Interactivity: advertising trend

I’m not an advertising expert. My business is communications. However, advertising fascinates me once in a while with campaigns that are just…fantastic, especially their use of technology to capture consumers’ attention and create impact.

Interactivity has arrive to advertising world and is becoming a trend. I have already mentioned examples in my previous posts Simple things are the most effective as the most difficult to find and Do you know that windows can talk with you?. Today, I will show you how creativity has no limits to reach clients and consumers.

In Sweden, a pharmacy brand turns commuters’ lives more fun when using the metro (or subway, depending where you come from). A clever outdoor ad in Stockholm uses ultra-sonic sensors that detect when a train is coming. The ad features a model whose hair frappes in the hair and when the train comes and she struggles to keep it in place. All women understand this, right? We struggle to keep your hair nice for work and suddenly… something happen and ruins your hair. I have the rest of the day…ruined… Easy to touch women heart!

Another good example is a billboard of IKEA by maximizing its space with a low-tech solution – RGB (a.k.a. red, green and blue). As the video bellow shows, this billboard shows three different messages depending on which bulb is lighting it up.

These two billboards are two more examples of how marketers are experimenting a new-age outdoor advertising medium. Another interesting case is British Airways campaign called “Look up”. A billboard ad, in Picadilly Circus, London shows a child tracking a plane in real time, displaying the flight’s number and origin. The ads idea, developed by Ogilvy, uses custom built surveillance technology, which tracks the aircraft and interrupts the digital display just as it passes over the site, revealing the image of a child pointing at the plane overhead accompanied by its flight number and destination it’s arriving from.

Interactive advertising has the capability of creating impact in peoples mind. It is not only use for B2C purposes but also for social causes. In Spain, an anti-child abuse organization used a lenticular printing to show different messages to kids and adults, the National Centre for Domestic Violence uses an interactive billboard in London to making it easy for people to get involved in stopping domestic violence. At the Euston City, one of the most busy commuter stations in London, passers by can use their phones to drag away a perpetrator from his victim.

In Uk, the National Centre for Domestic Violence uses an interactive billboard in London to making it easy for people to get involved in stopping domestic violence. At the Euston City, one of the most busy commuter stations in London, passers by can use their phones to drag away a perpetrator from his victim.

It seems that interactivity is a new trend in advertising campaigns, allowed by new technologies to create impact and engagement. What’s next? Any idea?


How fun can influence your behaviors

It’s been a while from my last post I know. I like to write when I find something interesting of fun to write about. That is the case and is about FUN and how can influence your behaviors.

All started with a class of gamification with the University of Pennsylvania, where it was about the power of fun and how can motivate us to change your behavior. Thinking about it makes all sense. Everyone likes to have fun, right?

I have mentioned gamification before in this blog as a new marketing trend. Of course, I wanted to explore it more and took a course to understand how it works. What did I found out? Among many things, that fun is powerful, it can change the way we behave by using your emotions. Of course there are different types of fun and for sure you can remember a couple of them.

A good example of how gamification and fun can be use for changing behaviors for better is the Fun Theory of the Volskwagen, in Sweden.

Here are my favorite examples:

The piano stairs is my favorite, I admit it. Normally, people take the escalator instead of stairs. We all read somewhere that using the stairs is healthier than the elevator or the escalator. Even we heard it from your doctor. Normally, people that do some kind of sport do it. How about you? How about if you had a piano instead of stairs? Would you still been using the escalator? Watch the video here.

Piano stairs

There’re more! We all know that we can’t speed for road security, right! However, we do it. How about if you could win a lottery by following the traffic rules? Watch the video and find out how here.

Speed Limit Lottery

Another one that I like a lot is the world’s deepest bin. We don’t like to see rubbish in public garden or even in the street. I hate it!! And if there was a fun way to convince people to throw rubbish in the bin instead of onto the floor. Enjoy the next video and found out how fun it is to throw rubbish in a simple bin.

The World's deepest bin

These are only three great and fun ideas to make the difference in your lives for better. Creativity is what we need!! Now watch the others videos in Fun Theory and comment about your favorite one. What would you do to make your world more enjoyable? Do you know other cases?

The power of audiences

The Super Bowl is a huge event that every year gathers millions of people in front of a TV screen. Because of that, the value of each commercial is gigantic. The power of its audience is so big that brands are willing to pay millions to be part of this event just because they know that will reach millions of consumers.

The audience in the stadium and TV gathers another power one: Internet. Today is possible to reach thousand of million people across the world and brands pay for it. Commercials go around in the social media, such as Facebook and Youtube. The consumers and sports fans can interact with their favorite brands, vote in their favorite commercial and comment, for instance, for an increased engagement. The  commercials and this sport event have earned such dimension that CBS has dedicated one page to them.

Super Bowl is part of the advertising history. Budweiser has conquered audience with the history of a horse with his handler and this year is a love story between a puppy and the horse.

Budweiser Super Bowl Commercial 2014 

This is just an example. However, the first commercial that made history at Super Bowl has 30 years: introduction of the Apple’s Macintosh, in 19884.

Apple introducing Macintosh at Super Bowl 19884

Apple introducing Macintosh at Super Bowl 19884

It’s a commercial that only showed one, at the Super Bowl, even so with a huge impact. It’s, in fact, a remarkable example of storytelling used in marketing and advertising by brands. Actually, both examples here use elements of storytelling. This is a subject that I have already mentioned here and I will go back again.


Let your clients do the work for you

Our best clients gives referenceA few weeks ago I posted a quote from Philip Kotler, saying “The best advertising is done by satisfied customers”. I agree with it! References generate more purchases. A satisfied customer is the best way to get new customers into your business and the cheapest.

