Marketing Trend of 2015 – Social Media Driving Sales

Can ASOS hone the power of Social Media?

Can ASOS hone the power of Social Media?

So we’re a few months into 2015 now (where has the time gone??!?!), but we’re already starting to spot one of the big trends of 2015 and that is:

Social Media Driving Sales

Of course, we all know what social media is (Facebook, Twitter, Instagram, Snapchat etc.) and businesses using social media is not a new thing. We are noticing now though that businesses are really starting to understand where their core markets lie and how to engage their audiences with different social channels. Organic feeds for engagement are now being backed up correctly with targeted advertising – made all the more relevant since Facebook’s adjustments to its news feed that effectively cut out ‘free’ advertising for most companies using this platform.

The adoption of social media has also become much more varied. Each channel is different in the way it speaks to users, and each will have a different relevance to businesses. Adweek have provided a useful infographic on the usage stats as of 2014 which you can see here.

Audiences are becoming much more defined and we can start to see what type of reach a social media channel can offer, e.g.:

– LinkedIn – over 39 million users are students and recent college graduates – intellectual, ABC1 market
– Instagram – 23% of teenagers consider Instagram as their favourite social network – predominantly teenage market/younger audience
– Snapchat – 12% of Snapchats are shared with multiple recipients – wide reaching and fast spreading posts
– Facebook – 75% of engagement on a post happens in the first 5 hours – typically longer engagement times over other channels

This in turn means businesses have more info than ever to enable them to pick the right channel to push the right campaign. Creative marketers that are getting it right are seeing real results.

Here’s a few stand out examples of social campaigns and why, for us, they work so well.

1. McDonalds – Pay with Lovin’

McDonalds Pay with Lovin' Campaign

McDonalds Pay with Lovin’ Campaign

One of the biggest campaigns to involve social media and use social media as the main driving agent for sales is McDonald’s Pay with Lovin’ campaign.

The clue is in the name. Randomly selected customers can pay for your meal with “Lovin'” techniques, e.g. hugs, phone calls to their mums, dances, bumping fists etc. and it will be filmed and shared instantly across networks like Instagram and Snapchat.

The campaign kicked off with an advert that ran on Superbowl XLIX weekend and ran between February 2nd – February 14th.

Why it works:

McDonalds have carved out a very unique position for themselves in the market and no longer did they want to be associated as the unhealthy fast food option, but rather as the fast food chain that everybody loves and can feel good about going to.

To do so, they’ve used emotional, personal adverts, and banged away at this message where you can share good times at the restaurant, no matter what your profile is. Here’s an example of this:

Using social media to start driving a craze seems like the next logical step and they’ve used human nature to good effect with this campaign.

Firstly, everybody wants something for free, and getting things free gives you a great feeling. That’s just human nature – why pay when you can dance?

Secondly, people want things that are not only free, but also fun. No longer do we want to fill out data capture forms that you didn’t blink twice at. We’d rather feel involved and like we worked for the reward and that we’ve interacted with the brand.

People want to feel part of a craze, and this is an easy way to get your audiences to commit to doing something fun, which perhaps they can start sharing and being involved with.

Of course, a mad rush to McDonald’s in the event of getting something for free inevitably means sales goes up.

Check out some other reactions here.

2. ASOS – Face/Off App

Last year, D&AD, the global association for creative advertising and design awards, awarded students Lena Paik and Nicholas Cheong of the Lasalle College of the Arts their prestigious Yellow Pencil trophies for their proposed app for ASOS.

Entitled ‘Face/Off’, again the clue is in the title. The app invites users to take pictures of themselves and their outfits and post it on the app. The app will then find pictures of others wearing similar outfits and pitch them against each other to see who wears it better.

Users can then use social media to get votes and try to win the battle, winners are put onto a leaderboard and then an overall winner of the hour will be featured on the ASOS website.

