Wimbledon should be nothing more than lawn tennis

So it would seem that this year, Wimbledon (courtesy of The All England Lawn Tennis and Croquet Club (AELTC)) will attempt to be as much a brand-free domain as physically possible. In order to maintain brand equity and values, “commercial sponsorship and product placement” shall be purged at the 2014 Championships. Don’t be fooled though as they are not taking a half-hearted stance, initiating the attack on two fronts:

1) The competitors

2) The spectators

The pre-existing Clothing and Equipment rule has been rehashed with a more stringent and definitive set of instructions to those taking to the courts this summer.  Concerned that standards have slipped in years gone by, Wimbledon spokesman Jon Friend commented this week that “the players have been reminded, and there is now a clarification and if there was a question in years gone by those questions have been well and truly answered.”

The rule originally stated that all those competing must do so in almost entirely white, but the development of this rule means that this now even includes players’ underwear. Wimbledon also insist it be known that “White does not include off white or cream.” A small trim of colour no wider than 10mm is permitted at the very edge of garments, including sweat bands, socks and undergarments.

From a branding perspective it is the following official statements that bare most influence, “logos formed by variations of material or patterns are not acceptable.” and “large manufacturers’ logos are not encouraged.” Indicating that the AELTC are keen to keep corporate branding far away from their little nest egg. This does indeed pose a problem when many of those competing at The Championships are sponsored by industry heavyweights such as Nike.

Wimbledon insist that these procedures are in place to protect the spirit and the brand of these games, allowing it to once again be an event certain “TV and commercial companies around the world wish to be associated with”. Zeelous thinks it’s evident that many sporting goods companies do want to be associated with the games through branded competitor outfits, however Wimbledon wish they to pay the toll first.

In regards to action against spectators, in another official statement from Wimbledon, heavily branded products featuring commercial messages shall be confiscated at the door. In reaction to the described ‘ambush marketing’ Wimbledon have said any free sun hats, free rain capes, free umbrellas, free suntan creams, free radios, free water bottles, etc that advertise selected brands shall not be allowed to enter the Grounds.

We at Zeelous believe that the brand is king (from marketing backgrounds we would!), it is therefore understandable that the AELTC wish to eliminate piggybacking from companies who can afford to be official sponsors or affiliates; and stick by their guns in terms of tradition and what Wimbledon should be. It is true that during the French, Australian or US Open player’s may wear what attire they see fit, but preservation of rules and etiquette are key in this sense to maintaining high brand equity which is then transferred to official associates such as Lanson and Stella Artois. If standards were seen to slip we doubt Lanson would want to be associated with a brand that “used to emanate class and tradition”.

However, whilst we understand the reasons why, going as far as to dictate competitor underwear colour is tad too far even in our eyes. Colour is often used as a guerrilla marketing technique especially during competitions such as these where white is abundant. It is used to improve retention, as well as drive home brand associations and assist the perceived fit of the sporting goods company with those that they sponsor based on complementary colours (Serena Williams’ aubergine purple wristbands and headband during the 2012 games).

While they should preserve the heritage of this event, and the spirit of all that is British, perhaps Wimbledon need to re-evaluate what aspects they can consider a dilution of the brand (does underwear truly contribute?). In addition, Wimbledon wouldn’t be what it is today without a little guerrilla/ambush marketing over some strawberries and cream.

 

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Canine driven campaign roars to Silver at the Big Cats in Cannes.

The PR Lion to grab us by the paws at Zeelous is the combined efforts of animal-activist group Paw Justice and DDB.

The resulting campaign, Animal Strike, was the answer to the question of “How do we generate the coverage of a big budget above-the-line campaign, without the big budget of an above-the-line campaign?”

With the key goal being to persuade the New Zealand government to amend the law, DDB focused their energy on converting the 72.3% of those surveyed (that didn’t support the law), into signatures on an official petition.

How did they do it?

DDB took note of the proverbial – you really don’t know what you’ve got until its gone.
Instead of producing a stereotypical animal rights campaign with the all to familiar faint violin; Animal Strike tapped into social trends and took away what we as a human race cannot get enough of – animal content.

