Advertising

Get Inspiratored by Bentley Motors.

Earlier today a friend sent me a link to the Bentley Inspirator, which is an iOS app that uses facial recognition to help determine and configure the Bentley you should purchase. For some reason I felt compelled to download it and try it out. Surely the Bentley app would know to put me into a Continental. It did not. It put me into that ugly ass new Bentley SUV the Bentayga, and it chose the color brown.

The app itself  is pretty slick. Using the camera on your iPhone or iPad it tracks your expressions and eye movements as it shows you a series of photos and then determines which car is right for you. If you don’t want to use the facial recognition, you can use the touch version and physically make your choices.

Now, even though the app is pretty slick I think the reason it put me into the Bentayga, is because that is the only real choice. It looks as though this app is specifically promoting that product. The reason I say that is, after going back through the app several times, using the touch feature instead of the facial recognition feature, I always got the brown Bentayga. No matter what images I chose.

Its a well made app that links back to the Bentley site which also very well put together. The production value of the video components in the app are really well done, which you would expect from a brand like Bentley. And it is an engaging form of entertainment wrapped in advertising for a product that is geared to those that can afford it.

 

 

The IKEA Home Tour Series – Digital Marketing Done Right.

It's about to get all real on this office space.

It’s about to get all real on this office space.

A few months back, I received an email from IKEA for the IKEA Home Tour contest. The team was coming to Kansas City and they were looking for entries. All you had to do was make a short video of your space in need and send it in. So, I busted out the iPhone shot some down and dirty footage of my sad basement office space, cut it together, sent it in and thought “That’ll be the end of that.” Much to my surprise, we made the finalists for the area, and to my surprise again, we are one of the two chosen. Today, the team arrived to shoot video, check out the space, and plan out what they are going to do with the space.

This post is not about the makeover though. It is about how IKEA continues to take excellent advantage of digital media as a marketing tool for the brand.

HomepageIf you go out and look at the Home Tour site, you see a polished website that leverages video, a blog, social media, product placement, and tips to extend the IKEA brand. With each short video, product that is used in the redesign is featured and linked back the IKEA page where the product lives. The Pinterest section leads back the dedicated Pinterest board where recipients have posted their images as well as the team, and there are hooks to related boards, all of which drives back to product and enforcing the IKEA brand. The design blog takes you to a curated section with short right ups and videos from the Home Tour teams progress. And then there are the videos.

Video is the fast growing consumed media on the web, your phone, and in other digital spaces. It has rapidly taken over because of its ability to tell a story in a short digestible bite, and the ability to link back to longer form content if needed. In addition, with prices on gear falling, the availability of high end editing software, a DIY maker movement, and the ease of sharing content, it is possible for a skeleton crew to put together  a solid bit of video work that has tremendous impact. The crew at my house today consisted of 5 people. 2 of them were producing the video. This is the same crew on every makeover, doing each shoot. They have a limited budget, and tie frame, but they are creating solid work with definite reach and penetration for the IKEA brand, which brings me back to the fact that IKEA gets digital marketing better than most. I’ve posted a number of articles on what I KEA is doing in the digital space and this is just one more.

To date the team has produced 203 video segments according to the numbering on the site. Pretty impressive when you think about it. 203 videos that average 3 minutes in length. 203 videos that show the problem, the fix, and then go through and talk about the IKEA product used. Think of it as a long form commercial that is less about in your face selling, and more about how IKEA helps you solve a problem.

That is a winning marketing solution and another winner from IKEA’s marketing division.

The Nature of Louis XIII.

When your Remy Martin, and your Louis XIII cognac costs around $3500.00 a bottle, you can afford to pull out the big boy budget for your next ad. This spot for was produced for Fred & Farid for Remy Martin, and trust me it probably cost a small fortune to produce. You have a big name star, a ton of VFX and post work happening here, and an end product that is top notch. Now go out and buy a bottle of Louis XIII so Remy Martin can pay for this.

Agency: Fred & Farid
Production: Moonwalk
Producer : Gaspard Chevance
Director: Robert Rodriguez
Director of Production: Fabrice Damolini
Studio VFX : Benoît Holl
VFX Supervisor: Stéphane Allender
VFX Production: Christophe Huchet
CG: Thomas Mouraille
Modeling: Sébastien Haure, Kadeg Boucher
Tracking: Peanut
Rotoscope: Florian Sanchez
Compositing: Sergeï Lourié, Jeanne Loyer, Loïc Caer
Lighting: Thibaud Floutier
General: Corentin Provost, Rida Simmou, Guillaume Gaussuron
Matte Painting: Thomas Mouraille, Benjamin Bardou
After Effects: Quentin Letout, Maxime Cordier
Etalonnage: Magali Léonard
Coordination VFX: Nicolas Huguet
Datalab: Nicolas Daniel, Jean­Martin Mossu, Léa Latassa, Pauline Royo, Elodie Doudoux

Thinking Things Through. Planning Things Out. Motel 6 “Room to Room”.

