Category: business

Virtual ‘Radvertising’ – Heineken

Posted on by Steve Sammartino

This is ‘radvertising’ for many reasons.

[youtube=http://www.youtube.com/watch?v=3M2mABv2RAI&feature=related]

  • It highlights a single minded product benefit – nothing artifical
  • It leverages historical brand postioning & authenticity – so it’s believable
  • Chooses a topical juxtapostion which is easily understood
  • Has broad appeal which can cross the chasm of age demographics
  • The creative idea is strongly linked to the consumption environment & category
  • It’s sneezeworthy (worth spreading / has viral potential)
  • It’s entertaining. Which by the way is never, ever an objective of ‘radvertising’. It’s a BONUS.

Forest Gump & Badvertising

Posted on by Steve Sammartino

To me it wasn’t worth a mention. But since I’ve been asked about it so many times, here’s the startup blog view.

Terrible. Pathetic.

It’s Forest Gump advertising: Stupid is as stupid does. Saying they’re anti-adwank, is not the same as not doing it.

[youtube=http://www.youtube.com/watch?v=2v89M3lhlKA]

Oh ,one more thing CBA. ‘Tag lines’ don’t mean anything unless they represent reality.

Mind your language

Posted on by Steve Sammartino

The slight nuances of language are vital. When we hear people’s words, we can see into their soul.

 

Do people work for you, or with you?

 

Same thing? Not really. Not at all in fact.

 

Working for you

Working with you

Directive

Collaborative

Authoritarian

Decentralised

Divergent goals

Convergent goals

Business expense

Revenue generator

Employee

Partner

 Working for you

When people ‘work for you’, we subconsciously kybosh their potential as idea merchants and problem solvers. This is a mistake at all levels in any organization.  

When we work with people, our minds open and our world changes.

 

The payment method or equity position of those working with us is irrelevant, what is relevant is how we view our people. And that view is determined by the language we use, in this instance and many others.

Cut through v3.0

Posted on by Steve Sammartino

Driving in the city I noticed these. They caught my eye. I stopped to investigate.

 

 

 

Turns out it’s the ACMI (Australian Centre for the Moving Image) ‘Game On’ exhibition where you can play your way through the history of arcade and video games. I’m a sucker for retro video games and so I’m on it big time.

 

I never watch free to air TV – where they’ve been advertising. Without this piece of cool outdoor, with great cut through, I’d never have known.

 

People find us in different ways. We must know how to find your our people.

Great Quote

Posted on by Steve Sammartino

“I cannot control how I am perceived, I can only control how I am presented.”

 

This quote came from (of all places) Tim Gunn’s guide to style TV show. (it was on in the background while I was working… honest)

 

It’s the same for our brands and websites. Do what we can and ignore the uncontrollables.