Grey’t Ideas Weekly 05.07.2013
Future of advertising With the progress of technology, the advertising is entering new areas and gaining new means of communication. The deal is the same as always – reach people more directly. Some time ago we showed great case from All Good bananas (from Spain), where direct sound was used to reach clients in hypermarket. When they stood on the special spot they could hear a „voice of conscious” convincing them to buy All Good bananas. http://youtu.be/cef4DDQ-CEc
Now there is new audio marketing project called „Talking window�. This time sound waves with advertising message are transmitted through the glass in public transportation. The idea is based on a clever observation - people in longer journeys tend to lean on window glass trying to rest and sleep.
http://youtu.be/azwL5eoE5aI
„The Long And The Short Of It” That’s the title of the newest IPA’s report prepared by Peter Field and Les Binet (http://ipa.co.uk/). The report is a follow up to earlier work of those authors, titled „Marketing in the Era of Accountability” (WARC 2007, interesting summary here). Field & Binet analyze data drawn from several hundreds IPA cases to argue that focus on short-term results means underperforming over the longer term. Authors discuss among others: -
the question of quarterly reporting by brand owners (the argue that it’s suboptimal activity),
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the question whether it’s possible to achieve longterm results without short-term ones,
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effectiveness of rational communication (mainly short-term) vs. emotional communication.
Summary available here. Report costs £25+VAT/Members and £50+VAT/Non-Members (link).
Proud as a Canadian Canada is not a very distinguishing country. It is amongst the G8, but it ussualy stands in the shadow of its southern neighbour. But there is one thing that the whole world could envy Canada – the Canadians. This is what Molson, one of the most famous Canadian breweries, is saying. Molson is not brewing the best beer, but it most certainly brews the most Canadian of beers. Each and every ad they make is glorifying everything that is Canadian – from their legendary „I am Canadian” spot, through the newer , to the last ambient Molson did. They packed fridges with Molson beers and placed them in different places around the world (mainly Europe). The trick is, you can only open them with Canadian passport.
No Canadians – no party.
http://youtu.be/8gper3YkzMg
65 years of innovations Japanese producer year after year creates new, more technologically advanced machines under one brand – Honda. For many people their engines are the most reliable of all, so they’re willing to buy everything with their logo on – from cars to lawn movers. To celebrate the anniversary of the founding of the company (24 September 1948), a short video was created, showing products made by Honda. We can see a pair of hands (probably engineer’s hands) folding little, origami-like models into different vehicles, showing 65 years of innovations coming out of the Honda factory . http://youtu.be/Dxy4n0UT82o
7 seconds – seems enough 7 seconds seems like a short time, but it’s just enough to create entertaining video. Truth be told – nobody watches anything longer nowadays. This is the longest you can record with Vine application (it can be shorter). Released by Twitter in January, the app is already getting popular in the US (in Poland Instagram’s 15 sec. videos seem to be doing better). Short form is best for short and direct messages, so the Internet users soon began producing their own video impressions. You can appreciate their creativity on the right in monthly compilation done by Vine. http://youtu.be/PKjkaGrYpHE
last idea\\ Grey in Cannes In this All around year’s the Cannes globe people Grey are Agencies now buying won 36 Coca-Cola statuettes. withYou theircan name seeon every it, but British winning work company on a dedicated Fentimanwebsite. have abetter Link below. idea of promoting their coke.
http://cannes2013.grey.com/
http://youtu.be/b3YU86Gctxo Urban ears scratch poster
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Thank you for your attention and see you next Friday
Contact editors here: Marcin Ejsmont Krzysztof Bogdalik Tadeusz Fułek