Cycling Under The Sea


Cycling under the seaChris Froome has become the first person to cycle through the Eurotunnel, an achievement filmed by car manufacturer Jaguar.

The Tour de France champion cycled through the service tunnel in just 55 minutes, reaching speeds of up to 65km per hour.

The two minute film was released during the British stage of the Tour de France and was anticipated by Jaguar’s #KeepPushing hashtag.

Jaguar has been supplying vehicles to Britain’s Team Sky since 2010 and signed an official partnership deal this year.

Watch Chris Froome in action below and let us know what you think of the film.

Jeep’s optical illusion posters


Jeep adA new ad campaign for Jeep puts a twist on an old style of optical illusion by using animals.

The ‘See whatever you want to see’ posters feature animal pictures that, when turned upside down, look like a completely different animal.

The ingenious black and sepia posters, designed by Leo Burnett France, include a giraffe which becomes a penguin when flipped.

The posters are intended to give the brand a spirit of adventure and encourage users to see the world – while driving a Jeep, of course.

Take a look at the campaign here and tell us which is your favourite poster.

Content ideas for social media


Social mediaContent marketing is now a crucial part of many organisations’ strategy, but sometimes it’s hard to think of content ideas tailored for different social media channels.

PR Daily has compiled a list of ideas for Facebook, Twitter and other social networks, designed to make your content offering more diverse and distinctive.

The list recommends digging out vintage company photos for Facebook, crafting inspiration boards on Pinterest and sharing quick tips on Twitter.

Other ideas include checking what’s trending on social media, sharing industry-relevant blogs, creating infographics and even making video montages.

Take a look at the whole list here and tell us if you have a great content idea for a social network.

The Bible of BBQ


The Bible of BBQA direct mail project entitled ‘The Bible of BBQ’ has won a Bronze Cannes Lion, thanks to its interactive style.

The Bible of BBQ, produced for Brazilian brand Tramontina, consists of pages that have a particular purpose in the ‘perfect barbecue’.

For instance, the book had a knife-sharpening page, a sheet made of salt for seasoning, a flammable page and even a fold-out apron.

The Bible of BBQ was sent to fifty people, many of whom proudly displayed their present in their restaurant.

Watch the book in action below or find out more about the book here – tell us what you think of it.

What makes a brand popular?


Brand popularityNew research suggests that not only is brand popularity more complex than just sales figures, it can also be recovered if a brand’s reputation slips.

The study by Leo Burnett divides brands into categories: ‘superstars’, ‘rising stars’, ‘settled greats’ and ‘former glories’.

A brand’s popularity and momentum determine in which category it ends up, along with other brand attributes, including affinity and longevity.

Leo Burnett analysed 5,000 responses to fifty brands, including Innocent and Heinz, and revealed the results to Marketing Week.

Find out more about the research here and tell us which brand attributes are important to you.

Top 20 brands on LinkedIn


LinkedInLinkedIn has published a list of its most influential UK brands, revealing which companies have successfully mastered content marketing on the social media platform.

The list of twenty brands uses LinkedIn’s Content Marketing Score, which measures content by how it engages other users.

Recruitment companies, such as Hays and Reed, feature in the list, but a range of brands score highly for content engagement, including Financial Times, BBC and Eurostar.

Take a look at the whole list here and tell us which brands you engage with on LinkedIn.

How far would you queue?


How far would you queueAn Australian brand has tested its customers’ endurance by seeing how far they would queue for a free snack.

Fantastic Snacks offered people a free bag of Fantastic Delites Curls, providing they would persevere through a variety of unusual queues.

Eager customers snaked through mile-long queues, waded through a lake and even skated on ice to reach their free packet.

Watch the results of the patience-testing campaign below and tell us what you think of the unique idea – would you take on one of these challenges for a free snack?

Tech Nation


Tech NationOn June 3rd, The Think Tank attended Tech Nation’s event at The Jones Family Project in EC2. It was an opportunity for a bit of networking and to gain insight into dealing with customers and leveraging technology to enhance the user and business experience.

