In the US, JetBlue has launch an amusing nonsense website to explain which is the difference between flying and jetting. Their idea is to bring humanity back to air travel and they do it in a nice way, with the help of JWT New York.
There are several weird, and sometimes silly, things to do on the site, that all together create an experience both funny and witty. The design is simple and functional, and all different content pieces in the end work together quite consistently.
Coca-Cola, despite the fact it has been named once again brand of the year by BusinessWeek/Interbrand, feels it is loosing touch with the UK market. This assumption derives from an article published today on Bran Republic announcing the “World of refreshment” campaign. The multimillion-pound campaign includes outdoor advertising and a web site (www.refreshinglife.co.uk, with the aim of promoting the full range of soft drinks produced by the Coca-Cola company. Vallance Carruthers Coleman Priest created the ads that target in particular health-conscious drinkers who might be afraid of having soft drinks.
Agency.com has been appointed by Vertu to handle its digital account. Vertu is luxury a mobile phone manufacturer which has recently presented its new website (by Agency.com) and the exclusive special edition Ascent Pink phone, especially designed for women. The launch of the new site should be the first step into online marketing by Vertu. Luxury brands usually don’t invest in online advertising, the only good example that come into my mind is the one of Porsche which run an Internet campaign last year in the UK. Do you know about other campaigns?
Buongiorno Vitaminic has created a pan-european campaign to promote the new Piaggio NRG Power. The initiative will run in Italy, France, Germany and Spain with the aim of driving traffic to the site www.nrg.piaggio.com and then building the NRG Community. Young users who sign up in the site receive the possibility of downloading free music. There is also an in-store promotion which allows people collect a card and join a competition to win an NRG Power scooter and a bunch of Mp3 Sony Vaio. Further details on: E-consultancy.
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).
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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