New Burger King Ad Campaign Shows Cheeky Humour is PR Gold

Last week, The Cannes Lions Festival held its annual awards ceremony, honouring the most creative and successful marketing campaigns of the past year. It is always a great week to keep an eye on if you have an interest in marketing. And this year, it showed that when even the biggest companies take a risk, it can really pay off.

 

One of the biggest winners for 2019 was the almighty Burger King. Stepping up its smear campaign against McDonalds with a light-hearted twist saw the company scoop a whopping (don’t excuse the pun) three Grand Prix prizes.

 

The King of campaigns was this year offering customers their most popular burger for just a penny. But only if you ordered it from a McDonalds. Carrying on its ongoing anti-McBurger campaign, the new Whopper Detour App offered customers an almost free burger when ordered within 600m of a Ronald McDonald establishment. The app would then direct you to your nearest Burger King to pick up your 1 penny Whopper.

The award-winning campaign highlighted the importance of mobile when advertising. Linking the new mobile food order culture, as well as the age of gaming and the joy and shock that comes with bending the rules of sportsmanship, the Whopper Detour app was a mixture of creativity, cunning and comedy.

 

It is not the first time this year that Burger king has used McDonalds’ extensive advertising budget for its own gain. Flame-grilling has always been Burger King's signature cooking technique since opening in 1954, and in March this year, the burger chain used virtual flames to "burn" its biggest competitors. While it didn’t specify McDonald's by name, the pixelated imagery of billboards and print ads suggest that the app campaign was directly targeting the key rival.

Admittedly, many of us may not have the budget or brand significance for the publicity that these ad stunts have created. But we can take a leaf out of the burger giant’s campaign book. Burger King stays at the top of the awards list because they look forward. With this flux of new technologies, using mobile apps and AR is a sure-fire way to get strong engagement from your target audience. You may not be in the same industry, but the rules still apply. Always keep on eye on the horizon and have fun with your campaigns.

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Digitising Your Fabrics: Our Process

We understand that not everyone has been immersed in the world of 3D. You may have been told that you will need 3D assets of your fabrics, but you are not sure how the process works and it is stopping you from taking that first step. So, we thought we’d give some clarity:

1. The Pitch

We want to show off what we can do, and we want to make sure that will help the development of your business. So, the first step is inviting you to come to our office to have a peek of the projects we are currently working on, and we will probably show off some technical wizardry – the team is pretty talented, we can’t help showing them off. We will then sit you down and talk about where the gaps in your visual marketing and online sales are, and the best way to solve them. Don’t expect any visual concepts yet, but we can show you some of our case studies that may sway you. (We also serve a great lunch which is worth the visit alone.)

 

Then there is increased SEO. Search engines favour relevant content. And images getting clicks are exactly that type of materials: they bring visitors to the website, lead them to explore its content and interact with it. So, the more successful images you have, the more chance you have of getting and keeping top positions in the search results.

 

Needless to say, each product shot needs alt and title tags, and descriptions. So when your high-quality, engaging product design renderings have well-written attributes with relevant keywords, search engine rankings will know that your page content is high-quality and therefore useful for your target audience.

2. The Brief

Once we’ve got the job (thanks!), we will ask for a swatch or flat photograph of each fabric that you need digitalised so that we can work our magic. If you were really great clients you would also send us a lifestyle shot of the fabric, wrapping a product, so we can see the way light hits it at different angles.

3. The Build

Our team will then recreate your fabrics with flawless step and repeat patterns, photo-realistic textures and colour matching perfection. You don’t need to know too much about this part, except that we can recreate your fabrics in record time. Seriously, we can have a fabric swatch perfectly digitised in under ten minutes. You really won’t believe it.

4. The Finished Product

You have proofed and fallen in love with all the images. So now it is up to you where you are going to use them. We can put them in a great brochure design. Use them to drastically improve your eCommerce website or ask us to build room sets for them to be placed into for a time and cost effective alternative to photoshoots .

It really is as simple as that. We always make sure you’re involved in the whole process and our door is always open. Why not check out some of our previous work here . Come and meet us (or Skype if you’re too far away), send us your fabrics and that’s it! You’ll have your perfect 3D assets in no time at all. What are you waiting for?

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Why IKEA is Thriving in the “Retail Graveyard”

This Swedish powerhouse really needs no introduction, with genius branding and advertising, they know exactly who they are, and so does the rest of the world. It was the brainchild of 17-year-old Ingvar Kamprad in 1943 but has been named on Forbes’ World’s Most Valuable Brand list in May 2019. So how is this flat-pack furniture brand still ruling the retail industry and staying so relevant? The secret is staying ahead of the market in not only trends, but technology. Every furniture seller should be taking a leaf out of their infamous catalogue to share some of the success. And here’s how.

 

In April 2018, the retail giant realised that it was facing a problem: it hadn’t been keeping up with the digital world and this sparked a shift in their business development strategy. Although IKEA has been ahead of other furniture companies, technology had been globally advancing, leaving many retailers behind. They started by investing in “personalisation at scale” allowing it to send precisely-targeted communications to people based on what they are doing online. “When people buy a bed, they actually spend two weeks researching online. There is a lot of information that we gather so that we can actually be relevant to the person wanting to buy a bed in those two weeks”. -  Barbara Martin Coppola, IKEA’s Chief Digital Officer, talking to CNBC.

 

The key to this strategy shift was the incorporation of CGI on a large scale. The Swedish furniture company has been aggressively ramping up its use of computer generated imagery in their catalogues, starting in 2006 with their first CGI photo of a Bertil pinewood chair. By 2012, the Wall Street Journel reported that 25% of their products were computer generated. And with its rapid globalisation, with products reaching multiple cultures CGI and 3D rendering is invaluable.

 

The newest addition to IKEA’s futureproof strategy is the Place app. Allowing customers to place IKEA furniture into their own home, digitally, before purchase. It automatically scales products – based on room dimensions – with 98 per cent accuracy. Customers can see the texture of the fabric, as well as how light and shadows are rendered on furnishings.

 

The secret to IKEA’s success? Always being one step ahead. Especially in technology. With retail ever struggling, a business strategy that constantly stays ahead of technology and is digitally driven will drive sales and success. And what is the first step to the forefront? 3D rendering and digital marketing. It all started with the humble furniture visualisation. Once a company’s products are rendered, it opens a world of possibilities that are then ready-made.

 

To talk about how your products can be digitalised, get in touch with us today.

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