Adcom bags three Pakistan Advertisers Society 2011 awards

Adcom emerged as the country’s best advertisement agency topping three separate categories out of a total of 13 in the Pakistan Advertisers Society (PAS) Awards 2011 held on Friday night.

JWT Pakistan and Lowe & Rauf bagged two awards each in the ceremony that marked the first time television commercials were recognized for their innovation in communicating with the public and capturing their attention.

“Ad agencies making television commercials never had any platform where talent could be appreciated,” said Imran Syed, CEO of Adcom. “The awards by themselves are a great achievement. Everyone has come together and all the major agencies participated.”

The last few years have seen a media revolution in Pakistan with different brands vying for consumer attention on channels, he said. “It goes to the credit of advertisers that they have created brands. We have helped the companies communicate with the consumer.”

Adcom’s campaign for Telenor won in the tightly contested Public Service category for its ‘ Karo Mumkin’ drive. The success of Tarang, with its Sohni Mahiwal theme, helped the agency top the Breakfast Food and Dairy category. It also excelled in the Hot Beverages category with an advertisement for Tapal.

JWT was best in the Personal Care and Snacks & Confectionary categories for the Sunsilk and Gluco Biscuits commercials.

Unilever picked Lowe & Rauf for a reason. The ad agency’s commercials for the multinational consumer giant’s Surf Excel and Walls brands led the categories of Fabric Care and Ice Cream, respectively.

Frequency Media and Soho Square won the award for the Coke Studio commercial in the Beverages category while Option A Consulting picked up the Packaged Foods category award for a Knorr commercial.

The Petroleum Products category saw Spectrum leaving its competitors behind with a Chevron (Caltex) campaign. Bond Advertising was winner of the Banking and Financial Services category with its commercial made for Bank Al-Falah.

Brand Crew bagged the award in the Culinary category for its efforts to promote the Shan brand. Interflow’s Ufone commercial was the clear winner in the Telecommunications category.

Two sets of notable industry officials made up the jury which judged the PAS Awards to make sure merit was maintained. The panel received 105 entries from different agencies.

Ejaz Wasay, one of the judges and longtime marketing official, said that it was unfortunate that a lot of advertisements were being made across the border to save costs.

This meant local ad agencies and auxiliary service providers losing business in Pakistan, he lamented.

“During the selection criteria, we tried to give preference to those advertisements which have more the local content,” he said. “This was the first time, but from next year clear preference will be given to Pakistani commercials.”

Chairman PAS Aly Mustansir said that objective of PAS Awards 2011 was to raise the standard of advertising by acknowledging ideas, strategy and creativity. He hoped that in the coming years more partners will join PAS to strengthen the awards.

The glittering ceremony was attended by a number of celebrities including actresses Reema Khan, Samina Peerzada and Sania Saeed, model and designer Vaneeza Ahmed, Chef Zakir, Asif ‘Bean’, Sultana Siddiqi, Amer Pasha, Tapu Javeri, President MAP Masood Hashmi and General Secretary APNS Sarmad Ali.

The jury members were Amer Pasha, Shahrukh Hasan, Mariam Ali Baig, Rizwan Jamil, Ejaz Wasay, Semyne Khan, Nagina Farauque, Shakeel Butt, Arshad Mahmood, Ali. A. Khan, Tanaaz Minwala, Imtisaal Abbasi, Dr. Yasmin Zaim, Tapu Javeri, Waheed Bhatti, Zafar Siddiqi, Server Mosavee, Pervaiz Said, Sohail Ansar, Tauqeer Muhajir and Irfan Mustafa.

They said that a total of 105 entries were received across 18 different categories from which 41 nominations in 14 categories made it to the final round.

The PAS Awards were sponsored by Jang Group, Geo TV Network, Unilever Pakistan, Midas Advertising, HBL, Pepsi Co, Telenor and Mobilink. The event was supported by the All Pakistan Newspapers Society (APNS) and the Advertising Association of Pakistan (AAP).

via Adcom bags three Pakistan Advertisers Society 2011 awards.

