Monsoon and Accessorize have launched a major new area of digital content on their websites this week. Monsoon Discover provides customers with articles surrounding the origins and ethics of their clothing, and includes a travel section featuring places such as Jaipur, India, which has inspired several of the pieces in the current collection. With magazine-style articles and contributions from professional travel writers, it looks set to become a market leader for retail fashion content in the future.
Brand’s are recognising the need to build their owned media channels and act more like a publisher. However this is still in its infancy and there are many lessons to be learnt. Here’s 5 common mistakes to consider; you haven’t developed a brand voice, self-promotion & pushing product is too heavy handed, you’re not guest writing anywhere, you’re not distributing your content to new audiences, you’re not tailoring your content mix to the needs of the platform.
Almost all of this week’s Viral Video Ad Chart is composed of longer form branded content, and Go Pro – the first name in action cameras, is the latest brand trying this approach. There are many ways to create a camera advert, the first two that come to mind are 30 second spots featuring the shiny little box from all angles (in a range of colours, don’t you know) or groups of young, fresh-faced friends snapping their fun times. Go Pro instead decided to show how good their product is by shooting a 5 min film with it, which has so far received over 14,000,000 views.
Agencies & Lifestyles of the future
How will developments within mobile, social and local shape our lives in the future? The brand consultancy team at Wolff Olins build on Mary Meekers Internet Trend Report to make some predictions…will we soon be watching Match Of The Day composed by 40,000 people filming from every angle and paying digital buskers through contactless payments?
As brand communication needs to be increasingly of the moment, traditional ad agencies need to evolve to be faster and more flexible. Think with Google have released 7 tips for greater agility and those centred around increasing collaboration are especially relevant for our move to Kameleon’s new office.
We are incredibly proud to have been shortlisted for a Braves Award in the ‘Best Long Form Branded Content’ category for our Sony ‘make.believe’ campaign, launched in 2011.
To bring Sony’s inspirational brand message to life we produced a series of videos and digital applications. They were distributed across hundreds of Sony owned and earned channels around the world.
Such extensive distribution was made possible by the Sony Owned Media Planning Tool, a sophisticated digital system that allowed the auditing and selection of the most relevant and powerful channels across the Sony estate. The tool was conceived and created by Edward Donald, Head of Brand Content and Brand Initiatives at Sony, Europe and includes 1000’s of channels covering websites, forums, newsletters, social media channels, in-store and broadcast channels, all owned by Sony and its sister companies (Sony Music, Sony Mobile, Sony Pictures, Sony Playstation…) across Europe.
The shortlisted film follows three emerging European music artists, Oh Land, Loick Essien and Mads Langer, and their stories of pursuing their passion. We get a glimpse into their everyday lives and understand their unique perspective on their talent and performing. Whilst each artist belongs to a different cultural and musical background, their stories combine to tell a compelling make.believe story.
Check out the film here:
2012 has been a pivotal year for the UK with the Jubilee, the Olympics, the gradual recovery of our economy, what impact is this having on the national psyche and what effects can we expect over the next 10 years?
The growing interest in buying local and supporting local businesses demonstrates a growing concern in why, where and how we consume. It’s evident across categories but most significantly in food & drink with certain restaurant menus boasting the air miles associated with each of their dishes. On a macro level we are being encouraged to buy British. 2012 celebrations has created a new stock of nostalgia goods which is likely to produce a long-term revival in national pride and local preference, further boosted by the disruptive political & economic climate in Europe. Just look at the rise in popularity of The Royals. How do we advise brands to take advantage of this?
The decade ahead will see the +65s edge towards 20% of the total population and this will be a tribe of relatively prosperous, techno-skilled people, keen to keep living life (& spending) to the full – lucky devils! However few marketing campaigns are currently connecting with this generation, for example car buyers over 65 are 12% of the market BUT willing to spend 25% more on a new car than the national average.
This has been a trend on the back burner since the 90s but with the Government having to cut carbon emissions by 50% into 2020 we can expect increasing pressure to change the way that we live & work. Consumers will want to see brands putting in the effort too and we can expect to see greater emphasis on CSR campaigns and transparent practises. Starting an open dialogue now in comms will pay dividends in the long term
4.The End of Inefficiency
Data, data, data. Already people are starting to embrace services and systems that process choice options on our behalf e.g. suggested playlists, Evian fridge apps that automatically update a delivery when stocks run low, next step a personal program that selects and buys your financial products based on your current lifestyle. As more and more of our consumer choices become automised, brands will need to work harder to ensure they continue to engage their audience and remain relevant. Personalisation will be key.
5.The mullet haircut come back
You heard it here first!
Paddy Power has enlisted her majesty as a spokesperson through the power of technology and a standard £10 note. Customers who download the app can blip any £10 note to see an animated Queen sharing her views on England’s chances, Wayne Rooney’s hair, “the cheating French” (I kid you not), the Germans’ penalty tactics, and anything else that makes the news during the tournament. The content will be randomised and refreshed daily so you will see something new each time you use the app. For some amusing Euro 2012 coverage follow them on twitter @paddypower
Watching TV on your mobile is increasingly common – fuelled by the Sky sports app I’m sure, and now some producers are looking to mobile as a distribution channel in its own right. The Emmy-winning show The Kennedys has been made available in an iOS app, the first episode is free but the other 7 cost £1.99. Whereas people expect content online to be free, there is a greater acceptance to pay for content within apps which could offer new commercial opportunities for broadcasters.
The future is automatic – running low on bottled water? Why not restock your fridge using a Evian talented magnet. The concept is simple, tap in your order and using Wi-Fi the magnet sends your order. This gadget has been designed to promote Evian’s new delivery service. Is this next step a wi-fi enabled fridge that orders your Tesco home delivery for you?
Ever wanted to look at the world (or your kitchen) from someone else’s perspective? With a new, interactive website Ikea are letting you do just that. They have designed a site to showcase their kitchens from the view point of different inhabitants, for example through the eyes of a grandma, a three-year-old, a dog and even the fish in the fish tank. Apparently, being the dog asleep on the floor was one of the most popular choices; over 87,000 people selected this option.
A cross between speed dating and bookatable ‘Dining with strangers’ is a new kind of social network that allows people who have just moved to a city to meet up for a meal and get to know each other. Creating an account, you’re able to browse what meals are available in your area. Each meal comes with a theme, for example, meet who’s new in town, meet singles and meet anime lovers. This is potentially a great idea with many commercial opportunities for brands to get involved with, if they recruit the users.
A tourist destination with a twitter feed that has drawn the bizarre connection between Hitler and Dolphins – unlike most countries Sweden’s rather outspoken twitter account is written by a rather candid set of citizens. Check it out @Sweden! This risky yet innovative idea could be a way of attracting visitors (or scaring them off) by portraying an honest id of the nation. If brands tried this would all the reviews they never wanted anyone to read creep to the surface?