السبت، 15 يونيو 2013

Will MySpace’s $20 Million Ad Campaign and relaunch bring it back to life?



Will MySpace’s $20 Million Ad Campaign and relaunch bring it back to life?
MySpace Relaunch
Once upon a time, there was a big giant called MySpace. The giant has been shrinking over time, and it was almost gone and forgotten. The giant recently decided to stand up and fight again; will it win the fight?
MySpace has recently launched its site, and joined it with a $20 Million Ad campaign that will run across broadcast, radio and digital media.
So what’s unique about MySpace? According to Specific Media’s CEO & COO, the network focuses on its creative individuals, mainly in the music industry.
2 spots of its new ad campaign were released to Adweek showing young hipsters dancing, smashing instruments…etc. The campaign will also show a few notable figures like Pharrell, Santigold and Mac Miller.
"We really wanted to really represent the people that make this brand. Because it's not us in this room—we're the guys behind the scenes. But it's really about the community. The tone and spirit ... it's irreverent, slightly anarchistic, that's the tone and the attitude and the feeling," said Christian Parkes, head of marketing at Myspace.
Justin Timberlake, who came as an investor when news corp sold MySpace in 2011, is obviously trying to give a direction to network, also tweeted about relaunch.
MySpace, who’s been struggling with brand identity, is finally working on attaching itself with one – Music and Creativity.
Do you think this will give MySpace a chance to survive? – I doubt.

السبت، 1 يونيو 2013

Souq.com's first regional campaign

Souq.com's first regional campaign
Souq.com, as per their SlideShare Presentation, is the leading online platform in the Arab World where buyers and sellers trade safely. Since its launch in July 2005, Souq has grown to be the premier online shopping site in the UAE; then it opened new branches in Jordan, KSA, Egypt and most recently Kuwait. souq.com gives users the opportunity to leverage its big community to get the advantages of e-commerce in a safe &secure environment.
As much as i'm proud with the Middle East's growing and expanding e-commerce site, i was a bit disappointed with their first regional campaign. The campaign is a part of Souq's expansion strategy, so i was expecting a more strategic campaign to approach new customers in the region, with a little test or research to how non-souq or non-ecommerce customers behave. Despite the theme of the campaign, which focuses on the reaction of souq customers when they receive the package, i don't think the TVCs done can still deliver the message souq wanted her audience to receive.
I didn't see much work on the brand identity, while i expected a more aggressive campaign. Compare it with the simple home shopping campaign for MBC, which sticks to the user's mind from the beginning, and the whole TVC is focused on the brand and will never confused MBC's audience.
Having watched the TVC, it took me, and a number of people i know, a while to recognize what the ad is all about. And this is while i know Souq (not new customer and not new to ecommerce).
On the other hand, i found the documentaries that were done by TV stations, like CNN, did a better job on educating customers about souq and show its brand identity.
Not sure if the target audience of souq's campaign was new-to-ecommerce or new-to-souq. If it's the first one, it didn't really educate them about the site or ecommerce and what it means; it didn't provide a reason to make the change. If it's new-to-souq, which also means a current user of another ecommerce site, it didn't show the what's in it for users to change.
Overall, i believe it's a great step forward for Souq to start advertising on TV, but i am sure Souq deserves a much stronger and a more creative campaign.
Way to Go Souq.com :)
More information about the campaign:
Campaign Title: Happiness in every box
Agency: Interesting Times
Countries: UAE, KSA, Kuwait and Egypt.
Platforms: Online and TV.