B2b brands can be creative, too. Usually we see many of the most interesting campaigns for consumer brands. Nothing could be more B2B/industrial than heavy equipment. Caterpillar (the high quality, premium priced tractor and heavy equipment maker) has been running a fun viral campaign for about a year now: “When you choose Cat®, you get what you pay for — durable and reliable equipment, and long-lasting relationships. Discover what we’re built for…” Do help customers discover what Cat is built for, they have released a series of five (so far) clever videos demonstrating their products in action. The videos are well-done two-minute stories. One of my favorites is this [Continue Reading …]
It is the time of year when many publications are picking their “Best of” lists. Adweek offers a range of different video ads — almost all of these are longer than the 15 to 30 second spots we see on television. This is a reflection of the fact that many ads are now watched on purpose and online. You can see a great range of different ads (many of them were new to me) in “ The 10 Best Ads of 2014 ” (November 30, 2014). One of my favorites was for UK retailer John Lewis — see below. What was your favorite ad of 2014?
We have all enjoyed the ALS Ice Bucket Challenge over the last few weeks — with their attention on social media, many of our students have seen more buckets dumped than us. But what lessons we can take away from this viral smash hit? This article in AdAge begins to answer the question, “ What [they think] Marketers Can Learn From the Ice Bucket Challenge ?” (August 20, 2014). The article also offers some background and history of the Ice Bucket Challenge. One of the earliest video launching the phenomenon is shown below (see article for more details). While the Ice Bucket Challenge has been wildly successful in helping ALS raise awareness and money — it [Continue Reading …]
The Thai Life Insurance Company has produced a video that is beginning to take the Internet by storm. This clearly demonstrates two qualities important for viral success — generating emotion and telling a story. This story needs only a little translation — which is provided with subtitles. It will surely bring a smile to your face. Will it sell more life insurance? Why? or why not?
A couple years ago Chipotle scored big with its animated video “ Back to the Start ” that championed natural food and farming and featured Willie Nelson singing the Coldplay song “The Scientist.” That viral video got more than 7.5 million views while clearly reinforcing the positioning Chipotle seeks in the market. Now Chipotle is back and this time it has Fiona Apple singing over a dark animated, dystopian video (see below). There is also an iPhone video game . For more background, read an interview about the latest ad with Chipotle’s CMO Mark Crumpacker in the Village Voice, “ Chipotle’s New ‘Scarecrow’ Video and App: An Emotionally Powerful Marketing Tool (INTERVIEW) ” (September 13, 2013). Check out Chipotle’s website and those of [Continue Reading …]
Prankvertising — that crazy practice of advertisers creating a prank, filming it, and then hoping the video goes viral and does great things for the brand can be a risky strategy (see AdAge, “ Prankvertising: Are Outrageous Marketing Stunts Worth the Risk? Liabilities Galore ” April 1, 2013). What do you think of this video? What are the potential benefits for LG? The potential risks? Is it worth the risks?
Across the globe, each year diarrhea and pneumonia claim the lives of 2 million kids before they reach age five. Research shows that regular hand washing with soap significantly cuts the the risk of diarrhea, respiratory infections, and eye infections. Lifebuoy soap adopted the Indian village Thesgora, with a plan to demonstrate how changing hygiene habits helps reduce these deadly childhood diseases. The video gives some background. You can also check out Lifebuoy’s Facebook page to keep monitor the campaign. Ultimately Lifebuoy hopes that by calling attention to this issue and working closely with NGOs and governments, it can change the handwashing behavior [Continue Reading …]
We post a lot of Coca-Cola examples here at T4Ps. But they keep coming up with clever, creative ideas. This ran in Brazil’s Capricho magazine.