Mirror, mirror, on the wall, who is the fairest advertiser of all? Just when you thought you had seen it all with non-traditional advertising, Ad Mirror comes out with a new product, bathroom mirror advertising.
It works like this: the ad is printed behind a two-way mirror, as someone moves toward the sink, a motion sensor starts the ad. Clever? Yes. Intrusive? Maybe. Although, the company claims to have research showing that people don’t mind it.
As a healthcare marketer, I can see this as a great way to promote some type of behavior change. Like, wash your hands to help prevent the spread of H1N1 (perhaps our client MDCH could add that into their campaign next year, if the company makes its way to the U.S.).
While I feel like it’s a little too in-your-face, it is pretty much guaranteed to catch your attention. What do you think?
Trying to explain how cool this interactive cause marketing campaign for the homeless is just can't do it justice. You have to watch the clip below. I promise it's worth the minute of your time. You are forced to "not ignore" the virtual homeless person on the streets of NYC. You can control the situation by making him open a door to a home.
Then after you're engaged, you can text a donation. Kudos to Pathways to Housing for this imaginative, innovative, interactive campaign. We do a lot of cause marketing and it gives me goosebumps when we can really make a difference. Hopefully, this campaign will not go unnoticed, like its subject matter, and truly make a difference for the homeless.
So what did you think...was it worth your minute?
The Sunday New York Times Style magazine had an article this past week titled “Google’s Doodles”. It seemed the writer did like what they do with their logo although there were a lot of words like “gauche”, “childlike”, “corny” describing various expressions of it.
Well, I just love it. Having spent lots of time listening to logo police for many large corporations, I admire the friskiness of the Google people. There’s a lesson in the looking. March 14th was pi day. Heh heh. A little piece of fun for the numerically literate, the Google logo was executed with nicely done geometry. And guess what, logo police? You could find the corporate identity in there. Also during the Olympics with the lovely illustrations showing us all those graceful winter games in the logo. Apparently, we’re able to fill in some blanks and get the nods to current events and holidays and all of that when we sign on the Google home page. It’s refreshing and fun and a treat to see it when it comes up. And the logo fun comes up with some predictability and some randomness. That’s part of the fun too. It makes you pause for a moment and think in a blink while you’re on your way to something else. I liked the plain Google logo and name from the beginning. But what they’ve been doing is so smart. They’ve let me in on the secret behind this big, big corporate entity. It’s headed by humans with wit and intelligence who are current and enthused about all sorts of things. I like them.
Would it be the breakdown of civilization, as the logo police would have it, if other corporations decided to let designers ‘fiddle’ with their corporate dress? Probably. What do you think?
What is the product? Hope. During the holidays, the Portugal Red Cross opened a retail store in one of the busiest malls in Portugal, with the idea to sell tangible donations of hope.
What a brilliant non-profit marketing and fundraising idea. Leo Burnett Lisbon developed the campaign that helped the Red Cross climb into the top ten for sales at the mall. Here is a brief snapshot of what they did.
The Red Cross has now opened additional stores in Spain and Portugal but will sell Stories of Hope this time. Books being sold have titles such as, The Children who learned to Smile, The Engineer Who was a Super Hero and The Girl who Forgot to Cry. The books are completely blank inside other than a marker and a note that reads “You can help make each book a happy ending by donating to the Red Cross.”
I hope that the Red Cross continues to raise money in this new venture, and that it soon makes it to the States. What do you think? Would you be more willing to donate if you were actually able to “shop” for your donation?
I notice some of the most interesting things while driving to work in the morning. Whilst pulling out of my subdivision a couple of weeks ago, I noted that the church across the street changed their sign. It read “Joy Flash Mob 2/12/10.” Really? A flash mob used for religious purposes? Unheard of. So what does one do when they want more info? Google it of course!
After doing a little digging I found that a Joy Flash Mob is a dance performed to share the joy of Jesus. I also learned that the practices were being held at the church I mentioned before as well as online for those that couldn’t attend. On top of that, I realized these flash mobs appear several times a year at different festivals around Michigan. How did I not know this? I’m a flash mob fanatic! And why hasn’t it drawn more attention?
It really made me wonder… do flash mobs need to have popular music and a well choreographed crew to be successful or could a flash mob focused on joy and religion really bring the same amount of attention?
Check out the video of a Joy Flash Mob at last year’s Winter Blast.
As a recent advertising graduate, I can honestly say that one of the most influential books that I’ve read in the past year was not a textbook on advertising but instead, The Medici Effect: What Elephants and Epidemics Can Teach Us About Innovation by Frans Johansson. Those who have heard of this book or had the pleasure to have read it understand why I believe this book reinforces the basic reason why most of us enter the field of advertising. We all have ideas, perspectives, creative minds, or experience that has led us to believe that we would best be suited in an innovative and always evolving atmosphere.
