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Category Archives: Videos

Audi VS Mercedes has been a battle that has been making ad agencies very happy. Audi, for some time now, has been directly competing against them in their advertisements as a way to change the perception of luxury and fun, much like Cadillac did with their new line of STS sedans.

Audi and their new campaign to one up Mercedes in my mind has been fairly successful at changing the luxury perception of Mercedes being “Old Luxury” catering to elite rich folk and Audi becoming the “New Luxury” who caters to the savvy, yet young business man.

We have all seen their advertisements but this one holds more relevance:

Audi

We have all seen the Audi “Goodnight” commercial, but this one I feel, is a bit more fun. It explicitly pokes fun at Mercedes Benz owners as gullible and snooty.

Mercedes

Mercedes responds with adverts about their vehicles but this one is a very direct product of the battle as a response to Audi’s positioning of their advertising. This ad tries to show that they can be fun, too.

Both ads have an interesting take on customer’s perception of each brand. One tries to perceive that it is fun luxury, while the other tries to change perceptions that it is just as fun. Trying to remove bias: each brand is attempting to one-up each other.

Once the Consumer is Hooked:

When the consumer enters a high involvement state (ready to buy, more cognitive processing), the consumer who is debating between Audi and Mercedes most likely being their information search, via website.

Mercedes does a great job conveying their message not only through a TV commercial, but on their website:

Mercedes capitalizes on on the brand and the image of the vehicle.

Adds pictures to the text to reinforce meaning and emotional appeal.

The Mercedes AMG website which is for their high-performance line, it has an interactive presentation and has easily accessible, raw information when the prospective buyer is looking for it.

I’m am a die-hard fan of Audi, but their website does not reciprocate the emotional and cognitive appeals from their TV advertisements compared to Mercedes, less interactive presentation.

Cluttered links, hard to find technical information and blocks of mass text looks unappealing.

Again, just below this slide show on the Audi website, mass text, nothing organized.

Further down the previous page, all text.

Bottom Line

Audi does a great job changing perceptions that it is the superior luxury brand, but for the consumers who need the raw technical specs to make a buying decision, Audi lacks.

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I know all of you have watched and helped Old Spice become viral. Over the past year, they have transformed a once troubled brand personality into web Dynamite. Boom!

Sure, they have brand awareness, social media implementation (genius use of Twitter and Youtube) and conversation, tons of conversation. But before I go through the low-down of what Old Spice created, watch a few parodies, then come back.

Sesame Street Parody

Scholar Grades Parody

I hope you enjoyed them! Let’s talk some sense though. If you are following social media, love social media, in the social media industry, then you know very damn well that is it difficult to measure your ROI on a social media campaign. Sounds easy to look at campaign budget, compare sales figure spreads, then formulate. No. You cannot account for conversation and other variables. In some cases you can, with new software revolutions in the industry. Maybe you can over a long term approach, but According to an Adweek blog, Ad Freak, published August 4th, just 6 months after the Red Spice campaign, stated some numbers gathered from the Wieden + Kennedy Agency, two I love and one makes me dumbfounded:

-Half the conversations came from women. (Great! The secondary target market responded!)
-The YouTube/Twitter social media response campaign was “the fastest-growing and most popular interactive campaign in history.” (Saw that coming when Old Spice Man responded to twitter questions.)

-Since the campaign launched, Old Spice Bodywash sales are up 27 percent; in the last three months up. 55 percent; and in the last month up 107 percent. (Quite a data confusion)

See, I looked at other people talking about the same mess. SymphonyIRI did some research on sales figures:

(Picture courtesy of Ad Age) Looks good for the overall but two commenter’s from Robert Paterson’s blog, also talking about Old Spice published July 27th suggests good insight:

Commenter 1: “According to PR Week sales of the product increased over 100% last month. A piece in Forbes.com uses the same SymphonyIRI study to show that sales were up 7.9% from the previous year.”

Commenter 2: “…people have got to STOP citing these SymphonyIRI numbers in reference to the Old Spice campaign. They measure the year ending June 13th, 2010, a full month BEFORE the viral/social aspect of the Old Spice campaign even started.”

Granted these results were made in July, the point stays the same. Digging some more, the media took the hook on the first results when actually the results were misleading. But something more interesting is that coupons also had a major effect on sales, Buy-one-get-one-free. In that same article from Evidence Soup, they provided a quote recorded by Ad Age on the Procter and Gamble spokesperson, Mike Norton:

“How much of Old Spice’s recent gains… come from Mr. Mustafa’s ads and how much from the coupons? It’s impossible to know.”

So now I wait for official results, if there are any, on the success of the campaign. Either way I loved the campaign, I subjectively believe that the campaign had positive ROI in addition to the mass conversation and growing viral videos. Let this be a learning experience.

I also came across Heidi Cohen’s blog where she lists out 31 well needed questions to ask about the Old Spice Campaign, number five being:

“5. Brand status. Did the campaign transform the brand making it an icon? Did the brand’s reach become part of the culture?”

