Google Chrome::: 11 TVC'sYouTube

Google Creative Lab has released Chrome Shorts, a series of short films promoting Chrome, Google’s web browser. The eleven films are online at the Google Chrome YouTube channel. 

The Chrome Shorts Trailer

Each of the eleven films have been spliced together for an invitation to visit the Shorts site.

Chromance

Chicken or Egg? A simple query takes our hero on a wild rollercoaster ride through the Internet, where chicken links to feather, feather to pillow, pillow to tooth fairy, and so on. Fasten your seatbelts. By Superfad.

What Makes A Good Browser?

What makes a good browser? And, what the the heck is a browser to begin with? This video explores these fundamental questions and provides some warm and fuzzy answers. By Christoph Niemann. Music by Kim Wetmore.

The Evolution of Simple

Pantograph used stop motion to demonstrate a simple video game, with references to Blockbreaker, mirroring the simplicity of Google Chrome’s clean user interface.

Collaborate with Whole Wide World

When everyone puts their heads together, great things happen. This film explores how the internet makes it easy to collaborate with anyone, anytime. By The Collaborative Works of Jeff & Paul.

9 - 5 8.5 x 11

From 9-5 in 60 seconds… one person’s day of online surfing captured on a 102″ x 66″ paper screen. By Default Office.

Dr Squirrel’s Lab

Dr. Squirrel and his acorn helpers are hard at work at Google Labs. Hilarity ensues. By GoRobot!

Google Chrome

Google teamed with Motion Theory to craft the first video for Chrome’s arrival. Directors Mark Kudsi and John Fan created a lively 2 1/2D animated spot celebrating Chrome’s revolutionary features with music by Tim Meyers.

Chrome was developed at Motion Theory, Los Angeles, by director Mark Kudsi, executive producer Javier Jiminez, art director John Fan, VFX supervisor Bryan Godwin, producer Matt Winkel, editor Doron Dor and Colin Woods, editorial coordinator Eddie Boles, post production assistants Allyssa Allain and Rebecca Lindberg, designers Joseph Chan, Leanne Dare, Jenny Ko, Mark Kulakoff, Angela Zhu, animation/2D composition artists Evan Parsons, Wilson Wu, 3D artists Ben Grangereau, Na Song, John Tumlin, Bekah Baik, Danny Koenig, Katie Yoon.

Features List

On the internet you can do things. To do those things you need tools that do things. But how do those things help you do things? By Open.

Caged Rage 3: Binary Budokan

One man tackles his (sky-high) pile of tasks with uninhibited fury. And the help of a powerful and mysterious new web tool. By Lifelong Friendship Society.

Defenders in Tights

The Internet is full of nooks and crannies hiding all kinds of technological mischief. Who do you have defending you? And what color are their tights? By Steve Mottershead

Door

The internet can be whatever you want. Its also a place where you can be whomever you want. This film explores those ideas through the simple device of two friends and a door. By Hunter Gatherer. 

tel: The New Way to Communicate

Campaign website:http://www.ben.tel/
Brand website:http://www.telnic.org/index.html






“.tel: The New Way to Communicate” was directed by Victoria Pile, a British comedy writer and director, most noted as the creator of the sketch show Smack the Pony and the sitcom Green Wing. Filming was produced at The Rocket Science Group by executive producer Garo Berberian.
Actors were Laura Haddock, Sean Paul Browne (the cool guy) and Will Garthwaite (the fall guy).
Music is “Sweet About Me”, by Australian singer Gabriella Cilmi.

Pizza-making vending machine serves fresh pies in three minutes

Starbucks :::Super-Premium Ice Cream Line

Starbucks Coffee Company and Unilever unveiled a new super-premium ice cream line inspired by some of consumers’ favorite Starbucks® beverages. Created by culinary experts and food developers from both companies, Starbucks® ice cream is made with high-quality, all-natural ingredients, including milk and cream supplied by farmers who pledge not to treat their cows with rBGH.*

The line is now rolling into grocers across the U.S., and will be widely available by early spring. Imaginative ingredient combinations are sure to satisfy every palate.
“Our new ice cream line is an artful adaptation of some of our most popular hand-crafted beverages,” said Mary Theisen, director, business development, Starbucks Global Consumer Products. “We’re pleased to offer consumers a delicious and indulgent ice cream experience that is unmistakably Starbucks.”

