Next Stop: York Marketing Station?

Last Wednesday, the Toronto Transit Commission approved a 12-year deal with Pattison Outdoor Advertising. The $324 million contract includes print ads inside transit vehicles, vehicle wraps, in-station advertising, and the possibility the sale of naming rights of subway stations. TTC chair Karen Stintz says that the deal would bring much needed cash to the transit system, which could be used to renovate the stations, and that the stations would not be renamed entirely to maintain the association with their locations.

I’ll have to admit, cleaner and upgraded stations do sound convincing (hopefully complete with the installation of air conditioning please!). The deal also opens up many exciting possibilities for creative campaigns and advertisements, such as Volkswagen’s piano steps, IKEA’s display in Paris, 2012’s flooding stations, and Mad Men trains, just to name a few.

As for the down side? I personally disapprove of the TTC selling out, especially for a mere $27 million a year ($324 million ÷ 12 years). Given that the TTC carries approximately 460 million customers per year, I’d think that their reach is more than that. Also, how ridiculous would it be to have stations named “Burger King Station”, “Dairy Queen Station”, or “The Bay Station”? I’m not certain whether renaming stations would bring value to brands, and if anything, those who strongly oppose would have negative feelings towards the brand. On top of that, it would be impractical to change maps, signage, and even automated announcements every time sponsorship changes.

What are your thoughts on this sponsorship?

VW's piano steps:

IKEA's display:

2012's flooding station:

Mad Men trains:

If you want to know of more creative use of handles, click here.

About the writer: Katherine Chung

Curious epicure of baked goods with a love for all things well-designed. Fancies shopping, gardening, and spending time with family. Eager to meet interesting people and dive into interesting ideas.

What are they going to do next?

2011 has widely been seen as a breakout year for the auto industry. In 2008 and 2009, sales fell below 11 million cars, about one-third less than the industry had been making earlier in the decade. Sales in 2010 were better and sales are forecasted to come back even stronger this year. As a result car companies have implemented creative marketing strategies to entice reluctant consumers. For many non-car owners (like myself) or drivers, substantial discounts, gas vouchers and cash backs don’t mean much, but the ads on the other hand, have provided endless entertainment and many “hmmmm” moments in which we wonder “how they did that?” Companies are taking a more creative direction with their ads giving their car a personality/character, pushing the limits of a car’s performance or simply drawing a reaction from the viewer. If anything ads have driven a curiosity from people asking, “what are they going to do next?” Here are some examples:

Hyundai 3D Projection

A great example of the out-of-home advertising companies have been using, it was one of those that drew amazed reactions from viewers everywhere.

Volkswagen - "The Force"

A company that usually never fails to entertain from edible ads, test drive print ads, melting specials and over course “The Force.”

BMW - "Refuel"

In the past few months, they’ve put out some ads that push the user to see beyond its reputation of performance for innovation in technology, connectivity, and fuel efficiency.

Chrysler - “Imported From Detroit”

My favorite car ad out this year, although it doesn’t push and sell a Chrysler car, it brings out a chill and emotional connection reminding people of when the best came from the Motor city.

There are many more that are out there so please share your favorite automotive ads of the year in the comments below.

About the Writer: Angela Chen

Looking at my Facebook/Twitter, I'm a huge foodie (just check my Foursquare). I have a keen interest in advertising and I go to Starbucks very frequently (might be an understatement). I am also a medical/crime show addict, k-pop fanatic and avid reader. My ideal relaxing afternoon would consist of hot yoga, a manicure/pedicure with a friend, coffee and pastries accompanied by a good book.

Agency History 101

Hello my fellow marketeers!

It's been a while since my last post, and for that, I can only say that school, summer and everything in between got in the way....

But I digress.

I stumbled across this great link the other day that showcased the entire history of the ad agency. Yes, from the first inception of advertising all the way to present day (well, more like 2010) displayed on a fairly large and cool looking timeline. It tells of the beginnings/endings/M&As of some of the biggest agencies around the world from as early as the 1800s. I also noticed along the very bottom of the graph that the creators also showcased Internet milestones over the course of time, from the creation of the internet all the way to mobile data. Pretty fascinating stuff.

So spend some time brushing up on your agency knowledge, then go out there and wow all your friends!

Enjoy the sun, everyone!

Best Super Bowl Ads...Ever?

K, for all you football fans (of which I am not one of, sadly enough), it should come as no surprise that I do a blog post about the ads that always get played during the Super Bowl. I know a bunch of friends who watch the Super Bowl mainly for the commercials and ads, while others just Youtube the notable ones after the game.

Well, I was sifting through Adage.com this morning and I stumbled across this very interesting poll that they have, that basically ask readers to vote on their favourite Super Bowl ad. For the first round, there are a total of 19 commercials for your viewing pleasure, all ranging from 30 seconds to 1 minute long. Some were very funny, while others went for that dramatic, almost cheesy execution. There was one that was particularly moving (I'm sure you'll know which one I'm talking about once you watch all of them), and there was one that was just plain cheeky.

Which one do you think deserves to be the best Super Bowl ad...ever? Head on over here, and see for yourself!

The Wilderness Downtown

Warning: extremely long post below. Read (and be fascinated) at your own discretion.

