I really enjoyed this article about other ways to connect with your consumer in times of economic turmoil. Stephanie Kang provides both sides of the equation for a great read. Enjoy!
Designating Shortcuts to ‘Happiness’
Warmth Gets a Workout as Marketers Grope for Pitches That Will Resonate in a Recession
Original Article
By STEPHANIE KANG
Be happy. That’s one message marketers are trying out, with ads evoking warmth and good cheer, as they cast about for ways to appeal to consumers amid a recession.
Best Buy’s holiday campaign, created by Omnicom Group’s BBDO, includes TV spots featuring true stories of how Best Buy touches its customers’ lives. Employees of the consumer electronics retailer submitted stories, and documentary filmmaker Errol Morris filmed them telling their tales.
In one ad, an employee talks about selling a Webcam to a man whose grandchildren are moving abroad. Another shows a Best Buy employee teaching a blind man how to use his home-theater system. The tag line for the campaign: “You, Happier.”
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This is a pretty cool concept. Check out this article I received in my email. What a unique way to creep people out.
Jameson Whiskey Texts Targets On N.Y. Streets
by Les Luchter, Friday, December 5, 2008, 4:47 PM
Insert live text messages directed at passersby into projected outdoor billboards and you’ve got an innovative new campaign created by Omnicom’s TBWA/Chiat/Day New York on behalf of Pernod Ricard’s Jameson Irish Whiskey.
The traveling ad show was set to launch in New York City Friday night, at high foot-traffic locations in Chelsea, the Lower East Side, Brooklyn’s Williamsburg–and a fourth site still undetermined as of late Friday afternoon when Marketing Daily spoke with TBWA/Chiat/Day Creative Director James Cheung.
The projected ad moves from place to place in search of Jameson’s target audience, Cheung explained. For instance, if the Knicks had been playing basketball at Madison Square Garden, that neighborhood could have been a target.
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From time to time we plan to share our process with you. It is one thing to see the finished product, but another to see various pieces of the process. We hope you find it enjoyable and interesting. That being said, the above mark is the first step towards developing a brand for a high end children’s product. The product is launching early 2009 and will demand a high premium over other products in the market. That being the case we are working on creating a brand that exudes quality with some tradition behind it.
You feel we are on track?
