AstraZeneca recently launched a Disease Awareness program aimed at enhancing awareness of the risk of breast cancer recurrence and how to reduce that risk among survivors. The program consists of a television commercial called "If You Were My Sister," an interactive Web site called , and an educational information kit, all featuring real women who are breast cancer survivors. The campaign encourages the public to learn and share critical information about the risk of breast cancer recurrence.
The site, developed by MBC, allows women to read general information or answer several questions about their individual situation and then read information specific to their situation. Lest we forget this is marketing, an email address is, optionally, requested at the end of the questions. We're sure AstraZeneca's drugs are promoted here somewhere but, aside from the separate corporate site, we couldn't find it which, of course, is refreshing.
To introduce its new Peach flavored vodka, Absolut has come up with a series of quirky videos that reveal how Absolut APeach, as they call it, was created. The first episode reveals it was created by accident after the company had planned to introduce Absolut Cinnamon Roll only to find out Wyrskybogg Vodka had already release the same flavor. So, it was back to the drawing board with the company's top secret development team, originally formed in 1982, pulled back into action to create a new flavor. Dry wit ensues.
Boozhy points to iPod My Baby, a site that sells baby clothing emblazoned with the Apple iPod control wheel. Some brands have so much consumer love. Or at least the acknowledgment that a popular brand can be leveraged for personal financial gain.
Somehow advocating leaving work before the workday ends as being a good thing, IKEA is running a commercial in England which celebrates a guy leaving the office at 3PM. Of course, it's trying to celebrate that there's more to life than work and IKEA kitchens can add to that life. There's also a site that highlights important events that people may have missed because they work too much such as Prince Charles being married to Camilla Parker Bowles, the Spice Girls break up and the fact Tony Blair is still Prime Minister. There's other fun stuff like a Work-Life-Balance Meter and a calculator that, oddly, displays how much less one has to work if they spend money on an IKEA kitchen. It must be that British wit at work.
Wine maker Beringer recently conducted a study found more than half of respondents don't leave work on time but 28 percent would if they had social engagements with friends and family planned. With that nugget of information, Beringer has launched Living 5 to 9, a nice play on the 9 to 5 grind and a new website which aims to help people manage their time better. Oh, and let's not forget the marketing angle here. The more Beringer helps people manage their time, the more likely they will leave work on time thereby allowing them time to stop at the store on the way home and buy more Beringer product. Everybody wins with this one.
We're tipped to the fact Wieden + Kennedy is a bit miffed Nike jumped ship for another agency to promote its new Sasquatch driver. Apparently, Nike didn't think W + K could cut it and went to New York agency Trollback, which has done work for Nike before, to create a promotional video/commercial for the new driver. The commercial will air on NBC and on the Golf Channel throughout the month of October. You can view the work here. Oh for the days when clients clients weren't fickle and didn't jump ship every few months. OK, so that's exaggerating a bit. Clients go elsewhere for project work all the time but, for the the agency of record, it's never a pretty subject.
Snowmobile maker Artic Cat has launched Moose on the Run, a quirky microsite with all sorts of tips for moose hunters. There's the usual game, moose translator, mini movies in which moose ride snowmobiles, moose pictures, moose profiles, a moose trap contest (which is closed) and, unlike some other non-transparent marketing efforts, an actual link to the Arctic Cat website. It's good work.
We'd never viewed this before and we kind of like it. ESPN is set to launch its second season of "Off-Mikes," audio drawn from banter between ESPN Radio’s morning drivetime personalities, Mike Golic and Mike Greenberg and accompanied with animation from design studio ANIMAX
The first 10 episodes of "Off-Mikes" premiered last May on ESPN.com. Expanded "Director's Cuts" versions of the original episodes launched on the site at the end of the summer. The shorts were also available as mobisodes from ESPN Wireless via Verizon's V-CAST.
Each program runs about a minute in length and uses actual dialog from exchanges between Golic and Greenberg as heard on the "Mike & Mike in the Morning" show, which airs on the national sports radio networks. ESPN producers select bits from tapes of the broadcasts, then the ANIMAX creative team chooses a segment for production in Flash. The animation is then synched back to the edited audio tracks of the original radio broadcast. A very interesting repurposing on content.
A recently launched site, called Uncle Yaris goes and goes appears, based on the preponderance of Google search results for the term and the likeness of the site's color to Toyota's brand colors, to be a promotion for the Toyota Yaris which is scheduled to go on sale in early Spring 2006. The site, like many of these non-transparent promotions is kooky, odd and attempts to somehow be hip. Anyway, that's all the time we have to spend on promotions that waste our time by not telling us what is being promoted. Sort of counterproductive, don't you think? Of course, there's always a chance our assessment of this is completely wrong.
In an OMMA keynote, CBS Digital Media President Larry Kramer said the webcast of "Everybody Loves Raymond" was an experiment to determine how many people watch the show online and what traffic is driven back to the Viacom site. The webcast carried no ads but in the future, Kramer said shows could carry ads which advertisers would pay additionally for and an option to view ad-free shows for a fee might be offered as well.