So I was scrolling through my Twitterfeed, and procrastinating from school work when I stumbled across a post which led me to The Wilderness Downtown--a Chrome experiment (and an experimental music video) directed by Chris Milk. After I read about it, I couldn't resist but try it for myself. (Ironically enough, I saw the whole thing on Firefox since it crashed the three times that I tried to run it on Chrome.)

Here's a lowdown of what it is. You go to their site (here) and type in your childhood address. If Google maps has that place on streetview, then be prepared to watch a custom multi-window video featuring your childhood home with Arcade Fire's "We Used to Wait" playing in the background. It's hard to describe, it's one of those "you've got to try it out yourself" kind of things, and I don't want to go into any further details for fear of ruining it for you, or over-hyping it up. Ultimately, in my opinion, it's an experimental music video for Arcade Fire.

Now, I wouldn't say that I'm a big Arcade Fire fan (simply because I haven't heard nearly enough songs to form any opinion), but I am extremely impressed with how the band has embraced different web mediums and social media streams to market themselves and their latest album (The Suburbs, released August 3rd 2010). The Canadian band teamed up with Youtube, Vevo, and American Express to live stream one of their shows in NYC. Online audiences were given the choice of 2 camera angles to view the show. Amazon teamed up with their record label and offered the label at a discount price ($3.99!!) during the week of their release--which consequently led to their climb to the #1 spot on Billboard's album chart. Twitter came into play and also offered a CD discounts tweeted the day the band made their appearance on The Daily Show. Now THAT is what I call making use of relevant social media streams to reach out to all their fans. And I LOVE how smoothly and cleverly the music and the video are intertwined together.

Also, it's great to see just how far Google has gone in terms of marketing their products while promoting and encouraging web experimentation. We all know of the Google Demo Slam videos, their "Search" videos, as well as their methods of research for their Chrome extensions/changes (they release their experimental extensions to Chrome Beta users and note the general feedback). When I found out about The Wilderness Downtown, I was truly impressed by the ingenuity of the execution. It was such a clever way to showcase some of their best creations (i.e. Google map and their streetview) while revealing the potential in latest open sourced technologies and the creativity amongst users in the web community.

Of course, this may be a bit of a biased post since I am a HUGE Google fan, and I always love to talk about Canadian music. But I thought this was also an appropriate topic in lieu of our upcoming conference theme, which looks at "The New Era of Marketing" (tickets are still on sale! Check our home page for more information!). I feel like this is just a sneak peek at the potential of future social media marketing, and how companies and bands, such as Google and Arcade Fire, are testing their bounds, and setting the bar for viral campaigns and even marketing in general.

Anyway, I've rambled enough for this week, I won't delay you any further in checking out just what The Wilderness Downtown is about! Word of advice: unless you want your whole browser to crash, close all your other browser tabs and programs.

PS. Congratulations on muddling through the long post! Here, have a cookie. *cookie*

Tweet if you want a job!

Ever wondered what your job application would be like in 140 characters? Campbell Mithun, an advertising and marketing firm situated in Minneapolis, announced today that it will hire 13 summer interns this year based on their application of 13 tweets sent during a set period of time next month.

For six summers, the agency has given 10-week paid internships to 13 interns (called Lucky 13) who are in their 3^rd or 4^th year of university. Up until now, the application has been your generic resume, and other materials following their online guide, all to be submitted through the mail.

Campbell Mithun decided to go the Twitter route to show that it’s thinking about the marketing world through a digital and social media focused perspective.

So what exactly are the requirements for interested applicants? Students are asked to include #L13 in their 13 application tweets, as well as a second hashtag that lists the track they choose. There are 4 departments to choose from: media, creative, copywriter, or technology.

The agency has declined to specify what types of tweets they’re looking for from candidates other than the hashtag rule.

I don’t know about you guys, but I’ll be checking out some of the applications when the time comes just to see how they’re selling themselves. The great thing about these internships is that every year at least one from the Lucky 13 has accepted full-time offers from the agency. This just makes it even more intriguing to see what tweets students will make to get one of the coveted 13 positions.

What do you think about this application process? Do you think more companies will start going down this route during the hiring process in the future?

Golden Year for the Golden Voice?

Happy New Year everyone! (I realize that I'm 6 days behind but hey, better late than never, right?) First update of the year--how exciting is that?

Anyway, here is a story that I stumbled across earlier today that shows you just how far a viral video can get you. A 53 year old man by the name of Ted Williams has recently been offered a job by the NBA's Cleveland Cavaliers as an announcer at the team's downtown arena, the Quicken Loans Arena.

The homeless Ted Williams, who was only recently inhabiting a tent, has been soliciting money along a street in Columbus, Ohio since his life and career (as a radio announcer) were ruined by arrests, drugs, alcohol, and jail for theft and forgery. Holding an old piece of cardboard telling of his "God given gift", his slogan caught the eye of a reporter for the city's local news, who posted online a quick video of Ted demonstrating his voice over skills. The video soon became viral and shortly after, Ted was contacted this past Wednesday and was offered the job by the Cavaliers. He has also been asked the "official voice" of Kraft's Macaroni and Cheese.

The father of nine has been hoping that a job offer would come his way, and looks like his hope has come true!

For those curious about the video that set it all in motion: