The shortlist for the 2004 GSM Association Awards has been announced last week. Winners will be announced on 24 February 2004 at 3GSM World Congress. For the Best Marketing, Brand or PR Campaign the following have been shortilisted: - Mobilkom austria AG & Co KG for the �A1 MMS Standard� campaign which delivered a photo-free newspaper with the images available for MMS download - T-Mobile International for the rebranding of VoiceStream to T-Mobile in the US - Virgin Mobile for the UK �The Devil Makes work for Idle Thumbs� campaign designed to increase SMS use - Vodafone Group plc for the global �Vodafone live!� campaign to drive take-up and penetration of Vodafone live! handsets and services
A couple of weeks ago I’ve already talked about the Make Money Be Happy initiative launched by Yahoo!. Revolution Magazine reports that fortune cookies, branded with Yahoo! Personal Finance will be given away to people visiting Benjys’ shops. Customers going to Yahoo! website will have again the chance to win an healthy weekend in a Spa. The will also be a banner campaign supporting the initiative
On W2Forum they’ve posted a news about worldwide mobile data subscribers (the original news is on Unstrung). It’s always interesting to read about these kind of stats, but I believe it would be even nicer to find out the cultural issues that influence markets’ differentiation. I don’t think technology is the only factor affecting the diversity between Europe, Asia and the US. We should also look at different media relevance in every country/continent (do people watch a lot of tv? do they read newspapers?), at the way people like to interact with each other (do they prefer written or oral communication? do they meet in public spaces?) and, for example, at how sex in regarded by the public opinion (is it strictly condamned by the religion? is there a liberal attitudine towards the issue?). Stats would be much more relevant, providing the cultural and social contest in which they have been collected. Does anyone know of such a study?
BBC NEWS reports Toshiba is developing a technology that will replace dressrooms with a 3D system that will create a virtual customer. Video cameras snap the shopper, then clothes and accessories are selected and displayed immediately. But what about the thrill (or the disappointment) of trying on real clothes? Shopping is an experience, are we sure we want to make it virtual?
Pop-ups, an eternal controversy. The Guardian gets back to the issue providing different points of view and a brief history of pop-ups. will pop-ups ever be stopped? Excellent question with (almost) no answer. The author of the article, Claire Murphy says:“There are two arguments being floated about how the saga will evolve. Forrester Research believes that in a few years some websites will market themselves as being pop-up free, gambling the loss of ad revenue on the hope that they can make more money from subscriptions or banner ads. But Carat’s Horler has a more Machiavellian theory. “The technology exists for sites to detect when users have installed ad-blocking technology. If it’s basically a free site, what’s to stop the media owner automatically excluding that user?” Let battle commence …
An IPA Bellwether report says online marketing spend in the U.K. registered significant growth for Q4 2003. On IAB Uk web site, Danny Meadows-Klue, Chief Executive of the IAB, commented on the new figures:“Yet again we are seeing the reality that this is where audiences have moved to and with the new range of advertising products it should come as no surprise that marketers are following”
Ogilvy Interactive has developed a new I-Mode website for American Express Italy. According to Pubblicit?alia Italian users, belonging to the Wind network, can now access a lot of information about the credit card, using their cell phone. Once again, there’s a big question mark connected to this news: how many i-Mode users are there in Italy? And how many i-Mode users are interested in accessing American Express information using their mobile phone? I don’t want to be too much controversial, let’s just say it’s a first move action, clients will come…
UK fitness chain Holmes Place has launched its first mobile marketing campaign to help potential customers locating the nearest gym by texting in the postcode. Actually this is a press, poster and DM campaign which takes advantage of the wireless media to create a relationship with prospects. If you text, you get a location service map by Multi-map and, of course, you receive something for free: two hours with a personal trainer. To read more about the campaign, go on 160 characters.
Cisco is running an online advertising campaign as part of an integrated marketing strategy to emphasizes the company’s advanced technologies. As reported on Adweek banners with the tag line “This is the power of the network. Now.” are running on The Wall Street Journal Online, BusinessWeek Online, Network World, InfoWorld and Forbes.com. You can see an example of Cisco’s banners, in the Adverblog’s “Watch” section.
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