how do you justify securing a massive prime space, in soho new york to launch… absolutely nothing new? brand positioning, that’s how. apparently this has done so well that magnum extended the 6 month program, originally planned to end in early august, to remain in soho till the end of 2016. at $7 an ice cream bar, we reckon they are at least breaking even, and if they are not, then they must be quite happy with the marketing results. the pop up bars launched all across the country are not to support any breakthrough launch, as magnum ice cream has been around since 1989, but rather created to remind the consumers who they are and “how they feel”. we must confess, they are doing that very well. we suppose our predictions in our earlier post are beginning to become reality.
our friend, and editor-in-chief of refinery 29, christene barberich, at todays chanel SS16 airlines stint
we do miss the hay-days of paris fashion week, like those exciting shows put up by viktor & rolf and the like. however, karl lagerfeld is no stranger to marketing, and he’s quite clever at it, repeatedly making chanel stand apart from the other shows. after all, it’s one of the few big players to not be owned by a conglomerate. chanel billionaire patrons/owners, alain and gerard wertheimer, still walk in unnoticed but the show rarely does. great set, and a very clever photo opportunity for social media indeed, one to rival all photo-ops even that of net-a-porter’s upside down room…
great ideas don’t have to be expensive, they just have to be… this one is smart, appropriate, and simply brilliant. we love this social media content campaign by paris based librairie mollat for their instagram channel. the staff members simply picks a book out, strike a pose to make the photo, and off it goes onto their instagram feed on a daily basis. it sells books, but it also sells the kooky attitude of the brand. well done chaps.
you should try that some time… as a principle, our agency generally refrains from involvement in pitches. this is not because we are special, but rather because creating custom-tailored work – as we do for each and every client – is much, much more involved than the one-size-fits-all advertising solution widely offered by traditional agencies. this funny clip, turns the tables of our silly industries “peculiar pitch complacency” (now that’s a mouth-full) to shed some light on this lovely tradition… it’s worth a watch, whether you’re on the inside, or the outside. gratitude and much credit goes to zulu alpha kilo for creating this enlightening clip. good work.
during the SS2015 shows in new york, lexus did something quite interesting on a marketing level. as you may know, as its main sponsor, mercedes practically owns the new york fashion week. so what could lexus do to counter their rival’s efforts? their answer was to sponsor gareth pugh, the talented british designer who actually does not show in ny, but rather in london’s fashion week, and bring him to new york to give fashion week a taste of creativity. we were invited and were delighted to see such a spark of genius that only a sponsorship like this could afford. the show was less about his line and more about a feel and direction resulting in a presentation that was abstract and full of delight. well done lexus.
