The concept of irony is obviously lost on Clive. He probably thought he could pick this up cheap.
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Legendary Australian rockers Cold Chisel have today announced the formation of their very own label imprint, which will be the new home for their iconic catalogue of classic albums, effective from Tuesday 1 October. This new imprint sees the band leaving Warner Music, the label they signed to (when it was WEA) over 35 years ago, as their label Cold Chisel Music will be distributed through the Universal Music Group. After all this time (and over six million album sales) the rights to their catalogue have reverted to the band, who believe it is time for a fresh approach to the marketing and promotion of their music. http://themusic.com.au/news/all/2013/08/21/cold-chisel-start-their-own-label/ I love this Apple ad which follows the theme set by the previous ad that featured the camera capabilities of the iPhone. So what is this ad (and the previous ad) saying? Basically it's a testimonial ad, but presented in a touchy-feely way. It makes the claim that every day more people throughout the world use the iphone for taking pictures and listennig to music than any other phone. It helps that all these people are incredibly cool and young looking. But more importantly what it concentrates on is human interaction. The iphone almost disappears into the background making it an essential but almost invisible companion for human connection. It brings people together in ways we all would like to interact. A few (cool) grannies and it would have been perfect. 95% of people are imitators, which makes 5% initiators.
A saturation campaign can still fail if you do not influence the behaviour of the influencers. Identify who your target market really is. When I worked on a campaign to try to get butchers to order good quality cuts from recognised and reputable distributors, we realised that we had only to change the preference of the 'king pins' in the industry to get most of the rest to follow. This means really getting to know the influencers. Spending time with them and working out what motivates them. Sydney writer, designer and surfie, Ross Renwick died on Thursday 9 August 2012. He was 77. For those that don't know, Ross and business partner Aaron Kaplan (d.2008) established the irreverent Billy Blue magazine in 1977. Running for 106 issues, the award winning publication was riddled with Ross' wordy wit and playful design. Read more about Ross Renwick |
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