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:
This past March, Island Savings named Eclipse their preferred marketing partner. We’ve been busy ever since working on a variety of projects including launching their new brand! It’s been a very exciting few months and we’re thrilled to share some of this work with you.
You might be familiar with Island Savings’ previous logo:
Now you can meet their new look:
This logo was designed by Dennis Boyle from Boyle Design in Vancouver.
Island Savings did their research (thanks to Cathy McIntyre at Strategic Initiatives and Corporate Insights), and spent the proper time to establish their brand and position themselves as the Islands’ local, approachable, intuitive and community-minded bank.
We knew that Island Savings cared about the community, but have been impressed by (more…)
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!
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.
Today marks the launch of Victoria’s 2011 Rifflandia music festival, and since everyone in our office has their wristbands ready to go (clandestinely tucked under our professional blazers), we thought it only appropriate to write about it.
Rifflandia 2011 is 4 days, 110 artists, and 9 stages. That’s a lot to get excited about! We wanted to check out how their identity has evolved over the years and (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…)
“Look at your phone. Now back to me. Now back to your phone. Now back to me. Sadly your phone isn’t me…” Was this really the script Telus had in mind for their latest ad campaign promoting Pat Prefontaine as their front man?
For those who don’t already know, Telus recently launched a series of ads that smell a whole lot like a wildly successful Old Spice Man campaign. While Telus is not the only company attempting to ride on the coattails of Old Spice’s success, they are certainly the most surprising. (See McDonald’s latest Quarter Pounder Deluxe commercial as another debatable imitation).
A lesson in brand building: When you take years investing in memorable and mighty powerful “brand standards”, stick to your guns. Telus has fallen far from its brand strategy of catchy jingles, (more…)
By David Tapp of Eclipse Creative
With an ever growing increase in technology and connectivity, practically every educator on the subject will tell you that globalization is breaking down cultural divides everyday … Particularly the case in advertising.
Well I’m here to tell you that culture, geographical differences and ethnic divides are still stronger than ever in the world of communications.
Case and Point:
– We were in the process of creating an advertising concept for a national brand.
– Simon, (in the creative department, originally from Jersey – not to be mistaken with New Jersey) was explaining (more…)
As promised, we felt the need to publicize this weeks voting totals for the DVBA’s ‘My Downtown’ Photo contest that runs until June 18th, 2010. It has been a grueling battle between Rajinder Nirwan and Brittany King for top spot, and we’re just as interested as the next person to see (more…)
When the Downtown Victoria Business Association approached us to assist with a campaign that promotes why people love working, living, dining and playing Downtown, we never dreamed of seeing submissions like “Nude At Nood” coming through the ‘My Downtown’ contest page.
This picture and poem of what looks like a naked man (more…)