kaleidoscope

7500 de externari din Institutul de Relaxare Philips

Prima campanie online pentru consumatori Philips Romania

Philips Romania a desfasurat in perioada 1 Decembrie 2009 – 15 Ianuarie 2010 o campanie online conceputa si implementata de Kaleidoscope in parteneriat cu DraftFCB si Carat. Institutul de Relaxare Philips ne-a invitat la destindere, furnizandu-ne in acelasi timp informatii relevante despre produsele electrocasnice si de ingrijire personala Philips… cu efect de relaxare in viata de zi cu zi.

Pentru prima data, traditionala promotie anuala Philips, aflata la al 11-lea an de desfasurare, Alege sa-ti fie mai bine – a carei mare premiu este un salariu de 5000 RON lunar timp de un an, a beneficiat de o complementara sustinere a temei de relaxare in online.

Microsite-ul www.institutulderelaxare.ro si gazda sa Dr. Phil, un relaxo-phil convins,  a invitat la autoanaliza si testarea nivelului de stres, propunand tehnici inedite de relaxare, intr-o tonalitate amuzanta si detasata si dezvaluind mici secrete ale relaxarii de zi cu zi, posibila prin folosirea aparaturii Philips.

Dupa ce au completat testul care le determina nivelul de stres si apoi au parcurs cateva tehnici de relaxare, pacientii Dr-ului Phil au fost indrumati catre un produs Philips personalizat    nevoilor lor si menit sa le creasca nivelul de relaxare. Pentru insanatosire definitiva, “pacientii” erau invitati in final sa participe la tragerea la sorti din data de 18 ianuarie 2010 pentru unul dintre cele 100 de premii de relaxare Philips: epilatoare, blendere, aparate de barbierit, cafetiere, Wake up lights-uri, kit-uri complete de coafare si ingrijire personala, uscatoare de par. Dr. Phil, amfitrionul institutului, specialist in relaxoterapie, philo-terapie si meditatie de zi cu zi, ne-a recomandat un minim de relaxare la Institut si o relaxare completa acasa, prin alegerea si folosirea electrocasnicelor si produselor de ingrijhire personala Philips, care fac viata mai usoara!

Institutul de Relaxare Philips a fost promovat  in medii de relaxare online-precum Twitter, Facebook, Hi5, Conquiztador, apropo.ro.)  Pe Twitter s-a desfasurat si un concurs cu sfaturi de relaxare, castigatorul celui mai amuzant sfat fiind premiat cu un Philips Wake-up Light.

Oana Tanasescu – Customer Marketing Manager, DAP Philips Consumer Lifestyle: “A fost o oportunitate pentru Philips atat crearea unei teme de relaxare online in conexiune cu cea mai mare promotie anuala desfasurata de noi, cat si patrunderea brandului in medii sociale relevante consumatorilor nostri. Dincolo de tonalitatea si umorul ce sta in spatele Institutului, Philips ne-a oferit perspectiva relaxarii prin beneficiile pe care fiecare produs in parte le ofera. Ramanand fidel promisiunii de Sense & Simplicity, Philips continua sa intareasca legatura cu consumatorii sai prin crearea de povesti autentice si relaxate, adaugand de aceasta data o doza benefica de umor.”

Cristian Pantazi – Creative Director, Kaleidoscope: “Ne-am relaxat dezvoltand Institutul de Relaxare Philips…iar acum parcurgand rezultatele suntem si mai relaxati …

Am atins targetul relevant, avem aproape 7500 participanti in promotie eligibili pentru tragerea la sorti, in proportie de 70% femei si 30% barbati si ne bucuram ca potrivit indicatorilor stabiliti de testele din Institut, participantii la promotie NU sunt niste oameni stresati, din contra, sunt relaxati si foarte aproape de produsele Philips. Vom continua sa le oferim motive de relaxare in viitoarele campanii pe care le vom desfasura”

Despre  Philips:

