Who’s bringing back the love?
June 5, 2007
Since i’m writing this post on my mobile (huge traffic jam due to Rolling Stones concert), this is going to be a short posting. Nevertheless, I would like to know which advertisers are already bringing back the love? What I am looking for are examples of campaigns, strategies, maybe even brands or products that show that the advertiser is listening to the consumer and acting accordingly. In my next posting I will try to give examples of what i mean.
Geert
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1. wearedikonaca | June 5, 2007 at 9:03 pm
Hi
I believe Renault is doing a great effort (particularly their subsidiary Renault Slovenija). In Slovenia, Renault has just luanched the new Twingo and are using a communication campaign based on blogging. The blog really picked up after the interactive communication manager from Renault Slovenija posted to know what if people liked the blog or not…the reaction from the commentors was amazing and very positive. Even more positive is the fact that different members from the Renault team started answering comments giving valuable information, inviting people to test the car, in a very honest and informal way. Maybe you want to check the comment to this post : http://blog.novitwingo.si/index.php/35-ne-morete-ga-nadzorovati/
It’s in slovene but the interesting thing is that 4 different people from the Renault team are answering comments, thus creating for the first time a direct relationship with the consumers.
2. CycleIT | June 5, 2007 at 10:30 pm
Polar bringing back the love:
Geert, my current favourite is the Polar campaign for their new 600 model cycling heart rate monitor.
Polar are the world’s leading manufacturer of sporting HRM’s. They recently launched their new model, a super fancy £600+ HRM that also measures speed, cadence, calories, power, altitude, incline, inside leg size, future stock market prices….
As I am a current Polar user (no fancy model for me), I upload stats from my HRM through a nifty web app to their Cycling Coach web site that stores all my data and lets me review my perfomance over time. This means Polar have my email address and, presumably, know how often I upload data so can deduce I am a keen cyclist and may well be a target customer for their (more expensive, but really very good) new hardware.
So guess what? Way before the new model is even in the stores, I get an email from Polar. The mail points me to a very detailed (but no longer available) web site with lovely hi-res pics, interactive demos, pro-cyclist testimonials etc. So far, nice, but not amazingly engaging.
But then, as the new unit becomes available in the shops and my lust for all those wonderful new features peaks I get another mail from my good friends at Polar. “Follow the Giro LIVE!”.
This time it points me to a new site. On this site I can follow four Polar sponsored pro cycling teams competing in the Giro d’Italia. The site is RSS enabled and each morning I receive a mail telling me which four riders from the teams will be transmitting live data during that day’s stage. So as I am, ahem, working on my PC during the day not only do I know exactly where the race is – as Polar have linked each of their riders through to Google maps – I can also see four of the pro-riders heart rates, speed and altitude while they are pounding round the stage.
For a cycling geek it’s online data heaven. This means I have the site up all day long, checking stats whenever I have a moment, looking at all those wonderful features I don’t have on my hardware.
The campaign now extends to le Grand Boucle, the Tour de France. Polar are sponsoring 11 teams. It’s going to be a massive promotion for them drawing many target audience eyes to their site and product. I’m just hoping team Saunier Duval rider David Millar’s data is live. Can you tell how engaged I am?
How could the campaign be improved? Potentially a link to a live commentary service (Eurosport) or even better a live video service (RAI TV streamed the Giro). That way I’d only have to have one browser page open to hear, see and feel the experience. I’d love to be able to download the pro’s data to my Cycling Coach web site so I could compare that to my own. I don’t know how the technology works but I’d love to be able to make a 600 talk to my phone so I could upload my data to my blog then for other, fitter, cyclists to laugh at.
I think this is a great example of a marketing engagement campaign. Congratulations to my trusted cycling partners at Polar: http://www.polarcycling.com/glo/home.php
3. Geert | June 6, 2007 at 5:28 am
Great example wearedikonaca. It’s a pity I can’t read Slovene.
4. Geert | June 6, 2007 at 5:35 am
Hi CycleIT, taking about a brand ambassador…I hope Polar is paying you for all this love (just kidding). Excellent example. I can only see one short term improvement (you asked for it) and that is to make a gadget (or widget) out of this site.
5. Paolo Rolando | June 8, 2007 at 11:02 am
Is it possible to have a version of the spot in high quality? Many Thanks,
Paolo (Italy)
6. CycleIT | June 9, 2007 at 7:54 am
hic…
here’s a great one from Crumpler:
http://www.crumplerbags.com/b4b/
http://www.youtube.com/watch?v=xyujSekNfsg
7. Sanjay | June 14, 2007 at 2:39 am
Great example indeed.
If you are aligned with green movement, you would love the way smartusa is having a dialogue with people.
8. michele | June 14, 2007 at 8:54 pm
please can anyone send m a downloadable version of the movie??
I work for an advertising company in Italy; we don’t have access to streaming videos and I need to show this one to my boss!
please help me!
M.
9. michele | June 15, 2007 at 8:37 am
sorry guys, I just found it!
10. Chris | June 18, 2007 at 4:29 am
I think that Rescue Me got it right providing true interactive (and new) entertainment while making people aware of their show and asking people to join in.
Website is at http://www.grouper.com/fire
11. Isabelle Turpault | June 19, 2007 at 12:06 pm
tradeport, a manila-based online marketplace, came up with fake but sounding-almost-real stories about bad shopping experiences to convert people to online shopping. so they would leave the hassle of real-life shopping behind.
note: online shopping being a new thing in the philippines, it needed to be made relevant.
besides print ads and direct, tradeport used viral videos to tell its stories. the videos posted on youtube show how real-life shopping can feel like urban guerilla warfare, well almost. pegging the question: why bother?
advertiser: http://www.tradeport.com.ph
agency: dabgab.blogspot.com
12. Michael Domsalla | July 8, 2007 at 10:34 am
On a larger scale the Nissan / Horowitz campaign is a great example. They mixed up classic and new - listen mode - strategies.
So to say the content of the classic advertising is user generated.
13. Danny Meadows-Klue | July 22, 2007 at 5:45 pm
The bring back the love campaign is just too good not to use far and wide. Thanks to Marc and the Microsoft team for letting us use it here at the Digital Training Academy. We’re starting to include links to it in our online classrooms as part of the pre-Academy preparation. So far it’s been used in the Digital Marketing Academy, Digital Media Sales Academy and the Digital Media Planning Academy. Be *sure* to let us know if you guys do anything more like this Geert! Best from all at the Digital Training Academy…
14. Geert | July 23, 2007 at 8:01 am
Hi Danny, thanks a lot for those kind words. We are working on the follow up campaign and will keep you posted.
15. karendc | July 27, 2007 at 1:43 pm
I want every political campaign in the country to see this video.
16. Patrick Maley | August 24, 2007 at 9:51 pm
http://www.youtube.com/watch?v=BIvhcwlS1sk
Even the enterprise software market is starting to “get it”.
17. Brett Stallings | September 6, 2007 at 7:53 am
check out our http://www.90fays100ways.com its all about bringing the love back to our community.
18. Brett Stallings | September 6, 2007 at 7:55 am
sorry for the miss url darn iPhone. http://www.90days100ways.com
19. Sean Tracey | May 12, 2008 at 2:00 pm
would like to use Bring Back for an upcoming presentation to a cable network creative services teams. can I get a .mov or a link to one that I can use. I’ll be sure to credit you?
thanks
Sean