All posts in category Marketing
Posted by Claire on March 15, 2012
JWT reminds us that tomorrow is Valentine’s day. Don’t forget to shave guys!
Posted by Claire on February 13, 2012
Really nice ad from Israel for the road safety by Roni Kleiner. Really interesting approach that is less agressive than the bloody ones that don’t have any impact anymore. However it is weird that we don’t really know for who this ad was made.
Posted by Claire on February 7, 2012
Nowadays everyone knows what is a QR code (if you don’t: QR Code) and as I am an early adopter I have used QR codes for a while on brochures I had to design, on poster for the non-profit I was involved in, in my business card… I scan them from every support from ads in the transports to magazines through promotional cookies. So far I saw a lot of boring use of the QR Codes like solely providing a link to the company website.
But I just discovered the ultime use of QR codes: Event invitations! Tiffany shipped 3,000 cookies with a QR code that linked to the invitation for the Fashion Night Out of the Brand. Isn’t that great?
Posted by Claire on January 29, 2012
For our class blog I had to answer several question about me. Here are my answers!
Name: Claire Souchet
Hometown: Paris, France
Why did you choose GMCA?
The global dimension of the program particularly attracted me. The immersion in global and cross-cultural environments in marketing and advertising is very important nowadays when worldwide competition, market integration and cultural lifestyles and values redefine the segmentation of markets by challenging traditional national boundaries.
I was also particularly attracted by the professional orientation of the program, especially the Cap Stone, two-week experience for a real campaign.
Have you ever worked in your industry?
I have been doing an internship within a wedding planning company in Boston, in which I have been taking part in the planning and organization processes of several events as well as in the online communication and advertising of the company. Such an experience in event planning, in which the relationships with customers are essential, has deeply strengthened my original inclination for marketing management, branding and interactive communication.
I still do not really know in which specific field i would like to work, Marketing, PR, Advertising… However with the knowledge I am getting from GMCA, my previous background and my personal interest for event planning I choose to do an internship in wedding planning. As I mentioned in the previous question I completed several task both in event planning and online communication and advertising.
I really enjoyed the two parts of my internship which I, in all likelihood, expect to find in my future professional activities, namely the event planning on the one hand and the social media marketing.
While I was doing an internship at the DA office in Paris few years ago, I had to leave the office to go on a crime scene… I was wearing the nice ivory muslin skirt on the picture above!
If you could be any fictitious character, who and why?
Dirk Pitt, main character of Clive Cussler’s Novel. He is an extreme diver, fearless and adventurous world traveler but also smart and meticulous. He lives in a disused hangar near DC airport, where he collects old cars and drinks the most exquisite tequila.
Posted by Claire on January 17, 2012
During the class of Marketing Management in a Global Environment, we studied the VOSS Water case. This case presented VOSS, the Premium brand from Norway. The positioning of the product is high-end and everything has been considered to create a strong brand image, from the packaging designed by the former creative director of Calvin Klein, to the distribution channel. VOSS uses an exclusive distribution and has been for a long period exclusively an on-premise water, only found in restaurant, hotels and clubs.
In France, I had the opportunity to drink some Chateldon. Chateldon, also known as ”the water of the sun”, was the first mineral water being bottled and transported in France. Indeed in 1650 a doctor told to the Sun King (Louis XIV) that this water had medicinal properties. The King then chose it for his daily usage, as well as for major events in the Kingdom, including his own wedding. The water was transported by mule from Chateldon to Versailles (almost 300 miles). Currently the Chateldon is an On-Premise water, only found in french luxury hotels and restaurants.
An interesting question may be why such exclusive water is not as famous as some more casual waters such as VOSS? Is there a marketing choice or a marketing mistake?
The choice could be that this water is so prestigious that it is reserved for insiders, enjoyed like a “speak easy” water. However the mistake is that an important communication on the quality and on the history of the Chateldon water may have raise interest both for the water itself but also for the restaurants that serve it. Even if places like the Fouquet’s, or the Lutetia don’t really need additional advertising according to their leading position, several other restaurants may benefit from this image in the foreign tourists’ mind.
Who wouldn’t try the water that the most beloved King use to drink? It’s almost like being part of the Royal Court…
Posted by Claire on January 15, 2012
In a subway station in Paris, IKEA, the swedish furniture retailer, created a loft where 5 roommates will live for one entire week. The brand releases a video everyday on Youtube to advertise its smart solutions for small apartments.
