Filed under: A Bit Of Inspiration, Advertising, Agency Culture, Attitude & Aptitude, Brand Suicide, Communication Strategy, Creativity, Culture, Insight, Marketing, Marketing Fail
In the old days of marketing, the attitude was 'always have new news'.
Of course, the reality is constantly having new news is almost impossible – especially news that actually means something to the majority rather than the boardroom – but this attitude has seemingly stood the test of time, despite the fact it arguably does more harm to the brand than good.
[Lufthansa take note]
And that's why I passionately believe one of the most important lessons for marketing is knowing when to speak and when not too.
I appreciate many will disagree – especially those who indulge in self-indulgent, ego-messages via social media – but in a World where we are constantly bombarded with noise, adding to it doesn't seem to be the smartest move, especially if your way of 'getting attention' is becoming more and more exaggerated while claiming it to be based in truth.
[Lufthansa take note]
Is there a way to communicate on an on-going basis?
Of course. The simple rule being ‘talk about the stuff your audience cares about rather than what you want them to care about’, but for all the research available to us, I’m still shocked how few brands really understand this … mainly because they still think they’re in a battle for share of voice rather than share of give-a-shit.
Filed under: Attitude & Aptitude, Australia, Brand Suicide, Comment, Communication Strategy, Corporate Evil, Crap Marketing Ideas From History!, Creativity, Cunning, Egovertising, Embarrassing Moments, Innovation, Management, Marketing, Marketing Fail, Technology
Over the years, I’ve written a lot about how so many of the great ideas I’ve seen have come from the minds of designers rather than adfolk.
Where so many in my industry look to create eye-candy, designers are approaching their task in terms of solving the clients fundamental problem in the best and most visually interesting way.
There’s a lesson for many of us to learn in that.
However it’s not all great for designers.
Like that Pepsi bullshit from years back, there’s still examples where designers are taking the piss more than a catheter.
For the latest example, may I present to you Vodafone.
Whether we like them or not, our lives are very dependent on the telecommunications industry.
Sure, we might not use their service to make phonecalls anymore, but our smartphone addiction means we need their data so we can instragram our food at every possible moment.
Now obviously the telco industry doesn’t like being seen as just a ‘service provider’.
Part of that might be because of corporate ego, but the main reason is likely to be that for them to grow, they need to be regarded as an innovation company … someone who creates the future as much as serves it.
Whether you think that’s bollocks or not is up to you, but the reason I’m saying it is because that’s kind of the explanation Vodafone used for creating their new logo.
“What new logo?” I hear you cry.
This one …
“No Rob …” you reply, “… you’ve made a mistake, that’s the old logo”.
Oh no it isn’t folks, that’s the new one.
No seriously.
I swear to God.
Oh hang on, I don’t believe in God … OK, I swear on my heart.
Still don’t believe me?
OK, if you want absolute proof, here’s the old logo for comparison.
“But … but isn’t that basically the old logo just with the colours inverted?”, you stutter.
Well, I would agree with that assessment however we would both be wrong because apparently it is a new logo and, when you hear how the people at Vodafone describe it, it represents a new dawn for the company and it’s role and goal in society.
Here’s Ben Macintosh, Vodafone Australia’s customer business director …
“The changes represent the company’s ability to ‘innovate for the future ‘and supply choice for customers. The wants and needs of our customers have changed, and with that we’ve changed too. We challenge the status quo and push the boundaries to give people something that they won’t find anywhere else.”
I swear to god this is not an April Fool.
This really is their new logo and Ben Macintosh really did say that.
Look, I get Apple generated billions in extra revenue by simply adding a small ‘s’ to their otherwise near-identical product but this is a whole different scale of idiocy.
For me, there’s only 2 possible scenarios …
Either the branding company [which, let’s be honest, is not a design company] are fucking delusional or Vodafone is.
Whatever the truth, if I was a shareholder in the former I’d be buying more shares in them for their ability to charge millions for taking 10 minutes to literally invert the colours of their clients existing logos and if the latter, I’d be selling my shares as fast as I could possibly get rid of the worthless bastards.
On the bright side, I’m about to make a fortune as a branding consultant and my 1997 copy of Microsoft Paint.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brand Suicide, Comment, Communication Strategy, Crap Campaigns In History, Creativity, Culture, Egovertising, Focus Groups, Marketing Fail, Research
I’m back.
Did you miss me?
No, didn’t think so …
Anyway, a friend of mine recently wrote an article in the UK edition of Campaign Magazine about the state of outdoor advertising.
He made many good points – from the fact it’s now been relegated to ‘out of home’ categorisation to so much of it ignoring the basic principles of static communication by shoving so many words on it, you get the impression it’s a print ad, just repurposed for outdoor.
