New ways to reach consumers

Foursquare and IBM are changing the current advertising landscape of contact points and how advertisements and sales promotions reach consumers. As part of its “Smarter Planet” campaign, IBM built a billboard that changes colors based on what those standing in front of it are wearing. The video didn’t address this, but I would imagine that it could eventually track the number of colors people wear and sell that information to retailers who would base inventory and color pallets on the frequency of color choices worn by consumers.

Furthermore, Foursquare, a service that allows users to “check in” to places and update their social media status, is developing software that will alert individuals when they are in proximity to other friends using Foursquare. The software, Radar, will take advertising to the next level by sending users an alert with a coupon when they are in proximity to a participating store. This will be a more targeted approach that will enhance sales and shopping experiences as traditional methods have consisted of randomly sending text messages to consumers. 

However, there is the ever-present argument of invasion of privacy. Some individuals may not be comfortable about a billboard tracking the color of their outfit or when they receive a specific alert when they are at a specific location. Then there are technology fanatics that understand the evolution of technology and are more than willing to participate in new trends.

http://www.adweek.com/adfreak/ibm-billboard-changes-color-based-your-clothing-135035
http://www.adweek.com/news/technology/are-location-based-ads-foursquares-radar-135746

TV Ads: Bridgestone v. BF Goodrich

Bridgestone gets it right in using humor to sell their product. The first ad depicts animals screaming as one is facing impending death, and the other critters are terrified as their friend is about to become road kill. The second ad depicts a situation that many of us have been in, wishing we could do the same as the actor in the commercial. I think the commercials are successful in terms of being memorable and demonstrating the product effectively.

In contrast, the BF Goodrich ad is presenting the brand as rugged and aggressive. If this is what the only goal they were going for, they did well. However, in connecting with the consumer, creating interest and being memorable, I think it fell short as I lost interest in the first 10 seconds. The commercial did use different camera shots to keep the ad moving, but it still showed the same truck for 30 seconds.

The Bridgestone commercials took a boring subject like tires and came up with a creative approach to showcase the product, all while keeping the audience interested.  Although I view the “Reply All” commercial as more of a joke than humorous, the animal one makes me laugh every time. This may be because of my sense of humor, or maybe because I’ve watched too many Disney movies and love talking animals.

"It is better to be truthful and good, than to not..."

Print Ad for the Reebok Easytone Campaign

Reebok has been ordered to pay $25 million in a settlement agreement with the FTC for using deceptive ads for the Easytone product line. The Easytone products are a line of running and tennis shoes that claimed to tone your muscles and give you a workout while you walked. A representative from Reebok released a statement saying, “In order to avoid a protracted legal battle, Reebok has chosen to settle with the FTC. Settling does not mean we agreed with the FTC's allegations; we do not."

However, the FTC found that Reebok did not have actual scientific data to support these claims and instead used "junk science." This ad is proof that people will check if you use numbers in advertising. If you have facts, you have to back them up, and they have to be repeatable. This is a harsh hit to the well-known Reebok brand that may damage the brand’s reputation, and cause other brands carrying similar products to reconsider their product line. 

The negative impact that Reebok has faced from this campaign may also damage the credibility of the celebrities that participated in the campaign. The Easytone campaign used well-known celebrities such as Eva Mendes and supermodel Helena Christensen. Typically, celebrities should have a belief in the product they are advertising and a basic knowledge of the product's strength and weaknesses.

http://www.nydailynews.com/lifestyle/health/2011/09/28/2011-09-28_reebok_must_pay_25_million_for_easytone_sneakers_based_on_junk_science_ftc.html?r=sports

Part of the Swipe File...

http://www.adweek.com/adfreak/25-epic-ads-pantene-chrysalis-93997

I thought this ad was very emotional and well written; however, I think it's a bit much for hair care products. Initially, I thought this would be an ad that is positioned like the Foundation for a Better Life ads... but, this was showcasing the girl's pretty hair, not her talent or any other element that is prominently displayed in the ad. It ranked as number one on the 25 Epic Ads that aren't Apple's 1984 list.

Additionally, as a violin player, your worst nightmare is to have your hair get in the way of your bow and strings... the sound that results from that is comparable to a cat being run over with a lawnmower.

Enjoy!

I'm not sure what the background information on this ad is, but if nothing else, it's a good way of motivating people. I saw this video when I was in a Kiwanis Club workshop that talked about how to get new members and how to motiave people to become more active members within the club... This got the message across.

Creative Ads: Guinness

Since we've been discussing creativity in ads this week, I thought that this ad would be appropriate. In 2007, Guinness launched the most expensive ad in the brand's 80 year marketing history. The "tipping point" ad cost 10 million euros, which equates to a little more than $13 million in American dollars. I think it is a bit excessive to spend over $1 million on any ad, especially when that kind of budget could be used to produce multiple ads. Furthermore, it exploits the advertising budgets and is only good for 90 seconds.

This commercial illustrates that simplicity and unexpectedness in advertising can create a "sticky" ad. The ad is sticky in the sense that this commercial stays in the consumer's mind after they have seen the ad. Arguably, this ad probably succeeded in the sense that it holds the viewer's attention and it is an ad that consumers would enjoy viewing again.

The AMV group based out of the UK undertook this massive project filming in Argentina. Digital enhancements were not used, except from inserting the Guinness logo as the commercial ends. The AMV group has only been in business for 14 years. AMV is also part of the BBDO network, which according to their website, is the third largest Agency network in the world. BBDO is consistently ranked in the Gunn Report (the major independent audit of creative achievement) as the most successful creative network in the world. BBDO is part of the Omnicom Group.

http://www.adweek.com/adfreak/25-most-epic-ads-arent-apples-1984-130551?page=2
http://www.amvbbdo.com/about/

Print Ads: “Concrete that’s tougher than you think.”

Because I work in an industrial field, I can appreciate Propex’s print ad for thinking outside the box to illustrate an uncommon product effectively. Propex is a concrete company that uses different types of reinforcements for cement. Fibermesh® is one of several concrete reinforcement fiber brands that is supposed to prevent cracks and strengthen the concrete…This may have limited appeal among a mass audience that only appreciates the humor of the ad. However, to the target audience of engineers, construction workers and trade workers, this message successfully communicates the product’s strength.

Additionally, the textbox within the ad explains the product, the product features and two locations where this material has been used; however, the only criticism I have for this ad is the fact that you have to zoom in about 150 percent before the text is legible. In physical print form, this may not be an issue, but the ad may be more effective in communicating what the product is if they made the text and contact information a little easier to see.

Making a successful print ad is challenging, as you have limited space to get your message, product, pictures and contact information in. However, I think this ad succeeded in terms of memorability and displaying the product in a unique way.

*Inside the textbox:

“If you’re not specifying Fibermesh ® fiber reinforcement for your concrete applications, consider this: nothing can reduce plastic shrinkage cracks, resist impact shattering and abrasion, or reduce water migration like Fibermesh ®. With 20 years and 20 billion square feet of concrete in every conceivable application from Disney World to O’Hare International Airport, you can be sure our fiber will work for whatever you’re working on.”

http://adsoftheworld.com/media/print/fibermesh_concrete_reinforcement_karate?size=_original
http://fibermesh.com/

Aspen Heating & Air Conditioning "Let it Snow" :30 Radio

Apen Heating & Air Conditioning “Let it Snow” :30 Radio