Month: January 2014

Puppy Love – Another Budweiser Success

Budweiser does it again!

A beautiful story about an adorable puppy and a Clydesdale with a bond like no other, supported by a strong music selection and warm homey visuals makes for one irresistible commercial!

Titled “Puppy Love”, this Super Bowl commercial is a follow up to last year’s “Brotherhood”.  To be honest, last year’s commercial most definitely had me tearing up! Watch it for yourself here:

The same actor from last year reprises his role as the Clydesdale horse trainer and being set on the same farm, there is a great sense of familiarity right from the beginning.  Comparing the two commercials, both feature compelling and heartwarming storylines.  The fact that they feature adorable puppies and horses, good looking actors and emotional soundtracks certainly helped in creating the  strong emotional impact.  This year’s commercial will no doubt be very well received by the public.

What I’m curious to know is whether these commercials have been successful in generating any additional sales for Budweiser.  The commercials don’t feature any Buds, and no beer bottles can be seen anywhere. The story is the main focus and it is what keeps you watching till the end when the logo is shown.  Airing during the Super Bowl – I think the purpose behind this year’s ad is to once again create buzz and publicity, win a few hearts and build on the strong brand recognition for their name and also, for their Clydesdales.  All of these actions will hopefully keep Budweiser as top of mind as football fans prepare for Sunday’s game.  For consumers that aren’t tied to a specific brand of beer – do you think these commercials will help convert them into Budweiser drinkers??  And for those who already have a preference in beers- are these commercials strong enough to change their allegiance and their taste preference??

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Knowing the Difference Between Brand Coherence & Consistency

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In this digital age of information sharing and instantaneous communications, we all know that change can happen pretty quickly. As a brand, it is important to be able to evolve and grow with your customers. This doesn’t just apply to your products or your policies, it should also apply to your brand. (Keeping in mind that your brand is more than just a logo, of course!)

I think that sometimes the idea of a consistent brand is so restrictive. We stop ourselves from doing something that is truly creative, fun and engaging for fear that it is not consistent with the brand.

What’s more important is that there is brand coherence, where the most important elements of the brand stay the same. In this way, we can keep what’s most familiar to our customers and yet still be able to grow and evolve with them and for them. This can open the door to more creative conversations and innovative ideas – and can even bring you closer to your customers.

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What You Don’t Show is Just as Important

When I write, I tend to get very wordy (Probably a skill I picked up while in university, writing papers that had a length requirement :D)  Now a days when I write, I always try to remind myself to be more concise.  Whether I am writing for an email campaign, a mailer or an ad, the challenge for me is figuring how to say more, with less.

With the amount of advertising ‘noise’ consumers are bombarded with on a daily basis, it is more important now than ever before to use short but impactful messaging.  You may only have a few seconds to catch their attention and to get your message across.  Consumers’ attention spans have shortened and it is our job as marketers, to present better content (whether it is more entertaining, meaningful, funny, or educational etc.) in a more concise and succinct manner without compromising on the quality.

I saw these YouTube ads for divorce lawyers the other day – and I must say, they do a brilliant job of saying a lot with very little.  This just goes to show that sometimes, what you don’t show or say can be just as effective in getting the message across.  I will have to remember this for my next email campaign – maybe I should learn to leave more to the imagination!

*Also, when you are watching these videos – just let them play! Don’t believe it when they tell you the video’s been removed :)

Agency: Wing
Advertiser: Esteban Gergely Law

 

 

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Apple is Defining its Own Verse

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This latest spot from Apple is just beautiful.  With this one spot, Apple returns to the characteristics that they are known for – poetry, beauty, romance, love and most of all passion.   What’s unusual about this spot is that it features a voice and verse that we are all familiar with – the beautiful and powerful speech spoken by Robin Williams in the Dead Poets Society about the value of poetry and being a contributor to your own ‘powerful play’.

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The Marketing Anthem

Fellow marketers, enjoy this Friday morning Marketing Anthem. A little pep talk to remind you to stand tall and keep your chin up :)

 

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New Year, New Look

I started this blog in May of 2013 as a side project to keep me engaged and as a way for me to process all the marketing related knowledge I was gaining through my job and reading industry blogs and articles.  It’s been 8 months now since I started writing and while the focus is still on marketing, I love using this blog to document the creative ideas and campaigns that I come across that inspire me, fuel me and keep me going.

So with the evolution of topics and purpose of the blog, I have also decided that it was time for a change – an updated look, that is. If I were to pick a word for 2014, I would pick Grow – and I see this change as just that.

Growth

Gmail’s New ‘Send to Anyone on Google+’ Feature

This past week, Google announced that they would be releasing a new ‘Send to Anyone’ feature on Gmail.  This feature will allow anyone with both a Gmail and Google+ account to send you emails to your inbox – even if they don’t know your email address!  I’m not too worried myself, since I don’t have that many people in my circles or following me but the idea of not having control of what emails come through to my inbox is one that is a bit unsettling.

Gmail Send to Anyone Feature

In any case, here are a few quick facts that you should know about this new feature. (You’re welcome!)

  1. You need to have both a Gmail and Google+ account to use this feature
  2. You can control who can contact you – there are 4 options to choose from:
    • Anyone on Google+: anyone who follows you on Google+ can send you a message
    • Extended Circles: anyone who you follow or follows someone you follow can send you a message
    • Circles: only the people you follow in your circles can send you a message
    • No One: you will not receive any messages through Google+ using this feature

    Find this in your Gmail General Settings tab. (more…)