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I am so keen on writing about this topic, but it just won’t fit into one post. As more and more promos go online, attempts of standing out of the promo noise has been becoming more and more desparate. What are the advantages of an online-based promotion?

1. Sending codes online is easier for consumers and cheaper for them than getting consumers to cut a piece of barcode, put in an envelope and send it via post.
2. Building a database is much easier via online than collecting and process flyers.
3. Measuring and evaluating results is more simple than in an offline promo.
4. Keep contact with the so called ‘loyal customers’ is more simple and cheaper.

The only problem is that many Advertiser doesn’t take it seriously. Online world is too mystifying for them so they are not sure what to do. They start thinking of the promotion with their offline approach anyway. The main difference between online and offline approach is that online promotions need continuous animation. And yes, continuous media support. A general Internet user visits the same 6-8 sites eighty percently, so a new site/portal may aim the rest 20. And trust me, even if you get them to visit your site one time, next time they won’t remember.

As an online expert I have experienced many times that Advertisers don’t have the submission to investigate into their target groups’ online consuming habits, they just go for the easier way. Agencies could navigate them, but they are not motivated for testing and experiment the best ways for communication. They are pushed to deliver media plan and creative conception on time as the promotion has to start with no delay.

It is a though situation that many times end up with bad results and failures caused by unprepared or copied conceptions. What I am planning here is to highlight all some of them. The ones that are intesting. It seems to have a hot summer. 🙂

Advertisements

Another automotive banner… too bad, ain’t it?! I am really sorry, but I need to highlight it. At least here we have new problems.

This experience really takes me back to the early years of online advertising. We have a static picture on a banner placement. OK, you can say that Jaguar is so luxurious that they are allowed not to use flash animations such as switching on the lights… or a TV copy videobanner is even more cheap so let’s say it is elegant. So is the headline by the way: Explore the XF and some arrows to get visitors to click.

Before I go and see what happens after clicking, I have to have some words about the targeting… again. This banner appeared in Lake Balaton temporary section of [origo]. Honestly, I haven’t seen it anywhere else. This shows to me that whoever booked this ad thought that they can reach the trendy fans of sailing. Sailing at lake Balaton is getting to be trendier and trendier over the past few years. I might take it wrong however as couldn’t find the ad other Balaton related content, that might be much popular then this one. Like here, or here. But I even have a better option the reach sailing lovers, guess what, sailing.hu. Such a surprise?!

If my guess about targeting is wrong then I am really curious about a better one. 😉

But getting back to the fantastic headline, as wanting to explore the new XF, I clicked on the banner. See for yourself what happened:

 

 

I know the resolution is not perfect. So here is what happened. After clicking, I got an error message. Then after refreshing, it happened again. Then after reloading the whole page and clicking the same page reloaded with the same Jaguar banner. To summarize my experience with Jaguar XF:

  • boring elegant banner
  • simple but attractive call-to-action
  • error message after clicking
  • no satisfaction.

If Jaguar does not want to look an expensive Ford Mondeo (some may think it is anyway) then it really has to do it harder. Whenever it appears, in TV, in print and in online, they have to make sure they are charming enough for the target audience who have many many other choices. An appearance like this does not help to bring back the ancient glitter of Jaguar.

Euro2008. 16 teams. 14 languages. Make it 15 even though there is no participant from the UK.

Adidas is sponsoring a Euro2008 section on a very mannish portal, fn.hu.

 

 

They also placed a banner ad on the opening page:

 

 

It says in Hungarian ‘Dare to dream’ and ‘Impossible is nothing’ while ends with a Hungarian link. Adidas.hu/foci. But when you click on the banner or on the header you get directed to an English language football portal that has no other language option. I am really interested what is the bounce rate of Hungarian users.

Nike also had an impressive integrated campaign before the Euro2008 that was really engaging and had Hungarian creatives and an international landing portal without Hungarian language option. But at least Euro2008 participants found their own version.

Now Adidas’ way is clear. They decided to have one portal only in English, whoever speaks may understand, English is the no. 1. language in the world anyway… but I don’t understand Nike’s decision, once they create a CMS that has different languge versions and they run a big integrated campaign with sponsored channels on videosharing portals, print and TV ads why don’t they spend a couple of thousand USDs for the local version?! You know what they miss is a deeper engagement with their consumers.

Ok, you can say that Hungary with its 10mln population is a small market, but trust me there are enough local content for users not to spend too much time on branded stuff in English. Nestle and Coca-Cola know that.

Branded brands are not unique in Hungary either. But, what I just show you here is, I think.

Sex and the City is the new star in the Hungarian movies since 5th of June. Of course, its core target audience are women (rather 25-39 urban style). But there are many brands that want to reach the same group and would happy to take advantage on what Carrie Bradshow means to these people.

On this shot I have for you today (actually was captured on cotcot.hu, that also pretend to be a very trendy portal for young women), you can find two banner ads that are co-branded with Sex and the City.

 

 

The one on the top of the page is about an international promotion by Mercedes – which is a cool thing as for some strange reason Mercedes doesn’t use online media here in Hungary too often.

The other one is also a joint promotion by Mars Delight. So, Sex and the City is a sexy thing, on this very portal, too sexy.

Sponsoring the Olympic Games costs a fortune. But ones you are a sponsor, you have the privilage to place your ad next to widely consumed official content. However, there are only a few media in every country who can broadcast or provide multimedia content of the Olympic Games. And there are many many more who can create their own olympic section without using the official logo, videos, audios or pictures but can still expect a bigger traffic… and sell more ad space.

Here in Hungary the national TV and its sport portal have the rights. But of course all the leading online media players will create its olympic content. As in Europe the Football EC is the current leading sporting event, the media owners are just getting prepared to Beijing. But there is one who already started its content and get the first unofficial sponsor. I’m really curious what people think about unofficial sponsors. Because if for them it doesn’t really make any difference, then there is no worth to burn money to get the official sponsor status as you have many alternative ways to co-brand your brand with the olympic games. I know it’s cheap and have no added value, but it would be interesting to see the size of the unofficial sponsor market…