NIVEA: Bluetooth marketing

During my stay in Vienna, Austria I was introduced to a groundbreaking and revolutionary form of advertising called Bluetooth marketing. In the United States, most consumers who own a cell phone have Bluetooth technology or capabilities. However, Eastern Europe is not quite as advanced. I must note that the ad I am discussing was for a NIVEA product and was placed by a highly populated tourist attraction, thus garnering attention from a wide range of people.

According to Wikipedia, Bluetooth is an open wireless protocol for exchanging data over short distances from fixed and mobile devices, creating personal area networks (PANs). The NIVEA ad was promoting Happy Time Body Lotion which, according to the ad, moisturizes and cares for your skin, leaving it with a beautiful mild scent of orange flower. Although the ad was in German (the national language of Austria), the images and branding message of the ad could be understood regardless of one’s native tongue.

A viewer walking by could connect their phones to the Bluetooth computer inside the casing and download a NIVEA original song, “Happy Time.” The video I shot below is an example of my peer Mara Fernandez downloading the song by connecting her Blackberry to the advertisement. I found this to be a genius promotion strategy because the advertisement was interactive and entertaining and stuck in my head long after I had left. This promotion strategy has been coined Bluetooth marketing. The Institute of Bluetooth Advertising promotes this strategy by saying, “Bluetooth advertising with Bluetooth marketing is a local wireless distribution or Proximity push of advertising content associated with a particular place or product. Information can be received by individuals in that location or near the specific item who wish to receive them and have the necessary equipment to do so. The equipment may be a mobile phone, PDA or laptop. The advertisement or marketing material can be sent to any device, selected devices or communities of subscribers within the proximity of the product or location.”

Although this form of advertising is not as common in the United States, I believe brands should begin utilizing it immediately. Bluetooth marketing would enable brands to fully connect with their consumers on the spot and engage them. They will be able to leave with a unique experience and have a part of the brand with them. For example, after walking away my peer Mara had a NIVEA song she could listen to or transfer to her computer. Thus, NIVEA was able to continue their connection long after the consumer has left.

Disco and Music: Radio Berlin

The ads shown here are for Radio Berlin, a popular pop radio station by RBB broadcasting. The station frequency, 88.8, omits classics such as disco, adult contemporary and more. According to the RBB station manager, Radio Berlin is a popular radio station for the adult set. There are limited commercials allowing listeners to enjoy the songs all day long. The advertising campaign shown here were used as outdoor billboards all across the city. In one ad, a car is seen driving through the city with funky headphones. The second shows a business woman with disco, bedazzled glass and the final advertisement is of a woman jogging with silver glitter bell bottoms. It is interesting to note that two of the ads primarily depict woman as this is their target market.

I believe that these ads are very effective and the slogan is simple and to the point. The slogan roughly translates to, “Once a pop fan, always a pop fan.” These ads could work just as well in America as the images are universal. We all have hidden desires inside and the older generation still yearns from their disco heydays. Although one might now have a family or a job, one always remains young at heart. These cheeky advertisements further this idea with out of the ordinary situations such as the woman wearing bell bottoms to exercise. This advertisement is an example of emotional connection advertisement where the brand makes a connection with its viewer. It also provides young people with an opportunity to understand the channel and as “oldies” become more popular, the channel younger audience will grow.

The ads also take a different approach than from what advertisers use in Miami. For example, Clear Channel’s 93.9 MIA recently launched in the South Florida playing much of the same music as Radio Berlin. However, their imagery and slogan elicit a different emotion. “Move to the Music” is displayed on the 93.9 billboards alongside older promotional shots of celebrities such as Jennifer Lopez, Prince, Madonna and Beyonce. While Radio Berlin used real people with funky disco accessories, 93.9 MIA used actual celebrities to sell their product. Although this is in line with America’s obsession with celebrity and fame culture, I believe Radio Berlin was able to convey their music and brand with better imagery and creativity.

