campaigns

Apple Looks to Connect the Dots for 5C Sales with Tumblr Campaign

Posted by Sheila Shayon on March 3, 2014 04:12 PM

Apple, which traditionally has kept its distance from social media, has launched a campaign for the iPhone 5C on Tumblr. 

The campaign, built around the tagline "Every color has a story," featured 15-second "colored" video ads (with a sixth in the works) in English, French and Spanish titled: "Porte de Lilas" (Gates of Paris), "Viva o Carnaval" (Live the Carnival), "Showtime," and "Enjoy the Show." 

Each video ad plays a different song and showcases the dots featured on the back of the iPhone 5C's official case and on iOS 7's dynamic wallpapers, with the dot effects forming into animations of rock concerts, carnivals, ice skating and more.Continue reading...

campaigns

Oakley Opens Doors to Design Inspiration in New Global Campaign

Posted by Mark J. Miller on February 28, 2014 12:52 PM

While Oakley has been around since 1975, the secretive accessories brand has never ran a global marketing campaign—until now.

The company's "Disruptive by Design" campaign puts a hard focus on the high-quality design that supports the Oakley brand. The campaign aims to show the "inner sanctum where its products have been mysteriously designed, in the hope of joining the ranks of high-flying sports performance brands like Red Bull and Nike," Adweek notes

"Disruption has always been core to our DNA and for the first time, we are giving insight into our practices," said Tom Cartmale, global brand communications director for Oakley.Continue reading...

campaigns

Lipton Hopes to Win at the Oscars with New Campaign Starring Muppets

Posted by Sheila Shayon on February 27, 2014 11:51 AM

Unilever is using this weekend's Oscars broadcast, aka the “Super Bowl for Women,” to break its new "unified" campaign for its Lipton hot and iced tea brand with a 60-second ad featuring the Muppets and the brand's new slogan, "Be More Tea." 

The 86th Academy Awards telecast will air this Sunday, and it’s no surprise that all ad inventory was sold-out months ago as the usual brand suspects step up to a price tag of $1.7 million to $1.8 million for a 30-second spot. On board are JCPenney, Johnson & Johnson, American Express, General Motors, Coldwell Banker, McDonald's, AARP, Mars, Pepsi, Samsung, Sprint and Unilever—which bought two spots, one for Dove and another for Lipton.

Teasing their Oscar campaign Super Bowl-style, Unilever published a 90-second spot on Wednesday to introduce consumers to the campaign.Continue reading...

campaigns

Pepsi Max Challenges UK Consumers with "Unbelievable" Billboard Campaign

Posted by Sheila Shayon on February 20, 2014 05:58 PM

Digital billboards in the UK are getting quite the workout lately. PepsiCo is just the latest brand to take advantage of the bright marketing mediums in a new campaign that projects Vine videos around the brand's Pepsi Max product.

The “Unbelievable" campaign invites British consumers to submit Vines of themselves doing something unbelievable, tagging their efforts with Pepsi's #LiveForNow hashtag. The campaign is a significant move for PepsiCo, a “media first” that signals a shift from campaigns led by television to digital as a driver.

The best Vines will be displayed across the Ocean Outdoor’s network of digital billboards in seven UK cities in the collaborative promotion from OMD, Talon Outdoor, AMV BBDO, Jaywing and Grand Visual. PepsiCo is also supporting the campaign with YouTube videos.Continue reading...

campaigns

FDA Shows Teens the Real Cost of Smoking in New Multimillion-Dollar Campaign

Posted by Mark J. Miller on February 5, 2014 10:39 AM

10 million children between the ages of 12 and 17 are particularly at risk for becoming addicted to cigarettes. Last month, a report from the US Surgeon General predicted that 5.6 million American children will die from tobacco-related illnesses unless something changes, and according to the Food and Drug Administration, more than 3,200 people under the age of 18 try their first cigarette every day and 90 percent of adult smokers started when they were kids. If teen smoking can be slowed, it could have broad effects. 

