With the holidays just around the corner, many companies are releasing new ads and campaigns focused on family time and winter festivities. (Check out our post on West Jet’s holiday surprise now if you haven’t)
One of the most emotionally impactful ads I’ve seen thus far this season was released two days ago by, none other than, the tech giant Apple. Their new “Misunderstood” holiday campaign aims to shed light on our society’s obsession with technology and why that can be okay – as long as we remember the ones we love.
Apple’s clever use of emotional appeal in this ad is highly effective (I swear I didn’t tear up) and it really strikes a chord with many people this time of year.
What do you think? Is Apple’s depiction of technology use a reality? Let’s hear your thoughts.
Check out the “Misunderstood” ad here:
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So we all have that lucky pair of underwear. That pair you were wearing when you scored the winning goal, that pair you were wearing when that cute boy finally asked you out, or that pair you were wearing when you just happened to win the lottery.
Fruit of the Loom realized the potential the “luck of the Irish” could bring to their business, socially and financially, and decided on something creative to kick-start their Start Happy campaign.
The Start Happy campaign is Fruit of the Loom’s way to prove that positivity can greatly effect someone’s day for the better. Their team believes that by making their product lucky, their customers can physically wear their confidence and start the day right.
Aww, isn’t that cute? And surprisingly relatable.
Fruit of the Loom conducted a recent study that proved that having a lucky charm boosts an American’s positivity (31%), along with their optimism (41%) and confidence (25%). These numbers prove that this stunt has correlated people’s positive feelings to Fruit of the Loom, specifically.
I want a pair.
Then, they took those pairs and passed them via wire though the world’s biggest horseshoe in Illinois.
After that, their team rubbed lucky pennies on each individual pair of lucky looms and then threw the pennies into a wishing well in Chinatown, LA.
Their final attempt to embody as much luck as possible into each and every pair was to “bake” them in a box covered in four-leaf clovers for 7 hours and 77 minutes, in Alaska. Which I guess equals to 8 hours and 17 minutes, but that just wouldn’t work for this whole stunt, would it?
Fruit of the Loom even took one step further and destroyed the pairs of underwear numbered 13 and 666. With so much bad
luck associated with those two numbers, Fruit of the Loom
wanted to keep their promise true.
It’s refreshing to see how Fruit of the Loom used something so simple to connect with its audience and make their product so attractive. Within their first hour of sales, 528 pairs of lucky looms were sold. With popular competitors such as Calvin Klein and Bjorn, Fruit of the Loom used this stunt to not only differentiate themselves from other brand names, but to easily sell their products as well.
“Lucky Looms” were only a fraction of Fruit of the Loom’s Start Happy campaign. Other stunts were “Don’t Sweat It” which was geared toward their activewear including iPhone pockets, and “Fresh Gigs” which was geared toward giving people with new jobs a fresh pair of underwear.
Fruit of the Loom even took this campaign further by taking it to Twitter. Customers who bought the product were encouraged to use the hashtag #LuckyLooms and express their own personal stories and photos about their recently purchased “lucky undies”.
The Start Happy campaign is anything but lucky! The team from Fruit of the Loom strategically thought of everything to make sure their lucky looms were full of luck! I can’t wait for their next campaign so I can grab a pair myself!
With the release of Sony’s new PS4 console on November 29 in the United Kingdom, the Japanese tech company went into high gear promoting its release throughout England and the United Kingdom.
And that’s no surprise since its direct competitor, Microsoft, released it’s next gen console, Xbox One, only a week before the PS4 release. With both companies pushing out brand new consoles at the same time, they have entered a fierce battle for market share. Because of this, the value of generating positive buzz in the U.K. has massive implications for the success of both consoles.
Sony was quick to recognize this and took matters into its own hands to ensure no one forgot that the PS4 was being released in the U.K. at the end of November.
The tech-giant turned to the marketing firm 180 Amsterdam to help launch a campaign for its most powerful console yet. Al Moseley, CCO of 180 Amsterdam and his team decided to focus on the gamers and their experience rather than the console hardware in order to help generate buzz for the upcoming release.
