What’s lurking in your toothbrush? Colgate’s Invisible Nasties


I am pretty good at making sure I change my toothbrush over frequently, visit the dentist and occasionally floss. One thing I didn’t know about changing my toothbrush over is that it needs to happen every three months because of the invisible nasties that live and grow within the brush.

Colgate have developed a service (better oral health) that sends a reminder email every three months so you change your toothbrush. Obviously, Colgate would want you to change your toothbrush more frequently, but I still think it’s a good service.

Colgate Invisible Nasties microsite

Colgate Invisible Nasties - microsite

Colgate Invisible Nasties - reminder service

Colgate Invisible Nasties - reminder service

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OBSERVATIONS

  • Reminder services work – I’ve changed my toothbrush since signing up to the site and am waiting for the next email to remind me to change the toothbrush. I’ve also noticed that my overall dental health has improved since I’ve been focused on this.
  • Simple, clean site – this site isn’t that deep, but it is effective. Four pages in total.
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Canon launches site to help DSLR photographers – World of EOS


Since I first started at Leo Burnett, we have been working on a website for Canon and their EOS or Digital SLR camera audience. In the very early hours of Sunday morning (3rd May, 2009), the World of EOS website went live.

It is a great resouce for all people interested in photography. The content can really be divided into three key areas:

  1. Challenge
  2. Learn
  3. Exhibit
Canon World of EOS

Canon World of EOS

The first Challenge to go live is EOS photochains where people are encouraged to upload a photo based on a link provided in the previous photo. There are three different chains:

  1. Hero – this is where you can actually win some great Canon prizes if you photo is selected
  2. Public – a space for you to create your own chain that everyone can get involved with
  3. Private – a private chain that you can invite people to be part of your chain
Canon World of EOS - photochains

Canon World of EOS - photochains

Canon World of EOS photochains - Explore the World

Canon World of EOS photochains - Explore the World

The second Challenge to go live on the World of EOS is Photo5. Pre-registrations will be live in the next few weeks with the competition going live later in the year. Stay tuned.

Canon World of EOS Photo5

Canon World of EOS Photo5

The learn section will be updated regularly with video tutorials focused on getting started with DSLR, get creative with photography and professional level tutorials coming soon. Chris Bray, an Australian freelance photographer, is the face behind the tutorials and does a great job making the DSLR easy to understand.

Canon World of EOS Learn

Canon World of EOS Learn

Canon World of EOS Learn - Getting started

Canon World of EOS Learn - Getting started

Canon World of EOS Learn - Glossary

Canon World of EOS Learn - Glossary

I’ll keep you updated on the sites progress (visits, members and new updates), but make sure you sign up and get involved on the website.

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ACTIONS:

  1. Go to Canon’s World of EOS
  2. Sign up to become a member World of EOS
  3. Start taking photos to include in EOS photochains
  4. Watch the EOS tutorials
  5. Read the EOS blog
  6. Ask questions
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500 million Ap Store Downloads – Apple marketing messages


iTunes has changed the way we interact with musc, movies and TV. It makes it easy for us consume so much more wherever and whenever we want to.

Apple celebrated the 500 million app download on its website (see screens below) in January 2009, one of the many milestones for the iTunes store.

It’s great Apple openly share their milestones with consumers. It makes people feel part of the success. I definitely know feel part of the special community because I have helped contribute to the downloads across apps, music, movies and TV.

Apple 500000 downloads messaging

Apple 500,000,000 downloads messaging

When users clicked through from this page, they arrived at an overview of the App store on the Apple page.

Apple Applications download

Apple Applications download

OBSERVATIONS

  1. Clean – these pages aren’t cluttered. They are beautifully designed with a lot of white space.
  2. Simple – as a user, you know where to click and what buttons will give you more information.
  3. User focused – the header and copy is written in a consumer friendly way.
  4. Openness – sharing the success helps build a community. It makes people feel like they are involved.

APPLE INTERESTING FACTS/TIMELINE

2001

  • January – iTunes launched

2003

  • April – iTunes Music Store launched in US
  • April – Launched in United States
  • May – One million songs sold
  • May – 2 million songs sold
  • June – 5 million songs sold
  • September – 10 million songs sold
  • October – iTunes goes cross-platform
  • October – Available for windows. 13 million songs sold
  • December – 25 million songs sold

2004

  • March – 50 million songs sold
  • April – 70 million songs sold
  • June – Available in UK France Germany
  • July – 100 million songs sold
  • October – 150 million songs sold
  • October – Available to music lovers in the European Union.
  • December – Available in Canada
  • December – 200 million songs sold

2005

  • January – 250 million songs sold
  • May – 400 million songs sold. Custom stores for music fans in Denmark, Norway, Sweden, and Switzerland
  • October – iTunes Australia store launches
  • October – iTunes movies launches
  • October – 1 million videos sold
  • December – 3 million videos sold

2006

  • January – 850 million songs sold
  • February – 50 million videos sold
  • February – 1 billion songs sold
  • September – iTunes now provides games
  • September – 45 million videos sold
  • November – iTunes created Latino and Hispanic content

2007

  • January – 2 billion songs sold
  • July – 3 billion songs sold
  • July – 2 million feature length movies sold
  • September – iTunes wi-fi store launched

2008

  • January – 4 billion songs sold
  • June – 5 billion songs sold
  • June – iTunes music catalog 8,000,000 tracks
  • June – iTunes has over 20,000 TV episodes, over 2,000 films, 350 or so of which are available in high definition.
  • June – iTunes sells/rents an average of over 50,000 movies each day
  • September – 100 million apps downloaded
  • October – 200 million apps downloaded
  • October – 200 million TV shows sold
  • December – 300 million apps downloaded

2009

  • January – 500 million apps downloaded
  • January – 6 billion songs sold
  • January – 15,000 third-party apps available
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How to grow the finance industry in a downturn? Try to be honest – MLC Market Watch


As expected, all financial institutions are experiencing hard times at the moment. Rather than just ride it out, MLC have got on the front foot with a new campaign, Market Watch. I’m assuming the purpose of the campaign is both new customer acquisition and retention.

