Monthly Archives: July 2013

Timeless Copy, Design And Placement

Some might chalk it up to being in a part of the United States where there is no connectivity, so printed materials are all you’ve got. I chalk my excitement about an ad read while camping in New York up to actually seeing a compelling bit of copy with solid layout and even better placement. In a time where we seem to either find too much copy and imagery cluttering ads, or the other extreme of oversimplified condensing to a hash-tagged  word, the value in good copy is often ignored. That unconnected time in the woods brought me to an ad pitching a British watch made for an American bomber squadron with simple, entertaining and compelling copy. It stands as a timeless example of good copy, solid design and perfect placement.

BremontAD

What is striking is that it seems like we’re just stepping back in time. With a strong balance between negative space, words and imagery, it maintains a feel that is consistent with the brand and this specific product.  The British watch brand, Bremont, does have a little fun with the topic that is – no pun intended – timely regarding revealing too much information. They astutely convey very little beyond some basic facts and the influence of the B-2 bomber.

The ad is somewhat of a throwback in that it doesn’t provide a url, hash-tag, QR code or other gadget – probably because their consumer knows where to find them.

Media placement plays a huge part in this ad as well. Bremont’s ad was in the July issue of Wallpaper magazine – a perfect placement for their messaging and target.

The interesting thing is that the placement was in their July edition, meaning it might have come out in late May or early June – yet the ALT1-B2 was released in April and you can barely find it on their site, let alone in a store.

Which brings us back to their use of copy, design and placement… Sometimes its not about the product that’s being shown. All of these elements – when used properly – go beyond product and begin to convey brand. And that is when it becomes timeless.

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Tools For Maintaining The Brand Heat

One of the challenges any Marketing (and specifically the digital team) run into is the education of the entire staff about what’s new and exciting.  It’s even more challenging to move beyond the listing and explanation of platforms to how the brand is meant to utilize each. The Campbell’s soup team is getting some press for distributing its own “survival kit” for all things digital. The question remains whether it will be more than corporate subsidized access to digital content and platforms and actually convey specifically how the tools are used by the brand and benefit the company’s bottom line.

In a package that seemingly was built by the relatively new social agency, SocialDeviant on behalf of Campbell’s Head of Digital and Social, Adam Kmiec, a good amount of “stuff” to provide digital literacy to its staff. He even goes into further detail about the Digital Fitness Accelerator Kit on his blog.  What we may never see, but is suggested should be a guide that not only explains what these pieces do, but also some ideas about how they might be utilized in the extension of Campbell’s brand.

The stated reason for producing these kits – regardless of recipient – is to enable employees to have a deeper understanding of developments within the white-hot technology development space.  But, as that pace is so quick and the staff can be at different levels of digital proficiency, they would be best served by conveying theories, methodologies and strategies that can leverage marketing technology and platforms to ensure they are able to deftly maintain the heat around their brand.

7-11 Creates Fun Chill Without Causing Brain Freeze

Some brands have the ability to inherently place a flag in a date that makes sense for marketing purposes.  We’ve covered McDonald’s fries on 11.11.11 and now we’ve come to 7.11.  7-Eleven convenience stores have gone all Summer silly to celebrate Slurpees on 7.11 and it seems they’ve done a good job at having fun with a seasonal marketing campaign.

Slurpee

The 7-Eleven folks have created a number of pieces to be able to celebrate 7-Eleven day on 7.11 – from a dance tutorial to downloadable party favors to a bizarre “motivational” chinchilla. It all forms a bit of silliness that actually makes sense for the brand. It has never taken itself too seriously and has had fun with the Slurpee product in the past.  A big recent example that comes to mind is Slurpee Summit 2010 – where they latched on to the political scrum between President Obama and Republicans with a Purple For The People Slurpee and a tour from Dallas to Washington D.C.

SO, 7-Eleven has set up what seems to be a solid agile team for both the stores and their Slurpees. But what issues might there be with their preparation for 7.11.13 and the 7-Eleven Dance Party?

The set up is consistent with the brand with a fun site and campaign announcing free Slurpees and all the bits to make up a party.  The party prep is nothing new, but 7-Eleven has put their spin on it – for better or for worse. Starting with the dance video, it is good fun to see a dance begun by brain freeze and the kaleidoscopic colors, unicorns & rainbows and a decent dance tune. I’m still trying to figure out if the dancer in the gold shorts falls under the better or worse category, but one thing is certain – it is consistent with the brand.

The microsite does include a “how to” dance video and entices fans to create their own dance video and post them online with the hash-tag #Slurpeedance, but who knows how many will do it. Where they might have gone astray with this is that they showed the behind-the-scenes making of for the dance video – which beyond removing some of the magic of the video, shows that this wasn’t a simple production that anyone could do.  It almost turns people off to do their own thing. Perhaps that BTS video would have been better served as a follow-up piece to help keep the tail going on the campaign.

We are already seeing #Overkill and its no surprise that 7-Eleven has introduced  a silly one here – with Laura Gordon, vice president of marketing and brand innovation stating, “We promised an #Awesummer this year with more fun, more free stuff and more surprises, and summer is far from over. There’s lots more to come.” Awesummer? Really? Perhaps the good thing is that they are also doing programming to drag this through the Summer rather than just 7.11 with an app that provides specials throughout the coming months.

The only elements that are questionable are: the Nikki Reed beach bash on 7.9 that seemed to have few people in attendance (much less stars); and, the fact that the free Slurpees are only available on 7.11 from 11AM-7PM (shouldn’t it be the other way around?)

When you look at the whole, the 7-Eleven team has done a good job at being consistent in their brand and being able to pounce when the timing is right. Shouldn’t they now be working to make 7.11 a national holiday?

Don’t forget to pick up your free Slurpee and remember to pace yourself lest you get brain freeze!