구인구직 광고가 서구 열강에 비해 5년은 뒤쳐진 듯 보이는 이유는
속타는 마음은 몰라주고
경박하게 직업을 바꾸라며 미노그 누나 뮤비 흉내내기 때문...

Think about it!
슈퍼볼에 집행하겠다 못하겠다 말들이 많았을 때
설마! 혹시!
새로 광고 찍을 예산이 없는 거 아닌가했는데
결국
국내에서 방송 중인 내용에 카피만 새롭게 입혔다.
GSP는 부쩍 카피갖고 장난을 많이 치는데
S-Class의 사양에 C-Class의 가격이다라는 탐탁치 않은 USP로 슈퍼볼을 장식해버렸다.
BMW 지사장을 만나보니 확실히 현대의 행보에 짜증내고 있긴 하다만
제네시스의 파괴력있는 등장을 기대했던 나는
소나타나 엘란트라와 별반 다를 바 없이
싸고 좋은 차라 일관성있게 밀고나가는 그들의 저의를 알다가도 모르겠다...
Think about it!

Don't Flush Your Ad Down the Super Bowl

Unless Your Spot Has Fundamental Cognitive Elements, No One Will Recall Your Brand

By Lisa Haverty

Published: January 28, 2008

If you're not Bud, don't bother.

It's so tempting: the biggest stage in the advertising world, a collection of all your biggest customers and their friends. Why not throw that $2.7 mil at it and watch the bottles fly off the shelves?

Well, because it probably won't work.

You might make a cool ad, a memorable ad, an ad beloved by all who behold it, but unless you've incorporated some very fundamental cognitive elements, your ad most likely will be attributed to Bud.

In a study released at this year's Cognitive Science Conference, that is exactly what researchers found. Ads with poor "cognitive scores" were misattributed by consumers, and beer ads were attributed to the huge Super Bowl presence that is Budweiser.

Beer wasn't the only category with problems. Many of the more popular ads suffered from the same breakdowns in cognitive principles. Remember those funny Ameriquest ads a couple of years ago -- the turbulence on the plane, the crash paddles in the hospital? They made the Ad Meter top 10, but not a single person in the study could recall which brand they advertised.

It doesn't have to be that way. Understanding how people think, learn and remember -- the basics of cognitive science -- can produce reliable brand recall. The same study proved that researchers, using a model from cognitive science, could predict with stunning accuracy which ads would fare well and which would fall prey to misattribution. Those principles can just as easily be applied during development.

Take, for example, the concept of "working memory." Information has to go through working memory to get into long-term memory, where brand awareness and loyalty reside. One of the principles of cognitive science is that a person can hold and process only about seven items in working memory at any given moment. This actually varies from about five to nine in the general population. If your ad has so much information that it exceeds working-memory capacity, you'll lose control over what consumers are able to remember. Cog-sci lesson: Respect working memory.

At this point, some of you think I want to "kill the creative spark." You are mistaken. Science is here to augment good ideas, not replace them. Surely we can all agree that likability alone is not enough to make an ad effective. There is no ad sexy enough to overcome misattribution.

So here's another tip: There's a difference between a "punch-line" ad and a "piggyback" ad. Using a brand as the punch line to a story or joke is very effective. But a piggyback ad is entertaining for only 25 seconds and then has another five-second ad at the end. The hope is that the piggyback ad will enjoy some reflected glory from the ad it clutches on to, but that's not how the brain works.

Take the Nationwide commercial where Fabio rows a boat and then turns into a cryptkeeper, because "life comes at you fast." We already know Fabio, but now we're supposed to think "life comes at you fast" when we see him, and thus recall Nationwide. It's too much. Only about 4% of consumers remembered the brand.

It's not that a brand has to be mentioned early to be remembered. The FedEx caveman ad had a nice, funny story, and FedEx itself was the punch line. A year later, cavemen were synonymous with Geico, but 22% of consumers still named FedEx as the brand for this ad. Cog-sci lesson: Punch lines work; piggybacks don't.

