We were delighted to see our multichannel launch campaign for the Volvo V40 awarded Bronze in the Automotive and Consumer Durables category at this year’s IPM Awards.
The Volvo V40 was created around human requirements, using advanced people-centred technologies and giving users the ability to adapt the car’s features to their current mood.
A car model with such a range of unique features requires marketing that explains them clearly, that drives traffic to the website and people to dealerships. The “It’s you” campaign, therefore, was highly interactive and demonstrative.
Most notable were the interactive ads in bus stops around the UK’s biggest cities, communicating during the “dead time” of waiting for a bus. By giving them something to personalise and have fun with, the ads invited enjoyable engagement with the brand in a public space.
A take-over of the Yahoo! homepage and personalised Spotify playlists were used to encourage traffic to the Volvo website and V40 microsite.
“It’s you” was a highly successful campaign, with each bus stop averaging 5,000 interactions, with data captured element that pulled users through the sales funnel at that early stage.
This was a first for digital outdoor media, a channel whose potential is still being unlocked by marketers. This work shows that commuters are willing to engage with brands when the proposition is personalised and fun.
The online activities also delivered tremendous surges in website statistics.
I had a thought last night. It was more of a premonition. I spent much of the day talking to clients and colleagues about how brands are increasingly using Twitter and other social media platforms in order to boost their CRM capabilities.
“Social Media is a bit ’1984’” my old Creative Director suggested – yes it is.
I can imagine the Cheshire Cat grins 10-20 years ago when brands realised that they could use the online space to communicate with a near-infinite number of potential and current customers – in the form of emails.
This lead to a global epidemic of SPAM.
I am a casual user of Twitter (some would argue this) and I do, like a few of my peers, get rather excited when I get an unexpected tweet from somebody – this is akin to my excitement when opening my Hotmail account in my early teens.
Unfortunately this feeling soon became diluted as that special “1 new email” or even the glorious “Unread (1) “ soon turned into “Unread (1528)” as I was getting so much SPAM in my inbox ranging from offers from reputable companies that I signed up to, all the way down to “Viagra Offers” and serendipitous lottery wins.
Twitter has already seen its own difficulties with SPAM and fake/hacked accounts which to this date haven’t really deterred the avalanche of brands and agencies alike using Twitter for more than just an online PR tool, but more of an acquisition and retention tool. Not to mention completely turning the media industry on its head!
Whilst looking at a few products that agencies are now offering to their clients, it became evident that the upcoming trend may soon be to start invading their personal space. Facebook timelines have already had to contend this subject, however their argument, and quite rightly so, for the brand was that the user has to ‘like’ the page in order to have them on their timeline. However, what is going to stop companies ‘mentioning’ users on their Twitter? I am not aware of any laws or regulations. The BBC have a brilliant article on what you can’t do on Twitter but nothing that protects the regular user against being inundated with mentions from unsolicited sales approaches.
The main question behind this piece is I suppose: How long will it be until @cocacola starts tweeting you to see if you should have your daily intake of sugary goodness? Or perhaps @webuyanycaruk thinks that as you moan so much about your car, perhaps you should sell it.
Much to my surprise, when I checked my Twitter after my musings, I saw this:
Thanks Mr. Murks, but surely the people following you are all spambots?
I predict that Twitter will start to have increasing difficulties in trying to stop countless mentions, unless they start locking accounts much like the protected tweet accounts but in sort of a reverse way. But doesn’t that go against what Twitter is all about?
Media broadcasters and newspapers have been using social channels like Twitter to get opinions, images and eye witness accounts for a number of years, but now the Guardian appear to have found a way to own that conversation.
Having begun life as another channel to broadcast their message, Twitter is now a focal point for journalists, with the majority of reporters having their own handle and people encouraged to hashtag a TV programme or topic to allow broadcasters to gauge opinion.
The BBC’s Newsnight is always a popular discussion point on Twitter
Until now, the tendency has been to interact with stories and TV programmes the public like, rather than an individual broadcaster, however the launch of the GuardianWitness, a new crowd sourced news platform, might be the next step, with the public encouraged to upload images and stories directly to The Guardian’s own site.
