The right message, to the right person, at the right time: it’s the ultimate goal of marketing and comms. And Cancerfonden (the Swedish Cancer Society) have hit the nail firmly on the head with this clever activation.
Melanoma cases have doubled since 2000, which they think is due to Swedes remembering to cover up on holiday but forgetting to do so at home. So they created a shaded area for people.
But there’s more: it’s also a soccer pitch…and the field of play is marked out by lines of sunlight that are only visible between 11am and 3pm. To put it another way: the moment the message is relevant, the activation comes to life. And by creating a place to play, they’ve given people a compelling reason to step out of the sun - an experiential pull, not an above-the-line push. ‘The medium is the message’, as Malcolm McLuhan would say.
What do you get when you strap a GoPro to a DJI Phantom 2 quadcopter and fly it into a fireworks display? Something pretty amazing, that’s what. There’s tech for tech’s sake…and then there’s combining it with a little bit of ingenuity to make something truly special*.
*which may or may not be illegal. Do not try this at home.
Google Street Art Project uses Street View stills to preserve what otherwise over time fades away.
This month, New York City is buzzing with the presence of the film world’s biggest talent for one of the industry’s most important events, the Tribeca Film Festival. Yet, beyond the conventional screenings and parties that draw crowds of famous actors/directors/etc, Tribeca also plays host to a totally different (slightly geekier) group: hackers, coders, and artists for the festival’s newest program, “Innovation Week.”
This program takes the concept of storytelling out of its box (literally) with talks and exhibits that celebrate its most innovative applications- using virtual reality, transmedia, and interactive performances.
80% of leaders say their brands offer a superior customer experience. Only 8% of customers agree. Meanwhile, marketers are tortured by the fact that the number one way people learn about and buy from their brands is the hardest one to control: word-of-mouth. In today’s world of new realities it doesn’t pay for brands to stand by, continuing to trumpet their “creative messaging.” After all, 74% of people advocate for brands by describing their experiences with them.
Brands that break through are brands that take action… brands that are more than nouns. Brands must see themselves as verbs. That’s the premise of my new presentation that I just presented at the CSE Expo in Toronto, Canada. In the presentation, I outline five major principles that we have found at Jack Morton drive the high performing experience brands with which we work and a few examples (some our work, some the work of others) that showcase each principle.
So beyond the five principles and the examples, here are a few key questions to ask that can put you on the path to “Brand As Verb” nirvana:
1. Taking Action: Is your organization spending more time thinking about what to post next, or what it should do that’s actually worth posting about?
2. Turning Negatives Into Opportunities: What’s the worst element of your brand’s customer experience as it currently stands? If it’s impossible to change the core of what makes it negative (like KLM can’t eliminate middle seats), what other type of value could your organization add to overcome the negative?
3. Outside In Thinking: Is your organization’s leader one of the 80% that believe you’re delivering a superior customer experience? Get out of your echo chamber by assembling a customer advisory board or fielding some primary research to give you and your colleagues a dose of reality.
4. Helping Advocates Advocate: Many brands say they want advocates, but what could your brand reasonably expect advocates to talk about? Consider realistic advocacy scripting exercises and what experiences you need to create that truly deserve to be talked about.
5. Conversationally Led Planning: What conversations are already underway that you could be part of in an authentic, ‘on the way’ spirit? Before you let your brand’s product introductions (or lack thereof) drive your marketing or editorial calendar (again), consider letting consumers drive what you do next.
If you had to add a section of “Brand As Verb” standards to your “Brand As Noun” brand guidelines, what would they be? What do you want consumers to know, think, feel and do as a result of an experience with your brand?
But when you go to a performance, don’t expect a full house. Most of the seats will be left empty… for the ancestral ghosts.
In the heart of the West Kowloon Cultural District , the theatre is part of a festival that celebrates the Cantonese tradition of theatre and arts and crafts, on the future site of a major centre for the performing arts and visual culture.
Bamboo theatres are typically built during the Chinese Ghost Festival/Yu Lan (盂蘭), usually in July. Traditional Cantonese Opera (戲曲) performances are performed, for the viewing pleasure of beloved ghosts of the region. In a typical nod to practicality, the structures are also built for seasonal community festivals or events. In a region where bamboo is not only plentiful, but reusable and renewable, and space is often limited, the building style is a unique solution to a significant community challenge. We’ve seen stage sets and smaller theatres constructed on soccer pitches and basketball courts- they go up in a few hours, and come down even faster.
Is this the solution for our next venue-challenged project?
It was refreshing this week to be reminded that the spirit of the Winter Olympics is about taking part just as much as the pursuit of medals.
The Mexican Ski Federation doesn’t have a large profile, star names or even many members; yet creativity has driven awareness and propelled the ‘Mariachi Prince’ into the limelight.
In a year that will see a Jamaican bobsleigh team once again take on the ice, I know there will be another amazing Olympic story I’ll be following.
I know this video has gotten some play recently, but MY GOODNESS, if you don’t suddenly develop “dust in your eye”…I question your ability to emote.
A lovely brand experience, delivering on a promise we at some time in our lives both believe in and whole-heartedly dismiss.
Santa (and Canada) I believe!! via mashable
Raw, big, meta, Lt Cmdr – whatever Data you’re into, the real value comes when we can turn it into information. So the trick is to know what to focus on and how to bring it to life. And if that can be done in a playful, interesting way…well, so much the better.