Esquire magazine uses an innovative approach to revive, make sexy again the media doomed by many – a paper magazine. Naturally, this is a specific situation, as Esquire target will not migrate completely to the Internet – not like in the case of traditional newspapers. Nevertheless they are paying effort to create some media buzz, so people will start talking again about something as familiar as a magazine. Video does explain most of the things, I also recommend checking Behind the Scenes of Augmented Esquire.  AR is basically live direct or indirect view of a physical real-world environment whose elements are merged with (or augmented by) virtual computer-generated imagery – creating a mixed reality.  So, by showing certain image to our camera, we are gaining access to some content. Here is an example how an image from a pizza box unlocked part of a website:

How does it work here? After installing the software, assuming we have a webcam, it is enough to launch the application and place the magazine cover in front of a camera. Software should recognize the code, in this case located below Robert Downey Jr., and the fun can begin. Interactive elements are located in the whole magazine (I wonder where is the legend to that, so the user will not miss a single thing), often celebrities are used in these interactions.  Definitely funny and new for the potential client. Surely, this is a one-to-few times action. Not only because of the work preparation of such feature consume, but also if it would have become a standard part of the magazine, people would simply got used to it.

I do see some potential downsides, like how sophisticated that recognition is – will it work in case of the low-end webcams? Sign (code) is rather big, but still, who knows. If it will not work,  some users may get annoyed.  It is a step in the right direction, user has to be engaged, take part in something new and exciting. This also does harmonize with the upcoming Microsoft Natal, also a camera-movement recognition solution, where player will control video games using whole body as a controller. So, there is a future in such ideas.

Inspiration: Adverblog

Tagi: Ambient, In ENGLISH, Marketing, Media, Print, SHORT. Autor: Jan Habza
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Other versions can be viewed on a Barclays YouTube channel.

I’m an avid fan of engaging Clients into an interaction. To show them, that they are part of our brand, to use their creativity (and do part of our job instead of us…). If properly conducted, it can be extremely beneficial, by i.e. showing our modern face, how open are we on new ideas etc. In this case Barclays decided to promote their contactless payment solution , by creating a competition where Clients could post their versions of this commercial, their own waterslide.
Sounds ok, but I see one main fault on the conception stage – campaign is only directed to the technical advanced/superior Clients. Clients who will know how to make a movie and post it. It is not a simple think-a-lame-promotional-slogan-for-us task. This is a demanding project. Additionally, even if Client meets our basic requirement – knows how to make a movie, doesn’t have to be good at it… And probably will not be.  So, obviously we’re promoting semi or full professionals. You may say that this is what competition is all about, but remember – we want to engage our Client, so we shouldn’t discourage him. The winning video is cool, but it wasn’t made by an average Joe… Also, with YouTube you’re completely upfront. It is hard to ‘cheat’. People can immediately see how popular your campaign is, how many entries you have etc. That is only good when we have of what to be proud, but when our campaign is completely missed – it will be hard to ‘hide’ the failure. I’m just naming potential dangers, there should be a sort of consolation prize for obviously tech-disadvantaged people, so they could also participate.
Concept – waterslide and contactless payment, hmmm the connection is not immediate but when you finally know what the spot is about, it works. It shows you the speed and easiness of transactions, and well it is what it should be doing. You can feel freedom, are not bounded with your money, cash is not an anchor for you, speed etc.… In general a good idea, and definetly a breeze of freshness.

Tagi: Ambient, In ENGLISH, Marketing, SHORT, TV. Autor: Jan Habza
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Entry in English

Kiedy sądzisz, że nic nie jest już w stanie Ciebie zaskoczyć, zdarza się właśnie coś takiego. Bankowość/usługi finansowe to stosunkowo trudny obszar do promocji. Ciężko jest znaleźć nowe sposoby promocji z wykorzystaniem starych narzędzi – w tym przepadku bankomatu. O ile często zdarza się umieszczać informacje promocyjne na ekranie, umocować półkę/wieszak z ulotkami (idealne miejsce do schowania kamery nagrywającej wpisywany PIN… Powinienem zrobić notkę o zabezpieczeniach) to inwencja kończy się zazwyczaj tutaj. Tym bardziej cieszy, kiedy spotka się tak udaną realizację.

