Monday, September 25, 2006

Ebay is Looking a Little Sold-Out


Ebay is like Apple, very popular and very hard to compete with. Hebbes.be, eBay's competitor in Belgium, recently launched an online guerrilla campaign on eBay itself. Basically the agency, snow by LG&F, came up with the idea of selling some items on eBay complete with pictures saying "Sorry, already sold on Hebbes.be". So when a customer searches for one of these items and click on it, the site goes to an ebay page but in place of the picture of the item, there's a picture of a small sign with that caption on it. It's actually quite funny.

LG&F is one of the most creative advertising firms in Belgium, and they dont hesitate to show it through this campaign. It has shock value, it has humor, it has everything needed to make the audience curious. To no surprise, Ebay has already taken down the pages made by LG&F. While this campaign is to say the least, malicious in strategy, it's the kind of ad you can't help but sit back and giggle at.

When guerilla marketing is really good, it makes you wonder..."why didnt I think of that?" It's definitely the situation where half of your smile is out of appreciation while the other half is pure jealousy.


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  • Public Urinattention!


    Saatchi & Saatchi is one of the leading advertising firms in the world and their work is to say the least, innovative. On a more personal note, I love them. Ever since I declared Integrated Marketing Communications as my major, I've aspired to intern for them when I ship out to LA next semester. So of course, aside from the obviousl reasons, this ad caught my eye since it was made by Saatchi & Saatchi New York.

    Recently in New York City, there was a sight so alarming that even the city's apathetic commuters couldn't help but look. Pedestrians stopped to stare, cab drivers yelled, and parents turned their children's faces. At first glance it looked like several New Yorkers had decided to use their city streets as their own personal bathroom. Angry citizens wanted to give these free spirits a piece of their minds, that is until they discovered these “strategically posed” folks were made of cardboard.

    These people were positioned urinating all around the city in different locations to grab people's attention. This excellent guerilla marketing campaign aims to highlight the shortage of public restrooms in New York City. These incredibly realistic cut outs are stealing looks, glances, and glares as well as sending a message. On the backs of their shirts it reads a caption about the need for more toilets in New York.

    Today, because of its effectiveness in gaining ground in the competitive battle for consumers’ attention, Guerrilla marketing is playing a more important role in the overall marketing plan. It only goes to show how forward this trend is moving towards interactive advertising.

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  • Monday, September 18, 2006

    Make Way for Cows!


    Being born and raised right next to Boston, I'll always call this city my home. And yes, I'm going to take a moment to point out that it is, indeed, the best city in the world. It's history, culture and scenery make it one hell of a place to be. So over the summer I went to the public garden for a swan boat ride to celebrate my brother's girlfriend's birthday (man those rides are cheap!). Anyway, on our walk through the commons we noticed a few of the painted cows posing outside the T station, including, the MBTA cow!

    CowParade Boston kicked off in June this summer and featured nearly 200 life-sized painted cows with no two the same. Pascal Knapp is the Swiss artist who designed the sculptures and his father, Walter Knapp, is the originator of the CowParade concept which has grazed on cities all over the world. The cows are painted by local and national artists and display a wide variety of genres from Boston sports teams (including Fanny the Fenway Cow) to Holidays to different cultures. These "udderly" unique sculptures will be sold in an auction to raise money for the Jimmy Fund of Dana-Farmber Cancer Institute.

    For anyone who's curious, cows were chosen due to their bone structure, surface area, and they way they enable artistic accomplishment. Also, cows are nurturing, quirky, and never threatening. Not to mention they give us milk! Basically everyone loves cows and everyone loves this moo-seum!

  • Boston Cow Parade
  • Saturday, September 16, 2006

    World Water Day Gets Sticky


    In 2006, the World Water Forum was held in Mexico City to confront the issue of water use. Soon after, Duval Guillaume Antwerp thought up a campaign idea to get people's attention on something so simple and mundane; water. More than 500 Green Belgium stickers were stuck in washbasins, cinemas, pubs, restaurants, public toilets, universities and stations in nine Belgian cities and in Mexico City.

    The picture of a little boy wih his mouth opening where the drain is, has an emotional impact at first glance. Look a little closer and you can read the sign on his forehead that reads, "IT TAKES YOU 1 SECOND TO GET DRINKING WATER. HE HAS TO WALK 20 KM." This marketing strategem is compelling and commands the eyes of the beholder.

    I really admire this campaign for two reasons. First, it has a high shock value. There's no feasible way to look at this ad and not feel a thing. No matter who you are, this ad will interupt your thoughts and force you to take a second to feel sad, angry, guilty, something. My second reason for applauding these stickers is that there is no feasible way to ignore them. With noise being such a problematic aspect to the advertising field, if you can create an ad that no one can tune out you've won half the battle.

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  • Ketchup Gets Dramatic


    Publicis Mojo supported CALM, which stands for the New Zealand Campaign Against Landmines, with designing new ketchup packets. On the front is a picture of two legs and the designated "tear me" line goes through the left ankle so when you open the packet you're literally tearing off the poor guy's foot. And of course, that obnoxious bit of ketchup that always uncontrollably spurts out, looks like blood oozing from the mini leg. On the back of the packet the text reads, "In 89 countries walking on a mine is still routine."

    The Truth organization is one of my all time favorites when it comes to effective advertising and this campaign has a strong similarity in style. The message is clear, the creativity is brilliant, and the execution is powerful. The strongest element in these ads is the level of involvement they obtain from users. It's not just something to look at, watch or ignore. It's a small but potent experience.

    My only concern with this campaign is that while it's goal is to be moving and alarming, people (especially children) may twist it into humor. I can just imagine little kids at McDonald's ripping their ketchup packets as hard and fast as they can to creat the "best" injury to the helpless half-person. The fact of the matter is that fast food restaurants aren't exactly serious environments which could lead users to pass right by the point and severtiy of it. Then again, this could provide an edge for the ads by really catching the audience off guard. Overall, I thought this was an impressively creative marketing ploy.

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  • Monday, September 11, 2006

    You dont have to watch...


    I was skimming through adverblog and the image of a fat, naked, man caught my eye. . . obviously. Demner, Merlicek & Bergmann of Austria designed this campaign to promote Momax shower curtains. The ads were put on the streets of Wien with the intention that if viewers didn't want to watch the man showering, they could, and were invited to, pull the curtain shut and enjoy the eye-pleasing designs. When the shower curtain is pulled all the way across the not-so-pleasing image, the tagline reads "looks better, doesn't it?" The campaign just won the Golden Award of Montreux for Home Furnishing in 2006.

    We all know humor is one of the best methods to keep your brand resonating in the minds of the consumer. There is a slight risk in using overweight models. Now had this naked man been exceedingly obese the negative reaction of the viewer could have been associated with the Momax brand. However, this naked man was just "plump" enough to add some laughs and not so fat that people would run to the nearest bathroom.

    Anyway, on to more important aspects. This campaign was a great way to not only make potential customers smile, but also to get them involved with the brand. That one smile or laugh or feeling like they're part of an inside joke will be exactly what they think of when they see Momax shower curtains. This small act of creativity will without doubt increase brand awareness, more than likely raise brand preference and potentially lead to brand loyalty.

    Oh how far a fat naked man can go...

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