This banner ad shows a young, online audience how fun, eccentric - and even downright weird - life with Pringles can be. As the user clicks on the banner again and again (and again, and again), they go deeper and deeper into a story with surprises at every turn without ever leaving the ad.
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CANNES (AdAge.com) — In Japan’s insanely competitive retail environment, one of the world’s most familiar confectionery products, Nestle’s Kit Kat, found an unlikely new distribution channel, earning it and its agency, JWT Japan, the Media Grand Prix today at the 56th Cannes Lions International Advertising Festival.
JWT was struck by the Japanese translation of Kit Kat — Kitto Katso means “surely win” — and the tradition of sending students good luck wishes before they take tough higher-education entrance exams. So Nestle partnered with Japan’s postal service to create “Kit Kat Mail,” a postcard-like product sold only at the post office that could be mailed to students as an edible good-luck charm.
“It was a brilliant idea, flawless execution and amazing results,” said Nick Brien, president-CEO of Mediabrands Worldwide and president of the media jury. “They created a business model that didn’t exist before.”
Competition-free environment
In innovation piled on innovation, Kit Kat Mail was available in 20,000 Japan Post outlets, creating a new, competition-free retail channel where the product was heavily promoted in a place where there were no rival products. It was also the first time Japan Post ever partnered with a private company.
Mr. Brien said Kit Kat Mail garnered $11 million worth of free publicity, and Nestle is keeping it as a permanent product. “Exams are over but people still send it to wish good luck on any occasion.”
This year’s revamped Media Lions graded heavily on effectiveness, and the jury tossed out terrific ideas they loved that didn’t rigorously address execution and proof of results. “The focus was solutions that worked,” he said. Even so, there were still a hefty number of Media Lions, 20 golds, 29 silvers and 69 bronzes, up from a total of 55 last year.
This week different juries are picking the same ads as Grand Prix contenders. The other closest candidate for the Media Grand Prix was a heartfelt effort to raise awareness of the forced-into-exile newspaper The Zimbabwean by putting a message about its plight on Zimbabwe’s worthless trillion dollar bills and using the currency as a giant poster and a brochure and other media. The outdoor portion of the campaign, by TBWA Hunt Lascaris, Johannesburg, won the Outdoor Grand Prix. In the end, The Zimababwean won gold but didn’t muster enough votes to win the Media Grand Prix, because the idea of turning money into media had been used before and so was not entirely original, Mr. Brien said.
Another jury favorite, “The Best Job in the World” for Tourism Queensland, reappeared as a gold winner in media after picking up two Grand Prix yesterday, in the Lions Direct and the new PR Lions competitions. The integrated campaign by CumminsNitro, Brisbane, to promote tourism to Australia under the guise of recruiting for a dream job as a lighthouse keeper, was a contender for the media Grand Prix, too.
Lexus’ innovative magazine work
In all, the U.S. won four Gold Media Lions, including Crispin Porter & Bogusky’s notorious “Whopper Sacrifice” promotion for Burger King that offered each Facebook user who deleted 10 friends a free Whopper, and a campaign called “Reinventing the Magazine” for Lexus USA by Team One, El Segundo, Calif., that judges said belied frequent talk about the demise of print media. Lexus partnered with Time Inc. to customize a magazine for readers based on information they provided about themselves and multiple databases. Content was drawn from eight different Time Inc. magazines and Lexus ads were tailored to the individual reader in a series of five on-demand issues of “Mine” delivered to consumers in the print or digital form they chose.
“It was brilliant how they were able to bring that level of customization when there’s talk about the death of magazines,” said Monica Gadsby, CEO of SMG Multicultural and a Media Lions judge. “Consumers’ names are even embedded in the ads.”
The other two U.S. Gold Media Lion winners were DDB West, San Francisco, for Clorox Co.’s Green Works Natural Cleaner and a Walmart sustainability campaign by Mediavest USA, New York.
Mr. Brien succeeded in raising the bar on requiring proof of effectiveness for this year’s Media Lion winners, but is still working on a different challenge: getting more media agencies to enter the Media Lions. About two-thirds of the 20 Gold winners and the Grand Prix were entered by creative agencies such as Crispin and JWT, and only one-third by media agencies, a proportion he said was representative of the 1,840 entries this year.
Source - CANNES (AdAge.com)
Dear all,
Kindly note that I will be on vacation starting from 14 June till 7th of July, our SMT (Studio Management Team), Gyula and Ivan will share the Studio Management in my absence:)
I have perfectly handovered to them. So there will be no problem while I’m on vacation 
Developing creative campaigns, launching new services and planning for the best whilst preparing for the worst, pretty much sums up O2 Marketing Communications. With two new prestigious clients, Al Qasba and Al Ain Dairy recently selecting O2 Marketing Communications as their partner, signs of healthy growth for 2009 are already evident reinforcing the notion that young and dynamic companies are the future of the PR and marketing industry.
ABOUT AL QASBA - Positioned as a prime tourist destination in UAE’s cultural capital, Al Sharjah, Al Qasba is continuously strengthening its efforts to reinforce the tourism industry in an emirate already known for its cultural diversity, liveliness and vibrancy. Since its opening in 2004, the vibrant venue offers families, residents and visitors an unparalleled entertainment option. Al Qasba has recently celebrated the 4th year anniversary of the state-of- the- art ‘Etisalat - Eye of the Emirates’ wheel; the 60 meters high wheel which has become a major attraction for local and regional tourists and is now considered a famous landmark that differentiates the Northern Emirate.