Na papierowym potwierdzeniu dokonania wypłaty z bankomatu umieszczono wzory orgiami, umożliwiające złożenie myszy dla wersji z bankowością internetową, torebki dla karty kredytowej, świnki dla konta oszczędnościowego itd. Nie doszukiwałbym się jednak wyrafinowanej personalizacji np. drukowanie wydruku z kontem oszczędnościowym dla osoby nim potencjalnie zainteresowanej. To byłoby zbyt piękne. Podejrzewam, że wzory zostały losowo (lub w takiej same sekwencji) nadrukowane na papierową szpulę umieszczoną w bankomacie – na pewno nie był drukowany przez bankomat.
Dobrym pomysłem było umieszczenie instrukcji składania na wierzchniej stronie potwierdzenia, w połączeniu z czerwonym kolorem (zgodnym z marką HSBC) powoduje, że trudno jest go nie zauważyć.

Za

Przeciw

Możliwe ulepszenie
Zwiększenie prawdopodobieństwa oddziaływania – dodanie informacji o umieszczeniu instrukcji na ekranie, PRZED wybraniem opcji wydruku, np. poprzez słowa ‘mamy dla Ciebie niespodziankę’, ‘nasze zwierzątka czekają na Ciebie’ (ok, co z torebką…) itp. Uniemożliwić przeoczenie tej formy promocji.
W zależności od konstrukcji bankomatu, jak i jego otoczenia, rozłożyć kilka poskładanych układanek wokół/na bankomacie.
Jak zawsze – współpracować z końcowymi odbiorcami, może jakiś konkurs na stronie internetowej na nowe/lepsze projekty orgiami.

Możliwość zastosowania w Polsce:
Jak najbardziej, chociaż po modyfikacji – pomysł z rozłożeniem poskładanych układanek poza bankomatami w oddziałach banku nie udałby się – pogoda, wandale etc.

Ocena: 5,5/6

Niestety nie posiadam dokładniejszych danych (kategoria Oldies –znalezione na dysku) np. co do kraju w którym zrealizowano ten projekt.

—
At the time when you think that there is nothing what can surprise you, it happens… Banking/financial services are a rather hard area to promote. It is difficult to find new ways of a communication with the usage of old tools/vehicles – at this case, a good old ATM/cash machine. We can often see a promotional message placed on the ATM’s screen, or a bunch of paper leaflets on a stand next to it (a great place to hide a miniature camera to record inputted PIN code… I should make a note on the security issues), the creativity usually ends here. That’s why it is even more enjoyable to notice such realization.

On an ATM’s paper cash withdrawal confirmation/receipt origami patterns were placed, which made possible to create a mouse for internet banking version, a handbag for credit card, a piggy for saving account etc. I wouldn’t search here for some advanced personalized marketing, like putting the saving account version on a possibly interested client receipt. It would have been too beautiful. I’m suspecting, that patterns/instructions were placed randomly (or in the specified sequence) on the ATM’s paper reel – for sure they weren’t printed by the ATM printer.
Instructions were located on the top side of the paper confirmation – a very good idea, and in joint with the red color (in accordance with the HSBC brand) makes it hard not to notice it.

Pro

Cons

Possible improvement
To increase the impact level and spotting probability – add an information about instructions on the screen, BEFORE choosing the ‘print confirmation’ option i.e. with the words ‘we have a surprise for You’, ‘our pets are waiting for You’ (ok, what with the handbag…) etc. This will make missing them impossible.
Depending on the ATM construction, or the surrounding environment, place some solved origami puzzles around/on the cash machine, to attract attention.
As always – work with your clients, involve them. Maybe a contest on a website for a new/better origami projects?

Implementation in Poland:
Indeed it can be, but with small modifications, like the idea of placing solved puzzles around the machine will rather not work in the case of ATMs located outside bank branches – weather conditions, vandals etc.

Evaluation: 5,5/6

Unfortunately I do not have more specific data, like the country where project was realized, as this entry is from the Oldies category.

EDIT: Ha, I’ve found the original source in my RSS collection, so credits go to the Guerrilla Marketing defined , and division responsible was HSBC Australia.

Tagi: Ambient, In ENGLISH, Marketing, Oldies, POLSKIE wpisy. Autor: Jan Habza
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I’m not a big fan of non-direct promotional strategies. In my recognition, when you’re deciding to promote your product, you do it openly, avoiding cheap tricks – in this case usage of non-conventional marketing vehicle, i.e. placing your ads where receivers are not expecting to see them. It is a matter of treating your potential customers in a honest way. Such strategy has a great potential of backfiring, and turning back against its creators – in this case both involved parties. I have nothing against sponsored articles, but only when they’re placed in the proper section of a credible newspaper, and are also promptly marked. Los Angeles Times has lost somewhere the first condition.