Existing as a downloadable app, it allows wanna-be-journalists or every day people to submit interesting stories, or in times of need, the Guardian will issue ‘Assignments’ to gather additional photos and video content for bigger stories that are happening in real time…
For the Guardian, this is a much ownable way to invite people to participate in creating news than what’s been around for the last few years (tweet us, email us etc.), but in creating their own platform, the question remains whether people will go specifically to the GuardianWitness, rather than simply using email, Twitter and YouTube as they have always done.
by Henry Riggall, Senior New Business Development Manager
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Earlier this year, Twitter introduced the new GIF-like video app that allows users to create 6 second long videos. I’m sure everyone has heard (sound is optional), or at least seen a few of them by now; quite a few large brands have been early adopters, including American Outfitters and Dove.
Vine isn’t the first of its kind; first came Viddy, Tout, Socialcam, Cinemagram, which are notably available on Android as well as iPhone and iPod touch. But due to Twitter’s backing, it’s immediately being hailed as the Instagram of video. It’s zoomed past Viddy and SocialCam in its first month by gaining steady market penetration to 2.8% of highly active tweeters. But compared to a 0.5% and 0.2% of penetration by the others respectively, media sharing on Twitter is still most reliant on Twitter photo hosting and Instagram (thanks to RJMetrics blog for numbers).
But, rather than replacing still pictures, it seems there’s much talk about whether Vine will soon replace the now 26 year old GIF format, beloved by Tumblr. Interestingly, previous to the release of Vine, noises were being made about the re-emergence of GIFs. Whereas it was previously quite hard to generate GIFs – or at least you had to be relatively tech savvy – in the last year apps such as Cinemagram and Gifboom have been released for both Android and iPhone, allowing users to create GIFs via their cameras. Once again this increases accessibility for the GIF format – known best for its accessibility across nearly all online platforms due to its relatively low download time (compared to high res images).
So, with all the new programmes and apps around, even the GIF isn’t really being left behind – like all technologies with a decent following, it’s evolving into something new.
Anne Street Studio Cinemagraph
From the ashes of terribly looped clip-art animation, it’s now occupying the space of advanced photography that bridges the gap between still image and video and that current fashion of being vintage.
So no, Vine isn’t the new GIF. GIF is the new GIF. It’s just going in a new direction.
by Jen Talbot, Account Manager
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Unilever has announced the appointment of Havas EHS to lead the development of a global consumer data strategy and roadmap that will enable its brands to harness the power of consumer data, including social graph data, to improve their ability to engage with the right audience at the right time.
Babs Rangaiah, Unilever VP Global Media Innovation, explains, “Data has always been important for marketing purposes, but collecting and harnessing consumer data has taken on greater urgency because the sheer amount of data that is passed through the internet is growing exponentially by the day.”
“We still firmly believe that our brands need a balance of Magic and Logic – this will make sure that our best creative efforts reach our consumers in an efficient and effective way,” adds Rangaiah.
Tash Whitmey, CEO of Havas EHS says “Unilever are setting out to completely change how they use data and social media data on all of their brands and we are delighted to be the agency they’ve chosen to lead this project. It is completely in line with our agency strategy of enabling brands to bring together data, technology and creative and deliver it to customers via a genuinely helpful and inspiring experience.”
This Headspace, like all our events, aimed at illuminating an area of our field by sharing our views as well as those of a guest speaker. We gave the event an upgrade this time, going to the gorgeous, glittering Goldsmiths’ Centre, just around the corner. The guest list went way over the capacity of our office space so we had to go off-site – which is very much not a complaint, we assure you!
Enter the speakers: our own Matthew “Fitz” Fitzsimons, Head of Planning in our Cirencester office. He spoke about our new approach to CRM and brand experiences, called FulCRM.
Kicking things off was Google’s Director of Cross-Product Solutions, Noah Samuels, who shared Google’s thought-provoking vision of how to “win the moments that matter”.
Matthew "Fitz" Fitzsimons at Headspace
In his talk on the relationship between advancing digital technologies and the evolution of the customer journey, Noah explained that consumers are now hyper-informed. They consult an average of 18 online sources before buying a car and seven sources for beauty products. The average time to make a purchase takes up to seven times as long as it used to, and that’s not just for big ticket items.
The need for truly mobile-optimised websites was among the other topics, along with the blurring of lines between commerce and e-commerce.
Where is CRM headed? Fitz spoke to us about the many ways that brands and customers interact now, where each touchpoint gives the opportunity to round out the customer’s story. Using this plethora of information in a focused and creative way can bring customers closer and drive value through loyalty.
