Sales Leads: JetBlue, Volkswagen , Mike’s Hard Lemonade, McDonald’s, Meijer
A summary for Corporate Marketers, Media Sales Executives and Advertising Agencies to see what clients are moving into the Hispanic market and/or targeting Hispanic consumers right now.
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JetBlue Airways has launched a new advertising and marketing campaign, 'Air on the Side of Humanity,' which showcase the challenges of modern air travel by giving a voice to the most overlooked, unappreciated frequent fliers of all,pigeons,while reminding customers that there is a better way to fly. The campaign faces conventional airline branding with JetBlue´s statement about flying with humanity. The 360-degree campaign includes TV, online advertising, a first of its kind web video series, microsites, mobile, social, experiential and out-of-home advertising, all dedicated to bring JetBlue's Humanity mission to life.There are also TV spots running in Boston, Fort Lauderdale and New York and multi-channel components. There are also new components, which will help to expand the campaign. These are: an experiential launch event in New York City and a video series collaboration with Funny Or Die. This series, custom JetBlue Spotify playlists, the mobile app that utilizes accelerometer functionality to entice audience interaction, and custom Buzzfeed posts with messages tailored to each market. The media strategy is video-led (television and online) featuring both long and short-form messaging.In a five-part video series entitled "Shoo's Bird's Eye View," JetBlue delivers multi-media narratives from the perspective of a pigeon that draw playful comparisons on how people are treated by other carriers including cramped spaces, limited snacks, flying on someone else's schedule and the feeling of being ignored.The humorous shorts live on JetBlue's digital experience and social hub, CentralPerch, as well as FunnyOrDie.com, and leverage the social media footprint of the two brands through social activation and promotion.Here is the spot:
In this series, that began on April 2nd and continues throughout the month with new content weekly, JetBlue also does regional section online takeover featuring a high impact push down unit while cross-device HTML 5 synched digital media units will roll out on select digital channels.Rounding out the campaign in Boston and Florida, consumers will experience similar print executions in the Boston Globe, Fort Lauderdale Sun Sentinel and The Miami Herald and interactive homepage takeovers on Boston.com and MiamiHerald.com. Boston will bring back a first-to-market execution of pigeons riding on taxi tops and expand with strategic Out-of-Home to reach the business traveler, while Florida will reach Hispanic audiences via television and digital executions across Univision, Telemundo and Telefutura networks.Customers can tune in weekly to Shoo's Bird's Eye View in JetBluecentralperch.com.The creative, media and online experiences were done by Mullen's Boston office, JetBlue's agency-of-record since 2010.
Mediacom has held the account with Volkswagen since 1998, which includes strategic media insight, as well as media planning and buying for all VW Group brands: VW, Audi, SEAT and Skoda. The agency will extend its global Media Partnership with the German brand by adding commercial vehicle brand MAN to its responsibilities, as well as all VW brands in Poland, according to MediaPost. The extension came without a formal review, yet VW held competitive pricing talks with several agencies.This means a big step for the agency, as VW ad spending globally, according to RECMA, is more than US $3 billion.However, it was not totally unexpected. MediaCom has produced several award-winning campaigns for VW brands, including the Beetle Shark Cage in the U., which won numerous awards, including at Cannes Lions.
- Mike’s Hard Lemonade
Mike's Hard Lemonade Co. is facing growing competition in the flavored-malt-beverage category from Diageo and Anheuser-Busch, among others. To keep pace, the brand has switched creative agencies, changed its logo and is moving off TV, where it spent almost US $19 million in 2012 and 2013, and all into digital advertising, according to Ad Age. The brand is expected to spend about US $13 million this year on digital sites that include Woven, Vevo, BuzzFeed, Discovery, the Weather Company, Onion and Complex Media targeting millennials. Its digital video ads were created by independent agency Tri3sect out of Chicago.With major competitors and heavy TV users A-B (Bud Light Lime) and MillerCoors (Redd’s Apple Ale) gearing up promotions, abandoning TV may be risky for Mike’s, but time will tell.
McDonald’s will give away free small cups of McCafe coffee during its breakfast hours from March 31 through April 13. This is the first time the chain has ever given out free coffee, according to USA Today .But apparently, it is a move in response to recent Taco Bell commercial, which was mentioned in our previous Sales leads edition.
To McDonald’s, the free offer is just a way to get customers to try its McCafe coffee, but, clearly the chain is smarting from the Taco Bell commercials and this is its way of fighting back. McDonald’s and Taco Bell are both major ad spenders, so this might just be the opening salvo between the two.
Regional grocery chain Meijer has shifted its media account after a review. From now on, Doner Media in Southfield, Michigan. will handle planning and buying for the retailer, which is based in Grand Rapids, Mich. and has some 204 stores in Michigan, Ohio, Indiana, Illinois and Kentucky. its’ annual media spending is estimated at more than US $30 million.
The new agency got ahead Empower Media Marketing in Cincinnati. The review, which was managed by Potomac Group in Fredericksburg, Va., pitted Empower against Doner, Bernstein-Rein in Kansas City, Mo., and Zimmerman Advertising in Fort Lauderdale, Fla., according to AdWeek.Doner Media, a unit of MDC Partners' Doner, also works for Arby's, AutoTrader.com, Smithfield Foods, the PGA Tour, O'Charley's and the UPS Store. Creative responsibilities were not in play and remain split at The Distillery Project in Chicago.
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