Why it works:

It’s a simple concept, but again, like McDonalds, it’s the understanding of human nature that makes this social media focused app work.

ASOS’s core audience are the 18-30 market, those that are starting to discover their style, proud of their appearances and have money to spend. Often they’ll be competing to be the best dressed in their social standing.

This app takes all those traits and combines it with social media to get people to start talking, interacting with each other and also the brand as well as helping them discover new styles.

As a by-product, sales go up from new style ideas, brand awareness increases and dialogue is created between brand and consumer.

Although it was only a proposed app and it hasn’t (as yet) made it to production, we’d still very much like to see it in action and see how people will react to it.

Want some ideas of how we can help with your social media campaign? Give us a shout here.

Ricco

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Sky AdSmart – The TV Game Changer…Possibly

Sky AdSmart - Will it be a TV Game Changer?

Sky AdSmart – Will it be a TV Game Changer?

Sky AdSmart was launched just over a year ago to revolutionise the way we approach advertising on TV. Having had a long lead development period of 5 years, it was heralded as almost the saviour to a seemingly declining market and promised to bring TV into the modern era of serving targeted, relevant adverts that would help it compete against other mediums who have already taken the digital leap.

Before we get into the analysis, to those of you who haven’t heard of Sky AdSmart, a brief background…

Launched in January 2014, Sky AdSmart is in a nutshell tailored, targeted TV advertising.

Households have been profiled via Sky’s own customer data and through third party consumer data profile experts such as Experian and then stored onto the Sky viewing card. Relevent ads are then sent to the Sky box via satellite and hint codes will tell the box to play the most appropriate advert based on profile during Sky AdSmartable spots across Sky’s own channels.

Sky have derived over 90 different attributes across 8 different categories. This allows you to segment the market based on factors such as home ownership, where people are at in their lives, affluence, household composition, location etc. As of September 2014, you can advertise based on specific postcodes as well, making location-based advertising highly specified.

Each layer of segmentation will add a mark up to your overall cost, while you only pay based on cost-per-impression, i.e. you pay once 75% of the advert has been seen.

So that’s Sky AdSmart, but is it for you? Here’s our take on its pros and cons from a creative marketing point of view.

Pros:

1. The Right Household – By being able to cherry pick the households that matters most to your product/service, you are reaching those who are likely to be paying attention to your creative and thus those that you are looking to convert.

Whereas in traditional TV advertising you are picking the programmes and slots where you can ‘best guess’ that that is where your most relevant audience will be, Sky AdSmart virtually guarantees that the households you’re reaching are the right audience and that is down to your work in profiling.

2. Relevance – Compared to other media such as outdoor or print, relevance can be viewed as being higher through Sky AdSmart, as the adverts are only played when your demographic has been calculated to be watching.

Raising the relevance means your audience is more likely to tie an emotional connection to your advert. Whatever your objectives, be it brand awareness, pushing a sales period or highlighting new products, relevance makes your advert seem non-obtrusive and means your audience are all that more likely to give the advert a chance.

Cons:

1. Small Viewing Audiences – Whilst Sky do own a fair few channels, not all of these channels have great audience levels and when you add in that your ads are not broadcast across live shows and compare it to national television, the audiences are relatively small and thus your reach will always be limited.

Sky channels possess on average 8.7% share of viewing (as of December 2014, source BARB), of which around 2% of that share is on Sky Sports and Sky 1, meaning the remaining 6.5% is split across all their other channels.

What’s more, only half of those percentages can actually receive AdSmart adverts, as internet-connected Sky+HD boxes total 5,662,000, while the total Sky TV customers equates to 10,686,000 (As at June 2014- source: BSkyB).

When you compare this share to BBC (32.3%), ITV (22.5%) and Channel 4 (10.7%), Sky’s audience figures, and especially on its not-so-popular channels, are low and total reach is limited.

