Filed under: Comment, Communication Strategy, Crap Campaigns In History, Cunning, Embarrassing Moments, Marketing, Marketing Fail, Media
So this is hard for me because it not only involves an agency I like very much – Droga5 – but it also involves a number of personal friends.
So over the past few months, there’s been a campaign for Email marketing platform, MailChimp.
Not that you’d know it, because the campaign has been about creating seemingly random ads for things with names that kind-of sound like MailChimp but never actually say it.
Hence we’ve had all sorts of things like FailChips and SnailPrimps placed all around NYC.
Because when the brand sponsored the hit podcast ‘Serial’, someone in the promo mispronounced the brand as “MailKimp” and Droga5 thought that could be a fun way to advertise the brand.
That’s right, spend a shitload of cash doing a bunch of things that never actually mentions the brand name or relates to what the brand does.
This is how a Mailchimp exec explains it …
“We used mispronunciation as a creative device to inspire all kinds of different executions, knowing that people would be curious about what they were seeing and search for more information”.
Now I accept there is a good chance I might be wrong, but are people that curious?
Do people give a flying fuck about this sort of thing?
Maybe they do, which means I can’t help but wonder how they felt when they discovered what it was really all about.
Were they pissed off they’ve just been part of a marketing scam?
Or maybe they ended up being massively disappointed by what they discovered it all to be about.
Or did they go, “Wow, that’s amazing” and immediately sign up for their service, even if they didn’t need it.
I have a feeling it’s not that likely to be the last option.
Don’t get me wrong, I know people love to ‘discover’ stuff, but I’m not so sure that means they love discovering they’ve just been had.
All of this feels like the people behind the campaign either watched one too many bad spy movies or took Malcolm Gladwell’s ‘tipping point’ a tad too literally.
But it gets worse.
Much worse … because this ‘strategy’ of mispronouncing the brand name – according to the credits released with the campaign – required 7 strategists.
What did they do?
What is the bloody strategy in any of this?
I appreciate that sometimes the biggest insight is there isn’t one … but even then, you don’t need 7 strategists. Hell, even if you were doing a campaign to solve world hunger, you wouldn’t need seven strategists.
WHAT IS GOING ON!?
I love Droga5 and I massively respect my friends who were involved in this campaign, but this all smacks of early dotcom advertising and we know what happened to the majority of those brands.
Actually I’m wrong, because at least those ads focused on people remembering the name.
This isn’t advertising, it’s anti-advertising and while the industry might think that’s something cool and worthy of aspiring too, in the real World – or at least The Guardian – they know it’s a great advertisement for saying our industry has its head up it’s own ass.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brilliant Marketing Ideas In History, Cars, Creativity, Culture, Cunning, Daddyhood, Entertainment, Experience, Happiness, Insight, Marketing, Mum & Dad, Parents
I’m a husband.
And a father.
I supposedly hold down a senior job at a highly respected company.
I have responsibilities … mortgages and a bunch of other things ‘older people’ should have.
And yet despite all that, when I saw this ad for Hot Wheels, I totally got what they were saying.
Oh Hot Wheels.
When I was a kid, they were the toy cars to have.
Matchbox made the practical but Hot Wheels made the sexy.
The souped up.
The ‘fuck, that looks cool’.
Kids who were good at maths would play with Matchbox but kids who could play the guitar would have Hot Wheels.
I must admit, I am shocked at all this emotion coming out of me despite the fact I haven’t bought – or played with – a toy car for at least 36 years. And that’s why I love this ad so much, because in an instant – and without showing any product whatsoever – I get it.
I totally get it.
Given this ad appeared on a motorway, I am assuming Hot Wheels actually want to target people like me.
Their goal being to awaken my memories of their brilliant toy cars and introduce my kids to them.
It could be because a while back I read Hot Wheels was a billion dollar company under threat.
Not from other toy car competitors, but because parents didn’t know how to play toy cars with their children. Especially Mum’s with boys.
[Don’t call me sexist, this is what they said]
Whatever the truth is, this ad worked for me.
It not only reminded me how much I loved Hot Wheels, it made me want to play with them with Otis. Which all goes to show that while the features of a brand can be copied, it’s spirit and values are always unique.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Brand Suicide, Cunning, EvilGenius, Focus Groups, Marketing, Marketing Fail, Unprofessional Professional
Yes … I know I am the last person to talk about professionalism.
And yes … I know Linkedin is kind-of an easy target, but some of the stuff people are putting on there these days blows my mind.
If I was an alien and looking at the site for insight on humans, I’d come to the conclusion there’s 2 types out there, the egomaniacs and the totally lacking in confidence.
Have a look at this …
If it was some kind of psychological experiment, you could just about put up with it – but it doesn’t seem to be. It literally appears a guy called Jason [In a moment of compassion, I’ve deleted some of his info to protect what little honour he has left] wants to crowd source how he should style his facial hair.
And if that wasn’t depressing enough, he’s received over 5000 comments for it.
Seriously, what the hell?
It’s so depressing that I hope he’s only doing this so he could find gullible fools to sell some shit product too.
Honestly, what next …
What tie should you wear to work?
What breakfast should you eat?
What condom should you wear?
On the bright side, if this is the standard of professionalism these days, then it just might mean I am no longer at the bottom of the table.
Sure, I might still be in the relegation places, but no longer at the bottom.
