ZZ blog in English.

The Campaign of the Week: UNIQLO UTweet

 

The campaign that surprised me most last week is UNIQLO UTweet - positive, simple and colorful. In the same time as smart in using digital technologies in very human way as it has been with most of UNIQLO campaings last few years. 

Don't look for something hyper stategic or serious there. Digitally most awarded brand in 2008 and 2009 offers you entertaining show that last few minutes and is cusomized up to your choices of keywords. It also plays around with elements of randomness acualized by growing popularlity of latest digital fad -Chatroulette.com in their target group. 

The only thing I haven't found answer yet - is the campaign in any way linked to opportunities to T-shirts of advertised UT series. That would be great link to real life.  

Anyway, UNIQLO UTweet is the first "Discovery of the Week" or "Campaign of the Week" from my blog. To be continued. 

 

Digital is not about digital at all

Last weekend I have run into one more interpretation of good, old idea that I strongly believe. This time it comes through the lenses of British public services and was prepared for 5th National Digital Inclusion Conference by one of participants, paraphrasing great election campaign by Bill Clinton in 1992 based on "It's economy! / It's economy, stupid"):

 

(via Neil Perkin)

The same applies for the world of marketing communications and could easily be rewritten for advertising industry. 

The phrase "Digital is not about Digital at all" (exactly in these words) is one I has been using quite a lot in my presentations and discussions. But - as a small provocation to stress the importance of (a) not getting blinded by technology and (b) keeping the focus on people, their lives, challenges and aspirations.  

Putting emerging technological opportunities (now called digital, fifty to ten years ago - TV, a century ago - radio) as the entry point of campaign creates temptation to look to the communication challenges from technology perspective or to fall in passion of playing around with new features and new formats ("what can we do now technologically?" or "what cool feature of platform X or platform Y could we use in our campaign?"). In so many cases it ends up with the solutions that are focusing "Technology for the sake of technology" and has little relevance to what does it mean to customer.

From the perspective of creative process it creates the temptation to focus on one format of communication as a central one (e.g. TV commercial or multi-media webpage or Facebook community, for example) and when the idea for that is ready - to adapt it for other formats. That kind of adaptation was "a-kind-of-possible" in the world of one-way communication and limited number of choices (so called "Mass-Media Age" - TV, radio, outdoor, print). Not anymore in the world of abundance of information and most importantly - "two-way" communication platforms and increasing involvement and participation.

Still one thing is clear -  also in fundamentally changing world of communications great and successful campaigns will be be about big, format-neutral ideas; ideas that has emerged from great insights about (a) customer, his needs, wants and challenges; and (b) broader social and cultural trends and impact of these on our customer needs, wants and expectations. And it increasingly will be about ideas that executed create value for customers - rational, irrational or rather mix of both. 

And if idea is big enough, not only it "should be so big that it fits in SMS" (Andrew Robertson, CEO, BBDO Worldwide) but it also has to be adaptable to three fundamentally different pillars of modern communications:

• the very challenging world on new, "two-way" communication platforms enabled by digital technologies (social networks, blogs, video services) that demand consistent adaptation to different situations and formats, participation, listening, constantly providing new content and value and going to them, not inviting them to us. A challenging, unknown and in many ways unpredictable but rich with opportunities; 
• related communication activities in old, evergreen "mass media" (TV, radio, outdoor) - "one-way communication" vehicles that still are effective if used properly and taking into account their rapidly changing role in the landscape of opportunities on maintaining conversations and delivering messages; 
• in the "real life" - from variety of touch-points in the retail and service environment to the events and other real-life experiences whose importance in the age of information abundance and media fragmentation also will be increasing.

Therefore in most of the cases putting any kind of format in the center - would it be old-fashioned ones or trendy and emerging - is a limitation to what we can do to our customers. Moreover, there should be focus on what will be changing or going on in real life rather than around any kind of media or in virtual environment. 

To summarize there is a quote (by Paul Isakson) that I am using quite often in my presentations. A quote that can be generalized and used as a metaphor not only for social media but for everything we do in communication nowadays. 

