Take a look at this nice campaign by Ikea launched to promote their kitchen range in the UK. The website idea is that the cheaper the kitchen, the less you have to work to pay for it. So, basically, the message is “buy at Ikea, work less, and enjoy your life”! This is definitively a very good example of how online marketing should (try to) be.The concept is brilliant also the advertainment stuffs on the site are engaging and entertaining. You can take a test and check if you’re working too much, you can calculate the hours of work you save by buying at Ikea and you can even get an update on what has happened in the world while you were too busy working. [via Adrants]
If traditional marketing no longer works, why don’t we try it the other way around? This is probably what Pureprofile has thought when it decided to set up a new service which allows consumers to publicly advertise the products they are looking for. It is called “Reverse Search Engine” and allows brands to get in touch with prospect who decide to share their interest online. The service has been officially launched in the UK this week after a test period which attracted 120,000 people. Revolution Magazine reports that Avis, Abbey and Churchill Insurance have already signed up for it.
Sunday Timesreports drinks companies have been ordered to hire uglier men for their advertisements in Britain, to avoid suggesting there is a link between boozing and sexual success. According to guidance issued by the Advertising Standards Authority (ASA) men who star in alcohol ads that target women should be “balding” and “paunchy” rather than “attractive and desirable”. All right, fine, but what about the use of sexy women? The new alcohol advertising rules have been launched in the UK at the beginning of June.
Magnum 5 Senses ice-cream is currently being supported in the UK with a marketing campaign worth £6.5m. Unilever has decided to invest a lot in online marketing, asking MRM Partners to create an online competition to make ice-cream lovers happy. People collect barcodes on products and then go online trying to win a “sensory journey”or an iPod… On Digital Bulletin Oliver Rudgard, Magnum brand manager, said:The online environment has played an essential role in creating a fun, yet highly effective platform for reaching and interacting with our target audience of 18- to 34-year-olds.
Webliquid is behind the viral campaign launched by Hilton Hotels to promote its brand in the UK. Have a look at www.impresshilton.co.uk and tell me if you’re impressed or disappointed. Given Hilton’s target audience, I wonder what’s the value of this campaign. Too me it looks like they went viral just because everybody is going viral…
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…
The advertising expenditure in the UK is growing, the Quarterly Survey of Advertising Expenditure by the Advertising Association (AA) reports. The industry registered a year-on-year increase of 5.3 percent, equivalent to a 3.5 percent rise in real terms. During Q1 2005, television, outdoor and cinema slightly increased the revenues while online advertising showed an impressive 51.5 percent rise.
Search engine marketing has grown by about 70% in the UK and is expected to bring in revenues of £598m during 2005. Localised ads based on PPC model are leading the way, but organic will also play a role, a report by E-Consultancy explains.
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