In an even starker contrast, the weekly viewing times on average per person for Sky 1 and Sky Sports viewers on average was 0:16 minutes and 0:18 minutes respectively, whilst BBC1, ITV and Channel 4 racked up 5:59 hours, 3:37 hours and 1:24 hours.

When looked at from this perspective, the reach of Sky AdSmart looks quite restricted and audience levels may not look quite as rosy. To serve the impressions required to make an advert stick (5 times) looks harder to justify.

2. Randomised Viewing Chances – Whilst the households targeted may be accurate, there will still be the chance that your expenditure will generate waste and that is down to the way Sky AdSmart’s technology works.

You cannot determine when your advert will be played and on what channel, so your advert could be slotted in between programmes and on channels that are completely irrelevant to your target audience.

To Conclude…

As with any media, Sky AdSmart invariably has its own strengths and weaknesses, and deep considerations should be made to determine whether it is the right medium for your objectives.

Whilst Sky AdSmart takes TV to another level in the targeting realm of advertising and moving forward it is certainly well thought out for TV advertising as a whole, it won’t be for everyone and it needs a good level of budget to get the desired results.

As well as budget, consider your audience – is your message right for TV advertising? How big is your audience and will your TV campaign reach enough of them to generate the impact you’re hoping?

If you are indeed considering a media marketing campaign and need some guidance, give us a call, we’re always more than happy to help!

Ricco

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Digital British Athletics Adverts in London

Did you see our digital Sainsbury's Anniversary Games?

Did you see our digital Sainsbury’s Anniversary Games?

Spring is upon us, and for us at Jask that always signals one of the most exciting periods in our creative marketing calendar, the build up to the British Athletics Sainsbury’s Summer Series.

This year, we’re upping our game, bringing digital creative to the existing suite of outdoor media that we already do.

Were you out at one of the major London train stations in the last 2 weeks? If you were, you may have seen our digital out of homes advert for British Athletics showpiece event Sainsbury’s Anniversary Games on 24th-26th July.

If you missed it, we got a shot of it running across the Liverpool Street Station!

Look out across Birmingham for the Sainsbury’s Birmingham Grand Prix OOH around the city!

Ricco

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British Athletics Photo Shoot Day

Katarina Johnson-Thompson modelling for the 2015 and 2016 Season Material

Katarina Johnson-Thompson modelling for the 2015 and 2016 Season Material

Having worked with British Athletics for many years branding the events arm and designing promotional campaigns leading up to the indoor and outdoor seasons, we were pleased to be commissioned by the athletics governing body UKA in July 2014 for a number of athlete photo shoots.

The objective of the shoots were to capture athletes in specific heroic looking poses to tie in with the new branding style for the 2015/2016 seasons, as well as to help position British Athletics as an inspirational brand and athletics itself as a mainstream sport.

With longevity in mind and factoring in having to work across 4 seasons as well as individual athlete’s schedules, we art directed the photo shoots so that the photographer could replicate the lighting set up easily for future shoots. All shots were taken at shoulder level in a set variety of poses so a consistent style could be maintained and an image library could be built up.

The first shoot began in July last year, taking place in the scenic picturesque Glasgow hotel room, and we had the privilege of being able to shoot athletics stars such as:

– Katarina Johnson-Thompson
– Harry Aikines-Aryeetey
– Chijindu Ujah
– Lynsey Sharp

These images were then used across the 2015 indoor season branding, starting with the Sainsbury’s Birmingham Indoor Grand Prix event at the Barclaycard Arena in Birmingham city centre on Saturday 21st February.

With the event being held on our doorstep and athletes converging in on Birmingham, it gave us another opportunity for a photo shoot. What’s more, with a certain Mo Farah participating, we had the pleasure of speaking to him and capturing him on the day before the event. Have a look at our time lapse video of Mo’s shoot below!

 

We’d like to believe Mo’s first ever record breaking time for the 2 mile event of 8:03.40 was all down to our pep talk with him and having him envision himself doing the Mobot rehearsal as he crosses the line.

