Right Brain, Left Brain Blog

02 March 2015

How Durex used tech to show radio listeners what they were missing out on

Durex 2

Imagine a radio ad that can be seen as well as heard…

We talk a lot about second screening with TV and mobile, but what about linking radio and mobile?

With Durex’s ‘Explore App’, radio listeners can see characters and visuals on their smartphone or tablet to reflect what can be heard in the radio ad around the brand’s latest ‘Behind Closed Doors’ ad. It uses dual screening technology to let listeners view the exclusive video that syncs with the radio spot.

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27 February 2015

Print Ad of the Week: Humanoïde ‘Ripped’ (France)

Human

Could you live in a world without paper?

I have to admit, nothing beats the smell and feel of a freshly printed magazine. But with technology becoming so prominent in people’s lives and many of us moving away from print towards digital to consume media, how can a magazine that writes about technology prove that paper is still the future?

Here’s how French mag Humanoïde did it…

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24 February 2015

Malaysia’s Medical Tourism Association “makes a boob” in latest ad ban

Uh oh – Malaysian-based Medical Tourism Association is the latest in the firing line from UK advertising watchdog ASA with its latest poster campaign having been banned for “trivialising” cosmetic surgery.

The ad in question (see below) had been displayed in motorway service stations and shopping centres across the UK – it basically encourages tourists to fly to Malaysia for breast enhancement surgery and highlights the point that “‘Boob job’ is the most popular cosmetic procedure for women”.

The ad also states that “Malaysia is proud to be amongst one of the only countries within the region where medical tourism is promoted by the government. Hence medical tourists can have the assurance of quality care and be guided by the regulation, safety standards and the governing laws within this industry. Our private hospitals bagged three out of nine awards at the international Medical Travel Awards 2014.”

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23 February 2015

Tiffany’s extends ‘Will You?’ campaign featuring its first gay couple

Tiffany & Co is continuing the story of its ‘Will You?’ ad campaign, with a new TV spot featuring the same gay duo that hit the headlines earlier this year when the brand introduced a same-sex couple for the first time in its advertising history.

In January, Tiffany & Co officially launched the new ad campaign – entitled ‘Will You?’ – to promote its iconic engagement rings. The media was ablaze with stories focusing on the fact that the print ad featured a gay couple for the first time.

Tiff

The new TV spot is an extension of that print ad. Created by Ogilvy & Mather, it follows the stories of various modern day couples’ marriage proposals – one of which is the love story around the real-life gay couple, who actually wed in real-life in May last year.

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20 February 2015

Outdoor Ad of The Week: Topshop real-time Twitter trends (UK)

Topshop

In the fashion world, timing is everything. Topshop has already built up a bit of a reputation for bringing awesome experiences to its customers during fashion events. And this London Fashion Week, it’s stepping things up a notch!

This time, Topshop has teamed up with Twitter for four days (kicking off today Friday 20th until Mon 24th) to display emerging trends from the runway at London Fashion Week via giant digital billboards at various locations across the UK. These trends will also broadcast across Topshop’s own Twitter feed, its website and on a billboard at its London Oxford Street store.

Here’s the good part though: Customers who then tweet the trend hashtags back to @Topshop will receive a shopping list of current designs that tie in with those trends – to ensure that they are first in the know!

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18 February 2015

*Cute Ad Alert* Why we’re loving Android’s ‘Friends Furever’

I think it’s fair to say that by now we’ve all come to learn that content featuring animals – basically anything that’s cute or fluffy – is a big winner in the viral video stakes.

Most recently we’ve seen Budweiser leading the charge with its #BestBuds campaign, but remember back to Cadbury’s Gorilla ad? What about Guinness ‘Surfer’? Or Rolo’s Elephant TV ad? The list could go on…

Well now Google is joining in on the trend with its latest Android ad ‘Friends Furever’ featuring countless adorable animals aimed at showing the world how to “Be Together. Not the same.”

And to whoever says cute animals aren’t a sure fire way of ensuring your ad goes viral: Unruly’s Viral Video Chart has tracked a whopping 376,000+ shares of the ad so far* and the ad itself has racked up a whopping 9.2 million+ views on YouTube*.

Now we’re off to look up cats on BuzzFeed…

(*Figures correct at time of writing - things move so quickly in the online world that we can't always keep up!) 

