April 27th, 2008 by Lindsay Wong
1. Plum, the Color, Is Having Its Star Turn
What is it? Is plum really the new black? Marketers have recently embraced the color in everything from TV (Plum TV is a new channel available in resort communities) to water labels. Trend watchers have suggested that this new color trend can be attributed to the success of technology brands, such as Apple and BlackBerry that give fruit a “good name”. The American Express Plum Card is aimed at small businesses, positioning the card as both special and aspirational. Polo Ralph Lauren seems to be on the other end of the plum spectrum, saying that consumers should “Think Pink”. (Source: NYTimes, 4/18)
Why is it interesting? The range of companies utilizing plum in their brand image also reveals a wide range of emotions and feelings attributed to the color. “Clean and healthy,” says an executive at Penta Water, a company using plum in their labels; “Royalty and sophistication,” according to the president of a brand consultancy firm. As we brainstorm and create new ways to improve our clients’ businesses, we should explore what something as basic as a color can say to consumers.
2. Consumers Return to Online Shopping Sites That Embrace Web 2.0
What is it? According to a nationwide survey by Guidance and Synovate, respondents are drawn to online retailers that employ Web 2.0 and techniques. The main question was: “When thinking about shopping online, what is most likely to make you return to a given shopping website?” 35% say they’re most likely to return to a shopping website if it makes recommendations on products or services; 26% say they want a unique experience each time they shop. (Source: mediabuyerplanner.com)
Why is it interesting? With today’s weakened economy, it is becoming increasingly important for marketers to maintain a “two-way street” mentality with their advertising. Information sharing between users is yet another reason to create communities when they make sense for the brand.
But what role do shopping aggregators and search engines serve? They tend to incorporate the most 2.0-esque functionality, including: tagging, maps, user reviews and RSS feeds. ThisNext.com, StyleFeeder.com and ShopStyle.com pull feeds from other e-commerce sites and have built their sites on the foundation of social networking. ThisNext.com is one of the most complex experiences, since it incorporates a world map of current shoppers and their product searches as well as tagging/lists. As consumers become exposed to richer online shopping experiences, they will start to demand more features from e-commerce sites as well. Another question is: What impact will these experiences have on peak shopping periods, such as Black Friday?
3. Sony Uncorks Giant Bubble Bath in Downtown Miami
What is it? Sony turned downtown Miami into an enormous bubble bath by pumping 460 million liters of foam into the city streets and invited residents to play in it. 200 of them filmed the experience using Sony Cyber-shot digital cameras and Handycam camcorders. This Foam City was conceptualized by Fallon London and realized by the world’s largest foam machine. A :90 spot will begin airing on British TV screens on May 1. (Source: mediabuyerplanner.com)
Why is it interesting? It’s simply a very cool idea. Sony has already dipped its toes into the viral video arena with its previous Bravia commercials (they launched tens of thousands of bouncy balls in SF streets; exploded paint cans on apartment buildings in Scotland) but this was the first concept that incorporated everyday consumers on set. It is a little disappointing that the amateur footage won’t be shown in the commercials themselves, but that is an idea to consider for our own clients.
Tags: american express, fallon, miami, plum, polo, ralph lauren, shopstyle.com, sony, stylefeeder.com, thisnext.com
Posted in Advertising, Web 2.0, eCommerce | No Comments »
The latest on digital design trends and consumer behavior from Avenue A | Razorfish
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