Diesel campaign; heidies hijacking diesel.com

Our lovely people at Farfar in Sweden won The Grand Prix Cyber Lion on this campaign. Good work. 

We love to have you brilliant people in the network!

How to create a YouTube succes

This video reached the magical number one on Youtube on the 22th of june. The secret is once again timing, and shows how important it is in the web 2.0 world to be able to react and do it fast. This is how to create outstanding social media campaigns. I’m not impressed by this production and a lot of creative things could be discussed, but they managed to tap in to the public agenda on just the right time and with the right speed. The video is on the 250.00th view in this moment.

The secret of PR

Gaining clients versus keeping clients; Quote of an early morning

Had a bad start of the day. It’s 6 am and I can’t sleep, so my mac is always a good date. So here you go - an early quote, which will get the day of mine kickstarted in the best possible way..

“It is the thrill of the chase” - “Landing new customers is sexy, like cavemen slaying a gazelle on the grasslands. Keeping current customers, like gathering nuts and berries or growing a garden, is hard work”

It’s from Huba and McConnells fantastic Creating Customer Evangelists, talking about how much it cost to gain a new client compared to nursing the existing. But the marketers seems to focus mainly on gaining clints. And I must add, the advertising and media industry is not so much different; the industry keeps focusing on pitches and new bizz… It’s more fun to go hunting! But could we see this in another perspective…? I see the problem as this; it is not the customers being illoyal today - it’s the marketers being illoyal to their exiting customers. And thats is a bigger problem than the other!

Isobar TV from Cannes Lions - get live video and the best stories everyday

Video from Cannes Lion

Everybody left for Cannes Lion and I’m stuck back home in DK. Especially this year it seems incredible unfair to be left outside the magic city, ’cause 2007 will definitely be the year where media dominated the program

The last years social media/digital media/event media - (just but everyword you can come up with before the word media and you pretty much get it) - has had an enourmous share of the brainactivity - at media agencies AND at ad agencies. And it seems as this trend has made a much stronger impact on the people making the program at Cannes Lion than in moving the ad money where our mouth (and consumers) are.

So looking with envious eyes on workshop, seminars and stuff, I feel all left behind….

BUT - eventhough it makes me a bit more sad afterwards I enjoy getting a sneak peak everyday at this site. It’s powered by Isobar and got the link from Dan - In DK it also airs on Markedsførings Nyhedsbrev everyday.

http://www.isobartv.com/

Thank You for bringing the lost boys (and tinkerbell) a step closer to Neverland…

Great interactive outdoor

I love this

Thanks to Dan. The campaign isn’t really new, but as Dan writes on his blog it hadn’t reached my attention either - so I wanted to share anyway….

Dan says: This is pretty old - it won an award earlier this year - but it’s just hit my radar thanks to an appearance on Digg.The campaign was to promote the launch of BBC World in America, and consisted of 4 different pictures, up in the same spot on different days, allowing passers by to vote on their perception of the picture, with live display of results.

Why is social media on web 2.0 different?

As Daria Rasmussen (my lovely co-worker) and me stressed several times under a conference on social media we hosted in march this year, social media is in its basic nature not so much different than 20 years ago. We now use last/Pandora or ilike to express our identity through public playlists, we make profiles on social networks as we  spend ours fillig out friendship-books and passing them  through our social networks 20 years ago (Personally I always had a problem filling out the “My future”- box, because my outer self wanted to be a hip journalist writing about politics and media, but deep inside I still had a little girl really wanting to be an indian princess - but I ever wrote that, in case some of the boys from the 6th grade would see the book)

The things going on in the media users heads and in their social interaction is not so much different. But the huge gap is in the speed in which these things go on. The adaptation rate is sky rocketting and I get dizzy just by thinking about the reach of our messages.

So there’s nothing new on social media - the news is in the broadband acces…

This is a good recent example copied with pride from Dan Calladine (love your newsletter, Dan!)

iLike popularity jumps due to Facebook widget?
“In true Internet fashion, iLike has gone through a year’s worth of
growth in a little over a week. As I wrote here last week, the company
went from having just 1,200 users to having more than 400,000 in a
little over a day — which taxed its resources to the point where it
doubled the number of servers it was running five times and still didn’t
have enough capacity. Eventually, the company had to plead with its
Silicon Valley friends and neighbours to provide extra servers for it to
use. And where is it now? It has quintupled in size again, and has more
than 2.2 million users.”

Read the whole article on Ingram 2.0 here

Most viewed danish music video

Posting Utada’s video I came to think about this danish music video which has reached the magical 1 mio views on Youtube. We did the counting on danish videos doing a digital media workshop for a big music/video client of ours a month ago. Everybody guessed that the most viewed would be some new, young, hip music guy featuring girls in bikinies…. Yeah they were right about the bikinies, but young and hip - You see for yourself… Amazing how this social media phenomenon seems to be able to surprice once again…

Welcome to optimism….

Yeah I borrowed the title from W+K Londons blog. Just like the feel of it. And I just wanted to post two videos that made my day a bit brighter on a rainy danish summerday.

This Adidas video. We are blessed with having Adidas as a client but this version didn’t run in Denmark. We aired a running version, which as also great, but the story in this is better - the danish one had more homour though. But I like this one and the sound, images, feel everything. It has a childish feel and a positivity which I love.

The other one is a music video from a japanese singer called Utada Hikaru, whom I didn’t know until I had a 14-year old girl as I was babysitting in my teens on weekend here in Aarhus. She showed me what she was interested in right now, and I must say that while having a youth with 90210, take that and all American dreaming these young girls are so fascinated by what’s happening east of us instead. That’s really interesting!

This video makes me feel happy and I totally fascinated by the colours and pictures….

Misunderstanding creativity

Sometimes it seems as a lot of the people around me lacks a basic understanding of creativity. Especially after we started pushing the concept of media creativity, and takes creativity a step further from the print ads and TV commercials formerly know as “THE creative work” and stressing it’s meaning to apply it to a process. I get that my mom doesn’t understand, but I totally freaks me out that it seems as so many people in this business don’t even understand.

To stress my point, this is a case where creativity is interpreted in worst case possible. This is a direct mail campaign send to one of my friends - Andreas at Busto - I left Andreas’ own comments below the picture…

“Dear Andreas. With an ad in Market Magazine, your salespeople better start polishing their shoes” Taped to the poster is a tube of shoe-polish…
This is the lamest direct mail campaign I’ve ever seen. They hired some two year old to tape the shoe-polish to the poster. It came in an envolope, making the poster really creased….and don’t even get me started on the concept and copywriting…I think they teamed up with the two year old who did the taping, and some 90 cabaret entertainer last seen on a stage right before the end of WW2…This actually convinced me never to take put an ad in the magazine…Do they really think I get out the check-book as soon as I see my name on a poster…If this is new media…I don’t want it..

Does anybody have something to say about this?