Magazine article Marketing

Brand Barometer

Magazine article Marketing

Brand Barometer

Article excerpt

Last week's 'Social brand tracker' looked at RBS. Now, in 'Consumer voice index' we look at the high-street banking sector. Bonuses and honours-stripping have given RBS an unwanted high profile.

Olympic sponsor Lloyds has a relatively small share of voice but perhaps this will increase later this year. In this sector the public wants freebies; 22% of conversations concerned perks such as cinema discounts.

Major sponsorships add value, but less eye-catching initiatives can also be strong brand preference drivers.

Gemma Charles Public affairs editor, Marketing

VIRAL HIT OR MISS?

Social video expert Goviral evaluates Volkswagen's latest viral campaign

VOLKSWAGEN - THE DOG STRIKES BACK

After Volkswagen's success with last year's ad 'The Force', and with teaser campaign 'The Bark Side' attracting almost 12m views, the expectations for the Super Bowl 'game day' ad contribution were higher than for any other brand.

Perhaps that is why we were left a bit disappointed. The execution features Bolt, a dog, trying to get in shape to follow the new sporty VW Beetle. Combined with great music, this story provides a strong initial attraction and audience hook. The ad also has that wonderful VW feel about its production, but then, at 0:42 seconds, it changes direction to accommodate another Star Wars reference at the end. The storytelling suffers as a result, so that it almost feels like watching two ads in one.

The UK work for the Beetle comes out later this year, and it will be interesting to see whether - as was the case last year - VW airs its Super Bowl ad or comes up with an entirely fresh execution.

7 OUT OF 10

ONES TO WATCH

T-MOBILE - WHAT BRITAIN LOVES

T-Mobile's ad to promote its 'The Full Monty' package marks a fresh strategy for the brand, which used flash-mobs and stunts in a previous campaign. References to viral hit Fenton should be popular online.

SELFRIDGES - WOMEN'S DESIGNER GALLERIES

This video promotes the launch of the galleries on Selfridges.com, ahead of the unveiling of the first phase of the transformed Women's Designer Galleries at Selfridges London.

WALKERS - THE WANTED AND GARY LINEKER

Members of The Wanted meet Walkers ambassador Gary Lineker for the 'What's that flavour' campaign. The video pushes to Walkers' Facebook page where users can win a chance to chat to the band.

Going viral? Email your new video links to gemma.charles@haymarket. …

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