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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.

Advertisements

Firstly, Hungarians do visit international portals and consume contents in other languages. Windows Live Messenger is the most popular IM service here and for a while you can book spaces and advertise on Messenger spaces directly from Hungary. Microsoft itself also started to pay more attention on its Hungarian house-ads and the first post is about one of them.

Under the Messenger Buddy List there is a small banner space. Microsoft placed its own advertisement there. When users moves the cursor on top of it, the banner expands. Now here is the story of the communication: “Office brings you joy!… Buy three Office Small Business products and we send a bunch of flower to someone you love…”

but its not over yet. When you click on it, you are directed to the landing page where you can find short video stories of two young adults who explain unnatural stories like how calm they can sleep now at nights and how much easier the business became now that they use legal Microsoft Small Business softwares.

Microsite:

Okay, now let’s go step by step.

1. Target audience: small business owners
First I saw this ad in office hours and I thought that they use time target but as I can see it now too, obviously they don’t. Even though I haven’t noticed any consciousness in age target when I made a small research I am sure that they use it somehow. Anyway, as I saw it many times it reached me well and I am a good target for them.

2. Creative format and idea: expandable banner
I have to add to this that Microsoft want to sell this space for Hungarian advertisers as they have a promotion of buy one get two ad impressions. Otherwise this creative format is not reasonable at all and even the creative execution doesn’t want to take advantage on this. I am trying to understand what the point is because at the moment when I see the creative it has the message for me that there are one reason to buy Microsoft Office, to send a gift to our beloved ones.

And let’s see the contras:
– The promotional message is useless, even they couldn’t link it to the content on the microsite.
– Actors are struggling with the texts they have to say, they are not credible (the copywriter should have worked more on that too)
– Even though the design and the environment is nicely done the stories are really unnatural that makes it a waste of money.

But, there is a pro:
+ Microsoft used videos to deliver the information that is a pretty new trend especially in B2C communication. – So bad that they hadn’t pay enough attention to the content…