Author Archive

Chemistry’s rapid response eircom TV ad took a week…

Thursday, November 19th, 2009

Chemistry (the makers of the now famous France and the Croke Park box letters) made the recent eircom TV ad that was a response to the Vodafone switching ad. Vodafone had people painting their doors red and the eircom response had people stripping the red off and going back to orange. It’s common in the U.S. but unusual here to see companies directly challenge each other on TV. I don’t watch TV (much) but was told about the ad from friends who really liked it so tracked it down. Part of this promotion from eircom involves sending people in the media and bloggers boomerangs. Clever.

I got eircom to send some questions on to Chemistry about the ad and the replies are below (slightly edited):

Comments attributable to Sinead Cosgrove, Chemistry:

1. Was there a detailed brief for this or were you asked to create an ad in reply to Vodafone’s red door ad?

Our brief was to communicate eircom’s very clear and important message that 55,000 customers had returned to the company in the period 1st September 2008 – 31st August 2009. eircom had also carried out independent research that showed that consumers actually wanted eircom to stand up for itself a bit more. When competitors talk about taking customers from eircom, it gives the impression of a one-way street. It isn’t.

Vodafone’s latest campaign very clearly stated intent to target eircom customers. The eircom campaign is not just directly targeting Vodafone but rather is an example of eircom standing up for itself which according to independent research is what customers wanted. It also presents a balanced and true view that while customers have left, they return for real value and great service. We made the message engaging by deliberately being a bit tongue-in-cheek in our execution of the advert.

1 b. How did you come up with the idea for it?

Due to the requirement for a quick turnaround we brainstormed rather than worked to a formal briefing process. Part of how we came up with the idea was because we knew that consumers wanted to see eircom take a stance. We wanted to find an engaging way of responding to the general “sniping” from competitors but know that the manner in which you do this bears different significance for the consumer: too much aggression and bickering turns the consumer off; blow your own trumpet and you risk coming across as both arrogant and irrelevant. We knew that we had goodwill in spades from the consumer and that this was due, in large part, to eircom’s reputation for better service levels (which is partly why 55,000 people came back to eircom). We wanted to take this goodwill from the consumer and build it into something that they would recognise and engage with. Humour and simplicity of message helped land the tone we were looking for.

1c. How many times did those doors get painted at this stage?

This is a very famous street and many advertisers have used it because it has houses that are both characteristic and uniform. We only actually painted two of the doors, the rest were colour-changed in post production.

2. What was the turnaround for the ad? Perhaps I’m wrong but it seemed to come rapidly after Vodafone brought theirs out

The advert was conceived and turned around within a week. Using the “Doors” in the execution meant that we could be very clever, tactical and humourous in taking on our critics and competitors.

3. Was this purely for TV or is it to be seen in other media too?

This campaign included TV and press advertising as well as online banners and direct mail activity

4. What was the feedback like for this?

So far the feedback for this campaign has been extremely positive.

Fluffy Links – Thursday 19th November 2009

Thursday, November 19th, 2009

If there was only blog to vote for today it would be Kerry G’s one. Please vote for it (Niff, Naff n Triv blog) here (takes 20 seconds)

What a great name. Red Nose Wine have a new website, they blog and are also on Twitter.

Nice coverage of the most excellent it@Cork conference yesterday and Liam Casey’s talk.

Word Snatch. This is a friend’s Facebook App. Installing it for the name alone.

Owner of a second home or a first? Click2 launched this week, the site brings owners of residential rental accommodation together with local authorities to procure accommodation for the social housing schemes of the Department of The Environment, Heritage and Local Government.

Congrats to the folks in RaboDirect.ie who were namechecked and screenshotted at the Forrester Research EMEA 2009 in London this week.

via Panti – Lady Gaga before she was more nuts:

Social Media Bullshit Bingo Card (for conferences/presentations)

Wednesday, November 18th, 2009

Inspired by Mat Morrison’s tweet on the same aul case studies used again and again at conferences.

Totally guilty of many of these myself, please do add your own. Maybe this could be a drinking game instead? It’s good to reference some events but there are billions of people online. I think we can find more “stories” then the same ones we nick from Slideshare each day.

Buzzwords:
Social media
Crowdsourcing
Longtail
Social Business
Markets are conversations
Viral videos
Flashmob
Engagement
User generated
iPhone App
Zappos
ComCast Cares
iPint
Age Profile of Twitter, Facebook, Blogs

YouTube:
x amount of hours are uploaded every hour, day
Link to the laughing babies
Rollerskating babies and viral nature
Rickrolling
That bloody dancing down the aisle video to Chris Brown
Will It Blend?

Twitter:
Barack Obama
Hudson Plane Crash
The Big Switch
Ashton Kutcher racing CNN
George Hook on Twitter
hashtags
Michael Jackson death

Disasters:
Motrin Moms
Dominos
Kryptonite
Dell Hell (bonus points)

Fluffy Links – Wednesday November 18th 2009

Wednesday, November 18th, 2009

Happy Birthday Stephen M!

Congrats to Stephen on his new company O’Leary Analytics.

Adrian points to a very interesting ECJ ruling on adwords and buying ads aligned to the name of a competitor.

Not got a website for your business yet? KRO IT doing hypercheap domains and holding pages while you decide on what to do on the website.

Paschal on Twitter. Good on you.

Not one but two Irish website for those dodgy Gay Byrne style Christmas jumpers.

What a great website. Noticings.

Jacks roll in Dublin hotels. via Discover Ireland

Fucked life?

