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The changing role of creativity: Views from Spikes Asia 2013
Low Lai Chow, Event Reports, Spikes Asia, September 2013
This report addresses the role and nature of creativity in the digital age. As social networks and similar platforms connect consumers across the globe, storytelling is taking on a more visual and varied role.
This report addresses the role and nature of creativity in the digital age. As social networks and similar platforms connect consumers across the globe, storytelling is taking on a more visual and varied role. It is also becoming more valuable to consumers. Working with unusual partners in various fields, from the arts to extreme sports, is another driver of change at present. The role of big data is still to be decided, however, as the benefits it offers in planning and adapting campaigns may also lead to safe, rather than original and inspiring, marketing.
Marriott International identifies a new kind of travel dynamic
Geoffrey Precourt, Event Reports, IAB MIXX, September 2013
This event report describes ethnographic research by Marriott International, the hotel chain, into how the travel planning process has been changed by technology.
This event report describes ethnographic research by Marriott International, the hotel chain, into how the travel planning process has been changed by technology. The research focused on the role of video in travel planning, finding that video has an emotional appeal to consumers and increases brand credibility. The role of children in planning is also considered, with findings suggesting that children are significant contributors to research and decision making. The research identified three points of difference for Marriott to focus on. 'Co-creation' looks at how the knowledge and research of different family members combines to lead to decisions. Presenting an 'authentic experience' is important as younger generations are highly conscious of details and design in hospitality. Marriott is making its marketing more engaging and authentic by having local hotel managers and staff create video tours. Marketers need to strike a balance between technology that knows what consumers are doing, and allowing for 'serendipitous discovery' that expands people's understanding of what is possible.
Brain Game: Integrated attention planning
Anne Rayner, TNS, In Focus, August 2013
This article looks at how to engage people's attention effectively from a choice of the many different touchpoints available to marketers.
This article looks at how to engage people's attention effectively from a choice of the many different touchpoints available to marketers. Creative approaches that utilise surprise, emotion or relevance are most likely to capture attention, while the brain also remembers unresolved tasks better than completed ones. This can mean that marketing that is more demanding of brain power will capture prolonged attention. The media platform is also critical, as context will greatly affect how attention is directed. The author recommends 'Opportunity to See' (OTS) as a key measure of exposure to marketing, which focuses on reconstructing individual routines and assessing whether an individual had reasonable opportunity to notice an ad. A campaign from L'Oréal, the cosmetics company, is cited as an example of how to improve attempts at capturing attention.
How social media breathed new life into Taco Bell
Geoffrey Precourt, Event Reports, ANA Digital and Social Media, July 2013
This event report shows how Taco Bell, the quick-service restaurant chain, transformed its presence on social media in the US in just 18 months, and enhanced the status of its brand as a consequence.
This event report shows how Taco Bell, the quick-service restaurant chain, transformed its presence on social media in the US in just 18 months, and enhanced the status of its brand as a consequence. Having largely been seen as the “jester” in its category, the firm decided to connect with its target audience – consisting mainly of millennials – by tapping into their evident passion for its brand. Achieving this goal required finding a genuine tone of voice, being clear, consistent and dependable, listening and responding to customers, building and sharing experiences and finding a unique brand positioning. The result has been richer, deeper engagement and the creation of a community of true brand advocates.
SingTel builds brand love using social media
Low Lai Chow, Event Reports, APPIES, August 2013
This event report discusses how SingTel, the telecoms group, has shed a brand image which was seen as cold and unfriendly in order to successfully engage with consumers on social media.
This event report discusses how SingTel, the telecoms group, has shed a brand image which was seen as cold and unfriendly in order to successfully engage with consumers on social media. On the one hand, this has involved making a series of commitments to the users of these sites. Examples of this include connecting around their interests, as well as providing rigorous customer care and dealing promptly with any service issues they face. Having demonstrated this caring side of its personality, SingTel has been able to help consumers have fun, as demonstrated by tie-ups with pop group 2NE1 and celebrity chef Gordon Ramsey.
