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BORN HIV FREE campaign

Posted by hivfree on May 19, 2010 in General, marketing 2.0, Social Media Marketing, Viral Marketing

born hiv free

There is this great campaign being launched as I’m writing, and I thought you’d want to know about it.

But knowing is not enough. They need your support to be able to get governments involved. Read, sign the petition, share (on Facebook, Twitter), and ask your friends to share too. Please.

Born HIV Free

We need millions of people to make their voices heard. To reach them we will ask you to spread the message. How many online friends, fans and followers do you have? 100? 500? 10,000? Use ‘suggest to friends’ on the left of this page and invite your friends to join. Let them all know about the campaign. Who wouldn’t want to do their part to ensure a AIDS-free generation?

Campaign resources:

Twitter: www.twitter.com/bornhivfree
Facebook: www.facebook.com/bornhivfree
YouTube: www.youtube.com/bornhivfree
Causes Petition: http://apps.facebook.com/causes/petitions/466

Supporting campaign resources from RED
The Lazarus Effect – Red & HBO
http://www.youtube.com/joinred#p/a/u/0/QqacszjHocM

The Lazarus Effect
Bono and Alek Wek on the RED carpet at the launch of the Lazarus Effect
http://www.youtube.com/watch?v=y0t2vj_SJpc

And now, the official press release for those who want more. (Contact details at the end)

What is it?

The BORN HIV FREE campaign has been created to mobilize public support for the work of The Global Fund and for a world where no child is born with HIV (the virus that causes AIDS) by 2015. Originated and supported by Carla Bruni-Sarkozy, Global Fund Ambassador, this is the largest ever digital media campaign of its kind. At the core of the campaign is a series of entertaining films and events intended to inspire people to sign up online in support of The Global Fund’s mission.

Transmission of HIV from mothers to their children has nearly been eliminated in Europe, North America and other industrialized parts of the world. In contrast, in developing countries, 430,000 children are born with HIV every year – that is well over 1,000 every day. The campaign’s main message is that “We can put a stop to this in the next five years. A world where all children are BORN HIV FREE is now possible”.

Launched on 19 May 2010, in five languages: English, French, Spanish, German and Italian. the campaign uses a set of innovative and imaginative animated films across digital and traditional media platforms to spread awareness about the opportunity the world has to ensure a virtually HIV-free generation by 2015 and to generate support for this goal – and the Global Fund’s wider mission of fighting AIDS, tuberculosis and malaria. The campaign appeals to all viewers to show their support by signing their name on the campaign’s “virtual wall of support”.

The campaign will run until October 2010.

Why is The Global Fund promoting this?

This year the Global Fund is requesting its donors to pledge contributions for the next three years. It has estimated a financial demand for up to US$20 billion for these three years. The Global Fund currently channels nearly a quarter of all international resources to fight AIDS, but more than half of the resources to prevent transmission of HIV from mothers to children, as well as more than half of the people receiving AIDS treatment around the world. In addition, the institution channels around two thirds of the resources invested against tuberculosis and malaria.

By focusing on a world where virtually all children can be BORN HIV FREE, the campaign is drawing attention to one of the many ambitious goals the world can achieve if it continues to increase investments in global health. By signing up on the “virtual wall of support”, people can signal to their country’s government that they approve of the use of public resources to fight these global pandemics and to achieve ambitious global goals, such as a virtually HIV-free generation.

Given that The Global Fund relies predominantly on public funding for its resource needs, the campaign is not a direct fund-raising campaign and does not ask individuals to contribute money. It simply asks people – by the simple act of clicking a button – to register their support for BORN HIV FREE and for the work of The Global Fund.

The Global Fund will publicize the levels of interest, awareness and support as the campaign progresses.

How has the campaign come about?

The campaign was conceived by Julien Civange at the request of Carla Bruni-Sarkozy, and co-produced with The Global Fund. The campaign films were produced by Oscar-winning production company H5, as well as by Passion Paris, TWA/MAP and NEXUS Productions, focusing on the promise of life fulfilled for children who are protected from HIV. The animations will be distributed through various social and mass media platforms and be supplemented with a film by the award-winning Swedish animator Jonas Odell showcasing the tremendous advances made in the fight against the three diseases since the inception of The Global Fund in 2002. The campaign web site was designed and developed by red design, and the YouTube channel was developed by type3.

A number of official partners have joined together to support this cause: Google, YouTube, MSN, Orange and JC Decaux.

Why launch the campaign now?

