Tagged 'local'

Media conglomerates in India and Pakistan promote peace

Published by Rasika Fernandes - New Delhi on February 26, 2010 in Asia Pacific. 0 Comments Tags: , , , .

love-pakistan-print-adThe two biggest media conglomerates in India and Pakistan have joined forces in a novel initiative: to campaign for peace between the two countries. Indians are anxious about terrorism in general and Pakistani terrorists in particular, according to JWT AnxietyIndex research conducted last May—not surprising, given that the November 2008 terrorist attacks in Mumbai were carried out by Muslim terrorists based in Pakistan. Aman Ki Asha (Hope for Peace)—touted in a TV spot and this print ad—will see the The Times of India Group and the Jang Group honestly explore issues such as terrorism and the Kashmir dispute that have resulted in hostilities and mistrust between the two countries; the initiative will also promote cross-cultural exchange.

In India, trust in media has been declining—Edelman’s Trust Barometer Survey recently confirmed this—and so the promise of honest communication is a positive step toward changing negative perceptions of the media, which is known for sensationalism. All the better if the two brands can make some genuine progress in bringing about more goodwill.


Photo Credit: The Times of India Group Print Ad

A bit of ‘optimism’ with every NYC transit ride

Published by Jessica Vaughn - New York on February 22, 2010 in North America. 0 Comments Tags: , , .

Promoting optimism through difficult times has been a recurring theme among marketers. Now New York City’s Metropolitan Transportation Authority is doing the same—very literally—through a public art project. Beginning last fall, the MTA’s Authority Arts for Transit, one of the world’s largest public arts institutions, began adding the word “optimism” to the reverse of 14 million MetroCards.

The idea comes from graphic and conceptual artist Reed Seifer, whose Project Optimism originated in 1995 as part of his senior art thesis. His goal is “to communicate a sense of positive, forward-looking energy into the hands of those using the MetroCard through the simple use of the word.” Rolling out the project in the midst of a recession was a simple and timely idea for a city that’s been badly bruised by the downturn. Its residents are hurting—as of December, Manhattan had the nation’s highest level of unemployment—and Wall Street has become a symbol for all that was wrong with the economy before the bust. “Optimism” is a heartening message for a city that can certainly use a smile.

optimism-project

 

Photo Credit: The optimism MetroCard by Reed Seifer/Artwork commissioned by the Metropolitan Transportation Authority/Photograph by Michael Valcic

More populism, this time from genuinely populist Miller High Life

Published by Marian Berelowitz - New York on February 1, 2010 in North America. 0 Comments Tags: , , , , .

We just wrote about the irony of multinational big-box retailer Office Depot casting its lot with the little guy in a somewhat shameless bid to tap into populist zeal. By contrast, Miller Life will run regional Super Bowl ads that showcase a more authentic effort to align with the Main Street America ethos.

“This year the brand is giving its Big Game commercial to deserving small businesses from around the country,” reads Miller High Life promotional copy. “The ad … reinforces that Miller High Life isn’t just about brewing a good, honest beer at a tasty price, it’s about helping others live the High Life as well.” Spots will highlight four businesses (Loretta’s Authentic Pralines in New Orleans, etc.).

A teaser ad cleverly positions this Super Bowl advertiser as standing apart from “those big muckety-muck companies [that] prance out those fancy-pants commercials.” The tone is spot-on, as is the approach (positioning the effort as socially responsible). And it’s the perfect time for a brand that has long cultivated a blue-collar image to play on populist sentiment.

Unironically, Office Depot jumps on populist bandwagon

Published by Deanna Zammit - New York on January 28, 2010 in North America. 0 Comments Tags: , , , .

The downturn brought a wave of populist fury, stirred up by the good guys/bad guys notion of Wall Street vs. Main Street. But while that fury is now set at simmer, big business remains woefully unpopular—and so in a new commercial, Office Depot harnesses some populist zeal for itself and casts its lot with the little guy.

