marketing blog: 2016

2016년 4월 15일 금요일

HUGGIES BABBLING TRANSLATOR CAMPAIGN

This campaign was very successful in Korea in 2011, as there was a successive campaign later such as "HUGGIES Championship." In this campaign, moms take a video of their baby babbling and send it to HUGGIES, and it "translate" babies babbling. HUGGIES add some imagination and translated babbling entertainingly, so it was kind of funny even to me who don't have a baby. Any person will definitely smile watching their results.(Because there is no one who don't like cute babies!) I think this campaign could be successful because HUGGIES analyzed its target very well. This campaign targeted young moms who are familiar with digital technology. And they have infants who frequently use diapers. And every mom has a desire to brag about her child. This campaign stimulated this latent needs that its customers have.

GENESIS_Story&Seasonal Commercial

In this posting I want to introduce Genesis's commercial. This commercial is launched for just Christmas season. Santa Claus has difficulty in riding sleigh (as in the famous carol song we know), and suddenly Genesis turns up and guide his sleigh at night. Thanks to its help, Santa Claus can distribute presents without a trouble. I think this commercial fits well with wide screens like those in the cinema. This commercial seems almost like a movie, because of the image beauty and grand music in it. Also, it has the "story" which is matched with the points of difference that Genesis has. It can run snow-covered field easily and without the small strain so that it can help the Santa Claus. I think this shows the power of "story telling" in commercial.

Samsung Life Insurance_The Bridge of Life

Life insurance company's advertisements are closely related to the humanity. This commercial got very famous, but caused a lot of controversy, too. We have famous bridge for the suicide in Seoul, Korea. Many people will think about restraining people who try suicide, with physical force when they think of the way to stop suiciding. But Samsung changed thinking, to stop them with humanity. They set up lamps with cheering phrases on the guardrail. I thought this was brilliant way to promote their brand image, cause people can easily link the bridge(which was 'desired' to be known as the bridge of life) and the company(Samsung 'Life' Insurance).

However, after the installation was finished, that bridge became the attraction of suiciders. Suicide rate in that place went up, and it was caught up in controversy. This reaction was unexpected for Samsung Life Insurance, too. What do you think about this campaign?

DHL EVENT&COMMERCIAL

As I posted before, DHL is famous for humorous advertisement. I introduced some paper advertisement before, but this time I brought some offline events and commercial.

The delivery man and the van have an arrow sticker which represents a mouse of a computer. This arouses people's curiosity. Then, people naturally see the phrase next to the arrow. That is about the tracing service. According to it, customer can trace the package 24 hours with one click.

DHL has a brilliant and mischievous off-line event. In the video, they use their competitors to advertise DHL. The phrase "DHL IS FASTER" appears on the box abruptly, and delivery men of the competitor promoted DHL unexpectedly. I think this is enough to have power to be successful as viral marketing.

This video makes me think of posting about DHL's advertisement. I think this video shows DHL's sense of humor very well. This commercial was in Korea. I don't remember seeing this commercial on TV, but I think it would be on everyone's lips once it has shown on TV. It represents DHL can deliver everything even if it's intangible.

DHL PAPER ADVERTISEMENT

DHL is famous for funny and brilliant advertising. They mixed the humor and their core competence in their advertisement. They always say, "We deliver whatever in fastest and safest way." Also, they provide some high quality service such as mass shipment(delivered in not separated form). DHL successfully conveyed their message emphasizing their point of difference in humorous way.

Among those, I have brought some paper advertisements.

For DHL, it's a small world. It can go anywhere. Also, according to the small world, the shipping destination would not be far away. So DHL can deliver in fast speed as they pick up the package with finger and drop off right next to the original place.

DHL delivers even there is no way. If the destination is an isolated island, the delivery man would swim to deliver the package. Even if it's snowing DHL can deliver through the way which is not front door. It says "Nothing stops us."

DHL shows the broken pottery and says "Next time you will use DHL." Because DHL delivers safely, it means.

We have famous expression "The question of which came first, the chicken or the egg." DHL uses this phrase effectively. It says neither of them can be the first because DHL is the first. It emphasizes the speed of DHL's delivery system.

"Somethings should never be shipped separately." This emphasizes DHL's mass shipment. The statue in the largest box in each picture is the shape we know now. But DHL add some imagination, and create other parts the original statues don't have now. For the Venus de Milo, there are arms she doesn't have now, and for the Moai statue of easter island there are feet. DHL is saying that they were lost because they were delivered separately. This emphasizes DHL delivers altogether even though they are big sized.

There is a metaphor that DHL delivers as fast as we turn over the pages.

