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Archive for the category “Innovation”

Eight lessons marketing professionals can learn from Kolaveri

The digital world has so disrupted the business models of newspapers, radio, television, music and even Hollywood that the yin and yang of mass media and mass marketing are flying apart. We are in the midst of total collapse of the media infrastructure we have taken for granted for 400 years.

– Bob Garfield Advertising Age Columnist in The Chaos Scenario, 13 April 2005

Aye, have you heard this weird song. Kolaveri, Kolaveri? Is got close to a million views on YouTube. Is it Malu or what? What does Kolaveri mean?

– Digital Dude Aged 24, 17 November 2011

Screen grab from Youtube

Six years after Bob Garfield provoked the marketing and advertising industry with his seminal piece in Advertising Age, Digital Dude (quoted above) discovers that Kolaveri Di has gone viral on YouTube. Dude does not know Bob Garfield nor has he read The Chaos Scenario. But he is among the millions who have given Kolaveri another view, helping to further shoot the video on to the centre stage of India’s pop culture and unwittingly endorsing the premise of Bob’s book.
Now clients want agencies to do a Kolaveri like video for their brands. Yes we got two briefs in the last two days and are struggling to explain why we cannot do a Kolaveri. What we do have are some lessons from the said video and similar memes.

Lesson 1. You don’t make a Kolaveri. It happens. Amen. Here are, one, two stories from the guys at Jack in the Box, the digital agency behind the viral on how it happened.

Lesson 2. You can’t separate marketing and PR from the agency anymore. Being a movie based video Kolaveri has an advantage over traditional marketing content. Yet reading the agency’s POV on this, PR was strategically used to give the video the traction.  Starting now we need to create all kinds of synergies to get people’s attention. Marketing, PR, HR, sales, service working together, in tandem…

Lesson 3.  Speed is the new element in a marketing person’s arsenal. To read Dhanush’s interview post the success of the song and to believe that the song was written in some 6 minutes. Well that’s as much time it takes to find an empty conference room these days. Speed was on display when W+K decided to bring on the OldSpice Man on to Twitter and YouTube. 180+ videos created in two days. Wow!

Lesson 4. YouTube is the TV channel for urban Indian youth. Mahesh Murthy (look up his 20 new rules of marketing here) and Reem Syed are some of the prominent voices in India who believe how lopsided marketing budgets are with respect to digital media. The impact of Kolaveri Di should put an end to that discussion. In fact this Google Trends comparison between two recent hits, Airtel’s Har Friend Zaroori Hota Hai and Kolaveri shows you that without a dime spent on TV, Kolaveri has blown past an ad that was heavily promoted on all channels, online included. Even in places like Ludhiana and Chandigarh,  Kolaveri beat out the Airtel ad.

Lesson 5. In a low friction world,  we learnt a great idea will have imitators like in the case of Cadbury’s s Gorilla. In India we have struggled to get people to create interesting content that feeds off a rage. Kolaveri is showing us that good ideas will be copied and remixed in real time. What are we agencies and marketers doing to create memes that can be remixed?

Lesson 6. Hum-ability counts, not meaning. Cartoonist Hugh McLeod had something fundamental to say  in this cartoon. Most marketing messages are so overloaded that they lose any humanity whatsoever. The lyrics in Kolaveri are so nonlinear that they start a conversation and further its spread.  RIP Link Test?

Lesson 7. Ideas like these can spawn real time marketing opportunities. Pepsico’s Digital Marketing Head talks about how the best marketing in the future will need to grab real time opportunities that could come by. A viral the scale of Kolaveri could have spawned many opportunities. A line of Kolaveri Di Tshirts. A promo around the song. A smart entrepreneur could have started a Kolaveri Di FAQs page and made some money from placing Ads on the page. Missed opportunities.

Lesson 8. The long tail brings interesting content back into circulation. This one has nothing to do with Kolaveri. But another video that’s been doing the rounds recently, the  flash mob in Mumbai Central has been doing the rounds. The Youtube video has already notched up an impressive 200,000+ views in two days. On the back of this, an older, forgotten one from May this year is getting a second life, for free. The Internet never forgets, but no ad that’s shown on TV can ever have a second coming without the advertiser wanting to rerun it.

