Pure Host Chime YouthLab “Intro to Media” Event.

This week, Pure Towers played host to a group of eager beavers all looking for an insight into life at a media agency as part of the Chime Group YouthLabs initiative.

Wednesday’s session kicked off with a quick intro to Pure Media. This included our role within Chime Comms and how we contribute to the marketing mix; which gave them a much clearer perspective on the role of paid-for media and inter-agency collaboration.

We then split the group up into three teams, each given a different campaign brief (H&M, Mercedes or Adidas) and helped to guide them through specific packs of data and charts (including media consumption and propensity of various target audiences) with the ultimate aim of the teams planning a 3-month multi-media, multi-format campaign for their respective brand. Each group then presented their ideas.

We had a great response, with some really creative ideas and a genuine understanding of the need for synergising the selected media, such as incorporating dual-screen habits between TV and Social Media. It was another example of how the consumers form the media landscape and that the trends of this generation will impact our world.

We then moved on to “the fun bit”; concentrating on outdoor media, we offered a wide selection of outdoor media sites for the teams to consider. Each ad space came with its own price-tag, share of voice, tenancy duration and “bio”.

The teams were given a budget and the task of purchasing the media for their campaigns. Obviously, they had to stick to the Pure doctrine; everything’s negotiable, treat every penny as if it were their own and always seek best value (not just rate).

Well, we had a mixed bag of results to say the least! However, there were some creative negotiations, and a huge improvement in bargaining strategy - more importantly – an insight into how media is traded and extra value elicit bought.

A brilliant morning with an engaged group of up-and-comers!

#PurePoint # PureLearning

Setting the benchmark

These branded park benches were a part of the Nike's 2012 #makeitcount ethos. 

Though a couple of years old, this is a still a GREAT piece of advertising - definitely setting the benchmark.

Simple. 

Effective. 

#PureAdOfTheWeek

Morrisons' Pun-tastic New Outdoor Cre-eat-tive

The Morrisons (more reasons) pun team have been at it again, this time setting the bar even higher by using iconic pictogram puns as the premise of their latest geo-targeted outdoor campaign ‘Up Your Street’:

…a feast for any pun-lover!

The cre-eat-ive can be spotted on multi OOH ad-formats across London, promoting Morrisons’  dot com su-pun-market delivery service which is now available to customers across London.

Designed by DLKW Lowe, the campaign launched this week and will be out on the streets throughout July/August 2014.

Because we love puns so much, the campaign has been awarded our humble #PureAdOfTheWeek award.

#PureAdOfTheWeek.

Host Heartbreak and Deutsch Domination Storms Twitter

Predictably, last night’s World Cup match is storming the press.

Germany’s  7-1 steam-rolling of Brazil caught more than a few people off-guard – and by ‘caught off-guard’, we mean with roughly the same effect that a frying-pan across the face would. What’s just as interesting is the way people flooded into cyberspace to comment on the action.

Twitter in particular has been inundated with commentators. TwitterAdsUK reported 36.5m tweets for #BRAvGER during the match; this equates to roughly 5,400 tweets for every second of playtime. The peak minute was during Germany’s 5^th goal in the 29^th minute, when more than 580,000 tweets were reported. The match will go down in history as the most-discussed single sports event ever to have graced Twitter… to date.

Poor old Brazil.

 Not only did their players get booed off the field after the match; not only have they ended a 39-year winning-streak on Brazilian soil; not only have they just set the record for the biggest World Cup loss of all time by the hosting nation – they also broke into Twitter trends last night with such glorious tags as #letitstop, #implosion and #saygoodbyeforbrazil. Well, they say there’s no such thing as bad publicity…

#PurePoint

Plane and simple

We've noticed some really nice outdoor ads on our respective commutes to Pure Towers recently(which will obviously please the advertisers!) but it's not just pretty pictures that have caught our eyes...

Emirates recently launched a series of ads which tap in superbly to the aspirational, flighty (pun intended) side of people's daily lives - they are telling us that it's not as far as we think to our dream holidays as we wait to embark on our not so dreamy daily commutes.

The clever bit from our perspective is how they have tied in targeted personalisation/ geo-targeting using station names in the Headline. Not least because the sites are all good old fashioned paper posters as opposed digital sites that offer so much more targeting and creative flexibility these days.

Although the 'personalisation' is important and very effective, there is something to be said for keeping it simple - the clear messaging ensures that the brand campaign is easily absorbed cross platform....unlike the effort below from Mitsubishi.

Whilst the creative idea is a good one in terms of salience of commuter messaging and location, the somewhat clunky copy and text-heavy ad makes for difficult reading...which in turn means the clever location targeting gets a tad lost and in turn loses impact.

#PurePoint