11 January 2008

In case you missed it, the title of this post is sarcastic. In fact, I speak it fluently. Anyway, as I sat down to watch my newly purchased DVD, Knocked Up, it got me thinking.

At the start of every movie is an anti piracy clip lasting about thirty seconds. You can see the Australian version here…

 

 

Now as I sit down to enjoy this movie, which I’ve purchased with my hard earned money, I’m confronted with this. You see the same thing at the cinemas, shortly after purchasing your ticket.

The geniuses behind this campaign (notice the sarcasm again) are targeting the wrong people.

Why would you punish law abiding citizens, more importantly, your loyal customers?

Posted by Zac Martin

08 January 2008

Mozilla Firefox have launched their latest campaign; Fight Against Boredom via this video…

 

 

Last time, I commented on what a great campaign Mozilla ran but this time I feel differently. The video here is lacking. It looks cheaply done, isn’t funny, controversial or even interesting. With the exception of Chocolate Rain weblebrity, Tay Zonday, the clip doesn’t have anything that gives me the urge to spread this so called viral.

I expected so much more… but that quick brown fox may yet jump the lazy dog. If you go to the website, you need a username and password to get in. Is this a mistake on the website design or something incredibly brilliant to get blogger’s like myself talking? It certainly would help fight the boredom trying to crack the puzzle.

Failed campaign or mystery in the works?

Edit: Turns out it was somewhat of a failed campaign. The website was launched prematurely and the video was not approved by Mozilla. The website has since had restricted access placed over it, but perhaps they could still turn this into something?

Posted by Zac Martin

26 December 2007

Like every marketing blog, article or podcast you’ve read or listened to lately, its time to reflect upon 2007. I have no awards to give out or predictions to make, but merely wanted to discuss the brilliant marketing of perhaps my favourite food chain; Nando’s.

There’s so much going for these guys its hard to know where to start but what stands out most is their advertising. Whether its their commercials, print media or campaigns; they’re all brilliant. Their website has just a few examples used in Australia.

Their Nando’s Fix Gum campaign was genius. Great word of mouth qualities and even more so when they gave away free gum at their stores. Check out the spot here…

 

 

According to The Australian, this was the most complained about advert of 2007.

A similar campaign was run last year with Nando’s Fix Patches. Whether its in the newspaper or on display in their restaurants, their print ads are also always witty or funny, most importantly highly talkaboutable. Recently FHM ran a free poster giveaway through Nando’s which I wrote in for. I received a letter in the mail saying “We know its not as good as the chick on page 29, but we thought you may like a meal on us!” with a free meal voucher attached. The note was hand written.

I’m looking forward to Nando’s’ marketing campaigns throughout 2008.

Also, if you’re interested in other trends and news from 2007, Julian Cole linked me to Most Contagious 2007. Its also worth checking out the 2006 edition.

Posted by Zac Martin

22 December 2007

Whether you agree with Seth Godin‘s views or not, there is no doubt about the fact that he can write. This probably explains his rank as the best marketing blog on the net.

I’ve being following it for a few months now, and recently purchased his book Free Prize Inside. I feel very out of league commenting, but I have on order Purple Cow and Meatball Sundae.

If there’s one thing you can learn from him, its the way he writes. Any new blogger, marketing or not, should follow his work just to gain as basic understanding of the best practice when it comes to blogging. Whether this is to keep it simple, short and to the point or the importance of regular but relevant content.

It’s certainly going to change the way I blog.

Posted by Zac Martin

13 December 2007

As I finish my first year of a marketing degree, I come to realise I’m working towards a career where I’ll be hated. Marketers are in the same league as used car dealers, lawyers and police officers when it comes to their public image.

Dr Con Starvos in this month’s Marketing (December, 2007) summed it up perfectly when he said “The childhood obesity crisis is still being blamed on marketers, who are also taking the heat for making children anorexic and image conscious”.

Why can’t we marketers market our profession a little more successfully?

Posted by Zac Martin

09 December 2007

Mitch Joel just posted about an interesting mini series titled The Story Of Stuff With Annie Leonard.

It raises some really good points regarding the consumption of products particularly the way in which we produce and dispose of these. But I could not overlook the rather negative view taken on us marketers.

“What’s the point of an ad except to make us unhappy with what we have?” says Annie Leonard, portraying a rather naive and simplistic look at the most basic form of advertising. Some what conicidently, I just purchased Clive Hamilton‘s book Affluenza which I’ll be sure to discuss upon reading.

Posted by Zac Martin

04 December 2007

According to Frederique Hull, Marketing Director of Reckitt Benckiser, over 90% of the Australian population recognise Louie the fly. Not surprisingly, when asked to name a product “that kills insects”, 88% of respondents answered Mortein.

Louie celebrates his 50th birthday this year, an incredible achievement of branding but what’s more is the clear link between the character, the jingle and the brand. This kind of long term positioning would not be seen today, even with successful results like this.

Can you think of any other long term campaigns this successful?

Posted by Zac Martin

28 November 2007

I read an article in Marketing (November, 2007) that brought to my attention a real innovation.

According to Luke Berry, managing director of Innovative Solutions Oceania Group, the 18 to 30 year old market tends to be resistant to most advertising. A perfect way to target this segment is with the Wizmark Talking Urinal Cake.

Basically, these small devices are installed in male urinals and when activated a recorded message starts. Usually placed in bars, there are many benefits to this innovation…

+ You have roughly 45 seconds of undivided attention where there is usually no other advertising and no chance to change the channel.
+ It is likely the consumer will return two, three or more times in a night.
+ As someone who falls right into the target market, its definitely something I’d spread through word of mouth with clear viral qualities.
+ Research indicates that if placed in a bar, you would have a reach to 59% of people aged 18 to 39.

Tooheys recently launched a campaign with the recorded message saying…

“Thank you for your excellent DNA sample. Please submit another sample after your next Tooheys Extra Dry Platinum. See you soon.”

Ambient marketing brilliance?
Posted by Zac Martin