Print has been a staple of advertising since the beginning, but with the widespread adoption of the Internet and social media, it’s now the first to be cut from a marketing plan to save costs. One of the main benefits that online advertising currently provides over print is interactivity with an audience.
Many advertising professionals suggest that print is dead, but according to Forbes, print is a “powerful and necessary component of a modern ad campaign”. Print’s advantages include tangibility, credibility, branding, target marketing and, in some instances, engagement.
Check out this Forbes article for their rationale.
Forbes suggests using QR codes to help bridge the gap between print and web. Although a great tool, QR codes need to be used with caution, as they take the user away from your ad. Below are a few examples of how you can reap the benefits of print, while harnessing some of the valuable interactivity of the web.
Lexus ad using CinePrint technology:
Everything is branded these days, from your local plumber to your province. Surprisingly enough, the most well-known brand in the world, the United States of America, has decided for the first time in 236 years to create a federal brand strategy. Canada, in comparison, has been on the tourism brand-wagon for almost 20 years now. As a result of a declining economy and American travel, President Obama has established the first national strategy to promote inbound tourism to the U.S.A.
Have you ever dreamed up your “great escape” during one of those never-ending work weeks? Our latest campaign with Tourism Victoria is helping make that dream a reality for mainlanders in Vancouver and Seattle needing to break away from their day-to-day routine.
The Win Your Escape campaign interprets the idea of “escaping” your daily grind very literally. The multi-faceted campaign features imagery related to a prison break: handcuffs, hand-dug tunnels and prisoner-themed street teams. Even our billboards have actual knotted bedsheets hanging off of them as though someone just shimmied down to their Victoria escape!
We’d like to thank all our clients and friends who attended our 2011 MadMen themed Christmas party last Thursday, December 8th. The night was filled with phenomenal food, amazing photos, wonderful costumes and epic stories (many that we can’t disclose online). Although there were many notable costumes, there can only be few winners. Our top voted costumes for the eve were (in no particular order):
Mandy Farmer, Accent Inns
Trina Mousseau, Tourism Victoria
Don Main, Elections BC
(Thanks for coming out in full force. Prize packs will be delivered to you!)
A very special thanks to the ever-so-talented Derek Ford for providing his photography services (and promptly leaving with his camera just before things really got interesting) and David Feys and the crew at Feys+Hobbs Catered Arts for providing the phenomenal service and delicious food for the evening. Also special thank yous are due to Sean Goode (our super volunteer resident bell boy who greeted you at the door) and Garside Displays for all their hard work completing our MadMen signage needs under the wire!
Now, onto the photo reel. (more…)
We’ve all heard the expression before: a picture is worth a thousand words. In advertising, this notion translates to dollars. Many companies overlook the importance of quality photos and scrimp on the budget, but high quality shots are crucial to a company’s brand image and, inevitably, its success.
It doesn’t matter how much you’ve invested in your identity and product; if you have poor images, your brand will suffer. Plain and simple.
Take a look at these local sites, for example.
FOL EPI, VICTORIA, BC
For longer than we know, McDonald’s has been trying to shed their greasy, low-grade image by setting their sights on a more sophisticated audience. With the launch of their “I’m Lovin’ It” campaign in the early 2000’s, they aired a number of TV ads displaying business lunch meetings at McDonald’s and young, beautiful, happy and healthy people enjoying their Mcwraps, Tuscan Salads and Angus Burgers. Although successful in generating short-term sales, it was arguably unsuccessful in combating ingrained associations we make with their company image… Enter the McCafé.
Imagine you are a brand that’s slowly losing market share on a annual basis. In this situation, you can go one of two ways: sit back and do nothing while you await your chariot to brand afterlife (*cough* RIM *cough*) or plan something truly daring and explosive to step back into the spotlight.
This is essentially the dilemma international footwear company K-Swiss was faced with earlier this year. They needed to do something drastic to get back in the game and specifically break into the training shoe category dominated by Nike, Adidas and Reebok. Their audience? College kids, especially the guys who work out. They had to do something so out there and non-traditional that it couldn’t possibly slip under the radar.
playing on sex appeal
or even targeting keen, young tastes.
