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Buzz marketing Campaign with Flash Mob for Nivea

The art of the flash mob has been used for protests, satire, entertainment and artistic expression. As a familiar trend in the advertising industry, can agencies and brands reinvent them for 2012?

The Wow Factor with Q10+ skin

Buzz Marketing Nivea flashmob: A woman is wooed after sampling Nivea's Q10 cream

A woman is wooed after sampling Nivea’s Q10 cream

This buzz marketing campaign was released in April 2012 in the town of Rouen, France for Nivea Visage Q10. This TV spot and web video also uses a combination of flash mob and street theatre. An unsuspecting target samples Nivea’s anti-wrinkle cream at a pop up store and as she walks away, attracts a storm of male attention, including dancing firemen and her very own prince charming. The scenes were captured with hidden cameras and humor is king in this 20 seconds TV spot.

According to the agency, most of the people in the live stunt are real citizens of the town of Rouen, including the gardener and girls on the boat as well as the city’s official basketball team. The 60 people flash mob passing out in the scene that takes place at the Hotel de Ville are employees of the Rouen Ferrero factory.

Flash Mob and Nivea “L’Effet Wouaaah” (The Wow Factor) TV Spot

What do you think – have flash mobs become a tired trend or is there still room for innovation? There’s also the question as to how staged the public involvement and reactions are – after all – that is a big part of the novelty.

 

Adoptable trends campaign by Dieste
never lose your sense of wonder
Social Media Success Story: media exposure equaled $6.67 million in ad spend
Pizza Patron, Pepsi Celebrate Hispanic Heritage
Latino Nutrition Month
NIVEA for Men - Cat - FCB Brasil

NIVEA for Men – Cat – FCB Brasil

Rat for NIVEA for Men by Giovanni Draftfcb

Rat for NIVEA for Men by Giovanni Draftfcb

Cactus - Nivea advertisement

Cactus – Nivea advertisement

Nivea Valentine's advertisement Kiss and be Kissed

Nivea Valentine’s advertisement Kiss and be Kissed

Niveate! Nivea Advertisement

Niveate! Nivea Advertisement

enjoy life now this is not a rehearsal

enjoy life now this is not a rehearsal

Buzz marketing Campaign with Flash Mob for Nivea

The art of the flash mob has been used for protests, satire, entertainment and artistic expression. As a familiar trend in the advertising industry, can agencies and brands reinvent them for 2012?

The Wow Factor with Q10+ skin

Buzz Marketing Nivea flashmob: A woman is wooed after sampling Nivea's Q10 cream

A woman is wooed after sampling Nivea’s Q10 cream

This buzz marketing campaign was released in April 2012 in the town of Rouen, France for Nivea Visage Q10. This TV spot and web video also uses a combination of flash mob and street theatre. An unsuspecting target samples Nivea’s anti-wrinkle cream at a pop up store and as she walks away, attracts a storm of male attention, including dancing firemen and her very own prince charming. The scenes were captured with hidden cameras and humor is king in this 20 seconds TV spot.

According to the agency, most of the people in the live stunt are real citizens of the town of Rouen, including the gardener and girls on the boat as well as the city’s official basketball team. The 60 people flash mob passing out in the scene that takes place at the Hotel de Ville are employees of the Rouen Ferrero factory.

Flash Mob and Nivea “L’Effet Wouaaah” (The Wow Factor) TV Spot

What do you think – have flash mobs become a tired trend or is there still room for innovation? There’s also the question as to how staged the public involvement and reactions are – after all – that is a big part of the novelty.

 

Adoptable trends campaign by Dieste
never lose your sense of wonder
Social Media Success Story: media exposure equaled $6.67 million in ad spend
Pizza Patron, Pepsi Celebrate Hispanic Heritage
Latino Nutrition Month
NIVEA for Men - Cat - FCB Brasil

NIVEA for Men – Cat – FCB Brasil

Rat for NIVEA for Men by Giovanni Draftfcb

Rat for NIVEA for Men by Giovanni Draftfcb

Cactus - Nivea advertisement

Cactus – Nivea advertisement

Nivea Valentine's advertisement Kiss and be Kissed

Nivea Valentine’s advertisement Kiss and be Kissed

Niveate! Nivea Advertisement

Niveate! Nivea Advertisement

enjoy life now this is not a rehearsal

enjoy life now this is not a rehearsal

WOM Campaigns (word-of-mouth marketing) as Drivers of Revenue

WOM Campaigns - social conversations

WOM Campaigns – social conversations

Ad spending budgets continue to be under scrutiny as BTL (below the line) marketing and advertising strategies like buzz marketing or word-of-mouth marketing – more specifically well planned and executed WOM campaigns – keep proving to be cost-effective and extremely successful drivers of revenue.

WOM is still a relatively small sector, but it is growing fast. Spending on word-of-mouth (WOM) marketing from 2007 to 2008 rose 14.2% to $1.54 billion, and is expected to hit $3 billion by 2013, according to a report based on extensive WOM research from PQ Media.

By category, consumer package-goods marketers spend the most on WOM campaigns. Other leading product categories are food and drink, finance, business-to-business services, electronics, telecommunications and retail.

Why the surge in WOM? The number-one way that consumers make decisions is through word of mouth. Brands realize that consumers are willing to engage with them in conversation, and they realize that they have no choice but to participate if they want to be a part of the consumer decision making process. And WOM campaigns bear huge buzz opportunities across media platforms, both online and offline. Research shows that by far most (over 90 percent) of the brand-related WOM conversations that take place occur in the offline space. Increasingly, the goal of what brands and ad agencies do is to generate word of mouth.

According to research, some 3.5 billion brand-related WOM conversations take place daily in the U.S. And because clients are interested in knowing what’s being said about their brands, they have started to listen to the online conversation more frequently. There is also a direct correlation between advertising expenditure and word of mouth. As a matter of fact, word of mouth can be seen as an early measure of ad effectiveness and, across the board, the area that is most highly associated with sales lift is word of mouth because intent to buy reveals itself in word of mouth.

word of mouth offline

word of mouth offline

These figures are an eye-opener for a lot of people and they highlight the importance for brands to understand the full range of opportunities they have to listen and engage in conversations with consumers. There are many different ways and places to stimulate WOM including, for example, the workplace, leisure areas or in-store (not just supermarkets but gyms, malls, and even parks) as well as through traditional and emerging media channels. Clearly online is a major opportunity but it is not the only one to consider.

it's the journey

it’s the journey

Buzz Marketing Twitterrific ideas

Finding a car parking space at Christmas time is an intimidating and sometimes insurmountable task just about anywhere in the world, and to help people with this Mercedes-Benz created a buzz marketing Twitterrific idea: “The Tweet Fleet” by tapping into the “Park Assist” feature. Mercedes-Benz Park Assist can automatically detect empty car spaces near you as you drive, so what if they could take that feature and provide it to anyone looking for a parking spot at Christmas?

Well, they did, and a fleet of new Mercedes-Benz cars travelling around Stuttgart in Germany, automatically tweeting empty car spaces with geo-tagging to ensure that anyone following can not only find out where the empty spaces are, but can get directions directly to them. All rigged together via an Arduino board and the Mercedes-Benz Park Assist feature.

Twitter Humor ;)

Twitter Humor 😉

attitude in life

attitude in life