onechocolate loves… the view from France

Our colleagues in onechocolate’s Paris office have selected this week’s round-up of inspiring PR & digital marketing campaigns, smart new apps and cool events…

#1 IKEA getting spooky in Singapore

A month after releasing an incredibly popular commercial spoofing Apple, IKEA is back with a new ad – and this one takes a rather different approach. Its latest offering sees IKEA Singapore paying homage to Stanley Kubrick’s classic 1980 film The Shining by recreating its iconic (and super creepy) hallway scene. The Hallowe’en campaign is being used to promote IKEA’s daily late night shopping to its Singapore customers. In addition to the YouTube clip, an interactive social media video hunt will run parallel to the campaign where consumers will be invited to spot and win products that appear in the film.

#2 Track your phone habit

track your phone

Do you have your Smartphone glued to your hand? Or do you have friends who annoy you by constantly checking their phones whilst you’re at dinner with them? Then you need to know about Checky – Phone Habit Tracker. The app, available since September both on Android and iOS, counts the number of times you check your handset each day. We’ve been trying to psyche ourselves up to tryout the new gizmo, but we’re afraid the truth will be too ugly. Sometimes ignorance is bliss.

#3 IDTGV and Google Glass

Google Glass

IDTGV, the subsidiary of SNCF – the French national train company – did a big media coup last week by equipping its employees with Google Glass in order to improve customer service and staff efficiency. For example, when purchasing a ticket, the customer’s ticket is scanned and the glasses display information on the traveler, including identity and seat numbers. In harnessing this innovative technology IDTGV managed to gain wide media attention whilst positioning itself as a leader in customer service.

#4 Twitter in Paris

Twitter in Paris

This summer, Paris’ twitter page rapidly overtook New York’s, with Paris accumulating more than 224 000 followers vs. New York’s 209 000. In aid of our city’s success on social media, we thought we’d enlighten you to a few facts about Paris’ twitter feed. Did you know that the least popular post in the history of the Paris page had no less than 5 likes? And the most popular tweet so far, with 960 retweets, was a post about the Eiffel Tower illuminated for screening breast cancer? 

#5 Be crazy, be yourself

We love this campaign from Maisons Du Monde, a French furniture and home decor company. The brand is encouraging its audience to ‘Be crazy, be yourself’ through a quirky video, which shows, amongst other things, a baby with a fake moustache and a man dressed as a giant fish – glorious!

#6 Digital Week France

Digital week

From 15th-26th October we welcomed, for the first time, Digital Week France to Paris. The event offered a number of courses and events around digital creation and digital contemporary art to a large number of collectors, gallery owners and enthusiasts. Over 11 days and in 14 different locations, many conferences, exhibitions and round tables took place to discuss the digital evolution of society and how artists offer new perspectives and contemporary readings on the topic.

 

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How brands can get creative with Snapchat Stories

Since its launch three years ago, Snapchat has managed to rack up more than 100 million monthly active users and, in the UK, 25% of smartphone users use Snapchat. But did you know that Snapchat’s most popular feature is Snapchat ‘Stories’?

According to Snapchat, more stories are now viewed per day than Snaps. The stories feature lets users create compilations of snaps that last 24 hours. So how can brands use this popular feature and rapidly growing platform to their advantage?

If a brand is looking to target students or young professionals, Snapchat is the way forward as 77% of students use the messaging platform daily. There have been many examples of brands using Snapchat to send coupons to their fans as the percentage of users that would purchase from a brand if given a Snapchat coupon is 58%. So what about taking it to the next level?

Snapchat Stories is an opportunity for brands to create a compelling story that takes their audience on a journey. But this requires lateral thinking to create a longer story that truly resonates with their connections. As we live in a world where consumers feel like they are bombarded with ads on social media 24/7, a brand that can provide more than just a special offer will encourage positive sentiment towards their brand and raise awareness to their values and key messaging.

