Marobella's Branding SoapBox

Review: Microsoft Windows Phone 7: Save Us From Our Phones

 

I love insightful advertising, work that cuts right the core of humanity and our quirky behavior. I also love a brand and their agency that isn't afraid to zig when everyone else is zagging. Connecting with consumers in the crowded marketing space of mobile phones is no easy task. Apple continues their minimalist white background, hands-controlling-phone work while Motorola delves into the futuristic, space-feel Droid campaigns with a message of empowerment.

What I like about this work from Microsoft (client) and Crispin is that it focuses on the human dynamic surrounding a mobile device. And, the creative direction clearly spells that out. The fact that a small device that fits into the palm of our hand has become the Great Wall that blocks us off from the world around us. It even touches on some very Eckhart Tolle concepts when they end with living in the present or The Now. Very spiritual of Microsoft.

The irony of the idea is that most mobile phones, especially smartphone, advertising rests on the concept of connections and staying connected. That a device makes us more interwoven as a society rather than less so. The reality is, we are more interwoven, just not to people or events in our direct vicinity. I am curious to see how they pay off this first effort, knowing that CP+B's MO is to have a series of campaigns that build on each other. The pay off for me will be how Phone 7 connects me with my direct vicinity rather than the people or things that are apart from me at that moment as criticized in the advertising. 

And oh by the way, I think someday we will look at the word of this decade to be "Really?" made more famous by Tina Fey and Seth Meyer on SNL Weekend Update. 

Hey Harley, It's About Time.

An Open Letter to Harley Davidson:

Mr. Davidson,

For years, I have pondered buying one of your bikes. Especially, the V-Rod. Now that I have 2-kids, my desire has waned because of the risks. Every spring, I get the urge to roll down to the the local dealership and make it happen. But, this is the first time I have had the urge at the dawn of a Chicago winter. It is shaping up to be the hottest Chicago winter on record because of your use of Marisa Miller in your VRSC campaign. Whoa.

The funny thing is that I can't remember Harley ever going the Maxim cover, sex route this overtly. Sure, sex is part of the Harley experience, but the brand hasn't been a part of communicating that. Having her as part of your campaign is perfect. First, she isn't 21 and appeals to men of all ages. Being 30, a Victoria's Secret model and a perennial cover girl lends huge to the brand. This move helps push guys on the fence over the edge to buy a bike. And, you have 2 other things going for your right now, bikes are better on gas and Sons Of Anarchy, the new show on FX. I think I secretly wish I was a biker.

Anyway, Mr. Davidson, thank you for selling out to the temptation of 'sex-sells'. Oh yea, and thanks for the YouTube Video

3 Reasons Why Jerry Matters To Microsoft

The debate over the quick pull of the Jerry/Bill 'Connect' campaign is wonderful to watch. When the 4:30 second episode with the parsed moments made into :30 spots hit the air/web waves the buzz began shortly after. Here, I attempt to put forth why Jerry made sense for Microsoft.

1. Jerry Was The Trojan Horse - Many blogs have written about whether or not the 'Connect With Real People' campaign was pulled early because of bad feedback or was it a planned strategy by the brand and their agency Crispin+Porter. Sure, it wasn't on the air very long but it was around long enough to seed into our consciousness. The spots were so different and obtuse that we couldn't help ourselves in fueling a debate. Especially amongst the ad trade - everyone has an opinion as to why or why not it doesn't work. Here is the deal: Crispin and Microsoft knew that they had to do something dramatic to pull the attention and collective love for Apple in their direction. Just launching with a response to the I'm an Apple campaign wouldn't be enough. Having Bill Gates shopping at Payless and Jerry cutting his toe nails is shock value. Once the buzz rose, the campaign switches to I'm A PC. If you watched closely, you noticed at the end of the Jerry spots, PC stood for different things - Perpetually Connecting, To Be Connected etc. Think about it... The I'm A PC campaign had so many moving parts to it that there is now way that CPB and Microsoft could have responded that quickly to poor feedback. This is especially related to the Life Without Walls website that has deep ties to media executions including on MTV. This was a planned 1-2 punch and it was genius.

