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If you don’t know what is the current situation in Hungary, you may learn it from here or from here. But if you want to hear a Hungarian insider’s opinion, here you can have it:  There is an impotent government with a moron opposition and all they do is fighting with each other no matter what happens in the country and what people think about them.

Now the problem is that they let talented youngsters (the future of the country) to choose from two choices:
1. They either leave this whole thing and settle down in an other country where their neighbours are not frustrated by paying one of the highest taxes in Europe and get bad healthcare, lack of highways and low salaries in exchange… or
2. They try to find alternative ways to get the most out of their salaries… and I told you that Hungarians are creative. So they look for options not paying taxes or at least not all of them.

Some of them vote for the first opion and many of them the second. Both are bad for the government but the second is worse as government misses this high income and that is the easier way for people who don’t want to leave Hungary. So they worked out an action plan to change the behaviour of these people against paying taxes. The name of the action plan is ‘Új Magyarország’ which means ‘New Hungary’.

They created a website where they put on impressive figures about how much damages these unpaid taxes and affixes cause.

And they have a strong communication that says: ‘Tax Evasion. <with glamour animation> no matter how you gild it this is a fact. Est. yearly HUF 1400 bln is the loss. Fair play in playing taxes as well!’

 

 

But it seems they forget two things:
1. People who don’t pay taxes have done this for 10-15 years, and it has become a chic
2. Governments for 18 years has been managing badly this country’s economy and people have no trust that they can spend their money carefully.

This communication is really unilateral so it won’t work like this. Even though the meaning of the domain address: Let’s do it together.  

They expect that people should be loyal to their leaders while they do nothing more than before. Don’t take me wrong. I belive that this communication could be successful (at least I wanna believe it) but only if they show to people that they work with enthusiasm and want to get back people’s trust. They should place their daily schedule, video reports what they have done today for us and use all the channels that provides the opportunity to have a dialogue with people.

In the meantime, they hang on to their privileges like benefits without payoffs and taxes, messy rules in public procurements and central financial system, so this communication is illegitim and will have no positive effect. Just another waste of money. Our money.

I had this post about Volvo. It was not fair so I need to correct it. It was not fair because not only Volvo’s online creatives are clueless then about 80% of the big auto brands are. For today I brought a collection of BMW, Citroen, Renault and Lexus display creatives.

You may challenge me whether the automotive brands need creativity in online advertising. As they just need wide reach and the traditions – potential customers have – and brand value will sell the product anyway. Well, is that a good enough excuse not to create entertaining interactive ads?

The first one is BMW. They have this 5 series commercial that contain a 150pixel wide and 50pixel high product and some properties that are not unique at all as most of the middle class cars have all this.

 

 

It says that this BMW 5 Exclusive Edition offers leather carpet, lightweight alloy wheel rims and metal paint. Wow, that makes me buy this right now! I’m sure the copywiter didn’t read all the PR stuff BMW created – if you don’t have a good creative idea at least try to write a good copy. This is actually what Lexus did for 450h. It has the same clueless visualization, but at least there is a unique message:

 

 

Lower emissions, better performance… not in the future… now!  And then the branding.

But I want to highlight another harmful Hungarian online ad for the BMW image:

 

 

The only message here is that: BMW Premium Selection. We help you to choose. Don’t they need someone that help optimizing their online campaigns? 🙂

Here is another issue I may raise as it shows that the automotive sector has a serious lag in the online communication. They use their TVCs in their banners. That is so poor and takes us back to the past when the first videobanners appeared. I shot this yesterday from Renault. It is 100% the same as they run in the TV:

 

 

Why do they think that people want to see a 30sec TVC in a 300×250 pixel size billboard?

People at Citroen thought that yeah… it is embarrassing to use only the TVC so mix it with flash animation. Is it more exciting though?

 

 

Automotive companies burn a lot on advertising, here in Hungary as well. Why don’t they hack the online community with entertaining online advertising then? Just turn around and see what others do or adopt excellent international ideas.

This is a very interesting and complex theme. Try to be straight to the topic then.

Let’s see first, what is the most popular online entertainment activity (source: WIP 2007 Hungary):

Entertainment activities on the Internet

Guess you knew that anyway, but marketers need charts and diagrams to be able to make decisions so there you go. In the meantime offer legal and free (???) music online seems to be a success whatever you do over the communication. The art is to link your brand to it.

Now, we know that Coca-Cola and iTunes teamed up last year. What you don’t know is that iTunes is not available from Hungary (or at least limited usage). So Coca-Cola Hungary lost the opportunity to co-brand Coke with the trendy Apple brand. And the second thing is – as in my previous post I wrote for another field – that this market is way over-regulated so there is a huge unnecessary administrative cost for the Advertiser if they want to provide music legally.

Isn’t it great the Coca-Cola Hungary still made it with Coke.hu? I really want to know how big budget they have. Their newest attraction is that they offer exclusive Rihanna content:

I found their ad on music portals so it seems that they use only thematic targeting. Well, they don’t risk too much. 🙂

Vodafone Live! is a successful project here in Hungary. In our country, the mobile internet market is not liberated so they are not really in a though situation. Your opening WAP page is either t-zones (T-Mobile), Pannon W@p (Telenor) or Vodafone Live! depending on which mobile provider connect you to your beloved ones. Today there was a big expandable VL display ad on the most popular news portal’s main page offering Madonna content:

It opens only when you click which is a pity (you lose clicks as visitors need to click once again to reach the landing page) it would be better by mouse-over but it is really impressive.

