Check out this made-for-mobile video we produced for Valentine's Day. Click the picture to play it.
It works as a Valentine's card too: you can send it from our site direct to someone's phone (delivered by MMS). Try it out
here.
We'll be posting up some more examples of our work in mobile video soon!
Posted by colm | Comments (0)
Nike have just launched their new football campaign which will run from now until the end of June. The activity will be taking advantage of end of season matches/the champions league final but is really intended to leverage the European finals due to take place in Austria-Switzerland 7-29 June. The campaign has been titled "The next level" and have to say its awesome.
The ad is actually a 2 minute movie clip directed by Guy Ritchie that gives viewers the first person treatment by mixing on - pitch images with training sessions and the more glamourous life of a footballer.
The story is that a local soccer star's dreams come true when he is spotted by Arsene Wenger and selected to play with Arsenal. The ad shows our guy battle some of the world's best footballers.
Amsterdam - based agency 72andsunny are behind the edgy ad and it was created with the intention of portraying both the ugly and alluring aspects of playing professional football.
Agency co - founder Glenn Cole said of the ad "we were going to get you really close to all of the collective fantasies -- which is what would it be like to have Cristiano Ronaldo running at you full speed with the ball -- that would be f-ing scary. And how do we capture that? Who would be able to help us capture that in a way that doesn't become overly sentimental -- approachable but still has the hard edge depicting what life is at that level? Only a few directors did come to mind."
The movie is split into 30 - 40 second stings using various parts of the clip and higher profile slots have been chosen to play the full length version and the footage has been localised to suit areas like Latin America and give a more personal feel.
The campaign also lives online and on the Nike football official website. Surprising though that isn't a dedicated site for the campaign which would also have things like behind the scenes footage, outtakes & other extra bits.
There are plans to integrate mobile applications however and also to allow fans to sign up to an elite training program.
Posted by lisa | Comments (0)
Tags: nike football, next level, 72andsunny, euro 2008
Hello there.
Cadbury have just broke their new ad for daiy milk which is the follow up to the Gorilla.. called Trucks. The second "Glass and a half full" ad was created, again, by Fallon it shows a host of airport trucks and vehicles competing in a race along a runway. The 80s power ballad from Phil Collins worked so well in Gorilla and now another classic by Queen has been enlisted for trucks.
Unfortunately for Cadbury, the ad which cost £17 million to make and aired in the UK over the weekend, has been linked heavily on blogs and video sharing sites to the recent Terminal 5 (T5) debacle at Heathrow airport. Since its opening, the Terminal has received a ream of bad press with chaos reportedly leaving thousands of travellers stranded and 15,000 bags lost.
The Airport Transport Users Council has branded the ad insensitive "bearing in mind what's happening at the moment" but Cadbury will not be pulling their ad.
View the ad below...
Posted by lisa | Comments (0)
Tags: cadbury, glass and a half full
In another article written back in September (apologies for only putting this up now!) I wrote about the marketing potential of viral campaigns showing some serious successes and failures in mainstream marketing.
As commented on the blog previously Dove has many examples of a viral gotten absolutely right and another example of how it can go absolutely wrong!
Dove’s ‘‘Evolution’’ video viral recorded 12 million views and, interestingly, its latest video viral ‘‘Onslaught’’ had until recently received only a million views. That has increased dramatically since a blast of negative publicity from newspapers and bloggers last month accusing Unilever of hypocrisy. The complaints said the company spread contradictory messages about the essence of beauty by promoting Axe deodorant with a lad-mag view of female beauty while at the same time marketing Dove with a wholesome, full-figured view of beauty.
For more click through the original article...
Posted by cillian | Comments (0)
Tags: sunday business post, viral marketing, dove
This viral is promote website Reevoo.com, where you can review all sorts of christmas presents before you buy!
Make sure you don't upset the kids etc.. this Christmas!;)
Posted by lisa | Comments (0)
A Canadian Beer brand, Molson Beer - part of the Coors family, has integrated mobile ticketing to one of its recent promotions. First off the aim of the campaign was to imaginatively engage the beers' predominantly male audience with research pointed to the mobile phone being the only constant in their fragmented lives. The brand used a basic SMS competition, incorporating a shortcode and keyword to give away tickets to 5 secret gigs, with the identity of the performing band not being revealed until the night itself!
The mysterious concerts were promoted online, on radio and using posters in urban centers. All avenues encouraged consumers to sign - up of their chance to win tickets and they would receive more information via text message. Over the following weeks clues to reveal who the performing band would be were sent via SMS and the first consumers to reply with the correct guess won the tickets. Using SMS also helped to build hype and buzz effect as 47% of ticket winners got their ticket virally from someone passing the clue on to them.
With huge success the concert series sold out and and 30% of those who attended agreed to join the Molson database. A further 1,000 people who couldn't attend also agreed to join this list. The first concert actually sold out in 3 and a half hours illustrating the immediate response and effect achieved when using mobile. Once registered as ticket winners, each person received their barcoded ticket which was scanned by staff to permit entry. Finally, dates and locations of the "Flash" parties were sent out via text message 48 hours before each concert to remind concert goers not to forget to turn up!!
Posted by lisa | Comments (0)
This isn't essentially a mobile related story but well worth the post anyway as its a bit of banter!
So, initially when we saw the guerilla effort by Tayto to get in on the election action I have to say it all seemed like a contrived viral push but we are taking back those words after seeing Mr. Tayto's party political broadcast this week - hilarious. The first half of the 1 minute spot starts out quite seriously with picturesque footage from the west of Ireland and then moving over the green fields with Mr. Tayto's Manifesto" is brought to the fore - " The whole in the ozone layer? - we'll look into it". The second half moves right into obscurity starting with the cheesiest backing track that I reckon came straight from a Dubliners back catalogue - "Mr. Tayto, Mr. Tayto.. the snack that has the nack for havin the craic!" and shows Mr. Tayto canvassing all around the capital with Frank Kelly (A.k.a Fr Jack Hackett).
I think the best thing about this ad is that it just catches you completely off guard when it starts with the sincere celtic music and then it's just really very funny. What's even funnier is the response and attention this is getting online as people look for some light relief from all the election madness - "Sure he'd probably do a better job then those muppets currently do"!
Further to the ad, Paddy power have given official odds at 5000/1 that Mr. Tayto will win the election (Irishblogs)! I'm only surprised that those behind the drive havent received a fine for littering given the amount of posters they've put up around the place! There is also an official website here featuring a blog, link to download "The Roosters" official song and instructions of how you can "get involved" (queue viral) including an area to print off Mr.Tayto campaign posters for yourself.
Chemistry are the agency behind the creative with Mediagroup handling PR for the campaign. The whole thing really is a no brainer and when you think about it, why hasn't anyone else seized the same opportunity to play on the general election like this? Lucky for Tayto I guess... Well will he get your vote?
Posted by lisa | Comments (0)
In the UK the campiagn for education is looking to have 80 million kids in education by the end of the year and to help them do this McFly have created an all mobile viral video for their song - Baby's Coming Back!
It's a bit of fun and visit http://joinup.campaignforeducation.org/ to make your difference by donating just 3 minutes of your time.
Posted by lisa | Comments (0)