Engaging brand stories is obviously the best type of content to share on Snapchat. If you are just getting started with Snapchat, The Ultimate Guide to Snapchat can help get you going. Here are 5 tips from us to get you started on creating captivating content through storytelling:

#1 Brainstorm your story – what key messages do you want to convey in your story? What does your audience want to see? What is the point of your story? Focus on using visuals to tell your story and most of all – get creative with your narrative!

#2 Create your story board – map out how you would like your story to look and how many images you require to tell your story – this will help you to visualise the end result and ensure you have a beginning, middle and end with a clear message.

#3 Practice your drawing and editing skills on Snapchat – see what filters work best for your story – you can save your images as you go along to see your progress (using a fine tip stylus will also improve the quality of your artwork).

#4 Share on other social platforms – if you don’t want to limit your story to only your Snapchat connections, once you have compiled your story, use other tools (such as PicCollage) to add extra pizzazz to your story, creating a photo album to share on other social channels to raise awareness of your campaign.

#5 Take inspiration from your surroundings –  here’s an example of a story created using Snapchat, taking snaps of everyday objects, in everyday locations and using it as inspiration to create a narrative. The snaps were saved and then further edited on PicCollage to turn the story into a graphic novel… Fact: It took the SnapArtist approximately 10 minutes to edit each snap…

SnapChat

There is great potential for brands to communicate with their audiences in a compelling way and offer their fans more than just a sales pitch. Snapchat Stories is a great example of how an image can tell a thousand words, so why not get your creative juices flowing and get snapping…

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onechocolate loves… the view from France

Our colleagues in onechocolate’s Paris office have selected this week’s round-up of inspiring PR & digital marketing campaigns, smart new apps and cool events…

#1 E-Commerce Paris

eCommerce

This week, we welcomed E-Commerce Paris to town – the theme for 2014 was international cross-channel activities. With 350 informative sessions, from best practice strategy for brands, solution workshops and the visitor’s “tool boxes,” which provide practical solutions for business issues, E-Commerce Paris is the perfect mix between an exhibition and a conference. What we particularly loved about this year’s show was the highlights section dedicated to start-ups, which featured for the first time. The show concluded with its annual E-Commerce Awards ceremony, recognising the best in eCommerce and cross-channel innovations. We’re now excited for London’s eCommerce Expo, taking place next week!

#2 Tagawine

vino

Those of us in the office with an iPhone are already obsessed with Tagawine, but now Android lovers are also able to download the nifty app. Created by four French entrepreneurs, the user simply takes a picture of the sticker on the bottle of wine and, using image recognition technology, the app will then give detailed information with the characteristics of the cuvée, the vintage and consumer reviews. Tagawine also enables the user to share their comments and rating of the wine maturity with other users. Wine lovers, this app is a must!

#3 Netflix expands

Netflix

The arrival of Netflix in France and the rest of central Europe has completely revolutionised the audiovisual and streaming markets in France. The move to launch in wider Europe sees the company’s biggest ever expansion by number of potential new subscribers. Chief Executive, Reed Hastings, said of the move :

“We’ve received a very warm welcome throughout Europe. We are delighted people are embracing Netflix in our newest territories and, particularly, the incredible viewer enthusiasm for our original series.”

Now that Netflix has well and truly landed, all eyes are on it to see if the number of subscription will live up to market expectations. We can’t wait to see what happens!

#4 Paris Fat Burger

Fat Burger

Gourmet US food has become a huge hit in France and, picking up on the trend, FraisFraisFast and Food and Thrillist have teamed up to create a brilliant burger subway map. The map is a handy way for US diner lovers to find the best burger joints near them. The story has spread like wildfire in the media and we love this original way to get the public talking about the brands.

