Then. Now. Next.

Branded content

Monsoon and Accessorize Move into Digital

Monsoon Discover: design retailer to offer dedicated editorial content online

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.

5 Reasons your Branded Content is Failing

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.

Go Pro: The HD Hero 2

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

Imagining 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?

Enabling Agile Creativity in Agencies

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.

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Sports, Beer & Sausage Rolls

London 2012

Never mind the brand police, here are the best “Fauxlympic” ads

The Long Shot: Bronze

In the spirit of the Olympics, creative agencies across the country have let their imaginations run free, producing spoof campaigns based on the games for a contest organised by The Drum magazine. Check out the winners to see who won faux gold. Just don’t tell the IOC!

… but which real ad is topping the social podium?

Which Olympic sponsor produced the most shared video content? Find out who’s become the viral Usain Bolt with this quick but cute game from Unruly Media.

Beer nurtures creativity!

Heineken looks for the perfect draught experience…

It’s not unusual for brands to launch a rebranding competition. But inviting people to reinvent their consumption habits is something new. This is what Heineken has in mind with the launch of their Ideas Brewery Challenge, a worldwide competition to reinvent the draught beer experience through digital technology, social media, and interactivity.

… and Stella Artois to fund film workshops

Stella cultivated its association with film through the launch of the Stella Artois Cannes Cinema Club earlier this year. The campaign is now set to expand, with the brand providing funds for special workshops to give cinema lovers the chance to learn from the most influential experts in the industry.

Social Media & Sausage Rolls

Greggs looks for their biggest fan

Greggs: pushing on from half a million Facebook fans

Will Greggs’ biggest fan still love Greggs after indulging every week for an entire year? The brand seems to think so. To celebrate reaching half a million fans on Facebook this week, Greggs is hosting a series of social media competitions to encourage fans to bring their virtual sentiment into the real world. The prize for the winner? You guessed it: free Greggs … every week … for a year! We can only hope one of those hungry looking long-distance runners comes out on top.

Olympic campaigns from around the globe

Italy: From gymnasts to Stars thanks to reality show
How do you create engagement and build an audience for a team of athletes who have no sponsors and no fame? MTV Italy created a reality show to follow the lives of 3 members of the Italian Gymnastics team in preparation for their first Olympic adventure. The successful TV format – which tremendously increased the sport’s popularity amongst young girls and also helped the team find sponsors, is now set to be distributed worldwide.

Netherlands: Volkswagen create a cheer powered car to celebrate the Dutch athletes

A common route for brands across the globe to engage Olympic fans has been to offer the chance of free tickets. Volkswagen has taken this one step further by getting fans to prove their passion – by cheering as loud as they can in a car rigged up to run purely off the noise. All the videos of people trying are viewable on their site.

Azerbaijan: The Official Sponsorship of the Azerbaijani Olympic Wrestlers

P&G brand Febreze decided that despite having a host of world class athletes at their disposal, they wanted to move away from the big names and find “the toughest odour challenge of the Olympic Games” – which they decided was wrestling. Upon becoming the official sponsors of the Azerbaijan Olympic Wrestling Team they started a campaign using video content and social media to not only promote the team globally, but also show just how good their products are.

Australia: Qantas community based gymnastics

In the run up to the Olympics sponsors have leveraged their brand ambassadors in several ways. In Australia Qantas developed a community based initiative to tell the story of their most recognised gymnast, Lauren Mitchell. The Gymbus event saw over 120 aspiring gymnasts come together to be coached by Lauren and her team mates. This brand campaign targeted a much younger demographic to most – giving future hopefuls a taste of London 2012 and what may be to come.

USA: Win when the USA wins gold

How have unlikely Olympic sponsors managed to create brand campaigns that target their target audience whilst aligning themselves to the biggest sporting event of 2012? As part of their Olympic campaign, McDonalds is offering rewards ‘as big as a 25k trip to London’ to incentivise consumers to eat healthier. Items containing 400kcal or less will have an athlete’s name on it and if that Olympic athlete wins gold, you win a prize.  With Team USA’s current run of form, McDonalds may giving away quite a few prizes.

World: Phelps honoured as ‘most decorated Olympian’

Not only did the worlds most decorated Olympian, Michael Phelps receive a phone call from President Obama but courtesy of Visa, Phelps was also honoured with a video message of congratulations from Morgan Freeman. Throughout the games brands have been releasing new content to keep up to date.  Yet a day after the content was released, Phelps won another Olympic gold taking his total up to a whopping 20. Who will be next to congratulate the don of swimming?

The best & worst of Olympics Marketing

A useful Pinterest board – with P&G cited as one of the best

Olympic fever & the brand police

Olympics 2012: 100 Years of Sponsorship
The sponsorship of the games and surrounding controversies has been with us for over 100 years. Oxo was one of the first official sponsors of the London Olympics in 1908, providing beef stock drinks and rice pudding for marathon runners – the food of champions. During the 60s one of the main sources of revenue for the games came from tobacco sponsorship, the ‘Olympia’ cigarette brand generating over US$1m during the 1964 Tokyo games. Who are the brand winners today?

EDF and the dawn of the twitter Olympics
London 2012 will be most digitally connected Olympics and for brand sponsors to maximise their impact, they need a strong social media presence. Sponsor EDF energy stands out with their plans for curating a light show, projected onto the London Eye. Every night a special algorithm will measure the mood of tweets surrounding the Olympics, and the colours of the light show will change to suit the mood of the public. The live show will be streamed online.

Cadbury’s ‘Chocolatarium’
CadburyHouse
Sponsorship is most effective when there is a consistent brand story and POV. After months of build-up Cadbury’s may have found its feet with the launch of the Cadbury’s house – an experiential hub where people can play with a variety of virtual sporting events and share their fun on social networks with RFID technology. The spots and stripes campaign almost feel like a distant memory.

Sponsor Confusion
There has been a lot of talk about the “Olympics Brand Police” stopping smaller businesses from mentioning the event, but just how successful has Olympic sponsorship been for the brands? This NewsWorks report looks into interest in the Olympics and how the brands awareness and perception have changed, if at all. Is Adidas’ sponsorship that successful if many people still just assume it’s Nike? Or have EDF benefited when people are still getting them confused with E.on?

Oddbins spearheading the revolt against LOCOG

The most effective marketing doesn’t need huge budgets, just a core insight into the mood of your audience. During the Olympic period Oddbins are offering anybody 30% off in -store if they turn up wearing Nike trainers and have in their pockets an RBS Mastercard, set of Vauxhall car keys and an iPhone. “We are doing this primarily to highlight the absurdity of the fact that the British people – who are paying for these games – are at the same time being subject to ridiculous rules”. Oddbins website has seen a 22% increase in traffic since its anti-olympics campaign launched

Celebrating the Paralympic athletes

This trailer from Channel 4 is one of the best ads we’ve seen from the games, celebrating the athletes as super humans whom have triumphed over adversity without being patronising. Emotive content at it’s best.

The changing face of content

Brandalism and the Olympic Anti-Content

How far should brands go to protect their own content? In a recent anti-Olympics campaign a group of artists called Brandalism have toured UK cities, in their own version of the torch relay, covering Olympic billboard ads with bespoke spoof interpretations. We have seen content produced for brands like JD sports which we think is more alluring than the original…

 Nike Shoe Boxxxx App

In our digital age brands often use rewards to engage consumers. But, as a mechanism, what is more effective – a physical incentive or a virtual one? Nike’s new Facebook Shoe Boxxxx app offers the latter. Players (avid training fans) can collect and build their very own online shoe museum, learn about their favourite Nikes, trade with others and share with friends. Are there enough sneakerheads to make this brand extension a success?

Cadbury adopts social first strategy

What should come first: social strategy or a branded campaign? Cadbury’s Dairy milk has gone social first to tell the world that their advertising will now be all about chocolate (yes, this means no more gorillas). Social will enable Dairy Milk to give something back to the customer. In turn they hope people will associate happiness with chocolate once again. Not that we ever didn’t! The first leap was their imaginative Joyville brand platform.

The truth behind hidden cameras

The use of social experiments to produce branded content campaigns seems to be on the rise. Last month a couple of us were caught on camera by Birra Moretti in Golden Sq. We won’t spoil it, just have a look at what we did. A similar concept developed for Carlsberg in Hong Kong was filmed around the city using actors to test people’s behaviour and award the ones that “stepped up to do the right thing”. As an approach to content this method can definitely be both cost effective and funny.

Travelling Book Club

Mobile branded content—and we don’t mean the digital sort of mobile!—is an area often explored in the arts. But could a project similar to the recently-launched Mexican Art Book Club be adapted for an electronics or sports brand? The Club hosts a mix of workshops, seminars, and special events in their mobile library.

Better Looking Hatred

Hackers Cheer Up

If you can’t beat them … redesign them? In an attempt to end the “Cyber Wars” between Israel and Arab nations, McCann Digital Israel asked a group of students to redesign 50 webpage and then asked hackers use them in place of ugly hate-banners in future attacks.

Friday the 13th… unlucky for some!

Content

Friday 13th

It’s Friday the 13th, unlucky for some…. In Paris superstitious diners can hire a quatorzieme, or professional 14th guest to make up the numbers. Fear of Friday the 13th is called paraskavedekatriaphobia. Chicago airport has no Gate 13.

