forumforfuturemarketing

Cosmetics brand Rimmel London hosted a series of events called Groove Nights in 2004.

They were supposed to establish the brand’s name and image.

Presentation Rimmel Groove Nights

In 2005, traditional biscuit brand Leibniz started a campaign to differentiate themselves from cheap/low quality brands and to appeal to younger buyers.

Their cross media campaign proved to be very successful.

Presentation Leibniz Biscuits

got2b launched an extensive campaign in 2006/2007 to improve brand awareness and sales.

It was geared towards young males and females, and relied heavily on viral marketing and events.

Presentation got2b

Diamant launched a new product called Gelierzauber in 2007: a no-cook preserving sugar for jam.

The campaign was geared towards women and supposed to introduce the novel product, as well as emphasize its advantages and high quality.

Presentation Diamant Gelierzauber

Persil is a market leader detergent that commemorated your century in 2007 and the celebrated should be unusual
The Campaign Idea was to develop a uncommun campaign that….

• pick up freshen the Persil nuclear value like
• cleanness, innovation and focussing on the future
• the Brand and the product provoke emotion
• modernize the Brand and the target group
• support the classic campaing

Target Gruppe: All the person or family with/ or without children that do domestic works. The following pdf includes a detailed analysis of the campagin, password is needed

Miele is a Heritage brand of the german middle-sized-business.
The company is market leader in premium segment for residential appliances and installation device.
It has gained its top position in terms of technology due to innovative ability.
The following campaign was designed to promote the new washing machine W1000.

In the following presentation you will find interesting Information about the campaign “Alice”.

Within the area of Hamburg HanseNet offered till April 2004 telephone and internet connection under the brand „HanseNet“

April 2004 they started developing a brand for the nationwide expansion. The brand calls “Alice”.

Due to the nationwide expansion and rebranding activities connected with 360° marketing „Alice“ supposed to be established as a the new brand

transferprojekt_alice_1

additional to the books listed under the item “literature” in the horizontal navigation

For everyone who is interested in more literature on the topic of “Integrated Marketing” or “Integrated Communications” here are two more spezialist books on the subjekt I recommend:

• Strategisches Kommunikations-Management / Integrierte Kommunikation systematisieren und optimieren by Borchard/Harms (1998)
• Integrated Marketing Communications / The holisitc approach by Tony Yeshin (1998)

read and enjoy it!

Due to recent developments – the launch of the new MINI Cabrio – it is interesting to have a look at the first launch campaign of the MINI Cabrio in 2004. Even back then, MINI relies on integrated use of several media channels. In addition to TV commercials, events and out-of-home-advertising the media strategy of the launch phase focuses on print, online and PoS communication. In the past as well as in the present the motto “MINI Cabrio. Always open” appears in all media communications. Gain a deeper insight by viewing the attached campaign analysis.

The following presentation deals with the integrated advertising campaign of Snickers in the first half of 2008. The slogan of it is “Allemann - Unterwegs zu einem großen Ziel.” The campaign achieves to bring back the feeling of the Fifa World Championship 2006 in the occasion of the European Championship in 2008. Snickers acts as the energy source of the fan community. With a lot communication tools like TV spots, Elton as testimonial, game contests, different Online activities and also an own fan-hymn the campaign obtains the target group of chocolate bar consumers.