Things happen really fast in a retail environment. While brands continue to inject as much promotions as they can in this cluttered space, consumers are swamped to the point of breaking down. Where then is the effort to build a true relationship with the shoppers? Giving more discounts just makes the brand look cheap while stuffing new product features and collaterals just turn shoppers off literally. So, what are brands missing here? Capitalising the opportunity to engage with technology. Take a look at Make Up For Ever’s NYC Flagship store with their solution to the increasing need for product testing before purchase. Many beauty enthusiasts would love to have a go at the products before making their purchase. The idea here is to use Go Pro camera technology for their make up stations.
The strategic location of the station in the middle of the store attracts customers and intrigues them. While there are Makeup Masters at all the different stations, their role aren’t really to help the customers apply make up. Instead, they assist by customising the shades in the boxes for the respective customer. They provide advice and styling tips to the customers who ultimately apply and test the products themselves. I love the angle where the brand positions itself at – “Tutorials with a pro – not by a pro”. Marvellous use of technology and brand experience.
Brilliant copy is not easily distinguishable. As creatives, we pare through copious amount of work everyday just to get the best copy. But the average people don’t. And that is exactly the problem: clients sometimes allow themselves to get carried away by injecting so much details and unnecessary information in their marketing, resulting in poor traction. The truth is, nobody actually reads long copy. This video tells it all by showing how much it takes just to make people read, even if it means getting freebies. Arguably, it could be how it is done but i do recognise the fact that people barely give a damn especially when they are commuting. This opera house in Stockholm is showing ‘God Disguised’, a lyrical suite in 1940 from Swedish composer Lars-Erik Larsson and lyrics writer Hialmar Gullberg. Folkopearn does this really well with their message for ‘God Disguised’. Let this be a lesson for us to relook at how we should better portray our communications. Even if fortune is to come, it would still need one to be receptive to it. Whether it is disguised or not.
You can’t expect anything more crazy than this. A literal yet impactful approach taken by Volkswagen Denmark to introduce the direct sales of cars online. I think the idea of having it so direct creates the powerful message of how easily one can own a Volkswagen. Funny as this stunt might seem to be, it sure delivers a good conversation starter. Das Auto.
Simple yet concise. There are things about the Japanese culture which makes it so unique and attractive. Be it their music, culture or fashion, everything seems to have that very special flair that could almost transcend reality. Clothes that might look so weird and ideas so radical making its way on to the streets, becoming an everyday affair is proof of the society’s acceptance to constant change. How did youth culture transformed traditional mentality into what it is today? Check out this video by Japanese agency, Hakuhodo, as they create this amazing mash of music video to illustrate the transition of times for Beams in the last 40 years. Amazing work.
Im going to mumble the exact same word she used in the video. “Mercy.” BMW recently released a video featuring Clive Owen, Dakota Fanning and Jon Bernthal in a short action packed movie with fast paced action simulating an escape scene. Needless to say, this is a high budget commercial with lots of planning and cast. Obviously, it is not an everyday affair that creatives can work with such handsome budget and awesome cast. Anyway, the idea of a brand investing this much to create a blockbuster work is commendable. Although the story line is far from being really diverse, the commercial is atypical of most auto car commercials. It place the new 5 series in good light by revving up its reputation further. Nice work.