“Online creative is not very creative” says Jeremy Lockhorn on his latest column on ClickZ. I guess you already heard this sentence, but I’m also pretty much sure you don’t remember the solution to the problem. A “call for creativity” is a usual grief from the online advertising industry, unfortunately it’s not so easy to exactly explain what creativity actually is (especially on the Web). A reference to interactivity might help but, in general, I would says that online creativity is the ability to fully take advantage of the medium’s characteristics: multimediality, immediacy, interactivity. As Jeremy explains, video can play a crucial role in enhancing the creativity level and also the quality of online ads. The point is we need to connect with consumers from the very first beginning of the relationship. But, at the same time, we need to “respect” our target, being polite with our advertising messages, asking for a sort of permission when presenting ads in unusual or intrusive formats.
Despite the failure of their first co-marketing initiative, Apple and Pepsi have decided to do it again. This time instead of the US, they have decided to target the Australian market with a campaign supported by mobile phones. As Macworld UK reports, Australian Pepsi drinkers with a cell phone, can enter the competition via SMS and win an iPod an hour for six weeks.
Australian airline company Jetstar (Qantas’ low cost) has launched a service which allows passengers to book tickets and receive flights’s information via SMS. As Australian IT reports, the JetSMS service will kick off next month.
American Express is launching an online video ad starring Jerry Seinfeld and Superman. As Revolution Magazine reports, it’s a four minute web spot appearing on American Express’ website. It’s the second “webisode” created to support American Express’ guarantee to replace damaged goods within 90 days of purchase.
Studio Richmedia SQLI has developed the micro-site and the online campaign for the launch of the new Citro�n C2 in France. They did a great job with Flash, that’s why the case has been featured on Macromedia’s web site (in French). Check it out, it’s really cool, the interface is “seductive” and dynamic…
The popular icecream Cornetto will be distributed this summer in six new flavours: the so called “Love potions”. To support the launch, Unilever has massively invested in Tv advertising, but has also asked Flytxt to develop a text & win campaign.
SingTel is organising the first-ever nationwide contest to find the cellphone user with the fastest thumbs in Singapore. ChannelNewsAsia reports, adding that entrants won’t be allowed to use the T9 functionality or other spelling aids.
Go where the prospect is… The marketers’ motto can be applied now also to IM softwares loved, in particular, by teenagers. Instant messaging provide great opportunities for brands that want to get in touch with people under 25, as an article on iMedia Connection explains, presenting numbers and few examples of IM used as a marketing tool. The article is pretty good, but it’s important that it has been written by a person who works for a technology provider directly engaged in the IM business.
German carrier Debitel has launched an MMS based contest named “Fr�hlingsgesicht 2004” (Spring Face). Users can send their pictures with the portrait of funny or beautiful faces and get the chance to win a SPA weekend or a bunch of Siemens MC 60 mobile phones. The campaign is promoted through MSN’s network with dedicated banners and a special section.
Wireless technology to the Maldives. As Gareth Mitchell reports on BBC NEWS it is now possible to access the Internet with a Wi-Fi connection. The news isn’t a great news, what impressed me is the fact that the BBC’s reporter “had” to travel to the Maldives to write such an article… poor guy!
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