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Archive for September, 2014

iPhone 6

Wednesday, September 17th, 2014

On the 9th of September, Apple announced the news of the release of its new iPhone 6 and iPhone 6 plus. This news has created quite a bit of stir for Apple users, which is somewhat expected as it has been almost 12 months since the last announcement of a new Apple product, and more importantly following the death of co-founder Steve Jobs in 2011, it is a pivotal moment for Apple to prove it still has a knack for innovation.

Users have demonstrated their desire to get their hands on the new iPhone 6 with pre-orders of the new phone doubling the pre-orders for the iPhone 5. Huge influxes of users to the order page of the Apple site to pre order there new iPhone 6, which was available on the 12th of September, caused the Apple website order page to crash. Further to this, the news of the new iPhone 6 also erupted on social media with Apple users beginning to voice their opinions of the new product, which were a mixed bag of positive and negative comments.

The main innovation to the new iPhones is a new look and feel, with slightly bigger screens than ever before. The iPhone 6 screen swelled to a 4.7 inch screen and the iPhone 6 plus at a massive 5.5 inches. Further innovations of the new model include the Retina Display, increased storage, faster processors and enhanced camera and video capabilities. There have also been some slight design changes to the phone itself such as the move of the power/lock button from the top edge to its right side, which some users may not be happy about as with other phones this placement of the button can cause the screen to turn on when you don’t intend it to, it will be interesting to see if this is also true for the new iPhone. Also something that all users have been crying out for is a longer battery life and Apple claim that the new processor will give the battery a better life.

Many of these changes are based on the iPhone attempting to be more competitive with other devices in the market. Phones such as the android have much bigger displays than the older iPhones and this is something that is becoming increasingly popular with users along with its battery life and usability. There has also been a lot of cynicism around the new iPhone and whether the new innovations are cutting edge. Following the launch, twitter users created the hashtag ‘#iphonequestions’ and began shooting down the products with comments to likes of “I’ll make this quick because I’m tweeting from an iPhone, but will the battery lif #iphone6questions” and “Will the charger with it survive a whole week??” but not all were negative, many users are excited about the phone and cannot wait to get their hands on it.

Given the innovations that Apple has brought to market in the past, it will be interesting to see if the iPhone 6, with its new features, will deliver on the user’s expectations. Only time will tell.

  

 

 

 

Marketing to Men? Ditch the gender stereotype.

Monday, September 15th, 2014

As we move further into the 21st century, the definition of what it means to be a man and a woman is changing rapidly. Men are progressing through a feminisation process and women are ‘leaning in’. This is all great news. But it means marketers must recognise this shift and ditch the gender stereotype in comms. For both genders. A perfect time to see which brands are agile is on corporate holidays such as Mother’s and Father’s Day so let’s take a look at Fathers’ Day 2014.

I’m sure you’re aware it was Father’s Day last Sunday. And it’s likely that you didn’t pay your dad as much attention as you did for your mother on Mother’s Day. Is it true? Not to worry, you weren’t the only one. It would seem that we generally care more about showering our mums attention on such days. Consider the contrast in Mother’s and Father’s Day content consumption in the US. In 2013, there was more than twice as much Mother’s Day content consumption than Fathers’ Day consumption.

But why is there little attention given to dads? Do we think that fathers don’t care? They do care. In fact, did you know that men are more emotionally sensitive than women and positively respond to heart-warming content twice as much as women? Indeed, today’s definition of a man is very different to the way we defined a man 20 or 30 years ago. Research from the Future Foundation has found that 59% of people believe ‘father’ defines what it means to be a man. This is compared with only 54% of people using ‘mother’ as a word to define what it means to be women. In comms, men are generally portrayed as beer drinking, tool-belt wearing goofy larrikins. Even some 2014 Father’s Day comms are holding a tribute to stereotypical dads that were made when ‘men were men’.

It’s a really great TVC but it’s also interesting to ponder how this strategy would go if a brand was to make a tribute to old school mums: made when ‘women were women’? There would be riots. We need to drop the stereotype.