CSNY – Down by the River

via White Rabbits + Britt Daniel – Instant Karma

Guest Post: John Peavoy – Work, work, work

Tuesday, November 17th, 2009

I was meant to be in Qatar this week attending the World Innovation Summit for Education but ended up staying in Ireland. While planning to be away I asked some people if they wanted to do a guest blog post here. People who don’t blog themselves or haven’t blogged in a while. John Peavoy has volunteered this post:

Work, work, work

The recent videoblog from Chris Brogan really struck a chord with me, and not all in a positive way. It is certainly our choice, but entrepeneurs and “career persons” frequently spend many days and nights far away from home and our families. One of my first bosses – a man of 30+ years in the sales business often wondered aloud if this was the main reason his first marriage failed.

So what am I trying to say here? Is balance possible where workaholics are concerned? Well, I’m a 110% dedicated individual – don’t do things in half measures, and sometimes that can be difficult to control. Work can get all-consuming and if I don’t do it, then no-one will… Many of us know that feeling… Is being a workaholic a personal trait, or is it cultural? I think it’s a combination of both.

20 hour days where necessary; weekend working; early mornings and/or late nights; stress; always striving…. I’m sure many of you see yourselves in this model, no matter what your business. And it’s even more pronounced when you’re self employed and/or a business owner, and don’t have the regular monthly corporate salary.

So balance is difficult.

What’s the cost? Less time with our families and friends; health concerns; stress; less time to enrich our lives with reading, culture etc.

Sometimes we need to stand back and evaluate.
Sometimes those 3 hour lunches (thanks @loic & @arrington) are needed. And shock/horror, you may even develop a strong business relationship out of it.
Sometimes you just need to say “No” to work.
Sometimes you need to make a choice and put yourself and/or your family first.
Sometimes we need to smell the roses…..

Life is short enough.

Fluffy Links – Tuesday November 17th 2009

Tuesday, November 17th, 2009

Eolai has more paintings for sale. I have 6 in Corkgaff and 1 in Dublingaff at this stage. And I think I’ll get more.

Okey blog. Bill O’Herlihy is blogging.

Conor lobbies for a Cork History Museum.

Finally set the date for that Online PR workshop. (The free one)

Ian has another blog project: Bands I’ve Seen.

Good post from Iarfhlaith. Busy being busy is not good. Less stoked and buzzing and more looking after your customer needs and your business needs.

New blog (to me) Quality Waffle.

Autism charity called Autism Speaks that has few fans.

Via We Make Money Not Art: Regretsy, the worst of Etsy. Some gobsmackingly awful stuff.

And also: Ten Days for Oppositional Architecture

Marina and the Diamonds – Mowgli’s Road

And now FourSquare has an API

Tuesday, November 17th, 2009

FourSquare has an API out. Never knew there already existed a WordPress Foursquare plugin. This FourSquare API is going to make things a whole lot more fun. As Drew points out, it was the API that helped grow Twitter and do all sorts of weird and weirder things (and business productive things!) and with all things Internetty now, the network you are connected to is/are more intelligent and creative than you.

Still referencing Drew, I like his suggestion about unlocking bonus/points discounts if you try something different on the menu. Game theory like I mentioned in the last FourSquare post. Perhaps too have secret menus for FourSquare. In and Out burger have a secret menu (though not so secret) and mixing rewards with special actions could be a good way of utlising the API.

I’d love to see maps of caffeine flow and see how far people travel for food and what places people travel most too. Lots of fun and also a stalker’s dream.

Bebo make cuts in Irish operation

Monday, November 16th, 2009

The announced layoffs in the UK appear to have also happened in Ireland. Philip from Bebo announced on his Facebook Profile that he is to leave. He was Head Of Sales Ireland/country manager. Generator also mention this on their Twitter and say he finishes November 25th. Big big shame to see Philip go. Bebo really needs people on the ground in Ireland if they are to do business in the country that has the biggest Bebo penetration (per net user) in the world.

Is there an Irish operation after this for Bebo?

Getting the word out: Social/online media for NGOs

Monday, November 16th, 2009

NGOs and Getting the Word Out: The hows and whys of using the modern web

Facilitated by the European Commission Office Dublin*, this free half day event on the afternoon of December 8th is designed to help NGOs to decide how best to utilise web resources to communicate and campaign. Websites, blogging, Facebook and Twitter will be covered with relevant case studies. There will also be a panel discussion with NGOs who are already using social media and they’ll relay what they have learned so far. This event is free for NGOs and campaigning groups, places are limited and a maximum of two places per organisation can be availed.

Full details closer to the date. If you are an NGO/Campaign Group and want to attend there is a maximum of two people per organisation permitted. Form to sign up.

Update: Places are not guaranteed/those running campaigns to empower communities will get preference

*EC Office is sponsoring the space for this event. All organisational queries, send them to me.

Rome
Photo owned by priscillajp (cc)

Fluffy Links – Monday November 16th 2009

Monday, November 16th, 2009

Food and drink in Cork on Dec 3rd. Bloggers and online folks and offline welcome too.

Some Blind Alleys is throwing a Christmas Poem Competition. The filthiest, most miserable, and funniest poem wins a t-shirt and inestimable glory.

I’m looking for Facebook Ad Managers, Page coders etc.

The Unemployed blog is to be no more since the author found a job. Not in Ireland though…

Grab Radio is a radio application for the Apple iPhone™. Listen to Irish radio on your iPhone, hear a song you like, purchase it immediately from iTunes.

As many people access the BBC iPlayer on a PS3 as a Mac.

Esquire mag, webcam and you have an augmented reality issue.

How to pose. In case you wondered.

Bloody hell. Some amazing places to see in Russia.

Free Avery labels.

Growing up is optional

Donkeyboy – Ambitions