KitKat Jesus. For Easter season

Great project with very good "viral" potential, particularly around Easter from exactly one year ago (Easter, 2009). Agency and clients get few "thumbs-up" from my side:

• for the courage the touch this sensitive issue that so offten is full with hypocrisy;
• for the ability to react to the context (or, whats more probable, to create some of "early publications");
• for the courage of client to take this polarizating decision instead of some "corporate risks"
• for the courage to play it big; 

And after all - the biggest risk in marketing communication is to get stacked into the grey area of illusionaly safety and medocrity. At the end of the day it is always waste of money. Nobody cares about grey, medicore and overly safe ideas. 

Besides of that one main tasks of any marketer in this era of social platforms and extreme abundance of information is to move the customer out of the zone of indifference and comfort in order to incite the conversations, either big or small, and to move forward to some action. 

Challenging conventions, particularly controversial ones, is not the worst beginning point. 

Graphical Identity 21C

Why should graphical identity in the Digital Age should be 2D? Why should it be static? Can in be open source? Can I adapt to the context of situation and usage? 

There is a great example (case) on how to approach the creation of graphical identity in the age of digital technologies and social platforms . And the result is much more than just a graphical identity or just identity. It's rather a dynamic, open and flexibe system. By Wieden & Kennedy London. 

Google business model and strategy

Great presentation on Google strategy and business model.

All about Google

History of Internet in 8 minutes

History of Internet explained in 8 minutes in short, simple, animated documentary and put into broader context of social development. 

Brands, entertainment and communication in 2010. Just one vision.

"The future is already here. It's just not evenly distributed".

William Gibson.

Beginning of the year is a good opportunity to look forward. Attached is four minutes film - vision about future of brands, communication, digital technologies and entertainment from one of most interesting thinkers about communication in digital age and one of my favorite strategic planning blog authors Faris Yakob. 

It has cached my attention few months ago but I watched it one more time with high interest in the last holidays. Although it is based on many assumptions there is a lot good insights and food-for-thought on what are the change and how they influence our lives. Will it all happen until 2010 - it for you to judge and decide. 

But while watching keep in mind good old truth that "We tend to overestimate the speed of changes, but we tend to underestimate the impact" - in the digital age is more truth than ever. 

About co-operation in our digital and fragmented advertising world

Althouth for last weeks I have mostly concentrated on Latvian version of my blog, there is and article in this mornings Creativity-Online article about digital realities of advertising world that deserves also entry in English.

Author - CEO of Big Spaceship, co-authors of ithe great HBO campaign. After Cannes 2008 he was one who started started discussion what kind of cooperation is needed to create great creative work in todays fragmented and everchanging media environment and about few flaw of award system to celebrate the authors.

Few great quotes:

We can't shove our heads in the sand in hopes that TV will once again become the sun around which all else orbits. We have to embrace the fragmentation and furious tempo by collaborating to engage consumers.

There was a time when the "big idea" was all that mattered. You didn't need to know how it was produced because the medium was always predictable and the line between idea and execution was distinct. Ideas will always be central to great work. But we can no longer separate them from the platforms and channels they play out in. In our world, you can't plan digital communications insightfully, or execute effectively, without understanding how to build it.

About co-operation, but particularly great about "ecosystem of ideas"

Creating an ecosystem of ideas that can live and grow within these various platforms requires cooperation. In this brave new world, collaboration isn't "nice to have," it's a prerequisite.

The First Internet Balloon Race

Great promotional campaign by Orange in air from last weekend.

http://www.playballoonacy.com/

Actually it starts in a week but preparation stage is on, participants have to choose their balloons and/or submit their web pages as a base stations. But it is worth to check it now, because it seems it has it all

1) original, simple, great idea with potential to be scaled up to really big
2) super-great execution - funny, friendly
3) smart use of social media to build the buzz (particularily blog widget thing)
4) smart generation of interest from webpages

Lets see how will it be working. My gut feeling is that it has to be big!

Webby Awards Popular Vote || My choices

This weekend I went through Webby Interactive Awards section with some comments. It takes more than few hours to see all the cases just for few seconds each. But it is worth it. And this is just one out of four section. My overall winner from this section is Salvation Army Second Hand

There are my choices with some comments.

1) Banner Campaigns: SOL Comments. Great use of context. And content.

