“Unilever owns Axe, the personal care line that goes after young men using unusual marketing tactics…. To introduce a leather-scented deodorant called Axe Instinct, Axe sought out about 20 street musicians and college bands in several cities, using Craigslist, MySpace and other Web sites. In exchange for an estimated $1,000, Axe asked the musicians to put up ‘Axe Instinct’ signs, offer free deodorant samples when they play and, a few times a day, sing a ditty ‘Look Good in Leather’ that Axe is using in its commercials. The musicians’ stints started in September and run through the end of the year.”
On the one hand, an extra $1000 is likely a nice boost in income for these musicians over the tips they’ll collect from September through December. But $1000 seems like a pittance to trade for hundreds of live performances of the Axe jingle. Especially when you consider the deep marketing pockets of Unilver: Axe spent around $100 million in marketing over two years to launch in the US.
On authenticity and artistic integrity:
“Asked if it was authentic to have street performers singing a corporate jingle, [Jay E. Mathew Jr., marketing director for deodorants at Unilever USA] said he thought it was. ‘The song itself is a song that was created in 2002 and not something we created for just the ad — it was an existing, organic type of music. We thought it fit perfectly with the campaign.’”
I don’t know anything about I Love Local Commericals — a low-budget commercial production outfit? I also don’t know anything about Cullman Liquidation, including whether or not they’re a real company. But if they’re real and I was on the market for a used mobile home, this commercial makes me think they’d be fun to work with.
The latest rage in the German advertising community, apparently. From AdFreak:
“Since skywriting is no longer acceptable in advertising, German agency Jung von Matt has settled for ‘flyvertising,’ attaching tiny ad banners to flies and letting them buzz around a convention center during the Frankfurt book fair. Neat idea, but the obvious flaw is that flies are the most annoying things ever, and may not be something you’d want people associating with your product long-term.”
It all started on HotWired, the website alter ego of Wired Magazine, 15 years ago today. From :
“On October 27, 1994, HotWired.com hosted ads from Volvo, AT&T, MCI, Club Med, Zima (!) and 1-800-Collect. Frank D’Angelo, founder and partner of CL&S, the ad agency behind a few of the ads, writes on Ad Age today that one of the banners reached an astounding 78% click-through rate.”
The vast majority of traffic still comes from search engines, but this data suggests that while we use search to find a particular nugget of information, we’re more likely to use social media to discover new sites.
“Gawker, Federated Media, Digg and others are lending a hand with brands looking to fit into their environments without being relegated to the sidelines with run-of-the-mill banner ads. The increased leeway these publishers have in crafting messages centers on the belief that they’ll resonate better than if an ‘outsider’ — whether agency or brand — tried to do it on their own.
“In many ways, the publishers are trying to pull off the same trick as magazines such as Vogue or Wired: making ads a seamless part of the content experience. The difference, publishers say, is that crafting a print ad that adheres to the style and tone of a magazine is easier for an agency to do than getting the vibe of a tight-knit community.”
“Newspaper sites are the patent-leather stilettos of the online world: they get used for special occasions, but other shoes get much more daily wear. The beneficiaries of this behavior are networks and exchanges like Advertising.com from AOL and DoubleClick Ad Exchange from Google, which dominate the buying and selling of extra space.
“At nonnewspaper sites like Yahoo and Google, revenue from display advertising — the image-based ads on Web pages — seems to be returning. Yahoo’s display revenue on its Web sites increased 2 percent in the third quarter, though it was down from a year earlier. Display revenue increased at Google from a year earlier. “