Marketing blah blah

This web site is designed with Creative Suite and Flash to launch OPI’s new line of
Nicole nail lacquers. This site is all about the colors. It’s a good example
of what can be done using CS3 software.
Check out the 36 fresh and vibrant shades, including 12 new colors
for spring and summer. Learn how to shake, pump, and paint with Nic’s sticks.
And discover your true colors by taking a personality test to see
what your subconscious reveals about you. (Jan. 25, 2008)

To inform people that running can be a pleasure, Reebok France launched an ad campaign that they call Run Easy. It was made interactive by organizing the first virtual race around the world. www.goruneasy.com/RunEasy/
The best runner wins a 350-Euro, complete Running Reebok suit. Each attendee could personalize his/her avatar choosing among the range of suits that can be won.
This is a good example of how Internet can serve an advertizing campaign and extend the buzz around it.

The use of the body of the BMW Smart as support of advertising is now common. Vueling, a Spanish low-cost airline company, enhanced the concept by adding an amount of interactivity.
During 3 weeks, in November 2007, a 220 Smart which had been redesigned with the colors of Vueling, crossed the streets of Paris. The message was to invite people to take a photo of themselves with their mobile phone and to send it by MMS (Multimedia messaging service). The photos are posted on a Web site and the sender participates to the lottery to win travel opportunities.
This interesting example of an integrated campaign is showing how brand use can be more interactive to gain consumer interest.

Did you see Bombardier’s big 4x3m advertising in Grenoble at the end of the year 2007?
Very surprising.
Unfortunately I could only find the German version on the Internet.
Tagline in English: The last step before beaming and time travel ZEFIRO high-speed trains from Bombardier.
Bombardier. The global leader in rail technology.
I feel that the typography is hardly legible.

Who is Bombardier?
Bombardier was established in 1937 in Canada. Originally specializing in snow-mobiles Bombardier now builds airplanes and has a transportation division (HQ in Berlin Germany) building tramways and trains (incl. high-speed trains, see advertising). Competitors, Alstom and Siemens, do not do B to C communications. Alstom TR and Bombardier TR have the same turn-over rate.
In October 2006, Bombardier won the SNCF offer for Paris: the ‘Futur train des franciliens’ will be manufactured by Bombardier (2009-2015). In October 2007, Alstom competes with Bombardier to produce the new Montreal tramways…

So what?
Why does Bombardier communicate to us, small French (& European, & Canadian, & Chinese) people?
Bombardier is doing “B-to-B” or “B-to-Government” business. Looking further into this I discovered other examples:
- Heavy communication from Bombardier at Torino Olympic games (TV advertisings on their airplane activity).

So does Bombardier communicate in order to seduce governments? Improve their recruitment capabilities?
Other companies do have the same strategy in similar industry sectors. Use the example of Areva.
Should Alstom think about adopting this same kind of communication?

The light motive is to use an original choice of the close relation (and not of the person directly concerned) to motivate this campaign about the three forms of cancer: breast cancer, colon cancer and uterus cervix cancer.

Famous designers like Binet, Florence Cestac, Moebius, Nicolas Pierre, Vuillemin et Zep, have donated their talents to sensitize this action.
Humor is a strong way to communicate delicate and serious issues.

Nokia has adopted a different approach to launch and promote the new N82 (in New York).
To do so, the Nokia media shop Mediacom made deals with several news outlets, such as CNN, Wallpaper, Lonely Planet,and National Geographic.
For example, on CNN.com’s “In the Field” blog section, Nokia is running a widget showing photos snapped by London-based Richard Quest plotted on a Google map. Reporters use the N82 to tell stories.

http://www.thefieldtv.com/index.html

This initiative is the second phase of a campaign launched earlier this year where the Nokia digital agency R/GA recruited 4 bloggers to travel to different parts of the world and document their experiences with the N82. This “phone” has a camera that can wirelessly upload high-quality pictures online and uses satellite positioning to plot locations.
A microsite, was created to follow the progress of the 4 bloggers on their trips, which began in New York, and ended in London (covering 24 cities on three continents).

http://locmedia.wordpress.com/2008/03/25/urbanista-diaries-n82-promotion/

The notion of putting the product in the hands of both bloggers and journalists arose from the N82′s unique characteristics. Its five-megapixel camera and GPS capabilities make it more of a mini-computer. Rather than just telling consumers about its features and differences, they are showing these while the N82 is in use.

This same digital marketing interactive technique–launching a product online, enriching content, creating associations and putting it/f testing it in the hands of the users and reporters –has numerous benefits and can be leveraged by other companies including some of our clients.

www.mediapart.fr – A new French online newspaper is born.
Discover this new information site from March 16th until March 23th.
After this period, you’ll have to register and pay a monthly fee to have access to this newspaper (3 updates each day, 5 to 15 Euros depending on your situation/will to support this action). About 25 journalists are participating in this business venture, lead by old Libération and Le Monde executives. Their challenge: face the crisis of semination of information and giving good quality information, investigative journalism, and creative freedom thanks to its strong financial structure. The site is funded by its creators and monthly fees.

PagesJaunes used «clean-tags» to promote the launch of their new phone books in Paris. Probably inspired by British artist Moose method, the «clean-tags» technique creates graffiti by cleaning dirt from sidewalks, tunnels, walls, etc. The tags have been drawn around metro stations and lasted one month.
The unseen-before communication means allowed PagesJaunes to appear in the very heart of the urban environment and to break free with the traditional advertising supports.

This is an easy to read, well structured monthly Newsletter from Bang and Olufsen.

Its fresh and stylish design makes this Newsletter stands out from competitors as it draws direct attention to its message.

Coca-Cola joined forces with Nestlé in the US to launch ENVIGA, a functional beverage with green tea extract that promises to burn calories. This drink contains caffeine and nutrients. A can would be likely to burn between 50 and 100 calories.
Coca-Cola and Nestle associate their drink with sports in a new way. Generally communication for drinks or food brands associated with sports say that their product provides energy to spend, where here it is the opposite. This message is “Drink this and you won’t need to exercise!” while using sport analogies.

Maybe it’s not new, but it’s interesting.
HH’s tagline on their new Concentra upload Website is “We’re local” – see picture attached.
It reminds us somewhat of Harding Marketing’s creation of ideas and target objectives when we searched for our own tagline.

The IT brand launched its 2nd advertising phase using the “doping” theme to present its new PCs, charged in “vitamins” due to the high resolution technology Blu-Ray. (don’t understand what’s being said)
In June 07 its 1st ads using this controversial and delicate subject, were refused by the sporting newspaper “L’Équipe”.
This campaign has had a positive reaction as evidenced by the 20 to 25 % increase in sales during the campaign.

Here it is an example of an edgy idea that transmits the image of increasing performance while making light of a subject.
Et voilà how HP’s competitor communicates.