But for me, his point was not just about outdoor, but advertising as a whole.
Have a look at this ad by BBH London.
Nice isn’t it.
It ran in 1997 [I think]
Now look at this ad.
Same product.
Same agency.
Even the same line.
Horrible isn’t it.
OK, it’s not horrible by todays standards, but when you compare it to the ad they made 20 years earlier, it is.
And what’s with that ‘beautifully designed’ copy?
As if a car manufacturer would choose to make an ‘ugly designed’ car.
In the last 20 years, the standard of creativity has been severely dented.
Oh sure, Cannes is out there celebrating winners left, right and centre but there’s 2 flaws in their praise:
1. So much of it is scam.
2. The rest of it is niche.
But here’s the thing, the quality inside ad agencies has not diminished – if anything, it has improved – and let’s not forget, both of these ads were done by BBH … one of the all time greats … so I can only assume the shift downwards is being caused by clients focused on satisfying their ego rather than intriguing their audience.
Which makes me question whether clients understand what advertising is and how it actually works … because it seems they are of the belief the masses are sat at home waiting for them to tell them what they should care about so they can run out at the earliest opportunity and make the purchase.
Of course I know that’s not true and of course, I know there are some amazing clients out there – because I’ve worked with them – but maybe this madness is because clients are more focused on the words/phrases played back in their post campaign research analysis [ie: beautifully designed] rather than aiming for society be intrigued, excited or hungry for their brand.
In other words, for all the research and data we have on audiences, there’s far too much emphasis on what brands want people to care about them rather than understanding – and connecting to them – on what they actually care about.
So to Audi, please get back to communicating driver to driver, because not only is this ‘brand to consumer’ approach not working, it’s making you look like every other bland car brand in the category and that kind of defeats the purpose of investing millions of dollars in marketing.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brand Suicide, Comment, Communication Strategy, Crap Campaigns In History, Crap Marketing Ideas From History!, Creativity, Egovertising
Well done Pepsi.
Where so many brands made their April Fool’s ad obvious as hell, you’ve gone with subtlety.
The use of a multi-cultural audience was brilliant.
I loved how you made sure they were all stunningly attractive to ensure minorities would find it even harder to feel like they belong.
Comedy gold.
And then you gave them all incredible creative talent to really rub people’s noses in it.
But not just any creative talent … you have them play Cello’s and use DLSR’s to show they have sophisticated taste as well as cash.
Lots and lots of cash.
You cheeky, cheeky monkeys.
And what can I say about that demonstration!
The most passive, bored-looking demonstration of all time.
Even when members of the crowd are supposedly struck by an overwhelming desire to express their creativity – like that scene from 80’s TV show, Fame – you can’t help but feel their version of self expression would be to play musical statues.
Seriously, whoever came up with that should win an Emmy.
I especially like the way you incorporated the Pepsi colours and logo in so many of those signs to really take-the-piss out of social movements.
Less, ‘stick it to the man’ and more ‘we are owned by the man’.
Brilliant.
I must admit, while I was enthralled, I wasn’t sure what the demonstrators were supposed to be demonstrating about.
Sure there was that banging soundtrack going on about ‘live for now’, but surely the opposite of ‘living for now’ is shuffling your feet in a demonstration rather than actually doing something you enjoy.
No wonder they looked so bored and walked like extras from ‘The Walking Dead’.
And that’s when you played your trump card … Kendall Jenner.
At first, I must admit I was confused.
Surely Kendell Jenner is the absolute opposite of raw, youthful energy?
But then you brought us right back into the humour by suggesting she would shun her luxury lifestyle to join a march that no one knows whats for, simply because some bloke with a cello strapped to her back smiled at her.
A bloke she would never encounter in normal life because she makes sure she never has to mingle with the common class.
Get these copywriters writing for Saturday Night Live NOW!
Just when I thought I couldn’t take any more, you upped the game again.
My god, are you insane?
Slowly we see the crowd of about 37 people come face to face with some nondescript Police Force.
I say nondescript, but they’re definitely not American.
Oh no, even you know not to take the piss out of the US Police Force.
I hold my breath wondering what is about to happen.
Then Kendell appears again …
And what’s she got in her hand?
Yes, a Pepsi. A can of fucking Pepsi.
She walks right up to the Policeman and hands it to him.
SHE FUCKING HANDS IT TO HIM!!!
Better yet, you make it so he takes the can and then takes a swig.
The crowd go wild.
Kendell walks backwards and disappears into the crowd.
What a twist … WHAT A FUCKING TWIST!!!
The 37, blue wearing, multicultural, creative practicing teens weren’t demonstrators at all, they were simply spreading the Pepsi word.
They were like Mormons.
Pepsi Mormons.
Absolutely amazing.