The innovative use of social media and community sharing exploded the reach and impressions. Through collaboration with local media, Google, Youtube and several websites, Animal Strike was able to block everything from ‘lol cats’ to ‘dancing dogs’ – all from a mere $5000 investment. Engagement was further encouraged and tracked through offering the public a toolkit to block their own animal content in protest from the Animal Strike website.

Why is this the standout 2014 Winner at Cannes for Zeelous?

Campaigns are (sadly) frequently governed by two key principles in today’s industry:

– Creativity for the sake of being creative

– ROI conquers all

Pushing creative boundaries is a positive thing, often defying meanings or challenging perceptions, who would have ever associated surfing with stout without strong creative? (Yet another Guinness reference courtesy of Zeelous).

However too often we see creativity for the sake of bring creative, often loosing relevance and meaning altogether along the way. Burlington Socks’ 2014 campaign features several examples of ill conceived attempts at staying ahead of the curve creatively through dark humour.

Animal Strike triumphed at being creative – in reverse! Instead of giving the public something new, shiny and edgy to digest; DDB was creative without generating new content. Raising awareness by utilising social platforms in this way is rarely possible other than with charity as the product; however through this ingenious interpretation of social trends, DDB allowed local media to host the above-the-line campaign for them. Charity or not, that is being creative.

Secondly it seems that ROI seems to dictate campaigns today. We have unfortunately stopped asking ourselves “why can’t that be done?” and “has somebody done that already?” in favour of asking “Will this channel provide as great ROI as the previous?” and “Is this idea too risky to provide a required 200% ROI?”. Zeelous understands that ROI management is integral in every aspect of marketing but the idea should always shine through

The benefit that Paw Justice had was being a charitable organisation inherently limits the budget and media spend of an awareness campaign. It is through this factor that DDB were able to use collaboration with key media offering the campaign a more organic and trustworthy feel. The story was being reported on local news and across websites that the public trusted, which provides Animal Strike with coverage they couldn’t of predicted (resulting in 350% more signatures on the petition that predicted) within a dimension that money can’t buy.

Do you know why this campaign won a Cannes PR Lion? Because it has achieved something numerous campaigns of late are quick to forget. Instead of managing public relations, through innovative use of social and community, Paw Justice and DDB New Zealand related to the public.

Vine – Coming Soon to Android

vine-app-iconVine? What is Vine?

Since Vine is currently an iPhone app, not everyone will have heard about this new tech which was launched by Twitter in January. It is a ‘video-looping’ mobile service that enables its users to create and post short video clips. Video clips created with Vine have a maximum length of 20 seconds and can be shared or embedded on social networking services such as Twitter. Sounding familiar yet? If not, here is some more information about Vine…

The Vine app allows users to capture and share short looping videos up to 6 seconds long similar to Tweets, inspiring creativity while recording through Vine’s with the in-app camera. The camera only records while the screen is being pressed, giving a great effect with the added audio file.

Vine initially was introduced for iOS users; but Twitter is working on bringing the app to other platforms, especially Android which is due to be coming in the near future. This FREE app allows you to easily capture motion and sound, which is amazing and such a new innovative idea that WE at Zeelous love! Better yet, Vine has submitted an app update to the Apple App Store for a feature that lets you tag friends in videos. Impressive?

Capturing life in motion sure is brilliance; it has taken a new edge in the social media experience, captivating, intriguing and bringing more enjoyment to our lives.

What will YOU create?

How do you feel about this move to Android? (Or Vine in general). Are you as excited as us girls at Zeelous are?

You can read more about the app on the Vine blog: https://vine.co/blog

Shifts in Trends = Shifts in Tradition?

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Does a business need to know the demographics of its online audience? Is it necessary to use traditional marketing strategies in the digital world?
These are some of the questions the girls at Zeelous are asking…

Advancements in technology and our growth of the digital age means a business can access information and attract its audience in one humungous community: Social Media.
With numbers of users growing vastly, is there even a need for a company to gather statistical data about populations or age ranges?
Are businesses wasting time (and money) carrying out surveys on audiences’ religious beliefs and interests when it’s readily available with just a few clicks?

