Touching 'Justino' Wins Cyber Grand Prix (Video)

 

It's hard not to love this Cyber Grand Prix-winning initiative promoting "El Gordo," an annual holiday lottery in Spain.

While the rest of the industry obsessed over John Lewis' "Man on the Moon" last Christmas, "Justino" quietly went about its business—with a touching animated short about a night watchman at a mannequin factory who never gets to meet his day-timer co-workers. In an attempt to create a bond, he poses mannequins in fun scenarios as a way to greet them each morning. But when he sees news that the company had set up a lottery pool without him—and won—he's heartbroken. You have to see what happens next for yourself.

While brilliant even as just an online video, "Justino" took social sharing a leap further than most such promotions—even John Lewis' acclaimed holiday campaign.

According to Libris, the Spanish national lottery set up social media accounts specific to the #Justino campaign, with content optimized for each channel. In one, viewers could comment on their favorite scenes. In another, they could guess at key elements of the story line. In all, viewers were brought into the story even while becoming viral engines for it.

It was exactly this kind of finely crafted digital storytelling that inspired its Cannes win, according to reports in Ad Age.

Kudos to Leo Burnett Madrid and all involved for a job well done.

 

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Swede Sensation: Swedish Tourism Board Wins Cannes Grand Prix for Offbeat Campaign (Video)

 

The news from Cannes today found campaigns winning big for being particularly offbeat—risky even—with considerable success.

First was word that REI won the Promo & Activation Grand Prix for the "ultimate 'anti-promotion.'" That would be the whole #OptOutside campaign from last November, which involved shutting the store during Black Friday, the busiest shopping day of the year.

And the Swedish Tourism Board won the Direct Marketing Grand Prix for 'The Swedish Number,'" which gave prospective tourists the ability to dial a special number to play a kind of chat roulette with a random Swede in order to get the 411 on reasons to visit (see YouTube video above).

According to early reports from Skift, these randomized ambassadors signed up for the chance to talk about everything from the Northern Lights and IKEA, to ABBA and H&M, with total strangers. 

According to Ad Age, REI isn't saying how successful the #OptOut initiative was, though sales for the full year were up nearly 10%.

It's a little harder to figure out why the Tourism effort won in the Direct category—it's unclear what made it a direct marketing effort—let alone how much new tourism it inspired.

It'd be hard to quantify that anyway. But in its first day or so, we do know the campaign generated 2,300 calls, mostly from Turkey (68% of the calls, in fact), the US (20%), UK (6%) Germany (2%) and Austria (2%).

And let's face it, it is a great example of an On-Demand Brand. Hell, it made us want to call a random Swede.

Those Northern Lights really trip us out.

 

 

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Excedrin Uses VR to Show What a Migraine Feels Like (Video)

 

Yup, sounds about right. The idea here is to help those who don't get migraines to understand what those of us who do experience (minus the actual pain part).

Call it VRetched. Or maybe just Virtual Hell. By whatever name, it's an interesting way for the pain relief brand to use virtual reality to drive home the problem it aims to solve.

Now show me how fast Excedrin can make it all go away, and then you'll really have something.

Read more here.

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Prankvertising With A Purpose: Reflections in a Bar's Bathroom Mirror—From Prison (Video)

 

The man in the mirror has a deadly serious message for you.

We love this PSA-based prank from We Save Lives, which campaigns against what it calls the 3 Ds: Drunk, Drugged and Distracted driving.

This particular initiative (see YouTube video above) involves a bar bathroom mirror in Los Angeles that serves up a video feed with a man convicted of manslaughter from drinking under the influences—live from jail in Florida.

Longtime readers know we love prankvertising—especially the kind promoting horror movies (and certain zombie stunts on sisters after dental surgery.)

This is a horror flick of a different kind. One where the story is, unfortunately, true.

Pretty powerful stuff.

Read more here.

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Domino's 'Zero Click' Ordering App (Video)

 

Domino's does it again—this time with an app that lets you order pizza without really having to do much of anything.

Just open the new "Zero Click" mobile app, and a 10-second countdown begins. Let it run out, and your pre-saved order is automatically on its way.

In my book THE ON-DEMAND BRAND, I look at how Domino's has put some serious dough behind being the default pizza choice for the digital generation.

Indeed, the Zero Click app is  just the latest from Domino's Anyware initiative, which uses its Easy Order platform to make it a breeze to order your favorite pie via Emoji on Twitter, text messaging, smart watchFord Sync in-car, and more

(Full disclosure: Then-Domino's CMO Russell Weiner wrote a glowing review of THE ON-DEMAND BRAND, featured in a cover blurb.)

Still, Zero breaks into some uncharted territory, at least for me. Now the hassle of ordering has reached a dangerously low threshold.

As the App Store page for the app puts it: "It's easy. Maybe too easy. You've been warned."

How is your brand using digital innovation to set itself apart?

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Author Rick Mathieson Talks 'Facebook Reactions' (Radio Interview)

 

What's not to Like about Facebook Reactions?

