Thursday, 25 February 2010
McCann Erickson were challenged to develop a creative platform that: supported MasterCard’s sponsorship of the UEFA Champions League; take into account the brand’s ‘Priceless’ brand positioning and creative approach; offer a fertile territory for all elements of the marketing mix; and, put the company’s 14-year association with the event on a more emotive and consumer-oriented footing...
For a football fan, being present at the game during these moments of joy, tension, heartache, elation and frustration is utterly priceless...
Monday, 22 February 2010
Monday, 15 February 2010
Sunday, 14 February 2010
Thursday, 11 February 2010
Tuesday, 9 February 2010
Monday, 8 February 2010
lover boys，lover girls…
試鏡日期 (只接受預約): 二月二十七日
Saturday, 6 February 2010
Friday, 5 February 2010
Read more at UtalkMarketing
由香港設計中心主辦，於香港文化博物館舉行Antoine+Manuel Graphic Village 展覽會 展期將延長至2010年2月17日。自去年11月28日起，參觀人數已突破三萬人次，市民對展覽會反應十分熱烈，備受各方讚賞。 把握最後機會，體驗法國設計雙雄Antoine Audiau 和Manuel Warosz的得意平面設計作品。參觀者於2月底前將心水相片上載至Antoine+Manuel Graphic Village 的facebook社交網，首200名可免費贏取名設計師精美咖啡杯杯一隻。為您至愛在情人節送上一點驚喜。
參加方法： 登入facebook，搜尋「A+M Graphic Village」，上載相片。得奬者將獲個別通知領奬。
有關展覽詳情和開放時間 (農曆年初一及二休館)，請登入hk.heritage.museum或致電2180 8188查詢。
Thursday, 4 February 2010
- Understanding the copy brief.
- Basic detail/Overview/Background/Target Audience/Core Message/USP/Creative direction/Persuasive body copy.
Here are the keywords which you should remember:
Discussion/analysis/sharing/RVJ/creative strategy/copy based/target audience/core message/headline/subhead/body copy/jargon/compelling/reassurance/push/incentive/A.I.D.A./A.I.R./USP/benefit/“So What?”/break rules
...and here are the ad examples for reference to the copy brief:
Tuesday, 2 February 2010
... This past year, Lady Gaga took the music industry by storm with an album that spawned four Number 1 hits. She also led digital music in 2009 with sales of more than 15 million downloads ...
... Lady Gaga does something else exceedingly well – she leverages her personal brand via digital media to the hilt. She is a sensation on YouTube, has had over 320 million plays on MySpace, and is an iTunes superstar. What's more, Lady Gaga is a commercial property...
If brand has a personality, Lady Gaga certainly has both. Read more at the above link.
Lady Gaga is such a unique performer that The Wall Street Journal gushes, "She could be the next Madonna."
The application was a first of its kind within the Ralph Lauren family of innovative lifestyle marketing. Consumers can make their own Rugby directly from their iPhone or iPod touch and share the style and buy it.
Consumers can customize their own Rugby with patches, share and order their Rugby styles within the application.
The application followed the successful launches of http://www.rugby.com and http://m.rugby.com.
The application is meant to serve as a 360-degree retail innovation platform that engages with consumers through mobile, in-store kiosks and outdoor display content in store windows, and online.
Also, Rugby stores in New York and San Francisco have an interactive store window where pedestrians walking the streets are encouraged to stop and create their own Rugby or browse the gallery of Rugbys created by users of the iPhone application.
Much like the iPhone experience, users just drag and drop by swiping their hands over the store window and can buy Rugbys by swiping their credit cards.
In April, the preppy retailer launched an iPhone-optimized site for Rugby.com, the site for its sporty line of Rugby apparel.
Like the existing WAP site that is optimized for all other mobile devices, the iPhone site lets consumers browse and buy all products that are available on Rugby.com.
Mobile advertising drove consumers to the mobile site and application.
With all the buzz about today's youthful brands, it's nice to see Ralph Lauren, a forty-year-old brand, figure out how to appeal to a contemporary audience. One of the best ways to do that is reach the audience where they live – on their phones.
Clothing retailer Ralph Lauren has just been named "2009 Mobile Marketer of the Year" by Mobile Marketer because of the company's breakthrough, innovative use of mobile advertising and marketing.
Read the story.
As we talked about naming in the brand building steps today, this is worthy noting.
Who could ever forget the Chevy Nova urban branding legend of the car that translates to “no go” in Spanish? And then there was the Nike snafu of 1997 when the brand recalled a shoe with a flame logo and a word resembling “Allah” in Arabic script. That followed Reebok’s naming uh-oh with its Incubus sneaker, meaning demon.
Have a look and go throught the interactive section and know more about experiential design.