Too easy. Here’s a better question: What’s going on in your office today? How about this week? This month? This year? Business...
“It is better to fail in originality than to succeed in imitation.”
At BCG, we all love puppies. We even have an official “Office Therapist,” AKA, Norman the Westie. It’s probably why we also all cracked up over Purina Puppy and Dog Chow’s latest campaign. The program, titled “Welcome to the Puppyhood,” was launched with a YouTube video via Buzzfeed and received more than 4 million views within the first two weeks.
The video explores the work, care and effort that goes into welcoming a new puppy into the house. A grown, single man named Max is walking downtown and hears a small bark from outside a pet shelter. In front of him is a little Cavalier King Charles Spaniel that instantly steals his heart. After purchasing dog food, a small kennel and toys, he brings the puppy home for the first time. For a while, it seems that all the two are doing is staring at each other until Max decides to choose a name for his new female pup: Chloe. After showing her around the house and introducing her to his collection of 80s and 90s music records, all is well between the puppy-human relationship…until Chloe walks in on Max using the bathroom and subsequently destroys his work project. Patience is tested until Max learns to forgive Chloe and realizes that having a companion isn’t so bad. In the end, you see the two eating breakfast together with a bag of Purina Puppy Chow in the background.
This campaign could almost be seen as the first awkward steps of moving in with a boyfriend or girlfriend. You show them the place, tell them you’re open to change, figure out little things that you have not known about them before, run into some uncomfortable situations and live casually and content in the end. Adopting a puppy is a large commitment and requires a lot of getting used to. You have someone new in your life, so you must do whatever you can to make them happy. Thanks to Purina’s campaign, the struggles of puppy parenthood can be stretched to anyone thinking about adopting a pet.
Purina’s video illustrates the most realistic scenarios of what happens when you bring home your first pet. What do you do first? Go on a walk? Stare at it until it falls asleep? Give it a toy? Puppy parenthood did not come with a manual, but it does come with lots of love and a lot of support from the Purina staff. Puppyhood.com is the new virtual and interactive way to take care of your puppy in the best way possible. Thanks to experts and scientists that have partnered with Purina, new pet owners can learn about everything from naming their puppy to how often they need to exercise, eat and sleep.
You can research before adopting your puppy by downloading the “new puppy checklist” or clicking on the “interactive dog walk” link. Once you bring your puppy home, there are other links of what to do when your puppy has allergies, how to teach it to swim, play fetch and train them with verbal and hand gestures. Website contributors also post articles frequently such as: when to switch from puppy food to adult dog food, how not to let them jump on people and what to do if your puppy starts gaining weight. After all, feeding good food from the table may be a good way to get rid of leftovers, but not if your puppy becomes too comfy to go on a walk.
A favorite link on the website by the staff is the name generator. It’s set up like the old-fashioned MadLibs we all did in the car during a family vacation. The sentence is set up as followed: “My _ _ is gonna love to _ after he/she _.” You can select adjectives, nouns and actions that a puppy is typically described as being or doing. For example, a staff member selected the sentence “My little peanut is gonna love to cuddle up after he gets a belly rub” and the generator told me that because I picked this sentence, I should name my puppy Bruce. The name generator is amusing and completely personalized to entertain and make puppy-adopting more fun and less stressful.
Purina’s latest digital advertising is no doubt becoming a big success. After all, who doesn’t love puppies? They’re able to advertise not only their product, but the importance and encouragement of adopting a pet. “Puppyhood” is available for everyone who has or is considering adopting a puppy and has many options for preparing to bring him or her home. Register now at puppyhood.com.
“It is better to fail in originality than to succeed in imitation.”
It’s becoming a BIG trend this year… ad campaigns that are meant to touch people’s hearts and relate their product to the consumer’s very personal feelings and experiences. It feels like not one week goes by without seeing an article that prepares me to grab my tissues before watching the newest video that’s out there.
I think to myself, “How is yet another video going to put me to tears?” Then, after a minute into the video I really do find myself on the verge of tears! Yet another company has succeeded in what they set out to do – make a personal connection with a consumer.
In a new video, Quaker Canada promotes their “Goodness starts today” campaign. A father and a daughter are asked separately what they would like more of in their lives and both of them give the answer that they’d like to spend more time with the other. So, Quaker gives them the opportunity to do just that, but makes them start immediately. What you end up seeing is a glimpse into a real parent and child relationship. You also see a family of five living their every day lives while also consuming Quaker products – different chewy bars, quinoa bars and oatmeal, to name a few. And, it’s heartwarming.