<Source>
http://theblack7.blog.me/220067808931
http://photohistory.tistory.com/7423

2016년 4월 4일 월요일

TOUCHING COMMERCIAL_FAMILY

These days in Korea, we have many touching commercials especially in commercials of Insurance Companies. They usually emphasize family to bring tears to people's eyes. Family is a good material to them because it can easily be linked with safe and happy life, which is ultimate purpose of insurance. I have two examples of those kind of commercials, from Samsung Life Insurance and AIA Life Insurance.

In Samsung Life Insurance Commercial people fill out questionnaires about daily life. Calculating the time spending with their family, it was amazingly short. Using this fact, they had a candid shot. In AIA Life Insurance Commercial, they have an surprise event that bring mom's cooking to students who live alone abroad. Because these commercials had candid shots, the length of commercials would be pretty long, so they aimed to be in online, not on TV.

Also, Insurance Companies often use 'father' as a subject of their commercial. It is because they provide safety as a breadwinner(in Korea, many fathers are considered as breadwinners.) So they can stimulate associations about reliability like a 'father' while they advertise. This commercial is from Prudential Life Insurance. They emphasize obvious contrast between children's dream and fathers' dream. And it shows father's responsibility to his family. While we watch this commercial, we can be reminded of the reliability which we can feel when we think of our father, and link those emotions with the company.

https://youtu.be/AwQz0w-eQJ4

2016년 3월 30일 수요일

COCA COLA SHARING CAN

Coca Cola had another brilliant advertisement "Sharing Can" related to its previous commercial, the Friendship Machine. It was impressing that the phrase "There was one thing the couldn't share : their can. What if they could?" Now they ultimately can share their Coca Cola can in this video. I could feel their "obsession" over their mission 'love and harmony,' and their effort to convey those to customers after watching this video. Not only what they are trying to say was very interesting (not focused on the company itself - advanced attitudes toward commercial), but also it was very creative way to convey their thought(emphasizing both products and value).

COCA COLA FRIENDSHIP MACHINE

Coca Cola had great commercial emphasizing friendship, sharing, and team work. Coca Cola is targeting people all over the world, so they usually put emphasis on love and harmony. This commercial is the event that installs big Friendship Machine which cannot purchase without team work. The purchasing button is too high to push, so people have to be helped from other people to get there. When he or she succeeded to push the button, the vending machine gave 2 cokes at once. It is also proper example of marketing 3.0, which highlights value(in this case, cooperation).

Samsung Safety Truck

SAMSUNG SAFETY TRUCK

Here is another commercial related to the 'safety.' In Argentina there are lots of car accident on the road because the car cannot see the car approaching from the other side if the big truck blocks the driver's view. But Samsung had to use those big trucks for their business. Naturally when we have this problem we are thinking about extension of road. But they changed mind, and made car drivers see the front road situation. I thought it was creative idea. Also it is the commercial that fits with marketing 3.0, because it emphasizes the value "life."

NIVEA DOLL

I found another commercial of NIVEA while searching the one before. I definitely emphasized watching this video.

In this video, many kids are bothered with applying sunscreen on their skin. I've done same when I was young, and with hindsight I realized my skin was damaged and getting dark. Kids in the video can realize themselves the fact that their skin might be hurt because of the sun, while they are playing with 'Nivea Doll'. I found Nivea is good at finding consumers' needs(especially parents) and solving their problems after watching its 2 commercials.

NIVEA SUN KID PROTECTION AD

Nivea Sun Kid had a creative commercial which linked between sun protection and kid protection. They gave out water proof bracelet, which can detect the kid's location in the beach. It results from examination that most parents are worried about losing their children in the beach. Nivea not only protect their children's skin from the sun, but also protect their kids from losing them. It perfectly fulfill the parents' safety needs. It is also technical friendly, because it uses mobile apps. The commercial is here :

2016년 3월 15일 화요일

VOLVO LIFE PAINT

Volvo always emphasizes "Safety" as its mission statement is “To create the safest and most exciting car experience for modern families.” And here is a great campaign related to safety which Volvo made. This campaign is about Lifepaint, which is invisible by daylight but shines when it is dark. It helps cyclers not to be hit by cars.

It won the Grand Prix for Design/Promo&Activation at Cannes. The jury president Matt Eastwood said, "It's beyond the car and talking about safety in general really made the brand feel like it cared about humanity and it felt like it lifted society to a higher level. It hit on one of the key things we were looking for." This is considered as a good example of Marketing 3.0. Marketing 3.0 focuses on consumers' value, unlike previous marketing trends which concentrated on the consumer or the product. Since this campaign emphasizes not the company or the brand itself but the company's value(which is "safety"), Volvo contributed to the society and could earn favor of consumers who have value on that.