Lois: We are looking for ideas to save a brand. Is there a future
The program
What Idea! number 26, issued on March 3, 2005, included an interview with the responsible marketing of Lois and Beefeater, during the promotional action that both brands were doing together, quite successfully.
Today, only three years later, the company Sáez-Merino, maker of the iconic jeans brand, announced its closure and, therefore, the dismissal of 400 workers.
Just 24 hours after announcing the move, internet began to be populated pages created by nostalgia for the brand, which calls for the contribution of ideas to save Lois. One such initiative came to me through Facebook, with a message from my dear friend Juan Ramón Plana, which did not talk like Director General of the English Association of Advertisers but merely as a user and lover of a brand with nearly 50 years of existence.
At a time when brands are desperate to get attention and sympathy from consumers, investing hundreds of millions in advertising and promotion (often unsuccessfully), it is surprising to note that the announced closure of a company, ie to a brand, generate, on the public - users and nonusers - the reaction that is generating the possible disappearance of Lois.
Honestly, I do not know what idea to save Lois and 400 families avoid losing their source of income. But I can, with the publication of this interview on You Tube and on this blog, to pay my tribute to a brand that, beyond financial matters, has connected with your audience and win the affections of thousands of users. The same users who today are not resigned to his disappearance.
And if you're among those who believe that ideas can not only help sell a product, but also save a brand enters http://rescataralois.ideascale.com/
We read it everywhere: "The spot's days are numbered", "With such long blocks and an audience so fragmented, spots have lost its effectiveness ... "
And it is true, everything seems to go against the effectiveness of traditional spots. Is that the saturation and the duration of the blocks is such that it gives you time to visit all the channels, washing dishes and going to the bathroom, and when you return, you still have two or three spots to see.
In addition there is the constant clash between advertising and content, demonstrated many times in the attitude of some presenters, not aware that their salary comes precisely from the advertising, when it reaches the block say, "Now we have to make a cut for advertising, so do whatever you have to do, and once again. " I imagine the grace that will make this poster!
At one time it was said: If a product is not advertised on television, does not exist. Today, the phrase would be: If your ad does not go on You Tube, no. Everyone is fascinated by advertising "viral." Viral ask advertisers, producers roll virus, the virus creates creative. And the public - our target - still does not learn anything. Worse yet: it goes from us and our inventions. As always.
viral is a lot less than it costs me a spot on You Tube and you can see a million people!, I think you're thinking the new directors of the era of viral marketing. And sure it's true, a million or two or three ... Five million people! But it turns out you do not sell viral, you sell detergent or ham or sausage, and of those five million people, 70% live across the world and the remaining 30% may not even belong to your target. Of course, you have made to justify your salary a month.
virality We are sick of and want to heal more viral. No longer interested strategies. Many marketers mistakenly taken for dead and advertising on television and betting on ever more gray spots. "Overall, the TV no longer works, I just want to see my brand." And it seems that many creative and not play it for a good idea, because if not, says Luis Bassat in this Blog, "are likely to lose track or keep a job."
The spot I chose for this post will not fail next year, its first 20 years. We see Vicente Cruz and I in 1988 when we formed team Bassat Ogilvy Barcelona. I could have put one of a colleague and more creative than this. But I preferred put "Little Pigs" to byly, because I have something that very few know: This idea was rejected by the client to five times . Each week, customers waiting for us with an idea "better", but Vincent and I were the same, convinced that this was the best.
And when we did, four producers refused to do so because they felt "dirty and disgusting." Until Pepe Fons and Jaime de la Pena, Group Films, saw the idea and posted it without hesitation.
Conclusion: With an investment that was not on television for 30 passes, with only an OTS and a half, ie half a chance and be seen by our target and after five years of stagnation, the increased spot sales of the product beyond the client's objectives and in the posttests, people claimed to have seen "at least" five times. Such was his impact and memorability.
That following has won almost every prize in the world and has been included, by Donald Gunn, the top 100 spots in the history of advertising, they are just good ego inflator for participating in the project.
It is important that agencies continue betting, fearless, creative. Because a good idea is, was and remains the best remedy for saturation, audience fragmentation and atomization of media. That is, In short, it seeks the advertiser. And so what the audience appreciates. Share
Okay, it's true: I have four months without updating my blog. I have many reasons as excuses: lack of time, overwork and even a long trip to my beloved Argentina. Sorry!
aware of this and had a couple of weeks capturing programs, editing and uploading clips to YouTube to return in a few days, my weekly rhythm. But this morning, opening the mail and find the message from my dear friend inviting me to know Marçal Moline his new blog, I knew immediately what would be the clip that was going to update my blog: the interview I did a couple of years to my TV.
Marçal personally met shortly after arriving in Spain, however, already knew his career since long before migration. I knew it was one of the creative highlights of the country and that his name was one of the MMLB-emes of the agency that catapulted the 80 English creativity - but what he most admired and Marçal admire is the generosity demonstrates, has always been to share knowledge and experiences with students not only advertising, but with all his colleagues.
So from here, I also invite you to visit this new page Marçal Moline and enjoy, like me, their talent and generosity: http://blocmoline.blogspot.com/
