Author Archives: kami

When I first heard we have to do the video on our project I did not expect it to end up having so much fun. I remember how we first were stuck with starting the script. But ones it was started it just flowed and the whole process of writing the script was really enjoyable (especially when you do it with your friends). The most enjoyable part was actually filming it and seeing how the whole thing is creating. I will never forget how we went to Toyota dealership in Richmond at 8 am, it was freezing and the only thing that kept you warm without having a jacket on is the support of your team mates. They were really cheerful and made the whole experience really fun. I also remember how we were stuck in the media library for the whole day because we didn’t know how to save the project in iMovie as project not as a film (and it seemed like no one did). So, the whole editing part was done in one day without any prior experience with iMovie or with use of Apple computers. To tell you the truth after all we went through with this computer I don’t think Apple is user friendly at all. Nevertheless, I was so happy when we were all done with the movie and had a good dinner out that night.

PS There is actually a lot more to write about this video project but the word limit does not give me this opportunity. So, in the end I just want to thank all my team members for making this experience so meaningful!

Coca Cola does not simply makes soda which the whole world is drinking, but also creates a contemporary culture.

Santa Claus as we know it, is created by coca-cola’s  Marketing Department ,  that has decided to associate a storybook character with brand 78 years ago.

And now during  the Christmas period is the time of Coca-Cola. The company spent almost 80 years to firmly link the image of Santa with the main winter holiday.

The words “Christmas”, “Coca-Cola” and “Santa Claus” are very closely connected with the tune that istightly memorized by many people “Holidays are coming”

We now present the Santa Claus as a venerable, unusual and old man, dressed in red because of American artist Haddon Sundblom and the Coca-Cola company.

It was year of 1931 when the company decided to turn St-Elf-dwarf in green stockings into the kind old man who is a symbol of the Coca-Cola brand. Santa Claus with a bottle of coke in hands, traveling on the reindeer and going  through the chimney pipes into  the houses to bring presents to children. The old man in the Red cap with white edging, and the same color pants and jacket, was the cheapest and most profitable model of everyone in the history of the advertising business.

The first print with Santa. 1931 year.

The prototype of the modern Santa Claus was Lou Pentice, a retired salesman  who was a friend of Sandblom. According to the artist his appearance was in full compliance with the appearance of the Saint: the kind person with wrinkles around the eyes, that made him  look like a perfectly happy person.

New Christmas character  turned out to be half legend, half-advertising; Santa  was dressed in a bright red jacket and pants, bordered with  white fur, and loved to caper in houses,  climbed over fireplace chimney, emptied the fridge, played with  the dog , occasionally drinking  a sip or more of his favorite beverage.

In 2006  Coca Cola has launched a commercial  “The Greatest Gift”. It is a magical video about Santa Claus, who gives gifts to the little girl  from 1930 ‘s to the present, and at the end to her granddaughter.

The Greatest Gift

Links:

http://www.coca-colacompany.com/stories/coke-lore-santa-claus

https://www.youtube.com/watch?v=gdnWplvu29U

While I was browsing through different marketing related articles and blogs hoping to find something interesting and relevant, I found an awesome blog called “Keep Marketing Fun” by Brendan & Brendan that contains tons of interesting and fun posts related to marketing. However, the post “How to Bring Offline Marketing Online” by Beth Thouin caught my attention as I love doing online shopping and it was interesting for me as a consumer to learn what strategies online retailers use in order to target their consumers.

In my opinion online retailers have to do much more work in order to sell their products because not only they have to compete with other online retailers but also offline stores as they can provide a better experience to the customers as customers can come to the store, touch and try the products that they want to buy.

Therefore, Beth talks about how online businesses should use creativity in order to attract people. The website should be catching and convenient to use.

I also agree with Beth on the second point which is focus on experience.  Online retailers should provide a very close to offline shopping personalized experience. An example can be Asos which shows the fitting on the model, provides his/her size and video where the customer can see how the clothes or shoes look in the real life.

The last point mentioned by Beth is Be Human which includes being friendly. For example if sales staff greets people in a store then online retailers should greet them online as well. I actually really enjoyed the website the Beth used as an example for this point. It is called Weight and Things, try it, it is so much fun!