“The goal for us was to turn a product built for the gamer, by the gamer, into a communications campaign that seduced the gamer.” – Al Moseley
simple ingenious idea in mind, the “For the Players” campaign was born. This integrated marketing campaign was filled with gaming culture references, special effects, and relates directly to their core consumer: the gamer. By focusing on the gamer’s experience, Sony was able to generate significant buzz among their target audience before the console was even close to hitting the shelves of U.K. retailers.
See the U.K. ad here:
But Sony didn’t stop there, they also took their campaign to the skies of London.
To further help amp up the release of the PS4 in Britain, Sony took over the OXO Tower in London for the length of November. The massive landmark was adorned in the iconic symbols from the gaming console’s controller, generating a huge amount of impressions around London. These symbols were lit up alongside the glowing London skyline every night for the entire month up until the U.K. release date.
The choice of using the OXO Tower as a freestanding installation by Sony was strategic for two reasons. Not only is the tower an iconic London landmark that can be seen across the city, but the building has existing windows that are already shaped like an O and an X: two of Playstation’s four renowned symbols – making it the perfect choice.
This extensive campaigning was not done in vain, and has already paid off for Sony in the U.K. market.
Over the opening weekend in the U.K., Sony sold over 250,000 PS4 consoles. This is approximately 100,000 units more than its competitor the Xbox One. This makes the PS4 the fastest-selling gaming console in U.K. history. And it is no doubt that the massive public relations efforts on behalf of Sony and 180 Amsterdam helped make this possible.
A war is raging in the United Kingdom, and Sony and its PS4 are on top.
Your move, Microsoft.
The American multinational clothing retailer Gap has released the holiday extension of its “Back to Blue” campaign launched earlier this fall. The holiday campaign called “Make Love” showcases the things that matter most in life — genuine love, respect, and compassion.
The U.S. campaign starring cultural icons from around the world includes print ads, mail, social media and television ads. New digital content is also unveiled regularly on the brand’s YouTube account.
“Make Love is about giving love through action, whether it’s a service to others or a gift that’s a representation of love,” -Seth Farbman, Gap’s Global Chief Marketing Officer.
Gap has collaborated with celebrities who have been sharing true love with their field of work and their social lives. The famous personalities modeled Gap’s 2013 holiday collection in the ads, adding a personalized touch to the garments. All stills starring celebrities such as Tony Bennett, Cyndi Lauper, Waris Ahluwalia, Malin Akerman, along with other personalities and famous models can be found on the official Pinterest page of the brand.
On November 24th, a tweet by Arsalan Iftikhar (@TheMuslimGuy) was sent along with a shot of a vandalized “Make Love” print ad. Gap’s still of Sikh model Waris Ahluwalia and model and film-maker Quentin Jones located in New York City had been marked with very racist comments. The campaign’s tagline had the word “Love” crossed out and replaced with “Bombs,” and “Please stop driving taxis,” scribbled a little lower.
(via Twitter, @TheMuslimGuy)
The ad had been received so well, encouraging and promoting interracial love and diversity in America. Several tweets and articles rooted for Gap’s campaign and what it stood for.
Due to this appreciation for the campaign, the vandalism was quickly reported on Twitter. This gave Gap an opportunity to excel in public relations reaction skills and problem solving.
The very next day, Gap proudly changed their Twitter account’s header to the Ahluwalia-Jones still, and professionally responded to the tweet asking for more information from the sender, Iftikhar, so that the ad could be taken down and replaced.
“@TheMuslimGuy Hi there. Thanks for informing us. Can you please follow & DM us? We’d like to know the location of this.” – @Gap
Upon its re-installment on November 28th (four days after the original vandalized poster was tweeted) the new ad was trending all over the Internet.
The “Make Love” campaign’s poster of musician Malcolm Ford and actor Max Snow has also been vandalized with hate speech in Chicago. The poster was defaced with homophobic comments and was also quickly made public on Twitter by JK Trudell (@jktrudell), and Gap replied shortly thereafter.
Considering the fact that the hate speech on these ads dealt with touchy issues like race and homosexuality, the brand reacted quickly and effectively. Gap’s public efforts to fix these vandalized ads are impressive and well worth the buzz they have generated.
What do you think of Gap’s “Make Love” campaign and of their efforts in restoring the campaign’s image and message?