A while ago we brought you ‘Smell is Power’ from Old Spice and talked about how P&G had cleverly ambushed their own marketing (with help from W+K). This time round the campaign has gone truly interactive and lets you use Terry Cruise’s muscles to make music. Enjoy.
Two very different worlds of advertising collide in this new campaign by W+K. It is a very smart and (perhaps, more importantly) funny move.
The only question is, can you really go back to the tried and tested formula for the other brands now… Either way, we like.
A new phrase has entered the building – dot.mum. It was blurted out (as these things normally are) in a creative brainstorm the other day, ‘I like it, it’s a great idea, but will it go dot .mum?’.
At the time, it came out as shorthand for ‘the mainstream’. The incomplete thesis behind the mumbling was once you’ve gone dot.com you then need to go dot.mum, which means you’ve pretty much got yourself into every household (pretty much – an incomplete thesis as I said).
As the presumed ruler of the household purse, Mums have long been the targets of some pretty one-dimensional strategies (we’ve all seen it before in this industry; food = fear, toilets = pride, etc) and, of course, the terrible advertising that accompanies it. There is a lot more to dot.mum than meets the eye though (now that I’ve actually bothered to explore my mind fart) the truth of the matter is that actually dot.mums are changing the nature of what the mainstream is.
The Entertainment Association of Australia quietly released a study last month which predicts mums are set to overtake teenage boys as the new gamers (ask anyone at Facebook and they’ll tell you they’ve already seen it happen). Their study shows that 46 per cent of the Australia’s gamers are now female, with the average age 30 years.
While we’re fighting some female marketing stereotypes, I’d like to include a side point of clarification here: In the same way that mums aren’t fear-driven, pride-seeking, FMCG buying machines, when women play games they do not necessarily want teddy bears and shopping apps.
A study undertaken in 2006 by the Australian Catholic Univeristy no less (their misspelling not mine… Given this, perhaps we should view all results as indicative at this stage) found that female gamers find mental stimulation, creativity, interesting story lines and superior graphics more important than anything else (more important than dolphins and flowers for example).
Once you’ve put your copy of Ad News down go and check your analytics for some genuine insight. When we launched our paper plane game (check it out – it’s fun) we found out that the majority of the users where female (55%) and since then we’ve taken specific learnings into a number of campaigns. One implication is the fracturing of engagement (mum’s are very busy people) so we need to make any content bite sized, flexible and something they really want to return to.
Make no mistake the dot.mum phenomena has its downside. Is something still cool if it has gone dot.mum? Just ask Dido. And then there is the question of where dot.mum finishes? Once the chick chick boom girl appeared on sunrise her cache evaporated. So where does Sunrise fit and should we include Sunrise in our media plans for dot.mums? That really is the stuff of sleepless nights.
So guess what, games are increasingly a mass marketing channel and women aren’t idiots. No, there is much more to it than that. Going dot.mum is important, it is the future of the mainstream, a future mainstream we must connect with and, in order to do so, ultimately understand. If we can’t get that far let’s at least make sure we don’t fall back on some of those bad marketing assumptions.
Ben Hourahine is Strategy Director at Amnesia Razorfish – @benhourahine
Published in Adnews – ‘Dot.mum is the new mainstream’ – 19.11.10
This is the original version before the re-edit, my name is also spelled correctly here too 😉
In the search engine marketing and optimisation sector, it really does seem that change is the only constant.
In June, I wrote about the launch of Google Caffeine and the impact of social search in the marketing mix. Just four months later and Google has added another game-changing feature to their search engine results pages (SERPs), called Place Search.
As its name suggests, Place Search prioritises search results based on proximity of the website to the user’s current location, in an effort to make consumers “feel like a local everywhere [they] go”. It is very similar in concept to Yellow Pages but doesn’t require users to leave the Google homepage.
This is good news for consumers seeking local restaurants, shops, entertainment and the like, but for companies there are new challenges that come with it.