Consumers can easily recognize Starbucks® ice cream in the freezer aisle, thanks to a clean packaging design that mirrors the iconic white Starbucks® cup.

“Starbucks complex coffeehouse flavors are the perfect complement to the rich, high-quality ingredients we use in our super-premium ice cream,” said Andy Sztehlo, research & development director, Unilever Ice Cream North America. “We’re thrilled to introduce a fresh interpretation of a classic product.”

Hanger..How did it happen?

Steinlager Pure – Keep it Pure

Category: New Product or Service Introduction

Agency: Publicis Mojo

Advertiser: Lion Nathan

Campaign: Steinlager Pure – Keep it Pure

SUMMARY
Steinlager was New Zealand's number one premium brand, but with Heineken and a multitude of other European brands entering the market, its position had deteriorated.
The agency uncovered a number of issues that were holding Steinlager back; it was clear that more than a new advertising campaign would be required. Extensive consumer research conducted by the agency provided a positioning for a new brand based around Purity. A beer of uncompromising purity with an attitude to match. An iconic campaign featuring Harvey Keitel bought the positioning to life. The result; a campaign that redefined the premium category, exceeded every benchmark set, and helped Steinlager Pure take a 3.3% share of the total beer category in its first year.
This campaign also won Publicis Mojo a Gold EFFIE for New Product or Service Introduction and a silver for Return on Investment.

MARKETING CHALLENGE
Steinlager had baggage including urban myths about chemicals and hangovers, an aging drinker image, a poor social image and an unclear product positioning.
The agency and client together reached the conclusion that no matter how great, or inspiring a piece of communication produced, it wasn't going to overcome all of these barriers. The issue was confronted head on with a new beer.
CAMPAIGN OBJECTIVES
1. Business Objectives
Create a new product that would:
a) Achieve 1% volume sales of the total beer category. (This objective was based on analysis of other premium beer launches.)
b) Achieve and maintain a price premium over European beers (in particular Heineken)
(“Steinlager sells at $20 for a 15 pack, you could never charge $25 for a dozen” – Trade customer)
c)Provide a platform to return the Steinlager brand back to leadership of the premium beer category within three years
Measured by total Steinlager sales (e.g. Existing Steinlager + new Steinlager)
d) To do this with minimal cannibalisation of the existing Steinlager brand
2. Marketing & Communications Objectives
a. Build a base of adorers
Lion measure loyalty by using an adoration scale. The ultimate is to be an 'Adorer' defined as 'This is the only brand I drink' or 'Almost always the first brand I consider, but also drink others'.
The benchmark Lion aims for is 8% across all brands – it was expected a new brand would take two years to achieve this.
b. Communicate that the new Steinlager is;

• really different from other premium brands


• worth paying more for


• a beer you can drink all night


• a high quality brand

TARGET AUDIENCE
New Zealanders with a hunger for a bright, vibrant and ambitious future.
25 to 35 years, primarily male.
CREATIVE STRATEGY
The creative needed to communicate why Steinlager Pure is different and why it's worth paying more for.
The answer lies in the combination of the rational (the purity / NZ ingredients story) and the emotional (a pure / uncompromising approach to life). From the bottle to the advertising, the purity message was supreme. The uncompromising approach and Steinlager's international status were realised in the Harvey Keitel TVC which perfectly balanced the rational and emotional message.
OTHER COMMUNICATION PROGRAMMES
Public Relations, Point of Sale
MEDIA STRATEGY
The media strategy incorporated television, metrolights and magazines to provided a high profile launch without compromising the important premium brand credentials, reaching premium drinkers at home and at play with a distinctive and engaging presence.

