Axe = Sex

The axe marketing campaign has been directed towards younger males who for some reason or another have absolutely no concept of what women really want. Not that I would ever pretend to know. One thing I do know is that I have heard "who would spray that much cologne on themselves at once" several time directed straight at a guy using axe. Looking up several commercials on youtube helped me realize that their slogan is "spray more, get more". What a cruel slogan fr those of us that do not enjoy the smells that emit from those affordable slick looking bottles.

I also can't help but notice that instantly the females turn into animals whose only goal is to get the man. In other words the gender roles are switched and suddenly the the guys are the ones that are wanted.

My point is, whether or not I want it too because I can't stand the potent smell of axe, that their campaign is working. They have lulled the male between the ages of 10-20 into the idea that instead of being an interesting and lovable person you just need spray their cologne 100 times all over your body and women will be all over you. I guess it is worth a try.

But the truth is that by the age of 20 you should realize that the only thing axe is good for is covering up your BO after work outs but one spray is enough. Why did they need to invent a bottle that sprays constantly until it runs out. That is the concept of the air freshener not cologne.

Great Ad campaign regardless of my opinion on the product!!

Think Box TV Marketing Campaign

Through their television advertisements and their website think box TV of the UK develops a campaign focused on getting British brands to focus marketing dollars on TV commercials. In their commercial they develop a funny image of a man who when placed under hypnosis can only respond to questions through advertisements that he has stuck in his head. This shows the power and role of advertisements in getting brand names into the heads of customers, literally. The commercial can be found on youtube.com under think box ad.

In the UK TV commercials do not play anywhere near the same role as they do in the US. Instead they are only allowed before and after programs instead of placing them in the middle and interrupting the show. For this reason they are much less likely to be seen by the masses so corporations tend to ignore the idea of spending money on them. In the UK 3.8 billion pounds were spent on ad dollars last year which is roughly $7 billion, whereas in the US $180 billion dollars were spent in the last year. If the UK were a company they would only be 4% of the US's TV Ad dollars. This mean that Think box is fighting to not only get businesses to invest money in commercials but also get viewers to watch them. On their website they promote competitions by who can create the most funny commercial and advertise them all over the screen. This could be why many of the worlds most funny commercials come from the UK.

The picture on the right advertises the thinkbox TV planning awards in which the company rewards the brand that has developed the best advertisements in several different categories such as;

In 2009 there were six award categories:
Best Use of TV in an integrated campaign:
Best ongoing use of TV
Best newcomer to TV
Best use of sponsorship or content

Best use of TV innovation
Best use of TV for response
Grand prix: The Judges also award The Grand Prix from the winners of the six entry categories.

Think Box is doing a great thing for the marketing community of the UK by fighting to increase the share of money spent on marketing through television advertisements.

There has never been a more exciting time to be planning TV; programmes and channels to target every possible sort of person, new TV advertising formats, and new technologies to deliver it. Think box is the driving force of UK television advertising and has taken advantage of a gaping hole in the UK business market. They have targeted a broad market of businesses from small businesses to the businesses competing in the TV planning awards show. Instead of strictly segmenting the market and choosing one segment to go after they have strategically set up ways to attack all different segments in different categories while still maintaining a single brand image.

The T-Mobile Dance

Life's for sharing!!!!

The T-mobile dance can be found on youtube.com, it is hundreds of people at a famous train station that just break out and dance, all knowing the steps and just enjoying dancing together.

This was a great commercial but will never be connected back to T-mobile because they didn't do enough with it. If they would have decided to find several different places that they could do several different dances then it would be much more effective but also much more expensive. They created a very entertaining, long, and expensive commercial that doesn't point me in the direction of their brand.

My evoked set of mobile phone companies would be Sprint, Verizon Wireless, and T-Mobile so they have to be doing something right. But, I just don't understand why they would go through so much trouble for an advertisement that doesn't even show up on the recommended searches for google when you type in T-mobile.

Message consistency?

I have always enjoyed the sexy model that they have continuously placed into their commercials for the past few years which cuts straight to the point that they want to be "sexy brand". So why did they decide to jump into a completely different type of ad. Where did this come from? It is a very interesting and fun commercial but why did they decide to do it then pull away from making it a ad campaign?

PICK ME: Fantasy Football Campaign

Although the general idea of showing NFL players making plays is a basic tag for the fantasy draft, the addition of the superhuman abilities makes this set of commercials precisely entertaining. They contain the perfect ammount of humor and serious attitude to create a brilliant campaign for the fantasy NFL website and business.

Other aspects of marketing involved:
1) Using actual players labeled by team creates a halo effect, you don't see them using T.O. or Michael Vick. They are using credible and well known players each wearing the new sponsor for the fantasy football league, Reebok.

2) Customer Attention: As a viewer I saw all the different amazing plays and searched time after time to find a glitch in the graphics.

Customer Retention: I easily and quickly associate the commercials and campaign with the fantasy football draft so the message is not lost in the entertainment.

Field of References: All of America knows the context and rules of the game of football and can relate to the entertaining message that the commercials portray.

Sustainability: I feel that this campaign is extremely sustainable because there are several other amazing and unrealistic things that a recognizable athlete can do in the context of football. Fantasy football has been growing and growing over the last several years. More importantly the ads instantly leaves me wanting to watch more videos, so in my promoting opinion I feel like fantasy football and Reebok could and should continue with this advertising campaign.