CAN Pepsi rise after the fail?

How can Pepsi get back together after its commercial fail featuring Kendall Jenner?

Creatives Sai He and Will Hammack (both working at San Francisco DDB adv agency) have come up with a plan: #PepsiCAN. It is a play on words that combines the well known and loved Obama slogan “Yes, we can” with the actual Pepsi can, but with the intent to materially make a difference.

Their idea is aimed at diversifying the brand from those ones who claim to take strong positions, especially in social fields, but only end up in sharing generic messages. These, in fact, mainly focus on following a certain tendency rather than actually doing something concrete for the supported cause.

#PepsiCAN campaign would help the company to fight on the battlefield where it was “defeated” by the web and socials, through the change of its image: its logo. Inspired by the previous #SaiItWithPepsi campaign, where the brand had already edited its logo with emojis, the two creators chose four designs that represent nowadays burning topics (LGBTQ rights, the Black Lives Matter movement, women’s rights and the NoDAPL effort to stop the building of the Dakota Access Pipeline). For each logo, a colour represents its specific cause, while maintaining loyalty to the original logo.

Watch #PepsiCAN video here

Would Pepsi really be interested in understanding and accepting such project? Will it truly embrace such causes and listen to people who are fighting for them?

The project is certainly ambitious and also very interesting, as it would give the opportunity to a company known worldwide to approach the community and various groups of people, working with the new generations to create something good and, above all, concrete. If this became a shared movement by everyone, driven by collective action, it would surely push the brand towards the right direction.

By team Around The World

In-Store Promotion is NOT Dead!

It is certainly hard to see a bright future for traditional in-store promotion such as “Buy one, get one for free” campaigns that were so popular by the end of the last century, but by now have lost almost all of their appeal. Colorful packaging and eye-catching signs seem to become invisible at the tired consumer’s eyes. Everyday companies try harder  to impress the consumer, but what most of them fail to understand is that their strategy can no longer be only visual, they need  to turn EMOTIONAL.

Let’s see 4 successful in-store campaigns that managed to get the attention world-wide. Continue reading

Pepsi “Live for now” – an example of ineffective adv campaign

Today we discussed the campaign “PEPSI – LIVE FOR NOW”, an example of ineffective and controversial adv campaign.

  • Air-time: 4 April 2017
  • Idea platform: The campaign suggests that the power of Pepsi will mend opposing sides and create peace
  • Controversy: Backlash all over US, accused of trivializing Black Lives Matter movement
  • Effects: Pepsi had to cancel the campaign and apologize to the public and also Kendall Jenner testimonal
  • TAKEAWAY LESSONS:
    1.SOCIAL MOVEMENTS: Share their values, do not try to sell yours
    2.TARGET AUDIENCE: know your target market and include them in the conversation

CHATBOTS: THE NEW FRONTIER OF DIGITAL MARKETING AND CUSTOMER CARE

 

We all know and are familiar with such tools as Siri, Cortana or Google Assistant. We have all asked them, at least once, to find a restaurant located nearby our position, a phone number or to report weather. But what not everybody may know is that these tools are what is called a chatbot.

So what is a chatbot?

The name comes from the conjunction of the words ‘chat’ and ‘bot’ (from ‘robot’) and it stands for a software program that uses messaging as the interface through which to carry out a number of tasks, establishing a one-to-one relationship with the user. It can be customized and adapted depending on the necessities of the company, to the target audience, the customer’s needs etc. Many say chatbots represent the future of the companies’ communication system with customers and people won’t do away with them.

Background

The first chatbot was introduced in 2015 by the social platform Telegram, followed by Skype, iMessage and WeChat, but it wasn’t until Mark Zuckerberg introduced this type of interaction platform on Facebook Messenger that this reality took over. With its 900 million users, Messenger is one the main messaging tool and its bots are rapidly increasing, overcoming the 33K quote.