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Backing up your brain. One little app at a time.

A few weeks ago I celebrated by birthday. While I am not an 8 year old anymore to care about birthdays, what struck me most was the number of good wishes I received. From a dozen or so greetings a few years ago, I received hundreds, perhaps a thousand messages this time.

So what has changed? Facebook, obviously. Those useful little notifications that appear on the right top of our streams. Sure. But that’s missing a broader trend.

Einstein’s telephone number. The story goes that when someone asked Albert Einstein his phone number, Einstein replied that he didn’t remember it. This startled the man who was well aware of Einstein’s genius. Mr Relativity had to then clarify that when his phone number was easily available in a telephone directory, there was no point of him remembering it and crowding up his memory,

Remembering to forget. Starting with a telephone directory to new digital platforms like Facebook, Google and Outlook calendar, apps like Rememeberthemilk and programs like Basecamp we have started to slowly outsource our brain. By setting up alerts and reminders we are using technology to help us forget days, times and activities that would have otherwise added noise to our already overwhelmed brains.

I don’t bother to remember to pay my utility bills anymore as I have set them all up in the automated system that my bank provides. With SMS messages that arrive month after month, I only keep a notional track of bills that have come in and have automatically been paid out.

I have gone further, with tools like CarLocator that helps me remember where I parked my car in a busy parking lot.  Or whosthat?, an app that I, err, use discreetly, to help me remember names of people who I have met, and may have forgotten, and therefore avoid real world social embarrassments.

Carbon meets silicone. The brain outsourcing business is still in its infancy with simple apps that need our intervention to take over things we want them to. But this could soon change, with scientists finding ways to connect carbon based humans and silicon based computers seamlessly. British Scientist Kevin Warwick has been working on wiring silicon based interfaces that can send signals between a human body and a computer. In fact he has had a chip implanted in his own arm more than a decade ago and has been experimenting with ways to turn analog signals from his body into little pieces of digital software that once activated on a computer will be able to create a reaction in his body.

Others believe we can take it further. With inventor and futurist, Ray Kurzweil foreseeing that we will, in our own lifetimes, be able to download our memories, thoughts, emotions and consciousness into a hard drive. He has written several books on the subject and at 63 is working towards being one of the first humans to be able to seamlessly move from being a man to a machine. Computers are already better than humans at logic, he says and it is just a matter of time when we will be able to transfer our emotional intelligence into a computer.

There are others too who agree with the Kurzweil line of thinking. Ian Pearson, head of the futurology at British Telecom has put a date to when we will be able to seamlessly download minds into a machine. 2050, he says, if you are rich enough, add another 25 years for poor guys like me.

I have seen heaven. So what does happy birthday alerts and online bill payment systems tell us about longevity and immortality? That, unbeknownst to us, we have started our journey from being creatures of carbon, to having our memory and our consciousness preserved in a server farm somewhere. With Apple launching iOS 5 sometime in October, and the promise of free or low cost digital storage on iCloud and elsewhere, we are slowly and steadily uploading our lives onto silicon. With his ongoing battle with cancer, Steve Jobs may not make it. But his vision could help me live forever, in silicon heaven, on a cloud somewhere.

This story appeared in FirstPost. You can read it here 

Advertising. Not Like the Music Industry.

There have been many stories in the media in the last few weeks about the decay of advertising. There was this long one about The Future of Advertising in Fast Company. BusinessWeek countered it with this one on how Big Dumb Agencies may not be going away anywhere soon. The most provocative one, however was by Adaptive Path’s Peter Merholz. It was a brutal piece, one that tore apart our business as one with a “poisonous core”. While there has been a lot of debate and discussion around the post – in fact Peter has posted a rejoinder explaining various points on his original one, I thought the last item on his first rant to be a bit off key.  Advertising Agencies are the New Music Industry, he wrote.

I am not sure if the music industry analogy is the right one for the advertising business. While just like the music business, traditional advertising is being run over by the arrival of the Internet and other digital mediums, unlike the music industry, which went down primarily because of the growth of file sharing, I think advertising will evolve thanks to a combination of many smaller changes.