But Office Depot is a Wall Street-traded big box chain, right? Not so fast. A recent TV spot features Dan, a small-town barber, whose shop is threatened when a large chain moves in across the street offering $6 cuts. So Dan heads to Office Depot for a banner that reads “We fix $6 haircuts.” The banner really sticks it to “Nitro Cutz,” which papers its windows five months later, a satisfying reversal of fortune for Dan.

By casting itself as a Main Street ally, Office Depot slyly gets viewers to forget that it’s a large multinational chain whose low, low prices have put independent stores out of business. Now that’s a reversal.

Kia Motors drives on toward a brighter tomorrow

Published by Jessica Vaughn - New York on January 13, 2010 in North America. 0 Comments Tags: , , , .

Kia Motors envisions a new future for the American auto industry in a spot introducing the company’s West Point, Ga., plant, its first manufacturing facility in the U.S.

The commercial features a young boy in 1951 riding a bicycle through time straight into 2010 and the company’s brand new Georgia plant. As the boy rides, a voiceover describes how Kia has evolved over the past 60 years from a bike manufacturer to a leading international automaker. Kia attributes its success to the company’s progressive spirit. Since the 1950s, Kia has continually challenged itself to “come up with better ways to help people get around.” The voiceover goes on to say how the new, state-of-the-art manufacturing facility in West Point, Ga., is the company’s proudest achievement yet, not because it demonstrates how far Kia has come, but because it offers “a glimpse of where we’re headed tomorrow.” The commercial concludes with Kia’s past and present alongside each other as the boy and his bike watch Kia’s newest car, the Sorento, drive off into the future.

This spot provides an excellent example of how hope-filled rather than fear-filled messaging can help brands transition into recovery. Instead of focusing on the auto industry’s turbulent past, Kia is shining a light on the future promising better days ahead for the American auto industry and auto worker. In this spot, Kia offers a future in which consumers will be better off thanks to the ambition, innovation and optimism at the core of the company.

A tale of two cities in India

Published by Pragya Singh - New Delhi on July 24, 2009 in Asia Pacific. 0 Comments Tags: , , .

delhi_mumbaiIt’s amazing how India’s two biggest cities are reacting so differently to the world around them. The people of Delhi are twice as anxious as those in Mumbai, according to JWT’s recent AnxietyIndex research. (See AnxietyIndex: India.) Specifically, Delhites are very nervous about the state of crime and terrorism, while Mumbaikers—despite being at ground zero of the November terror attacks that shook the nation—actually scored quite low on anxiety related to terrorism and crime.

Instead, Mumbai residents choose to worry about more everyday factors, such as the cost of health care and food prices. Rather than look back, the city with the never-say-die spirit prefers to move on and approach the future with hope. Indeed, Mumbaikers believe many factors will improve in the next six months, including real estate, fuel prices, access to loans and the unemployment rate. Delhi, by contrast, feels the exact opposite—residents say all these factors will worsen.

What are the implications for brands? In Delhi, brands stand a good chance of connecting with consumers by infusing optimism into their messages and promising soothing, uplifting or upbeat experiences. In Mumbai, brands can borrow/play off the city’s hope and confidence. Delhi may also react more strongly than Mumbai to depictions of familiar situations and comforting factors—e.g., family and friends—that alleviate anxiety.

NYC quantifies savings from going green

Published by Mark Truss and Ann Mack - New York on July 16, 2009 in North America. 0 Comments Tags: , , , , , .

enviroJust as temperatures started to rise after a rain-soaked June, New York City launched a campaign to encourage people to “Be Cool & Smart” by reducing air conditioning-related electricity consumption. This is a part of an aggressive plan to reduce the city’s carbon emissions by 30 percent by 2030.

One ad reads “Clean your air conditioner filters to save money. Dirty air filters make your A/C work harder & use more electricity.” Another tells subway riders to “Turn up your thermostat to save money. Each degree higher can cut your energy bill by 3% or more.”

