Pepsi Pinas launches prematurely online before its TV break with it's action-movie-inspired flick entitled "Sa Aking Ang Pinas" posted on their new YouTube channel.
BBDO Guerrero does it again with a great idea that connects with the general Filipino audience -- cliche Filipino action movie lines. Meant to be a TV commercial, the material begged to find its full 2-minute version online, where the typical 30-second TV spot made it prohibitive to air on very tight budgets.
If you haven't seen it ging viral on Facebook or Twitter, here it is for your enjoyment:
Lessons learned:
1. A true big idea travels beyond TV, thru the whole marketing mix including digital.
2. A great story does go viral, gaining more than 4,000 likes on Facebook in half a day, without the benefit of online display ads.
3. It pays to have clients who trust on gut feel and the guts to execute it.
It's so mushy, it's great. Enjoy.
Showing posts with label TV ads. Show all posts
Showing posts with label TV ads. Show all posts
Saturday, June 4, 2011
Wednesday, February 2, 2011
From Campaign Singapore: Petronas' Chinese New Year ad by LB Malaysia
One of the most important things I've learned working in the Leo Burnett network is that creativity has the power to change behavior. Finding a brand's HumanKind purpose leads to great acts, including advertising stories that move people.
I see this again in this new Petronas ad for Chinese New Year from Leo Burnett Malaysia. Great work, guys!
Gong Xi Fa Cai!
See the ad below and the feature article about it from Campaigns Singapore.
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Leo Burnett Malaysia launches Petronas Chinese New Year ad
KUALA LUMPUR - Leo Burnett has launched Petronas’ annual Chinese New Year campaign with a commercial highlighting the importance of family bonds and filial piety.
Leo Burnett launches the Petronas Chinese New Year ad today.
Petronas' Chinese New Year campaign rolls out today across Malaysian TV channels. A touching twist to Chinese New Year ads, 'Their hope' explores the silent wishes of a group of elderly citizens in a changing society where parents are often taken for granted as their children relentlessly pursue success and independence.
The 90-second TV commercial will be supported by print and digital, and this campaign also marks the first time a Facebook application has been developed for the annual CNY festive campaign. Created by Leo Burnett Malaysia, the campaign brings a collection of insights and thoughts from parents who express their hopes and wishes for this Lunar New Year.
By highlighting their wishes, the Petronas festive commercial drives home how easy it is to bring joy and a smile to the elderly – by spending more time with them and giving them the love, respect, attention and understanding that they deserve.
Since its debut in 1996, festive advertisements by Petronas have been capturing the hearts and minds of Malaysians through storytelling - sharing simple but heart-warming stories that are reflective of moral values, cultural diversity, harmony and tradition that play an important role in Malaysians’ daily lives.
Credits:
Project 'Their hope'
Client Petroliam National Berhad (PETRONAS)
Creative agency Leo Burnett Kuala Lumpur
Creative director Tan Yew Leong
Writer Ken Wong/Jovian Lee
Art director Ken Wong Woon Kian
Production company Chilly Pepper
Director Tan Yew Leong
Editor Affendi of Mirage
Post production APV
Exposure TV, press and online (Facebook and FB applications)
Tuesday, September 8, 2009
Great storytelling in a TV ad -- a must see!
And I love how the product takes a backseat, yet totally connects at the end. You know they inserted all those hair flinging shots towards the end for the product, but you just don't care because of a story well-told. And it doesn't matter if it's in Thai because it's subtitled anyway because of the sign language; and it's the musical scoring that drives the story. Perfect.
I think this is the direction TV commercials should evolve: Longer video formats that can become viral online, while telling great stories.
Thursday, July 9, 2009
Dancing Babies: Evian's cool video ad
Maybe it's just because babies are always cute and fun to watch. The technology used is not new, although the production values of this clip makes it almost believable. And this is not the first time we've seen dancing babies.
But somehow the big idea, executed well and stemming from a solid strategy, connects with its audience. I don't know how long ago this was done, but I still find it relevant. Reminds me of how unexpectedly (or as expected), the Bulilit ad for Camella Homes also spread like wildfire.
Great strategy & insight. Good execution. Cute and entertaining. The formula for a good ad. Always.