In the Medici Effect, Johansson discusses how merging two completely unrelated fields produces breakthrough innovations that come together when old ideas intersect to create entirely new thoughts and perceptions. This book not only discusses how to find such intersections but also gives real life examples of how some of the biggest ideas have come from some of the most unexpected places.
In the advertising world, generating new ideas for our clients and thinking of innovative ways to get a message across are consistently things we are trying to improve and conceptualize. As Johansson points out, “creation comes from a combination of different concepts in a unique fashion and it is difficult to trace the origin of insight,” (p.67). I think that as a person in advertising, I need to be open to new ideas no matter where or whom they come from in order to continue to grow and succeed in my profession. After a while, people tend to build up associative barriers that can hinder their willingness to keep an open mind. For example, this book has pushed me to be more open to experiencing new things when choosing what I eat, how I spend my free time, the places I visit, and even the acquaintances that I make along the way. The Medici Effect urges people to interact with the unfamiliar. It is about breaking down old barriers and becoming submersed in new atmospheres, diverse people, and assorted occupations to come up with a truly new idea.
Healthcare marketers are often challenged with to how to participate and ultimately lead health conversations through social media channels. In this highly regulated market, even marketers armed with great social strategies can find that they face seemingly insurmountable barriers thrown up by administration and information technology departments.
So how can you become part of the conversation when the thoughts you express could create a liability or privacy concern for your organization? Here’s one idea: borrow third party expertise. Turn the conversation away from your organization, your doctors, your services, and tap into some of the rich public health resources available online.
Why not get familiar with the major public health research publications such as Environmental Health Perspectives (fd: Brogan & Partners publishes and markets EHP on behalf of the National Institute of Environmental Health Sciences). Stay ahead of the competition when it comes to understanding the major health concerns of today and tomorrow by commenting on the research or news provided by these publications and the esteemed researchers that contribute to them. You can then draw connections back to your service lines as a way of providing additional information.
You’ll appear smarter and better informed while fostering a feeling of goodwill among consumers because your organization is taking the time to help them understand how to live healthier lives. Got other ideas on how to insert your organization into the social sphere while limiting exposure? We’d love to hear them!
I love when I get a social marketing assignment. Because instead of selling capitalism with my creativity (not that there’s anything wrong with that), I get to sell people on the idea making the world a better place. Some of the best creative has come from public service announcements. What makes this campaign for the United Way Toronto special, is that it was not just a brilliant idea, it was brilliantly executed. That takes commitment, passion and know-how. Kudos to the production team that pulled it off (no pun intended)!
If you have any other creative social marketing examples to share, please do! This blog post is last in the series, 21 creative social marketing examples.
While checking my Facebook page the other day I noticed a video from a friend who was apart of a Flash Mob at the Auto Show in Detroit. The still video shot shows a group of people (most with their hands in the air) and the caption read something about dancing to a song. So I had to look right?
Hit play…two girls start a routine amongst onlookers who have no idea what’s going on. Then it’s like a domino effect! People everywhere are dancing the exact same choreography! It was amazing! Well at least until I did some digging and found more and more flash mobs done all over the world. “No pants 2k10”, “Grocery Store Musical”, “Surprise Wedding Reception”.
Not everyone is as excited as I; public safety officials don’t find these mobs too appealing, and some would say they are a nuisance, disorderly, disruptive, troublesome and even disturbing. I happen to like them, although I have not experienced a live flash mob that put a stop to my plans for the day. I suppose they can be irritating but if used the right way perhaps they can bring attention to matters that would otherwise go unnoticed.
Checkout this video and let me know your thoughts! And if you're anything like me you'll want to visit this website to see the 15 Flash Mobs you must see to believe!!
If we’ve learned anything about Mobile Marketing in the past couple weeks it’s been that this mobile medium can be very useful when it comes to getting speedy results/responses - like getting people to donate money to Haiti relief. Although millions of dollars have been donated through the medium of web sites like Worldvision.org and The American Red Cross, mobile has broken through as a very impressive vehicle for engaging people on a whole new level. When a mobile user enters the text “HAITI” to 90999 - this would donate $10 by charging the user's phone bill.
There are some “indicators” out there that say that only a certain age person, usually a younger demographic, is willing, knowlegable, and even trustworthy of using a medium like mobile text messaging to make a purchase or in this case to donate money to a cause. More than $30 million have been raised for Haiti relief though SMS (text messaging) calls to action - with the American Red Cross leading the way. I doubt that all this money came through a younger group of people, but from a collective group of people that set aside their doubts and embraced a technology that they probably weren’t comfortable in using. I applaud these people.
I am excited about the possibilities that we can offer our clients to also benefit from this medium in reaching out to their consumers. Whether it be retail, BtoB, healthcare or even minority marketing I believe that we are at the tip of the iceberg regarding what we’re about to see happen in mobile. Have you participated in any mobile marketing on a consumer level? How do you feel about it? Does the Haiti relief responce make you more supportive of the medium? Let me know.
Soon to come - a series of blogs on mobile marketing. Stay tuned.