ABOUT Al AIN DAIRY – As the first established dairy farm in the UAE, Al Ain Dairy is considered today as the pioneer in the UAE’s dairy farm industry. Having heavily invested in its production phases and owning three cow farms and one camel farm, the company has developed its technological and medical approach to guarantee top quality, 100% healthy dairy products. Worldwide technology including high speed packaging machines, accurate bacteria testing machines and well equipped labs, has been a key factor in positioning Al Ain Dairy as a first choice for customers in the competitive market. Throughout all aspects of its operations, Al Ain Dairy strives for total excellence and quality management in manufacturing the highest quality local dairy products. From gaining HACCP certification in recognition of meeting the highest international standards of product hygiene and safety, to implementing a comprehensive corporate social responsibility program, Al Ain Dairy is committed to inspiring the highest levels of consumer confidence in its products and services.
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At O2 we believe that communication is the key to success and as such all methods of our communication are therefore easy to remember, easy to use and accessible to everyone. We want to know what you think and value your feedback and constructive comments and criticisms along with your ideas.
Your feedback is always appreciated so please drop us a line and let us know how we can help and or what we can do to simply make things easier for you.
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In its latest advertising campaign, Emirates has gone where no man has gone before, right to the top of the Burj Dubai. The new ad stars Sudakhar Golem, a 24 years old Indian labourer who works as a supervisor for all the hoisting cranes at the Burj Tower. Created by Leo Burnett in cooperation with the Emirates Corporate Communications Team, the campaign ‘Meet Dubai’ focuses on Golem’s positive experiences in Dubai as a labourer.
With an aim to generate demand for travel to and through Dubai, the ad has received mixed reactions with many slating the ad following recent allegations in a BBC documentary that Arabtec, the company building The Burj Dubai, has filthy and overcrowded labor camps.
None the less, dig a little deeper and the ad appears to be spot on. Its clever marketing does not hide the truth about Dubai but rather embraces the fact that Dubai is a diverse city and a city, like any other, that has both good and bad attributes.
The Emirates campaign appears to be saying that Dubai is unique and in its uniqueness stories of hope and joy can be found. The story of Sudakhar Golem, a worker who is thankful for his job and appreciative for the opportunities he has been given, is rare to find in Dubai and thus worthy of being highlighted to the world. The glass is clearly half full for Sudakhar Golem, a rare story which will hopefully inspire others to think positively, work hard and focus on what they have, not what they don’t have and last but not least not judge a book by its over. After all there is more to Dubai than one TV documentary.
‘Meet Dubai’ will be appearing in international magazines and newspapers including Time, Newsweek, the Financial Times, National Geographic and the Wall Street Journal. It will also be run locally in Australia, India, South Africa and New Zealand. The wider campaign will include press, online, TV, radio, cinema, in-flight and outdoor advertising and will reach over 300 million households across 6 continents.
Turn on your computers, redirect your browser and get ready to communicate and start twittering on the hottest online community website. As a trendy web service, Twitter allows family, friends and co–workers to communicate with each other and stay connected. Essentially it is a micro-blog, or a mini online diary where people can exchange information and answer the question; what are you doing?
Alongside many other social media websites, Twittering is becoming a major part of our every-day activities, used by our friends, heroes, movie stars and even our politicians. From President Barack Obama who used Twitter during his presidential campaign to Oprah Winfrey who recently tweeted; ‘Why I LOVED today’s show: puppies get saved. Prisoners get healed. Soldiers get helped. Full circle blessing. Thanks for watching,’ the message is clear and simple; if you are not Twittering, what are you waiting for?
Want to know who else is Twittering?
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The US police and fire departments - Updating the public on fires |
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The Guardian newspaper – After 188 of communicating solely in ink – they have crossed the line into the realm of social media |
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Pizza Hut - Recently created a position for a “Twintern” to be the company’s voice on twitter! |
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Ashton Kutcher - One of the most popular celebrities to follow with a whopping 5 million increase in twitter users, |
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CNN - Many Many followers from all around the world. |
So what are you waiting for, start twittering today and let the world know what you are up to.
Using twitter tips:
Be brief: you only have 140 characters to broadcast your thoughts or status updates, so try to use the small words and abbreviations.
Frequency: despite the fact that there are no rules on the frequency of twitter use, people are less inclined to follow you if you update your twitter two dozen times a day.
Hash tags: hash tags can be used to show all similar tweets; for instance, using #EventUpdate to show updates related to that certain event.
Interacting: When replying to somebody’s question on twitter use the @ symbol in front of their twitter name to show that this response will come up in the “Replies” section in their account, this way your reply won’t get lost with the constant updates.
Make sure you reply to people’s comments and messages to make the most out of twitter.
Re-tweet: using the “re-tweet” option to forward some else’s tweet into your own account.
Twitter is a cool and entertaining way to stay in contact with others, but be careful, things you post will remain on the internet forever, so chose your words carefully to stay out of trouble.
Go to www.twitter.com and starting twittering.
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