These days consumer brands need to connect with fathers in a way that makes them feel like a man. In other words, make fathers proud to be a dad. A good example of this is Dove’s #RealDadMoments.

In this spot Dove connects with fathers by targeting the moments of what it means to be a dad. There are no stereotypes, just fathers being dads. Any dad who watches this will understand the numerous special moments involved in raising a child.

Truth be told, men will always want to be made to feel like a man. However, what it means to ‘be a man’ is changing significantly. To this end, brands will need to ditch the stereotypes of yesteryear and keep up to speed in making the modern man feel manly.

“A new era is dawning – Pointing our cameras outward… rather than inward.”

Wednesday, September 3rd, 2014

First Instagram gave us the network and ability to capture every moment of our lives with photos and filters. Now they have a new offering. Something I hope will begin a new direction for the way we capture our experiences.

The new APP is called “Hyperlapse”

 

What does it do?

 

Well, you know those incredible sped up camera shots in movies that don’t seem to bounce around much when they are moving?

This App lets you take footage like that!

Usually when videos are sped up, any movement is magnified making the video shaky and difficult to watch. The new app uses the smartphone’s accelerometer and gyroscope to create a stabilised version that gives it – as many are calling – a “real time feel”.

Usually, the equipment required to shoot video of this quality would cost you $15,000. Now, anyone with a smartphone can make their videos time-lapse into a journey of firsthand experiences.

Check out their examples:

So what does this mean?

This technology finally allows you to show your point of view in an interesting, sharable and most importantly “snackable” way.

With the 12x speed of the frames, you can walk around a music festival and hold your camera for 12 minutes. And condense it into a one minute video.

Although Instagram & Facebook have capped their uploads to 15 Second videos (3 minutes of capture time) for you to share online, the possibilities are endless and this will surely change.

Hopefully it will inspire kids to film an hour’s play in the neighbourhood, on their bikes, playing games and exploring. What a video to show your parents over dinner.

People could show their friends what a great house party they were at on Saturday night from every angle and corner of the event.

You can walk the streets of Paris for 2 hours and show your friends in 10 minutes of all the sights and experiences you encountered!

It won’t mean the death of the selfie at all… but hopefully this will make it far less interesting.

I can hear the whispers now of the conversations changing…

No longer do I hear – Look at me!

Now I hear – Look at what I did!

Well, maybe at some point in the future.

Bryce Cameron, Agency coordinator, Vizeum Melbourne

The New Mantra of Advertising

Tuesday, September 2nd, 2014

Last week I was invited to attend the ‘Best Of’ screening of the Cannes Lions 2014 awards – the global celebration of our industry’s greatest advertising ideas. In 2014 there were 1,142 Lion winners but only a few really stood out to me as powerful, persuasive and share-worthy.

When I looked for a common thread between these stand outs, I was reminded of John F Kennedy’s quote:

“My fellow Americans, ask not what you can do for advertising, ask what advertising can do for you.”

Okay, JFK didn’t really say that, but it’s an apt description of what makes great advertising great today.

Don’t take my word, just YouTube some of the 2014 Cannes winners:

BGH – My Home Is An Oven (a smart way of getting air-conditioners into the hands of people who need it the most)

Nivea – The Protection Ad (giving parents an easy way to keep track of their kids at the beach)

CNA – Speaking Exchange (bringing English learners and speakers together to share their stories and help each other)

Universal – Pharrell Williams 24 Hours of Happy (a new platform that launched Pharrell’s new video, sparked 2,000 individual happy stories and created the UN’s International Day of Happiness)

Sure, these aren’t ‘traditional’ advertising like Mad Men of the 60s, but – trust me – they’re still ads.

Great advertising continues to evolve with the times: to reinvent itself from ‘push’ to ‘permission’, to bring genuine utility to people’s lives, to spark bigger conversations, to remind us what it is to be human.

Next time when the sceptics proclaim advertising is dead, it might be worth remembering what JFK said about advertising.