I tell you, this ad shouldn’t just win advertising awards, but also comedy ones.
I bet all of comedies greats are looking at this right now and clapping their hands in awe.
Nothing can beat this. Nothing.
Not even Pepsi’s previous attempt at comedy genius – the one where they linked the Mona Lisa’s smile to their logo design.
OK, so some may say the humour is too subtle, but come on, no one would believe that highly paid marketers and agency creative directors really think this reflects the attitudes and behaviour of modern day youth. I mean, apart from being utterly preposterous. it would be totally embarrassing.
No, this is comedy gold, pure and simple. Even the fact they launched it after April Fools Day is hilarious.
Thank you Pepsi for giving me the best laugh of 2017, though you should know being laughed at is not the same as making people laugh.
Pepsi: the choice for a generation that doesn’t exist.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Audio Visual, Brand Suicide, Comment, Communication Strategy, Content, Context, Creativity, Culture, Emotion, Empathy, Entertainment, Honesty, Imagination, Insight, Marketing, Marketing Fail, Social Media
A few months ago I wrote a post about the shit that passes for ‘branded content’ these days.
Well after reading it, my friend King Adz [global street art/fashion expert, author, film director] sent me something a friend of his had written about how to make good content.
His friend has a right to do this because he started a YouTube channel last year that has turned him into one of the most interesting and fastest-growing content creators in London.
They’ve done a streetwear show [PAQ] and a food show [Bad Canteen] all aimed and consumed by the youth and from these experiences, he has identified twelve pointers for creating credible and infectious youth content.
To make sure this post isn’t the longest post in the history of this blog, I’m, going to split it into 6 today and 6 tomorrow.
I know, I’m so kind.
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LESSON ONE: Be Transparent
The first thing we learnt when we tried to make money and integrate brands into our content was this audience doesn’t mind being advertised to. They are smart and they enjoy consuming content. They understand that the content doesn’t make itself and it isn’t cheap aden they understand the pay-off.
Because of this, don’t try and fool them. You will get called out.
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LESSON TWO: YouTube is a direct substitute for TV
In the same way I would come home when I was younger and switch on the TV and binge on Nickelodeon or MTV until I got called for dinner, this generation is doing exactly the same thing.
They finish school, college, work … they come home they open their smartphone or laptop and sit in front of it until they are either told to turn it off by their parents or it’s time for bed.
The behaviour is identical.
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LESSON THREE: But the content isn’t the same as TV
Yes, consumers’ behaviour may be the same as TV behaviours, but the content that they’re consuming is completely different.
Content on YouTube doesn’t need to look like TV content to be successful.
In fact, one thing we’ve learnt is that in some cases it’s quite the opposite. Some of the most successful channels are self shot.
Self shot, hand held and more vloggy style content has a feeling of intimacy and authenticity that TV never offered its viewers.
That’s not to say that high production can’t work, we just learnt not to overlook the intimacy that this generation desires from content.
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LESSON FOUR: This audience wants to be entertained
Dude Perfect, The Slo Mo Guys, Lele Pons…
What’s their commonality?
They are all centred around humour and entertainment.
Exactly like TV.
We have to realise, 90% of people are watching it to kill some time, wind down a bit and escape their day-to-day life.
If we are being honest with ourselves, YouTube audiences respond best to lighthearted entertainment. Making meaningful, purpose-led content is great but there’s nothing to be ashamed about in creating content that simply entertains.
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LESSON FIVE: This audience left Facebook ages ago
Look I don’t have anything concrete in terms of statistics to back this up.
And honestly it’s just my experience.
I work with hundreds of young people every single week and I can categorically tell you that I have not spoken to one in the past year that actually uses Facebook.
NOT ONE.
There’s lots of industry speculation right now around this subject and the potential decline. I just want to say from my real world experience, that for this audience Facebook is long gone.
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LESSON SIX: Instagram is LIFE
In the same vein as the last point, this is also my personal experience.
But Instagram is by far the most powerful social media network the world has ever seen.
Speaking to these young people, it is jaw dropping how much weight is put on Instagram by this generation.
The Instagram profile [hard posts] is the definition of a person’s identity.
Instagram stories are an ephemeral window into a person’s life, in a slightly less controlled, more organic way.
Followers and likes are a direct measure of how relevant, popular and important somebody is. And look, I’m not here to pass judgement on if this is good or bad, but I will say to everyone reading this: take note, Instagram is a really, really big deal and it’s so much deeper than just posting photos.
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So there’s the first six …
Some you may know, some you may question but some may give you food for thought.
Remember this is specifically around youth orientated content, but for all the expertise out there, it’s funny how the most popular social content has not come from anyone in our industry.
Maybe this 2011 video from PHD can shed some light on that …