Magazine article Marketing

This Week

Magazine article Marketing

This Week

Article excerpt

Marketing's comprehensive digest of the most significant industry news from the past seven days.

- Heineken launches 007 ads

Heineken has unveiled its latest ad campaign, which stars James Bond actor Daniel Craig and encourages consumers to play a digital game featuring the fictional spy, writes John Reynolds.

The 'Crack the case' TV and digital push, by Wieden & Kennedy, stars Berenice Marlohe, the Bond girl from Skyfall, the upcoming film in the franchise.

An interactive online film begins with Marlohe inviting the viewer onto a train that moves through a vista of snowy mountains. Users must then complete a series of tasks to crack open James Bond's briefcase.

Skyfall will be released in the UK on 26 October. Other brands launching Bond-themed marketing activity include Coke Zero and Honda.

- Tesco boss Clarke unveils blog

Philip Clarke, chief executive of Tesco, has launched a blog, which he claims people from around the business will contribute to, in an effort to build trust and 'explain how (the brand views) the world', writes Matt Chapman.

In the first 'Talking Shop' blog post, Clarke writes that when a business reaches a certain size, its 'motives, sincerity and principles' become hard to understand.

Tesco said it will invite 'feedback, ideas and criticism' through the inclusion of social-media buttons on each entry, but will not include reader comments. Last week, Tesco also launched a staff training programme under a fresh philosophy of 'Making moments matter'. A spokeswoman denied the line would be used in future advertising.

- Benetton gets political

United Colors of Benetton is following up its controversial 'Unhate' ads, which depicted political leaders kissing, with a global campaign focusing on youth unemployment.

The 'Unemployee of the Year' activity includes a TV ad that features four young adults, known as 'Neets' (not in education, employment or training), who are searching for a job. Ads show jobless people dressed in business clothes to highlight the stigma of unemployment.

The fashion brand is inviting 18- to 30-year-old people without a job to submit outlines of community projects, and has promised to provide financial support for the 100 most 'deserving' projects.

Benetton Group chairman Alessandro Benetton said the campaign was designed to address a 'contemporary argument'. MC

Forum, page 28

- Waitrose suffers Twitter jibes

Waitrose's latest foray into social media has been hijacked by people making fun of the supermarket chain's perceived social reputation.

It launched its campaign on 17 September with a tweet that asked shoppers to complete the sentence, 'I shop at Waitrose because...'. The tweets included the hashtag #WaitroseReasons.

Users responded with sarcastic tweets such as, 'I shop at Waitrose because darling, Harrods is just too much of a trek mid-week', and 'I shop at Waitrose because the M&S '2 dine for pounds 10' attracts the proles'.

However, Waitrose seemed to take the satirical replies in good humour. A spokeswoman said: 'It certainly provoked a reaction, but we like to hear what people think.' MC

Brand barometer, page 18

- Furby toy set for relaunch

Hasbro is relaunching the Furby toy, a bestseller in the late 90s, with a digital campaign aimed at reaching its target audience of eight to 12-year-old girls, writes Gemma Charles.

The toy company has enlisted Stardoll Media, the world's biggest online community for girls, to create a platform for the re-engineered toy.

The activity will encourage its audience to join the 'Furby Club', which will provide exclusive content and updates, and to become 'Furby ambassadors'

in an attempt to make the toys a 'hot topic' in the playground. Hasbro is also rolling out a free iOS app which translates the Furby 'language' to English. …

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