Monthly Archives: June 2015

Father's Day Branding

Celebrate Father’s Day with these Popular Brands

By | Creative, Trends, Video Marketing | No Comments

From Dove to Dockers, brands everywhere are celebrating dads. In honor of Father’s Day weekend, here are the top Father’s Day advertisements for 2015. Whether Father’s Day advertisements seek out to make you laugh or cry, these brands all have the same goal: to show appreciation for dads everywhere. Watch the top campaign videos below and let us know which ad is your favorite!

  • Dove celebrates dads-to-be with the ‘Care Makes a Man Stronger Campaign.’
  • Dockers and Taye Diggs want fathers to rock their dad style and get down with their ‘Dad Self.’
  • Toyota shows how fathers and daughters see each other to promote the Toyota’s Safety Sense feature.
  • Angel Soft wants to wish all the single mothers that acted as fathers a ‘Happy Father’s Day, Mom.’

If you are a new, experienced, or expecting father, Happy Father’s Day from L7 Creative.

Video Marketing

4 Tips to Create an Effective Video Marketing Strategy

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Video marketing has come a long way in recent years and is continuing to grow in popularity among consumers. Video content is a highly effective form of marketing, and is essential for building brand awareness. Videos create relationships with consumers while providing them with the information they need.

Here are a few tips to take into account when developing a successful video marketing campaign:

1. Build Your Videos As A Series: Establish a regular posting schedule. Tell an organized engaging story over a series of videos… stories sell. Do not try to fit a lot of content into one long video, make a short series of videos leading up to one big event. Learn more about video storytelling here.

2. Social Media Loves Short Videos: Make the videos short to keep your audience interested.

3. Tell Them How It Is Done: Share tutorials and tips in order to build a relationship with your audience.

4. Make It A Contest: Create a contest and offer prizes for the most creative customer submitted video. This will increase your customer base and boost brand awareness.

Bottom Line: videos sell.

Read more about video marketing strategy here.

Lance Pine

Lance Pine Joins L7 Creative Team as Director of Client Services

By | Behind The Scenes | No Comments

Lance Pine, a worldwide media idea man, brings his immense talents to L7 Creative’s accounts.

June 16, 2015 – Lance Pine former Director of Client Services for Gannett Media Group joins digital agency, L7 Creative.

L7 Creative has appointed Lance Pine as Director of Client Services and Executive Management Team member. As an experienced advertising executive, the addition of Pine to the L7 Creative team signals a continued investment in talent to grow and connect brands with their audience.

Pine said, “I am honored and thrilled to lead the L7 Creative Client Service team, as we build upon an established reputation as a top digital agency that fosters the discipline of digital brand engagement. Our continued focus will be to build long-term, mutually beneficial relationships with visionary clients. I look forward to working with L7 Creative’s dedicated staff to bring bold, imaginative strategies to client’s branding.”

Most recently, Pine was responsible for Business Development and Strategic Partnerships for Nurse.com’s suite of educational and advertising products. Pine first joined NurseWeek in 1998 and led sales efforts for many of their most recognizable advertising products and services including the development of its National Sales advertising team.

In April 2013, Gannett (GCI) awarded Tykester (designed and conceived by Pine and four other teammates) as an Innovation Grant Winner. Tykester was selected as a new product chosen for financial investment, development and launch. That same year, Pine also led the advertising team selected by Gannett, for the “Best Client Solution” Award for work he spearheaded for a large online educator for enterprising excellence in consultative, tailored client solutions.

L7 Creative Founder and Chief Creative Officer, Tom Gallego said, “Lance is an established leader in healthcare communications, account management and is an exciting strategist in advertising. His inclusion to the L7 Creative team adds depth and breadth in digital IQ and strategic thinking. I look forward to working with Lance to enhance the client experience.”
Pine received his MBA from Azusa Pacific University. “L7 Creative will continue to help our client partners reach their full potential. There are many exciting challenges in front of us and I am passionate about the direction of L7 Creative in San Diego and globally,” Pine said.

Video Marketing

Storytelling: Adapted Art of Video Marketing

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Storytelling is not a lost art, but it has certainly adapted. People thrive on stories! Paired with video content, stories have proven to be effective in attracting and engaging audiences to brands.

Providing customers with facts and information about your products and services is all good and well. However, offering your customers a story they can relate to and experience, takes them one step further to brand identification.

Here are some noteworthy brand advertisements that utilize the art of video storytelling:

Pizza Hut

Pizza Hut’s New ‘BlockBuster Box’ Creates a Buzz

By | Technology, Video Marketing | No Comments

Pizza Hut has revolutionized the concept of a ‘night in’ by combining two classic favorites: dinner and a movie. By joining forces with Ogilvy & Mather Group Hong Kong, the pizza giant has created a pizza box that doubles as a movie projector.

Included in the box is a “pizza saver” disc located in the center of the pie, which can be removed and placed on the side of the box. Once the lens is in place, short films can be projected through the user’s smartphone by using an app.

