How to make a brand going up... Marketing Elevators

We are all aware than we do not pay attention to billboards anymore. Marketers are always looking for a way to catch our attention by placing campaigns where we don't expect them. The new idea: elevators. The fact that they open/close makes them a "dynamic" support. Creatives use it to grow their imagination.

Here are some of my favorites:

How our life would be without coffee?!

Campaigns for coffee often used the fact that it keeps you awake... Nescafé has also used this for its new campaing in Peru! You would say "nothing new!" but you should first look at this brilliant creative work.McCann Erikson Lima implies that without Nescafé - or coffee in general - products that had changed our lives could not exist.

These designs are very smart. We can recognize the product - iPhone, Converse or New Beatle- at the first sight. The link with coffee itself is also obvious.
I am wondering if they had to ask for a permission to use the visual of those well-know products - especially for the Iphone!

"At Dawn, the best ideas may not seem to be"

"When sleepy, the best ideas may not seem to be"

"At 3 am, the best ideas may not seem to be"

I am having a hard time trying to figure out with one I prefer... What is yours?

Apparently, bringing Social Media out of the web is trendy... Let's see what we have!!

T-Mobile wanted to show that you can access to your favorite website from everywhere... to promote its Domino Net offer.
Here is the result: A huge "wall" has been set up in downtown Budapest.
People who comment on the Facebook page for this event, can see their posts writing on this wall. They could also follow the construction of the wall thanks to a livestream on the Facebook page.

You all know how much I like unusual use of media. Billboards are a great inspiration!

However, T-Mobile is not the first to have this idea!!
Diesel had created an outdoor social network, called FacePark as part of its Be Stupid campaign. Watch this video... And you will regret that you were not in Dublin on June 20th !!





I love the Diesel event, which go perfectly with its campaign with Fiat 500 "Disconnect form Facebook" - previous post


I also want to mention the campaign for the Canadian Tourism Comission. They wanted to catch Americans' attention, visibly always too busy! They installed giant interactive walls in New York, Chicago and Los Angeles. They showed all the Tweets posted mentioning Canada!

Disconnect from Facebook... not from my blog ;)

Here is my personal favorite campaign for now...

In september 2008, Diesel has launched a campaign for the Diesel style limited-edition Fiat 500
I'm not sure this model exists in the US...
The theme is to get people disconnect from Facebook and live their real life! Why another brand hasn't think about this before? I LOVE it
They invite people to switch their office chair for a seat in the Fiat 500.

Enjoy and freedom are the main ideas of this campaign, which correspond to the positioning of both Diesel and Fiat.. that's what I call a successful partnership!

No need for long talk about this... enjoy watching ;)

MotherLand by Coca-Cola

In 2006, Coca-Cola has launched its energy drink called Mother in Australia and New Zealand. I am still wondering the reason of this geographic target... The goal was to compete with Red Bull, so why they did not launch it in the US? Maybe this was a test-launch.. which quite failed!
I believe that the gap between the positionning as a all-natural drink targeted to young men and the brand identity with a gothic/tatto styke can didn't help to make it successful.

After some marketing researches, Coca Cola admitted that the failure of Mother Energy Drink was due to the bad quality of the product itself. I'm still convinced that the marketing didn't help...

After a couple of attempts to reformulate and relaunch the product, Coca-Cola is now trying to reinforce the image of the product.

The new TV commercial takes place in MotherLand, a fictional theme park where Men can act before they think... Of course at the end they just blow everything up!
I think when do not need a special place to act like that... Have you ever meet one who think before acting anyways? haha

Dear men in need of thrills... You know what you have to drink now! Well, first you'll have to move to Australia or New Zealand :)

The target audience is well define through this spot... ENJOY !!