2. This Week...
Sorry I spent it on myself, Spinfluence – No Mugabe, Anti-Sikh Graffiti backlash, Be
Clear On Cancer, Game changers
Sorry, I spent it on myself
Harvey Nichols
Spinfluence - No Mugabe
Carpet Bombing Culture
Anti-Sikh Graffiti backlash
Gap
Be Clear On Cancer
Public Health England
Game changers
Mazda Canada
3. Sorry, I spent it on myself
Harvey Nichols
Self-gifting is becoming a huge retail trend but it‟s a
hard concept for advertisers to crack. Harvey Nichols
have released a Christmas campaign called „Sorry, I
spent it on myself‟ which encourages consumers to
abandon thoughtful giving and spend as much as
possible on themselves. The ad depicts Christmas day in
households in which one family member has spent all
their money on themselves and bought rubbish presents
for everyone else.
The Sorry, I Spent It On Myself range is available instore and online. They include paperclips (metal plated,
of course) for 99p, a luxurious bag of Authentic
Lincolnshire gravel for just £1.61, a water resistant sink
plug for £1.13 and a pack of 100 per cent wooden
toothpicks for 47p - all housed in chic Harvey Nichols
packaging.
It is the season for self-indulgence after all!
4. Spinfluence – No Mugabe
Carpet Bombing Culture
To launch Nick McFarlane‟s new book, „Spinfluence -The
hardcore propaganda manual for controlling the masses‟,
the marketing team at Draft FCB decided to take some
lessons directly from the content of what they were
promoting.
To launch the book they gave the country a lesson in the
power of spin by carefully manufacturing a rumour that
revealed African dictator Robert Mugabe was coming to
New Zealand. This is how they did it...
5. Anti-Sikh Graffiti backlash
Gap
Gap turns anti-Sikh graffiti on subway ad into PR victory.
The senior editor at The Islamic Monthly and founder of
TheMuslimGuy.com, posted a picture to his Twitter and
Facebook wall of a defaced subway advertisement for Gap
featuring Sikh actor and jewelry designer Waris Ahluwalia.
The caption had been changed from "Make Love" to "Make
Bombs," and the writer had also scrawled "Please stop
driving TAXIS" onto the poster.
The next day, Gap tweeted back at Iftikhar to find out the
location of the ad, which is part of its holiday "#MakeLove"
campaign featuring a wide variety of diverse models.
But that wasn't all. The company proceeded to change its
Twitter background to the picture of Ahluwalia, to show
solidarity and support. Members of the Sikh and Muslim
community applauded Gap for this and have started their
own Thank You campaign.
It is a lesson for marketers in social media communications
– where being quick and offering up a genuine, human
response can pay dividends.
6. Be Clear On Cancer
Public Health England
Public Health England concluded that almost a third of
men didn‟t take action the first time they spotted blood in
their urine.
In response to this, they implemented thermo-chromatic
urinal posters, designed by M&C Saatchi, London to get
men to tell their doctor if they notice blood in their pee.
Even if it is 'just the once„.
7. Game changers
Mazda Canada
Mazda Canada„s new in-theatre gaming experience to
promote its Mazda3, puts movie-goers in the driver‟s seat
with a new way to use mobile tech in cinemas.
“Fast Lane” is an interactive film that connects a person‟s
mobile device to the big screen. Using their smartphones as
steering wheels, audiences race 2014 Mazda3s.
Movie-goers compete against each other and a real-time
leaderboard tracks their progress on screen. Participants
can win concession products just for playing and those who
win are entered into a draw for a free movie night.
Participants are also able to request a test drive directly
from the app, which sends their contact information to
Mazda dealers who follow up. According to JWT, more than
6,100 test drives were requested.
