Louis Vuitton is teasing the ad online with a fifteen-second trailer, prior to the discharge of the overall film at the label’s “Pass” app and on YouTube on 7 November. The shorter version of the ad can be shown on TV during Homeland on Channel 4 on 10 November, while a print campaign in newspapers and magazines is planned for later within the month.

The ad marks the second one stage of a movie that Louis Vuitton first launched last year that aims to indicate the adventure of a Vuitton woman. Entitled L’Invitation Au Voyage, it features model Arizona Muse alongside Bowie.

Starting out in Paris, the ad shows Muse travelling in a hot air balloon to Venice where she meets Bowie and finally ends up at a masked ball. The ad includes a track from Bowie’s new album, Tomorrow.

The ad marks the newest phase of Louis Vuitton’s plans to take the logo even further upmarket as sales growth has recently slowed. It’s concentrating on making its products more exclusive, launching goods with fewer logos and more precious metals in a bid to attract the wealthiest shoppers while driving up prices to enhance margins.

Last month, the firm announced that chief creative officer Marc Jacobs would go away his role as artistic director to create his own label. While no replacement have been announced, rumours suggest Nicolas Ghesquiere, previously Balenciaga’s creative director, will tackle the job.

CAMPAIGN OF THE WEEK

Sony PlayStation 4

The marketing machine for Sony’s hotly anticipated PlayStation 4 launch later this month kicked further into gear this week with a Tinie Tempah interactive video. The united kingdom rapper is the centrepiece of a brief film, by which viewers use their smartphones to access exclusive content as he discusses the significance of playing games with friends. Featuring shots from a bunch of upcoming titles, the atmospheric ad sets the tone for the brand’s focus of being a games machine first and a house entertainment platform second.

A GOOD WEEK FOR…
BT

Taking on Sky within the sports broadcasting business is a risky bet. The list of casualties includes Setanta, which went bankrupt, and ESPN, which pulled out of its UK venture after four seasons. But BT’s £1.5bn investment in its sports channels seems to be paying off, producing unexpected early success. Barely three months after launch, BT Sport has signed up 2 million subscribers and its full pay-TV service added 70,000 subscribers, its biggest growth for 5 years and bringing total numbers to 900,000, in accordance with its financial results for the quarter to 30 September.

It also halted the lack of broadband customers to rivals, the key aim of launching BT Sport, adding 156,000 broadband customers, propelling BT prior to Sky on the subject of broadband customer growth. Should success continue, BT hasn’t ruled out making a much bigger grab for Premier League football games or going after some Champion League matches in upcoming seasons. Game on.

A BAD WEEK FOR…
Guinness

Guinness scored an extraordinary marketing fail after its ad campaign, which saw it take over all three ad breaks during Saturday night’s (26 October) Jonathan Ross Show, was criticised by viewers. A Twitter hashtag, #RoundUpYourMates, was meant to encourage fans to teach their support for spots on male bonding, nevertheless it was quickly hijacked by viewers calling it “excruciating” and “contrived”.

Guinness is hardly the primary brand to fall foul of Twitter users and it won’t be the last. However, what seems to have surprised most consumers is that the gaffe came from Guinness, previously rated highly for its marketing efforts. Owner Diageo admitted that it didn’t live as much as the brand’s legacy of iconic marketing and is now addressing what went wrong. It’s, however, ploughing on with its multimillion “Made Of More” strategy, with plans for further content-based activations as a part of wider efforts to court younger drinkers and kickstart sales.

INTERNATIONAL NEWS

Unilever came under fire this week after a TV advert appeared in Thailand for its Citra Pearly White skin whitening cream that seemed to offer university scholarships to students with paler skin. Critics said the ad, which was broadcast on Thai TV and YouTube, equated lighter skin and intelligence. Unilever withdrew the ad – even though it still continued the 100,000 baht scholarship competition for the university student judged to best demonstrate “product efficacy” – saying it “never intended to signify racial discrimination” and apologized for “any misunderstandings”.

ONE TO WATCH

CRITEO

French web advertising firm Criteo debuted at the Nasdaq on Wednesday (30 October) marking the maturity of the net tracking technology sector. Criteo’s stock price debuted at $31 and has risen to a high of $41.40 since then. With the net advertising industry being almost entirely run out of the West Coast of the united states, the flotation of Criteo highlights the rarity of successful European technology start-ups. However, things may change as governments around the continent aim to emulate the success of Silicon Valley.

TWEETS OF THE WEEK

@AbiComber – global head of selling at British Airways

on her learnings in the course of the inaugural Marketing Academy CMO Fellows scheme

The quality and success of a pace-setter can only be measured once they have gone #CMOFellows@merlinthementor @McK_CMSOForum

@Nate_Elliott – vice chairman and principal analyst at Forrester

speaking to Business Insider deputy editor following the publication of Forrester’s controversial “Facebook is failing marketers” report

@Jim_Edwards good story. but while FB claims GM is ‘back,’ GM went from a $10m FB spend to much smaller spend. we think others will follow

@ChristianHern – Investor at White Star Capital and ex-Facebook, Google and Microsoft employee.

on French web advertising company’s Criteo’s IPO

A US office (where clients are), a US IPO (where the market exists) would not “American DNA” make (good debate available BTW).

@BruceDaisley – Twitter UK managing director

on 1990s pop music. Again.

I miss Charles and Eddie. I wish Charles (or Eddie) hadn’t died.

@EllieJaneTaylor – Comedian

on an unwise tweet from Topshop’s social media team

YAY! Divorce and heartbreak!!whatsoever probs be fine about it so let’s PARTY! “: Yes! Orlando Bloom is single again!”

Speaking at an event hosted by the Direct Marketing Association last night (31 October), Vaizey said he’s “keen on seeing if we are able to change the regulations to lead them to more realistic”. Lowering the load of proof the data Commissioner’s Office must act against suspected offenders is one measure he cited with consensus support.

The minister’s comments came shortly after the publication of a report by the All-Party Parliamentary Group (APPG) on Nuisance Calls, chaired by backbench MPs Mike Crockart and Alun Cairns, which Vaizey said has done “an amazing amount of labor at the issue”, making 16 recommendations including those above.

Changing rules around consumers’ consent for direct marketing is, however, a “thorny issue” that may be difficult to implement, Vaizey admitted. 

The APPG’s report, backed by consumer association Which?, argues consent should expire after 12 months, however the DMA says this might hamper direct marketing for purposes equivalent to contract renewals and desires an extended closing date.

Any new regulations usually are made using ‘statutory instruments’ that don’t require a vote, Crockart and Cairns said on the launch of the APPG’s report earlier on Thursday. These could take effect early in 2014. Vaizey confirmed: “We don’t want heavy-handed regulations that take months to get through Parliament.”

The consultations and rule changes will follow publication of an action plan by the dept for Culture, Media and Sport, authored by Vaizey, which was originally because of be released yesterday (31 October). It has now been delayed to take into consideration the findings of a separate Parliamentary Select Committee report, and could pop out “in the following couple of weeks”, Vaizey said.

Other measures he’s believed to be considering include enabling data sharing between regulators Ofcom and the ICO, new standards around tracing and displaying caller IDs and a shopper awareness campaign using messages printed on phone bills.

Fri, 1 Nov 2013 |

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