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Britvic and Pepsi Lipton International push Ice Tea range

Lipton Ice Tea: campaign targets one million UK consumers

Britvic and Pepsi Lipton International (PLI) is launching a £1m marketing campaign for Lipton Ice Tea, in a move to push sales in the cold-hot drinks category.

The campaign will target one million consumers in the UK through a nationwide sampling drive, supported by digital, social media, PR and point-of-sale activity. It launches next month and runs for nine weeks.

The campaign will feature the same strapline previously used in activity for Lipton Ice Tea in the UK, “Don’t knock it until you’ve tried it”.

The sampling campaign features a “knokkers” game to drive brand engagement. The game encourages consumers to act as brand ambassadors for Ice Tea for the chance to win £250 worth of Red Letter Day vouchers that are given away each day.

PLI is a joint venture between PepsiCo and Unilever. The companies have an exclusive bottling agreement with Britvic in the UK.

They hope social media will further drive brand engagement through a dedicated Facebook page, www.facebook.com/LiptonIceTea.

The struggling brand is relying on sampling activity to increase Lipton’s performance in the cold hot drinks category, which grew by 92.7% to £14.9m in value in the year to December 2010, according to Nielsen.

Jon Evans, head of seed brands, Britvic, said: “We are really excited to be launching the biggest ever version of ‘Don’t knock it’ this summer.

“We know from our research that most consumers don’t think they will like it before they’ve tried it, but once sampled, around 80% go on to buy, which is equal to the best brands on the market.”

Britvic and PLI intend to reach one million consumers through the sampling drive, a figure the companies hope to triple through consumers acting as brand ambassadors and encouraging friends and family to sample the product.

Evans told Marketing that he hopes to increase the sampling campaign to a target of two million people next year, with a reach of six million through consumer engagement.

 

via Britvic and Pepsi Lipton International push Ice Tea range – Brand Republic News.

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Vodafone on Healthy Mobile Device Usage | The Inspiration Room

Vodafone Spain is running an online campaign encouraging healthy uses of mobile devices, including laptops and smartphones. Three animated videos explore healthy habits associated with correct posture, regular breaks, proper adjustment of equipment, and care taken with reflections and glare. The campaign was developed in collaboration with Spain’s Department of Health.

via Vodafone on Healthy Mobile Device Usage | The Inspiration Room.

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Casey Jones Says Briefs, Not Agencies at Fault for Bad Ads – AdAge

John Harrobin isn’t a fan of the “blame the agency” school of advertising.Recently, Mr. Harrobin, VP-marketing communications at Verizon Wireless, informed more than 100 execs responsible for marketing in his division that their job performance will now be evaluated on more than strategic thinking, leadership skills and contributions to the business success of a brand. It will also be judged on demonstrating excellence in providing Verizon’s stable of agencies — which include McGarryBowen, McCann Erickson, Hill Holliday, R/GA, Tribal DDB, Zenith, Global Hue and Moxie — clearly defined briefs from which to execute marketing communications and campaigns.

In other words, Verizon, the country’s second-biggest ad spender, wielding a budget that Ad Age DataCenter pegs at more than $3 billion a year, is putting its money where its marketing is.

Mr. Harrobin instituted the new rules after Verizon hired as a consultant Casey Jones, best known for his former stint as the global VP-marketing at Dell, and one of the architects of the controversial, and now-disbanded, WPP agency Enfatico.

After departing Dell in 2008, Mr. Jones set up a marketing consultancy called Jones & Bonevac. He later changed the name to BriefLogic.

These days he’s spending a lot less time defending the notion of an agency built to serve a single client, and instead stirring debate over who’s to blame for marketing issues — an agency that didn’t execute within the framework provided by the client, or a client that gave a shoddy framework. His motto is “garbage in, garbage out,” shorthand for his theory that efficiency-obsessed companies can get what they want not by slashing an agency’s fees, but by briefing the agency better.