Why this communication is worth to mention is that is has a music link and secondly because mobile providers’ campaigns are usually focusing on their tariffs or newest devices. Even though we have here a Sony Ericsson screen and additional offer this campaign is an interesting one.

Anyhow, music seems to be a good choice to invest in.

In Hungary, citizens’ legal certainty is really poor. Therefore many times they become frustrated when they have problems with their newly-bought household aplliances. Besides the always changing financial and tax regulations also create an unsecure atmosphere but that’s another topic.

To help Hungarian consumers to prove their rights and be more conscious legally when they consume, the creative agency (Wundermann) has chosen content marketing. I think for the start that’s the best they could do! Create a section on a widely read news portal and direct the users there. Now in this campaign the second step is missing and the whole campaign gets messy from now. Why? Let’s see:

+ They created a section in a popular news portal that can be accessed from a dedicated URL as well.
– They forgot the banner support that would help users to find the section. Instead, they put a banner into the section:

– They created a microsite besides the section which is unnecessary. They should have spent that money for making the section more successful. By the way, I like the graphical navigation of the microsite that helps delivering the message to the audience.

– If you check the domain of the microsite, you may see for yourself that the URL is the agencie’s domain. Here in Hungary it takes two weeks to process a domain address – I guess they forgot to start the process on time. 😦

So, I think the initiative is great but they should be more focused. They should decide whether they want to deliver the message via integrating it to reach more people or create a microsite with limited functions. My money is on the first one. Plus I would suggest them to use the other services the media can offer: video sharing, chat, forums and comments. Make it really a two-way communication because that is needed to educate the people. It seems at the moment for me that there is no will or resource to do that. However that is still more than nothing.

C’mon my fellow Hungarians take advantage on what this section may offer for us!

Another Djuice-related post here on MaghiarDigiCreatics.

Leo Burnett Hungary has won a bronze award in Innovative Advertising on New York Festivals. This category covers the creative media usage therefore really respect for them! SMSBandi was a big success for a really long time here in Hungary. It really became a kult kind of thing. Something like Burger King‘s Subservient Chicken.

Here is a video from SMSBandi who performed one’s SMS to the addressee:

And you can see the award winning material here.

Respect once again for the creativity!

You know, when you have a presentation in online marketing you can easily be popular by showing bad examples of thematic targeting.

Let me show you some good Hungarian ones:

1.

The article is about a catastrophe in Amazonas. Inside the article there is a billboard about a rent-a-boat offer.

2.

This article is about the unfortunate civil victims in Kenyan riots end of last year while the advertisement is a traveling offer to Kenya.

Now, I know that this issue in online advertising is not as simple as it seems. Because editors, Advertisers or agencies cannot investigate any single ad view. However it really should be an adserving problem. Adservers should treat these issues or at least media owners should have a pressure on adserver providers. Here in Hungary Index.hu is the biggest provider of such failures as it is the most popular news portal. I am sure though that you have many other good local/international examples for bad thematic targeting.

In the meantime Adweek has published the results of a recent research by Yahoo! and MediaVest that says thematic targeting is not a guarantee of successful communication. I would add that thematic targeting also has a very offline approach. I mean that online marketing offers so many ways to target your message. Even to optimize your ad in the middle of the campaign. Than why is still thematic targeting the most popular way to target messages online? Actually it’s the same question of why Advertisers still invest into banner creatives… and let others to have the competitive edge.

This post was inspired by an ad published on a health portal’s main page. They called my attention to the risk of glaucoma. The message is: Do you have scales on your eyes? Visit our new section about glaucoma.

Now I have appr. 15-20 years to start thinking on it plus I have to point that not even 2% of people above 40 might get this disease. However they dared to put that message into a layer which is one of the most aggressive creative space as you cannot avoid it.

I am sure that most of you know these basic advantages of online advertising:
1. You can plan your mediamix on exact figures
2. You can measure exactly the number of appearances and the interaction rate
3. You can optimize your running campaign while it is running.

This health portal as it happens has a database of their readers. Why don’t they put simply that message to those ones who are interested in that topic. Plus why don’t they use less aggressive creative format like superbanners, textlinks etc.

In today’s online advertising you have the opportunity to create useful ads for your audience. Useful means that the customer doesn’t think someone wants to sell something to her/him. They are grateful for the information. The message also can be relevant but not useful which is still a better option than the useless distracting ones. If they don’t target the message based on my interest only my age then it may be relevant. If they target the message based on my browsing habits and interest (eg: they see I make comments in their eye-related forums and they know that I am above 45 then this message can be useful (especially if the content I find there is good).

As there is a huuuuuuuge content supply in today’s digital world you need to market your product. But besides I am sure those ones will be popular who care for their audience. And those ones who deliver useful messages to their readers will have an advantage against those ones who don’t.

Actually do you have good examples? Comment it!