Most of the time when you see a well produced TV spot, you don’t think about what it takes to pull it off. The visuals are engaging and you are entertained for 30 seconds and you move on. Recently Motel 6 launched a new spot “Room to Room”. The live action spot is deceptively complex, the previsualization video showing the making of shows just how complex, and how well thought out this spot is. The blend of Live action and post VFX work is really well done, and goes to show how much went into the production of this spot for Motel 6’s 50th anniversary. Directed by King & Country the spot was designed to highlight renovations without appearing to intrusive to guests. To pull it off King & Country uses a series of “in-the-nick-of-time’ gags” to keep things visually interesting and engaging. The characters are oblivious to the changes as the camera catches them happening right before they interact with the rooms, so we don’t give the impression that renovations are ongoing. This shows off all that a full-service studio does, from concepting and planning, directing and editorial, to animation, VFX and finishing.

Johnnie Walker. “Dear Brother”.

Not to be a downer during the holidays, but the video below while quite beautiful, does have a bit of a dark twist to it. The story however, rings true to what Johnnie Walker’s brand stands for.

The ad was produced as pure spec work by two students, Daniel Titz and Dorian Lebherz, who are currently studying at  Film Academy of Baden-Württemberg. What they have produced is a hauntingly beautiful piece of cinematography that captures the Scottish landscape while weaving a story that draws you in, building up to an unexpected finally.

This is the kind of work that just goes to show how much the game has changed in the last ten years. 2 students, with no real budget, and a small crew produced an epic spot for Johnnie Walker that rivals and or beats anything a big budget agency would have produced for an outrageous amount.

In the video you see two brothers walking across the foggy terrain of Scotland’s Isle of Skye, what feels like their childhood home. As the progress a poetic voiceover tells their story and connection. The script and the voice over lead you into the narrative as the two brothers climb over rocky hills and mountains to the destination of an abandoned farmhouse. The product makes a brief appearance as the two have a drink before continuing to the edge os a cliff and the dramatic conclusion. The spot is memorable, and ties directly into the bonding that happens with family over a drink, at the outcome of a stressful event. Powerful stuff. Great work.

This dropped on YouTube 3 days ago. It already has more than 2 million views, and with good reason.

Actors: Robin Guiver, Mathew Lewis-Carter
Voice Actor: John “Bang” Reilly

Idea: Daniel Titz & Dorian Lebherz
Director: Dorian Lebherz & Daniel Titz
Producer: Madlen Folk & Johann Valentinitsch
DoP: Jan David Günther
Editor: Raquel Caro Nunez
Visual Effects/Compositing: Daniel Titz & Dorian Lebherz
Film Music: Renée Andre Abe
Sound Design: Marvin H. Keil

Friday Inspiration. Zim&Zou for IBM.

A little Friday inspiration from Zim & Zou. The magnificent posters were created for Ogilvy for a poster campaign for IBM back in 2013. Photographed by Fabrice Fouillet, the sculptures are built from cut paper and fabric. There is solid attention to detail paired with smart copy, and solid backgrounds in vibrant colors. The result is a really nice campaign that gets translated into a series of animated gif’s. Below are the posters, a few of the gif files and some detail shots. For the complete series, click here.

cannes posters_DEEP DIVES_color version

cannes posters_DEEP DIVES_color version

cannes posters_DEEP DIVES_color version

cannes posters_DEEP DIVES_color version

cannes posters_DEEP DIVES_color version

cannes posters_DEEP DIVES_color version

gif 1

gif 2

gif 3

gif 4

IBM Destail 1

IBM Detail 2

IBM Detail 3

IBM Detail 4

IBM Detail 5

IBM Detail 6

4 Year Old Sophie Drives the Volvo. (professional driver, closed course… Not)

Volvo trucks are back with a new round of YouTube based advertising. This time they have given up celebrity for a 4 year old girl driving a giant dump truck with a remote control. What’s the purpose of an ad? Be memorable in terms of both product and brand, sell the attributes of said product. What does this ad do? Nails it. This is one of the funnest YouTube commercials I have seen in a while. The kid is priceless, as well as some of the adults behind her. I would love to see a making of video on this. I’d love to know how many takes, and whether or not they went through multiple trucks to get this made. Great fun from Volvo. Judging by the almost 400,000 views since it dropped, I’d say this ad is a success.