As well as the double World and Olympic champion and now record breaker, we also had the pleasure of snapping some of GB’s best up and coming talent, including:

– Chris Kandu
– David Omoregie
– Jessica Judd
– Charlie Grice
– Emelia Gorecka
– Mukhtar Mohammed

Watch out for them in the future, hopefully they’ll be following in Mo’s footsteps and breaking records themselves one day!

The photos will now be used across print literature and on digital graphics for outdoor media. Here’s a sample of what one of our final pieces of artwork looked like:

In fact, you may have seen one of our adverts already, as the first video graphic of the season for the Sainsbury’s Anniversary Games is currently being used on Transvision screens across London train stations.

We would like to wish all of the athletes the best of luck in the future, thank them for their time and for being amazing models!

Ricco

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UrtheCast – Space-Aged Marketing and How You Can Use It

UrtheCast - The Next Big Thing in Marketing

UrtheCast – The Next Big Thing in Marketing?

UrtheCast – Have you heard of it? Possibly, possibly not, but whether you have or you haven’t, I implore you to read on as this could be the next big thing to happen to creative marketing.

We first came across UrtheCast through our Head of Digital, Luke. His unquenching thirst for tech, digital marketing and essentially all things geeky led him to attend a conference whereby Scott Larson, CEO of UrtheCast was delivering a talk on what UrtheCast is and what it can do.

So what exactly is UrtheCast?

UrtheCast, (pronounced “Earth-Cast” but so cleverly punned it deserves an award in itself), is a Vancouver based tech company that has been operating for approximately 4-5 years.

They’re goals are to provide affordable images and video to both the public and commercial institutes and grant insights as unseen before to businesses from space.

Its capabilities include:

  • High-resolution photos – Masses of high-res photos of Earth are captured every day and anything as small as 1m in size can be seen and captured.
  • Near real-time video feeds – You’ll be able to stream videos in near real-time, meaning you can watch as the International Space Station passes over various parts of Earth during the day.
  • Dedicated Videos – Videos will be recorded and sent to UrtheCast’s website, available for download and sharing.
  • API Development – Open sourced development allows developers to harness UrtheCast’s technology and utilise it how they see fit.

So how will UrtheCast affect the marketing industry?

Traditionally, space monitoring has been the domain of geo-political issues, government monitoring and agricultural/environmental industries to flag up things such as what North Korea are doing, crop farming, forestry and so on and so forth.

What UrtheCast intends to do though is put a commercial spin on what space can offer and that is through its model of being able to offer these photos, videos and feeds for people who require them for business intelligence.

Utilising this well can mean a significant advantage to future strategies for many companies. We’ve thought of a few ways you can use UrtheCast’s offering to boost your marketing performance.

1. Predicting Market Performance – One of the key usages of UrtheCast is being able to monitor, and in turn predict, areas which could affect market performances.

For instance, if you were in the coffee trade, UrtheCast has the ability to monitor coffee plantations and predict overall output for the year based on it’s imaging of the farms.

Companies can then derive their marketing strategies going forward based on how much coffee will subsequently cost, how they should set pricing strategies per quarter, what they can do on marketing to combat price increases/decreases etc.

2. Social Content  The dedicated videos that UrtheCast will be able to produce allow companies to stage large scale events and capture them via space to provide valuable and interesting content to be shared socially and in turn promote a message.

More interestingly, the near real-time video feeds means you’ll be able to time events for when the cameras pass over your area and stream it live to the public. The capacity for instantaneous, mass participation launch events, flash mob style events, tagging onto and upstaging things like World Cups and the Olympics could become a real viral, creative marketing phenomenon.

Indeed, UrtheCast’s own promotion uses a mock flash mob video that was captured by helicopter in Los Angeles:

To Conclude: Watch this space…

I’m using this most obvious pun here as it is apt to apply it to UrtheCast at the time of writing.

