Category Archives: Great Marketing

Future Comms: Around the World in 80 Apps

Future Index Extra

APP WALL - Version 2

We took a quick tour of some of the World’s university apps. We drew them from a number of sources including ‘Best of’ blogs, referrals and a long time spent browsing the i-tunes UK App Store. Just to be clear – we didn’t look at everything and we didn’t apply any strict research techniques. We simply browsed, and played. We mapped everything we found and we pulled out some key themes. And by doing so we got enough to paint a landscape and highlight a few great examples to inspire us all.

Let’s get the negatives out of the way quickly. As much as 50% of our experience was disappointing. Most of that hugely so. We’ve summed them up in quick lowlights:

Nice Home Screen But…. So many apps looked good at the start but the promise quickly faded into poor content, often seemingly randomly chosen. At least 20% of…

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Filed under Digital, Education Marketing, Great Marketing, Mobile, Youth Marketing

Best Tourism Ads on the Planet

Inspiring travel and tourism adverts from Beloved Brands.

Beloved Brands

Ad_Newfoundland_240x240As we hit the fall, it’s a great time to be thinking about vacations.  Here are some of the Best Tourism ads from around the world.  Too many Tourism spots use a montage of clips against a cute wholesome song and put on a cheery tag line that says very little and offends very few.  Most tourism ads all look the sam.  The challenge for tourism groups is the number of constituents they must please really inhibits the risk taking that would push for greatness. 

Here’s a few of my favourites.   Feel free to add others.    

Newfoundland and Labrador in Canada

This ad captures the pure beauty of Newfoundland, a province on the east coast of Canada.  Pure desolate and rugged beauty.  This campaign  enticed me to go to Newfoundland and it did not disappoint.  Best photos you’ll ever come back with.  I’d go in the summer…

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Filed under Advertising, Great Marketing, Marketing, Travel and Tourism

Have a break from your Wi-Fi life

Kit Kat have scored an ace with this campaign where they created wifi-free zones in Amsterdam for people to ‘take a break’ from their digital lives.

Apart from the great on-street presence, and PR-worthiness of it, they have made Kit Kat relevant in the digital age by providing busy people with a chance to get away from it all, relax and have a break.

Their ‘take a break’ strapline is now even more relevant to our lives…

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June 10, 2013 · 4:17 pm

Great Marketing by the rail industry

I am a big fan of Metro’s DumbWays2Die campaign. In my opinion, this is an example of great marketing. If it has somehow passed you by, here is the link to the Youtube clip.

Clear objectives lead to success

The objectives of this campaign are obvious: to communicate rail safety messages and cut the number of avoidable deaths on the Metro network. This campaign has avoided the parent to child approach often used for ‘public service’ education campaigns, and approached the objective in such an unexpected way that it has undoubtedly got the message across. With over 44 million views on YouTube and 300 tweets it has been a viral hit, communicating the rail safety message to more people than they could have imagined.

Infotainment at its best

Dumb Ways To Die creativeThe success of this campaign is due to the clever mix of humour, music, video and illustration to get information across in an entertaining way. The slightly retro feel will appeal to an older generation, whilst the primary colours appeal to the youngest of viewers. The quirky gore is right on the button for the inbetweeners. All in all, it cuts through our expectations of what a public service message would be like.

Going viral

The campaign launched in November 2013 used YouTube, Newspaper, Outdoor and Radio. Other than YouTube the only social media element was Tumblr. With a simple web page the campaign’s simplicity is also its beauty. The track was released and within a day it was in the top 10 on the iTunes chart. The catchy tune and chorus are the type that you find yourself humming without realising it.

McCann Melbourne (the agency behind the campaign) added fuel to the fire by releasing a Karaoke version of the song. Soon the Internet was awash with parodies, which is a sure sign of an Internet success.

Evaluating campaign effectiveness

Dumb-Ways-to-DieYes, there have been over 44 million views of the video on YouTube, but we don’t know how many of those live within the Melbourne Metro area. Furthermore, has the campaign reached the bulls-eye target market of those people who may previously have crossed the tracks? Therefore evaluating whether the campaign reached its intended target market is not possible.

The only published statistics state that the campaign contributed to a more than 30% reduction in “near-miss” accidents from November 2012 to January 2013, compared with the same period the previous year. Public information campaigns like this are generally in for the long game, but if that initial success is sustained then it has indeed been a successful as well as memorable marketing campaign. Let’s hope that the campaign evolves to stay fresh and keep making an impact.

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Filed under Advertising, Digital, Great Marketing, Marketing, Social media, Strategy, Travel and Tourism