subject: Breakthrough Brand Campaigns [print this page] I am pretty much staking my future on the fact that I have a better way to allow brands and consumers to interact, have fun, and get value from eachother. Part of refining adpropos value involves critiquing the way current advertising does not measure up to what consumers want and to the results brands want. But another part of it is taking a look at the really good, really creative, and really unique things that are happening out there. I do love to see creativity in action (although I still say those cool ideas can be delivered differently in some cases).
Today I want to highlight a couple really neat things that Ive come across recently on the brand marketing front (in no particular order):
1.Mel the MilkBite, the spokescharacter for Krafts new MilkBite Milk and Granola Bars. If you havent seen Mel, check him out its totally worth it. Hes this cute little guy whos totally insecure in his identity, and it makes him completely endearing. Trust me, its not normal that I would be so pulled in by a product mascot, but this is unique and great. Even my husband liked it after I convinved him to watch several ads.
2.Burts Bees is launching a new brand called Gud, which is apparently unique for its great smell. According to AdAge, the campaign wants to show that beauty does not equal happy, but rather, happy equals beauty. I can get with that makes sense and is a great message. So Gud has a Facebook video of this happy young lady on her way to work, encountering many smells, and bettering them as she moves through with her own. The cool part is that there is a scratch n sniff card to go along with it so you can smell what the video wants you to smell. I have not gotten a card yet so cant say how well it works but I will get one and watch the video with it, which is a win for Burts Bees. See it on Facebook.
3.Not an ad, but a great attention getter. Austria Solar recently released its annual report only visible after the sun hits it! I love that it totally plays to their business, while creating great buzz with a unique twist. Click for more detail and a look at the report.
4.An interactive outdoor ad is being tested in London it uses facial recognition technology to display a video only to women. The point of the campaign is to show men what its like to have their rights taken away. In theory I get the concept of targeting or allowing exclusive access to info based on the type of person you are. But at the same time, I could see this technology bringing about lots of issues. For one misreading who a person is (what if a man sees it or a woman cant? Theyd not feel great about that!). This article says its 90% accurate, but that means 10% inaccurate Then of course theres always the risk of unfairly or maliciously targeting different groups. Anyway a good attention getter, but beware of other implications.
5.A mix of tactics allow brands to target your pets. This article highlights some of the specific ads that use them. From high pitch sounds that only dogs can hear on TV, to billboards and other outdoor displays that have actual food or food smells built in, theres definitely some clever thinking going on to get your pets on board with a product!
If you have any campaigns that have broken through and grabbed your attention, Id love to hear about them.
