Clients are starting to ask their ad agencies and digital ad agencies about Second Life. Last week I did a series of presentations to Australian agencies about the virtual world, trying to explain it to people who in some cases have not yet experienced it. In those cases it was like trying to explain television […]
The problem with smarty-pants headlines is that sometimes, just sometimes, they go awry. Generally calls for fancy footwork.
Chrysler bought sponsorship of Time Magazine’s Person of the Year edition and a copywriter wrote a contextual ad: ‘You may not be the Person of the Year but at least you can drive like one’. Wait a minute! […]
If you’re like me you take it as read that blogs run by journalists follow the same standards of editorial independence common to good newspapers. However, I did some research into the number of references in body text to three of the leading SL developers, to see if there were any differences between the blogs. […]
All right. Having shown you some awful examples of outdoor advertising, here is probably the best use of outdoor advertising in the last 10 years in Australia. Yellowglen, by Mildara Blass (now Fosters).
It showcases the simplicity of a great campaign. What is the essential element of sparkling wine? Bubbles. What is the aspirational quality of […]
As is my wont, here are some more bad examples of outdoor advertising. These are bus shelter ads. It’s an unusual medium because some people will read them close up but the focus is really drive-by traffic.
Why so small? It’s my attempt to simulate the effect of driving by at 92kph. Yes, I just got […]
Steve Vizard’s company, Cornerbox, is making a new comedy show for the Ten Network. It’s called The Wedge. Some poor promotional thinking from Ten on this. They’ve been running a teaser campaign which mentions the web site; don’t bother going there - it says “Coming Soon”.
Thanks to Andrew at China Grey who alerted me […]
Of all the major forms of media, the simplest seems the worst understood. Outdoor advertising involves looking at an ad while you’re a substantial distance away and driving at high speed. Most viewers are driving a car; so they can’t look for long. A half a second maybe? Passengers might have two seconds.
The rule […]
This ad is on the net circulating as a viral email campaign, prior to release on television. Congratulations to all involved; it undermines the idea that you’re being sold to and puts the consumer and the producer on the same side.
My brother Mark, who works in TV sales, comments that the phenomenon of these email […]
You probably know there are two dimensions in buying media: reach (% of your audience who see your ad) and frequency (number of times they see it). With a limited budget, there’s a trade-off. You can buy one spot on Australian Idol (high reach) or for the same money you can buy ten spots on […]
Recently spoke to the head of one of the big WA wineries about their marketing. Like most wineries they spend all their money on trade advertising; personal selling into restaurants and bottle shops, talking up their quality and offering cut-price deals.
This is fine when you have the leading brand but long term it’s a […]
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