Archive - Sep 2011
September 13th
Self-powered entertainment
Morgenwelt is a small enterprise that organises carbon neutral concerts and so called “bicycle-discos”. The concept behind the concerts is that all the power the bands or DJs need for the gigs comes from muscle power. So if the audience doesn’t pedal fast enough the gig is interrupted with a blackout.
Why it matters
Besides bringing musical pleasure to the crowd, the project does a great job in educating young people in how exhausting energy consumption can be. This type of transparency is helping both advertisers prove their claims but also helps charities bring their causes to life.
Trade in jeans for jeans
In the context of its Fuel For Life range, Diesel created a fragrance fit to match its jean universe with the bottle’s packaging made out of denim. To promote the launch, Diesel organised a campaign in major French cities where people can get a free bottle of perfume in exchange for jeans they no longer wear.
Why it matters
Diesel is an urban lifestyle brand so it seems coherent that they would create a fragrance as other brands such as Adidas did. But Diesel even furthers this logic by directly binding the perfume to their most iconic product: jeans, the brand’s DNA. Can extending the brand further with a new product guarantee success?
En-masse twitter gives Orange a clearer voice
Orange launched a wall of tweets on its website where all the news concerning the company is aggregated. Shaped like a sharp (also known as the Twitter hashtag), the wall is constantly updated with employee and PR tweets.
Why it matters
Today most brands have an effective presence on Twitter, but that presence is scattered among multiple accounts which makes it difficult for people to get information. By gathering all the news in the one place, Orange facilitates the search for information but also develops its social media presence to one consistent voice. In the world of many one to one conversations how can you make sure your brand is always talking in the same way?