For some marketers, the answer may be plenty.

For consumers, Facebook's new Reactions feature is a fun way to go beyond the Like button, enabling them to express their feelings about posts with one of six icons: The Like or thumbs up icon; the Love or heart icon—and now, a choice of four emoji faces: HaHa or laughing; shock or surprise; sadness—and anger. (See Jimmy Fallon's take on the pros and cons in the YouTube clip above.)

There are even expansion packs that replace the official icons with images from Pokemon, Deadpool, Adventure Time—and even Donald Trump.

Reactions: HaHa—or Anything But?

While consumers may give Reactions a thumbs up, some brands may feel their relationship with Facebook has just become more ... complicated. After all, instead of just Liking a brand's post, consumers are now free to express emotions some marketers may not exactly heart.

In fact, early buzz indicates some marketers may have their own facial expressions (or hand gestures) for Reactions.

But is that the right away to react?

In a radio interview the other morning on the Blasingame Show on Forbes Radio, I talk about Reactions and what they may mean for marketers: the good, the bad—and the ugly. 

(Note: It sounds like there were some technical difficulties, so audio quality is not the best)

CLICK HERE TO LISTEN TO: RICK MATHIESON REACTS TO FACEBOOK REACTIONS (RADIO INTERVIEW)

(Approx: 4 min)

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Honey Beer Builds Buzz with Bee Drones—That Bring Booze to You (Video)

While the Amazon brain trust puzzles over how to deliver boxes of books via drone, this Taiwanese beer brand is already headed your way—with beer.  

In this marketing stunt promoting Honey Beer (yes, beer brewed with honey), Bee drones were dispatched to bring sample six-packs to office workers. Advertising enticed 15,000 people to register online for delivery in its first 10 days.

Meanwhile, sales were up 400% relative to other fruit-infused beers the brand had recently launched.

Now that's a special delivery.

Drink in the details, here.

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World's First Patent-Pending Brand Logo—A Behind-the-Scenes Video

Bts_titleIt’s a logo like none other.

Which is why there’s no way I could resist asking Rich Silverstein and other people central to its creation to appear on-camera to share insights on "The Seagate Living Logo"—the world’s first patent-pending corporate brand identity.

(See video at bottom)

NEVER THE SAME LOGO TWICE

Ll_story_still_rich_Yes, it’s true that brand identities rendered in real time through data visualization have been around for a while now.

But the Seagate Living Logo—launched at CES last January—is the first to have a patent in play for literally taking its shape using live data feeds flowing from public data sources such as Twitter, Facebook, Instagram, LastFM, Amazon, Getty Images and more.

The idea? To represent the integral role Seagate storage solutions play in storing 40% of the world’s data, and in enabling the data-centric business models of today’s most innovative companies.

INNOVATION IN MOTION

Bts_interactive_llThroughout the last 12 months, new variants have included interactive Living Logos that respond to physical movements through Microsoft Kinect-based technology—allowing you to essentially swim amid social media posts and images.

A standalone Facebook version lets you personalize the experience using your own online images.

And another can be customized in real time using Twitter and Instagram keywords and handles, as well as your own uploaded images, for live business meetings and events.

THE START OF SOMETHING BIG (DATA)

As is typical in social media these days, reaction to the Living Logo there and elsewhere has ranged from the snarky to the sublime.

Yet regardless of where you fall on that score, the Living Logo represents a notable new entry into the annals of corporate branding.

And it seems to have sparked a trend.

Last July, Brazilian telco FS Company launched a dynamic logo that uses code and generative design to reflect the real-time activity on the company’s servers.

Just within the last few months, HavasOrtega developed a data-enabled “living logo” for a CEO summit in the Philippines.

And a UK-based design firm called Amaze is now tracking employees’ physical movements and digital activities to drive a “human-powered” living logo using a framework that sounds a lot like Seagate’s.

Which makes sense. Given the fact that Gartner reports nearly 75% of companies plan to invest in big data solutions in the next two years, the Seagate Living Logo surely stands on the cutting edge of what is likely to become a crowded field in the years ahead.

This short video, edited by Seagate’s George Shubin, will give you the inside scoop on the Seagate Living Logo and how it came to be.

(Full disclosure: I've had creative input on the development of the Living Logo, and have worked closely with these and other people working on the project at Seagate, Goodby, Silverstein & Partners, Pet Gorilla and elsewhere.)

DATA IS BEAUTIFUL: THE STORY BEHIND THE SEAGATE LIVING LOGO

 

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10 Digital Age Coke Taglines—From The Distant Past

 

So much for "Happiness."

As the marketing world obsesses over Coca-Cola's decision to trade out its hugely popular "Open Happiness" tagline to "Taste the Feeling"(see one of 25 new spots, above), it's been fun revisiting the commotion created over some of its previous slogan changes.

Check out reaction (including my own) to "The Coke Side of Life" in Ad Age a decade ago.

