Campaigns – Simren Deogun

‘Windows 7′ vs. ‘Mac vs. PC’

November 1, 2009 By Simren Deogun Leave a Comment

One of the most widely entertaining marketing rivalries in years: which side are you on, Apple or Microsoft?

On October 22^nd, everyone in the tech community was awaiting the official release of Microsoft’s eagerly (though atypically) anticipated new OS — Windows 7. Vista, Microsoft’s previous OS release, was a flop, so they needed to come back strong, arms flailing and voices loud to show Mac who’s boss.

But, wait a second, what did Mr. Jobs and his Apple dominion do on October 21^st, well, they decided (perhaps a little strategically!) to release a new line of iMacs. Now with their updated OS, Snow Leopard, incredible wide screens boasting better-than-HD resolution and with plenty more GB and GHz to please the masses.

Less than a couple weeks later, the following two ads popped up on TV:

Message: Microsoft’s back, better than ever and this time they’ve listened to what their consumers want and have successfully delivered.

Message: Apple, instead, banks on Microsoft’s less-than-perfect track record of releasing one successful OS followed by one failed OS, as if on purpose …. ‘broken promises’.

It’s exciting to watch this battle unfold. Apple has always had the innovative, marketing edge from design to packaging to advertising to MacWorld and all the rest. Microsoft has had the market share with a big, bad wolf mentality.

But as Apple continues to grow and edges its way more and more into the enterprise space both it and Microsoft face considerable challenges. How does Apple sustain its high quality level of innovation? and How does Microsoft break a path of inconsistency and broken promises?

Filed Under: Business, Campaigns Tagged With: Advertising, Apple, iMac, Marketing, Microsoft, Windows 7

Knorr Food Commercials

October 19, 2009 By Simren Deogun Leave a Comment

Looking for an innovative and cheeky commercial campaign? Knorr should do the trick!

Their most recent is below, in which a surprisingly cute salt shaker realizes his time at the dinner table is up.

Knorr Sidekicks — “Salty”

Or the now infamous almost-expletive Knorr “f—–” entrees commercials.

Knorr Entrees — “Frozen”

These two commercials are unique and powerful in their ability to grab the viewer’s attention. They possess:
– Shock value and intrigue
– Eye-catching visuals
– Consistency from beginning to end
– Perfect placement of the product
– Strong messaging

Filed Under: Campaigns Tagged With: Advertising, Commercial, Knorr, video marketing

President Obama Recognizes Diwali

October 18, 2009 By Simren Deogun Leave a Comment

First off, Stephen Harper did it first — extending Diwali well wishes to Indo-Canadians. Now, Barack Obama has followed suit with the following:

I celebrate Diwali, and this video — though clearly a well-played marketing tactic — does its job to foster community, understanding and democracy.

I think this video is a clear marketing attempt by the White House to further distinguish itself from the previous administration’s conservative leanings. It’s smart and simple. When the President speaks, the world listens, and his words are powerful marketing personified.

Filed Under: Campaigns Tagged With: Cultural Marketing, President Obama, video marketing, White House

Bell & Telus: The iPhone’s A Coming

October 14, 2009 By Simren Deogun Leave a Comment

No more exclusivity for Rogers. No more monopoly. No more sole GSM provider in Canada. No more marketing bliss.

What’s Rogers to do now that Bell (and Telus) will also be offering the iPhone to otherwise iPhone-deprived Canadians?

Those lovely “there’s an app for that” commercials will no longer be only brandishing the Rogers red but also a fair bit of Bell blue mixed in with some friendly Telus forest animals. We now have ourselves an outright iPhone Battle in the Great White.

Rogers seemingly has all the advantage with their bevy of locked in iPhone users for the next 2-3 years. They currently have all the market share. They were living it up with the coolest new gadget since the wireless mouse. (Can you tell yet that I’m an iPhone fan and user on, you guessed it, Rogers!).

But, Bell and Telus have it easy if you ask me. It’s Rogers that faces more of an uphill climb. Sure, Rogers has the first-entry advantage but Bell has the we’ve-learned-from-Rogers’-mistakes advantage and the we’re-cheaper-faster-and-better edge.

Will Bell undercut Rogers with their pricing structure? They should.
Will Bell be smart enough to not pinch its consumers pockets? Hopefully.
Finally, will Bell realize that the iPhone is going nowhere but up and we consumers want a clean, fair fight? Ergo, give us what we want and maybe, just maybe we’ll switch!

