What’s New in Marketing This Week — Marketing News March 1st Week 2022
Sara Bernier, Founder, of Born for Pets made a massive mistake when was working to build a marketing strategy for a fitness company. The company was selling supplements and they hired Sara to work on advertising. She spent a considerable amount of time on the visuals, copy, and everything else.
When she finished the work, this is how she felt —
“The ad sets were perfect in my eyes. I would be setting them up across different platforms including social media sites, email newsletters, and traditional newspapers. After everything was ready, I sent them out to be published for the next week.”
The social media campaigns and email were doing well. But when she went to check the print ad in the newspaper, she found a glaring error.
Her call-to-action on the print ad said — “Click Here”. She asked readers to click on a physical newspaper!
Many others would consider that mistake as the endgame. Sara took it well and jokes about it now. But she remembers the key lesson out of it —
Understand how an advertisement is going to be experienced.
Adidas Shows a Grid of 25 Sets of Women’s Bare Breasts
Along with the following comment, Adidas published the image on Instagram from the AdidasWomen page.
“We believe women’s breasts in all shapes and sizes deserve support and comfort. Which is why our new sports bra range contains 43 styles, so everyone can find the right fit for them.”
The route Adidas took is unconventional, bold, and a scroll stopper. Anyone seeing the ad is likely to be surprised. They’d likely stop and try to understand what the message is all about.
In today’s social media, the regular user spends most of their time scrolling down — looking for interesting content. Social media advertisers’ first objective is to stop that scrolling — and then disseminate the key message. This ad certainly stops the scrolling (and probably nails the message as well).
But it did invite its share of debate online. With some users saying the images are explicit and mentioning they’d never shop with the brand again. It’s not abnormal for a bold advertisement like this to have polarizing reactions.
I personally appreciate the bold routes Adidas has been taking in the recent days — with its I’MPOSSIBLE campaign, Liquid Billboard, and this one. The underlying message remains similar, and the brand is not shying away from powerful executions.
“Lady Act Your Age” — Says Campaign in India- Marketing News March 1st Week
#LadyActYourAge is a strong reminder for all of us to change our thoughts, actions, and the way we speak. We must remember the burden society often puts on its members. The ad points out how unfair expectations shape & cripple the lives of older women. Society should work as an enabler, not a judge by limiting people’s freedom.
Tapan Mishra, Founder, Evergreen Club, said —
“This IWD, we aim to highlight these issues so that people take cognizance of the same and take it upon themselves to spread the message to create a sensitive world for the elders, and more so, for the elderly women.”
Singapore’s Building Turned to Massive Car Vending Machine
Speaking of liquid billboards, let’s have a look at what Sony is doing with its building-turned-vending machine. To promote its game Gran Turismo 7, Sony has converted a building in Singapore (ABM Ten Square) into 20 floors of supercars.
Built like a vending machine, participants can select and bring down a car (using a special lift) to test drive in the game. In addition, the campaign includes a series of online videos of the vending machine and a simulated Gran Turismo cafe featuring local influencers Bobby Tonelli and Claire Jedrek.
DDB, along with Axis Group Media and Autobahn Motors, developed the campaign. Great going from all the parties involved!
DDB’s Having A Great Year!
DDB Mudra, Mumbai, India won the accolade as one of the Agencies of the Year in Spikes Asia 2022. And DDB Worldwide got the award as the Network of the Year.
Other Agencies of the Year included CHE Proximity & Leo Burnett from Sydney, Australia. Let’s have a look at the whole list below —Winners From Spikes Asia 2022 Announced – DDB Mudra Mumbai Named Agency of the Year, DDB Worldwide…The Spikes Asia Festival of Creativity has wrapped up another year with the announcement of the Grands Prix and Special…www.brandinginasia.com
And Lastly, Let’s End with the Jones(es) — Including Tommy Lee Jones
In an incredibly smart advertisement, Toyota promotes its truck using celebrities of diverse backgrounds, races, and ages. By connecting them together by their surname “Jones”, Toyota taps into different fanbases without diluting the focus of the ad.
Could it get any better? Maybe they could have brought in Indiana Jones (As one comment suggested). But there’s still time to do that before the new movie launches.
Final thoughts on Marketing News March 1st Week
It’s heartening to see recent campaigns highlighting social issues. Companies are doing their bit to remove discrimination and prejudice from all corners of life.
Advertisements can be a powerful medium to drive social changes. Thanks to companies like Adidas, the conversations have started taking the right shape.
This article was first published on Marketing Meets Data