Zeelous appreciates the need for numbers and percentages – but if we were to think beyond tradition and towards digital –
is there a need to find the certain characteristics of your audience if they are ALL positively engaging with you via social media?
Of course a business cannot survive without knowing its audience and their needs, but social media has definitely turned traditional marketing on its head.

Here’s a link to another interesting article “Traditional Marketing VS Social Media Marketing”  (http://www.socialquickstarter.com/content/7-traditional_vs_social_media_marketing)

Tell us your thoughts; should we improve with technology or stick with our roots?

Stout with marketing clout!

guinness

When considering the few great marketing campaigns of years gone by, there’s always one company that consistently crops up no matter which market segment you ask – Guinness. Their iconic and intelligent adverts have delighted consumers since the early 20th century, but why is it that this Irish stout from Dublin has the power to stick with consumers right up to the bar when other companies that also spend multi millions on campaigns often flounder when it comes to consumer retention?

Nick Britton, Guinness Marketing Manager at Diageo, said that Guinness has a history of iconic advertising and that “Guinness has always been synonymous with iconic advertising and the brand presents great territory to connect with consumers that never settle for the ordinary.”

Perhaps this ‘connection’ with the consumers is the reason these adverts remain ingrained into our thoughts however, how do they account for consumers who actively do not drink Guinness but are still amazed by their advertisements? Perhaps this is the genius of AMV BBDO that attributes to Guinness’ award frequently being decorated with industry praise and awards.

At Zeelous, we decided it was time to look back through Guinness’ marketing history and try out “17:59 – Guinness Time” for ourselves.

The Zeelous Guinness Chart Show

In at #5:

http://http://www.youtube.com/watch?v=txlSUvAqSk4

Ok, so we may be a little biased being an all female agency but Guinness’ infamous ‘Fish on a Bicycle’ ad really struck a chord with Team Zeelous

In at #4:

http://www.youtube.com/watch?v=2_wO_HNIMo8

This simplistic advert was created as part of a campaign by J Walter Thompson (JWT) who took over the Guinness account in 1969. “Black Pot” helped to enforce the brand’s uniqueness compared to other beers due to colour and texture and won the brand critical acclaim. We at Zeelous love the fact that this advert is not pretentious or overly intelligent. It is minimalist and focuses around a single idea – the synchronicity between potting the black in snooker and finishing a pint of Guinness – C’est Magnifique.

In at #3:

http://www.youtube.com/watch?v=_N7UjAsBe90

‘noitulovE’ was another brainchild of AMV BBDO and won the Grand Prix at the Cannes Lions Advertising Festival and Zeelous believe that was rightly so! To communicate to consumers that drinking a pint of Guinness is the fault of millions of years of evolution and was almost preordained throughout science and history is a very clever way of promoting brand awareness. Who wouldn’t want the purchase of their product to be thought of as a basic human instinct?

In at #2:

http://www.youtube.com/watch?v=ZAaNbzydxiA

The ‘Clock’ advert is Guinness’ latest offering to the marketing world and was unveiled in January 2013. Guinness and AMV BBDO almost seem to be retracing their steps back to previous ‘story-telling’ adverts such as ‘Surfer’ and ‘Tom Crean’. Whatever the thinking behind ‘Clock’ we at Zeelous are big fans and love how Guinness seem to be able to consistently personify their brand to identify with day-to-day human life and interaction. Hitting the brand positioning and awareness jackpot again, hey Diageo?

In at #1:

http://www.youtube.com/watch?v=Y9znA_dwjHw

Albeit not the most original choice for the top spot but this is undoubtedly, in our opinion, the best advertisement created by Guinness with few competitors or even companies in general ever coming close to this level of creativity without being too random or too generic. We take our hats off to you!

During this run down of Zeelous’ favourite Guinness advertisements, we are well aware that we haven’t even scratched the surface of any of Guinness’ print ads or even their general marketing strategies that excite us even more. What we have learnt from this however, is that one thing that is for sure; this is a marketing department that truly is ‘Made of More’.

How should you deal with social media hacking?

McDonalds Twitter

Burger King, the chain of fast food restaurants where recently hacked. The hackers took no time to re-brand the companies twitter feed to their rival McDonald’s logo. The followers of the fast food restaurant where treated to over an hour of videos and photos of dirty kitchens and offers from McDonald’s. The hacker also re-tweeted complaints from the public about their food and service.

