TAC driving cultural change

TAC proves that advertising can shift cultural norms.


After listening to a podcast of Peter and Colin, I thought about the amazing role TAC has played in driving cultural change within Australian society. Drink Driving was something that was embedded in Australian culture and it was not until the great ‘If you drink then drive you’re a bloody idiot’ campaigns that Victorians started to change their behaviour.

Their latest ads on wearing motorcycling protective gear are great too. As a person outside the target market (I dont own a Harley yet!) I have still been affected by these ads, I am now more aware of what motorcyclist are wearing.

For more on marketing and cultural change listen to this podcast from Peter and Colin

GOLD: Stuff white people like

A new blog that just started up this year and has taken the blogging world by storm. It is a tongue-in-cheek look at what white people like. It is scary how accurate it is. Check it out

Here is a passage from

#87 Outdoor Performance Clothes

When you see white people wearing these, it is important that you do not discuss business matters. Instead you should say things like “where did you get that fleece?” and “what’s that thing holding your keys to your shorts?” White people will be more than happy to talk to you about their sustainably produced possessions.

The main reason why white people like these clothes is that it allows them to believe that at any moment they could find themselves with a Thule rack on top of their car headed to a national park. It could be 4:00 p.m. on a Saturday when they might get a call “hey man, you know what we need to do? Kayak then camping, right now. I’m on my way to get you, there is no time to change clothes.”

Though it is unlikely that they will receive this call, White people hate the idea of missing an opportunity to enjoy outdoor activities because they weren’t wearing the right clothes.

If you plan on spending part of your weekend with a white person, it is strongly recommended that you purchase a jacket or some sort of “high performance” t-shirt, which is like a regular shirt but just a lot more expensive.

via In my atmosphere

Facebook the next king of the web

I just recieved the Hitwise Asia Pacific Social Networking Report.

Finally I have some evidence for what I knew was occuring. I have suggested before that Facebook is becoming the all in one user platform. Soon you will not go surfing the net but you will just surf Facebook. The Hitwise report suggests that the tasks of emailing and searching is being done within Facebook (tables above).

However 2 things have to occur for this to happen.

1. Critical Mass – A user will only use Facebook email over normal email if they believe that it is more likely to get to the receiver faster than if they used a normal email. I have noticed that this has already started happening with the emails that I send out to people, I prefer to use Facebook inbox.

Another advantage is that you do not have to remember an email address but rather just type someone name into the search. Kind of like when mobile phones started coming with address books built inside.

2. Search Engine – I can see in the not to distant future that you will be able to look up a companies name on Facebook and be taken through to their e-commerce site.

Cultural Jammin' T Pain flashin Oakley's, Gangsters hijacking Rave Culture

Video Music Clips are;
1. Good guides to predict future trends in Fashion, Technology and the Arts
2. Perfect grounds for companies to promote their products.

It seems these days gangsters rule MTV. This is no problem for me as I have a high tolerance for watching smoking hot woman dancing on camera. However recently something struck me as a little odd.

What the hell were all my Gangster hombres (Bow Wow, R Kelly, T Pain, Kanye West, Omarion) doing wearing sunglasses at night?

Clubbing with sunglasses was for a long time part of rave culture and to onlookers it helped communicate 'I am on some serious drugs and I will save you the pain of looking at my dilated pupils.'

However it does not seem like there is a drug or rave connotation with this new hip hop trend. Without this stigma it seems that Oakley have jumped on this meme, sponsoring famous rapper T-Pain. His clip (above) looks more like an ad for Oakley than a music video clip.

Poor Ravers, what is next 50 Cent glow stickin and Melbourne Shuffling his way around a LA nightclub?

Below is a collection of the more hilarious sunglasses choices from recent music video clips.

R Kelly - I'm a Flirt (0:07: R Kelly Diamond Sunglasses)


Souljah Boy - Crank Dat (0:17 Souljah Boy got his name in crystals on his glasses)


Omarion and Bow Wow - Girlfriend (1:20 driving at night with sunglasses)


Kanye West - Stronger (0:42 Kanye windowshade glasses)

WILL.I.AM talking about sex, money and politics!

Never talk about sex, politics and money.

When it comes to communicating your support for a Political Party it seems that U.S Celebirty figures cannot wait to show their support. However I do wonder what effect this has on the support for the celebrity fans?

In the Matrix, I show the common reactions of the people who are part of every group of pro and con the two people.

I think that the real worry for WILL.I.AM is that american population are so passionate in their positions torwards politics. I would suggest more passionate than their taste in music. With this passion there is alot of people who would fall in the red zone, fans of WILL.I.AM yet not of Obama.

The problem here is that WILL.I.AM is gambling over 75% of his fan base by showing his support for Obama. There are passionate Republicans (approx 50% of the US population) and passionate Hilary fans (approx 25%).



In other news Zac pointed me in the direction of another celebrity, Jack Nicholson supporting Hilary Clinton. Check out Zac's new blog at Pigs don't fly

Community Involvement/Nike and Nedbank Podcast

I have been unable to write for the last few weeks because of the slow internet at hostels I have been staying at. However I did record a podcast with Peter Wagstaff on Marketing Today about some of the interesting advertising I have seen in South Africa and Argentina.

