Media Technology Marketing.
Every week, a recap of the latest news in media,
new technology and marketing.
week 30 – 2014
VOD FOR NUMERICABLE
While Netflix will be hitting the French shores in September and attempt to revolutionize the TV market at the same time, Numericable is also considering launching a VOD platform to compete with the American giant. The platform would focus on series. It’s interesting to see the development of new ways of watching video content, stimulated by the arrival of a new competitor!
PURCHASE OF LCI ?
Pierre Bergé, Xavier Niel and Matthieu Pigasse announced that they would be ready to buy LCI if the channel doesn’t obtain the right to move from paid DTT to free this week. TF1, the channel’s owner, denies any discussions with the 3 entrepreneurs and is bothered by these rumors which come in the middle of strategic negotiations with the French Audiovisual Council on the future status of the channel. To be continued…
IKEA Canada is doing a pretty funny OOH campaign showcasing the famous IKEA catalog. Each billboard mentions one of those times in your life when you need new furniture or redecorating. A fun campaign that shows that for every situation,IKEA has a solution.
PULCO MAKES YOU LAZY
After its OOH campaign themed around laziness, Pulco is doing it again with a press campaign using again the concept of its last campaign « #laparesseadubon » (#lazinessisgood). The ad, featured in a double page of Libération, is designed like a trompe l’oeil as if the reader was enjoying the paper on the beach. Too bad it’s just a mirage!
Web and Mobile
Target, the American superstore chain has created an application allowing viewers to flash any of the brand’s ads to immediately get the information on the product on their smartphone. A smart way to help customers find information but also to measure the effectiveness of ads.
UNLOCK YOUR PHONE
Motorola, helped by Google Advanced Technology, has invented a new way to unlock your phone. Thanks to a discrete kind of patch that you stick on your skin, the owner of the phone can access their personal data by scanning the « tattoo » with their smartphone. For now only available on the new Moto X, this innovation should allow many to avoid the problems linked to theft.
NEIL PATRICK HARRIS IS VERY THIRSTY
Heineken has hired Neil Patrick Harris (Barney in How I Met your Mother) to appear as the brand ambassador in 3 spotspromoting the benefits of the brand’s new and improved light recipe. The actor is angry about the regulations over alcoholic beverage ads: forbidden from drinking the smallest sip, he ends up going off screen to enjoy the refreshing drink. The spots are available here and here.
Cheerios, the American cereal brand, has released a new ad in honor of fathers. The dad is shown as an amazing person capable of handling everyone in the family and giving them all the best breakfast possible: Peanut Butter Cheerios. A video following the father in his daily life, not unlike the Dove « You’re a Man » campaign.