Whispering Window Display..

Zavvi in piccadily ciscus has recently introduced a whispering window display that speaks to you as you walk past. Already used in singapore this latest piece of technology has become the ultimate in creative window display marketing.
An independent reseach compnay concluded that the interactive window display created 50% more engagement than those that do not interact.

Alex

Cadbury's Creme Egg Campaign

Every year Cadbusy's bring out their creme egg for Easter. This year they have launched a huge campaign based around dares in order to get the UK playing games and be mishievious. The campaign is called 'Goo Dares Wins' and encourages people to upload videos of themselves completing dares in order to win points for their chosen side (the spots or the stripes)

If Lacoste were to do a campaign around being audacious and daring they would execute it in a very different way.

Sarah

Lacoste L!VE Campaign

'Lacoste L!IVE a new collection, a new state of mine, a new way to be in tune with todays energy and vibes'.

The campaign tells the story of a group of young Parisians who love to party. The casting director of the shoot chose the young people from 'The social club' facebook fan page. There obkective being to find young people who love to go to parties and tell there story about having fun and celebrating life.

The campaign consisted of a group of people pre partying at a hotel then going on to a nightclub. The party was after was also told online through online sites and facebook with a page dedicated to the fans. The webiste was ineractive vide-based in which users can enter the party and feel like they are experiencing it, and can for example choose whether they walk, bike, get a tazi etc to the party.

Alex
 

Birmingham Store Visit

3rd March 2011

We made a trip to Birmingham to visit the store as we found out at the Nottingham store was as franchise and not actually owned by Lacoste.

During our visit we looked around the store, observed consumers and spoke to the store manage about the brand.

Ian, the store manager, classed Lacoste as "Contemporary Classic", he went on to discus the different Lacoste consumer and how their is a big difference between the UK and the European / US consumer. He said that the European / US consumer saw the brand as a high end and luxury whereas the image of the brand has been tainted in th UK due to the tracksuit culture in the north of the country.

He said that their average customer is between 20-35 and very brand conscious. When defining competitors he mentioned Ralph Lauren but said these days everyone is a competitor.

When we asked about their working ethos Ian told us that as staff they do not push for a purchase and try to create a relaxing experience for the customer.

We are also now in communication with Ian via email.

Sarah and Alex

Lacoste L!VE collection.

Lacoste has recently introuced a new range inspired bu all-american sportswear, with there launch being held at the flagship storein Londons Newburgh street. Its aim to recast for the conempprary streets, targeting lacostes younger, more preppy demographic.

The brand teamed up with street art magazine 'Very nearly Almost' to create No Time Like The Present with LAcoste. IT features a print show exhibition, showcasing street srt, graffiti and illustration game together all under one roof. Lacoste and the magazine rounded up 13 respected artists to show there peices together, and guests will be greeted with this work suspended from rails attached to the ceiling, double facing and rotating in the air. There was also prizes to be won at the store such as £100 to be spent within the Lacoste L!IVE store.

Alex

TOMS shoes - How we wear them.

Toms website features a 'How we wear them' tab in which customers can upload picture of themselves wearing the toms shoes. This is a good way to create a buzz round the brand and also can incease sales.

Alex

Unconventional Chic - Lacoste Spring Summer Ad Campaign.

According to a recent article the mai objective for lacoste for this year is to 'rejuvinate the brand and regain new followers' and they beleive there new unconventional chic campaign will help wit this process. 

The message of the Campaign - 'some modern chic but shifted'. 


The new communication campaign is global and contains four visuals photographed in Paris. The campaign is set to be divided into Press, display, internet and ipad version. 


Alex

Blizzards 25th Birthday Bash - 'We invited the world'.

 One of the leading ice cream companies in America, Blizzard created a great buzz around the brand at there 25th birthday. The company had a blizzardmobile on a 25-city tour across america giving away free Blizzards at each stop, then introduced the digital outlet that they say 'connect people worldwide' - facebook. they added a tab to the fan page of the brand with different activities such as photo uploading, free blizzard sweepstakes and many more to include everyone in their birthday celebration. This resulted in the Dairy queen Blizard site visits jumped by 30% reaching 1,000,000 in one month alone. There facebook fan page also rose from 200,000 to 1.6 million in just under a year.

