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Best of ‘A Marketers Diary’ (December 2011)

Each day I capture an image of a piece of MarComms which has impressed me and stayed with me. With so many advertising messages out there, this might seem an easy thing to do. But unless comms ‘connect’ with consumers in their lives with messages relevant to their immediate or more long term motivations, you’d be surprised how many don’t stick. And as someone who has been involved from directing business strategy through to executing TV ads, it’s helped me understand further how to construct ads which make a lasting impact.

These monthly blogs contain three of the marcomms from my monthly diary which have made it to the final podium. There was some great stuff about, seasonal and otherwise. But, with Christmas in the month, it became clear to me from my consumption habits that from 24th to 28th December (when I came to London for a day out with my family) branded ads were not reaching me. The TV’s off, newspapers not read, no websites searched or emails scanned. In fact, beyond Fisher Price and Lego, not much did get through.

Below, is what did connect with me together with explanations why. Congrats to National Express East Anglia and Virgin Airlines.

BEST SEASONAL GREETING – Friday 16th December 

This is a service message about alterations to National Express East Anglia line over Christmas. It didn’t need any festive cheer, but some art worker has popped a little hat and some holly on the text. And what does it do? It puts a smile on your face. It doesn’t take much to turn a very flat flyer into an upbeat production. I’d go as far to say, and I am sure this wasn’t the master plan intention, it softens or even masks, the news about disruption. Christmas has a magical effect on all of us.

 BEST MEDIA PLACEMENT – Wed 28th December

We visited the Winter Wonderland in Hyde Park. And we also went to Zippo’s circus. It was great. Our 5 year old was in tears of laughter at the clowns, our one year old tapped along to the music and we were amazed by the contortionist and the high wire act. The big top and the unique signage created a strong brand message which rockets across the sky. And yet, when you look at the sign on the right you see a lead message ‘it’s warm inside’ – could that be the world’s biggest undersell? Or just a smart way to sell a few last minute seats motivating a different audience driver; survival in cold climates! Either way it got me chuckling, and that was enough (simple as I am) for me. Also I love the shape of the wording and the font of Zippo – so circus.

BEST PROMOTION – Wednesday 14th December 

Pret getting in on the festive cheer in a way much more impactful than a 50% off voucher and more immediate than a free ticket to Legoland.  saying merry Christmas with a simple satsuma; a traditional ‘luxury’ stocking gift. Not only did it feel nostalgic, but it felt personal too because every gift is individual.  Brilliant. I enjoyed mine and will think of Pret whenever I eat another. They’ve also moved up my preferred list of coffee shops too. So a sweet gesture could have a massive commercial advantage over time. And the sweet gesture also came with a 25p charitable donation from Pret to help the homeless over Christmas.

Posted by Christopher Brooks http://www.twitter.com/@consultingchris

Lexden is a marketing strategy agency which creates unordinary propositions to motivate customers and deliver commercial advantage for brands.

For more information on how we can help you, contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on T: +44 (0)20 7490 9123. And you can follow us on Twitter @consultingchris.

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Best of ‘A Marketers Diary’ (November 2011)

Each day we are bombarded by thousands of advertising messages. But just how many of them do we actually consume? We decided to collect just one example of a communication every day and explain why it had caught our attention.

The full set are available on flickr (consultingchris), but each month we will showcase our favourite pieces; most engaging communication, most compelling idea and best media placement. Here are November’s offerings for your consideration.

BEST MEDIA PLACEMENT

Monday 7th November 2011 – Network Rail

This is a safety ad at Victoria station from Network Rail. I really liked the briefcase and wallet detail which softens the ‘white outline’. Having spent time in Turkey I saw how you make ambient and outdoor work really well. The UK lacks creativity in this space. Or maybe it’s health & safety restrictions!

MOST ENGAGING COMMUNICATION

Tuesday 15th November 2011 – Volkswagen

Lovely piece of comms from VW. As a previous owner of 3 different soft tops, it caught my imagination and reminded me of racing around in my Spider and how much I miss it. I’ve got a feeling, thanks to Instagram 1974, we are going to see many 70’s styled shots in ads as well over the next year or so.

MOST COMPELLING IDEA

Tue  29th November 2011 – Innocent

This idea came out last year, and I am glad to see it back on the shelves at Boots. I can never quite get over the price barrier of an Innocent smoothie but as these have a charity donation and you get a free egg cosy, why not. They remind me (and I hope I am not alone here) of the Flumps from children’s TV in the 80’s. Great idea and the most unique way I have ever seen for a drink to achieve stand out on the shelf.

Posted by Christopher Brooks, Director Lexden.

Lexden is a marketing strategy agency which creates unordinary propositions which motivate customers and deliver commercial advantage for brands. To discuss how our approach can help you with your burning platforms, contact christopherbrooks@lexdengroup.com or ajairanawat@lexdengroup.com, or call us on T: +44 (0)20 7490 9123, M: +44 (0)7968 316548. And you can follow us on Twitter @consultingchris.