A couple of weeks ago, I touched on the whole debate about the value we place on design with the trend for inviting consumers to help us design expressions of brands. But, as the trend for creative partnerships takes hold in all its forms, the one that is probably the hardest to get right is the trend for brand and brand/designer collaborations.
Category Archive: Marketing
Last year Umbro arranged the Customise Your Speciali contest and manufactured boots featuring user-generated designs for Premier League’s players. Now the brand is arranging another competition. This time the new winning images will be seen on the soles of the boots worn by John Terry, Deco, Wilson Palacios and Pepe at World Cup slated for this summer.
Nissan has partnered with Lonely Planet to create a micro-website for promotion of its new Qashqai crossover vehicle. The auto manufacturer created a virtual place where they can learn more about points of interested in the major cities of the country, Cardiff, London, Liverpool, Belfast and Glasgow.
In the USA the next official census is set for 2010. But Pepsi decided not to wait for statistics and started its own project Yo Sumo, encouraging the US Latinos to sign up and tell about themselves, their lives, dreams and aspirations. The movement is launched “to give a voice to all Latinos and show the world that we’re not just many, but we have a strong influence on culture in this country, while simultaneously encouraging everyone to do their part”. Bare listing is dull, Pepsi’s documentary is not. “Start to count, and stop being counted”, says the brand.
The makeover shows always attract audience. Is it the same with adverts of the kind? Definitely, yes. IKEA is launching a campaign called «Ikea Kitchen Squad» about house renovation and yesterday aired the first 60-sec advert at British Channel 4. In the 45-second online teaser the unit of interior experts update the kitchen with the help of IKEA furniture. The project was developed by ad agency Beattie McGuinness Bungay.