The strategy for BlackBerry’s teaser “Wake Up” campaign has been labelled 15 years out of date by the boss of a rival agency.
Speaking on this week’s Mumbrellacast, Mike Wilson, chairman of Naked Communications, praised the execution of the campaign but said the strategy was “pre-digital age”.
The Wake Up teaser campaign has seen a series of stunts with campaigners holding up placards outside the Apple Store, in the background crowd on Seven’s Sunrise and elsewhere. Paid media activity has focused on a website countdown.
The strategy is being led by Sydney based agency Tongue. Among Tongue’s management are former Naked staffers John Du Vernet and Jonathan Pease.
Wilson said on the podcast: “The actual tease activity… was very well executed and generated a lot of conversation. But where it falls down is that I don’t think it was particularly well constructed within a communication strategy framework.
Speaking on this week’s Mumbrellacast, Mike Wilson, chairman of Naked Communications, praised the execution of the campaign but said the strategy was “pre-digital age”.
The Wake Up teaser campaign has seen a series of stunts with campaigners holding up placards outside the Apple Store, in the background crowd on Seven’s Sunrise and elsewhere. Paid media activity has focused on a website countdown.
The strategy is being led by Sydney based agency Tongue. Among Tongue’s management are former Naked staffers John Du Vernet and Jonathan Pease.
Wilson said on the podcast: “The actual tease activity… was very well executed and generated a lot of conversation. But where it falls down is that I don’t think it was particularly well constructed within a communication strategy framework.
- 5/4/2012
- by mumbrella
- Encore Magazine
Kellogg’s cereal brand Special K has teamed up with fashion designer Kirrily Johnston to produce a limited edition handbag.
The handbag is made with a special pocket, sized to fit a Special K snack bar.
The bag is launching as part of Kirrily Johnston’s Spring/Summer collection at the Mercedes Benz Fashion Week Australia in Sydney today.
Kellogg’s claims this is one of the first times the advertiser has tried an alternative use for television for a major launch.
According to a press release, the snack bar pocket is “a visual cue to help the 96% of women who think about snacking each day to prepare for their looming snack attack.”
The ‘Special K signature red’ suede bag is valued at $750, and comes with a ‘handcrafted detachable key ring tassel’.Fifty of the bags will be winnable via a Special K competition.
Prior to fashion week, Kellogg’s...
The handbag is made with a special pocket, sized to fit a Special K snack bar.
The bag is launching as part of Kirrily Johnston’s Spring/Summer collection at the Mercedes Benz Fashion Week Australia in Sydney today.
Kellogg’s claims this is one of the first times the advertiser has tried an alternative use for television for a major launch.
According to a press release, the snack bar pocket is “a visual cue to help the 96% of women who think about snacking each day to prepare for their looming snack attack.”
The ‘Special K signature red’ suede bag is valued at $750, and comes with a ‘handcrafted detachable key ring tassel’.Fifty of the bags will be winnable via a Special K competition.
Prior to fashion week, Kellogg’s...
- 4/30/2012
- by Robin Hicks
- Encore Magazine
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