我好奇故我在

source: http://www.techcrunch.com/2009/10/18/google-expands-going-google-ad-campaign-worldwide/

瞄準Microsoft的office，google在今年八月作戶外廣告，一天更換一個訊息。google的廣告風格很google--簡單樸實，就是白底打字的方式，也不用電子媒體。

The campaign, called “Going Google,” has a very clear target: Microsoft Office. A series of advertisements will begin touting how and why some 3,000 organizations are signing up to use Google apps each day. But the crown jewels of this campaign will be billboards on four major U.S. highways that will give a new message about Google apps everyday for a month.

下一個階段訊息走testimonial ad -- "Gone google"。

Red Bull 這個提神飲料(energy drink)廣告訴求上常與極限運動作結合。從2006年就開始的"soapbox race" campaign 肥皂箱賽車競賽(歷年比賽的官網)，這一次的campaign有實體競賽與網路競賽，傳播方式如下：

實體競賽：Los Angeles

於8/19/2009在Atlanta以及9/26/2009在Downtown LA的兩場比賽，沒有任何燃料動力，而完全是用人力。
The Soapbox car race is to be held in Los Angeles. This event of motorless car racing is one of the funniest human powered car race event.

有40個隊伍參加，自製的各種趣味車子，重點不在速度或贏，而是各種趣味的翻車鏡頭，可以點選以下影片觀看http://us.wannahaves.com/item/babef39a/a/red-bull-soapbox-race--worst-crashes。

另外，參加比賽者也將自己製車的過程以及心得在網路上傳播。

網路遊戲：全球玩家一起玩。

在八月初就有此款遊戲，玩家可在車庫設計自己的3D賽車(home-made)，可以挑選跑道，以及邀請朋友一起比賽。下面的youtube是promo。另外，也可以看設計者Less Rain Blog的介紹。

iPhone 遊戲

可直接觀看遊戲youtube介紹

有意思的BTL campaign：

以色列用小預算作的游擊戰役(guerilla campaign)，將不能動的日常物品，加上輪子。

Earlier this month ad agency, Avraham, Israel produced a low budget yet creative guerilla campaign to promote the 2009 Red Bull Soapbox Race in Jerusalem. [Because Red Bull and driving home-made vehicles make for a great combination]. In order to grab the public’s attention, they placed a set of branded wheels on a number of random [non-moving] objects like benches, tables, bins, and boards.

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咖啡、提神飲料(如蠻牛)、口香糖之類，常要溝通提神的訊息，通常可以會放在把瞌睡蟲打出來，或是服用產品之後可以精神百倍的訴求，看到泰國Oishi Black Tea的廣告，這個茶廣告訴求有咖啡因可以提神，由另一個角度切「沒有提神的下場會是怎樣？」TA是上班族群，透過呈現誘發人愛睡覺的表現方式，帶出上班族的天敵「老闆大人」，趣味帶出這個恐嚇訴求「You are fired」，至於要警醒不要打瞌睡這一層訊息，消費者自然而然會理解了。

恐嚇訴求不容易作到讓人不反感，而是覺得可愛。Brilliant ads!

New Staff
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source:

• http://www.brandweek.com/bw/content_display/news-and-features/packaged-goods/e3i5d4ce2397955e3fde880beb15677103a
• http://unchainedinamerica.com/uia_dan/2009/06/17/the-truth-about-frito-lays-lays-local-marketing-campaign-part-1/
• http://www.prweekus.com/Farmers-infuse-local-flavor-to-new-effort-for-Lays-Potato-Chips/article/137420/
  
• http://fabrikproject.com.mx/v3/2009/08/16/lay%E2%80%99s-campaign/
• http://www.huffingtonpost.com/tara-lohan/has-lays-gone-too-far-in_b_264333.html

官網 http://www.fritolay.com/lays/chip-tracker.html

Lay's Potato Chips 樂事洋芋片重新定位，在美國2009年五月推出"Lay's Local" campaign，因為裡面的馬鈴薯都是來自美國產地，美國農夫所種，不過卻非一般美國消費者所知。