So, who’s fault is it? The obvious answer would be the hacker, however we need to question the security of the twitter website. If it is that easy to take over a high profile for over an hour, twitter really needs to wise up if they want more well established businesses and celebrities to join the trend.  Burger King itself also will need to be more carful with whom they trust with their social media site, and the login details. A lack of management and monitoring enabled the hackers to tweet whatever the wanted for over an hour!  If Burger King want to be part of the social media hype they really need to manage their accounts better. Un-noticed for over an hour, by the time they had communicated the problem twitter there social media feed had already been ruined. Leaving it for such a long length of time could cost the companies brand reputation, big time.

Another bizarre thing, is that Burger King made a public apology – but on Facebook. Why on Facebook? Surely, it was their Twitter fans that they upset, why would they then make an apology on another social media site. How can they guarantee all their Twitter followers will be on Facebook too?

So what should companies do to ensure the safety of their public content?

1 – Be very careful who you give your login details to. Is this a reliable, trustworthy  employee?

2 – Ensure that your social media platforms are monitored and managed properly. It took Burger King over 1 hour to realize and report the problem. How much damage can one person do in 1 hour?

3 – If you are unfortunate enough to get hacked, apologize on the content that was hacked. Just a quick message to say we’ve been hacked! Service continues as normal – sorry to those who where offended! Its not that hard…is it?

Tell us what you think. Have you ever been hacked? What was the outcome? Any more advice? LET US KNOW!

Can Social Media become dangerous?

black-mirror

We at Zeelous love social media and all that comes with it. The connections, the sharing and the online social life we have built up. Twitter is the tool that helped us achieve success in our #Kindercow project and in the future we intend to keep using it, much like everyone else.

So what can be dangerous about it?
First and foremost we can see the personal implications that have been stressed to us over the years about being careful what information we share on the Internet and who we connect with. But what interests us at Zeelous is the power social media has over our society. A perfect example of the way that social media can damage our society is shown in a TV drama called Black Mirror. They’re all about the way we live now and the way we might be living in 10 minutes’ time if we’re clumsy.

Over the last ten years, technology has transformed almost every aspect of our lives before we’ve had time to stop and question it. In every home; on every desk; in every palm – a plasma screen; a monitor; a smartphone – a black mirror of our 21st Century existence. Our grip on reality is shifting. We have access to all the information in the world, but no brain space left to absorb anything longer than a 140-character tweet.
Black Mirror is a contemporary British re-working of The Twilight Zone with stories that tap into the collective unease about our modern world. The three stand-alone dramas are sharp and suspenseful tales with a techno-paranoia plot.

Without giving too much away we at Zeelous think Black Mirror is well worth a watch. Black Mirror shows dangers on society as a whole that can make the world stand still if we are not careful how we use social media. But are we past the point of no return?

The series was shown last year but next time it hits our screens have a watch or alternatively online at 4OD and tell us what you think!

‘Facebook Home’ – a NEW twist on Social Networking

“We’re not building a phone. We’re not building an operating system, but we’re building something that’s a whole lot deeper than just an ordinary app.” – Zuckerberg

facebookhome-050413

NOW if you’ve not heard of this new ‘hype’ then Zeelous will happily explain!
Facebook Home is a new app for Android. It is an innovative way of turning your Android phone into a social phone. Facebook revealed “Facebook Home” software to place the world’s social network front and centre on Android users’ smartphones.

BUT before we get into the ‘nitty gritty’ of Facebook Home and what it is really about, here are some points to consider…

We at Zeelous love our social networking and Facebook is no exception! We each enjoy our own accounts and access them daily. However, would we want Facebook as our phone home screen? We couldn’t say… Would you appreciate the idea of having your phone as Facebook? Or is that not what Facebook Home is about?

