Pepsi are on top of their game. With the help of R/GA they’ve created a campaign site welcoming Barack Obama to his presidency. They’ve tied the entire campaign site message to their tag line – Refreshing Everything.
The idea is very smart – piggy back mr President with your own brand message. On the site visitors are urged to contribute and upload their own ideas on how Barack Obama should refresh America.
These kind of ideas are nice if well executed. I think the conceptual idea and the way they’re using the refresh tag is on the spot. However, I don’t see why I have to wait for the damn thing to load. There is nothing in that site that requires flash based on the design and the functionality (except for the video streams of course). But, all in all, a great initiative.
The Pepsi campaign is off course not the first. By now you must have seen the IKEA piggy back a couple of days ago. That’s another great example of piggy back advertising.
I’ve been part of executing the same idea during the presidential campaign when we created the Apathy Party together with Strawberry Frog.
psst. You haven't missed the new app for kids aged 1-9 years old? It's created by my other company JAJDO. Check it out in the App store
A couple of days ago I spotted this TVC above. It made me happy. Simple & informative yet a fun movie that left a positive feeling right behind my nipples. I instantly started to browse the net to get hold of the movie and blog about it. I was kinda sad when I couldn’t find it.
Today my Squash partner, Tomas Lestrup, founder of Swedish photography agency BSmart, same agency I worked with when I created the Kosta Boda campaign, stood me up on tomorrows game. He’s a sissy of course (haha) but then again he made me quite happy when letting me know that they, together with Jesper Kouthoofd och Henrik Timonen had produced the IKEA movie I was looking for.
BSmart – I can definetely recommend them. If you visit their website, have a look at the ‘this is the cast’ link.
It’s sunday evening. I wanna sleep. And this nice ad from IKEA Canada finally makes me shut down and get to bed. But before I do I gotta share the piece with you as it proves interactivity is always appreciated even thought it might not be digital.
The idea “So comfortable, you’ll need shorter bedtime stories” has been executed as a nice double page spread where you get your own copy of an super short version of classical bed time stories like for example The Tortoise and the Hare. The ad hits me straight where it should do, in my heart. On top of that I’m thinking – If I would have seen this ad I’d saved the little book for my kids. It’s a very nice ad made by Toronto based agency Zig and I found it on the Skinny blog.
So anyway, where was I…..eh…zzz..zzz..zz……..zz…….z (in this case it means it’s a good piece)
It makes me warm to see that companies out there are starting to utilize the possibilities that comes with social media. IKEA has definitely understood how to make good use of web-TV as they started their own IKEA.SE/TV where you are invited to upload your own interior decoration tips.
What’s even better is the fact that they’ve stuck to blogging standards when they have designed the whole thing and not fallen into the trap of trying to do something new and different. According to BuiltWith they’ve used Ruby on Rails to create it. However, I do recognize a lot of plugins, so it wouldn’t surprise me if WordPress or something similar was stuck in the bottom of the whole thing.
Jacob Nielsen, famouse user interaction dude from Denmark once said: “People spend most of their time visiting other sites”
This blog is written by Johan Ronnestam. He's widely regarded as one of Sweden’s leading speakers and authorities in the field of modern creative and conceptual thinking and skill of innovating brands and their communication. In 2010 the readers of Microsoft Indikat named Johan Swedens most influential authority within digital communication
