Archive for the ‘Marketing’ Category

Creative With Adwords

18 Jan 2008

One of the leading car rental companies in Europe is Sixt. In Germany or Switzerland, and more recently at Schiphol airport in The Netherlands as well, I saw their brand gain traction and become more present. They always find cool ways to do offline marketing stunts, as I have previously covered a few times [hanging car, don't forget]. But also in the online market, they have found ways to be remarkable when they experimented with a new way to make their Google Adwords ads stand out from the crowd.


Pretty clever.

Thanks for the pointer, Paul.


The Pocket Geek

18 Jan 2008

Fuel Industries, an agency specializing in branded entertainment, was hired by QNX Software Systems to help out with the launch of a product directed to a very specific community (embedded software developers). So Fuel Industries came up with something a little different and developed a Flash game called The Pocket Geek to get the Foundry27 forum some more tracking.

Besides the fact the design looks really neat, I’m very fond of the ‘action-figure’ approach. It’s makes a geek-in-the-box look so adorable and cute, I think this could be a super cool direct marketing gadget to send out to agencies. Collect ‘em all, and rule the world!

The gameplay is nice, goes smooth but is a little more complicated than you might suspect at first glance. Keeping a geek productive, not hungry and happy at the same time requires tact. The IQ tests in between are funny :) The goal is to have your project finished by the end of the week. Challenging. Perfect for a Friday afternoon.

Extra stuff:

Thanks for the pointer, Nick Iannitti.


Nostalgic Deluxe Talkboy

08 Jan 2008

Mmm. This one made me think about the old days. Where is the time when kids didn’t need a PS3 with 60 games to entertain theirselves? Where is the time when audio cassettes still did the trick? Observe the various implementations of this deluxe device Tiger once released, and think back to the endless days of super-spy-fun you once had. Fun for hours, unlimited rewind/rewrite functions… OMG. I feel sooooo old when I see this stuff flash by again. I think the clip is from 1995, but it seems almost like it’s from the 80s. Waaaaay back in the days.

Video: Tiger Deluxe TalkBoy


Underwater Love

08 Jan 2008

Houtlust recently merged its content to, so you might want to adjust your bookmarks if you haven’t done so already. I was browsing the site and stumbled upon this pretty interesting ad. Sure, it’s not the first one to be depicted on the wall of a swimming pool under the water level, but I thought it was an interesting take on global warming. Even though I do not think things will take such a dramatic turn, there is still a need to alert people of the dangers if we keep up with our current wasteful lifestyle. This is a pretty cool way to communicate, and most of all I think it’s pretty wow. I’d take a few extra dives just to look at the ad better :-)

Underwater Love

Caption: “Don’t let this be our future. Save our rainforest, stop global warming.”

Agency: Naga DDB, Malaysia


Free Air Guitar

07 Jan 2008

Paul Hennell pointed me to a very interesting piece of hilarious marketing. It’s a bit like selling the holes in the cheese, but in this case it’s free. What a very cunning plan to put this up. A Scottish rock radio station based in Glasgow decided to hand out free air guitars as a promotional stunt for their launch. In front of their building an empty guitar stand invited people to pick a free instrument. As Paul hinted, this might be a super cool idea for a guitar store when you’d add: ‘more colors available inside’. This is just brilliant!

Free Air Guitar

Thanks for the pointer, Paul!


Burn Baby Burn

06 Jan 2008

A little while ago, a new club opened near my town. For their opening they asked an agency in Antwerp to come up with a nice idea. So, since the club was named ‘Burn’, what better way to be remarkable than to set the flyer-boy on fire while he was handing out the flyers? Using a ‘consumer generated’ quality of film, they taped it and sent it out on the web, where apparently some people thought it was real. Discussions in the comments of the site where the clip was leaked show however that not everybody was happy about the fact ‘their’ site was being used to drop a viral. Thing is, you’ll never be able to please everybody. I don’t see this as an abuse of a site, I see this as a nice way to promote a stunt.

Besides the discussion of the fact that virals still make a chance out there, I still think this is pretty cool. If they pull off the stunt a few times in a more crowded area, I’m sure it will lead to the needed word of mouth advertising scenarios. This is, and remains, something you do not see every day, and so it’s good enough to grab the attention of the people who see this happen. They will beyond any doubt accept the flyer and read it. They might not hold on to it, but they’ll read the message. And in a world where you have to deal with an overload of boring advertisements and commercials, standing out of the crowd is the first issue to work on. Mission accomplished, I’d say.