Royal Philips Eletronics este o companie care ofera solutii diversificate pentru sanatatea si bunastarea oamenilor, concentrandu-si activitatea in scopul oferirii de produse inovatoare, ce imbunatatesc calitatea vietii. Ca lider mondial in sectoarele sanatatii, produselor de lifestyle si solutiilor de iluminat, Philips integreaza tehnologia si designul pentru a oferi solutii complete, ce au la baza intelegerea consumatorului si promisiunea brandului, “sense and simplicity”. Avand sediul central in Olanda, Philips are aproximativ 116.000 de angajati in peste 60 de tari. Cu vanzari de 26 miliarde Euro in 2008, compania este lider pe pietele echipamentelor de ingrijire cardiaca, echipamentelor pentru pacientii in stare critica si aparatura medicala de ingrijire la domiciliu, solutii de iluminat eficiente energetic si aplicatii inovatoare in domeniul iluminatului, precum si pe pietele produselor de lifestyle pentru ingrijire personala si divertisment. De asemenea, Philips detine pozitia de lider pe piata televizoarelor cu ecran plat, produselor de barbierit electrice si de ingrijire corporala, produselor portabile de divertisment si ingrijire a sanatatii bucale. Mai multe despre Philips gasiti pe www.philips.com/newscenter

Despre Kaleidoscope (www.kaleidoscope.ro):

KALEIDOSCOPE este un shop de comunicare digitala, motivat de ambitia de a crea idei interactive si relevante pentru consumatori, dar si cu un impact semnificativ asupra modului de percepere a brandurilor de catre acestia. Printre clientii Kaleidoscope se numara: Philips Romania, DraftFCB, Redds, Dr Reddys, BDG (Metaxa, Famous Grouse).

Revenidos!

Relatia client  – agentie digitala si invers este inca una destul de incipienta la noi.

Inca nu stim ce sa asteptam de la client cum el la randul lui nu stie ce sa astepte de la agentie.

De multe ori exista disensiuni si probabil si de mai multe ori proiecte grozave se pierd prin ceata procesului de pitch.

Cred ca in astfel de momente cele mai bune modus operandi nu pot parvine decat de la agentiile din .com, care au mult mai multa experienta: clienti mari, pitchuri mai multe si bugete invariabil mai mari.

Asadar cateva explicatii de prin .com care sper sa ajute agentiile si clientii in a gasi calea cea mai buna si a nu pierde oportunitati:

Prima data de la Edward Boches :

What clients should ask their digital agencies:

1. What is the future of advertising?

This is a tough one for sure, but you’ll want to know if your agency has a clear sense of how much is changing, the new role of the consumer, the migration away from interruptive messages, and the technologies and platforms that make listening more important than talking. A forward thinking agency should have a pretty good point of view about how social media, technology, and the “good enough revolution” are changing the business.

2. What are you doing to assure your survival?

These days an agency should look pretty different than it did a few years ago. How have they made themselves more digital? What practices have been abandoned? How has the creative brief evolved? Maybe they’ve embedded connection planning into the creative group, developed alliances with best of breed partners, or launched a new practice. The innovator’s dilemma challenges all of us, but it’s no excuse for inactivity.

3. What are your criteria for hiring people?

Talent is everything. You certainly want people devoted to your business who have created famous work. But given that you’ll have to work hand in hand with people, you may also want to know what qualities the agency looks for.  Curiosity? Courage? Relentlessness? Disruptive?  Crazy? And find out for sure how many digital natives your agency’s hired recently.  You definitely don’t want them playing catch up.

4. What is your definition of a creative team?

Who else besides the writer and the art director are on the team?  Technology?  User experience?  Social media?  Connection planner? Better yet find out whether or not the ageny even uses the label “creative” to refer only to writers, art directors and designers.  It will tell you a lot about whether they think an idea is a message or something more compelling.

5. What are five recent creative ideas that aren’t ads?

Are they inventing new products for clients?  Creating communities?  Building platforms? Developing apps and utilities and WAP sites? Are they as committed to all the non-advertising platforms as to the :30 second spot?  You might want to know.  After all you may be hiring an advertising agency, but as the first question implies, advertising may be something different in the years to come.

