Wednesday, 12 May 2010

BRANDS & BANDS: Audi signs up JT

Justin Timberlake.

The man can dance. He can sing. And he has managed to become one of the few artists who can attain massive mainstream success, whilst retaining an element of credibility.

Kids love him, but he doesn't offend their parents.
Guys can admire the way he moves, while girls can admire the way he looks.

Check out this from popdirt:
Justin is the guy everyone wants to be around... the kind of guy everyone wants to be friends with and party with. I don’t know anyone from my generation more talented than him. Not only is he sexy as can be, but he’s a wonderful performer. He sings and has an amazing voice, he plays the piano and the guitar and does it so damn well and he’s basically the best dancer on the planet. Not only does he shine wherever he goes and scores at whatever he tries to do, but he seems like a really good, genuine guy who’s actually happy to be getting to do what he loves.

He is your perfect brand ambassador.

And Audi have signed him on to be the face of their A1 for 2010. They have said that “as a superstar he appeals to a young target audience that we’re particularly intent on exciting about the compact and efficient A1, which is superlatively well suited for city traffic.”

Not only is he doing your standard car show appearances (which don't particularly appeal to their young, urban market), but they are also creating a series of viral videos starring JT (which definitely appeal to this audience).

Here is the first of six...

Thanks to three billion for this one.
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Tuesday, 11 May 2010

Heineken pranks football fans with classical music

This attention grabbing stunt from Heineken was held in October last year on the night of one of the biggest football games of the year - Real Madrid v AC Milan.

The brand set up an on-ground event which was disguised as an evening of classical music and poetry. They got 200 conspirators to invite along 1000 of their boyfriends, employees and students. Most of the audience was there begrudgingly, realising that they were missing out a huge game, but that they were doing it to keep someone else happy.

What better time to please your consumers than when they are in a situation they don't want to be in? Heineken brilliantly created an environment in which the audience wasn't happy, before surprising and pleasing that same audience by broadcasting the game live on the big screen in the venue - turning Heineken into the hero of the evening.

The results of the stunt are also impressive, with:
- 1136 victims caught in the trap
- 1.5m watched the stunt on SKY sport
- 10m watching it on the news the next day
- over 5m unique visitors online in the 2 weeks following the event

Thanks to Josh Strawczynski for the heads up on this one.
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