So click on the link and listen to the endless interruptions from doing an interview on a public phone on the streets of Buenos Aires.


Click here to listen to podcast

Here is a video of the Nike Barrio Bonito.

Life on Pause

I will not be blogging as much over the next 3 months as I am on holidays. I am backpacking around South America (Argentina, Chile and Brazil). I will also be stopping off in South Africa for a week on the way over.

I guess the blog will be more about my learnings from these foreign places rather than new technology slant.

One of the most interesting things I have found with travelling is the feeling of yuor life being on pause. Because you are not having those day to day interactions or relationship building activities with people it feels like your life is being put on hold. It gives you time to step back and look at the where you are at and where you want to go.

Catch,
Jules

Politicians mission to Cyber space

Peta Menzies interviewed me last week for an article on Politicians using Social Media. Here is the article.

Politicians mission to cyber space
By Peta Menzies

'Australian politicians are trying to win the vote of Generation Y this federal election through internet social spaces though the 18-29 age group are not convinced that the campaign websites are enough to engage young voters.


Both the major political parties have joined the campaign revolution through internet networks like Facebook Myspace and Youtube. The sites advocate party policy and are designed to promote political awareness amongst the younger generation. While it is seen as an attempt to bridge the generation gap it is being considered a fractional one.


22 year-old Julian Cole is a digital strategist for Naked Communications and says that political leaders need to be authentic when they are in these online spaces. “It rings a bit mass. I think there is a role for them there but if they are wanting to get a message out they have to access the right people, the opinion leaders,” Mr Cole said.


The Political sites act as a billboard rather than a two-way interaction that the social space intends.The sites are designed for networking and just like real-life opinionated participants emerge.“It’s a misnomer to think that everyone using this online space has an equal voice. We’ve found that some people have a louder voice and therefore have a bigger audience,” he said.


Labor candidate for Dobell Mr Craig Thomson says politicians are attempting to connect with the younger generation now more so than what has happened in the past.
“The Labor party is very much aware of the need to engage with Generation Y through the mediums that are better used to communicate with them like Youtube and Myspace,” Mr Thomson said.

Mr Thomson acknowledges the need for political parties to continually develop their use of web based social pages.“At the moment the campaign pages are not having a conversation with people, its talking at them rather than anything else,” he said.'


In other news concerning Politics and Facebook, here is a great stunt from the Chasers boys on Kevin Rudd’s Facebook Friend.

Kevin's Facebook Friends

Add to My Profile | More Videos

New VB Stubby Beer Symphony Commercial

Following on from The Big Ad and Flashbeer comes the next Big Fosters Idea, ‘VB Stubby Symphony’

Just like the past campaigns they have housed it on a main site, thank god someone ripped it on Youtube. I think they really let themselves down by not letting people view on Youtube and embed the video on blogs.

However there are some nice consumer involvement treats in this site. They have used SuperVirals as the host site for their ‘Create Music using VB Stubbies Competition’. However again (see past post) I think that Supervirals is such a narrow channel, this should really of been done through Youtube.

I think overall this is a great idea, and as was pointed out to me, it is capitalising on the most iconic part of the VB brand, the song.

George Patterson Y&R are behind this idea with Jim Ingram and Ben Couzen cracking this big idea. Well done boys!

1st Birthday of Adspace-Pioneers and the story of how I got started

Happy 1 year and 11 days birthday Adspace-Pioneer.

I thought now was the right time to tell the story of how I started Adspace-Pioneers.

Last year I finished my degree and joined the other 5,312 recently graduated students applying for the 17 jobs in advertising.

I did all the things they suggested for getting a job; I got an internship/part time job at an agency, went to every university networking night and begged my parents to ring their long lost friends in the industry to hook me up with a job.

All I ended up with was a stack of business cards.

I dreaded the next step the awkward phone conversation; with the pleasantries aside I would get to business.

‘So any jobs on the radar “insert business card name here”?’

…….

‘No, Julian I will keep an eye out for you, Ah that’s a client on the other line. I will give you a call if I hear of anything.’

I kept thinking there must be an easier way than this. Then one day it just clicked for me. I was asking for so much and giving them nothing back.

I could understand it though, I was asking them for a massive break and then giving them nothing back.

Around this I was working at Sputnik Agency, I was working one day a week preparing a trend report which went out to all the employees. 4 or 5 new trends that people were talking about.

Then it just clicked.

I should be emailing this out to my contacts. This was valuable information; people are time poor and want condensed information. I sent an email out to my contacts telling them I have set up a trend report blog that I will email you every week with updates.

It just made so much sense. I was able to stay top of mind with all my contacts, they were receiving valuable information. I had something to talk to them about. No longer did I feel bad about asking for a job, I just put a note on the end of my email saying I am still looking for a job.

A year on the blog has become more of a tool to make sure that I am keeping up to date with what is happening in the digital environment.

It is great to see other students following this path as well, notably Zac Martin a Monash Student who has started the blog Making Marketing.

