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Opinion
Video: How to win new business
Mumbrella Question Time saw the panel asked the secrets of winning new business. Read more »
Let’s stop the anonymous vitriol
In this guest posting, Peter Bray, boss of The Brand Shop, takes issue with negative comments from anonymous posters on Mumbrella and elsewhere.
There are very few ads that I vehemently dislike. There are also very few ads that I really love. But most ads I see on Mumbrella and other blogs I can usually take something from, whether it is information about the brand, a bit of inspiration or a “watch out”. I’m open to learning as much as I can from others, and encourage those around me to do the same.
My basic assumption, however, is that because an ad has been produced by a professional agency, and had the approval from the client, then the end result must be doing something right. Therefore, without knowing the practical rationale behind the ad, for me to have a strong opinion about whether it is great advertising would be kind of arrogant. There is a reason that awards shows ask for information about why an ad was created: they are rarely judged on end product alone.
So as someone who enjoys watching the work that our industry creates, I am stunned at the level of vitriol stemming from some people’s comments in both this blog and others. Read more »
Read his lips
This is several weeks old, but worth a look. It’s certainly an original way to deal with media criticism.It features Air NZ boss Rob Fyfe responding to weekly current affairs magazine The Listener using the medium of sign language. Read more »
Let’s not be too positive just yet – the nail is still there
It’s more than a year since News Ltd’s marketing boss Joe Talcott used the memorable analogy of a dog whimpering on a nail to describe the structural change the industry needs to go through. Read more »
The AdNews numbers that mislead the market
It’s always a tad tawdry when competitors attack each other, but I hope you’ll bear with me…
Whether cynically or through incompetence, AdNews has been misleading its advertisers by providing them with data that seems to suggest they have six times their true online audience.
Allow me to present the evidence. Read more »
Technology will help us own the agenda – all day, every day
In this opening speech to the Future Forum of the Newspaper Publishers Association, News Ltd CEO John Hartigan argued that news organisations have the opportunity to become more rather than less relevant.
Today I want to talk about a tipping point that heralds the most exciting era for journalism. The most exciting era ever.
This tipping point is already upon us. It has arrived at lightning speed, with the explosion in demand for mobile devices.
I am not consigning newspapers to the scrapheap. Not by a long shot.
But this tipping point is going to change journalism forever. In my opinion, very much for the better. Read more »
The real time shit sandwich detector
In this guest post, Clive Burcham of The Conscience Organisation, relishes the instant feedback of social media.
I’ve been making brand driven content since 1996 and often I’ve been so close to the work that I couldn’t tell the difference between if we were chomping on a shit sandwich or savouring the crème de la creme. From an audience perspective, we wouldn’t know the difference for weeks or months. What excites me most now is that we know within 24 hours if we’ve developed shit or cream. Read more »
SMH shows how to make a home page takeover work
When you’re a commercial organisation, balancing the needs of consumers with the need to make money through ads is tricky.
Among the organisations that sometimes goes the wrong way in my view is Fairfax, with its autostart video ads, for instance.
But today, a bit of unreserved praise Read more »
Inside the Foxtel factory
Having been at the launch of Foxtel’s new season the other night, nine points occur… Read more »
ABC News 24 – a handy service for niche journalists
It may not have many viewers yet, but ABC News 24 saves specialist journos having to leave their desks, argues Delimiter’s Renai LeMay
When media commentators discuss the future of journalism, they usually agree on at least one thing: It will involve much fewer generalists and more reporters dedicated to exhaustively covering niche fields. Read more »
The seven ages of Carlton Draught’s Made From Beer
Today sees the launch of “Slow Mo”, the latest instalment of Carlton Draught’s irreverent Made From Beer series.
It’s been quite a run – from the highly awarded Big Ad, to the comedy of Flash Beer, to the debacle of the abortive banned Tingle campaign. These are the seven ages of Made From Beer… Read more »
Real consumers don’t have ‘brand conversations’. They use search
In this guest posting, Simon van Wyk argues that much as marketers might wish otherwise, most consumers don’t have emotional connections with brands
I have a background in marketing, but my understanding of branding seems at odds with the 2010 opinions I see from social media commentators, marketing and advertising agencies. Read more »
Hot, censoring atheists: Google’s insight into what punters think about pollies and journos
One of the charms of Google is autocomplete, where it takes a punt on what you’re going to ask, based on what the rest of the world has been wondering previously.
And it certainly gives a few insights into the high quality of political debate about the Labor leaders in the run up to the election.
