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.

 

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’.

Apple’s iAd’s

Have you encountered an iAd yet?

Do you even know what an iAd is?

Let Zeelous clear that up for you straight away! Apple have created an innovative way to advertise new products by making adverts in which we can interact with! You can find these iAd’s on an iPhone, iPad and iPod touch – as you can probably guess, Apple only let people see them by using their own products. Brands such as BMW, Nissan, Maybelline and even Evian have created iAd’s to let people interact with their products.

One particular iAd which we find very clever is the one created for the “BMW i”. The iAd allows you to see how the BMW i is created then check out the full exterior and interior of the car once it’s built. When looking at the inside of the car, you can use your iPad as though it’s a camera lens look around the car in every angle, wherever you face the iPad is the area of the car which you see.

bmw
2011 BMW i iAd campaign.

See for yourself!! http://www.youtube.com/watch?v=ibA8esYfxyo
Somehow we can’t see iAd’s being the new main form of advertising as it takes far too long to see all the features in each one! However, we are enjoying playing with them whilst we’ve nothing better to do, maybe make them less time consuming in the future please, Apple!