Tag Archives: Audi

Premium, brands and why Mark Twain was wrong

ChanelI’ve been thinking a lot about ‘premium’ recently. And Mark Twain – he of the “Clothes make the man” adage. Can a brand ‘put  on’ premium like a man puts on clothes and hey presto, it’s premium? Or is there something deeper going on?

At its most basic, premium is a price people are willing to pay for a product in excess of what they would consider paying for other similar products because of something extra that they want. Read More »

The future of… automotive marketing

Audi city showroomThanks to ‘digital’, the last 15 years have seen bigger changes in purchase behaviours than the last hundred. Collective London’s ‘Future of…’ series shows how marketing strategies should adapt. And in our inaugural blog, we’re getting automotive marketing into gear.

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Newsjacking – Bieber in Horsemeat Banking Scandal

Hello and welcome to this week’s Espresso of Innovation; a roundup of the hottest news and strongest stories from the world of creativity and technology filtered into a quick shot of inspiration. This week we’re talking about newsjacking, but by the time you’ve read this, its timeliness might have expired. Read More »

More than half of world’s top brands are now on Instagram

MTV becomes the first brand to gain one million instagram followersMore on the soaring growth of Instagram today, following talk of its ‘Superstorm Sandy Citizen Journalism moment’, with research from Simply Measured that reveals more than half of the world’s top brands or 54% are using the photo sharing network to engage consumers.

Earlier this year it looked at how brands are adopting Instagram and now three months later that is paying off with sizable month-over-month growth.

Since August brands including Starbucks, Burberry, Nike, Gucci and Audi have gained over a million new followers. Add to that MTV which has become the first brand to hit the one million follower milestone. Read More »

Ten of the best online ads of January: Volkswagon, Energiser, AA, WWF, Virgin Money, NAB, End7, Lurpack, Nike, Audi

First up from January is Volkswagen’s Super Bowl teaser campaign, The Dog Chorus. No wonder the Empire has gone to the dogs if this is all Darth Vader can muster to strike fear into the hearts of the rebels.

An amazing idea executed beautifully. Now don’t get me wrong, I can see in the Twittersphere that ‘Star Wars’ themed ads are hitting overload – but this a nice follow-up to VW’s excellent ‘Dark Side’ video last year. Read More »

The Five Rules of Social TV… and it’s all thanks to Coke’s Socialbowl

This is the year that the Superbowl is getting all social on itself. With an estimated 60 per cent of its 100 million viewers tuning in via a ‘second screen’, it’s no wonder the main players have woken up to social plug-ins.

The Superbowl has – until now – been the primary platform for blockbusting TV ads. So it’s interesting to see how the big 30-second spot is evolving in the era of social media. Pepsi is tying up with Shazam to let viewers download Melanie Amaro’s (X Factor USA’s winner) performance of Otis Redding’s “Respect”. Audi is looking to use social TV to extend their interaction beyond the commercial break with the hashtag  #SoLongVampires. Read More »

How can brands unlock the emotional potential of creative technology?

The internet has changed the way we communicate and how we consume content.  We are no longer just passive consumers of media – we want to immerse ourselves in it.

And, thanks to relentless innovation in creative technology, consumers are certainly getting the opportunity to do exactly that. Whereas TV is restricted to people engaging on a passive viewing-only level, digital has the potential to engage on so many more dynamic and interactive levels. Read More »

Audi launches world’s first interactive YouTube driving video

This is cool. We’ve seen some good YouTube videos where you can interact with what happens on screen with Tipex  last year and then we had  Beer brand Desperados earlier this year.

Now Audi is having a go with what it claims is the world’s first interactive YouTube driving video featuring the new Audi A6. It allows you to steer the car with your keyboard. Read More »

The misunderstanding of “engagement marketing”

Since the advent of social media, there’s a lot of talk about engagement marketing. I like the term “engagement marketing”, as it describes the interaction with customers on an adult to adult level as well as the realisation that the customer is part of the brand. But – besides the fact that marketing was always about customer centricity – remember the move from the 4Ps (Promotion, Place, Price, Product) to the 4Cs (Communication, Convenience, Cost, Customer Solution) – a lot of companies misunderstand the meaning of engagement marketing. Read More »