Greece: Marketing a destination

Description:

Greece is situated in Southeastern Europe, with an area of 131,957 sq.km. and a population of 10,964,020. (

www.visitgreece.dr) The advertisements displayed here were found on the streets of Vienna, Austria. They are promoting tourism in Greece. The ads show young people having fun at the beach with picturesque views of an ocean in the background. One ad shows a young man on a sailboat smiling and having fun. The ad invites the viewer to visit the Visit Greece website for more information. It should be noted that this ad was in a popular pedestrian street in Vienna and both ads were placed together.

Why I selected it:

Two years ago, I visited Greece for an extended two-week tour. I visited several important cities and landmarks in the country as well as a cruise of the infamous Greek islands. What initially drew us to visit Greece was its storied history and ancient ruins. In the United States, tourists who visit Greece do so to celebrate Greek history and gastronomy. However, in the Vienna ads they are promoting something different. They are marketing Greece as a summer destination for water activities and fun. This promotion strategy is different and unique. Our tour guide said that most Austrians go to Greece or Croatia for vacations and they enjoy going to the beach as Austria has none. These advertisements were paid for by the government of Greece and its tourism board to promote travel in the area.

Analysis:

According to the Visit Greece website, “The wealth and diversity of the Greek seas, the endless kilometers of the Greek coasts and the thousands of Greek islands, the protected sea areas covering thousands of square kilometers, the mild climate, the high percentage of sunshine and its interesting and varying landscape make Greece the ideal destination for the development of sea tourism activities. In Greece sea tourism started in the ‘60s and since then has been developing at a fast pace, especially in recent years.” This approach is similar to that of Miami as they have also changed their advertising strategy. Turkel Advertising (www.turkel.info) has been the agency of choice for the Miami GMCVB and has been in charge of the branding strategy for Miami. In previous years, Miami marketed itself as a sexy, beach destination while promoting South Beach and more. However, they recently changed their campaign to Express Yourself, where the ads depict the cultural diversity and art scene of the city.

Key Points:

• The ads shown here depict an advertising campaign for tourism in Greece
• They are marketing Greece as a summer destination for water activities and fun
• This approach is similar to that of Miami as they have also changed their advertising strategy in an opposite way

Museum für Kommunikation Berlin

Outside – elegant neo-Baroque architecture laced with modern blue neon. Inside – friendly robots in the atrium, and the history of all things communicative. The Museum of Communications was founded as a postal museum in 1872, the world’s oldest such collection, and has been in its present ornate location since 1897.

On permanent exhibition are tools of the written word - wax seals, postcards and stamps (such as the famous Blue Mauritius), agents of the spoken and visual word – telephones (including some of the first), radios and film, and of the virtual – telegraphs and computers.

The museum’s interactive and lively approach makes it an ideal destination for kids, but adults will appreciate the temporary exhibitions featuring cutting edge artists. On the outer wall of the museum, observant visitors will hear a sound art collage of music, language and everyday noises. A comfortable walk from Checkpoint Charlie or Potsdamer Platz.

Non-traditional advertising in Prague

Description:

This advertisement depicted in the YouTube video was taken on the streets of Prague, the Czech Republic, on Saturday, June 6. This multimedia outdoor billboard is promoting Darling Cabaret, billed as “the largest and the best cabaret in Prague center with beautiful girls” for a “night full of entertainment.” The official website says that, “as every lover of good food can appreciate an excellent restaurant and its chef's exceptional skills, you also have a unique opportunity to allow your sweet tooth to choose the best from our menu: the most delicious entertainment in the whole of Prague! That is the reason for inviting you warmly to the world-famous Prague cabaret "Darling", which nowadays follows the erstwhile 1920s and 1930s' tradition of cabaret performances in a place where passion permeates through the atmosphere.” The billboards can be seen in several spots across the city.

Why I selected it:

This non-traditional advertisement is a unique promotion strategy. The ad immediately catches the attention of those walking past it as well as drivers on the road. While most outdoor ads are in simple 2-D print, this ad lights up and forms a spectacle of lights. No matter where you are, the lights catch the eye of the beholder and curiosity leads the viewer to look more closely. It is interesting that such an innovative ad is promoting a “cabaret.” Further down the road, I also noticed a white stretch limousine with the Darling Cabaret logo. The driver was handing out flyers for the place beside the limo. They were inviting people to step inside the car which would take one to the cabaret. As can be seen, I experienced three touch points with the Darling Cabaret “brand:” a multimedia outdoor advertisement, a branded stretch limousine and a flyer.