Search Marketing. While Google and others in the search marketing business are seeing exceptional growth, search marketing alone will not end advertising as we know it.

Social Media. Yes it is hot at the moment and will be extremely important in the years to come. Social media engagement will be one of the many things that marketers will need to help manage a brand.

PR. For years PR was a discipline that marketing had little influence over. Bougsky’s allegedly famous quote “…write me the press release” aptly describes how PR has become an important mover of marketing messages. Recently Pepsi’s Shiv Singh tweeted about wanting a partner who was a combination of a digital agency, a traditional agency and a PR company.

Video. BMW films showed us what can be done when branded messages are played out in digital media. There have been many experiments that have followed. The age of video, though, is just beginning to play out.

Mobile. Mobile devices will have as much or more impact on the marketing business as computers, TV and radio have had in the past. Always connected, always on phones are a tsunami that will change traditional messaging, but will need to do more to completely annihilate brand messages.

Location Based Services. These new and emerging concepts will add another dimension to real-time marketing. There are some simple and straight forward “Minority Report” kind of possibilities that location based messaging can do. These concepts will evolve and amaze us in the years to come.

Reality Enhanced. Ideas like augmented reality are just being experimented with at the moment. There will be more we will do by overlaying smart digital ideas over real things in the future.

Gaming. In an attention starved world, inventive new branded or brand embedded  games will give marketers access into the minds of people.

Crowdsourcing. Not so much a concept as much as an approach to producing ideas. Crowdsourcing will chip away advertising agency strongholds and change advertising in many ways.

Amazement. For decades, advertising had this knack of creating jaw-dropping moments. Not anymore. Anyone with a digital camera can now. Ads now have to fight even harder to be seen and talked about.

Marketers, marketing messages and the ones who create them, advertising agencies, will have to change to stay in touch with people who have lot more to do. The reason for this change will be many. All of them equally relevant.

Saintsbury. User Generated Electricity.

Saintsbury has installed a new Kinetic Road Plate system at the supermarket giant’s new store in Gloucester, U.K., and will harness enough energy from vehicles driving in and out of the store’s car park to power all the store’s check outs. More

What’s Next In Marketing And Advertising (2009)

Paul Isakson follows up his seminal What’s Next in Marketing and Advertising & The Future of Marketing + Advertising

Apple. The Consequences Of Making Good Products

One of those rare moments when you get to look at what happens at Apple. Jonathan Ive Apple’s head of design since 1996 spoke of what makes Apple the company it is. Ive was insistent that the key to Apple’s success was that it was not driven by money but by a complete focus on delivering just a few desirable and useful products.’ For a large multi-billion dollar company we don’t actually make many different products,’ he explained. ‘We’re so focused, we’re very clear about our goals.’ Ive had bad news for anyone looking to foster a design or innovation-driven culture within an enterprise that doesn’t at heart "get" it. Unless the disciplines are acknowledged and embraced as core values by every employee, they won’t gain traction. "We don’t have identity manuals reminding us of points of philosophy for why our company exists," From Businessweek

Repositioning A Homeless Man

A nice little experiment is underway in Minneapolis where copywriter Todd Norem helped write pan handling boards for local homeless man Ed and reposition him as an independent business. By using retail language and humor people were forced to see homelessness in a new way. As a result Ed’s earnings went up by more than 800%. See the campaign here.

Art Of The Barrel

For the past year the team at Johnson Banks has been creating a new kind of buzz for Glenfiddich Single Malt. The brief as posted on their blog was to take a series of actual whisky barrels and find a way to express the vast lengths of time it takes to actually produce a bottle of the product. Using parts of the barrel as a canvas, the charred staves, the trunk, the metal hoops and more. Read more about the project here.

Ask The PM

British Prime Minister Gordon Brown’s has a YouTube Channel that features exclusive content online. The interesting bit about this experiment is that he gives ordinary people the ability to ask questions which he will respond to on the channel.

Put Your Brand Here!

Wonderful little round up of the best branded apps that have come up for the iPhone.

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