Right Brain, Left Brain Blog

73 posts categorized "Guerilla tactics"

08 February 2013

Oreo catches fans by surprise at the Super Bowl!

By Cream Editorial

Fans frustrated with the 34-minute power outage at the Super Bowl in New Orleans were flooded with innovative advertising messages to keep their interest going during the blackout. Chief amongst these brands was Oreo, which stole the show with a tweet-cum-ad - while players milled about on the fields in darkness, the brand created an image of an Oreo set in light, shadow and darkness. The ad pointed thousands of followers to the line below the image that went: ‘You can still dunk in the dark’.

Continue reading "Oreo catches fans by surprise at the Super Bowl!" »

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.

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20 November 2012

How do brands choose a design for sustainable living?

By Ian Birkett, Corporate Culture 

The likes of Unilever and Marks & Spencer are amongst the ranks of blue-chip brands looking to bring sustainability firmly into the centre of their long-term business plans.

Unilever’s Sustainable Living Plan and Marks & Spencer’s Plan A set out their visions for helping consumers live more sustainable lives. Furthermore, these blueprints highlight how they are more responsibly using vital resources such as water and energy in their manufacturing processes.

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08 November 2012

Mitt Romney, the brand disruptor

So Barack Obama finally did it - clinched the US presidential elections for the second time consecutively, after a sizzling fight to the finish with strong contender Mitt Romney. The title was not easily won, though.

Brand Obama, after reigning at the helm for four years, perhaps suffered from being perceived as complacent, a leader who was criticised for not having ‘lived up to his promises’, an easy target for those looking to further their own agenda. Or promise ‘something better’ to the United States public. Mitt Romney, in that sense, stepped in less as a messiah, and more as a challenger brand to Brand Obama.

In the branding world, the easiest gap for a challenger to identify in a market leader involves the concept of ‘complacency’.  And Mitt Romney may have lost the elections, but he caught that gap, moved in for the kill, and if nothing else, managed to shake things up for Brand Obama. That makes Romney a challenger brand, or more precisely, a brand disruptor; one that makes the leader realise he cannot take his position for granted, and that he needs to fight to protect his turf. No brand gets to secure a safe seat, and that is a realisation that Brand Obama had to deal with.

Brand disruptors exist in all shapes and forms. Brand names like Ryanair, Kingfisher Airlines, Jet Blue, Method or Skoda are known for disrupting market leaders in a bid to find their own sweet spot with target groups. Even a market leader like Google turned challenger to Facebook with its offering, Google Plus. The tablet category is full of challenger brands targeting features straight out of Apple’s iPad.

Take a look at National Australia Bank which publicly ‘broke up’ with the perception that it was just like its competitors – interested only in making money than caring for its customers. Examples don’t end there: New Zealand-based local craft brewery Tuatara took advantage of the outcry of Rugby fans in the country who felt cheated by NZ team sponsor Adidas offering jerseys at sky-high prices. Tuatara stepped in to offer fans a cheaper alternative to the Adidas jersey with the line ‘Cheaper jersey, more money for beer’, which helped the brand grow in popularity, and cause Adidas to issue a public apology.

Obama versus Romney

German airline Germanwings took disruption a step further when it had six of its executives board an Easyjet flight, and in the middle of the journey, ‘flash’ a mockery of Easyjet’s inability to provide allocated seats to passengers, promoting Germanwings’ similar facility, in the process. This was filmed and posted on YouTube.

Everyone loves a good underdog story – and ironically, Brand Obama was exactly that when he first won the elections. It is when you attain market leadership that the real story, the true test of one’s ability to hold on to the top spot, begins. 

09 August 2012

Olympic Brandalism in action!

As someone who has fallen foul of the draconian Olympic branding laws that prevent you from mentioning practically anything to do with the Olympics unless you work for VISA or Coca-Cola, I found this slap in the face for the IOC particularly entertaining. 

 

Space_hijackers-brandalism-street-art

For those of you that haven't heard, the Olympic branding guidlines handbook contains two lists: 'A' and 'B'. List A contains words like 'London', '2012', 'Twenty Twelve', 'Olympics', while List B has words like 'medals', 'gold', 'silver' and so on. The guidelines make the peculiar ruling that using one word from List A together with one or more words from List B probably means that you're infringing the Olympic brand if you use it for commercial purposes. 

The same guidlines go on to intimate that even if you avoid all the words in List A or B, you could still be doing something wrong. 

Maybe this act of brandalism was sponsored by Dr Dre...?

07 June 2012

Embarrassing sounds in the bathroom

Here's a strange one. A stunt in a high class hotel took place to promote a new advice line for parents. Visitors to the ladies toilet overheard sounds of two young people involved in what sounds like sexual intercourse in one of the cubicles. Every so often, the sounds would stop and two young children emerge from the cubicle to the surprise of the women in the bathroom.

The children leave the cubicle door open to reveal a poster promoting the parenting advice line.

 

It's a fun stunt, although it does beg the question how effective it was. This only looks like a small hotel, so the number of people it reached can barely figure into a few dozen. It also relies on members of the public taking an interest in a potentially embarrassing situation. Perhaps the Flemish are a more open minded people, I'm confident that such a stunt wouldn't generate much of a reaction in the UK.

10 January 2012

Creative Canada

Inspired by Canada's Marketing magazine digital awards that were announced at the end of last year, Anthony Daniel reflects on the strengths of the country's creative media industry. 

Canada creative
The digital universe has given marketers a plethora of devices to engage and target audiences whether it be SMS, email, QR, AR, projection stunts or content driven campaigns. The digital revolution universally refreshed the creative industries and each culture around the world has stamped their own creative heritage onto various digital tools to execute successful local strategies.

Continue reading "Creative Canada" »

23 November 2011

Sly Samsung Apple joke

Samsung takes a sly swipe at the stereotypical Apple devotee in its latest piece of online video that promotes the Galaxy series of smartphones. 

The genius clip mocks that particular type of Apple-vangelist that takes delight in camping outside stores for hours in advance of the release of a new handset. It also pokes gentle fun at the snobbery inherent in those Apple fans who like to adopt a superior tone when surrounded by mere mortal technology. Its about time someone burst the bubble of those individuals who insist on defining their identity through their phone. My next phone is definitely a Samsung.

Continue reading "Sly Samsung Apple joke" »

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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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