Alex

Forever 21 - Interactive Billboard.

The AMerican communications agency 'space150' recently designed an interactive billboard in New York time square for the fashionbrand Forever 21, which has recently been brought to the UK. The digital billboard features virtual models interactive with the crowd in a number of ways:
- a polaroid is taken of the street then shown by the model to the crowd
- an individual from te crowd is picked up and turned into a frog due to a kiss from the model
- other individuals from the crowd are put under virtual hats or in shopping bags to get them off screen. 

The technology for this to happen is very advanced; the computer even has the ability to pick out people from the crowd who are standing with 'forever 21' shopping bags, which means they are more likely to get picked by the virtual model. Other deatures of this project include 'love tweets' which are on-screen feed of twitter messages from fans that include the words forever 21 and love. This will definitely create a buzz around the brand and get people talking.

Alex 

 

Augmented Reality - Tag Heuer

Sarah

Augmented Reality - BMW 2009 Digital Campaign

BMW initiated an online Augmented Reality campaign to promote the launch of the BMW Z4. Holition worked with Dare to create a unique interactive online brand experience, supporting the TV campaign- in which a roadster is steered across a blank canvas with the tyres providing paint trails and colourful ‘expressions of joy’.

Users were able to test drive a virtual 3D Z4 and record their paint trails via the webcam and upload videos of their creations to YouTube. The Augmented Reality application is complemented by content on Facebook and YouTube.
This activity helped invest BMW ‘s leading approach to communicating technical prowess with a relevance targeted directly at younger affluent car buyers; to BMW’s impeccable technical website credentials we added a touch of viral and digital excitement- the perfect blend of marketing elements.

This campaign was rated Number 1 in a run-down, carried on Brand Republic and in Revolution magazine, of the best AR campaigns.


www.holition.com


Sarah

Social Networking: Baker Tweet

Baker Tweet allows bakeries to get involved in the online world. With just a click of a button it allows bakers to let their customers know when something hot and fresh has come out the oven! 


 ''BakerTweet is a way for busy bakers to tell the world that something hot and fresh has just come out of the oven. It’s as simple as turning the dial and hitting the button. All of the baker’s followers get a Twitter alert to tell them that it’s bun-time. Or bread time. Or whatever.'' - Laura Jordan-Bambach, the Executive Creative Director at LBi


Sarah

Facebook for Ikea - New Store Launch.

In 2009 Ikea introduced an innovative facebook campaign for the opening of a New Ikea Store. The brand uploaded a number of showrooms (as showed above) to the manager of the New Almo store facebook page. Any friends of his then could tag themselves in any product on the pictures and they would then win that item. I found this to be a clever, low budgen innotive idea that would encourage conversation about the brand.

Alex

Lacoste POS

Here are examples of the insore environmnt and POS stands that Lacoste offer showing continuously the sleek white high glossed background with stabs of colour whether that be from the clothing, shoes or graphics. As you can see the POS points are very modern and clean cut.

Alex

The Official Ralph Lauren 4D Experience - London

In celebration of 10 years of digital innovation, RalphLauren.com presents the ultimate fusion of art, fashion & technology in a visual feast for the 5 senses. Watch as the London flagship at 1 New Bond Street disappears before your eyes and is then transformed into a series of objects and images rendered in 3-dimensional space.

Sarah

Facebook Fashion Retail.

The top rated fashion brands om facebook according to brand ranking sites stylophane.com and Famecount in January 2011 show Lacoste coming in 2nd and 4th, which is not suprising due to having over 4 million fans on the social networking site. Converse which in some ways can be seen as a competitor of Lacoste is 1st on both webistes; this could mean they have a good online presence in which people are taking time to become a fan. 

Stylophane / fashion *      

01.   Converse
02.   Lacoste
03.   American Eagle Outfitters
04.   Victoria's Secret
05.   DC Shoes
06.   Zara
07.   Converse All Star
08.   bebe
09.   Chanel
10.   H&M

Famecount / fashion **

01.   Converse
02.   Adidas
03.   Nike Football
04.   Lacoste
05.   Burberry
06.   Puma
07.   Gucci
08.   DC Shoes
09.   Chanel
10.   Levis 

Alex

Lacoste Stealth Collection 2008.

