"I wish we were in the fairness business but we're in the business of Branding"
Things
you need to create to (understand) Digital better:
- · Slideshare Account *
- · Twitter Account
- · LinkedinAccount
- · Youtube *
- · Google +
- · Facebook*
(* Indicates that these accounts would be operated
collectively by their respective groups.)
“The product also has to
work, marketing can only do so much.”
“Trendsetters influence
others”
Media
is so saturated that awareness is almost a given, but in the absence of it,
awareness is important but it isn’t the most important for a simple reason that
awareness doesn’t necessarily mean ‘buying’.
Coke’s1971 Hilltop If
it is to be done now whilst keeping intact the very attributes of Coke intact
like that of
>Happiness
>Unity
>Youth
Advertising is about social impact. The insight with the hilltop was and has always been with Coke 'happiness'. The tagline reading 'It's the real thing' killed it's nearest rival by not talking about it.
Planning is done with 'insight' taking prominence. Creative is all about executing the said 'insight'.
When Bill Backer of McCann Erickson wrote these lines "I'd like to buy the world a coke" on a napkin whilst waiting at an airport, little did he know that 40 years later, Google would bring his lines to reality with Project:Brief
"It was all about instinctive, it talks to the world but he's (in reality) talking to one person"
"It allowed brands live their promise like never before"
Marketing was all about getting it real. Real connects like few else. With this Google's advertising capabilities also came to the fore. Google used the digital platform like the pioneers that they're. The campaign in all probability cost much less than your average ads but the value that it brought out was much, much higher not to mention the novelty of the campaign too. It was user generated content. People 'experienced' happiness in real time.
When Jeff bought Washington Post at 250$ million dollars it became pretty clear that traditional media is going the digital way.
Integrated Marketing with Bournville, breaking news at the right time is as important as breaking the news.
- One of life's finer pleasures
A brand of premium mustard who's TV commercial was old which aired on 3 channels and thus meant that it needed to be tweaked to suit today's digital media, Facebook. Gray Poupon took the Facebook route, they created a page that wasn't for everyone. They requested for application to be submitted in order to become a 'fan' of Gray Poupon. You needed to submit an application which upon being weighed will give or not the privilege of becoming a 'fan' when in comparison with other brands all you've to do is *click*. It went viral, because masses agreed with it. Gray Poupon also got their placement spot on, with one ambassador live tweeting the 'Oscars' one of the, if not the classiest movie awards in the world.
Gray Poupon campaign was indeed a successful one.
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