FEMALES: Let’s unite in our search for Moderate Drinkers

I love this new ad from Heineken:

It’s so much more than just a CSR campaign (Corporate Social Responsibility). It’s based on a real insight that women ACTUALLY want to interact with men who know their limits. I think it’s funny, well shot and extremely engaging. A moderate drinking campaign in the alcohol category that is executed correctly. And it makes me proud to be working with them on their communication and marketing strategy.

CHANEL No. 5 Film #theonethatiwant

I went to see The Imitation Game with Benedict Cumberbatch at the Empire cinema yesterday. As a media gal, I arrived early to watch the pre-roll adverts that are put on by Pearl & Dean (cinema advertiser).

My favourite was, but of course, the Chanel No. 5 Ad with the beautiful Gisele Bündchen. I love the marketing strategy of positioning Chanel No. 5 ads as ‘films’ and thus, correctly placing them on the big screen before a movie. The films, as with the brand, are always decedent, glamorous, and classy and they offer a beginning, middle, and end to the story. All I have to say is… these 3 minutes are filled with the perfect combination of sultry, yet elegant shots to create the perfect cinematography for the brand image of Chanel.

Some quotes by Mademoiselle Chanel: 

  • “Fashion passes, style remains.” 
  • “‘Where should one use perfume?’ a young woman asked. ‘Wherever one wants to be kissed,’ I said.”
  • “Dress shabbily and they remember the dress; dress impeccably and they remember the woman.”

Full-Time Working Gal … in a Media Agency.

Ahhh… the bliss of Sunday! After my first two weeks of work, I have re-found my love of weekend relaxation. DSCN4644

I’m currently employed by Starcom MediaVest Group – a media agency – as a graduate media trainee in their London office. The program is a 13 week rotation scheme in order to gain exposure to different aspects of the business! The basis of media agencies, although difficult to explain at times, is their position between brands and consumers. The agency acts as the liaison between their clients [ ex. CineWorld ] and media owners [ex. The Guardian ]. With the data-driven research and expert knowledge, media agencies solve business problems through marketing campaigns. 

As a media planner…. here are some of the typical questions you would have to ask/answer:

1. From all the data on consumer behaviours, what is the one simple, meaningful insight into your target audience?

2. How can you use different media channels [press, radio, TV, outdoor, digital…] to create one unified message for the consumer? What do you want your brand experience to be? 

3. How well is your campaign performing? Can you optimise the budget to maximise the return on investment?

4. How are you going to get the right message in front of the right people at the right time? 

Starcom-MediaVest

Thus far, media as a career path has only been positive! The industry is extremely young [ the average employee age is around 29 ] and very fast-paced [ with digital technology, the rate of change is faster than ever ]. The work is intellectually stimulating and heavily relies on communication and networking skills within the small world of brand managers and media owners. Despite being a niche speciality, there is plenty of opportunities for travel and career mobility. As an arts and humanities graduate, I was lost in the sea of Google search results which suggested I would never find a job. But they were wrong. I love my job. [ SMG has ‘hot desking’, running clubs during lunch, chalkboard walls, free cappuccinos, and hilarious brainstorming sessions.] At the moment, it’s not very well-paid, but hey, you gotta start somewhere! And in 5 years time, I’ll have the expertise, the salary, and the happiness. How about that? 

“Don’t let the fear of the time it will take to accomplish something stand in the way of your doing it. The time will pass anyway; we might just as well put that passing time to the best possible use.”

-Earl Nightingale

Pourquoi pas moi?

‘I love everything about film. I’ve seen so many films over the years, so I thought… why not me?’

The Lesson here… and I quote someone older and wiser:
‘If you don’t build your dreams, someone will hire you to build theirs’ – Tony Gaskin

The Selfie of all Advertisements.

Critically, I don’t know if they say the company name enough to create brand awareness and loyalty… but the video on its own is worth viewing. Over 136 million hits on Youtube, it’s doing something right, even if it’s only the celebrity element. Still, it references popular culture and maintains a humorous tone throughout. At any rate, it was a good watch and as a spectator, you don’t feel like a consumer being sold a brand.

“What do you wear to bed?”

1. A new commercial from Chanel no. 5 discussing Marilyn Monroe’s famous quote and the media  that follows the sex symbol, movie actress, and international star. My gosh, I am always impressed by her carefree persona.

2. This video is very visually pleasing and well edited – from the font choices to the classy white-and-black backgrounds. This ad displays archived footage, new images, text, recordings, and a voice-over. Almost imitating a documentary film style – an investigation into Marilyn’s legacy in the 50s. However, the fascination with Marilyn continues to elicit excitement and allure as this Channel ad demonstrates perfectly. Plus, for the high class image that Chanel No. 5 wants to promote, I believe this video serves its goal of glamour and appeal very well.

Oh la la, Marilyn’s star persona never get old: “I’ve never fooled anyone. I’ve let people fool themselves. They didn’t bother to find out who and what I was. Instead they would invent a character for me. I wouldn’t argue with them. They were obviously loving somebody I wasn’t.”

Coca-Cola at the Movies.

Coca-Cola at the Movies.

Some key dates:

1. It’s generally accepted that cinema was invented around 1895 with the first film made for projection: Workers Leaving the Lumière Factory. In the beginning, it is silent and in black-in-white (the first Coca-Cola bottle).

2. The first feature-lenght sound film to be projected was The Jazz Singer in 1929. However, not all studios immediately transitioned and believed that this evolution to talkies is good for the art form of cinema. Nevertheless, sound becomes the industry standard by the 1932-33.

3. The transition to technicolor changed the film industry between 1922-1955. This artistic transition varied the use of colour vs. black-and-white. Examples of this time: His Girl Friday, The Wizard of Oz, Singin’ in the Rain (and the second Coca-Cola Bottle).

4. Hollywood started experimenting with 3D technology in the 1950s with Cinerama and 3D projectors. However, ultimately the technology was abandoned until it re-appeared in the mid-1980s with IMAX. According to the MPAA report of 2012, 41% of the screens in the US are equip for 3D projection, there were 36 3D films released in the US last year, and 48% of US viewers have watched at least one 3D movie in 2012That brings us to today (and the third Coca-Cola Bottle).

5. The Coca Cola Company was founded in 1886. So funnily enough, it’s history is about as long as cinema.

Oh how far we’ve come! Time to put on my 3D glasses…. or maybe we won’t need them in the future?