Of course, an ad can make the "Cognitive Science Top 10" without any formal input from science. But the same could be said for making the Ad Meter top 10, and no one leaves that to chance. So you'd better hope you make both if you don't want to make another ad for Bud.

Client: Axe
Agency: Vegaolmosponce
Agency Producer: Jose Silva
Copywriter: Mario Crudele
Art Director: Martin Ponce,
Hernan Ibarra Puentes
Director: Tom Kuntz
Production Company: MJZ
Executive Producer: David Zander,
Jeff Scruton
Line Producer: Scott Kaplan
Editor: Carlos Arias
Editorial Company: Final Cut
VFX: The Mill

Everyone Was Talking About Tainted Toys, but Nothing Outdid the Olympics

By Normandy Madden

Published: December 21, 2007

From the marketing frenzy around next year's Olympic Games in Beijing to the country's sluggish efforts to go green, here's a look at the 10 biggest news and trend stories out of China in 2007.

1. Sponsors kick off massive Olympic ad efforts.
The Olympic Games' opening ceremony in Beijing isn't until Aug. 8, 2008, but for sponsors such as Adidas, Coca-Cola, Lenovo, Volkswagen, UPS and McDonald's, the games are under way. Efforts range from Adidas' massive marketing campaign to Lenovo's roadshow covering thousands of Chinese cities.

Marketers see the 2008 Olympics as a once-in-a-lifetime opportunity to connect their brands with Chinese consumers, who are fiercely nationalistic about Chinese teams and athletes, as well as the very notion that their country will host the Olympic Games.

But execution is a tough job, since the Beijing Olympics organizing committee has sold sponsorship status to dozens of companies at the local, regional and national levels. Chinese consumers are confused about which companies really are Olympic sponsors, media rates have skyrocketed, and clutter is a huge issue for sponsors and non-sponsors alike.

2. Manufacturing problems damage "Made in China" label.
China's global image was hit by problems with product safety and quality that led to recalls of products ranging from pet food to toothpaste. Mattel alone recalled millions of toys such as Batman action figures and Big Bird dolls, and parents doing holiday shopping tried to avoid products made in China -- which means just about everything.

Until now, U.S. consumers saw Chinese products as cheap but decent, much the way Americans once regarded products made in Japan. Now, many cautious consumers wonder if Chinese goods are even safe, much less well-made. Besides tarnishing China's international image, the safety scandals created big problems for Chinese advertisers ambitious to become global brands.

3. Youth marketers let consumers drive campaigns.
To forge connections with young, urban, white-collar Chinese, advertisers such as PepsiCo and Nokia increasingly are giving control to consumers. Two of the year's most innovative campaigns -- the Pepsi Creative Challege and Nokia's Ncool site -- were built around user-generated content.

Pepsi challenged consumers to submit personal photos to a Pepsi website, pepsi.163.com, and vote on other contenders' pictures, with 84 winners getting their images on Pepsi cans in China.

In November, Nokia launched Ncool, an online meeting point marketed with an edgy online and viral campaign by Eight Partnership about the world's supposed first rapper -- a farmer from Inner Mongolia called MC Farmer -- that was seeded on YouTube-like Chinese video sites such as Tudou and Youku.

4. Yi Jianlian joins NBA.
Chinese basketball fans and sports marketers were delighted to see one of China's most talented players, Guangdong native Yi Jianlian, take part in the 2007 NBA draft and sign a multiyear contract with the Milwaukee Bucks in late August. Mr. Yi follows Yao Ming, China's greatest basketball player, who plays for the Houston Rockets.

Coca-Cola and Nike already have inked sponsorship deals with the highly touted rookie. Sports-marketing experts in China say his talent, on-court charisma, off-court geniality and good looks could make him a bigger celebrity and corporate endorser than Mr. Yao.

5. Advertisers seize branded-content deals.
With media rates on China's national broadcaster, China Central Television, rising fast ahead of the Olympic Games, advertisers are turning to branded content.