 Interview with Mark Godwin the head of the Stealth international category - turned the brand from 'old fogie brand' to a brand collaborating with the likes of Kid Robott, Collette and Solebox; being descibed then as a cool/street edge brand.

I saw Justin Timberlake has been rocking the Missouri 85 recently. I should think your bosses must be happy with the way things are going at lacoste these days...
Yep, I hope so, they pay my wages!

Lacoste has been around for a long time, but it’s only recently with Stealth that you’ve created this cool/street edge to the brand. Why do you need a category like this?
I think it’s really important for a few reasons. Firstly, it enables us to communicate the brand’s heritage. When I first arrived at Lacoste, the brand was in danger of becoming too commercial in markets such as the UK, and in others we were perceived as being an ‘old man’ brand. I think many people were unaware of the achievements of Rene Lacoste in the world of tennis. Communicating this to a more educated consumer enabled us to start a top tier trend strategy, giving us a presence in cool stores and media, and in theory putting our shoes on more stylish feet. Stealth is also responsible for seeding new styles, letting them ferment for a while before releasing them on a wider scale.

Colette, Kid Robot, Solebox, Alife... you’ve racked up a pretty impressive collection of collaborations, starting of course with the Missouri 85 project that we did together. Why do they work so well?

None of them were intentional, they all just kind of happened, and I think that is the best way to do things. For example, one of our designers had the idea to make a vinyl toy croc to sit with our shoes at retail. We flew Paul Budnitz from Kid Robot over to the UK and the rest is history. We got the toy, they got the shoes, we both had fun and both parties got great media. Similarly with Solebox and Alife. Both of my original meetings with them were for other purposes, but we struck up good relationships and both projects felt natural and mutually beneficial. At the end of the day, we look to gain recognition and visibility for our shoes, as well as distribution in the best stores globally. The associated media coverage is great for the Lacoste brand as a whole and I hope that our partners also get similar benefits.




Do you have a favourite memory from your time at Lacoste so far?
I guess the whole thing with you guys, deciding to do the Sneaker Freaker x Missouri shoe (I was dead nervous asking!), and then seeing it come together so quickly from artwork, to shoe, to the launch party at Alife in New York. Then watching it all kick-off on the blogs and the reports of crazy sell out. Ask Hikmet at Solebox who didn’t know why people were queuing outside his store when he got to work one morning! It was this project that gave us the credibility to really move forward.


Alex

Article: Influential Topics Discussed Online 2010

Most Influential Topics of 2010

December 29th, 2010 by Megan Berry

2010 was a landmark year for Twitter, as it moved away from being a novelty and became a mainstream tool for businesses and consumers alike. We analyzed the content produced over the past year to determine the most influential topics. At Klout, we believe that trends aren’t simply a factor of volume. These topics are not only shared widely, but shared by the top influencers on Twitter. These word clouds reflect the influence of these topics in shaping the year 2010 on Twitter.

These lists reflect the influential topics, but not sentiment. For some brands, such as BP and Toyota, becoming an influential topic reflects the controversy they encountered this year.

For a chance to dig in further, here are the topics ordered into top 10 lists:

Overall Topics: These topics reflect the pulse of 2010. While social media was a popular topic throughout 2010, others in the top 10 made it there from activity concentrated in one or two months. Discussion about Iran reached a peak in February, when it announced it would begin enriching uranium. Talk about Healthcare Reform peaked in March when the Health Care Reform Bill passed in the house and, of course, the World Cup peaked in June and July.

• Social Media
• Iran
• Politics
• Tea Party
• Healthcare Reform
• Haiti
• Sports
• Movies
• Travel and Tourism
• World Cup

People: So who are the most influential people of 2010? Unsurprisingly, Barack Obama tops the list, but Justin Bieber is a close second. Steve Jobs also makes the list, reflecting his popularity as Apple’s figurehead.