Friday 13th, whilst synonymous with bad luck, seems like a missed opportunity for a brave brand to hijack, how about an insurance brand taking over the YouTube homepage with mishap stories.

AT&T goes all out with an interactive content campaign

AT&T, the US network provider, have this week launched an interactive content experience called ‘Daybreak’. Players have to solve a cinematic-style mystery through 5 online films and complete challenges using a gaming app. The tie-in is that to complete the challenges, people have to use technology devices that AT&T can provide (translator app, GPS friend-locator, voice recorder). A good example of how good content can both provide entertainment and showcase a product’s features.

Music band finds new way to engage potential fans

Springwise: Band Launches Album In NYC With Sidewalk Listening Boxes

Enjoying your favourite band’s music is best done collectively, with other fans. Kitsuné America have done an interesting promotion where they released their compilation album to the general public by playing it out of special listening boxes on the streets of New York. Fans could find out where these boxes were on the website and once at the location, you could download the album for free.

Context is king

Content has a role to play at all stages of the purchase funnel and can be especially powerful at point of sale (according to Internet Retailer visitors who view product videos are 85% more likely to buy than those than do not). A new digital platform called Gimbal has launched which serves personalised and time specific content to people’s mobiles, taking their previous interests and activity on their mobile into account. The key to ensuring people use the service is ensuring the relevancy of content.

Gaming

Sony acquire a US company that stream video games online

For the small fee of $380 million Sony Corporation have purchased Gaikai Inc, an open cloud-based video game platform. Streaming video games has not taken off as quickly as streaming music and film due to the high data download but it’s on the rise. An interesting future facing move from Sony who have traditionally focussed on the hardware rather than the software.

Sponsorship

O2 and Nike partner for Priority Sports

O2 Priority has traditionally been centred around music via Priority Tickets and shopping via Priority Moments. Now Nike are getting on board to provide access to a digital sports club for O2 customers. Customers will be offered access to Nike plus, events & training clubs and product exclusives through their mobile. A great content distribution channel too for Nike to reach 23 million UK customers.

Environment

Nissan LEAF promotes EV with cheaper TAXI ride

To get Londoners into electric vehicles, Nissan promoted a new original initiative. People who tweeted their destination to hashtag #6XCHEAPER could call a ride from the new Nissan LEAF ‘taxi rank’ in East London, and they’d be shown the cost of the journey in petrol and electric to compare. A great idea to increase EVs popularity, particularly among the sceptics. How can we demonstrate the value within EnergyShare in a similar vein?

Social Media

BNL Bank goes social

BNL People: Infografica

While many consumer goods brands have embraced social media as a essential way to engage & retain customers, banks have been so far reluctant. BNL Bank has made its first step into Facebook by creating a brand page that is all about people, their lives & their needs. As one of the least trustworthy business categories, this is a brave step which will become increasingly necessary to communicate transparency and win back trust.

Kameleon shortlisted for the Braves Awards

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:

The trends reshaping British society from The Future Foundation

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?

1.Local Preference

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?

2.Ageless Society

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.

3.Environmentalism

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!

Cats or Topless Abercrombie & Fitch models

It’s been a busy week at Kameleon so here is a short & sweet Juiced, only the best that grabbed our attention away from the dreaded Powerpoint.

Content

Follow Bear 71 in the Rocky Mountains

I’ve just spent the last 10 minutes completely immersed in this site after seeing it won Gold at Cannes Lions. It’s a documentary on the lives of the Grisly bears in Canada, narrated in the first person by Bear 71. The story is told through video clips tracking the bears, overlaid onto an interactive map so you can explore the area too. Lot’s of inspiration for non-linear forms of storytelling, and next Summer’s holiday!

Blackberry AFP with Channel 4

Fan of TOWIE? Blackberry is funding an 8 part series looking into the antics of a group of girls at music festivals over the summer. Produced by Monkey Kingdom, creators of Made in Chelsea, it will follow the same ‘structured reality’. It will be interesting to see the the scale of promotion offered by C4.

Social

Storytelling on Pinterest

This is still in its early days but one publisher, BeActive is using the platform to bring their graphic novel to life. The novel is called Beat Girl and they’ve created a Pinterest profile that tells the story of fictional DJ Heather Jennings, in a similar vein to Lonely Girl. This is presented as a prequel to an upcoming multi-platform video series.

How to get top of the viral charts

Cats & Topless Abercrombie & Fitch models

A focus on apps and content

Paddy Power Genius

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

Apps as a broadcast distribution channel

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.

New Evian fridge magnet designed to drive purchases

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?

Ikea: Kitchen View

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.

Yet another new social network

Grubwithus

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.

Sweden gives citizens full reign of its Twitter account

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?