New year, new job!

image courtesy

Have been totally rubbish at doing any posts over the last 6 weeks mainly due to how busy I've been, changing jobs and getting fully stuck into yuletide frivolity! So I've now left BLM and have started over at PHD as an 'Integrated Media Manager'. After 3 years at BLM it was time to move on and spread my wings a bit. I've got a good vibe about both the brands I'll be working on and most importantly the people I'm working with.

Also, I'm determined to breath life back into Brief as there were quite a few obstacles put in place previously which prevented me from doing a repeat event but I'm hoping that management will be a bit more open minded moving forward, it certainly feels that way.

I'll update regularly on what developments happen on that front and will get back up to speed on my posts starting this week.

All the best for 2009!

Ash

Power to the Sheeple!

This post was inspired by a few events over the last couple of weeks and will cover context, expectations and the innate fear of not fitting in and what this could mean for marketing messages.



It started in the Tate Modern two weeks ago when I was meeting a friend and was running late. She was already on the 2nd floor by the time I got there and although I was doing my best 'Dad run' (Ref: Peter Kay) across the main concourse, when it came to the escalators I suddenly realised where I was and couldn't bring myself to bolt or even walk up them. I'm sure we've all had that feeling before, however it reminded me of a video I saw about a month ago...

Candid Camera proves the Sheeple Theory correct.


You can often see this happen in real life when you get in the lift on the tube and you are unsure which side the doors are going to open. The regular commuters will always know and if you're not observant enough to see the 'Exit' sign you are tempted to follow them and most of the time you do. It was this sense of unease which is clearly shown in the video, that got me thinking.

I've blogged before about what I consider to be primordial feelings that are so engrained you can't avoid them, especially if you are not expecting the situation that makes you feel said emotion.

So I was wondering how this emotion could be used to make people respond to marketing messages. There is of course a fine line to tread between illustrating the benefits of a product in a clever way and psychological manipulation and this could in no way be the basis for a long term campaign, but on a tactical/stunt level this could be very effective.

Which products could you do it with? A select few I think, but initial thoughts point towards fashion and art brands. Fashion brands like Diesel could really play on the whole non-conformity theme and position themselves as an alternative to norm.

The actual execution would have to be guerilla in its execution because word would spread fast so I'm thinking some sort of mobile group that targeted people when they were in their routine. Commuting would be a key area, the supermarket (maybe a whole bunch of people could start wearing baskets on their heads?!!), the gym, the cinema (everyone sits facing the wall?!) You get the idea.

Not sure it would ever get signed off, but it would certainly create some buzz.

Go go gadget camera!!

Why they had to call it an 'I-Ball' I have no idea, but I love the idea, especially as it can be fired out of a grenande launcher!

http://news.bbc.co.uk/1/hi/technology/7734038.stm

I'm no plumber, but seriously...

...what the hell does this mean?!!





Found in RDF's office loo if anyone needs their 'fused spur' fix!

New and improved!

The statement makes no sense at all because if something is new then it can't be improved, however I've seen some examples recently where advertising has used current advertising and re-invented it making altogether better and arguably more effective.

The piece that piqued my interest and the basis for this post was what the Independent did in response to The Times' campaign late last month which they called 'Ahead of The Times'.



I love this idea of guerrilla marketing. I think it's so effective because it works on the back of someone else’s effort (i.e. £3m Times' marketing budget) but delivers something wholly original through the art of reinvention. Whilst this idea doesn't work for a longer-term campaign, if you have planners with good reactions, media buyers with good relationships and open-minded clients you can be on to a winner with this formula. Examples from the past that I think are brilliant:

Examples from the past that I think are brilliant:




Pot Noodle:

118-118:

and my favourite of all time, Tango:

Take on me - what it really means

I love this. It's simple, a bit puerile but overall very funny.



I realise the last couple of posts have been a bit flimsy but this one has sparked an idea for a post about the art of re-invention and whether or not 'sweded' versions of ads can be more effective than the original.

Will post tomorrow, promise.

Career change?

Anyone fancy applying for this job?!

When it comes to copy, the devil is in the detail...