#5 Tie Break

Hermes

Last year, Hermès taught women the most stylish ways to tie their Carré Hermès knot with its app, Silk Knots. Now, the luxury brand is targeting men with Tie Break, which teaches users the best way to tie their tie. The app aims to entertain and educate the ‘Hermès man’ in less than one minute, whether it’s between meetings, in the cab, or at the airport. The app also judges how well your tie compliments your shirt – simply position your Smartphone over your outfit et voila! Gentlemen, welcome to the magical world of Hermès!

#6 Deezer

Deezer

The French streaming music brand, Deezer, is trying to conquer the US market with its streaming music platform. To differentiate itself from Spotify – its main rival in the US – Deezer has adopted a premium positioning by focusing on superior sound quality. We’ll be keeping an eye on how the brand will fair in its new market.

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onechocolate loves

Our weekly round-up of the most inspiring PR and digital marketing campaigns, smart new apps, cool events, ventures and happenings that have caught our eye… 

#1 #VaginaDialogues

VaginaDialogues

This week we spotted a great example of raising awareness for a worthy cause, with an attention-grabbing headline and shocking stats.  If you missed it, the main headline grabber was that a staggering number of women aged 26-35 couldn’t pinpoint where (on a diagram) their vagina is (yes, we said it). The shocking statement got wide coverage and, although there has been some backlash about the way the media portrayed the research, we take our hats off to The Eve Appeal for being straight talking about a taboo issue. The research is part of Gynaecological Cancer Awareness Month to raise awareness of the lack of knowledge of gynaecological cancer symptoms among UK women, accompanied by the hashtag #VaginaDialogues.

#2 Into The Storm

Some of you may have already seen the thrilling blockbuster ‘Into The Storm’ but for the folks in Australia, where the film has been released this week, the movie promoters came up with a unique way to promote it. They cleverly used augmented reality on a bus stop advert by giving passersby the chance to see what it would be like if a storm swept through the street. Check out the video to see the reactions of the unknowing public when slowly, lightning bolts and tornadoes start forming right in front of their eyes! We love this creative, interactive way to engage an audience, which gives them an experience to remember.

#3 Dress normal

We love Gap’s new series of four shorts, all shot in black and white, to support its celebrity-filled ‘dress normal’ campaign, featuring the likes of Anjelica Huston, Elisabeth Moss and Luke Grimes, amongst others, all clad in black denim. Gap enlisted David Fincher – famous for The Social Network, Fight Club and, most recently, The Girl with the Dragon Tattoo – to direct the adverts. Gap’s CMO tells Mashable that the campaign was designed to “sort of jump into the middle of the story, skipping the beginning and leaving out the end.” Fincher’s uniquely dark style translates into these ads and adds a chic edginess to the campaign.

#4 SS15 Designer Catwalk Shows

Fashion

Everyone who is anyone in fashion knows this is ‘the’ time of year for finding out what is new and hot in the world of fashion. Not only do trends get defined, but they influence so many parts of our consumer marketplace; whether it’s product design, trending colours or styles. This is just one of the reasons why we’re excited to see what the September SS15 fashion shows have to offer us this season. Kicking off this week is New York Fashion Week (4th–11th Sept), London Fashion Week (12th–16th Sept), Milan (17th–23rd Sept) and of course, the home of haute-couture, Paris Fashion Week (23rd Sept–1st Oct).

#5 Ansa

Ansa

Most of us can safely say we’ve sent a text we’ve regretted. Whether it’s an inappropriate text accidentally sent to your boss, or discovering toe-curling messages after a heavy night out. So we’re rejoicing at the launch of the nifty messaging app, Ansa, which lets you delete your sent messages off other people’s devices! Created by 23-year-old Natalie Bryla, the app also has an ‘off the record’ feature, where messages are automatically deleted after 60 seconds. The app bills itself as ‘the safest place to let go and be yourself with friends’ and is available now on iOS and Android. Could this finally be the ‘Ansa’ (sorry) to those awkward text worries!?

#6 HippopoThames!

