We believe passionately in the power of ideas to transform our clients’ businesses, brands and reputations. We’re also driven by the simple belief that NOTHING IS IMPOSSIBLE.
Challenge
How can the many brilliant minds at the Saatchi and Saatchi World Network engineer the next generation of TEEN POP...?
The Idea
THE LOVEMARKS!
Artist's rendition. Group name not set and likenesses may change so as not to infringe upon Huckapoo's recent IP victories at home and abroad
Results
From Poptimists via Brand Republic:
Saatchi & Saatchi is touting a manufactured girl band, created by the agency, as its latest ad weapon in the battle to reach young consumers.
Marketers will be able to hire the as-yet-unnamed group to promote their brands in their songs, their clothing and what they eat and drink.
Already a drinks company, a consumer goods marketer, an entertainment business and car manufacturers are said to be lining up for the chance to align their products with what appears to be the most disposable incarnation of pop in a post reality-TV world.
Created by Saatchi youth division Gum, the idea aims to surmount the problem of ad clutter by taking brands into a fresh medium.
The agency is understood to be planning to roll out the concept further to a rock band and a comedian if selling pop as a marketing vehicle is successful.
Any similarities between existing brands and the girl band members' stage names -- Mercedes, Chanel, S-Jay and Rockwell -- is said to be merely coincidental.
The girls all hold down day jobs and are being groomed into pop stars with singing and choreography training and styling. It is estimated that the agency might have to send over £200,000 a year to develop the band.
The girl group will make its public debut next month in a "mobisoap" -- a series of minute-long soap opera-style films reflecting their real lives relayed via mobile phones.
Why "The Lovemarks," you may ask? Simple...
Lovemarks form a key pillar in what we believe. Lovemarks are super-developed brands that inspire loyalty beyond reason. The relationship Lovemarks have with the people who buy them is not built on function, but on emotion....and function.
Goes down smooth as Guinness...
So is this going to be the greatest band of all time? And what wonderful products will they have to offer us? And why should we choose these products over Hannah Montana, who nobly offers only herself and her music (and by association her parent conglomerate -- and maybe her actual parent)?
Hey Disneycorp lurkers, listen up: I get more webcounter search hits these days for "Hannah Montana" (often in various degrees of undress...she's THIRTEEN you perverts!!!) than from Hype Machine. Y'all have no appreciation for tha Miley. One of these days I'm going to hide "Who Said" in an "ULTRA RARE DEVENDRA BANHART COLLAB W/ ANIMAL COLLECTIVE, FROG EYES, DEERHOOF, AND DAN BEJAR LIVE AT THE LOLLAPITCHFORKAROOZA REMASTERED W/ PHIL EK AND NIGEL GODRICH ON THE KNOBS!" And we'll see how you like -- no, LOVE -- what Hannah has to say.
Keep an eye on this girl, people. Highest ratings in Disney Channel history is nothing to sneeze at.
So back to the advertising mogul girl group (who in a perfect universe MUST be known as The Lovemarks...it's a great name and I won't even ask for much money, woops I accidentally just copyrighted it! [EDIT: Damn, figured they might have beaten me to the punch! From the US Copyright office: ITEM 1. TX-6-146-634: Lovemarks : the future beyond brands. CLNA: on foreword; Procter & Gamble Company; ITEM 2. VA-1-301-661: Lovemarks : the future beyond brands. CLNA: acSaatchi & Saatchi North America, Inc.]).
Get some decent collaborators. Put out a compilation. Be transparent -- remember, there is no room for cultural critique in an ad system that welcomes self-reflexivity and superficial self-deprecatory criticism, so leak the FAKE FAKE OMG MANUFACTUR'D story YOURSELF. Twice. And then plaster your ensuing media hype backlash all over the soundtrack album art and bonus track musique concrete collage of news coverage mashed up with the lead single. Sell at half price to children through iTunes download allowances, watch it climb the charts. Get some Dizny leverage power, saturate the RD market, watch the Top 40 follow.
Oh man, why aren't you people hiring me right now? I graduate in TWO AND A HALF MINUTES.
"Go for the goal with THE LOVEMARKS [©2006
Lastly, check out these ads...Guinness, Skol (beer), UNICEF???
From "Guinness (Africa)":
Context
Male Africans have a fanatical passion for football. However Guinness does not sponsor football and cannot do so credibly in the short term. And in key markets, alcoholic products may not be seen to associate themselves with any sport on an organised level.
Challenge
To own the spirit of football.
The Idea
Guinness will give us the inner strength to win the World Cup.
Results
The Football Campaign, which this commercial was part of, drove the brand’s affinity rating with African consumers, which rose by 5% over the period to 75%. This is quite staggering.
From "Skol Beer (Brazil)":
Context
The popularity of electronic music was growing among young Brazilians, but no brand was particularly associated with it. Skol took their existing experience with musical events and invested in electronic music by creating Skol Beats Festival.
Challenge
To appropriate the electronic music trend in Brazil for Skol.
From "UNICEF (Australia)":
Context
The developing world and its problems, especially child slavery, seem remote for most Australians. And every charity has access to the same lists of people who are inevitably inundated with mailings and requests, especially at tax time. In this context we aimed to raise approx $250,000.
Challenge
To stop children being treated like a commodity.
The Idea
To compare the sale of children to the sale of everyday items.
Hm, better not go with your first LOVEMARKS poster design, then:
The Lovemarks. Just do it. And then pay me.
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