Yes, and yes.

Cheers from London.

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of·fice  -noun: a room, set of rooms, or building where the business of a commercial or industrial organization or of a professional person is conducted: the main office of an insurance company; a doctor’s office.

I have been noticing that some companies have been dissolving the the physical office and creating a digital one. Coffee shops, restaurants, home offices are becoming workplace offices, we are seeing a trend of distancing employees from the physical business office to mobile offices. What I want to investigate is, are we more or less productive from staying away a common meeting place to interact with co-workers. In my mind, I feel bringing people together is ultimately most productive, but what if the work was still accomplished from afar?

For instance: IBM, who is now 10,000 employees strong, worldwide. How do they ever communicate across the world and still become productive? The answer is Second Life. A virtual world that has limitless possibilities, you can do whatever you want, literally. IBM has begun to teach employees how to use the game and navigate around in order to meet virtually and cut travel costs down tremendously.

Watch a this video to watch just a quick snippet of a meeting on Second Life

However, I want you to watch chapter 7 of the Digital Nation, a PBS Series. Go here, and scroll to chapter 7. Or just watch the whole series to learn where this internet revolution is taking us.

Comments are awesome.

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Homeland Security has done it again… Thanks to the new “Secure Flight Program.”

If any of you can recall the event where my friend accidentally left a knife in his carry on and it was never caught by the TSA, this is really going to shake your head at the bright individuals that work for our government.

Alyssa Thomas and her family were boarding for a domestic flight when they were pulled aside because her name turned up on a terrorist list. The FBI cannot say anything more about the mysterious list such as how many people are on it, who is on it or even why.

Whatever the case is, what the hell? Maybe the FBI has a good reason for putting a 6yr old on a terrorist watch list. It’s well over my head because I cannot seem to think of a good, legitimate or even bizarre reason. Funny thing is, a few months prior to the incident, they were in Mexico. No terrorist then?

Read the Article and watch the video here OR Watch just the video here

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So let me tell you a little something about biggest BANG 4 UR BUCK. OMG Agency.

An advertising agency started by college students that focuses on social media. They work to integrate social media sites together in addition to building innovative and captivating websites. They are probably the first agency to focus completely on social media.

Chad Olsen, CEO of OMG Agency said, “we have interviewed other agencies in Minneapolis and asked them about social media and what they do with it. They responded with good luck.”

With OMG, they don’t price out their services like other agencies do. They hardly have any overhead and the price is mostly a labor cost for their work. Good value, amazing work!

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Sorry it has been awhile since my last post. I just came across an interesting video from MSNBC that talks about  how over the next 10 years, their could be a 40,000 shortage of doctors across America. Their solution? Have nurses take over some of the regular tasks of a doctor under the supervision of a doctor. Let that sink in for a bit. When you go in for a sore throat or a cough, its pretty straightforward. The nurse and the doctor most likely will diagnose and treat the symptoms the same way.

This will help alleviate some of the repetitive cases that require little effort to diagnose and treat. However, if it is something more serious I would rather go see a doctor and I think anyone would agree. I see a few problems with this though. Its a great idea but we have to hold these nurses at a new standard and responsibility. Nurses simply do not receive the same education as doctors do. That is a fact. Yes, experience plays an important role and I completely respect nurses by all means because I go to one of the best nursing schools in Minnesota (However, I am studying marketing).

Comment on what you think. The American Medical Association (AMA) has been confronted by nurses that wish to change the rules behind this new initiation of nurses treating and diagnosing patients. Some nurses wish to practice without the supervision of a doctor. I could see this playing out a few different ways: a patient comes in to get checked out and the nurse is unable to diagnose them. So the nurse refers them to a specialist. OR: a patient comes in to get check out and the nurse who is overconfident with their new entitlement/authority to diagnose and treat could misdiagnose a patient and create a very hefty and unwanted malpractice suit. Hmm, who takes the risk? I think both the nurse and the patient will be taking a risk. The benefit is, there will create a huge cost savings and doctors can focus more of their valuable time on more serious cases. It is a great idea, however there needs to be a standard for nurses. What do you think? Leave a comment.

Watch the video here.

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I recently watched a video I found from a friend posted on Facebook. This video is a highlight of Columbia SWAT in Missouri performing a raid on a family home in February. They only found a tiny amount of Marijuana in the home, enough to charge a misdemeanor . However, that is not the punchline. (Check out the link to the article here)

As they raided the home they shot the family’s kenneled pit bull and corgi seven times. The dogs were no threat. The family’s seven year old son was present as they fired upon the dog. In conclusion, the husband was charged with misdemeanor possession of marijuana  and the parents were charged with child endangerment. So second hand smoking from cigarettes are just fine? I pity ignorance and people who still believe marijuana is a threat to society. Comment this; I like to incite debate.

Watch the video———————>

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