Leo Burnett - Cultural Fuel

Lands’ End offers a great service that we from Leo Burnett call a human brand act that enables and ultimately transforms human behavior:

It is a human truth that if we buy a pair of mittens, we will lose one. Especially kids tend to lose them one at a time. Fortunately, Lands’ End sells single replacement mittens at half the price of a set. And shipping is for free.

It’s not a big thing and Lands’ End doesn’t shout it from the rooftops. But why is that service so difficult to find online and people have to use the phone to order? And what about socks?

Found in Noble’s Knickers Vol.8, the Trendletter by our Leo Burnett Planning friends from Chicago. Many Thanks from Mainhatten

A non-interactive website, but at least with high word-of-mouth effects. And I guess the production costs were also minimal
Thus, a nice idea and on top of that very efficient.

This flash mob in London’s Liverpool Street Station last thursday was also the shooting of the new ad campaign by T-Mobile in UK.

[youtube=http://www.youtube.com/watch?v=mUZrrbgCdYc&hl=de&fs=1]

And here comes one of the prototypes:

[youtube=http://www.youtube.com/watch?v=jwMj3PJDxuo&hl=de&fs=1]

During Christmas time, Japanese mobile carrier DoCoMo featured in its stores fashion styles that complement its handsets.

According to CScout Japan, twelve fully dressed mannequins representing twelve colour variations of different Style Series handsets, were incorporating one item from the fashion brand to best accompany the gadgetry.

A great idea to affect fashion-conscious people. Furthermore, the article closes with the major conclusion: “Gadgets are no longer about what they can do, but what people ARE doing with them and how they intersect with our lifestyles in real ways.”

Car dealers have been using this “try before buy” tactic for years. And now this old trick has another proof.

A new study by researchers from Ohio State University and Illinois State University suggests that shoppers are willing to pay more for products they can touch even for a few seconds.

The study shows, people begin to feel ownership after physical contact. And the strength of this attachment seems to increase with greater contact as it reduces the risk of purchase.

Mugs (which where used for this research) are not cars, but the principles of tryvertising seem to hold true, no matter what the object of affection.

BTW: I’ve found a beautiful mug here

Shopping in London’s West End will soon become an online experience, too. According to The Times, the ambitious 3-D computer model and 9,5 Euro project will allow shoppers to wander down computer simulations of London streets, click their way into replicas of well-known stores and thumb through goods stacked on virtual shelves.

“The goal is to offer the convenience and speed of online shopping with the appeal of exploration and discovery through actual browsing.”

I am skeptical. I don’t think it’s possible to duplicate online the real-life experience of a shopping expedition in central London. Even the most spectacular graphics and animations can’t create a taste of real shopping or replace the traditional shopping experience.

Furthermore and more important, it doesn’t match user’s online shopping behaviour. They usually don’t search for places, they search for products first. Apart from users who want to be inspired, but these users - once they’ve found the relevant product - will normally search for the best price afterwards.

I count more on the shopper and retail marketing potential of Google Earth and Microsoft’s Virtual Earth. However, it’s exciting to see how the process of merging real and digital shopping experiences will unfold.

That’s enough. Happy New Year!

Due to the financial crisis, Burger King Germany created an ad to announce an act.
The new print ad contains coupons for free burger.

The headline “Now more than ever!” refers to the German Government’s rejection of issuing consumption voucher to stimulate demand and growth.

Hungry now? You can download coupons on Burger King’s website, too.

Christmas shopping season has started. No clue so far when it comes to gifts?

What about a goat? A baby balance? Or a HIV test?

In the UNICEF online shop, sponsored by United Internet, people can buy specific aid items donated as supplies for those in need.

I think it’s not only a great act by United Internet, it’s also a great idea to “visualize” help and make people aware what can be done - even with a small budget.

The Scandinavian grocery chain ICA launched its “I love Eco” label in Norway. Therefore, it came up with the funny “Eco Dance” video below and a website.

Since the video can be personalized and forwarded to friends, it made its way through the blogosphere and generated buzz (search for eco dance on youtube and find out!).

According to ADVERBLOG it is part of ICA’s advertising concept - a long running sitcom about a store.

I don’t know the entire campaign and if the characters of that sitcom are famous in Scandinavia. If so, just imagine the potential regarding further channel communication like theme and in-store promotions or mobile applications etc. Even the word mark and logo are obviously part of the approach to create a green movement associated with ICA’s private ecological label.

Although it reminds a bit of Elf Yourself!, I think it’s a great idea. Congratulations to the agency King!

Here comes a great product idea. Obviously based on people’s observed behavior
Thanks for sharing Imke!