Cadbury Dairy Milk 'eyebrow dance'

Agency: Fallon

Client: Cadburys

Brief: Create a piece of content that gives people the same joyful feeling they have when they eat Cadbury Dairy Milk

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I first saw this and was totally confused, but yet not surprised that it was for Cadbury's after the infamous truck advertisements. Basically, it is two children moving their eyebrows to the song "Dont Stop The Rock" by Freestyle. And it ends with the girl bursting a balloon. This is totally random and it is impossible to see how such an advertisement relates to Cadbury's chocolate. Personally, it doesnt make me want to go out and buy Cadbury's, although here I am writing about it on the blog. What do you think this advertisement achieves? Take a look.

Powerade "Never Give Up" Campaign

Agency: Cybercom Ireland

Client: Coca-Cola

Brief: Drive sales through re-positioning

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Background

The problem here was that Powerade was only positioned third in the lucrative sports drink market in Ireland. Coca-Cola decided on a technique which involved a viral campagin, which was to act as a 'channel for following'. The idea of this campaign was to follow 22 year old Will Cullen through his first triatholon.

Creative Execution

The creative execution behind the campaign was

A series of viral videos

A blog http://www.bebo.com/nevergiveup

Social media communities

Online PR http://www.nevergiveup.ie/

Banner advertisments

This was backed up by a series of television advertisements which were comprised of mini documentaries, following the progress of Will Cullen.

Results

Year 1:

43,000 separate consumers visited NeverGiveUp.ie
21,116 viewed The Powerade TV ads on YouTube, Bebo or My Space
The client measured a 625% return on investment from digital

Year 2:

Powerade recorded a 24% increase in sales in 2008
Powerade has increased its market share by 6% to 27.5% market share
Online Advertising drove a total of 7,685 visitors through to the website

Is the Future of TV Online?

This is something I found myself thinking the other day. Here's a few reasons why on-demand is certainly in more demand.BBC iPlayer was launched in December 2007. The target audience for this is 16 - 34 year olds. In it's first 12 months since launch, the BBC got a total of 271 million requests to view programmes through iPlayer. They got 41 million alone last December. And there's no reason to think the iPlayer won't grow even more. The BBC just introduced downloading for Mac and Linux users, as well as a special version for CBBC. And iPlayer was the number one fastest rising search term in the UK according to Google.Next is Sky Player. Sky Player lets users watch all Sky tv programmes on their laptop or PC. Sky recently signed a deal with the BBC and Channel 4 so that it can shows some of their programmes. And it doesn't matter if you're a current Sky customer or not. Because you can take out a subscription package just for Sky Player. So you can get all the benefits of Sky tv on your laptop or PC. And if you are a current customer and sign up to Sky Player, you can get the very same package you have on your tv.

Social networks are also getting in on the act and MySpace has been the first to get involved. Later this year MySpace will be available through tv sets on the new tv application framework called the Widget Channel. This channel is co-developed by Intel and Yahoo. The Widget Channel will be available on internet-enabled tvs. Samsung is launching it's own range of these tvs in spring. This is part of the partnership they launched with Yahoo earlier this month.MySpace users will be able to receive friend updates, read and reply to messages, receive friend requests, publish status and mood updates, see updates from friends and browse profiles and photosall all through their tv.I think this is true convergence. A one stop shop that merges tv and online worlds. I wonder how far behind fully functional web browsing on tv is? Will broadcasters look at the possibility of launching tv shows online at the same time they're being released on tv? I heard rumours FOX was looking at launching tv shows on their YouTube channel.Overall, , I can't these developments ever replacing traditional tv. But it certainly opens up a whole new world of choice and possibilities. And it's certainly exciting.

What do you think?

Welcome to the Bluesky Board Blog

The idea of the Bluesky Board is to increase creativity and creative thinking within the course on an internal level by encouraging more “blue sky thinking” via a “blue sky board”.

The Key Learning’s of the Bluesky Board blog are:
1. To expose advisors to creative and innovative global campaigns
2. To compare the strategy and objectives with the actual creative execution
3. To create an in-office discussion of advertising/marketing campaigns
4. Facilitates a hot topic for discussion of ‘how would I have done this campaign better’ thus encouraging debate and appraisal of current campaigns


The board will consist of interesting marketing campaigns that shows innovative or fresh thinking. The creative execution via imagery. The actual strategy underlying the campaign will be mounted on the board in the form of short text outlining key strategic objectives
The results from the campaign detailing the impact of the campaign, any industry awards or marketing community feedback.

All comments are encouraged and welcome.. Happy blogging

The Bluesky Board Team