Tag Archives: Canon

Budding directors have 6 secs to impress John Lewis

20 Aug

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John Lewis at Christmas has become a highlight for consumers with its heart-warming adverts – and now the department store’s insurance division is giving its customers the chance to shoot their own using Vine.

Using the six-second video platform, customers are invited to direct their own stop-start motion picture inspired by the brand’s latest offering to promote its ‘What Matters Most‘ campaign.

The animated advert is a little dull compared to what we we know John Lewis is capable of, but it gets the message across with its strap line: ‘If it matters to you, it matters to us.’ But, that’s not the important part. It’s the competition. It’s interesting because the mechanic is simple. Shoot six-seconds of video content, upload onto Twitter incorporating the relevant hashtag and wait to see if you’re a winner. If you’re wondering the prize is £1,000 of vouchers and runners up get one of three Canon cameras.

However, I would’ve liked to have seen adam&eveDDB, the agency behind the concept, bring in some better known judges to create another news story. My mind immediately thinks of Rus Yusupov, Colin Kroll or Dom Hofmann – Vine’s co-founders (Ok, not immediately but you understand my thinking.) Failing that, Nick Park or winners from the British Animation Awards or the British Animation Film Festival. Advertising gurus Simon Lloyd and Ben Tollett could sit on the panel but I don’t think they should run the game entirely because it simply doesn’t ooze credibility. In fact, it undermines it. Perhaps budgets play a part, but quite often people are happy to donate their time for free in exchange for national PR.

Currently there’s no chatter on Twitter about the competition. But, I’ll give the campaign its dues – despite the top two YouTube clips generating just two views to date.

Perhaps the brand would do well to front one version of its animation with details about the competition and, like its criteria, edit its content down to six-seconds to further inspire entrants.

Overall, the social media campaign is almost there. Who knows? Maybe it’ll be reviewed in time for Christmas.

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Oddbins rebels against the Olympics

24 Jul

Just three days before the Olympics’ opening ceremony, wine merchant Oddbins has launched a rebellion campaign against the Games’ top tier sponsors.

The company, which has 35 stores throughout the country, is planning a counter-strike over the next three weeks – accompanied by campaign posters making consumers feel at home by wearing their ‘outlawed Olympics attire’. Essentially, all Nike wearing and Vauxhall driving, MasterCard holders will be welcomed in store with a 30 per cent off discount.

Oddbins’ managing director Ayo Akintola has fiercely stated that non sponsors, in the run up to the Games, have been treated like “beggars on the gilded streets of the Olympic movement”. However, he quite rightly mentions that he’s expecting some backlash from LOCOG as a result of the campaign, which last week published rules that no one may link to the London 2012 site in a “false, misleading, derogatory or otherwise objectionable manner.”

In response to Akintola’s rant, time will tell whether small businesses and non-sponsors profit during the Olympic Games. But, with an influx of visitors preparing to descend upon London, there’s an opportunity for everyone to seize. But, the question is – would consumers rather engage with a brand that is for or against the very reason they’re here?

Yes – the Olympics is going to cause disruption and the Olympics’ heavy-handed brand police have made headlines for the wrong reasons lately. But, as organisers have said time and time again, sponsorship is what allows the Games to take place. Let’s hope we look back at the Games as a highlight of the decade and beyond. Brands that take this approach will be better off than those that look the other way.

Selection of Olympic sponsors

Worldwide Olympic Partners: Coca-ColaMcDonald’s, P&G, UPS, Samsung, Panasonic, Dow, Atos, Omega, Acer, GE and Visa

London 2012 Partners: Lloyds TSB, EDF, Adidas, BT, BA, BP and BMW

Non sponsors include: Barclays, Nike, E.on, Virgin, HSBC, Canon and Carlsberg

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