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Advertising Age has a case study of the Yahoo Found campaign that ran in London.The Yahoo Found campaign was interesting because it used the environment as an interaction with the poster executions to give it an experiential feel.
The Yahoo Found campaign reasonated for a long time with consumers and we took found arrows on to the streets long after the poster campaign had finished to hijack the Dukes of Hazzard UK fillm premiere, SES London (with the help of Vegas showgirl outfits) and a Harry Potter book launch.
Running a brand building campaign like Yahoo Found on a sustained basis takes a lot of cojones, especially in a corporate environment. Its a pity that Yahoo Found wasn’t exploited to its full potential.The problem that marketers now face is that brand activating tactics Google Adwords provide a safer option with PowerPoint friendly data that can be dropped into pivot tables and used like a crutch to support their decision-making in the face of a hostile management.
What this doesn’t capture is brand equity through salience and mental availability which provides more diffuse benefits of preference over time.
Influential analyst houses
Interesting survey over at Duncan Chapple’s blog over which analyst houses have the most influence.Whilst the split may may change depending on what tech sector your client is in, its an interesting piece of research; particularly when you see the dominance of US focused players.
And the fact that a good third of the most influential analysts are in the other category indicating a large amount of fragmented trusted expertise.
EU roaming charges
Meanwhile the GSM Association have a handy site that allows you to compare roaming charges when you visit different countries in Europe.
I tried it using Orange post paid as my settings to have a look at different carriers. What I found interesting was that in the countries that I sampled (Germany, Ireland, Spain, France) there was not price differential between the carriers. Of course this was an unscientific test isn’t at all indicative of price fixing is it?