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.

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?

What types of video engage viewers?


Coull video studyA new study has revealed the kinds of video content that keeps viewers watching for longer, with some interesting findings.

The research, by Coull, took into account 12 million video plays during May in the UK.

Videos featuring cars engaged 61% of their audience throughout the play time, while people, travel and animals held onto around half of their viewers until the end.

However, with only 43% of sports video viewers watching whole videos, Coull’s CEO suggests that sports publishers and brands could innovate more online, especially in a World Cup year.

Find out more about Coull’s findings here, and tell us about your favourite kinds of video content.

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.”

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.

Nescafé alarm cap


Nescafe alarm capNescafé has given its signature instant coffee a twist by turning the jar into an alarm clock.

The lid (or ‘alarm cap’) of the new-look jar is 3D-printed and contains the alarm clock, which emits a light and a choice of seven alarm sounds.

The user simply has to unscrew the lid to stop the alarm, helping them on their way to their first coffee of the morning.

Play the video below to find out more about the innovative new jar and tell us if coffee is crucial to the start of your day.

‘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’.

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.

Oslo 2022 Winter Olympics bid design


The design for Oslo’s 2022 Winter Olympics bid has been released.

Design company Snøhetta has created a logo inspired by the Olympic rings, combining geometric and circular shapes in the Olympic colours to form ‘Oslo 2022’.

Snøhetta said: “The identity of Oslo 2022’s visual language honours the inherent simplicity and openness in Nordic culture.”

The design has been applied to sample promotional material, such as brochures, and the official application document.

The Norwegian capital’s competitors include Beijing and Krakow, and if the bid is successful, the 2022 Winter Olympics will mark the 70th anniversary of the last Oslo Games.

Find out more about the design here and let us know what you think of it.

Now is what you make of it


Pepsi has taken its football advertising campaign one step further, by producing an interactive video featuring several famous figures in football and music.

Now is what you make of it’ stars top footballers, such as Lionel Messi and Jack Wilshere, and musician Janelle Monae, who interact with Stony as he wanders through the streets of Rio.

The video offers the viewer choices along the way, which are indicated by the cursor turning into a blue object, such as a football or a pen.

By clicking, you can change the course of the video to include exclusive content, like Monae singing David Bowie’s ‘Heroes’ and Messi signing a football with your name on it.

Watch the interactive video here or take a look at the original advert below. What do you think of interactive advertising content?

How to be a happy brand


A study called ‘HappyBrands’ reveals the brands that best connect emotionally with consumers, because they are associated with ‘happiness’.

The study, by Isobel and Cog Research, asked people to rank products and companies for their ‘happy’ characteristics, which included their generosity and trustworthiness.

‘Feel-good’ brands, such as Cadbury and Andrex are at the top of the scale, along with Google and longstanding brands like Walkers and Heinz.

The study also reveals the happiest product sectors, the most ‘unhappy’ brands and which ones are seen as the most trustworthy.

Take a look at this infographic here to see the results, and tell us which is your favourite ‘happy’ brand.

Godzilla: all he needs is a Snickers


Snickers’ new advert, devised by BBDO New York, features legendary film creature Godzilla as you’ve never seen him before.

Godzilla, who has been a part of Japanese culture since 1954, is known for destroying cities and terrorising its residents; this new advert offers an explanation for these rampages.

Godzilla now joins a line of celebrities, including Joan Collins and Aretha Franklin, who have participated in the ‘You’re not you when you’re hungry’ campaign.

Watch the advert below and tell us what you think of Godzilla’s latest starring role.

Lipton teams up with the Muppets to ‘be more tea’


Unilever has launched a new global campaign for the Lipton tea brand by releasing an advert featuring the Muppets.

The advert follows Kermit the frog through New York City, who, despite being surrounded by chaotic Animals, remains relaxed and unflappable – even saving Miss Piggy from an army of fans.

According to Unilever, ‘be more tea’ encourages viewers to be more playful, thoughtful and appreciative of their surroundings, with Kermit embodying this chilled ethos.

Watch the extended advert below and find out more about the campaign here.

Climber conquers 2,500-feet cliff for a short film


Rock climber Alex Honnold has scaled a 2,500-feet high wall – whilst being filmed for a documentary sponsored by The North Face.