Hipopo

Did you know that hippos used to inhabit the Thames in prehistoric times? Neither did we! To celebrate our beloved city’s history, artist, Florentijn Hofman, has built a wooden sculpture of a friendly-looking, 21 metre-long hippo, named HippopoThames. The sculpture arrived at Riverside Gardens near Vauxhall this week, with the full fanfare of food, drinks and activities for the public. The arrival of HippopoThames will begin the Totally Thames festival, a 30-day programme of events that celebrates the arts, music and community festivals across the capital.

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onechocolate loves

Our weekly round-up of the most inspiring PR and digital marketing campaigns, smart new apps, cool events, ventures and happenings that have caught our eye… 

#1 Oleg goes to Africa

Oleg

When Aleksandr Orlov and Compare the Meerkat first burst onto the scene, few of us would have thought the pesky Russian rodent would still be gracing our screens five year later (a huge amount of time in the fast-paced advertising world).

Yet he has, and we feel the key to his success must be the way the brand has kept pace with the rapidly evolving digital world. As if to prove this point, on Wednesday, Compare the Meerkat (or rather, Comparethemarket) became the first UK advertiser to use Facebook Premium Video ads.

The use of video advertising on Facebook had been met with doubt, but the short film showing the adorable baby Oleg holidaying in Africa and supported with direct response Facebook advertising and the incentive of winning a cute, limited edition meerkat toy, racked up an impressive 5,000 likes and shares within a few hours.

Is this the start of a new wave of digital advertising?  Yes, Simples.

#2 Instagram introduces Hyperlapse

Hot on the heels of cutting edge ‘Labs’ technology from Microsoft, Instagram has introduced ‘Hyperlapse’. This seriously cool gizmo enables you to shoot high-quality time lapse videos even while in motion. It’s the first time the brand has launched a tool which operates outside the existing Instagram app and is available to download now for iOS and iPad – exciting!

#3 Forrest Gump turns app-maker extraordinaire

Tom Hanks

Tom Hanks is one talented man (and there are many Tumblrs that will attest to this). An award-winning actor, producer, writer, director… the list goes on, but now he’s now added an unexpected new string to his bow. As reported in the Telegraph, he has now created his own app. Not just any old app either, his typewriter app ‘Hanx Writer’, which emulates the experience of using a traditional typewriter, had topped the App Store chart just four days after release. We love this clash of old versus new, as well as the idea of using it to “write love letters and journal entries”, just as the man himself suggests. 

#4 M2M/IoT bike

M2m

The Internet of Things and its close cousin (no relation) M2M communications are riding high in media interest. Finding new things to say about this tech revolution is getting difficult but we love how German telco Deutsche Telekom is trying hard to lead, rather than just contribute, to the debate about how IoT could change everyday lives. Their IoT bike co-designed with Canyon, stands out from the crowd and has a health and safety angle too as the sensors help saves riders’ lives if in an accident. A refreshing angle when everyone else tends to discuss connected cars and smart meters when talking up IoT’s impact on society.

#5 Social gets analytical

Pinterest

Pinterest is often perceived as a site favoured by brides-to-be, interior designers and cooking enthusiasts, but after its announcement on Tuesday of its new analytics tool it may draw in a new interest group. In an interview with Mashable, Jason Costa, product manager, explains the new tool is designed to provide useful analytics for everyone, with particular focus on the advantages of this kind of information for small and medium-sized brands. Pinterest is not the only social platform to be jumping on the current demand for deeper analytics, with Twitter announcing this week it’s opening its nifty analytics dashboard to everyone – hurrah!

#6 Pinpointing the future 

Satellite

We’re excited that Europe is pushing ahead with its own satellite-navigation system, known as ‘Galileo’. This system has the potential to offer accuracy up to a few centimetres – much better than the US GPS (Global Positioning System) we use today (invented across the Pond). This will have massive implications for the future of the driverless car… imagine the accuracy!

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