On 5 October 2010, UN Secretary-General Ban Ki-moon will chair a meeting of donor countries in New York where they will pledge financial support to The Global Fund for the next three years (2011-2013) to fight the three diseases. Given the Global Fund’s large share of global financing for the fight against the three pandemics, the level of financing secured will largely determine whether the battle to virtually eliminate mother to child transmission of the virus by 2015 – as well as other targets, such as a end to deaths from malaria and dramatic reductions in the burden of tuberculosis – will be won or lost.

A majority of The Global Fund’s financial resources come from public sources. The United States is the single largest donor and of the top 16 government donors, twelve are from Europe. Japan, Canada and Australia are the other major donors.

Strong support from the public is needed to enable donor countries’ leaders to continue increased investments in The Global Fund so that a HIV-free generation can become a reality.

For more details on The Global Fund’s resource needs click: http://www.theglobalfund.org/en/resources/?lang=en

What is The Global Fund?

The Global Fund is a unique global public/private partnership dedicated to attracting and disbursing resources to prevent and treat HIV and AIDS, tuberculosis and malaria. Since its creation in 2002, The Global Fund has become the main source of finance for programs to fight AIDS, TB and malaria, with approved funding of US$ 19.3 billion for more than 572 programs in 144 countries. It provides a quarter of all international financing for AIDS globally, two-thirds for tuberculosis and three quarters for malaria. For more on the Global Fund see www.theglobalfund.org

What is the link between Carla Bruni-Sarkozy and the Global Fund?

Carla Bruni-Sarkozy became a Global Ambassador for the Global Fund for the Protection of Women and Children Against AIDS in December 2008. At the announcement of her ambassadorship, she declared that one of the ways she wanted to act as an ambassador was to engage the world of art, culture, fashion and entertainment for the cause of ensuring that virtually all children are BORN HIV FREE. The campaign grew out of this commitment.

For more information contact:

Andrew Hurst – Media Relations Manager
Office: +41 58 791 16 72
Mobile: +41 79 561 68 07
Email: andrew.hurst@theglobalfund.org

For more information visit: www.bornhivfree.org
Videos can be downloaded from: www.youtube.com/bornhivfree

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Coke Goes Viral With the Happiness Machine

Coca-Cola has launched it first viral video , and in getting a rare success in this type of media play. There is no proven method that ensures a success in viral video marketing other than it has to be entertaining. Funny always seem to work well as a formula, shocking as well, bad taste ( but that could seen as bad for a brand) , unreal or just unbelievable also works. Coke’s Happiness Machine, while only no more than a week old , has close to 800,000 views.

In what seems to be too incredible to be true a Coke machine setup in a university or college campus delivers more than just bottles of Coke. Flowers, balloon animals, a huge sandwich, and an endless supply Coke bring delight and happiness to the students.
As reported by iMedia Connection this is Coke’s first official experiment in viral video following on from another teen connection campaign the “Happiness Factory”.

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A Digital Night with P & G – Buzzing Pampers Save a baby social media campaign

Posted by John Horniblow on May 12, 2009 in General, Social Media Marketing, Viral Marketing

P & G  hosted an EMEA Digital Night at   in Geneva bringing together  its marketing , ecommerce , digital communications people and their agencies to  participate in a digital and  social media experiment on a real live campaign.  At its outset it appeared to be a daunting proposal , to spearhead a full blown digital media campaign in two hours with the ultimate idea being to maximize the groups reach , push their influence, and market and sell the idea of donating  for a Pampers & UNICEF program to eliminate Tetanus aiming to raise 100, 000 GBP in 18 hours.

Pampers Save a Baby. One pack , one baby.

“A baby dies every three minutes somewhere  in the world from tetanus. It is completely avoidable and Pampers  is sponsoring and raising money for a UNICEF vaccination program worldwide.”

The ensuing two hours was bold and adventurous as assigned groups armed with a few basic executional assets  and a donation landing page split off to devise and execute a fund raising campaign utilizing only digital channels. There were no set rules in what the approach needed to be other than it needed to be  “executed with integrity”.

The groups  immediately raced to begin and obvious point to turn to  were their  friends and associates linked in the various social networks. Facebook groups emerged , links appears, a donate widget application got added to personal pages and the conversation began in earnest.  The emergence of  strategy then began to permeate the groups  as each devised campaign message and  a reach strategy in how to maximize audience across a multiple touch points making the approach more sophisticated, pointed and less haphazard.