Wednesday, April 29, 2009
Media Planning for Web Video: using GRPs? (From AdAge Digital)
Here's an attempt by Mindshare to create a comparable online metric to TV metrics: GRPs for Web video. It's not as easy as it seems, primarily because vs. TV, internet activity is user-driven, timing of which is not depended on placement schedules. Another difficulty is that at any time, the user can stop viewing of the video and shift to another webpage.
Another problem is that such metrics are measurable only after campaign implementation. Not like TV that you can predict with a limited degree of error your GRPs when planning your campaign. Online, it's a matter of how engaging and how viral your material is. It's not about where you place your ad, but on how good your material is.
Case in point: the latest Camella Homes TV ad, "Sikip", (ad agency: Leo Burnett Manila) is enjoying some virality online. The best part was the first known post on YouTube was audience-generated, not by the agency nor the marketing team. It was never intended to be an online material, nor did Client spend a dime to put it online.
I appreciate the intent to try to find a common ground for advertisers to evaluate online efforts vs. traditional media but I doubt this direction will prove to be an accepted methodology for media planning and budget allocation. It will still require a certain amount of Client's faith in the material, and willingness to experiment and risk a portion of his marketing budget for digital efforts to flourish.
Below is the original post in AgAge Digital.
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Media Agency Looks to Spread TV Advertising Wealth to Online
NEW YORK (AdAge.com) -- Good news for online video: Mindshare, a unit of WPP's giant media buying operation GroupM, is embracing a new metric that could speed the migration of TV advertising dollars to the web.
Since YuMe specializes in placing video ads in premium video, including TV shows on the web, a GRP metric will allow an advertiser to buy both TV and online for the same campaign on the same standard.
The agency is throwing its weight behind a translation of TV's gross ratings point to online video developed with video ad network YuMe, meaning Mindshare clients such as Unilever and Ford will start buying online video on a gross-ratings-point basis, the same way they buy TV.
Agencies have for some time looked for a way to measure online video in terms of gross ratings points (GRPs), or the sum of the reach of a campaign times the frequency that the target audience was exposed to an ad.
Major TV marketers have bought TV campaigns on a GRP basis for decades as they buy vast swaths of the country in certain demographics, and have years of experience in using that data to evaluate what the return on a TV campaign will be, say, on the sale of tubes of toothpaste in stores.
Would seem simple enough
On the face of it, converting online metrics such as "views" and "unique visitors" to a GRP, a measure of the reach and frequency of a campaign among U.S. households, would seem to be a fairly simple proposition.
But converting to a web audience, which is smaller and more splintered than TV, is difficult. A TV campaign, for example, would achieve a rating in one TV broadcast; online, the equivalent reach and frequency may be achieved over weeks or months.
Having an online equivalent -- an iGRP, if you will -- allows marketers to compare the effectiveness of TV and broadband on an apples-to-apples basis, and theoretically spread TV dollars online for the same campaign. Then, the buy becomes video wherever it happens to be, rather than just "online" or "TV."
YuMe isn't the only video ad network attempting to dip its toe into the $70 billion TV market by using TV metrics. In February, Tremor Media started reporting their own GRP equivalent for online video campaigns using ComScore demographic data, and BBE is working on its own GRP translation with Publicis Groupe unit Starcom Mediavest.
In embracing the new standard, Mindshare advertisers will have the option of buying web video on the same metric, and it's likely that Mindshare's sibling agencies within Group M, Mediaedge:cia, MediaCom and Maxus, will follow suit.
"As viewing online viewing continues to grow, we need to have a clear understanding with the partners we work with on how to evaluate frequency models on broadband vs. TV," said Cary Tilds, senior VP-digital strategy at Mindshare.
Since YuMe specializes in placing video ads in premium video, including TV shows on the web, a GRP metric will allow an advertiser to buy both TV and online for the same campaign on the same standard. An episode of "Heroes" on Monday night on NBC, for example, might have 7 million people watching and reach a certain percentage of viewers aged 18-49. An equivalent GRP could be achieved online but it might take buying audiences across many shows over time.
"We can now start to say, that the same million dollars you spent for the TV buy, you can have to run it for a month on these sites and you will get the equivalent," said YuMe President Jayant Kadambi.
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