Here at Lowe Sydney we have invoked the magic of Street Theatre to drive ticket sales for the Hyundai A-League Football Finals Series for the Football Federation Australia.
Using the ‘90 minutes, 90 emotions’ brand campaign idea as inspiration, we used actors to bring to life the various emotions fans go through when watching football in popular Sydney and Brisbane public spaces.
Passers by will be able to choose from ‘Joy’, ‘Passion’, ‘Elation’, ‘Tension’, ‘Worry’, or ‘Despair’ and then have the actor play out that emotion.
Football Federation Australia’s senior marketing manager Peter Jarmain said “With our target demographic being 16-24 year olds, it’s crucial we think outside of traditional media and seek out other means to resonate with our target audience through online and experiential”. This campaign provides a truly unique way to articulate the crowd atmosphere and range of emotions experienced at the Hyundai A-league. It’s a great extension to our existing TVC and print media.
Dave Johnson Lowe Executive Creative Director said “When taken out of the context of a stadium, a football fan’s behavior is really pretty extraordinary, so by literally taking a singular fan and placing him on a street corner amongst our target, we were really able to amplify the range of emotions that the game elicits to huge effect.
“What I love about the Interactive Fan is that the interactivity is totally fake. The idea that passers by can instigate certain emotions in a fan just by pushing a pedal is ridiculous, but this proved to be a most irresistible and entertaining draw card” said Johnson.
The interactive fan will also be pushed out virally and forms part of the finals series campaign supported by TV, radio and print.
Tony Wright, the London-based Chairman of Lowe, is arriving in Sydney this weekend.
We’re looking forward to Tony’s visit because his thinking has a big impact in the real world. In the last three months, he’s led Lowe to major account wins against the toughest international agency competition. These include the giant China Mobile company and the international Signal toothpaste and Magnum ice cream brands.
Tony was recently named as one of the world’s best 5 planners by the influential UK magazine Campaign. And in his previous role as Chief of Planning and Strategy for Ogilvy & Mather, he created the ‘360 Degree Branding Toolkit’ - widely recognised as the leading model for integrated marketing.
Tony will be in Sydney for the week, meeting with Lowe clients, key influencers and the media.
They say toddlers have little tummies and big appetites. Well for Yahoo7 – celebrating 2 years will be a big deal. The company has been at the forefront of Seven’s push into new media and under the stewardship of Rohan Lund has made a competitive stand in the Australia marketplace – still dominated by adolescent players.
In fact it’s hard to think that the joint-venture is only two years old tomorrow. Proof of digital’s speed? That was just part of what Rohan said to this year’s AFA Graduate Trainees – our Grad among them - who have just started their one week intensive course.
Rivet’s ECD Chris Hunter and Interactive CD Tom Markham have featured prominently in the list of finalists for the 30th John Caples International Awards in New York.
Their work for Rivet’s New Zealand office last year has resulted in seven mentions, on clients including Vodafone, Genesis Energy, GlaxoSmithKline and nzdating.com.
It’s great news for the agency as Chris and Tom are now based in Sydney.
While this blog is usually dedicated to the goings on here at Lowe and Rivet’s HQ, we couldn’t help but notice the innovative launch of a new airline.
British Airways (BA) has launched a new airline – called OpenSkies with daily flights from New York to Europe, taking advantage of last year’s EU-US “open skies” deal to free up the key transatlantic market. (Source). Now the product itself is quite innovative. Flying medium sized jets they are going to have roughly the same number of passengers in Business (24), Premium Economy (28) and Economy Class (30) giving it a comparative executive jet feel and smaller more intimate cabins throughout.
But what caught our attention was the launch website which is … a blog. With a name like OpenSkies, BA has established a brand name that promises a new levels of brand and consumer interaction. Well the blog seems to be taking that promise forward. A read of the behind the blog section spells out the plans for the site and that two-way conversation that we think is so important.
If you want to see an example closer to home (apart from the site your on right now) check out the blog – The Full Picture - on the FOXTEL HD site we recently launched. Hosted by Patrick Delany - FOXTEL’s Executive Director of Content, Product & Delivery Innovation – it’s another great example of brands opening up dialogue with their most passionate consumers.
