Posted by Mark J. Miller on September 9, 2013 05:51 PM
While real-estate brokers and insurance adjustors have tried-and-true, hard ways of evaluating the values of homes, that task is a bit more complicated when it's the opinion of the homeowner.
US-based real estate brokerage Coldwell Banker knows it's hard to put a value on a a first home, where a child took their first steps or the place where a family shares dinner every night. With that, the firm launched its "Value of a Home" campaign in the US, but decided to take the concept global with an international film festival to showcase the meaning of 'home' from points around the world.Continue reading...
Posted by Sheila Shayon on September 4, 2013 07:15 PM
Can't spare a square? Swiss Chocolate brand Milka is using 13 million chocolate bars to promote a “Dare To Be Tender” campaign in France and Germany—the brand’s largest markets. But the campaign hopes to give back by taking away—a square of chocolate, that is.
Created by Paris-based ad agency Buzzman, the campaign, which removes one square of chocolate from the traditional Milka bar, required an alteration to the entire manufacturing process. Each bar's packaging contains a special code that can be entered on a microsite where consumers can choose from two options: request the missing square for themselves, or enter a note and address for a recipient who will recieve the "last square" in the mail.Continue reading...
Posted by Barry Silverstein on September 4, 2013 12:45 PM
In the US, people love their pets. Three-quarters of American households include dogs, cats, and other animals. Pet owners share their love with some 218 million pets—not including fish. This year, consumer spending on pets is expected to reach $62 billion, almost a 5 percent increase over last year, according to MediaPost.
Those numbers equate to big business for suppliers and companies that sell pet products. And now the pet store chain Petco is vying for a larger share of the market with a new brand campaign.
The problem Petco faces is a classic one: brand differentiation. Comparing Petco to its larger rival, PetSmart, is like comparing Pepsi to Coke. Both chains market to the same audience and, for the most part, what they sell is very similar. Consumers might not even be able to distinguish one store from the other.Continue reading...
Posted by Mark J. Miller on September 3, 2013 02:53 PM
There have been plenty of stories of how terrible it can be to win the lottery, but that doesn’t stop millions of people from buying tickets every day in hopes of bringing home the big check.
New York Lottery’s latest ad campaign, created by DDB New York, make a play on the fact that anyone who wins the Win for Life game must stay alive in order to keep collecting their cash—and the people around them are willing to go to all lengths to make sure that happens.Continue reading...
Posted by Adeline Chong on September 2, 2013 01:08 PM
Singapore Airlines' new brand campaign is set to roll out globally today with a fresh new look, one that will see the airline's iconic Singapore Girl take a back seat.
The campaign, "The Lengths We Go To", aims to showcase the above and beyond efforts that the airline makes to create a comfortable experience for passengers. But the focus is not on the luxurious new seats and the bigger and better in-flight entertainment system, or its young fleet of airplanes which will welcome up to 50 Airbus and 30 Boeing planes over the coming years.
In the past, as in the 2011 campaign, the airline's Singapore Girl, its depiction of its stewardess, focuses primarily on caring for passengers, hyperattentive to their needs and concerns. The campaign certainly helped build the airline's reputation for superior service. But its new campaign instead turns the focus away from Singapore Girl's role in service, to the processes that the airline (and Singapore Girl) goes through to provide such a superior experience.Continue reading...
Posted by Alicia Ciccone on August 20, 2013 07:39 PM
Coca-Cola's latest installment in its controversial anti-obesity campaign is an animated short film from director Johnny Kelly of Chipotle fame.
The video, titled "Happiness is Movement," follows the quick-moving life of an animated puppet, from birth through marriage and so on, all the while in constant motion. Kelly points out that the video was made to demonstrate that "movement was key to his happiest moments,"—a point that Coke has been trying to drive home to consumers since it launched its health-conscious campaign early this year.Continue reading...
Posted by Sheila Shayon on August 12, 2013 06:15 PM
AT&T, T-Mobile, Verizon Wireless and Sprint have put aside their competitive campaigns for the joint "It Can Wait" initiative against texting and driving. Now, the companies have recruited renowned director Werner Herzog to create a 35-minute documentary that pinpoints a life-changing moment for four individuals.
Titled From One Second to the Next, the short film has already garnered over 1.1 million views. “When you get a message while driving, it’s hard not to pick up your phone,” Herzog said in a statement. “With this film, we want to help make people more aware of the potential consequences of that action…The consequences are catastrophic, and the statistics are appalling. This campaign certainly comes at the right time. It had to be done. Everything else is of secondary importance.”Continue reading...
Posted by Mark J. Miller on August 12, 2013 05:35 PM
Despite excellent reviews for the HTC One, the mobile phone maker lags behind Apple and Samsung, and is bleeding revenue. In the second quarter, it saw an 83 percent decline in profit from a year earlier, but HTC may not be able to place all the blame on the competition. Some say the big problem is that HTC doesn't market itself well enough. Well, that's all about to change.
The company has recruited Hollywood star Robert Downey Jr., aka Iron Man, to star in its $1 billion marketing push.
“Here’s to Change,” which will be the company's largest marketing campaign ever, will feature Downey for two years. The first full ad will debut on August 15.Continue reading...