Rather than emphasize the bigger, long-term “greener, greater New York” vision—which may be a bit abstract for some, especially during the sweltering summer months—the ads focus on the immediate monetary benefit. This is a much easier argument to make, especially at a time when people are trying to save money wherever they can.

As we found in “The Recession and Its Impact on the Environment,” consumers have adopted a number of behaviors over the past year that could be considered environmentally friendly—turning off lights/appliances when not in use, waiting to replace things until absolutely necessary, reusing things, etc. But as might be expected, the recession is a more dominant motivator for these behaviors than the environment.

For green brands benefitting from the recession, get in with the pockets and keep them with the planet. Leverage people’s concern over money to stimulate environmentally friendly behaviors and then work on changing attitudes (e.g., the impression that going green is more expensive) to help ensure people maintain these habits well past the recession. As the recession abates, brands will need to reinforce that these behaviors benefit the environment, not just the pocketbook.

(Click here to download the U.S. report on “The Recession and Its Impact on the Environment.” Please sign up for our subscriber alerts to be notified when the Australia, Canada, Japan and U.K. versions of the presentation are available.)

A Filipino ice cream chain coolly captures the pleasure-price ratio

Published by Pam Garcia - Manila on June 24, 2009 in Asia Pacific. 3 Comments Tags: , .

icecreamstoresaDuring a recent in-home consumer visit, a local orthodontist confessed to us that her secret simple pleasure is discovering new ice cream experiences. To her, this is the best reward after a hard week of fitting dentures for her clients. Her lament is that beyond the usual brands, her discoveries tend to be on the premium side. Häagen-Dazs Cafe, for example, has not added branches in Manila.

Enter the seemingly generic Ice Cream Store sa ___ (roughly translated, Ice Cream store at ___).The branch owner fills in the blank with the relevant street name for that homey neighborhood feel. According to blog reviews, the taste, presentation and variety of the ice cream concoctions, as well as the impulse products, are comparable to those of big-name brands Selecta (Unilever-Walls), the local Magnolia brand from San Miguel, and Nestlé Ice Cream, which has a single store, Nestlé Ice Cream House.

Now with more than 20 branches around the Philippines, restaurant meals in Ice Cream Store sa ___ start at only 39 pesos, or about 81 cents; for 89 pesos, or roughly $1.80, you can get a full rice meal. (After all, what is a Filipino restaurant without rice?) The dine-in customer experiences a bright, diner-like, neighborly atmosphere without the snooty feel.

In times of difficulty, consumers will always seek small indulgences. And that may be as easy as going down the street.

Viennese beer brand fights global anonymity with local tradition

Published by Said Seihoub - Vienna on June 22, 2009 in Europe. 1 Comment Tags: , , .

ottakringerIn a global crisis, regional values become more important for consumers who are scared of and confused about globalization, a phenomenon that’s out of their control. Consumers’ trust can be gained via signifiers of their cultural heritage—e.g., small, likable local brands with a long tradition, like the Neapolitan wafer brand Manner; or a well-known local hero, like Sarah Wiener for OMV Austria; or a regional dialect.

One of the most famous local beer brands, Ottakringer, uses the local dialect Viennese and a local style of irony and humor with the claim “Mei bia hot ka krise” (”my beer has no crisis”) to fight consumer pessimism. And while beer sales have declined by 10 percent in Austria, Ottakringer is the only brand that is going against the trend, with growth of 0.6 percent in the past year.

A new sales strategy in Cairo: Real estate that you ‘buy to rent’

Published by Zena Sallam - Cairo on May 18, 2009 in Middle East. 0 Comments Tags: , , , .

real-estateOne real estate company in Cairo is finding a novel way of attracting wary customers. Oriental Coast, a local developer in Marsa Allam (along the Red Sea), is trying to gain an edge over its competitors by guaranteeing buyers an 8% return (per year) of their property’s price—by renting it out for them. This incentive is especially appealing to buyers of summer homes, which are generally considered tricky sales due to their limited use during those non-summer months. Providing buyers with a quick rental solution is a smart way to encourage a quick sale.