背景：

• The “Lay’s Local” campaign is the second phase in Lay’s strategy to reposition its Lay’s Potato Chips brand of snack food. Lay’s launched the first phase, called “Happiness is Simple,” in early 2009. “Happiness is Simple” focused on people’s nostalgia for the simpler times that seemed to have existed before today’s complex economic problems developed. The campaign sought to make a connection between this nostalgia and Lay’s Potato Chips’ “place in Americana” and the potato chips’ “role in bringing people together for life’s simpler pleasures.”
• 美國現在local foods movement 當道，人們會留意所吃的食物來自哪裡？因此Lay's想抓住這點來作廣告。不過The local foods movement is about an ethic of food that values reviving small-scale, ecological, place-based and relationship-based food systems
• 在經濟困難時刻，表達支持美國農夫(local grower)。

The campaign includes

• national and regional television spots highlighting the farmers
  • OS: Next time you grab a bag of Lay's in Michigan, think of us
• national print advertising
• PR & Event
  
  • 訊息：This recent effort, “Lay's Local,” touts the chips' origins, which Frito-Lay says are sourced from potatoes grown on more than 80 farms in 27 states. The effort celebrates those local communities, along with the 18 states where 40,000-plus people work for the company.
  • 工具: Farmers will be central to the effort. For example, Frito-Lay kicked off the campaign with growers ringing the bell at the New York Stock Exchange on May 12. This summer, “Lay's Local” will take part in more than 50 local events, including the Maine Potato Blossom Festival and Utah Pioneer Days – both in July. Skena said the events chosen all “celebrate simple pleasures” and are events where consumers “make positive memories,” building on the brand's traditional holiday presence.
    
    Media relations will center on local press where events take place. “The campaign is customized to the state level... with unique messages in all 50 states,” said Skena. It also includes ads featuring the farmers and an “aggressive” in-store presence that highlights local information.
• on-pack messaging and 40,000 in-store displays that are customized for each participating state to celebrate local connections and contributions to Lay's Potato Chips.
• Online, Lay’s “ Chip Tracker” allows consumers to track back from the bag of chips, exactly where the potatoes were grown and where that particular bag of chips was made.
  消費者輸入外包裝的產品code加上zip code就可以知道自己現在吃的這包洋芋片是那邊種的？那邊製造的。
  
• OOH
  • Michigan
    文案 Proudly Supporting Local Michigan Farmers.
  • Chicago
    
    
    Read more at: http://www.huffingtonpost.com/tara-lohan/has-lays-gone-too-far-in_b_264333.html
     subway
    文案"Our Patatoes are grown closer than you may think"
    

"Teach India" 是2008年開始，廣告主是報業印度時報Times of India，

campaign introduction: http://www.spikes.asia/winners/2009/integrated/
官網：http://teachindia.itimes.com/public_teach-india.php
Blog: http://indiateach.blogspot.com/

印度有75 million uneducated children從來沒有上過學，人口總數相當於英國跟愛爾蘭人口總和起來。如果去過比較落後的國家，有一幕是令人忘不了的，就是小孩會在路邊攔住人要錢或是賣東西。

印度另一方面也有很傑出受過教育的精英。因此Times of India提供一個平台招募義工(義工只要願意每週花兩個小時教小孩)，將受過教育的大人跟未受教育的小孩連結起來，進行一個整合campaign。我想目的是讓小孩識字，所以主要的視覺是一個字母拆成兩半的T恤，分別由大人以及小孩各穿一件，當兩人碰在一起就是呈現一個完整的字母。

The aim of "Teach India" is to provide a platform to educated Indians to provide assistance in basic education to the unprivileged children. Participants have to devote just 2 hours a day to teach underprivileged children, either in a formal environment or even informal teaching like story telling.

Teach India campaign 2009 TVC

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Advertising Agency: JWT, Milan, Italy

2009年五月先上TVC，整體傳播是以"Are you with us?"「你是跟我們一起嗎?」此問句進行，用一個不同類事物放入Heineken消費者生活中，來引發此問句"Are you with us?"；敝人感覺這是對忠誠的Heineken消費者說話(其實一貫他的宣傳就也是這種調性)。TVC後面的slogan現為Made to entertain(也可能只有侷限於義大利市場)。