Take NSW premiere Kristina Keneally… Read more »
The copyright-busting election
This is rapidly turning into the copyright-infringing election. Read more »
Digital Fail: The gaping void in digital training is failing our industry
In this guest post, Amnesia Razorfish’s Iain McDonald warns that the industry has fallen badly behind on digital training.
Before I get accused of trolling with that headline, I’ll state what I think is obvious: The current education system isn’t producing or nurturing enough ‘digitally skilled’ individuals to sustain a growing a digital economy. Read more »
Wrigley’s spearheads new gum launch with social media campaign
Wrigley’s has today launched an ambitious social media campaign masterminded by Clemenger BBDO Sydney to promote its new range of gum, Five.
As well as paid HD TVC ads on YouTube, a separate YouTube channel, the “continuously evolving sensorial experiment” includes a 5Feed home page, Twitter feed, Facebook page, and Flickr feed. The aim of the campaign is to encourage consumers to remix content, a spokesman for Wrigley’s told Mumbrella.
The sugarfree gum was launched into stores over the last few days. It comes in three variants – pulse, electro and cobalt.
The site features the work of artists, musicians and designers and invited consumers to create mashups or submit their own efforts.
Clemenbger BBDO is behind the social media elements of the campaign, while the TVCs have been adapted from international work:
July 13th, 2009 at 12:35 pm
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Comments
13 Jul 09
12:41 pm
Looks like a well thought out campaign. Will be interesting to see how people respond in their chosen social channel. BTW link to the 5gum site is not working (seems to have double URL in it)
13 Jul 09
12:57 pm
Thanks for pointing that out.
The link should be working now.
Cheers,
Alice – Mumbrella
13 Jul 09
1:05 pm
Strategy and concept seem to be solid (stimulate your senses), but it doesn’t seem to me as if there’s any incentive to participate (or remix). Can’t remember a lot of other local social campaigns without an incentive or prize of some sort. Will be interesting to see the traction generated in the absence of motivated participation.
13 Jul 09
1:51 pm
Slightly off topic, am I the only person who thinks the packaging for this gum makes it look like condoms?
13 Jul 09
1:53 pm
I applaud the different approach in both campaign and packaging – hopefully supported in the product which promises a lot.
It will be interesting to see if the urban cool of the campaign matches the target chewer.
13 Jul 09
1:53 pm
No! You’re not, Jen. I saw the boxes in my newsagent last week and had the very same thought…
Cheers,
Tim – Mumbrella
13 Jul 09
1:53 pm
No. You’re not. I’m so glad you said that. Thought I was the only one.
13 Jul 09
1:54 pm
Condoms or cigarettes?
13 Jul 09
1:54 pm
Agree with Jen, definitely looks like a condom pack. Let’s hope they don’t get them mixed up.
13 Jul 09
2:00 pm
No bloody wonder I can’t get if off my d**k. If she gets up the duff, I’m suing.
13 Jul 09
2:17 pm
I suspect, by the way, that I’ve not done the thinking and strategy behind the campaign full justice in the way it’s written up.
It was one of those cases where the gap between spotting the campaign online and needing to get the story up was short, and the PR lines were not
(I called Clems, who referred me to the marketing director, who referred me to their PR agency, who referred me to another PR agency who referred me to the brand manager who was too busy to talk for very long).
So if someone from Clems or Wrigley’s does want to explain a bit more about the user generated content side of things, then please do.
Cheers,
Tim
13 Jul 09
2:52 pm
The ads were launched by AMV BBDO (London) and Energy BBDO (Chicago) back in 2007. See the story at The Inspiration Room: http://theinspirationroom.com/.....ur-senses/
13 Jul 09
2:57 pm
love the suing comment. for some reason guys are the focus of the campaign. Girls love excitement too.
13 Jul 09
3:49 pm
Very good television because it’s very single minded.
13 Jul 09
3:53 pm
“The aim of the campaign is to encourage consumers to remix content.”
I might be a simpleton but wouldn’t the aim to be to sell more gum?
13 Jul 09
4:16 pm
Oh Ben! That’s so last century.
Next you’ll be asking what return the digital component gave.
13 Jul 09
8:11 pm
Very dynamic creative and solid consolidated digital media strategy. It will be interesting to watch consumer response. I do observe the campaign with some confusion as to the target audience, seemingly males, and how it will connect with them to truly engage them to ‘remix content’. Males are, in our experience, pretty lazy when it comes to empowering. Well built, but will they come?
