First let me say that these video shorts are flat out beautiful.
That said ... when the average folk don’t even know what a browser is, I’m wondering how these videos are helping. Furthermore they don’t seem to deliver on BBH Lab’s mission of creating “new models around technology, entertainment and brands.” Maybe I’m missing some context.
For years we’ve been hearing about the promise of smart pen technology, but it has yet to really catch on. My inner-geek loved watching the video above, yet I’m still very skeptical that this technology will reach the masses. The biggest hurdle in my opinion is the need for specially coded paper. The other is the rise of the smartphone.
Beyond the presented applications to academia and the translation functionality, the commercial examples here are weak.
I still haven’t given up on these buggers - just don’t think they’ve nailed it yet.
Rarely do banner ads get my attention. The latest campaign from eBay stopped me in my tracks. They’re beautifully designed, well conceived, and engaging. This one was a quick cooking lesson in seared sea scallops. You can roll over each of the items to see average prices, and click to search for them on eBay. These are great examples of acknowledging that consumers will engage with your brand if you are providing something of value - rather than just broadcasting your marketing message.
HTC has been slowly expanding its brand awareness beyond techies into the mass market mindshare. This recent spot is a great move in that effort. They’ve injected just the right amount of hipness as to not alienate the non-hip while making all the other players (except for Apple) look ordinary. It’s a spot that’s easy to connect to.
Their tagline “Quietly Brilliant” speaks to how they’ve been an understated innovator. I suspect that that will change as they gain ground in the marketplace.
You don’t need to get a phone. You need a phone that gets you.
Sparks went off when MasterCard’s Worldwide CMO Larry Flanagan realized that when you provide value to consumers you’ll have their attention.
Larry’s realization seems to align with a previous post I did that talks about how that’s exactly what MasterCard hasn’t been doing.
I have to admit the demo of the Priceless Picks iPhone app caught my eye. But after playing with it I realized that it’s just more of the same fluffy, 3D, useless crap - the user reviews seem to agree.
I continue to be disappointed with how MasterCard fails to bring to life one of the most icon brand platforms in recent history. Truly priceless indeed.
