Far and Wide - USA: Advertising

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jueves, 30 de octubre de 2014

For the last time

We have been together for six weeks being in contact with a post per week. The first post was an introduction about the topic. I talked about the idea that Advertising was essential in this world made out of communications: to sell, to provoke emotions in consumers, to revolutionize social habits, etc..

The following week I showed you a great campaign made by Droga5, which included two products: Bing and Jay Z’s autobiography. With that example we learned how was done an excellent campaign and how it achieved two goals: increase the usage of Bing by encouraging people to search Jay Z’s book’s pages.

As knowing lastest things about Advertising is very important, I published a post with 4 advertising online sources you’d to know. Here appeared websites like The One Club, Adeevee, Advertising Age and AdWeek.

The 10th of October you could learn more about the best advertiser… David Ogilvy, an advertiser man. He was the one who created the Advertising agency Ogilvy and Mather, which now is very known.

Because Social Media is doing great things happen in Advertising, I thought that a post about an example about Advertising + Social Media would be fine. Here we have Flying on social media, a post in which I explain how, using social networks and online presence, Air Asia sold more airline tickets from Australia to Malaysia despite being a small company.

To begin to close the circle of the Advertising topic, I gathered the best ads of the 2014. Here he had spots from Doritos, Audi and Volkswagen. They were very funny, so I recommend you to whatch them or re-whatch them.

It has been a good experience publishing posts about Advertising that, as you may see, is a topic which I like a lot. I have designed the blog which is another thing that I love doing: coding and designing. Maybe you haven’t realize that the background color changes depending the time you enter to the blog… Magic. I hope to create another blog soon talking about Advertising, coding, designing or something else.

For the last time,

Iñigo Taibo

Advertising and PR

viernes, 24 de octubre de 2014

The best of Advertising this year

We have watched thousands of ads throughout the year in the press, TV, posters,.. I think is a good moment to recover some of the best ads and camapigns of the year. Do you like the idea? Let's read!

#1 All Doritos commercials

Doritos has had a really good year both in campaigns and in seeing results from them. I have brought you a commercial done by the boys of Goodbye Silverstein & Partners.

The Doritos brand, wanted to reach the young audience but also to the "olders" (who are the ones that put the money and also eat Doritos!).

Here is one of the ads made for young people:

Doritos Cowboy. Source: Doritos, by Goodbye Silverstein & Partners

And the one for adults:

Doritos Fashionista Daddy. Source: Doritos, by Goodbye Silverstein & Partners

#2 Audi

This is more funny than other thing because the idea is too rare... well. Let's watch the ad that Audi did for their Audi A3:

Doberman - Chihuahua. Source: Audi [Youtube]

#3 Volkswagen

Volkswagen is known (apart from their cars, obviously) is for their commercials. In this case, they came with this ad. I like it because it shows a proactive man animating his workmates.

Volkswagen ad. Source: Youtube

Iñigo Taibo

Advertising and PR

viernes, 17 de octubre de 2014

Flying on Social Media

Now everyone has accounts in some social networks, a kind of social media. Here, people are more opened to other people; to share content is the principal aim; and companies know it. Having a positioned brand is very important, as the purpose of every company is to be in the consumer's life/mind/heart. Yes, I have written 'heart'. It is not sufficient to occupy the mind of the consumer, it has to exist an emotional connection between company and consumer.

Places where the brands want to be. Source: Self-produced

Futhermore, social media presence is very cheap, or even free if you create a good strategy. Today I have brought you one example.

# Air Asia flying on Facebook

Air Asia, a secondary brand of Malaysian Airlines, wanted to promote their new flights from Australia to Malaysia. The problem was that it was an unknow company and the competence was much stronger than them. Also, they had not money to launch a big advertising campaign and the time was too short. They decided to launch a social media campaign.

They created a Facebook campaign, in which they raffled a free flight from Australia to Malaysia. To enter to the competition, fans had to select 302 friends to fill an Airbus plane. If you won, you and your 302 friends could fly free and stay in Kuala Lumpur three nights.

Results? They doubled the number of flights; their Facebook fans grew 30%; 2 million people participated in their Facebook campaign; the public relations created was estimated to be valued in $1.5 million.

The key facts were that they created something viral; offered something free; and was very social, so the people were highly involved.

The announcement to participate. Property of Air Asia

Do you think Air Asia achieved their objective? Obviously. They did a viral campaign investing much less money than others do in creating big strategies on TV, printed ads,...

There are thousands of social media campaigns. Do you know some different? Post a comment!

Iñigo Taibo
Advertising and PR

viernes, 10 de octubre de 2014

David Ogilvy, an advertiser man

David Ogilvy. Source: Wikipedia

His name is David Ogilvy and he is maybe the best advertiser in the U.S. despite he was born in England (he emigrated) and worked there. Ogilvy was born in 1911 and died in 1999. Throughout his life, he worked in different jobs: diplomat, seller, cook and a farmer.

