Quick Update – Second University Assignment

Integrated Communications plan:

So I’ve been extremely busy recently, and I thought I’d share my latest piece of work with you all.

Let me know what you all think:  IMC DONE – PDF

James

Paddy Power – Change the game

The week of exceptional adverts continues! This time its from Paddy Power!

 

So what is your Advert of the week? Fill out the poll now:

Lidl Uk: Brand Perception

Its been a good week for TV adverts, with IKEA’s launch of their bookbook and now Lidl’s farmers market experiment.

Here at Tick we do love an experiment, and testing new ideas and concepts is something that we to try do on a daily basis (Todays experiment was Facebook post boosting).

Lidl’s latest advert is focussed around highlighting their product quality through an experiment, and they achieve this through the de-branding of their produce. Whilst this is great, and very clever, it does question Lidl’s brand image. We know that Lidl’s brand is based on low-cost produce, yet by taking their brand image away from their brand, it suggests to me that people think of Lidl as a place where you can’t buy premium products. It suggests that the consumers associate Lidl’s brand image with poor quality.

They are evidently trying to change this, but does this advert really do that? Can Lidl change the way people think about their brand through this advert, or will it just highlight that certain people won’t shop at Lidl because of its brand associations.

What are your thoughts?

Were unsure about how consumers will take this advert, and whether it will generate new first time customers. But what we do know, is that it was a great experiment around brand image, and one that we will continue to monitor closely.

James

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Introducing the IKEA bookbook

Incredible work from my all time favourite agency ‘Bartle Bogart Hegarty’, or BBH for short. I cannot stop watching it!

 

 

 

Hootsuite – A mouthful of cheer!

I hope you watched all of that, as let’s be honest, could there have been a better start to a blog about Hootsuite? I think not!

Star Paws: Using animals to create an emotional attachment

Who recognises this little chap?

This is obviously the Dulux Dog! I am now going to show you an advert, that will immediately make you attached to a brand, stick with me, there is a point to this:

Social Media really is a Pantomime Horse!

Rainbow pantomimes, based in Wolverhampton, has been running for over 20 years and puts on a Pantomime performance in the last week of January every year. I have been involved with Rainbow since 2011 where I started to help backstage during show week. This involved being a stagehand, or as I like to call it, a backstage ninja. Basically I was the person who you wouldn’t see taking on and off all of the scenery.

For the past 3 years, I have been extremely busy with University and A Levels amongst other things, but this year I finally got round to helping Rainbow with their marketing. They have never had a dedicated marketing member before and I was offered this opportunity as I was constantly moaning about its lack of digital presence.

Putting Innovation at the heart of growth in a cluttered market

I have recently chosen my module choices for my final year at University, and potentially quite dangerously I have chosen out of 10 module spaces, 9 essays and only 1 exam. These 10 modules are then accompanied by a 7000 word dissertation on a topic of my choice, and I think my topic choice will surround digital marketing agencies and how they can differentiate themselves. I have also just been assigned my tutor and subject area, and I did get marketing as my topic which I am over the moon about! I have also been assigned David Houghton, a University lecturer and researcher with seemingly proficient knowledge regards social media, so this may change my outlook for my eventual title. But originally, when I had submitted my dissertation topic, I had believed I would be working on agencies and cluttered markets so when I saw Mike Magee (Vice President of Marketing at Mars Chocolate UK) on the conference list at Marketing Week live I simply had to go, and I am so glad I did.

Mikes discussion was split into two Mars products, Snickers and Maltesers. He then separately discussed the two marketing strategies of the two chocolate brands and how they have both been successful in achieving their goals.

all in or nothing

You may or may not be wondering where I’ve been this weekend as I haven’t blogged once, so regardless of which category you fall into, I’m going to tell you anyway. I made my second pilgrimage to London this year. Before 2014, I recall my last trip to London being 5, 6, 7 years ago maybe, so twice in one year is really pushing the boat out.

The reason for this particilar visit was for two close friends 21^st birthdays which we celebrated on Saturday night by going to the Hotel Chocolat Restaurant or the Rabot 1946 restaurant in Borough Market. On the Sunday afternoon, we were cycling around Hyde Park on Boris bikes (which I think is now the main reason I go to London) when I noticed an all black London bus. On the side of the bus were the words “All in or nothing”, overlaid across a large portrait image of Lionel Messi.

Now although I haven’t blogged about this yet, I did think that the “All in or nothing” slogan, was not as catchy or as memorable as Nike’s “Risk Everything” slogan, as both messages are based around the same concept, of giving your all, both on and off the football field. So whilst I’m not a fan of Adidas’ slogan or even the football boots that accompany the campaign, they have effectively taken one of London’s most iconic features, and turned it on its head.

Yes, many other companies have done the same, but Adidas have used a design that resembles the Sky professional cycling team bus, which rather than being merely transport with advertising, is instead advertising which has a secondary feature of transportation. The bus is designed so that the individuals on it look as though they are professional athletes, especially as those buses that are wrapped in the signage are the new 2014 shape London buses. The use of the new look London buses really complements Adidas futuristic styled boots which all of their sponsored players are wearing at this month’s world cup, so whilst the slogan and the boots could not stand alone, I think that my initial scepticism of the campaign may have been too hasty.

Whilst I will never wear a pair of those boots, I could go as far as saying I actually like the campaign, but that could just because I like the look of the new London bus? All I do know is that it immediately caught my attention. Whether this is through the celebrity branding, the black colour, or even by chance, I cannot deny that I stopped and admired the design as it drove past me. I liked it that much, I just had to tell you…..

James

Oh before I forget, o2 have managed to brand most of Eustons stations ticket barriers in that mangey little feline who wants to be a dog, so just a heads up if you are passing through Euston to keep your eyes closed.

Tony the Traitor – Paddy’s at it again!

Firstly I must apologise and as this is again football related, but seeing as the majority of television is now based around the world cup, it seems counterintuitive not to discuss it.

So who actually thought that we were ever going to beat Italy?

Paddy Power must have been licking their lips as the surprising english optimism was once again shot down by ‘Pirlo’ and his band of bearded heroes. The only surprising thing about this game, was how quickly Paddy Power produced such a brilliant piece of advertising. It was evidently pre planned, and it would have been funny to see there advertisement had England actually won the game, but then I suppose pigs can’t fly!

Paddy Power hung a man named Tony, in a gibbet, because he cashed in on making a fortune because Italy won the game, is a stroke of genius. As you can see, the text is bold and is immediately identifiable, and highlights how strong the Paddy Power brand has become.

Yes some of their campaigns such as ‘Money Back if Oscar Walks’ may have gone a little to far, but in terms of publicity and a reaction to their campaigns, they do generate interest and discussion.

Yet again Paddy Power have reacted quickly and this time managed to put a positive spin on what was a terrible night for all English Optimists. Lets hope they can keep this going and that their expressive freedom is not curtailed by a small majority.

James