Ignition 5 02.12.13


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Ignition 5 02.12.13

  1. 1. 02.12.13
  2. 2. This Week... Sorry I spent it on myself, Spinfluence – No Mugabe, Anti-Sikh Graffiti backlash, Be Clear On Cancer, Game changers Sorry, I spent it on myself Harvey Nichols Spinfluence - No Mugabe Carpet Bombing Culture Anti-Sikh Graffiti backlash Gap Be Clear On Cancer Public Health England Game changers Mazda Canada
  3. 3. Sorry, I spent it on myself Harvey Nichols Self-gifting is becoming a huge retail trend but it‟s a hard concept for advertisers to crack. Harvey Nichols have released a Christmas campaign called „Sorry, I spent it on myself‟ which encourages consumers to abandon thoughtful giving and spend as much as possible on themselves. The ad depicts Christmas day in households in which one family member has spent all their money on themselves and bought rubbish presents for everyone else. The Sorry, I Spent It On Myself range is available instore and online. They include paperclips (metal plated, of course) for 99p, a luxurious bag of Authentic Lincolnshire gravel for just £1.61, a water resistant sink plug for £1.13 and a pack of 100 per cent wooden toothpicks for 47p - all housed in chic Harvey Nichols packaging. It is the season for self-indulgence after all!
  4. 4. Spinfluence – No Mugabe Carpet Bombing Culture To launch Nick McFarlane‟s new book, „Spinfluence -The hardcore propaganda manual for controlling the masses‟, the marketing team at Draft FCB decided to take some lessons directly from the content of what they were promoting. To launch the book they gave the country a lesson in the power of spin by carefully manufacturing a rumour that revealed African dictator Robert Mugabe was coming to New Zealand. This is how they did it...
  5. 5. Anti-Sikh Graffiti backlash Gap Gap turns anti-Sikh graffiti on subway ad into PR victory. The senior editor at The Islamic Monthly and founder of TheMuslimGuy.com, posted a picture to his Twitter and Facebook wall of a defaced subway advertisement for Gap featuring Sikh actor and jewelry designer Waris Ahluwalia. The caption had been changed from "Make Love" to "Make Bombs," and the writer had also scrawled "Please stop driving TAXIS" onto the poster. The next day, Gap tweeted back at Iftikhar to find out the location of the ad, which is part of its holiday "#MakeLove" campaign featuring a wide variety of diverse models. But that wasn't all. The company proceeded to change its Twitter background to the picture of Ahluwalia, to show solidarity and support. Members of the Sikh and Muslim community applauded Gap for this and have started their own Thank You campaign. It is a lesson for marketers in social media communications – where being quick and offering up a genuine, human response can pay dividends.
  6. 6. Be Clear On Cancer Public Health England Public Health England concluded that almost a third of men didn‟t take action the first time they spotted blood in their urine. In response to this, they implemented thermo-chromatic urinal posters, designed by M&C Saatchi, London to get men to tell their doctor if they notice blood in their pee. Even if it is 'just the once„.
  7. 7. Game changers Mazda Canada Mazda Canada„s new in-theatre gaming experience to promote its Mazda3, puts movie-goers in the driver‟s seat with a new way to use mobile tech in cinemas. “Fast Lane” is an interactive film that connects a person‟s mobile device to the big screen. Using their smartphones as steering wheels, audiences race 2014 Mazda3s. Movie-goers compete against each other and a real-time leaderboard tracks their progress on screen. Participants can win concession products just for playing and those who win are entered into a draw for a free movie night. Participants are also able to request a test drive directly from the app, which sends their contact information to Mazda dealers who follow up. According to JWT, more than 6,100 test drives were requested.