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22 posts tagged blog

A campaign that has encouraged me to participate with the brand behind it

The Economist recently relaunched their advertising campaign, “Where do you stand?”. The campaign, which appears on London Underground stations, seeks to engage public opinion through a series of double posters which present arguments for and against a range of contentious issues.

The poster seeks to grab the attention of the public through provocative headline statements which argue for and against an issue. Supplementary facts, which reinforce each statement, are well balanced and for this reason engage the reader to take a stance on the subject.

I think the campaign successfully challenges the misconceptions of non-readers of The Economist and highlights the publication’s impartial ethos. The campaign communicates that it is a current affairs publication with wide-ranging, unbiased editorial content and in doing so, encourages readership from across the political spectrum. By challenging my position on issues of public interest, it has encouraged me to reconnect with the publication.

Video I made for an internship application

This is my proposal for Fallon’s internship application brief:

***Never done anything like this before (was fun though!)*** 

The TV campaign I have decided to reformulate is Groupon’s 2011 Superbowl campaign. (vimeo.com/27296019)

Groupon is a daily deal website that provides city-specific promotional vouchers for local and national companies and serves 500 markets in 44 countries.

The Super Bowl is known for the high-profile advertisements that air during its television broadcast. The broadcast typically reaches more than 90 million viewers according to Nielsen.

As Groupon’s first major TV campaign it was a seminal moment to showcase their brand’s personality and ethos. The advert instead attempted to leverage humour and in doing so created an extremely polarising advert that displayed Groupon as both selfish and uncaring. In doing so Groupon may have alienated existing customers as opposed to gaining new ones.

Groupon has a compelling and self-evident value proposition yet the campaign did not identify with it. I attempted to rework the advert based on what I felt was most important for their messaging:

• Showcasing the diversity of their deals
• Highlighting Groupon’s ability to add value to a customer’s social life
• Getting more out of your city
• Displaying Groupon as a brand that wants to enable you to do things through great deals

Application for Karmarama - Studentbeans.com

Below is my proposal for extending the reach of Studentbeans.com to encompass students and non-students in the 18-24 age bracket.

Studenbeans.com is a leading student web portal primarily designed to provide a resource that is as essential to student life as a can of baked beans.  

The website is widely known for an extensive range of discount vouchers and promotional offers from top UK brands, which are in turn given unique access to a large student audience.

The website has more recently begun publishing editorial content and resources which readers can take advantage of for entertainment, advice and money saving opportunities. The content is intentionally looking beyond traditional student focussed news, avoiding topical issues like the NUS protests, and instead offers light-hearted entertainment.

This marks a transformation for Studentbeans.com from a student-focussed discount site into a youth lifestyle site. As such, Studentbeans.com is now cultivating a youth brand that can cater for both students and non-students.

PROPOSAL

To extend the website’s reach and to attract new users to this much changed service I propose adopting a digitally led strategy that broadens its user base through integration with other media platforms.

REACHING NEW AUDIENCES THROUGH FACEBOOK APPS

The Washington Post built the ‘Social Reader app for Facebook’ as a complement for its website. Within a few months the application had drawn more than 3.5 million monthly active users. The use of Social Reader has grown among international audiences and most crucially among younger readers, with 83% of readers using the app under 35 years old.

Studentbeans.com could adopt a similar approach to highlight its new youth focused content.

Studentbbeans.com can leverage existing users with a Reading app and then through the use of Facebook ‘recommendations’ to engage new audiences. Through recommendations users can share content from Studentbeans.com with their friend list and direct traffic to the app.

The content displayed on the app should be designed to provide a social experience that encourages connecting to the main Studentbeans.com website, for example, through highlighting promotional offers or other interesting editorial content.

FACEBOOK BRAND PAGES

The Studentbeans.com Facebook Brand page has approximately 50000 likes and is a regularly active page. The posts shared, however, are typically news stories and do not encourage participation. In comparison, Umbro’s Facebook Brand page regularly post questions to football fans with responses typically higher than with their news posts. Studentbeans.com already post surveys to their users. Transferring this conversation online in the form of Facebook polls and questions could be an effective way of encouraging greater user participation.