Groupe Danone sponsored a 13-episode Nickelodeon TV show that teaches kids to draw, including pictures of the royal character that is the icon of Danone's Prince cookies. Coca-Cola created 13 free, 10-minute animated films featuring the cute little character from its Qoo soft drink.

Ford Motor Co. took 18 Chinese on a 21-day road trip in July called China Excitement Challenge and, with JWT's help, filmed their experiences reality-TV-style for a website, excitechina.com.cn, that attracted 32 million visitors.

6. China puts an end to talent-based reality shows.
Despite the huge popularity of "American Idol"-style talent contests in China, local media regulators clamped down on them. Starting Oct. 1, the shows were banned from allowing viewers to vote for contestants, air during prime time or offer prizes to attract contestants. Observers suspect the Chinese government wants to protect national state broadcaster CCTV from competition and is also uncomfortable with giving Chinese a chance to vote.

7. Alipay lets Chinese shop online globally.
Alibaba Corp., China's largest e-commerce company, launched an online payment service called Alipay that for the first time makes it possible, even easy, for tens of millions of middle-class Chinese to shop online anywhere in the world. Since few Chinese have credit cards, they lack a secure payment method for shopping online. Alipay lets them shop in 12 foreign currencies, including U.S. dollars, Japanese yen and euros.

8. Multinational marketers move beyond tier-two cities.
Most multinationals start in Beijing, Shanghai and Guangzhou and then come up with marketing, sales and distribution strategies for tier two, as China's provincial capitals are called. Now major marketers such as Unilever, Procter & Gamble, McDonald's, Lenovo and Coca-Cola need to expand into third- and fourth-tier cities to keep growing.

Tier three includes about 150 county capitals with populations of more than 1 million. Tier-four towns have 100,000 to 1 million inhabitants, and tier five is very rural.

Consumers in the lower tiers are poorer, just learning about brands, and marketers' management talent are reluctant to live in or even visit those markets. But marketers are starting to look at them seriously and figure out how ads, products, packaging and distribution have to be adapted from what works in China's more prosperous cities.

9. Demand for luxury goods is rising fast.
Chinese shoppers account for 12% of global sales of luxury goods, such as watches, fashion apparel, perfumes, cosmetics, jewelry, automobiles and premium spirits, and that figure is likely to double within a decade.

Following the market, LVMH was the first luxury fashion brand to hold a runway show on the Great Wall in October, transforming a section into a catwalk to launch Fendi's 2008 collection with 88 models.

Ernst & Young predicts sales of luxury goods in China will grow to $11 billion a year by 2015 from $2 billion.

10. China starts to go green -- very slowly.
China has 16 of the world's 20 most polluted cities, according to Worldwatch Institute in Washington, and 68.5% of Chinese polled in a Synovate study said they were concerned about the effects of climate change -- a higher figure than in the U.S. As consumers, most Chinese won't pay a premium for products marketed as environmentally friendly, but organic foods are making inroads.

Concern for the environment is an untapped opportunity for advertisers. A few multinationals, such as General Electric, China Mobile, P&G, McDonald's and Toyota, did green-based marketing campaigns. In a sign of things to come, state-owned Chang'an Automobile Group became the first Chinese automaker to produce a hybrid car.

굵직굵직한 Viral 캠페인을 성공시킨 The Viral Fectory
개인 창작인 것 처럼 보이게하는 게 진정한 바이럴일런지도
UCC is dead

http://www.theviralfactory.com/

담대한 대인의 기상이 느껴지는 위대한 카피...
한줄 한줄 써내려가며 감정을 다해 읊었을 그들의 모습이 떠오른다...
내 안에는 사자가 산다!ㅎㅁㅎ


Goodby, Siverstein & Partners는 성공적인 Think about it 캠페인을
큰 울림으로 한번 더 성장시켰다.
GSP를 쫒아낸 Saturn의 Rethink보다 월등하게 느껴져 통쾌하기까지...
Go! Hyundai! Go!





 

Kudos!!!
This year's best marketing tools I've ever seen!