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From being morally questioned, to doing the moral questioning – The Coca Cola Story …

31 May

First of all, please do watch this and then watch this …

I think the way to compare these two is … Genuine Emotional Impact vs. TV Emotional Impact.

So why would they be showing the ‘Share a coke’ campaign on UK television over the ‘Small World Machines’ campaign?

The answer to this could also be a damning condemnation of UK society in that even Coca Cola (not traditionally the most socially responsible company) doesn’t think that we Brits will appreciate what they are doing in this situation … do they feel that we aren’t capable of seeing something happen in two distant countries and getting emotional insight from it?  When they chose the ‘Share a coke campaign’ did they weigh up the choice between these two and deduct that we wouldn’t enjoy that? The answer is probably yes … and  that frustrates me because the ‘Small World Machines’ campaign is a beautiful thing and so many people are missing out.

So are Coca Cola right, have  become such a self-involved group that we wouldn’t fully appreciate it and we would question how that relates to us?

No. (although it’s taken me a week or so to get to that answer)

In my own personal quest to prove that this wouldn’t be lost on the people of Britain,I showed it to as many people as I could – which I admit isn’t many. Every single person spoke about how awesome it is, and even more impressive still that it actually changed their opinion on Coca Cola as a company – nobody knew that they even slightly cared about problems in this world.

‘Share a coke’ seems like an obvious ploy to Share a coke – a.k.a buy another one – whereas the ‘Small World Machines’ is just about saying “look, we know we don’t have the best reputation – probably because we try and say that a 500ml bottle of coke is actually 2 portions of 250ml which obviously nobody will adhere to and therefore consumer about 65% of the GDA of sugar in one sitting – but we’re trying to make a difference’

And that’s why it worries me so much that we’ve been left out of this experience and that in a board room somewhere – it was decided that the UK public would respond more to a gimmicky, vacuous (although admittedly different) advertising campaign over something sensitive and much less brash!

But Coca Cola, if you’re listening … next time you do something awesome, please let us know!

Also – I’m not sharing my coke with anyone, have you seen how much a can costs at my canteen at work?! They can buy their own!!


Is there such thing as a good deed?

2 May

Any hardcore ‘Friends’ fan will remember the episode where Phoebe and Joey discuss how no good deed is selfless. (here’s a reminder)

I recently saw this projectabout creating sign-boards that are useful for the local people after the campaign is finished.

Personally, I think it’s a fantastic way to combat the vacuous image that advertising has gained as well as further pushing the brand image and allowing an OOH advertisement based in Thailand to reach the eyes and ears of people all over the world, clever?

Maybe not. I’m sure the brains behind the campaign would argue that it was completely well intentioned and any extra visibility was merely an extraneous bonus that accompanied the good deed, but was it the other way around?

Appearing to the world as a charitable organisation is a great way to receive charity in the form of people choosing your brand over someone else’s. I had never heard of HomePro before today, but now I am aware and have now blogged and spoken about it creating further visibility for them. All of a sudden the charity project becomes much more of a marketing ploy that has some positive repercussions in the local community – so should they pass it off as charity or be honest about what the focus of their campaign is? I think we all know the answer to that.

That being said, what HomePro are doing is fantastic and I admire their work as both an aspiring marketer and a member of planet earth, so good on them and I hope they have many more marketing/charity projects in the future!

My first blog post

23 Apr

So it seemed an appropriate time to start a blog, because a lot of my job is focused around social media and it seems somewhat questionable to encourage others to blog when I’m not doing it!

It’s only when you open your first post that you realise how hard this is, so my first post will just be about me (interesting I know)!

My full name is Nicholas David Cornwell, I’m 21 years old and a business management and marketing student at Nottingham Trent University. I’m also an IBM Industrial Trainee in a marketing role at IBM Hursley.

I think that’s about enough about me, I’m hoping as the blog develops it will show more about me!

So I recently came across this VW advert but what is it an advert for?

You could (rightly so) say that this is an advert for a car, because it is quite literally advertising a car. Conversely, I found it a much more impressive advert for VW and for their marketing team.

This video, which I personally am more likely to find than the images shown in the ad, fully demonstrates how ‘outside-the-box’ they are and what a vibrant, fun and interesting place VW would be to be in partnership with as a customer, reseller, employee, car enthusiast and any other stakeholder you can think of.

So for this kind of exercise, would it actually increase sales for the car? Maybe.

Does it find a clever way to get around googles paid ads?
Potentially – but you need a specific search terms.

Would it make people want to get more connected with this kind of company?
For me – definitely.
So for what it’s worth – well done VW.