Whilst it has progressed fantastically well and we hear that it should be ready to roll out “very soon”, we still have yet to see what sort of pricing model will be set for the photos and data and so whether it is accessible and commercially viable is yet to be seen.

That said, we can’t wait to see what marketers can use UrtheCast for and how it can be expanded into our every day lives.

To explore more, visit UrtheCast’s website here: www.urthecast.com

 

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Jask Inspire to Achieve with Light Hall School Pupils

Stuart teaching pupils the virtues of a good advert

Stuart teaching pupils the virtues of a good advert

A new year often brings to mind a new outlook, a new perspective and a new leaf- a better you for future.

We’re all for that, so Stuart and I decided to lend a hand to Light Hall School’s Inspire to Achieve event; teaching budding pupils the basis of creative marketing and educating them on how rewarding a career in marketing can be.

The basis for the event was simple – at a young age when we’re in school, we often study without realising where our studies are leading us and what careers we’ll find ourselves in.

Alongside other names such as PwC, Severn Trent Water, The British Army and West Midlands Police, we were invited in to the school to speak to 3 classes of Year 8 students.

Working collaboratively in groups to design adverts

Working collaboratively in groups to design adverts

Talking about our respective industries, what’s involved, what roles you can expect and skill sets you need to do particular jobs, our jobs for the day were to inspire the younger generation to think outside of school, think about their futures and think about what they might like to turn their skills into.

Testing the kids with the idea of creating a new advert for a new handheld games console, we found creatives, marketeers and budding designers, as well as kids who are great at communicating messages effectively, which is of course what marketing is all about!

I think we can safely say that the future of marketing is in good hands, and hopefully we’ll have given some students the stepping stones towards building a marketing career for themselves.

Interested in creative marketing? Want to know more? Just give us a shout and we can answer your questions.

Ricco

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10 of the Best Adverts – Why they worked so well

So it’s a new year. This invariably means it’s a new you. And also a new beginning. And New Year Resolutions.

Essentially, the point I’m making is…things are new, things are good. 2015 HAS ARRIVED! Finally!!!

But let’s not forget that while a new and exciting year lays ahead of us, the old deserves to be commemorated as well. After all, where would we be were it not for the day that had just gone by?

And with that said, we’ve hand picked (by hand picked, a shouting match over office lunch) 10 of the best adverts to have graced us in times gone by.

Picked for the creative marketing, some are funny, some have impact, some are clever, but most of all, they all just work and work so well.

So without further ado, here we go:

10. IKEA – Bookbook

Released: September 2014

We like it for: being so cleverly timed.

Why it works:

At the same time where smartphones, tablets and touch screen devices are all the rage and technical speak is on the tips of our tongues, IKEA have been clever enough to take that and use it in their favour for this viral advert, parodying the Apple Macbook adverts extremely well.

Viral adverts can be very hit and miss, and it is notoriously difficult to know whether they’ll catch on, but this one comes in at the right time with the right messages to get the attention and get people laughing. Plus we love “Chief Design Guru” Jorgen Eghammer to bits.

9. Somersby Cider – The Somersby Store

Released: March 2013

We like it for: being outrageously cheeky to Apple.

Why it works:

Like the IKEA bookbook advert, Somersby jumped on the Apple fun-poking bandwagon with their outrageously cheeky advert depicting an Apple Store, but replaced in a Somersby setting instead.

It’s fun, it’s cheeky, and most importantly, it’s memorable. As an FMCG product, that’s just what you want in a crowded marketplace.

8. Volvo Trucks – The Epic Split (feat. Jean Claude Van Damme)

Released: November 2013

We like it for: its pure awe and impact.

Why it works:

Now we’re not lorry drivers, far from it in fact, but we’re certain that this advert speaks to lorry drivers universally.