2. The 3rd Leg Of The Campaign Stool - With all the buzz about the I'm A PC and Connect With Real People, nobody has paid attention to the Windows Mojave experiment. This campaign attempts to reintroduce people to the Vista operating system without the stigma of the Vista brand. This is what they are actually selling, it is the activation element of the advertising strategy. Real people giving real feedback. Not so subtely reminding us to give Vista another look.

3. The Lore Of $10,000,000.00 - There have been rumors all over the web that Jerry Seinfeld was paid $10,000.000.00 for his appearance in the Microsoft campaigns. True or not it contributes to the overall buzz of the campaign. Sure, Jerry is a huge star but what has he done lately? He is all set from Seinfeld royalties and good for him if he was paid 10 stacks for his deadpan delivery of asking Gates to power down the robot. The point is that CPB wanted you to know what he was paid. It only added to the buzz, in fact I would bet that the buzz value wasn't far from what they paid for the campaign.

Jim Beam Does The Holiday Right!

Wirestone has launched the official Jim Beam holiday website to help Beam loyalists celebrate the holidays. While the site has many features, the coolest part of the site is the 'labelizer' where you're able to create a gift label of Jim Beam with your picture on the site. Super cool. See my label above.

Whopper Freakout - Current Favorite Campaign

From what I understand it got too popular, too big an item on the menu.... That is my favorite line from the guy behind the counter trying to explain why the Whopper has been removed from the menu. This is an outstanding way for Burger King to prove how people love the Whopper and their level of passion for that brand. There probably aren't too many products that would evoke that level of response from consumers, the Big Mac definitely, the Frappuccino maybe, what else can you think of that would be included on this freakout list?

The website is a simple edited video of the footage from the day when the Whopper was removed. It includes both walk-in footage and drive through. It also has post-visit interviews with people as they leave the BK. The video is 7:49 long and I expect consumers stay on for considerably less since the video player they used is sub-par. However, a 4 minute brand engagement is killer and falls in line with their sub servient chicken site of old.

I applaud Burger King for collaborating with their agency partner to create a marketing-event like this. I can imagine that many marketers wouldn't take this risk for even one day at one location. It takes a semi-open minded client to appreciate the buzz and connections this content would make in all media.

Current Favorite Campaigns #2 - Ebay Shop Victoriously

Shop Victoriously From Ebay.

A campaign that is based on some smart research and listening to their customers. The idea that shopping for a simple product like a lunchbox can turn into a competitive event. One where you forget about what you are shopping for and it becomes personal between you and the other people bidding on the item. The ultimate form of 'better get it now before it's gone'. The executions are funny, smart and ring true with people that use the service. Couple thoughts: Ebay ran this campaign around the same time as the Windorphin campaign, which was also cool, but I thought that it diluted each message. It would have been more focused to spend against one or the other. They did do a nice job at integrating the messaging into the website, but I thought that if I won an auction, in the email I received - it would have been a nice integration to tell me that I AM VICTORIOUS in my auction.

Current Favorite Campaigns - #1

The Miller High Life campaign is genius. It is based on a solid insight and turns the usual goal of a beverage distributor to get the liquid into every premise possible and becomes selective on who they 'allow' to have it. However, the premises allowed to have it are the ones that are aligned with the brand values of the Miller High LIfe - letting people live the high life. Apparently a $20 cover charge and an $11 burger are counter to the high life. So, using that thinking I imagine there no retailers or bars in NYC with Miller High Life. The insight is right on, the casting is right on and the scenarios used by the directors are also right on.

I do think that a closer tie-in with a web platform where consumers are engaged deeper in helping to call-out violations of the high life would  have helped the idea. Or, even have consumers  enact their own commercials. Just a thought. Overall, Love it.