Chatbots in the marketing management

Chatbots are an inexpensive alternative for companies to provide customer service 24/7, with no need of subscription or login by clients, who can easily access these services from the Facebook page of a brand. Messaging lies at the heart of chatbots making them particularly well suited for mobile. Their wide-reaching technology and the increasingly engaging conversations allow businesses to engage with more consumers. These kind of tools, in fact, are able to collect more information: the informal language allow users to converse with chatbots as they would do with a friend making them much more willing to respond to questions such as “Where do you live?”, “What music do you like?”, “Where is your dream destination ? “. Moreover, thanks to the high levels of customization, the conversation is always different and personal, allowing the company  to build brand awareness as well as loyalty with the customer and to strengthen relations with them. Among the various tasks it can carry, a chatbot is able to:

  • schedule a meeting
  • answer user questions with respect to a particular service or product
  • provide assistance and support
  • boosting sales by directing consumers to the online shop
  • manage in a more fluent and quicker way the orders already taken in charge

According to Mindshareworld, the most frequent requests regard retail products (22%), hotel reservations (20%) and travel recommendations (18%), followed by drugs (12%) and fashion (9%) information. Therefore chatbots can act as influencers.

Who would use chatbots?

According to a research by the american company Retale, about 60% of interviewed Millenials uses regularly a chatbot and define themselves as early adopters. Among these, 67% would buy a product or service through this tool, 79%, however, would like to talk to a human being if required.

retale_chatbot_survey_chart_06

36% of the 1000 smartphone users aged between 18 and 65 surveyed by Mindshareworld would like to receive special offers and coupons from a chatbot, and 14% of them would use it for online banking operations. Functionality and ease of operation are two important aspects of these platforms: 73% of users would not use twice a chatbot from the same company after a bad experience.

Wrapping things up

The chatbot ecosystem is already robust: according to a BI Intelligence survey over 10 thousand companies in 2016 have started to develop chatbots and in 2020 80% of brands will use these platforms. Gartner, instead, states that already by the end of this year, only 1/3 of the customer care services interactions will  necessarily require human assistance, while the remaining will be replaced by automated services that use artificial intelligence.

By Around The World (Giulia, Virginia, Ekaterina, Eleonora, Sara, Sophie)

A Love Story – Chipotle

This week, we watched a very successful advertising campaign launched last year by Chipotle, based on the creative execution of animation.

  • Advertising agency: CAA Marketing Los Angeles
  • More than 10 million viewers on Youtube
  • Dedicated website with game
    https://www.alovestorygame.com/
  • Buy One Get One promotion: The aim is to underline Chipotle’s commitment to fresh ingredients.

Will it be awarded the Cannes Grand Prix this year?

Class materials and adv campaigns – week 3

steve jobs

Under ISA materials, the presentations of this week’s lessons are now available:

  • Creative strategy – second part;
  • Media Planning & Strategy – first part;
  • Experior – info on final presentation.

Among this week’s advertising campaigns, we analyzed:

«Who scored the goal? Hmm… Pizza!»

Consider you are a manager of a football club short in money: what would you do to get funds? A curious idea has recently come from Brazil. Xiko Melo, marketing responsible of Fluminense de Feira, a small Brazilian football team of second division, have found a unique way of getting more sponsorship and bring money into the club. He got creative: if not a single big sponsor is going to cover the expenses for the entire football season, various small sponsors can afford a match. And… this is the result.

fluminense1

fluminense2

With numbers already used on the back of players’ t-shirts, the squad figures have been tweaked to mirror the price of certain goods in a local store. No longer merely number 10, star striker Fernando Sobral is now 10,98 – the cost of a special pizza deal.

These new shirts were not of much help for Fluminense de Feira to win their first brand new match, that miserably lost it 6-0 against Victoria de Bahia. We hope that loads of shampoos, sodas and pizzas have been sold after the game, though. Is a new era of advertising been started? Well, it surely made the football team famous and let people talk about it for a while…

 

By team Around The World (Virginia, Ekaterina, Eleonora, Giulia, Sara, Sophie)

Class materials and adv campaigns – week 2

avis

Under ISA materials, the presentations of this week’s lessons are now available:

  • Communications objectives & budget
  • Creative strategy – first part.

This week, we analyzed some memorable advertising campaigns, including:

  • Nike, from the launch of the slogan “Just Do it™” (1988) to “Tag” (2002);
  • David Ogilvy’s campaigns: Schweppes Commander Whitehead, Hathaway Man, Rolls Royce, Dove;
  • Leo Burnett’s campaigns: from last century’s most important adv icons (Jolly Green Giant, Tony the Tiger, and Marlboro Man) to a multi-Cannes Lions winner from last year, “Van Gogh the Bedroom”; and
  • Bill Bernbach’s campaigns: Levi’s Jewish rye, Volkswagen Think small, and Avis We Try Harder.

What was the advertising campaign of this week that you enjoyed the most?