its bad timing will not anger consumers.

 

 

I brand that I feel could really benefit from building brand utilities is the Additionelle store brand. One thing that is constantly on the minds of young women whom want to be trendy but may be a bit on the heavy side is “What will actually look good on me but not make me look like a cow?”. Additionelle could create an application to improve their customers experience both within and outside of the store. The application would offer the consumer to take a picture of themselves on their camera and transfer it into the application. From there the consumer could choose eye colour, skin tones, etc. The app can make recommendations as to what would look good on the consumer, and design a style for them that can only be achieved by shopping at Additionelle. This app would also offer the option of the consumer knowing where they can purchase the clothing within their area and the quantity the store has. I feel that this will benefit many women whom are looking to feel better about themselves, and know all the choices they have about shopping for clothing.

 

A local branded utility that I have seen is by the Museum of Civilization.  This app allows for the consumer to have access to similar information on their website, but in real time. This app has floor maps, audio tours (Which can be useful on days you want a tour but can’t get on one), and a calendar of all the events that are coming to the Ottawa and Gatineau area. This app is great for tourists and locals looking to have a fun day out.  If I had a Smartphone, this would be an app I would definitely have!

 

Another local branded utility that I have seen is the Rideau Canal Skateway app. Although it would be ideal for using in the winter, I feel that it would be an awesome app to have – especially for people living in the downtown. This app gives you real time ice updates, and what you need to watch for while you’re skating.  Sometimes you’re not near a computer to check the ice conditions but want to go skating – This allows for that!

 

In the end, there are lots of branded utilities that are being used everyday.  Whether it is recommended from a friend or you’ve seen it first hand, companies are going to continue to embrace this technology and continue to make the customer experience last outside of the business place.

 

 

 

 

Hi there,

Anyone reading this blog should probably know right now that what they’re reading is a part of my Trends in Advertising course – Just to clarify!

Alrighty, now onto business.
For those whom are in Advertising, we thought that the Mad Men generation was long gone, and that technology would evolve the industry  on its own. Well, the Mad Men have returned with high heels and a Martini in their hand. Women are pushing the envelope within agencies to make their own mark, eliminating much of the gender stereotypes. We all thought that girls liked the colour pink and dolls, and that boys liked the colour blue and playing in the mud. The tables have turned to show differently.

So, what’s so different today compared to ten or twenty years ago? The Internet.

Sure, the creation of the Internet has triggered the beginning of the technological age and everyone is embracing change better than ever. In the eyes of advertisers, the Internet has altered the classic way of forming target audiences. In the olden days, demographics were based off of fact and psychographics were based off of a lot of assumptions. Social media has enabled advertisers to dig deeper into the minds of the targeted consumers, allowing for psychographics to be more detailed, letting ethnography to take over. But, the first impression of consumers has been blurred due to people lying about their demographics and not listing as much information as they used to freely give. If you think of it though, don’t we want more psychographics anyways to find what the consumer needs? Yes, but how can you use those psychographics if you have no demographics to find out the basics to target that message? Well, I guess it has all become a balancing act between the pot of gold and the pot: You want the gold, but how can you carry it anywhere without the pot?

Alright, so now we all know that things have been changing with targeting people. What else has changed? Oh yeah, women are taking over the social media world and are making changes. BIG CHANGES! Women are making changes about stereotypes regarding the genders, while remaining on top of the social media platforms. Why are women on top of social media more so then men? Well, my guess is that women enjoy conversing more online and want to know the who, what, where, and when about their family and friends. These sites have taken women gossiping to a new level, making their information accessible by anyone!
Does this mean that social media will end gossiping? No. It is just a new platform.

There you go! My first post!

Cheers!

 

Sources: