Right Brain, Left Brain Blog

01 September 2015

Less argument, more service

Constantly thinking up smart ways to try to convince people your product is great is exhausting for brands, agencies… and consumers. But there is another way, says Alex Smith, Planning Director at real world marketing agency Sense.

Hard to believe sometimes, but advertising is actually a service.

That sounds hopelessly quaint doesn’t it? In between agencies’ fantasies of working in the entertainment industry, and brands’ desire for ever higher profits, we sometimes forget the silent partner at the table – the humble consumer. 

For them, advertising is not where they turn for whimsy and ‘engagement’ (believe it or not, there’s actually a whole media industry out there devoted to just that, and which doesn’t have to flog products while they do so), and they also couldn’t give a hoot how healthy ‘x’ company’s bank balance is. Their needs are more simple: “Inform me of the things out there that will enrich my life.” 

Creating ‘service’ ads the achieve this – ads that people find useful – is quite tricky to deliver, however, for the simple reason that by definition they require a product that people actually need or want.

Take for example a concert or festival poster:

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28 August 2015

Print Ad of the Week: Neutrogena ‘Read it & Wipe’ (Brazil)

Print ad

Read it and wipe… That’s literally what Neutrogena Brazil advised readers of Caras Magazine to do when they received a free sample of its Deep Clean wipes with their magazine recently.

To give consumers a deeper connection with the product, this was so much more than just a free sample as readers were able to remove the make-up from actress Giovanna Ewbank’s face on the front cover of the magazine by wiping it using the accompanying freebie.

Agency DM9DDB was behind the interactive front cover - an innovative and hands-on approach to print advertising where readers could actually see the product in action and experience it for themselves.

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25 August 2015

Top 5 totally unreal virtual reality campaigns

Virtual Reality Featured Image %28Cream Global%29

We’ve already looked at the cutting edge of augmented reality, projection mapping, dronevertising, and contactless technology, but there’s one current marketing tool that seems to be even more on the fringes of science fiction than all of these; virtual reality (VR).

Morpheus in the first of the Matrix movies said, “What is real? How do you define real? If you're talking about what you can hear, what you can smell, taste and feel, then real is simply electrical signals interpreted by your brain.” We’re already in an age when brands are able to fool our senses using the latest VR devices.

From 2016 onwards, virtual reality is going to become widely available to consumers with the commercial launches of Facebook’s Oculus Rift, HTC’s Vive and, the fittingly named, Project Morpheus from Sony.

In the meantime, brands are already starting to use VR in campaigns and here are our five favourite examples;

Hyundai – 4D World rally Championships

Hyundai gave visitors to the World Rally Championship in June 2015 a sensational 4D multi-sensory driving experience. Wearing Oculus Rift glasses, people could see just what it was like to be a co-driver on the track during a race. A motion platform simulated centrifugal forces of up to 0.5g, while specially developed software merged motion and audio data from the 360° race footage.

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21 August 2015

Festival of Media LatAm Awards 2015 shortlist

Fomla

OMD, Starcom Mediavest, MediaCom and Mindshare have attained the highest number of shortlisted entries in this year’s Festival of Media LatAm (FOMLA) Awards, with Coca-Cola, SAB Miller and Visa among the brands achieving the highest numbers of nominations.

The FOMLA Awards 2015 shortlist spans work from 15 countries across the region, including Paraguay, Puerto Rico, Ecuador, Dominican Republic and Guatemala, with a total of 110 entries having made the list.

OMD has been shortlisted 17 times, the highest number of nominations, followed by Starcom Mediavest, with 11, and MediaCom and Mindshare joint-third with eight apiece. Arena Media achieved seven nominations.

A total of 54 brands made 2015’s shortlist, up from 48 on 2014. Coca-Cola won nine places, while SAB Miller achieved six nominations and Visa five.

This year's awards sees the introduction of a number of new categories, including Best Use of Video, Best Use of Mobile, Best Use of Programmatic Technology, Best Use of Native Advertising, Smart Use of Data Award and Consumer Research Award.

In terms of standout campaigns, four have made the shortlist across four separate categories - Visa’s ‘So Far Yet So Close’, Zapaterias Coban’s ‘Shiny Lessons’, SAB Miller’s ‘Entre Panas (Among Fellas)’, and Coca-Cola’s ‘Make Someone Happy’.

Check out the full shortlist here and below.

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10 August 2015

Why Instagram’s peers need to pick up the pace with smarter visual classification

Instagram

There’s no doubt that Instagram has fast become the shiny new kid on the advertising block and eMarketer’s latest forecast predicts that the image-centric social media platform is projected to rake in $595m in worldwide mobile ad revenues this year, before soaring to a whopping $2.81bn by 2017.

That’s pretty impressive growth considering Instagram only introduced its ad offering a year and a half ago. And with a raft of advertising products already launched and new features set to roll out over the next few months, it’s an exciting proposition for brands; particularly when you consider it has 300 million monthly active users and accounts for a large chunk of the 1.8 billion photos uploaded every day across social media.

A large part of Instagram’s success comes down to keeping advertisers on side by taking considerable steps to ensure that inappropriate image or video content doesn’t slip through the cracks. Last year, the Facebook-owned company inked separate deals with media holding companies Omnicom and Publicis Groupe for innovative partnerships to help build the infrastructure and tools to control the advertising process on the site.

Other visual sites should take a leaf out of Instagram’s book and step up their game by ensuring they have the necessary tools in place by giving brands visual protection against appearing alongside or in amongst ‘dodgy’ content – which could be something sexually suggestive, inappropriate or even violent as well as allow brands to ‘visually target’ ads alongside visual content.

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04 August 2015

Mobile ad spend trends from around the world

Mobile advertising can operate through SMS advertising, apps, mobile websites or even mobile search. Through all of these methods, brands are gaining brand awareness, customer loyalty and, ultimately, conversions.

According to the GWI Device Summary, 31% of all web pages are now being served to mobile, a whole 39% increase from last year. These numbers are growing at a staggering rate with predictions that mobile will not only catch up with desktops but overtake them in the near future. But how does this affect businesses’ ad spend around the world?

Five countries, Russia, China, USA, Brazil and UK, were examined with ad-spending statistics provided by eMarketer to demonstrate the growth of mobile advertising and how different countries approach this in regards of advertising.

Emarketer

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31 July 2015

Video Ad of the Week: Lexus ‘Heartbeat Car’ (Australia)

Lexus

Lexus and M&C Saatchi have developed a new conceptual project to show off how thrilling it is to drive a Lexus RC F by building a very special car that is covered in biometric paint to visualise drivers’ heartbeats.

Three professional drivers were connected to the car through unique biometric paintwork that displayed their heartbeat – transmitted from a heart rate monitor to a bespoke electrical system within the RC F. The data is then captured and processed before sending an electric charge through the car’s body panels.

A test track, inspired by the heart of Japanese Motorsport, was created and then the drivers raced, at night, in an event dubbed ‘Heart Racing’.

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28 July 2015

Top 5 Random Acts of Kindness Campaigns

Top 5 RAoK Image

Everyone has probably heard the phrase “a random act of kindness”. At face value, it describes something fairly self-explanatory; a selfless act performed by someone who wants to help or cheer up another individual. As a concept, it even has its own week in the event calendar, with Random Acts of Kindness Week occurring from the 9th to the 15th of February.

Recently however, it’s become something of a marketing trend. While the likes of augmented reality, drone advertising or projection mapping are using the latest technology to promote brands and products, campaigns based around Random Acts of Kindness are all about spreading some love in the simplest way possible. One of the earliest examples was Interflora’s Twitter campaign in 2010, when it cheered up people who were complaining about having a bad day on social media by surprising them with a bunch of flowers. It proved particularly popular with airlines, a number of them, including KLM, Virgin Atlantic USA and Spanair, creating their own campaigns to surprise travellers in airports across the globe.

Here are our five favourite examples of brands performing their own selfless acts of kindness;

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About this blog

  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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