London Fashion Week: Menswear day

Photos by Iulia C.

Paper is Dead. The Use of Reverse Psychology in Marketing.

A friend forwarded to me a site that came across as a non-profit, pro-environment, recycle, sustainability, etc. website to encourage people to do the right thing and 'think and act green'.  This is brilliant, I thought, especially that my friend is supporting me on trying to be sustainable and green. However, on second and third glance, I realised this was reverse psychology! This is possibly the best campaign I have ever come across. You need to watch the Paper Videos. 

Here is the site: http://www.paperbecause.com/media/the-workflow

This site was created by Domtar Inc - a paper company.

What in the name of marketing is going on here?!  Why is a company that produces and sells paper creating a site that talks about going 'paperless'?

I can't remember the exact term on the top of my head of how to describe this marketing tactic but it's when opinions and attitudes are influenced by exploiting the mainstream thinking with the undertone (using humour) to lead the consumer to realise the opposing argument.

This purpose of this campaign is to show consumers what a 'paperless' (work) world would be like. For example, on the video titled Paper - Essential for Life's Big Moments, the first 3/4 of the video talks about how most college students would consider themselves environmentally friendly and that going paperless is an important green initiative. However, the tables turn when they are asked on what they think about getting their degree in PDF format.

Overall, the mission for Domtar Inc. is to generate sales again of paper but also encourage the sustainable usage of paper. Similar to alcohol ads which encourage you to buy their beverages but to drink responsibly. Great job Domtar Inc., I give you five out of five stars.

Paper is good. Pass it on.

words: Griselda Zhou

IMC weekend in Cambridge

It was anticipated for months. After deciding on a case study, setting the menu, choosing outfits, and finding groups to work in for the last time, our MAMC weekend in Cambridge finally arrived.

Before the weekend, we were given a case study on easyJet with the task of developing an integrated marketing communications plan and campaign. The key objective was to come up with a long-term competitive advantage and more sustainable positioning for the airline. Since the novelty of low cost air travel has been wearing out, the easyJet brand needs to start focusing on what else it can offer to customers and what the brand stands for besides low cost travel.

We were lucky to have the company of industry expert Paul Simons as well as several other professors and our course leaders join us for the weekend to provide advice, guidance, and answer questions continuously up until the presentations.

Luckily, the weekend wasn’t all hard work. After we presented our solutions to the easyJet brief, dinner on Saturday night was held at Peterhouse College at Cambridge University. While the pictures below can speak for themselves, it was absolutely exquisite, and left everyone feeling a little more royal - or even a little out of a Harry Potter film.

It was fantastic to learn some final key things before running with our own IMCs for the summer, but more lovely to have a final weekend altogether and celebrate the culmination of a wonderful year.

Hayley Millard

Peterhouse College, Cambridge University 

Cambridge University 

Everyone working hard at the Moller Conference Centre

Punting

"I like Snogging better than ice cream"

Zero Fat!  Stay healthy by eating pure frozen yogurt!  Great for cooling the mind.

check their website for more detail: http://www.ifancyasnog.com/


iu

First Direct campaign

The MAMC Public Relations class was also lucky to have Camille Deeny from JWT attend a few weeks ago.

One extra thing Camille presented to us was JWT’s appraised campaign for First Direct.

The First Direct “Tell us what you’re thinking” campaign first designed a forum to get their customers chatting to see what people have to say about First Direct banking, and look at how they really feel about the brand.

I could say more, but just take a look at this video to see how the initial concept was turned into something truly innovative, which became unlike any other campaign in the banking industry. Who can other consumers trust better than other satisfied First Direct customers? An absolutely genius idea.

Hayley Millard

Marketing Symposium - April 4th, 2011

For the last symposium of the term, we were delighted to have two fantastic speakers take the time to come to the University of Westminster on April 4^th.

The first speaker was Camille Deeny, a Global Account Planner with JWT. She discussed case studies on popular brands that have achieved success with international marketing. She focused primarily on a case study of the brand Canesten, to illustrate how this brand was marketed differently to female audiences across different parts of the globe. The main take away point was to keep in mind if the market has matured or is still relatively immature, as well as if the advertisements for in an international campaign should use a standardization or adaptation strategy depending on regional differences.

Camille Deeny, JWT Advertising

The second speaker was Helen Keegan, a Mobile Marketing Consultant for beepmarketing. Given that 91 percent of adults in the UK use a mobile phone, and 65 million adults have an active phone subscription, this market is evidently an enormous one to tap into right now.

Helen Keegan, Mobile Marketing Consultant

Also - did you know that there are mobile applications that retail stores have developed that can essentially “speak” to you as you pass by their store? Consumers can either receive a text message or Bluetooth message from the retail brand that inform  them of sales or new products, for example, as they and their mobile phone pass through one of the retail locations receptions zones. Pretty cool!

When also taking into account the countless opportunities to integrate with other digital channels, mobile marketing seems to be an area with many expanding opportunities, and an area of marketing I know a lot of soon to be graduating students are interested in getting into.

Panel L-R: Anne Barker, Camille Deeny, Helen Keegan

At the end of the symposium, both speakers gave advice and answered questions on careers and planning for going forward into the real world out there after graduating from a Master’s program – which we were all quite grateful for! Both Camille and Helen emphasized the importance of letting your personality distinguish you in a pool of applicants going for the same position. If you are a right fit for the job, you will surely stand out as long as you are being yourself. They also reminded students that there really is no conventional path to getting where you want to go or any timeline on when you need to get there. Any big or little experience you gain along the way will provide further direction to where you may be heading on your career path.

Many thanks again to both speakers, Anne Barker for organising the event, and for all the students and guests who attended!

Hayley Millard


Photographs by: Griselda Zhou

Glass Roof Bookstore

Have you ever seen a bookstore with glass roof? If not, Daunt Bookstore has it, it's just right around the corner of University of Westminster on Marylebone High Street, so why not pop-in and have a look around.  Great sources for study, cooking receipt and a lot more..

The glass roof reminds me the Wallace Collection museum, there is a very nice tea room in the middle of the museum, great open space with glass roof, a lot of natural light coming through, perfect to spend time for a afternoon tea.


iu