MEDIA
TV, Cinema, Print, Outdoor, Point of purchase
TOTAL MEDIA EXPENDITURE:
$2 million to $3 million
RESULTS
The campaign:

• exceeded the two year sales targets in the first six months achieving 3.3% of the total beer category


• maintained a price premium


• provided a platform to return the Steinlager brand to leadership


• has been hailed as a business success


• built a base of 'adorers'


• has been good for Steinlager classic

Chart 1: 3 Month Volume Share of Steinlager and Heineken in National Supermarkets (Jun 07 – Mar 08)

Steinlager trademark has equalled the volume share in supermarkets of Heineken in two of the last three quarters due to the launch of Steinlager Pure. Note that there is no cannibalisation of Steinlager Classic.
NB. Supermarket data is used as this is the only channel where Lion & Heineken comparative data is available.
Source: Lion Nathan / Nielsen

Chart 2: Premium Brand Image

Walkers: Using social media in new product development

Dan Calladine

Research from comScore recently revealed that 75% (211m) of adult internet users in Europe visited social networks in December 2008. Bearing in mind that three years ago social networks were almost unheard of in Europe, this is an amazing statistic.
Generally speaking, each market has its favourite local network (for example: Hyves in Netherlands; Studivz in Germany: Tuenti in Spain), but Facebook has started to make real inroads into markets outside the UK, particularly in Italy.
An Italian colleague recently explained to me that if you joined an Italian network you could just connect to other Italians. Facebook had far more long-term potential, because it is so international.
The scale of social networks has increased marketers' desire to find ways of using them to actively connect with their audiences. The audience is there - so the potential to harness this power must also be there.
A good recent example from the UK is the 'Do us a Flavour' campaign by Walkers crisps, part of PepsiCo. Walkers is the most popular brand of crisps in the UK, and last year embarked on a mission to develop a new flavour through "crowdsourcing". Wired magazine defines the term as "the act of taking a job performed by a designated agent (usually an employee) and outsourcing it to an undefined, generally large group of people in the form of an open call".
In this case, Walkers asked consumers to suggest new flavours, via its website, together with a description and a picture to represent the flavour.
Reportedly one million flavours were submitted, from which six flavours were chosen to go into production. All six will be on sale in the UK until early May 2009, when a winner will be chosen from public votes. As soon as the six flavours were chosen, the campaign moved to Facebook to add a social element.
A Facebook page was created for the overall campaign, where has 8000 'fans' have made nearly 500 wallposts. In addition, there are individual pages for each of the flavours, so that people can become fans of specific variants, such as Chilli & Chocolate and Builders Breakfast. Here, they can discuss their merits and cast a vote to decide the ultimate winner. (Incidentally, the smart money is on Builders Breakfast, which has far more fans than any of the others).
The Walkers' story well illustrates a recent quote from the American social media guru, Clay Shirky, who recently wrote: "More interesting than thinking about what's possible in 10 years is thinking what's possible now but that no one has built".
The work that Walkers is doing has been technically possible for some time, but it is only the increased popularity of social networks, like Facebook, that has provided the mass audience to make it worthwhile. With social media, we are now more limited by imagination than by technology.
Twitter is fast becoming the "new Facebook", in terms of the press coverage that it achieves. The buzz about the site in the media is very high at the moment, and has been climbing since late 2008, partly because of the use of the site by the then US Presidential candidate, Barack Obama.
Another reason for this surge of popularity is that, since Twitter does not sell advertising, many other sites do not see it as a competitor, and are happy to promote it and use it to connect with their audience.
For example, Google has now started "tweeting" officially, as has YouTube and MSN which, in the UK, has over 30 different accounts.
All of this serves to increase the popularity of Twitter, and seems to guarantee that it will keep growing in at least the short and medium term. The story for Twitter, and what it will add to social media, is only just beginning.
We are very, very unlikely to get 75% of internet users joining Twitter, but it is likely that things using elements of Twitter will soon start to make a real difference to people's lives.