Friday, 24 February 2017

Eurostar's new 'Travel state of mind' TV ad

After an absence of over three years, Eurostar is back with a TV campaign.

And according to Guillemette Jacob, head of marketing and brand at the company they “are hoping to inspire people to open up their ‘travel state of mind’ and remind them that when they embrace this attitude, the world is a more open, interesting and rewarding place”.

Any campaign should be trying to do one of two things for the brand in question - grow market share or grow the market itself. This ad doesn't give you a definitive reason to travel by Eurostar, so it's not the former, but does make it look pretty exciting to get out and about and see the world. By growing the travel market and getting more people visiting foreign climes, they know by default more people will do so by train. Who said strategy had to be complicated?

Nice work ladies and gents.

Tuesday, 14 February 2017

IKEA ask if you really meant to click their banner ad?

Let's be honest here and admit that almost no one clicks a banner ad on purpose (despite brands investing millions in the pesky things).

And in IKEA's latest digital work, they take an honest look at banner advertising and basically admit that lots of people suffer from 'fat finger' syndrome and click them by mistake.

So when you click on an IKEA banner ad, the retailer will openly ask you to confirm if you really meant to do so. A pretty honest approach but one that fits nicely with their values.

Creative director of their ad agency, Magnus Jakobsson, says “Who doesn’t click these things 24/7 by mistake? No one. If you’re inspired by people’s everyday lives, you need to acknowledge that, even in banners,”

“When your business idea is to make people’s everyday lives a little better, you wouldn’t like to annoy them unknowingly. But mobile banner ads do! With these perceptive banners, IKEA found a way to acknowledge that” adds copywriter Mark Ardelius.

It’s a pretty clever idea that should lead to some goodwill among the audience, if only by offering the very relatable message that banner advertising is pretty annoying.

Monday, 13 February 2017

can the bus industry learn about fuel efficiency from UPS?

It might seem surprising but UPS delivery vans don’t always take the shortest route between stops. 

The company gives each driver a specific route to follow and that includes a policy that drivers should never turn through oncoming traffic (that’s left in countries where they drive on the right and vice versa) unless absolutely necessary. And yes, this means that routes are sometimes longer than they could be.

UPS has moved away from trying to find the shortest route and now look at other criteria to optimise the journey. One of their methods is to try and avoid turning through oncoming traffic at a junction. 

Although this might be going in the opposite direction of the final destination, it reduces the chances of an accident and cuts delays caused by waiting for a gap in the traffic, which would also waste fuel.

UPS has designed their vehicle routing software to eliminate as many left-hand turns as possible (in countries with right-hand traffic). Typically, only 10% of the turns are left turns. As a result, the company claims it uses 10m gallons less fuel, emits 20,000 tonnes less carbon dioxide and delivers 350,000 more packages every year. The efficiency of planning routes with its navigation software this way has even helped the firm cut the number of trucks it uses by 1,100, bringing down the company’s total distance travelled by 28.5m miles – despite the longer routes.

Is this the sort of innovative thinking the bus industry could benefit from?

A lot of this content has been nicked from an article in The Independent.

Friday, 10 February 2017

would you follow the herd even though you know they're wrong?

A few months ago advertisers discovered that Facebook had been overstating its video streaming numbers by 60% to 80% for a period of two years.

And according to research company Nielsen, in Australia, the overstatement was much larger than that - an astonishing 94%.

Yet despite the overwhelming evidence about the deception within online advertising advertisers continue to pump money into it hand over fist.

However, maybe using common sense and acting one way when your peers are acting another is a lot harder than people believe?

Check out this ad from US investment company Prudential, which uses some Candid Camera footage from the 60s, as a great example.