In addition to having its own dedicated category, Place Search also appears in natural results on the main SERP (in the form of business listings with reviews and a map showing result locations) when Google predicts that the user is looking for local information. But it is what that new content is replacing that is of concern.
Companies currently paying for Google AdWords to gain higher visibility on more generic search queries may find that their click-through rates suddenly take a tumble thanks to the new Places map, which is positioned in what was previously a lucrative AdWords position: the top right-hand corner.
Not only does it take a prime position, it maintains that position as the user scrolls down the page, which means significantly less visibility of company-sponsored AdWords.
It would not be far-fetched to expect AdWord costs to increase (due to the increased competition and importance of gaining the top three spots), despite a greater risk of fewer click-throughs and thus a decline in return on investment for those not appearing in the top spots.
In every challenge, there is an opportunity. In Place Search, the opportunity for companies is to raise the visibility of bricks-and-mortar stores to among 60 per cent of Australians who research online with an intent to purchase offline.
To do that, I asked one of our search experts here at Amnesia Razorfish to provide their top five tips on optimising for Place Search:
1. Get listed and be consistent: claim your free listing by providing your company details at www.google.com/places, ensuring that multiple locations each have their own profile containing the location/suburb in the Places title. Choose your categories carefully, and ensure your description is consistent across other directory listings.
2. Enrich the experience: take the opportunity to add additional information such as opening hours and rich media content (photos, YouTube videos, and so on) to your Places page; you want consumers to get a good feel for who you are and what you do.
3. Reviews: customer reviews play an important role in Place Search ranks. Ensure you have the process in place to monitor and respond to user reviews about your business.
4. Sponsored map icons: make your business stand out by investing in a personalised map icon that displays your logo.
5. AdWords ad extensions: link your Google Places listing with AdWords to enable users to see your location from the sponsored ad.
And my recommendation? Make the most of this opportunity while it is still free, as you have to assume Google is not out to destroy its own commercial model.
To that end, I would expect to see related new forms of paid advertising being launched by Google in the weeks and months to come. Given its current focus on location, my guess is that mobile advertising is next on the hit list. Watch this space.
Thanks to Mashable.com for this really in-depth article on: 40 brands on Twitter and the People Behind Them.
A follow up to their article last year on Why Brands ABSOLUTELY do belong on Twitter, Mashable gives us insight into exactly why Twitter is so super useful and effective for getting in touch with customers and being a part of the Groundswell, not just a spectator.
Remember these classic Levi’s Ads? Oh yes, you will! This is the collection of the most memorable ones, many of which are imprinted on the brains of a generation, running between the mid 80’s to late 90’s. Brilliant choice of music that inspired countless imitations over the years. Here they are… the originals 🙂
Note: Clip ‘Prison’ has a very famous main character…
Above: The Launderette (Nick Kaman) 1985
Music – Heard it through the Grapevine – Marvin Gaye
Above: The Bathtub. 1986
Music : Wonderful World – Sam Cooke
Above: The Refrigerator 1988
Music: Mannish Boy – Waters, Muddy
The Pickup. 1989
Music : Be My Baby-The Ronettes
The Bike (1990) –
Music – The Joker/Steve Miller Band
Music The Clash – Should I stay or should I go.
Prison (feat a very famous movies star) 1991
Music: Twentieth Century Boy – T-Rex
The Swimmer (1992)
Music: Mad About The Boy – Washington, Dinah
The Fall / Oilrig (1994)
Music: Music by Peter Lawler – Fictional Self
The Procession (1993)
Music: Scream Jay Hawkins – Heart Attack and Vine
The Creek 1994
Music: Peter Lawler | Stiltskin – Inside
Music: Babylon Zoo
The Mermaids (1997)
Music: Smoke City- Underwater Love
Is it just me or was Mermaids the last of the great Levi’s ads???
There are several notable missing ads from this collection/era which can be identified by the soundtracks:
Erma Franklin – Piece of my heart
Ben E King – Stand by Me
(If you find the above please post in comments thx!)
Edit: Thanks to @oonai5000 for posting some of these Levis commercials.