Honnold climbed ‘El Sendero Luminoso’, a limestone cliff in Mexico, in around three hours. His achievement is even more extraordinary as he did it completely rope-free, which he described as feeling ‘pretty straightforward’.

Filmed by friend Cedar Wright, the footage of Honnold accomplishing the daredevil feat has been turned into a mini-documentary for outdoor product specialist The North Face.

Take a look at the video below and tell us if it encourages you to give free climbing a go.

‘Rise of Social Media in E-commerce’


MobStac has released a new infographic highlighting the importance of social media in e-commerce.

The infographic reveals some interesting facts, such as how many social media users have purchased a product online after sharing it on a social network.

It also offers tips for e-commerce businesses looking to broaden their social media reach, including how to use different channels, such as Facebook, YouTube and Pinterest, to best effect.

Take a look at the whole infographic here – do you trust a brand more if it has a social media presence?

Birds Eye launch ‘Mashtags’ potato range


Frozen food company Birds Eye is exploiting the social media zeitgeist with its new potato shapes range, named ‘Mashtags’.

Along with classic potato smileys, ‘Mashtags’ also contains hashtags, hearts, asterisks and @ symbols.

Birds Eye used to produce potato ‘Alphabites’, which formed letters of the alphabet, and it is easy to view this new range as a modern successor to ‘Alphabites’.

Pete Johnson, senior brand manager at Birds Eye, said: “Social media is all about conversation and we’re confident Mashtags will resonate across various groups of people.”

‘Mashtags’ will be launched this March in several leading supermarkets – will you be trying these brand new potato icons?

Trio of famous British actors star in #GoodToBeBad campaign


UK car manufacturer Jaguar has added some English elegance to America’s Super Bowl with its ‘#GoodToBeBad’ advertising campaign.

Jaguar’s advert sees actors Tom Hiddleston, Ben Kingsley and Mark Strong sweep through London for a rendezvous while exploring why Brits make the best villains. Style, sophistication and the famed ‘stiff upper lip’ are all mentioned, but they decide that driving Jaguars is the clincher.

Oscar winner Tom Hooper (The Damned United, The King’s Speech) directed the advert, which was devised by Spark44.

Spark44’s managing director, Simon Binns, said: “Jaguar produces the most stylish premium performance cars and British actors create the most convincing and powerful villains in Hollywood movies. So we felt the archetypal British villain and the new Jaguar F-Type were made for each other.”

Watch the advert below and tell us what you think – do Brits make the best villains?

‘Have a Break’ with KitKat’s new advert campaign


KitKat’s new advertising campaign puts an entertaining spin on its classic strapline ‘Have a Break, Have a KitKat’ by lampooning high-speed car chases.

The television advert sees police pursuing a pair of masked criminals, but when they eventually ‘catch’ them, they simply take a moment to snack on a KitKat.

The campaign is the Nestlé-owned brand’s first television spot for three years, though its classic strapline remains at the heart of its marketing.

Jon Lambert (group marketing director for Nestlé UK & Ireland) said: “We wanted KitKat to return to screens with a humorous campaign; reminding everyone not only of the importance of a smile in a break but that KitKat is the chocolate bar to provide that.”

The advert was created by JWT London, which has previously worked with KitKat, and will be supported by online offerings throughout the year.

Take a look at the advert below and tell us what you think of this new spin on the famous chocolate bar.

Content marketing on the rise!


New statistics, published by Brightcove, have shown that a massive 93% of B2B marketers in the US are now using content marketing.

These statistics won’t come as a huge surprise to experienced B2B marketers who will have seen a new plethora of social channels open in the last decade that make social engagement easier than ever.

These statistics demonstrate that B2B marketers are using content to proliferate social engagement and grow larger followings, central to this marketing philosophy is relevant and interesting content that gets people talking!

The research also shows that marketers who utilise content do so predominantly for three main aims; firstly to increase brand awareness, secondly to generate leads, and lastly to maximise customer acquisition.

So it would seem that content is becoming an ever more critical component of contemporary B2B marketing strategy.

You can see more of this research on the B2B Marketing website here.

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