Archive for the POE Category

Posted in POE, Thinking, Uncategorized on September 6, 2011 by Joanna Lyall
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Video: Jo Lyall from Mindshare on Sticky Stories, Purchasing Paths – #AdVision – Microsoft Advertising Blog – Microsoft Advertising Community

Posted in POE, Thinking, Uncategorized with tags , , on September 6, 2011 by Joanna Lyall

Video: Jo Lyall from Mindshare on Sticky Stories, Purchasing Paths – #AdVision – Microsoft Advertising Blog – Microsoft Advertising Community.

Mobile applications turn static comms into engaging experiences

Posted in Applications, content, POE with tags , , , on July 26, 2011 by Joanna Lyall

Technology provides the vehicle that turns paid advertising into owned and earned value.   Autonomy, a UK search technology company developed application called Aurasma that allows a user to point their iPhone or iPad at a static image and generate a video.  essentially this allows you to bring a print ad to life and creates a richer more engaging brand experience for the consumer.  This type of technology falls under the augmented reality category and Google offers a similar tool in it Goggles application.  I think we will see more of this integrated advertising made possible through the growth of smart phones.  The FT recently used this technology in a partnership with Wally Yachts, it turned a still image into a film of boat racing.  http://www.brandrepublic.com/news/1075744/Ad-recognition-app-feature-FT-super-yacht-campaign

Time and technology + story the new model for modern marketing

Posted in content, POE, search, social with tags , , , , , , on May 28, 2011 by Joanna Lyall

The new Audi Le Mans ad premiered tonight before the Champs League kick off.  The 2.5 min ad tells the story of what it is like to be an Audi driver in the 24 hour Le Mans race.  The ad in shot in 2d and 3d (viewable on Sky and in cinema).  It is beautiful and engaging, it is an ad that you want to watch.  Longer time lengths, smart use of technology combined with a story gives a brand stand out but will it pay back on the media cost (at circa £160k per 30 secs)?

From what I can see they have a fabulous piece of owned content + an incredibly high quality paid media spot but have made very little effort to maximize the earned media value….  In my opinion if you are going to spend that much on one spot it should be supported by digital media in the paid and earned space.  The YouTube film has not been posted publicly so that it is discoverable and there is not any paid search to overcome the lack of natural visibility.

I really believe this is the new model for marketing in a POE world but you have to get all the elements working together to make the most of the new media ecosystem.

Made for me – BMW owned driving earned

Posted in content, Ideas you love to share, POE with tags , , , on May 3, 2011 by Joanna Lyall

I enjoyed reading an article in the FT this morning about BMW’s built to order business that is starting to take off in the US .  For some years now BMW have already sold cars on a  made to order basis in Germany but now the US consumers can also get involved.  From their Spartanburg factory you can order an X3 and with over 70m possible configurations you can get quite personal.  Allowing your customer be part of the product creation without actually having to change anything that you do is a smart way of making your owned assets work harder. In this example BMW have been clever in also giving their customers a film that shows their car being built at various stages of the production line.  The built to order models are no more expensive to the consumer and actually are potentially a better business model for dealers to avoid them having speculate over which cars to have in the showroom.  This product gives people a reason to choose BMW and most importantly gives them motivation to talk about it.  If you ‘designed’ your own car you would tell all your friends wouldn’t you? and you may even want to show them the film…

BT paid owned and earned for the second biggest wedding of the year

Posted in Ideas you love to share, POE with tags , , , , , on April 27, 2011 by Joanna Lyall

I quite enjoyed the 1min 34 second BT advert at the weekend showing the wedding of Jane and Adam.  I especially admire the fact that BT have told a consistent story that more recently had the input of their fans along the way.  They have once again modernised the BT family communication to connect better with todays consumer. Whether you like the ads or not is somewhat irrelevant, I think BT have put themselves out there much more than usual and have been innovative in their approach to capture some emotion and engagement from UK consumers.  480k votes were cast over what dress she should wear, what car they would travel in and what song would be their first dance.  As far as I can see they seem to have done things in the right way and showed the finished ads and extra behind the scenes content to facebook fans first as a reward for their input and fans even got the chance to be extras at the wedding.  Last year 1.6 million people voted on Jane’s pregnancy, based on numbers alone the wedding doesn’t seem as quite as successful but it certainly grew the facebook following.
BT have successfully used a long standing owned content asset to generate conversation and positive sentiment from consumers as well as delivering impact through traditional paid media channels.  This integrated campaign is a good example for other advertisers to see how a story can be told simply across multiple channels which encourages sharing and contribution along the way.

Honda integrating Paid and Owned

Posted in POE with tags , , , on February 15, 2011 by Joanna Lyall

Capitalizing on the multi screen viewing behaviour of consumers today the new Honda Jazz ad nicely integrates paid media with owned content, driving greater engagement and connection.  The ad invites viewers to interact through their iPhone by literally grabbing characters off the screen and collecting them inside an app.  The idea has received mixed reviews but personally I think it is congruent with the Honda brand.

http://www.youtube.com/watch?v=UbDYdjhnfEg

Excerpt from The Digital Buzz blog: The campaign was created by W+K London and uses whats called “screen hopping” that works by having sound from the TV ad recgonised by the iPhone App, so when pre defined sound waves are read, the app knows to display the same character that was on screen at that moment, essentially giving you the ability to interact with the TV ad in real time.

Screen hopping takes this a little further though, once you’ve got the character, you can interact separately with each one away from the TV ad, by doing things like singing into the iPhone to make characters dance.