2) Banners: clear winner is Do You Have What It Takes. It is one of my TOP3 overall. Lightbulb also nice.

3) Branded Content: No clear favorite. Year Zero is my #1. And Adobe Flash On is very close choice #2 (rather for its functionality in being to the point).

Department of health - funny, but too similar to several viral campaigns (e.g. Slob Evolution that actually is spoof of last year Cannes Winner TVC – Dove Evolution). Energy Savings Trust had some good ideas but environmental issue is too overused and a lack of single mindedness (too many things).

4) E-mail: Actually no winner but at the end I voted for the viral one

CareerBuilder.com continues with what they started few years ago. Funny, but seen already. Computer Bild anti-spam campaign

5) Games

The hardest of all the categories. Rationally Coca Cola Happiness Factory mega webpage should win this – great execution, a lot of funny characters. Bionic Assessment test - also great execution in the combination with some “ scientific “  flavor.

But my winner is Orange “Spot the bull” for its simplicity and for creating such buzz around such a simple idea.

6) Integrated: Stella Artois is my winner.

Fuller Spectrum by MSNBC.com was close second choice from my side - great RSS game, great RSS feeded banners; but what an idea - changing cinema advertising to cinema game activity involving everybody (“the sweeties movie waiting activity I ever had” ). Hallo3 launch is also worth to check – multimedia campaign, biggest entertainment launch in the history. smart use of collective intelligence

7) Mobile: Motorola - transforming HK airport environment by using the screens and customer created content. Plus leveraging relationships with stars. “ Cool way of saying goodbye”

Interesting also Credo Mobile. Turning blank walls into theaters for public opinion. AmEx link was not working properly on my computer last night. Since it is in the lead I will return to check it and then probably will ad some comment.

8) Online campaigns:

None. But if i have to make the choice then it it Nokia N95 Jealous Computer.

9) Online Commercials:

Apple vs. Vista was great in NYTimes and WSJ this year, particularly with smart use of two banners. But my vote this time goes to CP+B Lawyers campaign for Coke Zero. With this kind of content it is exact hit into what I think is Coke Zero target group.

Then i saw TACOMA being #1. It made me curious. I should admit I overlooked the greatness of that. Probably because I am not into games. 

10) Online Guerilla:

No clear winner again, but Mentos was my choice. Fresh. And relevant to brand and to audience. Diesel Heides - already has been on Cannes last year. SONY - didn’t get what’s the big idea there.

11) BtoB

My choice is Avaya by RGA- besides of execution also great link with business proposals.

HP DesignJet Z - nicely done but rather just great execution, nothing fresh.

12) BtoC

My clear winner and overall favorite from all the categories is See My Dress (Salvation Army, Second Hand Shop). It has all.

HP Print studio - strong business idea that is already discussed in media rather than creative idea. But business-wise design shops should really be aware of this - either it will kill many companies or (rather) will change the way the business is done.

NikeID by W+K- designing your own shoe using great interface. One more proof that we live in the age of quick prototyping and age of mass creativity.

13) Non-profit / Educational: Try Drugs

14) Rich Media Single Promotional: My winner is Nokia N95 - multimedia experience for multimedia computer N95. 

Honda Sound Test drive - sounds like a great idea (Sound Test Drive), but it technically didn’t worked or me, so I have not enjoyed it yet.

15) Viral: no favourite but my vote went for HEMA. Rather because all other were there “YouTube-style” home-made films

Webby Awards || Peoples Vote

One one of leading "digital" festivals in the World - Webby Awards - tonight has opened their shortlists for Peoples Vote (online).

 

There are 70+ categories divided in 4 broad groups (Webpages; Online Film; Interactive Ads; Mobile), 5 shortlisted works in every category. Meaning more thant 350 best pieces of digital work from web pages to interacive ads, from blogs to best use of copy/photgraphy/animation etc. etc.

 

Anybody can register, go through the shortlists and vote: http://pv.webbyawards.com/

It is great opportunity to go though some of the very best digital work in the world before jury has announced final decision and compare. This is one of rare opportunities for everybody to "step into jury shoes" for real.

