Banerjee,+Nilabjo

= = CCT356 - ONLINE @Ad Design = = =

= =** AD CRITIQUE **=

I had first noticed the online banner on CNN featured the question: “//how far can you drive for $1?”.// The multiple choices featured competitors such as Cheverolet Volt, Ford Hybrid and others. When the user would click on an answer, a graph would show how much farther Nissan Leaf could travel in comparison to its competitors. This compelled me to find out more about the car. The campaign also had a direct Q&A with users through its moderated Twitter feed, where potential consumers can directly ask questions about the car and get responses in 140 characters. To generate more buzz, Nissan Leaf started a zero emission multi-city “come and learn” events, where users could ask questions and do test drives. These moments were captured on video and updates were posted on their Facebook page and YouTube channel. Overall, the integration of various arms of digital marketing made this a very successful campaign, winning the 2011 IAC award for Best of Show online campaign. Integrating the YouTube videos on Facebook page and embedding Twitter feed on the website was efficient as it provided smart and attention-grabbing content to the consumers across different channels. The stats speak for itself. FB page has more than 140,000 fans, Twitter with more than 20k followers and 5700 reservations for the model in the first 24 hours. The campaign has gone through various phases, each featuring different levels of interaction. Currently, the website asks users how they are feeling today? (“are we feeling half full or half empty”? Also, users are invited to upload their stories of optimism through YouTube videos, Tweets, photos, etc. When approved, these appear on the website for everyone to see and visitors can leave comments or vote “Perks me up” if the video makes them feel better. This is win-win for Maxwell House as it uses these videos for their ad and the user-generated content is a good gauge for success of the campaign. Since its inception in 2007, **Brew some good** is continuing to be on a strong run. The longevity of the campaign is an indicator of its great effectiveness. Making people care about the brand by making them feel good about themselves leads to marketing the brand through word of mouth, which still remains one of the more effective ways of marketing. The level of interaction also makes people feel special because a huge corporation like Kraft Canada wants your input.
 * Nissan Leaf**
 * Nissan Leaf** campaign was introduced last year to introduce the new 100% electric Leaf to the masses. The target audience would be in the 18-35 age group, who are more receptive to change and consume information through the web more than traditional forms.
 * Brew Some Good**
 * Brew Some Good** is a marketing campaign used by Maxwell House Coffee. The tagline originated in 2007 when Kraft Canada was looking to promote its switch to 100% Arabica coffee beans. I had first noticed the ad on television that showed a coffee cup against a blue background with the text “//The average ad costs $245,000. This one costs $19,000”.// Viewers were directed to **brewsomegood.ca** to submit names of charities that would deserve remainder of the ad budget. Through not focusing on its product but spreading positive emotions, the target audience becomes very wide, as it is no longer just aimed at coffee lovers or specific age groups. Everyone needs a boost of optimism once in a while.