TargetCast
I
was a bit nervous before heading to TargetCast as I wasn’t sure about what to
expect from it. It turns that the 3 hours spent there were particularly
enriching. First of all in terms of content: I think Colette and Heather did a
great job of explaining the process to implement a media campaign whether it
was for traditional and digital media and how they work hand in hand to fit the
requirements of an integrated marketing plan.
I
really enjoyed the fact that they could provide supporting examples to each of
their points, such as how Hotels.com enjoys the great opportunities that the
V.O.D offers, or how a very budget-restricted non-profit organization requires little
tricks and special techniques to achieve its goals while minimizing wastes of
money.
The
point that particularly intrigued me was about whether or not using Spotify is radio
related or Internet related. The fact that nowadays the boundaries of media are
blurred really resonated with me. I also really enjoyed our little discussion about
privacy and data provider companies. It made me question myself and realize
that I wasn’t totally aware of what I was sharing or not on Internet.
More
personally, I particularly appreciated Colette and Heather’s honesty and
simplicity while explaining how they started in the industry and how they were
constantly learning and adapting to the rapid technologic advances and evolving
consumption habits. I enjoyed the good vibes of the team and the enthusiasm of Steve
Farella. I’m looking forward to visiting a bigger company to have the
chance to compare the two different working environments.
Besides
the Targetcast presentation, I really enjoyed Ariel and Helene’s presentations.
I think that Khue did a particularly great job in transcribing the article author’s
message into tangible and current examples. I understood the full extent of the
brand equity concept while she presented us the three different colors of
Facebook, Tumblr and Twitter. The fact that all of us immediately recognized a
simple color literally freaked me out! I think we never really measure the extent
of power that brands have on us.
Evian
As I
mentioned in my previous entry, I started to follow Evian on Facebook, twitter
and instagram. I enjoy the content of their posts/tweets/pictures. They always
contain an inspiring, positive, energizing message whether directly related to
the brand or not. I also subscribed to the Evian YouTube channel “Live Young”,
which provides content such as interviews, trailers, making of, etc.
Their
longstanding commitment to the “live young” lifestyle is present through all
the different messages they spread out and all the different vehicles they engage.
As
I’m going further in my research, I now have a greater perspective on the extent
of the integrated marketing plan that they implemented for the new campaign
“Baby & me”.
Baby
& me, launched in April, contains different components: A video, a song, a smartphone
application, a micro website, and an outdoor campaign. The video has been
launched in two steps; first with a teaser and then the video a month after. In
parallel, the music used in the video was “Here comes the Hotstepper” by Yuksek,
which has been available on different music platforms such as iTunes.
The
smartphone application “Baby & me” allows you to “babify” yourself thanks
to facial recognition software. The application is available for download on
Android, IOS and Facebook.
Havas
Media International has been in charge of creating a microsite and an outdoor
campaign with interactive digital posters placed at certain bus stops in
Chicago to help meet the new campaign’s objectives. The microsite has been
created to “engage people to co-create a part of Evian’ content”: consumers had
the opportunity to record themselves via their webcam or phone while dancing
like the Evian babies and then upload their video to the microsite to create
the “longest music video ever”. Consumers could also purchase licensed T-shirts
and other goodies on the website. The outdoor campaign consisted of video
booths at Evian events and points of sales but also digital OOH (Out Of Home
advertising)
The
Digtial OOH were displaying at bus stops with backlit panels and 5
touch-screens to translate consumer movement into a digital baby dancer.
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