Analysis:

I find it interesting that a cabaret would use non-traditional advertising to gain the attention of potential customers. In the United States, there is still a stigma when it comes to cabarets, strip clubs and the like. Due to America’s conservative moral values, these types of places are discouraged from mass marketing like outdoor billboards, etc. The closet I have seen to this is on South Beach’s seedy Washington Avenue where Madonna club has provocative videos outside of the establishment as well as a limo outside the door. However, most places like these stick to print advertising in the more liberal publications such as the Miami SunPost and Miami New Times. Prague is obviously much more open as Europe tends to be more sexually progressive and liberal. I believe that Darling Cabaret’s promotion strategies are effective in garnering attention and do so in a creative way. Also, the constant repetition of the brand and logo keep the cabaret fresh in the consumer’s mind.

Key Points:

* This multimedia outdoor billboard is promoting Darling Cabaret, billed as “the largest and the best cabaret in Prague center with beautiful girls”
* This non-traditional advertisement is a unique promotion strategy
* As can be seen, I experienced three touch points with the Darling Cabaret “brand:” a multimedia outdoor advertisement, a branded stretch limousine and a flyer

Sex and Beauty in Berlin

Description:

On May 28, 2009, Hennes & Mauritz, a major fashion retailer known simply as H&M, launched a major advertising campaign in 1,000 stores in over 30 countries. The campaign promotes the store’s collaboration with Designers Against Aids (DAA), titled “Fashion Against AIDS.” The collection of t-shirts and tank tops for boys and girls are designed by some of the world’s most acclaimed musicians, producers and designers. The artist participate free of charge and 25 cents of each shirt from the collection go to HIV/AIDS prevention projects around the world. According to www.designersagainstaids.com, the ultimate goal of the project is to mould the opinion of the biggest possible amount of fashion lovers towards AIDS prevention, especially youngsters in the industrialized countries.

Why I selected it:

Berlin, Germany is a major metropolitan city. Throughout my time here, I have encountered advertisements everywhere promoting H&M’s “Fashion Against Aids” campaign. I have seen billboards, posters and more. H&M has obviously spent millions on advertising as many areas of town have several ads in the same vicinity, all with different artists depicted. This year’s campaign includes designs by Tokio Hotel, Katy Perry, Roisin Murphy, Pharrell Williams/N.E.R.D., Estelle, Yoko Ono, Dita Von Teese, Dangerous Muse, Cyndi Lauper, Yelle, Robyn and Katharine Hamnett. As a fan of H&M and of several of the artists listed, I was particularly drawn to these advertisements. I am also an advocate for AIDS awareness and prevention. In fact, with every purchase of a shirt, you are given pins with the logo as well as a postcard pack with a free condom. Please see the accompanying photos for an example.

Analysis:

Taking on their corporate social responsibility, H&M created a platform for DAA to spread its message through the designs of international artists and musicians. Beneficial for both companies, the collaboration ultimately aids H&M’s brand image. It positions it as a leading company for community responsibility around the globe. In Germany alone, there were 53,000 people living with HIV/AIDS in 2007 (http://www.avert.org/hiv-aids-europe.htm). One can also explore the issue of globalization and that of standardization versus localization. H&M has been successful in creating a universal campaign that speaks to a variety of markets. However, they have also standardized the campaign by including celebrities who are more famous in some markets than others. For example, the German band Tokio Hotel is prominently featured in the ads and gained major media exposure in German media (http://tokiohotelnetwork.com/shirt-designed-for-hm-fashion-against-aids/). H&M is also extending their “green” image as all the shirts are made with organic cotton. The issue of sex and beauty is a hot topic with this campaign as it’s interesting that a brand has chosen to align itself with safe sex and provocative poses. However, I believe that because H&M is a youthful brand catering to young people and urban professionals, they are not afraid to change behaviors and influence a generation. I would also add that the campaign invites customers to visit the store for the line and will ultimately lead to the customer picking up other items.