A live stunt, being stable enough to hold Jean Claude Van Damme in his epic splits pose speaks volumes about the technology within these trucks. In a market where getting your cargo to your destination is paramount, and minimising the possibility of accidents, the overriding message of this ad is simple: buy from Volvo and you’re as safe as can possibly be.

7. Carlsberg – Carlsberg Don’t Do…

Released: April 2006

We like it for: The memorable, playful strapline.

Why it works:

Playing with its existing strapline at the time ‘Probably the best lager in the world’, Carlsberg created some hit TV adverts by tacking on the additional strapline of ‘Carlsberg don’t do… but if they did it would probably be the best … in the world.’, with one of the most celebrated adverts created featuring the England Legends put into a pub team.

Creatively it opened up Carlsberg to a whole host of different ways to use the strapline, and indeed the campaign went into other variations and Carlsberg even covered London in £5,000 worth of £10 and £20 bank notes with a sticker ‘Carlsberg don’t do litter. But if they did it would probably be the best litter in the world.’ as a stunt.

6. THINK! – Don’t use mobile phones while driving

Released: December 2012

Why we like it: Effective emotional messaging that rings home (pun intended)

Why it works:

THINK! are well renowned for their shock adverts and this is just one of many that we could have picked from. THINK!’s adverts work well because they do what they need to do, which is to fundamentally make the audience think hard about what they risk.

This particular advert carries the emotional messaging of losing a loved one and is powerful and long lasting. It’s effect is to say that as soon as you pick up your phone you are endangering not only yourself, but also risking the emotional harm for others involved with you.

5. Guinness – Good things come to those who…………….wait – Surfer

Released: March 1999

Why we like it: Pure raw visual with a phenomenal soundtrack.

Why it works:

At a time when Guinness was seen as a bit of a ‘hassle’ drink and negative associations were being made towards the pouring time, Guinness decided to combat this by releasing new adverts with a new slogan that would put off these concerns.

‘Good things come to those who wait’ is a clever line that gives Guinness a premium feel, and their Surfer TV advert is a classic that resonates power and what you can expect from a great drink. The soundtrack is just a masterstroke in itself.

4. Honda – The Cog

Released: April 2003

Why we like it: Intoxicating, immersive and genius creative.

Why it works:

Now let’s be honest. Honda Accords probably weren’t the most exciting of cars around at the time this advert was released. In fact, at the time, Honda’s ranking in Japan was at a dismal number 3, behind Toyota and Nissan and they were slowly starting to be perceived as being a dull brand of car.

To combat this, a genius idea was to take the actual car itself out of the messaging, and instead to focus on what makes the car and what Honda as a manufacturer are about.

The Cog, an advert that takes most of the parts that make up the Honda Accord and placed them in a chain reaction type video, was considered groundbreaking and successfully puts our attention on Honda’s motto ‘The Power of Dreams’.

You just simply cannot help watching, admiring and sticking with it to the end. Top marks.

3. Compare the Market – Compare the Meerkat

Released: January 2009

Why we like it: It gives insurance a good feeling. Simples.

Why it works:

Buying insurance is a pain. Everybody loathes it and when it comes round to that time of shopping around, it invariably brings up negative feelings.

Even worse is that insurance is cut throat. Brand loyalty is next to none and price is the overriding factor.

So what Compare the Market have done is simply ingenius. Their Compare the Meerkat campaign has done what others can only dream of, which is to tie ‘feel good’ emotions towards insurance.

Whilst other big players like Go Compare had the fat singing opera man to relentlessly make you remember the jingle (and subsequently turned out to be one of the most annoying characters ever), and Confused.com advocated making buying insurance pain-free and simple, they didn’t understand that the market could be tapped into with cute cuddly characters.

Compare the Market know that buying insurance will always be a pain, and there is only so much negativity that you can dispel before the market goes “so what”. What makes them different to others is that you’re not buying into insurance, you’re buying into a part of the meerkat story.