“If you rated the industry on a scale from one to 10, with one being a horrifying piece of direction and 10 being optimal, I would say that companies are currently somewhere between a two or three,” Mr. Jones said. “The norm is partial, incomplete and sometimes no brief at all. A phone call or a text message comes across to the agency, and the agency is trying to read the client’s mind and they go off and start executing,” he said. “Agencies go off and do stuff and then the marketer comes back and says ‘That’s not what I wanted.’”

One of the men credited with arguably the most legendary ad in history, Apple’s “1984″ spot that launched the Mac computer, agrees. “I just can’t tell you how many days and weeks we’ve spent trying to improve the brief,” said Steve Hayden, now vice chairman at Ogilvy. “Most of the time, clients work out the brief as they look at the creative, iterating along the way. If we could avoid that, we’d save a lot of time.”

“The amount of revenue dependent on the quality of these documents is in the billions of dollars,” said Mr. Jones. “It sounds hyperbolic — until you’ve seen the quality of the briefs and realize that the work can’t possibly drive ROI.”

Some will likely say he isn’t the most reliable authority on successful client-agency relationships, given his tumultuous tenure at Dell. But in addition to Verizon, top marketers such as Whirlpool, are taking his advice seriously. The Association of National Advertisers’ School of Marketing even invited him to give presentations about the importance of quality documents.

“The largest pool of resources we can find to face these extraordinary economic times is not to be found in continuing to pressure our agency partners as though their output was a casual commodity,” said Bruno Gralpois, former director of global agency management at Microsoft, and author of the new book Agency Mania. “It is to be found in more careful management of our responsibilities as clients.”

 

via Casey Jones Says Briefs, Not Agencies at Fault for Bad Ads | Agency News – Advertising Age.

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The SRCH Starts Now: Starbucks & Lady Gaga Team Up On Scavenger Hunt

Starbucks starts a two-week scavenger hunt in partnership with Lady Gaga on Thursday.

When customers scan QR codes on in-store banners, magnetic chalkboards and posters, they’ll see the first of many clues in the coffee retailer’s seven-round scavenger hunt.

SRCH by Starbucks featuring Lady Gaga,” as the initiative is called, will start with the in-store QR code scan and take customers through a series of cerebral and digital clues.

Players will be tasked to visit certain blogs and Starbucks digital properties, decode cryptic messages and put their math, logic, reading and pop culture thinking caps on.

The clues, arranged into rounds, have been calibrated to encourage group play. Round one starts Thursday — the first players to solve all the clues will be rewarded with Starbucks- and Lady Gaga-related prizes.

Matthew Guiste, director of global social media for Starbucks, anticipates that it will take players from one to several hours to complete each round. “We hope to encourage group play and sharing,” he says. “We wanted to make it so that there’s things to talk about and share.”

The game, says Guiste, was inspired by three things: Alternate reality games such as I Love Bees, digital scavenger hunts in the vein of Jay-Z’s Decoded book release game and puzzle play.

Rounds two through seven will take place on May 23, 25, 27 and 30, and June 1 and 3.

The May 23 round coincides with the release of Lady Gaga’s third studio album, Born This Way. Starbucks will commemorate the day both in its stores and online. Lady Gaga’s music, for the first time in Starbuck’s history, will be played in Starbucks stores on May 23. Her album will be also be sold in stores.

Gaga will take over Starbucks Digital Network for the day. The digital takeover will invite customers to stream a special edition of the new album for the entirety of the day, receive a free “Edge of Glory” download and watch an exclusive video by Lady Gaga herself.

For Starbucks, the scavenger hunt is meant to help the company build deeper relationships with its most engaged customers. It also sees the initiative as a way to connect the store — what Starbucks refers to as the “third place” — to Starbucks Digital Network, its content network and “fourth place.”