Key Points:

* On May 28, 2009, H&M launched a major advertising campaign in 1,000 stores in over 30 countries promoting “Fashion Against Aids”
* Taking on their corporate social responsibility, H&M created a platform for DAA to spread its message through the designs of international artists and musicians
*H&M has been successful in creating a universal campaign that speaks to a variety of markets. However, they have also standardized the campaign by including celebrities who are more famous in some markets than others

Corona Branding in Berlin

Description:

On Sunday, May 31 thousands of Berlin residents took to the streets in the heart of the city for the annual cultural festival. The festival celebrated the cultural diversity of the city and its ethnic minority inhabitants. Groups on the floats included Peruvians, Mexicans and more. The parade spread several miles with more than 100 floats and marching groups. Each had its own personality with many featuring dancers, music and more. Throughout the celebration, groups passed out flyers, information and samples. Brands took advantage of the festival as sponsors including Corona beer, who placed itself at the end of the parade with a creative form of non-traditional advertising. Although German beer is a cultural staple, especially in Berlin, it is evident that Corona has attempted to increase its market share abroad by participating in guerilla marketing and events sponsorships. Coronas involvement in the parade included a large float full of dancing young people and its recognizable color: yellow. They also had a large blow-up Corona bottle capped off with a lime. Guests of the parade could purchase beers from the Corona street vendors set up around the float as promotional brand representatives handed out giveaways such as key chains, bracelets and more all branded with the Corona logo. It is important to note that all beers purchased included a squeezed lime, an important characteristic of the Corona experience.

Why I selected it:

I was surprised to see Corona so prominently featured in a cultural festival in Berlin. I was under the impression that Germans hated other beers and took great pride in their offerings. However, as an avid fan of Corona beer I am fully aware of the Corona experience. The brand image of Corona is that of being a free spirit and celebrating beach-loving fun. The Corona beer is iconic for good times and its brand identity is cemented by its clear bottle and Spanish-language text on the bottle. Corona is a Mexican beer brand of a “pale lager” and it’s available in over 150 countries. (http://en.wikipedia.org/wiki/Corona_(beer)) I was fascinated by its Berlin branding campaign through such diverse media. Using one of Berlin’s biggest events was smart to reach a large percentage of their target market.

Analysis:

In the United States, Corona also uses sponsorships as a main tactic of their integrated marketing campaigns (IMC). However, they also use commercials. In Germany, however, their campaigns differ slightly. In December 2008, Corona launched the “Save the Beach” campaign in several metropolitan cities including Berlin. (http://popsop.com/4899) They launched a mini-site that supported this campaign. I am under the impression that this promotional sponsorship of the cultural festival was not part of a larger campaign, but an efficient way to promote the brand. Tourists were also a large part of the festival as residents of other European countries travel to Berlin to attend the parade. Corona’s large presence was an important tool in furthering their brand image. Everything about their float, tent, giveaways and more was in line with Corona’s brand identity. Additionally, Corona has been able to standardize their brand by staying consistent with their message. No matter where you go, Corona’s logo, colors and products are the same.

Key Points:

• Corona beer participated as an event sponsor and major presence in Berlin’s annual cultural festival and parade.
• Corona has maintained a standardized brand identity that has positioned itself as a global beer brand, even in Berlin, Germany.
• Corona beer was successful in using diverse media in a non-traditional way by giving away promotional items and creating a Corona atmosphere at the event.



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Impressions of IMC in Berlin

I have been both surprised and inspired by the integrated marketing campaigns here in Berlin. The campaigns are creative, unique and unlike many of the campaigns we see in America. The most surprising thing about the campaigns that I have encountered is the fact that all of the advertisements are in German. In other countries that I have visited, some of the advertisements are in English, especially in tourist locations. The German students we meet at the IMK school (www.imk.de/) said that they are taught English in schools and can understand and communicate quite well in English. Perhaps the brands have adapted my favorite quote, “Think Globally, Act Locally.”

Many American brands are in Berlin including McDonald’s, Starbucks, Burger King and more. I have also noticed a large presence in Berlin from T-Mobile. T-Mobile advertisements and displays are all over the city, more than any other mobile providers. I have also seen American personalities promoting brands here in Berlin including Kristin Davis of Sex and the City fame, singer Katy Perry and burlesque performer Dita Von Teese.

