onechocolate loves

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

#1 #SeeTheRealMe

Clean and Clear has released its latest ad campaign featuring a range of famous youngsters such as Demi Lovato and Jazz Jennings. If you’ve never heard of Jazz Jennings before, she is one of the cool, up-and-coming vloggers taking over the social media scene. Named one as one of Time magazine’s ‘25 Most Influential Teens of 2014’, she also happens to be one of the very few transgender individuals in the public eye. Jazz’s appointment as a Clean and Clear ambassador is indicative of the gradual increase in the LGBT community being included in high-profile brand campaigns. Through the stories of its inspirational yet relatable young ambassadors, Clean and Clear is encouraging its audience to embrace their ‘real selves’ and be confident in their own skin. Definitely a message we second!

#2 Artificial romance

AI love

This week at SXSW in Texas, a clever and – for some – heartbreaking stunt involving a ‘Catfish’ Tinder account had everyone fooled. Those who swiped right for 25-year-old Ava’s profile were then met with several odd questions, such as “What makes you human?” and “What attracts you to me?”Ava then redirected the user to an Instagram page where it is revealed that their ‘match’ is actually a promotional stunt for Ex Machina, a Sci-Fi film which premiered in Austin over the weekend. The stunt ties in with the theme of the movie and there is a familiarity between the questions asked on Tinder and those asked by characters in the film. The campaign is smart and relevant as it leverages the high profile of SXSW and reaches out to a social media-savvy audience.

#3 Power to the user

Tweet

We really loved @Keithdyer’s tweet from The Mobile Network, commenting on the modern trading space and the growth of the user-generated economy. Looking back five years, would any of us have considered that some of the biggest brands and companies wouldn’t offer their own assets, but instead be entirely dependent on user submissions and uploads to populate their services? Yes they may have their own innovative technologies, but the real force behind these giants is the users. If we really think about it, what would happen to Facebook if everyone suddenly stopped posting content? Power to the user!

#4 Drawing with my eyes

Artist Graham Fink’s latest exhibition ‘drawing with my eyes’ is an incredible fusion of art and technology. Graham’s pieces of live art are created through innovative eye-tracking tech from Tobii Technology, which uses infrared beams to intricately trace the movement of the eye, to create portraits that are better than what most of us could do by hand! It’s a great exploration of the relationship between modern technology and creativity and the exhibition is running till the 21st March. If you haven’t managed to get a ticket, check out the video above to see the talented Mr. Fink in action.

#5 Show me the money!

payments tech

Mobile payments and financial services digital offerings are really picking up pace across the globe as tech companies try to keep up with consumer demand for convenience. From Apple Pay, to Square and Snapchat’s partnership, to the anticipated launches of Samsung and Google Pay, it’s a competitive marketplace. And now, Facebook is jumping on the bandwagon. It announced this week it is going to launch a ‘friend-to-friend’ payment system via Facebook Messenger; soon to be introduced across the Pond. This means big things for the B2B market as advancements in payments technologies usually means one thing… more vendor partnerships!

#6 Bad budget jokes

Budget

The UK is renowned for its, ahem, interesting sense of humour, and unsurprisingly this manages to filter down into its politics. Luckily for those of you who missed the annual Budget announcement on Tuesday, the Telegraph has lovingly compiled a video of the best and worst jokes from the speech. As we’re a techie bunch here at onechocolate, we were very pleased to hear the loudest laugh coming from the joke about the Internet of Things!

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onechocolate loves… the view from France

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

#1 IKEA brings wireless home

IKEA wireless

Wireless charging is a modern technology that, despite its convenience, hasn’t been widely adopted. You can find it in a handful of Android devices, but that’s only one side of the equation – until now. This week at MWC, IKEA announced it is ready to take us into the future with a new range of furniture equipped with wireless charging. Starting this April, you’ll be able to find floor lamps, table lamps, bedside tables, and desks with Qi wireless charging stations built-in. Prices start at £30 and the range will be launched first in the US and Europe, before a wider global rollout later in the year. We’re sure one day we will wonder how we charged electrical with cables for such a long time…

#2 Jog on couch potatoes

In 2014, the average French person spent 4.5 hours-per-day on their couch, which is far too much time for Vittel, the French bottled water brand. To combat this, Vittel is offering a revolutionary service that transforms your couch into tailor-made sneakers! The new campaign sees Vittel re-enforcing its market position as a leader in healthy living whilst offering a cool, valuable product to its customers.