Si acum cei de la Wieden + Kennedy:

What agencies should ask their clients:

1. Who are the decision makers on the pitch and on the agency’s work?

It’s always a worry when you do a pitch and there are a bunch of stakeholders who you don’t get to meet until the final presentation. I’ve had a few experiences of the CEO who is unavailable to meet until the final pitch presentation and who then turns up and directly contradicts the direction we’ve been given by the client running the pitch. (”Is that really the brief you guys were working to?!”) Hugely frustrating. In general, we’ll decline a pitch process that doesn’t allow us to speak to all the decision makers before the final presentation. Sometimes clients are a bit offended when they call up and ask us to pitch and we say, ‘Well, we’d like to meet you face to face before we agree to participate.’ But we want to spend as much time as possible getting to know them to see if we can work with each other.

Another point on this: in general, the greater the number of people who have a say in the approval of the work, the less likely it is to be great, and the more likely it is to be costly to manage. Long and complex approval processes should make an agency wary of getting involved with a client.

2. What are your criteria for judging the success of your agency’s work?

Sometimes, this isn’t very clear, and that can lead to a disconnect between agency and client, or an agency that feels like its work isn’t touching on the real issues facing a client. Is the real target audience the sales force? Or the City? What does the client’s bonus depend upon? What are the real drivers of profitability in the client’s business and how can the agency make a positive impact on those? Are the business issues things that can actually be addressed by the scope of work in the pitch?

Also worth asking if they have a pitch ’scorecard’. If they do, and they don’t share it with you, it’s like sitting an exam without knowing how many marks are allocated to each question.

3. Is your inclination to aim high and do something extraordinary, or to settle for the ordinary and avoid the risk of failure?

As Phil Rumbol of Cadbury wrote in Campaign the other week:

“As the world of marketing moves away from the tried-and-tested techniques of the past 40 years, marketers need to seize the opportunity for competitive advantage by being braver and more ambitious in all they do. In a corporate world that “seeks certainty”, there are too many marketers that aim to get ten out of ten things “right” by avoiding doing them wrong. Instead, the best marketers of the future will aim to “hit every ball out of the park”, and make the most of the learning opportunity from those they miss. They need to embrace the new media landscape and learn by doing.”

Or, as we tend to say at W+K, are you ready to walk in stupid and embrace failure?

4. What made you consider us for this pitch?

May seem like a dumb question, but the answer can be revealing. If the response indicates a degree of knowledge of the agency’s competitive strengths, market positioning and working philosophy, that suggests that the client has done enough homework to evidence an interest in who you are and what you do. That’s an encouraging sign. If they find it hard to answer the question, then either it wasn’t their idea to put you on the shortlist (suggesting that someone else is the real decision maker and you should be talking to that person) or they just don’t see this whole thing as that important, which is a bit of a worry if you’re about to commit your team’s evenings and weekends to this for the next few weeks. The answer may also be that a mutual acquaintance has recommended you to the client, in which case you can get a bit of inside track on the pitch by asking the recommender about their conversation with the client.

5. How many agencies are pitching and who are they?

A long list, or a weird, ill-assorted list, or a list that includes the client’s brother in law’s agency, all set off alarm bells.

6. Will you pay a pitch fee?

Can’t hurt to ask. Shows that you place a value on your work. And the answer can again be revealing about the client’s attitude to agencies.

Actually, now I start to think about it, there are lots more questions to ask, like…

- why are you reviewing?

- is the incumbent repitching?

- how much budget do you have set aside for agency fees?

- to what extent are you prepared to share the rewards if we achieve and exceed your objectives?

- how do you use research in the creative development process – as a tool to aid decision making, or as the way you make decisions?

Very interesting stuff we might add!

Designer needed!

Ingredients:

• passionate / talented
• best work still to come / hardcore creative
• able to feel free with insane people
• able to deal with internet maniacs
• inventive
• not liking boxed designs ( like facebook ) and blunt colors ( like facebook:) ) – kidding kidding!!! we’re on facebook too:))
• must see above what’s fashionable and create funky kaleidoscopic design
• must be very good with technology: a i, photoshop, flash, HTML
• must know all the web practices but bored with them and break patterns.

Recipe:

Send us ur resume at: wannawork@kaleidoscope.ro!

We’re also very intersted in ur passions, ur soul projects, everything that makes you passionate.

Don’t be shy! We’ve heard them all!

And be Fast…we are impatient.

C u!