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Dear [contact-First_Name],
Welcome to our Kaleidoscope e-newsletter which covers New Media this
month. By popular request we continue our
“The Good, the Bad and the Ugly”, where we
critique current marketing campaigns – just
for fun but always entertaining. If there’s
a campaign you’d like us to review, we
welcome your suggestions, and any other
comments – you can contact us at:
TheScoop@KaleidoscopeResults.com.
New Media
What is New Media? In the past, radio,
television, cable, satellite and specialty
TV were the “new media”. But with emerging
technology, New Media now refers to any
digital communication through various forms
of technology, particularly the Internet,
streaming audio and video, interactive
multimedia presentations, and computer
animation. In the marketing arena, the term
encompasses mobile ads, digital displays in
public places, viral campaigns, corporate
blogs, “My Space” ads, and email campaigns.
With two-thirds of the total Canadian
population online every month, Canadian
businesses have responded to consumer
passion for the new forms of communication.
Last year, 81% of private Canadian firms
used high-speed or T1 links to the Internet
– impressive growth compared to 2001 when
less than one-half of private firms using
the Internet had a broadband connection.
Financial institutions have successfully
implemented the new technologies as recent
statistics show.
New Media has been integrated into the
marketing world for a number of years now
with Internet advertising set to harness 7%
of total ad spend in Canada for 2006. Online
advertising for financial services is a
critical component in a broad marketing
campaign. With a call to action leading to
the Web site, there is no end to the
messaging you can provide. With the rise of
digital technologies and electronic modes of
communication, new media has implemented
itself into society in the blink of an eye,
or the click of a mouse. The challenge: how
do you allocate your marketing dollar? |
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73% of Canadians
conduct financial investment
research online
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Three out of
four Canadians believe
technologies available through
their financial institution make
their personal banking more
convenient
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Two-thirds of
Canadians will bank online by
2009. During the next five
years, adoption to online bill
payment will increase by 50%
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Web advertising
is now the 5th largest component
of the Canadian advertising
industry behind TV, print,
radio, and magazine
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$272 billion in
B2B trade in Canada was
transacted online in 2005
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In late 2005,
Internet access was available to
one billion people world-wide
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One of the strengths that Yvette and Kate
bring to the table is the ability to see
things from multiple points of view. This is
evident in the ratings of the Good, the Bad
and the Ugly!
Kate and Yvette use the following system to
rate current marketing campaigns….
The Good – something to be proud of.
The Bad – not sure what the deal is here!
The Ugly – strategically lame and creatively
rancid!
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Campaign:
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Virgin Mobile Sugar Mama |
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Venue: |
Web-based and Mobile Advertisements |
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Date:
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2006 |
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The Campaign:
This month we’re
featuring the Virgin Mobile Sugar Mama new
media program. Launched early in 2006 in the
USA, Virgin Mobile customers are able to
earn airtime in their spare time simply by
viewing a quick online advertisement or
interacting with a short text-based ad. They
are then required to provide a few seconds
of feedback to the advertiser. Is the
“Ultramercial” the future of advertising?
Check out the Ultramercial site for further
information:
www.ultramercial.com
Kate’s
Rating: GOOD. Yvette’s Rating: GOOD.
[
Read their critiques
] |
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Cervus Financial Group Inc.
The
Challenge:
Cervus Financial Group is a mortgage bank based
in Canada. When Cervus launched in 2004, Cervus
wanted to find a vehicle to announce itself to the
broker world and give an incentive to brokers to
book their mortgages with Cervus.
Solution:
Strategy –
Kaleidoscope developed the “Book and Win” incentive
program for Cervus which rewarded brokers for
bringing their business to Cervus. The Book and Win
program had its own brand, supported by the Web
site, and other collateral such as email &
Blackberry blasts. Brokers received one ballot per
approved or “booked” mortgage for each weekly draw.
A range of good quality prizes such as flat screen
TVs, home theatre systems, DVD recorders, digital
cameras, iPods and other high quality
technology-oriented prizes, as well as jewellery and
entertainment packages, ensured that the draw would
get attention. A grand prize of a holiday in Italy
was held at the end of the campaign.
more >> |
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Kaleidoscope Marketing and Communications is
our agency for the Office of Tomorrow,
otherwise known as “OTX”. This annual
conference is focused on bridging the
financial services industry with
technology-based solutions.
Kaleidoscope created a new brand and
advertising campaign, along with print and
online banner ads that positioned us as both
professional and creative. A strong tagline
of “Get Wired and Connected”
explained the value to our audience.
We have three specific business streams that
are key participants, leading to the success
of this event; Business Decision Makers,
Advisors and Assistants. Kaleidoscope
strategically targeted each of these streams
with creative copywriting and design that
caught their attention. Thank you
Kaleidoscope for delivering on the OTX
event!
Tessa Wilmot
Editor
Investment Executive
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