Marketing 2.0 Paris: Paula Berg, Southwest Airlines

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Marketing 2.0 took place at ESCP-EAP University in Paris this year. It spanned both Monday and Tuesday.

I moderated a few panels and the wifi was down both days, so there was no way to cover the event in the detail I would've liked. Before my camera died though, I tried this thing where I just recorded random snippets of speaker talks.

This post is devoted entirely to Paula Berg, Manager of Emerging Media at Southwest.

I don't have particularly strong feelings about Southwest, but seeing her discuss its approach to consumers -- in both good times and bad -- made me wanna do the cattle call after all. She's good people, and it seems like she addresses situations with humility and openness instead of just reacting. Her presence at Southwest speaks more for its corporate culture than for any social media strategem.

See the goods below.

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by Angela Natividad    Apr- 2-09    
Topic: Brands, Campaigns, Events, Good, Industry Events, Opinion



Harmony Korine Does Heartstring-Pulling LibMu Spot

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Liberty Mutual continues its ongoing Responsibility Project with this :60 ad. You get the gist: a kid talks about doing the right thing while a melange of intimate family images scroll by in soft light.

See previous work, which is equally sappy but for the most part well-produced. We may be over this idea, but LibMu's commitment to the Responsibility Project will probably go a long way toward making it the Coca-Cola of insurance.

Really. Give it a couple of years; it may be a one-way conversation, but for work like this, consistency is key.

Work by Hill Holliday in partnership with Harmony Korine, which -- oddly enough -- wrote and directed Gummo, another film with a sympathetic kid whose environment may or may not convince you to invest in a little bit of insurance.

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by Angela Natividad    Apr- 2-09    
Topic: Brands, Campaigns, Commercials, Television



Boost Mobile Gets It Right With Transit Portion of UnWronged Campaign

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By now, you've all seen the Boost Mobile television campaign in which things are, well, just wrong. and, in some cases, really gross.

It is with great relief we share with you another phase of the campiagn that is, well, not gross at all and, in fact, makes a whole lot more sense than the television campaign. With a 180LA-created 3D transit campaign in Chicago, Boost Mobile is getting to the heart of the matter; it doesn't do contracts. And the shelter installation illustrate that by shredding actual phone contracts before our very eyes.

Now that's way kinder than subjecting us to visuals of a coroner dropping his lunch into a corpse and a girl riding a bike who hasn't shaved her armpits since she was born.

by Steve Hall    Apr- 2-09    
Topic: Brands, Campaigns, Outdoor



Act Now! Visit Soul Wow And Confess Your Sins!

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It's a sad fact infomercials work. They scream at you. They assault you with cheesy graphics. They pummel you over and over again with a call to action.

Know what else is a sad fact? That the Catholic Church has to use the shtick to get people to confess their sins during Holy Week. Yes, the Catholic Dioceses of Brooklyn and Rockville Center has kooked up with the Forza Migliozzi agency to create Soul Wow which aims to fill confessional booths in Brooklyn, Queens, and Long Island Monday, April 6.

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by Steve Hall    Apr- 2-09    
Topic: Campaigns, Strange, Video



Yet Another Product Solves A Problem We Don't Actually Have

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Aw...look. It's butter that's nice to bread and croissants. How is this GayLee spreadable butter so
nice? Because it's not hard, spreads easily and doesn't destroy what it's being applied to.

But come on.

Have we really arrived at a place where we need a product like this when all one needs to do is store regular butter out of the refrigerator where is won't get hard and will spread just as easily as a "spreadable" butter which is likely filled with unnecessary chemical ingredients?

by Steve Hall    Mar-31-09    
Topic: Bad, Campaigns, Magazine



Well At Least Granny Isn't Pissing On A Test Diaper Here

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Many brands use analogies to help explain their product features and benefits. Even makers of diapers for grownups. But seriously, WTF? Touting the new line of Depends by comparing the fact they're different to the fact men drive differently than women and commentary on who rules the world; men or women?

Relatable? Yes. Lame? Definitely.

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by Steve Hall    Mar-31-09    
Topic: Campaigns, Commercials, Strange



Colorgasmic Drill Plugs Kiddie Aviator Line

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Ray Ban's promoting a technicolor melange of plastic Aviators with a Cutwater-orchestrated ad called "Drill," where a big plastic drill with crayons strapped to the front of it wreaks havoc on a sedate canvas.

It's a fun watch. We wouldn't mind seeing it again and again, all over network TV. (Not nearly as engaging as "Super Chameleon" though.) Kinda reminds us of the Nano Chromatic campaign.

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by Angela Natividad    Mar-27-09    
Topic: Brands, Campaigns, Commercials, Television, Video



Sears Appeals to Techie Moms with New Media Push

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See it all on bustedmoms.com, which is pretty much just a frame wrapped around a Facebook page, slathered in Twitter media for good measure. Work by IZEA.

POLL TIME!

When last we covered Sears, it was getting all cozy and whatnot with Vanessa Hudgens and the rest of the tween-tastic High School Musical crowd. Gag us, man.

by Angela Natividad    Mar-27-09    
Topic: Brands, Campaigns, Online, Social



Swiss Elevator Riders Get Unexpected Skydive Experience

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Swiss Skydive, a skydiving school in Switzerland, commissioned Wirz/BBDO to outfit high-traffic elevators with a vertigo view.

Using branded shots of the city from a dizzying perspective, the objective is to give elevator-riders the sense they're going into freefall. The effort resulted in some free TV and print news coverage, which is always nice.

In an economic climate like this one, we're vaguely sure the average 9-to-5er -- even Swiss ones -- don't need help getting that plummeting-from-great-heights feeling. Their employers probably accomplish that just fine.

by Angela Natividad    Mar-27-09    
Topic: Brands, Campaigns, Good, Guerilla, Poster



Amnesty International Takes Pulp Comic Tack

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Vaguely Russian kitsch and vaudevillian melodrama infuse this new spot for Amnesty International/Portugal. It's the usual global atrocities, all in-your-face and extra-extra, but tempered by a comic-book feel. The tagline seals the deal: "EVERYBODY IS AGAINST EVERYBODY BUT SOMEBODY HAS TO BE FOR THEM."

It's a big message, delivered in a heightened reality, given appropriate weight without vibing like overbearing charity bullshit. We likes.

By Leo Burnett/Lisbon and Lobo, a Brazilian production co.

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by Angela Natividad    Mar-27-09    
Topic: Brands, Campaigns, Cause, Commercials, Good, Television








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