I’m eagerly awaiting this marketing throw down to unfold — how about this for a campaign “You want an iPhone, well, there’s a Carrier for that.”

Filed Under: Business, Campaigns Tagged With: Bell, iPhone, Mobile Marketing, Rogers, Telus

Apple iTunes Loves Coldplay Commercial

September 9, 2009 By Simren Deogun Leave a Comment

If you haven’t read the BlackBerry/U2 post below, take a look at that first before continuing any further.

So maybe you thought BlackBerry’s U2 commercial was an original, unfortunately you’d be wrong:

Apple did it first. No, it’s not for the iPhone, but, unlike BlackBerry, iTunes is actually a music-centric product.

The premise is identical. A world-renowned music group — often hailed as the new U2 — performing their latest hit single but in this instance with a resonating Apple flair.

The viewer believes it to be a Coldplay commercial until the very end of the spot. Again, the same amazing visual brilliance and enticing imagery. The sights and sounds certainly captivate the audience. And, they’re enhancing their “cool” factor ten-fold.

More importantly, when these two commercials are compared side-by-side it’s clear where BlackBerry received its inspiration. It also elucidates what BlackBerry’s true message is — not just that BlackBerry’s cool but that they are, in fact, cooler than Apple!

The choice, of course, remains yours.

Filed Under: Campaigns Tagged With: Advertising, Apple iTunes, Blackberry, Coldplay, Commercial, U2, video marketing

BlackBerry Loves U2 Commercial

September 8, 2009 By Simren Deogun 2 Comments

There is an interesting new commercial out from BlackBerry featuring U2 performing one of their many hit songs live in concert. Have a watch:

Not once in this commercial do you see a BlackBerry. Not a single mobile device anywhere. The viewer doesn’t even know it’s a BlackBerry commercial until the very end.

What’s the draw? A surprisingly, visually compelling commercial that captures the audience with celebrity, sound and eye-catching effects.

What’s the message? “BlackBerry Loves U2.”

So What? BlackBerry, industry-leading mobile device guru, joins forces with U2, mega music mogul, to demonstrate that they’re … cool. Nothing but the best for BlackBerry (and everyone who owns one!).

Filed Under: Campaigns Tagged With: Advertising, Blackberry, Commercial, U2, video marketing

The Power is with the Consumer

September 1, 2009 By Simren Deogun Leave a Comment

I’ve recently noticed more and more retail-driven marketing campaigns targeting consumers to become involved in the campaign itself.

That is, engaging the end-user in an interactive forum — via a contest, promotional incentive, games and multimedia. Think of the “Name the next Doritos Flavour” contest or Dell’s infamous (though somewhat underground) “Freetime Frenzy” game.

The key factors at play boil down to attention span and the digital age (i.e. the Internet). How does the retail conglomerate satisfy the consumer’s desire for instant gratification? The answer is to get them involved. Force them to be an integral part of your campaign/promotion and you’ll reap the rewards.

Yes the gifts and prizes and other incentives are critical drivers but supporters of the product/service and even those just merely intrigued will facilitate the all-powerful word-of-mouth marketing machine!

Force the consumer to become involved. Their interaction will equal success. The endgame is no longer simply persuading them to make a purchase but having them indirectly persuade others to do the same. The ultimate goal is that when the consumer talks you listen and that when the world evolves you evolve along with it.

Filed Under: Campaigns, Uncategorized Tagged With: dell freetime frenzy, doritos, interactive marketing, internet marketing, marketing campaigns, retail

Dove: Self-Esteem Campaign

July 27, 2009 By Simren Deogun Leave a Comment

Today’s theme seems to be videos, all in an effort to provide a bit of a break from my often content-laden posts.

Below is the ‘Evolution’ video from Dove (an oldie but unbelievably compelling viral video) part of their Self-Esteem Campaign:

Key Takeaways:
- Dove understands its target market — Under-appreciated, unconfident girls and women with troubled body images.
- Dove understands the media — It takes the manufactured beauty represented in today’s media and undermines its perfection and expertly uses it to its advantage.
- Dove understands the power of truth — Dove isn’t faultless, no doubt they can be charged with conducting themselves similarly to the video above in the past BUT they’ve turned themselves into the good guys by revealing everyone else as the baddies.
- Dove wants you to trust them — With open arms and grins splayed, they offer you truth, comfort and (finally) understanding. If you use Dove products, you are beautiful.
- Dove is Trying — Dove is by no means presenting an entirely objective deconstruction of beauty and advertising media, after all, aren’t they still trying to sell you “beauty” products? But they are trying (brownie points here!) and, as such, have dared to take on their competitors with a campaign — and yes it is hoping to get some of your well-earned money — that is a little less fraudulent and a little more inclusive.