In conjunction with the goals of the client, chief creative officer of Ogilvy & Mather Hong Kong, Reed Collins, aimed to grab consumers attention and get them talking about the product. This creative and dual-purpose contraption sparked buzz from techies everywhere, and marketers and pizza connoisseurs are reacting positively.

To appeal to a wide audience, illustrators created artwork on the boxes including sci-fi, action, and even romance scenes to set the movie mood. One of the most memorable pieces from this buzz-worthy box is it’s ability to be re-used as a projector for other content from their phones such as YouTube videos, personal video clips, or photo slideshows. Watch the video tutorial here.

Not only has Pizza Hut gained the PR it wanted, but it has branded itself apart from it’s competitors as a trailblazer in the digital world. People will not necessarily be running to their cabinets to retrieve their month old, grease stained pizza box projector next friday night. However, this box has successfully increased Pizza Hut’s brand equity by merging a product with an experience!

 

Mayhem

Allstate Created ‘Mayhem’ With Its Advertising Campaign

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Allstate’s long running campaign “In Good Hands”, was not standing out alongside Progressive’s Flo and Geico’s gecko. Allstate decided to wreck havoc in the insurance advertising world and introduce Mayhem.

According to Lisa Cochrane, the SVP of Marketing for Allstate Insurance, Mayhem disrupted the insurance conversation due to these three key factors:

  1. Start with a relevant insight.
    Consumers need an ad that speaks to them. Accidents happen to everyone. Whether it’s putting your electric sandblaster through your window or having a deer jump in front of your car, people can relate to unplanned mayhem.
  2. Include physical and visual humor.
    The character Mayhem, Dean Winters, throws himself off roofs, out cars, and down stairs to make viewers laugh. Additionally, he dresses up as a teenage girl and a toddler to prove that mayhem comes in all shapes and sizes.
  3. Have a repeatable line.
    The first two key factors manage to get viewers talking about the ad campaign, which is the biggest hurdle, but the tagline is what boosts customer recall and ultimately makes any campaign successful.

Dive more into the ad campaign breakdown here: http://bit.ly/1B2J8yx

TV Commercials

Short Films: The Future of Commercials

By | Trends, Video Marketing | No Comments

Today, people either fast-forward past recorded TV commercials, watch for 5 seconds then skip them online, or bypass advertisements altogether by utilizing paid streaming services. This has spurred a new movement in marketing that will make TV commercials obsolete, one short film at a time.

Marketers becoming producers

Whether you’re watching Chipotle’s Farmed and Dangerous or Marriott’s new content studios, there is plenty of evidence that big marketers are checking out of Madison Avenue and into Hollywood to produce branded entertainment based on what people are choosing to watch.

“You almost need to put parenthesis around ‘branded’ and just call it ‘entertainment’, because if it doesn’t compete with the other content that’s already out there, it simply doesn’t matter.” – Frank Cooper III, CMO of PepsiCo.

Look no further than The Lego Movie for a prime example of how marketers are putting this into practice, giving consumers content that first adds value to their lives, and in turn, adds value to the brand.

Brands leading the way

One of the brands spearheading this movement is GE, who has recently signed off on a new six episode series highlighting scientific innovation to be produced by movie veterans Brian Grazer and Ron Howard. The new series Breakthrough aims at creating branded content with a focus on narrative instead of products.

“Sometimes ‘branded entertainment’ feels advertorial – it’s secondary to really good content”, says Linda Boff, Executive Director of Global Brand Marketing.

Bridging the gap

For young film directors, branded shorts offer a welcome opportunity to fund their passion projects and tell great stories without having to compromise on integrity.

“Having the chance to make a short film featuring Uma Thurman, would have been entirely impossible had it not been for Jameson First Shot” explains Director Jessica Valentine. “Being able to focus on story and entertainment allows for a specific type of artistic freedom and results in a much better experience for both the director and the audience.”

So, while most marketers are still focused on keeping things “short and sweet,” a change is on the horizon. The key is not the specific length of the video, but the story behind it.

Virtual Reality

Virtual Reality and the Challenges in Advertising

By | Technology, Trends, Video Marketing | No Comments

There has been a lot hype about Virtual Reality in the marketing world, but is it a possibility that VR holds more problems than benefits for brands?

Virtual Reality is a new and enticing medium that has gained a lot of attention from major brands like Mountain Dew and Volvo. However, there are some setbacks that are stalling the implementation of Virtual Reality as a mainstream campaign tool:

  1. Brands are finding it difficult to find ways to promote their products with VR.
  2. Cost of production is a challenge. Each video can run more than $1 million, and brands are finding it hard to justify the steep cost with the uncertainty of its success.

While these challenges are slowing down the progress of Virtual Reality, the possibilities of 3-D video are ‘virtually’ endless! It will just take some warming up from brands and their consumers in order for Virtual Reality to have a successful takeoff.