The first Keynote speaker was Joe Middleton, CEO of PlayerLayer, which makes sports clothing usually worn as an additional layer. PlayerLayer garments are worn by professional sports teams and universities across the world. Joe’s insights on reaching customers and getting them to participate in the brand to push it to the next level were punctuated by his own examples that pushed his own brand into a current and in demand product.

Mark Wakelin, CEO of Tquila, a customiser of Salesforce software illustrated how simple changes and modifications can enhance the channels which reach and interact with customers wherever they are.

A speaker from Salesforce.com, spoke of their growth from a four-man company to a multi-billion dollar organisation in 15 years. This astonishing growth is due to a commitment to servicing the customer and guiding companies to draw customers in on their own, customised, path to purchase.

Finally, we had a look at social retail with Dean Fankhauser, CEO of Nuji, a social retail startup. He spoke of the growing egocentric consumer and how their world revolves around them via their mobile device.

Think Tank Senior Account Manager, Steve Mancour, says: “This was a well organised event and sought to create a little of the vibe of Silicon Valley near Silicon Roundabout. The idea of networking, talks, wine and beer tasting, accompanied by some delicious food proved a winning combination and certainly seemed to encourage some great conversations from speakers, supporters and guests alike.”

Raise the Roof


Raise the RoofAn ice cream brand’s new campaign has brought people together through rooftop art.

Kibon’s project, called ‘Raise the Roof’, united local residents of a Brazilian town with artists.

The community has created 22 murals, which were then exhibited on the rooftops of Morro do Alomeo and could be seen from the cable car that travels over the shantytown.

Kibon’s campaign aims to bring ‘culture to the community’, as well as being a unique publicity stunt.

Watch the video below or find out more about the inspirational campaign here.

The Garden of Identifiers


The Garden of IdentifiersAdTruth has made an infographic detailing the identifiers that marketers use to interact with consumers.

The infographic, called ‘The Garden of Identifiers’, looks at the effectiveness of certain identifiers, such as cookies and fingerprinting, across different platforms.

It also covers why they should be used, including reach, accuracy and privacy.

Marketers use identifiers to gather information about their audience, helping them to optimise their marketing campaigns.

Take a look at the whole infographic here.

Jet off to Geneva


Jet off to GenevaGeneva Tourism has combined experiential and online marketing for its new ‘Jet off to Geneva’ campaign.

The tourist board set up a mini Jet d’Eau de Genève in Canary Wharf and asked members of the public to cycle hard enough to power the fountain.

Whoever could power the fountain the longest won a luxury weekend for two in the Swiss city; now Geneva Tourism is offering the weekend package, along with other prizes, to players of the online game.

Find out more about ‘Jet off to Geneva’ here or watch the video below. Tell us what you think of this fun campaign.

The Think Tank wins global brief from Asendia


AsendiaAsendia, the La Poste and Swiss Post joint venture which launched in 2012, has awarded The Think Tank the brief to plan and execute a series of campaigns for 2014, which include creative, production, digital outreach, and public and media relations.

Based around Asendia’s brand theme ‘The world is your address’, we will roll out campaigns targeting customers and potential customers of the company’s cross-border delivery solutions. The campaigns will be delivered in a number of countries around the world and will feature multiple language elements.

For 2014, work will kick off with a campaign directed at how Asendia can enable the growing opportunities for eCommerce business across borders. This will be followed by a focus on the company’s new global offering, a comprehensive range of international mailing and shipping solutions for business, direct marketing, internet retailing and publishing.

Campaign elements will comprise owned, earned and paid for media, with a focus on an integrated approach. Elements of the campaigns will also focus on employee communications.

The brief was won in a competitive three-way pitch at the end of 2013, with the first campaign due to go live in April 2014. A pilot project for internal communications was completed in December.

Asendia Head of Communication, Domenico Pereira said: “We selected The Think Tank because they combined a creative approach with a holistic view of our brief; we felt that they understood our challenges and would work effectively with the in-house team we have in place in Berne and Paris.”

The account will be led by our Directors Liam Bateman, Samantha Dawe and Shaun Madle.

3D postcards encourage Brits to ‘Get Up & Go’


Get Up & GoTravelodge took over Waterloo station with interactive picture postcards last week.

