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Doug Simon, President and CEO of D S Simon Productions, met with Tim Towster, Vice President of Marketing for BlueAnt, at Barbounia Restaurant in NYC to discuss the launch of the S4, a car speaker phone, and the Q2, a wireless Bluetooth headset. BlueAnt chose not to seek out traditional advertising avenues and instead is launching two viral videos showcasing the products in action. The highly anticipated second video will be launched and available to the media in coming weeks. See the first video here.
Some of Tim’s VlogViews:
“What makes our approach really unique is we’re not doing traditional advertising. So in a sense we’re not going to be doing radio, television, and print. We’re actually going and utilizing PR, grassroots, and viral videos and doing a lot of media tours to really attract attention and showcase the technology and how it can help a person in their everyday life.”
“With print or radio, you can’t really see the product in action. So with a video, we’re able to showcase it in a real life scenario where you’ve got a lot of things going on and the product can really help you in those things. So we really thought that was one of the important ways to portray the benefits of the product because seeing really is believing, especially with these types of products.”
“The response has been extremely positive. All the media that we’ve been showing it over the last couple of days have really liked it because it really portrays the product in a real life scenario. They get the chance to talk to all the product guys, like myself, and we talk about the techs and specs but this helps them translate those techs and specs into meaningful things.”
“We really believe in trying to showcase technology and humanize technology. A print campaign or a strictly in-store type campaign really can’t accomplish that. You really have to get face-to-face with people and show them how it benefits them. So, that’s why we’re doing the media tour, that’s why we’ve done these viral videos, so people can actually feel and see for themselves the product in action.”
DISCLOSURE: BlueAnt is a client of D S Simon Productions
Kevin Bishop, Global Head of Brands, For IBM
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Kevin Bishop of IBM spoke with Douglas Simon, D S Simon Productions, about the 100th anniversary of IBM and the six steps for a successful initiative. Recorded at the IABC Measurement Event discussing the 100th anniversary.
Some of Kevin’s VlogViews:
On the 100th anniversary, “ We wanted to make sure we drew on the history of the past to be relevant to the future as a strategic objective. How can we demonstrate that from our past history, we will be able to make a difference with things that matter to people in the world now.”
“You put your media plan in a way that’s relevant to all of the constituents, then you really got to work each element of the media for what it’s good for. So films can be a very powerful thing, quick delivery of information with a powerful emotional content. If you are going to use the web, make sure you produce things that deserve to be shared, because that’s what people do on the web, it’s to share content. You have to work every media really hard for what it’s uniquely good at.”
“The tree is the real thing, and the shadow is just the image, and if you want to manage a brand you have to work on the health of the tree. If you have a healthy tree, it will always look beautiful in photographs, it will have a great reputation, people will come and look. If all you do is take clever photographs one afternoon, then the tree is going to wither and die. So managing a brand is like managing the health of a tree, and then the shadow looks after itself.”
Check out IBM’s Centennial Website and video!
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