Agency: DuboisMeetsFugger
Made by Wendy Wauters & Karl Magnus
Filmed by Toon Mertens


Join The Conversation

06 Jan 2008

As mentioned in the previous post, I’m about to dig myself a way through a pile of structurally ordered letters that make marketing sense when read in the right direction. I’ll be combining the joyful read of AnnaMaria Turano & John Rosen’s Stopwatch Marketing with Jospeh Jaffe’s Join The Conversation. Jospeh’s book is all about conversation, because there lies the true power of brand marketing. Other than offering a decent product in a perfect fashion, the talking about it and the reviews that satisfied customers have afterwards with their friends and relatives build up a brand image that is more stronger and powerful than any PR activity could achieve on its own. Third party recommendations are stronger and more dedicated and stand tall. Combine that with a decent strategy and well adjusted ideas from a book as Stopwatch Marketing and I’m pretty sure your brand/product/idea will be a hit with the right dose of both approaches.

Joseph’s book is a fistful of well aimed thoughts about how brands and marketing can profit from the power of conversation. If you look at the line-up of the chapters, you’ll get the drift.

  1. Talking “at” versus talking “with”
  2. The many-to-many model
  3. Can marketing be a conversation?
  4. The birth of Generation I
  5. The rise of the prosumer
  6. The new consumerism
  7. The six Cs: Three phases of conversation
  8. The consent-conversation relationship
  9. What conversations are in your future?
  10. Why are you so afraid of conversation?
  11. The 10 tenets of good conversation
  12. The 5 ways you can join the conversation
  13. When conversation isn’t a conversation at all
  14. Where does conversation fit in?
  15. Conversation through community
  16. Conversation through dialog
  17. Conversation through partnership
  18. Getting started: The manifesto for experimentation
  19. Does conversation work?
  20. Do you speak conversation? Take the test

Again, just as I wrote a few hours ago: I look forward to reading this and write down my thoughts. Check back soon for a decent review.


Stopwatch Marketing

06 Jan 2008

January/February will be a month of reviews in between advertising rants and campaigns, because yesterday I offered to review a book from Jaffe Juice, and today I got contacted by John Rosen who was kind enough to put me on his list to review the Stopwatch Marketing book. I am delighted to have some new books to put on my bedside table or to read on the train rides back and forth from Amsterdam, and I’m looking forward to write down my findings for the readers of this blog. Stay tuned for that. Below is a short overview of Stopwatch Marketing. More information can be found on the dedicated blog.

    Sometimes shopping takes minutes, but is still too long; sometimes shopping takes months, and the shopper is sad to see it end. In Stopwatch Marketing, you will learn that time isn’t money; it’s much more important than that. Understanding how much time and energy consumers are willing to spend shopping for a particular purchase – their shopping strategies – is the single most important (and overlooked) thing you need to know in order to succeed in selling your product or service to them.

    In Stopwatch Marketing, we identify four basic shopping strategies – impatient, reluctant, painstaking, and recreational – and show how to analyze, evaluate, and exploit the time that represents every shopper’s most important resource; how to understand and measure the length of time your customer will spend searching for your product or service; and how to make absolutely certain that your product or service is close to the front of your customer’s queue.

    Many of America’s best-known and most successful companies are using the principles of Stopwatch Marketing™ every day to achieve spectacular growth in both margin and market share. The book includes fresh company examples such as Tempur-pedic, Microsoft, Goodyear and MasterLock as well as completely original interpretations of popular case studies like Lexus, Charles Schwab, Apple, Commerce Bank and Whole Foods. Our book not only shares their stories, but offers step-by-step guidelines for building an entire marketing strategy around stopwatch principles. Our success in applying these principles to our clients’ businesses gives us confidence that we are on to something quite new and interesting in the marketing world: the criticality of the customer’s time demands in reaching a purchase decision.

This certainly seems to be an interesting read, and to be honest, seeing Microsoft in their list of examples made me quite curious to know which of the techniques or tactics are being applied. (I work for Microsoft, in case you missed my switch). Other than that, I really look forward to dig deeper in the strategies to get consumers to spend as much as they can in the shortest amount of time possible, without blasting them over with an overload of teasers or bombing them with spam. To be continued…