TIMELINE

Facebook’s new timeline format for brand pages is a great tool for leveraging the evolution of a company. Strong visual elements, such as through a screenshot of the ‘new’ Studentbeans.com site, could convey the transformation StudentBeans.com has accomplished.

MOBILE APP

Studentbeans.com has been a primary tool for discounts with major brands. The user of vouchers could be made easier through the use of a mobile application. At the moment if a person wanted to get a voucher for a restaurant they would have to print the voucher and locate the nearest restaurant that it can be used with.

Apps benefit a consumer as they make their phones more useful. By adopting a mobile app, a user could find the location of restaurant that they were close to and obtain a voucher code for it instantly.  As vouchers can then be obtained on demand through a much simpler process, it will increase the frequency of user participation with Studentbeans.com.

LAUNCH AN ONLINE MAGAZINE

When you think lifestyle, you think lifestyle magazine. Broadening the app development to include a digital magazine of their news content could be a good way of encouraging users to read articles more regularly. Mashable have an intuitive app and articles written in a similar style to StudentBeans.com and could act as a template for a digital magazine.

SOCIAL UTILITY

I believe Studentbeans.com can provide a greater social function for young people by adopting a digitally led strategy. It will enable their website to be more accessible by providing the opportunity to receive traffic from multiple platforms.  Digital media can also encourage greater participation with brands through a more intimate engagement than when compared to a TV campaign.

South West Got Rhythm 2012

Check out this video by EOS films documenting the most recent edition of South West Got Rhythm aka SWGR. 

The event, which is held annually in Bath, was created to provide a platform for young people in the South West of England to meet and learn from a global network of dancers and to provide an intense competition for them to showcase the skills and tricks they have developed.

The event has invited some of the best bboys in the world to perform including Lilou, 2005 + 2009 Red Bull BC One Champion as well as National Bboy Champions, Soul Mavericks.

In its third year, attendance has grown exponentially and so to has the abilities of all competing dancers. Together this will hopefully enable the event to grow bigger and better.

Each year the money generated is donated to an honoured charity and this year Unicef were the recipients of the money raised.

Brilliant yet sad.

Try Play Spent - make it through a month living as a low income American. 

You really can’t make this up!

alexjcampbell:

Fair enough, Wendy. We all know how annoying those intrusive journalists can be!

Good stuff. Great ad. 

Interesting project. Fund it!

kickstarter.com/projects/readmatter/matter

A really interesting post by ideamagpie:

"… Despite agency posturing, Forrester research suggests that clients find themselves in a state of confusion “most marketers don’t trust their traditional agencies with digital work and yet most don’t believe their interactive agencies are ready to lead yet either.” 

Ideamagpie explains that the advertising industry is faced with a marked change in client priorities, owed to a poor economic climate and the leaner marketing budgets that have followed.

Simultaneously, digital media evolved rapidly and now presents some of the strongest growth opportunities for agencies and clients alike. And whilst this situation presents exciting opportunity, it also presents a race for traditional agencies to become more relevant – staking their claim as vanguards in a digital era for marketing.

To convince current and prospective clients that they can achieve great work away from their traditional discipline, a group of agencies are creating self-initiated projects that demonstrate their relevancy in the digital world.  

Mother are acclaimed for such projects, here are a few of theirs:

Top CPCs

Feed animal with phone

In Germany, a billboard for the GranataPet brand dog food lets dogs sample their product by checking in via Foursquare

Where’s Kentucky Fried Chicken?

A key benefit is that unlike traditional food ads, with this you get to sample food before purchase. Apparently it cost relatively little to execute and is also environmentally friendly given that there is no need for paper vouchers. Perhaps this is the next big application for applications. 

Could not have said it better…

Leverage skills. Execute. Build traction.

Since graduating from Bristol this year i have been working for an award-winning financial technology start-up, most recently named in the ‘top 20 start-ups of 2011’.

Yesterday was the last day of my six month internship.

Hello.

adhibition:

United Colors of Benetton advertising does not ask people to buy clothes. It provokes controversial discussion on social issues: racism, discrimination, AIDS and others.

Print depicting a black woman breastfeeding a white baby was the most awarded in the Benetton’s advertising history.

Creatively explaining Google Street View’s functionality. 

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