Right Brain, Left Brain Blog

906 posts categorized "Right Brain: creativity, innovation, ideas"

20 June 2016

The brands went in two by two… hurrah! hurrah!

From Laurel and Hardy to Batman and Robin, Lennon and McCartney to Wallace and Gromit; sometimes two heads are just better than one. We’ve grown up in an era where collaboration has made for some of the world’s greatest art - be that through comedy, film, music and TV.

If you transfer that knowledge into a retail environment, strategic brand partnerships can be a highly effective way to create stand out and achieve key business and sales goals for both parties involved. The power of co-branding allows you to combine the best elements that two brands have to offer and presents a unique opportunity to expand customer bases. There’s also the obvious Coca cola opi cost-saving advantage.

The most successful cross-brand promotions must present clear synergies, be relevant and complementary. Brands that share the same potential audience or audience mindset can work really well together. Take Coca-Cola and O.P.I teaming up to create a line of nail lacquers inspired by a range of Coca-Cola’s most popular drinks (Diet Coke, Coke Zero, Sprite, Fanta etc). The overarching idea linked to both brands ‘delivering happiness in a bottle’. Both have a core teen target audience so working together gave them a fresh and exciting way
to engage with this demographic. A definite win win for both. 

With any cross-brand promotional activity, the trick is to offer a unique experience to customers, something they wouldn’t ordinarily be accustomed to. In a retail environment, supporting the activity with large visual POS materials and in-store merchandising can be an eye-catching way to draw people in with compelling promotional offers.

Mondelez is a great example of a confectionery brand leading the charge in this area, most recently bringing together two of its most powerful brands – Cadbury Dairy Milk and Daim pieces – following the success of its Milka Oreo bars. Why did it work so well? Existing awareness of both individual brands enhanced the likelihood of trial and combining the two flavours offered consumers the chance to experience something new and exciting.

Continue reading "The brands went in two by two… hurrah! hurrah!" »

10 June 2016

Innovative Ad of the Week: Bombay Sapphire ‘Free the Spirit’ (Germany)

Bombay 1

BBDO Düsseldorf has put the spotlight on Bombay Sapphire with the world’s first holographic message in a bottle – a new innovation that lets the Spirit speak for itself.

With more and more gin brands entering the market, it’s getting harder for brands to stay visible and stay on top of barkeepers’ minds, said the agency. As such, it has cast the spotlight on the Bombay Sapphire to engage the gatekeepers to its consumers – the barkeepers – with a limited edition pack that carries a holographic message in a bottle.

Continue reading "Innovative Ad of the Week: Bombay Sapphire ‘Free the Spirit’ (Germany)" »

06 May 2016

OOH Ad of the Week: Ekstra Bladet ‘The News Fridge’ (Denmark)

News fridge

How do you generate hot sales at 5 degrees Celsius?

Well, that’s a good question to ask the guys at Ogilvy Denmark as the agency’s latest execution for Danish tabloid newspaper Ekstra Bladet took a fresh approach to flogging newspaper copies, resulting in a 30% increase in sales.

With the rapid uptake of online and mobile news consumption, selling print newspapers is never an easy job – these days people find printed news old and outdated. But Ekstra Bladet claims to be the first for breaking news in Denmark. So how could it prove that?

Continue reading "OOH Ad of the Week: Ekstra Bladet ‘The News Fridge’ (Denmark)" »

29 April 2016

Public Service Ad of the Week: Dorina Nowill Foundation for the Blind 'Braille Bricks' (Brazil)

Braile bricks

A new experimental project in Brazil is bringing 'Braille Bricks' to the classroom as a learning toy for literacy and inclusion of blind children. 

The project, created by Lew'Lara\TBWA for the Dorina Nowill Foundation for the Blind in Brazil, centres around classic toy building bricks adapted to the braille alphabet.  

The initiative is being supported by a social campaign using the hashtag #BrailleBricksForAll in an effort to convince toy manufacturers around the world to start producing this new toy for children.  

Continue reading "Public Service Ad of the Week: Dorina Nowill Foundation for the Blind 'Braille Bricks' (Brazil)" »

27 April 2016

Free your social conscience

The latest Persil #DirtIsGood campaign shows just how powerful brands can be when they align themselves with the right cause, says Lou Garrod of Sense.

“Daily outdoors time is probably the most important part of my day,” says an inmate of Wabash Maximum Security Prison in Indiana, USA in the latest Persil TV ad.

“To walk out that door and feel the sun on your face, it’s everything to me,” says another.

Each inmate is allowed at least two hours outside ‘yard time’ every day. But what has this got to do with Persil?

Continue reading "Free your social conscience" »

21 March 2016

Launch Ad of the Week: Sound of Change 'Supporting buskers beyond the streets' (Netherlands, Russia, Spain)

Soc 1

Digital agency Hungry Boys is behind the launch of a project in the shape of a new record label Sound of Change, which aims to give street buskers the opportunity to have their music recorded in a studio and gain listeners around the world in an effort to help them make money beyond the streets. 

Simply by uploading a video of someone busking to the Sound of Change website, adding details about the musician and geotagging the location, performers can be mapped and shared on social networks using the hashtag #soundofchange.  

Hungry Boys will then look for producers and other partners to help facilitate an opportunity for the musicians to record in a nearby studio. The music will then be released via a variety of download and streaming sites including iTunes, Spotify and Google Play, will all proceeds going back to the musicians. 

Continue reading "Launch Ad of the Week: Sound of Change 'Supporting buskers beyond the streets' (Netherlands, Russia, Spain)" »

18 March 2016

Starcom MediaVest Group leads shortlist for Festival of Media MENA Awards 2016

Mena awards

Publicis Groupe's Starcom MediaVest Group leads the shortlist for this year's Festival of Media MENA Awards 2016, having been shortlisted 21 times across 13 categories.  

Next in line is MEC and OMD, both of which have been shortlisted 15 times, followed by Mindshare hot on their heels with 14 shortlisted entries.  

More than 40 judges including leading brands, media agencies, specialist companies and media owners evaluated the quality of the campaigns over the last three weeks. The winners will be decided by a final jury with the successful entrants revealed at the awards evening on April 20 at Music Hall, the Palm in Dubai, which closes the day-long Festival of Media MENA conference. 

In addition, shortlisted campaigns for the Twitter Live Marketing Award and Best Use of YouTube Award will be announced on April 13, 2016. For more information about the event, click here

Check out the full list of shortlisted entries below. The Cream team will endeavour to update the links below so be sure to check back over the next few weeks to read the full case studies. 

Continue reading "Starcom MediaVest Group leads shortlist for Festival of Media MENA Awards 2016" »

11 March 2016

Digital Ad of the Week: Spa mineral water ‘The Rain Project’ (Belgium / Netherlands)

Spa

Spa mineral water has unveiled a new digital campaign to introduce the brand’s new visual identity. Created by J. Walter Thompson Amsterdam, the campaign centres on an online film entitled ‘The Rain Project’ with supporting video content and a new website, and is being rolled out in both the Netherlands and Belgium.

Continue reading "Digital Ad of the Week: Spa mineral water ‘The Rain Project’ (Belgium / Netherlands)" »

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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