MOVACTIVE raised a brilliant £395 trying to grow enormous tashes to raise awareness, change the face of mens health and help fund research to prevent and cure prostate cancer.
Our Mo-growers were hard to miss walking around the city and did a great job. Thanks to the team for all your effort, and thanks to all for your kind donations.
Who was your favorite Mo Bro?
If you would still like to donate to MovActive, please donate here: http://uk.movember.com/team/1330061
Ads are created to make you buy – buy a product, buy into a concept, buy into a lifestyle. The ads that really stick are the ads that go a step further, often in a more abstract way than some good angles of the product at its shiniest.
Ads, like stories, if told well can inspire you to change – your lifestyle, your hobbies, your mind-set.
Here is a collection that not only struck a serious chord with me, but also with millions of others around the world.
Van Damme has inspired me to take up gymnastics and work on my fitness. I’ve just renewed my subscription to the gym – and I plan to start using it!
How we see ourselves, and how others see us. Dove proved how harshly we women judge ourselves – and why we shouldn’t.
My personal favorite, having inspired me to give many olive branches – Foot Locker’s ‘Week of Greatness’. If Mike Tyson and Evander Holyfield can hug it out and make up, anyone can.
Active International was proud to sponsor the Professional Publishers Association for this years PPA Ad awards. Held at Paramount in Centre Point (also housing Active’s UK HQ), we saw some of the brightest stars in the industry commended for some brilliant work.
Award winners included our partners O2 and Zenith on ‘Collaboration of the Year’ and ‘Innovative Campaign of the Year’ for their ‘Go Think Big’ campaign.
Always keen to support the PPA and Advertising industry, Active was very glad to be a sponsor of the event. We even had an appearance from one of our founders, Arthur Wagner, who flew over from the USA especially.
We hear the Active Branded cakepops were very popular too…yum!
Barter is a way of using your products, services and assets to boost your media spend.
We asked our agency and media partners to tell us why they thought Barter Is Smarter – and what it means for them. Here is a selection of the brilliant (and sometimes hilarious) tweets we had in response….enjoy! #BarterIsSmarter
Our favourite meme from Justin Cafferty:
Our favourite Vines from Richard Haywood and Sam Fowler:
Our favourite theme tune from Robbie Ashcoft:
And the best all round tweets:
Thanks for all the responses, we’re glad we can help!
To tickle your creative taste buds, check out some of the most creative outdoor ad’s we’ve seen.
Anando’s milk advertisement. This would definitely encourage kids to drink more milk – even Popeye’s spinach wouldn’t do that! Pass me the cereal!
Havaianas’, colouring NYC’s down town. A great opportunity to do play with some really funky designs!
Nike did a great ad of a football smashing into a building to promote the World Cup. If Godzilla had a football…
Get some serious strength with Powerhouse Gym, Hercules style.
If you come across any other great ads that really struck you – send them over. Ads are all about impact – and these ones will really stick. Get creative and get noticed.
They are vivacious. They are artists. They are social. They want the truth. They are Gen C, the new brand of consumers who have grown up and live in the digital world. And Gen C does not want to be marketed to.
Gen C is a culture of YouTube video watchers and social media sharers who crave originality. They are no passive audience. In order to connect to linked-in Gen C, you need to allow them to guide the conversation. Shane Smith, co-founder of VICE, describes Gen C as “the best bullshit detectors in the world.”
So how do you reach this connected and creative audience? Gen C is known as the YouTube generation for a reason, and social media is crucial. They have the ability to share one YouTube video or Internet meme with thousands, if not millions, of other connected Gen C consumers.
If a video of a talking dog can rake in over 135 million YouTube views, why can’t businesses use this approach to reach the ever Tweeting, Liking, and YouTube sharing Gen C?
The key is to create a video or image that creates a conversation and engages the audience. Dove created a video campaign of “Real Women Sketches,” which became the most viewed viral video campaign of all time on YouTube. Dove created a video that sparked people’s emotions, people wanted to share it with their friends and family. Dove’s video was important to them.
Budweiser had one of the most highly anticipated commercials of the Super Bowl – Budweiser created #Clydesdale to help name the Budweiser Super Bowl foal, and got over 60,000 responses from Gen C. Gen C is a big fan of animal loving.
You can’t talk at Gen C with advertisements telling them you have the best product in the market – you’ve got to give Gen C a reason to talk about you.
With shirtless male models greeting customers upon entry, it’s hard not to view Abercrombie & Fitch as the typical, preppy brand for good looking people. However, did CEO Mike Jeffries take it too far when describing his target market?
A comment made in 2006, recently came back to nip him in Abercrombie’s well toned butt. Jeffries stated, “Candidly, we go after the cool kids. We go after the attractive all-American kid with a great attitude and a lot of friends. A lot of people don’t belong [in our clothes], and they can’t belong.” He continues on to saying, “Abercrombie is only interested in people with washboard stomachs who look like they’re about to jump on a surfboard.” Throughout the years the company has prided themselves on hiring diverse employees, but this comment can make consumers believe otherwise.