The biggest and most popular IMC strategy that I have seen employed is using outdoor advertising. Due to the fact that most residents use public transportation or walk, advertisers are using creative ways to reach their consumers. Among the tactics that I have seen are ads on buses, buildings, stairs and more. I have also been particularly drawn to the large television screens that play commercials outside the windows of the subway trains.

It is also important to note the cultural diversity in the advertisements. Outside our hostel is a website advertisement displaying two men embracing and kissing. I have also seen ads with cross dressers and provocative poses. Many of these types of ads would be shocking and controversial if they were placed in cities in the United States. In fact, I cannot remember anytime that I have seen an outdoor billboard in Miami showing two men kissing.

A popular ad that caught my attention was that for BVG, the public transportation service. (www.bvg.de/) I have seen the ad in several places throughout Berlin. It depicts one long subway train with people of all different races, cultures, genders and more entering and leaving this train. I have included several pictures below. This ad is effective in that it celebrates the cultural diversity that makes Berlin such a vibrant city. The subway is an important part of the city as residents and tourists alike use it as a main source of transportation. This ad can be viewed more as a “brand image” ad that is being used to further its brand as source of pride in Berlin. By showcasing so many different types of people in Berlin, the ad is truly depicting a melting pot of cultures.

Expectations: cultural differences

I have traveled extensively throughout Europe including Spain, Italy, France, Greece, the United Kingdom, Portugal and more. I enjoy experiencing the different cultures and traditions of each place I visit. Although residents of each country have different frames of references, there are still many similarities especially as Western ideals continue to infiltrate these cultures.

I had been told many friends and colleagues that I was going to love Berlin. They told me Berlin was a vibrant city full of life and art. Ravaged by war and terrorized by communism, Berlin has begun to rebuild itself and position itself as a city reborn. In a television interview in 2004, the governing mayor Klaus Woweriet stated that, “Berlin is poor, but sexy.” (http://en.wikipedia.org/wiki/List_of_quotes_featuring_Berlin)

My frame of reference about Berlin was from what I had seen and heard from Nazi movies such as the recent Valkyrie, which I saw prior to leaving on the trip. Perhaps my most vivid image of Berlin is from the musical Cabaret, a childhood favorite of mine that is set in 1930s Berlin as the Nazi party grows stronger. The location for the musical is the Kit Kat Klub which is still open today. (http://www.kitkatclub.org/Home/Club/Index.html) Decadent and dangerous, I imagined the nightlife and culture in Berlin to be raunchy and seductive, much like the musical numbers in the movie. My biggest expectation of Berlin was that the city would be somber and retrospective of the atrocities that had happened there. It is shocking to realize that the Berlin Wall fell in 1989, only 20 years ago.

The biggest German personality in the US is Heidi Klum who has coined a German phrase as her closing statement in the hit Bravo reality show, Project Runway. Proud of her German heritage, Klum has allowed Americans to become familiar with a German figure. Prior to coming to Berlin, I have not had much contact with Germans. I was excited to travel to Berlin and meet people outside of my comfort zone. Now that I have been in Berlin for five days, I have a better understanding of the cultural differences between Germany and the US.

I have found that the culture here in Berlin, Germany is slightly off center. Specifically, the Germans here in Berlin are kooky. Many dress what we would deem in America as “punk rock.” I have notice no evidence of hip-hop culture as most here in the city listen to techno and house music. I have also experienced some hostility from many of the residents here. Perhaps it is due to the fact that we Americans have a bad reputation abroad. What I have most enjoyed about Berlin is its unique personality. Berlin is very industrial and modern, with avant-garde architecture and historical sites. Berlin is very liberal and celebrates a very bohemian lifestyle with creative neighborhoods, museums and nightlife. My biggest taste of the diversity of Berlin was this past weekend at the diversity parade. Thousands of residents came out to celebrate as hundreds of floats passed including those representing different sub-cultures and countries. All different types of people were out on the streets drinking and dancing in unison. It was a beautiful sight to see.