2. Marks and Spencer – This is not just food. This is M&S Food.

Released: September 2004

Why we like it: It’s a simply great example of how when you know your brand well, you can do great wonders with advertising.

Why it works:

At a time of well-documented decline, due to poor sales and a brand image that was in a less than healthy state (described as being corporate, introspective, masculine, inconsistent), and also in the limelight for being the subject of a takeover bid by Sir Philip Green’s Arcadia Group, things were fast going south for one of the nation’s mainstays on the British high street.

So how do you change the public perception amidst the swirling black hole of negativity? What can you do to start turning the tide and get audiences to trust your brand?

Marks and Spencer demonstrated this in 2004 when they launched, amongst their clothing adverts featuring Twiggy, the iconic This is M&S Food adverts.

Shot with extreme close ups of their sumptuous food range, paired with a seductive soundtracks (Groove Armada – At The River, in the above instance) and the voice of Dervla Kirwan to narrate, Marks and Spencer know that the market still trust in their brand and what they value of the brand is that it is quintessentially British through and through, and they are willing to pay for that value.

Viewers come away knowing the food is great, it is sexy, it is what you want to try, what you want to love. The style of the adverts were and are being talked about for years to come. It is what makes these adverts a resounding success.

1. Nike – Take it to the Next Level

Released: April 2008

Why we like it: Because it is just so on brand

Why it works:

Nike positions itself as a premium brand. It associates itself with premium quality and creates premium products, but it still needs to retain a mass market audience and appeal.

So in such a competitive market, how do you carve out a position for yourself as being the best? How do you advocate for premium products against products that potentially do the same job at half the price?

Answer: Aspirational Marketing

The ‘Take It To The Next Level’ advert does this such in a superb way that we cannot place it anywhere else but number 1 on our list.

Featuring an array of top football stars such as Wayne Rooney, Cristiano Ronaldo, Carlos Tevez, Ronaldinho, Cesc Fabregas and Zlatan Ibrahimovic, this 2 minute, first person point-of-view advert (we’re showing the uncut 3 minute version) gives you a taste of what it would be like if you wore Nike.

The messages are clear. By buying the best, you can become the best. You can live the dream if you wear Nike. It will help you achieve your goals, and you can aspire to be those that you admire so much.

Visually spectacular, aurally inspirational, creatively sublime. That is why Nike tops our list.

Do you agree with our choices? Have we missed any gems? Give us your thoughts @jaskcreative

Ricco

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Moleskine: Our take on the classic notebook

Jask's take on the classic Moleskine notebook

Jask’s take on the classic Moleskine notebook

Few in the creative industries will not have heard the name Moleskine. By its own endorsement, it is a legendary notebook, revered around the world.

Its tagline:

‘Culture, imagination, memory, travel, personal identity.’

Of course, the history of the brand is gloriously rich, just as you’d expect it to be. Used by artists and authors such as Vincent van Gogh, Pablo Picasso, Ernest Hemingway and Bruce Chatwin, one cannot deny that it has certainly earned its place among us and the respect that it deserves.

To us in the modern day of creative marketing, a pencil and paper are tools that we cannot do without, no matter how advanced digital methods of note taking and sketching are getting.

It’s not just us either who hold Moleskine in such high regard. Creative Overflow have found 30 of their most inspired Moleskine’s and listed them here – sheer amazing quality.

So we felt that we should pay homage to this great brand in some way, and have created our own version for ourselves, and if you’re lucky, for you too.

Jask Moleskine

We wanted to create an interpretation and design that is based upon Moleskine’s values and heritage, with a particular focus on personal identity.

To carry these values across we used plain white as our cover, and a simple, clean colourless de-boss of our logo. Nothing else.

With that, we feel that we’ve given our own take on a classic, which will be yours to do with what you will.

No frills, no spills, just every day extraordinary.

We hope you like it.

Ricco

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3 Reasons to use HD Lithographic Printing

The letter C as created by HD lithographic printing dots...