This type of marketing as already been used by the brand in Australia last year. Indeed, 100 Facebook fans won a sleepover at their local store, testing the different spaces from kitchen to bed, through the living room.
Posted by Claire on January 13, 2012
During the holiday I received a very special gift from a very special friend (yes Laurianne I know you will read this): a baby bottle of Pink Nicolas Feuillatte in its tiny and cute Pink Jacket.
This nice and innovative packaging on a bottle of champagne reminded me of the master in the art of bottle packaging: La Veuve Clicquot. Indeed, in 1873 La Veuve Clicquot released a special edition with a yellow label. Since then the Brand kept on innovating, in collaboration with worldwide famous and different artists and designers such as Pucci or Porsche Design for creating packaging every time more fancy and unexpected. From the bricks to build a wall to the bottle sized fridge through ice box and tote bags. Have a look to some of the design imagined by La Veuve Clicquot.
Posted by Claire on January 12, 2012
Ten years ago, free.fr shaked the french market of Internet Service Providers by offering for the first time the Freebox featuring the Triple Play (High speed Internet, Cable TV and unlimited landline calls) for a price as low as 29 € per month whereas the prices of the other providers were far higher. This offer created a revolution and the other french providers tried to match it. However Free.fr remained at the cutting edge of the innovation, providing each time better services and always new features (currently fastest internet, personal website, unlimited call to more than 100 destinations worldwide, etc. for still 29€ per month).
Today free.fr goes one step further and creates the buzz about its wireless offers. According to the telecommunication agency, free.fr has to unveil its offer by January 12th. For months now free.fr has been playing with the anxiety of its competitors, Orange, SFR and Bouygues, teasing lower prices (Xavier Niel the CEO talk about cutting the bill by two) and extensive features. The entire country is connected to the website live.free.fr, which is by the way still under construction. Customers are eager to discover the amazing offers while competitors are worrying for their market share and preparing the reaction. Stephane Richard, CEO of Orange affirms that Orange is ready to launch new offers as soon as free.fr unveils its own.
The communication strategy is designed for an insider audience. Indeed, day after day a rocket made with ASCII code appears on the website and people are trying to break the code that will give some informations. According to some coding experts, the code may say “jesaispas” (idontknow) and the 4 digits under the rocket may be both the time of the launch (1:37pm) but also the price before taxes that would leed to 15,99€ all taxes included.
In addition to the rocket some information is hidden in the source code and other may be reached by some nerdy techniques like the Konami Code on the main website that leads to a gif animation of a flying rocket with the Love Boat theme.
Well lots of fun and a great marketing campaign but even if free.fr already has almost 5 millions consumers for its Internet Service, the wireless market is a mature market and the company will have to fight to build its presence against the strong competitors.
Wait and See!
Posted by Claire on January 5, 2012
Great blog post by Ivanka, one of my friends: Musical Stairs!
Even though we know it is good for us, we all struggle with taking the stairs when an escalator or elevator is nearby. It is a bad little habit that many people are not willing to change (including myself!). I came across this video put out by Volkswagon that created a fun and unique way to encourage people to exercise a tiny bit more. The campaign, put out by Swedish Ad Agency DDB, is called The Fun Theory and is meant to serve as a launching pad for a global competition to use fun to change people’s behavior for the better.
Volkswagon transformed a stairwell coming out of the subway system in Stockholm, Sweden into a giant functioning keyboard (remember Tom Hanks in “Big?”). Each step plays a different musical note when someone steps on it. It was an overwhelming success! Approximately 66% more people than normal were choosing to take the stairs rather than the escalator.
And in addition to succeeding in making commuters a bit more active, the stairs became an internet hit generating tons of publicity for Volkswagon. The video above has generated more than 16 million views! News about the stairs was taking over many news websites and social media sites. Some people even went so far as to make some Youtube videos with their own musical composition! Talk about creativity!
From my perspective, this campaign demonstrates that everyone has a bit of childlike “imagination” inside them and adding a bit of fun to your day can actually be good for you! As a publicity campaign it is great because it draws consumers close to the brand without bombarding them with information on why they should purchase Volkswagon. They even had contests for consumers to submit their own ideas about the next Fun Theory campaign. Great way to generate interaction with consumers!
Posted by Claire on December 11, 2011