Tobacco advertising has of course become much more ridged over the years as the EU and the WHO have both specified that it shouldn’t be allowed. More recently, some countries have also imposed legal requirements on tobacco packs.
Last month, Australia drafted laws that would ban branding of any kind from tobacco packaging; these laws are unprecedented anywhere in the world. This new regulation will prohibit cigarettes from displaying any logos, branding, colors, and promotional text. It will standardize color, font, and size of type and force mandatory health warnings on 75% of the front and 90% of the back of packaging. All packaging will be forced to have an olive green base color (research has shown smokers find this color least attractive on packaging). Removing the brand display and replacing it with a standard green package and images of rotting human gums and lungs will make this the toughest anti-tobacco campaign in the world.
The idea behind this law is obviously to deter current and new smokers from smoking—essentially removing the glamour. And boy, does it ever— (more…)
Although social media is all the rage these days, we thought we’d take a moment to give credit to an old school marketing success story.
Arm & Hammer has been providing examples of brilliant marketing since the early 70s. Back in the day, when it was more common to home bake the majority of meals, there was a stash of baking soda in every household. As lifestyles evolved and people began to do less baking from home, Arm & Hammer ran into big trouble with sales.
To fix their problem, they thought inside the box. (more…)
Juniper Park is based in Toronto. It has a number of major clients, like Quaker Foods, Virgin Mobile Canada, and Frito-Lay. It has won a bucket of accolades from the Effie Awards, Canadian Newspaper Association’s Extra Awards, the Canadian Marketing Association Awards, Communication Arts and Applied Arts, and has talent lined up in the lobby scratching their heads trying to figure out what it takes to get an interview.
Derek and Laurent, two young Joes from Toronto, went on a mission to get a job at Juniper. They pondered the question, what does it take to get a job at an award-winning agency like Juniper Park?
One Saturday afternoon, these two legends set up camp in the lobby of Juniper Park and created a video in hopes to win a seat at the agency. Their video is unscripted, low-budget, and very clever. Made with only a black marker, white construction paper, and a video camera, this video is bound to leave you feeling warm, fuzzy and inspired. Their video is actually an intro to their site, which gives you a chance to warm up to them and see the awesome work they have done in the past.
They asked, “How do you impress an agency on a shoe-string budget?” Well, let them show you here: http://willderekandlaurentgetajobatjuniperpark.com/
So, did Derek and Laurent get a job you ask? (more…)
It seems traditional Tuscan landscapes, winding roads and sunsets just won’t cut it in today’s world of car commercials.
Everywhere you look, automotive companies around the world are going the extra length to be memorable in the eyes of their valued customers in an attempt to differentiate themselves against (more…)
Today the Times Colonist Newspaper published an article on Google Street View’s data collection as “a careless attempt to breach Canada’s privacy laws”. This topic got us thinking about the future of technology and advertising …
What if you didn’t have to bring out your wallet or lift a finger to make a purchase? What if billboards spoke directly to you and promoted products that were only relevant to your life? What if marketers knew absolutely everything about your purchasing behaviour and habits as an individual consumer?
It all sounds a little crazy right? … WRONG.
Think RFID (Radio Frequency Identification). RFID’s are small grain like chips that act as an identity of an object or person wirelessly. If you have ever used EZPass through a toll booth, or paid for gas using SpeedPass, you’ve used RFID. They can store information and produce in-depth data on all sorts of things (potentially like purchasing habits, geo-locations, quantity totals etc). RFID data can be read through the human body, clothing and non-metallic materials.
Remember the movie Minority Report, where everywhere Tom Cruise went, ads spoke to him, used his name, attempted to sell him his favourite foods and clothing? Well this climpse into the future isn’t too far off. RFID tags aren’t something out of the year 2020, try the year 2008. These bad boys will soon be built into every (more…)