• Barack Obama
• Justin Bieber
• Sarah Palin
• Glenn Beck
• George W Bush
• Steve Jobs
• Lebron James
• Lady Gaga
• Scott Brown
• Nancy Pelosi

Companies: Coca Cola tops the list, peaking in July as they had a big campaign around the end of the World Cup. BP had a steep increase in May and June, beating out other companies for the top slot during those months as a result of the oil spill. Toyota’s discussion predominantly came from the recall in February.

• Coca Cola
• New York Times
• Starbucks
• Ford
• McDonald’s
• Verizon Wireless
• AT&T
• Disney
• BP
• Toyota

Tech Companies: Twitter and Facebook beat out giants like Google, Apple, and Microsoft for most influential tech companies of the year.

• Twitter
• Facebook
• Google
• Apple
• Microsoft
• Amazon
• Wordpress
• Yahoo
• Foursquare
• MySpace

TV Shows: The fact that Lost and American Idol top this list is no surprise as they have a fervent following. Red Eye, a show on Fox News, was the dark horse of this list.

• Lost
• American Idol
• Red Eye
• Glee
• True Blood
• Jersey Shore
• Big Brother
• Saturday Night Live
• Project Runway
• Mad Men

Politicans: 2010 was a big year for politics and this list reflects the most influential politicians of the year. Unsurprisingly, Barack Obama tops the list with the rest far behind him.

• Barack Obama
• Sarah Palin
• George W Bush
• Scott Brown
• Nancy Pelosi
• John McCain
• Harry Reid
• Ronald Reagan
• Joe Biden
• Bill Clinton

Music: Justin Bieber is a genuine Twitter phenomenon and dominates this list.

• Justin Bieber
• Lady Gaga
• Michael Jackson
• Miley Cyrus
• Britney Spears
• Lil Wayne
• Kanye West
• Taylor Swift
• Rihanna
• Jay-Z

Products: The iPhone tops this list as the most influential product of 2010. The iPad comes in second, reflecting Apple’s dominance of this list.

• iPhone
• iPad
• Android
• iPod
• Blackberry
• Tweetdeck
• Skype
• Windows 7
• Amazon Kindle
• Xbox 360

Sports: The fervor around the World Cup made soccer the most influential sport of 2010. Golf is high on the list, due to Tiger Woods’s affairs highlighting the sport.

• Soccer
• Football
• Golf
• Basketball
• Baseball
• Hockey
• Nascar
• Surfing
• Cycling
• Poker

Sports Teams: The Lakers won the championship this year so it’s no surprise they top this list. The Yankees fervent fan base makes them a consistently influential topic and, of course, the San Francisco Giants made it on the list when they won the World Series.

• Los Angeles Lakers
• New York Yankees
• Boston Celtics
• Indianapolis Colts
• New York Mets
• New Orleans Saints
• Dallas Cowboys
• Boston Red Sox
• New York Jets
• San Francisco Giants

Cities: The most influential cities of 2010 reflect the top cities in the world – with London, New York City, and Los Angeles topping the list. Austin, Texas made it on the list due to a high volume of influential tweets surrounding SXSW in March.

• London
• New York City
• Los Angeles
• Chicago
• San Francisco
• Las Vegas
• Washington DC
• Boston
• Austin
• Jakarta

Countries: The United States tops the list due to a consistent level of conversation. Iran dominated in February due to the uranium enrichment controversy and Haiti was a trending topic in January when the earthquake hit.

• United States
• Iran
• Haiti
• China
• Indonesia
• Israel
• Japan
• Spain
• France
• Brazil

Tags: The top tags of 2010 reflect the political nature of this year.

• #tcot – Top Conservatives on Twitter
• #p2 – Progressive 2.0
• #sgp – Smart Girl / Guy Politics
• #tlot – Top Libertarians on Twitter
• #ocra – Organized Conservative Resistance Alliance
• #hhrs – The Hugh Hewitt Radio Show
• #jfb – Joel Fights Back
• #ucot – United Conservatives on Twitter
• #ihatequotes – used for bad quotes or ironically
• #mamavation – Mamavation Support Group
  
  
  http://klout.com
  
  
  Sarah