Right Brain, Left Brain Blog

20 October 2017

The genius of Trivago

Trivago

No campaign has received more industry attention this summer than Trivago’s. Its recent poster crusade of London has been ridiculed for its strange and repetitive placements and its uninspiring design. Those who worked on the campaign have even had their professional commitment brought into question.

However, beneath the negative press lies an uncomfortable truth for the ad world.

The Trivago campaign has worked.

As a result of the campaign, Trivago’s brand awareness in London rose by a remarkable 15% from 27% to 42% at its peak [Source: YouGov].

Was that Trivago's main marketing objective? Almost certainly.

Skeptics will point towards brand perception. By being so freakishly ubiquitous, surely we can assume that sentiment towards the brand is at an all-time low.

Continue reading "The genius of Trivago" »

18 October 2017

What rebel consumers can teach marketers

Marketers love early adopters of new technology. They focus huge amounts of energy on them – which makes economic sense, as they’re usually the pathfinders and even evangelists for the mass of consumers who will follow their lead. 

Where some marketers may be missing a trick, however, is in only ever looking at early adopters and the people who follow them, sheep-like, while completely ignoring the non-adopters (those immune to the charms of a new gadget) and the un-adopters (those who tried it, used it and fell out of love with it).  

Arguably there’s so much more to be learned from those people who either reject the innovation from the outset or, perhaps even more importantly, take it up – and then ditch it. Marketers could profit from understanding why some people are immune or move on, rather than only looking at those who remain loyal. 

If they don’t, if they base their plans only on the reactions of those who love their products and the masses for whom they are ‘good enough’, they’re heading for trouble. 

Continue reading "What rebel consumers can teach marketers" »

12 October 2017

Festival of Media North America Awards 2017 finalists announced

Fom na

Finalists for the inaugural Festival of Media North America Awards 2017 have been unveiled with campaigns from PHD, Mindshare, OMD, UM, Zenith, MEC, Maxus, Hearts & Science and J3, among others, in the running for an award.  

Headed by Rob Rakowitz, global media director, Mars, the jury will preside over the best work from brands, media owners and agencies across North America. The winners will be announced in a themed awards ceremony on November 30 at the Metropolitan West in New York City. Guests are invited to a ‘Night Circus’ to network with peers and celebrate the industry’s best work. The evening will also see the winners of the Festival of Media’s Best of 2017 awards, honouring the best campaigns over all the awards editions of 2017 with just five prestigious trophies to be won.

Check out all the finalists below: 

Continue reading "Festival of Media North America Awards 2017 finalists announced" »

10 October 2017

The rise of marketing attribution [infographic]

81% of organisations are now tracking the customer journey, according to a new survey from Econsultancy and AdRoll. 'The 2017 State of Marketing Attribution' report surveyed 1,000 brand marketers and agencies across Europe, North America, Japan and Asia-Pacific to gain insights into marketers' perspective on the changing dynamics of attribution.  

With multiple devices and touch points in the customer journey, it's essential that marketers understand the effectiveness of their campaign and how each of the channels they use are contributing to bringing customers to their businesses. The report found that almost four in five organisations are using marketing yet 70% still struggle to act on insights, citing that defining the online customer journey is the most significant barrier to more effective usage.   

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06 October 2017

Ad of the Week: Warburtons 'Pride and Breadjudice' (UK)

Warburtons

To give your Friday afternoon a sprinkling of British humour, our ad of the week goes to British baking firm Warburtons for its unique parody take on Jane Austen's 'Pride and Prejudice' to tell the story of how the Warburtons family business began in 1876.  

As part of its wider 'From Our Family to Yours' campaign, the brand has enlisted British comic Peter Kay who channels his inner Mr Darcy in what he describes as a "steamy period drama" that follows "an epic tale of passion, flour and a woman stood on a hill" - the love story of the company's founder Thomas and Ellen Warburton. 

Continue reading "Ad of the Week: Warburtons 'Pride and Breadjudice' (UK) " »

03 October 2017

The Connected Home [infographic]

Pandora

With the number of ‘Internet of Things’ devices expected to jump from 6.6 billion to 22.5 billion by 2021, it’s clear that we’re currently going through a new wave of tech innovation.

With Apple, Amazon and Google leading the charge in launching voice-enabled devices, there’s no doubt that voice is increasingly becoming the new touch. And, as marketers, it’s important to realise that you can’t just rely on visual advertising anymore because there’s no guarantee consumers will be seeing your message anymore – they could be hearing it instead!

The folks at Pandora recently teamed up with Edison Research to explore how consumers are interacting with these new devices to uncover some insights, illustrated in the infographic below, that it might be worth checking out…

Continue reading "The Connected Home [infographic]" »

29 September 2017

Cinema Ad of the Week: Godiva 'Midweek Masterpieces' (UK)

Godiva

Premium chocolate brand Godiva has enlisted esteemed photographer and director Rankin to produce a new, immersive global campaign that showcases the sensorial artistry of its new range, Godiva Masterpieces.

Devised by creative agency CHI & Partners, the campaign aims to bring to life how it feels to eat Godiva chocolate and what sets it apart from other chocolate experiences.

The film has debuted in the UK in partnership with cinema group Everyman, with the 'Midweek Masterpieces' series running across all Everyman cinemas for an initial period of 12 weeks. Cinema goers will also receive a complimentary sample of Godiva Masterpieces when they purchase their film ticket.

Continue reading "Cinema Ad of the Week: Godiva 'Midweek Masterpieces' (UK)" »

22 September 2017

Ad of the Week: ZonaJobs 'Anti-Millennial' (Argentina)

Zonajobs

Argentine job search company ZonaJobs and FCB Buenos Aires have unveiled a new campaign that, in a humourous way, focuses on one of the brand's key characteristics: understanding millennials and the way they fit into the labour market. 

Continue reading "Ad of the Week: ZonaJobs 'Anti-Millennial' (Argentina) " »

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  • Right Brain, Left Brain sums up the dichotomy of a media business that’s constantly battling with the challenge of delivering a profit and discovering new ways to communicate to consumers. The Cream editorial team combined with a dream team of industry pioneers from around the world share their expert opinions.

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