Net 10s No Evil Campaign

In an span of 18 months, US mobile carrier, Net10 US went from the 15th largest mobile network company to the 7th, by launching a campaign which addressed all the negatives barriers consumers have about their mobile network – long contract periods, penalties to leave, fixed rental fees, and high roaming charges..

Key benefits of Net 10– No Bills, No Contracts, No rental fees – just 10C a call to anywhere in the US.

Specifically, by pointing the finger at carriers like AT&T, T-Mobile, Verizon, new creative agency Droga 5 (New York) launched their No Evil campaign with an online viral, which gave consumers a platform to talk about their frustrations and experiences of the ‘evil’ mobile carriers. To add further fuel to the fire the viral story focuses on America’s underdog – nurses, teachers, charity workers, volunteers, senior people, illustrating the point, that all other carriers are evil.

So far, so good, the danger here however, as the network increases will they be able to sustain their competitive offers or will the carriers they have slandered come bite them in the tail?
Check out Net10 Case Study on Droga 5 website.

http://www.droga5.com/

Knees up Google Stylee

Happy Birthday to....Google...

It's their 1oth birthday as it turns out.

As part of their celebrations for turning 10, they have turned back time on themselves to 2001. You can make searches in the directory for what was searchable nearly 8 years ago. Apparently they have gone with 2001 as it was the earliest version they could generate from their directory.
http://www.google.com/search2001.html

Anyway, what I love about this as it is the perfect demonstration of their evolution. Steps you back in time and simply shows you how far they have come to get to Number 10 (coincidence?) on the latest best global brands report by Interbrand. On this years' report, Google is a mere 'toddler' surrounded by big established greats like Coca Cola, Toyota, Microsoft and Mcdonalds and yet the perfect information brand in the information era.

No need for a fancy PR fuelled party, no need for a gazillion dollar ad campaign shouting about success; just an invitation to see with your own eyes then and now.

Office Envy

I always like getting my cool hunter newsletter delivered to my inbox, and last week one particular article caught my attention. It was about ANZ’s Learning and Breakout Centre in Melbourne.

The centre is designed, as the name suggests, for breakout for sessions that will enhance creativity and innovation away from ANZs’ staff normal office environment. The centre is not an isolated idea to breed creativity and innovation at ANZ. Since new management took over the bank in 2000, they’ve been implementing a Cultural Transformation Program, called Breakout. The program has seen 26,000 of their staff undertake self development workshop since its inception.

The Breakout program has been about staying competitive by being a very different bank that focuses on people, its culture and environment…which has now lead to this very cool breakout centre. Apart from the entry way, there is no ANZ branding on the inside, and every day they’ve estimated 220 will use the space for meetings, workshops, events and training. I love the idea that people that you expect to be working in stale office environments, like a bank, get to enjoy the spoils of great innovation in design that will help them with creativity. Who would of thought a bank would be doing this!

Cool Hunter regularly update great office spaces that they’ve found from around the globe if you want to see more: http://www.thecoolhunter.com.au/offices/
And Trudi recommended this site to take a peak at the brainstorming rooms at Naked in Sydney: http://www.theideasfinder.com.au/

Economic Downturn’s effect on Media.

‘As new paths emerge, new opportunities emerge with them.’
Long and Winding Road, OMD, Yahoo Research

In 2004, consumers found themselves face-to-face with billboards and magazine ads featuring normal women in just their underwear. The ad’s promoting a skin firming cream for Unilever’s Dove, was the beginning of a campaign which challenged beauty norms and convention (campaign for real beauty). This was followed by the ubiquitous virals entitled ‘evolution’ and ‘onslaught’ which received over 7 million hits combined on Youtube. Despite the disproportionate amount of PR this campaign received Unilever has made a 360 degree turnaround which may revolutionise the beauty’s industry strategies of selling dreams and playing to womens’ hearts. The approach; focusing on the fundamental rational benefits of selling soap bars. This shift from the emotional to the functional may have more to do with the economic downturn than just a creative refresh from creative agency Ogilvy & Mather.

As the global credit crunch entrenches itself ever deeper into the globes consciousness, consumers are much more careful with their money, looking for the best offers and finding shortcuts to ensure they get value.

Consequently, a new path to purchase is emerging, with a particular emphasis on how people are using online to shop. Information gathering and price comparisons are all part of how online influences the awareness and consideration process. For considered purchases, such as auto and white goods online provides consumers a peace of mind, before parting with their money. We are even seeing a a trend towards online impacting retail goods (which normally skews towards shorter paths), where consumers are checking rrp before finally going into the store to close the purchase.

Hard times create opportunity

In Europe the recession, combined with the growth of digital media is encouraging advertisers and agencies to take a new approach, and be more creative in their executions. Christof Schmid, chief executive of Mediaplus, concurs: “Since media owners failed to sell sufficient classical ad space across all media, they have had to become more open to special ads and content integration.’ Although this requires more effort and support from specialists in the field, it is raising the bar by encouraging media innovation and strengthening the reputation of media in the industry.

Whereas investment in brand advertising may suffer during recession (harder to measure ROI, Conversion rates etc) investment in Direct marketing is the least risk averse channel to invest in, more accountable, closer to the money, less risk of reach wastage. There is also an argument here that Econometrics becomes more important than ever for clients, as long as it can provide the comprehensive measurement structure between media investment and business outcomes.

When the lines go blurry

It was bound to happen at some point... Aunty (the ABC) has started airing a new series on ABC2 called Iconoclasts that is produced by Grey Goose Entertainment and is part of the the branded content division of Grey Goose Vodka.

Admittedly there is no product placement during the programme but you'd have to be a teetotaller not to realise the association to the brand.

Actually the series looks amazing - each episode features two 'creative visionaries' and takes a peek inside their lives and the way they have transformed popular culture. Some of the pairings include: Paul Newman and Robert Redford / Mikhael Baryshnikov and Alice Waters/ Richard Branson and Desmond Tutu / Howard Schultz and Norman Lear.

Has the ABC accidentally embraced advertising in the era of branded content?

Occasional Loyalty

Here's an interesting example of how a media owner has been able to turn the idea of the occasional consumer to their advantage.

So yes, we've built a world of fickleness for ourselves, there's more choice for pretty much everything than the average person can ever navigate through in a lifetime. Still, most of us find brands and products we really like out there and loyalty today often means having a couple of favourites that we jostle between.

Same goes for mags and if you are a mag fan like me, there's probably a bunch of them out there that if money was no object you'd buy them all but instead you swap between a bunch of favourites each month (and no doubt the articles and covers have a bit part to play in all of that.)

Maghound is a US offering which has tapped into this idea. You buy a subscription with them for 3, 5, 7 or more mags each month and then you can switch between their 247 titles whenever you want... No being locked into any particular mag for a year, you can indulge your love for variety and have it all delivered to your door. like it!

A pictures worth how many words?

I discovered an interesting application that uses a Google images search create a montage. For those Facebook addicts it is like the friends grid view.
I had a bit of play with it using some search terms with some interesting results. Here is an example of the "Telstra" search.



They only downside to it is that you can only work with the images that Google gives you.
Here is the link - it is free to use.
It could be usefully for presentations or in brainstorming as a technique.
Here is the link if you would like to have a play with this tool http://grant.robinson.name/projects/montage-a-google/