Wassup?

BOWS PHOTO

It’s been two weeks since the Experior project presentation of Branding and Communication at Ca’Foscari, an experience that involved 12 groups of students coming from all over Veneto, Italy and the world, the two professors Vescovi and Hu, and tutor Rizzo, as well as two companies that needed our help.

Around The World (that’s the name of our group) is a remind of our different nationalities, in particular Italy, Russia, Germany, France and Korea. Probably we would’ve never met without this opportunity Ca’Foscari University gave us. Too different cultures and languages to get together someone may say, but each one of us tried their best to handle the ‘quietly silent’ English of Sara, the ‘bossy’ Virginia, the ‘almost never’ present Eleonora (that helped from distance, though), the ‘picky’ Giulia, the ‘I’ve got a call’ Sophie and the ‘peaceful’ Katja.

We are all glad we have worked together, learning the meaning of being in a group, and see with our own eyes the problems a real firm faces. In our case, we had the opportunity to work for Thea, the CEO of Active Languages, a really nice and kind woman with a lot to give to the world. We would like to thank Ms. Gardellin for her patience and the touching speech she gave us at the end of the event. We hope she will get the best out of all the six groups and remember all our efforts when her business will be one of the most important in the sector!

We never imagined that the Experior project would be such a big event, and we kind of regret we didn’t do more than just a poster and a short report. We were newbie and this is what the tutor told us to do, but next time we will come more prepared, competitive and determined… watch out!

Good luck for the exam of tomorrow to all the brave ones!

Around The World

Advertisements

Experior Project? Done ✔

ApeExperior2017

Only 3 days left and the Ca’ Branders want to wish you all good luck!

After 10 weeks of happy, crazy, sad, exciting or tense moments, we reached the end of this beautiful experience. The Experior Project has been a mean to apply and implement our knowledge into a real case, with all the problems that arise during the journey.

It’s not a secret that working in team may be difficult, since each one of us is different, but how much is thrilling to see your own project taking shape? We challenged ourselves day per day in order to reach together an original and satisfying solution. This has been the perfect opportunity to learn not only from the mere theory on books but from real company problems.

Thank you all for this memorable experience, we will remember it for a very long time.

Leonardo, Jessica, Charlotte, Viviana, Giada

EXPERIOR final presentation – Well done!

IMG_3375.JPG

Today at the Department of Management of Ca’ Foscari University, EXPERIOR groups presented their Branding & Communication plan proposals to Active Languages and Fish&Friends.

Congratulations to everyone for the great work!

More pictures and best groups’ nominees will be posted soon, stay tuned!

Class materials – Week 5

china digital

Under ISA materials, you can now download:

  • the presentation by this week’s guest speaker Ruth Arban from the advertising agency Y&R Italy;
  • the presentation by this week’s guest speaker Guido Ghedin from the agency Young Digitals;
  • the presentation of the last topic of our course, International Branding and Communication with a focus on the Chinese market;
  • some info about EXPERIOR project presentation and next steps we discussed in class today.

Next week on Thursday 4 May, we’ll have:

  1. the last groups’ WIP presentations (all groups should send both their presentations by mail);
  2. course recap for the exam;
  3. Q&A about EXPERIOR presentation on Friday 5 May.

Fish&Friends – Receiver’s Response Model and Learning Mode

Our project continues through an analysis of Fish&Friends’ receiver’s response model and target audience learning model.

From our analysis, it appears that the company regrettably does not implement a clear advertising strategy and thus it does not follow a specific path in consumers’ response process. Therefore, we could not apply to Fish&Friends’ advertising a unique, standard and traditional response model.

This situation seems particularly clear in the analysis of the social media advertising posts, as you can see from the images below, where there is not a well thought-out scheme of stages. Here, the only step of the process which appears recurrent to us is the cognitive stage.

Fish&Friends InnoVE 21.04 (1)Fish&Friends InnoVE 21.04 (2)

 

However, the results are often just feeble attempts to spread awareness and generic information about Fish&Friends’ products, without deepening the knowledge about, for example, its technologies and its offer.

In other social media advertising, such as the following post on Instagram,

Fish&Friends InnoVE 21.04 (3)

it emerges an attempt to access to the affective stage, which should reach for the receiver’s feeling. Nevertheless, it appears to be insufficient to obtain enthusiastic response from the audience.

Furthermore, the absence of a clear call to action in almost every post denotes a lack of planning of the behavioural stage, which usually is a relevant part of a communication strategy.

 

On the other hand, we were still able to trace the AIDA receiver’s response model for the personal-selling strategy in supermarkets:

Fish&Friends InnoVE 21.04 (4)

Does our point of view convince you? A widespread quote says that what we learn becomes a part of who we are, so: what we can learn from Fish&Friends’ strategy?

If you want to find out more about our analysis, in particular about the learning mode observed in the target audience, look for further information in our presentation!

Fish & Friends – InnoVE

InnoVE

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

Save the dates 26-27 April: Guest speakers Adv agency Y&R and Young Digitals

experior guest speaker

Next week, we’ll have two interesting guest speakers during our course:

 

  • on 27 April, Guido Ghedin, Founder&Managing Partner at Young Digitals (digital communication agency founded in 2010 and operating in several international markets, including China, for clients such as Bulgari, Lamborghini, Police, Technogym and Trussardi) for the lecture “International Communication and Digital Media”.

…DON’T MISS THEM!!!

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:

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?