Blogs , YouTube videos, an influencer campaign on Tweeter and through Facebook , chasing and contacting high value donors , negotiations for impressions across online publishing networks linking multiple contact channels and coming together at a rapid pace. In a jaw dropping moment a little while latter a one million impression banner campaign appeared across one of Germany’s major newspaper sites.  The buzz and influencer phenomena  then took over with global reach. As the intensity of the push to raise money took hold , groups began to monitor their competitors actions and tactics, calling for quick decisions on how best to out wit the competition and move to next channel almost in a race to be first. Viral campaigns riding on the back of Selma Hayak’s ambassadorship  sprung up,  well designed internal direct email campaigns raced through the P & G network ,  tell  to friends campaigns in the social sites.  A  directed and awe inspiring frenzy of digital buzz.  The results .. they are a secret .. but  it worked.

Donate to one groups target @ www.justgiving.com.co.uk/pampersnewbaby

Save a Baby Blog link

YouTube submissions

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The Digital Ecosystem – Awareness, acquisition and retention activities

Digital Marketing  is all about the consumer experience  with , accompanied by, and  within a brand virtually.  From the physical dimension of a brand to its mental associations, its brand equity, or  brand essence , down to very granular services or information surrounding its place in a consumer’s life,  all can and should be experienced digitally. 

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One way of  considering the full digital marketing mix is to look at as a  digital ecosystem. As in any successful ecosystem, all the elements and their inter- relationships support and keep the ecosystem alive, adapting and thriving. And across the digital marketing mix there is a problem if these all remain in silos.  The traditional marketing pillars  of awareness, acquisition and consumer retention  should be applied across all types of  digital interactive services or content in that ecosystem as active environmental roles that support the ecosystem. More importantly,  they must all be considered as  digital consumer touch points, each with an active role  to play. In a cohesive or holistic sense these traditional marketing pillars should applied against very activity in standalone website or across a full digital  ecosystem ( sites,  services, distributed content,  social networks, digital media/advertising, email marketing and CRM ) and should always be considered. Conversely , these digital touch points should be supported by other non digital channels ( POS, above and below the line media , on pack) ; a virtual environment needs to exist with a physical counterpart. 

While some of the activities, content, or interactive services you have on a site may seem obvious its always good to justify there existence against what your aims or goal are in the marketing mix. No one element is exclusive , all are interdependent just as they would be in the normal sales funnel,  and what’s interesting about this is that you can seek to balance activities against the goals and make decisions of what interactive pieces you might consider for the traditional marketing pillars  of awareness, acquisition and consumer retention. 

What’s interesting today in the more social interactive world is that  in the consumers journey along the traditional sale funnel seems to be either accelerated or  they can identified anywhere in the funnel a lot quicker. The activities surrounding your he traditional marketing pillars  of awareness, acquisition and consumer retention seem blurred. Lets take,  for example, Bacardi . In its recent digital campaign  to further its  association with a night clubbing and dance club lifestyle worldwide, it chooses to be a trusted facilitator in an aspect of that  lifestyle, by providing the service of a digital  music sharing platfrom . It uses social media by offering aspiration based rewards of free  limited edition, 1st to hear, music tracks to those consumers (its digital advocates)  that act as a word of mouth spokes-peoples for the brand’s service by being the source of introduction of the Barcardi music sharing platform to their friends and rewards them accordingly.  One could  say that its the digital equivalent  to brands  giving  away a utility  that is associated with or inherent in products consumption. Like a coffee  brand giving a branded cup or spoon or something inherently needed with the process drinking coffee. But in the case of Bacardi its wrapped up in a social relationship reward program that only digital can provide at relatively low cost and be  highly. What is does is either accelerate the potential for identifying advocates  or it even makes a brand advocate out of a consumer who may not necessarily consume the brand or be an MVC. This is not bad thing, who wants to stop a consumer talking about your brand in a positive way whether or not they consumer your brand?

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Widgets and the future of CRM

Posted by John Horniblow on Feb 11, 2009 in Branded content, General, Mobile and wireless, User experience, Viral Marketing

snapshot-2009-02-11-11-07-56Recently OgilvyOne  Paris released a widget for Croquons la Vie , Nestle France’s  revamped online Consumer Relationship Marketing Program . Aided by what appears to be a concerted digital PR campaign targeting blogs and digital influencers and using  its inherent  widget -portability or share-ability  , it appears to be making some traction. Readily downloadable from the  main site  Croquons la vie  its easily  transferable to Netvibes  or iGoogle where you can make a number of choices on where and how you want to display the widget.