#3 The Milka Biscuit Saga Challenge

With such a saturated market, one of the key challenges for a brand releasing an app is driving its audience to actually download it. The leading European chocolate brand, Milka, has come up with a clever way to maximise downloads of its new game, Milka Biscuit Saga. The app allows several people to compete at once when their smartphones are near each other. There are nine games for users to unlock and accessibility depends on the number of people playing. Thus, to be able to play all nine games, users must get their friends and family to also download the game. Milka’s strategy is clearly working because the app is ranking first on iOS and Android since its launch at the end of February with one million downloads in France alone and 16.5 million games played!

#4 Fun with words

Strategies, the famous French magazine devoted to media and communications, has created a funny video on life at home for a Dad who works in the advertising industry. He is seen talking to his children using the vocabulary he would usually use when talking to colleagues or clients; words such as ‘brainstorming’ and ‘wahoo effect’. At the end of the clip, the children have already adopted some of the vocabulary. A great comical clip that is sure to resonate with the readers of Strategies.

#5 Mermaids making a splash

Mermaid

Der Spiegel, the German newspaper, recently reported an original example of a career change. After experiencing a burnout, Sabine Schönborn – a former nurse – decided to become swimming teacher. But instead of teaching her pupils to do the crawl or swim breaststroke, she decided to teach them to move in the water in a mermaid tail costume! With only 1,500 Euros starting capital which she used to buy twenty costumes and fins, Sabine established her mermaid school nine months ago. She now trains more than 200 girls every week, helping them to live out their childhood dreams by slipping into the tail of Ariel or of Daryl Hannah from Splash. Although it may seem laughable, mermaid swimming is a real trend; other mermaid schools can be found in Stuttgart, Quebec, Florida and the Philippines.

 

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SXSW Mentor Session: Turning a Winning Start in Europe into Long Term Success

With international sales coming in from day one, thanks to the wonders of the global internet, many new consumer brands face challenges and opportunities traditionally faced by far larger companies. So how can young start ups leverage the first bloom of international success and implement a winning strategy to achieve longer term sales goals?

Europe is an exciting opportunity with over 740m people, two thirds of whom are online and 300 million who are active social media users. However, these people are spread across more than 50 countries, 28 of those in the EC, 18 in the Eurozone and with 24 official EC languages, so you mostly can’t afford to get too granular.

Distribution, languages and currencies supported, plus size and profile of local populations start to focus the mind.  Beyond this, where can a UK/European PR and digital marketing agency help?

Some likely scenarios:

  • You’ve a great product/service, off to a flying start, and you want to take things to the next level
  • You’ve got some great early news and reviews coverage but want to reach into particular target markets, e.g. young mums, sports enthusiasts, foodies, young professionals
  • You need to reach beyond your core audience to deliver the next phase of growth

Some potential solutions:

  • Hubbing – creating content and pre-packing for local implementation
  • Single point implementation – delivering a campaign, fine-tuned for each locality, across key markets
  • Deeper campaigns in 2-3 key countries tapping into local expertise, local knowledge and local networks

What can a good local agency do:

  • Help you risk assess and prioritise
  • Highlight campaign directions
  • Add local knowledge and their network of contacts
  • Create campaigns and deliver quantifiable results

If you are heading to SXSW and you’d like to talk more, please meet me, Jill Coomber, at my mentor session on Sunday, March 15 from 11:00AM – 12:00PM. You can book a slot here:

MentorSession_Interactive

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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 and digital marketing campaigns, smart new apps and cool events…

#1 Go viral with Dubsmash

Chef ! Oui chef ! @adeleexarchopoulos

A video posted by Jeremie Laheurte (@jlaheurte) on

Following the worldwide success of the Ice Bucket Challenge, let us introduce you Dudsmash, the new viral phenomena. This new app, created by three German guys, allows you to record yourself dubbing a famous quote or song through a selfie video. Once the video is recorded, you can share it on your social media platforms for all your friends to enjoy too. The phenomenon began in Holland and Belgium and is currently taking France by storm. Even stars are getting in on the act! In the video above, actress Adèle Exarchopoulos and her boyfriend, Jérémie Laheurte, imitate a cult scene from Stanley Kubrick’s “Full Metal Jacket”. Just hilarious!

#2 The eyes of a child

To mark the the International Day of Persons with Disabilities in France, the Noemi Association has produced a video to fight prejudice against those with disabilities and aims to improve their day-to-day lives. This video confronts us with the two-fold reality of disability; seen through the eyes of children and through the eyes of their parents. We love this poignant clip that may well challenge the way you see others with disabilities.

#3 Six degrees of separation

The six friends theory – or six degrees of separation – claims that only six people separate one human being from another. Mercure, the international hotel network, has created an original competition campaign based on this theory. A winner from around the world will be selected and taken to meet an Aboriginal man from the Bundjalung tribe in Australia, but on the way, will stop off to meet six friends that are between him or her and the aboriginal man. At each stage, the candidate will be hosted by the Mercure hotel and the brand will reveal where to find his/her next friend. To take part in this unique experience, Internet users will be invited to post a video on Mercure’s Facebook page, describing their personalities, passions, motivations and projects, etc. A worldwide casting will start this month and the trip is scheduled for 30 days in March 2015.

