Goodyear has replaced its blimp with an upgraded airship called Spirit of Innovation, and a campaign launching this weekend will tie its blimp history to college football traditions.
Ocean Spray has created a virtual-reality experience using Facebook's Oculus Rift technology to immerse viewers in the flooding of a cranberry bog during this season's harvest. The five-minute video and experience, called "The Most Beautiful Harvest," will be shown to 250 influencers in 10 cities, before being released more widely next year.
Facebook is testing its new mobile advertising format that enables brands to create an interactive environment that could include image carousels and videos. The first brands to trial the new format are Mr Porter, Carrefour Spain, Michael Kors and Gatorade. "We look forward to seeing how marketers use this surface to create compelling experiences for people and drive key objectives," Facebook's Kelly Graziadei said.
Clorox is tripling its programmatic budget this year compared to 2014, and it will now make up around half of its digital spend, said Chief Marketing Officer Eric Reynolds. "We're well aware of the issues around ad fraud and viewability, but we are now getting comfortable with ways to make sure our ads are being viewed by humans and are viewable. The value for us as a marketer is impressive, so it's worth going through these challenges," Reynolds said.
Over half of chief marketing officers intend to increase their budgets over the next three years, according to research by IBM and the CMO Club. Content generation will take up the largest portion at 13.3%, followed by traditional advertising at 11.5%, online advertising at 11.1% and events at 10.9%. "CMOs are really focused on investing across the customer journey," said IBM Commerce's Jay Henderson.
Coca-Cola has tested advertising on Whisper, the anonymous messaging application. The ad asked the Whisper community for ideas to tackle cyberbullying, noting that nearly 3 in 4 teens had been bullied online. The test ad was an extension of the company's #MakeItHappy campaign.
OppenheimerFunds is seeking to bring a breath of fresh air to financial advertising in a campaign from MRM//McCann called "Invest in a Beautiful World." The push uses provocative images from around the world to show that beauty and opportunity can still be found in unlikely places. "Once you look to the long term and expand your view, as we do at OppenheimerFunds, the world reveals itself to new opportunities that others may have missed," said Chief Marketing Officer Marty Willis.
Omnicom Group has combined the BBDO, DDB and TBWA studio production departments in New York to form a unit called eg+ worldwide. The teams will be based in a single location and will retain their independence while also collaborating on accounts. "Global clients are requesting more channels, and we had to scale to distribute their messages in all mediums," said eg+ CEO Paul Hosea.
Automated advertising processes can enhance creative by personalizing the concept and making it more meaningful for the consumer, writes Publicis Seattle's Ryan Stoner. Content should be optimized so that it's directed to the consumer at exactly the right moment, and data should be used to develop an in-depth understanding of each consumer. "Brands have the opportunity to become media creators with our digital ads -- using the data variables to create dynamic stories that respond to the needs of our audience in a compelling way," he writes.
McGarryBowen London has created a TV spot for Honda's HR-V called "Honda Stepping," which features the vehicle and a group of 60 precision walkers moving in synchronized harmony at London's Wembley Arena. "We wanted to kind of convey the sense of how, when things are perfectly designed, how they can make you feel," said Paul Jordan, executive creative director for McGarryBowen.
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