Digital advertising and marketing: only the best ideas worldwide, since 2003

Volvo can be sexy and fun

on February 28, 2004 by Martina Comments

Next week Volvo will launch a new comprehensive advertising campaign to promote its S40 car targeting a youther consumer segment than usual. Volvo will change its communication approach to better address the target, taking inspiration for its ads from entertainment genres like music videos and video games. As explained in the press release, the marketing campaign is multi-faceted, covering television, movie theaters, magazines, billboards, the Internet, direct mail, partnerships with Virgin Megastores and Bloomingdale’s, and even video games. Thomas Andersson, VCNA Executive Vice President, Marketing at Volvo North America said:

“It’s not enough to just reach people with a campaign. We want to go beyond that and touch and move people as well. The campaign is surprising, refreshing and cool, yet reassuringly Volvo at the same time. The tone we are using is youthful and confident, but not arrogant. With this campaign we will show that Volvo can be sexy and fun.”

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Online loyalty awarded offline

on February 28, 2004 by Martina Comments

Online loyalty programs, in order to be effective, require a different approach to personalization and customization than the one usually used offline. eCommerceTimes investigates the best loyalty programs on the Internet looking at strategic issues which effect their performance. Consumers’ privacy is an important aspect to keep in mind to succeed, but the key is to online shopping with offline rewards.

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Diesel loves nature (while it lasts)

on February 28, 2004 by Martina Comments

Diesel is online with a new campaign developed by Airlock. “Love nature while it lasts” is the tagline of the advertising set in a Garden of Eden, which will run in 18 countries worldwide, with traditional banners and a various range of rich media ads.

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The Year for Wireless Marketing

on February 26, 2004 by Martina Comments

A post with a self-promotion… On MarketingProfs there’s an article I’ve written: The year of wireless marketing Any feedback is welcome!

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Kodak targets mobile camera phone users

on February 26, 2004 by Martina Comments

Kodak will soon launch in Europe an online service to publish pictures taken with the mobile phone. As reported on News.com Australia, starting next May owners of a new wave of higher resolution camera phones should be able to upload their pictures and videos to a central server, send them by e-mail or print them via wireless infrared or Bluetooth links at Kodak kiosks. The service is already available in the United States. The initiativeļæ½confirms the strong Kodak’s interest in building a new kind of relationship with its consumers, trying to fill the gap created by digital cameras and the consequent crisis of films selling. A couple of months ago, Kodak has also sponsored a MMS competition together with the carrier Wind to assign prizes to the best MMS pictures.

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vVisa “wise” internet marketing

on February 26, 2004 by Martina Comments

In its case study presentation, iMediaconnection talks this week about Visa and its MSN minisite developed to target small-business owners. The site isn’t flashy but, according to Visa, it’s very effective in communicating the offer. The article is interesting also because it covers the theme of “co-branded” initiatives. Doug Fitzsimmons, Associate Creative Director, Tribal DDB Los Angeles , commented: “Everybody wins with a strong co-branded site. The host gains content, the advertiser gains an audience. If it’s done well, both strengthen their brands by association and added value for their customers.”

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The MMS revolution in wireless marketing

on February 26, 2004 by Martina Comments

The power of MMS to deliver branded messages is far more effective than the one of traditional SMS. There are no stats, only positive perceptions in an article on Marketing Directo about MMS’ marketing potentials. In particular the feature gives some hints for the development of cross media promotions TV/mobile, quoting the opinion of Frederic Westerberg of

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MMS services consortium jumps on the scene

on February 25, 2004 by Martina Comments

MM4E (Multimedia Mobile for Europe) is a new consortium caims to push forward the industry development of MMS to unlock its huge commercial potential for major brands that require seamless campaigns across Europe. As explained in the press release, Materna, Prosodie and WIN have joined forces. Among the first beneficiaries of the MM4E consortium are anticipated to be companies that are seeking to roll out campaigns around the Euro 2004 Football Championships and the Summer Olympics.

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Doubleclick: online will erode tv spots spending

on February 25, 2004 by Martina Comments

Kevin Ryan, CEO of Doubleclick believes Internet advertising will keep on growing as marketers decide to invest more money online to match consumers habits. As stated on Reuters (via Yahoo!) Ryan expects a double-digit revenue growth for DoubleClick in 2005, but is really interesting is that he expects online advertising to begin to take market share from television this year as marketers refocus their advertising dollars to reach the 18- to 35-year-old male audience, which is spending less time with TV and print media.

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US users and search engines

on February 25, 2004 by Martina Comments

Nielsen//NetRatings has release a couple of days ago a report about US Internet users and search engines. 114.5 million or 39 percent of Americans used a search engine during January 2004. The 114.5 million unique users, representing 76 percent of the active online US population, each spent nearly forty minutes using search engines during the month. The 114.5 million unique users, representing 76 percent of the active online US population, each spent nearly forty minutes using search engines during the month. Another good indication for the healthy search engine marketing industry.

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