NBC’s Southland TV series had been recently promoted in such way. It is an another Police oriented drama, with approximately 100% of political correctness factor, as:

Southland takes a “raw and authentic look” at Los Angeles and the lives of the LAPD officers who police it. The show’s seven episode first season[2] centers around the experiences and interactions of LAPD patrol officers and detectives, and is less a police procedural than a character-drive drama.[3][4] Among the characters are Off. Ben Sherman, a rookie cop and his openly-gay training officer, John Cooper, Off. Chickie Brown, who aspires to be the first woman on the elite SWAT Team , dedicated Detective Lydia Adams, and Detective Sammy Bryant, whose home life interferes with his working life.[5]

Classic. Los Angeles Times is recently having major financial difficulties as most of the old-media, traditional printed press, as advertising market is getting smaller and smaller. So, they’ve agreed to promote Southland by placing its ad on the front page, stylizing it as a normal article, telling the story of a heroic rookie Police officer. Maybe the knife on their throat motivated them for such move, or NBC just played it well. I do not know, and frankly I do not care. I just see a symptom, that will bring problems in the future, when media will decide to move the credibility border further. Here they’re playing secure, as MediaPost reports:

NBC says it is taking care not to deceive readers; the story is in different style than the paper’s normal content. It appears in a smaller typeface, and is also marked as an advertisement.

So, everything looks ok, right? Ordinary content can be divided from the ad, but I’d really want to see a research detailing how large fraction of readers did so. I’m not pointing in the so-called ignorance among US citizens, a point of view so popular in Europe. Stupidity, or shallowness are universal, and completely border free. There is a significant portion of people who have problems with dividing reality from i.e. television stories. So many times actors who’re playing popular characters are complying that they are not being recognized as themselves, but rather as who they’re playing. People are also i.e. copying the patterns of behavior from their favorite series. Borders between reality and affectation is melting, and while this can be a great marketing opportunity for promoting (like product placement once had been), it is tricky and dangerous for the content providers. Trust is the most precious value achieved especially by a media company. As precious it is, as easy it is to loose.

Los Angeles Times Southland case should be a firm warning, and the ultimate border.

For NBC – it didn’t backfired at all, as if people didn’t combined heroic rookie with their series, maybe they will at least remember the main character name, which will benefit for the station. If they did combined, they had just felt a bit confused, and were rather angry for a newspaper, not for NBC. But it could’ve been worse.
Pros

Cons

Evaluation: 1/6 for L.A. Times, 4/6 for NBC

More on the subject in Variety.

Inspiration: Endgame (Polish)

Tagi: In ENGLISH, Marketing, Media, Print. Autor: Jan Habza
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An ambient project from Australia, created by the SBS TV station, which had been covering Tour de France race at the time. Idea is simple – put one guy in a shiny yellow suit on the street, and order him to pedal for 21 days (fortunately not 24h, but from 8 am to 4 pm, and with two days of break-off as in the original race…). But the poor biker is not going anywhere, as his pedaling is powering the scroll of the metrolite/citylight stand. Event was projected as an endurance test (but it is a bit hard for me to see a clear connection between a TV station and endurance…)

Pros

Cons

Possible improvement
Socialize it, involve the people. Why not combine that single guy efforts with a charity event (always a relatively cheap way to gain publicity). Let’s say that on the final day of the race SBS makes an event on a local stadium, and pledges to do something (probably give money of theirs or sponsors) for a selected charity. They would invite people with their own bikes on the stadium ,give them distance meters, and tell that they (or sponsors) will donate a sum for every kilometer they will ride that final day on the stadium. There would be a possibility to make a larger health-related event of that.
Put a kilometer meter, or some bar/scale which would present achieved distance.

Implementation in Poland
Not likely, not only because of the weather conditions, but also because of the niche the cycling sport is. It _could_ be used together with a sort of a social/health campaign, or promoting biking as a way to spend time.

Evaluation: 4/6

Tagi: Ambient, In ENGLISH, Marketing, Oldies. Autor: Jan Habza
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