The great thing about Coke’s brand message is that it is:
1) Simple 2) Relatable 3)Extremely broad
Coke’s “opens happiness” brand message is always voiced out louder and stronger with every innovative campaign they launch.
Of course, the marriage between Coco-cola and Ogilvy has been strong stable and beneficial for both! Ogilvy did a great job with the wearable movie campaign where different people around the world that Coke wanted to thank were sent a note with the T-shirt.
These people were asked to take a photo of the T-shirt which each formed a different frame of the movie (read : commercial)
Although I would have loved to see the faces of the people, the story is easy to follow with the (predictable) end being sipping the coca-cola bottle.
But to be fair, I will always give Ogilvy & Mather +2 points for always coming up with innovative campaigns which clearly fits Coke’s overall branding strategy.
Music Jingle is a music composing company that also conducts music shows.
I love the description of the logo at the bottom. It is surely some great amount of though and design into it. Today, new companies are spending a huge amount of time just finalizing their brand logos. This one is not only meaningful but also has a high recall value too.
Could you find all the symbols in the logo? I surely cannot seem to find anything about the company online yet. (They definitely need a website up for people who are intrigued by the cool logo) :)
Today, brands no longer want to hard sell. Surely, there is a paradigm shift in the way brands speak to all of us.
Advertising is now moving to telling a story (and then selling it). Emotions are a time tested magic recipe in any ad campaign. When I watched this, I did shed a tear.
Although the ads by British Airways and Coke are extremely similar, I do believe that the ad is closer to British Airlines’ core product i.e. airplane services against just the overall branding theme of Coke i.e. of sharing happiness.
Therefore, I’d give a +1 to British Airways. (P.s: They manage their YouTube Channel better too).
In early June, Scoot launched a “virtual flight” for customers with smart phones. The winner of the world’s longest virtual flight was guaranteed a grand prize of $20,000 and a year of free flights. 7000 contestants logged into the game where they had to tap a button every sixty seconds. The last person on the flight would be declared the winner.
This whole contest was a perfect recipe for great brand engagement in a tech-loving Singapore! However, that technology was exactly what failed the entire contest. Participants were continuously dropped out of the flight due to “technical glitches”. Eventually only 2000 out of the 7000 people were able to participate.
This stunt immediately backfired on Scoot where the facebook page witnessed an uproar of negative comments many extending to services provided on the real aircraft itself. Eventually, neither the server nor Campbell Wilson(CEO) could take the load.
However, recently, Campbell did something that most PR and communications agencies have not been doing i.e. being honest.
Scoot admitted it made a mistake, hosted live chats with the community and relaunched the game again.
The online community truly appreciated the brand’s honesty and showed it’s true appreciation and support.
Moral of the story: You cannot engage with your community without sharing a mutual relation of honesty and respect. Brands can no longer hide the truth. So the best thing to do is to embrace it because people will love you for it! Cheers to Scoot!
Everyone in Singapore loves Instagram! And more so, we all love to take photos of everything we eat or drink.
Starbucks Singapore leveraged on this trend and seems to come up with a fabulous marketing campaign.
Anyone buying a starbucks coffee can collect one of these “Instragramable Coffee coasters” (named by me) to put their coffee on it to take a photo :)
All the coffee drinker and “instragramer” has to do is to simply pop up the relevant icons he/she wants such as the photo of the frappuccino, green tea latte, #ilovewhitechoc (for their white chocolate pudding drinks), or funny summer icons such as bikinis, skateboards or scuba diving instruments.
Innovation in marketing isn’t just about coming up with a radical new concept. Sometimes, it is best to join a trend and create something even more exciting of it.
In most cases with marketing, the trend is your friend. The trick is how you can leverage on this to make your brand even more exciting to engage with.
Made to Stick by Chip and Dan Heath should be a must read book for marketers and everyone else. The book name was inspired by one of the chapters of the amazing book (almost like a marketers bible) called “The Tipping Point” by Malcolm Gladwell.
Made to Stick really analyses why some ideas survive and other die and explores what marketers can do to really make their ideas “stick” in the crazy little world.
Made to Stick is most well known for it’s SUCCES model which defines the 6 principles of what really makes ideas stick – Simplicity, Unexpectedness, Concreteness, Credibility, Emotion and Stories.
However, what i really took back from the book was their view about the importance of core messages. Of course, we all know that core messages are important blah. blah. blah.
But what really amused me was the realization about how often we tend to bury our core messages just to make something more interesting. This could be an article, visuals, videos anything.
I really believe that this tiny take away is so important in each one of our lives. Instead of focusing on how to make the article, visual or video more interesting, we should really focus our energy on making the core message interesting itself.
This little detail in the book had a profound effect on the way i analyze campaigns. Without a doubt, this idea “stuck”.