Being a parent myself, I understand wanting to spend more time with my children. Many parents with older kids tell me to enjoy it as it all goes by too fast. I believe them. So, I quickly picked up on the message Quaker was putting out there – to stop simply thinking about or talking about how I actually want to spend my time and to just go out there and do it. Now’s as good a time as any – my goodness can start today!
Now does this mean that I intend to run out and buy their products today? Not necessarily. But, you know what they say – any press is good press. After watching their video, I will think of that brand fondly and I’ll know that their values are in line with mine. I will anticipate seeing more of this campaign and if I hear about a new video they roll out, I’ll be sure to check it out. And, down the road will this lead to me purchasing their products? It just might.
So, grab your tissues, or some oatmeal, and enjoy Quaker’s video!
It’s not uncommon to walk into your friend’s house, awe over their new furniture and hear them tell you that their inspiration came from Pinterest. After all, it’s a source of some of the most creative [...]
It’s not uncommon for large brands to have some sort of cause behind their multi-million dollar marketing campaigns. For example, Lexus altered gravity with the world’s first hoverboard as part of [...]
Lexus, like any other brand, has materialistic features that drivers think about when it’s time to upgrade their vehicle: leather seats, Sirius XM radio, GPS and at least three power adaptors. The feature they don’t see is the whole purpose of what really makes a car stand out: the motion.
Lexus’ 2015 campaign titled “Amazing in Motion” describes all the elements it takes to set the motion of motor vehicles in a smooth, consistent form. Four campaign videos have been released that categorize each motion form from beginning to end: strobe, swarm, steps and slide. Each video demonstrates a certain style of motion based on a chosen figure. The process of producing the campaign content is shown in separate videos portraying how the motion is created.
The latest addition to the series, “Slide,” introduces professional skateboarder Ross McGouran cruising on his board down a skate park until he suddenly steps off. Ten feet in front of him floats the world’s first hoverboard, created by Lexus. Produced by light and natural bamboo (materials used in making Lexus models), permanent magnetics and liquid nitrogen cooled superconductors, this has been generated as perhaps one of the greatest marketing campaigns in the world.
The hype the campaign is receiving in social media surrounds only the fact that a hoverboard actually exists in the world now. While it’s amazing that more of these gadgets are being created, the hoverboard is not a product that is set to be on the market anytime soon. So, what is the overall purpose of this clip?
As part of the Lexus campaign, Lexus Chief Engineer Haruhiko Tanahashi stated that “there is no such thing as impossible. It’s just a matter of figuring out how.” By creating the first ever hoverboard, “Slide” shows that it’s not impossible to defy gravity and perhaps incorporate that into a new generation of hovering cars. The motion of the hoverboard is set to have a smooth finish with luxury added. Lexus is a luxury car brand that produces the finest motion when one gets behind the wheel, from the gas pedal to the brakes to every twist and turn throughout the driver’s trip. The hoverboard just adds to the projection of what can be created to start a large marketing trend.
“Slide” also cannot follow suit with the other three styles of motion. “Strobe” is introduced with hundreds of actors in light-illuminated suits that bring movement to life in, literally, every step of the way. The theory behind the launching of this clip was to “combine imagination, engineering and human endeavor.” Every model and change that is made to a Lexus vehicle comes from an idea. The power of creativity enforces work between humans until a result appears. “Strobe” demonstrates the importance of imagining the idea of change and the final agreement of how the process will be done.
“Swarm” goes into the mathematical part of constructing the work with Lexus models. In this part of the series, the clip focuses on a drone-like motion sensor that flies through a museum that is closed for the night. The scene shows a mutation of more sensors that travel through the museum, moving left and right at all angles until the colony expands outside the museum and into the city. Creators behind “Swarm” are said to have used algorithms, 3-D printing, movement and personality to center their focus. This is where the motion gets tricky because every twist and turn a Lexus vehicle makes must perform at its best. The drones move in an orderly fashion with tight but flowing movements as they circle around museum displays and around large buildings in the city. A Lexus must achieve that same smoothness to where it can like the drone, but with gravity.
“Steps” is the actual making, finishing and seeing the motion in action. Two robot-like puppets are seen in this clip, as one explores all the different parts of a busy city until it comes to meet and unite with a female version of itself. The union resembles the moment the wheels of a Lexus touch the ground and speed off into motion. All the sketches and sculpting the skeleton of the puppets were soon produced by 3-D printing and brought to life by careful thought of the materials to use and the people to put it all together. With a Lexus, engineers know when the work is complete after seeing it take off in full throttle.
“Slide” and the other “Amazing in Motion” clips hide away the wanting of drivers to purchase the Lexus brand by digging into what’s really put into the overall motion of the car. While it’s cool to see the first friction-less skateboard ever created, the real creativity is put into marketing one of the most luxury cars in the world.