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Archive for April, 2012


Brand Development – CourtSide Consulting – New Client Announcement

Friday, April 27th, 2012

FiG Advertising and Marketing is pleased to work with CourtSide Consulting on a new brand development and identity project.

The Client

CourtSide Consulting specializes in transforming day-to-day HR responsibilities and management issues into exciting and influential learning experiences.  Courtney Berg, owner and consultant, brings her extensive HR and operations background to clients with three core services: HR EasyLink, HR Systems Set Up, and Training and Consulting.

The Challenge

Experience, awareness, and trust are the most important factors in branding for HR consulting companies.  How well a brand communicates the benefits that it offers, and how well the audience perceives the brand is a challenge that CourtSide recognizes as an important element in growing business.  CourtSide’s current brand has become synonymous with Courtney’s personal expertise, and part of the impetus for the new brand mark is to increase the prominence of the company as a whole over her personal brand.

The Project

CourtSide Consulting has all the right tools to help businesses with their HR and management needs.  The company’s new identity should reflect the growing value of their growing brand and expertise.  Our award winning FiG team believes a new logo design that promotes their professionalism and continued success will re-engage their existing clients and increase brand awareness to a wider audience.

Check back later to see the new brand, and Contact FiG if you need us to spice up your brand!

Sharing A Coke

Wednesday, April 25th, 2012

Coca-Cola has been bringing us together one soda at time since 1944.  Their advertisements have been funny, emotional, and inspiring.  Yet, sleek and innovative aren’t necessarily the first words to come to mind when thinking about the Coca-Cola brand.  Well, apparently their marketers think differently and this time they have caught us all off guard with Sharing a Coke!

sharing a cokeCoca-Cola’s ad company contracted a young graphic design student, Jonathan Mak Long, to create a print ad that represented “Sharing a Coke.”  This minimalistic print is what he came up with and is exactly what we all needed from Coke.  Something simple yet brilliant.  Here, he showcases that not all advertisements need to be crazy or over-the-top.  Thank you and well done Mr. Mak.

 

*Advertisement and information from: Ogilvy & Mather China

 

Ad of the Month: Honda Anti-Theft Negotiator Terii

Thursday, April 19th, 2012

Honda’s anti-theft negotiator has caught our attention AGAIN!  This Honda video was chosen as our ad of the month for its innovative concept, vivid living scenario, smart timing, and its lingering effect.  Though it was an April Fool’s ad, it is not a joke.  Similar type of technology is out there and available, and Honda has announced to put this on all of their 2013 vehicles*.

The video shows the anti-theft negotiator Terii in action against a persistent car thief.  It starts with Terii using a touch-point biometric technology to recognize the car’s owner.  The second that the owner turns away, a thief appears.  Terii begins the negotiation immediately when she knows the person is not the owner.  After several attempts of logical reasoning, Terii ends with a string of rather terrifying threats that show the limited extent of her mercy and the full of extent of her effectiveness.

The ad is another successful viral marketing example, that engages with an audience throughout the video, and creates an interest of sharing.  Besides the well-done story outline and the creative language, the clever timing is another reason that the ad wins its position of ad of the month at FiG:

April Fool’s is not only a date of broadcasting funny videos, but a perfect timing to generate conversations and test market interest, especially when a product/technology is still in beta phase.  When laughing with the ad, viewers immediately show great interests in installing Terii in their cars, and also wonder whether it is a real technology available since it was on April Fool’s.  With many features still under development, there is no better dates than April Fool’s for Honda to use this video to find out customers’ needs.  They can’t show a “fake” ad that doesn’t deliver the promise (product), unless it is considered a joke!

With this ad in place, Honda successfully generated brand awareness for Terii, and created a competitive advantage in the anti-theft area.  Though it is still a long way for the market to really embrace Terii, Honda is half-way to acceptance.  It is only a matter of time before Honda launches a full campaign highlighting the technology, and I’ll be ready to test it as soon as it is out!

*Honda states that Terii requires a technology package as well as Satellite-Linked Navigation System