Links:

http://keepmarketingfun.com/2013/10/24/how-to-bring-offline-marketing-online

www.asos.com/ASOS/ASOS-Bonded-Check-Cape/Prod/pgeproduct.aspx?iid=3211447&SearchQuery=cape&sh=0&pge=1&pgesize=36&sort=-1&clr=Navy

www.asos.com

www.weightandthings.com

This post is a response to Eimon’s post on Toyota’s targeting strategies. I really enjoyed reading this post as Eimon did a really good job by not only explaining but also providing examples on how Toyota target different market segments. The post contains Toyota’s commercials for European, American and Asian regions. It is really easy to follow the blog post and see the differences in advertising the Toyota cars in these regions. Besides, all the videos chosen by Eimon are very interesting and catching attention of the viewer. In my point of view Toyota does a really good job in understanding the culture of the regions it advertises its cars. For instance, in Toyota Corolla commercial for US Toyota shows the history of US culture in a very fast and cool way. In advertising for Korean market, Toyota understood the  interests of Korean people: they like Korean pop and dramas. So, in order to target that market Toyota used popular Korean pop band to sing the song about Toyota Corolla and in the next video it uses the famous Korean actor to film a short commercial that looks like Korean drama to advertise Toyota Camry. Another point is that if we take a closer look at those commercials we can clearly see that the cars Toyota advertises in Europe are smaller that those in US as the company understands the targeted region so well. It is known that Europe has very narrow streets and people will value more smaller and fuel efficient cars, however, in US people prefer having a big cars with lots of inner space, therefore, Toyota advertises Toyota Tacoma truck for US market. I believe that if Toyota continue to follow its strategy it will continue to be successful around the world

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In 2004 Dove did a research “Real Truth About Beauty” aimed to identify what real beauty means to women. It turned out that only 2% of women think that they are beautiful and 75% of women would liked social media to show the non model looking women in addition to models. After getting the results of the research Dove started the global “Campaign For Real Beauty” aimed to bring attention of the society to the problem of women’s low self-esteem which is connected to the current stereotypes about the beauty.

Below are the couple of videos for this campaign:

Evolution

This commercial shows the evolution of simple girl into a “supermodel” in one minute. During this time, which is compressed by speed filming, make-up artists  are working on girl, and subsequently the photo of the girl is seriously edited in Photoshop. The idea of the video should eliminate the opinion about the special beauty of the models and also, explain to women that the concept of beauty is distorted. The tagline of the campaign is “Every girl deserves to be beautiful just the way she is”

Onslaught

The “Onslaught” actually encourages people to pay attention to the environment in which girls grow up, and who they are going to become. The tagline of the video is “Talk To Your Daughter Before The Fashion Industry Does”. The video talks about perverted unnatural standards of beauty, about lie that surrounds children starting from childhood, and that there’s no escape from this lie, because it is everywhere. And if not every adult is able to filter the information and be aware of the truth, then what about the innocent children who are ready to believe anything. Images from the video call to resist the “standard” beauty advertising . The video shows the review on what is going on in the beauty industry advertising nowadays and the consequences of this advertising: anorexia, bulimia, surgical scalpel, injections and so on and so on and so forth .

I think Dove did a really good job by raising the issue of how we see the beauty. In my opinion, this is one of the best advertising campaigns, because it is directly addressed to the real people, passing by the stereotype of female beauty with model looks. Such advertising looks very sincere and increases trust to the brand.

Links:

http://psucomm473.blogspot.ca/2007/03/dove-campaign-for-real-beauty-case.html

https://www.youtube.com/watch?v=hibyAJOSW8U

https://www.youtube.com/watch?v=9zKfF40jeCA

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McDonald’s spend more than $2 billion on advertising each year. The company realized a long time ago that it is not adults who bring their children, but children who bring their parents to the restaurant. It is really hard for parents to say “no” to their kid especially now when parents are busy working and do not spend enough time with their children. McDonald’s system of attracting customers through children is developed very well: playgrounds for children, celebration of birthdays for a very good price, handing out little bonuses to kids, standing in a queue with their mothers, attention and tolerance of the staff.

McDonald’s Commercial 2013

The best attraction for children is the famous Happy Meal, which in addition to the regular Burger, french fries and drink includes a collectible toy. And all of this is wrapped in a colorful box, and kids love when they have their own personal food in a personal box. Toys are most often produced in sets, and if the child likes the set, then it is possible that parent will have to buy the whole set, which means 8 times go to McDonald’s.The happy clown Ronald McDonald is almost the most recognizable fictional character among children. By popularity it is second after Santa Claus. Clown meets guests at the entrance to the restaurants, screens in advertising, visits sick children in hospitals.

The only question is: Is it ethical to target fast food advertising to children? Everyone knows that eating at McDonald’s is not healthy as the food is high in salt, fat, calories and sugar. Children are influenced most by advertising and the company just use this fact to make more profits and do not think about children’s health. McDonald’s does not stop its children targeted advertising even now when more and more kids across the world suffer from obesity.

Links:

http://www.coloribus.com/adsarchive/prints/mcdonalds-baby-bun-4983155/

https://www.youtube.com/watch?v=WKlHZ_mQm34

http://business-ethics.com/2011/05/31/1441-marketing-to-children-accepting-responsibility/