As part of their key demographic, I’ve most certainly purchased Dove products in this past and have been more motivated to do so after viewing this and other related videos. It astonishes me the curtain that Dove has pulled back.

Filed Under: Campaigns Tagged With: Dove Campaign for Real Beauty, Dove Self-Esteem, Marketing, video marketing, viral marketing

I Like the NEW Pepsi Logo

June 23, 2009 By Simren Deogun Leave a Comment

Some recent research I did on Pepsi’s rebranding efforts have left me unbelievably astonished.

See Before & After’s debate and the Comments on Brand New.

A seemingly clear majority dislike Pepsi’s new logo. I am a proud supporter of different opinions and voicing them freely but I was shocked to find my initial reaction to be so vastly oppositional to that of the masses.

New

vs.

Old

It is an undeniable gutsy move for this big cola player to make a rebranding move in the middle of a recession. Frankly, I commend them, not only for the guts but for a job well done.

And I am not simply taking the position of devil’s advocate for the sake of it but rather truly believe that the newly modernized design represents a fresh outlook and face. It also speaks to a young generation while not entirely abandoning generations passed.

Why I like the new logo:

Clean, simple, modern design that optimizes white space
While inherently modern, the logo possesses a slightly retro feel harkening to a simpler time much like its lines
No shading, who cares? The cans are already 3D!
Daring to be different in a market that relies on generational bestowal, that is, habits of past familial generations are passed on to offspring, even cola preferences.

I vehemently disagree with naysayers that argue the look is not youthful and that it lacks a certain “punch” opting instead for bland and unexciting. The punch lies within the change, it resides in Pepsi’s decision to take chances.

For a moment, think Apple. They are the powerhouse monopolists of clean, simple, engaging design. Ultimately, appealing to a market that has been yearning for an itch to be scratched that the PC conglomerate just cannot reach. I recall a time when the public did not understand the Apple Macintosh — its sleek design a stark departure from the bulky, black box under their desk — now Apple’s design (and industry-leading functionality) is welcomed and eagerly anticipated.

Pepsi’s new logo stands a fighting chance and I predict it will grow on the unsuspecting yet open-voiced, disapproving masses.

Are you engaged yet? Watch this new Pepsi ad and maybe you’ll begin to see what I see.

Filed Under: Campaigns Tagged With: B2C, Brand, design, Logos, Marketing, Pepsi, product, Rebranding

Della – Notebooks & Sexism?

May 13, 2009 By Simren Deogun Leave a Comment

I came across this interesting article, Dell’s new marketing tactic? Sexism, a few moments ago about Dell’s new marketing initiative, Della.

The article possesses a clear bias — that I do not disagree with –, unafraid in its approach to reprimand Dell for its unintelligent attack on women and technology. Read the article above for more detail.

The gist outlines the Della product line, and its subsequent campaign, as a simplification of technology for a supposed less technically inclined target audience (made up of women) who primarily use notebooks and the like for low-level tasks, revolving around the internet, fitness, beauty etc.

Dell has now posted the following on their site regarding their less-than-equitable comments:

Well, the people spoke and they listened. Does that make it all better?

The marketing lessons to be learned are many, actually:

- Do not talk down or demean your audience regardless of ruling cultural and societal stereotypes
- Listen. Dell has claimed to have listened now but only after leaving a bad taste in everyone’s mouths. Listen now, do not retract later.
- Understand your audience. Segmenting is a central function to good marketing but this can often be construed with unfair and inequitable categorization leading to alienation and offensive marketing.
- The customer rules. Treat them with the utmost respect and receive the same in return.

I admit that I take this personally because I know, as a female, I am not technologically incapable, and, from a marketing perspective, I should not be a circle being forced in a square hole.

Filed Under: Campaigns, Digital Tagged With: Advertising, Brand, Dell, Della, netbook, notebook, technology