What will communications look like in 10 years?

The stage I feel we’ve arrived at in communications is voiced in many talks by Rory Sutherland and economist Ludwig Von Mises. A by-product of the digital revolution has created a situation where marketers’ understanding of human psychology has been leapfrogged by technological advancements. Engineers are playing catch up, trying to develop more sophisticated algorithms to meet this demand. At this present time we are operating inefficiently with the current capacity unable to change this. Software such as Radian6 offers an arguably high amount of comprehensiveness when it comes to data. However, context needs to be applied to this data, which is where creativity comes in. Idea generation by individuals or groups, relying on the quality, reliability and their understanding of data provides opportunities for misjudgement. Over the next decade I believe progression towards utilising this data more so will be taken. Gamification and personalisation will also be prevalent in CRM.   

This is just a brief snapshot of my thoughts. What do you think? Do you believe Gamification is significant. Let me here your thoughts via Twitter @nickwilliamgale

Brief for Campaign Idea: Elvis found alive and well. Relaunch him

Elvis Presley was crowned the King of Rock and Roll and since his death this life has been celebrated by millions. Thirty-five years on from his death, you can still buy memorabilia, fancy dress costumes and the odd tribute act still celebrates his legacy.  Working on the basis the primary demographic for Elvis as a brand would be males or females aged between 53-65 (as they were 18-30 in the year he died) I have created the following campaign

Pre-Launch:

Using an initial teaser:

Point of view viral ads of Elvis waking, blinking and standing up in hut in Hawaii. 

Commandeering Radio 1 and Radio2, his songs will start to play over people talking. Then a mystery package as described on air, arrives at the radio stations above addressed :”Play this…from the King”

Framing a shadowy figure of his famous stance with “He’s back” in the following medias:

5 second TV adverts

Magazines including GQ, Men’s Health and famous men’s magazines in the US including Esquire and Men’s Journal.

Posters of his shadow across major cities in London, New York

Viral videos across YouTube, people gathering around an unknown hut in Hawaii

Guerrilla marketing: Celebrities of his time including Paul McCartney, Bryan Adams and Brian May paid to support a new campaign by adopting his famous hairstyle

Pay celebrities to start Twitter rumour about the King is back and where they have seen him. Also link to Foursquare.

Launch:

Pay Ed Sheeran to write an Elvis Presley song to engage the younger audience and who represents a similar singer/songwriter presence as Elvis did in the 70’s. Could also include Robbie Williams to add an edge.

London Underground and black cab adverts to promote to commuters who listen to Radio in UK. Also similarly in New York using Yellow Cabs.

Pay for the Daily Mail (popular amongst main Target Audience) for one day to print in the shape of Elvis haircut.

Launch new tour singing old songs with shows selling tickets via social media, giving discount to those that shared their purchase on social networks

Using social media to push the launch of the campaign, monitoring the sentiment and reaction via tools such as Radian6 to

Create memorabilia selling at the shows to take away

Create and Establish an Elvis Presley social presence including Facebook, Twitter and Pinterest.

 

Post:

Create a new CD for future sales including a duet with Ed Sheeran/Robbie Williams

Create interviews (breakfast shows GMTV, Life Stories with Piers Morgan), also in magazines and newspapers offering exclusives to specific magazines.

Write a biography of his come back and signings in large areas.

Create a TV documentary on Channel 4 with adverts selling his new CD showing his journey back- possibly lead into a film feature.

Create a fashion icon to bring back his era’s style: Create a collection in River Island and other high street chains like David Beckham in H&M to relate to a new audience.

What do you think of my idea? Good or bad please let me know on Twitter @nickwilliamgale

Campaign Review: Yorkie "Man Fuel for Man Stuff"

Nestlé’s Yorkie brand has been heavy criticised for its previous controversial ‘sexist’ campaigns towards what’s referred as ‘the enemy’ (warc.com). In keeping with its positioning towards ‘manly’ men and machismo, I believe the objective given to JWT was to produce a less aggressive advert focusing more on social habits of Yorkie’s primary target audience, rather than the former ‘belittling of women’ tag that the product used to be sold alongside. The concept: to highlight men’s feelings of super heroism towards completion of mundane day-to-day activities.

Regarding the campaign’s success, repositioning the brand has been successful; however I don’t feel this was achieved in the most effective way. Yorkie’s existence stems from its differentiation strategy away from the luxury and indulgence traits that are associated with the confectionary market. This has been achieved in this advert. However, similarities between this and Money Supermarket’s campaign, orientated around euphoric savings, can be drawn, from the visuals to the underlining message. Therefore, I don’t feel this advert is memorable enough. Males will or will at least try to relate to the message because of self-inclusion, but I don’t know if it will resonate enough with the target audience like the previous campaign.

What do you think of this advert? Do you agree or disagree with my thoughts. Let me know and feel free to contact me on Twitter @nickwilliamgale