And so with a $115 million marketing campaign, the FDA is hoping to change kids’ minds before they get addicted, Reuters reports. At-risk teens aren’t the only group that will be getting such targeted messaging through "The Real Cost" campaign. Other efforts will launch in the next two years that are aimed at rural, gay, African American, and American Indian youth as well. The hope is to wean 300,000 young smokers off cigarettes in the next three years.

"Our kids are the replacement customers for the addicted adult smokers who die or quit each day," said Mitch Zeller, the director of the FDA's Center for Tobacco Products, according to NBC News. "And that's why we think it's so important to reach out to them—not to lecture them, not to throw statistics at them—but to reach them in a way that will get them to rethink their relationship with tobacco use."Continue reading...

campaigns

New York Lottery Appeals to Cause-Driven Millennials with Give Back Campaign

Posted by Mark J. Miller on January 29, 2014 07:37 PM

The New York Lottery has generally marketed itself as a means to get rich quick. All you need is a dollar and a dream, after all.

But now the state-run system wants its low-stakes gamblers to know that there dollars—winners or not—are cycling back into the system to help public education. The new campaign, “Everybody Wins,” features South Bronx grade schoolers from the Gibson Group of Haven Academy singing “Thank you for being a friend” when someone buys a ticket at a convenience store.

New York is asking schools to upload videos of their kids singing the song to the brand’s Facebook page. There, the videos will compete to win a grand prize of $10,000 for their school, while others could earn $5,000 and $2,500 prizes.Continue reading...

campaigns

Justin Timberlake Sounds Out Surprises for MasterCard in New Grammys Campaign

Posted by Dale Buss on January 24, 2014 03:39 PM

Justin Timberlake has been around the endorsement block a few times, but MasterCard believes the singer-cum-actor can be an effective face for the new "Priceless Surprises" multichannel advertising campaign that the brand is launching Sunday during the 56th Annual Grammy Awards.

New ads will feature Timberlake himself involved in what MasterCard called an "unscripted surprise," while a social media and checkout-connected campaign will shower card customers with surprises right on up to a trip to see Timberlake perform anywhere on his world tour.

"He's very creative; he understands the pulse of his fans so well," Raja Rajamannar, CMO of MasterCard Worldwide, told brandchannel. "He brings insights about his fans with him. And when we created this concept, it was a delightful surprise in how it evolved with him."Continue reading...

campaigns

After 10 Years of Dove's 'Real Beauty', Others Are Starting to Catch On

Posted by Sheila Shayon on January 23, 2014 01:07 PM

10 years ago, Dove launched its Campaign for Real Beauty—a global effort that set out to spread positivity among women, young and old, and alter the public perception of beauty.

Spun out of a photography exhibit in Toronto, the campaign, which officially launched in 2004, has grown from billboards and print ads to TV commercials and short films all in the pursuit of redefining how consumers view beauty. And while the core of any campaign—to grow sales—remains a significant motivator for the brand, in a decade it seems that Dove has in fact made an impact on women and men alike, both in the industry and outside of it. 

In a survey funded by Unilever, Harvard psychologist Nancy Etcoff found that in relation to the campaign, more women today define beauty by other standards than just physical appearance, according to Ad Age. "62 percent of women in the US feel they are responsible for influencing their own definition of beauty, nearly triple from the 23 percent ten years ago," Dove said in a press release

The campaign's various efforts have earned Dove and its agencies a handful of awards, including top honors at Cannes Lions in 2007 for its first "viral" video, "Evolution," and again in 2013 for "Sketches," which became the most-watched video ad of all time. Sales have gone from $2.5 billion in 2004 to $4 billion today as Dove hitched its product development to the campaign, transforming from a bar-soap brand to a comprehensive personal care line.

By casting average-sized women as models, challenging stereotypes through its "check-box" ads and consistently advocating for more positive body language and behavior, Dove has helped inspire a greater awareness of misogynistic advertising.Continue reading...

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