John St/ Buyral - Digital Marketing the effective way

When there are over 72 hours of video uploaded every minute on YouTube, it is not an easy task for a video to go viral. Just as competitive is the marketing & advertising industry, especially with new agencies being set up who specialize in digital. So how does an agency display its creativity and explain its offering, all while distinguishing itself from the competition?

The John St. way!

John St. are a talented marketing agency with a digital skill set. In order to position themselves as a creative and successful agency who pride themselves on customer satisfaction, they put together a campaign which not only displays their innovation but effectively communicates their competency as a digital agency with a result oriented approach.

I call this the 'clicking' campaign. The video, which is the central feature, and in uploaded on YouTube, their website and campaign microsite, displays employees of a fictional company 'Buyral' whose sole purpose is to click on videos to increase views and guarantee the virality of the video. The simple business model being the greater the investment, the greater the clicks, and the video goes viral.

This is true for any online distribution model, where greater the investment, the higher the chances of viewership, leading to an increase in company KPI's, but while this sounds rather dry and boring, John St. are able to communicate the idea in an extremely fun and engaging way, the video in itself being an absolute delight to watch.

So this translates to me as: If you want your marketing campaign to be innovative, creative, engaging and cost effective all while meeting company goals, then go with Buyral... oops I mean John St.

Old Spice - Stop trying

Old Spice have created another ad, as seen below.
To state the obvious the ad has no purpose, does not make sense and cannot possibly reclaim the fame of bygone ads. Are Wieden+Kennedy losing their touch?
Enough said.

Here's is their latest one, rather than working on something good they are just churning them out

Seriously Old Spice, stop trying too hard.

Ethnic Playboy - the Bunny in a Sari

When you hear Playboy what comes to mind?
To me its nudity, women, and more nudity..... and of course the bunnies.

So what happens when you introduce such a flamboyant brand into a conservative market such as India? It can either be a massive success or a dismal failure.

The Playboy magazine in-itself cannot be obtained in India, but that does not mean the brand is not well known and popular. The lack of availability of its reading material has not stopped Playboy from investing about $37 million within the Indian market by planning to open a range of clubs, hotels, fashion cafes across the country within the next 10 years, all of course to Indian standards, which means the introduction of a more suitable and conservative bunny.

Localisation of a brand is always an important strategy especially when entering new markets, with different cultural backgrounds and sensitivities, but how will this affect the success of a brand whose recognition is built around the exact opposite attributes of the country it is hoping to invest in.

The people of India are quite familiar with the Playboy brand and its values, and based on their knowledge, they would have a certain standard of expectations which would not be delivered within this more ethnic framework, which will certainly affect the success of the brand within the country.

While it is always great to expand and localise, perhaps it is not a great idea to launch in a country whose values are not aligned with that of the brand, as this can lead to an overall disappointing experience for customers and the brand alike.

Ref: Who's Sari Now? by Mark J Miller on BrandChannel

The anti Coca Cola ad

What is one of biggest causes of obesity in children? Sugary drinks namely fizzy drinks and colas.

And what is the biggest name in Cola and the no. 1 brand in the world? Coca - Cola. 

And who is their lovable mascot? The Polar Bear.

So if the Center for Science in the Public Interest wanted to show the effects of consuming too much sugar then how else to show it but on the iconic Polar Bear.

This ad depicts all the side-effects of too much sugar and diabetes on the Polar Bear, the well known mascot of Coca Cola, leaving no doubt that it is an anti ad.

With colorful animations and enticing music this ad aimed at kids discourages them from consuming too much  fizzy drinks, and is a definite dig at the largest brand in the world. View the ad below