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Creativity, Culture, Cunning, Design, Devious Strategy, EvilGenius, Innovation, Insight, Marketing, Marketing Fail
Of course, I’ve not seen this plate anywhere since they entered it into an award … but the reason I bring it up is because I recently saw a real, live, genuine product that frankly, is an embarrassment to that piece of scam.
Worse, it’s an embarrassment to the whole ad industry.
Here is it …
Yep, it’s another plate.
Except this plate doesn’t have mini-holes to “supposedly” drain a small proportion of the bad stuff from your dinner.
No, this one is shaped to reflect the size, shape and capacity of the average human stomach.
At a glance, you can see the quantity of food that should be going down your mouth.
Now of course what food you put on the plate has a huge impact on the effect it will have on your body, but given so many of the obesity issues are caused by quantity, this could have a real impact on your overall health in an instant.
No questionable ‘technology’.
No ads telling you to eat healthier.
Just a product that actually helps you help yourself … albeit in an ingenious, guilt-tripping/educational way.
I’ve said this before, but I genuinely believe designers are currently solving problems in better and more powerful ways than adland. Of course we still do brilliant things, but in our quest to try and make ourselves look good … we seem to be focusing our energies on chasing hype rather than doing something that proves how genuinely smart we can be.
And if you need any more evidence of that, just look at the recent Super Bowl.
An event that should be the best ad for the industry but ends up being the worst … mainly because for all the talk we spout about being innovative and focused on solving problems, we end up making TV spots that sell bad humour, brand ego or z-grade self-help manifestos.
Sure there’s the odd one or two every year who do something genuinely interesting [but rarely as good as this], but at a time where we have a chance to show how good we can really be, they still end up being the exception rather than the rule.
Or said another way.
A bunch of ads that cost millions of dollars are less effective, creative and insightful than an £18 bowl from fullstopbowl.com
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Comment, Communication Strategy, Context, Creative Brief, Creative Development, Creativity, Culture, Cunning, EvilGenius, Insight, Marketing
So I recently read an article on the UK distributors of Danish store, Tiger.
Tiger is often referred to as ‘Posh Poundland’ as it sells all manner of stuff.
Anyway, in 2005, a husband and wife – with no business experience whatsoever – decided to pour all the money they had into buying the rights for the brand in the UK.
They openly admit it was very difficult and they made many mistakes but 11 years later, they sold it for an estimated 40+ million pounds.
So far so good, but what really interested me was something they said at the end of the interview …
How brilliant is that.
It’s also a great lesson in thinking about your audience.
Too often, our industry defines audiences by the segment we believe are the most likely to want to buy our brand/product.
While that makes perfect sense, the problem is we are often end up being pretty generalistic in who we define our audience to be … often because our clients are petrified of putting limitations on their sales potential. The other problem with this broad audience approach is that it tends to end up being the audience for the whole category, which means we end up pitting ourselves directly against our competition.
What I love about this Tiger example is – albeit by lucky accident – they realised their was a very specific segment who were attracted to this product. A segment that liked it for reasons beyond what was expected, and yet was something that actively drove them to buy.
Now I admit it takes balls to do this.
It also takes absolute honesty.
But when defining audiences, it’s always worth remembering the motivations for purchase are often very different to what we would like to think they are. Of course we know this, but when in front of a client, it’s amazing how often we either temporarily forget or simply choose to ignore.
By being absolutely open to who could/should be interested in our clients brands, we not only stand the chance of making work that truly resonates with a particular segment, but one that automatically differentiates you from the countless competitors all trying to steal your share, which is why I still love the V&A London museum ad from the 80’s, where Saatchi’s [in their absolute pomp] realised the thing people liked most about the place was the cafe, which led to them running ad’s with the bravest ‘endline’ you may ever see …
Filed under: A Bit Of Inspiration, Attitude & Aptitude, Cunning, Marketing, Marketing Fail
On Monday I posted about a company being massively unsubtle in their attempt to look good.
Today I talk about a company who is blatant in highlighting where they screwed up.
And I have much more compassion towards this company than the former.
So a friend of mine recently saw this in his local store in Portland.
Putting aside the fact that most people by now should know Coconut Water is a massive hype, there is something inherently charming in the fact they are acknowledging they fucked up.
OK, maybe if you’re Steve, you might think differently … but in a World where no one seems to want to admit a mistake, a wrong doing or a less-than-favourable result, it’s massively refreshing.
Certainly more refreshing than Coconut Water.
Filed under: Attitude & Aptitude, Corporate Evil, Crap Products In History, Cunning, Marketing, Marketing Fail
A while back, I wrote about how I was a marketing victim.
Well it appears I haven’t learnt a thing.
For reasons I literally do not understand – other than it was very late at night and I had been forced to wear proper shoes all day [no, really] because I was in Beijing and it was -11 – I found myself buying a bloody chakra bracelet from a Facebook ad.
I know, I know …
In my defence they were offering it at a 60% discount [probably because they knew it was utter crap and even they felt bad at selling it for full price] and it looked kind-of nice …
… but I appreciate these are not really much of a defence.
Anyway, when I got back to Shanghai, my purchase was waiting for me.
I must admit, I was kind-of nervous to open it … not just because I knew what I’d done was daft, but because Jill was looking at me with a ‘who are you?’ expression on her face.
So I opened it and while I admit that it sort-of looked like the picture in the ad [in the way the burger Michael Douglas ordered in the movie Falling Down, sort-of looked like the image on the restaurant menu] … let’s just say that for a guy who works in advertising, I’m still pretty damn good at falling for advertising.
I blame wearing shoes.
Yeah … it’s all shoes fault.