When it comes to looking at CRM practices this widget doesn’t disappoint from the marketer’s,  and more importantly, the consumer’s standpoint. Loaded with a rich content offering of  monthly recipe videos, recipe links , and  coupons , this widget provides the “value add”  that consumers expect from relationship marketing programs.   As well, it also adds the  possible concept of social marketing and content distribution into the CRM mix  as it extends the digital marketing ecosystem beyond  websites into the desktop world and potentially into mobile phones overtime. 

What is clear about using widgets  is that  you can extend the CRM based  services and value added content , personalize it , and use them as your own private  brand driven media channel  , pushing content or marketing communications to the widgets, where ever they may be. By simply adding the widget the consumer has actively subscribed to the brand communications , placing  themselves very clearly in control of the content they will  view as it changes over time. The relationship is nurtured through a constant evolution of  digital content offerings and the promise of discounts via coupons that can be claimed directly through the site.  What  will become apparent over time   is that  as  the install base for the widget  expands dramatically,  so does its propensity to become a media conduit for other brand communications . Content could even extend to  retail partnerships  as a  way of  subtly  extending the shopper  communications that may link consumers back to instore promotions or e commerce applications.    

What is also clear  is that in the coming year through consumer uptake of  iPhone an or smartphones and the development of  Google’s Android ( Open Handset Alliance Project)  in 2009/2010, is that the mobile phones will become “widget compatible” . The consumers use of smartphone or  Androïd platform, will not be bound to simple static applications but open to a diverse range of content services  that can be streamed onto the phone , although for the time being the support of Adobe’s Flash file format  seems hard to accomplish on phones.  

As Bruno Walther  , CEO of OgilvyOne Paris  says “The more time passes, the more I am certain that the widget is the future of the client relationship (CRM). ” , and  on this note I can only agree  with him wholeheartedly. Pick the widget up from Netvibes 

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Branded Content – Social Marketing deal : Groove Armada and Barcardi Rum

Posted by John Horniblow on Jan 22, 2009 in Branded content, Social Media Marketing, User experience, Viral Marketing

Groove Armada and Barcardi Rum deal

groove-armada1

There are “No Rules”  anymore when it comes to the music industry and how band or musical acts market themselves in the digital age. To underscore the changing ways of doing business and the ability of an act taking control of its music and image outside of the “record deal”  -  traditionally label based system, Groove Armada’s deal with Barcardi Rum is unprecedented. Its a pure play “Branded Content”  deal.  The UK based , world renowned DJ  and dance music act Groove Armada, has signed an exclusive one year  recording, DJing and promotional deal with Barcardi.  And it  has the music industry pundits questioning whether its a  ”Sell Out” or another wake call in the ever evolving era of media portability and its impact on all traditional  entertainment media. 

In the 21st Century music scene, with music sales down and the internet transferring power to the artists, their options are wide open. In what could be called a symbiotic exchange or  promotional deal, Groove Armada gets to be promoted and play to new audiences worldwide under the marketing flagship of Barcardi. It is what could be called a branded content  viral or social marketing deal too.  Bacardi is  the facilitator of content or  music sharing, is  associated to a “hip act ” and right in touch with core audience and their media and social habits.  A  four-track EP – the only music to be released under the contract  -  was launched by Tom and Andy Cato at the Midem international music convention in Cannes yesterday.  

The Branded Content – Social marketing deal 

The EP will be delivered through an innovative sharing mechanic called Bacardi B-LIVE Share; a pioneering online application encouraging and rewarding consumers who share Groove Armada’s music from the EP with their own online communities.  Andy Cato says of the model -
“Sharing music has always gone on. It’s giving music away that’s the problem. We wanted to come up with a 21st century version of what we used to do with cassette tapes. When you give music away for free it’s disposable. When you share it, it’s done with love.” 

The first track  has just been released  as a free  download for free from http://www.bliveshare.com , Baracardi’s brand spanking  new music / promotional sharing platform. 

In what is surely  an experiment in Social Media and Viral marketing , to get the other three tunes, fans must share the first with their friends, who share it with their friends, who share it with their friends.

To get the second track, the fans and their network of friends must spread the first 20 times through the website. To get the third, the network must share it 200 times. And for the fourth, the first MP3 must be shared 2,000 times in total.  The originator or ancestor  being able track their spread of music through their social network with a window of six weeks to spread it, after which time all four songs will go on sale through normal digital stores.

The site includes social sharing applications with Facebook , MySpace , blogs , websites , and a call to social  email campaigning.  

 So download your  exclusive Groove Armada track “Go” from me :)  

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