#4 Sleepover in a fashion temple

sales

To launch the winter sales with a bang on January 7th, iconic department store Galeries Lafayette has teamed up with Airbnb  to launch a contest designed to get fashionistas in a froth. The purpose of the competition? To offer six people the chance to spend an unforgettable night within the temple of Parisian fashion and to enjoy the sales before anyone else. The guests will have unprecedented behind-the-scenes access to the January sales; they will receive a tour of the department store, a first look at sale items, receive help from a personal shopper, as well as receive a 200 euro gift voucher to shop the sale. To win, participants needed to send a short text explaining why they want to spend the night in the mall. We love this original idea to revitalise retail sales, which have been running out of steam in France lately.

#5 Wearable tech combats theft

With 2014 being dubbed the ‘year of the data breach’, we’re constantly being warned that hackers will be developing new and more sophisticated ways to steal personal information. One of these ways is ‘digital pickpocketing’, which uses RFID scanners that can steal data from over 30ft away. To combat this, Symantec’s Norton and Betabrand, a retail clothing company based in San Francisco, are producing jeans and blazers which will be able to block radio waves to shield a smartphone or credit card. This innovative, futuristic clothing will probably be a real asset for the future!

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onechocolate loves… the view from Germany

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

#1 And so this is Christmas…

We are at that time of year again, where we can hardly breathe for Christmas campaigns. Although we love getting into the festive spirit, it’s increasingly hard for brands to stand out from the crowd. However, EDEKA, the leading German supermarket corporation, has released a brilliantly different video which shows cashiers playing Jingle Bells on their scanners, much to the delight of the unsuspecting customers. We love this feel good clip, which has also been picked up by a radio station, Antenne Bayern, to get companies to mimic the supermarket by creating their own Jingle Bells tune – with car sellers honking horns or employees from a fiscal authority stamping.

#2 Grumpy Cat

Grumpy cat

Yes it is true – the grumpiest of all cats has made it; from funny pictures on Facebook, to memes on imgur and reddit, to her own merchandising products, fan pages, two books(!) and even a TV movie. One could say grumpy cat has become too mainstream and now uses her beloved grumpiness just to make money and sell cat food. But who wouldn’t take the money? There are estimations that grumpy cat has earned 100 million dollars so far – although its owner said the number is inaccurate. We wonder if grumpy cat smiles a little when she´s thinking about out-earning Hollywood stars, including leading ladies Nicole Kidman and Cameron Diaz.

#3 Who says German politicians are humorless?

Environmental protection and sustainability are always hot topics in Germany. New videos to promote these vital issues have recently been released by the German Federal Ministry for the Environment – and we’re enjoying its new tongue-in-cheek approach. In one of the clips, a daughter gets home and catches her parents ‘in flagrante’ in the living room. With both parties pretty embarrassed, she turns off the light and leaves. The voiceover tells her ‘thank you’, for turning off the light and being ‘green’. In another clip, the husband gets attacked by zombies, while his wife just closes the window – and the voiceover again thanks her for protecting the environment.

#4 Zombie fever

Zombie

Also on the subject of zombies, we love the branded content campaign created by two German movies students at Filmakademie. In the interactive online game, the player has to help the protagonist who has been bitten by zombies by completing various challenges. The player is able to change the plot of the story depending on how well they play. The game provides a very different brand experience and is a great example of good storytelling. Try it out!

#5 Looking back on 2014 – with Facebook

Facebook

The end of the year brings the inevitable onslaught of countdowns of the most popular trends for 2014; on TV channels, radio stations and, of course, Facebook. It’s not too hard for Facebook to decide which trends and topics shaped 2014; they just have to look into their data pool, to see which topics and events had the deepest impact on the 1.3 billion Facebook users. From the ice bucket challenge to the World Cup – what was the most popular this year? Have a look for yourself and explore the trends 2014.

#6 Instagram works – even in Germany

Instagram

Although Instagram passed the ‘new kid on the block’ status some time ago, there are still many brands in Germany that are skeptical about the value Instagram can bring to their communications strategy. Our suggestion is to focus on the growing number of up-and-coming young instagrammers on the site who are becoming increasingly influential and making a living through their beautiful pictures. One of our favorites is Michael Schulz, who is based in Berlin – which is also the main topic of his photos. His account is a great example of how Instagram can help build brands through influencer relations – even in Germany.

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