Search results matching tag 'ogilvy'

BP's creative trickery revealed

2228399 — Tue, 16 Jun 2009 16:38:00 GMT

The guys at Ogilvy London have just released this new making-of video, showing the behind the scenes trickery involved in their latest viral campaign for BP Ultimate.

Having worked on helping seed the campaign over the last few weeks it was a real eye-opener to get an insight in to how exactly they did manage to shoot a group of people carrying a car across a city (Cape Town to be specific). I particularly love the interviews with the kids involved in the shoot who are not the most articulate interviewees!

If you haven't seen the viral campaign already, you can check out the film here:

http://www.youtube.com/watch?v=ILPBWQzC5x0

and the teaser clip here:

http://www.youtube.com/watch?v=y3xZNrIJWe0

Taking viral further

2228399 — Fri, 22 May 2009 08:11:00 GMT

This week's viral of the week in Media Week is BP Ultimate's latest campaign "Takes you further". Some might question why a viral video campaign for a big brand like BP is worthy of such an accolade and I'd argue it's based on the appreciation of the matching of well thought out planning with strong creative.

BP's creative team (Ogilvy) recognised that they (apologies for the pun) needed to take their viral further than most, and rather than simply produce a one off viral hit, create some kind of online narrative around the campaign over a lengthier period.

The strategy behind this was based around rolling out a range of unbranded teaser clips, to generate an initial buzz and general feeling of "what's going on" (or in YouTube land WTF!), followed by a main "reveal" viral clip - to help make sense of the campaign, and hit home the key messages of the campaign.

The campaign so far seems to be bubbling away nicely. The initial teaser clips have had 50,000+ views, and the main viral clip is starting to pick up nicely too - with some nice comments too. Importantly if you look at the comments and conversations they seem to be largely positive, which is largely linked (I'd argue) to the seeding strategy - as existing communities had been warmed to the campaign by the teasers, with the reveal then helping make sense of what had gone before.

Twitter me this, Twitter me that

2576346 — Thu, 14 May 2009 11:52:00 GMT

What are you doing? Brands on Twitter take note: content is key

The phenomenon that is Twitter despite being over two years old has recently exploded into the media landscape. It seems you can’t open a newspaper, consumer mag or trade publication/site without some reference to tweeting- Ashton Kutcher, for example, collecting over 1,000,000 followers or top tips from digital experts on twitterquette.

Whilst early adopters are moving on to create the next big thing, the rest of the web population is converging on the site in their droves and with people, inevitably comes brands. Starbucks, Amazon, ASOS, Coke, eBay, Compare the Market et al have embraced the channel in order to communicate with their target audiences and B2B brands are also jumping on board with many using Twitter as a way to disseminate news to their industry and trade journalists such as Ogilvy, TBWA, AMBV BBDO, Proximity and Wunderman, who are all regular tweeters.

However, like blogs before them, there is a real danger for brands that they’ll jump on the bandwagon with a first flourish of enthusiasm not really thinking through a strategy. For some, the glitter has already worn thin and tweets have dried up resulting in consumers opting-out and ultimately feeling let down by the brand they wanted to engage with.

The real hazard is that tweets need only to be 140 characters – how hard is that to maintain? Actually, in reality very difficult. Building a profile and communicating a brand personality on a word limit is firstly tricky, but maintaining it is even trickier, as Search Marketeers will attest to. Editorial strategy is key and I am seeing brands making the mistake, that because a tweet is so short they’ll do it themselves and everything will be fine - but its not. With no strategy in place brand tweets are ad hoc and boring, moreover there are a few where you can tell more than one person is posting tweets as the tone alters and the brand image becomes confused.

I believe that Twitter is a great platform for brands to engage and communicate with their customers. But it is fundamental for companies that want to flourish in this environment that they work with specialists like customer publishers, who are experts in producing branded content across different media. This will ensure that Twitter activity is an integrated part of the marketing strategy but also and most importantly that the branded tweets are entertaining, ongoing, relevant and informative for their followers.

What's the big ideal Ogilvy?

917990 — Tue, 21 Apr 2009 08:32:00 GMT

My very good local paper - The Wharf, interviewed Ogilvy Group Chairman & Chief Exec, Gary Leih this week (Ogilvy has a 1300 emp HQ at Canary Wharf). He comments on the pain of making 60 redundancies in January "it was awful" but also says something significant about the changed world we live in as marketers:

"It's not good enough to have a big idea anymore, you need a big ideal'.

Ogilvy research is showing that far more consumers now want to know what a company stands for before making their purchase.

If consumer buying patterns aren't enough to convince companies to get their house in order then the sort of citizen journalism that sent Domino Pizza into a panic last week maybe will.

Planned, or knee jerk, ethics moving up the corporate agenda can only be a good thing.

The full article is here.

720 degree marketing: it’s twice as good

1724523 — Wed, 01 Apr 2009 07:06:00 GMT

Today I am proud to announce the launch of 720 degree marketing. It’s like 360 degree marketing, except you go around twice, making it twice as engaging, twice as integrated and twice as profitable. 360 degree marketing was one of the biggest breakthroughs ever made by ad agencies, equivalent to the moment when airlines realised they could not only make money flying passengers to destinations, but could also fly them home again, instead of having all their planes return empty.

720/DM also embraces radical ideas like having the people who write the ads talk to the people who think about what the ads should say. But it also takes this further, where the people who write the ads will also understand the businesses of the people who pay for them. We believe that creatives are capable of this: they already understand how Adobe works (changing the icons on upgrades of Creative Suite so your agency has to stump up for the upgrade so you don’t look lame when your mates see the dock on your MacBook).

Obviously 720/DM doesn’t go as far as having the people who write the ads talk to the people who decide what media they should be in. However our skunkworks is already putting together some concepts for our planned launch of 1080 degree marketing this time next year.

For more details about this double revolution in marketing, please contact our VP of 720/DM: April Fish.

First Peeks at bTWEEN08

2292853 — Tue, 17 Jun 2008 08:00:00 GMT

I'm in Manchester this week to attend bTWEEN08, where I'll be sharing ideas with other digital entrepreneurs from thoughout the UK.

My agency Hai Media Group is a finalist in the Branding Talent competition at bTWEEN08, and from what I can tell, this may be a bit like The Apprentice, Dragon's Den and X-Factor all rolled into one for entrepreneur's in digital media. Along with my media partner Isabella Hu, who's design portfolio can be seen at Ecolocate.org, we'll be offering our seed idea for our Rare Fruits campaign concept for Littlewoods. We've worked hard together to come up what we think is a client winning proposal to build excitement and customers for littlewoodsdirect.com.

Facing the Judge's Panel Who's our Sir Alan Sugar, Simon Cowell, Paula Abdul, Sharon Osbourne, den of talent scouting dragons for this experience? The mentors are:

Steve Taylor, Director of Innovation, Aegis
James Estill, Senior Producer, 4Talent
Nicole Yershon, Director, Innovative Solutions, Ogilvy
Paul Bennun, Creative Director, Somethin' else
Neil Richards, Script writer
Katz Kiely, Managing Director, Just-b. Productions

Shivers & Shakes Yes! We are nervous, but looking forward to the learning experience, and to gaining a lot of valuable creative confidence throughout the week.

Take a Peek I'll be peeking around bTWEEN08 and popping in here with updates about what's happening.

Follow Me You can also keep track of some of my updates by following lisadevaney on Twitter.

-Lisa