SRCH is also meant to pump up the volume on the brand’s Frappuccino focus for the summer. In planning, the brand, says Alex Wheeler, director of digital strategy for Starbucks, wanted to experiment with something alternative. “We thought, ‘How can we do something that is a little bit different and break through?’,” she says.

The Starbucks-Gaga connection is much less obvious, but Wheeler believes the digitally savvy brand and the edgy superstar have a lot in common. “It’s a natural fit,” she says.

Perhaps by fit she really means hit. Both Gaga and Starbucks will benefit — Gaga in album sales and exposure, and Starbucks in netting the allegiance of Gaga’s almighty Little Monsters.

Let the games begin.

via The SRCH Starts Now: Starbucks & Lady Gaga Team Up On Scavenger Hunt.

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Brastemp Smile Inspires Drivers | The Inspiration Room

Brastemp, the Whirlpool whitegoods manufacturer in Brazil, is running an advertising campaign with the tagline “Inspiration changes everything. And life becomes just like a Brastemp.” “Sorriso” (Smile), a television commercial viewed over 2 million times online since its launch in 2010, shows what happened when eleven Sao Paulo radio stations ran a simultaneous call for inspirational smiles. Drivers caught in early morning peak traffic were invited to smile at the person in the car next to them. The commercial catches the moment and shares the inspiration.

“Right now, millions of people at their cars, listening to the radio. All serious, sleepy, until an inspiration changes everything. We invite you to smile to the driver next to you. If he heard it, he’ll smile back …. See? Inspiration changes everything and life becomes just like… a Brastemp. ” The results can be seen on the films opening scenes of everyday life, people stuck in traffic jams. As soon as they hear the spot, they start looking around, smiling at people around them, interacting. In the end, their lives go on, inspired, taking that moment for the rest of their lives.

Click on the image below to play the Smile video in YouTube (HD)

 

Credits

The Smile campaign was developed at DDB Brasil, Sao Paulo, by creative directors Sergio Valente, Moacyr Netto, Rodrigo Almeida, Renata Florio e Cassio Zanatta, creatives Rodrigo Bombana, Edson Oda e Pedro Gravena, account supervisors Maristela Pati Correa, Sandra Lessa, Daniela Ugolini Butori, Rachel Buzzoleti, advertiser’s supervisors Patricia Muratori, Ana Carolina Esposito, Aline Brazolotto, Marcelo Estevam, Fabio Saad, Ricardo Barros, Guilherme Barbato, Julio Frassei, Paula Soares, planners Carolina Roxo and Camila Lima, media planners Patricia Muratori, Ana Carolina Esposito, Aline Brazolotto, Marcelo Estevam, Fabio Saad, Ricardo Barros,Guilherme Barbato, Julio Frassei, Paula Soares, RTVC producers Gilberto Pires (Gibinha) and Luciano Rocha, project managers Milena Bolognese and Patricia Waissmann, content producers Philippe Bertrand and Daniel Dranger, convergence producer Joca Guanaes, digital intelligence producer Patricia Andrade, social media producer Bruno Tozzini, online producers Juliana Hasegawa, Pedro Rais and Denis Gustavo.

Filming was shot by director Brenno Castro via Paranoid BR with producer Ducha Lopes. Sound was produced at Zeeg2 by producer Gabriel Carrera and Olivia Carrera.

via Brastemp Smile Inspires Drivers | The Inspiration Room.

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Asian Marketing Effectiveness Awards 2011- Gold

Campaign: BlackBerry Boys

Agency: Ogilvy & Mather Mumbai

Client: Vodafone Essar

Brand: BlackBerry on prepaid

Objectives

India is the world’s cheapest telephony market, with 14 mobile firms jostling for space. Consequently, players are battling for new ways to increase average revenues per user (ARPU). BlackBerry Services – historically targeted at the corporate market – had a proven track record in commanding high ARPUs. As a late entrant to the BackBerry market, Vodafone needed to catch up with rivals and boost its BlackBerry subscriber-base by 50%.