As you maybe have noticed, he only succeeded in the Advertising world. Ogilvy began selling stoves door by door and, because of his success selling them, he wrote a manual explaining how was the method he was using. Some years later, Fortune’s magazine editors read that manual and considered it as the best selling instruction manual. His brother, who was working at an advertising agency (Mather & Crowther), showed to his bosses David’s manual and they hired him.

He was know of achieving all his objectives. One example is when a businessman went to the agency with only $500 and wanting to promote his hotel aperture. Ogilvy used all this money to buy postcards. He sent them to the people who appeared in the local telephone list. When the aperture day arrived, the hotel was full of people.

“The consumer isn't a moron; she is your wife”

David Ogilvy

The short story of David Ogilvy by Adweek

David Ogilvy created his own agency called Ogilvy & Mather, which nowadays is still a point of reference for all the advertising agencies and advertisers. As an example of citizen, he was made Commander of the Order of British Empire.

Ogilvy died in 1999, in France, being famous in the Advertising world.

Iñigo Taibo
Advertising and PR

viernes, 3 de octubre de 2014

4 advertising online sources you’d to know

Knowing which are the best advertising sources online is very important. By knowing which are the agencies behind those great spots or campaigns could be enough, but today I have brought you an interesting list of sources which I have named…

4 advertising online sources you’d to know

Adeevee

This is one of the best websites I know. If you need inspiration or to know which is the creative team behind a campaign (agency name, creative director, illustrator, art director, copywriter) this is a place where you can see all this divided by countries, brands, media and year.

The One Club

The One Club is a website where people can upload their portfolios and search for events and jobs (obviously related with the advertising). There is also a ranking between the best ad agencies. Inside the website there is The One Show, appearing the best award-winning ads.

Advertising Age

You will find lastest advertising news, some interviews, creative content and marketing related stuff. The format is more formal than the said websites, but the content is of really good quality.

AdWeek

AdWeek shows you the today’s more spoken topics in the advertising world but in different mediums: the press, television and online. One section I like a lot is the AdFreak, which is composed of the weirdest ads in USA. They are strange, OK, but they are very creative and have had success reaching their objectives.

I hope you will enjoy the campaigns and ads shown in these websites.

Iñigo Taibo
Advertising and PR

viernes, 26 de septiembre de 2014

Bing & Jay Z

Which is the function of advertising? In my opinion, to help brands sell their products. Today I have brought a case in which an advertising company designs a strategy to help (as I have said before) two companies. Well, specifying, a company and an artist: Bing and Jay Z. We have two different necessities.

On one hand Bing’s. This Microsoft company had a big competitor: Google. They discovered that young people used Google search engine and senior people used Bing’s. Their objective was to attract young consumers to their new Bing Maps.

On the other hand Jay Z’s. Jay Z is a famous rapper between young people. He was going to publish his autobiography and he needed a marketing campaign. As he was already known by a lot of people, success was guaranteed.

In order to create a unique experience for Jay Z’s young fans and to encourage them to use Bing, Droga5, a creative advertising agency, did something awesome. Let’s watch this video:

Campaign video. Source [Vimeo]

Yes! Droga5 did it! It mixed this two necessities. Every single page of Jay Z’s autobiography was published in the places where his stories took place: a hotel, streets,… and in imaginable places: in Gucci clothes!

Fans could read the book free before the release in US and they converted the campaign in a game for the consumers using Bing Maps (it’s like Google Street View). Everyday they published clues in social networks and radio to get to know where those pages were. In total, there were over 400 clues! The official website (currently unavailable), allowed fans to assemble the book online.

Jay Z’s followers in Facebook raise one million, the book was considered a bestseller, campaign was very mediatic and admired by other famous people.

For Bing, necessity was supplied: they had 11.7% more visits in only one month and was one of the most visited sites in the world.

Personally is one of the best campaigns I have seen. What do you think? Write me a tweet!

Iñigo Taibo

Advertising and PR

viernes, 19 de septiembre de 2014

I Believe in Advertising

They make us laugh, make us think, makes us buy. Ads. I think that, in the advertising world, words, images and videos can entertain and influence somebody to do something at the same time. That is awesome.

Old ads were like "Buy this product!", but now everything has changed. Nowadays is more subtle. Companies have discovered that they don't have only to sell a product, also an idea, a concept. A company must have a contagiable and appetizing "way of life" or "philosophy". Let's think about Apple: they don't (only) sell a Macbook, they sell the idea of "thinking different" buying their product.

And that, that is AWESOME: creating an identifiable concept for the client that "marries" both, client's and company's, motivations.

I totally agree with the ideas of Luis Bassat (a great advertiser) about advertising. The resume of those ideas are that ads create a competitive ambience between companies, improves the relationship between quality and price, promotes innovation, develops liberty of election, forms and informs the consumer and can revolutionize social habits.

That is the reason I would like to show you through these posts the best ads and tendencies in US. See you!

This is a Gillette ad in USA, to show the flexibility of the product. [Youtube]

Iñigo Taibo

Advertising and PR