Words of Wisdom

TBWA getting aggressive with Saatchi

BEST Out of Office replies

1. I am currently out of the office at a job interview and will reply to you if I fail to get the position.. Please be prepared for my mood.

2. You are receiving this automatic notification because I am out of the office. If I was in, chances are you wouldn’t have received anything at all.

3. Sorry to have missed you, but I’m at the doctor’s having my brain and heart removed so I can be promoted to our management team.

4. I will be unable to delete all the emails you send me until I return from vacation. Please be patient, and your mail will be deleted in the order it was received.

5. Thank you for your email. Your credit card has been charged $5.99 for the first 10 words and $1.99 for each additional word in your message.

6. The email server is unable to verify your server connection. Your message has not been delivered. Please restart your computer and try sending again. (The beauty of this is that when you return, you can see 
who did this over and over and over….)

7. Thank you for your message, which has been added to a queuing system. You are currently in 352nd place, and can expect to receive a reply in approximately 19 weeks.

8. Hi, I’m thinking about what you’ve just sent me. Please wait by your PC for my response.

9. I’ve run away to join a different circus.

10. I will be out of the office for the next two weeks for medical reasons. When I return, please refer to me as ‘Lucille’ instead of Steve

Professionals do not work for free. so why should I ?!!!

Fail advertising :::McDonalds

In 2006, McDonald’s in Japan created a promotion where customers were eligible to win their own McDonalds MP3 player. The fast food chain gave away about 10,000 of them before realizing that among the pre-programed songs that came on the MP3 player was a Trojan virus that stole user names and passwords when plugged into a computer. A recall was instituted and the campaign ended, but not before enraging thousands of Japanese.

Fail advertising :::LifeLock

CEO Todd Davis was so sure that his company, LifeLock, would be able to prevent identity theft, he published his social security number in ads all over the country. As was expected, no fewer than 25 attempted thefts on his identity occurred in the weeks that followed. A few of them even worked, and Davis lost money to a thief that was able to successfully secure a loan. Though Davis still swears by the LifeLock’s security, it’s safe to say the company never used the “I Dare You” tactic again.

Craig Ferguson: Advertising deifies youth...and stupidity

CMD Selection: Cream of CMD

CMDglobal is preparing for a complete transformation. Having spent four years building a fantastic repository of case studies, it is time to evolve. We have invested heavily in a next-generation online service, Cream, which will replace CMD next month.

Building on the repository of case studies we have from CMDglobal.com, the new site will also feature daily news and analysis, ‘How to…’ guides, expert opinion, reports and industry research.

In addition to this, Cream will have a dramatically enhanced search function, more video and community tools which allow for ease of sharing marketing insight. There will also be a number of exciting tools including the Creativity Index, which benchmarks agencies according to their creative output and a Competitor Tracker, which allows users to gauge the quality of media innovation and engagement within rival brands.

As CMD prepares to undergo a radical transformation, we look back at the database to find the best examples of media innovation, branding bravery, non-traditional employment of “traditional” media and how creativity can deliver great ROI.

All of these and much, much more will be housed in Cream, The Innovation Exchange.

Simple ideas

Media innovation doesn’t have to be high-tech

Kolestone (FREE)

Koleston Naturals hair colorant uses the sky to provide natural colour to a billboard cut-out, with beautiful results.

Think laterally about what you consider a media platform

Don’t drink and drive

Race horse changes name and racing strip to become a four-legged advertisement for a campaign against drink driving. The stunt benefits from racing page listings, commentator mentions and on screen listings.

Great insight can result in a very simple but effective execution

Northwest Airlines

Northwest Airlines reached high flyers in their offices by branding the inside of the window cleaning carts that are used to keep the glass spick and spam.

Turn the medium into the message

Axe

A peel away costume on the model on the cover of Soho magazine gave the target market a real feel for the Axe effect.

Technology-driven campaigns

Mobile money map

ING (FREE)

ING helps cash-seeking consumers track down their nearest ATM via there mobile camera viewfinder.

You don’t always have to be first, but it helps

Nike

Way before the iPhone was invented, Nike creates an enormous billboard “app” that allowed people to design their own shoe and then order it on their mobile.

Enhance engagement with a two-pronged attack

Orange

Orange targets consumers with personalized messages delivered simultaneously online and on their mobile.

Content wears the crown

Ensure value for consumers and brand with truly relevant content

Dove (FREE)

Dove finds a perfect content fit to take its 'Real Beauty' message to China with TV show Ugly Betty.

Create spreadable content and reap the rewards

Blentec

An entertaining viral demonstration leads to a 650% rise in sales for kitchen blender.

Bring a product to life through partnership

Simpsons Movie

7-Eleven employs reverse product placement in a promotion for The Simpsons Movie.

The big campaign ideas

Find a brand platform that transcends the product

Haagen-Dazs (FREE)

Haagen-Dazs raises awareness about the crucial role of bees in the creation of natural flavours and launches a campaign to combat the threat of Colony Collapse Disorder

Be the brand to bring people together

Pedigree

Don't walk your dog alone. Pedigree creates the date-a-dog website to allow walkers to link up across Germany.

Bring your brand to life through the line

Death Proof

After flopping in America, Quentin Tarantino’s Death Proof achieved a strong opening weekend in Sweden thanks to a real-life ‘Death Proof’ taxi service.

Think big and create a cultural movement

BBC Worldwide Trust

A campaign to remove the stigma about condom usage in India gets people to say the word out loud.

Advertiser as service

Save consumers' time and effort

Cadbury Dairy Milk (FREE)

Cadbury provides a service that allows students to receive their exam results on their mobile, rather than having to go and look at public noticeboards.

Invest in providing services to cement a positioning

Philips

Philips promotes its Healthcare division by developing a queue ticketing system for Chinese hospitals that cuts hours off patient waiting times.

Stunts

Ensure your stunts truly communicate your brand message

Adidas (FREE)

High above the streets of Tokyo Adidas created a game of vertical football with two players and the ball attached to ropes to communicate “Impossible is Nothing”.

And finally, if in doubt, create an enormous phallus

Tulipan

For World Aids Day Tulipan covered the Obilisk in Buenos Aires in pink rubber. The promotion was publicised by local radio stations.

Miscellaneous