Strategy

Vodafone realised that attempting to grab share from the corporate market would prove difficult, so instead it targeted a completely different customer – pre-paid phone users. Although pre-paid commanded the lowest ARPU, research found that the youth liked to be seen as affluent, tech-savvy and constantly in touch with friends. Vodafone identified a trend that would form the crux of its campaign: a few youngsters were using their parents’ BlackBerry’s to communicate with their friends using BlackBerry Messenger (BBM). Vodafone decided to tap into BBM’s attraction as a free alternative to more expensive text messaging and introduced pre-paid BlackBerry Services. The multimedia ad campaign positioned Vodafone’s offering as the young and vibrant alternative to the corporate BlackBerry offering of its rivals. The benefits of smartphones were demonstrated at youth hang-outs and at Vodafone’s 200 stores.

Results

Vodafone increased its share of BlackBerry users by 96%, nearly double its 50% target and within the first four months of the campaign it signed up nearly 154,000 additional subscribers (of which 35,000 were pre-paid). Its post-paid customer base grew 74% from 160,000 pre-campaign to 279,000 post-campaign

via Asian Marketing Effectiveness Festival 2011 -.

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Asian Marketing Effectiveness Awards 2011-Platinum

Campaign
How hiding a restaurant proved that Yellow Pages worked better than ever – The Hidden Pizza Restaurant

Agency; Clemenger BBDO & Proximity, Melbourne
Client: Sensis – Yellow Pages Australia
Brand: Yellow Pages

Objectives
In early 2010, Yellow Pages Australia recognised that its prospects for growth were impeded -business advertisers perceived it as ‘nothing more than an outdated print directory’. It had to act before the start of the annual selling cycle in April, or face the prospect of a 20%-30% plummet in total revenues.

Strategy
Yellow Pages was used on and offline by more than 4.5m Australians a week and thanks to a recent deal with Google, it had the widest digital reach of the country’s directories. These factors highlighted that the business’s problem was not one of performance, but of perception. Yellow Pages’ primary target market was small to medium-sized businesses and yet it had a print-only relationship with 45% of the segment. Yellow Pages created a pizza restaurant almost entirely hidden from view, located in the basement of an abandoned building. The only place its details were listed was in the Yellow Pages. Flyers offering consumers free pizza were distributed and a six-person call centre was set up to establish where people had heard about the restaurant. Hidden cameras at the filmed customers at the restaurant, which after two weeks the restaurant was closed and Yellow Pages revealed itself. A branded TV campaign was launched using the content captured from the restaurant, with radio and digital ad support.

Results
It was Yellow Pages’ most effective-ever advertiser-targeted campaign and succeeded in shifting perceptions of the brand as outdated, driving 20,000 new business leads during the April-September selling cycle, exceeding lead targets by 15% and generating an ROI of $10.8 for every $1 of marketing spend.

 

via Asian Marketing Effectiveness Festival 2011 -.

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Natural Confectionery Let’s Play | The Inspiration Room

The Natural Confectionery Company has launched “Let’s Play”, an advertising campaign encouraging parents to reminisce and step into a kid’s world full of imaginative, creative play. Television, online, radio and outdoor ads reminds adults of a world where the imagination roams free, thoughts run wild, where nothing is impossible and everything is a big adventure. For those who may have forgotten, creative play is the best kind of play. It’s the unstructured, make-it-up-as-you-go-along, use-your-imagination type play.