The Havas EHS approach is about delivering brand experiences that are useful and enjoyable. If a fulcrum is the point around which a lever pivots, FulCRM is the experience around which a brand pivots.
Fitz signed off with some sound advice on making the most of data using the FulCRM philosophy.
Full notes on the talks have been written up (and are an interesting read, if we do say so ourselves), so ask Henry to send them to you by emailing firstname.lastname@example.org.
Our pre-launch campaign to support Peugeot’s new baby, the 208, is now up and running. And very proud of it we are too. It’s fronted by Nonstop, the US dubstep dancer who’s currently taking the world by storm, and who pulled a lot of gravity-defying moves out of the bag in a drafty Bristolian car park. Here are Ingo and James with Nonstop at the shoot, in their best ‘Meeting A Famous Dubstep Dancer’ outfits. Nonstop is the one in the middle:
Dads’ day out
The campaign focuses on a dance competition, Who’s Got The Moves?, to draw out the UK’s hordes of closet dancers, with the intention of sending the best one to Ibiza with seven of their mates for a VIP holiday. The competition is hosted on our LetYourBodyDrive YouTube channel, so if you’d like to enter then dust off your disco pants and check it out here.
The video was produced and directed by the tireless Rubber Republic, and the competition is supported by various social media channels, and a nationwide roadshow run by Initials Marketing. Entries are now starting to come in so have a look at the Gallery for the last word in UK popping. Word. Up.
Breaking news in the world of FloorD: our NFC competition was written up in the Metro!
That means that UK-wide readers of the Metro newspaper learned about our stair-climbing NFC competition and work for the Mayor of London’s Summer Like No Other.
Interest in FloorD is building rapidly; enquiries are coming in and there have been some great write-ups in trade press like Digital Buzz, Campaign and The Drum. Here’s the clipping, in association with the highly respected Contagious Magazine:
FloorD in Metro, May 8, 2012
FloorD’s first winner is Eve James, who won a Nike Fuelband for the 1,077 flights climbed since FloorD’s launch.
Something quite odd happened to me at a cross-agency meeting recently. After presenting a series of email concepts to the room, one of the other Creative Directors turned to me and said,
“Of course, email is all very well. But if you want to create true impact, you need to do a printed piece. Print is the most premium way to convey a message. But as digital marketers, you wouldn’t understand.”
Now this led me to think a couple of things. The first probably isn’t it printable. The second thought was, “Great!” Because it really is about time that print DM came back in fashion.
Of course, we’re never going to produce as many DM packs as we used to. The cost-effective nature of emails has put paid to that. But introducing more print back into the marketing mix can only be a good thing. And as someone with quite a lot of experience in print, thank you very much, I couldn’t be happier about that.
We’re proud to unveil FloorD, a new competition incorporating the latest technology to get EHSers to step up to a ‘Summer Like No Other’ in London 2012.
We’ve given all our staff NFC (near field communications) computer chips embedded into stickers that they swipe against card readers installed in our stairwells. Every time they swipe, a signal is sent to a central server which keeps track of the number of stairs climbed. And if they swipe too many times or too quickly, the computer smells a rat, assumes they have taken the lift and deducts points for cheating. Each month, prizes are awarded to the departments and individuals with the most points.
This innovative use of technology to drive behaviour change using gamification was conceived by the agency team working on the website and social media platform for ‘A Summer Like No Other’, the Mayor of London’s £90m programme of free sports and cultural events in London in 2012.
“We want our ‘Summer Like No Other’ programme to inspire every Londoner and it’s great to see our digital agency, EHS 4D, bring together creativity, technology and good old good fun like this”, said Daniel Ritterband, Marketing Director for the Mayor of London. “I’m sure this will be the first of many examples of the UK’s creativity that will be showcased to the world this summer.”
“It’s amazing how quickly you can bring an idea to life by finding the bits you need on Google, solder them together, hack some code and work up some design ideas to get a prototype running.” said Nigel Clifton, Head of Creative at EHS 4D. “Moreover this is a great example of the use of ‘gamification’ to drive behaviour change, something many of our clients are now looking to do to with consumers who want to be entertained, engaged and inspired by their relationships with brands and not just sold to!”
For an up to date league table, images and movie of the project see: www.floord.co.uk