Classification: Creativity: 4,7; Call to action: 4,6; Empathy for the Brand: 4,6 Total: 4,6
The McKinney Ten Percent, the ad agency's incubator that encourages all employees to devote 10% of their time on non-client related projects, has found a way to breathe new life into both beer tasting and arcade gaming. Created for Big Boss Brewing Company, Beercade is the first ever beer-dispensing arcade game that takes the snore factor out of beer sampling. Instead of being served by a distracted bartender, wired beer rep or harried festival worker, beer lovers get to fight until the end for a sample of Big Boss's most popular beer brands.
Classification: Creativity: 4,7; Will to buy (try): 4,4; Empathy for the Brand: 4,5 Total: 4,5
The world of clubbing has become a dangerous one, as the ubiquity of camera phones and social networks means your partying indiscretions could be caught and displayed for the world to see. Stop the publishing of your philandering or drunken ways with "Photoblocker," an intelligent beer cooler from Norte and Del Campo Nazca Saatchi & Saatchi which can detect camera flashes, and respond with a flash of its own that destroys the photo. The beer coolers were distributed throughout bars in Northern Argentina.
Del Campo Nazca has become quite famous for its out of the box inventions, which include a singing microwave for BGH, and the award winning Teletransporter for Andes Beer, which allowed club-going guys to phone their significant others backed by a camouflaged sounscape of their choice. - via Creativity Online
Classification: Creativity: 4; Will to buy (drink): 4;
Empathy for the Brand: 4,4
Total: 4,1
One of the steps to built a strong brand is to create rituals around the brand/product. In mine opinion Stella Artois with this new brand communication does that job quite well.
When a new communication is released is important the brand managers to be aware of the Word-of-mouth generated around it. For example you can get some pointers by reading the user comments on youtube:
"YOU, with the big nose!"- The brand has sense of humour (Great).
this is crazy awesome but why only 360p stella? - Yeah, why (Bad, premium beers should have premium videos)
Great, great advert. Too bad it tastes like Coors Light.- Better work a little better in the formula, to differentiate among others, especially when it's compared with Coors light.
She is incredibly sexy...- The male target is happy!
Step 10 : Get a big belly - At least it's different from those retarded ads with the moron surrounded by top models drinking cheap beer from a can... - The male target is happy and not the retarded ones, the ones that drink Coors light.
I didn't think it was possible to love Stella Atrois more than I already did, but it is.- Mission accomplished.
What's the name of the jazz bit on the beginning of the video?- The Stella Artois consumers like jazz, a lifestyle hit.
Ah, don't forget to engage the consumer in your ritual.
