Close Showreel

Product marketing with a wee bit of comedy…

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You may have stumbled across this online advert, Just a Wee, for the Bathstore last month.  It marked a bit of a departure from the brands usual lifestyle videos and made a pretty good stab at going viral by using a mix of eye watering slapstick and a comedy set up.

The aim was to promote its range of soft-close toilet seats, and well there’s a man who wishes he had one when he was a child, a confused girlfriend and a dog that… well it’s probably best you just watch it for yourself.

With 220k hits in the first 2 days rising to just over 751k in a month it has had its fair share of exposure – especially when you remember that it’s a toilet seat we’re talking about not the latest must have gadget.  Where it gets interesting is when you look at the response that it’s had on YouTube.  Although it’s had a lot more thumbs up that thumbs down, a quick glance down the comment section reveals an almost a 50/50 split amongst posters, ranging from the positive –

 

“Awsome ad. I’m glad to see marketers are getting their sense of humour back!”

Shawn Benson 

“The first pre-roll advert I actually wanted to share! Well done”

Bellyfloptv

 

To the positively offended,

 

“Whoever signed off this viral ad should be taken to task, it really is stooping to a new low just to sell product. what will it be next, the Power Shower foofoo cleaner? – Please, stick to adverts which have a bit of class – unless of course you have changed the demographic of your target market?”

Ian Holmes

And that Ian, really is a very good question.  Does altering your marketing output simply swap one audience for another? Personally I’d argue that doing something a bit different, and showing a sense of humour is something that should be applauded.  It exposes the Bath store brand to a new audience and gets blogs like this one written to help spread the word.   Whether all that activity equates to sales though is something I look forward to seeing once the campaign results are in.

It’s Beginning to Look a Lot Like the Christmas Ad – 5 Online Treats You Might Have Missed

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Blood Drive SantaAh, Christmas, that most magical time of year when treetops glisten, children listen and companies vie to outdo each other with their seasonal offering.   From the love it or hate it ‘Do bears really need alarm clocks?’ John Lewis animation to the ‘Hug a Huggie’ Boots film or even the poor Santa brainwashed into selling sofas on the DFS ad there’s something for everyone.

But it’s not just about glitzy TV ads.  There’s some cracking online and experiential work being produced this year and as it wouldn’t really be Christmas without a festive round-up here’s some of our favourites!

WestJet Christmas Miracle

Melting hearts across the twittersphere here’s what happened when Canadian Airline WestJet turned their airport into a Santa’s Workshop.

 

Coca Cola and the Christmas Jumper

With the Christmas jumper ruling the shops this year Coke certainly recognise a zeitgeist when they see one.  Their new site allows you to make your own perfect woollen creation.  Get designing!

www.sweatergenerator.com

 

Give Blood – This Year’s Must Have Gift

Alongside this moving campaign to remind people that the greatest gift they might give a child this year is Blood, the NHS also pulled of rather a pleasing stunt at their Oxford Street Donation centre.  A line of Santa’s dressed in traditional red suits were seen going into the building only to come out looking much whiter!

 

The Greatest Story Ever Told – Twist and Shout

Have you ever wondered how social media would impact the greatest story ever told? Twist and Shout’s Christmas Viral calls the security of the traditional Nativity into question.

 

Buy Dad a pair of Socks He’ll Actually Wear This Year! – Universal Multigrip

As we made this one we might well be accused of favouritism for including it here, but we loved getting to make something so fun and festive for our client so no apologies from us!

Full version 

Short version 

What have we missed? Tell us about your favourite Christmas videos and campaigns below!

7 Seconds Away: The Rise of Short Form Video

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Short form content appears to be the next “next big thing”, at least until the good folks at Google find a way to plant ads directly into our frontal lobes. With that Social Video looks like it might finally be coming of age.

Since Instagram joined the short form video content party, people have been asking if this will have an effect on traditional video advertising. The short answer is no. These are both new(ish) channels and they’ll have no more of an effect on standard video advertising content than LOL Cats had on full page ads in Vogue.

What this does mean for marketers is that brands are going to have to get better at using short form narrative. There are some great examples of brands using Vine (we particularly like Urban Outfitters) but many are still scrabbling around trying to see how it fits into their overall marketing strategy.

The simple fact is it can’t be treated as a sub-channel, with shortened versions of “long form” adverts being cascaded down. Short form video creates a new dynamic and therefore (unsurprisingly) we yet again need to think differently about how we approach it to attract and engage users.

Principally brands need a very strong reason to get involved in these channels. 15 and 7 second “buy my product” videos aren’t going to cut it, not if brands want to be relevant in the space. Instead it’s going to be a long term investment and strategy that are going to win out. Check out http://brandsonvine.com/ for some interesting ways brands are using Vine. As for Instagram, I guess we’ll see an influx of brands utilising all 15 seconds very soon.

Digital Adverts Ruined My Life (Well, Kind Of)

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The irritating issue of pop-ups & website takeovers is not exactly a new one. But neither is it changing particularly quickly either.  You’d think with all the new technological developments at today’s saavy marketeers disposal we’d have reached some sort of customer experience nirvana by now. Instead we’ve just added even louder bells and whistles until we’re screaming for the user’s attention like Brian Blessed and the the Go Compare guy sharing a joke. This doesn’t solve the problem of Banner Blindness though. We’re not wearing customers down until they can’t resist buying anymore. People weren’t sitting there thinking, “if only that banner ad had evolved to fill my entire browser, THEN I’d know they cared enough to give their product a shot.”

Stopping people from doing what they wanted to do doesn’t endear you to them. If anything both the advertiser and the site lose out.  If I’m going to have to sit through your difficult to close full-page “fully interactive” ad, I’m not going to be in a rush to repeat the experience by coming back again.

Fundamentally the issue is when you advertise on TV, you don’t miss a programme when an advert starts.  The programme pauses and you’ll probably nip to the loo or make yourself a cup of tea (or coffee, hey I don’t judge). When you’re visiting a site, however, this is exactly what’s happening. I’ve barely had a chance to read more than a couple of words and up pops that ridiculous advert flashing and blinking at me like an epileptic arcade machine at a rave AND GETTING IN THE WAY OF THE THING I’M TRYING TO READ.

It can be an even worse experience on mobile devices. Blanket popovers both whilst mobile browsing (For the last time I don’t want to download your free sister app!) and in free apps (it’s not as good as the site…) pounce on your retinas with all the grace of a drunken cat. And can you hit the tiny nano-size ‘X’ to close them without ‘activating’ the ad? Can you hell.  Who’d have thought that when we got such a small screen that rather than creating simple, intuitive and unique advertising experiences, we’d create something worse than web browser pop-ups?

If I was reading *insert your own favourite book in here* I don’t expect to have to stop every 3 pages to tear an ad off from in front of the page I’m trying to read. You want to monetise your site, fine, just don’t do it by ruining my experience. Go make a native ad or build a crappy paywall or something.

 

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