然後接續六月是與FNAC的合作！比較特別的是後者，在店內的CD、DVD區中，放至一個假的CD或DVD，當消費者誤拿時，後面就有Heineken的廣告那句"Are you with us?"。可以推估是傳播策略上會走音樂、電影之類主題，也就是男性消費者找樂子時，Heineken跟你一起，品牌調性也比較朝fun、娛樂導向些。重點是我覺得這個手法特別，對於傳播訊息倒是沒感覺。

TVC title: moving (PS:有系列TVC，可上youtube)
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可口可樂奠基於2006年的slogan "Coke Side of Life" 強調樂觀，在2009年一月訴求新sloganOpen Happiness，打開可樂就是打開快樂，讓你享受生活最單純的快樂。打同陣就是快樂工廠系列三廣告，然後第三波就是打廣告配樂的加長版MV，與華納(Warner Music)合作，邀請當紅藝人聯手獻唱，影像也有兩種版本，一個是可樂版的，一個是正常歌手版的。歌曲在iTune可買，所得部分捐公益。

PS: 話說這個音樂策略在1971年可樂廣告"Hilltop"中，就有一群真善美的人在山頂上唱“I’d Like to Teach the World to Sing”。

Building on the award-winning "Coke Side of Life" campaign, The Coca-Cola Company today invites the billions of people around the world who love to pause and refresh themselves with a Coke to "Open Happiness" and continue to enjoy one of life's simple pleasures.

2009年上半年在全球展開全面campaign. The fully integrated campaign --  including new point of sale, promotions, outdoor and print advertising, digital and music components and more. (source) 在六月亞洲區另外與當地藝人合作，local化歌曲。

Campaign包括：

官網 http://www.openhappiness.tv/

TVC - Happiness Factory 3 (想看自2006年起的系列TVC嗎？請點此)


當你看完以上的廣告跟MV，是不是覺得可口可樂的品牌似乎很快，不是很明目張膽的。這個前提是可樂的品牌太強了，所以就算廣告中branding很弱，消費者仍可透過這首歌連結到可樂。也是！頭陣廣告打的好，已經建立歌與可樂的關係，接下來只要打歌，就可以刺激消費者的聯想，這就是心理學上，有名的巴夫洛夫的狗，講古典制約學習理論。
“Coca-Cola is such a strong and magical brand that we can come out with something with no branding or very little branding,” he said in a telephone interview from Turkey on Wednesday, where the company plans to release a Turkish-language version of the song. “All the communications we are doing around the song enable consumers to connect the song with the brand.” (source: NYTimes)

另外在其他的平面或店頭上，則是以商品作主角，很明顯的branding，我想所有的輔助媒體大概就是要彌補主要媒體上品牌不清楚處，所以非常的product as a hero. ...繼續閱讀

Economist今年國際打branding，打大學生至30歲左右的非讀者族群！。

source:
http://www.creativereview.co.uk/cr-blog/2009/june/red-wires-new-economist-ad
http://fivve.co.uk/archives/5119.php
http://theinspirationroom.com/daily/2009/the-economist-ride-the-bull/
http://online.wsj.com/article/SB124648859021982 Date:02.07.09

英國年輕人認為Economist有點嚴肅，訂戶約為47歲。

"In the U.S. they see [the Economist] as cool," says Nigel Ludlow, U.K. managing director of the Economist Group, the magazine's owner. "In the U.K., it is a more serious.

The average age of the Economist's U.S. subscriber is 39. In the U.K. -- where many associate it with the right-wing policies of Prime Minister Margaret Thatcher -- it is 47.

英國年輕人對世界有高度好奇心，但是300萬目標受眾中，Economist只有賣出18萬。

According to the Economist’s research, there are more than 3 million people in the UK with “high levels of curiosity” about the world. But the magazine sells 186,995 copies each week here.

舊式海報紅底白字廣告，無法引起非讀者共鳴。所以在2007年，英國Economist開始大膽採用紅色跟黑色作平面廣告，算是突破之前紅底白字(“White out of Red”)廣告模式，將廣告內容作的比較活潑一點。

Regular readers of the magazine loved the Economist’s traditional poster adverts but they did not connect with non-readers, according to the Economist’s UK publisher, Yvonne Ossman. “The brand left them cold,” she said.

2009年7月3日在UK，Economist "red wires" 在電影院播放的廣告

The Economist is launching a radical new brand strategy with its first cinema ad in eight years – a 70 second commercial featuring a high-wire walker.