  • New customer acquisition by providing an update about the current market climate
  • Retention by educating and informing of the market condition.

I first saw this campaign on TV over the Christmas break. The TVC was playing a lot at the start of the year. It was typical financial services format: hero male talking about financial services. The difference with this TVC is that it actually caught my attention. Not sure if it was the strong push to the website or the fact that MLC were trying to be honest/open with the consumer: something unusual for a financial institute.

The campaign site is a very simple site, but it has been designed for the consumer and them getting the most out of the experience – very functional. The journey starts with the MLC home page via a large promotional tile and link under the introductory text (see below the journey).

MLC home page - January 2009

MLC home page - January 2009

As an aside, the MLC site divides visitors into two groups: new and existing MLC customers. Providing both groups with quick links through to the divisions of interest.

MLC Market Watch home page

MLC Market Watch home page

MLC Market Watch home page

MLC Market Watch home page

MLC Market Advice promotional tile

MLC Market Advice promotional tile

MLC Market Watch quick links

MLC Market Watch quick links

MLC Market Watch confirmation email

MLC Market Watch confirmation email

SUMMARY

  • First mover advantage – The first Australian finance company that is trying to be open about the future and market condition.
  • Functional – The site has been designed so consumers can get the information they want quickly.
  • Updates – Closed loop updates and communications. Any updates are emailed through. Unfortunately, I registered in early January and still haven’t received anything yet.

LEARNING

  1. Consumer centric – The customer must be considered when developing any site. Why are they coming to the site? What information would they want out of the site? How can we provide them with the information they want quickly and easily?
  2. Home page integration – Ensure that any campaigns are promoted on the corporate home page. Very beneficial when consumers are searching for brand terms or just arriving at your site.
  3. Quick links – Providing quick links to key content areas means that consumers can get in and out of a site feeling satisfied with the content they have found, rather than leaving without finding the information.

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THOUGHT STARTER

  • What else could a financial institute do in these hard times to acquire new customers?

How to sell cars in a recession? Offer Assurance – Hyundai Assurance


One of the purchases most people put off in hard times is a new car. It’s a big purchase, one that involves a lot of consideration and can be delayed until better times.

To try and encourage people in the USA to buy cars, Hyundai have partnered up with Walkaway to offer Hyundai Assurance. It’s a program that allows people, no matter of the age, health or employment status, to buy a Hyundai with a 12month security blanket if something happens to you. It even covers people for up to $7,500 in loss (if your car value goes backwards).

This is a great marketing idea and I hope for the car industry that it extends to car brands other than just Hyundai. Until other brands offer the same assurance, it’s a great competitive advantage for Hyundai. This offer is probably best suited to Hyundai and other low cost car brands – better tie in with the target audience.

The offer is promoted on Hyundai’s homepage – it has it’s own landing page on the Hyundai site and microsite on the Walkaway website (which is where you find out all of the details).

Hyundai USA homepage

Hyundai USA homepage

Hyundai Assurance overview

Hyundai Assurance overview

Hyundai Assurance program details

Hyundai Assurance program details

Hyundai Assurance - Walkaway homepage

Hyundai Assurance - Walkaway homepage

Hyundai Assurance - How it works

Hyundai Assurance - How it works

Hyundai Assurance - Why you need it

Hyundai Assurance - Why you need it

Hyundai Assurance - Whats covered

Hyundai Assurance - Whats covered

Hyundai Assurance - How to get it

Hyundai Assurance - How to get it

LEARNINGS

  1. Great marketing idea – the assurance program shows that Hyundai (and Walkabout) understand their audience and the current climate. It is also a great way to try and stimulate consumption in a flat market.
  2. Reassurance – anything that can be offered to reassure a cautious audience to consume is beneficial. People need a guarantee before they will spend money or buy things that aren’t crucial.
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Simple event reminder – Sydney Theatre Company


One of my 2009 goals is to attend four plays that the Sydney Theatre Company organise. To make sure I do actually attend, I was looking around their site to see what plays I want to see. While I was searching, I came across a great email reminder tool. After three easy actions (performance time, email address and reminder details), a reminder is set up for you.

Sydney Theatre Company - Play Details

Sydney Theatre Company - play details

Sydney Theatre Company - Reminder Pop Up

Sydney Theatre Company - reminder pop up

Sydney Theatre Company - Reminder Pop Up Details

Sydney Theatre Company - reminder pop up details

Once the reminder has been submitted ‘send’ a confirmation email is sent (see below). It is only a simple text email, but it does what it needs to.

Sydney Theatre Company - confirmation email

Sydney Theatre Company - confirmation email

As soon as the reminder email has been sent, I will update this too.

DISCLAIMER

I know this functionality is nothing new, but it wasn’t something that I expected on the Sydney Theatre Company’s website. I was pleasantly surprised and love that it is encouraging users to go back to the website (generating repeat traffic).

POSSIBLE USES

  • Dental reminders
  • Event reminders (personal or
  • Service reminders

ENHANCEMENTS

  • Calendar inclusion – ability to include the event in your preferred calendar client.

SUMMARY

This is a very simple feature that ensures people remember something they have purchased or signed up to. Things I love: you don’t have to be logged into the site or have even purchased tickets to use the feature.

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