We (Magyars) don’t like changes. We are crying for good old things and many of us are living in the past. This kind of averseness to change is a challenge for news or community portals. They need to renew themselves every once in a while by offering new services using the latest technology and avoiding being boring.

So, what if it’s time to renew yourself? I like the way [origo] – one of the top Hungarian news portal – handled it. They put notes on the brand new opening page that are clickable in order to get more information on content sections. But you can easily close them if you want and – very important – with one click you can bring them back again.

One thing though – this feature is useful rather for non-experienced users. I would not use slangs for copy. Still, it’s just a fillip.

 

Experience Wii communication is surely one to follow. The dedicated YouTube channel having more than 5,000 subscribers is a good confirmation for that.

I have no idea whether on your market there was any copy of that creative, but we have one worth to watch it:

 

 

I like the execution but I would pay more attention on it buy using the real header and footer of Videa. The animation itself is a great one, I can see the huge amount of work however with using a simple  screeshot in the background of Videa makes it cheap for advanced users.

I also like the way they used the video sharing portal opening page for promoting the take-over:

 

Amstel_Pulse

 

I know it’s a copy of an international creative idea, but I have no problem with that as long as it makes sense using the given creative format and is well-prepared.

I don’t know how such thing may happen. Really. RSS marketing is such an innovative way of advertising that the companies dare to use it may think it twice what message they may place. 12,5% of Hungarian internet users use RSS feeds in any way according to a recent study. That means if you are a medium and have a news feed you may count appr. 1/8 of your readers (of course that may vary depending on the media type but it’s good to calculate with).

If you have a creative concept and want to target those heavy internet users that are already blind enough to see your banners (or may even block any flash content) what kind of call-to-action would you choose?

Here is Bricostore Hungary’s creative:

rss_bricostore

 

 

 

 

 

 

OK, it’s rather funny. 🙂

I adored the Coke Club concept that is a local initiative by Coca-Cola launched in 2007.

Coke Club is an open-air summer place that has been providing quality music and cultural programs at Lake Balaton (the biggest natural lake in Central-Europe) over the last couple of summer seasons. During the day you play beachvolley or beachsoccer, burn yourself under the sun and get the best Cuba Libre in town or just simply enjoy the clear and cool water of the Lake Balaton. At nights best Hungarian and famous international groups and DJs play music.

The campaign creatives in 2007 and 2008 were simply stunning and demonstrated the quality of the place that was full with designer chillout furnitures like this:

 

coke_club

 

 

 

 

 

 

 

 

 

 

 

and this:

 

cokeclub

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

For this year Coca-Cola has a new creative agency. As Coke Club opens on Saturday I managed to capture the first banner. Here it is:

 

 

It is a crappy rap that has one aim: to draw attention. And what if you get that?!

How may that represent the philosophy of the best chillout place in town?!

How can you fit it into the concept of MTV Icon (best ever music groups that are celebrated at the venue)?!

What is the connection between this performance and the most celebrated DJs that plays the best music on every Friday?!

I was excited by Coke Club this year, but this season started with a disappointment.

Organizing professional conferences and workshops on a small market is not easy. In addition, the economy and social crisis in the CEE region makes it an even bigger challenge as companies save money on such “luxurious expenses”.

Therefore the organizers of the Digital Festival 2009 may be proud of their results because of two things. They managed to fill the venue and they could attract leaders to join as speakers from international digital agencies.

One of the initiatives however was a bit pointless and strange. Participants received opt-out contextless wap-push messages onto their mobiles. The text-based content on the links was either a promotional message of a local TV channel (wtf cares???) or a poem that was actually part of the program sometime over the day but without any note on the purpose.

Honestly, it is a small thing, why I tought it worth to mention is that the whole program was so professional even on international level, do help incompetent sponsors socialized on TV promotions in thinking of promoting their services that may fit into the context of the festival’s theme and schedule.

Since 2005, we all know that the world is flat. And is becoming more and more…

Couple of days ago, I read an interesting story (sorry, in Hungarian only) about the recreated GroupM in Hungary. The new name is eMission Interactive and including the same media companies as before. Now, the interesting part is that such a group of media agencies with their media expertise claim that they can also provide campaign creative production and web development services.

