Highway 101

Archive for 2010|Yearly archive page

Using YouTube

In New Media, Opinion on January 25, 2010 at 11:12 am

Like every communication medium, YouTube can be an incredibly powerful marketing tool, one that is still being explored by creators all over the world. And, just like every medium, it’s effectiveness invariably depends on how well it’s used.

Last year, I saw a ’5 Seeds Cider’ campaign via Mumbrella – it’s about an interactive YouTube concept, using a facility that allows consumers to choose to go from one video link to another. Which means they are given options, and can decide which way to go next.

Back to the 5 Seeds Cider (a Tooheys brand), devised by BMF and digital agency Holler. I checked it out and, I’m sorry to say, I quickly became bored. It was beautifully shot, but I found it self-indulgent and pretty dull.

In contrast, the same YouTube video linking facility has also been used for a campaign by the Metropolitan Police in the UK. It focuses on the dangers of carrying a knife – ‘Choose a Different Ending’.

This was compulsive viewing for me. I couldn’t resist following all the links, including ‘Take The Knife’ or ‘Don’t Take The Knife’. The interactive film allows the viewer to follow different story paths, and discover what might happen if you carry a knife (or choose not to).

It’s a beautiful execution of a strong idea and very thought providing. Plenty of UK viewers have debated whether the films are racist, and other suggest that the police appear to use the law to search anyone without good reason.

Regardless of the controversy, there’s no doubt that the campaign demonstrates how powerful this YouTube video switching concept can be. I can’t wait to see how it’s going to be used next.

Posted by Ian Minter

Would you let a teenage schoolboy write your marketing campaign?

In Opinion on January 15, 2010 at 12:49 pm

It looks like Fernwood Women’s Health Clubs might have sought the advice of sniggering schoolboys to create their latest ad campaign.

How else can you explain the screaming headline “Join for Fox Sake” ? Featured not just on their website , but on massive outdoor posters!

It’s a wince -making pun, it’s not funny (unless you’re male aged 12 – 15), it’s un-original and, worst of all, it’s likely to alienate their potential clients, which I’d imagine are likely to be adult females, probably aged 25 plus.

Or, more likely, 35 plus.

Even if you ignore the sad pun, the sentiment that you should, in effect, join Fernwood for F**k’s sake, is offensive all by itself. We could follow this up with “Join Fernwood or fox off”, or “Join Fernwood or get foxed”. The possibilities for schoolyard creativity are endless.

While not a keen observer of Fernwood’s marketing communication strategy, I seem to recall that it’s always looked a bit stuffy in the past and maybe someone thought it was time to lower the target market demographic (the MD’s son perhaps?).

To be honest, it’s all a bit cringe -making.  How many women still describe themselves as “ foxy” (other than Kath and Kim)?  Then again, maybe their customers are so old they still use words like “foxy”, groovy” and ”far out”

This campaign is so wrong, it’s hard to believe that it exists at all. Really, Fernwood’s, what the Fox  were you thinking?

Posted by Ian Minter

Terror Alerts

In Just for Fun on January 13, 2010 at 9:26 am

A friend sent this to me via email. I don’t know where it originated (if I find it I will attribute it later). It’s got absolutely nothing to do with advertising, but it’s worth a laugh.

Revision to Terror Alerts Worldwide

The English are feeling the pinch in relation to recent terrorist threats  and have raised their security level from “Miffed” to “Peeved”. Soon,  though, security levels may be raised yet again to “Irritated” or even “A Bit Cross”. The English have not been “A Bit Cross” since the blitz in  1940 when tea supplies all but ran out. Terrorists have been re-categorized  from “Tiresome” to a “Bloody Nuisance”. The last time the British issued a “Bloody Nuisance” warning level was in 1588 when threatened by the Spanish Armada.

The Scots raised their threat level from “Pissed Off” to “Let’sGet the Bastards”. They don’t have any other levels. This is the reason they have  been used on the front line of the British army for the last 300 years.

The French government announced yesterday that it has raised its terror  alert level from “Run” to “Hide”. The only two higher levels in France are “Collaborate” and “Surrender”. The rise was precipitated by a
recent fire that destroyed France’s white flag factory, effectively paralyzing the  country’s military capability. It’s not only the French who are on a heightened level of alert.

Italy has increased the alert level from “Shout Loudly and Excitedly” to “Elaborate Military Posturing”. Two more levels  remain: “Ineffective Combat Operations” and “Change Sides”.

The Germans also increased their alert state from “Disdainful Arrogance” to “Dress in Uniform and Sing Marching Songs”. They also have two higher levels: “Invade a Neighbour” and “Lose”.

Belgians, on the other hand, are all on holiday as usual, and the only threat they are worried about is NATO pulling out of Brussels.

The Spanish are all excited to see their new submarines ready to deploy.  These beautifully designed subs have glass bottoms so the new Spanish navy can get a really good look at the old Spanish navy.

Americans meanwhile and as usual are carrying out pre-emptive strikes, on all of their allies, just in case. And in the southern hemisphere…

New Zealand has also raised its security levels – from “baaa” to “BAAAA!”. Due to continuing defense cutbacks (the air force being a squadron of  spotty teenagers flying paper airplanes and the navy some toy boats in the Prime Minister’s bath), New Zealand only has one more level of escalation,  which is “I Hope Those Bloody Australians Will Come and Rescue Us”.

Australia , meanwhile, has raised its security level from “No Worries” to  “She’ll Be Right,Mate”. Three more escalation levels remain: “Crikey!’,  “I Think We’ll Need to Cancel the Barbie This Weekend” and “The Barbie is Cancelled”. So far no situation has ever warranted use of the final escalation level.

Posted by Dana Minter

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