One of the major goals of any business is to increase production and service quality, which will increase revenue. In order to do this efficiently, businesses need to constantly pay attention to changing times and the growing needs of customers. Understanding what your customers want will help you to adapt and evolve with the times. As times change, so do customer needs and behaviors. Your business should be flexible and should continue to evaluate service and product quality.

A business that understands the needs and behaviors of their customers and is dedicated to providing customer focus will be able to market and sell their product or services. Consumers need to feel that your product is worth buying and is treated as a friend or family members. Focusing on the needs and behaviors of our clients just makes sense. After all, it is their needs that we are trying to meet and understanding their behaviors will make it easier to find them. If we meet their needs and understand their behaviors, then we have done a good job, and will probably get more work. Happy customers and clients originate references, which will bring more clients and customers to our businesses. If we do not meet their needs and understand their behaviors, then we might find that our work runs out.

Think like a Marketer, by Lauron Sonnier

Think like a MarketerThink like a Marketer, by Lauron Sonnier, is one of my favourite books about marketing. It gives a simple vision of what is marketing, where we can look for it and how to do it with little or no investment.

In her opinion, “to act and succeed like a marketer, [we] (…) must first think like one.” She’s right and shows it with with practicle examples. There are a lot of opportunities out there for marketing. Of course, we need to find your market’s needs and how to reach it. After that, just look for marketing opportunities.

Lauron Sonnier developed a theory that it turns marketing principles easy to acknowledge and fun: stir the pot to build and maintain marketing momentum. In this books, the author leaves some tips, checking lists and mistakes to avoid. Ideal for small medium size businesses. It show how to position yourself to attack more and better clients and to stand out from the competition.

It’s one of those books and I take it from the self and read it again.

Enjoy the reading!

Infographics: why marketers use it?


Why marketers should use infographics?

Today, I started to explore the world of infographics. As the word itself says, infographics is information in graphics, that is, information visually transformed into graphics for more comprehensive, easy reading and visually appealing. Now, what that has to do with marketing and communication? Everything, I would say!

Marketers and communication experts have always in mind finding the best message for their segments in the most effective way. Infographics can do it. How? Simple! Take, for example, your own experience when you read an infographic. It doesn’t take much for you to get the message, right?! What captured your attention first? The graphics or content?

This happens because infographics are a powerful tool that companies and marketers can use to capture the attention of their target audiences. Actually, publishers who use infographics grow an average of 12 per cent more in their traffic than those who don’t.

In summary, infographics are a simple way of storytelling. Image a children book, with lots of pictures and short in content. Something but for grown ups. So, lets start using your creativity and use graphics to increase your exposure. It’s harder than it seams, but it makes up. If you need help, check these platforms for inspiration or your graphics: Piktochart, Easely and Visualy.

Have fun and looking forward for next week’s post!!

It’s not how good you are, it’s how good you want to be, by Paul Arden

Today, I start a new section in my blog: books review. Books are one of my passions. I have technical books, history, entrepreneurship, personal development, traveling, comics, romance, historical… and in different languages, such as French, English, Spanish and, of course, my mother tongue, Portuguese.

It's Not How Good Your Are, It's How Good You Want Be, by Paul Arden

This new section begins with the world’s best-selling book by Paul Arden, It’s not how good you are, it’s how good you want to be. It’s a classic!! As Sun Tzu’s Art of War is read as a lesson in business strategy, Paul Arden uses creativity processes of advertising as a metaphor for business… and life practices. Be yourself, think different (no, it has nothing to do with Apple) and have no afraid of taking risks are the three main lessons of this small but big book.

It’s a good book to read in a raining day, by a window with a coup of coffee!


Paul Arden

Paul Arden

About the author:

Paul Arden (7 April 1940 – 2 April 2008) was an influential author of several books on advertising and motivation including “Whatever You Think, Think The Opposite” and “It’s Not How Good You Are, It’s How Good You Want To Be” and a former creative director for Saatchi and Saatchi at the height of their advertising might. He was the creative director for advertising of, for example, the British Airways, Anchor Butter and InterCity. His famous slogans included The car in front is a Toyota and The Independent – It Is. Are You?

Internal Communication Trends for 2014 II

Internal Communication Trends for 014

Internal Communication Trends for 014

In my last post I have given some clues on Internal Communication Trends for 2014 I. I have mentioned communication for engagement and image content. There a few more that I would like to share with you:

3. Gamification

You must be wondering how gamification is an internal communication trend, right? Many companies have already team building programs for more engagement and high productivity. Training programs and caring for the wellbeing of employees are strategies that are being implemented in many companies. Gamification turns day-to-day monotonous tasks more fun by applying elements of game-play, such as leader boards, badging, completions bars, etc. For example, reward employees that have the best idea for a project or an internal competition for finding the best strategy approach on sales. The human desire for reward in internal context is massive…

4. Digital Signage

White or cork boards belong to past. Digital signage has arrived! This is an increase way of spread the words inside companies, for department or for floor, for instance. It can be motivational quotes or information. All it matters is communicate with employees, share information. Visual content is easier to memorize and digital signage is an easier way to spread the word. Every time you have something new, just need to change the content. Digital signage has left events such as conference and has entered into companies’ daily life.

5. Storytelling

All company has its own story as any employee. Everyone loves a good story, right? Storytelling techniques are great for engagement, not only with external audience – brands do it all the time – as internal audience. Work colleagues feel more closed to each other when they share common stories, full of drama and climax. Can you identify a hero in your company? What stories can you share with your colleagues that are worth to share?

Do you want to add other trend? Which one you will start using in 2014? Share your thought with us!