What I like about this ad is that it doesn’t need a lot of explaining. Great art direction and a clever line “Enjoy responsibly. Phones down, please.” Read more…
While 2014 has started in Australia (Happy New Year to our AB Aussie team mates Mark and Tim), and about to start everywhere else, here are some nice greetings from Orange.
Billboard magazine have launched a app for mobile devices that rewards dedicated music fans with a free copy of their magazine. Called the Fan Check Machine, the catch is you have to prove that you have at least 20 tracks on your MP3 device. The execution is simple and the obligatory case film show the app in action.
If you haven’t considered taking the bus lately, you should think again. This charming stunt at a bus stop proves that using your phone can make your life a lot more exciting. Read more…
Fanta (Coca-Cola Company) is about to launch a very innovative campaign on mobile across Europe at the end of January. Alongside the classic goodies (wallpapers, ringtones …), and a game, the wap site will offer original applications too.
The most amazing one must be its virtual tennis. It is the world’s first 3D augmented reality tennis game, in which two phones connect via bluetooth before playing a game of tennis, using a “court” printed from http://www.fanta.eu/. Players can then use their mobile devices as tennis racquets to hit a virtual ball whose movement is determined by the angle and position of the phone.
Nike has just launched a multimedia campaign starring Ronaldinho and the new Tiempo Legend shoe. As NMA explains, the campaign includes mobile, online and video podcasting push. Nike is going to be the first brand to enable consumers to download Ronaldinho’s video on their iPod. There is no above-the-line media spend for the campaign, so Nike will only rely on word-of-mouth to spread the idea. The campaign idea is great, I mean, the fact that they combine digital channels to deliver the message, but I saw the video and it isn’t really as good as I expected. Ok, I’m not a big football fan, nor a football player but I found it rather boring.
New Media Age reports MTV Networks UK & Ireland is about to launch an interactive service that will allow viewers to interact with the program MTV Hits using their mobile phone. With an SMS music fans will be able to text their questions to Mr Know It All, who will answer to best ones live during the show. The idea behind this initiative is to put viewers in “collective control” of MTV’s content, a move which appears perfectly in line with the brand image MTV always worked on.
The Guardian reports the opinion of Andrew Robertson, recently appointed CEO of BBDO agencies’ network, who believes mobile phones will soon start playing a key role in advertising. The article also quotes a BBDO report which found out consumers would give up their television sets before sacrificing their mobile phones or home computers. I don’t know whether this is an imitation effect, or the advertising agencies are really starting taking mobile marketing seriously, but as a matter of fact last week everybody come out last week with statements about the importance of being mobile. I’ve already posted that Foote Cone & Belding which signed a deal with NeoMedia Technologies to develop mobile marketing campaigns. Now I’ve also found on New Media Age (reg. req.) that the boss of WPP Group, “Sir” Sir Martin Sorrell has sent out a formal request for proposals (RFP) to find a global mobile marketing partner.
24: Conspiracy will be available to Vodafone users thanks to an agreement signed with Twentieth Century Fox. As AdWeek reports, the series is designed to be seen on 3G mobile phones and will consist in 24, one-minute weekly vignettes to the Vodafone mobile phone community in 23 countries.
The beer brand Grolsch has decided to invest more in 2005 in new media communication. They will focus on online marketing and mobile channels to create an active relationship with their customers. As Nicola Young, head of relationship marketing at Coors (the brand owner) explains on New Media Age:“TV ads are fantastic for general awareness but they’re very passive. Online enables us to form a direct relationship with the consumer but at the same time gives the consumer control over the interaction.”
Grolsch’s UK web site currently features an advertainment approach, and aims to engage users with advergames and competitions (now it’s giving away a week-end in A’dam). Coors’ agency is Leith, a firm voted Scottish Agency of the Year five years running. The agency has been recently sold to Cello, a newly incorporated marketing services group (read more about it on Scotsman.com).
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