Here’s some work that’s caught my eye across some of the industry’s biggest product categories.
Food/Beverages: Raise a Glass – Victoria Bitter
It’s probably not quite right to just call this a beer ad and I think that’s precisely why it’s awesome. Another great instalment for a great cause.
Automotive: A Message to Space – Hyundai Genesis
Hyundai have done the launch of their new luxury nameplate exceedingly well, especially in the online content space (see: The Empty Car Convoy). This execution is another cracker.
Sports: Ripple – Nike Golf
I’m a bit of a golf tragic, but Nike’s new spot for U.S. Masters has got to be up there as one of the best pieces of sports advertising this year. Nike always seems to strike a balance between big emotive brand spots like this and fun ads that keeps the punters coming.
Consumer Products: Shot on iPhone 6 – Apple
“See what’s possible with the world’s most popular camera” – genius. Tackles the perception of iPhones having inferior camera technology head-on. Makes for some pretty impressive large format outdoor, too.
This new app from Puma was launched recently in Japan to help promote the launch of a new running shoe by the brand. On the face of it, this app could look like a late effort to go up against the hugely successful Nike+ app that was launched way back in 2006, or dismissed as just another fitness tracker app clogging up the App Store.
But the guys at Puma are smarter than that.
Continue reading “Puma “Run Navi””
As a marketer and huge sports fan, it doesn’t get much better than Superbowl Sunday. It’s cool to see the world’s attention turn to great advertising and this year was no different. And for the record I tipped the Ravens by a field goal.
Here’s my wrap of just some of the ads of Superbowl XLVII (47):
This week Red Bull cemented its position as the most impressive content creating brand of the last decade. Over time Red Bull has built one of the most recognisable brands of today by harnessing risk, strategically investing in booming sponsorship opportunities and pursuing content marketing with unmatched ambition.
Red Bull Stratos was really a natural extension of Red Bull’s superior branding and content marketing strategy. This is an incredible truth – how many brands out there that can establish credible links between their brand values and a fully-funded quasi-space mission?!? Here’s a quick exploration of the philosophy behind Red Bull’s astounding content marketing strategies that you’d do well to replicate in your own business.
Continue reading “Red Bull and the Baumgartner Bandwagon”
Following on from the last article, here I’ll explore 3 examples of consumer brands in the sports market that have been able to nail their brand engagement strategies. All of them have the same issue; the bulk of their sales are made through retailers, while only a small percentage of sales are made via direct consumer contact. Each brand has innovatively introduced strategies to augment their core value offering to include extras that link their consumers back to the brand.
Continue reading “Driving Brand Engagement Downstream – Part 2”