Crisis and problems of the financial institutions are a great source of themes for promotional usage. You can literally mock them with impunity, and that’s basically what Timberland a well known manufacturer of the outdoor wears does. With some interesting catch phrases too:

‘We build things to last, maybe we should start a bank’, implied nowadays banks are not durable/reliable

‘One American institution that won’t fall apart’, implied all other major financial institutions failed

‘You’re never going to be able to retire, why should your boots?’, implied due to the crisis, or the fact that your savings evaporated, you should own some good boots…

‘How revolutionary, a jacket that can keep two people dry‘, implied saving, but the true meaning is the discount, and charity action. When you’ll return an old Timberland jacket while buying new, you’ll get 20% discount, as well as your jacket will be donated.

Advertising by negative comparison is cruel, but effective. Situation around us creates opportunities never considered earlier. Boots and banks in one advert? C’mon, this can not work. Very nice job.

Inspiration: Ads of the World

Tagi: In ENGLISH, Marketing, Print, SHORT. Autor: Jan Habza
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Main benefit of such actions, excepting the happy couple is free media attention. I’m sure that a guy hanged into a billboard for some time didn’t came unnoticed. I remember articles, when some guy just bought few billboards in Warsaw, also in the Valentine Day on his love daily route to work, and wrote his feelings to here there. MasterCard action was supported by a website.  Generally speaking it is a great idea, and well thought, like the violin players focusing attention of the passersby, who stops, and look on that poor dude. MasterCard logo is hardly imposing, always a temptation (hey, we’re paying for that, so lets put our giant logo there, right?). Thanks to that, message is not interrupted, and it is truly beautiful message: ‘The things we do for love: Priceless’. By that a brand ‘personalization’/humanization is achieved, it is no longer an inhuman institution, but a friend, who can help you, exactly you. No to some poor African kids by an affinity card, but YOU.

Inspiration: I believe in advertising

Tagi: Ambient, Guerilla, In ENGLISH, Marketing, Outdoor, SHORT. Autor: Jan Habza
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So, the brief states, that pulling child’s ear is a traditional form of punishment, or rather correcting someone’s behavior in Turkey. Fortis combined this action with a slogan ‘Credit of those who cannot sit still’, and the general message was that they are targeting into the young, active and unregenerate. Mugs were donated to the local university cafeterias so the effect could’ve been multiplied.
I didn’t got it first time I saw it, but with a second look it gets to you. Maybe I was confused, because there was nowhere to find the Fortis logo, or name of promoted product? I’m assuming, that boy/girl face is displayed on the both sides of the mug, leaving the only place for commercial communication at the bottom of the mug, where the big red logo +18 is placed (maybe it is used by Fortis for communication, don’t know, but I guess that the Turkish inscription around it is the ‘who cannot sit still’ slogan). If it so, it is not the optimal solution. How people will know what exactly the mug is promoting? Did Fortis marketers thought that students will ask each other, hey what does your mug mean? Hardly.
With a third look, it seems, that face is placed only in front of the mug. So the second side is just a giant blank white unused space, or maybe Fortis ID message is there? Without these information it is hard to evaluate. Idea is not bad, especially as it is attached to the local customs (maybe the ear should’ve been larger/more massive). I’d improve it by placing the face under an angle, so it would have come into the horizontal position, when drank, This could attract even more attention.

Inspiration: Ads of the World

Tagi: Ambient, Guerilla, In ENGLISH, Marketing, SHORT. Autor: Jan Habza
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‘Your books change so do you’, nicely done, but quite controversial. But, in the other hand, if the truth is controversial, what time we are living in? People can change, true. According to my Spanish Liberia Pocho is a sort of a book publisher/importer, as well vendor. Not only new, but also used, so it is affordable. This advert is not only showing us, that people can change, but also suggesting, that this particular vendor has a broad offer range. I like the last one, through the power of marketing a priest become a Pope – I’m surprised that they haven’t caleed it a blasphemy in Uruguay, but it only shows, how false our perception of certain countries/regions can be.

Inspiration: Scaryideas

Tagi: In ENGLISH, Marketing, Print, SHORT. Autor: Jan Habza
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This advert main subject is far from the blog core, but I do very like this Mexican spot. I’ve seen a lot of commercials, also these by Viagra, but I’m under an impression, that ones from the United States were worse. In general, it shows us how the advertisements should be made. Your brand is a promise, a promise of a service/product. By marketing actions you’re encouraging the Client to try it, to trust you. If the promise is close to reality – you’ve won, when it’s far… well, it’s quite obvious what happens. Your task should be to show what your product or service has to offer to your Client, still in a mature and class way. You shouldn’t treat your Clients as idiots, and use some simple metaphors. Viagra commercial does it, by showing, that thanks to us you can be young again, and that’s what it’s all about in its business.

Inspiration: I believe in advertising

Tagi: In ENGLISH, Marketing, SHORT, TV. Autor: Jan Habza
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