Indeed, whenever Coca-Cola makes marketing changes of this magnitude, it can be a hoot to take stock of its taglines from times past. You usually find some surprises along the way.

A SIP DOWN MEMORY LANE

Despite being one of the world's most successful brands, there have certainly been some oddballs in Coca-Cola's advertising oeuvre—who can resist "Enjoy a Glass of Liquid Laughter" (1911), or "Proves a Big Help to Tired Housewives" (1909)?

And then there's that golden oldie: "Coca-Cola: The Great National Temperance Beverage" (1907)—which, we're told, "has none of the ill effects or 'let down' qualities of alcoholic stimulants." Yum.

Some old taglines are just inscrutable—"Same to You" (1940) sounds as if the feeling you're tasting is indignation.

And present-day regulators might have a field day with any tagline that proclaims Coke is "Pure and Healthful" (1904), and "Adds a Refreshing Relish to Every Form of Exercise" (1906), with "The Perfect Blend of Pure Products from Nature" (1923).

To modern audiences, other tags charitably might seem like aspirational positioning in the extreme—such as, "The Ideal Beverage for Discriminating People" (1906), "The Sign of Good Taste" (1957), and "The Best Drink Anyone Can Buy" (1913).

After all, everyone knows the best drink you can buy isn't Coca-Cola. It's Coke Zero.

PAST AS PROLOGUE?

Despite so many antiquated curios from campaigns past, many Coke taglines of yesteryear would be completely at home in the digital age.

Think about it:

  • In an era of virtual reality, 3D printing and social media poseurs, Coke promises to bring you "The Real Thing" (1948)
  • Ad skipping technology? "Relax with the Pause that Refreshes" (1947)
  • The age of Uber and Airbnb? "Share a Coke" (2011)
  • Group texting, geo-fencing and flash mobs? "Meet Me at the Soda Fountain" (1930)
  • Personal aerial drones? "Look Up, America!" (1975)

Even online activism and crowd funding fit that all-time favorite, "I'd Like to Buy the World a Coke" (1971).

Yet perhaps it's that texting-and-flash-mob example that hits home most. As it happens, Coke classics seem especially well suited for the mobile revolution—including (among a surprising number of others):

  • "Anytime, Everywhere—The Favorite Beverage" (1918)
  • "Along the Highway to Anywhere" (1949)
  • "Call for Coke" (1953)
  • "People on the Go—Go for Coke" (1954)

Whether this is all a sign of soda-pop prescience, promotional predestination or pure chance, Coca-Cola remains a venerable brand whose slogans will provide plenty for (pop-) cultural anthropologists to ponder in decades to come.

Will future advertising aficionados still find it as amusing as we do?

As Coca-Cola itself once put it: "Always."

 

(Check out these and other taglines here, here and here)

 

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Coke Ditches 'Happiness,' Tells You to 'Taste the Feeling' (Video)

 

You can stop looking for "Happiness" now.

That's the word from Coca-Cola's new global CMO Marcos de Quinto, who says the decade-long "Open Happiness" campaign had become too preachy in promoting sharing and co-existence for his, er, tastes.

So now, Coca-Cola, Coke, Diet Coke and Coke Zero, will all share a common theme: "Taste the Feeling."

Having brand consistency across its cola portfolio is indeed a no-brainer. 

And we're seriously digging the opening spot, "Anthem" (above). Be sure to catch "Under Pressure" and "Breakup," too.

In fact, there is a lot to like about each of 25 new spots released earlier today.

But here at Gen Wow, we can't help wondering if "Taste the Feeling" skates a little too close to Skittles territory.

And let's face it, there's a lot to miss about some classic "Happiness" initiatives over the last few years—especially the physical + digital variety.

Among our favorites:

COKE HAPPINESS MACHINE

Let's face it, Happiness shared is doubled. Or tripled. Or...

COKE HAPPINESS TRUCK

How Coke helps you brake for good times.

COKE DRIVE-IN THEATER

Call it the Happiness Traffic Jam

COCA-COLA WISH IN A BOTTLE

Open a bottle and light up the night sky.

THE SHARING CAN

A single serving—for two.

COKE DANCE MACHINE

Bust a move for your favorite beverage.

COKE POP-UP  PARK

Coke creates a city park and rolls out the happiness.

COKE SMALL WORLD MACHINES

Happiness brings even the people of India and Pakistan together.

THE FRIENDSHIP MACHINE

It takes two to use this 12-foot-tall vending machine.

COKE HUG MACHINE

Hug it, get an ice-cold Coke.

COCA-COLA FRIENDLY TWIST

An on-campus ice breaker for the first day of school.

COKE FOR COUPLES: ROSES ARE RED

Cupid makes you prove you're a couple to get a Coke.

PROJECT RE-BRIEF

Reinventing that age-old Coca-Cola classic for the digital age.

Of course, change is the only constant—and perhaps the time is right for a Coke refresh.

But that doesn't mean we won't miss the happiness we've shared in times past.

 

 

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