Mobile is fast becoming the central focus of many media plans. With mobile advertising spend growing by 132% in the H1 2012 IAB / PwC adspend survey, marketers are beginning to sit up and see the potential of mobile to deliver award winning creative, innovation and most importantly ROI.
The range of advertisers using mobile to benefit their brands is also becoming broader as more mainstream brands from sectors such as finance and consumer goods are investing on mobile.
With any developing industry though comes new challenges. The role of the IAB is to help our members overcome any barriers by working with them to educate and evangelise about mobile to the wider digital industry. There are currently over 60 mobile specific member companies consisting of agencies, networks, publishers, media owners, research and technology companies. With a constant output of education, research and events, mobile at the IAB is becoming one of the largest areas of focus.
This is only the beginning. If you would like to be a part of this mobile revolution at the IAB then contact us about membership.
Nike is the world’s largest sports company, 30% bigger than nearest rivals Adidas. Scott Cendrowski has scribed an insightful article on CNN parchment exploring “How the legendary brand blew up its single-slogan approach and drafted a new playbook for the digital era.
Ive taken a close look at the article, picked out what I think are the key insights and included some additional references.
How Nike has changed it Marketing Strategy
- Spend on TV and print is down by 40%.
- It’s total marketing budget hit a record $2.4 billion last year.
- Nike has decided to target 17-year-old’s who spend 20% more on shoes than their adult counterparts.
- It spent nearly $800 million on ‘nontraditional’ advertising in 2010.
- Gone is the reliance on big budget top-down brand campaigns celebrating a single hit.
- Marketing & Advertising campaigns are increasingly split between Wieden + Kennedy and a host of other agencies that specialise in social media and new technologies.
- Nike CEO Mark Parker who not only has has the coolest CEO office in the corporate world, hasn’t even bought a pair of gym shoes since 6th grade. In recent Mark explains:“Connecting used to be, ‘Here’s some product, and here’s some advertising. We hope you like it,’ ” he says. “Connecting today is a dialogue.”
- The biggest audience Nike had on any given day was when 200 million tuned into the Super Bowl. Now, across all its sites and social media communities, it can hit that figure any day.
- Nike have stopped creating crap and now design cool stuff.
Nike’s New Digital Marketing Focus
Apple’s newest commercial promoting the new “engineered for maximum funness” iPod Touch entitled “Bounce” features a colorful array of iPod’s being dropped and bouncing around.
The spot features the music and song, “Yeah Yeah” by artist Willy Moon.
Agency: TBWA\Media Arts Lab
CCO: Duncan Milner
ECD: Eric Grunbaum
CD: Demian Oliveira, Jesse Gazzuolo
AD: Parker Grant, Shawn Schrader
EP: Mike Refuerzo
Agency Producers: Rob Saxon, Stephanie Gocke, Zane Miller
Production Co: Psyop
Director: Laurent Ledru
Editor: Brett Nicoletti
Flame Artist: Kim Stevenson
Lead Animator: Daniel Vislocky
The advert I will be blogging about is Honda’s Impossible Dream , which is a panoramic 2 minute long television commercial that was originally launched on December 2, 2005 in the United Kingdom. And has been re-released in 2010 with an extra 30 seconds, replacing the original hot air balloon ending with a Honda jet rising from the waterfall to take our hero on his fantastic voyage. The ad, by Wieden + Kennedy, is seen by some as a parable for the life of Soichiro Honda – the Japanese manufacturer’s founder and originator of the idea ‘Difficult is worth doing’. According to Honda ‘By aiming for the impossible, Honda makes impossible dreams happen.’ An excellent philosophy.
I’ve always been a dreamer. Twenty years from now you will be more disappointed by the things that you didn’t do than by the ones you did do. Explore. Dream. Discover. That’s what I believe in. And I’m pretty sure the guys at Honda feel the same.
At two and a half minutes long , the extended version is 30seconds longer than the original and is intended to show the future of the brand. In the new extended version instead of floating away in an air balloon over the waterfalls our hero jumps into a Honda Jet , a Honda hydrogen powered car and even runs into ASIMO the robot . “Impossible Dream is a fantastic opportunity to showcase both Historic and future products in a film” – Honda
Once again, Director Ivan Zacharias brings his hallmark skill for delivering effortless drama to the new cuts which have been seamlessly integrated into the original. As usual, his attention to detail and direction of performance are second to none and Impossible Dream 1.5 certainly won’t disappoint fans of the original.
Agency: Wieden + Kennedy
Producer: Dannie Stewart
Creatives: Sam Heath, Chris Groom
Production Company: Stink
Director: Ivan Zacharias
Producer: Nick Landon
Editing Company: Robota
Editor: Filip Malasek
Post-Production / VFX
Post-Production / VFX Company: The Mill
Mill Office: London
VFX Producer: Gemma Smith
2D Lead Artists: Barnsley
3D Artists: Graeme Turnbull
Assist: Paul Downes
Colourist: Adam Scott
JCDecaux was founded in 1964 when Jean-Claude Decaux devised the concept of funding public services via advertising revenue. From a single bus shelter contract for the city of Lyon in France, JCDecaux has grown to Europe’s largest out-of-home advertising company, and the second largest in the world.