Creative advertising vs Productive marketing

We are going through a fairly confusing stage at the moment, between what clients want and what the consumers require. They are driving us crazy.
Nobody wants to risk even one euro cent more. Everything has to be measured and be scientifically justifiable. See who dares to launch a campaign that is 100% brand image. Without selling the product. Or without a fully itemized price.

And what is the problem? That now the person who is more in control than ever is the client… but the end client: the consumer. And this extrapolates everything: in the background of any marketing manager who makes decisions, we can find the end consumer who buys bread, puts petrol into the car and who pays the gas bill.
In the end, we are all losing our perspective.

Prices are dropping fast, they send the results and we are ignoring creativity: now more than ever, it is not good if we don’t sell.
And I would say something else. If it cannot be measured, it cannot be attributed to sales. Anything that does not turn into sales is not taken into account. Nothing is being risked.

So what should we do? Should we leave campaigns in the hands of media planners? Should we use simpler and clearer creative designs that are product-price oriented?

We are in an era of constant sales, outlets or, as I like to say, “opportunities”.
Let’s stick with this word: OPPORTUNITIES.

Because what I can see is that it is time to turn business around and use this moment in time to take the lead. Now is when our clients need us more than ever even if they are not aware of it. Even if they don’t want it. Even if they don’t want to spend.

New formulas need to be prepared.

It is time for Productive Marketing.

New Wap portal for Factory

Since last April, you can enjoy the Factory Wap portal on your mobile phone.

flash2flash.com has installed a component in the actual CMS developed for the web portal so that the client can self-administer the content that s/he want to present in this mobile project.

Developed according to the latest standards, the project has:

• 4 languages: English, Polish, Portuguese and Spanish.
• 3 different accessible URLs: www.factory.es, www.factory.pl, www.factory.pt
• Automatic generation of content adaptations for the different devices.
• Personal traffic analyser.

Use your mobile phone to go to www.factory.es and take a look.

FNAC launches factoria.fnac.es

Factoria Fnac is the meeting point on the net for the most talented people.

This projects designed and developed by flash2flash.com for FNAC is conceived as a multidisciplinary space where you can upload and share your creations, such as literary, musical, photography, audio-visual, etc. and in addition, you can take part in competitions where you can win fantastic prizes and recognition of your work.

Homo Sapiens Mobilis Conectus

It seems to be incredible how we have changed since the mobile phone appeared in our daily life. Do you remember how strange it was to see executives in their suits walking along the street with their mobile phone connected to a spring-type cable (the battery)?

Now it seems to be perfectly normal. You go on the underground and you are surprised if you do not have any coverage. It is intriguing how we as users go from one stage to the next and make mobile technology part of our lives.
The most revelatory, however, is how we have made it this far.

We have our own theory. A theory based on the SERVICE as it is. A service which has had to adapt to the change and manage to cover a series of needs that we didn’t even realize existed; to be able to communicate at any time and in any place with whoever we want.

Like the animals that we are, our instinct is to survive. Everything basic that helps us to go forward is protected by us and at hand. This has not changed with the mobile phone. Now we can leave home without our keys, our wallet…it does not pose a great problem, obviously if we have brought our mobile phone with us. And why is that? Because everything is replaceable or excusable with just one phone call or one message sent to someone who can find the solution: we get the SERVICE.

This is what has changed. The ACCESS to this SERVICE. A service that we now carry around in our jacket or trouser pocket. And what makes us feel protected is the fact that we always have it on us.
It is not only that, however. The people who we care about also know that we have it with us, which means that we can get in touch with them quickly, easily and effectively. And that gives us peace of mind.

It is fascinating that before leaving home, we make a mental list of what we need to take out with us in a specific order. Do this exercise before you go out tomorrow. The most likely is that the first thing you do or think about doing before opening the door to go out is to put your mobile phone into your bag or your pocket.

This is like another evolution in the human race. Why not? Who can say that the period in which we are living will not be described as so drastic and important in terms of change in 150 years’ time as to give it historic value.
Companies work at the same level. They have to adapt just as individuals do in order to survive in an increasingly competitive market. Tasks such as being able to read email at any time and in any place have become necessary. And for all those of us who use it, we may feel unprotected when we don’t have access, feeling that we have lost control or that we are wasting our time.

The work of companies like ours is to come up with or meet the needs that users have, whether they are individual or professional, by offering SERVICES that make their life easier and which enables them to cover their needs. Save time, money and work.

Pilar Pintre and Pita Sopena, new faces

flash2flash.com strengthens its creative and accounts departments with two new faces: Pilar Pintre and Mª Ángeles Sopena.
Pilar Pintre will take on the position of creative manager in flash2flash.com, after her experience in Saatchi&Saatchi where she worked for Toyota, Ariel, h&s, Amnesty International and Cuétara, among other accounts.
Prior to that, Pilar Pintre worked in TBWA and Tiempo BBDO for clients such as Renault, Recoletos Group, Tele 5 and Pepsi.

In turn, Pita Sopena is joining flash2flash.com as accounts manager after her experience working in the marketing department of Danone, Aguas de Barcelona (Barcelona Water Company) and Ecoembes.
Pita Sopena has a degree in company management and administration and she is finishing sociology. She will be looking after new business and the agency account.

Be prepared for what Google has in store for us

The boom of the Internet and mobile phone as essential and successful vehicles has daily impacts on us. These are all based on segmentation and return.

Nevertheless, I think that it is a bit frivolous to ignore other media types in order to foster only the latest one as the best possible vehicle, always individualized or 100% matter-of-fact.

TV is evolving, and we cannot kill it before its time.
I think that it is important to be ready for this change, which will not happen in a few years’ time…it is already happening.