The hotel chain used 3D street art to promote its ‘Get Up & Go’ campaign, which encourages Britons to be more adventurous.

The campaign grew from Travelodge’s survey, which revealed that less than a third of Brits would do something adventurous, such as a white-knuckle sport.

Commuters and members of the public could be photographed in front of the pictures, which gave the illusion that they were abseiling down the White Cliffs of Dover or waterskiing down the River Thames.

Find out more about the campaign here and tell us if this makes you feel like trying something adventurous.

‘Goodbye Serious’: Wall’s ice cream relaunch


Wall's advertsWall’s is repositioning its brand with a new strapline, ‘Goodbye Serious’, accompanied by a series of fun adverts.

The advertising campaign, which is the brand’s first in a decade, includes famous products (such as the Cornetto) making puns and a new television spot set at the United Nations.

The advert features ‘UN representatives’ finding a new way to liven up their day – find out how they stave off the boredom by watching the video below.

Read more about the campaign here and tell us what you think of ‘Goodbye Serious’.

Little Coca-Cola kiosks promote new mini cans


Coca-Cola mini kiosk‘It’s the little things in life that make us happy’ is the strapline for Coca-Cola’s new publicity stunt, promoting its miniature cans.

The campaign, which is running throughout Germany, uses miniature kiosks (with their vendors presumably sitting on the ground) and even has to-scale chairs, a bin and a parasol.

The campaign, which was created by Ogilvy & Mather Berlin, promotes the new mini cans, which are 150ml.

Watch the campaign below and tell us what you think of the tiny cans.

The ‘Science of Sharing’ – successful video campaigns


Super Bowl advert sharesA new report has revealed that sharing is crucial for the success of video advertising campaigns.

The ‘Science of Sharing’ report, by Unruly, examines the timing of campaigns, the use of celebrities and branding, and what emotional triggers work best with viewers.

The report looks at the shares for adverts during Super Bowl XLVIII and compared them to the figures for last year’s game.

Describing shares as ‘the global currency of social video and a measure of deep engagement’, the report also suggests the need for a ‘strong distribution strategy’ to capitalise on the sharing of content.

Find out more about the report here, or download it here and tell us what kinds of campaigns you like to share.

Brand fatigue and brand affection across the globe


New research has revealed which countries and age groups have a close relationship with brands.

Momentum Worldwide’s global study discovered that the Philippines, Mexico and Brazil rated highly for brand affection, with around 60–70% of consumers regarding their relationship with brands as being ‘friendships or stronger’.

However, the research also found that countries with a long sustained exposure to advertising, such as the USA and the UK, experience ‘brand fatigue’ and show a far greater emotional distance to brands.

The study, which had 6,504 respondents, was carried out in twelve countries. Chris Weil, Momentum Worldwide’s CEO, said that the study’s results are “a wake-up call to marketers across the world that brands must evolve with their audiences”.

Find out more about the study here or take a look at MarketingWeek’s infographic.

The best Easter campaigns of 2014


Easter campaignsMarketingWeek has compiled a list of the best, worst and oddest campaigns that British brands ran this Easter.

The best include Cadbury, who launched a multifaceted campaign including an Easter Egg trail, TV spots and a partnership with a Great British Bake Off winner, and MINI, which cleverly appealed to children as well as their potentially car-purchasing parents.

ASDA, who appeared in two of the categories, featured as an ‘odd’ advert, thanks to its singing and moonwalking chick, promoting its ‘10% better off’ campaign with a disco soundtrack.

Read (and watch) the list here and tell us if any other campaigns caught your eye over the holiday.

B2B social media in 2014


Social MediaB2B Marketing has unveiled a new study and infographic detailing the social media landscape in 2014.

The infographic reveals the social media behaviour of B2B companies and which best social networks are best for communicating the organisations’ messages.

LinkedIn and Twitter are the most popular platforms for B2B organisations, citing them as the best channels to boost brand awareness.

Other statistics, such as key challenges for B2B companies and what type of content performs the best, are also included in the infographic.

Take a look at the infographic here or download a summary of the report.

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