October 2007

Mozilla Firefox have released their latest marketing campaign; Operation: Firefox. The concept (like their strategy) is simple, develop a plan for where you would stick a giant one metre logo on display for the world. The top fifty plans are actually sent out the stickers and required to put them up as stated in their submission. In the end there will be fifty stickers on display somewhere around the world promoting Firefox, "infiltrating society one sticker at a time". For those of you, Firefox is a web browser that is quickly gaining popularity over Internet Explorer and other popular browsers. What I love about this concept is that it screams "Firefox" at me. The contest is creative, original and a little bit devious which are things I strongly associate with Mozilla. This should receive a fair bit of attention, not just from the stickers going up but from blogs like this one that I think will really carry it through. In fact, its the way in which this contest really plays to the brand loyalty of Firefox users, which I think people often overlook, that I love. When I say "brand loyalty" many people might think of big companies like Apple or Google, but Firefox users I believe are among the most passionate consumers of a brand. It is so strong, where as a Firefox user myself, I hate IE and I can't think of any other brand that has created such a negative relationship with its competitors. Every one I know who uses Firefox doesn't have a bad thing to say but what's more interesting is that they themselves promote it to their family and friends, acting as a credible opinion leader and testimonial to the brand. I know I have personally converted a few people. However the campaign falls down in a few areas. Firstly, the prizes which certainly could be made a little more attractive to potential entrants. Not overly important, but still I'd expect to see more from in a project that will hopefully be quite big. And secondly, the fact that you can only enter this if you're in countries with a Mozilla office, which is not my own and many others. The pros certainly outweigh the cons, but some things worth noticing. Another clever promotional strategy from the people over at Mozilla. Where would you stick your sticker? ...

The Chaser are an Australian group of six who focus on political satire. Starting with a mock newspaper at University, this comedic team have become well known for The Chaser's War On Everything which first aired in 2006 on Australian Broadcasting Corporation (ABC). I've been a big fan for a long time, well before they became mainstream. However their popularity has increased exponentially over the past few months with two controversial stunts that have sent their ratings skyrocketing. The first was a stunt breaching the security of the APEC Summit...

Welcome to Pigs Don't Fly, a new blog written by yours truly, Zac Martin. I am an undergraduate student at Monash University in Melbourne, Australia. I'm studying a Bachelor of Business (Management) / Bachelor of Business (Marketing) and its because of this that I've decided to start my own blog. The blog will focus on the most part on marketing, particularly keying in on innovative marketing campaigns across Australia. Inspired by numerous blogs and podcasts, I'll soon make a link to these when this blog is customized correctly. I also have a logo and other images in the works, which will be uploaded when possible. At this stage the blog will be infrequent depending on my time and content available. ...