The Magnum Challenge

I clicked on a banner yesterday!

I was placed on trendsales I guess. Doing my early in the morning shopping with my laptop on top of my bed while my boyfriend was still sleeping. (and here I am again) This is my favorite time slot. The sun is up, the house is quiet and there is time to do online shopping on my favorite sites amazon, trendsales, youheshe, reading blogs, news and checking out the weather on the day to come.   

This is the perfect spot to expose me for this banner. Do you want to dream. Oh yes! Do you want luxury and being spoiled? Yes please. Click this banner! Ok I will. And I ended up on this page the magnumchallenge.dk. And I don’t now how much was fascination over the beautiful pictures, the interactive twist’s or just that I was in the right situation to start dreaming, but anyway I ended up spending 10 minutes or more on the campaign site. And I had fun. And I don’t even like Magnum icecream. But this definitely took my ten steps closer to try. 

So I don’t now if it was perfect media planing finding me in this situation, the endorsment from the desperate housewife universe, the pictures of luxury and the opening to dream, but this campaign worked for me - or for the advertiser in deed. 

Should be sponsered by Schweppes…

In addition to my pervious post this is an interesting twist. 

Cadbury could sponsor this concept worldwide and really splash the hot summer…

Contemporary sustainability

Last month I held a seminar for all our clients about green marketing. We did a lot of research and the wonderful team did such a great job on this. One of the points that surprised us was actually how conscious the consumers were about sustainability not just being a “make good” thing, but had to be a strategy worth following for the companies. As one of our focus group members said, if it is not a good deal for the company then they can’t keep doing it. And further more they noted that we, as consumers have a huge role in this, because, where we put our money decides which solution is sustainable in the long run.As Peter Ingwardsen, director of danish fashion brand Noir, said in his issue of co-editing Eurowoman,  ”Everytime we buy, we vote for the world we want to see.This point is also stressed in Faris’ post on the bias in CSR where he adress’ the nature of CSR as a mean to a goal. “Of course they are. They are businesses. All they care about is money. That’s the function of business - to generate profits. (The social responsibility of business is to increase its profits.) It doesn’t matter whether or not you think Milton Friedman was right. That’s the way businesses operate - their responsibility is to deliver profit for their shareholders.” Quote from Faris’ post on CSR.

When the rollercoaster reaches the top..

Last friday at the agency we had our fortnight management briefing, and came to discuss how the global financial state will impact the danish economy and our business. We can hear some of our clients being very concerned and some seems to don’t care at all. Those who care acts in two ways - pressing the speeder to defend marketshare in a more competitive environment, or some just stand on the break. It was an interesting discussion and made me think a lot about how we can better help our clients in this environment. Is there special competences we have to nurse and how do we help solve their challenges when the “going gets tough” in a cost efficient way.  

 

In my search for ideas and knowledge on this I fell over David Armanos recent post on this in a cool little prsentation. The presentation is 10 slides with each a point on how to thrive through a recession. See the post here or download it on slideshare here. 

 

 

Blog Action Day

Blog Action Day: I just think this is such an interesting idea that I had to participate.

Even though my head is a bit tired. Left home at 5 am to go and join a Nordic meeting where all the heads of Comms planning in the region was having a talk about different strategic approaches. Interesting how countries so close can solve a task so differently. But it was a good day and we exchanged experiences. I spend a lot of time yesterday finishing my presentation on status in DK, so I already feel I’m in the middle of a week, even though it’s only 20 pm on a monday.

But Blog Action Day it is and the environment is the issue. In this relation I just want to state my thrill on Al Gore receiving the Nobel peace prize. Interesting.

My contribute to this day will be a link to a danish climate site where you can calculate your own emission. One ton less it is called. I mentioned it before, but will repeat it because I think this is a perfect way to put focus on the personal emission.

Here we go: The link to http://www.1tonmindre.dk/ - and a screendump to

An ode to Dove Onslaught

After two crazy weeks of 24-7 work I’m sitting in the train on my way home from Copenhagen, where I’ve spend most of my week - and last week by the way. But it has been fun and meaningful and then you can manage even the hardest challenges.

And when the work feels good and you feel you are actually able to make a difference and have a meaningful relation with the clients.

And yesterday I saw the new Dove film for the first time and I got goosebumps all over. It’s wonderful and I love every second of it. The brand keeps making their real beauty-theme bloom once again.

Top 27 under 27:advertising young minds: blogroll

I just made the list of top 27 blogs of people under 27! Proud to be number 26 on this list, although I actually am 27, but will enjoy it till they find out.

Here’s how it’s calculated and the official listing.

This ad is so funny

How a blog post keeps living

It is sometimes funny to observe how a blog post kinda has its own life. Months ago I posted about Tales of the past 3 and ever since it keeps attracting visitors. But is is highly unstable - some days are good and somedays it seems as the gamers out there are all gone. Its just fun to see how this blogosphere actually works… Or to be curious be cause I can’t really figure out how it works after all…

How to be a better planner

As planners we always observe others. We look at the herds, the individuals and complex relations between media, brands and people. But my favorite exercise, which continues to shock me is spending time looking at my own behavior. Watching my choices and actions with a curios”why the hell did I choose this toothpaste???” or just after finishing my daily newspaper (that will in a contemporary meaning be translated to the newspaper I claim to read, because it makes me feel like part of an weel-educated herd, but in real life reads once every fortnight on a saturday morning when I finally have the time for it, but end up reading the design and lifestyle section and then rushes out of the house throwing away the remaining 257 pages) asking my self “now I count as a READER how many ads do I remember?” Hmmm .. I remember one thing  - a fashion section featuring a new store in the Latin Quarter - I’m going to check that one out.

So to do this exercise is a constant reflexion on why did I do that. How do this ad affect me? What do I feel in different situations? How do I use the internet on work and does it differ from my use back home?

Another interesting approach would be taking a look at yesterday. How did that day turn out. Which touchpoint do I remember? Did I get affected by advertising? Did I buy anything? And most importantly why?

Lets see at my yesterday: I got up early, just doing my daily morning routine. Snooze, snooze, snooze, snooze - damn I have to get up now…. DAMN IT! Turning on the radio so I can wake up with music. I LOVE music.  Shower; wash my hair with the cheap shampoo from MATAS which I love the smell of. Most of all I use it because it okay and it goes into my non-branded dispenser from MUJI because it looks nice in my very minimalistic bathroom. Then I apply the super expensive conditioner from ORIGINS which I hate the smell of, but makes my hair behave very well.  I like the look of the product, so even though I have all intentions of pouring it into on of my MUJI dispensers somehow I haven’t done it yet… All the way through I’m listening to P3 the danish public service radio station on my TIVOLI Audio. I hate radio commercials in my morning bath. They are loud, aggressive and I feel my ears hurt! So P3 it is.

Then I put on a various collection of skincare. I spend a fortune on it eventhough all test say the cheap ones are just as good, nobody sees it and nobody nows it. My boyfriend makes so much fun about it, so it doesn’t make sense at all. BUT I LOVE IT! It just makes me feel so prepared for the day!

Then I walk to work getting exposed to all kinds of outdoor. I like outdoor when it’s made well. I spend last autumn eating a tomato and mascarpone soup because of the product looked so tasting on the adshells and it just fitted into my busy days.

This all happens in half an hour. Try to do this on a whole day - including your trip to the supermarket. It’s exiting and you learn a lot.

When you get tiring of this try to do the same exercise with a close close friend you expect to be honest. Keep asking into motives and situations.

I think this can inspire us everyday and be a personal perspective on the contrast to focusgroups, surveys and external consumer insights.