Living Legends @ YouTube - they "begin with a little rock 'n' roll"

"On Friday YouTube (read: Google) launched new project - Living Legends. One where everybody can send in video questions to Legends. The first on the stage are Rolling Stones with their 30+ years on stage and with newest documentary "Shine the light" by Scorsese.

From YouTube offical blog: "Today we are proud to launch Living Legends, a new monthly program that invites luminaries from around the world to communicate directly with the YouTube community by answering your questions and becoming a genuine participant on the site. We plan on bringing you an exciting roster of leaders in film, sports, politics, and a whole lot more. But, first, we begin with a little rock 'n' roll"

I am not big fan of Stones (although I should admit that they show in Tallinn in August 8, 1998 was simply outstanding). 

But my prediction is that this project very much like two CNN-YouTube national political debates last autumn will bring tons of new (meaning not so young) audiences from all around the world to YouTube. And then - turn them into raving fans. Fans of YouTube.

Lego, social networks, Cluetrain Manifesto '99 and the age of conversations

Just watched an episode on how Lego builds, maintains and uses social networks to develop and improve its product design process and marketing. It is approximately 45 minutes long video from conference presentation.

For me it was a kind of Deja Vu - some eight to nine years ago we were so excited about "The Cluetrain Manifesto" - first in Fast Company publication (or was it Wired?), then from reading the book. I just took a Iook on my notes and printout of Manifesto page then (my pdf was created in March 24, 1999) - most of the 95 thesis now it looks even more up to date.

My favorite at that time was #52 "Paranoia kills conversations. A lack of conversations kills companies". It was covered also in Lego presentation.

Few second later it stroked me that one of hottest and most discussed books of this spring is "The Age of Conversation" written in collaboration by 100 worlds leading bloggers each writing a page (actually - essay). I have managed to read only few chapters but now there is one more perspective to read and think through.

W+K || viral for FifaStreet3

Great viral commercial from W+K, combining football, marshal arts and parkour element. This video only already is on 2M+ views; there are few more clones with 1M+ on YouTube. W+K estimate total views approaching 10M, plus exposure on many news channels, including CNN and national TVs.

Interview with team behind video, released few weeks after video:

FIFA STREET 3 is a game for XBox, Playstation and Nintendo. W+K says viral video is a part of much broader campaing, that includes TV, print, OOH and web platform.

web page: http://www.fifastreet3.com

Cadbury - next move after "Gorilla" ad

Last night Cadbury launched Today @ 9:10pm Cadbury is launching new serie next to Gorilla ad. Nothing to do with gorillas and Phil. Trucks this time. And Freddie. I start getting some clue where it all could lead and moving from skeptics to curious ones.

It seems that conceptual legs of campaign are growing from good, old David Lubars "BMW Films" back at Fallon around 2001/2002, before moving to BBDO.

Will try to put some thoughts together later tonight or tomorrow. Until you can enjoy "Glas and Half Full Production" web page. By Cadbury, of course. It leads to some kind of answer.   Both "Gorilla" and "Trucks" are here in much better quality than on YouTube. And more stuff. Plus simple and great experience (production value)

p.s. Cadbury also said last night that sales are 10% up after "Gorilla" ad was launched. A lot ....

What's Next In Marketing & Advertising

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My favourite quote: "Alex Bogutsky doesn't want to see scripts anymore: "Don't show me a script. Show me the press release""

Hearing test

Great, simple campaign that has been noticed by many strategic planning bloggers last week:

http://www.horselstest.no/english/

A bit of Deja Vu in how they get awareness; but executed with love. It seems this piece is going to grab a bunch of awards in interactive this year.

Internet and changing marketing

Lets first post to be something a bit visionary. President of Google EMEA Operations speaks about how the Internet is changing marketing at the Marketing Society Annual Conference in London

1) Internet has gone from "nice-to-have" to must have: everybody who has broadband for few years will not give it up

2) Cost of storage consistently decreasing

3) People got a lot of content creation tools (incl. in their mobiles)

4) Constant partial attention economy

5) Growing impact of communities as well as of content. Growing community element in commerce. Who will be in the center?

6) Growing time spent online (ave 11h/month 2003 --> 16h/month 2007)

7) Advertising is advertising when I don't need it. Advertising is valuable information when (it addresses me when) I need it.