And another birthday card

The Internet Stars are Viral

I think I have spent too much time online this year.

3 years of internet memes in a four minute video.

Daddy, what was the Internet like in 1995?

Hilarious video of Eva Pascoe showing how entertaining the Internet was back in 95.

Technology the nemesis of education?

An interesting video debate about the impact that technology plays on education.

PM Down the YouTube, The Age, October 25th 2007

As my dad said 'You could not pay for this sort of PR'

Great Article by Katie Cincotta

Santa Kidnap Inside Word

Inside word is that Tequila are behind this campaign and if their Tenacious D online campaign is anything to go by this should be a good campaign. Will be interesting to see what they do with this one. Cannot say it has grabbed me with the same anticipation of the Man Cans but I will look on with interest.

My guess is for Ebay or Playstation. They seem like the two brands that fit best from their current clients.

The Curse of Knowledge, Social Media Guide

Do you often start explaining something that you are really passionate about and get blank looks from the people you are with?

You are probably suffering from the Curse of Knowledge.

I am reading a really cool book at the moment ‘Made to Stick’. It suggests why some ideas stick and other fail. Check out the videos for more information.

One of the interesting concepts that is brought up is the idea of ‘The Curse of Knowledge’. It suggests that your knowledge on a subject is a curse because you struggle to remember what it is like to not remember something. This happens with me with Social Media/Web2.0. My knowledge about the subject is a curse because I cannot remember what it is like to not know anything and assume everyone has the same knowledge as me.

Therefore I have found this good resource for myself. it is a Whitepaper on Advertising 2.0. and explains Social Media Advertising in a really simple way.

Good Bloggers Summary of main points of the book


Speech with Chip Heath from ForaTV


Interview on the Today Show with Chip and Dan Heath

The Talented Mike Smith's Tour of Melbourne

Mike Smith from the soon to be World Renowned Smith Communications takes us on a tour of Naked Communications, Melbourne Office.



As Faris would say; Talent Imitates Genius Steals

Tour of the Sydney Naked Office

I am up in Naked's Sydney office for the week. They have a really cool office space. Here is a video tour of the office.

My vote is in New Media hands!

Consumer Generated Content - Axis of Awesome : Howard vs. Rudd, by mWboo6

Online is my future; I have invested a year studying the phenomena with my thesis on Online Social Networks and am going into a full time job working in it.

Therefore I have decided that my vote in the up coming Australian election will be based solely on the party that is best able to communicate with the Australian public online.

However I will not be passing judgement, I am leaving the choice up to the readers of Adspace-Pioneers. I will ask readers to vote for which party they believe joins the conversation, has the best grass roots online community and gives the best back to basic information needed to make the decision. As I am going away the decision will be made on November 11th.

The following are definitions of the three items that I want people to vote on and the information that they need to pass judgement on;

Joining the Conversation – Which party is best at joining the conversation, social media is giving politicians the chance to have a conversation with

Labor
Kevin Rudd’s Facebook Page

Australian Labor Youtube Channel

Kevin Rudd’s Myspace Page

Liberal
John Howards Facebook Page


John Howard 2007 Youtube Channel



Greens

Bob Brown’s Facebook Page

Senator Bob Brown Youtube Channel


Democrats
Lyn Allison Facebook Page

Lyn Allison Youtube Channel


Grass Roots Online Community – What party has got the best online community working for them, which groups has the most active facebook groups, bloggers, causing the most noise.

Labor

Facebook Group – I want to be Kevin Rudd’s friend too


Prominent Blogger
Polemica
Connect Through Values
Politc0
John Quiggin
Anonymous Lefty
Newz4world
Bolt Watch
Possum Comitatus
Fair news

Liberal
Facebook Group – Kevin Rudd Will Ruin Australia

Prominent Blogger
Auspundits
Andrew Norton
Oz Conservative
Catallaxy Files
Tim Blair

Greens
Facebook Group – Bob Brown for PM

Prominent Blogger
Greens Blog


Back to basic Information – What party gives the individual the information that they need, to make an informed decisions.

Labor
Home Site-
Kevin 07

Liberal
Home Site

Greens
Home Site


Democrats
Home Site

Please put your votes for the four categories in the comments below

RSVP beat the odds this time but the death of Online Dating Sites is near

I really like this approach by RSVP.com.au, I think Love Communication (the agency behind it) has done a really neat job at communicating a cleaner image for the brand. As picked up by information aesthetics blog it is very similar to the opening of Stranger than Fiction.



However for me Online Dating Sites are on the way out with people now choosing Facebook over dating sites. There is more security, going on a date with a friend’s friend rather than a complete random.

As my research has shown people are more likely to portray an accurate image of the person they are offline in Facebook as there offline friend’s are viewing the material they put up and will ‘call them out’ if they start expanding the truth.

However on RSVP, I could of just done AIDS work in Africa for the last 5 years and now am going back to University to study Medicine/Law, even know I don’t have to because I am inheriting my parents multi billion dollar business. Enough rambling here is the male version for RSVP




And another clever ad by Love for Ricoh Printers.