Right Brain, Left Brain Blog

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

02 December 2016

Christmas Countdown – Ad of the Week: M&S ‘Christmas with Love’

Mands

Continuing our Christmas countdown… Girl power is the theme for the M&S Christmas ad offering this year as Mrs Claus becomes the heroine and saves Christmas in none other than a helicopter!

‘Christmas with Love’ is the heart-warming tale of Mrs Claus who makes Christmas complete for 7 year old Jake by stepping into her husband’s shoes to fulfill a last minute request.

After sending Santa Claus off for his busiest night of the year – armed with a flask of tea, and some cheese and pickle sandwiches, it’s time for Mrs Claus gets to work. And so she sets about fulfilling a last minute request from the young boy for a pair of red trainers for his sister - travelling from Lapland to London.

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25 November 2016

Christmas Countdown - Ad of the Week: John Lewis 'Buster the Boxer'

Buster

Now that Thanksgiving has passed, we can officially start getting excited about Christmas – and more importantly, the festive ad treats that brands and retailers the world over have started serving up over the last few weeks. 

To kick off our Christmas countdown, over the next few weeks we’re going to share some of our festive favourites of the holiday season. Tell us what you think in the comments below.  

Without picking favourites, the first of the bunch has got to go to John Lewis for its 'Buster the Boxer' Christmas campaign. It's a story about a young girl named Bridget who love to bounce. But when her mum and dad buy her a trampoline for Christmas, they soon discover that she isn't the only one with a passion for jumping... 

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18 November 2016

Brand innovation of the Week: Coca-Cola ‘Selfie Bottle’ (Israel)

Fancy taking a snap of yourself glugging down your favourite beverage? Well, thanks to Coca-Cola Israel, it’s now possible thanks to the launch of the ‘world’s first selfie bottle’ which comes fully equipped with a selfie-taking camera at the base of the bottle.

The 0.5L bottle is geared up to take a snap when it senses a 70 degree tilt, with the resulting selfies shared on Snapchat, Facebook and Instagram via a dedicated hashtag.

In a concept created by innovation agency Gefen Team, the tech was used as part of the Coca-Cola Summer Love campaign – Israel’s biggest outdoor brand event.

Coca cola

07 November 2016

Why John Lewis Christmas advertising works: 10 key ingredients

John lewis

If ever we needed definitive proof that John Lewis has Christmas advertising all wrapped up, it may not come as a surprise to many but John Lewis' blueprint for how to create Britain's most watched, loved and profitable Christmas advertising campaigns was recently awarded the IPA Effectiveness Awards Grand Prix 2016.  

The prestigious prize was awarded to John Lewis’s agencies adam&eveDDB and Manning Gottlieb OMD for proving how their heart-warming Christmas campaigns between 2012-2015* increased sales during the festive season by 16% on average, and produced over £8 of profit for every £1 spent. As a result, John Lewis’s annual market share has increased to 29.6%, its highest level ever. 

The award-winning submission – entitled 'adam&eveDDB, Manning Gottlieb OMD, IPA Awards 2016 – The gift that keeps on giving: John Lewis Christmas advertising 2012-2015' - highlights the importance of the Christmas season to John Lewis’s business: it accounts for around 20% of John Lewis annual sales and 40% of profits, from which staff bonuses are generated. 

To drive this growth, adam&eveDDB and Manning Gottlieb OMD executed a number of Christmas campaigns that created emotional rather than retail messages; ones that provided engaging stories about thoughtful giving set to carefully selected music, rather than overt selling messages and excessive references to the store or its products. 

So what's the secret to its success? The paper revealed 10 key ingredients that make for the perfect recipe of Christmas advertising success. Check them out below:

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04 November 2016

Charity Ad of the Week: Girlguiding '#ForTheGirl' (UK)

Girlguiding1

Girlguiding, a leading UK charity for girls and young women, has launched its first ever awareness campaign that challenges outdated perceptions of women and encourages people to think twice about the charity. 

The film, entitled #ForTheGirl, highlights the barrage of negative voices girls are exposed to every day through the media and promotes the charity's role in raising girls' aspirations, building their confidence and tackling inequality. It was developed in response to Girlguiding research which shows that 70% of 11-21 year old girls say sexism is so widespread that it affects most areas of their lives.  

Produced with youth marketing agency Livity, the film shows a series of apparently positive scenarios for girls – but when the girls turn to camera or speak to each other, the voices heard are not their own. Instead they are the voices of familiar media personalities offering a sexist commentary on an aspect of female identity and their role in society. 

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01 November 2016

Are your campaigns portable?

It’s no secret that more and more campaigns include an experiential or ‘live’ element, either as the focus or playing a key supporting role. However, many brands and agencies are not getting the most from these activations, because they are ignoring a vital factor – portability.

Brands are investing more and more in marketing in the real world because it is proving increasingly effective at engaging consumers thanks to the amplification factor through online channels, particularly social. This increases ‘portability’ – or rather extends the reach and lifespan far beyond the actual live experience.

Sounds easy. Let’s simply share the campaign online through as many social channels as possible during the ‘event’ itself and after it has taken place. However, delivering true portability isn’t that simple. The sheer act of doing this will indeed extend the reach, but it won’t necessarily make the campaign more portable. That’s because portability is all about extending not just awareness of the activation itself, but also, more importantly, ensuring the right meaning about the brand and all the messages you want to get across are carried through the various channels of ‘amplification’. And these might not necessarily just be online, but could also be through other techniques, such as word of mouth, PR, out of home and more – essentially maximising not just engagement, but also effectiveness.

Every campaign needs a portable strategy – whether experiential or not – to increase reach, but for true portability it has to be relevant to the brand rather than scattergun, and also convey consistent messaging and impact.

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14 October 2016

Could Yahoo’s new “smart” billboard transform OOH advertising?

Yahoo pic

Yahoo has filed a patent for a new type of “smart” digital billboard that could potentially transform the OOH industry by taking data collection via the medium to a whole new level.  

Remember that scene in Minority Report where Tom Cruise walks through the shopping centre and gets bombarded with advertising? It’s sort of like that, but maybe not quite to the same level…

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07 October 2016

Innovative Ad of the Week: Addict Aide 'Like My Addiction' (France)

Addict aide

Have you heard of Louise Delage? She's the unsuspecting 25-year old Parisian Instagram user who was recently revealed as the star of Addict Aide's new campaign.    

Louise Delage joined Instagram on August 1, 2016 and quickly accumulated nearly 65,000 followers in just over a month. Posting a range of photos of herself spending time with friends, eating out at restaurants and undertaking a range of social activities, but there was a twist... 

Of the some 150 posts that Delage shared via her Instagram account during this time, there was one thing that they all had in common: in every single photo, she was seen holding an alcoholic drink of some sort. 

The big reveal was made on September 22, when Delage made her last post to Instagram: a video clip revealing her to be the star of Addict Aide's 'Like My Addiction' campaign, by ad agency BETC, which aims to raise awareness of alcoholism among young people.  

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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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