Taking digital to the next level: Examples from Nike, Carlton Draught and Coca-Cola Amatil
Andrea Sophocleous, Event Reports, ad:tech Melbourne, July 2013
This event report looks at how several leading brands are enhancing their digital strategies in Australia.
This event report looks at how several leading brands are enhancing their digital strategies in Australia. Coca-Cola Amatil, for example, turned its 120,000 fridges across the country into digitally-connected hubs to entertain consumers. Nike similarly equipped its stores with the latest connected technology to enhance the shopping experience, yielding double-digit share gains as a result. For its part, Carlton Draught rolled out its first mobile app, and learned numerous important lessons for the future after overcoming early technical problems.
Red Bull Media House transforms content marketing
Stephen Whiteside, Event Reports, TV:Xperience World, July 2013
This event report discusses how Red Bull Media House, the extension of the Red Bull brand of energy drinks, approaches content marketing.
This event report discusses how Red Bull Media House, the extension of the Red Bull brand of energy drinks, approaches content marketing. Red Bull Media House is intended to build enterprise value for the brand, as well as be a self-sustaining media company. Greg Jacobs, Red Bull's head of distribution, North America, described its activities from Formula 1 to snowboarding, breakdancing and gaming. Jacobs also explains how Red Bull engages with the YouTube generation and handles multiscreening.
A revolution in ad testing
Ken Roberts, Admap, July/August 2013, pp. 10-12
This article argues that communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers.
This article argues that communications should change a business outcome, such as increasing market share, but strategies need to be measured on both buyers' rational and emotional drivers. This is referred to as the "consumption drivers principle". Understanding the hierarchy of consumption drivers must inform the creative idea, and can be improved with quantitative predictive modelling of the rational driver (explicit driver) and emotions catalyst (implicit detonator) of consumption choice. Both these explicit and implicit drivers should be included in the brief. The explicit communications task is to convey the strongest 'reason to believe', while the implicit communications, which impact emotional response, must also be identified and quantified.
Building an emotional brand personality: Deconstructing brand identities in China
Russell Carter, Sirius Wang and Haze He, Millward Brown Asia, Point of View, June 2013
This article argues for building meaningfully different brand personalities in China, which will stand out from the competition and create a lasting relationship with consumers.
This article argues for building meaningfully different brand personalities in China, which will stand out from the competition and create a lasting relationship with consumers. Characteristics of the strongest brands in China are 'Trustworthy', 'Wise' and 'Desirable'. These differ from other countries and multinational brands should bear these cultural differences in mind when entering the Chinese market. Chinese brands have a greater challenge in bonding with consumers, as they usually stand out on fame and price, which makes it harder for Chinese brands to charge a premium or to build long-term relationships. However, compared to multinational brands, Chinese brands over index on attributes such as innocent, kind and friendly and may wish to leverage these positive attributes in their positioning. Countries outside of China also come with personality associations and leveraging appealing 'Country of Origin' traits can be a powerful foundation for building brand image.
Visa taps in to 25 years of Olympic sponsorship
Geoffrey Precourt, Event Reports, IEG 2013, April 2013
For Visa, the financial services provider, effective sponsorship is all about "brand stories". And its own brand story, that of offering commerce without borders and becoming accessible to everyone, has been greatly enhanced by sponsoring the Olympic Games for 25 years.
For Visa, the financial services provider, effective sponsorship is all about "brand stories". And its own brand story, that of offering commerce without borders and becoming accessible to everyone, has been greatly enhanced by sponsoring the Olympic Games for 25 years. Its long-term association with US athletes like Michael Phelps, Kerri Walsh and Misty May are representative of a broader international approach, indicating its commitment to individual athletes and markets, as well as to the wider global ideal represented by the Olympics.
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