Facebook’s new mobile platform is like a home without curtains; your exhibitionism is very much in their interest. But there’s no need to opt out entirely, people spend more time on Facebook than on any other app so a device with the look and feel of Facebook could potentially be hugely popular. Facebook’s use of the word “Home” for the app does reflect though, the site’s attraction to many of its billion users shows this and smartphone users already spend a third of their time on Facebook, so if this is you, then why not make it even easier and get the app for yourself?
WELL… While Facebook Home may encourage us to use Facebook for all our text messaging, phone-number storage, instant chat, and so on, does this mean that Facebook will come to “know” even more about us… Or is this all to sell adverts? Mark Zuckerberg announced that advertising might be coming to Facebook Home’s news feed, which would mean that ads will eventually be houseguests in Facebook Home. (Something for consideration)

If you like having your Facebook life separate from the other functions of your phone, then Facebook Home may not be ideal for you. Would you want your phone dedicated to Facebook all the time? Having Facebook Home might mean that you would have to click through Facebook’s interface before getting to other apps you use, such as Twitter, YouTube, the Internet?

WE at Zeelous think there is much to be deliberated before we ourselves would consider getting and using this app.

If you feel differently or would just like to know more about this app then use the link below where information on the app such as; Cover feed, Notifications, Chat Heads, App Launcher, How to get Facebook Home and Facebook and mobile presence can be found.

http://ibnlive.in.com/news/explained-what-is-facebook-home/383289-11.html
Facebook Home: More disruptive than you first thought?
Here at Zeelous WE want to know your opinion! Let us know what you think and feel about this new app!

Female graduates shorthanded by 28% at the start of their career, just because they aren’t male.

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Times have changed over the past few centuries. Women are no longer constrained to housework and cooking meals for their husbands who are labouring all day. So why is there still inequality in the workplace?

A study from the University of Warwick’s Institute for Employment (and commissioned by the Higher Education Careers Service), called Futuretrack, analysed the salaries of more than 17,000 recent graduates in full-time work and found that a substantial gap persists between males and females earnings.
(www.guardian.co.uk)

Despite the fact that The Equal Pay Act made it illegal to pay women a lesser wage than men in 1970, graduated females are still to this day being financially suppressed on the basis of their anatomy.
For example, a female law graduate can expect to earn 28% less than a male at the start of her career. See the full article here… (http://careers.guardian.co.uk/careers-blog/graduate-gender-pay-gap-university-subject)

As you can tell from our blog, Zeelous is tied together by 6 female Advertising students, all as ambitious and hardworking as one another, and striving for a successful career in the industry.
We needed just as many UCAS points as males to get a place to study this degree, we submit equal amounts of work, feel the same stress/pressure and all use as much creativity, energy and effort – which is what will drive us into our dream careers. How is it, after all our hard work, that a male colleague will earn an average of £8,000 a year more than us?

The ladies of Zeelous have turned into a flock of fire-breathing dragons after learning of such a covertly sexist workplace! We wonder if there will ever be a day were hardworking women don’t have to fight/protest to be seen as equal to our male counterparts?

This might be a man’s world gentlemen – but don’t forget – it would be nothing without a woman or a girl 😉

Are you frustrated too? Tell Zeelous all about it…

Let’s play critic for the day…

I think we have stayed quiet long enough, but we finally have to let you all know how we feel about the Lenor ‘clean sheet week’ advert which is STILL on our screens…

lenor1
http://www.youtube.com/watch?v=VS7tkMREjUk … incase you have not yet seen it.

The worst 2 moments of the video are at 00:15 seconds when the lady looks as though she says “really” however the words we hear are “days ago?”, and again at 00:19 seconds when the man is lay on the bed and we hear “Lenor?” but we actually have no idea what his lips are really saying…but it definitely is not Lenor!

IT INFURIATES US!

Companies pay advertisers thousands, maybe even millions to create TV advertisements for them, and with the amazingly talented people we have in the advertising field and the amount of technology and technological whizzes out there who can put things together, why are we still stuck watching the appalling lip dub advert from Lenor? If we are getting to the stage in technology and animation where we can create people and animals on screen which do not exist and make them look life-like, then why can we not have adverts where the actors’ words match their lips? Surely it’s not too much to ask…

Although some parts of the advert are well put together we feel as though there is no excuse for there to be any moments where we are left thinking “they clearly did not say that”! Why are we still putting up with poor quality adverts in this day and age? We think that Lenor really need to step it up.

What do you think of this advert? Do poor quality adverts annoy you, if so, which ones?
Tell Zeelous….