It was brought to the public’s attention that there are no Women’s sizes larger than a 10 at Abercrombie & Fitch and nothing above a Large. Although Men’s sizes go up to XL and XXL, these sizes are meant to fit a more muscular physique. Has this comment, now brought to the attention of consumers, going to affect their sales? Or will more people want to wear the brand so they are portrayed as “the cool kid”?
Greg Karber from Los Angeles, certainly has his views as he created a viral video where he clothes the homeless with A&F attire. #FitchTheHomeless has turned into an internet sensation.
Mike Jeffries recently posted a public apology on Facebook and stated, “We are completely opposed to any discrimination, bullying, derogatory characterizations or other anti-social behaviour based on race, gender, body type or other individual characteristics”, but has this done much to hinder the tidal wave of bad press?
With the social media wildfire, the public has lashed out – one retweet and reply at a time…
You are a huge, super cool company. You spend a fortune on branding and advertising. You are trendy, adored by many - worshiped even. Until your brand becomes the poster boy for something very uncool – and it’s not something you can control. What do you do?
Any of you familiar with Channel 4’s show ‘Dogging Tales’ may remember Les in the owl mask, spraying himself with Lynx, holding it up to the camera and telling us it was THE scent of choice for dogging – “You can’t beat it.”
There you have it, Lynx it can make anyone pull, even an old guy called Les in an Owl Mask that seems a bit like a dirty old perve. How you react to this unfavourable brand advocate can make or break you. I’m sure everyone remembers when the Burberry became the brand of choice for chavs (with many thanks to Daniella Westbrook dressing head to toe in its print).
With just under 3% of the 1.99 million watching the show logging into Twitter – tweets pouring in like “After watching #DoggingTales I’m beginning to question why I was given a lot of lynx and joop at Christmas now!” and Alan Carr broadcasting to his followers: ‘Lynx spends millions on advertising and then this happens!”
So what do you do?
If you can’t beat them, join them. With a few great tweets, a crisis room picture and a mock-up of a limited edition ‘Lynx Owl’ – they owned the conversation. Lynx is still cool, even if it is the only choice for dogging.
This week our office Manager Heather Shutt has written a guest blog on our Comic Relief activities and fundraising escapades in the office….
Since 1985, Comic Relief has raised over £800 million to help change the lives of millions in over 70 countries.
From those suffering from abuse here in the UK to people living in urban slums in Africa – Comic Relief supports many issues, and what better way to raise money than by comical entertainment! So what did we do to get in on this?
Always fans of championing a good cause, two years ago Active International employees decided to get involved and raise some cash. Coming to work in our pyjamas for the day, there were strange looks on station platforms and on Oxford Street at lunch – but it was worth it, we raised over £1,600!
This year, we rolled up our sleeves and got involved again. However rather than fashioning our best Disney and woolly Primark pyjamas, we put our creative skills to the test in the kitchen!
We all dug deep in our pockets and donated to participate in an afternoon of decorating cakes and gingerbread men – it was taken very seriously and became much more competitive than we anticipated. With our Marketing Manager, Lua, attempting to thwart potential gingerbread man copycats and our Business Services Director, Steve, hiding his creations in the kitchen – we realised we’d unleashed some real rivalry.
But it was all in good humour, and one of our clients had the honour of picking the winners. Well done to Emma for her winning decorative cupcake design, and Stacey for her winning bikini gingerbread beach bombshell!
You’d be surprised to see the level of excitement created by just a few tubes of coloured icing, sprinkles and sweets – but the aftermath has found the rest of the team gracefully accepting defeat with the donations still rolling in.
Active just loves doing something funny for money! Watch this space for next time!
Since social media took the web, and indeed each and every one of us by storm – I find myself asking people if they have seen this video, or that meme. If they haven’t, “where have you BEEN?” is the common response.
Meme – that’s a word I only started using in the last year, if even that long?
Times are changing. Marketers and advertisers are no longer expected to only be planning a few months ahead – we want real-time reactive content to engage us right now. Something happening in the news? Nowadays brands react and engage with it. Twitter storm a-brewing? Brands now have a voice; they post their responses as quickly as we do.
The gay marriage bill was passed in the UK Parliament, within 30 minutes Virgin Holidays quickly offered its services for all the new potential honeymooners out there. I saw it on my Facebook news feed 10 minutes after that. Why? Because if you create something engaging, people will share.
Another example of instantaneous viral success was Oreo. During the Super Bowl blackout, they tweeted the following picture – getting over 15,941 re-tweets and counting!
The Oreo ad team made the following comment “We had a mission control set up at our office with the brand and 360i, and when the blackout happened, the team looked at it as an opportunity. Because the brand team was there, it was easy to get approvals and get it up in minutes. You need a brave brand to approve content that quickly. When all of the stakeholders come together so quickly, you’ve got magic.”
For Oreo, that was the key to their big win that night and going forward – while this is no longer new, this is the tip of the iceberg for brands and how they will continue to evolve.