The Economist says that the “Let your mind wander” endline is "a metaphor for the inherent pleasure in connecting different ideas, and how this is reflected in the wide-range news and analysis available in a copy of The Economist".

這個廣告的背景聲音居然還這麼有學問
Music rises in the background along with apparently random sounds -- such as African music, a thunder clap, a cash register -- as the man jumps from wire to wire. Each sound and wire is meant to represent an aspect of the Economist's coverage. A Hare Krishna chant alludes to articles about religion. The thunder is a reference to global warming. A computer-generated voice, which is a reference to the Economist's technology coverage, can be faintly heard saying: "If we could look into the future what might we find?"

By jumping across wires, the man signifies the intellectual connections an Economist reader can make as he or she reads different articles, according to Mr. Ludlow.

The ad is designed to appeal to intellectually curious people interested in new trends.

坦白說，我看完這個TVC，我的mind是"wonder"驚嘆這個特技表演，沒有想到腦袋有wander遊走世界各個新點子或是事件。(兩個單字有搞混問題嗎？徐薇老師說wander你要到處閒晃流浪，當然是用walk走路的囉！而wonder可以用當你感覺很驚奇時，就會不由自主地 >O< ㄡ)

有人說會想起2006年BBC這個Rush Hour廣告，主角是David Belle，居然還有這種運動叫parkour(一項街頭疾走極限運動，并配合猿猴一樣的靈活攀越)。

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<update> 這個campaign 獲獎無數，如2009 One Show "Best of the show"，坎城新增的公關大獎也是它拿走。 添上<官方說明>於下方。



這個大堡礁(the islands of the Great Barrier Reef)活動已經選出了island caretaker -- Ben。

分析一下這個活動：

1. 在全球不景氣下，推出一個六個月台幣薪水三百多萬的工作(US$111,000)，這種對比式的話題很容易吸引人。
2. 在國外reality shows很風行，此活動等於是全球版的reality show。2009年一月宣傳活動，2/22選出參賽者，參加者需準備 一分鐘自我介紹影片(elevator pitch)，5/4面試，5/8公布優勝者。整體的公關效益可以由「徵選」這件事情可以拉長作戰時間。
3. 此活動約可分為兩個階段：
   1. 第一個階段打知名度，藉由島的美來烘托出"best" job意涵，吸引人應徵此工作，譬如超舒適度假房間、潛水活動、島嶼整個景觀等等。(一般旅遊廣告是直接照美景，但是這個活動是用話題包裝了美景。)
   2. 第二階段導入吸引人的旅遊內涵：選上了island caretaker之後，此君過著快樂逍遙的生活，他寫的blog差不多就是形容這個天堂般的度假地，勾引人想要去那邊一遊。
4. 整體預算(約3840台幣)的十分之一拿來當作薪水。

Ben為什麼會被選上呢？

不是因為他潛水技術好，或是相當瞭解自然生態，主要是因為他採用積極態度吸引媒體的注意。所以以下評審說：We were impressed by Ben’s proactive approach to campaigning for the Best Job in the World, which included organising media stunts and securing an extensive amount of media coverage.

這個一開始就設定好「尋找公關能力強的」，所以要應徵者拍一個六十秒的短片，以下就是Ben的應徵影片。據報導猛然的跳入冷湖水這一段，搭配Ben的旁白說: I am practically a fish myself. 最讓人眼睛一亮。

http://www.islandreefjob.com/en/#/Bens


<官方說明>
Objective:
To raise awareness of the islands of the Great Barrier Reef.

IDEA:
We created the best Job in the World -- Islands Caretaker working for Tourism Queensland. It's not a gimmick--it's a real job exploring the islands and reporting back trough online blogs, photos and video diaries.

We placed simple press ads in traditional recruitment media and fed the world's media a "good news” in a time of rising unemployment.

Results:
More than $US100M worth of media coverage (from a budget of $US 12M).
In 56 days island reef job had 6849504 visitors.
34684 applicants from 201 countries.

另外，附上兩個此新聞的英文學習素材，供參考。

http://www.bbc.co.uk/china/learningenglish/mediaenglish/story/2009/05/090507_bbc_me_33_best_job.shtml

http://www.studentpost.com.tw/news/default.asp?sIssue=1131