Can you imagine that you are watching House and with just one click, you can buy the new New Balance shoes that he is wearing? We are not that far away from reaching that stage.

The onset of the PVR and TV on demand means that the way of developing the content is changing. The television channels and manufacturers are aware of that. The content producers have also made the same realization.
We can see that channels are increasingly tending toward content which is based on current issues: sports events and reality shows, and tomorrow is too late.

Content development here will not vary very much from current development.
But… what will happen to recorded content? Series, documentaries, movies… (Nobody wants to see ads during a series if it is recorded)
The placement product is evolving, and as a result the form and way to produce or edit content.

The seniors of Google are aware of that, and they see it as a clear opportunity to obtain maximum profit from their most popular and used service after their search engine: YouTube.
Nevertheless, the social action of watching a movie at home or a live football match continues to be carried out using the number 1 domestic appliance in homes: THE TELEVISION.

Television manufacturers are aware of that and they watch the Internet out of the corner of their eye, and they look for support.
Consequences:

• We already have televisions that connect to the net on their own. (Samsung has several) 
• There are Internet services which are 100% designed for the television (Internet@TV by Yahoo: among others it has other widgets of YouTube, Blockbusters, Twitter, CBS…) 
• YouTube closes deals with primary television and cinema channels and producers in order to broadcast its content on demand and to obtain a measurable and 100% segmented return. 

Conclusions:
We have to be prepared for this, because it is here…it is happening now…evolution is necessary: Internet is on the big screen, be prepared for what Google has in store for us.

Further info:

• Internet@TV: http://tinyurl.com/djgn7t 
• Blog Google: http://tinyurl.com/djh6yh 

Gigaset and its new webexperience

Flash2Flash is creating a web page for Siemens Home and Office Communication Devices. SHOCD’s aim is for the end buyer, the sales channel and press to feel at home. 

With this in mind, the user who visits the web page developed by Flash2Flash can go on a virtual journey through a digital home and experience new and pleasant sensations using the five senses, as well as find out about all of the technological devices that Siemens can offer for the comfort and improvement of communication in the home. 

A specific portal has been created for each user (end, sales channel and press), as each user requires a different type of information.

This is not only a web page that contains information on the product or the company. It is a meeting point where you can find out about the advantages of being a Gigaset user: promotions, competitions, point of sale actions, etc.

The team in Flash2Flash responsible for this project was made up of Ignacio Riesco, María García Broseta and Javier Armijo, as the account team; and Javier Nieto, Hernán Martín and Patricia Paredes, in the creative area. Victoria Martínez and Mercedes Ortega were in charge of the project on behalf of the client.

Telerecicla Returns

Telerecicla returns for the second year running, a campaign which has again been created by the agency flash2flash.com for Ecoembes with the aim of creating awareness and providing information on packaging recycling. Never better said, a call to action and to improving the quality of recycling.

Telerecicla is not a recycled food service, nor the brand of a packaged pizza. It is, however, a troop of 8 motorists who are travelling around 6 cities – Gijón, Palencia, Salamanca, Guadalajara, Cartagena and Cádiz- who bring recycling home. Just call 902 05 03 01 or on www.telerecicla.com.

A Telerecicla motorist goes to people’s homes, gives them information on recycling and can also take the packaging recycling bag. Telerecicla has a telephone number that you can call to ask any questions that you may have on recycling, and you can also participate in the most ecological Smart and Nintendos Ds draws (extra motivation always helps)

As an operations base and centre for Telerecicla, flash2flash.com has created www.telerecicla.com, an online space where users can learn how to improve their quality of recycling by playing and going for prizes.

A new initiative this year, Ecoembes y flash2flash.com has relied on the social networks by creating a figure on Facebook (Antón Reciclón) as well as an application (Make Spain yellow)

Ecoembes and flash2flash.com hopes to repeat last year’s positive reception to a didactic and fun campaign which aims for something that is becoming increasingly important: to know how to recycle properly, and to do it.

Musgo starts to work with F2F

Musgo has reached an agreement with flash2flash.com to develop several online projects.

These projects are in line with a process to foster the brand’s potential in the online and e-commerce area. The imminent launches of its new corporate web version as well as different online shops have their consulting, planning, development and creativity looked after by flash2flash.com.

Musgo is  a Spanish chain of shops which was set up in 1971. Since then, it has been an obliged reference point in Decoration, Gifts and Fashion, as well as Baby Clothes and Accessories.

It is a unique shop in the market, both due to its product mix and its way of presenting it.

There are currently 30 shops with a commercial surface area of over 15,000m² and 8,500m² for stores.

Mobile campaign for Repsol

Repsol has reached an agreement with flash2flash.com within its EESS division (refined petrol) to develop its new Mobile Marketing campaign with the premiere of the Terminator 4 movie in mind.

This project is conceived in a process to foster the mobile channel potential and to continue with the promotions in the EESS which were previously initiated with free petrol promotions.

Repsol wants to promote the imminent launch and premiere of the Terminator 4 movie which it is sponsoring through a campaign with prizes of GPS TomTom Navigators. The consulting, planning and development of the implementation of this action in terms of the whole Mobile area is being carried out by flash2flash.com

This campaign will be available in more than 300 EESS over National territory, using media support ( vinyl graphics in doorways, stoppers at the till, stoppers at pump stations, nozzles, sprint tv, radio and generic posters).

The process of this promotion is so easy that the only requirement is to send an SMS with the word REPSOL to 5335 and we will know immediately whether or not we are winners of one of the fantastic state-of-the-art GPS TomTom Navigators.

This campaign will be active from 20 May and it will last for one month.

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