 

The “Let’s Play” commercial is set in a suburban backyard where three boys gather in a cubby house around the base of a tree. Over the other side, three girls are watching from a cubby house up in the trees. Suddenly you see their world transformed; now the kids are dressed as pirates and buccaneers, wearing eye masks and carrying swords. One boy draws the short snake, now set with the challenge of retrieving a bag of The Natural Confectionery Co. Snakes from the other side. The green grass transforms into a perilous ocean and the friendly pug looking on, turns into a menacing shark, a threat to the boy’s mission. Finally he reaches the other side, grabs the packet of The Natural Confectionery Co. Snakes only to trigger a net trap set up at the base of the tree. The girls have finally got their catch of the day, giggling at their win. Click on the image below to play the Let’s Play commercial in YouTube (HD)

 

Credits

The Let’s Play campaign was developed at The Ross Partnership, Melbourne, by managing director Ian Ross, creative Meg Sorenson and account manager Vicky Melis, with Natural Confectionery Co candy category head Karena Ly, senior brand manager Lisa Casey and assistant brand manager Kaitlin Rimington.

Creative Director Meg Sorensen says of the new campaign: “In the same way having the occasional treat is a natural part of being a kid, so is play. This ad is a celebration and reminder to parents of the importance of play in a well-rounded childhood. Play is how kids express creativity, imagination and independence for themselves. It is how they find out who they are and how they fit into the world. We hope parents look at it and remember playing like this when they were kids and register it as a great big YES for the rights of kids to just be kids. It is an ad that presents an alternative to ‘artificial’ play which is consumed — not created.”

Brand Strategy was developed at Naked Communications by found partner Adam Ferrier, managing director Matt Houltham, expression manager Aliya Hassan.

Media was handled at Carat by senior business executive Mila Sedivy and digital director Hayley Crossthwaite.

Public Relations were handled by Liquid Ideas by account director Tegan Flanagan and Louise Tran.

via Natural Confectionery Let’s Play | The Inspiration Room.

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Coca Cola Celebrates 125 Years | The Inspiration Room

On May 8th (the Founders Day), The Coca-Cola Company marked the date that Coca-Cola was first sold in Atlanta, Georgia in 1886. The company is mark its 125th year in through a series of events and celebrations at both headquarters in Atlanta and over 200 countries where it operates. Coca Cola’s celebration in Europe includes a retrospective TV ad, outdoor ads, an online Retro Poster Maker and iconic graphics on-pack. Each element of the campaign will be influenced by the brand’s rich and iconic heritage over the decades, as well as bringing to life its enduring appeal and celebrating 125 years of bringing happiness in a bottle to consumers. The TV ad features a montage of iconic Coca-Cola ads and imagery from the past 125 years alongside the track ‘I’d Like to Teach the World to Sing’ from Coke’s famous “hilltop” campaign. Click on the image below to play the video in YouTube (HD)


Coca Cola packs carry 125th heritage artwork and contain eight free branded fridge magnets. A limited edition glass bottle range will also go on sale at Selfridges, including a remake of the original Hutchinsons bottle. Captivating outdoor advertising will continue to spread happiness throughout the UK with four creative executions highlighting the 125th anniversary heritage artwork across 96, 48, 12 and 6 sheets as well as digital sites. Images via Darren Hall and Ell Brown on Flickr. Five 3D giant glass bottle replicas, fitted with bubble machines, are on display at consumer sites across the UK. A “Retro Poster Maker” has been designed for Coke Zone, its online loyalty site, which allows visitors to make their own Coca-Cola poster using its advertising archive. The winning design will be displayed on the Piccadilly Sign. Coca-Cola employees across Europe gave out free Coca-Cola to passers-by in London and other European cities on 9 May to mark the occasion.

Credits

The campaign was created by McCann Spain in collaboration with McCann Bulgaria and McCann Italy, by chief creative officer Leandro Raposo, executive creative directors Mónica Moro and Pablo Colonnese, creative directors Leandro Raposo and Raquel Martínez, account executive Myriam De La Concha, account manager Marta Carreras. All media buying was handled by Vizeum. Filming was produced at Rebolucion, Buenos Aires, by director Armando Bo with production by Los Producers. Music was produced at Ask Musica, Madrid. Packaging design was by Bulletproof in collaboration with North West Europe & Nordics (NWEN). via Coca Cola Celebrates 125 Years | The Inspiration Room.

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