Don’t Just Talk
March 1, 2009
This is my first video on this topic, diverse learnings have inspired my views in this video. I will request your feedback to help me create better videos in this area. The idea of “Don’t just talk” is inspired by Gareth Kay’s presentation at VCU Brandcenter.
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Just over a month ago I posted an article on Mini’s Augmented Reality Ad, now it seems GE has also joined the AR brigade along with Nissan, Volvo & Mini.
This film demonstrates how GE will leverage augmented reality technology to tell a story about Smart Grid.
This effort is a part of GE’s new advertising campaign called “NOW” to be launched during Super Bowl today on February 1, 2009. The theme of the campaign is “innovation you don’t have to wait for.” As per information on GE 2009 Advertising Overview, the campaign will incorporate three themes including ecomagination, healthcare and Global Research, with a key focus on Smart Grid technologies.. GE will use television, print, and digital mediums to tell this story:
Television – Super Bowl advertisement
- For the first time, GE will advertise on the Super Bowl with a 30-second ad called “Scarecrow” that focuses on Smart Grid technology
- Smart Grid is a vision for a smarter, more efficient, and sustainable electrical energy grid that GE technology is helping to bring to life and represents GE´s latest example of “ecomagination” at work
- The ad is a modern take on the classic song, “If I Only Had A Brain,” from the film The Wizard of Oz, imagining what can happen when old technologies have a brain and become smarter
- The ad is created by BBDO New York, GE´s long-time agency partner for more than 80 years
- The commercial was directed by Traktor and employs the latest computer and digital technology from Framestore
- The ad is scheduled to appear on US television networks including NBC, CNBC, MSNBC, CNN, Bravo, USA, SciFi, Comedy Central, Discovery and ESPN after the Super Bowl
Digital
- GE is incorporating breakthrough technology called augmented reality that will be featured on its new microsite – PlugIntoTheSmartGrid.com
- Augmented reality is technology that augments real-world elements with digital holograms, so consumers can see a digital hologram of Smart Grid technology come to life in their hands
- This is the first time that augmented reality technology has been used to interact with a consumer in an advertising effort
- Banner advertisements, print ads, and web films will drive consumers to the microsite to experience the augmented reality technology
- The digital campaign was created by Goodby, Silverstein & Partners
- GE is launching an extensive global print and outdoor campaign
- Print and outdoor ads are focused on three areas:
- Ecomagination: highlights GE´s renewable technologies
- Healthcare: demonstrates how GE is providing worldwide healthcare solutions such as x-rays in China and ECG technology in rural India
- Global Research: evaluates what the world needs and discusses how GE innovates solutions to redefine what´s possible
- The ads are created by BBDO New York and will run in publications such as the New York Times, Financial Times, Fortune, and Wired
Click on the image for a Sneak Peak of the commercial & brand’s integrated efforts to extend the Ecomagination campaign in 2009
I LOVE Economist!
January 19, 2009
eMarketer: Top 10 Predictions for 2009
January 12, 2009
The firm recently identified (via Marketing Charts) the following key trends for 2009:
1. The Internet is a Buyers’ Market: Marketers will continue to stretch their budgets by making use of cost-efficient online ad placements. Lower prices for most display ads and less competition for many search keywords will make online a buyers’ market.
2. Search Marketing Remains Recession-Resistant: While search marketing is not recession-proof, it is recession-resistant, with estimated spending growth in 2009 at 14.9%, to $12.3 billion. While search advertising will grow less in 2009 than in any previous year, its inherent strength means greater spending gains than for any other major form of advertising, whether online or traditional media.
(view chart of U.S. search advertising spending, 2007-2013)
3. Video Ad Spending Will Run Counter to Economic Trends: Growth will run counter to overall economic developments, rising by 45% in 2009 to reach $850 million.
(view chart of U.S. online video advertising spending, 2007-2013)
4. Social Network Shakeout: With U.S. ad revenue growth slowing, smaller and niche social networks will have a tough time gaining traction and several may close down or be acquired by larger players. Marketers that have built standalone social networks tied to their brands will either shutter them or migrate them to existing social network platforms where they can reach a broader audience.
5. New Revenue Streams for Social Networks: E-commerce will be a growing revenue stream for social network sites. Expect both MySpace and Facebook to enhance their self-serve advertising systems to allow consumers and businesses to buy and sell real-world goods and services.
6. E-Commerce Sales Growth From Existing Online Buyers: Online retail sales (excluding travel) will grow by only 4% in 2009 – the first full year to feel the impact of the economic crisis. Over the long term, online sales growth has been on a downward slope as the number of online buyers approaches saturation.
7. Seismic Shift in TV Ad Sales: U.S. TV ad spending will decline 4.2% to $66.9 billion in 2009. This precipitous drop in spending reflects not only expectations of a continued poor economy but a seismic shift in the way television advertising is bought and sold, eMarketer said.
8. More Newspaper Companies to Tank: Newspaper advertising will decline in 2009 more than any other medium. Industry-wide cutbacks will continue, and there will be some consolidation, while firms will be forced to undertake drastic measures to stay afloat.
9. User-Generated Content Aggregation: With so much user-generated media populating the web and mobile channels, content aggregation will become more important than ever. In 2009, expect to see the emergence of real-time aggregation tools that combine algorithmic approaches with human input. These aggregation tools will develop from the ground up, much like the content itself.
10. Multicultural Marketing Will Gain Intensity Online: Although white Americans make up about 70% of the U.S. internet population, more and more African Americans and Hispanics are going online through their PCs and mobile phones. Marketers will follow with language- and culture-specific messages.