14 Jul 09
12:47 am
Some of the content on there is quite good. Loved the photos of the packets in the air.
http://5gum.com.au/index.php/a.....rtist_id=8
Will be interested if people “remix” the content. Not sure there is much incentive.
Sad thing for me is the artists dont get much of a feature. Just their name and no link to their profile or more info.
I’m hoping they engage more than 5 artists but as it’s 5gum that might be it? Seems like a soft launch while we wait for all the other “cool” content to be uploaded?
14 Jul 09
8:48 am
well done nic and crew and clems…’remixing’ is a well established trend in the USA, but good to see a brand bring it to australia and innovate around it using social media tools….good stuff guys
14 Jul 09
1:11 pm
“There are currently no remixes, download the artist’s assets from their page and be the first!”
I’m sure it will get moving – even without an incentive – but might be a good idea to get a little bit of seeding going on. Nothing worse than a site relying on content generation with nothing on it.
14 Jul 09
1:22 pm
The whole campaign seems to be a big remix of a bunch ideas currently being executed.
Even Cornetto had a remix competition over summer! So this concept just seems to be a bit dated. By ‘bit’, I mean very dated.
I just can’t see anyone remotely interested in music production, or remixing, spending their time on this, when there’s about 20 other much better remix competitions happening that’ll gain you either a) cred, or b) a great prize.
This has neither. And even Cornetto had a ‘remix machine’.
And with regards to content links, etc, check Becks Uberselktor. That was/is same idea, but better looking. And atleast they promote all Australian content. These links had me all over the world. Gotta support within own turf if they want that support back.
Right, my breath stinks from whinging too much. I’m off to get some mints.
14 Jul 09
2:27 pm
Is that really what chewing gum consumers want?
Or is it the media/creative de jour?
14 Jul 09
3:27 pm
Hmmm… still no remixes. I’m in two minds about this one. On the one hand I think the barrier to entry is too high for so little incentive, and that will hinder involvement. Someone mentioned ‘lazy’ above, and I think there’s something to that.
On the other hand, the barrier should encourage people to explore and discover, and the end results will probably be better for it.
While not wishing the campaign anything but success (it looks awesome BTW), I just don’t think it has what it takes to truly ‘go off’.
14 Jul 09
6:26 pm
slick site, nice design. as a user i’m not sure what i’m supposed to do. have to assume they’ll be adding more content as there’s not much interesting for joe schmoe here.
15 Jul 09
11:10 am
Love the campaign, hate the packaging.
15 Jul 09
2:06 pm
Without sounding too negative perhaps the problem here is that the demand for a new chewing gum is debatable, however fancy you dress it up, however ‘exxxtreme’ you make the TVCs, and however much you try to build a buzz around it.
There are already so many varieties of gum cluttering the front of cash registers around Australia and across the world. Clearly there’s money in the market but in terms of innovative thinking this campaign doesn’t really deliver for me.
What is the truth of this brand?
Be damned if I can work it out.
15 Jul 09
4:38 pm
Take an ad that is two years old http://www.youtube.com/watch?v=PLp9gSpUQFM
and tell people to remix it.
The challenge is, this is not the type of ad that communities habitually mashup. It is an ad that wins industry awards (it won some in 2007, no?) but not one that inspires user generated content.
The WhereTheHellIsMatt.com and Stride Gum has much more of the hooks for community created content – particularly being easily copyable, and not pushing the production values out of reach of normal folk. I liked the guy that danced in his undies in front of laundromats
Easy to copy, easy to understand, easy to create/edit… not agency created artwork.
We’ll see – perhaps the content creators are ready for level of commitment but something tells me… no. And if it’s taking an ad that is two years old and simply rehashing it (no new shots, just remixing) give that to the interns in the agency, not creatives in communities. They ain’t buying.
Sorry, I’m with Duncan of the Inspiration Room but hey, good luck with it. Hope you prove me wrong Wrigleys
15 Jul 09
8:23 pm
Laurel did you actually visit the website? It doesn’t look to me like they’re asking people to remix the tv ads, but the other pieces of work on the site.
On a slightly related note, interesting how this post has gotten so many comments, could it be from the ’social media experts’ all needing to throw in their 2c (some without visiting the site by the looks) because social media was mentioned in the title?
15 Jul 09
9:21 pm
yeah I went there – massively confusing site… Usability is a whole different issue. Wot gives with these sites that try look like 25 TV stations playing at once, eh?
16 Jul 09
12:59 pm
Oh dear. This campaign is going to flop harder than Trent Waterhouse onto an unconscious Stephen Price.