#miniroyal

[emlakvizyonu-blog]

Miniroyal İstanbul

Miniroyal, İstanbul’un Pendik ilçesinde yer alıyor. Birçok bloktan oluşmakta olan konutlar fazlasıyla güzel bir mimariye sahipken konutların peyzaj tasarımının da göz doldurduğunu belirtmemiz gerekiyor. Her evin ısı ve ses yalıtımı bulunurken Anadolum İnşaat güvencesiyle yepyeni bir hayata... - http://goo.gl/9FzMki

[artsmediacontacts-blog]

Marketing and the Royal Baby

With the arrival of the Royal Baby has also come a string of campaigns, welcoming him into the world. 

Baby-related campaigns have been cropping-up over the last few months but with his birth on Monday, advertisers have attempted to shift the spotlight. Using digital media as their medium, brands as diverse as; Hostess Snacks, Google, Asda, Burger King and Carling have all released content relating to the Prince of Cambridge’s arrival.

Making the connection between trends (in this case, the little Prince) and their brand is what almost all companies strive to do. The link creates a positive association from marketers’ branding, to a pop-culture event and back to their product. 

However, the link only works if it is a logical connection. Otherwise digital marketers miss the mark and their audience. It doesn’t matter how relevant or royal the event is, the campaign has to be coherent in order to capitalize. Some companies are more successful at this than others. While others make you think “What are they even doing?”   

One such ad:

  The athletic company LuLulemon’s basic design raises more questions than it answers. Like: “Is the Prince ‘fresh’ because he’s new or does he smell nice?” or “What does Will Smith have to do with yoga pants and the royal family?”

The company’s advertisement looks nice, but is a concrete acknowledgement of the trend. Lululemon ends up cheapening their market by not knowing their audience.  

There is also the  slightly cruel and certainly unusual way Pizza Hut revealed its “Royal Offer”. In addition, to posting the news across social media, the information was, like at Buckingham Palace displayed on an easel in front of the company’s Plano, Texas headquarters. Pizza Hut also had an intern stand as a Royal Guardsman alongside it. The “Royal Offer” by the way, is a free side with the purchase of a medium or large pizza.

http://img.gawkerassets.com/img/18urmfn7vsugdjpg/k-bigpic.jpg

This doesn’t count. Just because a company throws the word “royal” into their campaign or make an intern stand in 35°C weather, does not make it matter. The marketing content must be relevant to both the product and the trend. Anybody who takes advantage of the “Royal Offer” already wanted the free sides; regency was probably not given a second thought.

Marketing campaigns that are able to walk the line between sincerity and nostalgia, between expectation and reality, end up being the best. This is because they play with the audiences’ own feelings about the brand, the royal family and everybody’s excitement.

Oreo released an image over their Twitter with the title: “Prepare the royal bottle service!” The simple aesthetic elegance Oreo has used works well. There is an understated quality and subtle implicitness that makes the campaign work. Everybody knows that the baby was born, baby’s drink milk and Oreo’s go with milk. All of this is told through imagery and a subtext that works.   

 Paddy Power sent some man-children to Buckingham Palace for their promotion; Warbuttons made clever puns; but it was only a matter of time before baby products were bound to get in on the action. Johnson & Johnson used a baby dawned with a crown of bubbles and nappy company, Pampers, created a sentimental advertisement saying, “Every little baby is a prince and princess.”

http://www.youtube.com/watch?feature=player_embedded&v=XXzg_TcE04k

Pampers work parallel to the Royal Baby - trend. They know their audience will have babies on their mind (and not just the royal one) and acknowledge the unquestionable love all parents have for their children. By being aware of the popular trend and utilising a universal truth, Pampers create an effective campaign that makes the message and their product clear.

When all else fails, it seems the product-as-royal family is a common go-to allusion. With the likes of; Coca-cola , Magnum and Starbucks all creating their products-as-parents.  Coke, tie-in their recent personalised packaging and Magnum encouraged people to Tweet  #miniroyal, with safe but effective campaigns.

It can be hard to predict what the next trend will be. It is important for marketing campaigns to appear relevant and classic at the same time. Making the connection obvious to cultural trends is important for marketing campaigns to stay relevant. But it is equally important they are executed cleverly, tastefully and well.  

And if not, then to at least keep in mind these campaigns when the next Royal Baby is born...

by Austin MacFadden