17 February 2015

CAN A CHANGING CROSS-CULTURAL CHILDCARE LANDSCAPE TEACH US ABOUT THE MARKETS OF THE FUTURE?

Cross Cultural Childcare Landscape  Textappeal

As grindingly hard as parenthood seems, particularly in the throes of the first weeks, it may be easier today than it has ever been. Most of us living in Europe would agree that our mothers wouldn’t recognise the parenting landscape, with its paid leave, subsidised day care and free lunch (perhaps the only stage in life when there is such a thing).

Like dominos, European countries have capitulated to demands for longer, better-paid parental leave – led by Central Europe, known to have the world’s longest parental-leave regulations, and Scandinavia, which extends paid leave most generously to fathers. Employers have fallen in line. And one of the by-products is growing purchasing power among fathers. Marketers have long since begun to take advantage of this, though not always successfully.

Yet progressive, compassionate state-assisted childcare has not translated across the continent as easily as you might expect. A new series by Jessica Grose in the online magazine Slate is shedding light on parenting and childcare, beyond the facts and figures. Her question “Is it really so much easier to be a working parent in Paris than it is in Peoria?” is complicated when you take into account long entrenched attitudes towards women and children in some corners of the continent. Currently in the US, women account for 85 per cent of all consumer purchases and make 80 per cent of healthcare decisions for the family. About 75 per cent of women identify themselves as the primary shopper for their household. Yet international marketers know that things haven’t changed that drastically over in Europe. While transnational childcare arrangements may be similar in many countries, life might seem charmed indeed in places like Paris and especially Oslo, where state-funded childcare is so totally comprehensive that the profession of nanny has virtually ceased to exist. The compassionate, post-millennium message gets lost in translation elsewhere. Perhaps not surprisingly the biggest offender thus far is Greece, where grandmothers almost exclusively provide back-up parenting for mothers struggling to maintain a living wage in the faltering economy.

Grose’s source says men her father’s age “come from a generation that would find changing a diaper unthinkable… Until recently, if a dad picked up his kids from day care, people would assume he is a widower.” And yet a similar mind-set prevails. “I’m afraid Greece is a paradise for sex stereotypes,” says Zoe Tziakou. “Mothers are expected to deal with child rearing and fathers to be the breadwinners. Occasionally women are encouraged to quit their job – even when they get pregnant. Guys asking for any kind of paternity leave will be frowned upon.” You know who’s buying the toilet paper in these households.

While in Germany parents enjoy all manner of state benefits (single mothers get a total 14 months’ paid maternity leave – and that’s not including the six weeks they’re allotted before the birth of the child), next door in Austria mothers withstand an enormous amount of parenting pressure, even starting at birth, which is widely expected to be natural. After that, according to Grose’s source, “It is frowned upon to have a nanny here. In general, grandmas are expected to be the secondary caregiver. Moms should only work part time, and dads can do whatever they like.”

That seems shocking, seeing as even traditional cultures like Japan are making moves to alleviate some of the burden from mothers. A few years ago, writes Felicity Hughes in the Japan Times, the government launched the Ikumen Project, aimed to teach fathers parenting skills and encourage quality father-child time. The word ikumen in Japanese is literally “child-rearing men”, and since the project’s launch, others have popped up to promote high-profile Japanese men taking on traditionally female tasks in the public eye – a marketing opportunity if there ever was one.

American men may not need the tutorial, granted, yet they are clearly pulling up the rear in the child-rearing stakes. As the only wealthy country without statutory parental leave – and one with a poorly regulated childcare system at that – America needs more journalists highlighting life outside The Greatest Nation on Earth.

When cross-cultural international brands target child care product buyers, perhaps it’s time to consider clustering markets according to social system affinity rather than geographic clustering. After all, the US might be closer to Greeceand stronger commonality may be found in France and Scandinavia. How? Contact us for our cross-cultural solutions.

16 February 2015

Print Ad of The Week: Arcturos ‘Footprint’ (Greece)

Simple but effective; that’s the approach taken by Arcturos – a Greek ecological organisation which focuses its efforts on saving the brown bear and its habitats – with its latest print ad.

Created by advertising agency attp, the 3D looking ad is set to a plain background of the ground and simply features four Euro coins placed to look like a bear’s paw, with the strapline: ‘Leave your footprint. Save a bear with only 0,13€ / day. Donate now.’

Arcturos

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  • 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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