We just launched a new website aiming to be the ‘definitive guide’ to HD for Australians for our client Foxtel.
It’s all about the pixels and their life now that HD is coming and they will have to share the same space with over 4 times as many pixels!!! Check it out.
2) In your job, which is the most important thing you learnt this year?
Solutions are only solutions if they work for the client
3) As a marketer what’s on top of your agenda for 2008? Redeveloping my site (digitalsalad.com.au) and having a go at blogging.
4) What, in your opinion, will be a killer application/key trend in marketing in 2008?
Killer Applications - more mobile tools for smart phones, PDA’s. Gone are the days of pulling out a street directory. Just pull out your blackberry and go to google maps
5) Which book would you give as a Christmas present to a colleague?
Change the world 9-5. 50 ways to change the world at work
With only a few posts to go, today we hear what Judi Lewis has to say in response to the advent calendar questions.
1) Which is the campaign that impressed you most this year?
Probably stating the obvious – but it’s hard to go past NY Tap. I wish I could say I was involved. Such a simple insight coupled with a big idea and executed brilliantly.
2) In your job, which is the most important thing you learnt this year?
The majority of agencies fail to do what they advise Clients – create a clear single-minded proposition that is substantiated and which differentiates from the competition.
3) As a marketer what’s on top of your agenda for 2008?
Based on question no.2, top on the agenda for next year is creating greater distinction as an agency. Not just for the sake of it, but to give greater value to our Clients and more opportunity for our people.
4) What, in your opinion, will be a killer application/key trend in marketing in 2008?
What I hope the trend will be; more marketers committing resources to deliver greater personalisation and customisation. Given all the technology available, there is absolutely no excuse for irrelevant marketing communications. The marketers who have applied this strategy are rightly enjoying the rewards. Look no further than the Apple IPOD and Nike collaboration (Nike+).
5) Which book would you give as a Christmas present to a colleague?
Chris Hunter beat me to the punch, my pick is also ‘The Road’ by Cormac McCarthy. It really is superb. Don’t be put off by the dark plot – it is an outstanding read.
In his follow up book to ‘Life After the 30 Second Spot’, Jaffe gives us a ‘how to’ manual on ‘conversational marketing’ or the successful shift from marketing-funded ‘communications’ to ‘conversations’.
We recently sent out 50 pre-release copies of the Joseph Jaffe book ‘Join the Conversation’ to influential contacts and associates. Our motivation? Marketing success no longer has a static rulebook – it’s dynamic – much like a Wikipedia entry. And we were very keen to be a part of this sort of conversation within the industry.
Part manifesto, part opinion piece, Jaffe’s book is a comprehensive explanation of the steps to (and reasons for) a landscape where the consumer has an active role to play. If you want to know about corporate blogging, consumer-generated content, or the role of Second Life in your brand campaigns – this is your book. It’s not a new story but Jaffe is dogged in his do-or-die belief that consumer participation in brand dialogue is the key differentiator between brand success and branded failure.
Jaffe is raw and honest in his writing but on a few occasions I think he misses the point or perhaps too enthusiastically criticises past brand failures. But the industry is often critical of flag bearers and I think that while I don’t agree with everything Jaffe says, it really stimulated my own opinions. For example, I am still sceptical as to whether Dell really has overcome the impact of Jeff Jarvis and Dell Hell. And I believe that too often conversational marketing examples are born of desperation rather than optimistic belief. (Credit to Dell nevertheless for contributing to an excellent case study on corporate blogging - a refreshingly honest account from a multinational free to speak about its own marketing efforts).
The strongest point made in the book (and in my opinion it’s most important one) is that a commitment to experimentation is the only real way to ensure to future marketing success. And there is no better way to experiment than through dialogue direct with consumers.
I strongly recommend this book to anyone who wants to have their thinking challenged or keen to sharpen their interest in this emerging media. It’s not always an easy read but there are some excellent case studies and plenty of practical tips that should ensure that you’re across the emerging frontier.
I’d be very keen to know what you think if you have read the book. So leave a comment here, email me or go to joinin.com.au and have your say.
Tony Wright, the London-based Chairman of Lowe, is arriving in Sydney this weekend.