The letter C as created by HD lithographic printing dots…

Over the next couple of blog posts I’m going to talk about print, and to those seasoned in marketing, you’ll know that print is still an important arm to the creative marketing mix…

… if done right.

Having taken a heavy hit to its popularity over the last few years, with marketers preferring the more measurable and cost effective routes to market available, print is once again finding its place in the marketing manager’s toolkit.

For us creative agency folk, printed communications represent a challenge – how to give them more impact, how to produce them more competitively and crucially how to ensure we deliver a viable method of communication that provides a good ROI.

With this in mind we are always on the lookout for advancements in the industry which can prove beneficial to our clients. Today I’m going to bring your attention to HD Lithographic Printing.

HD Lithographic Printing is a printing process that is subjected to a second generation FM screening, making dots appear finer and overall presswork smoother.

Put simply it brings pictures to life. Consider the difference between watching a film on a standard setting to watching it in HD. HD Printing gives the same added definition to your printed collateral.

Here are 3 reasons to make your print project HD:

1. Sharper Linework

Texts and lines are reproduced sharper, curves are smoother and variations in print are reduced. Vital for industries that require high tech, accurate illustrations.

2. Reliable Picture Reproduction

HD printing utilises a technology known as ‘Squarespot’, which essentially allows printers to reach a high level of stability, accuracy and reliability during the printing process. This in turn means your picture is reproduced in the finest, most accurate details.

3. Intense Colours

HD printing gives vivid, intense colours. The stability that the technology offers means there is less white paper not covered with ink, light is better absorbed and the reflection from the ink is more effective. This helps give your audience a more accurate colour representation of your products which can be particularly important in product-led industries such as the clothing, textiles, soft furnishings and kitchen markets.

When it comes to positioning your product against the competition, you can be sure that printing in HD will give you the edge over those that don’t print HD.

Want to see the difference for yourself? Click here and I’ll post you some samples. You’ll be amazed at the definition.

Ricco

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A look into the world of a future creative – Jennifer Kate

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Jennifer learning the ropes from Kristen, Phil and Matt

It’s that time of year again, Autumn.

For most of us, we’re thinking of cold nights, comfort food (pies, pies, and yet more pies) and everybody is on the run down to Christmas (our Shelley is anyway, and come to think of it, she started counting down the sleeps in June). Generally, it’s the time to start winding down and seeing the year out.

And yet, whilst I am busy wolfing down steak and ale encased in deliciously crispy puff pastry, Autumn does also mark the return of University.

For budding students, that means being one step closer to the world of work, and needing that invaluable experience that will stand you in good stead once launched into the working wilderness.

Jennifer Kate is one such student, from the University of Worcester.

Studying the Creative Digital Media course, Jennifer is required to complete a minimum of 60 hours on a work placement for her Art & Design module and she came to us for help.

Needless to say, being the wonderful bunch that we are, we’ve taken Jennifer on, and she has even taken on the hallowed seat next to our Creative Director Matt Ansell. Yoda-like teachings are soon to begin and we’ll be bestowing Jennifer with all things to do with creative marketing.

Jennifer herself is most interested in print design and typography. Living, breathing and dreaming in fonts and our current favourite Helvetica, she’s even chosen typography as the topic for her dissertation.

Why, you ask, when many say print design is a dying trade? Well number one, you’re wrong, print is not dying out, far from it in fact, and number two, Jennifer says that there are always going to be people who require print, and if we lose print, which is where design practically started, then it will be “like losing a piece of history.”

We admire Jennifer for being a champion for the traditionalists and above that, a real romanticist towards one of the long standing pillars of creative expression.

One word. Profound.

Want to learn about creative marketing? Need a placement? Want to make me a cup of tea? Give us a shout and we’ll see what we can do.

Ricco

Posted in Design, Graphic Design, Jask News, Print Media | Tagged , , , | Comments Off on A look into the world of a future creative – Jennifer Kate