ZZ Corner || Ocassional notes in English

John West and Tesco on fresh

Great ad by John West (and Tesco, indirectly) on "fresh food" issue:

Actually, it is the same "John West" company that worked so hard few years ago to deliver the freshest salmon from Alaska that it has got almost 2'000'000 hits @ YouTube :)

Schweppes: when great TVC is not enough

Schweppes commmercial. 

In a way (indirectly) it seems to be influenced by SONY "Balls" and "Colors like no other" combined with one of very best commercials for myself - "Kill the gun". For those who have not seen the later good sound (better-headphones) is must!

So back to Schweppes. Nice execution. However, it rather has got attention in blog discussions as and example where great commercial leads nowhere. Meaning it creates interest but if you try to find more information on web - there is none. At least relevant to particular TVC. As some of you know - it seems againg the case that stresses the importance of "Getting Your Now-What Right".

A bit more thoughts in Latvian post.

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

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.