A new sexy and ironic campaign by Lynx. In Australia, they have launched the LynxJet, a fictional airline full of virtual (?) sexy hostesses who will grant men a lot of fun. Lowe Hunt is behind the campaign (Interactive Creative Director: Jaime Corker). There is also an exclusive Mile High Hotel which you can book, but be aware that they “reserve the right not to deliver if we think you are a sick bastard, or we just simply can’t be bothered“. Actually, after doing some research on Google, I’ve found out this campaign isn’t really new. Lowe Hunt says it has been a huge success, so here is the reason why I post about it: sex sells. Sadly, every marketer should keep this in mind.
The BBC is about to launch its biggest ever online marketing campaign to promote its news site bbcnews.com. New Media Age explains the campaign will last six months and will target users across Europe and the United States. What is interesting is that the creative will take live RSS feeds from BBC news sites and link in with IM services such as ICQ and MSN Messenger. So if an important news comes out, it will immediately featured in the rich media ads. The campaign was developed by Agency Republic.
Sony is running a pan-European online summer campaign to promote its My Sony membership program. Visual communication agency Tonic created a series of online ads, an email marketing campaign and a micro-site available in 17 EU countries. I am astonished to note content has been localized for Slovenia, Bulgaria, Hungary and Romania, but not for Italy, Belgium and The Netherlands. I really wonder why the decided to ignore these countries.
In the UK Fiat is running an advertising campaign to push its models to the women segment. Revolution Magazine reports the Italian car brand has set up a micro-site featuring the message “I love Fiat” with the aim to provide information about the models. Radio, print and online ads are driving traffic to the site which also hosts a competition that will give away a “Panda Eleganza” to a lucky winner. The site, developed by Emap Advertising, looks awful to me because of the colors’ choice. Even if Fiat is an Italian company, it doesn’t mean you “have” to use green, red and white to effectively support a brand. A part from this, the site is also packed with stereotypes: pasta, Venice and fashion. I just miss the mandolino…
ClickZ reports General Motors will launch a print and online advertising campaign in the US to create awareness of the GM Certified Used Vehicles. The ads feature the tagline “No Worries” and use a series of images to explain that when you buy a used car there are a lot of things you no longer have to worry about. The agency behind the campaign is IPG’s Mullen. Online ads will appear, among the others on Autotrader, Aol Autos and Cars.com. Search engine advertising will also be part of the effort with keywords bought on Google and MSN Search.
As you might have understood from what I wrote about the ice-cream competition yesterday, I’m rather greedy… so this post is not about digital cookies, but on real, backed, yummi cookies… In Germany, Bahlsen has decided to follow the advertainment trend to engage its customers. The cookie giant has appointed SevenOne Interactive to create a multi-channel campaign with Tv spots, teletext ads and online banners to drive traffic to the Bahlsen.de site. An advergame (bake the cookies!) and an online competition (win a dream) make the online presence tasty and attractive.
Digital agency Marketing Jazz has created the first online campaign for Sun Microsystems Ibérica to promote StarOffice 7. Featuring the message “La otra forma de trabajar” (the other way of working) ads and targeted emails introduce the software to Spanish users. Diario IpMark reports the campaign has allowed Sun Microsystems to increase the software’s sales through the e-commerce site of El Corte Ingles.
Founder and CEO Mr Charles Schwab, sorry Mr “Chuck” Schwab, will “star” in a series of online videos for the Schwab “On the side of the investor” campaign. Havas’ Euro RSCG New York has created seven video clips in which Mr Schwab promotes the use of financial services focusing, in particular, on ethical conduct and sound investments strategies. If the idea proves successful, more videos will follow. Adweek reports print advertising will also be part of the effort.
“Summer of Freedom” is the new digital campaign by Sony Playstation created by Greenroom Digital. As Julian Smith, analyst at Jupiter points out on his blog, innovation and integration are the main characteristics of the effort which is focusing on the video blogs idea. Sony is currently selecting four bloggers who will post on the initiative’s site their video ideas of freedom. Check the “About” section to learn how to submit your candidacy or just visit the site to see a good example of online marketing by a company that listens to its customers.
In the UK Channel 4 is hosting an exclusive online campaign from Saab promoting its new 9-3 Sportwagon due to be launched in July. New Media Age (reg. req.) explains the agency behind the ads is Draft London which decided to develop the theme “choose your own adventure” to target young, active (and rich…) families.
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