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Remarkability
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mark bowling, consulting, facilitation, branding, communicationa planning, fun, Global, Singapore
mark bowling, consulting, facilitation, branding, communicationa planning, fun, Global, Singapore

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How to better manage Gen X and Gen Y employees in Singapore http://ht.ly/Jmo0I
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When unified in need, we can change the world: Before 17th February 1863 there was no organised approach to treating and dealing with people injured on the batttlefield. That changed when five men debated, and then created, an organisation that we now know as the Red Cross. #citizenme http://ht.ly/tH6YG
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THE PERFECT POP VIDEO PRODUCT PLACEMENT 

For many years, pop groups, rock stars and R&B crooners have funded their promotional videos with the support of brands looking for a celebrity endorsement, a bit of PR and maybe a few more product awareness points. Britney's flirted with Nokia, Shakira played with Adidas, and both Jay-Z and Beyonce have gone all the way with Samsung Mobile.

However, today I was introduced to possibly the most blatant and arguably the best product placement in a pop music video of all time. And learned a lesson to be shared with marketing folk the world over.

In British girl group The Saturdays' video for their latest offering Not Giving Up, we are introduced to the whole concept of 'corporation pays for promotional pop video in return for product integration and implied endorsement'. As such, the video clip opens on a shiny new Citroen DS3 driving into shot, then a quick flash of the logo, folllowed by a glimpse of the pop starlets exiting the vehicle.  And then the product placement is done. In less than 5 seconds. After that the video REALLY starts with it's neon Star Wars lightsabers, pulsing beats and sexy dance poses, with nary a mention or reflection of the car to be seen from then on.

For TV shows and movies, product placement experts furiously work to create ingenious approaches to brand integrations, seamlessly weaving the product into the storyline or subtly (or not so subtly) placing brand assets'in shot'. Yet in the music industry of 2014, a healthy dose of commercial reality is taking a fresh approach to product placement - take the money, promote the product, and then get on with  the business of running a record label (whatever that is these days). 

Now this is not going to set the creative and marketing world on fire, but ultimately if everyone is happy - pop group get sexy video, record company save money, corporation gets celebrity endorsement AND 'branded content' - then why not? 

You can see this perfect display of brand integration pop perfection right here: The Saturdays - Not Giving Up
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