Right Brain, Left Brain Blog

11 posts categorized "Campaign of the week"

25 January 2013

Sky, sun and fun: Skytweeting with Paddy Power

By Cream Editorial

Last year in September, Irish bookmaker and betting services brand Paddy Power took ambush marketing to new heights, quite literally! And here’s the story behind the story.

 The brand used skywriting as a tool to post tweets high up in the sky in Chicago just above the Medinah County Club at the time of the Ryder Cup tournament. The aim? To motivate Europeans to cheer for their team. The cheeky brand did so by fuelling the US-Europe tussle at the golf matches through sky tweets cheering European players, and taking none-too-subtle jibes at American golfers.

Continue reading "Sky, sun and fun: Skytweeting with Paddy Power" »

16 January 2013

"How about a Macca's?"

Maccas Australia day

News:

In a PR stunt rolled out by the fast-food giant McDonald’s, 13 branches of the restaurant in Australia will see their slogan translated to “Macca’s”, the nickname by which it is known across the country. This name change is part of this year’s Australia Day celebrations, and observes the fact that, as discovered by a recent survey, “Macca’s” is the country’s second most recognised Australianism, used by at least 50 per cent of the population (surpassed only by “footy”, referring of course to Aussie Rules football). Running for the entire month of January, the rebrand will see signage altered with the new name alongside the traditional Golden Arches, with a TV campaign to match.  Mark Lollback, head of marketing at McDonald’s Australia, has said of the move: “What better way to show Aussies how proud we are to be a part of the Australian community than incorporate the name the community has given us across all our channels, even our signs?” There have also been calls to have the colloquial term incorporated into the online edition of the Macquarie Dictionary, the national record of Australian English, officially recognising its position in the local language.

Behind the News:

While nicknames for this major international brand are common – think “Macky-D’s” in the UK, “Mickey-D’s” in the US, or “McDo” in France – none have ever been deemed popular enough for such a dramatic rebrand for the domestic market. Adapting such a solid corporate identity in this direct and transparent way to reflect local cultural trends and perceptions is a bold move, although the chain’s headquarters have indicated that this will be a temporary measure. While the success of the promotion remains to be seen, there can be little doubt that other global brands will be looking on with interest. Commercial nicknames are clearly widespread, especially among more familiar and popular brands or organisations. In the UK, you wouldn’t expect to encounter too many confused looks by mentioning Marks & Sparks, JD or the Beeb, but resulting public relations campaigns are rare to see. One thing that is reinforced by the appearance of “Macca’s” is the importance of market localisation, showing cross-cultural understanding and sensitivity towards consumer habits in specific markets, as this piece argues with regard to the presence of McDonald’s across Africa.


Editor's note: We picked the following three case studies as eye-catching examples of brands playing on their names:

1. Cockburn’s
2. Pepsi
3. Transport Accident Commission

01 November 2012

Unlock the 007 in you with the Coke Zero mission

Coke has established itself as master of the vending machine. With the launch of the 23rd James Bond film this month Coke Zero have put together an action packed stunt to promote the 007 movie.

 

Continue reading "Unlock the 007 in you with the Coke Zero mission" »

27 January 2012

Campaign of the week: IKEA

Cream's 'Campaign of the week' newsletter is out now - featuring IKEA's brilliant work on the Paris Metro, LG's mischievous flat-screen heist video and some advice on two-screen strategies from Billington Cartmell's Dan Machen

IKEA apartment constructed on the metro

'Campaign of the week' delivers a weekly shot of inspiration,innovation and insight straight to your inbox. Subscribe to it on the Cream homepage or read it here

Cream benefits

19 January 2012

Campaign of the week: Newsletter out now

Catch up with the best of Cream by subscribing to our weekly newsletter. This week's 'Campaign of the week' is the digital graphic novel from Axe, promoting its new fragrance 'Anarchy'. 

Axe anarchy 2

Wether or not Axe is onto a good thing by launching a fragrance line for both men and women remains to be seen. Spurred on by the number of female Facebook fans on its brand page, Unilever have apparently decided that the world is ready for the scent of 'Anarchy'.

See the full case study here with details of how Axe has turned to its fanbase to inspire this online graphic novel project.

Get full, instant access to Cream's pool of case study studies with a free trial here. 

Cream-benifits-468x68-Look-good

02 November 2011

The best of Cream

POD PIC 2.11

The latest issue of Cream's Campaign of the week newsletter is out. For those inboxes that missed out, you can see it here

09 June 2011

Campaign of the week: A good egg

Kalles_blogPerfect egg app | Kalles, Sweden | Crispin, Porter + Borgusky

Egg and Kalles Kaviar is a popular sandwich combination in Sweden. The cod roe spread is based on an ancient traditional Swedish recipe, and the manufacturer Abba Seafood is something of a national institution. But despite the popularity of Kalles Kaviar, it has to be said that the interactive potential for sandwich spread is fairly limited. Instead, Kalles chose to concentrate on its natural sandwich partner, the humble egg (or ägg).

The perfect boiled egg is a science. There are a number of variables that come into play, size and temperature of your egg, altitude, what type of egg it is and where it comes from. Thankfully, the new Kalles app solves all these problems, and even provides entertainment while you wait for the best boiled egg you're ever likely to have.

Read more and see the video here.

02 June 2011

Campaign of the week: Heinz Beanz meanz

Heinz print adBeanz meanz | BD Network | Heinz, Australia

Heinz beans are a staple in every Australian pantry. The 120-year old product has one of the most iconic labels in the history of food packaging. The slogan, 'Beanz Meanz Heinz' created by Maurice Drake in 1967 has become a prime example of ad copywriting at its best. In a case of a product imitating its own advertising, Heinz Baked Beans were rechristened Heinz Baked Beanz in 2008.

Heinz in Australia wanted to re-engage with consumers using the brand's famous tagline. Being such a ubiquitous product in kitchen cupboards across the country, it was important for the brand to retain that emotional connection, maintaining its place in the national consciousness.

Read the full case study with video and more images here. 

WHY IS THIS ON CREAM? This is an excellent example of Heinz allowing Australian mothers to claim emotional ownership of one of its flagship products, and ownership is surely more valuable than advocacy?

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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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