For sure they didn’t hire a group of digital creative experts like: digital creative director, online art director, flash programmers and copywriters, do they? OK, they don’t have to I guess, anyway. However, I am afraid this will strengthen their ‘focusing on quantity’ approach and reputation on the market. It’s a slap on the face of the hopes of seeing great campaign creatives on the Hungarian digital media.

Let’s make it clear: I find it very entertaining on Facebook (Hungarian), when it comes to duplications in inflection, wrong word order or mixed Hunglish sentences. That’s part of the game. We wanted our Hungarian version of Facebook, even myself have 15 winning phrases. We have been creating it for ourselves.

 

An example for a Facebook application English and Hungarian mix:

facebook_hunglish

 

 

But I’m afraid brand communication is different. A brand that has properties like: professional, one of the best quality available, innovative, etc. cannot allow negligence in communication that may harm the brand. Unless…

Unless what? Unless the company wants to associate a human insight to the brand. Accordingly, this is what Nike is doing with the new campaign. Building running communities by giving them a platform for racing. By this occurrence, once they integrate the campaign into community channels and use those resources well, language lameness would be part of the game. However, Nike is doing it on its own microsite, really by the reason of saving budget. They just don’t want to bother with small markets. So their lameness is a real one, a part of a bad quality web development that is not in harmony with Nike’s brand properties.

 

Nike’s branded Hunglish widget:

nike_widget 

 

 

 

 

 

 

 

 

 

 

 

 

This kind of global way of thinking is against today’s marketing trends. I mean personal experiences with the brand. For me, as a Hungarian, it tells me that Nike doesn’t think my engagement is important for them.

I’m not sure you have read this McKinsey research results about digital advertising (if you don’t want to register, access the learnings here).

The issue of rasising advertisers’ attention towards post-buy analysis of online campaigns was always something important for me. Classic marketers’ mind many times cannot process the fact that CTR and GRP cannot be compared. In the meantime, that was their biggest problem. 

I am pretty sure that marketing executives working at big or middle-size Hungarian companies used online communication channel understand what CT and CTR means and they do measure it over the online campaigns. At least 9 out of 10. I haven’t worked with 340 of them (as in McKinsey’s research) rather close to hundred. 

For me, the more important thing is rather the fact that most of them measure the effectiveness of online campaigns until the click. However, on-site post-click activities are rarely measured. But that needs more time from them and they won’t have that until the online budget rate exceeds an even more significant volume. It’s just a question of time – and education activities of digital experts. I am on it.

You may find many examples for autotelism when you browse up the most popular Hungarian portals. That’s because most of the advertisers are not educated enough to appear online with their message.

Accordingly, most of them are not worth to mention unless you want to create a funny collection of online ads. However, there is a good initiative by a portal for women, Femina. It’s a new generation of sticky ads.

 

See the banner on the bottom of the screen that sticked to there no matter where you navigate.

 

Unfortunately, there is no sense using it – at least not for this advertiser with this creative. It’s a general message for a common product. Unless you have a very good argument using such an inpolite creative format, it’s a bad idea using it. Visitors rather get mad when they realise they have to see it always wherever they navigate inside the portal that is also bad for the media.

When you have a good creative format don’t just use for it’s own sake. Create a conception around it.

That’s a tough issue. A brand manager who’s already worked with at least three agencies (media, creative, digital and additionally BTL and PR) on one campaign may confirm that.

There are always one or two areas she may focus on. Usually, the traditional media (TV, print) or the creative conception. That’s because these two areas may be covered completely over their studies and most of the marketing budget goes to production and TV/print. Even though BTL and online needs more attention due to their complexity, the brand manager split her time – pretty rationally – based on the budget split. If 10% of budget goes to online and 10% goes to BTL then this rate may be applied for her time too.

This situation may be even more tough over holiday seasons. Media has to book TV and print way before the release and production may be in trouble if decisions cannot be made in time. I guess this is what happened with Danone. There was a TV spot a couple of hours ago that was persuading the audience to visit their new website.

Unfortunately, the website was not live yet. OK, it happens – as I wrote, sometimes it just doesn’t work out. But once you know, even in one or two days advance, take the time and design a very simple welcome page to get the people to come back in some days.

 

danone_actimelproba

The website will be launched on 5th of January, 2009.

 

It’s pretty sticky for Danone, even if it’s winter holiday season. A harmonic release of an integrated campaign is not easy.