Events and Brands (1/2)


There are too many ads around and consumers find very effective ways of escaping from them. People feel bombarded with ads. Hence, conventional ways of advertising is much more difficult compared to past. 


Therefore, many companies are trying to get into consumers' mind by using non-commercial or subliminal ways. They aim to increase "preference" and "attachment" secretly by being involved in stuff people like or feel attached. Some of the best examples of these are "Coca-Cola and Happiness" or "Heineken and Football". Social responsibility campaigns, festivals, scholarships and all non-commercial ways have been gaining more and more share in advertisement budgets of companies. One one hand, you might argue that it is not sincere. But on the other hand, many companies are doing good things for the society by getting involved in these organizations. Better than nothing.


One of these non-commercial ways is music events. Many companies are trying to approach their target consumer group by sponsoring music events or being physically there with different activities.


Although I try to put content related to Japan, I couldn't stop myself to put this one here.
This is the advertisement of Akbank Jazz Festival 2011 in Istanbul; a very creative and impressive work.
Lights of Istanbul shape a guitarist. The idea is crowned with a great video ad below:




 In that sense, Redbull Music Academy is a great global example, as well. "The Red Bull Music Academy (RBMA) is an annual international music event where up and coming producers, singers, arrangers, DJs and musicians get the opportunity to learn from top industry professionals since 1998". It is held in a different city every year.


Please take a look at this beautiful video of this year's academy tour:



As for the Japanese example, I will come up with Asahi and firework festivals (a typical Japanese event) for the next part of my entry. 

Comments

Post a Comment

Popular posts from this blog

Even IKEA can fail

Image
In 1974, Swedish giant IKEA decided to enter Japanese market with a local partner. It failed to win Japanese consumers' heart and withdrew in 1986. But their second attempt in 2006 is a success story.  Let's see why. Story of Failure One of the most characteristic features of IKEA is "Assemble Yourself" philosophy which reduces costs and results in low prices. Even their marketing statement is: “Your partner in better living. We do our part, you do yours. Toget her we save  money.”  Another characteristic feature of IKEA is its standardized product range which changes only 10% in different countries, in other words 90% of its product range is almost the same all over the world. When they entered to Japanese market in 1974, they have only been in 4 other European countries yet. This was their first attempt outside Europe and although they lacked experience, they were quite sure that IKEA's unique philosophy would work well everywhere. They didn'
Read more

Ask the milk!

Image
Here is the three episodes of "Ask the milk" campaign started by Japan Dairy Council in 2008. They are still active and trying to make Japanese youth drink milk. First one says "milk makes you powerful", second one says "milk makes you beautiful" and third one says "milk increases concentration" (which is my favorite). Let's see if it is true:
Read more

Virtual Singer - Real Fans: Hatsune Miku! (初音ミク)

Image
In March 2010, there was the news that 10.000 tickets of Hatsune Miku concert were sold out. Interesting part was not the tickets being sold out but the concert itself; Hatsune Miku was not a "real person" at all. As expected, Japanese fans of Hatsune Miku filled the concert hall and singed the songs together with their pop idol. Hatsune Miku (初音ミク) is a vocaloid (vocal + android) developed by Crypton Future Media and her voice is sampled by the Japanese vocal Saki Fujita. It is basically a music software and all you have to do is to give her the music & lyrics and she will sing for you. But beyond being a music software, Hatsune Miku managed to become a pop idol and the sound of future. (Hatsune means first sound and Miku means future in Japanese.) Some might think that Japanese people are different in terms of "being fan of something" but behind Hatsune Miku is a great marketing strategy to be stressed. Crypton cooperated with different co
Read more